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PR 2.0 minus PR 1.0 = mission impossible?
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Jody Koehler
23-06-2010
Ik wil vandaag een vraag met jullie delen die mij vorige week flink heeft bezig gehouden. Een nadenkertje vond ik het. Althans, zo was mijn ervaring. Weet ook niet hoe of waarom deze vraag te binnen schoot, maar dat zal ongetwijfeld een reden hebben. De vraag is: 'Kun je adviseren over PR 2.0 zonder enige ervaring met PR 1.0'? Om heel eerlijk te zijn, mijn eerste reactie was: 'Jezus nee, natuurlijk niet!'. Maar na 5 minuten dacht ik daar toch weer anders over. En na 10 minuten switchte ik weer terug. Zo ging dat eigenlijk de gehele nacht door. 's Ochtends besloot ik de vraag via Twitter te delen. 'Can you advise on PR 2.0 without having any experience in PR 1.0?' What do you think?' Ook Deirdre Breakenridge vroeg ik om hulp.
Twitter
Via Twitter kreeg ik reacties van o.a. @Nathalielh, @Minxymoggy en @RichardBagnall. De antwoorden varieerde van 'No you can't, because pr is still pr.. it's more an evolution than a revolution imho' tot 'Yes, because they're largely different skill sets'. Nog geen echte opheldering dus! Daarom besloot ik gisteren de vraag te delen met onze PR 2.0 vriendin Deirdre Breakenridge, auteur van Putting the Public Back in Public Relations. Ik zal haar reactie hieronder met je delen.
-"I think that many senior PR pros with 10 plus years will have an immediate response...NO! But, in essence, when you think about it, PR is PR whether it 1.0, 2.0, 3.0, 4.0, etc. The reason is not because of the type of platform or channel, because we have to understand and educate our brands on the channels that reach their public. In addition, we deal with so much more than media (in the traditional sense, TV, print, & Radio and now social media). So whether you are just starting out your journey in public relations or you've been practicing for 20 years, the goal is to advise based on a strong understanding of the brand's business, how to build strong relationships with many different groups and how to change behaviour.-
Young pros are having tremendous exposure to social media channels, but if you don't understand the strategy and planning necessary, which can result in valuable PR outcomes, then what ever channels you use will not lead to a more favourable outcome or success for a brand. I believe that PR will cross many channels and reach stakeholders where they congregate... this could mean on a social network, foursquare or at a physical event. Today its social media but where ever technology takes us, PR people have to guide the strategic communications. Years of experience, good mentoring and a lot of listening will help professionals of all ages to truly understand business and markets and to secure a seat at the strategy table (because we know what keeps the CEO up at night and we can speak to those challenges)."-
Het antwoord op deze vraag is gecompliceerd, dat is duidelijk. Ik ben zelf weer iets verder in mijn zoektocht, maar wat vind jij? Kun je adviseren over PR 2.0 zonder enige ervaring met PR 1.0?
Via Twitter kreeg ik reacties van o.a. @Nathalielh, @Minxymoggy en @RichardBagnall. De antwoorden varieerde van 'No you can't, because pr is still pr.. it's more an evolution than a revolution imho' tot 'Yes, because they're largely different skill sets'. Nog geen echte opheldering dus! Daarom besloot ik gisteren de vraag te delen met onze PR 2.0 vriendin Deirdre Breakenridge, auteur van Putting the Public Back in Public Relations. Ik zal haar reactie hieronder met je delen.
-"I think that many senior PR pros with 10 plus years will have an immediate response...NO! But, in essence, when you think about it, PR is PR whether it 1.0, 2.0, 3.0, 4.0, etc. The reason is not because of the type of platform or channel, because we have to understand and educate our brands on the channels that reach their public. In addition, we deal with so much more than media (in the traditional sense, TV, print, & Radio and now social media). So whether you are just starting out your journey in public relations or you've been practicing for 20 years, the goal is to advise based on a strong understanding of the brand's business, how to build strong relationships with many different groups and how to change behaviour.-
Young pros are having tremendous exposure to social media channels, but if you don't understand the strategy and planning necessary, which can result in valuable PR outcomes, then what ever channels you use will not lead to a more favourable outcome or success for a brand. I believe that PR will cross many channels and reach stakeholders where they congregate... this could mean on a social network, foursquare or at a physical event. Today its social media but where ever technology takes us, PR people have to guide the strategic communications. Years of experience, good mentoring and a lot of listening will help professionals of all ages to truly understand business and markets and to secure a seat at the strategy table (because we know what keeps the CEO up at night and we can speak to those challenges)."-
Het antwoord op deze vraag is gecompliceerd, dat is duidelijk. Ik ben zelf weer iets verder in mijn zoektocht, maar wat vind jij? Kun je adviseren over PR 2.0 zonder enige ervaring met PR 1.0?
