Posted by Tom Gable
What is Google thinking? Members of IPREX, the global network of independent PR firms, held its annual meeting in New York City recently and toured the Googleplex, spread among some 1 million square feet of office space, some reclaimed from old warehouse space. Although different from the mother ship in California, the NYC version had many of the same elements: spaces for collaboration, open environments and a supportive creative culture.
After a brief tour, Ellen West, director of global communications and public affairs, and Lisa Green, senior manager of agency relations, provided an update for the more than 60 PR professionals from around the world on the current thinking at Google about areas that impact PR and the new world of 24/7 news cycles.
Trends, things we know to be true:
1. Offline and online interact
2. Video is enabling rapid response
3. Wisdom of crowds can drive innovation
4. Mobility is important
5. The internet is social
On No. 1, 67 percent of online search is driven by offline information. Think of Oprah and KFC. Think about product recalls. If you have an offline issue, you need an online strategy. Targeted campaigns and themes sites can help to address issues and raise trust in a brand.
On No. 2, 80 percent of Web users watch video. Use it for interaction with people with similar interests. Use video to respond immediately in a crisis, in rebuttal to inaccurate news or blogging.
On No. 3, a good case is Johnson’s Baby Channel. The community is providing content everyone can benefit from.
On No. 4, mobility, search on mobile phones is a major growth area. Think about small headlines.
On No. 5, more people are getting more connected, in all age groups.
During a subsequent brainstorming at Gable PR, we looked at new ways to conduct ongoing research on trends to find new ideas for our clients. Compare companies, compare products, compare share of voice and amount of coverage. The evidence can be great for helping show a client what is happening in the market and encourage new creative and strategic approaches for communications.
To paraphrase Ernest Hemingway, it’s a moveable feast. The PR profession has the opportunity to take a lead in promoting social media and other emerging technologies to clients, to the ultimate benefit of their businesses.
Tags: creative, media, planning, results, social media
