Filed under: 2010 Denver PR Predictions
One of the best parts of publishing the Denver PR Blog is that I get to meet a lot of smart, talented communications professionals. Denver may not be in the same league as Dallas, Minneapolis or Atlanta when it comes to Fortune-500 companies headquartered here, but those cities have nothing on Denver when it comes to our talent pool. There is something about Colorado that lures people here and makes them want to stay.
I’d like to thank the smart, talented people who contributed predictions for this year’s compilation. As I noted last year, predictions are a lot of fun. The good ones give us a glimpse of what may come, and the bad ones give us a laugh when they prove to be comically off-base. Usually, the problem with separating the accurate predictions from the inaccurate ones is that it takes time. But in just a couple of weeks we have already seen Tracy Weise’s prediction of a national championship for her Alabama Crimson Tide come true, and Pete Webb’s prediction of a more civil tone from the McInnis and Ritter campaigns fall apart. The rest we’ll have to wait on.
I hope you enjoy this free eBook, and that you will pass it along to anyone you think might be interested in it. Here’s to a great 2010.
– Jeremy Story
By Ef Rodriguez
Emerging Media Account Executive
Turner Public Relations
The AP Stylebook will send someone to break my wrists as a means of ending my indefatigable campaign to rid the world of the two-word variant of “website.” My friends, “Web site” is simply wrong, and the shadowy AP conspirators know it.
I will kickstart my graffiti career by sneaking into GroundFloor’s offices and scrawling an artful manifesto onto the walls. I will end said manifesto with “###” because I take PR standards pretty seriously.
I will meet you for coffee, where we’ll discover we have loads in common. Same industry, same thoughts on social media, friends in common, equally attractive (i.e., hot like a feverish volcano). But our budding romance will wither away when you discover I’m not a member of PRSA.
In a rare moment of lucidity, we’ll all realize that social media or emerging media or new media or digital media or whatever media will make a fool of some and a pharaoh of others. We’ll realize that learning how to use it (instead of merely trumpeting that you’re an expert without any tangible evidence) will inform, empower and vivify our silly goose of an industry. This rare moment will be fleeting, mind you. Many of us will shudder seconds afterward and go back to business as usual. But not everyone will do so. For those of you who look forward to that 2010 moment, understand that I’m right there with you. Holding your hand and eating some bundt cake.
I still won’t take you seriously. Nor will I take myself seriously. Let’s dance forever.
By Paul Raab
Senior Vice President & Partner
Linhart Public Relations
PR firms and practitioners that insist on delivering the set of services historically referred to as “PR” will die. PR firms that deliver value as defined and continually re-defined by the client will thrive.
Filed under: 2010 Denver PR Predictions
By Kate Wilson
Public Relations Manager
- In this continued tough economy, smart companies will double down on ridding themselves of waste and inefficiencies by embracing technology, and taking their ‘direct-to-consumer’ discussion online with the communications department running the show.
- Some level of health reform WILL pass causing changes in way companies look at their benefits; including: how their benefits can improve the productivity and health of their employees, as well as help recruit and retain top talent.
- Mobile applications will be further integrated into business, empowering consumers to choose applications (and companies) that will make their lives easier. Expect health companies to move more aggressively into the mobile information market.
- Social media will change individual’s jobs, work habits, possibly creating new roles or revamping current roles, resulting in more business staff fully committed to their online customer service and reputation management.
- Relationship-building will be integral in securing media coverage and partnership opportunities for our companies and clients. While there are fewer available traditional media outlets and “news holes” to fill, there is a larger, interconnected, online network; and it’s imperative that we bring information that’s of value to our media friends.
- “Website” will finally be ONE word and the Ohio State Buckeyes will win a national championship.
By Jeff Cohn,
CEO and Chief Brand Strategist
Like any business owner, my hopes and dreams for 2010 include a much improved economic landscape in 2010 for us all. As I’ve thought about what this year may bring, I predict PR, traditional, online, social media, will be a leading initiative for companies in 2010. As companies reengage and begin to think about activating their marketing efforts, perhaps some that have been on the shelf for months, PR represents a solid way to reemerge into the marketplace.
Why? Consider these thoughts:
PR Offers Significant ROI – In 2010, PR programs will continue to generate returns well beyond the cost of the campaigns themselves and beyond other marketing strategies. Companies who have traditionally focused their attention on traditional advertising campaigns are already beginning to see that they can expand the reach of their marketing programs through PR strategies and are reallocating budgets accordingly. We all know we won’t be seeing Pepsi advertise at this year’s Super Bowl, right? I think we’ll see more of this in 2010 with companies shifting to integrated online and PR efforts.
PR is Driving the “Listening Initiative” – Gaining customer insights by listening to online and offline conversations is becoming critical to the success of a brand and provides tremendous value from a product development and customer service perspective. In 2010, PR will continue to drive this “listening initiative” through the monitoring of social media, blogs and traditional news outlets. The information gathered will be critical to developing marketing campaigns that are relevant and impactful and that generate results.
PR Provides Customer Engagement Opportunities – Brands that are focused on engagement with target audiences will be successful in generating new customers as well as keeping the old. Online PR provides tremendous opportunities to engage with customers and develop relationships with those customers. We started to see some of this in late 2009 (i.e. the fantastic Colorado Tourism Office’s Snow at First Sight Campaign and I believe there will be more of this to come.
As an integrated brand marketing and PR company, I remain excited and bullish on PR as a key strategy in building the brand, one that I think will see real growth after the first quarter of 2010 and into 2011. And that bodes well for all of us in this field.
By Jen Elving
Senior Public Relations Manager
PR is in desperate need of some PR right now. Many of us have heard corporate clients and executive committees tell us, “PR is worth a thousand ads.” And, it can be if it’s the right message with the right motivation in the right mix of disciplines. That said, a hostile economic climate changes and even blends the PR/advertising dichotomy greatly. When outlets are hemorrhaging advertising space and value-adds, we find the two separate disciplines are on a more equal playing field. Now is the time to be working with your ad department to ensure you maximize media buys, but also to avoid unclear or inconsistent messaging.
Everything has changed since I entered the profession at 22, save for one thing: relationships. That is the basis of what we do. That is the “how” and “why” we develop products and services. And if we’re not careful, this creative – at times attention-depleted – industry will end up focusing on what we’re not doing as opposed to what we should be doing. Social media! Guerilla tactics! iPhone apps! I’m not the first to observe that, as people, we just don’t want to miss an opportunity. But c’mon. Working with a limited (even reduced) budget means a brand can’t work every new vehicle and still be successful in its communication. PR practitioners need to pick up the phone and talk to media.
We need to worry about creating a way for consumers to communicate with us and we need to respond to them. Not every consumer is on Twitter and not every person wants to interact with a brand over Facebook. Your Youtube channel might not generate the type of interest originally thought. There is what a brand thinks it excels at, and what the audience thinks the brand excels at – and they usually don’t align. So, research and test and take time to develop the social media Trifecta, but don’t forget about the nuts and bolts of public relations.
Think outside the ad-equivalency box. If I were brilliant – and there is someone out there who is miles ahead of me – I would come up with the next metric for measurement. What is two minutes of a consumer’s time worth to a brand? How intimate is their interaction with the brand? Determine what is important to you in one year v. three years v. five years. How do you want to evolve your brand over that time? In thinking now about my 2010 goals, all I can muster is what increase over 2009 is realistic. Using my narrow-mindedness to your advantage, I recommend thinking about what tools, vehicles and nontraditional tactics you’ll use to reach those goals – or maybe, change them all together.
Filed under: 2010 Denver PR Predictions
Denver Art Museum
Whether we’re agency, corporate or non-profit communicators, all of us made changes in the last year to get the maximum impact from the staff, dollars and resources we have to get the job done. I suspect these efficient alterations will continue as the norm, even when budgets increase.
The first way I see this playing out is in the creation of partnerships that are both low-cost and strategically crafted to yield relationships and results. Building relationships is important, and partnerships that also show growth in target-audiences, increased sales/donations or higher attendance will be the ones worth the significant time and energy it takes to foster the partnership.
Now that we’re past the initial jubilation over social media tools, 2010 will be the year for us to quantify the value of all our Twittering, Facebooking and blog-posting and focus more on what is (and isn’t) helping us meet our goals and bringing a return on the time and/or money invested.
Finding the best way to measure the success of these tools within the scope of an integrated, strategic communications plan is an exciting prospect. In my own role, I haven’t completely figured out the most effective way to overlay the digital-interaction data with museum attendance and revenue, and look forward to all I can learn from that connection. Anticipating all the knowledge that connecting those dots can tell us about our audiences and what they most want out of their relationship with the organization is yet another reason to be excited about 2010.