PR pros (including myself) were once ridiculed as fearless spinmeisters, but suddenly everyone seems to be joining the PR club. Much of that has to do with traditional journalism jobs drying up, and brands scrambling to hire former journalists to run their new content machines.
Don’t get me wrong. I’m not predicting the death of journalism.
I am suggesting that PR, on both the B2B and B2C side, is evolving into something more journalism-friendly as brands morph into content producers. On the other side, media sites with sponsored and branded content are looking more like PR-produced sites.
We’re at a turning point as media sites explore new ways to turn pixels into profits and brands seek to sway prospects with engaging content. It’s a topsy-turvy world.
Before we lose our bearings, let’s remember where we’ve been and where we are. Let’s take a minute to time travel back and forth:
In the old days, say 10 years ago, you knew you were in PR when ….
1. Your fax machine suddenly broke down as you were about to fax 100 press releases to individual media outlets.
Today you know you are in PR when you text a reporter a sensitive bit of information, only to realize you meant to text it your client.
2. You wined and dined a reporter over a one-and-a-half hour lunch with camaraderie and laughter.
Today you know you are in PR when the reporter you previously worked with is now heading up editorial for a major brand.
3. Your clients wanted to be on the front page of The New York Times or The Wall Street Journal.
Today you know you are in PR when your clients want to be on TechCrunch or Fast Company.
4. Reporters looked down their noses at you.
Today you know you are in PR when reporters ask you if you have any job openings at your agency.
5. You wrote two-page press releases loaded with made-up, lengthy quotes.
Today you know you are in PR when you write press releases that are just a few paragraphs long with strategically placed keywords.
6. You counted clips to justify your existence.
Today you know you are in PR when you drive leads to websites to justify your existence.
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7. You were up half the night creating press kits for an event.
Today you know you are in PR when you are up half the night creating an app for the media.
8. Your biggest worry was getting your client primed for an interview.
Today you know you are in PR when your biggest worry is creating enough content.
9. You schmoozed, attended events and had a life.
Today you know you are in PR when you are glued to your desk and phone, and compose stories in your dreams.
What are some of your memories of PR? Please share in the comments.
A version of this article originally appeared on the B2B PR Sense Blog.