See below for excerpts from a video from Ogilvy PR.
Makes interesting reading and a solid base for a New Year professional audit for all PR/Comms professionals. Perhaps some new KPI’s to add for 2009 even.
- Future broad, wide and open for PR
- Tell STORIES that move people
- Will be direct CONTENT creators, have a chance to tell stories very directly to audiences (coveyed via PC, cellphone, big screen).
- Is not just a broker of information between clients and media
- Knows what the next question is before the client asks it
- Compelling VIDEO AND VISUAL TOOLS e.g. Charts more important to help persuade.
- Need to be more BOLD, thoughtful and CREATIVE.
- SPEED is really important
- Need the ability to ADAPT very quickly/change what you thought and what you are thinking
- Have a spine & backbone to tell CEO info they need to be successful
- Need to be a good WRITER
- Need to be able to RESEARCH
- Need experience in CRISIS
- Understand the RAPIDLY CHANGING COMMUNICATIONS ENVIRONMENT
- Position CEO & Team as really DRIVING SHAREHOLDER VALUE
- Understanding WORD OF MOUTH important.
- Aptitude in new ONLINE APPLICATIONS emerging and understand how can fit into PR program e.g. FB, Twitter applied to client.
- Need to apply these new Social Media/Web2.0 tools to YOUR LIFE before to your clients.
- Great at asking QUESTIONS
- PASSION for the business
- Prepared to make suggestions OUT OF THE BOX
- Transform PR from Public relations to PERSONAL RELATIONS
- KNOW CLIENTS BUSINESS well enough that if CEO of client company were hit by a bus you could land the plane in an emergency
Comment on this video YouTube from Web2Rulz below:
“Nice try, this video is dominated by old white men in suits - not exactly what the users of YouTube look like. How pathetic. The PR industry still doesn’t get it. Enjoy your retirement.”
While I am not agreeing with this, I am all about diversity. I think diversity can pre-determine bold, thoughtful and creative ideas and solutions.
And a rebuttal from bgrunner:
“How does them being white have anything to do with their job duty: being brokers of information between the public and clients! Their job is not to be hip, trendy, or to entertain!”
Well, bgrunner, according to the video PR professionals are “no longer just brokers of information between the public and clients”.
What do I think?
Focus on what matters –> RESULTS.
This is what clients care about (or should), not ethnicity or choice of dress for the office.
Watch it on YouTube:
http://www.youtube.com/watch?v=kHt6Pb61Ycs&eurl=http://www.socialmediatoday.com/smc/65798