Blogging Out Loud

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Back Talk: Is Any PR Still Good PR?

The Internet has created forums for honest -- and not so honest -- consumer feedback. How do marketers navigate these channels?

We’ve all heard it — and said it — a thousand times: “Any PR is good PR.” The primary argument behind this old adage is that top of mind awareness drives sales, regardless of what the talkers are talking. But the Internet has truly challenged this, by increasing the opportunities for consumers to “say and be heard” at an alarming rate. Websites such as Trip Advisor and Yelp have created forums for honest — and not so honest — consumer feedback, and social networking sites such as Facebook and Twitter encourage users to offer up their likes, dislikes, opinions and recommendations at a dizzying pace. Not only do consumers need to be savvy when navigating these channels, but marketers do, too. You never know who’s saying what and worse: who’s listening. In the game of Trust, it’s hard to identify allies.

Maybe I’m just blogging out loud, but it seems like progress demands some new maxims. Here’s one: not all consumers are created equal. And the same goes for their opinions.

If that’s the case, then is any PR still good PR? If not, why? And if so, how?

We want to hear from you!

Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo credit: toprankonlinemarketing
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About JJ Nelson

Freelance blogger for Vertical Marketing Network; food writer; bartender.

3 comments on “Back Talk: Is Any PR Still Good PR?

  1. Philip
    June 2, 2011

    In today’s world of Paris Hilton, Lindsay Lohan and Kim Kardashian PR where anything goes as long as you get your name out there, one would think that any PR is good PR. But I’m a believer that PR should be targeted to deliver (or respond to) messages that bring a brand into the best light possible. The key is to be forthcoming with your audience, as anything deceitful can be sniffed out at record speed with social media.

    Like

  2. KJ
    June 1, 2011

    Many years ago when I first worked in Kimberyly-Clark marketing our PR agency was D.J. Edelman & Assoc. Dan Edelman was to PR what Fairfax Cone was to advertising in those days. There was a differenciation between Public Relations and Publicity. PR was the slick guys and publicity was the crass exploitation. To me PR is for foundations, lobbyists and companies in crisis. Publicity is what we used to call a way to start a “giant word of mouth campaign” which was generally someone’s vivid imagination. Sometimes it worked and mostly it didn’t. There was the time that the Royal Crown bottler in Chicago received an award from the Mid-West Marketing Assn. and his picture was in all of the papers. The Mid-West Marketing Assn was me and my publicity guy. That one worked.

    The difference today is the competition for the consumers’ attention. In the last 40 years media has multiplied by the number of TV channels (5 to 999) and handheld devices. The big difference is that now marketers must be that much more creative to break through. Publicity will always work if it is creative enough. PR will continue to grease the wheels of business and politics.

    Like

    • JJ Nelson
      June 6, 2011

      Great comments, KJ. I like the idea of differentiating between publicity and PR. We can all learn something from that. Thanks for sharing.

      Like

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