CIPR

Brian Solis is a businessman and one of the most prominent thought leaders and published authors in new media. A digital analyst, sociologist and futurist, Solis helps practitioners get to grips with the effects of emerging media on marketing, communications and publishing.

As part of a series of conversations on social media and the changing PR profession, the CIPR's social media group member Philip Sheldrake has recorded this 10 minute interview with Brian. It's thought-provoking and we hope you agree it's a valuable contribution to what is a lively debate about the future of PR.

The interview

Just click the play button:

Brian's perspective

If we were to pick one sentence from the inside cover of Brian's latest book, "Engage", it would be this:

Engagement is shaped by the interpretation of its intentions. In order for social media to mutually benefit you and your customers, you must engage them in meaningful and advantageous conversations, empowering them as true participants in your marketing and service efforts.

And the title of another of his books possibly says it all: "Putting the Public Back in Public Relations". Indeed, during our conversation, we asked Brian for his thoughts about the PR profession's role at the board table, and his answer points out where he thinks public relations has been hiding:

PR used to be right there at the top, but we slipped into publicity and media relations and spin, and forgot the opportunity to steer and shape perception, just such an opportunity afforded by participation and engagement in social media.

Brian also states that he is a big proponent of data and research as the fundamental underpin of PR, a perspective shared by Katie Delahaye Paine in our interview with her recently. In other words, the discipline of research, listening, understanding the market - solid business principles - should underpin every PR campaign.

Perhaps it's Brian's response to the last question that will cause the biggest stir. On being asked how accomplished PR practitioners with many years experience in traditional techniques can build out their skills to include all aspects of digital / social engagement (and this is where he talks about business being social - it is not just the domain of the consumer), Brian says he's not sure every PR professional is going to make the transition to social. And those that do make the transition will have to understand and integrate with all business functions to be truly effective, but this is where PR's real opportunity and value lies.

Food for thought indeed. But is he right?

If you are looking to engage with some of these concepts, approaches, tools, techniques etc., or if you have a completely different view, then do take a look at the CIPR Social Summer series of informal events (most Thursdays at 5pm at Russell Square) and of course, the full gamut of CIPR training courses. We will be creating more opportunities to share insight and ideas over the coming months.

Your thoughts

Do comment, blog and Tweet your thoughts about this and all the issues raised in the Brian Solis interview. If you've not Tweeted anything about the CIPR to date, you might like to know that the hashtag used most often is simply #cipr.

Lastly, we'll continue this line in an interview with best selling author Seth Godin, coming here soon!