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Shonali, this is an excellent post. It dovetails with many of the things I've been thinking about lately in how the PR industry has changed. "Integrated" is the big buzzword these days, but it's also very true that an integrated approach to communications is needed and unavoidable. It just has to be done in order to bring value to brands. PR is no longer about media relations. It's an important aspect, but PR people will be left out of a lot of strategy discussions if all they know is media relations.
My perspective comes from starting out with a fairly traditional PR background, then doing marketing communications for small and large brands...then figuring out where social media fits in. I've had the good fortune of driving SM strategy for two major brands -- and found that having the PR background suited me very well. It prepared me for dealing with difficult customers, media (of course) and recognizing opportunities for partnerships. After all, PR is all about building relationships.
PR, marketing and social media have to work together in order for the client, brand, etc. to be successful. For me this means not getting coverage or follows or likes for their own sake. The real question is: how does your marketing program, PR program, social media program add value to your business? How about sales and revenue? How about meeting your business objectives? These are the key issues. They are discussed all the time online, in our industry...everywhere I look, really...but there are quite a few brands that haven't figured it out. They like PR stunts and lots of attention, then leave customer service withering on the vine. Or they treat employees badly. They don't get how transparent business is or should be now. And even if they don't want it to be transparent, it IS anyway because we live in the social age.
So, the fact that I don't fit neatly into a "box" should help me navigate this increasingly complex business world. At least I hope so. But this is a longer discussion...
Thanks for sharing your perspective. I will keep reading.
1 year, 8 months ago on Breaking Out of The Box Only To Be Put in Another
@ericajmoss Cool, great frames. I'm not buying so-called "designer" frames anymore -- total price tag $400 and up for lenses and frames. That's just crazy when Warby Parker is out there!
2 years ago on What Warby Parker Teaches Us about Brand Loyalty
Darn autocorrect. I meant 'em not me.
@ginidietrich They offer sunglasses as well. Give 'me a try.
@ericajmoss @MikeEttlemyer Sibley in tortoise matte
I love Warby Parker. Quality glasses, great price, excellent customer service. Who knew that glasses could be sold and loved this way? WP has figured out how to build affinity for their brand by doing all the right things. The donation aspect is a great piece of their brand promise as well. I discovered them just six months ago. I will ONLY buy my glasses from WP from now on.
This is one of the best posts on the subject I've read in a while. The idea is convergence and the blurring of lines getting more blurred by the day. The future of PR is definitely not media relations. While that will always be important, content creation for new and not-so-new digital platforms is much more important now. I don't know anyone that isn't getting their news from smartphones to some extent. Agencies can't be successful in the new business climate if they aren't doing integrated marketing communications. They'll be left in the dust and won't be hired by brands looking for more than media relations. Too often, firms market themselves as doing social media, SEO, and other relevant strategies today and are simply ill-equipped to take on the integrated approach. Bliss is on the right track and committed to change. I'm glad to see this as a PR person who has made the same transition.
2 years ago on The Future of PR: Beyond Media Relations