Christine Perkett recently wrote an interesting and provactive piece for her blog, Perkett Persuasion.

In it, she reminds us that PR is not dying but evolving. Media is changing and for PR firms and professionals to survive, we must evolve alongside it and adapt in order to really take advantage of  everything these changes offer.

Check out her post here: Your Turn: What Can We Do Better in Public Relations?

And Check out this post by David Mullen in which he Coins the Term ‘People Relations’ – Brought to you by @Dmullen @Ariherzog @shannonpaul & @missusp – The “P” in PR Should Stand for “People”

I think blogger relations and people relations have really gained value. Word of mouth no longer means generating buzz and executing stunts, it means keeping a consistent and constant dialogue with your audience or consumer base. Obviously, as twitter evolves and becomes more of a mainstream platform, this type of engagement should be a focus in PR. Similarly, blogs are powerful a powerful and influential medium that has come to rival the even the greatest of traditional media outlets, especially when catering to a niche market. Keeping up what blogs are popular, who blogs about what topic…etc is incredible difficult because it changes every day. But for social media people, this opens the door of potential exposure, if handled correctly. As print continues to flounder, people will turn to blogs and hybrid sites that combine brand blogging with user generated info (like – not affiliated with them in any way,just a good example). Everyone is now both a consumer and producer. Relying solely on traditional media for outreach isn’t taking advantage of the fact that everyone’s voice is equally powerful and valid, and continues to gain authority as social media evolves. The fact that this world is ‘online’ gives a lot of people who have been in PR for a long time, the feeling that it’s not a credible medium and that it’s not valuable. As such, social media or blogger relations…and ‘people relations’ aren’t taken seriously. Blogs are spammed, twitter is used to feed useless updates about company news or brand deals…and the potential is never seen and those feelings are validated because no effort is made. We need to, as an industry, learn to respect the online community and understand that individual people are as important as major newspapers & that doesn’t devalue our jobs, rather, it provides us with an unlimited number of outlets to work with. Understanding that will help take PR to the next level. Change = Good

  1. David – thanks! I am so excited (and damn impressed) that you pulled together all of these relevant and important People and thoughts so quickly. I have really enjoyed learning about your thoughts, experiences and opinions on PR and am happy to see such great talent in the industry.

    I’m grateful for your insights and I agree – the community, and people, need to be taken seriously. The challenge for our industry, IMHO, is to help brands recognize this – and then embrace it.

    Thanks so much for reading, conversing and sharing.


  2. Amanda B says:

    Hi David

    Well said. The question remains how does one concretely give steps to PR to engage in appropriate blogger relations? Do you think PR is moving in that direction or will it need a gentle nudge to acknowlegdge that there is actually a cadence to blogger relations? Or, that establishing said connections takes a lot more personal investment?

    Great post.


    • aerocles says:

      I think there are certain individuals and agencies that have a better understanding than others of how to engage bloggers and the general public better than others. That said, I think the industry as a whole needs to develop standard practices. Agency and industry leaders need to come together and collaborate…not compete, at least not until the experimentation phase is over. At this point, we need to learn from each other’s successes and failures. If, right now, every PR pro and firm would strive to be the social media authority (which many are doing, irresponsibly, though they should, eventually), it will only validate the concerns of bloggers and online journalists that the industry doesn’t understand them. I currently co-run #SMPR ( in which PR professionals from various firms meet to share information & learn from each others’ experiencinces. Round-table discussions on the latest social media/PR news – were events handled properly or improperly, what could have been done better…etc, as well as case studies and presentations – here’s what we did what went right, what went wrong, and what we learned.

      In general, forums like this are an expansion on social media & pr blogs in which we share information, we’ve just taken it to from the digital world to the physical…

      • Amanda B says:

        I think your endeavors could be fruitful. I like the idea of getting to meet people, and simply work on what works and what doesn’t. Conferences are great. However, there seems to be a plethora of them and the big questions don’t get addressed like: how to concretely work with a blogger or what is the ROI on establishing a relationship with a person. I often feel that SM conferences are run by same people and more people need the means and entree to be part of these conversations.I think blogger relations is an art, not a science. Thanks for your response!

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