Ah, it was all so simple then…

September 26, 2007

<rant>

Years ago, things were far more clearly defined. Bakers baked bread, students studied, journalists wrote articles for publication in newspapers and magazines, and PR practitioners squirmed, grovelled and bought enormous amounts of food and drink for them in the hope of getting a favourable piece on their client, or on their client’s product.

Then it all changed. The internet (and email PR, for in many cases, that’s about all there is to it) came and allowed us to see far more clearly and easily who was doing what to whom, instead of only seeing the results of all that frantic activity in print.

Today there are a few clearly defined “splinter groups” and they are more visible than ever before. A small group of PR practitioners are currently indulged in the theory of “PR 2.0”, a conversation which includes the usual tags like “the social mediasphere” and the like.

Now, I think that this is all very good, worthwhile stuff. The theory appears to be sound – there are some great minds at work here, but I can’t help feeling that it’s not getting anywhere. The whole thing keeps getting either sidetracked or hijacked by sideshow affairs. Many of them Microsoft related oddly enough. From the tech bloggers who were so very affronted at Edelman and Microsoft’s “long term loan” of new Vista-equipped laptops, to the fawning that goes on around the “bottle of wine as a social object”. I love Hugh’s cards, as well his take on brand and reputation management, but guys, it’s a bottle of wine with one of Hugh’s cartoons on it. A bottle of wine is a social object under pretty much any circumstances. Enough already…

Back to the point – I posted a while back on what seems to be the generally accepted poor health of the UK’s tech PR industry as a whole, on the woeful state of day to day relations between flacks and hacks, and fact that until these issues are looked at on an industry-wide scale, there’s little sign of things changing.

Like I said, the theorising and deconstruction that goes on within these conversations on the future of PR is welcome, inspiring stuff for the rest of us. Most of the time. On the other hand, there are relatively long periods where the conversation drifts into what seems a lot like one of those conversations that you can earwig for hours without quite working out what the subject of the conversation is…

Perhaps it’s time to get back on track?

</rant>

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