Best-Selling Author Brian Solis in Partnership With Vocus and Cision Publish “What If PR Stood for People and Relationships?”

Illustrated by world-renowned cartoonist Hugh MacLeod of Gapingvoid, Solis outlines a new future for PR and technology in original e-book 

CHICAGO, IL, October 2, 2014—Cision and Vocus, leading global providers of cloud-based public relations (PR) software, today released “What If PR Stood for People and Relationships?,” a manifesto for building relationships in the digital era written by best-selling author and digital analyst Brian Solis and illustrated by Gapingvoid.

Solis challenges communicators to harness technology to strengthen customer relations and deliver business outcomes. He predicts that the future of public relations will not be centered on social media, press releases or native advertising, but rather people and relationships. To increase a business’s bottom line, PR practitioners will need to think about people first, putting relationships back in public relations.

“Welcome to a new era of marketing and service in which your brand is defined by those who experience it,” Solis says in the e-book. “Relationships are the pillars that define your work, your brand and your legacy. Customer centricity starts by investing in a culture of putting the customer first. Technology then amplifies your purpose so that it creates and extends value to those seeking it.”

The e-book explores how PR practitioners can:

  • Use technology to deliver value
    Public relations is about relationships, but technology can help practitioners understand customers and deliver content that resonates and meets their audience’s needs.
  • Stay human amidst all the technology and automation
    Think first about value and connections, and then use technology as an enabler for something better. This is the best method for connecting with customers in ways that matter to them.
  • Focus on what is important
    New tools and tactics should not distract communicators from connecting with stakeholders in a meaningful way. Practitioners must focus on bringing value to people and relationships.

“The PR industry is in a period of dynamic change,” said Vocus CEO Peter Granat. “Technology promises opportunities to create incredible brands. But the rapid succession of new social and data tools causes an identity crisis and highlights the need to remain focused on PR’s North Star: relationships. We need to use technology to advance PR’s cause and continue to build mutual value for both brands and customers.”

To inspire communications professionals to explore their own views on the future of PR, as Solis did, Vocus and Cision teamed up with the online design platform Canva for the #FutureofPR photo contest. When people tweet with an image attachment or Instagram what they think the future of PR is using the #FutureofPR hashtag, they are entered to win an iPad Air. To view entries or participate, click here.

Speaking on the e-book, Solis will keynote “What’s the Future of PR?,” a half-day conference for Vocus and Cision customers in Mountain View, California on Oct. 9, 2014. Google Analytics Advocate Adam Singer, Airbnb Head of Global SEO Dennis Goedegebuure, Cisco Director of Corporate Communications John Earnhardt, Orange Silicon Valley Strategy & Research Content Lead Ken Yeung, and Vocus CEO Peter Granat will join Solis speaking at the event.

Read Solis’ e-book “What If PR Stood for People and Relationships” for free on SlideShare here.

About Cision
Cision is a leading global media intelligence company, serving the complete workflow of today’s communications, social media and content marketing professionals. Offering the industry’s most comprehensive PR and social software, rich analytics and a Global Insights team, Cision enables clients to improve their marketing and strengthen data-driven decision making. Cision also represents the Gorkana Group, PRWeb, Help a Reporter Out (HARO) and iContact brands. Headquartered in Chicago, Cision has over 100,000 customers worldwide and maintains offices in Canada, U.K., France, Germany, Portugal, Sweden, Finland and China. For more information, visit www.cision.com or follow @Cision on Twitter.