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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Did we go too far or was it sheer brilliance?我們沒有走得太遠，或者是純粹的輝煌呢？

By now you’re all familiar with Chris Anderson’s, editor-in-chief of Wired magazine,現在您所有的熟悉與克里斯安德森的，人兼總編輯的Wired雜誌， email list電子郵件列表 of blackballed PR firms. blackballed的公關公司。

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.快速瀏覽過的名單顯示，電子郵件地址由愛德曼，五瓦特公關， fleishman - hillard ，奧美中， Lippe泰勒，莫里斯+國王， SS為公關，萬博宣偉，和幾十個以上。

Well being the aggressive PR firm that we are, BlinnPR’s business development team emailed some of the clients represented by these PR firms.福祉咄咄逼人的公關公司，我們是， blinnpr的業務開發團隊通過電子郵件發送的一些客戶所代表的這些公關公司。 We let their clients know in no uncertain terms that they’ve been blackballed by Wired and who knows how many other unnamed publications.我們讓他們的客戶知道在沒有明確指出，他們已經blackballed由有線和誰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不在名單上和我們的客戶享有不受阻礙地進入有線和許多其他出版物，因為我們沒有胡說，才能完成任務，沒有煩人的記者的做法。

Needless to say, two PR firms didn’t appreciate our aggressiveness.不用說，兩個公關公司並沒有明白我們的進取。 One going so far as to try and entice our clients and employees to leave by promising greener pastures.一去，所以就嘗試和吸引我們的客戶和僱員離開承諾，青翠的牧場。 BTW, it has been 10 days and still none of our clients or employees has left.的BTW ，但已10天，仍沒有我們的客戶或僱員已經離開。

Maybe it’s me, but why would our clients and employees leave in the first place.也許這是我，但為什麼會我們的客戶和僱員離開擺在首位。 For a PR firm who has been blackballed by Wired and can’t say for sure what other publications are trashing their emails?一個公關公司誰一直blackballed由有線和不能肯定地說有什麼其它出版物是郵件的電子郵件？ But that is a discussion for another day.不過，這是一個討論的另一天。

Anyway, some people thought it was a brilliant move on our part while others felt otherwise.無論如何，有些人以為這是一個輝煌的動議對我們的一部分，而其他人認為，否則。

Personally, I’m not apologizing for what we did.我個人來說，我不道歉，為我們所做的。 A day doesn’t go by when our clients are not being courted by other agencies.一天不通過時，我們的客戶並沒有被courted由其他機構。 If you think it doesn’t happen you have your head in the sand.如果你認為它不會發生你有你的頭上，在沙子。 As I see it the differences is in the approach.正如我看到它的差異是在辦法。

Fact is, BlinnPR aggressively goes after new business and represents our clients with the same fervor.事實是， blinnpr積極去後，新的業務和代表我們的客戶具有相同的熱情。

I would like to hear your thoughts.我想聽聽您的想法。 What do you think?您怎麼看？ Did we go too far or was it sheer brilliance.我們沒有走得太遠，或者是純粹的輝煌。

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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.而標題了我，每週3次，上午06點籃球比賽在香港基督教青年會昨天，我忍不住笑，但再次在一個prweek的封面故事。

The headline screams標題尖叫 “Countrywide initiates effort to counter critics.” “在全國范圍內發起的努力，反批評” 。 For those with their head in the sand and don’t know there is a mortgage crisis,對於那些與他們的頭部在沙子裡，不知道是有按揭的危機， Countrywide Financial全國財政 is one of many beleaguered mortgage lenders.是許多困擾按揭貸款。 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.他們最近宣布，與大張旗鼓僱用博雅公關公司和一個新的運動，被稱為“保護我們的家園” ferociously捍衛它的自我從它軍團的批評。

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.”以及在我看來，基於對我所閱讀和聽力，在全國范圍內，和BM延伸，將會有一個艱難的“保護他們的家園。 ”

Remember the legend of記得傳奇 Hans Brinker Brinker的漢斯 ? ？ 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，小男孩荷蘭語誰堅持他的手指在堤防，以防止它洩漏。 BM is the little Dutch boy and Countrywide is the dike.骨髓是小男童及荷蘭在全國范圍內是堤防。 If I’m BM, I’m thinking what do I have to do to help Countrywide survive.如果我的BM ，我的思想是什麼，我要做些什麼來幫助在全國范圍內生存。 Hell with the critics.地獄與批評。

There are to many issues swirling around Countrywide and that’s why their survivability is being called into question.有許多問題在全國范圍內左右旋轉，這就是為什麼他們的生存能力，是被稱為成問題。 These include這些措施包括 class action suits集體訴訟 , ， federal regulators being urged to investigate stock trading by Countrywide Financial Inc. chief executive Angelo Mozilo聯邦監管機構正在敦促調查股票買賣由全國金融公司行政長官安吉羅mozilo , ， the precipitous drop of Countrywide’s mortgage lending from a year earlier該險峻的下降在全國范圍內的樓宇按揭貸款，從去年同期的 and Countrywide announcing its intention to eliminate 10,000-12,000 jobs.並在全國范圍內宣布，它打算以消除10000-12000就業機會。

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 ，裁員是一個完整的逆轉，該公司一直在說只是一兩個月內前，當行政總裁安吉羅mozilo難以遏制他的熱情盜獵頂端按揭經紀從破獲的服裝一樣，美國的住房抵押和新世紀。

BM is going to fail.骨髓是要失敗的。 Not because they’re not qualified to handle such a mess, they are.不是因為他們沒有資格來處理這樣一個爛攤子，他們是。 But because Countrywide’s ability to maintain operations depends on Wall Street funding that can dry up in an instant.但由於在全國范圍內的執政能力，保持行動，取決於華爾街的資金，可以幹起來，在瞬間。

Not only that, I also predict that within the next year we’re also going to see Countrywide folded into Bank of America.不僅如此，我也預測，在未來的一年，我們也將會看到，在全國范圍內併入美國銀行。

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Picking the perfect PR firm is like buying a puppy.採摘完美的公關公司，是想購買的小狗。

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調查研究，仔細狹窄領域下降至一個數純種，無情地問答，並詢問了由業主的狗，然後滿足亂拋垃圾及審慎決定的PUP ，是完全適合您的要求。 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，迅速調查，有什麼可用的，並挑選perkiest的小狗。

Both methods work out just fine most of the time.這兩種方法的工作，剛才被罰款，大部分的時間。 The problems occur when you don’t know anything about puppies and what they’re supposed to do.問題發生時，你不知道什麼的小狗和他們是怎麼做的假定。 Here are six steps that’ll help you pick a PR firm that doesn’t bite.這裡有六個步驟，這會幫助您選擇一個公關公司，這並不咬。

1) Define Your Organization’s Needs 1 ）定義您的組織的需求
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.如果您不知道什麼您想要的公關公司做的，機會是您聘請的機構將什麼也不做，但你條例草案。 No legitimate PR firm is enthusiastic about working with a client who is clueless about his or her needs.沒有合法的公關公司是熱衷於工作與客戶誰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.我們都知道，從痛苦的經驗，這樣的客戶端將最終把野生和責怪公關公司沒有提供具體的成果。

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，計算出如果您要鼓起來的興趣，公開招股，槓桿收購，有人處理釋放壞消息，或普遍提高能見度，您的組織。 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.提出這方面的資料，在一份背景文件-它可以在短短數口訣段-分享與公關公司，您考慮的工作。 But wait … don’t press the send button yet.但等待…不按下發送鍵。

2) Tell Me More 2 ）告訴我更多
Remember the song Summer Nights from Grease and the line tell me more, tell me more.記得這首歌的夏季之夜由油脂和路線告訴我更多，告訴我更多。 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.那麼，除了從您的公關目標，正如上文所述，它的幫助，包括貴組織的歷史，使命和目標，問題或領域的潛力，關注，目前或過去的通訊的努力，和您的預算，在背景。

This doesn’t mean you have to devote hours into conjuring up a beautifully crafted document.這並不意味著你必須花時間到變戲法了一個精美製作的文檔。 Just lay out the facts.只是鋪陳事實。 If you give me this information up front I’ll be able to prepare an information package or presentation specifically addressing your needs.如果你給我這方面的資料前方我將能夠編寫一套資料，或介紹具體針對您的需求。 Otherwise, we’ll have a lovely breakfast at the否則，我們將有一個可愛的早餐在 Coffee Shop咖啡館 and I’ll spend a couple of hours trying to draw this information out of you.我會花了幾個小時企圖拉攏這方面的資料出來你。 Save us both the time and trouble and tell me clearly what you need up front.拯救我們雙方的時間和麻煩，告訴我清楚您所需要的前方。 We can still have breakfast.我們仍然可以吃早餐。

Here is a sample這裡是一個範例 Backgrounder新聞背景 and和 RFP1 rfp1 and和 RFP2 rfp2 for you to look at.你看看。

3) PR Pop Quiz 3 ）公關彈出問答
Now that you know what you want from your PR campaign, find a firm who can deliver it.現在你知道什麼你想從您的公關活動，找到一個堅定的誰可以提供。 You know the drill, ask你知道演練中，要求 people人們 you trust for recommendations and check with您信任的建議和查詢 professional organizations專業組織 . 。 If you know any reporters who cover your industry ask them what PR people they like working with and whose如果您知道任何記者，誰支付您的行業，要求他們什麼公關人，他們喜歡的工作和與他們的 press releases新聞發布 consistently bore them to tears.一貫口徑他們的眼淚。

After identifying several PR firms that seem to fit your needs, send over your backgrounder information by email.後查明幾個公關公司，似乎以滿足您的需要，發送您的背景資料通過電子郵件。 Then get in touch with the firms whose responses impress you.然後取得聯繫的公司，其反應您留下深刻的印象。 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.如果他們說他們有很多經驗，在您的行業，要確保有沒有利益衝突-你真的不想被代表由公司代表您的競爭對手。 If all goes well, ask them to send over a capabilities package.如果一切順利，請他們派一個能力的方案。 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.本文件應包括一般背景上的堅定，相關工作經驗，專長領域， BIOS中的人誰的工作將在您的帳戶和任何特殊技能或資源，他們可能有這樣的作為，海外辦事處。

4) Test the Chemistry 4 ）測試化學
After reviewing your responses, select the two or three firms that best meet your criteria and schedule a “Get to Know You” meeting.在審核您的反應，選擇兩個或三個公司的最能滿足您的條件及附表1 “結識你”的會議。 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.在本次會議期間您將獲得一個更好的感覺，為公關公司的全權證書，以及他們如何與您的目標，但您也可以來衡量是否可以與這些人或沒有。 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.請記住，這些都是鄉親誰將會是您的公眾形象，人民群眾誰將會把言論變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.你不須要愛他們，但如果你不能袖手旁觀，坐在旁邊的他們就一個跨國家的飛行，如果他們讓您的過敏症出現，並且您不有過敏-尋找另一家公司。

5) The Song and Dance 5 ）歌與舞
Yes, we’re finally reaching the end of this process.是的，我們終於達成年底這一進程。 All that remains is nailing down the details.所有這仍然是釘下來的細節。 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.找出什麼報告方法，該公司使用（又名：他們如何會告訴你什麼，他們已經替您完成了最近） ，他們如何衡量成功，如果高級管理團隊誰已拉攏你會其實是對您的工作帳戶。

At this point, you may be treated to a two-hour在這一點上，您可能會治療，以兩小時 dog and pony show狗和小馬查看 on how the PR firm will implement its plan to achieve your PR goals and objectives.就如何公關公司將執行其計劃，以達到您的公關目標和目的。 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.我個人認為60分鐘，是所有這一切都是需要，但有些人得到的所有發射時，聽到的聲音，他們自己的聲音。 The more information you provided at the beginning of the process, the better and more concise plan you should expect to hear.更為您提供的信息，在該進程的開始，更美好和更簡明的計劃，您應該預期會聽到。 If it all sounds spiffy to you, figure out the contract terms and sign on the dotted line.如果這一切聽起來spiffy給你，計算出的合約條款，並簽署關於虛線。

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.如果構思，發揮footsie與公關公司的幾個小時就結束，使您寒戰與惶恐，削減權利追逐。 Ask around for recommendations.問周圍的建議。 E-mail a few likely candidates.電子郵件幾個可能的候選人。 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.告訴他們你想要的，你想要的花，並請他們告訴你，如果他們能做到這一點，如果是的話如何，他們的計劃去做。 Review the responses and pick the firm that your gut tells you is the right fit.審查的反應，並挑選該公司認為你的腸道告訴你是正確的適合。

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.我們的一些客戶選擇blinnpr後，非常謹慎的審批;他人剛才似乎知道他們想與我們合作之前，我們甚至有機會太澤他們與我的高爾夫遊戲。 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，以及為所有有關-沒有我們的客戶都企圖痛擊我們任何人以上的頭部與四鐵。

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MandA Advisor is now accepting nominations for its 23 Middle Market Finance Awards.曼達顧問，現正接受提名，其23中市場融資的獎項。 The deadline is Oct. 19.截止日期是10月19日。

Is your client the middle market’s top MandA performer?是您的客戶中東市場的頂端曼達演員？ The finest investment banking firm?最優秀的投資銀行公司？ The leading private equity company?領導的私人股本公司？ The most trusted law practice?最值得信賴的法律的做法呢？ The finest accountancy?最優秀的會計？ There are 23 awards in four categories.有23個獎項，在四個類別。

Nominate your client(s) today at提名您的客戶端（ ）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.得獎者將得到承認，在盛大12月11日在歷史性的哈德遜戰區在曼哈頓。 The process if free and online.過程中，如果自由和在線。

For further information, contact: Cindy Smith, ImageQuest Communications, (212) 618-6375, or log on to如需進一步資料，請聯繫：欣娣史密斯， imagequest通訊， （ 212 ） 618-6375 ，或登錄到 MANewYorkEvent.com/awards.htm manewyorkevent.com / awards.htm

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Kudos to The Economist.聲望向經濟學家。

According to Jack O’Dwyer’s Newsletter,據傑克奧德懷爾的通訊， The Economist 經濟學人 identifies 100 top political bloggers and provides them content before the material is published.確定了100個政治博客，並提供他們的內容之前，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.的目標，根據邁克serry ，首席信息官的經濟學家小組，是要建立強力的內容之前，它在打印。 So far so good.到目前為止，那麼好。 Initial reports show that site traffic has increased.初步報告顯示，網站的流量有所增加。

PR people would be wise to learn from The Economist .公關人將是明智的了解， 從經濟學家 。 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.洩露的資料，博客是一個很好的方式產生曝光為客戶，即使他們還不是出版商一樣，經濟學家集團。 But be fore warned, run of the mill information is a waste of time.但被警告前列，運行該軋機的資料是一種浪費的時間。 Convince your clients to focus on gossipy and newsworthy information and put it out there.說服您的客戶把重點放在gossipy和新聞價值的信息和把它列有。

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