Interesting post on the changing role of the publicist by Ben Ayers at ITV. As celebrities and public figures continue to embrace new apps such as Twitter to engage directly with their fanbase, what does the future hold for publicists?
Publicists still need to have one toe in the old media pond, providing stories and stoking up excitement around a show for the traditional media outlets but to stay on top of their game the other must be fully submerged in the swirling new media waters.
On the downside, I think the future will bring a whole new level of public slip-ups too which given the highly visible nature of tools such as Twitter will require a large amount of firefighting. Let’s hope that this era of open communication that is a fan’s dream doesn’t become a publicist’s nightmare.
Ged tagged a few of us in a meme about the future of PR a little while back. As ever, my response is a bit later than planned 🙂
The tools, the rules, the results and the mistakes we make will continue to change but one trend I think we’ll see more of is a move towards humility.
The quickest way to spot someone who is just trotting out the same old ideas and the same old tried and trusted campaigns (despite their current relevance) is by their arrogance and cockiness.
Holding onto clients in a recession whilst continuing to be creative and do new things is scary so in my opinion, the future of PR is a humble one. People truly pushing things in new directions are the ones with their heads down sharing, measuring and continually improving what they do, not the ones with their well-beaten chests out.