The document summarizes trends affecting public relations and technology media, including the decline of print magazines and newspapers, the rise of social media and user-generated content, and how this shifts the role of public relations professionals. Specifically, over 525 magazines closed in 2008, print ad pages are down 50% since 2005, and newspapers are only growing outside the US. Additionally, social media like blogs, social networks, video sharing, and reviews are all rising. This new media landscape means companies can communicate directly with stakeholders with fewer filters, while PR professionals must become skilled visual storytellers and content creators.

1. 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

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

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

4. More than
525
magazines
closed in
’08.

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

6. Newspapers are
growing globally
everywhere but
the U.S.

7. Tech pages in business media
are shrinking.

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

9. Business publications now
podcast, blog… and much more.

11. Tech media are downsizing and
migrating online.

12. Journalists pander for clicks.

13. IT press has new competitors in
bloggers and podcasters.

14. Video is everywhere.

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

17. It’s a new,
more complex world

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

22. All the media is social, or
better, socialized

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

26. Companies can
reach their
stakeholders
directly, with
fewer filters

27. Companies are now publishers
in their own right.

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

32. Anatomy of a PR Professional
circa 2004

33. Anatomy of a PR Professional
circa 2009

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

35. PR professionals
must become
visual
storytellers…

36. And great, really
great, content
creators.

37. If I was
finishing school
today…

38. 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/