Hugh McLeod meets David Brain: the PRO circa 2009

A great interview between the two 2.0 heavy hitters David Brain andd Hugh McLeod here and here

I particularly liked this bit:

Hugh: We’ve had this conversation many times before in private, allow me to take it public: You and I both believe that in this hyper-digital, post-Cluetrainworld of ours, the PR industry has a huge opportunity, simply by taking huge chunks of business away from what was traditionally the domain of the large advertising agencies. I’m thinking the work Edelman did for Dove’s Campaign For Real Beauty would be a good example of this. Care to elaborate on the business model?

David: Everything these days is work in progress. Customers and stakeholders know that about the companies and brands that are part of their life, and yet many of those companies still seem to over-use the mass communication vehicles of the industrial age, presenting a perfect ‘image’ or a ‘lifestyle’ and looking for aspiration or approval. So much advertising, direct marketing and promotion (and some PR to be fair) is a one-way street and that just does not fit the world I see around me. PR, or good PR at least, was always about things like relationship, influence and dialogue (in the old days focused more on the elite few maybe, but now with the many as well) and so PR now has an even more central role in helping companies align with stakeholders and customers by properly engaging with them. Thankfully many firms and brands are seeing this and many PR people (in agencies and in-house) are embracing this new mandate and the responsibility that comes with it. Every day the false certainties peddled by the old-school advertising agencies look more and more out of place and time.

and this bit

Hugh: When we think of PR, we think of the stereotypical smoothie in an Italian suit, schmoozing away at some fancy sponsored event [See “Pickaxe” cartoon above]. But as we both know, Global PR is actually a pretty sophisticated business. Again, back to a conversation we’ve had more than once, the big challenge for PR firms in the next decade is all about becoming more culturally and technically diverse, AWAY from the typical smoothie archetype, towards something more hardcore, valuable and interesting. How does Edelman Europe see the challenge? Do you see a “new breed” of PR practitioner emerging?

David: I do see a new breed. PR used to be based on the top-down principle of managing a few relationships with senior journalists or stakeholders. These respected authorities would say good things about your business or firm and the world would gratefully receive their view and act accordingly. Well as you know, that world got blown up and the new democratised world of the enfranchised consumer and the occasional angry crowd has forced businesses (and the PR people and firms that advise them) to open up. It used to be in this business that you could trade on who you know, and now it has swung much more to what you know as well. I can’t imagine hiring people these days who are not actively engaged in the conversation or community in some form . You can’t fake this stuff. And so that means we always look for technical skills, people with a wide set of interests and a passion for something (other than work). Richard Edelman calls this ‘Living in Colour….the idea that if you only live for the office and home you become a little grey. And if you cut off from the world in that way, you are much less use to our clients, who are looking for insight and advice and connection.

It got me thinking about the increasing convergence of PR and advertising folk (again) and reminded me of a nice picture I saw recently that represents the changing focus for PR professionals…

I’d probably like to see ‘content creation’ or ‘creativity’ represented in there somewhere- you could perhaps replace it the word-of-mouth bit considering this should be the outcome of the content/creative you produce, not the brief.

And I’d probably upgrade CSR from 3% since being nice according to Faris is just so very important right now.