How B2B public relations will fail in 2011

The changing face of content requires PR pros to update their procedures for information development and distribution.

We’re in the first week of 2011, and I’m already seriously concerned about the shape B2B public relations will be in by 2012.

The number of reporters is shrinking at an alarming rate. Marketing silos are collapsing, which means PR budgets and activities are under significant “synergistic” threat. Audiences seem most responsive to a gritty, natural marketing approach, and attention spans are at an all time low.

Simply put, it’s not an easy time to be in the “awareness” business.

Now, here are the current products that PR believes will solve the problems of a changing environment: bylined articles, social media, newspaper quotes, trade shows, media pitches, press releases, TV appearances and messaging.

How long do we think these will truly meet the evolving needs of reporters and our clients’ targets?

The age-old business model of the public relations industry is at risk. (And no, the answer is not social media. That’s a wonderful channel that can help your company grow in 2012, but it’s not enough.)

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.