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From Poland to Australia: Global trends in PR industry


Photo courtesy of Worldcom PR Group

Worldcom Public Relations Group recently launched an e-book with the help of  Bliss Integrated Communication and Off Madison Ave to discuss emerging tactics in public relations. Contributors from Poland to Australia, Brazil to South Africa, Germany to right here where CisionBlog is located – in Chicago, Ill. – offer their insights. Elizabeth Sosnow, digital chair at Worldcom PR Group, sat down to share details with us.

Q: Why did Worldcom decide to launch PR in 2012: Emerging Tactics from Around the Globe?

A: As the leading public relations organization in the world, Worldcom PR Group understands that marketing now relies on a steady stream of exciting content to keep audiences engaged and activated. We wanted to create content to show how we have an expert in every major city in world. These are thinkers in a lot of different places globally. This is how the e-book was born, and it was constructed in a way to let different countries weigh in on PR best practices.

 Q: What does it hope to offer readers?

A: We hope to offer readers an opportunity to gather insight into what is coming up in our industry and actionable advice into what they can do. We hope to answer the question, “What can we do to take advantage of these trends?”

 Q: What kind of feedback have you received?

A: The feedback so far has been universally positive. In creating and releasing “PR in 2012,” we discovered the market lacked content that delves deep into the similarities and differences that PR practitioners practice around the world. We tried to look thoughtfully into how PR is developing in different regions.

The positive feedback has inspired a number of upcoming Worldcom projects that continue to deliver these insights. We are in the process of developing a second e-book and an international PR glossary, which could possibly be translated in different languages. For example, a “hit” in the United States is a common term, but may not translate the same way in different countries. This glossary will be built as a Wiki and expose these nuances for CMOs and PR professionals who may be involved in supervising a major international PR program.

Q: Who was involved in the making of the book?

A: Our firm, Bliss Integrated Communication in New York City, partnered with Phoenix-based Off Madison Ave in the leading this project. Off Madison Ave created the book’s beautiful design and 24 Worldcom partners around the globe contributed chapters. You can learn more about the creation of this book by visiting this site.

Q: What is one tactic readers will be surprised by?

A: The chapter “Engaging Audiences Through Gaming” provided fascinating insight into the evolution of the gaming industry. The “Positioning Poland Using Event Synergy” chapter showed how Euro 2012 is poised to impact tourism and strengthen its position in the international arena.

Q: Anything else you would like to add?

A: We were really excited by the involvement of Jay Baer to pen the forward because he is a major social strategist. He captures the essence of the evolution in the ever-changing world of PR and his participation aligns well with Worldcom’s brand promise. Another great thing about “PR in 2012” is it can be downloaded for free. Visit this link for more information!

About Lisa Denten

Lisa Denten is the Social Media Manager of Cision U.S., where she leads social strategy, coordinates the blog editorial calendar and manages public relations campaigns. She regularly hosts Cision webinars, was chosen as a #FollowFriday guest on industry blog Spin Sucks, and has spoken on panels for Inbound Marketing Summit and Publicity Club of Chicago. She worked in the newspaper industry before joining Cision in 2008. Connect with her on LinkedIn or Twitter at @lisaml15.

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