By Larry Holdren
Principal, Pure Brand

2009 will be filled with challenges for the PR industry, just like it will be filled with challenges for nearly any kind of business. But unlike other down economies, in which PR budgets were often the first on the chopping block, I’m incredibly optimistic that that this time around will be different for our industry. The role of public relations has always been to build and maintain relationships with people who can affect an organization’s success or failure. That hasn’t changed, regardless of the state of the economy or constantly increasing number of vehicles available to communicators.

The difference now is that, thanks to the technological advances of the last several years, those relationships are in the balance nearly ever second of everyday. A company’s reputation – and bottom line – can be damaged or enhanced quicker than ever. So, it’s critical that smart organizations dedicate the resources to maintaining existing relationships and developing new ones. Good public relations people are doing that now and will continue to do it in 2009 and beyond.

Along the same lines, PR people/firms/departments that are focused on enhancing relationships with their clients’ key audiences and, importantly, proving the value of those relationships to the success of their clients’ businesses, will see success in 2009. Those who are unable to connect what they do to the bottom line will struggle.

Additionally, the lines – if there really are lines anymore – between what’s PR and what’s marketing and what’s interactive and what’s advertising will continue to blur. Organizations will continue to care less about whose budget something comes from, while caring more about maximizing tight budgets to establish meaningful relationships with their customers and stakeholders.

Lastly, I predict that I will continue to push deadlines to their absolute max and that Denver PR Blog will continue to be the undisputed leader in delivering news about Denver’s ever-interesting PR industry.