Technology and convenience are playing large roles in raising relief for those suffering from the devastating 7.0 earthquake that hit Haiti earlier this week. Many foundations are using our beloved technology to make giving easier than ever.

One of the most noteworthy and successful fundraiser is the mobile contribution. Organizations like the Red Cross and United Way are accepting donations via text. The success of these campaigns is due to their simplicity. It is reported that the Red Cross texting drive is generating $200,000/hour, totaling over $8 million so far.

To contribute $10 to the Red Cross, text HAITI to the number 90999. $5 contributions can be made to the United Way by texting HAITI to 864833. The charges will appear on your next cell phone bill.

Social media sites are making an impact with recovery and reporting since the earthquake. Facebook and Twitter have been used by survivors of the quake to communicate their safety and status with loved ones unable to communicate any other way. Similarly, blogs are being used as message boards for communication.

Facebook has launched Global Relief of Facebook, to help manage the flow of information about the earthquake and to serve as a resource for people and organizations worldwide.

If you haven’t already, it’s time to switch gears with your approach to PR. Due to the rapid growth of social media and multiple new outlets, PR is changing lanes. It’s time to shift from a traditional approach (think develop-for-print-placement) to a more centralized web-based compilation of information.

It may seem challenging at first, so the best way to get started is by pulling together all past presentations, articles, case studies, thought perspectives, etc. Once this is compiled, you’ll notice a reoccurrence of certain key topics.

Make these the foundation of your Content Engine, and start developing each topic in different formats. A tech article that was once written, for example, can be demonstrated in a short video, taught in a webinar, delivered in a presentation, etc. Executing the message through multiple channels will strengthen your credibility and expertise on the subject matter.

Thanks to the evolution of the web, it’s easier than ever to share and exchange information. Repackage the high-value content that you’ve already developed to rev up PR exposure via the Content Engine.

If you’re like me, you get sucked into infomercials (prime air time is late night or early morning). Hey, I’ll admit it. I’m a sucker. Food dehydrator? Amazing (all the beef jerkey you can handle…sign me up)! Aqua Globes? Hello green thumb! Topsy Turvy? Who doesn’t love garden tomatoes! Needless to say, I was floored when I saw the ShamWow. One wipe and spills are gone?! No messy drips?! Genius.

Or not (according to Consumer Reports). I hope I can stop that check…

Chances are, you’ll remember a lot of these publicity stunts. The agencies and companies that pulled them off did a great job generating buzz around these new products, events, etc. Thanks to Taylor Herring for compiling. Check them out.

Ben & Jerry’s announced last week that it was behind the unsettling corporate site, Cyclone Dairy, a company marketing milk from 100% cloned cows. Part April Fool’s Day prank, part educational campaign, the fake site, which went up about two weeks ago, was created to drive awareness about the use of cloned animals in the food supply and advocate Congress create a national registry and tracking system. AOR Cone supported the initiative. Thanks to PRWeek’s blog The Cycle for this piece.

At this point, most of us have done the coffee house business meeting. If it’s not a regular occurance, at least an occasional one. The neutral meeting place could be convenient for a number of reasons: its location, free wireless access, or proximity to your next appointment. Just don’t forget your ettiquette.

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Twitter is one of the most popular vehicles in today’s social media world. A recent Motrin ad that suggested mothers carry their babies as fashion accessories caused a recent surge of negative response on Twitter, which resulted in Johnson & Johnson pulling the commercial. Read more in this article from PRSA’s The Strategist Online.

For many, technology is evolving too fast to keep up. For small- and mid-size businesses, Search Engine Marketing might be a new concept, but it can significantly impact your business. A SEM program will boost your visibility when people are searching the web. See some great tips for selling and buying SEM here: Prey or Pray.

Today’s shift toward online marketing is undeniable, but there are several components that must come together for a successful campaign. From a PR perspective, it’s about conversational communication, not just pushing your message out. This means being part of online communities in which you can’t dictate conversations and topic; you have to be open to the reality of negative comments in addition to the positive ones. The benefit of taking part in these open dialogues is that you can deliver immediate solutions.

When it comes to making this shift, the most important thing is that a company is committed to the process; both its development and maintenance. Without the help of an agency or dedicated internal personnel to build a company’s online presence, the effort will fail. Our agency has just expanded its expertise in online marketing with the recent hire of an online marketing specialist, accelerating the efforts and focus of LoSasso’s iDrive Interactive division.

Read more about PR and social media in this insightful article: Digital PR Pitfalls and Promises: What Agencies Don’t Get (But Must) About Social Media.

In PR, my number one rule is Know Your Audience. I give major props to Coors for going far beyond traditional advertising placements and exploring today’s social media outlets. There’s a huge audience overlap between young (21+) beer drinkers and social networking users (think Facebook and MySpace). Read more in this New York Times article.