Denver PR Blog

2010 Denver PR Predictions – Cara Crifasi
January 6, 2010, 12:30 pm
Filed under: 2010 Denver PR Predictions, First Data

By Cara Crifasi
Director of Communications
First Data

Evolution Kills Some, but Breeds Others

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.

2 Comments so far
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Well said Cara. With so many big name publications shutting down, it’s no surprise that social media is becoming a popular avenue for sharing information. It makes me wonder whether bloggers and citizen journalists will have to follow the same rules/ethics as traditional journalists, and how this will affect how we practice public relations.

Comment by Liz Pope

Good thoughts, Liz. We’ve been having some similar conversations here at MGA, as shown in Jeff Julin’s predictions here. He points to the FTC rules about bloggers as a possible sign of more transparency and, perhaps, editing, to come in social media circles. It’ll be interesting to see what evolves. From my personal perspective, the increase in available information makes it harder and harder to tell what’s reliable and accurate – or to discern the motivations of the individual or organization providing the information. We, as PR professionals, have a critical role to play in maintaining ethical boundaries in all areas of communication, including information dissemination and discussions online.

Comment by Sarah Rasmussen

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