The New Digital Divide

I’m grateful to PR Week for carrying this article on digital complacency within the PR industry. I see it at a lot on non-technology agencies who may to ‘traditional PR’ very well but haven’t really kept up with the digital scene. Being such a fast-moving environment the longer these PR firms leave it, the harder it will be to catch up. Yesterday, we received confirmation that the Internet had overtaken TV for ad spend – it’s only a matter of time before online PR income trumps that from offline activity.

I count myself lucky to have worked in the tech sector as we’re the first to see these changes happening. Alas, many PR firms and practitioners aren’t even on Twitter, for example, or go on – because they feel they should – and become part of the 40 per cent drop-out stat. Replicate this for their knowledge and use of social networking, SEO, blogging and podcasting.

These little things will start to make a real difference in the PR agency selection process of organisations going forward. If you work for a PR firm and attend a new business pitch without an integrated digital campaign element or just a half-hearted jab at digital (“er, go on Twitter, form a Facebook fan page, er, er”) then you’re sunk, because your rivals will.

This is the digital divide within our own PR industry. Great news for some, not so good for others.

Posted by Chris Lee

1 comment:

  1. Indeed. It is crucial for traditional PRs to upgrade their skills in Web 2.0 communication and the social web.