Read a news item that Ellen DeGeneres ousted Oprah Winfrey as favorite TV personality.閱讀新聞的項目，埃倫degeneres推翻歐普拉溫芙蕾作為最喜愛的電視的個性。 Who were the respondents, dog owners?誰被受訪者，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?如果定期就一個Blogger只提供其與讀者的聯繫作為一個博客帖子，是他/她懶惰，真正的博客？

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In its most important decision on securities litigation in more than a decade, the在其最重要的決定，關於證券訴訟在十年以上， 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.裁定認為，投資者誰已騙取由一間公司無法起訴第三方，如紅外公司，銀行和供應商，除非他們一直依賴直接有關各方的意見時，他們的投資。 The court said that such lawsuits allowed “plaintiffs with weak claims to extort settlements from innocent companies.”法院說，這種訴訟容許“原告與弱索賠敲詐住區從無辜的公司” 。

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Back in October, when早在10月，當 PRWeek prweek drooled over drooled超過 Burson Marsteller博雅公關公司 for instituting a new PR campaign for為建立一個新的公關活動，為 Countrywide Financial全國財政 to help them out of the financial trouble they were in, we asked whether the campaign was a waste of time and money.幫助他們走出金融麻煩，他們在，我們詢問，運動是浪費時間和金錢。

Well, turns out we were right.那麼，原來我們是正確的。 Our prediction (10/13/07) that Bank of America would take over Countrywide Financial was spot on.我們的預測（ 10/13/07 ）表示，美國銀行將接管全國財政是現貨對。 Granted we were slightly off on the date, we said it would happen within the year.給予我們稍微對小康之日起，我們表示，它將發生在今年。

Now what I want to know is this: How could PRWeek have run such a glowing story without taking the economy into account?現在我想知道是這樣的：如何能prweek已運行這樣一個光輝的故事，而不考慮經濟陷入帳戶？ 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.在你的頭上，將不得不被掩埋在深深沙子，不理解什麼影響，當時的經濟有對按揭業和業主。

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.而不是代理作為一個啦啦隊長，我會期望，記者和他或她的編輯採取退後一步，在報告的過程中和問問自己，一個簡單的問題。 What happens if?如果發生什麼事？ Surely any battle worthy reporter/editor would have raised this question.當然，任何的戰鬥，值得記者/編輯會提出這個問題。 Or am I being too naïve?還是我過於天真？

Either way, I’m not surprised we made the right call.無論採用哪種方式，我一點都不覺得奇怪，我們作出了正確的呼籲。 Effective PR practitioners can always tie their client’s stories into local, national and world events no matter what industry the client represents.有效的公關從業人員可以隨時配合其客戶的故事，到地方，國家和世界大事，不管什麼行業的客戶代表。 But I also can’t help but feel sorry for PRWeek .但我也不能幫助，但感到遺憾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.畢竟，這是很多努力，為出版要求的棘手問題的受訪者時，他們領導的歡呼聲和被採訪者是您的其中一個最大的廣告客戶。

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When confronted with a brand new calendar, everyone’s natural inclination is to ponder what the next year will bring.當面對一個嶄新的日曆，每個人的自然傾向是要思考如何在未來一年會帶來。 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.這就造成了節日的傳統，作出預測，什麼樣的變化將發生在未來12個月，無論在外地，你有一些專業知識。

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.否則我會被指控格林馳如果我不參加在地下prognostications認為，本賽季的要求，這裡有我的預測為公共關係業在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.該buzzwords的一年那些該行業的過度使用，並衷心生病的三六四天從現在起將是：從事，教育及娛樂。 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.這三個字是成為不可或缺的描述時要使用的兜客移動營銷，工具和其他的Web 2.0應用，以及所有這三個將bludgeoned死刑純屬重複，到2009年。

2. 2 。 The PR industry will continue to abuse and overuse the words “viral,” “enable” and “solution.”公關業將繼續濫用和過度使用的字眼“病毒” ， “使”和“解決方案” 。

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.某處在世界上的權利，這分鐘，有人正在大膽預測，社會媒體和Web 2.0的去改變公關永遠。 That said, the purported wonders of Web 3.0 will begin to creep into client pitches in 2008.儘管如此，本意是不知道的Web 3.0將開始蠕變到客戶端球場，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.在整個2008年和到可預見的將來，新聞發布將繼續以書面在相同的格式，因為大家都知道，公關神將罷工，如果你死的“ XXX公司，這是一家領先供應商的第XXX號”沒有出現在第一兩句話的釋放。

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.機構將繼續向自我促進新聞稿指出，沒有人想讀在2008年， regurgitating以同樣的理由，為什麼他們最新的客戶端僱用他們。 BTW, has anyone ever seen an agency send out a press release saying why they have been fired by a client?的BTW ，有沒有人見過的一個機構發出的一份新聞稿說，為什麼他們已發射了由客戶？ Isn’t that newsworthy?是不是新聞？ 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年你不會讀一個單一的新聞稿引述公司發言人的話說，他們聘請了這個特別的公關公司，因為“我們的風險投資公司告訴我們”或“我的CEO告訴我，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.人民將繼續下去，記錄作為感到非常興奮的工作與其他人/合夥人/公司，所有的人都是領先供應商，無論是他們提供。

8. 8 。 PR industry seminars in 2008 will not look much different then those that took place in 2007.公關行業研討會在2008年將不會看很多不同，然後是那些發生在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.”公關人會花很多2008年悄悄地擔心即將到來的經濟衰退將減緩他們的業務，同時大聲抱怨被“瘋狂的忙碌” 。

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.客戶將繼續來判斷機構的人數，通過剪輯，他們所產生的，而是對原提交的建議，概述的宗旨，目標，團隊和交付。

11. 11 。 At least one reporter in America is lying in wait, happily finalizing his or her plans to insult the PR industry again.至少有一名記者在美國是倒臥在等待，愉快地敲定他或她的計劃，侮辱公關業的一次。

12. 12 。 Reporters covering the PR industry will finally report about the ongoing civil suit against the fastest growing PR agency in America.採訪的公關業將最終報告中關於正在進行的民事訴訟，對經濟增長最快的公關公司在美國。

13. 13 。 The number of PR Bloggers will shrink in 2008 because PR people really don’t want to read blogs about PR.有多少公關博客會縮減在2008年，因為公關人真的不想閱讀網志關於公關。 Right?對不對？

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：週五， 2008年1月18日，太平洋標準時間下午六時

fees: The entry fee for each ad or campaign is $255.00/category. 收費：報名費為每個廣告或廣告系列，是元， 255.00/category 。
Special Note: No incomplete or unpaid entries will be accepted.特別注意：沒有不完整的或無薪的參賽作品會被接受。

qualifying period: February 2007 - January 2008 居港年期規定： 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. •參賽者可以提交相同的創意，以多個類別使用一個單一的形式，如果分類屬於同一集團。 A new form must be completed for each unique piece of creative.一種新形式，必須完成每一塊獨特的創意。
• All submissions must be made •所有的意見書必須作出 online在線 and include detailed descriptions, 800 character max (including spaces).包括詳細的說明， 800字符的最高（包括空格） 。
• Supporting materials should be submitted as electronic files hosted on your web site. •輔助材料，應提交作為電子檔案託管在您的網站上。 Please be sure to include the URL where the creative can be found.請務必附上網址的創意可以找到。 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.這個URL必須保持活躍，為不得少於18個月-如果它被選中作為一個進入決賽，進入將存檔上的廣告：技術獎網站，供滿一年。

notification: Finalists will be notified mid-March 2008. 通知：決賽將有專函通知中， 2008年3月。 Finalists will receive an invitation and a request to RSVP with the representative who will attend the awards ceremony.決賽將收到邀請函，並要求RSVP協議與誰代表將出席頒獎儀式。

Please note: ad:tech reserves the right to publish submitted materials on the night of the ceremony. 請注意：廣告：高新技術保留權利，發表提交的材料，在當晚的儀式。 Any concerns regarding publicizing creative materials should be directed to Caroline Giovando Lindley at caroline@ad-tech.com or at 415.464.8527.任何值得關注的有關宣傳材料的創作，應直接向加路連山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. 參賽表格準備提示：請你回答問題，約三，每次入境可您正在提交。 Please provide as much detail as possible (without exceeding the 800 character limit).請提供盡可能詳細的（不超過800個字元的上限） 。

It is important to include as much results-oriented information as possible, in order for judges to fairly consider your entry.這是很重要的，包括高達結果為導向的信息盡可能，為了使法官的公正考慮您的條目。 No results you provide will be made public.沒有您所提供的結果將予以公開。

Note: Please provide any log in/password information that may be necessary for judges to access your entry. 注：請提供任何日誌在/密碼資料，可能需要法官來存取您的加入。

Interactive Ads: 互動廣告：
1. 1 。 Please describe the item you are submitting and tell us about your creative strategy, including audience, purpose and projected outcome.請說明該項目您正在提交，並告訴我們您的創意策略，包括觀眾，宗旨和預測的結果。
2. 2 。 Please describe how this element contributed to the overall campaign.請說明如何此元素貢獻的整體運動。
3. 3 。 Please describe the results of this ad and how it enhanced the campaign.請描述的結果，此廣告，以及如何加強運動。 You may express results in percentages, but be sure to define the metrics used.您可能表達的結果所佔的百分比，但一定要界定的指標使用。

Note: Only ONE ad/piece of creative can be submitted per entry. 注意：只能在一個廣告中/作品的創意可以提交每入境。 If more than one element of a campaign appears on the URL you have submitted, only the first will be reviewed and scored.如果有一個以上的元素，運動出現在網址您所提交的，只有首先將審查和成績。

Interactive Campaigns: 互動廣告系列：
1. 1 。 Please describe the campaign you are submitting, including your creative strategy (eg, target audience, purpose and projected outcome).請說明運動您正在提交，包括您的創新戰略（例如，對象，目的和預測的結果） 。
2. 2 。 Please describe the business objectives of this campaign.請描述業務目標這項運動。
3. 3 。 Describe the results of this campaign to date and how they met your business objectives.描述的結果，這個運動的日期，以及他們如何滿足您的業務目標。 You may express results in percentages and be sure to describe the metrics used.您可能表達的結果所佔的百分比，並確保來形容，指標使用。

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創意元素的運動，在這些類別為法官，以檢討和考慮。

Optimization/Search Strategy: 優化/搜索策略：
1. 1 。 Please describe the objective of this campaign.請說明的目的，這項運動。
2. 2 。 Please describe the strategies and creative technologies used in this campaign.請描述戰略和創造性採用的技術在這項運動。
3. 3 。 Please describe the success of this campaign as it relates to the objectives.請說明成功的這項運動，因為它涉及到的目標。 Be sure to define the metrics used.一定要界定的指標使用。

Note: You must post a case study online and submit the URL for the judges’ review. 注意：您必須張貼的案例研究，並提交在線網址為法官的審查。

Web Sites: 網站：
1. 1 。 Please describe the objectives of the web site.請描述的目標網站。
2. 2 。 Please describe the strategy behind the web site design (creative and navigation).請說明背後的戰略網站設計（創意和導航） 。
3. 3 。 Please describe the results the site has achieved.請說明結果的網站，取得了。 You may express results as percentages but be sure to clearly define the metrics used.你可以表達結果的百分比，但一定要清楚界定的指標使用。

Note: Please submit the live URL of the web site you wish to enter. 注：請提交直播網站的URL你是否打算進入。

Refund/Cancellation policy: 退款/取消政策：
Cancellations must be submitted in writing no later than January 18, 2008.取消必須以書面形式提交不遲於2008年1月18日。 Send to:發送給：

Caroline Giovando Lindley加路連山giovando林德利
ad:tech expositions LLC廣告：高科技的論述， LLC公司
1100 Larkspur Landing Circle 1100 larkspur登陸圈
Suite 255 Larkspur套房255 larkspur
CA 94939 USA CA台灣94939美國

Please note: Cancellations are subject to a $150.00 processing fee.請注意：取消受a $ 150.00處理費。 No refund will be issued if a cancellation notice has not been received/confirmed on or before January 18, 2008.將不予退換發出的，如果取消的通知，尚未收到/證實或之前， 2008年1月18日。

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