Monday, August 12, 2013

Journalism Makes PR Exciting and Competitive - Poll

Russian PR practitioners were recently polled by hh.ru, a local executive search portal and Buman Media, a PR consultancy. I would like to draw your attention to some findings that refer to journalism’s role in PR and vice versa.

Over a third (38 percent) of the 144 respondents expect the PR profession to include blogging and brand journalism in the future. Almost a fourth (24 percent) think journalists will migrate to the PR side, while just 6 percent think of the reverse trend.

Online media got the highest communication channel mark followed by print, social media, TV/Radio, blogs. However, advertisers’ money still votes differently (link, in Russian), putting TV ahead of all the other media in the first half of 2013.

Social media advertising and handling were mentioned as top newly acquired skills by nearly half of the respondents (47 and 45 percent, respectively).

Just 3 percent of the respondents think PR as a profession will cease to exist. No wonder, 72 percent say they will remain in the industry that has become more exciting (56 percent of the responders) and competitive (35 percent). Thanks to journalism, I would say.

The full report in Russian is available here.

Friday, August 2, 2013

Is Your Gadget a Product? No, It's Three Fourths a Service


Marketers tend to simplify things down to black or white when they put a division line between their companies' b2c products and services.

One, in the gadget-obsessed world of today, any high-tech product would be used to providing or facilitating a service to or by the user. Two, there's support service associated with the product. Finally, three, a repair or maintenance service.

Your product is therefore at least three fourths a service. It should be marketed predominantly as such, too.