Recently, Guy Kawasaki published the top ten reasons why PR doesn't work over on his blog. Instead of reiterating his list or further explaining why some of the points he makes are actually true, I would rather talk about how to fix it.

When it comes to public relations in the traditional sense, the truth is that both PR and company executives are to blame when things don't work - it's a two-way street. The difference today is that smart PR companies are far more valuable than ever before…what people say to each other in a market context usually matters far more than any advertising message or branding/PR strategy. If the market conversation turns against you or dismisses you, all the brand awareness in the world won't save you. So I ask, why not participate in, and ultimately lead the market conversation?

In this new media world, organizations have the opportunity to communicate directly with their customers, partners and prospects like never before. Why spend thousands on a traditional PR retainer to get the attention of this audience via the mainstream media (who doesn't really care) when you can reach out to them directly? It is in these conversations where future survival lay for any business. The prominence of blogs, wikis, forums, podcasts and other conversational media are becoming too important to be ignored.  

Does this mean the old tactics are completely obsolete? Not quite. In fact, an integrated program combining the traditional with the new is still the most powerful communications option available today.

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If you still don't believe the world is being turned upside down and inside out by so-called fads like Web 2.0 and social media, here's an item from Guy Kawasaki's blog, How to Change the World. In his post, with the somewhat unwieldy title of By the Numbers: How I built a Web 2.0, User-Generated Content, Citizen Journalism, Long-Tail, Social Media Site for $12,107.09,  Mr. Kawasaki not only details his $12,107.09 grand total investment in the development of a new enterprise in a short period of time, but contrasts the new way and new tools of getting up and running against the old way. His bio would imply he knows a thing or two about venture capital and starting businesses.

Even more entertaining and informative perhaps are the comments people left on this post. I agree with all of those who note that $12,107.09 was way to much to spend. But if after reading the item, if you're still a non-believer and you're looking for friends, you'll find at least a few like-minded people in the comments section. Some of them are really not very nice, by the way. In spite of our differences, to coin a phrase, 'Can't we all just get along?' Geesh!

Meanwhile, as usual, I've buried my lede which is that these economics, timetables and tools should be a wake up call to corporations everywhere still living in the dark ages when it comes to building a better online presence. Change comes slowly, I realize. Old familiar habits, even costly ones, seem safe. But when anyone for short money and in no time at all can get to market this way, no old, expensive, establishment practice should get an automatic pass.

Lastly, as I'm writing this, Dave Cote who works about six feet away and around the corner leaned over and asked if I was writing a post referencing Guy Kawasaki because he'd just finished one. Sorry about that. It wasn't planned.

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