Mark Penn interviewed in April 2010 in Madrid, Spain at the Burson-Marsteller EMEA (Europe, Middle East, and Africa) Leadership Conference. The CEO discusses Burson-Marsteller’s Evidence-Based Communications Philosophy, PR after the recession and Social Media.
Mark Penn participated in a panel on “The Business of PR” at the 92Y Tribeca in New York with Kathy Bloomgarden, CEO, Ruder Finn and Steven Rubenstein, President, Rubenstein Communications.
In the highlight video, Mark mentions that despite the shrinking demand for newspapers, the demand for news and information in general is skyrocketing, and will continue to rise with the growth of the middle class. Watch the video at 92Y online.
By MARK PENN
Published October 27, 2009
Republicans suggest that the aggressive move by the Obama White House to take on people and organizations that disagree with it and oppose its policies is an unprecedented abuse of government resources.
This is, of course, nonsense.
The Obama team is engaged in a series of tough legislative and press battles and is stepping up its game, not stepping over the line. And the actions taken by the White House are mild and pale compared with those of the Gingrich and Bush years.
Let’s look at the Republican record on this.
By MARK PENN
Published September 25, 2009
President Barack Obama can’t be faulted for following the failed Rose Garden strategy of some of his predecessors. Instead, he is inventing a new approach — a prime-time strategy that has him out, about and on television virtually all the time.
By and large, this strategy has worked. But he’s on the edge of saturation exposure. An economist I know said recently if you have the marketplace cornered with a precious good, you get the highest price by restricting the supply, not by making it available to everyone.
Mark Penn discusses Microtrends and politics with fellow alumni and editors at the annual Harvard Crimson lunch
Mark Penn recalled his days at the Harvard Crimson newspaper, and spoke about current microtrends and macrotrends on the rise, including the increased confidence in the political process and the media’s transition from print to screen. In communication, Mark also noted the power of television events to drive online action and the increased coverage of personality and psyche over policies and issues. Mark also took questions from the audience about the 2008 election, the strategies of the current administration and the Republican leadership.
Listen to the podcast now at the Audio Pod Chronicles
Mark Penn posts follow-up to his Wall Street Journal Microtrends Column: America’s Newest Profession: Bloggers for Hire
Mark Penn Responds:
People have raised questions about the calculations on the numbers of bloggers for hire. First, I was surprised at how few studies there are on this and I believe there definitely should be more. So perhaps in the future I will do some original research, but for this piece we took the best we could find and referenced every number so people would know where they came from.
There is no question that the blogosphere, fast-growing as it is, has yet to nail down one way to measure itself or gauge its activity. But the most comprehensive sources we could find, conducted by reputable professionals, say there are over 22 million bloggers out there; and that 2% of bloggers are making their living blogging. Do the math, and you get roughly 450,000. It’s a fast-growing group and we ignore their needs, and influence, at our peril.
As far as the $75,000, the Technorati report says that of those bloggers who had 100,000 or more unique visitors, the average income is $75,000. True, it’s not the median, but it is the average. We can quibble about how easy it is to make this kind of money — but the point is, the huge potential is there.
Mark Penn spoke about the resilience of the internet economy to weather the financial crisis, including the rise of blogging and technology, and the dislocation and challenges facing journalists and the print industry. Watch the video on China’s QQ.com
By MARK PENN with E. KINNEY ZALESNE
From The Wall Street Journal Microtrends Column
Published April 21, 2009
In America today, there are almost as many people making their living as bloggers as there are lawyers. Already more Americans are making their primary income from posting their opinions than Americans working as computer programmers, firefighters or even bartenders.
Paid bloggers fit just about every definition of a microtrend: Their ranks have grown dramatically over the years, blogging is an important social and cultural movement that people care passionately about, and the number of people doing it for at least some income is approaching 1% of American adults.
Mark Penn participated in the summit’s panel entitled “Global Media and Advertising: The Transition – TV, Broadband, Mobile and Social Media,” alongside other communications industry leaders. Participants addressed the transformation of advertising in the face of digital media, with a view towards a more holistic understanding of what the next generation of the industry will look like.
Many assumed a “wait and see” stance these past few weeks as uncertainty continued to drive the markets and outlook for the PR firm business and beyond. Yet that holding pattern may shake out as businesses get a clearer bead on the future, precipitated in part by yesterday’s inauguration finally signaling a shift from promising to practicing change.
So what exactly does the future hold for the agency business under an Obama administration? What lessons can we—as a profession and as individual practitioners—learn from President Obama’s communications strategies, techniques and tactics? Where will policy and PR intersect in the year ahead—and what does it all mean to you and your day-to-day work?
For the answers, we checked with Mark Penn, whose domain is the nexus between PR and politics. Worldwide CEO of Burson-Marsteller and president of market research, polling and consulting firm Penn, Schoen and Berland, he has advised both Clintons, Tony Blair and Bill Gates. In 2007, he authored “Microtrends: The Small Forces behind Tomorrow’s Big Changes,” the paperback edition of which will be published in spring. Precipitating its release is Penn’s new “Microtrends” column, which runs regularly in the “Media and Marketing” section of WSJ.com and focuses on demographic trends in society, business and politics.
Here, Penn—who has been called the “Master of the Message” by Time magazine and the “Guru of Small Things” by The New York Times—gives us a sneak peak of his trend-spotting talents to help you navigate the months ahead, and shares his post-inaugural analysis of the new administration, its key communications challenges, and the year ahead for Corporate America and its agency partners.