In The Guardian this week, major headline op-ed creating a lot of discussion in the PR world: “More PRs and fewer journalists threatens democracy”, and complaining about how “Journalists are deluged with press releases that often amount to “oven-ready copy.”  The author says: “What we’re talking about here, as we chart the rise of PR and the simultaneous decline of journalism, is an assault on democracy.”

Self-created content is on the rise, and PR Agencies will continue creating content to reach consumers directly without a filter.

As I say in “For Immediate Release”: “Everyone with a smartphone, a Facebook page, or a Twitter account can “report” from the street, the boardroom, or the PTA meeting. It’s complete chaos out there. Getting noticed is both easier and more difficult than it used to be. The right of entry used to be via blue chip birthright, a degree from journalism school, an internship at a newspaper, or an apprenticeship with scrappy newsmen, but no more. The barn door is open, and all the animals have cell phones with cameras.

From civilians on the streets of the Middle East filming a revolution, to bar-goers recording former Dior designer John Galliano’s racist comments, to reporter/prankster James O’Keefe orchestrating a cozy meeting between NPR execs and phony radical donors, to mommy bloggers deciding which juice box or diaper maker gets a time-out, broad swaths of the population are creating publicity by taking their thoughts and opinions and sharing them with the world.”

“The right of entry used to be via blue chip birthright, a degree from journalism school, an internship at a newspaper, or mentorship with scrappy newsmen, but no more. The barn door is open and all the animals have cell phones with cameras.”

Frankly, I don’t know what’s stopping Nike or Johnson & Johnson from starting eponymous media machines. For huge companies like these, the costs would be low and staffing needs minimal. Then companies could talk about the world as they see it, and frame the debate in terms of issues they care about, from their points of view. For example, Johnson & Johnson’s community site for parents, www.babycenter.com, is so well trafficked some publishing executives have said it accounts for a large part of the decline in sales of actual parenting magazines.

Many smart, forward-thinking companies have bloggers and editors on staff, writing content for websites that look much like magazines. So what if some of these companies lose money on such ventures? It may be well worth the expense to get their controlled message out to the public.

The United States has an advantage in that the ruling class (including big business) doesn’t have as much unrestricted power as it does in other countries. As long as average people have access to publishing, printing, and broadcasting, independent voices can and will be heard. No matter how reporting and technology changes the way news is delivered, news and feature stories will continue to be written, and readers will continue to look for information—and they know how to find it. That’s an advantage to upstarts and young companies who want a place at the table. The digital world means they can bring their own utensils and dig in. Still, since we’re all members of the chattering class now, the question is—how do we use the raucous, uncontrollable public discourse to our advantage?”

 

See also  PR Perspectives on Effective Digital Marketing Strategies

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.