With more than 30 sessions related to social media management at this year’s PRSA 2010 International Conference in D.C., it is clear that figuring out social technologies is a priority for public relations professionals, even if it takes them out of their comfort zone. Public relations is about controlling your message, but trying to take control in a communal environment is often a losing battle.
Case Studies's archives
We work in an increasingly ‘direct-to-stakeholder’ world. Stakeholder, influencer, key opinion leader relationships are everything in this business. So if the industry is investing time and money in initiating, building and maintaining relationships with stakeholders for mutual benefit, then there sure better be a way to first diagnose the situation, respond to it, then measure success.
There are. Methods exist to quantifiably benchmark and track the quality of stakeholder relationships (customers, interest groups, investors, employees, vendors, government officials, etc.) over time. It’s an index used to establish a diagnostic benchmark, build a campaign around addressing gaps, and measure again for lift.
(Pre-Conference Session) Build Winning Integrated Social Media Campaigns: Look at Real-world Case Studies With Applicable Strategies
Presented by Kami Watson Huyse
Social media can be a scary place. There are “trolls” out there, the kind of folks that like to stir up trouble online, and they’re not living under bridges. They’re on Twitter and Facebook, and they’re blogging about your organization.
But the online space is also ripe with opportunity if you’re prepared.
In the world of social media, public relations professionals have been recast as the ombudsmen for our organizations. We must represent the voice of our publics inside of the company and become advocates for the community, customers and fans of the brand.
Now that I am back in Washington D.C. after the PRSA 2009 International Conference, I finally find myself sitting down to reflect on a couple of the sessions I attended. This is mostly because I wanted to be able to do so thoughtfully, and not rush through my posts.
The first of these was “President Obama and the Citizens’ Campaign: Lessons Learned,” which was conducted by Mike Smith of Mike Smith Public Affairs. Leave it to a PRSA conference all the way across the country to be the place where Mike and I finally met “in real life (IRL),” even though we both live and work in the D.C. area. Ain’t that somethin’? (By way of disclosure, you should know that Mike’s firm was a sponsor of #shonalitweetup, which was a ton of fun that weekend.)
Tags: obama+pr+campaign, obama+public relations
This Silver Anvil winner captured my heart and was the perfect session to end my PRSA 2009 International Conference experience! Jennifer Pfahler, executive vice president at Edelman, shared how the agency and the American Heart Association pumped up the “Go Red For Women” campaign to increase awareness of heart disease among women.
How did this dynamic team pull on women’s heart strings and get them educated about this silent killer? This communications strategy had to be ownable and repeatable with a national scope able to be activated on a local level.
- Generate awareness of heart disease as #1 killer
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