Traditional PR practice is not applicable in the online marketing world

Even in the public relations industry, PR is equal to the hype, equal publicity and control, is also a common understanding and action guide. It is no exaggeration to say that this vicious PR has almost become the norm in the public relations industry.
 
Recently, the public relations staff has almost become the object of everyone shouting of the Internet space.
 
Wikis (Wikipedia) publicly declared that PR people are no longer allowed to enter the content, because they manufacture a lot of biased and misleading information. Wiki founder Jimmy. Wales (Jimmy Wales): by paying customers entrust wiki input, resulting in a clear conflict of interest, affecting the credibility of Witkey obvious is inappropriate... I think that the public relations firm The manufactured in cyberspace objective is immoral to do so would only bring shame to their customers."
 
The end of last year, in view the PR industry invaded their land, offend the interests of the residents, gaming site Second Life (Second Life), one of the largest communities in dream land (Dreamland) residents voted to reject the public relations staff, because recent PR, marketing consultant and company inexplicably abuse of a Second Life space, known in the media that he is a leader in Second Life, for example, 'the first radio station in Second Life', ' Second Life fashion brand 'and so on, while ignoring the efforts made by many residents in Second Life."

 
In the first chapter of the book company blog recently published guide "(The Corporate Blogging Book), the author of As a keynote speaker and marketing consultant Debbie. Will (Debbie Weil) so suggested: "blog through informal, conversational writing style, to describe and evaluate the real thing. Refused PR blog reject self-praise."
 
This is the unfortunate reality. In theory, the emergence of the blog and other social media itself is a corporate communications a revolution, is the ideal public relations tools. Enterprises can make use of this platform, jump the barrier of the public media, real dialogue with the various stakeholders, to listen to the views of consumers, employees and the community. Blog before the corporate public relations staff must rely on traditional media, but you have to admit that traditional media is not an ideal channel to establish emotional connection with the audience directly, because essentially it is only half of the dialogue: You can only keep said, but you can not get enough feedback.
 
Blog and other social media generation can finally make a direct audience ideal pipeline public relations staff. Blog for PR, it is more than advertising and other traditional retractable banner (more info...) marketing personnel is an ideal play space, one can provide value-added: professional public relations staff is to win the audience attention experts, rather than advertising, marketing personnel as the purchase of concern, they should be good at convincing information to the general audience to answer challenging questions, good at using a third-party voice.
 
The above the evicted Internet space PR is a vicious public relations. Even in the public relations industry, PR is equal to the hype, equal publicity and control, is also a common understanding and action guide. It is no exaggeration to say that this vicious PR has almost become the norm in the public relations industry.
 
On the Internet, the fabrication of such a transparent world how redundant and stupid. Any false, misleading behavior will one day be discovered and revealed, the push hands hidden behind the scenes, sooner or later, will be exposed in broad daylight. Public relations staff can have many innovative approaches to more effectively communicate with different views of the issue of global warming, and this view is widely passed at the same time and can fully respect and actively use social media freedom and the true spirit . For example, a PR firm can invite opinion leaders related to the position of the Post blog, upload video, initiated grassroots outcry against the global warming problem.
 
Unfortunately, or some PR people too lazy, has long been difficult to adapt to the honest and open style of conversation, perhaps they too indulge in manipulative hype and momentum, even if they may be aware of this practice is not interests of customers and their own interests. Perhaps they eyes of the public relations and advertising, this should be the production of information and dissemination of information is so simple.
 
Wal-Mart mastermind of the blog also caused extensive bad reviews. This blog by Wal-Mart's public relations firm Edelman (Edelman) operation by a Washington Post photojournalist and an amateur reporter with a home video camera records roaming the nation's experience, which has repeatedly talked about the retail industry giant Wal-Mart enthusiasm for various support activities of this interview, for example, allowing them to free car overnight in the parking lot in front of the shops, and so on. But when the author to talk about on the blog so many touching stories encountered in Wal-Mart stores, no mention of them on this trip has been sponsored by Wal-Mart, including travel expenses, equipment expenses, and even the itinerary.
 
When after the exposure of the behind-the-scenes story of a blog, CEO Richard Edelman. Edelman (Richard Edelman) had apologized. He say on his blog: "We're not perfect, error in the Wal-Mart on the blog is not the error of the new media, but the public relations error.
 
Of course, we would like to believe this is just some isolated incident, but if you consider the intense reaction founder of Witkey, and Second Life residents PR, it can be said that the public relations staff are busy putting the sphere of influence extended to the blog, But they did not learn how to blog on how to comply with the rules of the game, learning to PR the right way in the Internet world. Otherwise, the the dumbfounding scandal such as Exxon and Wal-Mart will still abound.
 
First, the blog world does not like the hype (spin). Like for short-term business objectives and create false, exaggerated speculation, said traditional media often succeed, then the Internet is difficult to muddle through. PR people should go back to the fundamental criteria: the survival of the industry to help customers with the audience to establish a win-win and mutual trust relationship (relationship building). The establishment of mutual trust and win-win relationship with consumers and other interests groups is the correct concept of public relations, both the nature of the difference is that the hype is a short-term, one-time transaction behavior. The hype eventually destroy trust, and eventually away from you.
 
Secondly, in the blog world, the only real, honest and transparent is the common language. PR is a credibility of science. However, too many PR people do not realize the true, honest and transparent can be a distinct competitive advantage. On the contrary, they are still indulge in trying enterprises have created the perfect image. Not perfect corporate world, as there is no perfect person, the enterprise be loved, not because it is perfect, but because of its openness and tolerance.
 
Third, abandon the full control of the one-way propagation, the pursuit of dialogue, and learn to listen. The Internet is a place to express their views, rather than place information to consumers. In contrast, benign PR is a long-term investment in mutual win relationship. The courage it requires dialogue, which means that you do not just endlessly says, but also willing to listen to a need, then you can adjust the openness of the company behavior.
 
The blog appears to have been three years, but only recently, the public relations industry was suddenly awakened, and have tried to express to catch this car leading the audience. Now is the time public relations person to another way of thinking. Richard. Edelman seems that this industry should aim to become a leader in the field of social media, rather than the role of followers. He believes that the traditional public relations has been just the intermediary between the customer and audience, "we receive from the client information and data as middlemen as transferred to consumers. Now we can no longer be satisfied with the status of the IT salesman, but should be the discoverer of customers and consumers can trust the fact ". In his view, the public relations in the blog world can play three roles: First, the success of the blog as the media, to provide them with content; Second, to help customers establish regular communication with the blog author; Finally, the public relations industry should actively become a showcase ideas opinion leaders.

Of course, before a credible opinion leaders, they must first learn honestly comply with the basic rules of the game of the blog world.