There will always been a need for “mass media” outlets like network and cable news, national and large circulation papers and magazines, and even the general circ. newspapers.
But, they’ll take on less importance, in the role of corporate marketing and communications.
The continued growth in blogs, podcasts, discussion forums and communities, and the next unknown social medium advancement is a boom for public relations professionals. I mean good, honest, hard-working public relations professionals.
You can still be honest and forthright while representing and putting forth marketing-related messages and information for a company. PR pros are, or should be experts in engaging the public in discussion about companies, issues, products, concerns, etc. No matter what we do, it’s a core skill to be able to work with people — whether traditional media or public affairs or event-organization or internal communications or whatever roles we have under the broad umbrella of public relations.
Blogs and other social media enable us to communicate with highly qualified, targeted customers, prospects, decision-makers and key-influencers.
Isn’t that more effective than via mass media?
And, as these niche communities and vehicles (blogs, etc.) for varying interests continue to grow, our time for and dependence on mass media will lesson. As a prime example, circulation numbers for newspapers continue to drop.
We’ll still need experience and skills in dealing with traditional media — consumer and trade media. But, we need to also explore the current social media movement. If we want long-term survival and professional growth in public relations.
Point to ponder: In engaging bloggers and others in social media, we must not forget who we are dealing with. Not “bloggers.” But, people. Just like you and me. With feelings, families, likes and dislikes, egos, priorities, etc.
– Mike
Technorati tags: bloggers, public relations, PR, mass media
