new thoughts on p.r.

I’ve gotten really interested in the PR industry recently.

My interest started back in London a few years ago, around the time I became good drinking buddies with David Brain, of Edelman Europe. I interviewed him here in 2008:

7. When we think of PR, we think of the stereotypical smoothie in an Italian suit, schmoozing away at some fancy sponsored event [See “Pickaxe” cartoon above]. But as we both know, Global PR is actually a pretty sophisticated business. Again, back to a conversation we’ve had more than once, the big challenge for PR firms in the next decade is all about becoming more culturally and technically diverse, AWAY from the typical smoothie archetype, towards something more hardcore, valuable and interesting. How does Edelman Europe see the challenge? Do you see a “new breed” of PR practitioner emerging?

I do see a new breed. PR used to be based on the top-down principle of managing a few relationships with senior journalists or stakeholders. These respected authorities would say good things about your business or firm and the world would gratefully receive their view and act accordingly. Well as you know, that world got blown up and the new democratised world of the enfranchised consumer and the occasional angry crowd has forced businesses (and the PR people and firms that advise them) to open up. It used to be in this business that you could trade on who you know, and now it has swung much more to what you know as well. I can’t imagine hiring people these days who are not actively engaged in the conversation or community in some form . You can’t fake this stuff. And so that means we always look for technical skills, people with a wide set of interests and a passion for something (other than work). Richard Edelman calls this ‘Living in Colour’… the idea that if you only live for the office and home you become a little grey. And if you cut off from the world in that way, you are much less use to our clients, who are looking for insight and advice and connection.

i.e. From hanging out with David and some other folks in the industry, what I found was, less of the sleazy “Pickaxe” guy in the cartoon above, but what was actually a pretty interesting and sophisticated business. At least it was from the people I knew…

And then there’s my personal evolution over the last few years. When I fist starting blogging a decade ago, I just posted new cartoons. Then I started writing about my trade at the time, advertising. Then over the years I got into writing about marketing and entrepreneurship, especially as it applied to blogging and Web 2.0. And I learned a lot about all of that, simply by blogging about it, reading other people’s blogs, “joining the conversation”, and trying to apply it all towards my own business.

I got pretty good at all that, but I feel myself evolving a lot these days. PR is getting more and more an important part of my business. Looks like I might have some more homework to do. PR blogs, here I come…