The document summarizes the key topics from a presentation on public relations programs and trends in 2010. It discusses the results of a survey of PR professionals and their planning for 2010. It also outlines current trends in PR, including the declining state of traditional media, the importance of social media and having a seat at the strategy table, how SEO is now essential, the movement toward multimedia content like video, the need for robust measurement of PR programs, and the trend toward integrated marketing communications.

1. Public Relations Programs in 2010 PRSA – Maryland January 2010

2. Agenda Survey: PR planning in 2010 Current trends in PR Social media in practice

3. Agenda Survey: PR planning in 2010 Current trends in PR Social media in practice

4. Survey of PR Pros Oct. 21 – Nov. 12 ~ 1,800 respondents Marketing & PR Pros Conducted in US & UK US survey results and white paper analyzed with Deirdre Breakenridge who also presented a Webinar on PR Planning Considerations for 2010 . News release here ; white paper download here .

10. Agenda Survey: PR planning in 2010 Current trends in PR Social media in practice

11. Current trends in public relations State of the traditional media Social media = seat at the strategy table SEO is no-longer nice to have, but necessary Multimedia, especially video, is where it’s headed Measurement, measurement, measurement Integrated communications

12. Current trends in public relations What is the state of the traditional media in January 2010? 293 newspapers folded 1,226 magazines shuttered Radio gave up 10,000 jobs 100 TV stations affected by Chapter 11 -->Like PR pros, the media is doing more with less “dual-hats” * 2010 State of the Media : An Analysis of the changing media landscape by the Vocus Media Research Team

15. Current trends in public relations What does the state of the media mean for PR pros? Maintain your relationships; “creative destruction” Attention is the new deficit Be extra flexible Social media can help break the threshold Content is still king Think beyond text Master SEO

17. Agenda Survey: PR planning in 2010 Current trends in PR State of the traditional media Social media = seat at the strategy table SEO is no-longer nice to have, but necessary Multimedia, especially video, is where it’s headed Measurement, measurement, measurement Integrated communications Social media in practice

18. Current trends in public relations Social media = a seat at the strategy table Traditional customer ownership (B2B) Unprecedented interaction with the ultimate stakeholder Social media rejects commercialization Further reading: ComPRehension blog post

19. Current trends in public relations What does social media for the PR pro? D2C – direct to consumer, build your own audience Old model: target ID, key message development, refine Community = New model: who loves me right now? Social media needs brand advocates

20. Bulldog Reporter: What Santa can teach us about media monitoring

21. Agenda Survey: PR planning in 2010 Current trends in PR State of the traditional media Social media = seat at the strategy table SEO is no-longer nice to have, but necessary Multimedia, especially video, is where it’s headed Measurement, measurement, measurement Integrated communications Social media in practice

22. Current trends in public relations SEO is no-longer nice to have, but necessary It’s all about “find-ability” Must know the fundamentals Key words Link building Optimization of multimedia Fits well with social media

23. “ The difference between search and social is the difference between information and influence” -Greg Jarboe SEO-PR

24. Search gives content shelf-life

25. Search will make PR pros consider word choices: Agricultural biotechnology vs. genetically modified

26. Agenda Survey: PR planning in 2010 Current trends in PR State of the traditional media Social media = seat at the strategy table SEO is no-longer nice to have, but necessary Multimedia, especially video, is where it’s headed Measurement, measurement, measurement Integrated communications Social media in practice

27. Current trends in public relations Multimedia, especially video, is where it’s headed A picture is a worth 1,000 words…video is worth millions YouTube is the 2 nd largest search engine “ Image Search” ranks third in revenue for Google Think: Flickr, Photobucket

28. Slide Credit: Mark Robertson ReelSEO.com Further reading: Using Web Video Marketing with Online Press Releases

29. Further reading: Many See Value in Integrating Online Video with News Releases, but Few Have Actually Tried

30. Multimedia doesn’t have to be hard!

31. Current trends in public relations What does multimedia mean to the PR pro? Remember the “attention deficit” Multi-media means: Increase page views Time on page Likelihood of action

32. Source: Odwyerpr.com; O’Dwyer’s has an excellent (and free) blog that’s worth checking out: www.odwyerpr.com/blog

33. Agenda Survey: PR planning in 2010 Current trends in PR State of the traditional media Social media = seat at the strategy table SEO is no-longer nice to have, but necessary Multimedia, especially video, is where it’s headed Measurement, measurement, measurement Integrated communications Social media in practice

34. Current trends in public relations Measurement, measurement, measurement Impressions are interesting, clicks are better, sales are best Measure everything you can within the constraints of resources PR in a social media may well be easier to measure

35. Current trends in public relations Traditional media Impressions Clips Tone Prominence Quality AVE Social media Click-through rates ReTweets Social bookmarks Page Views Time on page Blog posts or comments E-mail forwards PDF prints Interactions Reputation | Persuasion | Sales

36. Current trends in public relations Free social media measuring tools: www.backtweets.com www.backtype.com www.Techorati.com www.bit.ly.com

37. Agenda Survey: PR planning in 2010 Current trends in PR State of the traditional media Social media = seat at the strategy table SEO is no-longer nice to have, but necessary Multimedia, especially video, is where it’s headed Measurement, measurement, measurement Integrated communications Social media in practice

38. Current trends in PR Integrated communications 64% said PR increasingly important role in the marketing mix Social media’s rejection of commercialization makes PR central Marketing overall is moving central Attention deficit Myriad skill set – “hybrid professional” Poorly conceived questions: Is PR better than advertising? Is social media better than media relations? --> How can these mediums work in harmony?

39. Agenda Survey: PR planning in 2010 Current trends in PR Social media in practice

40. Social media in practice Think of social media in terms of A cohesive framework Programs and scale Bone up on crisis communications

41. A cohesive framework Source: SlideShare , personal point-of-view .

42. Think in terms of programming -Link sharing -Real time -Support/Service -Responsiveness -Discounts -Contests -More intimate -“Inside look” -Advanced contests -Moves more slowly -Collegiate-tendency -Discussion-oriented -Market research -Viral tendency -Receptive to humor -Customer testimonials Engagement | Community

43. Use Case: dealing with a difficult blogger Were having a successful technology product launch: Pre-briefed analysts, media and bloggers Announced an industry trade show Great buzz; better press: "Forward thinking" "innovative” "leap-frogged the competition" A PR dream, right? Source: Sword and the Script

45. Use Case: A difficult blogger Influential? Yes Objective? No Response: Put our own blog at the center Target the sphere of influence Engaged additional analysts Not all was rosy So what was the outcome? Lesson: Not all bad buzz is bad

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