Why Traditional PR is Dead

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So last year we bought Cision and we did a bunch of articles.

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The reason is that's what you do when you're going forward or whatever.

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These articles that we wrote, we didn't even have anything to write about.

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So we were announcing employees, we were announcing rebrands, we were talking

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about

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this docuserized doing but like to who is the question, right?

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I look at these articles and they're all terrible.

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Okay, there's a list of articles that are year old when you find retention.com

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on PR

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and newswire or whatever but like if I research for retention.com on PR and

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newswire,

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it doesn't even bring these up.

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The problem is it's bad content, no one reads it and then you know it's very

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push, it's very old way.

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Like there's no way to know if this the world thinks this is good content or

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not.

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It's just something that you pay to push stuff out to so that it's there.

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I think that's just like fundamentally at odds with the new way of doing kind

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of everything, right?

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And the alternative to building brand in my opinion is building up personal

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profiles on social

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media. The world is ingesting social media all day long. People are on social

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media ingesting

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social media to connect with other people, not brands. You can actually instead

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of pushing out

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articles that are bad content that no one cares about that I don't even want to

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read,

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you can build real relationships through real thought leadership. You can get

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feedback almost

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instantly on what people do and don't care about and through the comment

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section,

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it's a two way conversation where you're actually forming real relationships

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with people

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and you are performing very long game human to human sales. As you build this

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community around

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the content you're making, it's just infinitely more effective and efficient.

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It is definitely not

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just being done so that it is there. Another trap that I fell into last year

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was like the Forbes

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council thing. How many of us CEOs have fallen into this, right? It's like, oh,

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pay us a couple

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grand or whatever and it's the privilege of providing content to Forbes. And

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then no one wants

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to do it. You don't know what's going to come from it. You don't own that

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audience or whatever

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and there's arguments against whether or not you own the audience. I'm linked

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in but there's

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certainly not a dynamic conversation that's going to happen in a community

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built around it.

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And then inevitably some ghostwriter or somebody in marketing goes to chat, GPT

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, picks a topic

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and then just throws a bunch of garbage up there just to say that you did,

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right? Just to say that

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you're credible in some way. Again, I just don't think that that is a 2024 way

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of building brand

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and trust, getting the benefits of that brand and trust. I think about re-u

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pping that contract

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with Sision and like with what we're doing right now in LinkedIn, I just laugh.

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You know, it's like,

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it's like totally incomparable. The level of effectiveness and the

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relationships that are being

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formed through the SOT leadership that we're doing. I mean, I think that the

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social, organic

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social media profiles is the pull way and I'm trying to do stuff that's pull.

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