Interesting post Craig. National Union of Content Creators….I like that!

Econsultancy have seen a significant increase in new members from PR and communications staff and agencies in the past few months.

I think that it’s no small coincidence that some have mentioned that they feel that some of the more traditional membership bodies do not provide the level of digital counsel and support required. Use some social media/reputation tracking tools and see for yourself what the buzz is around this particular issue.

An important issue that they face is the prevalence of organised but organically developed networking groups that have grown through social media such as Social Media Club, The Tuttle Club and Measurement Camp. They effectively provide some key value added services such as networking and benchmarking that would have traditionally been provided by membership associations.

Because it didn’t exist, we decided to try to make sense of the online pr/social media industry and develop an annual benchmarking report. We are now into our second year of researching attitudes towards online PR ownership, resourcing, tools, budgets etc from both client and agency perspectives and it is throwing up some interesting results.

PR or Marketing and membership associations aside, it’s interesting to see the results and just how many marketing disciplines and how many individuals with massively different experiences and career paths are jostling at the online pr feeding trough. What more interesting is how important that this element of the Marketing and Communications mix has become from a clients’ perspective.

Michelle, thanks for that reply. I should have given you guys a plug but you have little Scottish presence (and I was writing mostly in context of my location) but you make some very good points (and do offer some fantastic events and publications).

Something else I’m finding telling: this blog post has been up for four days and no-one from CIPR or MIN has been along to say ‘here’s why we think we’re really good’ though I did receive an email from one company saying the only reason they are in the CIPR is for the awards and given their ‘treatment’ (their word not mine) this year, they are looking at pulling out.

Craig,
Interesting debate, as ever.
As you know I joined the CIPR Scottish committee earlier this year.
I don’t intend to air dirty laundry, but I agree there are shortcomings in the representation – and possibly even the understanding – of digital PR.
You also know that I firmly believe PR agencies have a golden opportunity to take a bigger slice of the comms/marketing cake in the digital age.
So needless to say, this is a drum I am banging enthusiastically.
Much of what happens online with the CIPR is totally controlled by London – particularly all matters relating to the website.
There have been well-publicised issues which have distracted the CIPR in London from addressing its own web shortcomings as quickly as many of us would like.
I can assure you this frustrates all of the Scottish CIPR committee members – and I suspect those in the other regions as well.
However, bear in mind the CIPR is a very large and amorphous organisation. So it can’t turn on a sixpence.
Those, like you, at the forefront of change are often frustrated at the time it takes others to catch up.
Just 18 months ago you were grinding your teeth at the apparent inability of our mainstream newspapers to engage online.
It is also important to recognise that the many different PR agencies within the CIPR have very different views on the nature of digital and social media. Some, like the team at http://www.holyroodpr.co.uk, are enthusiasticlly immersed and developing a range of new skills and services.
Others are more cautious, rightly so in many cases, because their clients may be conservative and rather put off by talk of “digital’ and “social media”.
Ultimately it is a business decision. There are charlatans pulling digital sleight of hand for paying clients who are baffled by digital. But there are many honest agencies who are resstricted in how quickly they can embrace digital when it is still so new that many clients are not interested.
However, I believe the tipping point is close. Most people (agencies and clients) now recognise – and to some extent accept – the change is happening.
Certainly, all of us volunteers on the Scottish committee are eager to embrace (and effect further) changes.
I’ve repeatedly urged you to sign up. The more people on the inside speaking the right language, the better a chance to place Scotland at the forefront of digital PR.
I don’t just see opportunities for fast moving agencies.
A PR sector which can occupy the high (and lucrative) ground currently occupied by advertisers and marketeers would benefit us all.