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The Global PR Revolution: How Thought Leaders Succeed in the Transformed World of PR

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Maxim Behar

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“In 2019, however, there is nothing left from that: the revolution- ary advent of social media has now reached its full swing, and 100 percent of all deeds, thoughts, deals, and acts in our lives are public. Social media’s almightiness has brought about many things, but the main one is transparency. Total transparency everywhere and for everyone. As a result, social media have shaken up the PR industry beyond recognition. In fact, social media have caused the first and only real PR revolution in the industry’s more than 100 years of history. Regardless of how the PR business may have developed over the years, we always used to be a transmission, a sort of bridge, between our clients and their clients.”

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“The people who have been known as PR experts—and still go by that title—have now turned into a combina- tion of publishers, reporters, and editors. We are publishers because we own media. We control the social media profiles and pages of our clients. We have their blogs and their websites. We are reporters because we have to fill up all those media chan- nels with relevant content. We are editors because that content has got to be created, designed, arranged, structured, and presented in the best way pos- sible so that it can be convincing, attention-grabbing, and—most important—efficient.”

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“In the same way, when newspapers began to die and social media started its supreme reign, we didn’t imagine the risk of fake news. We didn’t think that when media is freely in the hands of billions of people, they will do with it as they please. We didn’t suspect that social media profiles could be stolen and fake personalities would come up. We didn’t know that there would be fake profiles, pretend- ers, bots, and other ill-minded actors whose only goal would be to carry out some political or business manipulation agenda so they could destroy some company or boost another that didn’t have what it takes.”

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“At the end of the day, the age of total transparency generated by the social media is only going to make our industry “cleaner,” and our role will be reduced to conveying our clients’ messages to their own clients in the most creative way possible. Hence my notion of the PR agencies as something like editorial teams.”

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“PR, public relations quotes, public relations, social media, social media marketing, social media quotes, marketing quotes, business quotes,business management training”

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“The big issue with newspapers is not with the smell, the touch, the feel, or any other sensations—or the lack thereof. If one has a news- paper fetish, they can easily keep several newspaper issues on their nightstand, or when the press finally truly goes extinct, they can have it here just for themselves so that they can smell it, touch it, and feel it as much as they like. The big issue with newspapers is that there is no one to fund them anymore. Nobody can support them and bear the costs in the new environment of public communications revolutionized by online media and even further by social media.”

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“So when I am about to give a speech, I resort to the hand-brain connection. I jot down notes on my notepad, half a page, and when they go through my hand and pen, there seems to be a better link to the memory. Once I do my notes, I don’t even need to look at the paper anymore; I just know the sequence of my arguments.”

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