There is an interesting trend coming out of Silicon Valley.
Startups realize the traditional PR model is broken and are creating technologically-savvy platforms to fix the problem.
Some have found a way to quickly disseminate news to journalists without relationships or conversations. A way to get their news out quickly without paying PR firm retainers.
But there is a larger problem at play. Yes, the traditional PR model is broken, but it can’t be saved by keyword-stuffed news releases blasted all over the web.
It also will not save all.
- “Yes men” PR firms are not adjusting to social media;
- News releases generally don’t drive conversions; and
- Organizations and their PR firms don’t (generally) value social media and content strategy.
“Yes Men” PR Firms
If you’re looking for some help with communications – either by hiring an expert to join your team or working with a PR firm – you are bringing them in because they offer a skill you do not have.
They are consultants, by nature, and therefore are not going to always agree with you. PR experts know how to craft a story, they know how to engage your customers, they know how to nurture your prospects through a decision-making process, and they know how to mitigate an issue before it becomes a crisis.
In many cases, you are going to think you have a story because you are passionate about it, but no one else will care. A good PR professional will know how to tell you it’s not a story, but also offer alternative ideas.