Where do we go 2011?

by Michael B. Perini, ABC
perini & associates

Are you wondering where public relations is going in 2011?  Here at Perini & Associates our task is to anticipate communication trends and serve our clients with up-to-date information and counsel so they can thrive in their business, special event or issue advocacy.

So, yes, we have given a lot of thought to what to expect in the instant information age in which we all will work, live and play during the next 12 months.

The impact of new communications methods on building and maintaining relationships brought about by the rapid innovation of products, in a world where many believe that “it’s the economy, stupid,” will continue to be the context in which we address the challenges ahead in public relations strategies, practices and programs.

Here is where we think we are going in 2011.

Search marketing and social media — a collision course. Arron Goldman, chief marketing officer at Kenshoo and author of Everything I know about Marketing I learned from Google said, ” To date, search has been the primary way people have found things on the Internet. Looking for a place to eat? Google it! Want to know what camera to buy? Google it! That’s changing though. As more and more people join Facebook, Twitter, and other social networks, the answer to these questions is no longer, “Google it!†It’s now, “Ask your friends.†Or, “Ask your followers.â€

So, whether you like it or not, the future is social.  Organizations, event planners and issue advocates need to be prepared for this shift in search power.

If you aren’t mobile…you aren’t moving. Earlier this week Apple and Verizon announced the iPhone being available to Verizon customers.  This development, with all the communications capabilities contained in the device, plus the popularity as a result of being available to AT&T’s customers for four years now will further accelerate movement to these type of smart, hand-held devices as THE way for consumers to communicate and enhance relationships.  Therefore, understanding how to use the technology, like “delivering just-in-time deals” to better social services and information, is critical and more vital than ever.

Unlocking the marketing budget to elevate credibility. Given the current economy, it isn’t surprising that many companies decided to slash their marketing dollars. Unfortunately, this decision snowballed the spiral of sluggish sales and stalled customer growth. Executives learned — the hard way — that the “C-word” or “credibility”, was tarnished by locking up PR dollars.

Dr. Steve Bistritz, co-author of Selling to the C-Suite, says, “Credibility is a non-negotiable component of a vendor-client relationship, and today it’s more important than ever.”   Establishing credibility through brand loyalty — with positive referral actions as a result — is a trend that will continue to grow in 2011.  There is business out there.  The challenge is identifying and engaging with customers  — establishing credibility — and that’s where a public relations pro comes in to chart the way ahead.

Finally, where we go in 2011 will be a result of two challenges.  First, what will the prescription be to bring our economy back to health?  Second, when will we let the public relations experts coach?

We predict that both challenges will see major improvements this year.  You can count on Perini & Associates being right in the mix of providing advice and counsel as we take public relations to new levels in 2011.