CHICAGO - Strumpette announced today a month-long research project, "The PR Hope Survey." The publication is conducting an industry-wide assessment of the level of optimism that exists today among PR practitioners regarding the profession's future. The object is not to answer whether the industry is healthy or broken beyond repair; it is to see if the profession has the political will to make the necessary changes to move forward.
Amanda Chapel, managing editor of Strumpette said, "It's not about the money. Sure revenues are up and blogging seems like the 'next big thing;' but something's not right. We think there's an undercurrent, a silent majority if you will, that believes strongly that PR has lost its way. Perhaps if we determine exactly how the majority feel, we can cut through the hype and address the problems realistically."
Wow, I didn't realize how pessimistic I was until my results were staring right back at me. The survey got me thinking less about the state we're in than who's to blame.
Do we blame society? They're the ones with the ever-more-crowded schedules and shortening attention spans that have left message-minded PR professionals with the unfortunate task of trimming not only the fat from their campaigns, but now lean and bone, too.
Do we blame our bosses, who think communications is too touchy-feely to be bothered with?
Or do we blame ourselves? In an age where electronic diaries are heralded as the pinnacle of human achievement and any blog jockey with half a wit can negate months of research and careful planning, the best we seem to be able to muster is...another blog.
Was surprised at how OPTIMISTIC my responses were.
Look beyond the dusty behemoths of the industry and you'll see the nimble mid-size agencies who: A) master and leverage new communication technologies while, B) managing to adapt to traditional media's evolution.
Media consumers are always going to have what Schwartz called "the responsive chord" and -- as an added bonus -- they'll never disappear