Editor’s note: This is the second in a series of 12 guest posts from industry executives predicting key trends that will impact the public relations industry in 2012. Hosted under the hashtag #PRin2012, the series began Dec. 19, 2011, with a compilation post previewing all 12 predictions.

The recent news about Johnson & Johnson appointing Michael Sneed as vice president of global corporate affairs, overseeing global marketing and public relations, stands as yet another indication that brand and reputation continue to converge and create the need for joining forces.

There is usually a fairly vitriolic response from PR professionals to the notion that PR should be part of the marketing department or report to the CMO. But get ready: this will happen more and more as organizations’ brands and reputations merge. Some organizations already are making the most of a blended approach to marketing and PR, including GE, IBM, P&G, Nissan and Xerox.

Of course, one of the more fluid aspects in the shuffle to restructure is social media and who owns it. But can any one function truly “own” social media? Organizations need the balance in perspective, engagement approach and story-telling aspects that the PR discipline brings, but they also require the sort of visual content curation and analytics that the marketing team offers. The latter is key: marketing departments typically have the deep pockets that can buy-in the sort of robust metrics required to go to market in the most informed way.

Continue reading " #PRin2012: Convergence Continues "

Editor’s note: This is the first in a series of 12 guest posts from industry executives predicting key trends that will impact the public relations industry in 2012. Hosted under the hashtag #PRin2012, the series began Dec. 19, 2011, with a compilation post previewing all 12 predictions.

We’re living in a world where consumers and decision makers are more social than ever before.

A recent report from Global Web Index found that B-to-B decision makers are more socially engaged when compared to the average internet user. The study found that 60 percent of B-to-B business leaders have used a social network (compared to 50 percent for the average Internet user).

With the rapid growth in usage of digital tools in 2011, we’ve seen more brands start to get their footing in the social media space. But if 2011 was the year of brands getting their owned-media properties in order, 2012 will be the year of PR professionals empowering business leaders and experts to get involved.

We’re witnessing an evolution in the digital space where it’s no longer enough to just carve out a spot on the social Web. If a brand truly wants to “influence the influencers,” engagement is critical.

As we look to the year ahead, it’s important for communicators to understand the methodology and value in this and be prepared to work with business leaders, decision makers and subject experts to get them up to speed and involved on digital platforms if they aren’t already. As the social business continues to evolve, all employees within an organization should be empowered to build up their digital skill sets and, as the individuals on the front lines of the digital space, communications will be the function leading this evolution.

Aedhmar Hynes (@Aedhmar) is the CEO of Text 100, a digital global communications consultancy that counsels companies using technology as a competitive advantage in 30 countries worldwide.

Continue reading " #PRin2012: Business Increases its Voice in the Digital Space "