Is traditional PR Dead?

I was reading a blog posting on FastCompany.com entitled “Public Relations:  Call off the Undertakers”.   Wendy Marx who wrote the post addresses a position from a blog on Web 2.0  that “70% of today’s PR firms with their traditional public relations and communication business structure will not survive in the fast-approaching social media avalanche.”

She adamantly argues that PR is thriving as never before.  And, she continues to explain that even as newspapers are imploding, the Internet has breathed new life into the category.

All that she says is true.  However, she missed the boat in her assessment.  The stat is addressing agencies that are not evolving and embracing social media as a core tool in their outreach.  And there are a number of them. The fact is, PR agencies are still providing me with pitches that feature little alternative to a traditional approach to PR (press releases, standard pitching, by-lined article placements, events etc..).  Just the other day I reviewed a few PR PowerPoints that were presented to …

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Marketing tips from the ’08 presidential election

A little exercise to spark some thought … Knowing the other and knowing oneself, in one hundred battles no danger.

Not knowing the other and knowing oneself, one victory for one loss.

Not knowing the other and not knowing oneself, in every battle certain defeat. SUN TZU, The Art of War

It really doesn’t matter who you voted for in the last Presidential election. The election of ’08 was a textbook case in the brilliance and failure of marketing strategy. Consider Hillary Clinton, the former first lady, was poised to win the primary and go on to seize the role as the first female president of the nation. She didn’t.

There are so many reasons why, but at a super high level (with the intent to spark thought about your business), Here are a few examples of where she went wrong.

She knew herself.

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5 Steps to Shifting Out of the Price Death Spiral

Compete on the benefits side of the value equation – not on the price side. If you would like to start at the beginning, please check out my previous “Death Spiral” entry…

Below are FIVE key steps you’ll want to take to shift the prominence of price in your dialogue with prospects and customers.

1. Master One Activity Gause’s law of “mutual exclusion” provides a perfect foundation for identifying your unique promises. He stipulates that a species will only survive if it masters at least one activity better than its enemies do. It must run faster, dig deeper or climb higher. Identify the key areas that your company has mastered and will comprise your BOP (Bundle of Promises).

2. Ensure your value proposition surpasses the competition To establish a compelling BOP you must know your customer, competition and yourself. Clearly there is a relationship between you and your prospect. However, that prospect is building the same relationship with your competitor. Develop a BOP that provides a value proposition that far outweighs that of your competition.

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Steps to Shifting Out of the Price Death Spiral

Compete on the benefits side of the value equation – not on the price side. Ever stay at the Ritz Carlton? My husband and I do, once a month. Why? Because when we have our one night away from our wonderful children we want to ensure that we stay someplace where we feel special.

The Ritz hits the mark. When we drive up to the entrance the valet opens our car doors and greets us by name. When we walk through the lobby the receptionist does the same – every time and without fail. (Good start.) The concierge books us in giving us our complimentary upgrade Then she reminds us to take advantage of our $85 “restaurant voucher” (great way for them to get us to dine at their restaurants and spend more money). Jim, the bellman, always brings our bags up to the room and during our stroll, he points out what’s new in the gift shops, the specials on the restaurant menu and highlights something wonderful about the spa (nice up-sell.). Each time he welcomes us into our room, he reminds us …

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