Online PR - we're all still learning

This was one of the key conclusions from a lively NMK panel debate I attended last night in North London (luckily the name of the venue - Zigfrid Von Underbelly - didn't put me off!)

With a majority of the audience formed by PRs, perhaps the final vote on the motion "PR has lost the capability to lead clients in a new media landscape", seemed inevitable. However, by the time the four panellists had presented their view points, it seemed there was some swing in opinion, but the winner was the 'against' vote. Here's an overview of the points raised:

For the 'digital' agencies who believe PR can't lead clients in a digital age, they mainly argued:

• PR is just press relations
• PR is too far behind to be 'leaders' - specialisation is needed
• PR agency business models don't suit digital
• The digital start-ups are getting the PR budgets now

And those voting against the motion argued:

• Digital simply provides more channels for communication,
• Digital is about managing reputation, engaging and responding. PR is about managing reputation, engaging and responding.
• Clients need guidance, navigation and relevance when it comes to digital. And above all the credibility which PR agencies can offer.
• Digital and PR together is a compelling package - accessible, practical, measurable and effective.

You can follow more of the debate on Twitter but I have a feeling this is one debate that is unlikely to end whilst there is so much more to see come from digital. There was one thing that all members of the audience agreed on though: now is the time to get involved, embrace, learn, participate and diversify.

Comments

[mela2]

Great post but the Twitter hash to follow yields and error (I think) it should be

http://search.twitter.com/search?q=%23prdebate

from twitter.com/smcorner

[SarahBea]

Thanks mela2. Link is fixed now too hopefully.

[Danny Whatmough]

A nice, succinct roundup! As you say, there are no (right) answers and we're all still learning - isn't it fun! :)

[Roger (C&M Online PR)]

Hi Sarah. Nice summary. Nailed it. What's your position on the debate?

[SarahBea]

Thanks Roger - the debate was very informative (and very entertaining) too!
I have to say, I'm inclined to think that no one can succeed in isolation. I think both parties have a lot to learn from one another.
Certainly think it is down to the industry to shape its own future though...interesting times!