In today’s digital marketing landscape, breaking news occurs every minute — sometimes even in seconds — and we’re seeing more and more brands take advantage of this condensed news cycle to leverage real-time marketing, which is all about connecting what’s happening right now to your brand. Real-time marketing, or “news-jacking” as it’s sometimes called, is what good public relations always has done, but now we have the opportunity to leverage social networks and online conversations to make an impact in minutes.
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Tags: 2013 International Conference: One World, Branding & Brand Management, Corporate Communications and Public Relations, Marketing & Marketing Communications, Media Relations, Professional Development and Training, prsa conferences, PRSA International Conference
Would it surprise you to learn that that public relations characters in film scored low on honesty yet high on being driven by profit?
While we’re all too familiar with the many stereotypes about practitioners, brought to life by characters like Samantha Jones, what really surprised us were the faulty assumptions we found about the industry as a whole.
In our study, we saw there were more male than female public relations characters. Female public relations characters were more likely to have social interactions than their male counterparts. Also, most of the characters were publicists or spokespersons.
These findings fly in the face of industry reality — nearly 70 percent of public relations practitioners are female; public relations is a profession and not a social service, and job opportunities extend far beyond publicists or spokespersons.
With these inaccurate portrayals, film-based stereotypes about public relations may limit student awareness of options in the industry, encourage social rather than professional skills, and facilitate unrealistic expectations about the gender makeup of public relations.
If you’re fed up with film stereotypes about public relations (and we know we are), here are four ways you can fight back:
Tags: 2013 International Conference: One World, Corporate Communications and Public Relations, Diversity, Professional Development and Training, prsa conferences, PRSA International Conference
Editor’s note: This is the sixth post in a series of guest posts from the PRSA Philadelphia publicity committee leading up to the PRSA 2013 International Conference, October 26 – 29. Follow the Conference conversation by searching the hashtag #PRSAICON and following our PRSA National Events Twitter handle, @PRSAevents.
We’re just about two weeks out from the PRSA 2013 International Conference in Philadelphia. By now, you’ve looked over the program and made a note of which sessions you want to attend. You’ve had a taste of what some of the presenters will be sharing, and you’ve heard about some of the great things Philadelphia has to offer. (There’s more to come on that next week.)
Now, you’re probably wondering what to pack for your trip to the City of Brotherly Love, so here’s a helpful checklist of things to bring and do ahead of Conference so you get the most out of your experience.
There is so much to dislike about social media — yet, there are so many new avenues of communication available to you during a crisis that it becomes hard to do so. On the other hand, social media can also blow up with excessive criticism and hate. Add to that the fact that your older executives may freak out when they read all of the negative criticism. You then have a real PR problem on your hands. However, it is impossible to overlook the power of circumventing the media in certain crises when you can’t get news coverage by taking your message straight to your social media audience. Also, it is gratifying to get positive feedback from people who are hungry for news updates and find solace in knowing you provided them vital information.
Are you as tired of this merry-go-round as I am? Sorting it all out is nothing short of exhausting.
So, what do you think? Does “shiny and new” beat “tried and true?” In other words, does new social media serve you better than the traditional approach to crisis communications?
What happens if you combine all of the new social media, the latest technology, great media relations and great crisis communications? I have done it while in seven feet of floodwaters with no electricity for five days. I ended up on live television on CNN and The Weather Channel, broadcasting my story from the heart of a hurricane, where even their own news crews couldn’t go. Would you like to learn the secrets of doing that? Some of them can be found here.
To help you sort it all out, you are invited to join me Sept. 24 in Arlington, Va., where we will explore the good, bad and ugly of social media for crisis communications. Do not come if you are expecting suggestions for one magic solution that works for every organization — there is no such thing. For a sample of what you will hear, visit here.
Over the past decade, I’ve had the chance to consult with organizations of all sizes regarding their need to measure, and learn from, their public relations campaigns. Fortunately, they’ve all heard PR industry teachings about the importance of accountability, which has made my job easier! But, most are confused as to how to move beyond simply measuring outputs(such as clip counts or impressions) to more meaningfully tying together outputs to business or organizational outcomes (such as leads, sales, donations, and/or survey scores).
Some of this new quest for higher-level measurement results from the now-famous Barcelona Principles, which were established by the International Association for the Measurement and Evaluation of Communication (AMEC), PRSA, the Institute for Public Relations and two other industry associations at the 2010 AMEC European Summit in Barcelona, Spain. Utilizing much of the language and ideas found in PRSA’s The Business Case for Public Relations™, the seven Principles primarily mandate the importance of setting measurable goals and objectives, and moving toward linking outputs to outcomes.
All that is great, but PR pros have been left wondering how to execute these mandates. They have plenty of guidance on objective-setting, but not as much on how best to measure outputs — and then, how best to link them to outcomes.
Fortunately, the founders of the Barcelona Principles didn’t stop there. A special taskforce was deployed to develop what has become the AMEC Valid Metrics Guidelines, a set of practical frameworks that guide PR pros through developing a holistic, meaningful measurement process. I have found the Guidelines to be of enormous help to my clients, so I hope the following brief overview will be helpful to you.
Tags: Corporate Communications and Public Relations, measurement, Professional Development and Training, Research & Evaluation, Techniques & Tactics, Trends, Webinars
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