JohnstonWells has promoted its resident social media expert Elizabeth Jumel to senior counselor.
By Cara Crifasi
Director of Communications
Traditional media continues to contract and many iconic publications such as Editor and Publisher, the Rocky Mountain News and Gourmet Magazine ride off into the sunset leaving us a little parched and missing something that we knew for so long. Today, we must adjust our strategies slightly to take advantage of the power of real-time information and connect with our communities and advocates. We are seeing more traditional media adjusting their business models to compete in the new landscape and employing things like Twitter as a tool for dissemination of news and to drive Web traffic to their sites. As we embark on 2010 and further bridge traditional and social media tools, we should remember not to wander completely astray from the genesis of our profession by remaining true to our roots and being real and transparent.
Oh the Possibilities
We saw some of the possibilities this past year and how quickly news can spread through social media – who did not follow the “Balloon Boy” hoax unfold on Twitter, or keep up with news about Michael Jackson’s death on Facebook? And who didn’t Retweet photos of the Hudson River crash after someone they follow posted it? Personally, I am excited to see what new social technologies will take-off in the coming year, or at least become more of a reality than science fiction or vaporware. The speed at which things are changing is unprecedented, so keeping up will continue to be important as well as a challenge for the public relations industry. Luckily we have a plethora of tools at our fingertips to guide us and inform us as we sail along this changing media landscape in 2010.
By Wendy Aiello
Principal, Aiello Public Relations & Marketing
Forging and maintaining relationships will continue to be the bedrock of a successful public relations agency. We must utilize every person and their skill set at our agencies to find our new media relationships. The truly successful firms will discover and become sources for all credible media outlets – both traditional and “new.”
The birth of smaller agencies continues. With the massive shift in the media market more people will hang their public relations shingle in 2010. A prediction for 2011 – fewer small shops. It’s not as easy as it looks!
More consortiums of public relations and marketing professionals will physically band together. It gets lonely working remotely. Great ideas are born when face-to-face communication takes place. The “old” model agency may not be viable for many PR pros, but coming together with other individuals in the field will continue to provide new business, media leads and contacts and a greater quality of life.
The most thoughtful clients are the ones who know you are coming and take the time to create a public relations crisis so your visit will be worth the effort. GBSM’s Steve Silvers shares his story of a thoughtful client in a broader post about what Tiger Woods and other scandals tell us about crisis management planning.
By Pete Webb
Founder, Webb Public Relations
- A major “name” firm will close its doors, burdened by overhead and a shaky corporate client base.
- A long-time TV anchor will leave the set.
- “Social media,” “New media,” whatever it’s called in the current blogs, will grow as a pitching strategy. We’ll never have to pick up the phone again; just Twitter the 22-year old on the desk, and if she’s not busy arranging her evening out, we’ll get a call back with interest in the story.
- Media-rich news release strategies will be more in demand as TV struggles to get video and print struggles to get details.
- At least one Denver TV station will abandon the “Denver pool” and decide it should be deciding where to devote its crews and photojournalists.
- Fox31 will trim its photo staff and use Skype for live interviews.
- “Green” will continue to be the elusive “next trend” for PR firms chasing the rainbow.
- The Denver Business Journal will reinforce its 3pm newscast to become even more of a threat to the Post business page.
- The McInnis-Ritter campaign will try to elevate the tone of political debate in Colorado, but obscure 527s and the nasty progressives and right-wing fringe will continue to roll grenades down the aisle.