Is Public Relations Dead?

I recently had someone tell me that public relations was dead because traditional media was dead. Well, I took exception to both definitive conclusions but it did make me think. It made me think so hard that I decided to go to BlogWorld to see for myself what was REALLY happening in social media. What I learned was refreshing, reaffirming and even invigorating. The conclusion: public relations is alive and well.....at least the way I've always thought of my chosen profession.

More than 10 years ago, I was doing a training for staff at the organization where I led public relations, marketing and communications, and I started the training with this definition of PR:

Public Relations is the management function of identifying, establishing and maintaining mutually beneficial relationships between an organization and the publics of whom its success or failure depends.

Public Relations is channeled through many vehicles, strategies and messages but ultimately it is about acting and communicating in a way that builds value and trust with your audiences.

This is my version of the definition taken from my college textbook - Effective Public Relations by Cutlip, Center and Broom (1985 - 6th Edition). And this has been the foundation of how I have done public relations for more than 20 years.

What I learned at BlogWorld was a total reaffirmation of how I see social media. It's not a replacement of PR, it is quiet ultimately PR in its truest form. Major corporations see this as well, as every social media exec I heard speak at BlogWorld had a public relations background. Social Media makes identifying, establishing and maintaining relationships with your audiences much easier. Your focus groups are within reach, you can immediately test reactions, you can hear what they like and don't like, and you can truly connect like the corner store used to. You can build a community for your business in a way you have never been able to do before. Social media also levels the field for companies in many ways, so small and mid-size business can utilize social media to compete. For consumers, social media is a voice, a powerful voice.

Social Media likely has a place in your company. As Chris Brogan, author of Trust Agents, said in his keynote at BlogWorld, social media is really "human business" as it is the nervous system of any organization. So, I know you are thinking of doing social media or you are already "playing" with social media, but where do you go next? I suggest you visit with a good PR person - one who believes in PR the way I define above. Don't worry, there are a lot of us out there.

Here are 5 points you'll want to remember:
1.Listen...Where is your audience? What are they saying? What is the pain point? How can you help them? What are they saying about your competitors? What are they saying about you?
2. Define a plan for integrating your online and offline marketing, communications and relationship-building strategies and initiatives.
3. In order to make time for social media (it does take time and resources), let go of those things that aren't working.
4. Use the right tools for you and the community you are hoping to build. For example: If your audience isn't on Twitter, don't start with Twitter?
5. Remember you are creating a relationship. In the beginning, it is not about you, what you have to sell or your brand. It's about those in your community.

One of my favorite lines from BlogWorld came from Brogan when he suggested that people at the conference refrain from being Business Card Ninja's. He suggested that in building relationships you shake someone's hand, get to know them and learn ways (by listening and engaging) of how you can help them. Remember this rings true whether in a face to face community or a social community.

Good Luck!