SCHWARTZ CROSSROADS

Bring out Your Dead!

MORTICIAN:  Bring out your dead!
      [clang]
      Bring out your dead!

CUSTOMER:  Here's one -- nine pence.
DEAD PERSON:  I'm not dead!
MORTICIAN:  What?
CUSTOMER:  Nothing -- here's your nine pence.
DEAD PERSON:  I'm not dead!
MORTICIAN:  Here -- he says he's not dead!
CUSTOMER:  Yes, he is.
DEAD PERSON:  I'm not!
MORTICIAN:  He isn't.
CUSTOMER:  Well, he will be soon, he's very ill.
DEAD PERSON:  I'm getting better!
CUSTOMER:  No, you're not -- you'll be stone dead in a moment.

Every time I hear the argument that PR is dead, which seems to happen all the time, I come back to one of the early scenes of Monty Phython and the Holy Grail.

We're not dead, and frankly, we're feeling better.

Admittedly, public relations needs to change if it wants to stay relevant. We know that and we're working very hard to do it. Our business is no longer about taking our clients message and sending pitches out to reporters. We are taking a much more active role in the conversations externally, but also in the internal conversations. When I work with my clients I don't just take what I'm told and move along, I advise and help them find their voice. As much as I'm a translator for the media I'm a guide for them, helping companies navigate a world that they don't know as well as they know their own industry. I also learn from them aspects of technology and their business that I could never learn on my own.

A lot of bloggers and reporters are saying that PR is dead because they want to find things on their own. That's great, and today's networked society makes finding information much easier than ever. But if bloggers think they discovered a technology on their own, they may be fooling themselves. Quite often people find those technologies because good PR people (and internal marketers) put out the information for them to find. It's not as overt as calling people on the phone and asking them to take a briefing, but it's just as much PR as anything else.

I represent a company called Investment Instruments, which has a great tool for renters called the Rentometer. We work very hard to keep the buzz high about the product, but often when I read a blog post about it, the blogger begins "I discovered this great tool ...." They discovered it because the PR is working.

It's also important to remember that Web 2.0 provides tools for communications, but it doesn't mean that everyone knows how to use those tools. I can buy all the lumber, hammers, nails and saws I want at Home Depot, but the only thing I manage to make with all that stuff is a mess. If I keep from cutting something off my body I consider myself pretty lucky. Making the tools available doesn't eliminate the need for a good carpenter. Frankly, it may increase the need for a good emergency room.

So, which would you prefer, the carpenter or the ER?

Posted by Chuck Tanowitz on August 14, 2008 at 10:19 AM