Catalyst, a nonprofit research and advisory organization that aims to expand opportunities for women in business, has been long pointing to the accelerating trend of women establishing their own businesses. A study Catalyst published in 1998 listed such as lack of flexible hours, productivity and advancement opportunities among main reasons why women left corporations and started their own businesses. A decade later, we are seeing the positive ripple effects of this landscape change in business ownership.

According to recent numbers released by the Center for Women’s Business Research (CWBR), women-owned firms account for almost half (41 percent) of all privately held firms. In addition, the grand majority (83 percent) of women business owners are technology purchasers for their businesses. Women entrepreneurs mainly use technology to integrate the responsibilities of work and home (61 percent), to enable employees to work offsite (44 percent) and to have flexible work schedules.

The CWBR research continues to point out that women business owners are more likely than their male counterparts to consult with experts, employees and peers. Women entrepreneurs’ emphasis on communication, connectivity and relationship building in the workplace further explains their reliance upon technology to run and grow their business.

These trends confirm that women require suppliers’ attention not only as gadget users, but also as employers who sign off on e-CRM systems, database tools, financial software packages, laptops and wireless PDAs, among other types of technology. A lot has been said about women’s personal or household shopping habits, but we will see more written about marketing to women as business owners and technology purchasers. Those technology firms who recognize the nuances in the way women employers make business decisions and run their operations will sign them on as customers.

For any global brand that aspires to embrace sustainability in a way that’s meaningful and also profitable, Nike might just be the green standard. Without even breaking a sweat, Nike has gained significant respect from core environmentalists while never compromising on the power and influence of the iconic brand. When they introduced the Nike Considered line in 2005 many Nike fans – at least the audience that Nike covets – were reluctant to embrace the shoes. Performance and style seemed to be somewhat divorced from sustainability at that point. Many expected that Nike would release the Nike Considered line with new styles each season to appease the green movement and that the products would live separately from Nike’s performance and street wear lines. And for most brands, that would have sufficed.

But with the release of the Air Jordan XX3, Nike has done something remarkable by introducing a highly anticipated performance shoe that also just happens to be eco-friendly. In this case, the sustainability factor almost seems like an afterthought, since it’s secondarily cited as a product attribute in the launch.

Innovative technology (including a proprietary 3D stitching process) helped finally integrate performance, style and sustainability and Nike made a significant financial investment to do so. That’s where Nike should be really lauded – there seemed to be little pressure for Nike to take a risk by altering a blockbuster product – the XX3 would break new sales records regardless. But this launch is a watershed moment for the green movement – Nike has found the right way to embrace sustainability without alienating its consumer base through a disciplined approach to green marketing. If Nike succeeds here in selling sustainability to the masses, other consumer product brands might not feel the need to overtly hype their own green credentials. Instead, green marketing will just be an inherent component of an overall marketing plan and, in that case, much more authentic to the brand.

In late February, results from a new Zogby Poll emerged, confirming the continued erosion of trust in "traditional" media. These days, fully 2/3 of Americans say they're dissatisfied with the quality of journalism in the United States.

The same survey reported that nearly half of all Americans now consider the Internet as their primary news and information gathering source. It has emerged as the single most important channel, just as newspapers, radio, and television have each been regarded in the past.

As PR and marketing pros consider how to tell their stories most effectively in digital media, one of the most promising opportunities of the future is Web-based video.

Want proof that the online video market is maturing rapidly? Consider the following three news stories breaking today:

#1: Disney
At this morning's McGraw-Hill Media Summit in New York, Disney's Bob Iger decreed that broadband-enabled Web content represents the future of communication, ultimately replacing television as the prime source of entertainment.

Iger says Disney is on track to generate more than $1 billion in revenue from online channels in 2008. The company has seen early wins streaming broadcast content online, such as ABC's "Lost". Iger says his company will continue to focus on digital, direct-to-consumer distribution channels in the future.

Implication: The business case for online video exists and early adopters like Disney are beginning to see returns. Where the dollars go so too go the marketers, the media companies, their content, and correspondingly larger audiences.

#2: News Corp. & NBC Universal

Hulu.com - an online video platform created by News Corp. and NBC Universal (GE) launched today. The ad-supported online video network allows consumers to choose and watch more than 250 TV shows or more than 100 full-length movies in any Web browser, anytime, anywhere. It's a massive online library of content that's sure to grow, and requires little technical knowledge nor mammoth downloads to use.

Implication: Web video technology has finally advanced to a level making it simple enough for most consumers to use. And the content is becoming available (free!) to attract eyeballs. The two biggest factors impeding growth now appear to be vanishing.

#3: YouTube

Google makes a big move to "open" its popular YouTube technology to the outside world. Today, the video sharing giant announced a new set of developer tools (known as APIs) allowing individuals and organizations to intermix the YouTube experience into their own Web sites and online properties.

Implication: Web video isn't just for professionals anymore, nor will it be limited to a few major sites. The barriers of entry to shooting, publishing and sharing video easily are quickly disappearing.

What's at the heart of these big announcements? America's growing appetite for multimedia content fed by peppy broadband connections to an increasingly "Internet-savvy" populace.

And the market potential isn't ripe merely for media companies hoping to share entertainment content. Smart marketers and organizations are increasingly using it to advance their business objectives.

How can it be used effectively in a PR or marketing campaign? Perhaps its biggest promise is the format's potential to deliver authentic customer stories and drive word of mouth. Video "personalizes" stories and makes arguments more convincing by letting us (virtually) look into the eye of the message bearer.

PR pros can help their clients by mining customers or other stakeholder groups to identify and encourage those who can authentically tell the organization's stories.