Where is PR now (and where am I……?)

So far this blog has attempted to identify what new media is, the challenges new media provides, and different ways PRO’s can grasp the new trend.

It seems that blogs are the most hyped communication tool for PRO’s. Blogs can include anything. Information, news, pictures, debate forum, videos etc. etc. The difficult aspect however is how PRO’s should grasp this opportunity. There are many examples of successful attempts, as well as the hordes of unsuccessful. So many has there been that the EU Unfair Commercial Practices Directive have suggested a law against ‘flogging’. Fake blogs where people claim to be someone they’re not. This brings us to the ethical aspect of Public Relations. This is a ‘traditional’ problem for the industry, but as the communication trend is said to be shifting, isn’t it alarming that young PRO’s had no problem voting against the motion ‘PR has a duty to tell the truth’ at the debate held at the University of Westminster in February. At the same time as everyone is talking about new media, KPMG releases a survey that claims traditional media remains popular, and that PRO’s shouldn’t concern so much about getting the hold of the web 2.0.

From talking to a number of people about this trend, it seems that the survey has been a relief for many. Several people claim that they haven’t quite got the grasp of this new trend and still need some time to understand this new way of communicating. Although they love the idea of new media, and that you can find all the information you need (or want…) online, many PRO’s are far from experts in the field. Even I have problems understanding the possibilities of the digital revolution, and I’m supposed to be one of the ‘innovators.’ I can’t help but feeling ‘old’ when I think about those days when internet first came, and when everybody suddenly needed cell phones. I enjoyed ‘texting’ my friends, and I even learned some cool abbreviations. Then came WAP, MMS, MP3, Ipod, MySpace, YouTube, Blogs ++++ and I completely fell off. I have still not managed to get on the top again, and every time I learn and understand one thing, something new and un-understandable pops up.

New media is a new challenge for PR practitioners, and certainly for me. However I’m sure we'll find a way to get on top of the trend, and when we do, great things will happen!!
CUL8R ;-)

Traditional media remains popular

A recent survey conducted by KPMG states that traditional media is still popular. The global network explored how different generations across the world are using new media and technology, and found that 72% of the respondents said TV and newspapers were still their primary source of news. Even for the young respondents, the under-25’s, traditional outlets were listed as first choice for news information.

My blog has attempted to debate the new challenges the new media provides, but could there be that new media won’t even be an issue for Public Relations. If you think about it, how many people can honestly say that they regularly visit blogs? I conducted a little survey, worth mentioning that the sample is not big enough to say it’s valid or reliable, on some persons my age. These persons are educated and active members of society, but they had no idea on how to find blogs on specific topics online. One reason could be that they’re not interested in the ‘internet revolution’ that is claimed to take place, but if these persons don’t use new media should PRO’s spend time trying to adapt to the new skills?

There is no doubt that new media is growing, and it will eventually play a significant role on how one communicates with each other. But it may be that it will take a bit longer than predicted. The survey stresses the growing complexity of communications and why it’s crucial to develop key messages in order to get heard. It seems that it’s the quality of the message that is important, not how it is delivered. Maybe the key challenge PRO’s are facing is to concentrate on the content of their messages rather than wondering how to approach the new wave?

The ethical dilemma

Last week I attended a debate arranged by PRweek and the University of Westminster. The motion of the debate was “PR has a duty to tell the truth”. Interestingly PR guru Max Clifford and senior lecturer in PR Simon Goldsworthy’s arguments against the motion won the debate by 138 votes to 124.

Going back to the ethical issues this blog has dealt with earlier I think it’s interesting that so many PR students and PRO’s don’t have a problem with lying. The industry is already struggling with its reputation, and with so many ‘unethical’ practitioners the tendency doesn’t seem to be shifting any time soon. And as new media gets more and more popular, will the trend be that every time you get stuck you’ll lie to achieve the greater good?

For the motion group corporate affairs director of Vodafone, Simon Lewis said that “Nowadays you have to get the news out, otherwise you’ll be reading it on someone else’s blog”. But isn’t one part of the PR practitioner’s job to make matters better for clients? Goldsworthy argued that he couldn’t imagine a world where PRO’s spoke freely about every single worry affecting their company. “It would be a foolhardy PR professional who would say that a client has a big problem.”
Max Clifford ended the debate by stating that “PR is about getting the right results for the clients….Young PRO’s before me tonight have to ask themselves one thing: to be a successful PR professional you have to get results, and you have to make up you own mind about how you get them”.

If this debate reflects the truth, that most PRO’s would lie for their clients if they pay enough money for it, then the PR industry is facing many years of distrust by the public. I agree with the motion in some ways, but I have to admit that I voted against it. I don’t think that the industry can be totally transparent. You are paid by clients to do a job, and your trust should be with them. The question in my opinion is how do you know when you've crossed the line?