(written for the upcoming IPRS Newsletter)

We need no more evidence that the world of Public Relations has irrevocably changed with the emergence of the Social Web phenomenon and the increasing penetration of Web 2.0 technologies.

Unfortunately, in Singapore, there is still a chasm between what we believe in and what we actually do about it. In an informal poll I conducted early this year amongst more than 50 PR agency folks (from junior staff to MDs), this belief-action gap was most startling. All but one agreed that blogs will have a profound impact on the future of business communications, yet only 34% of them blog and less than 5% are even aware of their company and clients’ corporate blogging policies. And we haven’t even begun to scratch the surface of Social Media.

Today, we are ceding control to the advertising and online marketing folks who are first to jump in with very tactical communications strategies that ignore the importance of sustained trust and relationship-building. In doing so, they jeopardise the reputation of the companies that they represent, leaving PR to deal with a clutter of distrust and cynicism online.

There are two reasons why PR is still behind the curve (as compared to advertising and online marketing) in the social media landscape:

1. ‘Digital Divide 2.0′ – even within PR agencies, a huge gap exists between those with a sound understanding of PR 2.0, and those who don’t.
2. There is an even larger gap between knowledge and action, stemming from two main factors – fear of venturing into the unknown; and the lack precedence to prove and promise substantial return on investment. PR measurement is important, but relationship is not a numbers game.

How do we bridge these gaps?
What can you do, as an agency head or account team leader, to develop PR 2.0-savvy agency teams? I recommend five ways:

1. Dedicate resources
Just last month, I met with John Bell, the MD and Executive Creative Director of 360° Digital Influence at Ogilvy PR Worldwide. He was in Asia for a meeting with the company’s regional Digital Influence teams. He also spent some time connecting with influential bloggers in the region. This speaks volumes of the emphasis that Ogilvy PR is placing on developing digital expertise all over the world. According to him, Ogilvy PR has “a global team who is expert in digital influence or digital PR, and they make training and evangelism via client engagements part of their jobs.”

2. Encourage everyone to be digital
John adds that while Ogilvy has a dedicated digital team, “the end game [must] be that everyone in the agency becomes digital.”

He has this piece of practical advice for every PR practitioner – “PR pros have to take this seriously. The business will forever be changed; maybe not tomorrow but soon. Every PR pro should have a RSS feed reader set up, a del.icio.us account and either a blog or at least a profile in a social network like LinkedIn or MySpace. Reading blogs and watching video blogs are a great start. Once the aggregator or feed reader is set up, this becomes a lot easier.”

3. Constantly clarify understanding
We must constantly clarify our understanding of PR 2.0. Many have rushed through their learning on the subject without true comprehension. They consider it an additional set of skills or tools to be acquired, without understanding that PR 2.0 is a complete paradigm shift. They fail to realise that it’s not just all about the technology; and it’s not just the Media that has changed. We have changed.

As a result of poor understanding, many remain focused on mere tactics. Their entire worldview of Social Media strategy comprises almost completely of reaching out to bloggers, and uploading award-winning TVCs on YouTube!

4. Create safe places to experiment
The Social Web can be a brutal place. Make a mistake like Edelman’s Walmart fiasco and everyone jumps on you. Say something wrong on your blog and you may be ripped to shreds. No wonder fear is the main hindrance to implementing PR 2.0 strategies.

To overcome this fear, you should create safe places where members of your team (or your clients) can experiment. An internal company blog hosted on an intranet is an excellent way to do it. Instead of having meetings in the next couple of months, use the blog (where appropriate) to make company announcements and discuss internal issues. Have members of the team respond and establish dialogue over pertinent topics.

Better yet, if you can afford the time and resources, create scenarios and have members of your team role-play online “PR situations”. Coach your team members by providing advice on the effectiveness of their actions online; and clarify their understanding of how Netizens really respond in differing situations.

Set targets, appoint “Social Media” coaches, and create an intensive training ground for the 360-degree complexities of online conversations.

Fear is a primary obstacle to innovation of “Social Media” PR strategies, and the understanding of how things work in the Social Web will dramatically reduce that fear.

5. Hire your audience
The younger tech-savvy crowd of today are possibly the only ones who truly wonder why we even use the term “new media”. They are born into Friendster, learned how to blog as a subject in school and probably never actually owned a physical photo album because Flickr manages all their photos.

So instead of looking only for “traditional” PR experience in your next hire, consider hiring those who already live and breathe Social Media. They may not know how to write a press release, but they write in “conversations”, and you never know when their blog entry may just change the world!

Conclusion
The Social Web is possibly the best thing that has ever happened to PR, and while opportunities abound, there is also much uncertainty. It is absolutely vital then, that we see the path ahead as a journey to lead, and not a walk in the dark.

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