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July 21, 2006
How To Mobilize The New Players on the Field
I had another in my series of conversations with Paul Saffo last week. For those who might not remember, Paul and I rowed freshman crew together at college. Our recollection is something like the scene from Ben Hur, with Charleton Heston pulling on the oar with the other slaves.
Back to the subject...how to energize and catalyze the new players on the field, to borrow a phrase from Richard Sambrook of the BBC. Consumer generated content and passionate dialogue with mainstream media is now part of the opportunity for public relations to contribute to the global conversation.
Here are some quotes from the inimitable Saffo:
"The new way is to empower and enable the small."
"The incentive to work on code for Mozilla or to do a video for YouTube is building your personal reputation. That little piece of code will outlive you. It might also help you get a job in Hollywood or at Adobe."
"The best work might come from people who are not your employees."
"Passion trumps credentials."
"Best strategy used to be ready, aim, fire. Now the best strategy is ready, fire, steer. Put supplies where you might need them on the journey. Just get into the right neighborhood and you will find the address."
"Smart companies feed forward instead of getting feedback."
How can we put this type of thinking to work for public relations?
First, we could make listening a core competence for our business. Our research product to date is largely evaluation of market sentiment, message testing and evaluation of our results (often in terms of gross rating points as if it were advertising). Why not a more inclusive approach incorporating passionate consumers and employees? What about early input on products from the blogging community? We could solicit the wisdom of the crowd by putting out drafts of codes of conduct or corporate social responsibility program ideas or draft speeches for the CEO. We could own the "feed forward movement"
Second, we could expand our work force beyond the "walled garden" to include freelance contributions from those who are subject experts and local cultural aficionados. We could go to schools of journalism or film production to solicit work product on a contract basis. We could create an on line version of this work for hire.
Third, we could adopt a bold strategy as an industry. We could aim to be the owners of conversational communications, the dialogue experts. To do so would require a change in attitude and methodology. We would have to not be satisfied with our current "tail on the dog" status as small budget, megaphone for messages, spinning stories with over the top language. We would move toward offering both sides of a story, showing further sources of information, creating forums for discussion, sitting at the policy table at the corporation.
To borrow Saffo's language, we are small, passionate, and can be taught to steer. Let's go for it. As always, I would appreciate your views.
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Posted by Edelman at July 21, 2006 1:59 PM
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Comments
I think the whole concept of "owning" anything runs counter to the philosophy of those with whom you're seeking to engage, but beyond that proviso I like the first two strands of your strategy.
The third is more troublesome because I think some people would question the potential for impartiality from a PR company that is presumably being paid by someone (presumably a larger organsiation) to undertake this role. Or perhaps I've misunderstood that point.
Posted by: John Dodds at July 21, 2006 4:41 PM
"Passion trumps credentials."???
You're getting sillier and sillier. I could point out some of your other quotes here but after that, what's the point.
- Amanda
Posted by: Amanda Chapel at July 21, 2006 8:09 PM
It's clear that you've not only embraced the art of conversation in the blogosphere, but also want to extend it across many platforms and bring greater depth and diversity to the table. Our profession sorely needs this level of inclusion and dialogue. Thanks to you and to Saffo.
Posted by: Leo Bottary at July 22, 2006 5:47 AM
Richard,
I think that the quotes from Saffo above are spot on and your thoughts on how to shape PR to the new landscape are interesting.
The fascinating question in my mind these days is whether marketing and PR are becoming obsolete?
Can marketing and PR add enough value elsewhere to compensate for the damage they potentially do by creating a wall between producers/designers/creators and their community/audience/customers?
I would love to hear your thoughts on these big questions.
Eric
Posted by: Eric Mattson at July 23, 2006 8:21 AM
"Smart companies feed forward instead of getting feedback"...
Very impressive post on the way forward for the PR industry. Instead of nit-picking Edelman's three-step approach, public relations professionals should work towards earning a place in the board rooms where policies are shaped.
Posted by: J S Sai at July 24, 2006 10:52 AM
Amanda,
This is Saffo's line, not mine
Here is where I am
Credentials always matter
It is now clear however that self appointed experts with real subject expertise and without a degree from MIT can offer valuable insight Thanks for your note.
Posted by: Richard Edelman at July 24, 2006 11:28 AM
LB,
Just a thought here. Maybe we can get you to join session we are planning for pr profs at universities this fall. We have to educate next generation.
Posted by: Richard Edelman at July 24, 2006 5:35 PM
EM,
Yes we can add value. We can envisage a new reality such as new push by wal mart on environment. We can catalyze suporters and help to make the new initiative succeed
Posted by: Richard Edelman at July 24, 2006 5:35 PM