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