Nowhere is PR's expanded role more apparent than with the print media, and specifically, trade publications. As a number of trade publications source more content from vendors, new marketing opportunities open up.
My colleague Leyl Master Black helps clients develop white papers, edit them into two or three bylines, convert the bylines into multiple blog posts, and then tweet snippets from each blog. The content is updated so it's timely and valuable for each vertical community, syndicating it in new ways. Here's an example of a general best practices article that has been customized for chiropractors.
I predict advertorial opportunities will continue to become more mainstream in the US this year. In Europe, revenue-share advertorial opportunities seem to be fairly accepted. Yet I suspect that as traditional media outlets tweak their business models, new advertorial formats will become more commonplace in the US, too. Just as we've incorporated blogging and tweeting into daily practices, this will become another channel PR will need to master.
Though the full effects of the past decade have yet to reveal themselves, it's an exciting time to be in PR. Changes are occurring rapidly and the scope of responsibilities is ever-expanding. Those practitioners honing business counsel at the socioeconomic and industry levels, coupled with practical editorial, video, and SEM skills will continue finding themselves in great demand long into the next decade.
Donna Sokolsky Burke is founder/owner of Spark PR