Reif fürs 21. Jahrhundert
Ursprünglich im Holmes Report erschienen und damit nicht allgemein zugänglich, hat Autor Paul Holmes dem kollektiven PR-Blog PR Conversations die Erlaubnis gegeben, den Essay “The 21st Century Public Relations Firm” in voller Länge zu publizieren. Auch wenn das etwas längere “Manifest” für aufmerksame Beobachter der aktuellen Entwicklungen in PR/Social Media nicht mit Genieblitzen oder besonders innovativen Erkenntnissen gespickt ist, ist es doch eine sehr gelungene Beschreibung der geänderten Bedingungen und Voraussetzungen, unter denen PR im 21. Jahrhundert stattfinden.
Und dann sind da noch Zitate wie die folgenden, die den Artikel lesenswert machen:
Meanwhile, the annual Trust Barometer surveys (…) continue to show that in major markets around the world, people increasingly find “a person like you” to be the most credible source of information: more credible by far than paid advertising and even earned media coverage. (…)
A decade or so ago, it was still possible for marketers (…) to believe that their brands were defined by what they said about themselves, in their advertising and their website and even their press releases; today, they must come to terms with the fact that their brands are defined by what others say about them in private, after they have left the room. (…)
Public relations people will therefore need to become expert in studying social networks, developing tools (…) to help them map the complex relationships between traditional and non-traditional media, to identify authorities who are quoted or cited most often, to understand how and why stories that first appear in relatively obscure venues can have as much influence over time as an article on the front page of The Wall Street Journal.
Lesenswert.
Tags: Holmes-Report, pr
