I just saw an interesting diagram posted by Todd Defren at PR-squared that shows the evolution of advertising vs. public relations in this Social Media era. “As you can see, PR is becoming increasingly interpersonal: there is a daily flow of interaction, responsiveness and adaptation going on amongst PR people and their ever-expanding publics. […] Meanwhile, the advertising folks are coming to embrace more and more user-generated content, but as PAID media (versus EARNED media). Advertising’s intrinsic, long-term value to the corporate brand is declining in the Social Media era. And the PR industry is the happy beneficiary.” The diagram is really insightful and yes, I agree with Todd, but the counterpart of this is that nowadays in Latin America (for example), there are no agencies that can advice corporations on a complete Digital PR strategy. Of course, you will find the traditional PR agencies that will offer some kind of “exercises” Seguir leyendo
PR Digital
Digital Public Relations vs. Digital Marketing
The web is a two way communication channel that permits people interact with others and share information of common interest. Some companies have been able to identify this and start conversations with their audiences directly. Those conversations, when managed correctly, can evolve into really strong and engaging relationships. In the past, public relations were supposed to focus only in maintaining a good relation with the media, journalists, editors and specific groups of interest. Within the Internet era, this whole new environment has forced companies to adapt their PR strategies to also include the audiences that can be reached online. Companies, in their effort of jumping into online conversations must consider that, besides journalists, editors and specific groups of interest, in the online world the audience is millions of people that daily use search engines and subscription services to stay alert of the topics they are interested in. Corporate Digital Public Seguir leyendo
New rules of Marketing & PR
Nowadays Marketing and Public Relations are not what they used to be. In the past those where considered as separate fields with different audiences and tools. As technology evolves and the digital era is more and more within us, it is more difficult to define a clear separation between these two fields. That is why David Meerman Scoot, on his book “The new rules of marketing & pr” states the new rules: Marketing is more than just advertising. PR is for more than just a mainstream media audience. You are what you publish. People want authenticity, not spin. People want participation, not propaganda. …for the next five rules it is highly recommended to read the book. More on digital PR & online marketing soon.