Among the keys to a successful Snapchat effort is an editorial calendar, says Larissa von Lockner, PR & social media manager at PwC. A sample of the brand’s editorial calendar for Snapchat is shared exclusively with PR News Pro readers below. PwC’s belief that using Snapchat must track with a brand’s larger PR and business goals is seen in columns 2, 3 and 5, as the campaign, stakeholders/requestors and strategy are listed.
In previous editions, we’ve noted engagement with brands’ social posts on Facebook in Q3 has been modest or even down (see PRNP, Nov. 7 & 21, for example). The thinking then was brands were investing more effort in other social channels, such as Instagram. Data for U.S. B2B brands in Q3 (July 1 – Sept. 30) on Instagram, provided exclusively to PR News Pro by Shareablee, proves the point. Total consumer actions, or engagement, with B2B brands posts on Instagram increased a whopping 80% compared to Q2 2015. Engagement with photos grew a modest 4%, yet video engagement grew a healthy 74%. Actions are defined here as the sum of reactions and comments.
For all the good that social media provides, it also, during times of crisis, can be the venue for horror stories about brands. We mentioned in our Dec. 5 edition the plight of Delta Air Lines, whose Thanksgiving turkey was ruined when an unruly passenger’s tirade—and the cabin crew’s failure to boot him from the aircraft—was captured on video.
With any new job comes the chance to learn from more senior team members, but also comes the chance to teach a senior team member. Understand that when I use the word “teach,” it doesn’t mean that the new hire is coming into the position with more knowledge than you. What it means is that the new hire is arriving with potentially different knowledge than you already have.
The term PR may be obsolete by the end of 2017. The concept of PR meaning ”building relationships with one’s publics” remains valid. But the common vernacular meaning of PR as being mostly about media relations is rapidly going the way of the landline and the floppy disk. Look at titles today. My database used to be filled with titles like “PR manager.” Now it includes one or more of the following words in an astonishing variety of combinations: social, digital, content marketing, PESO, public relations, public affairs, communications, advertising, marketing, development, events, etc.
W2O Group continues its buying spree. The SF-based agency acquired Sentient Interactive, a firm specializing in digital paid and owned media analytics, strategy and marketing. Sentient president/co-founder Adam Cossman will serve as chief digital officer of W2O Group. Earlier this year, W2O said Mountaingate Capital secured an investment position in the firm to accelerate growth. W2O’s acquisition of Sentient, Pure and Marketeching during the past 6 months has added 100 employees and $25 million in revenue. — Ruder Finn acquired Daylight Partnership, a digital marketing and analytics consultancy. Daylight will merge with Ruder Finn’s digital arm and be known as RFI Daylight. Daylight founder David Ko will become SVP, RFI Studios Asia.
As the year draws to an end, there are many lessons that young PR people should have learned from 2016 news reports that can apply to our business. Here’s a look back at the learning moments of the year that sprang from the headlines.
Developing a brand message can be difficult. It can be even more difficult to ensure that your message stays consistent across all channels, both internally and externally. And when you have a crisis on your hands, and don’t have the luxury of a great deal of time in which to craft messages that address the crisis, that can be more difficult still.
“Finding the right influencer is like dating,” says John Walls, director, brand PR, luxury & lifestyle brands, Hilton Worldwide, who’s newly married. Agrees APCO Worldwide managing director Lisa Osborne Ross, “[Beginning a relationship with an influencer] is like starting any relationship…etiquette is etiquette…[and the relationship] really clicks when each side has something to offer…I’ve been married for 28 years…I’m very clear what my husband offers and what I offer,” Osborne Ross says in deadpan gest.
Given Snapchat’s reputation as the new kid on the social media block, it’s no surprise that Snap Inc. continues to add new features to the platform, even as its competitors develop and release copycat interfaces. At PR News’ Snapchat Boot Camp Dec. 7 at the National Press Club, Larissa von Lockner, PR and social media manager at PwC, and Megan Frantz, senior producer at The Shorty Awards, shared the most recent updates PR professionals should know about—and how best to use them.