Guy Kawasaki's blog has had a couple of interesting posts on guest posts on PR. The first explains why client-agency relationships sour. The second more important post, on DIY PR, is authored by the CEO of Redfin. He has done a terrific job stewarding his corporate brand on his own. For more, read this Wired piece.
Naturally, this sparked a conversation in blogs, which Jeremiah Owyang summarizes here. My column in AdAge next week touches on the threat of DIY marketing to agency margins. It's real in some industries, but I want to take a broader view here.
DIY PR is definitely a viable option for lots of organizations - especially startups. If DIY media is such a pervasive force, there's no reason that these same technologies can't be utilized to build brand awareness at a fraction of the cost of what an large agency charges.
However, do not be fooled. Web-based entrepreneurs have a better shot at doing their own PR than the rest of the business world. They eat and sleep on the web. This puts them at a considerable advantage in their understanding of the total landscape and who shakes trees. Further, they go to conferences where bloggers and media hang out. They go not specifically to meet these influencers but to learn how to run their business better. The relationships they make at these events are an ancillary benefit. So, net, it's not a major investment in time for this crew to build relationships that carry their brands forward.
But for everyone else, there is a significant cost to doing your own PR. For starters, time. It takes a lot of time to understand all of the various professional and citizen media venues, how they tick and what will make your story stand out. If you're selling shampoo then you're one of 50+ brands on a shelf. How do you differentiate yourself? This is where the pros come in and shine. Our experience and network of relationships can expedite the process to helping to build your brand, not to mention prepare you for potential crises. You won't get that on your own.
So net, even though DIY is a viable option for lots of homeowners who bow to Bob Vila, lots of people who are more than happy to call in the contractors. These pros haven't exactly gone hungry during the housing bust and some stores like Home Depot recognize that there's value in working with them. The same holds in PR. There's more than one road to follow.
