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How To Be the Best Trend Spotter
Professional Development Workshop Set 8
Tuesday, Oct. 16, 2:15–3:30 p.m.
Room: Salons 14 - 15
Tools & Techniques
Being a professional public relations trend spotter requires a combination of knowing what is coming in our industry and what our clients/bosses are going to need — all while keeping a steady eye on the day-to-day. However, that big-picture/small-picture view will help you identify those emerging trends to keep you above the loop! Learn how to:
- Discover the finite difference between fads and trends — and why doting on the former is a waste of precious time.
- Really listen. You have heard it so many times that it may seem trite, but listening is essential to predicting trends, and it is something many people forget to do.
- Distinguish between being interested and interesting. The only way to rise above the crowd is to be relevant to people you interact with.
- Pay attention to trade publications that cover fast-evolving key issues. Also, watch other fields that are moving even more rapidly, such as technology, music and fashion, to find emerging trends to benefit you as you connect with influencers.
- Bring in experts from other fields to help you and your teams find new angles or themes. Those are the freshest insights possible. A smart outsider can be an asset that saves you from thinking your well is dry.
- Deconstruct the news. Learn how to “unspin” stories so that you can see how other public relations professionals fit their wares in.
- Utilize a plethora of tips and advice on how to maintain and build ceaseless relationships through carefully-crafted, trend-oriented pitches that are spot-on and unforgettable.
Richard Laermer, CEO, RLM PR
Richard Laermer, an often-quoted expert in marketing and media, is CEO of world-renowned RLM PR, a 20-year-old independent communications firm that rose to prominence as the first to bring then unheard of dot-coms to the covers of magazines all over the world. RLM was online when online wasn’t cool, and then when it was. More recently, RLM has become the go-to consultant for doses of social media reality. As a public relations pro, Laermer is well-known as author of perennial handbook, “Full Frontal PR,” and 2002’s “TrendSpotting,” as well as four other titles, including the “Native’s Guide to New York” series from WW Norton. He is a featured writer on The Huffington Post, and his BadPitchBlog, co-managed with Kevin Dugan, previously received PRSA’s Bronze Anvil Award of Commendation for Best Blog.