Click here to close now.

Welcome!

Adobe Flex Authors: Matthew Lobas, PR.com Newswire, Shelly Palmer, Kevin Benedict

Related Topics: Industrial IoT, Agile Computing

Industrial IoT: Blog Post

Will PR Firms Survive The New Media Avalanche?

The new PR game will be played by rock star bloggers on brand new platforms and distribution channels such as Ulitzer

http://twitter.com/fuatkircaali

Last week I received an email from Lindsey Miller at Ragan Communications. I answered her questions for a story she was working on here.

The following is the full text of my reply to her on this subject.

What kinds of PR firm will survive the "fast-approaching new media avalanche"? What steps will firms have to take to ensure that they make it through?

I know a lot of PR firms that are chasing new accounts among publicly traded companies, which are seen as cash cows in the business. I also know a lot of firms whose sales teams are larger than their senior account staff which will actually get the job done. These firms have armies of new college-grad telemarketers spitting out press releases to the media.

For a while you can get away with both approaches. Once the laws, rules and regulations change, the first group of PR firms will disappear overnight as I mentioned in my original blog entry here.

The demise of the second group of firms will come from the social media freight train. PR firms need to catch up with the change.

What will the "new" PR companies look like?

The new PR companies won't be putting out press releases and won't be in the press release business. The PR firm of the future will employ professional bloggers who will use social media tools to get their message into the hands of their targeted audience. The press release business already belongs to the Stone Age. The new PR game will be played by rock star bloggers on brand new platforms and distribution channels such as Ulitzer.

If the rules change for publicly traded companies, will PR firms have more of a chance at surviving?

No

Why do you think social media is so damaging for PR firms? Can't it be helpful as well?

It can be very helpful indeed. But change is painful. As I mentioned in my blog prompting this conversation, the topic goes back to the saying "You can't teach an old dog new tricks." A large number of PR companies are still living in the Stone Age. Again as I said, I've had exchanges with owners of well-known PR companies who don't even know the basic mechanics of the Internet. How will these people and companies adjust to the change? They haven't a chance. If you can't see the future already, what are your chances to lead the future? None.

Can you give any examples of PR firms who are doing things right already?

I don't know of any PR firm that's waving the flag of the change that we are living through. IMHO all of the existing PR companies are challenged by what's coming up. I don't think there's one company out there that's thrilled to see what's going on. They used to be kings five years ago. Will they be around in another five years? I don't know.

How do you imagine the new social media platforms that you talk about that don't exist yet will work?

Good question. Blogs are relatively new, if you consider the mass of the population. At a cocktail party less than a year ago someone I was talking to from the financial industry (a stockbroker) told me, "You know there is something called a ‘blog' and people who write blogs are called bloggers?" I said yes I know.


Job titles from the future: Steve Adubato "Politcal Analyst & CBS2 Blogger"

Today, the mass of the population knows "blogging" as their Facebook pages, and 99.99% of the blogs being written are never read by anyone except the blogger's family and friends.

This means two things. Not everyone has to write a book, sing, or blog. The ones who have something to say in their blogs will evolve into more professional platforms. The social media platforms that do not exist today will be created to serve the professional community of writers and bloggers.

When radio was invented, it was like the Internet - anyone could talk into a microphone and have their voice heard by the neighbors who owned a radio device. We'll see the consolidation of content on the Internet. The new media platforms will clean out the garbage and the noise and display useful content.

The challenge for PR companies is try to stay above the trash filter with what they produce as content. I can't imagine anyone's favorite pastime is reading press releases. Companies that keep PR firms occupied will also move on to tools and platforms that stay above the Internet's trash filters.

This doesn't mean spamming the world on Twitter, Facebook or whatever. Today's social media tools serve a purpose today and will fade away as things evolve.

Can you think of any examples of sophisticated social media initiatives that companies are pursuing with the currently available social media tools? Is it a waste of time to get involved now?

I don't think it's waste of time or energy. It will turn Facebook or Twitter into a pure spam machine sooner rather than later. If your message isn't interesting, who cares if you Tweet your heart out all day or write graffiti on people's Facebook walls?

Do you believe there's still a need for PR? What about the other functions PR serves, such as crisis communications? Who will handle that?

Sure there will always be need for PR. My point is, if you take the bulk of activities that make up today's PR, a big chunk of the revenue-generating tasks will go away. I don't know what you call the rest; crisis communications is one you mentioned.

Do you have any responses to the comments that appeared below your original post?

We approved all feedback to my post with no edits. I read them all. My comment is: I am not against PR firms. All I'm saying is watch out, there's a big freight train coming.

http://twitter.com/fuatkircaali

More Stories By Fuat Kircaali

Fuat Kircaali is the founder and chairman of SYS-CON Media, Cloud Expo, Inc. and Ulitzer, Inc.

Kircaali came to the United States from Zurich University, Switzerland in 1984 while studying for his PhD, to design computer systems for SH-2G submarine hunter helicopters for the U.S. Navy. He later worked at IBM's IS&CG Headquarters as a market research analyst under Mike Armstrong's leadership, an IBM executive who later ran IBM Europe and AT&T; and Fuat was the Director of Information Systems for UWCC, reporting to CEO Steve Silk (later Hebrew National CEO), one of the top marketing geniuses of the past two decades.

Kircaali founded SYS-CON Media in 1994, a privately held tech media company with sales exceeding $100 million. SYS-CON Media was listed twice by Inc 500 and Deloitte and Touche as one of the fastest-growing companies in North America. Kircaali launched Ulitzer, Inc., a revolutionary "new media" start-up in mid 2009.

Fuat completed Bogazici University Business Administration program in 1982 with a Bachelor's Degree. He was one of 50 students accepted to the program out of over 1 million high school graduates that year.

http://twitter.com/fuatkircaali

Comments (1) View Comments

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


Most Recent Comments
Loraine Antrim 06/19/09 10:25:00 AM EDT

This seems to be a continuation of some of the concepts raised in "Is the PR Business Extinct?" post. And to your point, Fuat, there will be a shoot-out at the PR corral with not everyone surviving.

However, some PR agencies that are small and nimble, with a GenY mindset, are already thriving and gaining ground. Some are creating practices exclusively around social media and are developing and influencing relationships with key bloggers.

Many larger PR firms also have jumped on board the social media train, and have actually been leading the charge through their own blogging efforts, but because they are huge global enterprises, it is harder to have "the social media mindset" permeate throughout their organizations. Pockets and silos, but perhaps not an organization-wide commitment.

I'll put my money on the smaller more agile PR firms who are already creating a presence and influencing the blogosphere and twittersphere. When the avalanche clears out, they will be the ones who walk away as major players. Loraine Antrim

@ThingsExpo Stories
SYS-CON Events announced today that MetraTech, now part of Ericsson, has been named “Silver Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9–11, 2015, at the Javits Center in New York, NY. Ericsson is the driving force behind the Networked Society- a world leader in communications infrastructure, software and services. Some 40% of the world’s mobile traffic runs through networks Ericsson has supplied, serving more than 2.5 billion subscribers.
Disruptive macro trends in technology are impacting and dramatically changing the "art of the possible" relative to supply chain management practices through the innovative use of IoT, cloud, machine learning and Big Data to enable connected ecosystems of engagement. Enterprise informatics can now move beyond point solutions that merely monitor the past and implement integrated enterprise fabrics that enable end-to-end supply chain visibility to improve customer service delivery and optimize supplier management. Learn about enterprise architecture strategies for designing connected systems tha...
From telemedicine to smart cars, digital homes and industrial monitoring, the explosive growth of IoT has created exciting new business opportunities for real time calls and messaging. In his session at @ThingsExpo, Ivelin Ivanov, CEO and Co-Founder of Telestax, shared some of the new revenue sources that IoT created for Restcomm – the open source telephony platform from Telestax. Ivelin Ivanov is a technology entrepreneur who founded Mobicents, an Open Source VoIP Platform, to help create, deploy, and manage applications integrating voice, video and data. He is the co-founder of TeleStax, a...
The Internet of Things (IoT) promises to evolve the way the world does business; however, understanding how to apply it to your company can be a mystery. Most people struggle with understanding the potential business uses or tend to get caught up in the technology, resulting in solutions that fail to meet even minimum business goals. In his session at @ThingsExpo, Jesse Shiah, CEO / President / Co-Founder of AgilePoint Inc., showed what is needed to leverage the IoT to transform your business. He discussed opportunities and challenges ahead for the IoT from a market and technical point of vie...
Grow your business with enterprise wearable apps using SAP Platforms and Google Glass. SAP and Google just launched the SAP and Google Glass Challenge, an opportunity for you to innovate and develop the best Enterprise Wearable App using SAP Platforms and Google Glass and gain valuable market exposure. In his session at @ThingsExpo, Brian McPhail, Senior Director of Business Development, ISVs & Digital Commerce at SAP, outlined the timeline of the SAP Google Glass Challenge and the opportunity for developers, start-ups, and companies of all sizes to engage with SAP today.
Cultural, regulatory, environmental, political and economic (CREPE) conditions over the past decade are creating cross-industry solution spaces that require processes and technologies from both the Internet of Things (IoT), and Data Management and Analytics (DMA). These solution spaces are evolving into Sensor Analytics Ecosystems (SAE) that represent significant new opportunities for organizations of all types. Public Utilities throughout the world, providing electricity, natural gas and water, are pursuing SmartGrid initiatives that represent one of the more mature examples of SAE. We have s...
The Internet of Things will put IT to its ultimate test by creating infinite new opportunities to digitize products and services, generate and analyze new data to improve customer satisfaction, and discover new ways to gain a competitive advantage across nearly every industry. In order to help corporate business units to capitalize on the rapidly evolving IoT opportunities, IT must stand up to a new set of challenges. In his session at @ThingsExpo, Jeff Kaplan, Managing Director of THINKstrategies, will examine why IT must finally fulfill its role in support of its SBUs or face a new round of...
One of the biggest challenges when developing connected devices is identifying user value and delivering it through successful user experiences. In his session at Internet of @ThingsExpo, Mike Kuniavsky, Principal Scientist, Innovation Services at PARC, described an IoT-specific approach to user experience design that combines approaches from interaction design, industrial design and service design to create experiences that go beyond simple connected gadgets to create lasting, multi-device experiences grounded in people's real needs and desires.
The true value of the Internet of Things (IoT) lies not just in the data, but through the services that protect the data, perform the analysis and present findings in a usable way. With many IoT elements rooted in traditional IT components, Big Data and IoT isn’t just a play for enterprise. In fact, the IoT presents SMBs with the prospect of launching entirely new activities and exploring innovative areas. CompTIA research identifies several areas where IoT is expected to have the greatest impact.
Can call centers hang up the phones for good? Intuitive Solutions did. WebRTC enabled this contact center provider to eliminate antiquated telephony and desktop phone infrastructure with a pure web-based solution, allowing them to expand beyond brick-and-mortar confines to a home-based agent model. It also ensured scalability and better service for customers, including MUY! Companies, one of the country's largest franchise restaurant companies with 232 Pizza Hut locations. This is one example of WebRTC adoption today, but the potential is limitless when powered by IoT.
The Internet of Things will greatly expand the opportunities for data collection and new business models driven off of that data. In her session at @ThingsExpo, Esmeralda Swartz, CMO of MetraTech, discussed how for this to be effective you not only need to have infrastructure and operational models capable of utilizing this new phenomenon, but increasingly service providers will need to convince a skeptical public to participate. Get ready to show them the money!
The Internet of Things is not only adding billions of sensors and billions of terabytes to the Internet. It is also forcing a fundamental change in the way we envision Information Technology. For the first time, more data is being created by devices at the edge of the Internet rather than from centralized systems. What does this mean for today's IT professional? In this Power Panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists will addresses this very serious issue of profound change in the industry.
SYS-CON Events announced today that BMC will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. BMC delivers software solutions that help IT transform digital enterprises for the ultimate competitive business advantage. BMC has worked with thousands of leading companies to create and deliver powerful IT management services. From mainframe to cloud to mobile, BMC pairs high-speed digital innovation with robust IT industrialization – allowing customers to provide amazing user experiences with optimized IT per...
The Internet of Things is not new. Historically, smart businesses have used its basic concept of leveraging data to drive better decision making and have capitalized on those insights to realize additional revenue opportunities. So, what has changed to make the Internet of Things one of the hottest topics in tech? In his session at @ThingsExpo, Chris Gray, Director, Embedded and Internet of Things, discussed the underlying factors that are driving the economics of intelligent systems. Discover how hardware commoditization, the ubiquitous nature of connectivity, and the emergence of Big Data a...
SYS-CON Events announced today that O'Reilly Media has been named “Media Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9–11, 2015, at the Javits Center in New York City, NY. O'Reilly Media spreads the knowledge of innovators through its books, online services, magazines, and conferences. Since 1978, O'Reilly Media has been a chronicler and catalyst of cutting-edge development, homing in on the technology trends that really matter and spurring their adoption by amplifying "faint signals" from the alpha geeks who are creating the future. An active participa...
The world is at a tipping point where the technology, the device and global adoption are converging to such a point that we will see an explosion of a world where smartphone devices not only allow us to talk to each other, but allow for communication between everything – serving as a central hub from which we control our world – MediaTek is at the heart of both driving this and allowing the markets to drive this reality forward themselves. The next wave of consumer gadgets is here – smart, connected, and small. If your ambitions are big, so are ours. In his session at @ThingsExpo, Jack Hu, D...
The 4th International Internet of @ThingsExpo, co-located with the 17th International Cloud Expo - to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA - announces that its Call for Papers is open. The Internet of Things (IoT) is the biggest idea since the creation of the Worldwide Web more than 20 years ago.
SYS-CON Events announced today that DragonGlass, an enterprise search platform, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. After eleven years of designing and building custom applications, OpenCrowd has launched DragonGlass, a cloud-based platform that enables the development of search-based applications. These are a new breed of applications that utilize a search index as their backbone for data retrieval. They can easily adapt to new data sets and provide access to both structured and unstruc...
We’re entering a new era of computing technology that many are calling the Internet of Things (IoT). Machine to machine, machine to infrastructure, machine to environment, the Internet of Everything, the Internet of Intelligent Things, intelligent systems – call it what you want, but it’s happening, and its potential is huge. IoT is comprised of smart machines interacting and communicating with other machines, objects, environments and infrastructures. As a result, huge volumes of data are being generated, and that data is being processed into useful actions that can “command and control” thi...
As the Internet of Things unfolds, mobile and wearable devices are blurring the line between physical and digital, integrating ever more closely with our interests, our routines, our daily lives. Contextual computing and smart, sensor-equipped spaces bring the potential to walk through a world that recognizes us and responds accordingly. We become continuous transmitters and receivers of data. In his session at @ThingsExpo, Andrew Bolwell, Director of Innovation for HP's Printing and Personal Systems Group, discussed how key attributes of mobile technology – touch input, sensors, social, and ...