Although the excitement level for iPad 2, which probably should be iPad 1.5, is nowhere near the level that it was for the original iPad, the availability of the iPad 2 in stores today generated a notable news cycle. 

What’s also notable is the complete dearth of anything remotely credible as a competitive tablet, as the AP’s coverage emphasized, noting:

Competitors such as Motorola Mobility Holdings Inc. can’t seem to match the iPad’s starting price of $499. Tablets that are comparable to the iPad in features cost hundreds of dollars more, while cheaper tablets are inferior to the iPad in quality.

I’m beyond baffled by this given that the PC and mobile phone boys have had plenty of time to simply follow Apple’s example of what a tablet should look like.  Microsoft says it won’t ship a tablet until 2012 which, given MSFT’s track record of late, will be more like 2014.

In the meantime, the iPad is plenty good, with Gartner expecting 65 million tablets (mostly iPads obviously) to be sold worldwide this year.  They’ve even gone so far as to predict a decline of PC sales in the face of the table onslaught.

As tablets reach critical mass, how will they impact the way we in PR and communications do our jobs?

Unlike laptops that are too clunky and smartphones that are too small, iPads let people consume digital media in all forms – eMagazines, news, radio, social media, video, music – anytime and anyplace. Worries about battery life or connectivity are fading fast.  

And while the emphasis is on digital media, many argue that there will be room for more in-depth content such as books and thoughtful articles.  As the success of the Kindle demonstrates, people are comfortable reading thousands of words on their tablets.  What’s more , the tablet can help bring in-depth content to life with videos or slide shows and interactive demos.

For those of us fretting over the demise of daily newspaper and the perceived collapse of journalism, the rise of the tablet is a godsend.  Most likely it will lead to a population of consumers and customers that is better read and more informed than those of us addicted to newsprint.  (I admit, I still get a paper delivered to my door; can’t get over that just yet.)

Overtime, the rise of tablets will lead to a much more successful and healthy news media as business models and licensing issues get sorted out.  This in turn helps those of us in the PR, and will force us to become adept at the art of cranking out digital media content quickly and cost effectively. I can see the day when almost every press release includes a video element, not just the photos we provide today.

Thanks to Steve Jobs, a much improved way to consume digital media is here to stay. To Microsoft, Google, Motorola, et al, come on, get your act together!

I’ve been thinking a lot about how recent world and industry news have given us more than enough examples of how important establishing trust is to an organization. We all grew up in the world of “PR Spin,” but that doesn’t feel like a good term anymore. Our jobs as PR professionals are fundamentally changing, in relation to the counsel we need to be giving to our clients. I saw the following post on the PRSA site reflecting this thinking:

Transparency has become increasingly necessary in our society. As communicators, we are tasked with sharing information from our organizations with members of the public. How can a communicator assure the public the organization he or she represents is a transparent one? How should a communicator handle information that is negative?

These are all questions we need to be asking ourselves as PR professionals with consumers and businesses prioritizing trust and transparency in an organization over products or services. How do we help create that trust for the organizations we represent? How does that effect the counsel we give regarding messages and how to communicate those messages? All questions I will be thinking (and blogging) about in the months to come.

A couple of years ago, we started talking to our client Open Text about doing some “radical” things in social media, like start up a company blog.  A number of other enterprise software companies were starting blogs and gaining some traction so it seemed like a good starting point.

As we pushed ahead, we ran into some obstacles – ones that were pretty common at the time. The company policy forbidding personal blogs was a biggie. There were many doubters who questioned if social media was even worth the effort and time.

Still we forged ahead and in time succeeded in launching ECM Briefs, a corporate blog (but more of a news stream) that lived within the Open Text news pages.  We also started a program of regular “news” podcasts.  While lacking in personal observations, these efforts steadily moved Open Text to a self-publishing model.  The podcasts in particular were a huge hit since they provided a way to hear customers, partners and executives in their own voice.

Fast forward to today.  Based on the early successes, Open Text has fully embraced social media as a way to build buzz and influence audiences

Open Text Conversations

directly.  Employees from around the company on a global basis have set up their own blogs and are developing personal followings.  Their posts are aggregated on a site called Open Text Conversations.

Going to the next step, the company has established its own YouTube channel and teams from around the company have set up audience-specific Twitter feeds, in addition to a large number of personal Twitter accounts. The company also has a presence of Facebook and LinkedIn.  The annual user meeting last month prompted a flood of tweets and retweets using the Content World #otcw hashtag, and many employees and customers documented the event on their blogs.

During a recent meeting with the PR team, one of the folks on the call noticed that a large percentage of our time was devoted to social media topics. We all agreed that was a good thing. While traditional media is still very important to Open Text – we crank out a steady flow of press releases – the new channels have taken on a life of their own and clearly point the way to future.

There are two take aways from the Open Text journey to becoming social media aware: any social media program is better than none, and a little social media always leads to more.  Is your company on the fence about social media? If so, start with baby steps and you’ll be amazed where they lead.

PR and social media programs thrive on content. Compelling, content-rich communications programs aligned with strategic objectives – and yes sales objectives – can be the glue that binds your company together during a time of crisis, such as the ongoing recession. Clear, open two-way channels of communication keep your customers and prospects on board while giving you vital feedback to assist in managing through the crisis.

The compelling content and stories are there. Every organization has great products and human interest angles in abundance. The trick is to track down this content and put it to use.  With social media, this content can be turned into a powerful ally in the quest to maintain revenue. It also puts you in control of your message and gives you the ability to put up information according to your timetables.

Take a customer success story. Traditionally, you might write up a dry piece of collateral, post it on your Web site and maybe push out a press release. With social media, it can be much more than that. Customer stories can be brought to life as videos on YouTube, podcasts that you post on an iTunes and used as the basis for insightful

Social media lets you take a multi-faceted approach to communications.

blog postings. The content can also be used for email pushes to prospects or turned into testimonials that help sales teams close deals. What’s more the PR team can use the customer stories to drive media coverage, both in traditional print and online publications, and on blogs, further boosting visibility.

A successful, multi-faceted public relations and social media approach like this moves your business forward quickly. The results can be tracked and a measurable return on investment demonstrated.  When stakes are high and business survival is on the line, every fiber of the organization must be focused on moving forward. Your marketing and communications programs are no exception and you should carefully evaluate everything that doesn’t contribute to the bottom line in a definable way.

It is also well understood that social media and PR programs are powerful, cost-effective brand builders. A strategic communications program can do more than just generate leads. In the course of generating leads it’s also boosting awareness and differentiating your products and services from competitors. Done right, you will not only glide through the downturn, but you will be poised to surge ahead when the timing is right.

Welcome to Brand Trust Visions, the new blog for McKenzie Worldwide. Please add us to your favorite RSS reader and join the conversation about how PR and social media can help you create a respected and trusted global brand.