Web 2.0 and PR 2.0

April 3, 2007 | PR Trends

Much (perhaps too much) has been written about the changing face of PR. Numerous articles have been authored outlining how Web 2.0 has provided a means for anyone to post their point of view and become an influencer, thus, allowing anyone to become a PR person. Just as reporting news is no longer the sole purview of professionals with journalism degrees, crafting messages to communicate and influence markets is no longer the sole purview of communications and marketing professionals.

But believing that Web 2.0’s influence on the PR industry will be limited to the impact of bloggers and citizen journalists is short sighted - the emerging PR 2.0 world has more challenges and opportunities in store. The business of PR is not entirely about PR, it is about business. And like other businesses, the future belongs to the companies that emerge as the most adaptive and efficient in changing markets. Markets relentlessly seek efficiency.

The new Web 2.0 world will be a flatter world and PR 2.0 has flattening pains ahead to gain efficiencies the market seeks. Like other service-centric businesses, PR agencies will need to put forward a broader array of tiered offerings, find ways to productize value and leverage lower cost skilled labor sources to deliver cost effective results for clients. Just as we have seen a dramatic flattening effect within other service sectors (e.g. financial planning services, travel services, brokerage services, job placement services, tax services, advertising services, real estate services ““ to name a few), the successful PR 2.0 agency will need to do more than include PR campaigns that incorporate bloggers and citizen journalists.

At Sparkpr we do not profess to have the formula but we are in hot pursuit. We have had the good fortune of working closely with Web 2.0 clients who have benefited by disrupting markets where they compete. We have seen the market advantage gained by those who service markets more efficiently. We feel strongly it is now our turn.

Alan Soucy
CEO, Sparkpr

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