The New Way is the Old Way - stuartbruce

Creating Passionate Users: How to spend your marketing and ad budget has a table showing the 'old way' and the 'new way' to spend your PR and marketing budget.

The problem is that what is listed as the new way looks pretty much
like what I've been doing since I started practising PR in 1989.

It's the same old issue of people who don't really understand what
public relations is really about trying to pass judgement on a
profession. What they are usually trying to have a go at is media
relations for marketing communications. Well that is a tiny sub-set of
what public relations really is.

The table doesn't make any sense. One of the old ways listed is "Hire a
PR firm" but then at least 13 of the 17 'New Way' activities are
actually things that a good PR consultancy would always have advised
you and helped you to do anyway.

1.11.05 09:13

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To date 5 Comment(s) TrackBack-URL

Sab / Website (1.11.05 12:24)
While I think that the table might indeed be exaggerating I also think that you are giving the benifit of the doubt to too many of your peers.

Kathy Sierra (1.11.05 21:01)
Stuart, I think you're right about some of this -- and I really shouldn't have used the words "old way" and "new way" (I have a comment where I explain what I meant by "new" -- in a nutshell, I meant that while these things aren't new, the ability for someone without much of a budget to execute many of these today, effectively, *is* new. In other words, the relative importance and do-ability of the things on the "new way" side IS new).
I certainly wasn't trying to "pass judgement", and I really do apologize if it sounded that way. I only had a single line-item specifically about PR. My goal is much more about helping people like myself who are the one, two, or three-person projects that don't have a budget and are finding new ways to do things to get exposure they wouldn't have had access to before.
But having worked in advertising (not PR, though) I do have to agree with Sab -- you're overestimating how many of your peers would agree with you on this... "things that a good PR consultancy would always have advised you and helped you to do anyway."
Even if they *would* have advised this, it is my impression that the "weighting" they would apply to these things would not be what I and some of my peers feel is now appropriate today. So it's not so much new vs. old, it's about a new shift in the proportions.
And again, it's not like a car company is reading my blog -- I'm writing for a specific audience, primarily software developers and technical authors, usually working on a shoe-string and simply trying to build an audience. If you read that post out of the context of my blog, though, I agree that it sounds a little ridiculous.
I appreciate the comments... I'll be thinking about better ways to talk about this in the future.

Piaras Kelly / Website (2.11.05 23:12)
Ugggghhhh...it pains me to read all the garbage being printed about that post. Too many assumptions for my liking. What about people who don't use the web or prefer traditional media that will be missed out because they're not reading a company's blog(s) - that's also assuming that they find the blog. Let's also not forget that traditional media is held in higher regard than blogs by the majority of consumers across the globe.
Take it down a notch people. Why not combine the 'past' with the 'future' - have a blog and a PR consultancy

Kathy Sierra / Website (3.11.05 02:10)
Piaras Kelley: Yes, there were a ton of assumptions. I put disclaimers at the top about how of course this doesn't apply to everything--it wasn't meant to be taken out of context. But I honestly don't think anyone is taking it *seriously* -- it's nothing more than a few ideas, sketched in a simple five minute blog entry, intended for the readers of *my* blog.
If I carefully considered the implications of everything I said on my blog -- I'd be too nervous to post anything at all. Sometimes (often) I overgeneralize in order to make a broader point or trigger a little creative brainstorming, but when it's taken out of context, that's unfortunate.
I apologize if I have offended anyone in PR or traditional media -- I spent many years in advertising (Los Angeles) myself, but I'm coming from a very different perspective today, and AGAIN -- it's not like anybody with a real budget is reading my blog.
I will, however, try to remember to "take it down a notch" when I write on related topics.

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