Around this time every year, I get a bit obsessed about one thing: what is the biggest challenge that communicators are wrestling with right now? As Ev mentioned last week, our members have a lot of interest in new media, and they’re especially keen to discuss its impact on traditional PR. There’s one big question underlying these conversations: Is this just an adjustment period or a fundamental shift? There’s definitely evidence on both sides, but I’m currently inclined to think (to paraphrase REM), it could well be the end of the world as we know it.

In this blog, I’ll be looking to share some of the more interesting material we’re discovering in our research process. On that note, I saw some analogous lessons for PR in this HBR blog post about the eroding value of traditional networking (vs. social networking). Here are two important points:

• First, traditional networking is often staged—it’s essentially about presenting yourself in the most favorable light while flattering the other person’s ego. (Sounds more like traditional PR, doesn’t it?) In comparison, social networking is more of a natural interaction…one that lends itself to “real” communication.
• Second, traditional networking is all about push—identifying people that can be helpful to you and finding ways to get their attention. (The link to PR probably goes without saying.) In comparison, social networking is about interacting with others who have relevant knowledge and might also benefit from interacting with you.

It’s clear, then, that social networking isn’t about who you know and what you want to tell them. It’s about how you learn from and collaborate with stakeholders who matter. And I’d argue that this principle is core to how Communications should engage stakeholders in today’s new media environment.

This month, CEC is looking at some important questions that all communicators should ask themselves:

• How can I manage stakeholder perceptions of our organization in such an uncontrollable environment?
• How can I reach stakeholders when and where they naturally get information about things we mutually care about?
• How can I get others with first-hand experience of our organization to share their thoughts about us in trusted forums?

We’re constantly looking for new perspectives and ideas on this subject. If you have thoughts, experiences, or success stories to share, don’t hesitate to contact me directly, or leave a comment here. CEC members can keep up with our research’s progress on Winning Audiences in the Post-Media Environment on our website.