“And let me point out, that there will not be a 3.0 or any other rev numbers, unless there is another tremendous evolution, fusion, or breakthrough in the practice, science, and art of communications.”
I guess they missed the whole fact that the industry was still coming to terms with how the Web swept the rug from underneath it, thus changing the game forever, and threatening the eradication of generations of less-than-web-savvy PR professionals.
According to Julia Hood, EIC of PR Week, “PR has gone through other incarnations in the past, but what is happening now is so fundamental, it can only be described as the next iteration of the industry - or PR 3.0, as we have designated it.”
If anything, this article could have validated PR 2.0, but instead they chose to leapfrog it.
“Staffing has been on the increase”
“…an average of 17% growth among firms that reported the previous year.”
“…Schwartz Communications pulled in 22% growth, Qorvis increased by 31%, Taylor (formerly Alan Taylor Communications) was up by 36%, and Integrated Corporate Relations showed a 48% rise…”
Oh yes, we’re living in a time where PR has evolved more in the last 10 years than it has in the last 100. The pressHonestly, I’m still defending, justifying, and defining the ideas and principles behind PR 2.0 and social media and how it all integrates into traditional PR. This is where the discussions need to focus in order to improve the industry, and, it can only be done through art and practice, not through revenue.
The idea and the mantra behind the PR 2.0 movement is to reach PR people outside of the echo chamber to help them evolve, improve their game, learn the technology that’s driving social media, and most importantly, participate in the conversations taking place without them (not initially as a PR, but as a regular person genuinely engaged in conversations to participate and learn.)
New PR, PR 2.0, whatever you want to call it, is more about being “smart” enough to participate at an entirely new and more valuable level of engagement. It’s about reading the publications, blogs, networks, where you want to participate. It’s about living and breathing the product/service we represent.
It’s also the difference between storytelling and influence.
With Web 2.0 attracting mainstream attention, PR 2.0 (and everything 2.0) has PR and marketing professionals drooling while seeing dollar signs – rejoicing that their ship has come in. Yes, unfortunately, it shows in the numbers. But I’d like to think that this is an opportunity for PR professionals to put the “pro” back in their title.
. The evolution of the Web has forced communications professionals to step out from behind the “great wall of PR” to interact with the people formerly known as the and the “people” aka influencers aka experts that also reach them.
The idea is to fuse the best of PR, technology, marketing, and the Web. No BS. No hype.
PR 3.0, as defined by PRWeek, is a slap in the face to all of the new media pioneers who have tirelessly worked to help bring PR into the conversation – and in doing so – improve the business of PR and the skills of those who practice it.
of what PR 2.0 is and isn’t, here’s a quick recap:
PR 2.0 is an opportunity to not only work with traditional journalists, but also engage directly with a new set of accidental influencers, and, it was also our ability to talk with customers directly.
PR 2.0 isn’t Social Media. And Social Media isn’t Web 2.0. These are also distinct movements that can complement and inspire each other.
Social is important because it represents the democratiSocial Media frames “media” in a socialized context, but it doesn’t invite PR (as it exists today) to market through (or to) it. However, worthy individuals can participate in conversations as long as they participate as a person and not a marketer.
UPDATE #1: Keith O'Brien of PRWeek "Mike Manuel yes. Brian Solis a definitive no."
UPDATE #2: "Just to be clear, my post wasn’t in direct response to the Agency Business Report, it was specific to PRWeek’s that the industry was moving towards a new age - PR 3.0 as designated by the staff.
By aligning PR 3.0 with revenue and business growth, PRWeek is misleading and confusing the already bewildered masses of PR practitioners and company marketing executives who are still trying to figure out the new world of Social Media.
Our discussions about PR (insert number here) should first focus on helping these people “get it,” instead of trying to coin a movement that hasn’t yet amalgamated."
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