PR is still alive, but the game has changed.

Rules are meant to be broken (this is not my original content).   But really worth sharing.  The message is:  openness wins, pay lots of attention and those old habits (ie press releases) die hard.

From a report from the SXSW 2009 (South by Southwest Interactive show, unfortunately I don’t have the author):

The South by Southwest Interactive Show for 2009 just ended and attendees are just now wrapping their heads around all that was shared at this game-changing event. Looking at the roster of hundreds of topics being covered at this year’s show - one quickly notices how many panels and discussions were based on the premise of “Is (insert traditional practice here) dead?
The topic concerning the death of Public Relations (as we know it today) seemed to spark more than just a passing interest with a majority of professionals at this year’s show. What did the expert panelists have to say about the world of PR and its head on collision with digital and social media? Below is just a sampling of a top 10 of sorts concerning thoughts on New PR being shared at SXSW by both panelists and the expert-heavy audience:
1.) Traditional PR is no longer able to be the absolute gatekeeper of corporate information anymore. Social Media has let users jump over the gate.

2.) It is impossible to do great public relations for yourself internally. Successful PR tactics must originate from a reputable 3rd party that has specific influence over specific audiences.
3.) Online users covet what they know and gravitate to online destinations/sources that cater to others just like them with similar interests, needs and aspirations.

4.) Treat social networks as the ultimate “free” focus groups.

5.) The best storyteller still wins.
6.) Make sure you own your personal/company/brand name on every social media outlet.
7.) Just because you have 500 Facebook friends - it does not make you a social media expert.
8.) The typical paper-based news release is dead and mass email campaigns are following in close step.
9.) Your users will passionately blog about a negative experience that you helped them turn positive.
10.) The current trend for successful PR firms is to employ dedicated associates assigned to constantly read blogs and social media posts on behalf of the firm’s clients. These “scanners” focus on listening. When there is something worth reacting to (positive or negative) these scanners then reach out to the related client with a request for the appropriate response. The client crafts a response and the scanner may help the client officially post the new response online. If these responses do not come directly from the client in some capacity - this act of dishonesty will come back to haunt you in a big way and it will hurt.