Comments on: Associated Press :: Will it survive and what alternatives are already in the works http://www.auburnmedia.com/wordpress/2008/10/13/associated-press-will-it-survive-and-what-alternatives-are-already-in-the-works/ Public Relations :: Marcom Thu, 28 Jul 2011 16:39:01 -0600 hourly 1 http://wordpress.org/?v=3.1.3 By: JRSchmitt http://www.auburnmedia.com/wordpress/2008/10/13/associated-press-will-it-survive-and-what-alternatives-are-already-in-the-works/comment-page-1/#comment-7579 JRSchmitt Mon, 13 Oct 2008 14:57:04 +0000 http://www.auburnmedia.com/wordpress/?p=1721#comment-7579 The storied decline of newspapers continues. As more people turn to "information snacking" (thanks RaidSchmitt for the phrase), new ways to share the highlights of news will continue to emerge. But PR, it's function to companies and to the public, is more essential than ever. As you correctly state, transparency now joins the list of timliness, credibility and consistency. The advertising side of marketing makes 2 of the 4 challenging, and this is where PR can be the most effective part of the marketing mix. For social media, I don't mind being in the space with clients, but they need to let people know who is writing it - who is "behind the curtain." While virtual, people still seek authenticity in communications. The question to me is: how does the evolution of "quick conversations" build authentic relationships? Is it consistency? credibility? transparency? or is in the new fun phrase of "engagement." And how will clients ask us to measure all of this effort? There are not clips to weigh-in and any measurement is still rather effusive. As the communication channels evolve, let's hope for the sake of our clients that PR can as well. The storied decline of newspapers continues. As more people turn to “information snacking” (thanks RaidSchmitt for the phrase), new ways to share the highlights of news will continue to emerge.

But PR, it’s function to companies and to the public, is more essential than ever. As you correctly state, transparency now joins the list of timliness, credibility and consistency. The advertising side of marketing makes 2 of the 4 challenging, and this is where PR can be the most effective part of the marketing mix.

For social media, I don’t mind being in the space with clients, but they need to let people know who is writing it – who is “behind the curtain.” While virtual, people still seek authenticity in communications. The question to me is: how does the evolution of “quick conversations” build authentic relationships? Is it consistency? credibility? transparency? or is in the new fun phrase of “engagement.” And how will clients ask us to measure all of this effort? There are not clips to weigh-in and any measurement is still rather effusive.

As the communication channels evolve, let’s hope for the sake of our clients that PR can as well.

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