Unless you lived under a rock for the last few years you have been exposed to what many are considering PR’s game changer. Broadband connectivity and the advent of social media are altering the landscape of corporate communications like never before.
The most notable feature of this new connectedness is a switch in public relations from two-way asymmetrical communication—persuasion, to two-way symmetrical communication—dialogue. It sounds simple, but this shift is what has PR traditionalists shaking in their boots.
For some the idea doesn’t seem so bad, and for anyone familiar with Marshall McLuhan, it isn’t the least bit surprising. Broadband connectivity has generated open and uncontrollable forums in which corporate brands can be discussed and although they can’t be managed, they can be mediated.
Those that embrace the notion are excited by this new landscape that places greater importance on the public. Those that don’t embrace it perish.
How do I survive?
It all comes down to adaptation. Adaptation can be achieved through the realization that online PR is a similar game on a different field with someone else’s rules. It seems intimidating at first but with a little dedication anyone can learn how to play. Those most dedicated to learning the new rules already have what it takes to succeed.
Get out there and embrace it—you may even decide you like it!
Wylie out...
For a more in depth discussion of this issue check out my slideshare!
Do or Die
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