New Realities

The New Realities of PR Presented by: Mike Spataro

Remember 1994? You waited for the newspaper to check the box scores You hoped you didn’t miss the weather forecast on TV or radio You guessed what the manufacturer’s price was for a new car You licked a stamp to send a piece of mail You bought music CDs You booked a vacation at a travel agent’s office You had to visit a bank to check your balance

[object Object],Changing Landscape

Changing Media Landscape ,[object Object],[object Object],Len Apcar, one of the chief editors, NY Times ,[object Object],Richard Sambrook, head of the BBC’s global news division

Changing Marketing Model Consumer are now participating in the journalistic process and fueling electronic word-of-mouth evangelism News was filtered through the media before reaching audiences

The Age of Networked Conversations Technology increases speed of social change through global collaboration ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],NETWORKED CONVERSATIONS

Changing Role of Communicators Now, we need to speak clearly and openly to encourage our audiences to talk with us so we can listen We used to focus most on the way our organizations talk to audiences

“ Word of Mouse” is Getting Louder

Blog ,[object Object],What is it? – An online diary of thoughts and opinions posted by one person; 27mm and counting "If you want to be a leader, I can't see surviving without a blog."

Blog: MoBlog (Mobile Blogging) Text Wireless Pictures

“… you cannot afford to close your eyes … they're simply the most explosive outbreak in the information world since the Internet itself. And they're going to shake up just about every business -- including yours.”

Blog: Word of Mouth and Trust ,[object Object],[object Object],Best Source For Advice On A New Product: -- Yankelovich Which Factors Would Make You Most Comfortable Purchasing A Product? -- Mediaedge:cia 67% Another Consumer Who Owns Product 35% Info Services (e.g. Consumer Reports) 26% Newspaper/Magazine 21% Television 76% A Friend Recommendation 22% Newspaper / Magazine Recommended 15% Advertisement 8% The Web site

Blogs and Instant Communications ,[object Object]

Blog: Bloggers Can Attack a Brand

Blog: Bloggers Can Attack a Brand October 31, 2005: Security blogger Mark Russinovich posts an entry to his blog exposing details on Sony BMG’s DRM software flaws. It’s immediately picked up by other bloggers, linked to and syndicated throughout the blogosphere via RSS. Sony BMG’s Costs: $10MM+

Blog: Corporate Response Since launching Life Without Wires, Alereon CEO Eric Broockman and his opinions are being absorbed by industry leaders and the media at a rapid pace

Citizen Journalism ,[object Object],What is it? – Average people who serve as “journalists” and provide eyewitness accounts and content to mainstream news channels on the Web

Wiki ,[object Object],What is it? – Collaborative Web site maintained by a group of people to compile ideas and content. Each person adds everything they know about the topic and can edit other people’s content and posts

Really Simple Syndication ,[object Object],What is it? – Really Simple Syndication allows anyone to set-up personal news feeds to receive information directly from anyone who publishes information on the Web; RSS has increased the influence of blogs; 6 million consumers accept RSS today; 4,000 new feeds created every day RSS XML

On-Demand Web TV ,[object Object],What is it? – Exclusive interactive, multi-media news and information provided by biggest names in publishing and news industries "We're talking about having the A-team produce for the Web,"

On-Demand Web TV and News ,[object Object],What is it? – Exclusive interactive, multi-media news and information provided by biggest names in publishing and news industries CNN’s “Pipeline” offers four Web-based 24-hour news channels

Web Video Magazines ,[object Object],What is it? – An entirely new channel of content provided only on the Web targeting audiences with specific lifestyle information

Podcasting ,[object Object],What is it? – A podcast is an audio recording made available on the Web that consumers can download and listen to on their MP3 players; RSS allows for easy distribution to a worldwide audience Podcasts Add Your Brand Name Here

Saturn iPod Press Kit “ The beautifully designed packaging … beautifully delivers the Saturn Sky message.” Elle Magazine ,[object Object],[object Object]

Brandcasting ,[object Object],What is it? – Specific content from a company, organization, or academic institution made available to a global audience via Apple’s iTunes technology

Word-of-Mouth Marketing ,[object Object],What is it? – Branded, structured communities of consumers with similar interests in a company or product

Social Networking ,[object Object],What is it? – Ad-hoc groups of like-minded consumers socialize on Web sites like MySpace and Xanga to meet and share ideas

Wireless – The 3 rd Screen ,[object Object],What is it? – Literally “brand in hand” marketing, wireless devices now allow communicators to reach consumers wherever they are via their mobile devices. Already ubiquitous in Europe and Asia, wireless marketing is exploding in the U.S. Hey QT – Running L8, call me when U get home

Cellevision ,[object Object],What is it? – Interactive television-like programming available on your cell phone; shows are called “mobisodes”; 3 million people will watch a TV show on their phone by end of 2006

Contagious Media ,[object Object],What is it? – “You gotta see this.” When consumers find something on the Web they just have to forward to a friend; quirky campaigns based on humor, pranks, free, and cool content; hard to create but amazing results when it works

Instant Messaging ,[object Object],What is it? – A technology allowing real-time chatting via text, voice and now video; quickly replacing e-mail as the preferred communications channel in some demographics

Games ,[object Object],What is it? – Interactive brand experiences where marketing messages are wrapped within a gaming environment

Geocaching ,[object Object],What is it? – A growing outdoor activity or “sport” that utilizes global positioning satellite technology

Digital Activism ,[object Object],What is it? – Activists are deploying every new technology to assault a brand or champion an issue; their tools include attack blogs, negative Web sites, contagious media and even protest ringtones

RFID and Quick Response (QR) Codes ,[object Object],What is it? – Embedded technology on objects, like billboards and packaging, that allows consumers to download marketing messages by simply walking by and pushing a button on their cell phone

[object Object],It’s Not About Hi-Tech, but…

New Realities

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