Symon Says

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PR, the Internet, and Synergy

Let’s think for a moment on how the Internet has specifically effected public relations. Not peripheral ways, but directly. Has it been a great deal, I would argue not. No more than placing the contents of a blue folder into a red folder. In fact, the Internet has only begun to show the kind of potential that is going to truly change and globalize the world. Soon, the Internet will not serve just as a faster way to transmit information, soon, what we call information is going to be entirely different.

So lets take that blue folder, inside, there are press releases, fact sheets, contact information, a brochure maybe a few pictures, and this is the bundle the media typically receives. Whether by mail, fax, the net, or what have you, the method of delivery does not change the nature of the information, and more importantly, it really doesn’t drastically change the effectiveness of the information either, which is a problem.

Now lets fast-forward a bit, we take that same blue folder, but now inside our folder is not just press releases, fact sheets and the usual suspects, now we have a virtual tour of our building with interactive interviews with senior management. Perhaps our press release is in video format now, included with a plethora of pictures related to our release, maybe there is a PR professional available for real-time chat with the journalist 24-7. Suddenly, we aren’t dealing with that same blue folder anymore, in fact, its not a folder at all anymore, what it is, is synergy.

In college, did it every strike you how similar certain disciplines were? Aren’t advertisers just paying for a favorable media presence that they designed? Aren’t PR practitioners really just advertising to journalist? And aren’t we all just marketing our companies in the global marketplace? While I’m sure my college professors would be quick to point out the differences, there is a mark of truth in this.

Therefore a time of melding is coming upon us. Where typically separate disciplines will have their territorial lines blurred, and where an emphasis on displaying one face to the public becomes paramount. And all of this happens because of the Internet. Without it, PR would still be faxing releases, Advert would still be designing copy for newspapers, and the two would rarely meet.┬áDespite their different intended audiences, in a few years you may be asking yourself, “Am I still using the blue folder?”


April 14, 2008 Posted by | Uncategorized | , , , , , , | 1 Comment