2 responses to “The end of the PR all-rounder?”
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Marcel Goldstein sort of faded thinking makes consultants look so old fashioned.
In an environment where interactive, networked relationship are formed and reformed in pursuit of the organisation gaining a significant role in its chosen culture, relationship management becomes significant.Yes, there are many specialist activities such as semiotics in brand imagery or semantic textual analysis to identify divergent cultures represented by mediated media (Newspapers), and unmediated media (blogs). But this is not rocket science. Neither is owned by ‘Marketing’. One expects a Public Relations consultant to know of such things in some depth and to deploy expert resource as needed.
This will mean that ‘Marketing Communications’, indeed ‘communications management’ has to come long after the PR consultant has engaged in identifying the need and requirement of relationships for organisations. It is only after the PR consultant has done the work that s/he can call in the relevant marketing people should they be needed.
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I agree with Antony’s comment that PR pros are more suited to a social computing-driven, connected media world than other communications sub-sets, such as advertising and direct marketing. If those in positions of influence recognize this, then we will be able to finalize our move from the wings to the center of marketing.
As for David’s comments, I think perhaps that there’s some misunderstanding: he is writing about PR ‘management’ of third-party relationships and I was writing about account management of client relationships. As much as the world around us has changed, as David notes, the organizational structure of PR firms (I have friends and colleagues at a large number of them) as it relates to clients has not changed–yet.
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