Seth Godin argues that, in challenging times, it is essential that we become indispensable - linchpins. Linchpins are at the heart of great organisations, leading, making things happen, connecting with others, inventing. We chatted to Seth about PR practitioners as linchpins, developing new skills and creating opportunities out of change. We certainly enjoyed interviewing him and we are sure you'll find Seth's perspective refreshing, upbeat and motivating at a time when we could all do with some positive encouragement.
A little bit about Seth: he is an American entrepreneur, best-selling author and speaker. A first degree in computer science and philosophy followed by a MBA in marketing helped Seth establish his vista over business and marketing in the digital age, a vantage point he hasn't wasted.
Seth coined the expression "permission marketing" and all that term has come to encompass:
It's about delivering anticipated personal and relevant messages to people who want to get them... If you didn't show up would they miss you?!.. That's the ultimate connection.
And whilst we are extracting some of the most interesting quotes from our interview, the following expresses Seth's view of public relations then and now:
What PR has been, for the last 60 or 70 years, is a human form of spam... [Rather] PR is the art of telling a story that resonates and spreads.
Sounds controversial but what Seth is talking about is the difference between publicity 'machines' pushing out information far and wide upon instruction vs targeted, thoughtful engagement with publics that matter to an organisation, for the benefit of both.
Seth also differentiates between what he sees as the publicist and the public relations professional. In his view, the best PR professionals are working more collaboratively with the client in bringing the right 'products' to market in the right way. A more challenging role certainly, but perhaps a more exciting, worthwhile and commercially valuable role too.
