According to the "Year-End Survey of PR principals," PR firms saw growth in 2008 despite harsh economic challenges toward the end of the year. The survey, conducted by the Council of PR Firms, questioned 57 Council members and firm principals. But while 60% reported growth in 2008, only 33% foresee growth in 2009.
Still, Social media is one area where PR pros do expect significant growth in 2009. The above-mentioned survey found that 79% of respondents agree. The creation of digital content is inexpensive in comparison to other alternatives and PR campaigns continue to include social media tactics as a part of the overall strategy. The cohesive implementation of effective social media tools could be a recipe for success.
This phenomenon is just what the doctor ordered for PR. But, PR pros must make sure to let other industries know that social media is their turf. Sure there are several industries that could, and should, use social media outlets as part of their overall strategies, but social media - at its core - most directly coincides with public relations objectives.
PR is the business of building and maintaining relationships. It is the business of communicating through various media outlets, including social media. Currently, there is an overwhelming amount of attention surrounding this new medium, which could ultimately lead to overwhelming new successes for the practice of public relations. Many firms and in-house departments have done a great job of building up their social media capabilities. This integration of new tactics with other traditional tools used in PR could lead to an increase in revenue and job security for those in the field.
This may take a little more time because of the current economic turmoil we find ourselves in, but the future still looks bright. According to the Council of PR Firms survey, social media and crisis management will best address clients' complex business challenges in the upcoming year, reported PRWeek.
Honestly, that makes a lot of sense to me. Social media is 'all the rage' right now and many decision makers are realizing the benefits of the transparency it provides. Giving one's company a personality is becoming the standard. Openness, accountability and personification are key ingredients of effective communications strategies. Unlike many traditional tactics, social media outreach can meet those demands.
We could sit around and talk about the terrible economy all day, but that really won't get us anywhere. I am a firm believer in the power of positive thinking. The economy will get better. Its cyclical nature and history tell us that. Demand for consumer-generated media will increase and PR will be at the forefront of this revolution. So, even though experts have stated pessimistic predictions for the economy in 2009 there is still room for growth in PR. This may not come to fruition immediately, but at least there is hope.
Thursday, March 5, 2009
Wednesday, March 4, 2009
Print Closures: Proof of Social Media Transition
Talk of the digital transition can be found everywhere you look on-line. No, I'm not talking about the transition from analog to digital broadcast. I'm referring to the transition of consumer's media channel preferences. More and more people are getting their news and information from the Web. They are reading blogs, checking out Web sites, or using a variety of social media tools to get their media fix.
There is a call for instant gratification and socialization. So, when I hear about the closure of the Rocky Mountain News, I am not taken by surprise. While it is always sad to see any long-standing and well respected news source go under, it is simply the nature of the beast. PR pros should take this as a clear message that many more print publications will follow.
Still, this is a reality that PR pros should have been prepared for long ago. Although the folding of an established newspaper will eliminate many opportunities for PR agencies in that region, those firms should be adept at pitching social media outlets by now. The growing prominence of blogs, news Web sites, forums, micro-blogging sites, social networking sites, etc. has been widely discussed and studied in PR circles around the globe.
I understand there are many aspects of daily print-focused journalism that will be terribly missed. But, sophisticated and well-informed PR pros must learn to ride the tide and adapt accordingly. This change in consumer preference will continue and the practice of public relations will grow more accustomed to the evolution of their field. It is their job to find stakeholders and reach them wherever they may be.
Hearst disclosed it will put the San Fransisco Chronicle up for sale or close it unless expense cuts can be achieved, reports PRWeek. Many other publishers have stated similar concerns, and have publicly acknowledged their failure to adapt and remain relevant. People want information instantly and there are no signs indicating that will change. With RSS, instant news updates and greater segmentation are alive and well. Niche targeting has become an absolute necessity. This may call for greater understanding and segmentation of stakeholders, but there is a lot to be gained as well. Specifically targeting an audience with media placement in a newspaper is a challenge. Specifically targeting an audience placement on TechCrunch is a given.
Pitching to bloggers may be a relatively new practice for many PR pros, but they better get on board. The fundamentals are the same, but the stakes have changed. Many bloggers don't know the rules of the game, which can prove to be frustrating for seasoned PR people. Plus, blogger's lack of credibility and timeliness can be a challenge when compared to more traditional print media.
Tech-centric areas such as northern California are leading the herd in regards to targeting niche Web sites and blogs, as they have utilized video and other interactive features for breaking product news. And, while many are attempting to argue that social media is only a trend, the true visionaries are not willing to wait out the storm. As print closures continue to happen, there is no time to waste. Stubbornness is not a sought after personality trait in this industry. If you are waiting for more proof of social media's relevance, you will be left behind and left for dead.
There is a call for instant gratification and socialization. So, when I hear about the closure of the Rocky Mountain News, I am not taken by surprise. While it is always sad to see any long-standing and well respected news source go under, it is simply the nature of the beast. PR pros should take this as a clear message that many more print publications will follow.
Still, this is a reality that PR pros should have been prepared for long ago. Although the folding of an established newspaper will eliminate many opportunities for PR agencies in that region, those firms should be adept at pitching social media outlets by now. The growing prominence of blogs, news Web sites, forums, micro-blogging sites, social networking sites, etc. has been widely discussed and studied in PR circles around the globe.
I understand there are many aspects of daily print-focused journalism that will be terribly missed. But, sophisticated and well-informed PR pros must learn to ride the tide and adapt accordingly. This change in consumer preference will continue and the practice of public relations will grow more accustomed to the evolution of their field. It is their job to find stakeholders and reach them wherever they may be.
Hearst disclosed it will put the San Fransisco Chronicle up for sale or close it unless expense cuts can be achieved, reports PRWeek. Many other publishers have stated similar concerns, and have publicly acknowledged their failure to adapt and remain relevant. People want information instantly and there are no signs indicating that will change. With RSS, instant news updates and greater segmentation are alive and well. Niche targeting has become an absolute necessity. This may call for greater understanding and segmentation of stakeholders, but there is a lot to be gained as well. Specifically targeting an audience with media placement in a newspaper is a challenge. Specifically targeting an audience placement on TechCrunch is a given.
Pitching to bloggers may be a relatively new practice for many PR pros, but they better get on board. The fundamentals are the same, but the stakes have changed. Many bloggers don't know the rules of the game, which can prove to be frustrating for seasoned PR people. Plus, blogger's lack of credibility and timeliness can be a challenge when compared to more traditional print media.
Tech-centric areas such as northern California are leading the herd in regards to targeting niche Web sites and blogs, as they have utilized video and other interactive features for breaking product news. And, while many are attempting to argue that social media is only a trend, the true visionaries are not willing to wait out the storm. As print closures continue to happen, there is no time to waste. Stubbornness is not a sought after personality trait in this industry. If you are waiting for more proof of social media's relevance, you will be left behind and left for dead.
Saturday, January 24, 2009
Social Media Continues to Evolve
Social networking pioneer, MySpace, continues to push the envelope in regards to the growth and prominence of social media and its place in today's society. It plans to debut a new reality Web series as part of the larger strategy to build a reputation as an entertainment portal.
The interactive Web series, "Get Married on MySpace," follows an engaged couple as the social media community plans their wedding. MySpace users will influence almost all aspects of the wedding planning. They will vote on the bride's dress, the couple's rings, and even the location. The 13-episode-series will debut in May and conclude with the wedding.
If this is successful I believe we will see the concept grow. Everyone is searching for new and innovative ways to participate in the evolution of this phenomenon currently known as social media. Everyone wants to vote on everything these days. It seems as though the more interactive a site the better. At least that's what executives, PR people, and decision makers seem to think.
Still, why not integrate? People love reality TV and people love social networking. Those two things have probably grown in the past decade more than anyone could have imagined. Why not put the two together? It must be a recipe for success, right?
Plus, in a cyber-world where the competition is increasing every minute, marketers and communicators must find ways to differentiate their product/service from competitors. Why should I participate in your social networking site instead of theirs? That is what many are asking themselves. Most often the decision comes down to which site one's friends are on. But, by adding special features and focusing on engaging the consumer even more, companies such as MySpace can create a sense of uniqueness.
This is not the first aspect added to the popular social networking site and it certainly won't be the last. As the market continues to grow and obtain more users, the pressure to innovate and adapt will grow as well. Is this good for society to be wrapped up in this new way of life? That is for you to decide. Whether it is a positive or a negative, it exists. The integration of television, radio, print media, and the Internet will continue to become more and more relevant. The lines will continue to blur until social media will be a term used to describe everything. All of our media will be "social."
The interactive Web series, "Get Married on MySpace," follows an engaged couple as the social media community plans their wedding. MySpace users will influence almost all aspects of the wedding planning. They will vote on the bride's dress, the couple's rings, and even the location. The 13-episode-series will debut in May and conclude with the wedding.
If this is successful I believe we will see the concept grow. Everyone is searching for new and innovative ways to participate in the evolution of this phenomenon currently known as social media. Everyone wants to vote on everything these days. It seems as though the more interactive a site the better. At least that's what executives, PR people, and decision makers seem to think.
Still, why not integrate? People love reality TV and people love social networking. Those two things have probably grown in the past decade more than anyone could have imagined. Why not put the two together? It must be a recipe for success, right?
Plus, in a cyber-world where the competition is increasing every minute, marketers and communicators must find ways to differentiate their product/service from competitors. Why should I participate in your social networking site instead of theirs? That is what many are asking themselves. Most often the decision comes down to which site one's friends are on. But, by adding special features and focusing on engaging the consumer even more, companies such as MySpace can create a sense of uniqueness.
This is not the first aspect added to the popular social networking site and it certainly won't be the last. As the market continues to grow and obtain more users, the pressure to innovate and adapt will grow as well. Is this good for society to be wrapped up in this new way of life? That is for you to decide. Whether it is a positive or a negative, it exists. The integration of television, radio, print media, and the Internet will continue to become more and more relevant. The lines will continue to blur until social media will be a term used to describe everything. All of our media will be "social."
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