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Visualizing the rise and fall of marketing monikers

December 10th, 2013 / 1:06 am

Lately I’ve had great fun playing with the Ngram Viewer, which visualizes the presence of keywords and phrases used in the countless books which Google has scanned in recent times. Given all the turmoil lately in the marketing world (in my case the PR industry) about which labels to use in describing our services, I thought it would be interesting to see how the different monikers have trended over the years (from 1900 until 2008, the most recent year available):

Marketing monikers in books since 1900

What I notice is the relentless rise of ‘marketing,’ which eclipsed ‘advertising’ decades ago. I was delighted to note the continuing – if declining – popularity of ‘publicity,’ a retro expression many in PR abandoned but that I have continued to enjoy using throughout my career (which started around 1990). ‘PR’ and ‘public relations’ remain subordinate to other expressions (including ‘publicity’), with the former having edged ahead of the latter in the early 1980s. ‘Public relations’ peaked in the late 1950s, the same decade when many of today’s great global consultancies were founded.

The significance of all this?

Possibly very little, except to underline the staying power of categories in the public mind which we should be careful about casually discarding with the advent of ‘digital.’ That term and ‘social media’ hadn’t really penetrated books that much by 2008, so it will be interesting to run a new Ngram a few years from now to gauge the extent of their ascendancy in common parlance.

 

Categories: PR industry, technology
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Guest lecture at SMU on Asia social media

February 14th, 2013 / 3:50 am

At the invitation of my friend Dr. Michael Netzley, I recently delivered this presentation at the Lee Kong Chian School of Business in Singapore Management University on the topic of “Digital and social media across Asia-Pacific markets.” It provides a general overview of digital dynamics in Asia-Pacific and outlines some communications approaches designed to resonate with social media communities.

Digital and social media across Asia-Pacific markets from Robert Pickard

Categories: social media
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Image and reputation in the age of digital communication

September 1st, 2010 / 11:00 pm

This morning I delivered this presentation to the American Chamber of Commerce in Singapore. We discussed the crafting and co-creation of persuasive narratives, digital storytelling through the newsfeed with stakeholders, the production and packaging of content for the new public mind, and how the art of PR is becoming more of a science.

View more presentations from Robert Pickard.

Categories: speaking platforms
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The Brand Management Dinosaur

August 30th, 2010 / 11:24 pm

Here’s a first-rate presentation by B-M’s Steve Bowen on why marketing mindsets need to change to take advantage of digital and social media. His premise:  the effectiveness of integrated marketing communications is hampered by a reliance on marketing mindsets that do not reflect the reality of modern consumer interactions. Digital engagement is not about taking analogue marketing methods and rolling them out on digital platforms.  It is about finding new ways to engage consumers in an ongoing brand narrative not by directing content at them but by helping them find and interact with content that is meaningful and valuable to them.

How outdated thinking hampers brand communications

Categories: uncategorized
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Executive MBA lecture at Nanyang Business School

August 2nd, 2010 / 4:00 am

On July 27th I was honoured to guest lecture executive MBA students in Martin Roll’s class at Nanyang Business School. I talked about the scientific roots of the PR profession, putting the consciousness of corporations online through social media news streams, mapping data to design through digital storytelling, the worldwide rise of apology communications, and how with new crisis communications, anything that now goes wrong in a famous way is called a ‘PR disaster.’ This edited video is eight minutes long:

Categories: speaking platforms
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