By Jennifer Lindsay, Director of Digital Services, Social Media Evangelist / New Media Guru

 

The end of the year is time for a lot of things, among them taking stock of the previous year and looking ahead at what may be in store for the next. Here what we see coming in 2009:

Who’s in Charge?

 

The changing media landscape continues to keep PR firms on their toes by challenging them to become more creative about increasing their clients’ visibility.

 

We’re not talking evolution – this is full-on revolution!

 

One of the biggest trends in publishing is publications, from business to trades, supplementing journalist-created content with community-generated content.

 

So who’s in charge, the journalists or the readers? The answer, to the delight of some and the chagrin of many, is both.

 

Witness BusinessWeek’s bold experiment in August of publishing an entire issue in collaboration with readers. Or Network World, the technology trade publication that accepts vendor-contributed articles for its Technology Update section, with a huge reader caveat: “This vendor-written tech primer has been edited by NetworkWorld to eliminate product promotion, but readers should note it will likely favor the submitter’s approach.”

 

So who’s in charge? Stay tuned and fasten your seatbelts, 2009 is going to be a wild ride!

 

-Linda Clarke, EVP

           

Customer As King

 

My prediction? 2009 will be the year when we stop talking about customer references and start really talking about customer engagement.

 

Customer references are very one-way (good for the vendor company but what’s in it for the customer?) and outdated.

 

Customer engagement, on the other hand, is much more in keeping with how information and influence flows today. Particularly with companies cutting back and trying to do more with less, finding ways to connect with customers and getting those customers to connect with each other (that whole peer influence thing) is more important than ever.

 

My guess is that in the coming year, more PR resources are going to be focused on helping these valuable relationships flourish.

 

-Elaine Cummings, Principal

 

 

Social Media Continues To Gain Ground

 

I’ve been working with a friend on ways to promote her new salon here in Chicago.

 

Like many entrepreneurs, she is trying to do what she can with social media to keep costs down and still reach her audience—which is primarily young professionals in the Lincoln Park and Wrigleyville neighborhoods.

 

In doing some research, I was amazed that some of the recommendations we make to our clients every day—finding the right story, keeping messages consistent and engaging with the community, were the same things I was telling her on a much more prescriptive basis through social media channels. And, like what we tell our clients, she has a distinct advantage by employing social media as part of her marketing efforts because her competitors are not.

 

In fact, none of the other salons that we researched seemed to be doing much with social media, despite the fact that their target customers are active on Facebook, Twitter and the like.

 

Of course, some things don’t change and, as a program for 2009, she is planning several promotional offers, including a discount on color for anyone who has tried doing it themselves and has the box of Miss Clairol (and likely some spotty results) to prove it.

 

There is no question that social media will focus heavily in the marketing mix for 2009… and that entrepreneurs alongside public companies can benefit tremendously from taking a few small steps.

 

-Elizabeth Kollross, VP

 

Who Do You Trust?

 

In 2009, there will be a simultaneous expansion and contraction of our information age.

 

The number of information outlets will continue to grow as the traditional press disintegrates; new blogs, networks and communications channels are created; and the line between bloggers and journalists blurs even further. Already, anyone with Internet access and a camera can become an independent broadcaster.

 

At the same time, people may consciously restrict their own data consumption to a select set of sources. Corporate and government shenanigans have eroded the public’s faith in “official” information, and the range of sites and content is overwhelming, so people will turn to the sources they trust: friends, families, and a handful of credible third parties.

 

This presents a challenge to companies: How will they influence the New York Times, Gizmodo and your beloved, wise Aunt Ethel all at once? Is it possible? How do they know who’s getting the message?

 

Because I trust Buck Henry, I will share some wisdom from his brilliant script for “To Die For.” Specifically, part of hapless high-school philosopher Lydia Mertz’s closing monologue:

 

“Suzanne used to say that you’re not really anybody in America unless you’re on TV… ’cause what’s the point of doing anything worthwhile if there’s nobody watching? So when people are watching, it makes you a better person. So if everybody was on TV all the time, everybody would be better people. But, if everybody was on TV all the time, there wouldn’t be anybody left to watch, and that’s where I get confused.”

 

-Rachel Shelton, Director

 

PR Gets Practical

 

The ugly economic climate is putting pressure on spending and PR isn’t immune. In 2009, PR needs to get practical and do more with less.

 

What does that mean? Stop beating your head against a wall by doing the same old traditional product launch and expecting the same kind of big bang you used to get.

 

It’s not going to happen in this climate.

 

Instead, think about how to extend your online presence and reach your audiences directly by tapping into ready-made online communities (hint: you can find some of them in LinkedIn and Facebook).

 

You don’t have to shred all your press releases, but instead of products, think personalities. Instead of technology think hot topics and trends.

 

And maybe, just maybe, the press release isn’t the vehicle to get that type of news out there.

 

-Melissa Neumann, SVP

 

 

Where And How Influence Happens Will Continue To Change Over The Coming Year

 

We’ve been looking a lot at this issue as we help our clients really focus their communications efforts on the most important channels.

 

One thing that has become crystal clear is that the rise of peer influence will have a dramatic effect on how buying decisions are made in the B2B market.

 

Two years ago, as I sat in the audience of the annual Always On Summit at Stanford University, I heard some astounding statistics about how 67 percent of technology buyers will make their buying decisions based on information they get from people they know.

 

That means where and how companies communicate their value proposition will change, the channels in which they get that information out, and even what kind of information they communicate, will change drastically.

 

The above statistic is big enough that it lends some pretty big support to the trend of community building amongst corporations.

 

So for those marketing folks who thought community-building was just another fluffy marketing trend, they might want to take another look.

 

-Barbara Bates, Principal

 

So what do I think is the big trend for 2009? Definition.

 

We’re currently operating in a world where PR and marketing are colliding. We know PR is changed – has changed, and will continue to do so. But to what extent an, given the new packages ad services we’re offering – including engagement strategy and SEO – make us any different than the online marketing companies that seem to pop up at every turn?

 

For some perspective, I turned to LinkedIn Answers, where I posed the question, What’s the difference between marketing and PR these days?

 

Sixteen responses later, I’m still thinking it through. I obviously believe in what I do, but want to make sure our clients have the best advantage possible and also help prospects consider us in the same vein.

 

Perhaps my favorite answer gets to the heart of the issue:

 

Simply put, you build a business/brand on public relations and then support it with a myriad of marketing tools. Since PR is the most credible medium (according to Theodore Levitt, Harvard), acquiring mainstream media and social networks to advocate your products/services/cause is not only cost effective, but also meaningful. Back to your question – Strategy, in my opinion, comes FIRST and then you employ the most appropriate combination of “tools” (PR or marketing tactics) to accomplish the client’s objectives. Whether a firm calls themselves a PR firm or Marketing Company is less important compared to the strategic value they can deliver to your client.

-Bill Nissim

 

When it comes down to it, it’s all about the client, and us making sure they know we’re on our toes to get them the best results in all channels.

 

No matter what we define ourselves as.