10 ways public relatins and other professional communicators should evolve to stay relevant.

1. 1

2. But Before Starting,
Why Change?
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3. The World Has Gone Mad.
3

4. Apple owns the music industry.
4

5. enjoys the clout of a sovereign state
5

6. is a has-been
6

7. The different world calls for a
different communications mindset.
7

8. Drum roll please ...
8

9. #1
Keep learning
9

10. And not just about writing and the media.
… and the like.
The quest to learn should umbrella:
10

11. #2
Teach
11

12. Nothing like teaching a tough
audience to tune one’s senses
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13. #3
Build
new relationships
outside your circles
13

14. Push beyond
the typical reporters and industry analysts
14

15. #4
Don’t embrace
social media
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16. No, that wasn’t a typo.
16

17. Social media should be a means,
not an end, in achieving your goals.
17

18. Embrace the things
that really matter:
• Expanding your relationships
• Fortifying your organization’s
online presence
• Cultivating a sense of
community
18

19. #5
Tell stories
19

20. Whether you’re hawking
cupcakes, mobile phones or
field programmable gate arrays,
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21. the people you’re trying
to reach are pummeled by
facts
21

22. Storytelling helps
companies rise above
the noise level, showing
real human beings
sit on the other side of
the communications
22

23. #6
Lose control
23

24. We don’t mean rush the stage
at a Lady Gaga concert.
Image: James Cridland
24

25. We’re talking about
giving up the old-
fashioned quest to
control the
message.
The control and command
mentality doesn’t work
in today’s world.
25

26. #7
Experiment
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27. Every week brings new tools with
potential relevance to communications
Kick the tires.
27

28. #8
Understand the
sales process
28

29. Yes, marketers are from Mars and sales
people are from Venus.
But communicators need to bridge the gap
and understand what goes into morphing a
prospect into a customer.
29

30. #9
Remember
the end game
30

31. Our work should build brands, expand public
profiles and deliver air cover for sales.
31

32. It’s that simple
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33. … and that complicated.
33

34. #10
Smell the carnations
Or java, or whatever suits your fancy.
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35. This is a tough business.
It can be a haul.
35

36. A little bit of levity is good for the soul,
and ultimately the
communications36

37. Several Blog Posts Tackled this
Topic Which You Can Find Below:
Beyond The Hype by Don Jennings
CeeKue by Hans de Groot
Digital Marketing Mercenary by Steve Farnsworth
PR Squared by Todd Defren
Paul Roberts on PR by Paul Roberts
Ishmael’s Corner by Lou Hoffman (deck based on this post)
37

38. Europe: Mike Sottak +44 (0)7 4632 47399
North America: Stephen Burkhart 1 408 286-2611
Asia Pacific: Cassandra Cheong 86 (21) 6203-3366 X125
Global: Lou Hoffman 1 408 286-2611
Thank You
IMAGES: CORBIS
http://www.hoffman.com 38