Trends affecting Tech PR
(and not just that)
A talk with Luca Penati
Managing Director, Global Technology Practice
Ogilvy Public Relations Worldwide
Santa Clara University - 4 May 2009

Our world as we know
it is changing fast, and
it’s not just the
recession

Most of us are
going through
the same thing:
a mix of anxiety
and excitement…

More than
525
magazines
closed in
’08.

IDG, CMP, ZD ad
pages down 50%
since ’05.

Newspapers are
growing globally
everywhere but
the U.S.

Tech pages in business media
are shrinking.

There are less reporters and
feature stories in today’s 24/7
news cycle.

Business publications now
podcast, blog… and much more.

Tech media are downsizing and
migrating online.

Journalists pander for clicks.

IT press has new competitors in
bloggers and podcasters.

Video is everywhere.

Social media
Blogs
is rising in all
Social Networks Social
Bookmarks
the markets.
Podcasts
Video Sharing
User
Reviews Rating
Systems
Collaborative Wikis
Ranking

It’s a new,
more complex world

..and the rise
user-
generated
editorial
of
content
“socialized”
vendor-
media.
generated
content

All the media is social, or
better, socialized

So… what does
this all mean to
me and to my
profession?

Companies can
reach their
stakeholders
directly, with
fewer filters

Companies are now publishers
in their own right.

To those who say
the media is dying
and that PR will
follow, I say:
You don’t get it

Anatomy of a PR Professional
circa 2004

Anatomy of a PR Professional
circa 2009

Content is King.
The channel doesn’t
matter anymore.

PR professionals
must become
visual
storytellers…

And great, really
great, content
creators.

If I was
finishing school
today…

Thank you!
Twitter: @lucapenati
Ogilvy PR Tech Practice Blog: http://www.techprnibbles.com/
LinkedIn: http://www.linkedin.com/in/lucapenati
Facebook: http://profile.to/lucapenati/