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.

http://blogs.wsj.com/biztech/

Tech media are downsizing and migrating online.

Journalists pander for clicks.

IT press has new competitors in bloggers and podcasters.

Video is everywhere.

http://www.youtube.com/watch?v=Fg3EG3o1UFc

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

http://twitter.com/home

http://www.new.facebook.com/home.php

http://www.ittoolbox.com/

editorialuser-

generated content

vendor-generated

content

..and the rise of

“socialized” media.

All the media is social, or better, socialized

http://www.eweek.com/c/a/Data-Storage/10-Storage-Deduplication-Companies-That-Might-Be-Acquired/11/

http://www.pcworld.com/businesscenter/article/141345/how_to_take_action_to_protect_your_business.html

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.

http://newsroom.cisco.com/dlls/index.html

http://www.pc.com/

http://www.ideastorm.com/

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/