PR: It Is A'Changing
Written on October 7, 2009 by Susan Payton
So as you know, I’ve been conferencing a lot lately. First I was at Type A Mom, a conference for mom bloggers. Then I went to IZEAFest last weekend. I’m excited to report back that there’s something in the air. No, it’s not Ted Murphy’s new bacon cologne. It’s a shift in how public relations works.
The Old Days
After World War I, a guy named Ivy Lee invented the press release. It was said that a press release helped foster a two-way street, where the client would listen to the public, but let’s be honest: it was more of the “enough about me, what do you think about me?”
In other words, companies wanted to know what the public thought of them, not just what they thought in general.
Fast Forward to Today
It’s been slow going to get to the conversations that are happening today: not just about brands, but about what consumers want. And I mean slow. A year ago, I didn’t see nearly the number of companies who got it. Who understood that social media and blogger outreach was part of the PR landscape that was not an option but rather a requirement for survival.
I go to these conferences today and see brands that don’t need me to explain why they should work with bloggers. They’re there, in the thick of things. They know that a well done product review by a blogger has 10 times the selling power that a print or even internet ad has. They know that giving away free products on blogs helps get them traffic and interest. They want to be a part of the revolution.
And I sigh with relief.
Because I’ve spent the last year trying to swim upstream in a river of small businesses who want solid results. Apparent ROI. Familiarity. Companies who, because they didn’t know what a blog was assumed they should ignore them. Companies who were run by old white men who have secretaries do all their work and never ever used a computer.
All this is changing, and I am thrilled. It’s a new day in public relations, and I, for one, am happy to be part of the pack leading the way.
I couldn’t agree with you more! I’m in the online PR industry as far as social networking and microblogging goes, but I’m more on the tools and analysis side of things than the blogging side. I am quite happy to see things change this way as well. 2009 has been a turning point in my opinion with tens of thousands of social networks that all offer linking, blogs, etc. etc. etc. I love it!
P.S: How do I get a prominent blogger such as yourself to write a product review for me? XD
Thanks for the comment Social Marketer. I’d agree that this year is the turning point.
Product review? Tell me more: susan (at) eggmarketingpr.com