Mike Manuel Responds to My PR Challenges

Mike Manuel said my recent post stings a bit and he serves up a lengthy response. I know Mike slightly and read his blog on a regular basis, giving me a sense that I know him better than I really do. I respect him and have no desire to sting him at all.

What may sting is that after reading what he had to say a couple of times, I find he has no essential disagreement with what I had to say.

I wrote what I wrote with no glee in my heart. My hope is to motivate PR practitioners to change and change now. I is a noble profession that has served a useful purpose.  But like newspapers, it will take more than a new shade of lipstick to restore PR's real value. Blogging it seems to me is part of the solution, not the problem, and the quality of Mike's blog tells me he already knows this.

Comments

[Ephraim Cohen]

The problem with some of Shel's posts on the state of PR and blogging is that it's written in a way that seems to push a one-size-fits-all approach communications strategy (blog-centric). Ironically, it's that approach that gets PR agencies into so much trouble ("hey we got a new biz pitch, change the company name from last week's pitch").

First, I would suggest that the PR profession hasn't "served" it's purpose. It "serves" a purpose. The challenge is not making PR relevant, it is. The challenge is finding qualified candidates that can do the serving. For example, how many professionals have learned how to use search engines in appropriate PR programs.

Second, it's a huge mistake to say blogs replace PR. Blogs are a type of PR (just not the command and control type). In practice, it's saying dump all other PR activities and just blog. While that may work for some companies, it will be a disasterous failure for others. There are many companies dealing with audiences that don't know anything about dealing with blogs (such as some of my B2B clients) or much about online communications in general after basic email and surfing (e.g., a good portion of the more senior demographic). Shel, I know you have a great history as a PR professional (even if you try to bury it sometimes...it shall rise again) and would tell clients to always look at the best PR strategies and tactics (blogging can, I believe, be one or the other depending on the situation). Even when PR mean mostly media relations, there were situations where other types of programs, such as newsletters, roundtables etc, served as the central mode of communications.

Why not have a discussion around when blogging is appropriate, the role PR professionals play in blogging and the blogosphere and how blogging fits in with other still popular types of communications (yes, there are many others)?

[Mike Manuel]

Yeah, in essence, we’re in agreement, Shel -- PR needs to be genuine, open and synchronous -- and in a lot of ways, blogging is the perfect platform for just this. I can't argue with that. But to also imply in the same breathe that PR firms are somehow incapable of championing these same qualities, well, I guess that’s what stung, and that’s why I responded with my Tolstoy-like post;)

[shel israel]

To Mike, Ephraim et al

Let me make clear a few points that I tried to make clear the first time around:
(1) I very intentially lmited my perameters by saying that a Web 2.0 company in its very early stages (initial launch) no longer needs a traditional agency. If they blog it would be a mistake to dilute focus and do both. I addressed but a single niche.

(2) I see no end for a PR in general. I see a broken model that needs to be fixed. I believe a fair number f PR ractitioners will dismiss the points I am trying to make and not the appropriate fundamental changes to their practices until it is too late.

I don't believe Point #2 applies to either of you.

[Brent]

SEM is revolutionizing the uses for traditional public relations tools.

That is all.

[Ephraim Cohen]

I agree entirely with point 2 (sad as it may be if it turns out to be true). However, I do think that any company, including any Web 2.0 company, needs to always start with a blank piece of paper when considering its agency needs at launch time or any other time. There may be situations where a qualified (few as they may be) outside perspective and guidance provides enormous value. Take the two sample situations of an early stage Web 2.0 company:

- the executives qualified to speak publicly (thost who best understand the company) need some help learning how to communicate in written mode (not unusual).
- the company wants to reach out to a market segment that does not read blogs (the end audience or influencers - such as certain B2B segments or more senior consumer segments).

I would also say regarding your first point that you don't "do both" blogging and PR. You can blog as part of an overall PR strategy (unless I misread).

In the end, I think we are mostly in agreement and as the world (all of it - not just the blogosphere) progresses the differences will become smaller. Until then, however, I'll continue enjoying the debate.

[shel israel]

Wow, Ephraim. We are having a real conversation. Isn't it nifty how this works? Companies need to have their act together before they speak. The outsider perspective helps everyone, but maybe the best source of that perspective jus might be the customer and not the PR consultant, don't you think?

[Ephraim Cohen]

We are indeed having a real conversation. Someone recently asked me what it's like to blog for business. I replied that it's a bit like, and even better than, having a roundtable discussion at a conference (the bloggers) where the audience can pop in with questions (the comments section).

And I agree completely that the outside prespective helps everyone. The better PR consultants (and I try my best to be one -advising clients to read blogs, discussions group etc...and,yes, participate) always say that.

So, this is a long winded way of saying that thank you for keeping my eye on this ball. I told you I'd jump into the conversation at some point...I think you see that this is that point.

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