Evolving Role of Public Relations
Earlier this year, the Council of Public Relations firms published a white paper on the evolving role of public relations in the age of social media. It’s an interesting and often frank report on the state of public relations. The report’s authors describe the “current communication landscape” as the “wild west, as the advertising agencies and other marketing providers deliver services that, in the past, have been the domain of the public relations industry,”
After reading through the report, I spoke with Matt Shaw, Vice President of the Council of Public Relations Firms, to get his take on the white paper and to ask a few questions about the changing landscape of public relations.
Here’s a snapshot of our recent conversation:
John: The report predicts that “[h]ybrid compensation models are likely to develop that are more closely tied to audience engagement than hourly revenue. This new model would be based partly on an hourly basis, on project deliverables, and measurable outcomes. Clients often are measured and compensated this way in their own businesses, so metrics will become increasingly important and sophisticated within public relations.”
If this is the case, it seems that tools like Google Analytics and Technorati’s authority rankings will become increasingly vital to PR professionals. If this prediction holds true, then will these tracking tools surpass the more traditional PR Trak in terms of how we justify ROI and ultimately develop business?
Matt: It’s difficult to predict how and when PR firm business models may change, but I would agree with the author’s findings that clients are looking at new ways to work w/their firms in this area (PR and ad agency alike). I’m sure there are many PR firms that are talking with their clients today about how to best measure newer social media programs. Measuring the many new forms of “engagement” should only grow in importance, and the good news is that these things are indeed measurable.
Another thing to keep in mind: An under-appreciated element in the overall measurement conversation is the fact that when PR has been measured, in mix marketing models or communications optimization models for example, it performs quite well, and generally comes out on top of other marketing disciplines. The P&G study of ’05 is the best-known case, but it is happening consistently, in all types of industries.
In 2006 Dell had 78,700 global employees, revenue of close to $56 billion and Fortune magazine ranked it as the 25th largest company on its Fortune 500 list and 8th on the top 20 list of most admired companies in the USA. They’re kind of a big deal. So it is all the more noteable that they are having the culture of their organization changed by embracing social media.
Social Media is changing the world piece by piece with simple yet powerful communication tools - most recently I’ve noticed how the world of backpacking has been turned on its head in just 5 years due to new online tools.
I know that young and old PR pros alike are intrigued by 
Neville Hobson 