Comments on: PRWeek Responds to 3.0 Fallout http://www.briansolis.com/2007/04/prweek-responds-to-30-fallout/ Defining the convergence of media and influence Mon, 21 May 2012 01:59:21 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: stephanie http://www.briansolis.com/2007/04/prweek-responds-to-30-fallout/comment-page-1/#comment-1230 stephanie Mon, 01 Oct 2007 00:42:00 +0000 http://70.32.83.183/2007/04/25/prweek-responds-to-30-fallout/#comment-1230 In Julia Hood's response (Update #1) she gets to the heart of the matter when she wonders, "...where do you think the deficit in knowledge or experience is greatest - on the marketer side or the agency side?" And Brian, I'd have to disagree with your response ("In this regard, the greatest deficit exists across the spectrum of agencies, marketers, and in house communications professionals. If anyone says otherwise, they’re wrong.") At the mid-sized NYC agency where I head a major practice, we are whole-heartedly on board with the brave new world before us, busting our humps to stay current and fluent in all the emerging technologies, engaging our clients again...and again...and again in an effort to demonstrate how crucial it is this space not be ignored (as well as PR's right to accelerate the conversations happening there). But all the passion and eloquence and familiarity with the technology in the world will not convince Big Conservative Client (global packaged goods leader) to abandon 50 years of marketing strategy (translation=:30 spots) to embrace digital spaces and platforms it has yet to fully understand. Hell, we're still working to convince them of the value and superior ROI of editorial impressions vs advertising, let alone convincing them to slide another coupla percentage points of that MSA spend over to social media programming. And even a social media success story from a world Big Conservative Client understands, personal care, isn't helping our case. The Dove "Evolution" success -- both critical and consumer buzz-wise -- at the end of the day doesn't mean anything to clients like ours because guess what, despite Unilever's spinning the data, that brilliant campaign has not done much to build the Dove business. So have a little compassion for those of us slogging along in the service of clients who just don't yet share the belief of their PR counselors that social media is the future - sorry, the PRESENT -- of brand storytelling. In Julia Hood’s response (Update #1) she gets to the heart of the matter when she wonders, “…where do you think the deficit in knowledge or experience is greatest – on the marketer side or the agency side?” And Brian, I’d have to disagree with your response (“In this regard, the greatest deficit exists across the spectrum of agencies, marketers, and in house communications professionals. If anyone says otherwise, they’re wrong.”) At the mid-sized NYC agency where I head a major practice, we are whole-heartedly on board with the brave new world before us, busting our humps to stay current and fluent in all the emerging technologies, engaging our clients again…and again…and again in an effort to demonstrate how crucial it is this space not be ignored (as well as PR’s right to accelerate the conversations happening there). But all the passion and eloquence and familiarity with the technology in the world will not convince Big Conservative Client (global packaged goods leader) to abandon 50 years of marketing strategy (translation=:30 spots) to embrace digital spaces and platforms it has yet to fully understand. Hell, we’re still working to convince them of the value and superior ROI of editorial impressions vs advertising, let alone convincing them to slide another coupla percentage points of that MSA spend over to social media programming. And even a social media success story from a world Big Conservative Client understands, personal care, isn’t helping our case. The Dove “Evolution” success — both critical and consumer buzz-wise — at the end of the day doesn’t mean anything to clients like ours because guess what, despite Unilever’s spinning the data, that brilliant campaign has not done much to build the Dove business. So have a little compassion for those of us slogging along in the service of clients who just don’t yet share the belief of their PR counselors that social media is the future – sorry, the PRESENT — of brand storytelling.

]]> By: Michael Tangeman @ Media Mindshare http://www.briansolis.com/2007/04/prweek-responds-to-30-fallout/comment-page-1/#comment-1229 Michael Tangeman @ Media Mindshare Thu, 26 Apr 2007 20:55:00 +0000 http://70.32.83.183/2007/04/25/prweek-responds-to-30-fallout/#comment-1229 Brian, thanks for engaging the PR "publication of record" on this important topic. <br/><br/>And, thanks also for making this essential point: 'This is an incredible opportunity for the PR industry to escalate its perception by integrating value, direct engagement, and an entirely new set of metrics that prove ROI. It’s up to us to put the “pro” back in the PR Professional title.'<br/><br/>Well done! Brian, thanks for engaging the PR “publication of record” on this important topic.

And, thanks also for making this essential point: ‘This is an incredible opportunity for the PR industry to escalate its perception by integrating value, direct engagement, and an entirely new set of metrics that prove ROI. It’s up to us to put the “pro” back in the PR Professional title.’

Well done!

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