In an impressive move, PRWeek EIC, Julia Hood, responded to the blogstorm of negative coverage about the magazine’s edict that PR was entering the 3.0 era.

My original article is here.

Instead of directly addressing the arguments and points of contention circulating in the blogosphere, Julia explained the rationale behind the 3.0 moniker, “Sometimes editors fall so in love with their ideas, they neglect to properly explain them. Judging by some of the blog posts about our ‘Public Relations 3.0′ agency business report cover line, that seems to be the case here.”

She continues, “Honestly, I thought it was obvious. When I started covering the industry in 2000, it was already in the midst of a long-running transition from providing focusing on communicating to the media and to the public through the media, to its place in the C-suite where managing corporate reputation, CSR, employee engagement, and boosting sales would be part of the job description.

Now public relations is at the beginning of its third age, when it is demonstrating its unique facility for navigating environments where the companies and brands have less and less control. Rather than lamenting the decline of traditional media’s influence, the PR industry is embracing the new platforms and communities that test their creativity and the authenticity of the messages.

This change is happening much more rapidly than with PR’s previous transition, when even two years ago we were still getting letters to the editor about how little respect the profession is afforded. But even if the changes are occurring quickly, they are no less significant.

So that’s the rationale. Public Relations 2.0 was simply not far enough – the industry has quite suddenly found itself facing a refreshingly high set of expectations from clients and the public alike.”

This is probably the most important discussion facing the industry, because I think much of the PR vs. PR 2.0 vs. PR 3.0 discussion is still leaving people spinning with confusion and many are unsure how to even engage in this new form of media.

My response…

“Julia, kudos for responding to the blogosphere.

I originally reacted to your assessment that we were entering the 3.0 era because the industry isn’t truly ready for it, nor are we even close (so says the people are blazing the trail for the betterment of the rest of the industry, as well as those still trying to figure out how to engage in social media.)

Your point, “Rather than lamenting the decline of traditional media’s influence, the PR industry is embracing the new platforms and communities that test their creativity and the authenticity of the messages,” captures where we need to be, not where we are. I spend a lot of my time these days helping others “get it.” The truth is that many PR people, in fact, most PR people are attacking new media in the same fashion as traditional media – if at all. Remember this is an industry that is guilty of not even reading the publications they pitch, let along blogs, podcasts, etc.

Honestly everything that’s documented by PRWeek only validates the whole basis of PR 2.0, it doesn’t leapfrog it. In my post, I highlight the principles behind how I define the 2.0 era.

It all started with the technology that enabled the socialization of media, progressed with the people who embraced it to create new content, and it will end when PR can legitimately engage. Then, and only then, will PR 2.0 fold back into PR (without the need for a rev number behind it.)

We have a tough road ahead of us, as I’ve said before, and as many have already written, PR isn’t invited to the table here. The masses think we don’t get it, so we have a lot of PR for the PR to undertake.

In the meantime, the economic rationale highlighted in PRWeek only demonstrates the demand for these “new” services and expertise by companies looking to jump in. However, this new breed of “smarter” PR pros are a rare commodity.

The higher set of expectations by clients (or executives for those in house) isn’t realistic either for defining 3.0 as most are still unsure how to measure it, or are still either intimidated by the thought of losing control of their messages or still think that social media is not a legitimate use of marketing resources.

The only true expectations that exist are those of the public, and more accurately, the people that make up the public (producers, participants, and readers alike). It is their expectations that place the greatest emphasis on the evolution and necessity of PR 2.0 – or as better described, more effective, sincere, and smarter PR.

For now, it is the difference between spin and evangelism. It’s also the difference between storytelling and influence.

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.

PR 3.0 is only confusing the market more. This existing confusion is where we need to focus. Perhaps we can talk 1:1 so that we can collaborate on a concerted way to help the rest of the industry catch up, while also helping businesses understand how to embrace this new world of social media and PR.”

UPDATE #1: Julia Hood responds.

Thanks for all the comments. I’m curious – let’s assume that PR is NOT in the 3.0 era, but has a long way to go, which is a fair point, for sure. Even in my post I tried to make the point (maybe not clearly enough) that this is the beginning of the next iteration.But I’m wondering, where do you think the deficit in knowledge or experience is greatest – on the marketer side or the agency side?

UPDATE #2: I respond.

Julia, let’s get together and talk sometime soon. I’ve been in front of this since the mid 90s and I think a conversation between us would be very beneficial to all following the discussion.
The iteration we are entering is truly the era of social media (it’s the best way to describe it without 2.0, 3.0, etc.)

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. Why? Because PR specifically has never had to engage at this level and it’s forcing a renaissance.

The infrastructure of traditional marketing isn’t ready to adapt on a large scale and this is why we’re living in the new Wild West of PR. This is all brand new! Big agencies are desperate to find this new breed of social media-aware professionals because the capabilities do not exist in house. These rare talents fuse web marketing, PR, evangelism and knowledge of tech trends and light HTML. I get calls everyday from recruiters desperate to find these people – and the same names keep coming up (that’s how limited the resource pool is right now).

I’m looking forward to speaking with you. You can reach me at brian [at] future-works [dot] com
Thanks for keeping the dialog open!

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Additional reactions:
Wordymouth
EngageinPR
Murphy’s Law
PRWeek’s The Cycle
Geoff Livingston

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Almost within 24 hours of going on record stating that we will (should) not see anyone referring to PR 3.0 anytime soon, PRWeek runs an article about how the industry is entering a new age: PR 3.0. Hat tip to Constantin Basturea.

Excerpt from my post, “And let me point out, that there will not be a 3.0 or any other rev numbers, unless there is another tremendous evolution, fusion, or breakthrough in the practice, science, and art of communications.”

The flagship publication that has made a business out of documenting “what is” versus “what is…changing” without necessarily helping their readers understand the evolution, decided to place a stake in the ground and call attention to their forward-looking vision, or as some would say, ignorance.

I guess they missed the whole fact that the industry was still coming to terms with how the Web swept the rug from underneath it, thus changing the game forever, and threatening the eradication of generations of less-than-web-savvy PR professionals.

And what’s even worse, is that in this age of Social Media, I couldn’t even comment on the article. I was given a link to editor@prweek.com.

According to Julia Hood, EIC of PR Week, “PR has gone through other incarnations in the past, but what is happening now is so fundamental, it can only be described as the next iteration of the industry – or PR 3.0, as we have designated it.”

Stating that the industry is entering the age of PR 3.0 is absurd, premature, and irresponsible. If anything, this article could have validated PR 2.0, but instead they chose to leapfrog it.

Here’s her argument for PR 3.0 has they “have designated it:”

“Staffing has been on the increase”

“… increasing revenue per employee…”

“…an average of 17% growth among firms that reported the previous year.”

“Edelman’s astounding 26% growth…”

“…Schwartz Communications pulled in 22% growth, Qorvis increased by 31%, Taylor (formerly Alan Taylor Communications) was up by 36%, and Integrated Corporate Relations showed a 48% rise…”

PRWeek’s rationale for evolving into PR 3.0 is driven by revenue? Are you kidding me? Some of our other friends tracking the economy might call this growth, or an upward trend. But to call it an entirely new era of PR is laughable, sensationalist, and so off the mark that it demonstrates why PR and spin go hand in hand.

Oh yes, we’re living in a time where PR has evolved more in the last 10 years than it has in the last 100. The press release is finally evolving, the Web is now interactive, citizens are now more than journalists – they’re influencers, and Internet marketing is driving new PR campaigns. Social media has, and will only increase, in its influence for redefining not just PR, but all media in general.

Honestly, I’m still defending, justifying, and defining the ideas and principles behind PR 2.0 and social media and how it all integrates into traditional PR. This is where the discussions need to focus in order to improve the industry, and, it can only be done through art and practice, not through revenue.

I’m talking about PR for the PR – forcing the discussion outside of the likes of PRWeek and into global forums where people can exchange real world information in order to share and learn from each other in the face of the new web and Social Media.

The idea and the mantra behind the PR 2.0 movement is to reach PR people outside of the echo chamber to help them evolve, improve their game, learn the technology that’s driving social media, and most importantly, participate in the conversations taking place without them (not initially as a PR, but as a regular person genuinely engaged in conversations to participate and learn.)

Social media and (PR 2.0) is about respect, passion, conversation, and insight. It so much more than blogger relations, wikis, social networks, Second Life, blogs, tags, podcasts, etc. Those are merely the tools used to engage in the conversation. But PR is all about, or should be about, knowledge, understanding of the markets, and the channels used to reach them with the most compelling and meaningful messages.

New PR, PR 2.0, whatever you want to call it, is more about being “smart” enough to participate at an entirely new and more valuable level of engagement. It’s about reading the publications, blogs, networks, where you want to participate. It’s about living and breathing the product/service we represent.

It’s the difference between spin and evangelism.

It’s also the difference between storytelling and influence.

It all eventually merges back into PR – with a long trail of communications professionals that will be forced to jump ship for the betterment of the PR industry as a whole.

With Web 2.0 attracting mainstream attention, PR 2.0 (and everything 2.0) has PR and marketing professionals drooling while seeing dollar signs – rejoicing that their ship has come in. Yes, unfortunately, it shows in the numbers. But I’d like to think that this is an opportunity for PR professionals to put the “pro” back in their title.

PR 2.0 is not because of Web 2.0. It is because of the Web – or the Live Web as Doc Searls calls it. The evolution of the Web has forced communi
cations professionals to step out from behind the “great wall of PR” to interact with the people formerly known as the audience and the “people” aka influencers aka experts that also reach them.

The interactivity of the web, combined with the ability to transform readers into content producers, is forcing PR’s evolution along with it – regardless of 1.0, 2.0, or 3.0.

The idea is to fuse the best of PR, technology, marketing, and the Web. No BS. No hype.

PR should understand markets, the needs of people, and how to reach them at the street level – without insulting everyone along the way.

PR 3.0, as defined by PRWeek, is a slap in the face to all of the new media pioneers who have tirelessly worked to help bring PR into the conversation – and in doing so – improve the business of PR and the skills of those who practice it.

For those who haven’t read my series of what PR 2.0 is and isn’t, here’s a quick recap:

I started discussing the concept of PR 2.0 during Web 1.0 as a way of analyzing how the Web and multimedia was redefining PR and marketing communications, while also building the toolkit to reinvent how companies communicate with influencers and directly with people.

PR 2.0 is an opportunity to not only work with traditional journalists, but also engage directly with a new set of accidental influencers, and, it was also our ability to talk with customers directly.

PR 2.0 is not because of, or limited to, Web 2.0. It is, however, influenced by it.

PR 2.0 isn’t Social Media. And Social Media isn’t Web 2.0. These are also distinct movements that can complement and inspire each other.

PR 2.0 incorporates the tools that enable the socialization of media, providing smart folks with the ability to reach folks directly.

Social Media is important because it represents the democratization of news and information.

Social Media frames “media” in a socialized context, but it doesn’t invite PR (as it exists today) to market through (or to) it. However, worthy individuals can participate in conversations as long as they participate as a person and not a marketer.

PR 2.0, in principle, is the ONLY method for conducting PR in the long tail.

UPDATE #1: Keith O’Brien of PRWeek blogs some of the initial industry response to its Agency Business Report – “Mike Manuel says yes. Brian Solis gives a definitive no.”

UPDATE #2: I responded, “Just to be clear, my post wasn’t in direct response to the Agency Business Report, it was specific to PRWeek’s claim that the industry was moving towards a new age – PR 3.0 as designated by the staff.

By aligning PR 3.0 with revenue and business growth, PRWeek is misleading and confusing the already bewildered masses of PR practitioners and company marketing executives who are still trying to figure out the new world of Social Media.

Our discussions about PR (insert number here) should first focus on helping these people “get it,” instead of trying to coin a movement that hasn’t yet amalgamated.”

UPDATE #3: Keith O’Brien’s response, “...what we (the Royal We, at least from my perspective) wanted to get across was that social media was not tremendously impacting the bottom line (yet) and that execs were agreeing with your statement – that everyone needs to get it. Perhaps when everyone gets it, we will be at 3.0. Or 2.3. (insert number here).”

UPDATE #4: Julia Hood of PRWeek responds.

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