Category: public relations

Three forces changing the face of PR — and an action plan for dealing with the changes

A new white paper from Cymphony — called The Changing Face of PR (PDF; free, but registration required) — describes three forces affecting the public relations business:

  1. Increasing overlap in marketing and public relations. PR is expected to do more product focused activities. Advertising embraces publicity-generating “buzz marketing” tactics to reach influencers. The growth of “social media” such as blogs gives PR more direct contact with the end users of their companies’ products.
  2. Improved measurement. The C-suite demands more rigorous performance and efficiency measurement from all functions. PR departments are under greater pressure to shift from measuring “outputs” like clip counts to “outcomes” like revenue and brand equity growth.
  3. Increasing importance of social media. The rapid proliferation of blogs and social media sites has created a new class of media influencers and new tools to deliver a company’s message to the market.

The white paper also offers a four-step action plan. No spoilers here, though. Download the document and read for yourself. It’s worth the time it takes to register.

Hat tip to EducationPR for the link.

Fast Company opens nominations for 2007 Fast 50

College marketers, here’s your chance to gain recognition one of your alumni-entrepreneurs who is making money with a business that is out to save the world. Fast Company magazine today announced (via FC Now) that nominations are open for the 2007 Fast 50, an annual recognition of companies on the move. This year, the spotlight is on “businesses that are helping to save the world.”

We’re looking for profit — driven problem solvers-people and companies out to address the planet’s woes and make money at the same time. Tell us about yourself, someone you admire, or someone you work with. But make sure your nominee is using new strategies, new ideas or new technologies to tackle issues like global warming, pollution, sustainability, access to healthcare, poverty, trade impact, child labor, and other concerns.