Saturday, March 18, 2006

Five New Roles for PR People

from eastwikkers:

Yes, we've been thinking a lot about the ways our profession is changing, and about the need to reimagine the role of the PR professional. Seems to us that there's more than just one role. No matter where you find yourself on the personality grid (think Myers-Briggs, or StrengthsFinder, or The Ten Faces of Innovation, the inspiration for this post), there's probably a good role for you in your organization.

To make things simple, here are five new roles for PR people that have already emerged in our profession. For each role, we name an historical role model (or "archetype," for the Jungians out there), and contemporary role models (PR people who are already doing great stuff in the industry today).

Note to the contemporary role models: no pressure. And you won't have to stand before classrooms urging kids to behave well (yet).

The Researcher -- This one is way obvious. In this age of conversational PR, which is largely happening in the digital world, research and measurement people have a privileged place. They've always understood the value of listening, as well as the value of numbers. But unlike the pollsters and researchers of old, the new leaders will not use what they find to respin the message, but rather to enable the teams they support to enter the conversation truthfully. Historical role model: George Gallup. New-media role models: Katie Paine and Tony Obregon.

The Anthropologist -- corporate communications will learn a lot from the world of design that companies like IDEO has helped to evolve. Like the product and experience designers, communications people will go into the field and observe how people are actually using the tools (and we thank IDEO's Tom Kelley for the anthropologist metaphor). We'll see a lot more of this as companies accelerate the adoption of DIY community tools such as wikis. It's the social rule, not the tool, that many new communications professionals bring to the table. Historical role models: Margaret Mead. New media: Elizabeth Albrycht and Dianna Miller, who are studying wikis for SNCR.

The Gardener -- to build and maintain communities, you need more than just anthropologists. You also need people who are talented in "caring and feeding" the community, and sustaining online environments that sometimes get fractious, unstructured, unproductive. This is a special talent, in rare supply, and the most enlightened members of this lot will always have work. Historical role model: Voltaire ("we must cultivate our garden"). New media: Constantin Basturea, Dan Forbush.

The Communications Architect -- Sometime the tools are just as important as the rules ... if you are smart enough to really know how to use them. A few folks in the PR world are way ahead of others on the technical side and are helping their clients to make sense of the technology tool kit so that they can actually do stuff, and build things (what a concept). Note: building is as much of an art as it is a science. The best folks in this group are creatives. Historical role model: Frank Lloyd Wright. New media: Phil Gomes, Mike Manuel, Jeremy Pepper.

The Impresario -- some PR people will lead by the sheer force of their personality, their work output, or the artistry/fun of their writing (after all, blogging is a writer's medium). For these folks, it's an opportunity to define and shape a new industry. We expect a number of people to emerge here, each with a different strength or style. Historical role models: Ivy Ledbetter Lee and Edward Bernays. New media: Richard Edelman, Steve Rubel, Scott Baradell, Neville Hobson.

6 Comments:

Anonymous Anonymous said...

how can i start a blog?

4:30 AM  
Anonymous Anonymous said...

Great blog, check out my criminal site here http://1clicksearch.com/ just click here- criminal

11:23 PM  
Blogger ninest123 Ninest said...

ninest123 09.25
ralph lauren polo, christian louboutin, replica watches, uggs on sale, nike outlet, louis vuitton handbags, michael kors outlet store, ray ban sunglasses, michael kors, michael kors outlet online, longchamp outlet, ralph lauren outlet, uggs outlet, tiffany jewelry, ray ban sunglasses, michael kors outlet, burberry factory outlet, cheap jordans, burberry outlet, oakley sunglasses, christian louboutin, louis vuitton, louis vuitton outlet, gucci handbags, louboutin shoes, replica watches, tiffany jewelry, cheap oakley sunglasses, uggs on sale, nike air max, louboutin uk, tory burch outlet, louis vuitton outlet online, oakley sunglasses, michael kors handbags, oakley sunglasses, longchamp bags, prada handbags, oakley sunglasses, uggs outlet, louis vuitton outlet, michael kors outlet online, nike air max, uggs on sale, ray ban sunglasses, prada outlet, longchamp outlet, longchamp soldes

11:55 PM  
Blogger ninest123 Ninest said...

nike air max uk, coach outlet store online, converse, true religion outlet, sac guess pas cher, nike air max uk, lululemon outlet, nike air max pas cher, louboutin pas cher, michael kors outlet online, nike free, north face uk, nike blazer pas cher, nike air max, lunette oakley pas cher, hogan sito ufficiale, nike free, true religion jeans, vanessa bruno pas cher, nike roshe run pas cher, chanel handbags, north face pas cher, jordan pas cher, true religion outlet, coach outlet, vans pas cher, nike free pas cher, kate spade, abercrombie and fitch, timberland pas cher, nike air force, michael kors, coach outlet, ray ban uk, kate spade outlet, hollister uk, new balance, polo ralph lauren uk, ralph lauren pas cher, lunette ray ban pas cher, hermes pas cher, mulberry uk, polo lacoste pas cher, michael kors, michael kors uk, longchamp pas cher, nike tn pas cher, true religion outlet, coach purses

11:58 PM  
Blogger ninest123 Ninest said...

nike roshe uk, salvatore ferragamo, new balance shoes, nike trainers uk, herve leger, mac cosmetics, instyler ionic styler, lululemon outlet, chi flat iron, abercrombie and fitch, north face outlet, soccer jerseys, hollister, asics running shoes, nike air max, valentino shoes, hermes handbags, hollister clothing, insanity workout, vans scarpe, jimmy choo outlet, beats by dre, nfl jerseys, timberland boots, bottega veneta, iphone cases, converse, oakley, lancel, polo ralph lauren, reebok outlet, giuseppe zanotti, north face outlet, p90x workout, mont blanc, wedding dresses, abercrombie, abercrombie and fitch UK, ghd hair, softball bats, ray ban, nike air max, mcm handbags, soccer shoes, gucci, longchamp uk, nike air huarache, converse shoes outlet, celine handbags, babyliss pro, nike roshe run, louboutin

12:02 AM  
Blogger ninest123 Ninest said...

replica watches, barbour, coach outlet, karen millen uk, marc jacobs, louis vuitton uk, canada goose uk, thomas sabo uk, moncler pas cher, moncler, michael kors handbags, pandora jewelry, canada goose outlet, toms shoes, moncler, canada goose, wedding dresses uk, moncler, supra shoes, moncler, canada goose jackets, montre pas cher, ugg uk, michael kors outlet online, pandora jewelry, swarovski jewelry, pandora uk, ugg,uggs,uggs canada, sac louis vuitton, ugg,ugg australia,ugg italia, links of london uk, moncler uk, juicy couture outlet, michael kors outlet, juicy couture outlet, canada goose outlet, sac louis vuitton, moncler outlet, louis vuitton, canada goose, hollister, louis vuitton, barbour jackets uk, canada goose pas cher, bottes ugg pas cher, swarovski uk, moncler jackets, doke & gabbana, ugg pas cher, canada goose jackets, pandora charms
ninest123 09.25

12:03 AM  

Post a Comment

<< Home