
Yesterday, I talked about social media causing marketing to shift from messages to experiences. Today, I’ll take a closer look at how two very typical marketing activities—PR and advertising—have fared with the advent of the social web and how such developments underline the need to re-focus marketing activities.
Public Relations
PR is exactly what it stands for: Public Relations. It refers to people, relationships and a long-term commitment to building reciprocal value. Despite developments in the PR industry and a number of worst cases, the underlying premise of PR has never been about creative spin, email blasts with press releases or begging for publicity whenever a new product/service is launched.
In fact, the negative spiral in which some parties find themselves in will be detrimental to them. The increased levels of transparency and interactions spurred on by social media will force these parties to change their methods of working as “broadcasting to” becomes “interacting with”, “message” becomes “experience”, and “audience” becomes “conversation partners”.
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