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11 Comments

  1. Rusty Cawley
    January 4, 2010 @ 4:37 pm

    Marketing is about moving products; public relations is about creating and building upon relationships.

    As long as we believe we are somehow part of something called the “marketing mix,” we are lost as a profession.

    Public relations in the 21st century (if it is to survive as anything more than a Robin to marketing’s Batman) must be entirely about creating and growing our clients’ social capital.

    By social capital, I mean: The sum of the benefits that flow to any organization from the trust, reciprocity, information, and cooperation it receives from its social networks.

    Building trust, nurturing relationships, generating social capital … these are the purview of public relations. And they have nothing to do with marketing.

  2. Allan Schoenberg
    January 4, 2010 @ 4:49 pm

    Unfortunately, I had to recently cancel my trip to this reunion due to a number of other trips coming up and now I’m even more disappointed I won’t be making the trip. I graduated from the Syracuse program in 2004 and I know you will be engaged in a good discussion with this very smart group of professionals.

  3. Deirdre
    January 4, 2010 @ 6:31 pm

    Hi Allan, it would have been so great to meet you! I’m sorry that you won’t be able to attend the Syracuse reunion. I’m sure I’ll be doing another blog post about the event next week. I think it’s going to be a very interesting discussion and I’m really looking forward to this presentation! Thanks for commenting and hopefully we’ll have another opportunity to meet in the future!

  4. Deirdre
    January 4, 2010 @ 7:31 pm

    Hi Rusty, thank you for commenting on my blog post. Yes, I agree that marketing is much more about moving products and PR is creating and building relationships. As more companies integrate their communication outreach, we see more collaboration between marketing, web and PR departments, so that brands can keep on par with consistent communication and all disciplines working together support a brand and help the brand to achieve its business goals. I think that the survey was pointing out that PR will be more in collaboration with marketing and digital communications, not performing a marketing function. I absolutely agree that public relations in the 21st century is about creating and growing a brand’s social capital. Knowing how to nurture and grow a relationship through trust and having a reciprocal relationship has always been a strong suit for PR.

  5. Stephan Fuetterer
    January 5, 2010 @ 6:44 am

    Hi there from Spain!

    As we all know, dialogue (what we do in social media) is built on relations, and PR people are the ones specialized in building and adding value to relations. I was somehow surprised after taking a look at the chart that Social Media Communications and Content Management are not really still perceived as a priority among PR professionals. So, my question would be: if PR pros are not doing this job…who is doing it???? Who is building relations if the guys specialized in this field are not doing it? The marketing guys? The advertising guys? Anyone else who has a great ability selling social media services? 😉
    Congrats for your blog!
    Stephan

  6. Deirdre
    January 5, 2010 @ 8:54 am

    Hi Stephen! Thanks for commenting on my blog. It’s very interesting to see those statistics and, as for social media, that’s a great question. I think there were PR people as early adopters, realizing that social media was, in fact, one of their core responsibiities early on. However, depending upon the industry and the brand (as well as the organization’s structure) different groups within a company may have initiated social communications before PR realized that it naturally should be an integral part of all company communications. However, there is no real ownership of social media. Similar to email or IM ….no one owns them, but we all play a very important role. I believe in 2010 and moving forward the public relations professionals will assume this role within their organizations and continue to build very strong relationships and value through social media communications for their organizations.

  7. Stephan Fuetterer
    January 7, 2010 @ 5:09 am

    😉 True! Thanks Deirdre. Let’s see how this evolves!

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