Using PR 2.0 to define a unique company position or why traditional PR agencies are dead

Andrew Smith has run a fantastic series of posts recently about how free or low-cost web tools are eliminating a lot of agency grunt work. We caught up on Tuesday night at a Brodeus / A Plus reunion and chewed over how the PR industry is slow to catch-on to the application of web 2.0 to simplify PR practice.

An example that I’ve been citing to colleagues for a couple of months is how Google has made available a stack of intellectual property and search records that eliminates much of the analytical and empirical analysis associated with developing a market position for a company.

Google’s Keyword Tool is intended to help Google customers build compelling and targeted ads. It also allows a company’s top level positioning and key messages to be tested against historical search records, average search volumes and advertiser competition.

The tool squirts out a dashboard of stats based Google’s vast database of keyword search records. Its also provides synonyms and alternative search terms together with search records.

Consider three examples:

Example 1
A new client is seeking to position itself as a mobile social network. The Google tools tell us that advertiser competition is low and that search volumes are also low – but rising. Given that the client operates in a growing market the current positioning is spot on but will inevitably cease to be unique over time as competitors jump into market. The new client is advised to maintain its current market position for the time-being but to constantly evaluate this and look at applications as a way of creating a unique differentiation.

Example 2
A start-up in the electronics sector has developed a digital value for the precise control of oil and gas. “Digital valve” has low advertiser competition and low search volumes. The client can either seek to define this new market – an expensive exercise for an early stage company – or redefine its positioning so that it is aligned to a recognised market, issue or application.

Example 3
An enterprise ERP software client is seeking to reposition itself. Google confirms that its positioning is wholly undifferentiated. Search volumes are good but the market for adwords is highly competitive. The tool throws a couple of options such as “ERP business software” and application areas where search volumes are good and advertiser competition is low but the client clearly needs help redefining its market position.

A high value service traditionally provided by agencies has just been commoditised. Research tools and agencies have been rendered redundant. It’s time to reinvent the PR agency.