Business tv show: Why most PR people mess up online

In this business tv show, David Meerman Scott reveals where most PR people are going wrong with online marketing:


"The biggest problem I see that traditional public relations people have is that they mistake media relations with public relations. So public relations is simply how an organisation deals with its public which is very different than media relations which is how an organisation deals with mainstream media, magazines, radio, television, newspapers and analysts.
So I think that traditional public relations people aren't public relations people they are media relations people. They are skilled at working with newspaper, magazine, television, reporters, broadcasters and editors. They think that is the only way that you can communicate. Well I have news for those people. You can communicate directly to your public. You can communicate directly to the public through your website. You can communicate to the public through your blog. You can communicate directly to your public using press releases and that is a way that smart organisations are reaching people today.
Yes, you can still use media relations, you can still speak through the media as your mouth piece but that's not the only way you can reach people and I think the problem is that most PR professionals are mistaking public relations with media relations."

See more business news television shows from business expert David Meerman Scott, as he gives his top expert business advice at http://www.yourbusinesschannel.com

Find out more about the very latest show releases, as well as other yourBusinessChannel news by visiting our blog at http://www.yourbusinesschannel.com/blog.aspx

Category:

People & Blogs

Tags:

• Business
• tips
• business
• advice
• secrets
• David
• Meerman
• Scott
• SEO
• websites
• search
• engines
• PR
• marketing

[felpaluche]

Got so blunt here sir.

[CombatArms555]

y do most the poeple who comment have the word businesse

[businesstvAmanda]

preserve old dogs can learn new tricks .. my dad calls the surfing the internet surfing and now hes checking out blogs and even writing a few

[businessexpertschris]

This is good, I am still trying to convince my "older" collegues to consider online media channels as a form of communicating to our target audiences, yet the good old media release always wins. I will be playing this to them tomorrow!

[businesstvdavid]

This is so so true...if you are a small business, why bother spending your time persuading a journalist to write about you, and persuading them to write the things that you want, when you can just go direct to your customers yourself.

[businessexpertsjax]

I agree Jeremy. I have referred to blogs for certain advice and tips but a little skepticism is always on my cards too..I've done some research on whether people trust online information.. quite interesting.. majority do!

[businessexpertjeremy]

His points are valid however I don't think this spells the end of media relations (as David would call it) as an important element in the marketing mix. Certain media channels maintain high trust relationships with their audience, whereas most stuff I read from companies or blogs I take with a dose of healthy scepticism.

[jittyslitter]

i am pretty sur emost companies don't

[businessexpertsalli]

I agree with businesstvkelsi, i wouldn't have even known there was a difference before i had listened to this video.

[businessexpertsmatt]

It's the way to go; directly talking to your customer provides many benefits. The customer relationship that grows is stronger and more durable then if it where formed through the medias eyes.