2005 - The Year of the Lawyer

2005 - The Year of the Lawyer

Eastwick Communications Makes Top Ten Predictions for Media Relations and PR

'The Year Will Bring a Perfect Storm of Law, Technology and Reform'

REDWOOD CITY, Calif., Jan. 26 /PRNewswire/ -- One year ago, Eastwick Communications, one of Silicon Valley's top independent high-tech PR agencies, predicted 2004 would be the year the "Wild Open Web" became the information source for millions -- with the number of online newsbots, blogs and customized news feeds surging by the minute. The blogosphere collectively put on its investigative journalist hat this past year, blurring the lines between political venting and legitimate news reporting. The result: bloggers took on a powerful television anchor and forced a bi-partisan Congressional investigation into the integrity of the 2004 election. As the blogger network continues to investigate, assess and yes, report, Eastwick predicts 2005 will emerge as "The Year of the Lawyer," as J.D.s stand amidst a perfect storm of law, technology and reform.

As the tech-savvy, forward-thinking J.D. contends with the almighty network of bloggers, Eastwick puts forth its Top 10 predictions for 2005. As Eastwick Vice President Giovanni Rodriguez writes, "One thing is certain: as the network continues to develop its ability to investigate, assess and adjudicate, the scope of its activities will widen."

The Top 10:

10. What is a journalist? This is one of 2005's biggest questions, with bloggers taking on the role of traditional reporter with a commentator edge. And with top analyst firms launching their own publications, expect the debate to get even livelier.

9. The new face of "evil." Microsoft got a break last year and we expect the reprieve to continue. This year, reporters will point their pens -- and keyboards -- toward new market Titans. Question: Will Google live up to its "don't be evil" credo?

8. Green marketing won't wash. Last year, astute bloggers sorted saints from sinners in the greenwashing game, pointing out less-than-genuine attempts to market companies around their commitment to corporate social responsibility (CSR). Advice to the would-be greenwasher: don't go there.

7. Importing goods, but exporting marketing. With competition simmering in the European Union and the East, 2005 may be about teaching foreign companies how to sell in America, the new global marketplace.

6. Entertainment embraces P2P. In 2005, public-policy lawyers will push aside litigators as businesses explore ways to leverage the power of distributed networks.

5. The rise of citizen journalism. Welcome to the year of citizen journalism, an advanced iteration of blogging. Expect at least one major launch of a large-circulation online newspaper led by professional journalists, but staffed largely by grassroots, amateur reporters.

4. Marketing gets transparent. Here's the deal: open communications is good business. This year, expect the debate to extend to the marketing arena, after recent transgressions in stealth marketing, greenwashing and covert pay-for-play PR programs were exposed. The network will organize, reward and punish.

3. Open-source marketing. As stealth marketing falls, open-source, word-of-mouth marketing will emerge. Non-profit causes with national agendas will be the first to experiment with networks of people willing to work on behalf of clients for little or no economic gain.

2. Redemption for a celebrity prisoner. What would a year dominated by policy and reform be without a few well-known prisoners? Look for Martha Stewart to emerge -- with her brand intact -- on NBC's Fall lineup with help from "The Apprentice" creator Mark Burnett.

1. A star is scorned. Who will fall from grace? Whoever it is, we advise him of his right to remain silent because the network guarantees that everything he says can and will be used against him.

For the complete version of "2005-The Year of the Lawyer/Top 10 Predictions" article, go to: http://goodseed.blogspot.com/ or http://mediainsider.prnewswire.com/blog/_archives/2005/1/24/276735.html

About Eastwick Communications

A Silicon Valley original, Eastwick Communications is one of the top "true independent" technology PR agencies in the country. Over its decades-long legacy, Eastwick Communications has applied award-winning PR strategies to help introduce technology innovators, build category leaders and develop global business powerhouses. Eastwick Communications offers a client-proven methodology that aligns engaging media programs with objective measurement tools to track the contribution proactive PR makes toward tackling key business challenges. True to its roots, Eastwick Communications embodies the classic Silicon Valley work ethic, with creativity, intensity, connections and commitment -- and a solid reputation for getting the job done for its clients. For more information, go to www.eastwick.com.


Source: Eastwick Communications

CONTACT: Becky Quinlan of Eastwick Communications, +1-650-480-4032, or
becky@eastwick.com

Web site: http://www.eastwick.com/


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