2010 Denver PR Predictions – Elaine Schoch

By Elaine Schoch
Director of Emerging Media
104 West Partners

What typically is a slow time of year, the fourth quarter of 2009 was an absolute whirlwind. New business pitch after new business pitch to bringing on and kicking off new clients. When I looked up and it was Christmas… That leads me to my one and only true PR prediction for 2010…

My One True PR Prediction
Budgets will return. Spending will increase and there will be more jobs in PR.

I do, however, have a few other predictions on how our industry will change in the coming year:

Social Media will not be a Separate Discipline Anymore
Social media will become an integral part of the overall marketing and communications strategy and not an effort unto itself. Frankly, social media should NEVER have been a separate discipline. Social media presents several advantages to reach and engage with a target audience over traditional media but it’s simply another channel to leverage to meet a businesses goals and objectives.

A Social Shakeout
While we’ve seen a number of businesses (and agencies) leave social media to the younger generation (i.e. interns and recent college grads) who “know social media”, this will and must change. No offense to these guys and gals, but they don’t have the deeper, strategic understanding (yet) on how to reach and engage people to truly change behavior. Additionally, there are a number of issues that arise in PR that only those with years of experience know how to handle. It comes back to understanding how to look at the big, long-term picture verses the short-term.

Newspapers Won’t Die
We all know newspapers are in a state of transition or rather a ‘state of figure it out or go away’. In 2009 we saw a number of outlets close altogether but there were also a handful that went to online versions only. This will become more of a trend in 2010. More newspapers will also begin to charge fees for their online content. While I’m not too keen on paying for the content myself, I do understand why they need to charge for it. I’m hopeful the industry figures out how to create a model that actually works and will be adopted but I think there will be a lot of trial and error until they get it right…

Privacy More of an Issue
Privacy has and will remain an issue in 2010. People will be most sensitive to data gathered on social network sites since this information is extremely personal. We witnessed this last month when Facebook changed its privacy settings. We all freaked out since more of our personal information was now open for anyone and everyone to see – especially advertisers and marketers. I wouldn’t be surprised to see the government put some kind of  federal legislation in place this year that limits website tracking.

Google Wave
People will figure out how to use Google Wave effectively for real-time collaboration. I’m pretty excited about this one…

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