PRNewser

A curveball conclusion by the moderator: “What one action should we take from this discussion?”

• Mark Penn: It’s not one answer. Take your focus internally first. Recognize the “new reality” and take the second step to your clients to tell them, here is PR 2.0. This is an opportunity not to just go internal, but go external to the clients. There is no industry transformation if the clients don’t buy it
• Jon Iwata: IBM spends over a billion a year on marketing and a fraction of that on communicatons. We still don’t know the answer but at least it costs us half as much. Perhaps a cynical view, this is very real to CEOs. Differentiation and ROI. They are going to look for new, cost efficient approaches and they don’t have to be that precise. The economics of this are very compelling
• Andrew Heyward: Make sure you know your ‘digital profile’ as an organization
• Pete Blackshaw: Go right back to your customer service and score it. Do that DNA test. I you find you’re insulting to the consumer, it will reverberate across the organization and then you can change