Calling the market
Been wondering lately if I am not being a little over exuberant about the impact of the internet of PR. Yes, it has changed the way PR people work – but not more or less so than any other sector – its still just people trying to communicate with each other to get what they want.
I suppose the question that needs to be asked is whether the nature of the conversation has changed. The statements of international PR professionals seems to suggest that it has happened. The advent of consumer generated media (CGM to three letter acronym lovers) is forcing companies to listen rather than just speak. Which is, in the end, a very good thing because it forces accountability. BUT – does that mean its going to happen in South Africa?
Will Pep Stores ever need to address a tide of bloggers complaining about prices and quality? Will Rainbow Chickens ever need ‘blogger relations’ to address animal activists complaints ? Will there be enough critical mass to make Internet voices a real threat or opportunity for our corporates? Will South African PR companies really need to know how to managed bloggers and influence (with a small i) what and how they feel about client companies.
I am not sure. Is CGM a fad – having its time in the sun in the broadband heaven that is the US? Or is it a big giant movement that in a few years time is going to make me embaressed to have written this?
