Back to PR basics
To comprehend the future, we must understand the past. In this article Mark Borkowski uses the lessons of the PR founding fathers to think about arts PR in the 21st century. This article was first published in JAM (issue 25 / April 2007).
Earlier generations of publicists did not have the internet but they still understood the importance of connectivity: the value of the audience and the danger of making them turn against you by conning them. It’s not just about getting your message out there — it’s about getting it believed and trusted.
The internet has put a completely new spin on word of mouth, allowing the public unprecedented access to information about the behaviour of the companies behind the brands and providing them with a communications platform for expressing and sharing their thoughts and opinions — it’s a two-way street. And that feedback should never be viewed as negative: it’s a vitally valuable asset. Genuine feedback — real responses unbiased by ‘weighted’ questions in sponsored surveys — is what every business needs. And it’s free.
To read the full article download Back to PR basics.