Turning News Into Knowledge

No matter how many times my dad tried to explain the concept of twice-removed cousins, I never quite got it (sorry dad). However, when I think about the relationship between PR, Marketing, and Advertising, it just seems to fit. PR seems to be the cousin that’s twice removed from Advertising in most organizations. But it still doesn’t seem to make much business sense.

Wouldn’t it be more strategic if PR, Marketing and Advertising acted as one cohesive unit? Right now it seems one rarely talks to the other, unless they happen to bump into each other in the hallway.

For example, if CompanyX has identified it really needs to be in the National Post to reach its demographic, the more cost-effective route of PR could lead the charge for coverage, and if that fails, Advertising could then kick-in for guaranteed coverage.

On a larger scale this can be done by combining real-time PR data and Advertising data, mapped out by date and publication. Advertising is already responsible for providing this type of information, so what we really need is to have PR step up to the plate with readily available statistics on its successes and failures.

I realize that there is a place for both Advertising and PR at the same time, but I really believe organizations would be much better off if each department knew what the other was up to. We’re already seeing more and more organizations create marcomms groups…hopefully we’re not too far off from admarcomms (perhaps we need a better name than that!).

Last summer I came across a blog that suggested there is a bias against the Public Relations industry and PR professionals, because of the perception of PR as a ‘pink profession.’ There is solid evidence that the PR industry is female dominated.

Now, I’m not naive enough to suggest that biases do not exist in the corporate world, but I think these types of excuses mask the bigger problem in PR, that is, that the industry does not do enough to stress its own importance within the organization. In short, PR and PR professionals must expand their role and become intelligence gathers by turning news into knowledge.

Yes, I realize you might think I’m shamelessly promoting MediaMiser here by referencing our company slogan ‘Turning news into Knowledge.‘However, I can’t think of a more appropriate phrase to sum up what the PR industry must do to bring credibility to its craft through meaningful analysis of what it does, and offer real insight to an organization’s senior management by showing what is happening in the eyes of the media in near real-time.

So, I decided to formalize my theory in the form of an article now in the MediaMiser Resource Center. If you’re interested, please read Influencing Change Through Media Analysis.

Can a device ever have too much functionality?  That is the question I’m asking after reading an article in the Toronto Star about the new Apple iPhone.

On January 9, 2007, Steve Jobs unveiled the much anticipated iPhone at the MacWorld conference in San Francisco.  On word of the unveiling, stocks of the maker of the Blackberry, RIM, lost 7.68 per cent.

The iPhone promises to be the all-in-one device that you’ll ever need to carry around — the Swiss Army knife of electronics and communications.

Well, I love Apple products and currently own an iPod video and I’m even considering buying a MacBook laptop.

However, unless Apple wants to change my mind by giving me an iPhone to try, I’ll stick with my Blackberry for my communications needs.

Here’s the issue that I have.  I currently own a Palm T3, RIM Blackberry, and an Apple iPod video.

Each product has its advantages, and I use each one for particular tasks.

My T3 can play music and ebooks, take pictures, play games, retrieve email wirelessly, browse the internet, etc…

However, my Blackberry is superior when it comes to retrieving email and making calls.  In fact, I occasionally use the web browser to get the latest hockey scores or use our software, MediaMiser Enterprise, to get the latest news.

The T3 does not have a phone, but the Palm Treo series does.  My feeling on this is the same as the iPhone – sometimes there is something to be said for simplicity and doing a couple things well instead of a lot of things OK.  That being said, Palm can also send me the latest Treo to try to change my mind.

The advantage I have when I use my T3, is that it keeps my life intact.  It’s great for organizing my life and making sure I’m getting things done and I’m where I’m supposed to be.  Anymore than that and I’m working for the device instead of the other way around, and I have a dead battery. That’s why I’m skeptical about the iPhone.

I love my iPod video.  I even have kata videos saved on it so I can use it to help me with practicing Karate.  In my opinion, it’s the best device for music, work related podcasts, e-books for on the go, and the odd video that I don’t have time to see.

However, from what I understand, if I invest in an iPhone, in some cases, I have to stick with one telecommunications carrier for the life of the product.

Also, if I want to use the device for everything, battery life will become a major problem.  I can go the entire weekend without charging my Blackberry, and with that I’m receiving e-mail in real-time, answering phone calls, and getting information off the web.  Plus, I’m not obsessing over what else the Blackberry can do for me.

The bottom line is, I have limited time to do what I need to do during the day and I also want quality of life.  These devices need to work for me and not the other way around.

But if Apple wants to try to change my mind, I’ll be happy to test it for them.

Welcome to Turning News Into Knowledge, the company blog of MediaMiser Ltd.