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Today’s featured ebook download is The State of PR, Marketing, and Communications: You are the Future (998 KB, 33 pg) – While the communications industry has iterated with every new technological advancement over the last century, including broadcast mediums and Web 1.0, none however, have forced complete transparency prior to the proliferation of the Read/Write Web aka The Social Web aka Web 2.0.

What you can learn from this ebook

Social Media symbolizes a crossroads for public relations representing the decision we, as individuals, face in our career. In one direction, we can adopt the transparency and the expertise necessary to genuinely and sincerely connect directly with our customers, peers and the influencers who advise them. In the other direction, we can continue relying on hyperbole and jargon filled press releases for coverage, spamming targets with irrelevant information, maintaining a superficial and shallow knowledge of the products and industries we represent, and maintaining distant and removed relations with those we wish to cover our stories.

In 2007, I shared a heartfelt conversation with my good friend Tom Foremski, where we outlined the state of PR and also what was required in order to lead and also survive the transition to the new era of marketing communications. His observation was best distilled with a blunt and poignant statement, “PR won’t change, until it has to.”

As long as PR agencies and consultants are profitable as is, why would they reinvent themselves?

As some of us are learning, not challenging the status quo, especially in this economy, is the most direct path to oblivion…unfortunately, many are learning of the perils of “doing this wrong” through public exposure in a very global town square.

Contemporaneously, other communications professionals or organizations are rushing to capitalize on the new gold rush by adding everything “social” to their menu of services, mission, and experience, misrepresenting the very premise of their ebbing capabilities to masquerade inexperience in an exaggerated cloak of proficiency and expertise. Even in the face of intense competition to own the conversation, agencies are simply folding in new “social” services governed by the same top-down processes that govern day-to-day traditional PR. It’s a survival vs. adaption philosophy.

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To download this ebook, or any of our current ebooks, please visit the ebook page where you may choose the ebook(s) you wish to download. *Download an ebook by clicking on it’s title.*