the displaced texan

One emerging topic of the new, social media wave I find interesting is the belief PR no longer controls the message. Words like “controlled messages” and “company speak” are being used in negative ways with an optimistic exuberance that maybe this is the end of an era for the “spinsters”.

What I find interesting is some of my PR colleagues have gone along with this point-of-view. We talk about community building, sharing of thoughts and connecting with consumers via social media tools like blogs, social networks, etc., It seems like either this is the most exciting time to be in the profession or the worst because the community rules.

All social movements seem to have one lever of momentum in common and that is volume. In this instance, it’s safe to use two definitions of volume: the quantity of and sound intensity. From the time newspapers began, the Letter to the Editor in the local paper was the way the public voiced concern or praise for their communities, politicians or businesses. But even a reader’s “Letter” was at the discretion of the editor to be published. Nothing you didn’t already know, I know.

With the advent of social media everyone now has an unedited voice and the volume of ideas, beliefs and opinions are building—and easily distributable.

PR practitioners should never have believed they controlled any message. And if you’re not in the profession, please understand PR doesn’t control the message. Rather a PR professional molds and shapes a message. There are many factors that go into crafting a message, a position or communication: marketing, legal, an executive’s perspective. It’s the PR person’s responsibility to develop sound strategy and take the message to  market. It’s then for the public to decide whether or not the message is believable or acceptable.

And it’s not just the PR profession that’s being told it doesn’t have control, but now the media. I’m sure you’ve read the stories about NBC losing the “scoop” of Tim Russert’s death.

From Gawker media:

“No one else thinks there’s a bigger story here? The big news media outlets are losing control of the scoop – even when it’s under there noses. Gorilla information sites are doing more than offering back up references: Wikipedia also broke news of the death of Canadian Chris Benoit, and when traditional on-line site collapsed under the interest in the unfolding death of Steve Irwin – Wikipedia was the last site standing – with helpful linked updates about the mating habits of the Bull Ray…

Suck it up NBC. The future is here – and it’s not in your control.”

In the digital world, nothing is controlled. If someone has access to, or information is on a website, it can and will be copied, distributed, commented on and manipulated.

PR professionals need to stop worrying about control and instead focus on becoming strategic, sound counselors and help guide their clients through the noise.