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Good communication is as stimulating as black coffee, and just as hard to sleep after. |  |
| - Anne Morrow Lindbergh, novelist and diarist | ||
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Good communication is as stimulating as black coffee, and just as hard to sleep after. | |
| - Anne Morrow Lindbergh, novelist and diarist | ||
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The first few years of my PR career in Silicon Valley were marked by a singular frustration — most PR professionals did not aspire to be, nor were they particularly expected to be, as driven to innovate in their own field as their clients were in theirs.
"Just get into the Journal," seemed the dictum. "Everything else is secondary."
For a number of reasons so tangential to this story as to be distracting, the advent of social media is what kept me in public relations at a point in 2001 when I asked myself "Is this all that there is?" Years later, I'm glad to see there's a lot more. A hell of a lot more.
For what it's worth, 2009 will be the year when real innovation starts to come back into PR — not in the relatively cosmetic form of press releases gussied up in Web 2.0 regalia and such, but fundamental changes in how the art of communications is applied day-to-day. Some of these changes won't be all that sexy. Most of them will be perhaps only operational in nature. However, they will be no less important.
I won't venture into trying to predict the innovations themselves but, rather, discuss the emerging conditions that make them possible.
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