Shifting from PR to CR
By Kyle Austin
October 27th, 2009
Michael Bush of AdAge took yet another look yesterday at the shift towards directly communicating with consumers, versus communicating through the media, as outlets grow increasingly scarce and social media continues to proliferate.
Of course the idea ties back to the view we’ve expressed here numerous times: All companies are media companies and communicators are on their way to becoming chief editorial officers, charged with creating and distributing original content it in new ways.
In dissecting the piece, the guys from PRNewser tied the story to some recent data from King Fish Media, which noted 86% of companies are currently creating or planning to create original content.
It will be interesting to see how the shift accelerates in the upcoming months with marketing budgets being boosted by the current economic rebound. In most cases corporations have focused on cutting back on traditional television and print advertising during the downturn. Instead they’ve focused on online programs that can be scaled down and measured in real time. If these have been effective through the downturn and illustrated return, don’t be surprised if marketers double-down on these programs and look for additional ways to allocate money on consumer relations – as part of integrated media campaigns moving forward.
Entry Filed under: Social Media
12 Comments Add your own
1. RaceTalk | October 27th, 2009 at 6:13 pm
Shifting from PR to CR http://bit.ly/4pVPr4 #media #pr
2. RaceTalk | October 27th, 2009 at 6:35 pm
New RaceTalk Post: Shifting from PR to CR http://bit.ly/4VzFy
3. Dr. Harish Kotadia | October 28th, 2009 at 1:21 am
Shifting from PR to CR http://bit.ly/2Wh373 #sCRM #PR #marketing
4. Elisabeth Michaud | October 28th, 2009 at 8:06 am
interesting/quick read RT @Boston_PR by @RaceTalk: Shifting from PR to CR http://bit.ly/4pVPr4 #media #pr
5. Lindsey Hayzlett | October 28th, 2009 at 11:17 am
PR shifting to CR??! R http://bit.ly/4pVPr4 #media #pr rt @racetalk
6. Steve Farnsworth | November 4th, 2009 at 11:45 am
Shifting from public relations to consumer relations? | racetalkblog.com http://ow.ly/zay9 #PR #Marketing #socialmedia
7. LuJean Smith | November 4th, 2009 at 11:54 am
Biz as creators of orig. content? RT @Steveology: Shifting from public relations to consumer relations? | racetalkblog.com http://ow.ly/zay9
8. Business May Be on the Re&hellip | November 6th, 2009 at 12:05 pm
[...] with their appearances on glossy covers. Peter Himler touched on this last week, when looking at Michael Bush’s piece for Ad Age: “There remains a vast swath of corporate communicators and their bosses in the C-suite for [...]
9. Steve Farnsworth | November 14th, 2009 at 11:05 am
Shifting from PR to CR | racetalkblog.com http://ow.ly/B1lf
10. Roy Aubeelack | November 14th, 2009 at 11:14 am
Reading RT @Steveology: Shifting from PR to CR | racetalkblog.com http://ow.ly/B1lf
11. ben billingsley | November 14th, 2009 at 11:16 am
DTC communication via search will be big in 2010. I hear about it every day. http://bit.ly/uockM
12. Jack O’Dwyer is Wro&hellip | November 16th, 2009 at 1:18 pm
[...] If that truly is his argument then he’s really undervaluing the collective knowledge-base of consumers taking part in brand discussions on the Web. He’s also outdated in thinking that PR practitioners are trying to spin consumers through these new channels as they have in the past with journalists. Its a different channel, a different audience and a different voice altogether. [...]
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