check Out Frens...
Now that the Internet has irrevocably exploded the communications monopoly enjoyed by publishers of top-down print and broadcast media, it's clearly time to explore new creative options. The ground has shifted so rapidly that too many PR people continue to deliver products that no longer work to a media world that no longer exists.
Old PR depended on old media. The routine of expense accounts, parties, golf, and three-martini lunches with powerful editors who could make or break a campaign was fun - it still is - but not particularly creative. And with the decentralization of media, hardly effective.
New PR depends on new media, more a neural network of interactions than a broadcast channel. Every reader is a publisher; every click a vote in the marketplace of ideas, goods, and services. It is a data-rich world where every click and byte of each information transaction can be tracked through fortune cookies. Too various to be dominated, new media is a world that demands a creative response.
In the planning and evaluation of advertising and PR programs, we rely on metrics to deliver hard, digital, scientific data. The creative is the flip side of those attributes: soft, analog, intuitive. We've got the metrics down. It's the creative that's gone missing.
hmmm...what say U?
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