As I look over my past presentation as I prepare to talk with a local college class today, I have to make some major revisions. It’s kind of nice to see predictions come true. Amazing what a year or two will do.
While theCutlip definition of public relations still holds up, and what is under the public relations umbrella is still relevant, a focus on brand and brand development rises to the top of the list.
A public relations professional’s job today is to help an organization first realize what is true and authentic to its brand, and second, ensure that the organization is aligned internally and externally to deliver the proper brand experience, and third, communicate or deliver the brand message using the best channels.
Which brings me to my final point: what is the best channel today? More and more, it is not through earned media. While media relations will continue to be a valuable tactic for public relations pros to spread company news, it’s not the best channel to reach an organization’s diverse stakeholder base especially if your goal is to communicate organizational values and long-term goals.
Of course, the best solution is an integrated approach that blends direct communication with paid and earned media. And, at the heart of direct communication is social networking and the opportunities it offers for us to listen, learn and interact as we “establish and maintain mutually beneficial relationships between our client organizations and the publics on whom our/their success and failure depends.”