Brian Fuller's blog on the media, marketing and content creation

The shifting landscape

Posted on | October 12, 2007 | No Comments

SCOTTSDALE, Ariz.–I spent the last couple of days down here in the sun listening to speakers talk about all things digital. The gathering was Hill and Knowlton’s first Digipalooza gather of digital mavens from around the world. (H&K owns Blanc & Otus, so I got an invite).
The highlights? Definitely three. Paul Gillin, who wrote “The New Influencers,” David Meerman Scott, who wrote “The New Rules of Marketing and PR,” and Paul Taaffe, H&K’s chairman and chief executive.
Gillin went long on the effect social-media trends are having on mainstream media, where it costs $20 million to start a metropolitan daily. And that ain’t happenin’.
“There’s nothing mainstream media can do about this. It’s too late,” he said. As for PR, “Your messaging is becoming increasingly irrelevant. Markets more segmented, content and credibility are king,” he said.
Scott was a bit bolder. He said technologists owned the web in the 90s and they blew it. Advertising has tried to own it since 2000 and they’ve blown it. PR is in excellent position to take over the relationship. “It’s about story-telling and PR is all about story-telling,” he said.
Taaffe echoed a lot of those themes, but being the CEO, was blunt: You have a perfect opportunity to capitalize on these trends, own the relationship and increase the value proposition. If you don’t, you’ll be irrelevant in 24 months.
But PR’s problem is, well, everyone’s problem in a shifting landscape: legacy. Most agencies (like most publishing companies) do what they do best, whatever that is, and evolving to new models is really difficult. It echoes Clayton Christensen’s Innovator’s Dilemma, in which the cash cow revenue streams keep companies from shifting into new modes.
What PR needs to do is hire new skill sets into influential positions to kick-start the evolutionary process. Journalists have made the switch for years, but largely for their relationships and writing abilities. Today (in my case), the graybeards get pulled over to be that new skill set above and beyond writing.
The bad news is there’s not much time for agencies to get it right. That’s also the good news too.
Nothing like a deadline to get the juices flowing.

If you enjoyed this post, make sure you subscribe to my RSS feed!


No Responses to “The shifting landscape”

  1. David Meerman Scott
    October 12th, 2007 @ 5:31 pm

    I would have really liked to hear Paul Speak. It was a great event and you guys really do have a great opportunity. I look forward to cheering from the sidelines.


  2. Lou Covey
    October 15th, 2007 @ 10:33 am

    Personally, I love all this stuff. I never dropped the revolution attitude from the 60s and this smells like real revolution, not the purple haze of then.

    We’ve built up these artificial, self-righteous walls between advertising, PR and journalism that have done more to staunch the flow of truth and information then to encourage it. When I was a journalist is was castigate on all sides when I reported something out of the ordinary because it seemed too much like advocacy. On the PR side, clients who don’t get it think I’m too adversarial. I tell you, some of the greatest communications learning I had was writing tech manuals for nuclear weapons. Think of what could happen if you tried to nuance a description of how to disarm a warhead to a 20-year-old naval recruit.
    PR and the web should be all about the truth, not opinion and not sales.

  3. Anonymous
    July 31st, 2008 @ 12:57 am

    专业的翻译公司,译佰深圳翻译公司,广州翻译公司,上海翻译公司,东莞翻译公司国内同声翻译(同声传译)领域领头军!同声传译(同传)是国际会议通常使用的翻译方式, 翻译人员进入隔音间里,通过耳机接听发言人的声音再将其翻译给听众。这种形式的翻译方式需要较为复杂的设备以及非常专业的翻译人员,但能节省大量的时间。优质翻译公司译佰翻译公司能提供同传深圳英语翻译 ,深圳日语翻译,深圳法语翻译,深圳德语翻译,深圳俄语翻译,深圳韩语翻译等数种同传语言,培养一批商务口译人员,多年以来,译佰同声翻译在同声传译(同传)领域积累了丰富的业务经验,能提供从专业同声翻译、译员培训到同传设备安装租售业务等一整套国际会议同传服务深圳翻译。

Leave a Reply

  • Sunset in the Sunset

    Sunset in the Sunset
  • Recent Comments