Photo credit: pardigm-shifting
The relationship between public relations and the media has changed drastically. In fact, many seasoned PR professionals call the change “a paradigm shift.”
Armed with an array of owned media websites, blogs and social media accounts, PR can bypass the media, better control the message, better track and measure results, and obtain better ROI. PR has moved from a shotgun approach of clip counting and broadcast mentions to a rifle approach aimed at highly targeted audiences.
The relationship is worse because PR sees the media as less powerful, said Don Bates of Gould+Partners in a LinkedIn forum.
A Media Transformation
The media has also changed, commenters say. Lines between objective journalism and opinion-based commentary have blurred. In some cases, media columns are a hybrid of both. And the media has grown to include others besides journalists, including academics with large social followings, influential bloggers, and niche publications.
Despite the changes, trust remains a key ingredient between PR and media professionals, PR pros believe. Although the best PR pros build strong relationships and target niche audiences, mass email blast remain all-too prevalent – even while larger-scale mass PR has seen diminishing ROI.
So many commenters used the term “paradigm shift” that Bates felt compelled to point out that the term’s scientific origins. Thomas Kuhn created the term in his book “The Structure of Scientific Revolutions” to define a change in basic assumptions, or paradigms, within the ruling theory of science. The term has since then come to describe any profound change, even though Kuhn himself only applied it to hard science.
What Others Say
Other PR players agree the social media and other types of digital owned media have transformed the field and PR practices of the past are less effective. Many view the traditional press release as less valuable; some brands have even abandoned it in favor of blog and social media posts.
“But the good news is that – assuming you have something interesting to say – connecting with reporters, or bypassing them altogether to speak directly to the people who most want to hear what you have to say, has never been easier,” writes Found Feather Communications President Melissa Wyllie for B2C. “I for one don’t miss the dark ages of PR.”
PR and communications consultant Orlaith Finnegan asked PR pros how social media has changed their jobs in an article for Social Media Today.
Once operating in an organizational vacuum, PR has become more integrated with other corporate functions such as marketing and social media. At the same time, PR’s role in reaching key audiences is being challenged by other players such as digital agencies and ad agencies, stated Neil O’Gorman, a communications professional in Ireland.
“However, now we can listen, understand, tweak, influence and measure like never before. So, we have a chance every day to use our unique skill set – creating understanding, awareness and affinity across the influential earned media and social spaces – in ways that really add value,” O’Gorman said.
Bernice Burnside, Owner of Irish communications agency, Bvisible, said social media ended the 24-hour news cycle. The “golden 24 hours” has become the “golden hour.”
Bottom Line: Public relations veterans agree the profession has undergone a radical change due to the rise of social media and other owned media. That has drastically altered its relationship with the media. Some call it a paradigm shift. It means that PR can no longer rely solely on the old ways of getting the word out, but must adopt the new communications including social media.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
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