The title of this blog is a West African proverb which sums up the state of PR in the current economic climate.
PR people are now required to do more listening than ever before or suffer the market consequences.
The old PR "If it ain’t broken, don’t fix it mentality," is the surest path to professional obsolescence.
The PR universe is changing rapidly, and the traditionally adversarial strings of the marketing bow - advertising and PR have slowly begun to converge. PR professionals need to listen and learn from other marketing disciplines as we can't do our best and most innovative work in isolation.
The catalyst for this change has been the rise of Digital as a marketing and communications channel and it's ability to deliver quick, clear and quantifiable results at corporate friendly prices. Traditional advertising never really quite worked out how to do the client-friendly cost part and PR results could be quick, clear or quantifiable but very rarely all three.
In the new communications environment PR's need to be reciting the following mantra - Listen. Engage. Support. Learn. Adapt.
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