This past Wednesday, May 4, 2011, we had the great honor of meeting Mickey G. Nall from Ogilvy Public Relations Worldwide, and attending his presentation: Tradigital is the Future of Public Relations. Aside from giving an exceptionally interesting and entertaining presentation, he gave us some great advice about life in the PR world.

A few takeaways:

We in PR have to make the truth fascinating. Good PR is honest and truthful—always. PR is about masterful storytelling, but your stories must always be true.

The Tradigital Approach: The democratization of global thinking. These days, things happening locally are having great impact globally.

The Age of Deference is now the Age of Reference. People want to hear from the man on the street before they want to hear from the leaders of society. Although leaders used to be at the top the list for people seeking opinions and advice about products, the common man has taken their place.

Consumers have become co-brand managers of products. Consumer PR drives brand-specific editorial coverage that focuses on the rationale (the practical benefits) and the emotional (how the brand makes you feel). This in turn elevates the relevancy of a brand to a consumer’s life.

Media Relations & Opportunities: local news and grassroots are making a connection. It’s about the fringe, not the center.

What drives the purchase? Word of mouth.

What breaks through? The Big Idea. Tie it to the trends, make it engaging and newsworthy, and go where the media is.

The bottom line: The brand must be integral to the story and not get lost.