Had a brief chat with an interesting chap in online PR yesterday. He reckons the industry needs some good PR of its own - and that could be aided by the right language.
How do you distinguish between people doing traditional PR using digital means (ie sucking up to bloggers rather than print or digital journalists) and those who get the disruptive fundamentals of the power of network and understand how messages spread now.
I have a thought: Instead of sitting in the Online PR silo, perhaps the new kids need to distinguish themselves with the descriptor P2PR.
I can't be the first to put those letters and numbers in that order, surely?
Whatever the case...
What does P2PR stand for? What would the group you are reaching out to like it to mean?
Publisher-to-Publisher Relations(hips). (We are all publishers now!)
The Online bit is way less important than the P2P bit of PR anyway. It's all about the people and what they do to each other.
Marketing (of whatever form) is not a process of doing things to people. It is what they do to each other.
So, for me, P2PR is the right approach for the networked world.