It’s not new news that the role of public relations firms and advertising agencies is changing. The question is, into what?
The Web, in general, and social media, in particular, have organizations scratching their collective heads to try and figure out if the digital world is the responsibility of marketing or public relations or a hybrid of both. Same for branding.
I think the answer is simple: the one with the best way with words wins.
It starts with asking the carefully crafted questions to generate the information needed to create the message ingredients, be it a brand positioning, the elevator speech or Web copy. In addition to pushing the right buttons, the message must be original, tweetable (try it with your own positioning statement), and free of “Wallpaper Words” – those that become so overused that they simply blend into the background, never to register in the consumer’s mind.
In my next post, I’ll share some thoughts on some of my favorite (technically, my least favorite) Wallpaper Words. Why? Because it’s my passion. Seriously. Okay, not really, but now you get the idea.
