December 18, 2018

Helping PR pros make smarter decisions

Riding the Bandwagon (and Other PR Blog Jots)

Riding the Bandwagon (and Other PR Blog Jots)

Relationships First, Tools Second
Social TNT
I’ve read countless posts on the “shiny new toy” syndrome, and frequently use the phrase myself to describe my desire to latch on to the latest tool before I really consider the benefits it may or may not provide. Chris Lynn sums this up nicely, pointing out that PR pros frequently seem to jump on the bandwagon in their scramble to provide the most cutting edge advice to their clients, when really they should be focusing first on the people, and integrating the appropriate tools afterwards. “PR 2.0 is about listening, knowing your audience, what they talk about, how they communicate and meeting them on their court. It’s not about using Twitter cause company XYZ is, it’s about finding the best way to interact with and engage your audience and those talking about your brand. It’s about figuring out the best way to ignite those communities into rapid discussion about your brand. That’s the philosophy; the tools come secondary.”

Olympic PR
Common Sense PR
With the Olympics in Beijing on the horizon, Chinese officials have been attempting to conduct some spin PR for those who feel the country’s history of human rights issues and its occupation of Tibet should have ruled it out as an Olympic host. Eric Eggertson takes issue with these efforts, particularly the spin the Chinese are attempting to put on Tibet–that the protesting monks are mere radicals. “The Chinese government can spin all they want, but it won’t change the
western conviction that the people of Tibet are being kept in line through force and intimidation, not through open discussion.”

Brand New Spin
Speaking of political media spin, Gerald Baron thinks that a new technique has been unveiled this presidential election year. He notes that the Clinton campaign has consistently accused the mainstream media of “coddling” Barack Obama, and now a new editorial in the New York Times accuses them of doing the same with John McCain. Gerald thinks this points to a greater trend, and predicts an increased rift between the flacks and journos. “The point is this: when a successful strategy is identified and it is quickly copied. I predict a rough ride for the media in this election with continual claims of media bias and unfair coverage as a core campaign strategy. The lesson for PR folks and crisis communicators seems increasingly clear. It is now more acceptable than ever to challenge media coverage when you are under attack.”

2.0 Workplace
Micro Persuasion
Social media has ushered in many new roles in the traditional workplace, with some employees winding up in the sometimes unofficial role of “social media manager,” or other Internet related positions. Steve Rubel predicts that as the web continues to go more mainstream, the need for employees who specialize in Internet-specific areas will likely decrease. (Gulp!) “The web has finally become the dominant marketing and media platform and where everyone is largely focusing their resources. It’s “the new normal.” To me, this means that there will be less of a need for digital specialists across many industries. Some of these jobs won’t exist in their current form within a couple of years. They will be integrated into broader roles. Everyone will be expected to know how to navigate the online landscape if they want to have a thriving career.”

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