Posts Tagged '360 degree public relations'

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!

Business Wire Markets Integrated Marketing/PR Platform Analogous to PRDoctorChicago App Concept

On May 1, we were pleased to announce our visionary new mobile app concept for  companies/organizations that integrates PR, social media and marketing platforms. On May 8, Business Wire, one of the leading business news wire services, announced a “powerful new integrated marketing and public relations platform for press release and marketing content.” As with our proposed 360̊  public relations, or Immersion Public Relations app, the Business Wire platform allows companies to “truly show off their news, photos, videos and provide an interactive experience to a larger online audience,” as well as to engage in other forms of popular social interaction (blog, post, comment, etc.).

While our small boutique PR firm doesn’t have the resources to compete with a global business brand such as Business Week [one of Warren Buffett’s Berkshire Hathaway companies], we’re proud that our proprietary ideas and marketing savvy rival those of industry leaders. We’re happy to bring that expertise to work for your organization.

In the meantime, we invite you to read the entire Business Wire product announcement here, as well as once again share in our May 1 post on PR 2.0 & Beyond. As always, we also welcome your thoughts, comments and ideas as we press forward.

PR 2.0 & Beyond

What’s Next in Interactive PR?

Lately the online media buzz has begun to shift from social media to mobility. Even talk of the emerging juggernaut Pinterest has begun to wane. Yet, in some ways social media and mobility go hand-in-hand:  Both enable users to interact and engage creatively and directly in unprecedented ways. Whether mobility will overshadow social networking in coming months remains to be seen, but it’s clear mobility is offering new challenges and opportunities for PR practice.

New Technology Creates New PR Opportunity

In recent weeks, we’ve been engaged in a number of conversations with colleagues examining media and digital technology trends. Consequently, we’ve spent a lot of time lately talking about our vision of where, and how, PR 2.0 & mobility converge. Our take on the point of intersection is a concept we alternately call “immersion public relations,” and 360̊ public relations.*

 Immersion PR

 In our view, mobility, and its ever-growing stable of related user applications (apps), provides companies with an unparalleled opportunity to showcase the best of who they are as a brand, seamlessly integrating all platforms. This means customers/users can immerse themselves in key aspects of all company-related marketing content–including proprietary Web sites, product showcases, social networking, corporate video, electronic newsrooms (e.g., press releases, advisories & annual reports), traditional media coverage, blogs, etc.— in one-stop-shop fashion, creating the most complete marketing experience the company can provide. Moreover, companies are able to control this changing mix of content , updating it periodically, as dynamics change within the organization or brand.

We also think of this new PR “app” concept as 360̊  public relations,* referring not only to the broad showcase of content, but to the experience of the user being enveloped in the digital space by every conceivable conception of a company the user can imagine. We envision this as a singular experience, more dynamic, and therefore more compelling for customers/users than experiencing the same content on separately accessed platforms.

At MediaWorks, we are embracing and moving into mobile technology to better serve PR clients, so we’ll be actively engaged on “R&D” for “immersion public relations” over the upcoming months. We invite you to join us in creating, sampling and developing this promising new technology. If you’re interested in immersion public relations* or 360̊ PR,* please feel free to let us know how you like the concept, what you find useful or appealing about it, and what steps you may be taking to develop this new technology.

As always, you can reach us with a comment below, or on Facebook or Twitter.

*Trade names adopted by MediaWorks, Inc. directly related digital applications incorporating multiple aspects of traditional marketing & PR.


Follow prdoctorchicago on WordPress.com

prdoctorchicago

Follow me on Twitter