Post on 28-Nov-2014
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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
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 mediaare 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 is rising in all the markets.
Social Networks
Video SharingUser Reviews
CollaborativeRanking
Wikis
RatingSystems
SocialBookmarks
Podcasts
Blogs
It’s a new,more complex world
editorialuser-
generated content
vendor-generated
content
..and the rise of
“socialized” media.
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/