Read a news item that Ellen DeGeneres ousted Oprah Winfrey as favorite TV personality.阅读新闻的项目，埃伦degeneres推翻欧普拉温芙蕾作为最喜爱的电视的个性。 Who were the respondents, dog owners?谁被受访者，狗主？

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If on a regular basis a blogger only provides their readers with links as a blog post, is he/she lazy and really blogging?如果定期就一个Blogger只提供其与读者的联系作为一个博客帖子，是他/她懒惰，真正的博客？

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In its most important decision on securities litigation in more than a decade, the在其最重要的决定，关于证券诉讼在十年以上， Supreme Court最高法院 ruled that investors who have been defrauded by a company could not sue third parties, such as IR firms, banks and suppliers, unless they had relied directly on the parties’ advice when making their investment.裁定认为，投资者谁已骗取由一间公司无法起诉第三方，如红外公司，银行和供应商，除非他们一直依赖直接有关各方的意见时，他们的投资。 The court said that such lawsuits allowed “plaintiffs with weak claims to extort settlements from innocent companies.”法院说，这种诉讼容许“原告与弱索赔敲诈住区从无辜的公司” 。

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Back in October, when早在10月，当 PRWeek prweek drooled over drooled超过 Burson Marsteller博雅公关公司 for instituting a new PR campaign for为建立一个新的公关活动，为 Countrywide Financial全国财政 to help them out of the financial trouble they were in, we asked whether the campaign was a waste of time and money.帮助他们走出金融麻烦，他们在，我们询问，运动是浪费时间和金钱。

Well, turns out we were right.那么，原来我们是正确的。 Our prediction (10/13/07) that Bank of America would take over Countrywide Financial was spot on.我们的预测（ 10/13/07 ）表示，美国银行将接管全国财政是现货对。 Granted we were slightly off on the date, we said it would happen within the year.给予我们稍微对小康之日起，我们表示，它将发生在今年。

Now what I want to know is this: How could PRWeek have run such a glowing story without taking the economy into account?现在我想知道是这样的：如何能prweek已运行这样一个光辉的故事，而不考虑经济陷入帐户？ Your head would have had to be buried deeply in the sand to not comprehend what effect the economy was having on the mortgage industry and homeowners.在你的头上，将不得不被掩埋在深深沙子，不理解什么影响，当时的经济有对按揭业和业主。

Instead of acting as a cheerleader, I would expect the reporter and his or her editor to take a step back during the reporting process and ask themselves a simple question.而不是代理作为一个啦啦队长，我会期望，记者和他或她的编辑采取退后一步，在报告的过程中和问问自己，一个简单的问题。 What happens if?如果发生什么事？ Surely any battle worthy reporter/editor would have raised this question.当然，任何的战斗，值得记者/编辑会提出这个问题。 Or am I being too naïve?还是我过于天真？

Either way, I’m not surprised we made the right call.无论采用哪种方式，我一点都不觉得奇怪，我们作出了正确的呼吁。 Effective PR practitioners can always tie their client’s stories into local, national and world events no matter what industry the client represents.有效的公关从业人员可以随时配合其客户的故事，到地方，国家和世界大事，不管什么行业的客户代表。 But I also can’t help but feel sorry for PRWeek .但我也不能帮助，但感到遗憾prweek 。 After all, it’sa lot harder for a publication to ask tough questions of interviewees when they’re leading the cheers and the interviewee is one of your largest advertisers.毕竟，这是很多努力，为出版要求的棘手问题的受访者时，他们领导的欢呼声和被采访者是您的其中一个最大的广告客户。

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When confronted with a brand new calendar, everyone’s natural inclination is to ponder what the next year will bring.当面对一个崭新的日历，每个人的自然倾向是要思考如何在未来一年会带来。 This has resulted in the festive tradition of making predictions about what changes will occur over the next 12 months in whatever field you have some expertise.这就造成了节日的传统，作出预测，什么样的变化将发生在未来12个月，无论在外地，你有一些专业知识。

Lest I be accused of being a Grinch if I don’t participate in the mass prognostications that the season demands, here are my predications for the public relations industry in 2008.否则我会被指控格林驰如果我不参加在地下prognostications认为，本赛季的要求，这里有我的预测为公共关系业在2008年。

1. 1 。 The buzzwords of the year—the ones the industry will overuse and be heartily sick of 364 days from now will be: engage, educate and entertain.该buzzwords的一年那些该行业的过度使用，并衷心生病的三六四天从现在起将是：从事，教育及娱乐。 These three words are becoming the essential descriptors to use when touting mobile marketing, widgets and other Web 2.0 applications, and all three will be bludgeoned to death by sheer repetition by 2009.这三个字是成为不可或缺的描述时要使用的兜客移动营销，工具和其他的Web 2.0应用，以及所有这三个将bludgeoned死刑纯属重复，到2009年。

2. 2 。 The PR industry will continue to abuse and overuse the words “viral,” “enable” and “solution.”公关业将继续滥用和过度使用的字眼“病毒” ， “使”和“解决方案” 。

3. 3 。 Somewhere in the world, right this minute, someone is making the daring prediction that Social Media and Web 2.0 are going to change PR forever.某处在世界上的权利，这分钟，有人正在大胆预测，社会媒体和Web 2.0的去改变公关永远。 That said, the purported wonders of Web 3.0 will begin to creep into client pitches in 2008.尽管如此，本意是不知道的Web 3.0将开始蠕变到客户端球场，在2008年。

4. 4 。 Throughout 2008 and into the foreseeable future, press releases will continue to be written in the same format, since we all know that the PR Gods will strike you dead if “XXX company, a leading provider of XXX,” does not appear in the first two sentences of the release.在整个2008年和到可预见的将来，新闻发布将继续以书面在相同的格式，因为大家都知道，公关神将罢工，如果你死的“ XXX公司，这是一家领先供应商的第XXX号”没有出现在第一两句话的释放。

5. 5 。 Agencies will continue to send out self-promoting press releases that no one wants to read in 2008, regurgitating the same reasons why their newest client hired them.机构将继续向自我促进新闻稿指出，没有人想读在2008年， regurgitating以同样的理由，为什么他们最新的客户端雇用他们。 BTW, has anyone ever seen an agency send out a press release saying why they have been fired by a client?的BTW ，有没有人见过的一个机构发出的一份新闻稿说，为什么他们已发射了由客户？ Isn’t that newsworthy?是不是新闻？ Inquiring minds want to know!探究心中想知道！

6. 6 。 In 2008 you won’t read a single release quoting a company spokesperson as saying that they hired this particular PR agency because “our VC firm told us to” or “my CEO told me I had to.”在2008年你不会读一个单一的新闻稿引述公司发言人的话说，他们聘请了这个特别的公关公司，因为“我们的风险投资公司告诉我们”或“我的CEO告诉我，我不得不” 。

7. 7 。 People will continue to go on the record as being very excited about working with other people/partners/companies, all of whom are the leading providers of whatever it is they provide.人民将继续下去，记录作为感到非常兴奋的工作与其他人/合伙人/公司，所有的人都是领先供应商，无论是他们提供。

8. 8 。 PR industry seminars in 2008 will not look much different then those that took place in 2007.公关行业研讨会在2008年将不会看很多不同，然后是那些发生在2007年。

9. 9 。 PR people will spend much of 2008 quietly worried about an impending recession that will slow their business, while simultaneously loudly complaining about being “crazy busy.”公关人会花很多2008年悄悄地担心即将到来的经济衰退将减缓他们的业务，同时大声抱怨被“疯狂的忙碌” 。

10. 10 。 Clients will continue to judge agencies by the number of clips they generated instead of against the original submitted proposal that outlined objectives, goals, team and deliverables.客户将继续来判断机构的人数，通过剪辑，他们所产生的，而是对原提交的建议，概述的宗旨，目标，团队和交付。

11. 11 。 At least one reporter in America is lying in wait, happily finalizing his or her plans to insult the PR industry again.至少有一名记者在美国是倒卧在等待，愉快地敲定他或她的计划，侮辱公关业的一次。

12. 12 。 Reporters covering the PR industry will finally report about the ongoing civil suit against the fastest growing PR agency in America.采访的公关业将最终报告中关于正在进行的民事诉讼，对经济增长最快的公关公司在美国。

13. 13 。 The number of PR Bloggers will shrink in 2008 because PR people really don’t want to read blogs about PR.有多少公关博客会缩减在2008年，因为公关人真的不想阅读网志关于公关。 Right?对不对？

Have a great 2008.有很大的2008年。

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entry deadline: Friday, January 18, 2008, 6pm PST 入境期限：周五， 2008年1月18日，太平洋标准时间下午六时

fees: The entry fee for each ad or campaign is $255.00/category. 收费：报名费为每个广告或广告系列，是元， 255.00/category 。
Special Note: No incomplete or unpaid entries will be accepted.特别注意：没有不完整的或无薪的参赛作品会被接受。

qualifying period: February 2007 - January 2008 居港年期规定： 2007年2月-2 008年1月

How to Submit: 如何提交：
• Entrants can submit the same creative to multiple categories using a single form if the categories fall within the same group. •参赛者可以提交相同的创意，以多个类别使用一个单一的形式，如果分类属于同一集团。 A new form must be completed for each unique piece of creative.一种新形式，必须完成每一块独特的创意。
• All submissions must be made •所有的意见书必须作出 online在线 and include detailed descriptions, 800 character max (including spaces).包括详细的说明， 800字符的最高（包括空格） 。
• Supporting materials should be submitted as electronic files hosted on your web site. •辅助材料，应提交作为电子档案托管在您的网站上。 Please be sure to include the URL where the creative can be found.请务必附上网址的创意可以找到。 This URL must remain active for no less than 18 months – if selected as a finalist, the entry will be archived on the ad:tech awards website for a full year.这个URL必须保持活跃，为不得少于18个月-如果它被选中作为一个进入决赛，进入将存档上的广告：技术奖网站，供满一年。

notification: Finalists will be notified mid-March 2008. 通知：决赛将有专函通知中， 2008年3月。 Finalists will receive an invitation and a request to RSVP with the representative who will attend the awards ceremony.决赛将收到邀请函，并要求RSVP协议与谁代表将出席颁奖仪式。

Please note: ad:tech reserves the right to publish submitted materials on the night of the ceremony. 请注意：广告：高新技术保留权利，发表提交的材料，在当晚的仪式。 Any concerns regarding publicizing creative materials should be directed to Caroline Giovando Lindley at caroline@ad-tech.com or at 415.464.8527.任何疑虑，关于创意的宣传材料，应直接向加路连山giovando林德利在caroline@ad-tech.com ，或415.464.8527 。

Entry Form Prep Tips: Please answer 3 questions about each entry you are submitting. 参赛表格准备提示：请你回答问题，约三，每次入境可您正在提交。 Please provide as much detail as possible (without exceeding the 800 character limit).请提供尽可能详细的（不超过800个字元的上限） 。

It is important to include as much results-oriented information as possible, in order for judges to fairly consider your entry.这是很重要的，包括高达结果为导向的信息尽可能，为了使法官的公正考虑您的条目。 No results you provide will be made public.没有您所提供的结果将予以公开。

Note: Please provide any log in/password information that may be necessary for judges to access your entry. 注：请提供任何日志在/密码资料，可能需要法官来存取您的加入。

Interactive Ads: 互动广告：
1. 1 。 Please describe the item you are submitting and tell us about your creative strategy, including audience, purpose and projected outcome.请说明该项目您正在提交，并告诉我们您的创意策略，包括观众，宗旨和预测的结果。
2. 2 。 Please describe how this element contributed to the overall campaign.请说明如何此元素贡献的整体运动。
3. 3 。 Please describe the results of this ad and how it enhanced the campaign.请描述的结果，此广告，以及如何加强运动。 You may express results in percentages, but be sure to define the metrics used.您可能表达的结果所占的百分比，但一定要界定的指标使用。

Note: Only ONE ad/piece of creative can be submitted per entry. 注意：只能在一个广告中/作品的创意可以提交每入境。 If more than one element of a campaign appears on the URL you have submitted, only the first will be reviewed and scored.如果有一个以上的元素，运动出现在网址您所提交的，只有首先将审查和成绩。

Interactive Campaigns: 互动广告系列：
1. 1 。 Please describe the campaign you are submitting, including your creative strategy (eg, target audience, purpose and projected outcome).请说明运动您正在提交，包括您的创新战略（例如，对象，目的和预测的结果） 。
2. 2 。 Please describe the business objectives of this campaign.请描述业务目标这项运动。
3. 3 。 Describe the results of this campaign to date and how they met your business objectives.描述的结果，这个运动的日期，以及他们如何满足您的业务目标。 You may express results in percentages and be sure to describe the metrics used.您可能表达的结果所占的百分比，并确保来形容，指标使用。

Note: You may submit up to three creative elements of a campaign in these categories for the judges to review and consider. 注意：您可能提交最多3创意元素的运动，在这些类别为法官，以检讨和考虑。

Optimization/Search Strategy: 优化/搜索策略：
1. 1 。 Please describe the objective of this campaign.请说明的目的，这项运动。
2. 2 。 Please describe the strategies and creative technologies used in this campaign.请描述战略和创造性采用的技术在这项运动。
3. 3 。 Please describe the success of this campaign as it relates to the objectives.请说明成功的这项运动，因为它涉及到的目标。 Be sure to define the metrics used.一定要界定的指标使用。

Note: You must post a case study online and submit the URL for the judges’ review. 注意：您必须张贴的案例研究，并提交在线网址为法官的审查。

Web Sites: 网站：
1. 1 。 Please describe the objectives of the web site.请描述的目标网站。
2. 2 。 Please describe the strategy behind the web site design (creative and navigation).请说明背后的战略网站设计（创意和导航） 。
3. 3 。 Please describe the results the site has achieved.请说明结果的网站，取得了。 You may express results as percentages but be sure to clearly define the metrics used.你可以表达结果的百分比，但一定要清楚界定的指标使用。

Note: Please submit the live URL of the web site you wish to enter. 注：请提交直播网站的URL你是否打算进入。

Refund/Cancellation policy: 退款/取消政策：
Cancellations must be submitted in writing no later than January 18, 2008.取消必须以书面形式提交不迟于2008年1月18日。 Send to:发送给：

Caroline Giovando Lindley加路连山giovando林德利
ad:tech expositions LLC广告：高科技的论述， LLC公司
1100 Larkspur Landing Circle 1100 larkspur登陆圈
Suite 255 Larkspur套房255 larkspur
CA 94939 USA CA台湾94939美国

Please note: Cancellations are subject to a $150.00 processing fee.请注意：取消受a $ 150.00处理费。 No refund will be issued if a cancellation notice has not been received/confirmed on or before January 18, 2008.将不予退换发出的，如果取消的通知，尚未收到/证实或之前， 2008年1月18日。

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