In every major survey of social marketers, “Social ROI” is still cited as a top challenge. Many public relations and... ...
Trevelino/Keller Point of View
If the future was so easy to predict, everyone would be in the same place. Or they may choose to leap from the future and opt for the future future in an attempt to be a first mover. We’ll admit we can’t predict the future. However, we know the present is already a thing of the past and public relations “on its own” is something we’ve been clinging to for far too long.
The expectations, the chatter, the noise, the reliance on technology, it's all too awesome for one discipline to handle alone. Internet wine sensation and author of the Thank You Economy Gary Vaynerchuk says, "For business our love affair with the Internet was a gift from the Gods." We would completely agree with Mr. Vaynerchuk. However, at the same time, we must realize, "the attention economy is not growing, which means we have to grab the attention that someone else has today." We believe we are best suited to do so with PR leading, but strategically and thoughtfully leveraging disciplines like SEO/PPC, secondary media buying, lead generation/crm tactics, social media mining, experiential marketing and more. As PR practitioners, we must leave our egos at the door and recognize that cross discipline thinking and collaboration is the future.