“PR in the Internet Age: Same As It Ever Was?” asks BusinessWeek’s Rob Hof while commenting on Robert Scoble’s complaint that Google passed up the blogosphere and briefed only a few, mostly print, news outlets on Google Apps for Your Domain.
Writes Hof: “It does seem ironic that the world’s most prominent Internet company – one that’s specifically trying to get us all to do our work online instead of on the desktop – chose to brief mostly print publications. Maybe I should be glad even Google thinks print matters. But for such an innovative company, the tactic sure looks like a throwback.”
Well, yes, PR is the same as ever. While we often focus on how new technologies are changing the way we communicate and do business, good PR pros will use any technology and any technique they think will be most effective. Doing what’s expected – even if it's usually effective or very cool – is not required or necessarily the best strategy, and employing a “throwback” can itself generate buzz – witness all the attention Google’s strategy is getting. In fact, by its willingness to comment on everything, the blogosphere continues to create more opportunities not just to innovate but also to experiment.
Take a look at “Street Stunts On The Digital Highway” and the power of blogs to turn a street corner billboard into a media event.