PR Week highlights the shifts facing public relations traditional communications strategy in the new world. The goal of any good communications campaign is to change behavior in a target audience. The goal of the communications campaigns will not change but increasingly the strategy is going to be to push the key message through conversation and engagement not traditional push and placement strategies.
PR execs who see blogs - the accepted shortened version of weblogs - as just another way to distribute press releases or tout carefully crafted client messages will soon find themselves floundering in a universe that wants conversation and insight, not canned spiels.
"It's not a marketing tool; it's an opinion tool. If there's marketing anywhere on the blog, that's death," says Richard Cline, president of Voce Communications, a PR firm in Palo Alto, CA. Blogs, he says, "are not a thing PR people should go into to exploit."