blogging

Ah…so here we are in Brian Solis’ world of PR 2.0.  As practitioners, we’re watching what was our “tried and true” media dwindle over shrinking ad revenues, closures and layoffs.  I personally have friends recently affected by the LA Times cuts.  We’re observing a mass migration of trained, qualified journalists over to the brave new world of blogging and social media.  Every day I receive email newsletters encouraging me to attend the latest social media boot camp, seminar or Webinar.  ”Come learn how to pitch bloggers!”  “Why Twitter and Facebook are your key to capturing a journalist’s attention.”  ”Learn ‘the rules’ for online communication.” (Is it arrogant to say I could teach many of these myself?)

While there may be new rules for communicating online, that doesn’t mean the old rules no longer apply. Yes, it’s true that today’s journalists are now blogging, Twittering, Facebooking, and carrying hand-held video devices to print interviews. However, they are still professional media members, which means the standard protocol and etiquette for PR practitioners remains the same.

My point?  Journalism and PR are in a significant state of flux.  As both sides scramble to gain solid footing, it’s more important than ever to adhere to the core skills we’ve spent years honing and developing - writing and research.  By default, the blogosphere presents a very casual, conversational style (which I personally love).  Unfortunately, many PR practitioners are adopting this casual approach in their execution, not just content.  We need to be smart about our content and even smarter about whom we target.  If not, the same rules apply…we lose credibility and damage our earned relationships with the media, or even worse, are publicly flogged like poor Amanda Miller on Joe Nocera’s New York Times blog.  Whether or not you agree with Nocera’s humiliating approach, one issue rings clear - excellence in our work must never take a back seat.

We, as practitioners, have a fantastic opportunity to become a value-add to journalists now expected to do the jobs of five people.  Our content, connections, access to thought leaders and research can be invaluable to them.  In return, their coverage and attention is invaluable to us (namely our clients).  Too often, we are considered “flacks.”  I strongly disagree.  We are an indispensible cog in the machine, but it’s up to us to stay well-oiled to maintain that relevance.