Too many cooks spoil the broth

If you are in the business of PR and intend continuing in the line, you may want to know what's coming your way. The media landscape is transforming at a rapid pace. Competition is enormous and increasing by the day. No doubt, cost pressure is reflecting on the quality of newspapers, content in particular.ToI is a perfect example trying to thwart competition by ethical as well as unethical means at the same time diversifying their interest by exploring various revenue streams - paid journalism included. That's just the tip of the iceberg. Consider other means of communication - podcasting, blogging, texting etc. While on the face of it, these modes will extend various media options for PR professionals, very soon this unpaid and convenient mode will engulf the urban population paving way for getting "news updates" (read corporate messages) as and when they desire.
For public relations professionals, these profound changes in media are both a challenge and opportunity. However, with traditional channels under siege, PR pros will need to embrace new skill sets and mind set to sustain growth. One leading PR professional offered the following tips to adapt to the changing scenario:
1) Retrain work force. PR should move away from "pitching the story" mentality. PR can be part of conversations on line. Pros have to be smart about subject and careful with facts because these discussions are always on the record.
2) Recognize the influence and credibility of blogs. David Kiley of Business Week wrote about Paramount Studios' success with a niche film, Hustle & Flow, which was promoted through music blogs and fan sites. Thirty five percent of moviegoers said they were motivated to see the film through discussions on line.
3) Experiment.
PR should be working with video clips attached to press materials to make it easier for bloggers in consumer technology to create v-blogs. PR should seek out innovative sponsorships with traditional media, including cross-platform content creation such as a discussion of real beauty, brought to you by HLL's Dove. The speed of information is now the defining parameter of organizational operations and change. And as those speeds increase, executives and entrepreneurs who understand how to manage information in the media will continue to see their stock rise.Put in its most simple terms, one bad move in the media today can be disastrous for a company. In two to three years, such a move might be terminal.PR professionals, because of their focus on positioning and the strategic relationships between brands and stakeholders, are in a unique position to capitalize on this opportunity.