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Andrew Lark: Ten Ways Communications Will Change In 2005...
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"Andrew Lark
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December 23, 2004
Ten Ways Communications Will Change In 2005...
I've taken a shot at a few predictions for 2005 - with a particular bent towards communications and blogging. These are more a list of thoughts (some a tad repetitive), in no particular order, that I've been noting over the past couple of months. Here goes:-
1) Blogs become a prime-time communications vehicle. (Thought I'd start with an obvious one.) Communicators begin to grasp that blogging isn't about 'reach', it's about participating in and facilitating the building of communities. Community building becomes the new mantra for communications professionals.
For the present, most still miss this point but generating Opportunities To See (OTS) via traditional media is increasingly considered against the backdrop of the ability of blogs, RSS and direct content feeds to speak to audiences in a more meaningful way and set the news agenda.
All that talk about the death of advertising and rise of PR... it's true. Blogs are effectively tipping fuel on this fire. A recent article on Sun said it well ~
"Opening the company up to external scrutiny by launching a raft of blogs, for example, is doing more for the company's image than any ad campaign ever could."
Audiences are thought of in new terms resulting in 10-20% of big budgets shifting to viral campaigns and the blogsphere . As ad budgets shift, so do communications budgets. Communicators recognize the effectiveness of cascading information from informed influencers to the mass market. A new set of 'Super Blogs' force communicators to invest time with rock-star bloggers.
Comms teams fund bloggers - some inside their company, some outside - to blog events, shows and happenings (happening today in some places).
And... Blogging becomes the new must-have ingredient i"
....
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