Comments on: Pragmatic Public Relations http://www.globalprblogweek.com/2005/09/21/murphy-pragmatic-public-relations/ September 19-23, 2005 :: Public Relations and Business Communications in the Age of Blogs Wed, 20 Aug 2008 00:55:59 +0000 http://wordpress.org/?v=2.3.2 By: David Phillips http://www.globalprblogweek.com/2005/09/21/murphy-pragmatic-public-relations/#comment-178 David Phillips Fri, 23 Sep 2005 16:20:30 +0000 http://www.globalprblogweek.com/2005/09/21/murphy-pragmatic-public-relations/#comment-178 After listening to Mike Ward, Head of Journalism Department, University of Central Lancashire and Tim Rich Northern football correspondent Daily Telegraph today. I think citizen journalism moves further up the visibility scale. They discussed how significant web logs are to the multi million £ football industry in the BBC Radio 4 programme <a href="http://www.bbc.co.uk/radio4/factual/themessage.shtml" rel="nofollow">The Message </a> . There is an argument that bloggers often getting to the grist where journalists fear to go; where journalists fail to connect to the dominant coaltition and offer 'better' information. The 'self regulating' nature of the blogsphere is covered and the arguments makes a strong case for citizen journalism. The programme is available on-line <a href="http://www.bbc.co.uk/radio/aod/mainframe.shtml?http://www.bbc.co.uk/radio/aod/radio4_aod.shtml?radio4/message" rel="nofollow">here</a>. This is astonishing stuff. After listening to Mike Ward, Head of Journalism Department, University of Central Lancashire and Tim Rich Northern football correspondent Daily Telegraph today. I think citizen journalism moves further up the visibility scale. They discussed how significant web logs are to the multi million £ football industry in the BBC Radio 4 programme The Message . There is an argument that bloggers often getting to the grist where journalists fear to go; where journalists fail to connect to the dominant coaltition and offer ‘better’ information. The ’self regulating’ nature of the blogsphere is covered and the arguments makes a strong case for citizen journalism. The programme is available on-line here. This is astonishing stuff.

]]> By: Tom Murphy http://www.globalprblogweek.com/2005/09/21/murphy-pragmatic-public-relations/#comment-151 Tom Murphy Thu, 22 Sep 2005 17:24:31 +0000 http://www.globalprblogweek.com/2005/09/21/murphy-pragmatic-public-relations/#comment-151 David: Of course you can use the graphic - though I'd give Gartner some fair reference as it's their concept! Mason: Thanks, I'm glad people are finding it useful! Keith: Thanks for the comment spam David: Of course you can use the graphic - though I’d give Gartner some fair reference as it’s their concept!

Mason: Thanks, I’m glad people are finding it useful!

Keith: Thanks for the comment spam

]]> By: Vy Blog http://www.globalprblogweek.com/2005/09/21/murphy-pragmatic-public-relations/#comment-147 Vy Blog Thu, 22 Sep 2005 16:17:13 +0000 http://www.globalprblogweek.com/2005/09/21/murphy-pragmatic-public-relations/#comment-147 <strong>Tom Murphy on Pragmatic PR</strong> Tom Murphy has a pretty strong article as part of Global PR Blog Week, which is very much worth reading. Tom cleverly adapted the Gartner Hype Cycle graphic and applied it to PR tactics and communications channels. It looks like Tom Murphy on Pragmatic PR

Tom Murphy has a pretty strong article as part of Global PR Blog Week, which is very much worth reading. Tom cleverly adapted the Gartner Hype Cycle graphic and applied it to PR tactics and communications channels. It looks like

]]> By: Mason Cole http://www.globalprblogweek.com/2005/09/21/murphy-pragmatic-public-relations/#comment-146 Mason Cole Thu, 22 Sep 2005 16:08:11 +0000 http://www.globalprblogweek.com/2005/09/21/murphy-pragmatic-public-relations/#comment-146 Well done, Tom. I appreciate the visual -- it's a good way to show in one place all the tactical ways to relate to an organization's publics. Way too often practitioners concentrate on the tactic or tool rather than what the public wants to hear and how. I hope the graphic will remind all of us to look right through all those channels and figure out which ones are most applicable to our clients or companies to deliver good messages. Well done, Tom. I appreciate the visual — it’s a good way to show in one place all the tactical ways to relate to an organization’s publics. Way too often practitioners concentrate on the tactic or tool rather than what the public wants to hear and how. I hope the graphic will remind all of us to look right through all those channels and figure out which ones are most applicable to our clients or companies to deliver good messages.

]]> By: David Phillips http://www.globalprblogweek.com/2005/09/21/murphy-pragmatic-public-relations/#comment-138 David Phillips Thu, 22 Sep 2005 12:24:09 +0000 http://www.globalprblogweek.com/2005/09/21/murphy-pragmatic-public-relations/#comment-138 Oh yes... and... Tom, can I use you graphic... its really cool Oh yes… and… Tom, can I use you graphic… its really cool

]]> By: David Phillips http://www.globalprblogweek.com/2005/09/21/murphy-pragmatic-public-relations/#comment-137 David Phillips Thu, 22 Sep 2005 12:23:06 +0000 http://www.globalprblogweek.com/2005/09/21/murphy-pragmatic-public-relations/#comment-137 One hesitates to comment is such thoughtful company. As always, I quite like to get granular. The scenario you outline has a resonance that is well understood in psychology and neuropsycholgy. It is why PR works. It is this multitouchpoint capability of PR to act using its many domains of practice through many networks and utilising many channels for communication where it is most effective. So, of course mobile phones, interactive TV and more. But what of smell, touch and the other senses. Knowing your audience is now a very different matter. The 'target public' secondary and tertiary publics are all part of the WOM/media mix. Then enter empathy. Having explicit 'messages' and implicit values that resonate with these diverse groups and through the touchpoints offer an exchange in values that benefit 'both sides' (but really the networks) is both science and art but strangely follows a well trod process. Press led PR is good. So is SMS and interactive TV (if you really want to promote Big Brother). One hesitates to comment is such thoughtful company.

As always, I quite like to get granular. The scenario you outline has a resonance that is well understood in psychology and neuropsycholgy. It is why PR works. It is this multitouchpoint capability of PR to act using its many domains of practice through many networks and utilising many channels for communication where it is most effective. So, of course mobile phones, interactive TV and more. But what of smell, touch and the other senses.

Knowing your audience is now a very different matter. The ‘target public’ secondary and tertiary publics are all part of the WOM/media mix.

Then enter empathy. Having explicit ‘messages’ and implicit values that resonate with these diverse groups and through the touchpoints offer an exchange in values that benefit ‘both sides’ (but really the networks) is both science and art but strangely follows a well trod process.

Press led PR is good. So is SMS and interactive TV (if you really want to promote Big Brother).

]]> By: Tom Murphy http://www.globalprblogweek.com/2005/09/21/murphy-pragmatic-public-relations/#comment-131 Tom Murphy Thu, 22 Sep 2005 07:18:36 +0000 http://www.globalprblogweek.com/2005/09/21/murphy-pragmatic-public-relations/#comment-131 Thanks for the comments! I think it's difficult to map what is a very 3-D environment in 2-D, but I think the media environment is relatively mature - that's not to say PR people have mastered it as a group because we haven't - across most markets! However, I do think that if you sat down and made it specific to a given geographic market or practice it would look significantly different. Thanks again! Thanks for the comments!

I think it’s difficult to map what is a very 3-D environment in 2-D, but I think the media environment is relatively mature - that’s not to say PR people have mastered it as a group because we haven’t - across most markets! However, I do think that if you sat down and made it specific to a given geographic market or practice it would look significantly different.

Thanks again!

]]> By: Richard Bailey http://www.globalprblogweek.com/2005/09/21/murphy-pragmatic-public-relations/#comment-99 Richard Bailey Wed, 21 Sep 2005 20:05:36 +0000 http://www.globalprblogweek.com/2005/09/21/murphy-pragmatic-public-relations/#comment-99 I (always) agree with your pragmatism, but I'm not convinced by the sequence of influences on the PR hype cycle. Surely Microsoft is the very best exemplar of the 'media first and foremost' school of marketing/PR hype. What triggers the initial conversations and 'word of mouth' other than a concerted media campaign? Or perhaps there's an argument that Windows 95 represented the high water mark of media hype, and than channels have become more diffuse messages softer in the decade since then. Perhaps. I (always) agree with your pragmatism, but I’m not convinced by the sequence of influences on the PR hype cycle. Surely Microsoft is the very best exemplar of the ‘media first and foremost’ school of marketing/PR hype. What triggers the initial conversations and ‘word of mouth’ other than a concerted media campaign? Or perhaps there’s an argument that Windows 95 represented the high water mark of media hype, and than channels have become more diffuse messages softer in the decade since then. Perhaps.

]]> By: Dee Rambeau http://www.globalprblogweek.com/2005/09/21/murphy-pragmatic-public-relations/#comment-96 Dee Rambeau Wed, 21 Sep 2005 19:52:57 +0000 http://www.globalprblogweek.com/2005/09/21/murphy-pragmatic-public-relations/#comment-96 Tom, I really like the Hype chart and think it's largely accurate. We went through that exact cycle with online mediarooms. We started talking about it and pitching it to key agencies back in '99/2000. There was great buzz but little adoption in actual practice. We were sorely dissapointed in the "trough of disillusionment" phase and thought we'd never make it as a company...we thought we were talking only to ourselves. Last year we began climbing onto the plateau of productivity with PR Newswire and their clients. Now...5 years later, online mediarooms are a viable part of the PR strategy and toolset. I think blogs and wikis will go through a similar phase. I've already seen some burnout in some of my favorite bloggers who have simply stopped. The hype will die...the burnout will come...and slowly so will the adoption. Tom,
I really like the Hype chart and think it’s largely accurate. We went through that exact cycle with online mediarooms. We started talking about it and pitching it to key agencies back in ‘99/2000. There was great buzz but little adoption in actual practice. We were sorely dissapointed in the “trough of disillusionment” phase and thought we’d never make it as a company…we thought we were talking only to ourselves.
Last year we began climbing onto the plateau of productivity with PR Newswire and their clients. Now…5 years later, online mediarooms are a viable part of the PR strategy and toolset.

I think blogs and wikis will go through a similar phase. I’ve already seen some burnout in some of my favorite bloggers who have simply stopped. The hype will die…the burnout will come…and slowly so will the adoption.

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