Pew Research Center has released a new study that shows that the Internet has passed newspapers as a primary source of news. Both still lag television, however. Details of the study are here. Incidentally, my own survey has found that 100 percent of Pew executives think it is a waste of money to hire a graphic designer to make graphs look better than something you could create in Microsoft Excel.
Among those hiring this week are Kaiser Permanente, the American Cancer Society (Grand Junction), The Center for Clean Air Policy, the Denver Museum of Nature & Science, the Humane Society of Boulder Valley, the Colorado Chapter of the National MS Society, the City of Papillion (Neb.), Planned Parenthood of the Rocky Mountains, Rangeview Library District and the University Corporation for Atmospheric Research.
Linhart PR announced that its 2009 “Inside Scoop” sessions for those looking for jobs at the agency or careers in the public relations field will take place on the third Wednesday of every month at 4 p.m. Anyone interested in attending can reserve a spot by sending a note to firstname.lastname@example.org.
By Andrew Hudson
Andrew Hudson’s Jobs List
Random thoughts on 2009 trends for communications professionals
For those looking for a new job or simply managing their careers, my message is simple – make your career ‘recession proof’ by diversifying your skills. Go back to school and get an MBA if necessary, but you must dive in and embrace new communication trends that have become the new standards.
More and more jobs that come through my website are looking for professionals with multiple skills; innovators, leaders and risk takers and people who can effectively translate these skills into results.
Learn about business and understand how your skills and efforts through mass marketing and communications can help a company achieve its business goals. Understand the metrics that a company applies to its bottom line and work within those metrics to help progress a company’s business goals. PR people can no longer be seen as a ‘nice addition’ but as an active partner that is relied on in measurable ways to help drive revenues and sales.
PR professionals must also recognize that they are now fully in bed with their marketing peers and while there will continue to be niche areas of public relations that are important (crisis communications, media relations, training, etc.) for the average public relations practitioner, knowing how to reach mass markets through online social networking methods and other innovative technologies is now the expectation.
The recent presidential campaign was clear evidence of this. Promoting and controlling your message by leap-frogging the traditional media and directly communicating and creating conversations with your audience through their email, twitter or Facebook account is the new standard. Also, along these lines, PR people need to embrace video production and editing in very substantial ways. There is a new online video standard that I’m seeing in many of the jobs that come through www.andrewhudsonsjobslist.com.
For Denver PR people all of this will be critically important as we enter into new era of the ‘one-newspaper town.’ The Denver Post will become more relevant from an editorial side; politicians and their people will need to be developing stronger and more friendly relationships with the reporters and editors at the Denver Post. There won’t be another newspaper to go screaming to if you feel you are treated unfairly by the Denver Post.
By Elaine Schoch
Account Director, 104 West Partners
Social Media Can Be the Death of PR… If We Let It
In 2009, we’re going to see more emphasis on social media, which shouldn’t come as a big surprise. This shift presents the biggest opportunity for our profession as well as the biggest threat. Those who have embraced it, adapted their business to it and are providing value for their clients with it will emerge from this economic downturn as the leaders. Those who do not or simply cannot won’t survive.
Dwindling budgets are making low-cost social media strategies look like the pretty girl at the ball. For the first time, executives are starting to see the benefits of social media and FINALLY getting on board with leveraging the Internet for communicating their message versus just for online advertising. Now, writing for SEO, blogger relations, adding RSS feeds, creating podcasts and online video interviews are vital tools to businesses and their public relations teams. The irony is that these are all basic tools that have been around for years. The challenge PR pros are now faced with is how do you leverage these tools to truly spread your message. Or rather, how do you build a dedicated community filled with influencers (press, analysts, bloggers, ‘tweeters’) and customers that work as your evangelists to build/reinforce your brand? This is the challenge the PR profession will be faced with in 2009 and for several years to come. Public relations has always been about “relationships” but now those relationships with your public will be more focused on building and maintaining a community – i.e. community relations.
We haven’t reached the tipping point for social media, in fact we are far from it. With that said, if the benefits of social media are wasted (finite budgets) and we can’t show results/ROI, as a profession we will leave our clients asking if they are working with the right professionals and/or if social media is worth it. They will stop investing in this channel and/or shift ownership to online marketing/advertising departments. So it’s up to all of us to show the true value of social media….I hope you’re up for the challenge. I know I am.