Brian’s been htting the coffee and when Brian hits the coffee, interesting things happen.
Like today, when Brian unleashed his manifesto upon an unsuspecting PR blogosphere.
Anyone who’s spent anytime sitting between the two of us knows that we agree that the future is already here but disagree on what it means for PR agencies. Well disagree is a strong word. Sometimes Brian takes me to task for calling it ‘pitching.’
Here’s the crux of Brian’s arguement:
In the world of social media, content isn’t king. Connection is king. We are all bringing our own share of content to the party now, and companies have to play a much different role in the coming conversations about their products and services.
He then goes on to give the agency model the business:
It will become increasingly difficult to sell ‘access’ services. Access to media buyers & publishers, access to journalists and analysts, access to company spokespeople. (You know how agencies tremble when the clients ask for their media lists?) In our new world, people are increasingly accessible.
So where do we go in this brave new world. Brian suggests (quite correctly) that we’ll add value by making better, smarter conversations. We’ll add value by adding smarts to the conversation, not by shouting out pitches or “share of voice” initiatives. You know, the crap we used to promise our clients.
Personally, I think there will always be a place in the industry for traditional media relations – not because it works but because there’s always going to be a certain kind of client who demands it and is will to pay for it. However, I completely agree with Brian when he says “there is a radical shift coming in outsourced communications services..”
No arguement here.
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