Going by the results of the Social PR Survey I by Jennifer Leggio, it seems that the impact of the Web is causing a rift or cleavage of sorts within the PR industry to show up. Whether by chance or by design, this phenomena is separating the the players who understand and appreciate new social media as part of the overall business strategy, and those what do not (worse are those that don't get it but try to wing it!!!). This is like the process of threshing wheat to separate the chaff. In this case, PR practitioners with the traditional upbringing stand at one end of the spectrum while those who are more '[new] media savvy' are at the other end. Who is on the winning side?
Clearly, the survey suggests that clients, while not insisting on new media/social media being incorporated into their respective PR plan, would prefer such solutions to be offered if the PR agency views it as a necessary component to strengthen the client's business position and communication to the public/market. It is the PR agency's call after all, but what's certain is that they should not shamelessly (if I may use this phrase) tag on social media as if they are bonus elements to the overall PR plan. Clients are increasingly beginning to recognize the pervasiveness and gravitas of social media in their business and they expect the PR agencies to stay on top of these developments too. However, according to the survey results, only 32% if clients feels that their agencies really understand their core business objectives; the other 78% of PR agencies are perhaps still fixated on tactics built upon news 'mentions' or clippings, and general media coverage. This information alone ought to make all of us sit up and pay attention: The market is speaking, but is the PR industry listening?
It is important for PR practitioners of today to build upon the traditional practices and repertoires and integrate new media into their forte. In fact, I would agree with Leggio's call for clients to demand that their agencies showcase examples of having implemented successful social media programs for other clients in order to prove that: (1) their PR approach is not of the unidimensional type, and (2) the agencies are not resorting to some 'one-size-fits-all' approach (or template mentality) when making suggestions about how to implement social media as part of the PR strategy. 78.8% of the survey respondents say they think it is important for their PR agencies to understand social media strategy while 18.6% think this is somewhat important. Put together, this represents close to 95% of all sentiments in favor of agencies that understands the strategic value of social media tools, and are able to surgically implement them in different PR campaigns and plans. The market is speaking, but is the PR industry listening?
What is alarming is the question posed about social media programs that PR agencies seem to be recommending. Leggio says that many PR agencies appear to be driven by a pro-tools mentality but completely showing a lack of understanding of the company's objectives (which affect the kinds of social media tools to be used). This goes back to the earlier statistic where only 32% of PR agencies understand their client's strategic needs and are tweaking their PR solutions to the requirements. From the survey results, 50 percent of agencies are falling into this 'the tools are your solutions' trap. And unless these PR players wake up to smell the coffee (and give the bells and whistles a pass), they risk getting dumped! Leggio's survey results even go to the extent of pointing out certain 'at risk' PR agencies by name, but I shall keep this space as a generic lessons leant area. The market is speaking, but is the PR industry listening?
On the whole, I like the highly measured and rational suggestions proposed by Leggio for both PR agencies and general clients alike. The key point for clients is that, if promised certain results in the social media arena, they should ask their agencies for success stories to back up the claims. For PR agencies, three broad lessons stand out:
(1) Firstly, there is no need to panic, so long as they have a solid traditional PR base and are working on adding a layer of social media solutions to their forte. In other words, they should not be resting on their laurels!
(2) PR agencies, if they haven't already done so, should start delving into the social media world and experimenting - if for nothing, then at least to better understand the new communication approaches, as well as to build up their web 'presence.'
(3) Most importantly, PR agencies need to understand their client's strategic objectives and not make lose recommendations just for the sake of doing so. Clients can tell when a solution smells like a case of 'jumping on the bandwagon.' Social media solutions need to be recommended surgically to fit their client's needs, and for this point to be successful, the earlier aspects on new media development and experimentation needs to get going.
The market is speaking, and the PR industry better be listening! Those that fail to tap the pulse of the market and evolve their PR practices to accommodate the new demands brought about by the social media revolution will eventually be separated from the rest of the pack like chaff from wheat, and be blown away into obscurity in no time.
Leggio is currently in the midst of conducting a more advanced second layer of survey - Social PR Survey II - with the PR agencies, in a way, to 'answer' the issues raised by the client-group in the initial survey. That should be something worth looking out for - at least, to put things into more perspective!
[Author's Note: I have just started out on this blog, and while new media is still a relatively new area to me, I think it is not difficult to see the impact and new demands leveraged on the traditional PR industry, in which I am 'trained.' Please feel free to leave your comments, or even contact me via Facebook or email for clarifications or other discussions.]
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Daniel SeetDaniel is a student with Emerson College's Communication Management program. He is a recent convert to the world of PR2.0 and hopes to start a dialogue to broaden his, and other's, understanding of this subject. Archives
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