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Trends
That Will Affect PR In 2006 |
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As media consumption habits change to reflect evolving
technology, public relations campaigns need to adapt.
Last year saw major shifts in media consumption, as
citizen media grew up, weblogs became commonplace, and
podcasting moved almost overnight from a high-tech,
fringe concept to mainstream application. Following are
some trends we believe may affect your PR strategies in
2006.
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Who's
Behind Op-Ed? |
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A recent New York Times article reported that opinions
written and distributed via the media may in fact be PR
ploys in disguise. Examples abound of “impartial third
parties” receiving money to write opinion articles. So
who’s behind op-ed today?
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Socialized
Technology |
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Only a decade ago most people weren’t even aware that
the Internet existed. Today the web has woven its way
into the fabric of our lives through work, recreation,
education and media consumption. Computers, formerly an
exclusive tool for the elite, are incorporated into
almost every household appliance. Listen to casual
conversations among seniors today and you will hear the
words “Google,” “Yahoo!” and “Mapquest.”
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Return On
PR Investment (PROI) |
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The common belief is that it’s impossible to objectively
judge a PR campaign’s effectiveness. From old metrics
like “how many news clips a press release received” to
more recent measurements like website hits, marketers
have struggled to get a grip on PR effectiveness.
Objectively measuring a campaign’s return on investment
would help with budgeting and priority issues. With
today’s technology, PR pros can do just that.
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Trylon
president Lloyd Trufelman was noted as one of the "people
PRWeek loves" in its
2005 Book of Lists.
The magazine
highlighted Lloyd's media expertise, the fact that many
reporters tap him to discuss how online media is challenging
mainstream journalism, and his availability to reporters and
media outlets large and small.
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