Yes, Mark, I agree. Certainly no one engages in marketing activities to lose market share. There’s got to be tangential value for the business, too. That’s the beauty of measurement techniques.

At the same time, it’s apparent that marketing designed to exploit target audiences works less and less frequently with each new year, but marketing that builds relationships through converation and value to the community is increasingly successful. Exit the webinar, enter the blog. There’s a sea-change that’s occuring, which is much bigger than new media.

Perhaps I am a heretic, but in my mind PR in the 20th century sense is dead. We need to become more conscious of the community’s needs and serve them.

I also found your thoughts about the role of PR in this “new environment” to be interesting. While I agree the role of the PR/communications professional is to create value for the community our clients participate in, it is also critical the content we develop supports our clients’ business goals as they relate to sales, profitability and valuation.

Marc Hausman
Strategic Communications Group, Inc.

“Strategic Guy” Blog: http://www.gotostrategic.com/blog/index.php

As soon as I saw the title, I knew the first requirement was that the person had to have knowledge about #3- social software and social media. Given that social media is still relatively new, say 2 years or so, I think that it would be tough to find someone who has lots of experience in this field.

Having said that, I would think that an eagerness to learn and keep up on the newest trends, (as there are many) would help such candidates as well.