I’m writing my dissertation about doing PR using the tools of social media, and frequently come across the notion that the rules for PR have changed. Since I started my research in the autumn 2007, I read many impressive case studies about multi-million success campaigns, started by the word of mouth and, as David Meerman Scott puts it, word of mouse. Therefore I was quite puzzled, when at the Social Media conference in Brussels, speakers were referring to those as “usual suspects” and complaining at the lack of new cases. So I decided to re-read the books, which claim that “all the rules have changed” in the light of my experiences.

There is no question that we have entered what Alan Moore and Tomi Ahonen call “the connected age”, where the consumer is digitally empowered (by being a connected member of largest community in the world – the World Wide Web) and scrutinized about the media content (because of the immense availability of it). But I’m not sure that this has changed the rules of public relations so drastically, as some authors claim.

So following is happening. The Web has changed the landscape of traditional PR and marketing. It is now possible (and the only correct thing) to talk directly to customers (not via third parties) through Web. Following strategy is proposed. Create a funny YouTube video or a podcast and your company will top the Google search and customers will be standing in line, laughing at your jokes, to buy your products and services. Set up a good blog and you will get a bunch of brand ambassadors, virally marketing you wherever they go.

Most importantly, stop pushing annoying marketing content onto the daily lives of busy and intolerant consumers. Engage and involve is the slogan, and those businesses who don’t adjust to the change will soon be scratching their heads and bank accounts.

I have to say, it sounds very easy, like a fairy tale. Makes one ponder why don’t all companies do that? Why would anyone spend millions of budget money on old fashioned PR, when you can get your company up there “in the buzz” for free?

Well, my humble guess it’s because it’s not that easy. One in thousands of YouTube videos becomes noticed by the big audience; one in thousands of blogs becomes respectable and authentic source of information; and probably just one in thousands of online books becomes a bestseller.

I agree with David Scott and Robert Scoble and others, who claim that mass marketing isn’t working anymore. But I don’t agree that everything has changed. Focus group I held yesterday for my research revealed that companies who don’t use third party endorsement in form of journalists, opinion leaders and early adopters, rarely get their message across, as they are not perceived as credible speakers.

Switching media relations with blogger relations doesn’t change the third party endorsement rule: it just changes the third party. Businesses will always need people, whom Malcolm Gladwell calls the Connectors, Salesmen and Mavens. People, who can take an idea or a product and turn it into a meme. It’s not the technology; it’s the ideas, which sell.

But mostly I agree with David Wienberger who says that markets, first of all, are conversations. And whatever rules apply, companies will always need people, like us, who can make these conversations worth while.

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