Our Practice

Public relations will not be the same two years from now. The future demands a new strategy and a new skill set.

Three macro trends in the world of media are important examples of how people are communicating now and going forward:

  1. Google. Are we overstating the obvious? Google has caused a lot of stuff to change. One of the biggest changes is how we buy. Thanks to Google, we can learn from the world’s foremost authorities on any topic without leaving our office. Search now drives 90 percent of buying decisions. The inbound traffic to our Web site is now more important than the outbound marketing leaving our offices.
  2. The cost to publish online. You can now host a professionally designed blog with unlimited bandwidth and storage for less than $1,000 – not just for a year, but forever. We remember when companies fretted about putting video online because it would “eat up bandwidth.” Sounds silly now. Storage and bandwidth are practically free. Great open-source publishing tools are available for free and maintained by zealous users. The real cost of online publishing is now the opportunity cost of not publishing.
  3. Social media sharing. It used to be that putting articles on your Web site was nice. Your audience was largely limited to your customers and people who knew you. And the biggest companies still had a monopoly on Internet traffic. Sharing functions – Digg, Delicious, StumbleUpon, etc. – flipped that equation. Any tweet, article, blog post, or video can become a virtual rock star. Consistently good content can find a passionate audience quickly.

Organizations that want to have a competitive advantage will make these trends an integral part of their overall public relations plans.