Friday, April 05, 2013

The Public Relations Future (tomorrow) is Very Very Different

In an average month,  BAE Systems will be included in 600 web pages, it is the subject of many references. In Linkedin there are more than ten new references every day. In addition, it will be the subject of comment described in any number of other ways or in its significant share of organisations like Airbus and Armor Holdings.

In any day 20 Tweets is a very quiet Friday in April.. But these numbers can quadruple (Twitter much more) over the mention of a board director and when contracts or financial results are made the volumes are huge.

For a producer of consumer products or services whose customer leave a trail of digital crumbs even as they find or pass a third party retailer the reality is even more daunting.

Far too much to be read by human eyes in real time.
 
In managing the present many organisations need to work hard. Managing the present in an historical context which is accumulating online content at an accelerating pace is significantly harder.

The reality is that most people do not know there is so much data around but the PR practitioner does need to know. All this stuff provides a digital feast for computers all round the world. More and more it is these computers that are setting the reputational and relationship agendas.

As I mentioned yesterday it is now possible to use Google analytics for analysis of offline stuff as well. The information environment is setting the agenda for so much that affects people and the institutions that affect them.

This is about the teen swooning on line but also the influences affecting the North Korean leadership as it turns the US military and economy to a new relationship with the world. It is also big stuff.

This then is the reality of the Public Relations environment emerging today.

Over the next few days I aim to work on some answers .and any contribution will be very welcome.


Are we aware?
Are we ready?