Welcome, PR 2.0! But Where Is “Leadership” in the Formula?
We are so pleased that a “high concept” called “PR 2.0” is attracting so much attention of late. After the hysteria of the last decade or so about “ink” and “publicity”, it’s excellent that young entrepreneurs are being educated about the real facts of life in effective public relations. We have always tried to practice this on a one on one basis and are glad for the help reminding people of some important fundamentals about public relations, including the benefits of:
• Having a clear vision
• Articulating it clearly as a “high concept”
• Understanding how your market is shaped and influencing the influencers through the appropriate media
• Relationship-building; and
Leadership is the thing that we believe is missing from the broadly articulated version of PR 2.0. It’s good to have the tactical execution in hand as being explained by PR 2.0. But we think the broad explanation forgets to remind entrepreneurs that they need to define the market – not follow it (you can read about this a lot in this blog (http://thehighconcept.blogspot.com/2008/05/walk-before-you-run-to-win-leadership.html).
We hope that with the increased attention to professional PR execution the quality of services provided will go up. Moreover, we hope even more fervently that a few of the entrepreneurs will go the extra mile and really work to lead and challenge the market with provocative and interesting perspectives.