When Agencies Represent Communities –Not Brands
March 30, 2009 in Business Development
Jeremiah Owyang shares some thoughts on the future of pulic relations:
Future of PR: When Agencies Represent Communities –Not Brands
We continue to see that communities will continue to gain more and more power as they lean on each other to make decisions, support each other, and share their lifestyle. What happens to agencies that traditionally serve brands?
Seem far fetched? Not really. We’re already starting to see bits of this: I’ve seen user innovation in car forums, Facebook groups, and networks of mommy bloggers. Or take for example UserVoice , GetSatisfaction or Ideastorms that allow communities to define what features they want with products.
Imagine for a second that these communities, say bike-enthusiasts, or young mothers, or even home-theater-fans could start to define using organized innovation tools what products and features they want. What if Doc Searls vision for Vendor Relationship Management systems (where consumers define what products they want –brands bid for them) takes off?
