The Practice of Influence: Brian’s Hybrid Theory

The write-up on Barcelona Principle Two below presents the importance of measurement in order to understand markets and exert influence to achieve business objectives. In that context, I thought it worth commenting on Brian Solis’ blog today introducing his Hybrid Theory Manifesto.

I particularly like Brian’s definition of the hybrid workforce: “a workforce of cross-breeds , experts who master an array of marketing artistry, social sciences such as psychology and sociology, creative vision, business dynamics, service, and communications. These individuals do not displace the authorities in their respective disciplines, they simply extend their capabilities into new media and corresponding domains and markets.”

This description of the emerging “social communications” practitioner, and Brian’s take on the new communications environment, where “attention is earned and engagement is a privilege” illustrate why the Barcelona Principles for PR measurement require immediate understanding by all PR practitioners. As organizations develop their hybrid workforce in response to changing social expectations, everyone, will need to understand how what they do fits in to the new workplace, and will need to show how they contribute. Work that is done without measurement-based planning and evaluation cannot hope to connect with a practice built on social sciences and business dynamics. The Barcelona Principles are the pylons on which PR teams can build their bridge from a siloed practice, to the hybrid organization.