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。

Bookmark to: 书签：

Did we go too far or was it sheer brilliance?我们没有走得太远，或者是纯粹的辉煌呢？

By now you’re all familiar with Chris Anderson’s, editor-in-chief of Wired magazine,现在您所有的熟悉与克里斯安德森的，人兼总编辑的Wired杂志， email list电子邮件列表 of blackballed PR firms. blackballed的公关公司。

A quick glance over the list reveals email addresses from Edelman, 5W PR, Fleishman-Hillard, Ogilvy, Lippe Taylor, Morris+King, SS PR, Weber Shandwick, and dozens more.快速浏览过的名单显示，电子邮件地址由爱德曼，五瓦特公关， fleishman - hillard ，奥美中， Lippe泰勒，莫里斯+国王， SS为公关，万博宣伟，和几十个以上。

Well being the aggressive PR firm that we are, BlinnPR’s business development team emailed some of the clients represented by these PR firms.福祉咄咄逼人的公关公司，我们是， blinnpr的业务开发团队通过电子邮件发送的一些客户所代表的这些公关公司。 We let their clients know in no uncertain terms that they’ve been blackballed by Wired and who knows how many other unnamed publications.我们让他们的客户知道在没有明确指出，他们已经blackballed由有线和谁知道有多少其他未命名的刊物。

Oh and by the way, BlinnPR is not on the list and our clients enjoy unfettered access to Wired and a host of other publications because of our no-nonsense, get the job done without annoying reporters approach. OH和由的方式， blinnpr不在名单上和我们的客户享有不受阻碍地进入有线和许多其他出版物，因为我们没有胡说，才能完成任务，没有烦人的记者的做法。

Needless to say, two PR firms didn’t appreciate our aggressiveness.不用说，两个公关公司并没有明白我们的进取。 One going so far as to try and entice our clients and employees to leave by promising greener pastures.一去，所以就尝试和吸引我们的客户和雇员离开承诺，青翠的牧场。 BTW, it has been 10 days and still none of our clients or employees has left.的BTW ，但已10天，仍没有我们的客户或雇员已经离开。

Maybe it’s me, but why would our clients and employees leave in the first place.也许这是我，但为什么会我们的客户和雇员离开摆在首位。 For a PR firm who has been blackballed by Wired and can’t say for sure what other publications are trashing their emails?一个公关公司谁一直blackballed由有线和不能肯定地说有什么其它出版物是邮件的电子邮件？ But that is a discussion for another day.不过，这是一个讨论的另一天。

Anyway, some people thought it was a brilliant move on our part while others felt otherwise.无论如何，有些人以为这是一个辉煌的动议对我们的一部分，而其他人认为，否则。

Personally, I’m not apologizing for what we did.我个人来说，我不道歉，为我们所做的。 A day doesn’t go by when our clients are not being courted by other agencies.一天不通过时，我们的客户并没有被courted由其他机构。 If you think it doesn’t happen you have your head in the sand.如果你认为它不会发生你有你的头上，在沙子。 As I see it the differences is in the approach.正如我看到它的差异是在办法。

Fact is, BlinnPR aggressively goes after new business and represents our clients with the same fervor.事实是， blinnpr积极去后，新的业务和代表我们的客户具有相同的热情。

I would like to hear your thoughts.我想听听您的想法。 What do you think?您怎么看？ Did we go too far or was it sheer brilliance.我们没有走得太远，或者是纯粹的辉煌。

Bookmark to: 书签：

While heading up to my three times a week 6:00 AM basketball game at the YMCA yesterday, I couldn’t help but laugh again at one of PRWeek’s cover stories.而标题了我，每周3次，上午06点篮球比赛在香港基督教青年会昨天，我忍不住笑，但再次在一个prweek的封面故事。

The headline screams标题尖叫 “Countrywide initiates effort to counter critics.” “在全国范围内发起的努力，反批评” 。 For those with their head in the sand and don’t know there is a mortgage crisis,对于那些与他们的头部在沙子里，不知道是有按揭的危机， Countrywide Financial全国财政 is one of many beleaguered mortgage lenders.是许多困扰按揭贷款。 They recently announced with great fanfare the hiring of Burson Marsteller and a new campaign dubbed “Protect Our Home” to ferociously defend it self from it legion of critics.他们最近宣布，与大张旗鼓雇用博雅公关公司和一个新的运动，被称为“保护我们的家园” ferociously捍卫它的自我从它军团的批评。

Well it seems to me based on what I’m reading and hearing, Countrywide, and BM by extension, are going to have a hard time “protecting their home.”以及在我看来，基于对我所阅读和听力，在全国范围内，和BM延伸，将会有一个艰难的“保护他们的家园。 ”

Remember the legend of记得传奇 Hans Brinker Brinker的汉斯 ? ？ It’s the story of the little Dutch boy who sticks his finger in the dike to prevent it from leaking.它的故事，小男孩荷兰语谁坚持他的手指在堤防，以防止它泄漏。 BM is the little Dutch boy and Countrywide is the dike.骨髓是小男童及荷兰在全国范围内是堤防。 If I’m BM, I’m thinking what do I have to do to help Countrywide survive.如果我的BM ，我的思想是什么，我要做些什么来帮助在全国范围内生存。 Hell with the critics.地狱与批评。

There are to many issues swirling around Countrywide and that’s why their survivability is being called into question.有许多问题在全国范围内左右旋转，这就是为什么他们的生存能力，是被称为成问题。 These include这些措施包括 class action suits集体诉讼 , ， federal regulators being urged to investigate stock trading by Countrywide Financial Inc. chief executive Angelo Mozilo联邦监管机构正在敦促调查股票买卖由全国金融公司行政长官安吉罗mozilo , ， the precipitous drop of Countrywide’s mortgage lending from a year earlier该险峻的下降在全国范围内的楼宇按揭贷款，从去年同期的 and Countrywide announcing its intention to eliminate 10,000-12,000 jobs.并在全国范围内宣布，它打算以消除10000-12000就业机会。

BTW, the layoffs are a complete reversal of what the company had been saying just a month or two ago when CEO Angelo Mozilo could hardly contain his enthusiasm about poaching top mortgage brokers from busted outfits like American Home Mortgage and New Century.的BTW ，裁员是一个完整的逆转，该公司一直在说只是一两个月内前，当行政总裁安吉罗mozilo难以遏制他的热情盗猎顶端按揭经纪从破获的服装一样，美国的住房抵押和新世纪。

BM is going to fail.骨髓是要失败的。 Not because they’re not qualified to handle such a mess, they are.不是因为他们没有资格来处理这样一个烂摊子，他们是。 But because Countrywide’s ability to maintain operations depends on Wall Street funding that can dry up in an instant.但由于在全国范围内的执政能力，保持行动，取决于华尔街的资金，可以干起来，在瞬间。

Not only that, I also predict that within the next year we’re also going to see Countrywide folded into Bank of America.不仅如此，我也预测，在未来的一年，我们也将会看到，在全国范围内并入美国银行。

Bookmark to: 书签：

Picking the perfect PR firm is like buying a puppy.采摘完美的公关公司，是想购买的小狗。

You can do lots of in-depth research, carefully narrow the field down to a few purebreds, mercilessly quiz and be quizzed by the owners of the kennel, then meet the litter and carefully decide which pup is perfectly suited to your needs.你可以做很多在深入调查研究，仔细狭窄领域下降至一个数纯种，无情地问答，并询问了由业主的狗，然后满足乱抛垃圾及审慎决定的PUP ，是完全适合您的要求。 Or you can dash into the shelter, quickly survey what’s available, and pick the perkiest puppy.或者您也可以短跑到住房，迅速调查，有什么可用的，并挑选perkiest的小狗。

Both methods work out just fine most of the time.这两种方法的工作，刚才被罚款，大部分的时间。 The problems occur when you don’t know anything about puppies and what they’re supposed to do.问题发生时，你不知道什么的小狗和他们是怎么做的假定。 Here are six steps that’ll help you pick a PR firm that doesn’t bite.这里有六个步骤，这会帮助您选择一个公关公司，这并不咬。

1) Define Your Organization’s Needs 1 ）定义您的组织的需求
If you don’t know what you want your PR agency to do, chances are you’ll hire an agency that will do nothing but bill you.如果您不知道什么您想要的公关公司做的，机会是您聘请的机构将什么也不做，但你条例草案。 No legitimate PR firm is enthusiastic about working with a client who is clueless about his or her needs.没有合法的公关公司是热衷于工作与客户谁是不懂他或她的需要。 We all know from bitter experience that such a client will eventually turn feral and blame the PR firm for not delivering concrete results.我们都知道，从痛苦的经验，这样的客户端将最终把野生和责怪公关公司没有提供具体的成果。

So figure out if you want to drum up interest in a public offering, a leveraged buy-out, have someone handle the release of bad news, or raise the general visibility of your organization.因此，计算出如果您要鼓起来的兴趣，公开招股，杠杆收购，有人处理释放坏消息，或普遍提高能见度，您的组织。 Put this information in a background document – it can be just a few pithy paragraphs – to share with the PR firms you’re considering working with.提出这方面的资料，在一份背景文件-它可以在短短数口诀段-分享与公关公司，您考虑的工作。 But wait … don’t press the send button yet.但等待…不按下发送键。

2) Tell Me More 2 ）告诉我更多
Remember the song Summer Nights from Grease and the line tell me more, tell me more.记得这首歌的夏季之夜由油脂和路线告诉我更多，告诉我更多。 Well, apart from your PR goals, as mentioned above, it’s helpful to include your organization’s history, mission and aim, issues or areas of potential concern, current or past communications efforts, and your budget in the backgrounder.那么，除了从您的公关目标，正如上文所述，它的帮助，包括贵组织的历史，使命和目标，问题或领域的潜力，关注，目前或过去的通讯的努力，和您的预算，在背景。

This doesn’t mean you have to devote hours into conjuring up a beautifully crafted document.这并不意味着你必须花时间到变戏法了一个精美制作的文档。 Just lay out the facts.只是铺陈事实。 If you give me this information up front I’ll be able to prepare an information package or presentation specifically addressing your needs.如果你给我这方面的资料前方我将能够编写一套资料，或介绍具体针对您的需求。 Otherwise, we’ll have a lovely breakfast at the否则，我们将有一个可爱的早餐在 Coffee Shop咖啡馆 and I’ll spend a couple of hours trying to draw this information out of you.我会花了几个小时企图拉拢这方面的资料出来你。 Save us both the time and trouble and tell me clearly what you need up front.拯救我们双方的时间和麻烦，告诉我清楚您所需要的前方。 We can still have breakfast.我们仍然可以吃早餐。

Here is a sample这里是一个范例 Backgrounder新闻背景 and和 RFP1 rfp1 and和 RFP2 rfp2 for you to look at.你看看。

3) PR Pop Quiz 3 ）公关弹出问答
Now that you know what you want from your PR campaign, find a firm who can deliver it.现在你知道什么你想从您的公关活动，找到一个坚定的谁可以提供。 You know the drill, ask你知道演练中，要求 people人们 you trust for recommendations and check with您信任的建议和查询 professional organizations专业组织 . 。 If you know any reporters who cover your industry ask them what PR people they like working with and whose如果您知道任何记者，谁支付您的行业，要求他们什么公关人，他们喜欢的工作和与他们的 press releases新闻发布 consistently bore them to tears.一贯口径他们的眼泪。

After identifying several PR firms that seem to fit your needs, send over your backgrounder information by email.后查明几个公关公司，似乎以满足您的需要，发送您的背景资料通过电子邮件。 Then get in touch with the firms whose responses impress you.然后取得联系的公司，其反应您留下深刻的印象。 If they say that they have a lot of experience in your industry, make sure there’s no conflict of interest – you really don’t want to be represented by the firm that reps your competitors.如果他们说他们有很多经验，在您的行业，要确保有没有利益冲突-你真的不想被代表由公司代表您的竞争对手。 If all goes well, ask them to send over a capabilities package.如果一切顺利，请他们派一个能力的方案。 This document should include general background on the firm, relevant experience, areas of expertise, bios of the people who would work on your account and any special skills or resources they may have such as, overseas offices.本文件应包括一般背景上的坚定，相关工作经验，专长领域， BIOS中的人谁的工作将在您的帐户和任何特殊技能或资源，他们可能有这样的作为，海外办事处。

4) Test the Chemistry 4 ）测试化学
After reviewing your responses, select the two or three firms that best meet your criteria and schedule a “Get to Know You” meeting.在审核您的反应，选择两个或三个公司的最能满足您的条件及附表1 “结识你”的会议。 During this meeting you’ll get a better feel for the PR firm’s credentials and how they relate to your goals, but you’ll also be able to gauge whether you can work with these people or not.在本次会议期间您将获得一个更好的感觉，为公关公司的全权证书，以及他们如何与您的目标，但您也可以来衡量是否可以与这些人或没有。 Remember, these are the folks who are going to be your public face, the people who will be putting words into your mouth and shaping your image.请记住，这些都是乡亲谁将会是您的公众形象，人民群众谁将会把言论变成你的口和塑造你的形象。 You don’t have to love them, but if you can’t stand to sit next to them on a cross-country flight, if they make your allergies appear and you don’t have allergies– look for another firm.你不须要爱他们，但如果你不能袖手旁观，坐在旁边的他们就一个跨国家的飞行，如果他们让您的过敏症出现，并且您不有过敏-寻找另一家公司。

5) The Song and Dance 5 ）歌与舞
Yes, we’re finally reaching the end of this process.是的，我们终于达成年底这一进程。 All that remains is nailing down the details.所有这仍然是钉下来的细节。 Find out what reporting methods the firm uses (AKA: how they’ll tell you what they’ve done for you lately), how do they measure success, and if the senior management team who have been wooing you will actually be working on your account.找出什么报告方法，该公司使用（又名：他们如何会告诉你什么，他们已经替您完成了最近） ，他们如何衡量成功，如果高级管理团队谁已拉拢你会其实是对您的工作帐户。

At this point, you may be treated to a two-hour在这一点上，您可能会治疗，以两小时 dog and pony show狗和小马查看 on how the PR firm will implement its plan to achieve your PR goals and objectives.就如何公关公司将执行其计划，以达到您的公关目标和目的。 Personally I think 60 minutes is all that is required but some people get all fired up when hearing the sound of their own voices.我个人认为60分钟，是所有这一切都是需要，但有些人得到的所有发射时，听到的声音，他们自己的声音。 The more information you provided at the beginning of the process, the better and more concise plan you should expect to hear.更为您提供的信息，在该进程的开始，更美好和更简明的计划，您应该预期会听到。 If it all sounds spiffy to you, figure out the contract terms and sign on the dotted line.如果这一切听起来spiffy给你，计算出的合约条款，并签署关于虚线。

6) Or Just Ignore All of The Above 6 ）或只是忽略上述所有
If the idea of playing footsie with PR firms for hours on end makes you shiver with trepidation, cut right to the chase.如果构思，发挥footsie与公关公司的几个小时就结束，使您寒战与惶恐，削减权利追逐。 Ask around for recommendations.问周围的建议。 E-mail a few likely candidates.电子邮件几个可能的候选人。 Tell them what you want, what you want to spend, and ask them to tell you if they can make it happen, and if so how they plan to go about it.告诉他们你想要的，你想要的花，并请他们告诉你，如果他们能做到这一点，如果是的话如何，他们的计划去做。 Review the responses and pick the firm that your gut tells you is the right fit.审查的反应，并挑选该公司认为你的肠道告诉你是正确的适合。

Some of our clients chose BlinnPR after a very careful vetting; others just seemed to know they wanted to work with us before we even had the chance to dazzle them with my golf game.我们的一些客户选择blinnpr后，非常谨慎的审批;他人刚才似乎知道他们想与我们合作之前，我们甚至有机会太泽他们与我的高尔夫游戏。 Happily it’s worked out well for all concerned — none of our clients have ever attempted to whack any of us over the head with a 4 iron.愉快，它的工作，以及为所有有关-没有我们的客户都企图痛击我们任何人以上的头部与四铁。

Bookmark to: 书签：

MandA Advisor is now accepting nominations for its 23 Middle Market Finance Awards.曼达顾问，现正接受提名，其23中市场融资的奖项。 The deadline is Oct. 19.截止日期是10月19日。

Is your client the middle market’s top MandA performer?是您的客户中东市场的顶端曼达演员？ The finest investment banking firm?最优秀的投资银行公司？ The leading private equity company?领导的私人股本公司？ The most trusted law practice?最值得信赖的法律的做法呢？ The finest accountancy?最优秀的会计？ There are 23 awards in four categories.有23个奖项，在四个类别。

Nominate your client(s) today at提名您的客户端（ ）今天在 MANewYorkEvent.com/awards.htm manewyorkevent.com / awards.htm

Winners will be recognized at a gala Dec. 11 at the Historic Hudson Theater in Manhattan.得奖者将得到承认，在盛大12月11日在历史性的哈德逊战区在曼哈顿。 The process if free and online.过程中，如果自由和在线。

For further information, contact: Cindy Smith, ImageQuest Communications, (212) 618-6375, or log on to如需进一步资料，请联系：欣娣史密斯， imagequest通讯， （ 212 ） 618-6375 ，或登录到 MANewYorkEvent.com/awards.htm manewyorkevent.com / awards.htm

Bookmark to: 书签：

Kudos to The Economist.声望向经济学家。

According to Jack O’Dwyer’s Newsletter,据杰克奥德怀尔的通讯， The Economist 经济学人 identifies 100 top political bloggers and provides them content before the material is published.确定了100个政治博客，并提供他们的内容之前，材料是出版。

The goal according to Mike Serry, chief information officer of The Economist Group, is to build buzz around the content before it’s in print.的目标，根据迈克serry ，首席信息官的经济学家小组，是要建立强力的内容之前，它在打印。 So far so good.到目前为止，那么好。 Initial reports show that site traffic has increased.初步报告显示，网站的流量有所增加。

PR people would be wise to learn from The Economist .公关人将是明智的了解， 从经济学家 。 Leaking information to bloggers is a excellent way of generating exposure for a client even if they’re not a publisher like The Economist Group.泄露的资料，博客是一个很好的方式产生曝光为客户，即使他们还不是出版商一样，经济学家集团。 But be fore warned, run of the mill information is a waste of time.但被警告前列，运行该轧机的资料是一种浪费的时间。 Convince your clients to focus on gossipy and newsworthy information and put it out there.说服您的客户把重点放在gossipy和新闻价值的信息和把它列有。

Bookmark to: 书签：