SxSWi09: Are PR Agencies a Dying Breed?

Another panel about the death of something. I am exhausted with the old versus new media debates. It is what it is and communications should now be integrated with common goal and strategy. Period.


  • Karly Hand – Karly Hand
  • Erin Portman – Erin Portman PR
  • Brian Solis – PR 2.0
  • Peter Shankman – HARO


  • Talent and resources will keep agencies alive.
  • Gatekeeper control mentality will die.
  • Cannot apply old-school methodology to social media tools.
  • Drive what it is you want to measure; design around a destination.
  • Every conversation requires a unique response, so build/train ambassadors to answer scalability issue.
  • Traditional media is still valued, but you must adopt.
  • PR job is redefined: Go with flow and build on being a central hub, traffic cop and curate the greatest focus group.
  • Build new types of programs and services; sell blogger relations; shift/steer messages in social media platforms.
  • Don’t be afraid to build internal (corporate) community management because outsourcing does not always work.
  • Learn how to swim and where you are swimming to before you jump into the water.

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