I was going over some old presentations that I’d saved in my “Research” folder, and came across a great diagram that Richard Edelman had used at one point. It was meant to depict the evolution of PR in the Social Media era.
It got me to wondering about the other big recipients of marketing dollars: the advertising guys. How are they evolving? Here’s my take, which is a riff on Mr. Edelman’s original concept:
As you can see, PR is becoming increasingly interpersonal: there is a daily flow of interaction, responsiveness and adaptation going on amongst PR people and their ever-expanding publics. Good PR pros are becoming increasingly open — clear and casual, responsive and transparent.
Meanwhile, the advertising folks are coming to embrace more and more user-generated content, but as PAID media (versus EARNED media), the advertising execs’ ability to flex the corporate message is practically non-existent. They can only move into the “CONTROLLED Collaboration” quadrant of this diagram because ads are, by definition, an official corporate branding exercise.
Yes, the advertising industry will always have an edge in terms of sex appeal, and the future of advertising (particularly in a mobile online world) is still quite exciting. But advertising’s intrinsic, long-term value to the corporate brand is declining in the Social Media era. And the PR industry is the happy beneficiary.
Agree? Disagree? Are you at least glad I’m back from vacation?
Posted on: February 24, 2009 at 10:59 am By Todd Defren