If big, establishment PR firms can't spell blog, what does that imply about their broader social media awareness and effectiveness? What does it say about their future?

Here's a very recent example offered by Todd Zeigler, courtesy of theBivingsreport blog, which is a production of the Bivings Group. [From their website: The Bivings Group’s sole focus is on helping our clients use technology to converse and communicate with the audiences that matter to them… In everything it does, The Bivings Group believes the power of the Internet lies not in the technology, but in it its strategic use. I couldn't agree more with their mission or their beliefs about the power of the Internet.]

In this example, Mr. Zeigler got an email pitch from a firm he describes as one of the five biggest PR firms in the world. In the first five lines there were three typographical errors or mistakes of ignorance– you be the judge: intrested, infomation, and blogg! A press release followed. Writes Mr. Zeigler, in part:

By the time some of these mammoth firms figure things out we’ll have all already moved on to the next thing.

I'm a bit more cynical than that. The mammoth firms won't figure it out. Many can't and the rest don't want to. Establishment entities threatened by a new and better way protect themselves by doing what they've always done only harder to protect their vested interest in what is versus what can be and will be.

New Bedford whalers never made a dime in the crude oil business; train moguls never adapted to airlines; minicomputer companies ignored the PC or failed at it; and most big establishment PR firms will never get the social media world. The economies and speed of the new media destroy the establishment's financial models. They won't go here, in other words, because they can't go here.

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