Tendinte in PR si comunicare pentru 2009
Anul 2009 s-a dovedit deja ca fiind unul imprevizibil, marcat de schimbare si neliniste. Este insa si un moment in care trebuie sa privim cu speranta catre viitor. Comunicarea a devenit cu atat mai importanta, cu cat perioada pe care o traversam este mai complexa. In acest context, 2009 va fi marcat de cateva tendinte de care, in calitate de comunicatori, trebuie sa tinem cont. Citeste pe Wall-Street.ro care sunt cele mai importante tendinte in PR, intr-un articol scris de Ray Kotcher, Senior Partner si CEO al Ketchum.
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Razvan Pascu said,
July 15, 2009 @ 12:09 pm · Edit
Eu sunt unul dintre cei care cred ca ziarele se vor dezvolta mai mult pe online dar in mod sigur nu vor disparea. Inca mai sunt oameni, inclusiv eu, care prefera sa simta hartia proaspat tiparita in mana. In ceea ce priveste revistele, cred ca acestea vor avea succes in continuare. Online-ul cred ca se va dezvolta si va fi in continuare gratuit dar nu mai dureaza mult pana cand se va vinde si in Romania continut premium pe site-uri, cu parola, etc.
O. M. said,
July 29, 2009 @ 12:40 pm · Edit
Publicatiile care “se zbat pentru supravietuire”, asa cum ai spus tu, nu ajung in situatia asta din cauza “digitalizarii”. Numarul de cititori al ziarelor quality a crescut, potrivit ultimelor date publicate de SNA. Ziarele si revistele care trec pe online sau se zbat pentru supravietuire nu mai au sustinere financiara. Iar aceasta sustinere venea pana acum de la patronul care avea afaceri in imobiliare si acum a ramas cu buzunarele goale, de la patronul care se ocupa cu “articole PR” pe foarte multi bani, in functie de notorietatea publicatiei, si nu in ultimul rand (ca sa folosesc un stereotip) de la publicitari. Piata de publicitate este intr-un proces de maturizare. Anul trecut, un an de expuberanta a pietei de publicitate, agentiile multinationale vanau conturi de milioane de euro. Cresterile anuntate de publicitari erau de 30, 40, chiar 50 % (McCann Erickson). In prima jumatate a acestui an, consumul de publicitate a scazut cu 30%. Acesta este principalul motiv pentru care ziarele si revistele “se zbat sa supravietuiasca”. Unele publicatii si-au dat chilotii in vine si s-au prostituat pentru trei lei. Ziarele locale nu mai au bani sa se sustina (vezi inchiderea publicatiilor locale ale lui Adrian Sarbu) si au trecut pe online. Dar repet: nu pentru ca s-a digitalizat presa, ci pentru ca nu mai sunt bani. Cei care au rezistat in provincie s-au dat de partea autoritatilor locale facandu-le jocurile politice.
Ovidiu.
Da, exista o tendinta de “digitalizare” a presei. Astazi, nu mai exista exclusivitati. Daca eu am o informatie bomba, nu o pot tine pana maine cand apare ziarul, pentru ca in trei minute va fi pe net, pe un blog, pe un site de stiri, pe o televiziune de stiri. Un ziar sau o revista care nu e pe net, nu exista, decat daca face parte dintr-un trust puternic. Mda..
Imi place blogul tau, sunt pentru prima oara pe aici, dar voi mai trece, daca sunt bine venit