Social media is a green field for PR pros. Virtually every person you want to market to spends time online engaging with a social media platform. The catch is you must stand out. In a world where everyone wants just a minute of your time, asking for the mere seconds it takes to read and like a post is a tall order. The nonprofit association CompTIA faced this challenge. To get results it failed to attain previously, the association had to do things it hadn’t done before. By going back to journalism basics it rebooted its approach to social media, and increased engagement by as much as 180%. Thinking like a journalist will not only help you achieve your goals, it will make you indispensable as this niche grows in professional relevance.
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In most cases employees are, and will always be, a brand’s greatest asset. They drive in-house and agency success. Engaging them should be the highest priority. It’s the CEO’s responsibility to help achieve a singular, straightforward vision that propels the business and energizes employees to be best in class, renowned for unrivaled talent, forward-thinking capabilities and unrelenting client service. Achieving a vision like this requires building an incredible company spirit where every employee feels that “we are in this together” and maintaining an exceptional culture that embraces doing something different for clients, colleagues and the community. Central to the creation of this shared passion for success is a dedicated plan for actively engaging and motivating employees.
Like all social media platforms, Snapchat is tweaking itself, and the social community responds with changes of its own. Just weeks ago it was accurate to say Snapchat contained no e-commerce ads, that it averaged 8 billion daily views and that curated content on the evanescent platform was strictly verboten, a liability for brands intent on having maximum control of the message. Each of those statements now is untrue. Quickly to the first two: Snapchat began accepting e-commerce ads May 1 and it now says it is averaging 10 billion views daily. While those first two points are important to brand communicators, especially those interested in speaking to a millennial demo, the curated content piece may be the most important.
Great stories—about medical breakthroughs, heroic acts by children, emerging infectious diseases—are relegated to the trash bin, while “Grumpy Cat” is featured on national evening news. There are plenty of reasons this happens. Newsrooms are shrinking. Reporters are more harried since they are asked to write, blog, tweet, appear on video, among other duties. Brand priorities change and resources are limited. But most likely the problem lies in the execution of the pitch.
Despite years of being asked for more concrete performance metrics, of complaining that “they just don’t understand” what we do, and of being given opportunities at every turn to make a change, we somehow believe that public relations is absolved from having to play by the same rules.
39% of PR pros told us their salary increases were modest (1%-3%) (Figure A). In addition 32% received no salary increase or said salary increases did not apply to them. As in 2015, most PR pros (87%) in 2016 said they were very or moderately satisfied with their occupation and, believe it or not, their pay packages (68%) (Figure C).
The best sports organizations in the world are continually obsessed with recruiting the right team members. Building a team that will have the right chemistry to win and then retaining those administrators, players and coaches after they have achieved some level of success are perhaps the twin holy grails of sport.
It’s a PR 101 conundrum: Charges are made against an important brand; the brand’s stature and the nature of the charges result in press coverage; the brand delays its response and a story is born. The brand then reaches out to the complainants and listens to their charges. Within a few days the brand investigates and concludes the charges are untrue. Some of the complainants agree with the brand’s assessment, while others say the investigation was faulty and demand increased transparency from the brand. The story results in many people thinking deeper about the brand and what it does. For some, the perception of the brand will change, if even just slightly.
This is a grossly simple way of looking at the story about conservative groups saying Facebook’s algorithm has been giving short shrift to stories with a conservative viewpoint. With 1 billion+ people using it each day, including 8 billion+ video views, Facebook arguably is the dominant social platform and a major component of brands’ social outreach.
Brand communicators beware: The Federal Trade Commission (FTC) has declared open season on social media influencers who fail to disclose that they are paid for endorsing a brand’s products and services. Not only that, disclosures must take a specific form; they also should be ubiquitous in some cases.
Late last year the FTC issued a long-awaited policy statement regarding native advertising and influencers, which was a follow-up to an earlier FAQ on the topic. Not even three months after it issued the later document, it “put industry on notice,” says Allison Fitzpatrick, partner at Davis & Gilbert in its marketing, promotions and PR practice groups, by slapping a penalty on high-end retailer Lord & Taylor ( PRN, March 21).
To be an effective and persuasive presenter, you must build trust and believability in the audience’s mind. The goal of presenting is likely to inform the audience of something or persuade it to act or not. To do this successfully, the speaker must be believable and likeable.
Credibility is not a naturally occurring phenomenon. People are not born credible presenters. Credibility is something a speaker must gradually build in the mind of the audience.