Trends Affecting Tech Pr Santa Clara University
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Trends affecting Tech PR (and not just that)
A talk with Luca PenatiManaging Director, Global Technology Practice
Ogilvy Public Relations Worldwide
Santa Clara University - 4 May 2009
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Our world as we know it is changing fast, and it’s not just the recession
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Most of us are going through the same thing:a mix of anxiety and excitement…
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More than 525
magazines closed in
’08.
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IDG, CMP, ZD ad pages down 50% since ’05.
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Newspapers are growing globally everywhere but the U.S.
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Tech pages in business mediaare shrinking.
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There are less reporters and feature stories in today’s 24/7 news cycle.
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Business publications now podcast, blog… and much more.
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Tech media are downsizing and migrating online.
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Journalists pander for clicks.
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IT press has new competitors in bloggers and podcasters.
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Video is everywhere.
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Social media is rising in all the markets.
Social Networks
Video SharingUser Reviews
CollaborativeRanking
Wikis
RatingSystems
SocialBookmarks
Podcasts
Blogs
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It’s a new,more complex world
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editorialuser-
generated content
vendor-generated
content
..and the rise of
“socialized” media.
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All the media is social, or better, socialized
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So… what does this all mean to
me and to my profession?
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Companies can reach their stakeholders directly, with fewer filters
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Companies are now publishers in their own right.
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To those who say the media is dying and that PR will follow, I say:You don’t get it
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Anatomy of a PR Professional circa 2004
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Anatomy of a PR Professional circa 2009
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Content is King. The channel doesn’t matter anymore.
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PR professionals must become visual storytellers…
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And great, really great, content creators.
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If I was finishing school today…
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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/