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PR Network 'Top of the Week'

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  • Jim Rink
    From PRNetwork: Hi-tech may be down, but not out. The speed of new technology innovations and introductions will still challenge PR practitioners to keep up --
    Message 1 of 8 , Jul 1, 2001
      From PRNetwork:

      Hi-tech may be down, but not out. The speed of new technology innovations
      and introductions will still challenge PR practitioners to keep up --
      difficult with budgets tight and staff being pared. Alisa Fogelman-Beyer
      of Hill & Knowlton's Washington Technology Practice discusses how
      Web-based technology platforms can help.

      Professional Topics:

      Don't Repave the Cow Path,
      Figure Out How to Get on the Highway

      By Alisa Fogelman-Beyer
      Senior Managing Director,
      Hill & Knowlton Washington Technology Practice

      Despite the recent slowdown in the technology industry, it's not all gloom
      and doom. The industry as a whole is projected to keep growing. Definitely
      not the impressive growth rates of the recent past, but still much higher
      than most industries.

      And, while technology continues to grow, strategy will evolve and
      successful public relations agencies will again need to change with the
      times. Agencies that want to not just survive, but triumph over the
      massive changes to business caused by the Internet and all its siblings,
      must combine new business and communications skills with fast and robust
      knowledge of high technology markets and tools. So, how can you as a PR
      professional not only survive but also thrive in today's ever-changing

      One answer lies in Web-based technology platforms that contain information
      and tools you need to make better business decisions. Rather than using
      technology merely to repave the cow path, industry leaders in the PR field
      must start to look at leveraging technology for critical competitive

      How can technology tools help us be more efficient, productive and
      successful? For everyday PR processes such as targeting, distribution,
      monitoring, analysis and measuring, complete Web-based solutions are the
      best tools.

      Web-based technology platforms provide three primary services: 1) save
      time by automating workflow to increase productivity and results; 2)
      provide proprietary knowledge capture; and 3) save money and create new
      revenue streams.

      1. Being able to utilize automated technology platforms that contribute to
      an agency's profit and loss (P&L) is to the PR professional's competitive
      advantage. By using platform tools, like Vocus Public Relations, PR
      professionals are able to build and manage an entire PR campaign more
      efficiently and profitably. The benefit lies in being able to store all
      your critical information in one location and being able to access it
      anywhere in the world, across multiple offices and locations.

      2. Web-based platforms enhance proprietary knowledge and communication
      activities. These platforms continuously manage editorial relationships,
      track correspondence, and review and report on all PR communications. You
      never have to worry about losing what you've done, whom you've talked to,
      and the results achieved because the automation tools automatically
      capture and maintain all proprietary knowledge. Utilizing a technology
      platform to manage information helps PR professionals get off the cow path
      and onto the highway with tools to leverage new opportunities in an
      ever-expanding market.

      3. Automated technology platforms allow PR agencies to effectively manage
      their budgets by allotting fewer hours for staffers to build lists and
      maintain media databases. These platform solutions reduce time spent on
      non-billable activities, freeing more hours for billable client service,
      developing new business and producing measurable results.

      Web-based PR platforms bring advanced technology to the PR industry,
      allowing PR professionals to automate their workflow in a meaningful and
      financially productive manner, thus providing measurable results for the

      Alisa Fogelman-Beyer, APR, is the senior managing director and practice
      leader of Hill & Knowlton's Washington technology practice,

      * Vocus is a client of Hill & Knowlton.


      Measuring the effectiveness of your PR has been impossible, until now!
      Please join 3Com, Biz360 and Workinpr.com for a FREE, one-hour web seminar
      entitled: "Measuring Corporate Mindshare: Understanding the Value of Your
      Corporate Communications Initiatives", to be held July 11th, 2001 at 2:00
      pm Eastern/11:00 am Pacific. To register for FREE, please go to
      http://www.biz360.com/webinar.html or call toll free, 1-866-4-BIZ360
      extension 7.

      News of the Week:

      ST. LOUIS and MELVILLE, N.Y., June 28 /PRNewswire/ -- Kupper Parker
      Communications, Inc., a global integrated marketing communications firm,
      announced the signing of the definitive agreement to acquire Christopher
      Thomas Associates (CTA) and the structure of the management team.

      CHICAGO, June 28 /PRNewswire/ -- Slack Barshinger, a leading Chicago
      business-to-business marketing communications agency, was named the ''best
      small, pure-play business-to-business agency'' in the U.S. by BtoB
      magazine in its June 25, 2001, issue.

      WASHINGTON--(BUSINESS WIRE)--June 27, 2001--Environics Communications,
      Inc., a full-service North American public relations agency, today
      announced its continued U.S. expansion with the opening of a new office in
      Washington, D.C.

      NEW YORK, June 27 /PRNewswire/ -- Trumpet, a national marketing
      communications agency specializing in brand introductions and brand
      renovation, has expanded its New York office by merging with 4 Elbows, an
      interactive design and development firm based in Manhattan.

      NEW YORK, June 26 /PRNewswire/ -- Jupiter Media Metrix today reports that
      74 percent of businesses will spend more money on customer relationship
      management (CRM) infrastructure in 2001 than they did in 2000 -- with a
      majority committing to increasing their spending by as much as 25 to 50

      WASHINGTON, June 26 /PRNewswire/ -- The National Capital Chapter of the
      Public Relations Society of America and the Burson-Marsteller Washington
      Technology Practice invite you to join other high tech PR practitioners
      and communications professionals working in the technology industry July
      10 at Dupont Circle for networking and informal discussion about the role
      of technology in today's uncertain economy.

      SAN MATEO, Calif. & CAMBRIDGE, Mass.--(BUSINESS WIRE)--June 25, 2001--
      Biz360 (www.Biz360.com), a leader in providing analytic applications for
      external information, today announced a strategic relationship with
      Northern Light(r) Technology, Inc. (www.NorthernLight.com), a major
      provider of information management solutions. The alliance will enrich
      Biz360's solutions by adding over 7,000 content sources, giving Biz360 the
      ability to comprehensively measure online, print and television content to
      deliver the richest information analytics available to marketing
      professionals today.

      Full text of these and many other articles can be found at
      http://www.thePRnetwork.com Brief summaries of articles are archived in a
      searchable database. The articles are drawn from The PR Network's daily
      news briefs. Access to the database is free.


      Jim Rink
      AAA Michigan
      1 Auto Club Drive, Dearborn, Mich. 48072
      voice 313.336.1513 fax 313.336.0986
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