Lovers, Not Fighters, Rule the Media in 2004

Eastwick Communications Makes Top Ten PR Predictions for the Coming Year

REDWOOD CITY, CA {PRWEB) January 18, 2004 -- Eastwick Communications Inc. , one of Silicon Valleys top independent high-tech PR agencies, answers the ever-present question Where is the love?" with the unveiling of its Top 10 predictions for the PR industry for 2004.

Forming the backdrop for Eastwicks Top 10: the Open Web." The exponential growth of online newsbots, blogs, and customized news feeds has created a new Web-- a massive, centralized, efficient newshub and a major news source for millions.

For the first time, the purveyors of subscription-based news services (Factiva, Lexis-Nexis) really have something to worry about. The `Wild Open Web is quickly becoming a one-stop shop for all needs of the news reading public," says Giovanni Rodriguez, Eastwick Vice President. But as useful as the Web has become to newsmakers and readers alike, it is still largely uncharted territory."

And the code of behavior governing the Wild Open Web in 2004? Unlike the aggressive, adversarial environment in many newsgroups -- the predecessors of syndicated news blogs -- the Wild Open Web rewards a more statesman-like approach to communications. Expect the new leaders in the media to be kinder and gentler as they find their voices in this more collaborative world," writes Rodriguez.

The Top 10:

10. Syndication Rules -- With fewer news outlets these days, and the emergence of syndication-friendly bloggers, expect PR pros to accelerate their work with organizations such as AP, Reuters, and CNET.

9 The Media Kings Loom Even Larger -- Todays biggest influencers are reporters and analysts (current and former) who had the foresight to stake an early claim in the blog and online newsletter world. That means well be reading more from Dan Gillmor (San Jose Mercury News), David Kirkpatrick (Fortune), and Rafe Needleman (AlwaysOn).

8 The Return of the CEO -- The tech economy is picking up, and CEOs will again take center stage.

7 The Uncertain Rise of Custom Publishing -- BYOS -- Build Your Own Site. Syndicated blogs and search engines as news providers" can help you build your own news site and create/distribute your own online publications. But can the little guy compete with giants?

6 Going vertical -- Fewer news outlets to pitch underscores a greater need to reach out to niche media outlets.

5 Search Engines Become News Orgs -- Millions now rely on Google, MSN and Yahoo for all their newsfeeds. This shift has given new life to the online advertising industry, which was pronounced dead at the end of the dot.com era.

4 Measurement Gets Real -- New online tools that can correlate PR activities with business results (revenues, sales leads, stock price).

3 Push Beats Pull ... Finally -- Push technology such as Google News Alerts and RSS newsreaders will become even more important as information overload increases.

2 PR Gets a Break -- We predict there will more love and harmony between reporters and PR reps. The PR rep as the trusted information broker is a concept thats coming back.

1 Microsoft Gets a Break -- Yes, even Microsoft will benefit from all the love. Expect Bill Gates to proclaim hes a lover not a fighter." Expect Steve Ballmer to wear black turtlenecks and quote Shakespeare, so that all the world be in love with night, and pay no worship to the garish Sun."

For more on these top 10 predictions, please see:

http://www.technologymarketing.com/mc/newsletter/article_display.jsp?vnu_content_id=2067201

About Eastwick Communications

Eastwick Communications, now in its second decade as a top independent agency in the Silicon Valley, delivers high-growth companies in technology markets the most experienced, creative, and bottom-line oriented public relations counsel available. Eastwicks success with Adobe Systems, Business Objects, Nuance, HP, Groxis, Cadence, BMC Software, SoftBook Press and Keynote testifies to a winning formula of savvy teams, market expertise, and creative quirkiness. Eastwick has extensive experience working with emerging, mid-size, and large companies in a plethora of technology markets including enterprise software, Internet/eCommerce, networking and storage. Eastwick has launched scores of new products, helped define and establish new product categories, broadened existing markets for established companies, and guided companies through launches, turn-arounds and IPOs. For more information, please visit www.eastwick.com.

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