Archive for October, 2008

PR Thought Leader Ken Makovsky

Thursday, October 30th, 2008

Ken Makovsky, Founder and President of Makovsky and Co., discusses the changing landscape of public relations and how agencies should respond to those changes.

Some of Ken’s VlogViews:

“The word ‘spin’ is going to disappear from the vocabulary of Americans in the near future… I have always hated that word because it has an implication of falsehoods, it’s misleading, it’s slick. We’re in an era coming out of this economic crisis where trust needs to be rebuilt with out financial institutions, with our government, with many businesses, with our banks.”

“[After this election] we are going to have [environmental] federal regulations. And I don’t think these companies are going to have a choice; so at a minimum, one thing they could be doing at this time is educating their employees about what is going to come and that doesn’t take a lot of money.”

“Everybody’s going green. I think that all client programs or nearly all client programs in some way are going to need to communicate that.”

Click Here for More Insights From PR Thought Leader Ken Makovsky

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Makovsky and Co

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The Growing Role of PR: Stuart Elliott, The New York Times

Friday, October 24th, 2008

Stuart Elliott, Advertising Columnist for The New York Times, discusses the role of PR and advertising in the marketing mix and how to market in a recession.

Some of Stuart’s VlogViews:

“Several times I’ve written about campaigns…and it turns out there’s no advertising agency on record involved. The PR agency is the lead agency; and they’re the ones who are doing the quote-unquote advertising.”

“It’s sort of hard to tell where advertising starts and PR ends, or where the new media come in and where the old media step back. It’s being thought of in a much different way now. A lot of those lines are blurring or being erased completely; and as a result, a lot of agencies, a lot of marketers are scrambling to try to adjust to these realities.”

The shift to an opt-in culture “is a challenge for everybody, because you have people saying, ‘I’m not going to have this commercial wash over me; I’m going to choose when and where I want to be interrupted’…It’s the consumer who decides if he/she wants to engage.”

On the current economic crisis: “The question is whether these particular tough [economic] times are so unique and unusual that some of the traditional rules are not going to be effective in this climate.”

Stuart’s New York Times Page 

Stuart’s Blog
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Search Terms: Stuart Elliott, The New York Times, social media, In Advertising, marketing, Advertising 

Posted in Advertising, Journalists, PR's Top 50 Thought Leaders, Public Relations | 1 Comment »

Paul Dunay, BearingPoint

Friday, October 24th, 2008

Paul Dunay, Global Director of Integrated Marketing for BearingPoint, discusses some of the initiatives he is undertaking to bring his company into the social media space.

Some of Paul’s VlogViews:

“Blogging and social media are kind of a quantity game at this point. I mean, if you look at the amount of blogs that are out there and if you look at the amount of content that is out there, there is more content on the blogosphere then there is in the Library of Congress. So we’re out there trying to mix it up and create an attraction vehicle.”

“We’ve repositioned the company to be about ‘New Thinking For a Changing World’, a very open message. I couldn’t believe command and control branding is still in place at this point because a single one-way message was just too much. So having an open message like that allows us to gather new thinking from other people.”

“Our customers need us now more than ever before. If you have a leak in your basement, you’re not going to wait weeks for a consultant, you’re going to have a plumber today to come and fix that…Our guys are coming in to brief [our customers] on what they should be doing now.”

Paul’s Homepage
Podcasts
Blog

BearingPoint

Search Terms: Paul Dunay, BearingPoint, social media, blogs, integrated marketing

Posted in Blogs, marketing, Social Media | 1 Comment »

Mark Senak, Fleishman-Hillard

Monday, October 20th, 2008

Mark Senak, SVP for Fleishman-Hillard and author of Eye on FDA blog, discusses ways that pharma companies can engage in social media. Recorded at exl Pharma’s Digital Pharma Conference.

Some of Mark’s VlogViews:

“So much of the time what people are tied up about is that this is new media and there are new rules. There aren’t new rules, it’s the same old rules with new media. And people just haven’t grasped that yet.”

“It’s not the medium, it’s the message. If you’re going to say something like it’s ok to use a drug off label online, you’re going to get a warning letter. But if you’re going to talk about a product in the same responsible way that you would in a DTC or a print ad, as long as you meet regulatory guidelines, you’re not going to have a trip wire effect on regulatory.”

“If you can demonstrate that you are making effective inroads through the use of Youtube video in the risk associated with a particular drug, that’s a tremendous tool that’s much more targeted then say, putting something on television where you’re shot gunning a huge audience. With Youtube you are actually getting an in to the people who are looking for that information.”

Fleishman-Hillard
Eye on FDA

Search Terms:  Mark Senak, Fleishman-Hillard, Eye on FDA, FDA, pharmaceutical companies, social media, digital pharma, exl Pharma

Posted in Healthcare, Online Video, Public Relations, Social Media | No Comments »

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