Comments on: Marketing vs. PR / Channel vs. Conversation

By: Fleishman-Hillard Point of View — It’s Not Marketing vs. PR; It’s Channel and Conversation

Tue, 22 Jul 2008 20:27:12 +0000

[...] In the era of social media, “few organizations trust or understand how to tap the influence of conversation,” says digital specialistDavid Bradfield. In his blog, Navigate Communications, he suggests the best way to proceed in the world of uncontrolled communications. [...]

By: Peter Collins

Peter Collins — Thu, 29 May 2008 16:24:54 +0000

Hi David, I agree with your comments:

“PR people are creating channels in addition to navigating conversations. As the channels gain prominence, the influence of mainstream media could wane…It’s difficult to retain readers in such a rich tapestry of content. It can be done, but media need to continue to embrace a variety of channels and embrace conversation.”

My thought is that social media is best addressed by public relations professionals in general and media relations specialists in particular.

PR is on the front lines of the battle for mindshare and various mediums disseminating and dialoguing messages and ideas. Whether it be a new blog or the New York Times, there remains a constant struggle in the evolution of communication.

We live in an interesting time. So-called conventional media (and channels) are under-seige and risk their demise and extinction, if they do not quickly address the needs of the audience and “embrace conversation.”

By: dbradfield

dbradfield — Sun, 03 Feb 2008 18:59:13 +0000

Great comment, Christine. Since my move to New York, I have had many opportunities to work with communication professionals around the world and there are definitely limitations and exceptions. The most important aspect that define your programs is the audience. If they rely solely on media then that makes the most sense, but there is so much research and work out there that proves people are looking beyond media. I know its hard to sell in. We just roled out a program across 11 countries in the EMEA region and it wasn’t easy. But once professionals get exposed to the opportunities, the acceptance grows rapidly. Funnily enough, the Arabic countries we worked with were some of the fastest adopters. Nothing is predictable but the opportunities are real. Best of luck in the colourful “strategy-free zone”. Happy to help you build a case at any time.

By: Christine McKenna

Christine McKenna — Sun, 03 Feb 2008 12:09:26 +0000

Interesting piece, Dave. Agree with John’s thoughts. Sadly I can’t add anything relevant as I am a PR practitioner in Dubai, a strategy-free zone where PR consists of sending out press releases (which the press prints word for word) and wearing bright colours. They understand marketing, they understand advertising. PR just isn’t there yet, and it is a rather frustrating exercise.

Thanks for stimulating my brain cells again!

By: dbradfield

dbradfield — Thu, 13 Dec 2007 03:34:58 +0000

Thanks for the comments guys. Jeremy, I know what you mean about media coverage of ad firms in the context of social media. Journalists aren’t used to PR and communications folk taking the helm. I wonder how they’ll feel when PR people rely on them less to get the news out?

I’m really digging the “channels and conversations” mix. It really captures the reality of digital communications in a very simple concept. PR people are creating channels in addition to navigating conversations. As the channels gain prominence, the influence of mainstream media could wane. Maybe it already has waned a bit.

Media still have credibility, but they lack the diversity of a search result or a walk through the blogosphere. It’s difficult to retain readers in such a rich tapestry of content. It can be done, but media need to continue to embrace a variety of channels and embrace conversation.