From PRSA's Strategist Online:

The Zen of Neo-PR: New media and sharp writing

By David Henderson

A seismic change is under way in the news media, online and other forms of communications. Media environments are shifting at light speed, and they are mandating that the methods of public relations evolve, as well, or be left behind.

For public relations, the trend is toward an embracing of new and old disciplines. The tools of emerging online technology and new media together with the old-fashioned skills of solid writing are changing the way PR professionals deliver value to clients and define their own competitive niche. At this point, the early adopters appear to have the advantage.

It's hard to find anyone in the PR profession who doesn't have a Web site. Yet, Web sites -- as indispensable and common as business cards -- are neither new nor new media ... The opportunity for leadership in the PR profession today lies in how well we mix new and old to showcase who we are and what's special about what we have to offer...

Even though Scott Baradell's firm, Idea Grove, is not the largest strategic communications agency in Dallas, you wouldn't know it by his blog, Media Orchard (http://www.ideagrove.com/blog). Media Orchard has gained status as a news source in the world of public relations, regularly quoted by industry observers, the media and PR bloggers, alike. Baradell, APR, has become well-known by expressing his own viewpoints and opinions, which are not always popular.

"PR people have been taught to be nice to everyone, agree with everyone and not make waves, but that's dishonest," says Baradell. "I try to be charitable in my criticisms but I also have strong opinions, and I'm not afraid to share them, even if that means criticizing journalists that I may one day call to pitch a story. I think most journalists respect honesty," he says.

In the process of writing a daily opinion-oriented blog, Baradell's reputation has grown as a forward-thinking communications professional. He has confirmed that old saying in marketing that you don't need to be the largest or No. 1 -- if you're perceived as a leader, you've won.

So true. Of course, for years we perceived ourselves as emperor of France, and that never worked out.

Thanks, David.

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