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  1. Juan Lulli
    April 10, 2009 @ 11:13 pm

    More than a book, Putting the Public back in Public Relations feels more like a historical accounting – done in real time — of the past, present, and future of Public Relations. And where the future of Public Relations is already occurring now.

    I’m new to social media and web 2.0, so what I saw through the pages of this book was something enlightening. What authors Brian Solis (www.briansolis.com) and Deirdre Breakenridge (deirdrebreakenridge.com) explain, to my way of thinking as a Wharton MBA-trained marketer, is classic “disintermediation” of the market role once enjoyed, in a sort of monopolistic fashion, by the traditional PR agency model.

    Pre-web 2.0, PR performed the role of Brand Power Broker. It created, managed, distributed, and targeted the Brand conversation. It created the message of the brand. It distributed the message of brand. It chose the channels through which to distribute the brand message. It divined the profile of specific audiences against which to target those messages.

    “…the conversations that are already occurring…”

    But today, of course, Solis and Breakenridge explain that these brand conversations are already occurring without the enabling assistance of the PR agency model!

    With ease and the awesome efficiency of real-time sharing and distribution of information, consumers, producers, journalists, new influencers, and collaborators are having these conversations directly with each other and across the web in seemingly infinitely arrayed social communities Solis coined as the Conversation Prism.

    So instead of promotion that’s pre-packaged, static, and controlled, brand interactions and dialogue now occur naturally — initiated, created, and shared by the marketplace, for the marketplace – without the middleman, without the Power Broker.

    Less clear though, is how to encourage PR to discern, face, accept, and engage the new reality of socialized media – and how to re-invent itself and acquire for itself a value-added relevance.

    Just as an aside, where I’m beginning to think this can happen best is with the “next-gen” crop of PR professionals at the University-level education. With courseware that educates all future PR professionals on the 2.0 landscape, it’s quite likely that the PR agency model can re-seize for itself an essential role in PR 2.0 today and in the future. Breakenridge has some insight on the New Curriculum for PR on her website.

  2. Deirdre
    April 10, 2009 @ 11:37 pm

    Juan, I’m thrilled that you found Putting the Public Back in Public Relations enlightening. Although you said you are new to social media, you certainly have a good grasp of PR 2.0 and you are absolutely right that it’s critical for next gen PR pros to be exposed to new PR 2.0 and social media curriculum. These future communicators will carry the flag forward and take PR to new levels, far beyond the controlled brand interactions and pre-packaged communications of years past. Thank you for commenting and sharing your thoughts with me. Really appreciate your feedback 🙂

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