ARTICULATED

Twice recently I’ve attempted to convince clients and prospective clients to engage in a communications strategy that include almost zero mainstream media relations. My recommendations have generated some quizical looks, but I’ve held my ground (well, as long as I could, anyway). I’m increasingly convinced that the traditional method of PR is on a rapid path to doneness.

When traditional media outlets are laying off reporters, leaving fewer people to do more work while fearing for their jobs, why would we put our fate in their hands? Instead, how about we find our stakeholders (donors, customers, employees, or whoever else is important) where they are online and talk to them directly? More accurately, how about our communications program talk with our stakeholders and the citizen journalists that influence them, rather than at them? Shoot, for that matter, we could even modify internal processes to synthesize and act upon the feedback we generate! It’ll be fantastic!!

Admittedly, despite my exuberance, I haven’t found it the easiest sale. Much of the push-back is very legitimate – corporate culture and questionable ROI and time investment and the like. And there’s the small detail that I can’t yet point to a tidy instance in which a client has done this, based on my recommendation, and found success.

This morning I was reenergized by a blog post by Todd Defren, an advocate for “PR 2.0.” His agency is successfully convincing its clients to take the leap into an all-new communications paradigm. I know from following folks like him on Twitter that others are doing the same. I myself haven’t pulled it off yet. But I will.