We are being approached by heads of communications who are finding that their retained traditional PR agencies cannot help them successfully adjust to the world of social media.
Traditional PR isn’t working for the following reasons:
1 Traditional PR agencies don’t understand social media technology
2 Traditional PR agencies have not been properly trained on how to communicate with bloggers or social media
3 Traditional PR agencies tend to prefer to work with a few big traditional media outlets instead of lots of smaller online media and online channels
4 Traditional PR agencies don’t understand SEO (search engine optimisation), blogs, Twitter, Digg, widgets, or social networks
5 Most traditional PR agencies have not plugged into the evolution of communications and have not adjusted to the fundamental change in the media landscape where journalists and people blog
6 Most traditional PR agencies are in a ‘one size fits all’ mentality and broadcast out messages for campaigns in a top down way. This approach does not work with individual bloggers or people using social networks. To reach these new influencers a quite different engagement approach is required which is sensitive to individual social media network cultures and communities.
7 Most PR agencies don’t appreciate the difference between dialogue and monologue. Markets are now conversations. Simply pushing out press releases full of facts with no attempt to engage sensitively with online communities in a personal way is not going to work.