My original article is Instead of directly addressing the arguments and points of contention circulating in the blogosphere, Julia explained the rationale behind the 3.0 moniker, "Sometimes editors fall so in love with their ideas, they neglect to properly explain them. Judging by some of the blog posts about our 'Public Relations 3.0' agency business report cover line, that seems to be the case here."
This change is happening much more rapidly than with PR’s previous transition, when even two years ago we were still getting letters to the editor about how little respect the profession is afforded. But even if the changes are occurring quickly, they are no less significant.
My response...
Your point, “Rather than lamenting the decline of traditional media’s influence, the PR industry is embracing the new platforms and communities that test their creativity and the authenticity of the messages,” captures where we need to be, not where we are. I spend a lot of my time these days helping others “get it.” The truth is that many PR people, in fact, most PR people are attacking new media in the same fashion as traditional media – if at all. Remember this is an industry that is guilty of not even reading the publications they pitch, let along blogs, podcasts, etc.
, I highlight the principles behind how I define the 2.0 era.
We have a tough road ahead of us, as I’ve said before, and as many have already written, PR isn’t invited to the table here. The masses think we don’t get it, so we have a lot of PR for the PR to undertake.
The higher set of expectations by clients (or executives for those in house) isn’t realistic either for defining 3.0 as most are still unsure how to measure it, or are still either intimidated by the thought of losing control of their messages or still think that social media is not a legitimate use of marketing resources.
For now, it is the difference between spin and evangelism. It’s also the difference between storytelling and influence.
PR 3.0 is only confusing the market more. This existing confusion is where we need to focus. Perhaps we can talk 1:1 so that we can collaborate on a concerted way to help the rest of the industry catch up, while also helping businesses understand how to embrace this new world of social media and PR."
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