I’ve been reading a lot about the responsibility public relations professionals should take when communicating on behalf of their clients. My friend and mentor, professor Bill Sledzik at Kent State University, posted a blog about his colleague’s article in the Akron Beacon Journal today questioning a chemical company’s public relations campaign.

The company, chemical giant Monsanto, is lobbying to keep facts about its bovine hormone, used on cows to help them produce more milk, off the label by asking congress to restrict what milk companies can say about their product.  That’s a whole side story that I’m not going to get into right now. In fact, I’m not surprised - after all, if companies don’t have to tell you if they’re serving you milk or meat from cloned animals why should they have to tell you what’s in it at all.

What I would like to get in to is what role should PR professionals play in taking responsibility for its clients actions. This space would be where you’ll find my answer, but honestly, I don’t know. So let’s take a little lighter look.

Another blog I look forward to reading is Advergazna. She reported on the recent viral campaign launched by Quizno’s where they invite customers to make a video about how much ‘Subway sucks’ and upload it to their site. Subway isn’t too happy about it - should they be? Or should they be jealous because they didn’t think of it first? Should the agency that recommended this [great idea] not have done it because even though it’s cool and on target with Quizno’s target audeince, Subway might be upset? What if the public relations practioner handling the account didn’t agree with the tactic? Does it matter?

So two totally different examples, but the same question - at the end of the day does it matter what the PR practioner has to say or is their number one goal to act in the best interest of its client? In the case of the milk; if the chemical company wants to maintain a successful business it is in their best interest to continue with business as is, minimizing the attention its hormone receives due to people perceiving it as damaging.

But what if the person handling the business thinks differently? Are we at liberty to make a difference - or does that fall into marketer - client privilege? Have public relations practioners become the lawyers of the marketing world?  At the end of the day is it simply enough to voice your opinion, have it noted on the record and carry out the very thing that you oppose? Do the needs of the one (your client) outweigh the needs of the many?

This can be debated for a long time. However, there is only one answer, and that is what do you think is the right thing to do? You have to make the decision that is best for you, your employer, your co-workers and of course your family. If that means walking away from business, so be it. If that means living with the decision you’ve made to represent your client, so be that.

I’ve been following Scott Berg, worldwide media director at HP, for the last six months. His blog is very interesting and offers a personable look at how large corporations view so-called marketing trends. It’s a month late but I was saving his post on what he feels are the 2008 marketing trends. I agree with some - disagree with others. You can decide for yourself if you feel he’s accurate:

Prediction 1: More TV time and interactive space will be purchased by political candidates than the gross domestic product of Serbia.

The Burger: Unfortunately, he’s right; the fact that so many politicians have tapped into the benefits of social media makes me realize that it’s no longer cool.
Prediction 2: TV Executives will settle the Writers Strike shortly… to not do so would dramatically impact the US TV upfront.

TB: Ummmmm….not so sure here. I think that he’s right though, that this will impact all of television. In fact, I think this will change the way we see TV even three or four years from now.
Prediction 3: Search spend will begin to level off by end of 2008.

TB: I’m no expert, but I don’t see this happening. In fact, I’m not sure that the majority of companies even understand it yet. I think they’ve been reluctant to spend because of this lack of understanding and it will go up before it comes down.
Prediction 4: Mobile marketing spend will increase 30% y/o/y.

TB: I agree (and hope so).
Prediction 5: More content companies who currently charge the consumer for viewing content will move from the subscription based model to an advertising based model.

TB: Jury is out on this one; I think that the readers would be happy but I’m not sure companies should switch yet. People are still biting on the ‘exclusivity’ of belonging.
Prediction 6: Marketers will continue to shift more dollars into digital/interactive media programs – probably an additional 3-5% in FY08.

TB: Agree, agree, agree!
Prediction 7: All forms of radio (HD, terrestrial, satellite) will see an increase in demand as advertisers/agencies have a difficult time meeting GRP thresholds through television.

TB: I agree; and agencies better sit up and take note.
Prediction 8: Interactive and digital headcount will continue to be constrained throughout the year, driving people costs higher.

TB: This one hurts it’s so true. Jaffe recently dedicated a whole column to this. Read every painful word - retain your people while you can!
Prediction 9: Mobile search will begin to take off by the end of FY08, with more local and retail marketers snapping up inventory.

TB: This is exciting — if it happens. I’m not sure it will happen this quickly.
Prediction 10: And finally, 35% of all media and marketing folks will become members of the “Hair Club for Men” after they’ve spent an entire frustrating and challenging year pulling their hair out.

TB: I’m too vain for this to be true.

My mind is kind of blown right now. As you know chess icon Bobby Fischer died last week. As you might have known he was 64. And as you probably didn’t know, that is the same number of squares on a chessboard. Freaky. Somebody has a sick sense of humor.

Anyway, I came across this great article courtesy of JaffeJuice.com a bit ago. He caught it in the Sydney Morning Herald, and it has to deal with the top 10 emerging technologies that will ‘change your future’…and, in my opinion, potentially shape the direction of social marketing.

For your viewing enjoyment (and to save you some time if you can’t spare a second to click through):

1. The Chumby
2. Microblogging
3. Everyblock
4. 23AndMe
5. Peer-to-Peer Lending
6. Mob Rules
7. Guerilla Wi-Fi
8. World Community Grid
9. Loopt
10. One Laptop Per Child

I’m not sure all of these will have huge impacts, but they are interesting to look into. I’ve written about some ( 23andme) and participate in others (microblogging, i.e. Twitter). I like the idea of Guerilla Wi-Fi and am terrified of a World Community Grid. It’s a small world after all as One Laptop Per Child strives to put a computer in the hands of every child. (Forget food and healthcare - we need those kids on MySpace.)

Take a minute and check all of the details out when you have a chance, especially the number one entry (Chumby). It is different; I’m just not sure why it’s cool yet.

Check back tomorrow when I list the top ten technologies that will have little or no impact on your future, including Beta tapes and the Clapper.