We've selected a holiday sampler of 10 PR-related articles, papers or trends that brought us cheer in 2009. Call it re-gifting if you like, but we feel these chestnuts are worth re-visiting.

Ripped from the headlines:  Marketers Embracing PR

Throughout the year, Advertising Age has covered the increasingly critical role of public relations within the marketing mix.

Here are two from the editorial department:

With PR on the Rise, Here's a Refresher Course in the Basics; (sub. req'd)
In his May 11 editorial, Jonah Bloom: wrote: "Marketers are spending more on PR and getting excited about it, too." He went on to provide marketers a primer on PR because he believes it is still not being utilized enough by that group.

Growth of social media shifts PR chiefs toward center of marketing departments
Mike Bush, in the September 21st issue of Ad Age, described the expanding role of chief communications officers, who are increasing their clout within marketing departments, and having an impact on the bottom line

…and one that the Council developed with Ad Age's custom publishing group.
The PR Factor:
This 20-page supplement published on October 26th covers several angles on PR's growth, including a section called:  "Why I Believe in PR," which are testimonials from major brands on the value public relations. Here's a choice quote comes from Procter & Gamble's Mitch Pritchard: "Social media and public relations are inseparable." 

Some more embracing from the mainstream media

"Think Twice Before Slashing Your PR Budget" – USA Today
A small business owner sends a message to fellow small biz owners:  Even in tough times, it's important to remain visible — and PR is the answer.

"Why PR is the Prescription" – BusinessWeek
The author prescribes a "healthy dose of PR" in this article, that concludes by stating: "The world of the news media is continually changing, and the sooner you get started with a smart, disciplined PR program, the sooner you can enjoy its benefits."

PR Pros are Ethical: This was one of our favorite "a-ha"s of the year, although it wasn't really a surprise to most people working in public relations. A study published in August by Penn State and the Arthur Page Center for Integrity found that, on the whole, people working in public relations are highly ethical thinkers, which includes being able to gain the trust of multiple parties, such as skeptical journalists.

Industry Forecast: Mostly Sunny

"A Look Ahead at the Money in the Communications Industry" — NY Times
Looking ahead five years, private equity firm Veronis Suhler Stevenson sees a bright future for public relations industry — for many of the reasons outlined in previously listed articles.

Creating Consumer Value: Public Relations and the New Brand Strategy
A Council white paper that makes a compelling case for public relations in this age of self-empowerment and self-assertion on the part of consumers.  This free white paper was published in May, but it is definitely still a worthwhile read.

Twitter:
What's new to say about this phenom among online phenomena? Let's just say that this is as important a new communications channel that has come around in a while, and it really blew up in 2009. And while it is has become hugely influential, and provides PR practitioners with a potent communications tool, Twitter also begs many questions: will it be around in a year, five years? How much time should I invest in it, how should our clients be using it? 
"10 Ways Twitter Will Change American Business" — Time

By the way, are you following us on Twitter?

Tiger Woods: For reminding the world about the importance of good public relations and crisis management strategies; and for giving so many experts in our industry a chance to explain why.
"Tiger Bungles Crisis Management 101" — WSJ (sub. req'd)

Thanks to Matt Soriano for his research on this article, and to Ian Dury and the Blockheads for inspiring the title.