The paradigm shift in communications
Monday, 20 July 2009 11:41 | Author: Mary Blake | 
Web 2.0 in the hands of a new generation is transforming communication from the old top-down model to a dialogue that values transparency and straight talk. This is a sea change that many PR and marketing professionals regard with a mixture of discomfort and fear, most of which stem from loss of control. After all, veteran marketing and PR pros are supposed to be experts at controlling the message. But it’s not so much about losing control as it is about adapting to a new mindset and re-learning how to be effective.
What’s good about this new communications landscape? First off, it quickly rats out those who are not on the level and imposes consequences. Secondly, it rewards those who are upfront about who or what they are promoting. As the old saying goes, “honesty is the best policy” and never more than now.
There are a few downsides to the new order, one of them being that anyone can set themselves up as an expert, regardless of their qualifications. It’s also easy to create a lot of communication that’s not only irrelevant, but also inaccurate. As we all have the opportunity to become citizen journalists, there’s a lot more information out there and a lot of it is questionable. It forces us to take on more responsibility for making up our own minds, but that’s the price of freedom. Next: Values and PR.
What’s good about this new communications landscape? First off, it quickly rats out those who are not on the level and imposes consequences. Secondly, it rewards those who are upfront about who or what they are promoting. As the old saying goes, “honesty is the best policy” and never more than now.
There are a few downsides to the new order, one of them being that anyone can set themselves up as an expert, regardless of their qualifications. It’s also easy to create a lot of communication that’s not only irrelevant, but also inaccurate. As we all have the opportunity to become citizen journalists, there’s a lot more information out there and a lot of it is questionable. It forces us to take on more responsibility for making up our own minds, but that’s the price of freedom. Next: Values and PR.
Comments