Editor's Corner: January 2010

Publication Date: 01/2010

Source: SO01 Public Relations Tactics
Product Code: 6C-011005
Organization/Author/Firm: John Elsasser
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OK, so you can probably guess that social media will be a hot topic for 2010. But what else will have an impact on the PR profession? This month, Susan Balcom Walton, M.A., APR, asked several experts to discuss the top PR trends that are shaping public relations in 2010. To see what she discovered, turn to Page 10.

Speaking of trends, Booz Allen Hamilton, in collaboration with PRSA, conducted a survey to provide a snapshot of what lies ahead for public relations. More than 2,000 PRSA members took part in the survey this past fall. Booz Allen Hamilton Vice President Maria Darby presented the results on Nov. 9 in a workshop at the PRSA 2009 International Conference in San Diego.

According to the survey, respondents listed the top PR challenges in the next five years as managing “ever-expanding channels of communication,” budgeting limited monetary resources and demonstrating ROI for clients or organizations. In addition, respondents named strategic communications, social media and crisis communications as top opportunities for job growth and career success.

Introducing “Ask the Professional”

We’re introducing a new column this month called “Ask the Professional.” Ann Subervi, the 2010 chair of the Counselors Academy, will be writing the feature that addresses PR challenges, from ethical quandaries to client management concerns. If you need advice about an on-the-job challenge, send it to Ann at publications@prsa.org. She will address some of these topics in future issues.

Her column appears on Page 6 in the space that housed “Ask the Professor.” As you may have read in December, with an increased workload, John Guiniven, Ph.D., APR, Fellow PRSA, ended his tenure with us after nearly seven years and 80 columns. John took over in May 2003 after the untimely death of Bill Adams, APR, Fellow PRSA, who wrote “Ask the Professor” since Tactics’ inception in July 1994. We decided to retire the column and try something a little different. We appreciate all of the advice and professional development that John provided for Tactics.

I’ll miss John’s deadpan one-liners — usually something related to his beloved Philadelphia Phillies. Being an Ohio State football fan, I related to his eternal optimism-pessimism about an upcoming season, such as, “Pitchers and catchers already in camp. All’s right with the world — except, of course, the borderline depression.”