Comments on: Ten Trends Affecting PR Professionals In 2010

By: Social Media as the Backbone for Great PR — Smart Girls Consulting

Social Media as the Backbone for Great PR — Smart Girls Consulting — Mon, 16 Aug 2010 18:53:13 +0000

[...] Here is the list of Ten Trends affecting PR professionals in 2010 according to Crenshaw Publications, [...]

By: The Ever-changing World of Public Relations « B2B Fishbowl

The Ever-changing World of Public Relations « B2B Fishbowl — Sat, 16 Jan 2010 04:26:17 +0000

[...] me cringe, I think B2C and B2B professionals alike can agree that PR is ever-changing. This list of Ten Trends Affecting PR Professionals in 2010 sums up the trends that PR pros are likely to see this year (thanks to Crenshaw Communications for [...]

By: Ashley Lim

Ashley Lim — Tue, 12 Jan 2010 07:54:33 +0000

Great post. I believe social media will shape up to be a highly dynamic and fluid market, yet quantifiable and measurable like never before. Due to content overload, brands, companies and consumers must know where to look for quality content and evolve ways to quickly digest and absorb data read. Looking forward to an exciting 2010!

Ashley
Social Media Consultant
Brandtology (www.brandtology.com)
Business and Brand Online Intelligence

By: Dorothy Crenshaw

Dorothy Crenshaw — Mon, 11 Jan 2010 00:45:55 +0000

You’re right that it changes the game. particularly with tools like sidewiki coming on stream. But, if the product or service is a good value, and it’s treating its customers well, most users can see the comments in perspective. I don’t know that the good will crowd out the bad (since angry customers seem more motivated to sound off on social media platforms), but if the brand reputation is sound, and the gatekeepers are vigilant (i.e., responding to serious concerns/threats quickly and appropriately), negative WOM can be managed. At least, that’s been my experience.

By: Mo Haarhoff

Mo Haarhoff — Sun, 10 Jan 2010 20:20:26 +0000

It occurs to me that in a world where a teenager can state a clear opinion of a product or service on Mix-it, all control over PR can be lost. The same goes for Facebook, etc. And how can that be targeted or measured?

By: Dorothy Crenshaw

Dorothy Crenshaw — Sat, 09 Jan 2010 18:25:31 +0000

I appreciate your comment. Some say #3 is too optimistic (since we like to complain about entry-level staffers not having good writing skills) but I think the upending of traditional media will help raise the quality of what PR pros produce. At least, I hope so.

By: Roshini

Roshini — Sat, 09 Jan 2010 17:43:59 +0000

Some terrific insight. Thanks for sharing the “what” as well as the “how” these things will happen. As a former TV news reporter, I appreciate your comment on quality in #3. Your encouragement to live in the reality of what is/will happen with all your tips should be studied by others hoping to succeed. Thanks for a great post.

By: Dorothy Crenshaw

Dorothy Crenshaw — Tue, 05 Jan 2010 21:04:51 +0000

Thanks for the observations, Mike. It seems that sometimes the “human element” can get short shrift. I like your point about the “why” also – at the end of the day, marketing should be about insights.

By: Mike Layton

Mike Layton — Tue, 05 Jan 2010 18:49:34 +0000

Excellent observations. I couldn’t agree more with #7. Automated metrics will never be a substitute for the human analysis of tailored metrics. In addition to being the most proficient in deciphering meaning and qualifying sentiment, human analysts are best positioned to identify and tag current industry events and campaigns, the evolution of attributes that impact reputation (the “why?” behind sentiment) and filtering out the “noise” so that metrics are based on pertinent content and not tainted by spam, ads and false hits.

Great post, thank you.

By: Linda Dunbar

Linda Dunbar — Tue, 05 Jan 2010 16:48:28 +0000

Excellent summary. Thanks for sharing.