Top 50 PR Thought Leader Jerry Schwartz, President of G.S. Schwartz & Co., and co-founder of Digital Power and Light discusses how PR professionals can stay on top of the changes and challenges facing the industry.
Some of Jerry’s VlogViews:
“The biggest problem right now is that everybody who walks through the front door says, ‘I want social media.’ Social media means a lot of things. The term itself is the hot new buzzword because a week ago it was social networks, and so this keeps changing fairly rapidly. But they do want something that is social media, that involves something like facebook, something like youtube going on in their programs to reach different target audiences. Even if sometimes unfortunately those target audiences are not relevant to the sale of their product or service”
“We created a term that we trademarked called Technoscape™ and a Technoscape™ is an analysis that we do of a target audience of any client and how they receive information…everyone gets their information differently from a different mix of media, and I think you need to analyze each target audience, and how they get their information.”
“We’re relying very heavily on a concept that we call upward mentoring, where the younger people in the firm are actually teaching the older people in the firm how to use new media. And we’re learning through them. That trend is an interesting trend and will continue for a while because they use it for social purposes. We’re in business. So we’re taking their social uses and putting a business model against them takes some work, so while there is upward mentoring, there is still a need for downward mentoring as well.”
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