MAXIMIZE YOUR MESSAGE in 2010
By Roger S. Rosenbaum

2010 signals the start of the digital decade when public relations, marketing and advertising merge, are moving from traditional silos to a hybrid structure with a wide range of tools and strategies.

In weak economic times public relations remains a cost-effective choice for all types of businesses. Richard Edelman emphasizes this point in a recent article in "The Economist" magazine.

"PR is 'the organizing principle' behind many business decisions,” said Edelman, head of the world’s largest independent PR firm.

Another PR industry executive agreed. “PR firms are beginning to encroach on territory that used to be the domain of advertising firms, a sign of their increasing clout," said Global CEO of Ogilvy Public Relations World Wide.

This is not news to seasoned PR pros who know the growing value of PR compared to the ROI of traditional advertising. Yet, navigating the new maze of traditional, online and social media is not as clear-cut as it seems.

Just because a PR firm has been churning out press releases since the advent of the printing press does not mean they can compete with a digital-savvy firm ready to develop effective campaigns with fluidity and continuity.

Here is a case study: the specific details have been omitted to maintain client confidentiality.

Recently, a metro New York City hospital called on Rosenbaum Media to videotape a news conference asking for an insurance company to negotiate in better faith on a contract impacting 50,000 customers. We were hired to provide a synopsis of the event for regional media. The main news outlet in the region had just put its health reporter on furlough.

The footage was shot, edited and uploaded on location within hours of the event. It showcased real people caught in a contract negotiation between the hospital and a health benefits provider.

Rosenbaum Media used several PR tactics. With a looming contract deadline, we wrote a news release that was published by a regional media outlet and produced a 3-minute video that a hospital official later said was instrumental in changing the course of the tense negotiation.

According to the client, traditional print-based advertising created a groundswell of support for the hospital and its news conference; the video changed the outcome of the negotiation.

Sometimes the most effective approach is to “broadcast” a message on multiple channels. Other times, a direct and targeted communication achieves the desired result.

Simply firing off news releases does not cut it in the Digital Age. Elements of planning and strategy are growing more important. Some of the best campaigns integrate print ads, radio, TV, social media for the greatest impact.

Even tools from marketing are important in PR. A tried and true marketing exercise——strengths, weaknesses, opportunities and threats analysis (SWOT)——can be an effective basis for mapping out an effective PR strategy.

Marketing comes into play with PR when clients are seeking to increase sales and short-term growth. Some clients will use PR for brand awareness but others just need to increase foot traffic.

Traditional silos of marketing, pr and advertising become blurrier as end-users enjoy the power of being their own information and entertainment program directors. This trend is not going to stop even as social media platforms evolve.

In some senses, everything is changing. In other senses, nothing is changing: solid thinking, planning and strategy are necessary even if marketing, PR and advertising are co-mingled in one silo.

Savvy businesses are wise to look to PR for its ability to build brand awareness and motivate customers to take action toward a predetermined outcome.

2010 marks a year when messaging can spread like wildfire——both good and bad. Content and news is omnipresent. Soon with special equipment your home cable TV programming can be received on your iPhone.

During uncertain economic times, growth comes from savvy thinking on strategy, timing and budget. As the January 14th article in "The Economist" magazine points out even in bad times, PR can be very good for business.