As I write this, I have Twhirl chirping away helping me monitor two Twitter handles (@cincychamber and @chriskemper), and I’m posting content on Facebook. Today, I’ve tweeted about everything from my beloved UK Wildcats (personal account) to how P&G defines and plans to utilize Facebook and Twitter (work account).
(Incidentally, if all of this is Greek to you, check out the Social Media Revolution video on YouTube.)
I know I’m not alone in this new, social media-laden level of multi-tasking we PR folks are so good at managing. I suspect some of you read this and scoffed at my efforts: “He only manages TWO accounts?!”
As an industry, we have jumped feet first into this new world. Cincinnati PRSA has taken the plunge as well. Buoyed by the work and expertise of our Social Media Chair Mike Boehmer (@mikeboehmer57) and his committee, we have almost 1,200 “tweeps” and friends following what we have to say via our social media platforms. You can find us on Twitter, Facebook , LinkedIn and now, on YouTube.
On our YouTube channel, the newest bullet in our social media pistol, we plan to show highlight videos from our events. You can find a three-minute video of Gary McCormick’s remarks on there right now — It’s just the start.
And in February, we take our efforts a step further with our luncheon keynote speaker, Katie Paine (@KDPaine). We’re all incorporating social media into our plans and strategies, but how do we measure success? Katie, essentially the undisputed champion of measurement, will answer this and more.
After all, what gets measured gets done. I’ll see you at the luncheon if I don’t see you online first!
Chris Kemper, APR
President
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It was nearly 6:30 p.m. on a mid-January Thursday. Most people, except for a few stranglers (see: over-achievers), had left the office and were probably eating dinner while enjoying reruns of The Office. At 6:30 p.m. on that mid-January Thursday, I was not one of those people.
I was sitting at my desk, eyes glued to my computer. The only noises I heard were those from the scenes I was editing on my computer. Scenes from the January Cincinnati PRSA luncheon. Could I do it? Could I put together a video? I took a video editing course in college circa 2006, but this was a program with which I was not familiar. This.. was a Flip camera.
I recorded highlights from Gary McCormick’s speech using said Flip camera. It was easy to use, but I was worried I wouldn’t be able to adequately piece together the elements to produce a video that resembled some sort of quality production.
But on that fateful mid-January evening, during those odd, (too) quiet after-closing hours, I did it. Turns out, the Flip camera provided an extremely easy way to edit footage as well.
Darcy Little: Videographer Extraordinaire.
Not really, but hey – quite a few of Gary’s main points are captured in our chapter’s first YouTube video. (Just excuse the lighting and sound issues due to a lack of professional recording equipment.) You can check out our new YouTube page here: http://www.youtube.com/user/CincinnatiPRSA.
During upcoming luncheons, if we get the “okay” from speakers, we will continue to record highlights and post them to YouTube. In fact, Kristan Getsy of Life’s Eyes Media has graciously offered her services in recording them for us. With her professional equipment and keen eye, our videos will get better and better.
As for the Flip camera.. my birthday is March 9. I really liked it. You know, just in case you were wondering.
Darcy Little
PRVisions Editor
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With the increasing importance of social media, there's a whole new dimension that needs to be measured. Many of the old rules still apply, but the old tools don't always work in today’s environment. This workshop will outline the basic forms that new media measurement takes, and then will provide details of the tools and techniques you need to put a measurement program in place.
Key Takeaways:
The 7 basic rules of measurement
How do you link your social media to business objectives
How to set measurable goals
How to set appropriate benchmarks
How to measure the influence of blogs, Twitter and social media on your brand
How to conduct content analysis to determine message penetration
Selecting the proper tool to match your objectives
The best affordable tools for measurement
Reporting the results: traps and tips
BIO:
Katie Delahaye Paine (Twitter: @KDPaine) is the CEO and founder of KDPaine & Partners LLC and author of "Measuring Public Relationships: The data-driven communicator's guide to measuring success." She also writes the first blog (Katie Paine's Measurement Blog) and publishes the first newsletter (The Measurement Standard) dedicated entirely to measurement and accountability. In the last two decades, she and her firm have listened to millions of conversations, analyzed thousands of articles, and asked hundreds of questions in order to help her clients better understand their relationships with their constituencies.
For the past 17 years, Paine has been providing marketers and communications professionals tools, data and information to help them make better business decisions. She and her firms have read and analyzed millions of news articles, Internet postings and internal communications and have conducted hundreds of thousands of interviews in the relentless pursuit of quantitative and qualitative measures of her clients’ marketing success. She works with some of the world's most admired companies including Raytheon, Hewlett-Packard, and Southwest Airlines. Most recently, her endeavors have been focused on providing cost effective measurement programs for non-profits, small businesses, and government agencies.
Prior to launching KDPaine & Partners in 2002, Paine was the founder and president of The Delahaye Group, which she sold to Medialink in 1999. Katie was an initial founder of the Institute for Public Relations Special Commission on Measurement and Evaluation. She served as the US liaison to the European Standards Task Force to set international standards for media evaluation. She writes a regular column for PRNews on corporate image and crisis communications and contributes to PRNews, Communications World, PR Week, Business Marketing and New Hampshire Magazine.
An accomplished speaker, Paine frequently lectures to conferences and universities including The Conference Board, The American Strategic Management Institute, the Public Relations Society of America, the International Association of Business Communicators, the Institute for International Research, the International Public Relations Research Conference, Ragan Communications Conferences, the PR Executive Forum, IPRA, the University of New Hampshire, and Southern New Hampshire University.
Paine was named Entrepreneurial Venture Creator Person of the Year by the University of New Hampshire. A Cum Laude graduate of Connecticut College's class of 1974, Katie majored in history and Asian studies. She received an Honorary Doctorate of Laws from New Hampshire College in May 1996. She is an Athena award winner and a Board member of the New Hampshire Political Library. Her life is featured in Mark Albion's book, "Making a life, making a living."
Date: |
Tuesday, February 9, 2010 |
Place: |
The Phoenix
812 Race Street
Cincinnati, OH 45202
Visit www.thephx.com for directions |
Time: |
11:30 am - noon Check-in & Networking
Noon Lunch & Program |
Cost: |
$30.00 - PRSA Cincinnati Chapter Members
$30.00 - PRSSA Members
$42.00 - Non-Members |
RSVP: |
by NOON on Thursday, February 4
Reservations are required and can be made one of three ways:
(Any Member and ALL Non-Members)
1. Register and prepay NOW online
NEW AS OF 3/09: ALL non-members must prepay all reservations. Also, no reservations will be accepted if you still owe a balance from a previous event.
(Members Only)
2. Send an email to acampbell@fuse.net
3. Leave a voicemail at 513-792-0402. |
Menu: |
Exact Menu to be determined. Please state if you will need a chef's choice vegetarian meal when you make your reservation. |
Cancellations: |
Will be accepted until final RSVP deadline listed above. After that time you will be billed for the cost of your reservation, even if unable to attend. Please understand that once we guarantee our count to the location we are billed for the meal you order whether you use it or not. |
***CONTACT LAUREN DOYLE IF YOU ARE INTERESTED IN SPONSORING THIS EVENT. ***
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Is it obvious yet? Our chapter is anxiously awaiting Katie Paine’s presentation on February 9. We are lucky that our industry’s top measurement expert is speaking to us (to us! Hold on: Peter Shankman last year, Gary McCormick in January and now Katie Paine? A PR mecca, we are.). Fortunately, Katie gave us a few snippets – an appetizer sampler, if you will – of her measurement know-how before the luncheon. So, read this. Get to know Katie. Get excited.
Cincinnati PRSA: What motivated you to start your own consulting business?
Katie Paine: After five jobs in seven years, I realized I was genetically unemployable and my title should be “serial entrepreneur.” I also realized that I wasn’t the only PR person needing numbers to justify my existence.
CP: Why is measurement so important?
KP: Because in today’s environment there are too many options and not enough budget and therefore you need data to make better decisions. Measurement provides that data.
CP: What do you see as the main hurdles to accurate measurement in 2010?
KP: Marketers and senior management that are still stuck using antiquated measures (AVEs and column inches) when there are so many better metrics around.
CP: What are the key tools needed for effective measurement?
KP: The first step in any measurement system is clearly defined, measurable goals. From that you can determine the tools, but basically you need a way to collect and analyze content, a good web analytic system and a way to survey your stakeholders to measure relationships. back to top
Your Blacksmith co-chairs – Jackie Reau and Gail Myers – need your help to make this year’s Blacksmith competition and awards ceremony the best ever. We’re starting plans now to showcase the best of the best from PRSA members and other industry professionals throughout the Tristate for work produced from January 2009-June 2010. Entries will be judged by the Houston Chapter of PRSA.
Last year saw a record number of entries submitted; this year, we want to set a new record. We invite you to join us in planning and implementing the 2010 Blacksmiths. The first meeting will be Wednesday, February 10, at 10:30 a.m.
If you’re willing to help, please contact Gail (gailmyerspr@fuse.net) or Jackie (jreau@gamedaypr.com) before Feb. 10.
Thanks!
Jackie & Gail
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Happy February! The New Professionals are off to a big start, and I am thrilled to be able to serve as this year’s chair and to have such a great team to work with. With that, I would like to introduce our 2010 committee, who has already arranged an impressive line-up of events for the year.
2010 New Professionals Committee:
Allison Brinkman
Meghann Craig
Christine Demeropolis
Megan Haughney
Jessica Hercule
Ashley Van Sickle
This year the New Pros are aiming to make the group more attractive to young and new professionals and provide events that are entertaining, instructive and informative, as well as social.
We look forward to seeing you at our February event. We will be kicking off with a meet and greet happy hour on Thursday, February 18, at Chi-natti’s in Kenwood (7980 Hosbrook Rd.) from 5:30-7:30 p.m. So come and enjoy good conversation, catch up with old friends and meet some new ones, while taking advantage of ½ off drinks.
You can find out about all of our events by visiting our New Pros page at Cincinnatiprsa.org, joining the Cincinnati PRSA New Pros Facebook page, following us on Twitter @CinPRSANewPros or by sending your email to cincynewpros@yahoo.com to be added to our email list.
However you choose to follow us, we look forward to seeing you at our events!
Cincinnati PRSA encourages all event attendees to enjoy its social networking events responsibly.
Brandy Williams
New Professionals Chair
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Hot Off the Presses & Heading Your Way: 2010 Member Directory
As we become increasingly dependent on e-mail, smart phones and everything electronic, our members consistently ask about the hard copy of the Member Directory. It’s used in a variety of ways, from job searches to remembering the name of the person you met at a luncheon. You will soon receive your copy of the 2010 directory in the mail, if you haven’t already. We hope you put it to good use.
Jonathan Kissell
Membership Chair
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A huge THANK YOU to those who have become involved in the Cincinnati PRSA group on LinkedIn.
You have done a fantastic job initiating meaningful discussions and sharing insightful articles about our profession. You’re taking big steps toward making our LinkedIn group THE PLACE for public relations professionals in Cincinnati.
Meanwhile, our 2010 Social Media Committee - Elliot Campbell, Lauren Doyle and Jeremy Fischer – has exciting plans to enhance the chapter’s presence on Facebook and Twitter. In upcoming months, we will:
* Create a more user-friendly presence on Facebook. This involves transitioning members of the Cincinnati PRSA Group to a new Page.
* Set up an online page where chapter members can put links to their Twitter accounts. We also intend to allow members to include links to their Facebook and LinkedIn pages, if they want to include those.
More details will be announced in upcoming issues of PRVisions.
Mike Boehmer
Social Media Chair
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Name: Elliot Campbell
Position: Communications Specialist
Company: Luxottica Retail
Twitter handle: @elliotcampbell
What social media outlets do you use?:
Primarily Twitter, Facebook and LinkedIn. I try to keep LinkedIn for my professional life and Facebook for personal, but it seems like it’s getting harder to separate into those two streams lately. And that's why Twitter is great - I use that for everything.
How long have you been a Cincinnati PRSA member?
Almost a year - since March 2009.
What do you find the most beneficial about Cincinnati PRSA?
I really like the networking opportunities and the variety of people I've been able to meet and learn from. I've only lived in Cincinnati for a little over a year, and at the beginning, I knew very few people. But after attending a few PRSA events, I met a lot of interesting and knowledgeable people, learned a lot about the PR and communications industry here locally and got involved in the thriving social media community that exists. Cincinnati PRSA also gave me a chance to volunteer in a group where I could not only use my core strengths to help, but I was also able to further my career with my volunteer experiences.
Whom do you suggest your fellow chapter members follow on Twitter and why? What is his or her Twitter handle?
Since everyone is different, I find the best strategy is to follow people in line with your specific interests and the way you like to use Twitter.
For me, Kevin Dugan (@prblog), the Cincinnati PR and social media pro, puts out a good variety of tweets, and I like the Bad Pitch Blog (@badpitch) he runs with Richard Laermer (@laermer). Also, Daniel Johnson Jr. (@danieljohnsonjr), who writes a lot about using social media to network and who also runs New Media Cincinnati (@newmediacincy), a great group of local people interested in all things social media that meets on the second Saturday afternoon of every month.
I'd also give a nod to Mike Boehmer (@mikeboehmer57), who knows just about everyone in the social media community in Cincy, and is the best person I can think of to lead the Cincinnati PRSA social media committee.
You’re in PR which means you’re interesting by default! Tell us one fun fact about you:
I grew up in Canada and have lived in several Canadian and US cities, but one of my best experiences was when I completed my last year of high school in Neuchatel, Switzerland. I lived with a French-speaking Swiss family and had the opportunity to open my mind through traveling to many different cities in Western Europe.
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Feels like yesterday we were preparing for Gary McCormick’s visit and presentation to our chapter. Gary, the chair and CEO of PRSA, spoke about a variety of topics pertaining to the industry. Don’t worry if you couldn’t take notes (it’s hard to balance your notebook while eating chicken – trust me, I’ve tried). Check out our NEW YouTube highlights feature of Gary’s speech as well as some photos.
http://www.youtube.com/watch?v=sQX2FzDYh9w
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Each month leading up to the annual Blacksmith Awards Ceremony, we will highlight a winner from last year’s competition.
Mark your calendar for the 2010 Blacksmith Awards: November 17, 6 p.m., McCormick & Schmick’s reception space on Fountain Square.
“John Morrell Running of the Wieners Satellite Media Tour”
Presented by the Cincinnati USA Regional Chamber with Game Day Communications
Media Relations, 1i. Satellite Media Tour
Overview
To promote the 2008 Oktoberfest Zinzinnati, our client the Cincinnati USA Regional Chamber and its event group, Downtown Council, presented the second annual John Morrell Running of the Wieners to promote one of their signature community festivals dubbed America’s Oktoberfest.
Some 60 dachshunds that were dressed in hot dog bun costumes raced on Fountain Square in the heart of downtown Cincinnati for prizes such as dog food and hot dogs. Charlie, the four-year-old adopted pooch, won the title in the 2008 race held on Friday, September 18.
The Chamber wanted to utilize this quirky and fun event to draw national media attention to Cincinnati as the home of America’s Oktoberfest and to position the city as a fun place to live and work.
As someone said in a planning meeting, “every producer in America will take this video so their anchors will have to say the word ‘wiener’ on the air.”
Target Audience
The target audience for the John Morrell Running of the Wieners Satellite Media Tour was the American television viewing audience in the top 50 TV markets.
Research
In researching the media contacts for coordinating the satellite media tour, we used Cision to create an updated media database of TV news producers and assignment editors in the top 50 TV markets in the United States.
Planning
In planning for the satellite media tour, we consulted with Central Satellite Services based in Cincinnati who purchased the satellite time and coordinated the satellite uplink process. We also consulted with MarketWire, a national news distribution service, so they could distribute the satellite coordinates to the news rooms. We also contracted with a local news videographer to capture the footage.
Execution
In advance of the satellite uplink, we distributed information and satellite coordinates via MarketWire and followed up with our personal email media alert to assignment desks as the date/time for the uplink drew closer and during the available time.
To garner national coverage of the John Morrell Running of the Wieners, we uploaded three minutes of video with an event spokesperson sound bite and raw footage of the races. We uploaded the video, both analog and digital, for two 15-minute intervals from 2-2:30 p.m. before TV affiliates normally download their network footage at 3 p.m.
The story aired nationally on ABC News/Good Morning America, CBS Early Show, ESPN and CNN Headline News. It also aired in more than 150 markets including: Albuquerque, Charlotte, Chicago, Denver, Honolulu, Houston, Las Vegas, Los Angeles, Miami, New Orleans, New York, Palm Springs, San Diego, San Francisco, Tampa and Washington, DC among others.
The footage from the race was also uploaded to youtube.com: http://www.youtube.com/watch?v=fpF2tZsj6lM&feature=channel_page
Here is the link for the CNN segment: http://www.truveo.com/And-Theyre-Off-Wieners-Race/id/1051821101
Evaluation
The overall media results for the Running of the Wieners were:
- 166 stories placed
- 8,814,809 impressions or viewers
- $830,040 earned media value
- 79,579 views on youtube.com
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The Voice of Your Customer was named a 2009 National Supplier of the Year by the National Minority Supplier Development Council (NMSDC) at its annual conference in New Orleans. The firm won in the category for companies with annual sales less than $1 million.
Every year, NMSDC-certified Asian, Black, Hispanic and Native American businesses are evaluated on the basis of business growth, development and performance, community service and the ability to overcome challenges brought on by the company owner’s heritage or background. As the 2008 South Central Ohio Minority Supplier Development Council (SCOMSDC) MBE of the Year, The Voice of Your Customer was selected as a regional supplier of the year from more than 80 nominees nationwide representing a broad range of industries. The company was elevated to National Supplier of the Year at the conference awards banquet.
“Small business is the engine that drives the economy and NMSDC’s award-winning suppliers are proof of that,” said Harriet R. Michel, NMSDC president. “During a challenging economy, major corporations have counted on excellent minority suppliers like The Voice of Your Customer to deliver great products, cost savings, quality service and innovative solutions. This level of performance will be increasingly valuable to more corporations as the economy recovers.”
At the same event, RCF Services, a facilities management firm in West Chester, Ohio, was named a 2009 Regional Minority Supplier of the Year in the category for companies with annual sales between $10 million and $50 million.
Crystal Kendrick, The Voice of Your Customer
EMG University Series
Podcasting, Webscaping & Other Nifty Things You Should Do To Your Website (Hey, the ‘90s Called, They Want Their Website Back!) is the topic of the February 3 EMG University Series. The seminar will be held at 515 Monmouth Street in Newport and registration is available online at www.PRAOA.com. EMG University is put on by Eisen Marketing Group in conjunction with the Public Relations Agency Owners Association and the Northern Kentucky Chamber of Commerce and on the first Wednesday of each month, shares best practices in marketing, communications and business development. Registration is $50, and includes all materials and continental breakfast.
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Volunteer Bank
Acclaim is an all-volunteer organization whose mission is to build local theatre audiences by identifying, celebrating, and inspiring excellence in Cincinnati non-profit theatre. In addition to the Acclaim Awards that highlight the best accomplishments in each Cincinnati theatre season, Acclaim offers a series of grants to support local theatre artists in their artistic growth, and to reward the work of outstanding local theatre educators and students.
Acclaim needs a seasoned PR professional to serve as the PR chair to help us inform and engage the community as partners in this mission. Duties include: supervising the PR committee; promoting Acclaim and its programs nationally and locally; overseeing social networking for Acclaim; and working closely with special events and Award Event committees.
Time commitment: about an hour a week, plus a monthly meeting of the Acclaim Executive Committee.
We are looking for enthusiasm and creative ideas from someone who previously (or currently) has experience leading PR campaigns. We welcome your expertise and your leadership in this position.
Contact Kate Spencer at (513) 541-6306 or at kspencer1@zoomtown.com to learn more about the position and application process.
By Nancy Lyons
PHC Foundation seeking PR help. We want to get the word out to Cincinnati’s philanthropic community that there is an organization serving a seemingly forgotten generation right here at home.
The PHC Foundation is a leader in providing home health care for low-income seniors in western Hamilton County. PHC Foundation is the only independent (not affiliated with, nor supported by any national agency or charity), nonprofit home health care agency in western Hamilton County providing home health, personal care and homemaking services.
Certified Nurse’s Aides and Home Health Aides assist older adults with meal preparation, medication reminders, laundry, bathing, light housekeeping and companionship - under direct supervision of a Registered Nurse - in the privacy of their own homes.
PHC Foundation’s clients are the poor, needy and elderly (at least 60 years of age) residents of western Hamilton County. We serve an average of 65 seniors per year.
Those who need our services are physically unable to perform everyday tasks without help. Activities we take for granted every single day are simply unattainable for many older adults.
Any help with publicity, communications, writing, web, special events, etc. would be greatly appreciated!
We’re just trying to make a difference in our community and let people know that we’re out here. Cincinnati’s elderly community will benefit by us reaching potential board members, volunteers and donors. For more information www.privatehcfoundation.org
Contact Information:
Nancy Lyons
Development Director
PHC Foundation
Nancy@privatehcfoundation.org
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By: Matt Stephens-Rich, University of Cincinnati
UC PRSSA is participating in a nationwide campaign competition to help raise awareness of water conservation at home. Sponsored by the Kohler Co, the competition called for the development of a public relations campaign, culminating with a one-day event to raise awareness on campus and in the community. Kohler will provide funds and resources to allow the top three teams to execute their campaign plans.
“People take water for granted and don’t understand the importance of its use,” said Sarah Starcher, a team member for the Kohler Campaign. “Public education is a critical tool in the effort to improve water use. Only three percent of the Earth’s water is fresh, most of it frozen away in the polar caps; we need to find better methods to use the fresh water that is available to us to avoid shortages in the future.”
UC PRSSA is no stranger to campaign competitions. In 2009 the chapter won the Donate Life Ohio – Do It Now! College Challenge, competing against 16 other colleges and universities across Ohio for raising awareness on organ and tissue donation. UC PRSSA also finished their first Bateman Case Study Competition. In 2008, the chapter won “Best Creative Execution” in a Debunkify campaign competition to raise awareness on the health risks of smoking. The chapter hopes to use Cincinnati’s large urban base in its strategy plan for the Kohler Campaign.
“Campaign competitions are a great learning experience,” says Starcher. “It gives you the opportunity to take what you learn in the classroom and apply it to real life problems, finding out first hand what makes an effective PR campaign.”
The University of Cincinnati chapter of Public Relations Student Society of America received its charter in 2005 and has nearly 75 members. The student-run organization strives to apply classroom knowledge to real life campaigns. Feel free to contact the chapter at ucprssa@gmail.com.
By Stephanie Mater, Miami University
Trendwatching.com, a leading trend firm, recently released its list of “10 Consumer Trends for 2010.” These trends are not strictly limited to 2010, as they have already been emerging and will continue to thrive, but are relevant as public relations professionals work to relate to their clients and audiences.
1. Business as unusual: This will include the push for sustainability and corporate responsibility. Consumer preferences and desires are continually changing, so there will be no set standard for providing for them. As a public relations practitioner, we must engage in continuous learning in order to adapt to the changing society and their needs.
2. Urbany: In the coming years, there will be an extreme push towards urbanization. In 2008, over 50 percent of the world’s population lived in cities. Most of this growth will be taking place in developing regions. Trendwatch said it would represent “a global consumer arena inhabited by billions of experienced and newly-minted urbanites.” This leads to a, “forever-growing number of more sophisticated, more demanding, but also more try-out-prone, super-wired urban consumers are snapping up more ‘daring’ good, services, experiences, campaigns and conversations.”
However, as a graduating college student, many of us desire to move to big cities as well–Chicago, New York, Los Angeles. We are drawn to the big PR firms like Ogilvy and Edelman with their ever-expanding reach and endless potential for new opportunities. As urban populations grow, they will continue to be centers of innovation, a key component of any public relations campaign.
3. Real-time reviews: In 2010, the launch of products will coincide with real time reviews of those products. Increased transparency due to this phenomenon can be free word-of-mouth marketing for your company or product, or it can become a problem if you must correct a misconceptions created by these reviews.
4. (F)luxury: Luxury will remain in flux. Everyone will have his or her own perception of what luxury is. What constitutes luxury is dependent on what constitutes scarcity. Needless to say, people’s perceptions of both have changed since the recession. PR professionals have the unique opportunity to define what is considered luxury. Appeal directly to your audience by finding the right trigger.
5. Mass Mingling: People will be meeting on- and offline fueled by social media and mobile communications. Technology will be helping people get away from their computers to interact with people face-to-face.
As college students, we can mass mingle to help us find a job. Everyone is connected to someone of value, so everything comes back to networking. Maybe you’d love to work for a boutique PR firm in New York City. Check out their social networking pages. Tweet about the company. Let others know that you are interested in finding out more about a career in that field. Hopefully you will be able to find someone that can give you useful advice.
According to Trendwatch, “Mass mingling will be even more impromptu, temporary meet-ups of strangers, mobs and crowds with similar interests, hobbies, political preferences, causes and grievances. Many of these (temporary) meet-ups will revolve around generating public attention, or getting something done.”
6. Eco-easy: To get the most eco-friendly results, companies will have to make products and processes without consumers even noticing it. However, this provides an opportunity for public relations to promote the actions its clients have taken to support the environment. Sustainability is a growing issue, so consumers like to see that companies care about something other than the bottom line.
7. Tracking and Alerting: Tracking and alerting is the new searching. Everything will be tracked and alerted from food to public works projects. Consumers want relevant information.
8. Embedded Generosity: Embedded generosity includes all giving initiatives that make giving and donating painless, if not automatic. An example is TOMS Shoes, which donates a pair of shoes for every pair purchased.
9. Profile Myning: The importance of owning and making the most of personal profiles will be ever important as people can use their profiles to make money. This trend is not about companies and advertisers making money off of profiles, but rather the owners of these profiles making money for themselves.
10. Maturialism: In 2010, everything will be more opinionated, outspoken and raw than in 2009. Brands have the opportunity to define themselves by being daring. Maturialism, or mature materialism, is about moving with the culture to capture and maintain your audience.
Public relations is an ever-changing profession, so it must follow the consumer trends to be relevant to its target audience.
(from www.prsa.org)
PRSA offers a host of opportunities to grow as a professional. Visit http://www.prsa.org/calendar to access a calendar of upcoming events.
January 22, 2010
Royal Caribbean cruise line is under attack for making a scheduled stop at a resort in Labadee, Haiti, where it maintains a private beach about 60 miles from earthquake-ravaged Port-au-Prince. As AdAge.com reports, despite Royal Caribbean’s pledges to the Haiti relief effort — including donations of $1 million and 100 percent of its net revenue from cruise-ship visits to Haiti, and using its vessels to drop off food, water, lounge chairs and beach furniture on the island — the company is still facing criticism for bringing vacationers to Labadee, and for the handling of its messages.
“Labadee is critical to Haiti’s recovery, and hundreds of people rely on Labadee for their livelihood,” John Weis, a vice president at Royal Caribbean, wrote on the company’s blog. Royal Caribbean said it will continue to make the stop and that its ship, the Celebrity Solstice, will arrive there today, according to AdAge.com.
Still, some PR professionals say that Royal Caribbean could suffer lasting damage from visuals in the media of mostly White vacationers frolicking in the sun only 60 miles away from where thousands of earthquake survivors are fighting over food and water, searching for loved ones, and burying their dead. The PR professionals say that Royal Caribbean should never have tried to mix its commerce and humanitarian efforts, and that the company should have done a better job at getting out in front of its story, AdAge.com reports. A high-ranking PR executive reportedly called the episode “a massive debacle” that “shows absolutely horrible judgment.” — Greg Beaubien
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January 2010
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