My son Janek sometimes says to me, a little pointedly: “But Dad, you just sell stuff!” I tell my friends in PR and advertising about this and they recount similar stories. The people behind the PHD video (see clip below) have misjudged the next generation if they think that they will all gladly follow where marketing wants them to go. I have always tried my hardest to make my working life about more than just selling.

Yet it’s difficult when PR is in the process of change. I guess its understandable that so many PR firms are desperate to win and keep clients that their will to challenge is weakened. Take digital PR; so many companies find it easy to step into it but, without careful preparation, it can be difficult to handle on a day to day basis. Some do it very well, others stumble. Charlie Sheen is proof that any freak can draw a crowd – but his failure is also proof that you can’t polish a turd. A crowd can see into the heart of a brand and is more than willing these days to say if the emperor is wearing nothing at all.

OK, maybe it’s easy for me to say all this, you might think; but it’s not the beginning or the end of a career that’s tough – you can be radical then, especially at the start. It’s the middle and all the pragmatic running of a business that’s tough; business, personal and emotional stuff is all tangled up in one in the middle of a career. The only way to get through all this is to listen to your heart, rather than the seductive chatter of money. If more people had done that, Gaddafi would not have found it so easy to come in from the cold a few years ago.

PR needs to find a space for the maverick. Perhaps something more, if my son’s generation keeps up the radical position on selling and the angry reaction to PHD’s video continues. It should be seen as a warning shot. We cannot just pragmatically take the best bits of their protest and sell it back to them ad nauseum. PR needs to remember its past and use a little of the steel and edge that its early pioneers specialised in and apply that to the future.

Instead, PR seems to be blanding out, too often cravenly telling the client what they want to hear. It is of course risky to tell a client what they need to hear. Remember the story of the publicist hired for £5,000 a month to tell his client what he needs to hear, who is dropped after a couple of months. The publicist discovers that his client has moved to a firm that charges £2500 a month and which only tells him what he wants to hear.

Yet taking the risk has to be worth it if my son’s generation is to be believed.

It is time for attitude, heart and a sense of proportion instead of craven process. Sometimes PR needs to bare its teeth and just tell the truth.

“‘I’ve been called many things,; McLaren wrote as advance publicity for his one man show, ‘a charlatan, a con man, or the culprit responsible for turning popular culture into nothing more than a cheap marketing gimmick. This is my chance to prove these accusations are true.’

“The man behind the Sex Pistols and Duck Rock is nominated by public relations expert Mark Borkowski, author of The Fame Formula, and a man who knew him well. What intrigues Borkowski is not just the success, but the myths that have evolved around this highly manipulative man. Matthew Parris is more sceptical, as is Chris Salewicz. As a journalist for NME between 1974-1981, Salewicz watched McLaren rewrite the rules of management. He also introduced the Sex Pistols to the man from EMI who then signed them up. An intriguing programme about fame, the media, and why the truth should not be confused with an easily believable myth.”

The show’s on at 4.30pm this afternoon and will be available on the iPlayer thereafter.

Few people in PR, it seems, have considered the way that SideWiki will change the lives of beleaguered PR folk. I believe that, in time, this tool will significantly change the way brands strategize, think and exist. SideWiki is going to challenge PR by providing the masses with the tool for the ultimate expression of people power, something uncontainable that will need constant monitoring.

As the name suggests, this is a tool that allows anyone who wants to (and who has the right browser – Firefox or IE) to comment on anything on the web and have that comment displayed in a pop out window alongside for all to see. All they have to do is download the Google toolbar and they’re ready to go. SideWiki will change the way that everything is perceived, especially once it reaches more browsers.

A lot of the PR industry, however, is living like an ostrich with mange; only just summoning up the energy to bury its collective head in the sand. Too many PR folk are too busy pitching half-arsed ideas to see the real threat. The clear and present danger for sluggish PRs is the way that the net continues to develop and construct devices that enable individuals to increase their power. These devices shift as quickly as riptides and, at the moment, it seems that the only people that can survive them are the consumers they cater for.

SideWiki will make it impossible to promote one message and not be held to account. Organisations that have traditionally engaged only in one way conversations or broadcast models will struggle to survive in a SideWiki world. Angry at the latest government wrongdoing? Why not post your grievances next the department where everyone can see them? Find out the ethical practices of confectionary giant aren’t quite as ethical as its advertising suggests? SideWiki is there to help and any PR firm that fails to provide acceptable answers will be open to further public assault by irate consumers.

Brand integrity has to be at the core of brand thinking if the brands are to survive this transparency. Companies will be compelled to consider taking a real position and relate to a set of ideas the marketplace cares about – SideWiki will surely force their hand into a position of fundamental and overwhelming transparency. For fashionable PR execs this transparency will either be terrifying or inspiring. I hope that, thanks to SideWiki, we will see the death of the myopic PR clone and evolve to a position where serious strategic thinkers in PR will challenge the other marketing dinosaurs.

The recession has herded agencies into a pit; they have been humbled in particular by ad agencies who are moving in on proven PR processes, eager to keep making money but who aren’t necessarily experts in that field. The American company Crispin Porter & Bogusky declared in a recent Campaign article that they had asked the agency to stop writing ad script and start writing PR releases instead. Very 1980s. Also in the mix are highly creative and respected agencies like Fallon and Mother, who are taking a firm hand in the PR aspects of campaigns.

PR companies must offer and embrace sophisticated monitoring and tracking devices to keep their clients up to speed, offer solutions and encourage brand bravery and transparency. If they don’t, they will die.

Predictable PR is on the red list of endangered species. The evolution of SideWiki is a seminal moment, when the industry’s destiny is in its own hands. Development forces contributing to the evolution of the web are threatening PR’s demise. PR budgets on the whole bring about reactive, crisis thinking, based on negative responses that threaten their clients’ spot in the market.

The Innocent brand signaled the way forward back in 1997. Lacking bags of readies to spend on traditional marketing, they chose instead to launch a multitude of catalyst conversations around their packaging and experiential events. They were a word of mouth success well before the full web revolution and have paved the way for many more campaigns using the new technology.

Applying the ancient conventions and old codes of conduct of communications to the new world of parallel influence will only accelerate the inconsequence of traditional marketers. The Social Media world encloses our personal and professional actions – the only answer for PR folk is to take a more active role in being brand custodians, representing a higher degree of brands and reputation management.

Ad agencies once proactively shaped vision but now PR is demonstrably just as capable at understanding and cultivating future thinking, if not more so. PR has always engaged in a two-way conversation and should be capitalising on this to earn their clients’ trust. SideWiki is a call to arms – there is no excuse for complacency, as failure in today’s landscape is public, searchable, and enduring.

“’We wanted normal-looking people, not blond, perfectly proportioned models,’” he told the New York Times a few years ago. And normal for Zieff, who grew up in the Bronx, was a wide, multicultural mix. The Levy’s advertisements, therefore, featured an American Indian, a Chinese man and a black child.

“’I saw the Indian on the street; he was an engineer for the New York Central,” Zieff told the New York Times. “’The Chinese guy worked in a restaurant near my Midtown Manhattan office. And the kid we found in Harlem. They all had great faces, interesting faces, expressive faces.’”

Another of Zieff’s big, early campaigns was for The Daily News, which captured the spirit of Jim Moran on film; each advert featured a person reading the paper and becoming so engrossed that they accidentally did ridiculous things – a petrol pump attendant placing the petrol hose in his customer’s pocket rather than the car, for example.

He was also involved in bringing stars like Robert de Niro and Dustin Hoffman to the fore, thanks to his interest in strange and interesting faces rather than the perfection that was the norm of the time. Zieff, in the face of considerable opposition, created the template for a great deal of today’s advertising.

Modern advertising and PR, which has thrived on the witty, truthful and artfully homespun approach to promotion that Zieff instigated, often forgets one thing that he perpetuated, however; the determination to do something new and radical and his ability to get word of mouth out of it.

He created a buzz with his adverts using models from all cultures and walks of life, a stir that ran hand in hand with the mood of the times. He learned from the past and looked to the future, rightly assessing that in an era where Rosa Parks, JFK and Martin Luther King were changing the political landscape of America, brand promotion should not be far behind. He was always pushing at the boundaries to see where he could take his advertising next.

In an age of digital marketing and instant access to information, an age where that information is overwhelming, an age of recession, publicists and advertisers need to be taking the bold steps into new ideas that Zieff took or they are likely to be left behind.

It is no longer enough to rely on the ideas he created, which have become tropes and clichés thanks to their ubiquitous use. The past should be plundered, yes, but not for the ideas that have become stale with overuse. We should be looking at out of the box thinkers like Moran and Zieff and be inspired to think as hard, fast and wittily as they did, in the hope that we can create something new and exciting, something that will generate that holy grail of the publicity world; awed, surprised, astonished or even just amused word of mouth, something that people will talk about for years to come and that will, with any luck, become cliché in 40 years time.