Spot-on Richard. This post made me feel a lot better about my own musings re: the future of the PR industry: http://is.gd/9Zfi ...

One of my commenters said it pretty well: PR has been about media relations; with the advent of Social Media, now PR is becoming PUBLIC Relations in a truer, broader, longer-lasting sense.

Over this past summer, I interned under the Manager of Communications at Novo Nordisk Canada and found that due to the many restrictions with advertising their suite of client care products and devices (for diabetics) they often approached organizations that supported the cause and worked hand and hand with them to build awareness that way. Just last month they joined forces with the Canadian Diabetes Foundation and the Juvenile Diabetes Foundation for Research to host a "Blue-La Hoop Challenge" in support of World Diabetes Day (Nov.14)
(http://www.facebook.com/pages/World-Diabetes-Day-Canada/34367875754?ref=ts). Would this be an example of what you spoke about?
Secondly, do you feel associating brands with important causes (where possible), aka CSR, is the new wave of PR and getting one's brand out there (along with using new media like YouTube, and popular keyword searches)?

Great post. Our agency has pondered the question of how to measure the value of the PR that doesn't necessarily produce results in ink. And, as we move on to using social media to build on our capacities and the services we offer, we face the challenge of helping clients understand that the those they want to reach out to can be reached by new means which they may not be familiar with.

What is a good service that offers online/social media stats and other metrics that can help us paint the picture?

PR people do more work today than ever before because we have to search for opportunities that exist in a new universe that is overwhelming in terms of size and content.

Non-profits and social causes are perfect candidates. They need to raise as much awareness as possible, gain the attention from niche communities who are ready to care and act and they benefit free resources. The time for philanthropy and community is definitely now.

Alana,
Yes, I believe in association with important causes. This is smart for companies because they can do well and do good at same time.
Thanks for commenting,
Richard

The new reality, a connected world of consumers who have embraced social media, gives us many opportunities to develop and strengthen brand relationships. The multitude of channels and communities should excite anyone eager to showcase and share their client initiatives with their target audiences. The “network effect” you mentioned has never been more important in a society of timeshifters and screenjumpers. ----------------------------------------------------------------------------------------------------------------------------
In recognition of this interconnected yet divergent landscape, companies should develop engagement strategies that allow consumers to participate at their discretion, while also generating creative platforms that encourage discussion. The marketing communications team at Kia (a Zeno Group client) recognizes the importance of creating a fun, two-way dialogue with its customers and partners, rather than a static campaign built on disruption. Kia kickstarted a conversation about its new KOUP at a New York Auto Show event with a behind-the-scenes video tour (http://bit.ly/Z7vj) and a Van’s partnership/giveaway that still has party guests and Kia fans submitting their shoe sizes today. At the recent Los Angeles Auto Show, the launch of the Kia Soul included a new opt-in mobile Web site for show attendees, as well as a visually rich Web site (http://www.kiasoul.com) promoting the sharing of Soul-inspired art. The photos, videos and passion behind Kia vehicles are shared online and distributed where consumers want them, whether it’s YouTube (http://bit.ly/VqpN), the Kia BUZZ blog (http://kia-buzz.com) or mobile phones. -----------------------------------------------------------------------------------------------------------------------------
Kia understands the new reality of multiple screens (computer, television and mobile) and recently partnered with social-networking site imeem to be the first brand (http://www.clickz.com/3631823) on its mobile advertising platform for Google’s Android operating system. There’s only one phone (G1) and one network (T-Mobile) that supports Android today; but as you highlighted, and as Kia strives to do daily, it’s important to provide the content that becomes a “point of reference in discussion.” Companies and communicators who understand this reality are fully exploring all conversation points to drive new levels of brand engagement and excitement. For those still on the side of the road, watch your competition go by in the fast lane.

As a graduating public relations student reviewing the blog and comments, I must wonder if most professionals in our industry have truly garnered an understanding of relating to the public. Of course, it is our jobs to provide strategies and tactics to drive business, but to truly excel at that, I think we should focus on TRULY relating to the people we seek business from. As Alana suggested, and Richard Edelman confirmed, CSR (Corporate Social Responsibility) is the ideal way to do this. I'm glad to see that executives have decided to embed language in their publicity materials that would appeal to journalists (and quite possible, the average person). Based on journalism experience, I can confidently state that there's no better way to get the attention you seek than by using words that are powerful, yet easily understood by those who have nothing to do with our (public relations) profession. As I look on my military background, the acronym, K.I.S.S. (keep it simple stupid) is an ideal and effective way to reach the general public. One of our basic tenets in public relations is to understand our audience. By thinking from this perspective FIRST and then channeling such needs/wants of the public/consumers to match our goals and objectives it will ultimately drive the action/profits we seek. Obama's victory is a lesson to us all, regardless of political affiliation, that everyday people are inspired by leaders who demonstrate genuine care about them. This recession is also teaching us a lesson ... it's that consumers won't buy unless they are motivated and see the value of return on THEIR investment. We should keep that in mind, as businesses would not -- and will not -- be here if the public/consumers have no interest in our clients or their products.

Richard

Thanks for your post - I wonder if bidding for sponsored key words won't have the unintended consequence of fueling dis-trust of PR people. I think of the accepted code of conduct for wikipedia posts, and the confines put on PR people. Similar to the wikipedia situation, while it is clearly possible (and likely) that the majority of people would conduct themselves ethically around key word bidding, even the possibility for abuse by a few could cast doubt on everyone and turn a reputation building tactic into a potential line of attack.

What do you think? Is there a way in which we might provide a level of voluntary transparency around bidding efforts that would mitigate a premise for criticism?

Richard, re your point:
"We need to make sure clients’ content is up on YouTube because this very act says that “we participate in your world.”
I don't completely agree. I regard YouTube as a new media forum with an indefinable (yet quixotically identifiable) editorial style. Uploading every piece of corporate content there is akin to spamming a (heritage media) editorial desk. I think real PR value is its instinct re understanding editorial relevance.
Gerry

Gerry,

I want companies to post relevant content on YouTube, not all content. The reality is that some will go to corporate web sites, others prefer to go to more public sites.

Thanks for reading my blog,
Richard

I have been fortunate enough to intern both in the United States and in Asia (Hong Kong, specifically). Do you think the "companies with a cause" theme is just as prevalent abroad in China? When I was over there, it was something that our office tried to advocate for our clients; however, it definitely didn't have the same effect as it does in the Western world. I believe that CSR is a great trend that will remain constant for a while because social issues are of interest to more and more (esp. with President-elect Obama's emphasis). Do you think the same will hold true for the Far East in the future?

Richard:

Since you asked for it, i offer another example of associating a brand with causes. The example that you gave as to Brita’s Pledge to reduce water bottle waste (a product which our agency first introduced in the early 90s into the Southern California market) triggered thoughts about another more recent campaign for Eaturna’s chef-created, prepared food products. We developed a “Partnership for Healthy Neighborhoods” geared to promoting healthy eating. We created an informational and sampling box with an Eaturna branded sleeve replete with core messages, food samplers, menu options, a calorie food comparison, plus healthy tips. With it, came a neighborhood pledge where each individual recipient was asked to sign the pledge, thereby making a commitment to “promote healthy eating."
I agree with you. We should all do more of this. The community engagement was amazing.

Great points!

For those of us that marketing mainly online, we know there are inexpensive and effective ways to get our messages "out there" in the online world.

Print media is becoming obsolete. What we still need is someone that has the creativity to put together a comprehensive and cohesive campaign that penetrates all media with our message.

I agree with almost everything here, but the pay-per-click purchasing is a very dangerous road: most PR firms should be concentrating on methods of establishing good relevant content distribution via SEO rather than waste high-dollar budgets on PPC and short-term keyword purchases.

It is great to hear that a larger firm like Edelman has a top-down acceptance on these issues, as there are many smaller firms who are not only hesitant- but resistant to embrace the media change. Groups like myragan.com show how behind most PR professionals are in terms of tracking the latest changes for a client.