Hi Gerard, it clearly states in my article "I am completely aware that not all journalists are like this. This letter is addressed to those that are openly disrespectful towards PR people". One of the most recent articles I read was titled "to the Pr's I loathe" which was written by a South African editor. There are many more like this, and this article is clearly directed at them.
Thanks Peta. The issue wasn't that I personally wasn't on the list, but rather that not one PR person under 40 was listed. With regards to the contributions to The Media Online, there are approximately 10 thought leadership articles / opinion pieces from myself, I am not sure about the The Media print version. And I totally understand that simply contributing will not get you on the list, but rather my point was that if the thoughts of a PR person are contributing to this publication (whether the print or online version) then it means we have a place in this arena.
I really love this concept and think you are right on the money! I have been trying to think of another way of putting "PR" as its just not that sexy, however still vital in the marketing mix. PC is a great alternative. The only thing I disagree with is that comment that press releases are antiquated. We are currently adding in all the other 'tactics' that you mention above into our campaigns, but for certain clients the press release still gets great coverage, and can hold very valuable info that 140 characters will never get across. For example our one client is a credit bureau and often our press releases are published in the likes of Business Day and Financial Mail. So they still have a place...but probably need to be updated with links to Youtube interviews, inforgraphics etc. like we are currently doing. A press release is loathed when the content is crap and irrelevant, Really great thoughts though and nice to see innovation in the industry!
"In the past, this relied mainly on engaging local and mass media through ad buys" - This couldn't be further from the truth. PR people have always engaged with the media through one-on-one meetings, relationship building, media events ect. PR has played a tiny role, if not none at all, in advertising buying.
Point number 5: "FNB's @Rbjacobs is one example of a brand that's seen huge growth, thanks to their empathetic and efficient engagement." ...not anymore. Shows how quickly things can change if not managed correctly. The last thing he has come across as is empathetic.