The New PR Generation

October 1, 2007 update. Robert French wrote a terrific post about his students and what they are learning in his class. I wish I had teachers like him when I was in school.

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I have completely come around to a new understanding of where the Public Relations profession is heading. It is so exciting to know that many young people about to enter the PR world will be equipped with an understanding of social media and the tools of web-based communications. The New PR Generation will be nothing like the current one! Watch out.

As I travel around the country speaking at conferences, I encounter hundreds of PR and marketing professionals who are struggling to understand and adapt to the new worlds of blogs, Wikis, chat rooms, YouTube and social networking like Facebook. Some immediately grasp the possibilities of online PR using the tools of social media. The people who get excited about the new rules understand that when you want to reach an audience, begging mainstream media to write about you is not the only solution.

However, many hundreds of PR pros, sadly, do not want to know. They happily go to their meetings at the four letter associations that perpetuate the myth that public relations is the same thing as media relations. These old-line PR people continue to believe that the only way to reach people is via magazines, newspapers, radio, and TV.

A few weeks ago, I received an email from Robert French who teaches public relations at Auburn University. He told me that the class of 25 people in his PR Writing class will read The New Rules of Marketing and PR and each week the students will blog about what they've read. Robert explained the purpose is to (a) help them begin to consider the new and changing world of PR and marketing they are entering and (b) to help them get started with social media - blogs, in particular.

Cool. Robert and I traded a few emails, but I didn't think much more about it until today.

My Google alerts popped up with a post from one of Robert’s PR students. In a blog post called Wow, This Stuff Really is Important Jackie relates a story of meeting several "old school" PR people (Jackie's words). Jackie talked with them about the new ideas of Facebook and blogs, and podcasts and ended up being asked to speak at a workshop.

Jackie says: "Those of us studying Public Relations here at Auburn University do not realize just how lucky we are…to be going through college at a time when our field is so drastically transforming. So the next time I find myself whining about having to write another blog entry, I am going to remind myself of all the people who didn’t even know what a blog was and be grateful that my professors are giving me such hands on experience, not busy work."

Watch out. When Jackie and the rest of Robert’s class and other members of the New PR Generation graduate and start out in PR agencies and at companies, we’ll finally, really be in a new world.

Comments

[Scott Monty]

Bingo. Corporate America had better wake up and realize that its next generation of workers is already way out front in terms of understanding and adoption of new media. I predict that within 5-10 years, we're going to see a transformation in the way PR, marketing and communications function - due in part to the efforts of authors like yourself, as well as to the digital natives who'll enter the workforce.

Keep up the great work.

[weight loss]

PR moving into the internet world will only mean more corruption of information on the web

[Kelly Monaghan]

It never ceases to amaze me that "professionals" can be so retrograde in their thinking. Isn't staying on the cutting edge (to use a gobbledygook term) the very definition of professionalism?

Just as doctors long out of med school keep current on the latest treatment modalities, shouldn't PR practitioners be constantly looking for new, better, and more effective ways to serve their clients?

Perhaps I'm lucky. As a small (make that microscopic) businessperson nearly three times the age of those Auburn students, I've pretty much been forced to find ways to nip between the legs of giants to survive. And that very often means latching on to the latest Internet strategy.

[Harrison Wise - BrightSpot Media]

great post. it's very accurate. just like when we had to program our parents vcr's and show them how to use their new cell phones, the next group of grads will have grown up with this new communications medium and it's effective use will be second nature to them personally and professionally. they'll have a leg up on many of us who are still just tinkering and feeling things out as we learn the ropes.

I worked at a major PR firm recently and I was (what felt like) the only one who was reading, commenting and engaging with blogs for myself and clients, have been for many years being an early adopter of its potential. It was huge up-sell and the mindset isn't there yet at many firms to really embrace this new medium. I work hard every day to keep on top of new trends, technologies, etc. just so I can retain and increase my value in years to come as this new wave of talented new PR pros graduate and look to take us "old school" PR folks out of the game.

[National Political Do Not Contact Registry]

David,

Another spot on post. Here is another real world example for you of me following your "rules" (new that is).

1) Read an email from a politicsonline email newsletter about a really viral video in the world of politics showing the Texas Legislature voting multiple times. It is very funny.

2) I found it, watched it, wrote about it and then embedded it in my blog. Filled out the "right" tags and keywords.

3) I then "digg"ed it immediately

4) Now, 24 hours later, when someone types in the following words in Google my site is listed second in natural search!
"texas legislature video voting"

Thanks!

Shaun Dakin
CEO and Founder
The National Political Do Not Contact Registry
http://www.StopPoliticalCalls.org/

[Joe Beaulaurier]

When I speak to PR professionals about PRWeb and online marketing, I will typically start my presentation with a disclaimer (warning?). "Those of you who have been doing PR for more than ten years will probably want to sit closer to the door since you will find what I'm about to tell you to be a bit unsettling."

And it's really not unusual to see the older attendees leave while the younger remain. But I'm ok with that and very empathetic. I quit programming when Windows replaced DOS since I would have had to relearn how to program. We are talking about relearning how to apply marketing/PR fundamentals here too.

[David Meerman Scott]

Thanks, everyone, for commenting on this post. Joe, I love your opening!

Cheers, David

[Ronald van der Aart]

Hi David,

I live and work in The Netherlands and I just recently discovered your book. And a lot of what I have sensed and ran into over the last few years came together. So thank you for writing this book.

Regarding your post, I wander if professors and teachers at MBA's and other business schools may be part of the 'problem'.

I mean, if a lot of PR professionals in the field are still 'old school' and have troubles comprehending the 'new rules', how about those who teach without daily hands-on PR experience ...

I don't know about the USA, but I gather that Dutch students are not being brought up to speed with the new rules. In a sense I expect this major change in thinking to come from current PR professionals who are able to grasp all the new opportunities out there, and not from the next generation. Although these new kids on the block will understand what's happening much and much faster. I will give them that!

Kind regards,

Ronald van der Aart

[Robert French]

Thank you, David. The students have been buzzing about this post and the back story. For my part, I'm very happy as this whole experience will serve to encourage them to explore the new idease and tools.

Like you, I don't claim that new media will replace traditional PR skills and principles. But, what it does offer is a new way, sometimes a more appropriate and successful way, of serving a client's interests and those of their stakeholders.

We've been exploring social media in classes back before the term social media was coined. Reading your book in class is making the experience even more enjoyable for the students.

So, thank you for the book and most especially for interacting with my students. We are all grateful.

[Melanie Seasons]

Hi, David.

Great post! I'm glad to see that schools are concentrating on online PR as well. I'm young and in digital PR, but when I graduated a mere three years ago, there was no mention about the power and influence that online PR can generate. With every PR student I encounter, I've stressed the importance of blogs and social media. Starting now I think everyone churned out of a PR education will *have* to be up to speed in the online world. At this point I think it's almost expected for young people. After all, our generation is supposed to be "with it." ;-)

My education was strictly professional and I happened upon my job almost accidentally, but I thank my lucky stars every single day that I'm in this sect of PR rather than the alternative.

[vaspers the grate aka steven e. streight on the bleeping edge of Web 2.0 trash talk]

Thanks for posting a comment on SpyderBlog (spyderblog.blogspot.com), on my review of your New Rules of Marketing and PR book, shortly after I posted it! I love this book, it's the next step after Robert Scoble's Naked Conversations and Chris Locke's Gonzo Marketing.

You have a wonderful business writing style and your own unique way of expressing these gems of Web 2.0 truth and opportunity.

Robert French and I collaborated on BLOGthenticity, until I pulled a hissy fit and left. LOL. He and I keep crossing paths, and it's nice to see that happen. Hi Robert! Auburn University is a leading edge technology innovation institution.

[vaspers the grate aka steven e. streight on the bleeping edge of Web 2.0 trash talk]

Ooops. SpyderBlog URL in comment above is wrong.

Here's the direct deep link to my review of The New Rules of Marketing and PR:

http://spyderblog1.blogspot.com/2007/10/david-meerman-scotts-new-rules-of.html

[Mario Bonilla]

A great post David. I too am happy that there are young people out there that 'get it'. In my job as platform trainer at PRWeb I speak to folks all day that want to know what we do. I am somewhat disappointed in young agency account reps that have told me they have"no time to learn" how to properly use our product. They just want it distributed "right now". What a recipe for disaster when the stats come in and it showed that nobody cared about the message online because nobody cared enough about the message to properly format it with all of the social media features that we offer BEFORE it was distributed.
It seems to me that Robert's students will want to take the time to learn. I hope so.

[David Martin]

David,

I think the people at Marketing Sherpa should read your new book. I saw an article recently on their website discussing the best way to pitch to the Boston Herald's Business editor. I thought the idea is to stop pitching editors and focus on promoting yourself through strong content, news releases, blogs and viral marketing?? Did I miss something? Shouldn't we expect more from Marketing Sherpa? Below is the link to the article.

http://www.marketingsherpa.com/sample.cfm?ident=30155

Best,

Dave Martin

[David Meerman Scott]

Hey Dave,

You are correct -- in general, the "New Rules" are better. But sometimes you just want to get into the hometown paper. For a Boston-based company, knowing how to reach the local media is important.

So I always suggest that people spend 80% or 90% of their time doing great thought leadership based stuff, and 10% or so you can focus on those local or industry sources that are critical for your market.

David

[Jackie Holmes]

Thank you David for writing about my experience! I can only hope that people will be this interested in my social media experience when my classmates and I are looking for internships/jobs in the next few months! hahaha

And thank you so much for taking the time out of your busy schedule to talk with our class on Monday. It was nice to hear someone other than our professors talk about the importance of social media and you shared so many great ideas! Looking forward to your new book, good luck finishing it!