Presentation given by Bill Green and Glen Turpin at the PRSA Colorado Engage 2010 event on September 25, 2010.

1. The Changing Landscape of
Public Relations
Bill Green & Glen Turpin
PRSA Colorado ▪ Engage 2010

2. Some things never change.

3. Communication hasn’t changed significantly
in the last 100 years. Only the tools, time and
expectations have shifted.

4. Start with good writing and storytelling.
Build relationships. Know your message,
your audience and the media. Watch details
and deadlines.

5. Learn the business. Not just the business of
public relations, but your company or client’s
business. Learn how they do what they do,
and why.

6. Some things will never
be the same again.

7. “Before you can master a device, program or
invention, it will be superseded; you will
always be a beginner. Get good at it.”
— Kevin Kelly in New York Magazine

8. Be curious. Learn the key concepts and
design patterns behind the tools and
technologies required to establish an online
presence.

9. Think like a producer. Learn to create, write
and produce graphics, audio and video.
Understand what makes great content in
any medium.

10. Expect the unexpected. Solve problems.

11. Go beyond media relations. Use creative
tactics to generate business value that isn’t
measured in clip counts.

12. Optimize for search and use pay-per-click to
enhance search results while pushing down
negative comments.

13. Listen and learn about the perception of
your brand across many different channels
and media. Monitor for potential threats
before they happen.

14. Measure and analyze new, more relevant
metrics and set direction in real time based
on what people are saying.

15. Create and cultivate communities around
your brand and your content.

16. Get comfortable behind the scenes and at
center stage.

17. Understand your social graph and behave
according to the conventions of each
medium.

18. Give up the illusions of control and of
privacy. Boundaries between personal and
professional are blurrier than ever. If you
don’t want to see it, don’t say it.

19. The boundaries of your organization are
porous. Every employee is a spokesperson
whether you like it or not, on duty and off.
Lead by example.

20. Be prepared to be the conscience of the
organization.

21. Bill Green Glen Turpin
Bill@SagenMedia.com Glen@GlenTurpin.com
303-656-9148 720-468-0523
@bill_green @gturpin
PHOTO CREDIT
Zach Stern
http://www.flickr.com/photos/zachstern/3167763636/