NextGen PRose

PR in the Middle East

Booming economies in the Middle East has created a need for PR representation, which is driving U.S.-based agencies to participate in the International Public Relations Association’s (IPRA) Annual Conference which opens today in Dubai.  According to Del Galloway, CEO of PRSA, it's becoming more and more common for PR executives to be instrumental in the development of U.S. business practices and policies during these changing times in the Middle East. 

On a somewhat related note, the Associated Press reported last week in an article about the recent attack against the U.S. Consulate in Saudi Arabia that the Saudi Government has cracked down hard on militants, but has also conducted a public relations campaign designed to change deep-rooted sympathies for Islamic extremists.

The PR In It

Since entering the industry I, like you, can hardly read an article anymore without seeing the PR in it. In some cases the PR in it is for the betterment of our little community, and in other cases it is the type of publicity campaign that makes the rest of the industry want to crawl under a rock, embarrassed by poor execution, lack of ethics or just bad taste – e.g. the Super Bowl half-time show in 2004 with the Janet Jackson stunt.

NextGen PRose will look occasionally at those campaigns that really take the black out of the black eye that the industry is sometimes perceived as having and instead highlight great campaigns.

For example, during the past week a new cafe (if you can even call it that) in Arizona and Pennsylvania has made waves in the print press because of what it offers its customers, not coffee, not bagels, not hot glazed donuts, but cold cereal. By March, more than a dozen Cereality stores will be opened for business offering your favorite Kelloggs and General Mills cereals the way you like it.

The publicity efforts have been outstanding landing articles in the Associated Press, Business 2.0, Fortune Small Business, People Magazine, TIME Magazine, and the most recent article in the USA Today.

The company’s media relations site shows Lisa Kovitz from Burston-Marsteller as being the lead on these PR efforts. In addition to BM, much of the recognition for the press should be the Colorado-based executives David Roth and Rick Bacher who are leading the company and obviously have seen the tremendous value that PR campaigns can provide. In addition to a very creative business idea, journalists were lured by the ability to speak with these top level executives, a key point that PR folks are aware of, but one that I’ve heard several of Sam Whitmore’s Media Survey Teleconference guests identify recently as being key to editorial coverage. The PR efforts have almost single-handedly brought a fledgling company into the national spotlight.

Growth of the Tech Sector

The International Communications Consultancy Organization has announced its findings regarding the state of PR during Q2 and Q3 of 2004. Among the interesting findings for PR pros:

- The tech sector has regained its place as the fastest growing market segment. (Healthcare fell from first to third and public sector has jumped to second).

- Agencies are hiring, but there is a lack of mid-level management available for hire and agencies are struggling to keep the mid-level talent from jumping ship.

Newsweek Spotlights Alpha Bloggers

Steven Levy shines the spotlight on the growing influence of the Alpha Bloggers over the tech agenda in the next issue of Newsweek.  The alphas or A-listers, which include the likes of Dan Gillmor, Doc Searls, and Robert Scoble, are shaping the opinions of large and influential audiences. 

I'm one of the thousands in those unseen audiences that has been watching closely how radically power can shift in the Internet age.  I used to work regularly with Doc years ago with a Linux client and yes, I'm one of many who has tested the waters with a pitch or two into Dan, but it's been from watching the dialogue on their blogs that has expanded my tech horizon and spurred my interest for tapping into the potential of this new realm...and not from turning the pages of Linux Journal or the Merc.

The other thing I love about this article -- and it's an ego thing and minor at that -- is Levy's reference to the alphas work as "prose."  I believe prose is wonderfully fitting for their work, and for mine. 

So if they're alphas, then what am I?

Dan Gillmor Interviewed By OhmyNews

Steve Rubel picked up on an exclusive interview OhmyNews International had with Dan Gillmor at Harvard Law School during the College's Berkman Center-sponsored 2004 Internet and Society Conference on Dec. 11.   In the Q&A, Gillmor offers some insight into his switch from the old school media to his new grassroots citizen journalism venture.

Three things in this interview really stood out to me:

• Understanding journalists have learned a few things over the years, and these things -- the best of the old -- should be combined with the new excitement and passion of the grassroots.
• People out at the edge of the networks have a lot to contribute.
• Journalists need to listen better, engage in conversation, and look beyond the story or broadcast -- that should just be the beginning.

I couldn't help but think that how Dan views this new opportunity of his, while he has much more experience than me, is the same way that I view advances in PR and how it is being influenced by the blogging medium.  The next generation of PR has a lot ot contribute and brings tremendous passion and excitement to the table.  Incredible synergies will be created when it is integrated into the tried and true practices of old school PR.  Just like journalists, PR pros will have to listen better, engage in more conversation, and look beyond the traditional pitch, traditional practices, to advance the profession.