Inside organizations right now, factions are jockeying for control of the Web site. When it comes to public relations, online newsrooms have replaced press kits, and social media tools like Twitter, Flickr, Wikipedia, YouTube and Facebook are being used to extend reach and build community. But the online communications reins are held by marketing and IT, as often as they’re held by public relations. Lest we be relegated to ribbon ceremonies, special events and trade show swag, public relations needs to be able to convince management that it can and should ride the online communications charge.
To help advocate for public relations-led online communications initiatives, Elizabeth Albrycht and I are chairing the second annual Digital Impact Conference: Learn to Profit From New Media on April 30–May 1 in NYC. Our objective is to create an opportunity for ourselves and our colleagues to soak up applied knowledge, methodologies and quantitative research and reinforce our digital future in the workplace.
We don’t have everyone, but together with Barb McDonald, Judy Voss and Colleen Seaver from PRSA, we’ve developed what I think is one of the best speaker lineups ever assembled for a social media public relations event, and here it is:
Michael Brewer is going to present on how and why to weave YouTube into public relations campaigns.
John Cass is going to talk about what it takes to sustain an online communications initiative.
Francois Gossieaux will reveal the secrets of building and sustaining sticky online communities.
Rachel Happe will show how social media is essentially redefining the organizational chart.