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February 14, 2008

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I think there's a great deal of truth in what you're saying. The consistent theme is, and will continue to be, our ability to tell stories. We'll always need to weave entertaining, engaging, informative narratives, regardless of the medium and excel at doing it.

Drew,

Insightful article and completely true.

I constantly have this conversation with my PRO colleagues who are utterly convinced that PR has seen its day. I couldn't disagree more.
To say that clients, when looking to create video led digital content for social media campaigns, will look to their advertising and marketing agencies is to overlook the key differences between PR and advertising.

It is not the ability to create compelling video and digital content that separates PR & advertising, or else broadcast PR providers like Medialink would not be flourishing. The difference is paid-for media space versus editorial influence. We PROs will continue to have the edge over our above the line cousins because we have always created content that is designed to influence the opinions of influencers. In the new PR service delivery model, this process remains intact, it is the way in which we deliver this content that we PROs need to review.

I continue to be surprised that only tech PROs are so informed about how we need to adapt to social media, yet consumer PR hasn't really caught on in the same way. Last time I was on Facebook, I saw 64 million consumers.

Spot-on Drew. The PR community is in such a fantastic position to establish itself at the centre of digital marketing. But to do that PR professionals need to open to the opportunities and start learning to fill the skill gaps.

Interesting article, Drew.

I would also suggest that it is not just about the ability to CREATE content....but also specifically, the means to track and quantify its performance in relation to the end commercial goal (*which has to be the point!)

Speaking as someone who works in search engine marketing and web analytics, I must admit to being shocked on an ongoing basis at just how few companies which have an online presence, whether ecommerce or brand awareness, have absolutely no ability to track how/where their visitors are coming from, why they are there and why, perhaps, they are not doing what it is hoped that they will do (buy!)

So, you create some funky schmunky facebook application or use other social media / blog advertising ...but unless you have a system in place to quantify exactly what kind of ROI that is bringing you - it is wasted £ !

Personally, I think a really robust,ideal method is a combination of all 3 - proactive pr + proactive search engine marketing with an emphasis on competitor analysis + web analytics to quantify and track the performance of both the above.

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