In My Mind And In My Car…We Can’t Rewind We’ve Gone Online PR
Yesterday I spoke at an industry conference organised by MIPAA for Motoring PR professionals, in the very apt surroundings of the London Transport Museum. The title of the conference was ‘The End of the Road for PR?” and I was there as the token Online representative, alongside a journalist, a traditional PR person and an academic. The idea was to look at the changing nature of PR and what impact the digital revolution is having on the business of communications.
Though some of the attendees had been dipping their toes into Social Media and the digital sphere, they were understandably wary of the suggestion that Online PR could potentially overthrow the long reign of media relations as the primary PR function. The skepticism in the room made for a lively exchange – and we do love to provoke debate at C&M, even at the risk of ruffling the odd feather here and there. We’re passionate about what we do, and there’s nothing we enjoy more than talking about it, especially to non-believers.
My presentation at yesterday’s conference may have dragged some people out of their comfort zones, but it certainly got them thinking about the ‘traditional vs Online PR debate’ in a constructive way. I talked about the way we do Online PR at C&M, how this in itself is informed by ongoing changes in web user habits and the flow of information both Online and off, as well as the specialist tools and skills that we employ.
I wanted to get across how Online PR and media relations are very distinct disciplines, requiring different approaches and methods. That’s not to say that the skills learned in media relations aren’t valid and transferable to Online PR (both Roger and I come from traditional PR backgrounds), or that Online PR people can’t work with media relations people. My argument was that Online PR shouldn’t be viewed as an extension to existing PR set-ups, but as a specialist field in its own right.
There were some interesting and pertinent questions afterwards, and strong opinions from all sides. One of the main positive things picked up on was the fact that Online PR allows more tangible proof of ROI (return on investment) – something that traditional PR has never really been able to do. In a time of economic crisis when marketing budgets are being scrutinised more than ever, this is a very topical issue – especially in the motor industry.
I really enjoyed the event, and while I may have antagonised the odd traditionalist with my progressive views and ideas, I hope that at least some of the delegates went away feeling inspired. If you’re interested in my presentation, you can see the accompanying slides on Slideshare.
And if you’re too young to remember the birth of MTV, discover Buggles (the inspiration for this post’s title) here.
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Jon Walsh
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Danny Whatmough
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