SOURCE: Off Madison Ave

April 12, 2007 03:00 ET

Integrated Phoenix Marketing Firm Off Madison Ave Hosts Global Panel on the Impacts of New Media on Public Relations at Annual Conference in Thailand

Vice President Laura Hall Leads Panel for the International Partners of the Worldcom Public Relations Group

PHOENIX, AZ -- (MARKET WIRE) -- April 12, 2007 -- Off Madison Ave (www.offmadisonave.com), a full-service collaborative marketing communications firm, recently hosted an international panel at the Worldcom Group Public Relations (www.worldcomgroup.com) annual global conference in Bangkok, Thailand, that addressed the impact of new media on public relations and the merging of interactive and traditional public relations to the benefit of clients.

The conference featured more than 100 international members of Worldcom, the largest consortium of independently owned public relations counseling firms, who gathered to discuss a variety of trends facing the rapidly changing world of public relations. Laura Hall, the vice president of public relations at Off Madison Ave, the only firm in Arizona to earn the Worldcom Public Relations Group partnership, was selected to organize and lead the panel called "How New Media is Impacting Traditional Marketing in Countries Around the World." Hall was tapped by the Worldcom board to lead the panel given Off Madison Ave's renowned internet marketing strategy and foresight in blending the specialties of the two fields.

"At Off Madison Ave we have experienced tremendous growth and success with integrating our public relations services with new media programs, and sharing best practices with and learning what partners are doing around the world to increase the value of public relations," said Hall, serving her third term on the Worldcom Americas Region Board of Directors. "Worldcom provides members opportunities to replicate the collective key learnings and successes in individual markets continually to improve the public relations for clients."

In an effort to engage Worldcom partners and formulate the panel's agenda, Hall surveyed members from the United States, Canada, Europe, Latin America and Asia Pacific prior to the conference to evaluate how new media was impacting their public relations programs. From producing podcasts to writing and monitoring company blogs, Hall's survey and the ensuing panel covered the essential new services that continue to expand the boundaries of standard public relations practices. According to the survey results, the most common new media applications deployed by agencies are search engine optimizing of press releases to increase Web site traffic and redesigning of Web sites to improve user navigation. The survey revealed that 25 percent of the partners include new media as a primary communications tool, but 41 percent deem it a complementary tactic.

"As more public relations firms incorporate new media programs into their client's programs, it shows that we are heeding the significance of consumer-generated Web sites for their vast public relations potential," Hall said. "Our industry continues to embrace these popular, fast-growing opportunities as agencies assess which ones produce the most relevant opportunities and strongest results."

The panel's findings included case studies that showed how partners effectively integrated new media with their traditional client services and revealed that popular consumer-generated content Web sites such as MySpace, YouTube and Wikipedia can be leveraged to enhance clients' awareness and should be featured as a component of a collaborative marketing program. Hall's survey results helped shape the presentation by illustrating which new media tools have proven to be most effective for partners to assess which areas they want to explore further as they relate to their practices.

Nearly 100 Worldcom partners attended Hall's new media presentation and rated it as the most educational panel at the entire conference. For more information on the Worldcom public relations new media panel, visit www.offmadisonave.com/media/Worldcom-Panel.ppt to view the survey results and presentation.

About Off Madison Ave

Off Madison Ave, a Phoenix marketing and advertising agency, redefines what it means to be an agency, not just on paper, but by delivering collaborative and results-focused strategies. As a full-service business and marketing consultant, Off Madison Ave, the only firm in Arizona that is a member of the Worldcom Public Relations Group (www.worldcomgroup.com), develops and executes comprehensive communication strategies helping to raise clients' brand awareness and revenues. Named one of the "Best Places to Work" in 2006 by the Business Journal of Phoenix, Off Madison Ave specializes in marketing and business consulting in the areas of new media, strategic planning, interactive, public relations, advertising, market research and strategies, and media. In 2005, Off Madison Ave acquired Internet marketing firm Mighty Interactive to provide its clients with industry-leading interactive marketing services. Off Madison Ave is heralded as the No. 1 public relations and Internet marketing firm, and one of the top two advertising firms, by Arizona Business Magazine. A sampling of clients includes: Coldstone Creamery, Nike, Vitabath and Claire Burke, The Arizona Republic, DMB Associates, Inc., APS/Pinnacle West Corporation, Cruise America, Arizona Highways, Farnam Pet Products, Fairytale Brownies and many more. Visit www.offmadisonave.com for more information.

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