The website is called Twitter, the action is called ‘tweeting’ and the question remains as whether Twitter is all hype or whether Twitter is here to stay.  For those that are not familiar with Twitter, the user logs on to the Twitter web page and creates a user name and profile, then one has a 140 character limit to write (or rather ‘tweet’) about whatever comes to mind.

Recently, the New York Times published an article, Putting Twitter’s World to Use, which had some fascinating applications. For instance, Corey Menscher, a grad student at New York University, developed Kickbee, an elastic band with vibration sensors that his pregnant wife wore to alert Twitter each time the baby kicked: “I kicked Mommy at 08:52 PM on Fri, Jan 2!” Mr. Menscher is now considering introducing the product into the mainstream market.

Corey and Ellen Menscher developed a device that would alert Twitter each time the baby kicked when she was pregnant with Tyler.

Another interesting example is at Detroit’s Henry Ford Hospital. Here the doctors were twittered throughout an operation to remove a brain tumor from a 47-year-old man. Tweets included: “A portion of the skull is being removed to allow access to the dura, the lining of the brain”. The article said that, “Medical residents and curious laymen following online asked the doctors what music they were listening to (Loreena McKennitt, a Celtic singer), whether the patient felt pain in the brain (no, just pressure) and how big the tumor was (the size of a golf ball). As is convention on Twitter, they tagged all their tweets with a keyword so anyone could search for the keyword and read the stream of posts.”

I think that takes tweeting to a bit of an extreme. I don’t think I would want doctors twittered during my surgery. Better to focus on task at hand and I hope they are not crowd sourcing the next step. But it just goes to show how explosive and far reaching this social platform is, being adapted to many different scenarios.

The article states that Twitter’s most productive use has been for businesses that want to better understand their customers, citing Dell and Starbucks. According to the article, some developers are creating tools to help companies “keep an eye on the buzz“. Akshay Java, a scientist at Microsoft, is trying to figure out a way to identify which experts are most influential on given topics by automatically analyzing the content of their tweets and who is in their Twitter network. Companies like Microsoft could use that information to figure out which ‘twitterers’ they should contact to create buzz about a new product.

So is Twitter a “colossal waste of time?” For some, yes, but for businesses who use it to market their products to an estimated 10 million users and growing, they would probably give a more positive response. I wouldn’t second guess 10 million users and call Twitter a fad. In 140 characters or less, it’s pure marketing genius!

Two mentions of the dreaded ‘R’ word two posts in a row? I know, its practically a curse word but I feel that this topic requires a lot more space on this blog as it is obviously a huge concern for everyone at  large, but more so for the soon-to-be-graduates and job seekers reading this.

Economists predict that this coming year will be tougher than the last for this economy and others such as Australia. There has been debate about whether the vast Down Under has been affected. If the turn out at this weekend’s Ausi expo is anything to go by, many are contemplating fleeing southwards in search of greener pastures (or at least less arid ones). I say, fear not, for the key to survival is determination, being smart, creative and brave.

The job market doesn’t seem very welcoming for fresh grads as unemployment numbers soar. However, many of the agency cutbacks in the PR and marketing industry are higher up the corporate ladder. Having learned from past economic slumps, companies have not halted graduate recruitment, as they realize this will only create a talent/ human resource gap in the future. So don’t bid your ambitions farewell just yet.

Another silver lining in the financial dark cloud is the rapid growth of the digital industry. The government has plans to pump investment into the industry, which ensures that it shall continue to thrive. That ties in with the immense impact social marketing is having on the media landscape. Going digital is clearly the way to make it through the current fiscal droop.

If that doesn’t put a smile on your face, how about this- as Harvard Business School Professor John A. Quelch noted recently:

“It is well documented that brands that increase advertising during a recession, when competitors are cutting back, can improve market share, and return on investment at lower cost than during good economic times.”

This rationale applies equally well to PR and money strategically spent on PR can have the result Quelch notes above. Your clients and potential clients still have their needs and will be looking to fulfil them. Maybe with a lesser budget, but they are still out there looking. This is a clear indication that PR is not perceived as a luxury in times like these. We just have to be more creative about how we go about it.

Since the recession hit (find the gloomy facts here), I’ve had more moths than money in my proverbial wallet. While it isn’t the best news for my finances, it could actually bode well for the PR industry.

The reinvention of PR

According to some well experienced PRs, this could be a great opportunity for the profession to reinvent itself. Over the past few years there has been ever increasing pressure on PR to wake up and smell the coffee as far as the social media evolution is concerned. In short, we obviously need to adapt to these changes. Some have been quicker to respond than others. However, this is not the trend across the entire PR industry. The hook eyed critics and observers have noted that many traditional agencies ignore this, mainly due to fear of the unknown. A recession will compel agencies to get their houses in order, and adapt or die! So in reality, the recession would be of benefit to the industry, extricating the quality, digitally savvy from the second-rates.

Increasing importance of personalised relations

As I have mentioned in my previous posts, PR has always been about engaging with people. It has not always been so, and observers feel that the rise of social media has finally put the public back into PR. However, within this ‘public’ a personal touch is more important than ever. Owyang, senior analyst at Forrester, in his blog talks about PR folks becoming their own hubs, where “they’ve developed real relationships with influencers regardless of who their client list is”. An excellent example of this in practice is Micro PR which is one of the blogging platforms that makes it simple for PRs to  personalize their services If you’re looking to hire a PR who ‘gets’ online PR, it’s becoming easier and easier to spot them. It clearly shines a light on who is active in social media and who is just talking about it.

The death of the traditional pitch

Its official- the pitch is dead. PR practitioners have mastered this now dead pitch process. They take the time to thoroughly prepare and rehearse a perfect delivery weeks in advance. However, numerous brands will have realized that this long-established method is not always the best way to select a suitable PR representative. More often than not, the team that presents is not even the team you end up working with. Once they bag the clients, enthusiasm for the project shifts to the next exciting pitch coming round the corner.

With increasing budgets cutbacks, and return on investment being vital, platforms like word of moth and networking will become a more extensively used to route to win over business. Additionally, with the convergence of all elements of digital media, new business shall be won through collaboration with partner agencies. United we stand, divide we fall will take on new meaning! Riding solo is no longer an option for agencies who strive for success.

Finally….CEOs need to set PR higher on their agenda

Referring my previous post on the changing role of communications professional in a globalised world, CEOs need to tap into the true power of their PR resources. Additionally, in order to make the most of their PRs they need to make it a two-way relationship, with PRs playing an integral part in managerial decision making. In a recession, brands who continue to see the importance in PR will need to make sure their investment is working harder for them, which means CEOs devoting more time to it. PRs cannot pretend to be the CEO – and so they will need to make more time to engage in these conversations around their brand.

**This is in no way an exhaustive list on the future of the industry, but a few humble observations made through research and consultation. Please feel free to add to it..

As reported by PR Week recently, a poll of agency heads has revealed that a third believe graduates with PR degrees are less attractive than those who have studied other subjects.

When questioned about the value of PR education, 34 per cent of respondents on the PRCA PR Leaders’ Panel said that these qualifications actually make graduates less attractive. But on a more positive note, 70 per cent felt that a university education is more important than fifteen years ago.

Their argument is that a number of universities do not offer students ‘quality degrees’ and as a result, they produce under-performing PR graduates. They claim that these degrees do not equip graduates with the necessary skills to work at a professional level.

In all honesty, not all qualifications guarantee that a graduate shall be able to perform. This is difficult for many to accept but nonetheless, it remains a fact. It leads one to wonder if education or a formal qualification is a prerequisite for a successful career. Personally, I believe that a good PR education and accreditation is vital to true professionalism. Its not a guarantee of a ‘dream job’ but its a good start.

I think in order to work well, one must understand the basic principles and fundamentals of their chosen profession. In this case, the history and ethics of public relations and how it works as a management function.

PR veterans I have consulted on this issue claim that there are numerous talented PRs, who putting it bluntly- have no idea what they are doing. They might be great at spotting a pitch angle or writing a killer news release, but they cannot grasp how it all fits into the big picture. Indeed, there are PR graduates who understand the big picture, but find it difficult to draft even a simple news release. It is that big picture where the discipline of accreditation is invaluable.

Some argue that organizations such as CIPR (or PRSA in the US) are too slow to keep up with the latest developments in the communications realm and are always going to be some steps behind anything new. However, it is a non-issue in terms of accreditation as the principles of new PR/social media/PR 2.0 remain unchanged. It is only the tools and tactics that differ. The assumption that this whole “listening/conversation/dialogue/not controlling the message” concept is new, is a big reason for PR’s poor reputation. If such individuals had been accredited they would comprehend the big picture and not make this mistake.

Yet another argument is that accreditation will discourage young people from ‘trying out’ a PR career. I definitely don’t believe that this is true. Accreditation doesn’t put high caliber people off entering law or accountancy – many do ‘try out’ these professions and then quit because they don’t enjoy it or can’t hack it. Why shouldn’t the same be true of PR?

If we really want to be perceived as management advisers, with a seat on the board, then we need to be as educated as the lawyers and accountants at the table.

Yesterday, I was given new hope. PRs will not only make it through these dark times, we shall come out on top too!

Arguably, THE pinnacle authority on Public Relations, Prof. Anne Gregory, gave a guest lecture (on the title of this blog entry) in one of my Masters modules. Our regular instructor gave her a generous introduction, listing her many accolades and accomplishments. Boy, did she live up to her reputation!

In today’s increasingly globalised world, where consumerism and individualism rule, public relations practitioners are expected to deliver instant, personalised services. Organisations are under heavy scrutiny, with accountability and social responsibility at the fore. With technological advancement has come interdependence, facilitated by our ever reaching networks. Detachment is an archaic concept as our connections are amalgamated. Then, a recession in America would have sent ripples through the developed world; now, it has sent tidal waves across the globe.

The linkages spawned by the internet have totally altered the world of communications. Print journalism is being replaced by transitory citizen journalism and 24/7 reporting. In our pluralist society, a handful of global opinion leaders have multiplied beyond previous comprehension, with regular debate on a myriad of issues in an international arena.

This is the world in which, we, the new generation of Public Relations practitioners are to operate. In Gregory’s own words: “I’m jealous!” – and with good reason! In this brave new world, PR is finally gaining the recognition it duly deserves, as a legitimate and crucial management function.

To ensure an organisation’s survival and authenticity in this novel environment, communications will need to be at its heart. PRs are needed to sift through the clutter and communicate true meaning and clarity- transforming misinformation into information. In this tumultuous ocean of data, where many are drowning, PRs are steering the lifeboats.

Getting excited yet? Hold on- not ALL PRs are destined to be at the helm. Many are limited in skill and will only hoist the sails and swab the deck.

What I’m talking about is the difference between a communications manager and a communications technician. The distinction is quite clear. Despite the so-called saturation in the industry, very few PRs actually have the talent to professionally handle such a demanding directorial role. A communications technician performs all the run-of-the mill undertakings associated with PR, while a manager goes over and above this.

Forward thinking, successful organisations want more than the normative narrative offered by a PR technician. Here, a manager demonstrates their true worth by acting as the alternative voice in an organisation- an activist. A manager must see the organisation objectively in order to better advise the management on the best way to behave and gain public approval. This is not always the perspective the executive want to hear. Thus, in the words of R. Pearson real ‘PR practice is situated at precisely the point where competing issues collide.’

The fascinating and exhilarating news is that CEOs now recognise that this is essential for their organisations’ success. PR managers play an advisory role to the management where stakeholders, risks and issues are concerned, thus strategically shaping the CEO’s vision. The manager then compellingly communicates this vision to the relevant publics, significantly contributing to the company’s overall success.

One cannot deny the vital role PR plays in the formulation and realisation of an organisation’s goals. I daresay a communications manager comes second to the CEO in the effective running of an organisation.

The face of communications, relationship building, listening and mutually beneficial dialogue has been fundamentally changed by the rise and rapid advancement of the digital world. Like never before, the internet, social networking, mobile devices and a myriad of communications technology are bringing people and organisations together.

New Media, Web 2.0, Rich media, Converged, Digital…. whichever phrase one chooses to utilize, this topic is of great significance to the practice of public relations, whether they are in-house or consultancies.

I find the dynamic and ever changing nature of the digital realm continually fascinating and have developed a particular interest in Public Relations and New Media. Everyday I am learning more about this PR practice of leveraging online media and using search and the social web as channels of communication, engagement and influence.

In my view, the digital platform has several advantages in that it is multi-channel, conversational, transparent, integrated, fast-moving and international. All these elements compliment the existing strengths of the PR industry placing it in a prominent position in the communications field.

In the bid to create and sustain relationships of mutual understanding between an organisation and its relevant publics, within an increasingly ‘transparent’ world, the digital landscape gives us valuable tools to create these conversations. Through the digital world, we have the ability to reach all our target audiences simultaneously. It also offers an affordable, quick and simple way to evaluate the impact of our communications, finally demonstrating that PR can support sales and business development.

For forwarding thinking PR practitioners, understanding the relationship between, and the subtle distinctions of new media, will considerably increase their opportunity to generate positive coverage and great results.