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Links to web articles our staff is reading.

Trendspotting

It's a fallacy to assume that trends are trivial. At Porter Novelli, we're always looking out for them. Trendspotting is one of the building blocks of Intelligent Influence, the way we help our clients systematically achieve their objectives by mapping the most effective interactions, making them happen and measuring the outcome. Intelligent Influence means we understand what motivates people to change their opinions, attitudes and behaviors, and how best to engage them in a dialogue that ultimately influences them to change.

Featured Publication

Perspectives & Predictions On The FDA’s Part 15 Hearing On Social Media

November 2009

On September 21st the FDA announced that (on November 12th and 13th) it would hold a two-day Part 15 meeting on the implications of the Internet and social media. The bureaucratic-sounding title of the meeting, “Promotion of Food and Drug Administration-Regulated Medical Products Using the Internet and Social Media Tools; Notice of Public Hearing,” belied both its importance and urgency.

Other Publications

Exploring the FTC Guidelines for Social Media

August 2009

This year, the blogoshpere has gained increasing attention and respect for its ability to highlight the real-world uses of products and services via a growing and vibrant network of bloggers. But the expanding dialogue has also raised issues about consumers' right to know blogger motivations in highlighting a product, as well as any relationships bloggers may have with the companies they profile.

The Future of News

Summer 2009

Thanks to the Internet, everyone's a journalist. Or are they? We all certainly have the tools to get our message out, whatever that may be. But does such access make us a new type of journalist? What does the future hold for a profession if anyone can take it up whenever they choose?

Mobile Lives and Times

June 2009

Globalization has been the headline for years as it has changed the face of communication, finance, business and society. But globalization isn't a stand-alone phenomenon; it's totally dependent upon mobility. Constant movement from place to place has made the last few decades frenetic. In fact, by historical standards we live in an era of supermobility.

Pepsico Trends Twitter Conversation Report

April 2009

On April 1, 100 leaders from across PepsiCo joined Marian Salzman, top trendspotter and Porter Novelli CMO, for a live Twitter conversation about the global trends making their mark on consumer habits worldwide. The fast-paced dialogue touched on topics such as total convergence, local versus global and social media's impact on business, relationships and privacy, to name just a few. All in all, almost 2,000 tweets were exchanged using the hashtag #peptrends

Change is Now

Winter 2008/2009

We're looking ahead to a year that no one expects will be easy. Optimism is the message people want to hear; change is the one thing we can count on. And the yearning for change isn't some abstract mantra. It's born out of crisis. We have to change for the better-personally, professionally, globally. But how far are we willing to go? In this issue, "Change Is Now," we ask Big Questions about the shape of things to come.

Read archived publications

Beyond Prime Angst

Fall 2008

Just months after we published our "Prime Angst" Intelligent Dialogue paper in May 2008, the tremors of the U.S. subprime mortgage crisis gave way to a full-blown earthquake, shaking the global financial system to its core. And as we all see, aftershocks are spreading fast into the everyday global economy of jobs and purchases and family finances.

In keeping with our principles of Intelligent Dialogue, just as we raised questions back in May, we continue to examine the constantly shifting environment and encourage discussion. In this follow-up, we explore the landscape by revisiting questions we asked then and by looking ahead

Cradle & Grave

Fall 2008

This issue of our Intelligent Dialogue examines global shifts in birth, health and death trends that will have profound implications for businesses and consumers. "Cradle & Grave" challenges key assumptions that previous generations have held about life and death. Is there someone alive today that will live to be 150? How can employers adapt to the increasing age of women having children? Can corporate wellness programs actually save the company money, while at the same time help solve health concerns such as obesity? These and other issues will profoundly affect businesses far beyond the health care and pharmaceutical industries.

Millennials

Summer 2008

"Millennials," looks at the generation of workers born in the 1980s. Some 75 million strong in the U.S. alone, Millennials have just arrived in the workplace, and they're already having a profound effect on business culture. They value work-life balance, use digital devices natively (and intensively) and have little interest in privacy. To help employers navigate the sometimes treacherous intergenerational waters, Porter Novelli undertook a comprehensive research initiative, drawing on the expertise of thousands of PR professionals. The report answers five key questions: How different are Millennials? What happens to confidentiality in an age of radical transparency? If being entertained is the norm, what happens to work? What does the world of work and business mean to Millennials? What stories are Millennials telling to make sense of themselves and their generation?

Prime Angst

Spring 2008

"Prime Angst," explores the ricochet effects that the subprime mortgage meltdown is having on the global economy. Porter Novelli looked not just at the financial data, but at the ramifications of the crisis on everything from living arrangements (three generations under one roof) to travel plans (no lavish vacations this year) and on the marketers who are trying to sell goods and services in this challenging climate. With all the anxiety it's provoking, the crisis is an opportunity to sharpen the skills needed for dialogues that build reputations and relationships. This paper is a jumping-off point for those dialogues.