In November 2004 I wrote an article for the FT about the trends occurring in networked media which I
described as the 5th Estate - a kind of new domain of influential opinion leading on from the Fourth Estate. I ended with the question: "The PR industry would seem to be the natural partner as it is very
familiar in dealing with stakeholders and lobbying groups on behalf of
its clients. But is it ready to deal with Citizen’s Media and the 5th
Estate?" I think the answer to that question has to be no - it wasn't ready. Which isn't to say it never will be. However, PR's slow start has created a gap for a new cottage industry to appear - namely word-of-mouth marketing. I've never really been a fan of the term because to my mind, WOM is a consequence of all good marketing rather than an approach. And it's an ugly word. But so is 'blog' and everyone's got used to that.
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January 14, 2008
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Listed below are links to weblogs that reference Is Word-of-Mouth Eating PR's Breakfast?:
» Has PR heard the one about word-of-mouth? from Simonsays
Any PR strategist will tell you 'horizon scanning' and SWOT/PEST(E) analyses are vital for the creation for new PR programmes and should be repeated and reviewed at regular intervals. But it looks like a lot of the industry didn't see [Read More]
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Look forward to discussing this in person...
Posted by: Rich Benson | January 14, 2008 at 03:58 PM