Hill+Knowlton Strategies

You know it’s the beginning of the year when you’re hit with an overwhelm of opinions and insights on future trends and innovation on social media, digital PR and online marketing. I still have to catch up with what happened in 2008!  January is the month whereby we’re going to look closely at what really worked and what didn’t in 2008, for both the agency and the industry at large. Then, taking a deep breath, roll out 2009. 

However, in light of the title of this blog post, I felt the urge to keep up with the current conversation and at least reflect on Econsultancy’s outlook on 2009. I attended their Online PR roundtable in December 2008, amongst a variety of people in the industry including clients / brands, PR agencies and specialists. Not many answers but at least the understanding that we are all in the same boat when it comes to a) who owns the space – social media / online PR (if anyone, as it seems all sectors within marketing are fighting for it; b) most importantly, measurement, which still stands as a combination of sentiment, level of influence, share of voice and advocacy. The findings of the report are here if you are interested in further reading – Online PR Industry Benchmarking Report.

Back to the exciting bit – challenges for 2009. As PR agencies,  we do not necessarily own the social media space, however we must define clearly what we offer in order to deliver both client and audience impact. What’s more important and raising our game is the ability by which we can measure ROI. Notwithstanding the significance behind the correct level of skilled resources. To be honest, that sums up my goals for 2009. Producing results that are consistent with clients’ objectives. In terms of technology, that’s a completely separate discussion which I need a few pages for!

Take a look at Econsultancy blog post on Social media marketing and Online PR challenges for 2009.

And another one – Peter Kim Assembles a Band for 2009 Social media predictions (with some high flyers’ predictions)

I’m finding it increasingly interesting how more and more people within PR are starting to look at the future of digital. What’s interesting is that we are looking at what is the best way to structure digital practice within a digital agency, how to increase digital knowledge amongst all PR professionals.  The same question was posed on LinkedIn, and now I’ve picked up a few blog posts.

One that is worth a read, is Sally Falkow’s blog post titled, UK PR companies missing out on digital opportunities…”According to a survey of Britain’s 100 leading press and public relations
agencies, 79% of the industry’s major players have yet to develop a set
of online and social media services. Perhaps not surprisingly, over
half of the agencies that do offer online PR are based in London”.

The difficulty we’re finding is that not all PR professionals see the true value of digital for clients and the impact it has on deliverable results. Additionally, the client does not always understand or have the backup to support these initiatives.  I think the days of PR vs Marketing or PR vs Advertising are coming to a head as we cannot keep talking about digital PR vs online marketing…they are synonymous and should be looked at with an integrated view point by all parties.

Any suggestions or insights would be much appreciated, from both evangelists and cynics!