When looking at the changing PR landscape, particularly the presence of new forms of social media, what can PR professionals learn in order to engage rather than enrage social communities? Several examples were shared with attendees via a panel moderated by Peter Himler, President of Flatiron Communications LLC, and including:

• Rob Key, Founder & CEO of Converseon
• David Bradfield, Senior Vice President & Partner, FH Digital
• Lee Odden, CEO TopRank Online Marketing

Rob Key opened up the session with the advice for PR professionals trying to make sense out of social media and PR:

• Listen and observe the group you are trying to penetrate
• Understand the wants, needs, and requirements for entrance into said group
• Gain trust and credibility by offering something of value when entering

A social network, like a party of new friends, has its own wants, needs and – per Odden – its own written and unwritten rules to be followed. Unless time is taken to listen to what those wants, needs and rules are, and an effort is made to offer something of value based on this information, you will likely be seen as an outsider to the proceedings, unlikely to be involved in any meaningful party conversation, and risk the complete shunning of the group itself.

With the risk in of alienation high when leveraging social media in the new PR landscape, is the corresponding reward equally as rich?  The answer is a resounding, and absolute yes.

Continue reading " The Changed PR Landscape – What Works & What Doesn’t "

It’s no surprise when experts claim that the Internet is the root of all changes in consumer markets today. What is important to realize is how these markets are changing*. It’s through understanding these changes that we can incorporate better strategies that will ultimately have more successful results.

 Change in the Consumer

Access to information, and the ability to relay that message, has put the “message” directly into the hands of the consumer.  In doing so, their expectations have grown. They have a larger sense of entitlement because of this control and in turn, it gives them a sense of power.

Change in Dialogue

How we speak to consumers is shifting from a monologue to what has been coined a ‘multilogue’, a single conversation to what can be an overwhelmed collaboration of information.

Monologue (think of one person) – Messages are shaped and delivered in a one way process. There was a time where you could pick up a major publication and knew what everyone was talking about. This news cycle is now broken.

Dialogue (think of two people) – This was a more sophisticated communication between influencers and communicators but still is one way. It embodies the idea of “What do you need to be able to say good things about me?”

Multilogue (think of a sea of people) – Conversation that is happening everywhere, it takes place all around us and consumers are more important in shaping our brands than we are.

Continue reading " The Role of Digital and Influencer Marketing in Driving PR Programs of the Future "

Katie Delahaye Paine, cheif executive officer, KDPaine & Partners, opened up the session by giving an overview of 21st century public relations measurement. Paine stressed, data is what you need to keep your job. You become what you measure.

Key take-aways from this session:

• Measure:
  1. Outputs: time on site, repeat visits, forwards, links and comments
  2. Outtakes: relationships, tone/content of conversation and membership
  3. Outcomes: click thus, donations/orders and signups
• The measurement engagement consists of conversation index, relationship studies and engagement index. Measure the interaction.
• There are 27 types of conversation.
• The Seven Steps of Social Media ROI:
  1. Define the ‘R’ – What are the expected results?
  2. Define the ‘I’ – What is the investment?
  3. Understand your audiences and what motivates them.
  4. Define the metrics.
  5. Determine what you are benchmarking against.
  6. Pick a tool and undertake research.
  7. Analyze results and glean insight, take action and measure again.

Continue reading " True Tales From the Social Media Measurement Trenches "

During this Master Class, Jon C. Iwata, senior vice president, communications, IBM, and Toni Simonetti, vice president, global communications, GMAC, discuss the recent Arthur W. Page Society whitepaper, The Authentic Enterprise. This interactive session reviewed findings of whitepaper while asking the audience to participate in real-time surveys inquiring the same questions addressed in the study.

Key take-aways from this session:

• New priorities and skills of the new Communications Officer:
  1. Define and instill company values.
  2. Build and manage multi-stakeholder relationships.
  3. Enable the enterprise with new media skills and tools.
  4. Build and manage organizational trust.
• Communicators must not only position companies, but help define them.

Continue reading " The Authentic Enterprise: In a Strong Position to Succeed "

Is what you are doing now not working any longer? Brian Reich, principal of EchoDitto Inc. and Ed Schipul, president and CEO of Schipul-The Web Marketing Company discussed how not-for-profit public relations professionals can maximize relationships by developing and implementing social marketing into strategic communications planning.

Key take-aways from this session:

• 59% Congressional staff say they prefer to use online resources when preparing for a vote.
• By 2010, an estimated 2/3 gift donations will be completed online.
• New technology is changing social expectations.
• Little (m) media rules.
  1. Information (timely and relevant)
  2. Experiences
  3. Stuff (new technology)

Continue reading " How Not-For-Profits Can Maximize Relationships to Drive Social Marketing "