Future of PR: When Agencies Represent Communities –Not Brands

We continue to see that communities will continue to gain more and more power as they lean on each other to make decisions, support each other, and share their lifestyle. What happens to agencies that traditionally serve brands?

Seem far fetched? Not really. We’re already starting to see bits of this: I’ve seen user innovation in car forums, Facebook groups, and networks of mommy bloggers. Or take for example UserVoice , GetSatisfaction or Ideastorms that allow communities to define what features they want with products.

Imagine for a second that these communities, say bike-enthusiasts, or young mothers, or even home-theater-fans could start to define using organized innovation tools what products and features they want. What if Doc Searls vision for Vendor Relationship Management systems (where consumers define what products they want –brands bid for them) takes off?

With communities in the driver seat over product, a shift will happen as communities can define the spec of future products and therefore multiple brands will bid for their business. As a result, we should expect the agency model to flip over, where PR agencies start to represent communities of customers –rather than brands.

What if these communities (we’re likely all part of at least one) started to band together and used UserVoice to define what we want? What if a savvy agency saw this, and decided to take our ideas to market on our behalf?

What could this wacky idea look like? These PR agencies would take the community defined spec to brands, bid for the top design, and even help negotiate the terms. As a result, they could skim profits off the transaction, or maybe offer new services such as community support, or organize events. Either way, if they stay as the conduit between them. Some users in Twitter mentioned this already happens, that agencies represent communities in non-profits, or at the chamber of commerce, but I’m thinking much broader, into the context of commerce.

Perhaps it won’t be that polar, existing agencies that represent brands will adopt the right skills and relationships, and will retain their relationship with brands. If you’ve access, a forward looking report called the Connected Agency discusses how this could work.

What do you think of this wild idea? Far-fetched or is it already underway? If communities assert control over what products they want, will agencies follow suit?

Update: we’ve now 40 comments below, and without a doubt the wisdom from the commentators is greater than the original assertion. I think one key finding from everyone is that this trend is far greater than PR, and impacts all agencies, and marketing as a whole. Secondly, it’s difficult to determine who these agencies will monetize, and some suggest they’ll go away all together. We’ll keep on exploring this topic, I’ve some new ideas on consumer crowdsourcing that I’ll blog soon. Thanks for being part of the dialog.