The PR Agency Mindset Needs To Change ... Not Just The Tools

Update: David Parmet echoes my thoughts with a lot fewer words than I used ...

"(The agency) economic model has seen its day. Any window dressing in the form of blogging or participatory media practices is only going to delay the inevitable. Or like putting a dress on a pig, to mix a metaphor."

And Trevor Cook shares the same views here.

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PR blogger Steve Rubel is spearheading an effort to improve the understanding and use of new media tools among public relations professionals. You can read his full post here.

There's no doubt that PR pros -- both agency and corporate -- lag behind in understanding and adoption of new media. I said so here, right after Steve first introduced the idea of an industry-wide "training exercise."

But after thinking through this more deeply, I believe Steve's approach -- while well-intentioned -- is misguided. Here's a clue from his recent post (which also ran in PR Week):

"I have publicly called upon the senior leadership of the top US PR firms to participate in a transparent dialogue on “the last 25%” over on The New PR Wiki."

No offense, but I don't think the senior leadership at most (not all) major PR firms has much to offer when it comes to this issue. The same probably holds true at most mid-sized firms, too.

Why?

Because they make a great deal of money doing things the traditional way. Yes, the world is changing ... but they have to worry about next quarter's results first.

It's no surprise that many of the best and brightest PR bloggers are small agency folks or independent consultants. Many of us chose that route -- or had it chosen for us -- because we didn't agree with the "way we've always done things around here."

So we have the proper mindset to utilize tools such as blogs ... because we recognize and embrace the monumental changes taking place in society, culture and communication.

And it's the mindset that's important -- not the tools themselves.

Frankly, a blog or any new media tool is worthless if there's no philosophy of openness as a foundation. Without the proper intentions and willingness to "let go," it becomes just another soulless marketing tool that is ignored by the public.

Bottom line: The attitudes and practices of public relations professionals must change first, from "command and control" message development/dissemination to a focus on coaching, conversation and honest, easy-to-understand language.

When that transition takes place in the hearts and minds of the people involved -- those in the executive suite as well as in the PR department or agency -- then new media has a purpose.

But pushing the tools without transitioning the thinking is a waste of time.

Quick hits: More on this topic ...

Mike Manual -- A Call To Action ... Or More Talk?

Constantin Basturea -- Interested in Learning To Change?

BL Ochman -- Steve Rubel Issues an Erudite Call To Blogging

Mike Bawden -- Steve Rubel Puts Out A Call For Action ... Again

Technorati Tags: PR, Public Relations, New Media, Blogging