When Did We Start Doing Only “Traditional” Public Relations?

There’s a lot of talk in the PR field about the “death of ‘traditional’ or ‘standard’ PR.” What with new technologies continually exploding on scene, we’re told that the standard tools alone simply won’t cut it. Our question is: When did we start doing only traditional PR?

Collectively, at MediaWorks we’ve been doing PR for almost 30 years. During that time, we’ve written news releases, pitched media stories, created and placed ads, planned and orchestrated special events—including scripting and stage management—updated and managed websites, tweeted and posted other social media updates, shot and uploaded videos to online sites, and even run interference  to mediate a few issues, which, left unattended, would have devolved into a crisis. In our time, we’ve even had to manage a couple of crisis situations. In the course of doing all this, we’ve never considered our work “standard” PR. What is standard PR? When did it become “standard”? When did “standard” PR become out of vogue?

Yes, we’re among the vanguard in accepting that public relations has evolved; but as advocates for our organizations or clients, we never considered, or accepted, that what we do as tactics and techniques is “standard”. The beauty of PR is that it’s as encompassing as the situation requires, or as the client will pay for.

In reality, the public relations skill set and duties have continued to multiply since the 1960s. Perhaps there are PR pros who’ve worked continuously in siloed sectors; maybe they’ve never had to produce a video, train a virtual army of frontline employees, write op-eds and talking points, or negotiate media buys. If so, I don’t believe I’ve ever met them. At MediaWorks, what we’ve always loved about the practice of PR is that it’s so boundless.

Now the world seems (forgive the expression) –atwitter– because learning how to understand, use and measure social media is becoming part of a PR pro’s required toolkit. We think the reality is that most PR folks have been expanding their repertoire of skills to solve problems for decades. Why? Because it’s the way to keep a job, or clients—and the profession demands it!

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2 Responses to “When Did We Start Doing Only “Traditional” Public Relations?”


  1. 1 blog August 4, 2012 at 6:32 am

    fantastic stuff! i enjoy to read this kind of stuff daily


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