CommsChat on video and internal comms

This week's chat

Latest posts

Contributors

Brittany Golob

Melina Thalassinou

This week on #CommsChat, we’ll take a look at the uses of video for reaching an internal audience. There are many interesting uses of video for IC – often used by companies trying to explain a complex topic or reach a widespread audience. We’ll be joined by IVCA CEO Marco Forgione (@MarcoIVCA) and another guest or two.

Topics:

  • Why is video a useful tool for reaching a geographically disparate audience?
  • How can video be used to inform an internal audience about complex ideas?
  • What can video do that other IC tools can’t?
  • What should communicators do to make videos engaging and watchable?
  • What developments will shape the industry over the next few years?

Join us! We tweet from @CommsChat and #CommsChat takes place from 8-9pm UK time – for worldwide times, go here. Anyone can take part in the discussion – simply follow the hashtag here or on Twitter. If you can’t make the chat or would like to revisit it, a transcript will go up on Tuesday morning.

We’d love to hear your suggestions for future topics for #CommsChat – get in touch with Brittany by email or Twitter if you’ve got ideas.

 
#CommsChatGet updates
 

Transcript of #CommsChat with Waggener Edstrom

This week's chat

Latest posts

Contributors

Brittany Golob

Melina Thalassinou

Last week, we were joined by the GM of Waggener Edstrom UK, Cairbre Sugrue. He shared his insights on content marketing, public relations and social media. Here are some tweets that stood out:

@krismikulka4 I agree, I think it’s no longer ok to only push out messaging – customers want to be involved and to collaborate.
@thebeaverhousen Brands find success when they understand the middle ground between what the customer wants to know & what the brand wants to say
@cairbreUK the key is credibility. Customers are being bombarded with content today, which studies show they don’t trust
@thebeaverhousen PR hasn’t really changed we’re still conveying a message/story/narrative. Its just the carrier of that message which is different
@cairbreUK agree behave in business communications more as you would talking to close family, be more authentic
And the full hour:

 

  1. 1m

    Why is that?

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  2. 1m

    Tonight’s must draw to a close. Join me in thanking for his expertise and insights tonight.

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  3. 2m

    And the audience.

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  4. 2m

    I am not sure it has. There has always be a crossover between marketing and PR. Content used for different purposes

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  5. 3m

    The ability to copywrite for diff audiences, across different channels&intricacies diff markets key skills for PRs in modern age

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  6. 3m

    agree behave in business communications more as you would talking to close family, be more authentic

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  7. 3m

    . writting skills still important, you have to be able to craft stories for many channels – trad. press, social,

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  8. 3m

    I agree, especially in the digital age, where so many employees may need info on digital activities.

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  9. 4m

    You also have to be able to start and engage in a conversation rather than just ‘pushing’ messages out.

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  10. 5m

    Last few min of . Who has questions for GM ?

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  11. 6m

    writing possible, but you have to be able to craft stories for many channels – trad. press, social, video

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  12. 7m

    usually has something to say RT : How has the focus on content shifted skills requirements in PR?

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  13. 7m

    PR hasn’t really changed we’re still conveying a message/story/narrative. Its just the carrier of that message which is different

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  14. 7m

    more importantly PRs have to talk the language of marketers understand how their work meets biz goals

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  15. 8m

    you must understand the different channels available, the right analytical tools to evaluate success

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  16. 8m

    I think it’s put a stronger emphasis on writing skills, but then, that can’t be a bad thing for communicators!

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  17. 10m

    Last topic of the night is about content marketers: How has the focus on content shifted skills requirements in PR?

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  18. 11m

    As agreed on importance of research/analytics it is time for topic 4: What skills do you need for ?

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  19. 16m

    I agree but picking the right analytics is key – you need to start with digging under the audience’s skin

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  20. 17m

    sure guilty of buzzword bingo! Digital means you can access info at lower cost, faster

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  21. 18m

    of course but that isn’t analytics but a lot of research via multiple avenues

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  22. 18m

    of course but that isn’t analytics that’s a lot of research over multiple avenues

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  23. 19m

    RT : know what you customers are saying, where & when before you create content

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  24. 19m

    Or, what skills are required to be an effective content marketer?

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  25. 21m

    Topic 4 takes a bit of a shift: What are the top skills required for a PR person?

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  26. 21m

    Don’t miss a chance to ask your own question on ! Tweet your question now using

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  27. 22m

    would say you have to start with the analytics

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  28. 24m

    true changing slowly as practitioners we need to get better at explaining value

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  29. 25m

    True. I have found that starting with a few key analytics (strategy) and build up

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  30. 27m

    know your audience, tell good stories and be authentic all part of a good recipe

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  31. 27m

    yes & we’ve done a lot of analytics training lately but it’s a bit chicken & egg

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  32. 27m

    3rd topic for on : does produce results?

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  33. 28m

    True, but that goes together usually. You need the analytics to be good at content.

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  34. 28m

    analytics & segmentation have to inform content of course

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  35. 28m

    . How can you get accurate measurements? Ensure that they’re accurate?

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  36. 28m

    True but analytics is really opening eyes among marketers, helps to show value

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  37. 29m

    Whatever we do, storytelling must be a crucial part of it says in

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  38. 29m

    Without analytics content marketing would be like winking in the dark – you know you’re doing it but not sure if anyone can see u

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  39. 30m

    Time for topic 3: Does content marketing produce results?

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  40. 31m

    sure but its not just the content, technical side is critical important too analytics etc

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  41. 31m

    Agreed! It’s long term.

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  42. 32m

    perhaps. But many brands don’t think that way.

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  43. 33m

    I do think with content marketing that search and discovery is still important

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  44. 33m

    isn’t that just the principles of good storytelling should be part of any marketing 🙂

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  45. 34m

    !! RT : done properly should be at the very foundation of the narrative

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  46. 35m

    they don’t trust content that is all about the brand. Listen & give resources not just promotion

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  47. 35m

    done properly should be at the very foundation of the narrative

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  48. 35m

    agree, would argue can’t be done in isolation. Good content adheres to the basic principles of storytelling

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  49. 36m

    agree– such a great opportunity to better understand your customers

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  50. 37m

    Content marketing should be a part of a larger strategy. However, its basics are key: rich stories, engagement, audience centric

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  51. 38m

    Agree – which is why insight is so important – and profiling your customers. Segmentation has exploded thanks to social

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  52. 38m

    the key is credibility. Customers are being bombarded with content today, which studies show they don’t trust

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  53. 39m

    Content Marketing these days needs to be put in front of audience. Ordinary marketing still tends to be found instead

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  54. 40m

    Couldn’t agree more. Stats show most customers use at least 3 channels to communicate with 1 brand.

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  55. 40m

    A2 Marketing traditionally has put the org/product first; has to put the audience first

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  56. 40m

    I’d say we have to be careful to avoid the hype, good is an extension of your core strategy

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  57. 41m

    Employees & brand advocates (peers) are seen as the 2 most credible sources. How employees act is vital.

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  58. 41m

    Yes definitely. Multi-channel approach is essential now in everyday comms both internal & external.

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  59. 41m

    known as the Magic Middle

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  60. 41m

    Second topic of with : How is different from ? cc

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  61. 42m

    Brands find success when they understand the middle ground between what the customer wants to know & what the brand wants to say

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  62. 42m

    they always did

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  63. 42m

    which is why social has become very important. In order to help shape it the way you want, must participate

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  64. 42m

    This is happening now. Join in at RT : On to topic 2: : How’s it different from marketing?

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  65. 42m

    Absolutely! Customer insight is invaluable in getting the correct message, medium & audience.

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  66. 44m

    RT : yes they did brands are nervous now is because customers can shape a narrative that doesn’t fit with the brand

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  67. 44m

    On to topic 2: Content marketing: How’s it different from marketing?

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  68. 44m

    . True! I can think of a few examples, not least of which is the HMV/Twitter ordeal

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  69. 46m

    agreed. As our networks widen overall, that has impacted processes greatly. It’s not just cust, but employees as well.

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  70. 46m

    Don’t forget the tag! Others won’t see your tweets if you only reply to the acct.

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  71. 46m

    Students and grads, if you’re interested in a career in PR follow the hashtag for industry discussions, every Mon 8 – 9pm i.e NOW

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  72. 47m

    RT : brands have to take time to understand their audiences first and foremost

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  73. 47m

    they never did

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  74. 47m

    . that may be true It’s amazing the impact a single customer can have on brand reputation just via social/trad media

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  75. 48m

    I think a brand still has a lot of control over it’s messaging, how they portray themselves. BUT customers have wider influence

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  76. 49m

    RT : but brands can’t deliver their messages the old command control manner

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  77. 49m

    Hi , please use the tag when tweeting!

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  78. 50m

    RT : true but I think they also have to be prepared to allow customers to shape the narrative to a certain extent

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  79. 50m

    or should I say the narrative is 50% of the brand?

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  80. 50m

    RT : Cust. are helping create narrative, it’s down to brands to steer that & create added value w/ engaging content

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  81. 50m

    A1 Social Media has made it easy for fans/customers to create community & conversations around anything, including your brand

    Expand

  82. 51m

    I agree, I think it’s no longer ok to only push out messaging – customers want to be involved and to collaborate.

    Expand

  83. 52m

    . What should they be doing to prepare themselves

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  84. 52m

    brands need not necessarily lose control, but they have to be prepared to be involved in more dynamic conversations

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  85. 53m

    Or are companies losing control of narrative at all?

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  86. 55m

    but what hour?

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  87. 55m

    Maybe taking on additional brands to portfolio and losing track of core values along the way. thoughts?

    Expand

  88. 56m

    Social has a role to play, obv, but there’s an argument to be made 4 companies themselves getting bigger than msging can handle?

    Expand

  89. 56m

    First topic of with is: Why are brands no longer in control of their narrative?

    Expand

  90. 57m

    That should read “Why are brands…” my fault!

    Expand

  91. 58m

    Our first topic tonight is: Why brands are no longer in control of their narrative?

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  92. 58m

    RT : evening all

    Expand

  93. 58m

    Please don’t forget to use the tag when tweeting!

    Expand

  94. 59m

    : looks at all aspects relating to communications, When: Mondays, 8:00pm UK.

    Expand

  95. 59m

    Tonight we’ll take a look at content marketing, skills and PR with from

    Expand

  96. 1h

    Am battling a slow connection, but will be with you throughout the hour

    Expand

  97. 1h

    Evening friends, Brittany here from Communicate. Tonight on , we’re joined by from

 

#CommsChat on content with Waggener Edstrom

This week's chat

Latest posts

Contributors

Brittany Golob

Melina Thalassinou

This week, we’ll be joined by GM of Waggener Edstrom UK, Cairbre Sugrue (@WE_UK), who will chat about narrative, content and skills in PR. Take a look at the topics below.

  • Why brands are no longer in control of their narrative?
  • Content marketing: How’s it different from marketing?
  • Does content marketing produce results?
  • What are the top skills required for a PR person?
  • How has the focus on content shifted these skills requirements?

Join us! We tweet from @CommsChat and #CommsChat takes place from 8-9pm UK time – for worldwide times, go here. Anyone can take part in the discussion – simply follow the hashtag here or on Twitter. If you can’t make the chat or would like to revisit it, a transcript will go up on Tuesday morning.

We’d love to hear your suggestions for future topics for #CommsChat – get in touch with Brittany by email or Twitter if you’ve got ideas.

 

Transcript of #CommsChat on #brandvandals

This week's chat

Latest posts

Contributors

Brittany Golob

Melina Thalassinou

Last week, we featured the authors of the first book to have a hashtag as a title – Steve Earl and Stephen Waddington. The dynamic duo chatted about brand vandalism, crisis management and the abyss of complaints on social media.

Some interesting tweets:

  •  @AllthingsIC A2) Great phrase – ‘caustic criticism’ – key is for brands to be aware of the conversations, both on and offline
  • @mynameisearl T2: Actually moaning can be healthy: gets it off chest/useful feedback. V British #commschat. Normally don’t see #brandvandals coming though
  • @totmac Don’t dismiss people who are passionate because they care about the orgs. brand values and want to see them honoured
  • @NafisaNathani If customers care enough complain social media, will care enough to have conversation allow brands to convert ranters to ravers
  • @wadds A4. I also think we’re impatient. Societal change takes generations, not days or weeks.
  • @wadds Point of #brandvandals is that they’ve always existed. Nothing changes apart from speed and need for PRs to step up

Read the full transcript:

 

 

  1. 15h

    This is Brittany signing off. G’night all!

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  2. 15h

    I think I can agree with that

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  3. 15h

    Thanks Steve and Stephen for a great . You can pick up a copy of on Amazon. See transcript of the past hour tmrw AM

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  4. 15h

    Simple. PRs need to step up. We’ve never been more relevant. But if don’t we face becoming irrelevant

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  5. 15h

    It has been lovely (ing) with you all, now off to an audience with some stakeholders, publicly 🙂

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  6. 15h

    But it will fade/be forgotten if your experience isn’t matched in store!

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  7. 15h

    Yes you. Rascal.

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  8. 15h

    good thought

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  9. 15h

    A6) I’ve extracted relevant info for IC pros. Yes you still need to read it

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  10. 15h

    . We haven’t quite finished it yet but so far we like it! A great follow up to , well done guys!

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  11. 15h

    Can’t ever see McKinsey suggesting that a client needs to “grow a pair”. Wonder if they have a model for that?

     

     

    Expand

  12. 15h

    RT : Final thoughts from authors and ? <It’s real. It’s tough. Crack on. Fear no-one.

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  13. 15h

    RT but the speed is unprecedented, which makes it all the more challenging (and exciting)!

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  14. 15h

    Love it. Sign me up

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  15. 15h

    Sorry if I missed it, but are malicious in their intent, or simply frustrated and disconnected from brand?

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  16. 15h

    I’ve been doing that all night. Along with T6. That’ll be the next Heathrow terminal.

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  17. 15h

    but the speed is unprecedented, which makes it all the more challenging (and exciting)!

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  18. 15h

    Final thoughts from authors and ?

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  19. 15h

    engage with other depts, legal, ops, cust services, make allies internally. the will need it when crisis hits

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  20. 15h

    also available in speech format, a consulting model and there’s documentary in the works

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  21. 15h

    Another fantastic example!

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  22. 15h

    it changed mine… I didn’t know either had attitude. All hail Tesco

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  23. 15h

    Sorry I meant A6. To Q6. Not the type of Audi.

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  24. 15h

    RT Point of is that they’ve always existed. Nothing changes apart from speed and need for PRs to step up

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  25. 15h

    would be interesting to find out! Perhaps Twitter isn’t as powerful as some of us think!

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  26. 15h

    Point of is that they’ve always existed. Nothing changes apart from speed and need for PRs to step up

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  27. 15h

    Only way is engage, engage and engage- treat them like VIPs – it shows to everyone you care about customers in a personal way

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  28. 15h

    A6) I believe there’s a 90 day plan in a certain book….

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  29. 15h

    A5 Be prepared. Review systems and processes. Inject agility. Apply commonsense. Grow a pair

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  30. 15h

    book? What book? haha

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  31. 15h

    RT with tact, diplomacy, time and honesty

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  32. 15h

    T6. Book init

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  33. 15h

    “: T5. Listen and then figure out whether to take action. Basic PR best practice. “Agreed.Good PR starts there.

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  34. 15h

    A6) Orgs should deal with by knowing they exist in 1st place (listening), then determine how to respond. Same rules

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  35. 15h

    with tact, diplomacy, time and honesty

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  36. 15h

    RT : Last one: How should organisations deal with ? <Buy book/read/act? 😉

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  37. 15h

    I thought it worth capturing via Storify when it happened as had a feeling it may vanish

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  38. 15h

    T5. Listen and then figure out whether to take action. Basic PR best practice.

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  39. 15h

    there’s been a lot written then & since on whether it’s appropriate banter/language. Cust perception? I’m not sure

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  40. 15h

    RT : 1.1 million tweets/day with consumer wine views. listens & turn data into insight for industry <vin-tastic

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  41. 15h

    I didn’t know that another user initiated the whole thing! Brilliant fun

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  42. 15h

    Last one: How should organisations deal with ?

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  43. 15h

    I could see the wicked smile on your lips as you typed that ‘free’ comment and sat back… 😉

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  44. 15h

    very amusing but did it change customer perceptions of these brands?

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  45. 15h

    A5 – One advantage of is the short, sharp shock can prompt a brand rethink and action. Can be avoided though

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  46. 15h

    in a column I did in August, I indicated surprise how activist websites now sometimes being used against co’s.

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  47. 15h

    but even nutters need to be taken seriously – they still have power to disrupt.

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  48. 15h

    1.1 million tweets per day with consumer views of wine. listens & turn data into insight for wine industry

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  49. 15h

    agree re: expectations. More info and knowledge is a powerful influencer. A4.

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  50. 15h

    +1 RT robust with flexibility is probably the key to handling a crisis successfully

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  51. 15h

    And apart from your time, it’s largely free

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  52. 15h

    True, I wrote about their tweet-off in October last yr:

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  53. 15h

    A5 Let’s kickoff with an old fashioned bit of listening. Twitter is the largest research group you didn’t commision

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  54. 15h

    XO RT Think it’s worth saying a lot of these ‘brand vandals’ aren’t to be taken THAT seriously–most just nutters

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  55. 15h

    RT : Greenpeace, PETA, nutters? Don’t think so. <Can learn lots from them actually

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  56. 15h

    one way is to be be seen as addressing any issues and engaging with stakeholders (or whatever they are)

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  57. 15h

    robust with flexibility is probably the key to handling a crisis succesfully

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  58. 15h

    Always amazes me I even have the time to be grumpy about lots of things

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  59. 15h

    . don’t forget ! Who can forget their fantastical rap battle…

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  60. 15h

    not all nutters!

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  61. 15h

    Greenpeace, PETA, nutters? Don’t think so.

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  62. 15h

    I think increased competition has deepened our expectations for things that are harder to deliver consistently.

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  63. 15h

    RT : A5) “Lack of robust processes in an organisation can endanger it” <Yes. Often overlooked in comms

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  64. 15h

    or public, or audience, or market

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  65. 15h

    Good to see you 🙂

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  66. 15h

    agree but was disillusion created by faster society or has digital just given more options to act and fight back.

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  67. 15h

    true, social has increased expectations some meet them others slow and fail

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  68. 15h

    RT : T5: How can ire of brand vandals be turned to a brand’s advantage? <Question doesn’t include ‘stakeholder’. Phew!

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  69. 15h

    Think it’s worth saying that a lot of these ‘brand vandals’ aren’t to be taken THAT seriously – most are just nutters

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  70. 15h

    A5) According to a book I read recently (ahem), “Lack of robust processes in an organisation can endanger it”

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  71. 15h

    interesting POV. Do we expect too much?

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  72. 15h

    Equally, many brands/firms still don’t feel ‘answerable’ to regular media

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  73. 15h

    RT I suggest disillusionment isn’t higher, but expectations are. New channels are much more public, too. A4

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  74. 15h

    I suggest disillusionment isn’t higher, but expectations are. New channels are much more public, too. A4

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  75. 15h

    T5: How can the ire of brand vandals be turned to a brand’s advantage?

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  76. 15h

    A4. the mirror of opinion towards brands and business is bigger than it has been before. And maps real time.

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  77. 15h

    evening bit of a late arrival from me!

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  78. 15h

    Look at as a great example of how the brand is dealing with negativity with humour and sarcasm

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  79. 15h

    Hi Amanda, agreed > RT As well as negativity ppl can say when they are pleased to have issue resolved, and they do

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  80. 15h

    Stakeholders fine with me, reflects world we operate in, particularly in IC. Agreed, their understanding =crucial

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  81. 15h

    absolutely, and connectivity is key

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  82. 15h

    Measurable levels higher because it’s simply more visible?

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  83. 15h

    Arab Spring?

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  84. 15h

    And they do. Critics easily converted to loyal advocates.

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  85. 15h

    Quite right.

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  86. 15h

    or just too much, too fast with often senior stakeholders (oops) not understanding the channel

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  87. 15h

    A4. are levels of disillusionment higher? or is it that people have more ways to express and share what they have always felt.

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  88. 15h

    As well as negativity people can say when they are pleased to have an issue resolved, and they do

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  89. 15h

    A4. I also think we’re impatient. Societal change takes generations, not days or weeks.

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  90. 15h

    A4 All starts within the business. Has to be ‘good’ inside. Can’t expect a slap of make-up to conceal pock-marks

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  91. 15h

    Absolutely! Like during the blackout… an overused example maybe but they made us laugh

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  92. 15h

    yeah but that’ll change with a generation

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  93. 15h

    Slacktivism is an excellent word

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  94. 15h

    A4. Online action rarely translates to real life tangible action. I’m looking for examples

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  95. 15h

    RT : T4: Consumers have opportunity to voice opinion yet disillusionment higher than ever. What’s broken? <The walls?

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  96. 15h

    Disillusionment has always been high- it can just be tracked now. Brands can’t hide from being held to account in every way poss

    Expand

  97. 15h

    Q4. A Like, +1, fav is easy. Its mouse click. Real action is hard

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  98. 15h

    A4) Hmm, good question. People always had option to have their say, no permission needed. Disillusionment = more visible?

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  99. 15h

    Q4. This is an interesting issue. Very easy to mobilize a gang online… difficult to mobilize real change.

    Expand

  100. 15h

    On complaints: some brands seem to play precious around minor moans in the scheme of things. Sense of perspective & humour go far

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  101. 15h

    yes people complain by social media have been let down by traditional avenues-empathy needed

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  102. 15h

    to be honest… I tailor tags more specifically. Stakeholders generic and assuming

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  103. 15h

    I’m guessing uses something like “my dudes.” 😉

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  104. 15h

    T4: Consumers have the opportunity to voice opinion yet levels of disillusionment are higher than ever. What’s broken?

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  105. 15h

    meh. dissing my use of “stakeholders.” Apparently i’m not “hip” enough a PR practitioner for her.

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  106. 15h

    Hi Stephanie, good point

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  107. 15h

    made my day!

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  108. 15h

    so what can brands learn from ? Should they try to win them over?

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  109. 15h

    Previous tweet is quote from – it’s level of dialogue that is growing. Positive & negative views always existed

    Expand

  110. 15h

    The platforms/channels may have changed , but principles of good communication (and PR) remain constant. Or classic.

     View conversation

  111. 15h

    anyone with a significant public/network of their own can be an influencer. Bloggers or Twitter/Instagram users

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  112. 15h

    Contrary to rumour and I did not provoke & to brandvandalise each other here over semantics 😉

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  113. 15h

    The cheek! Like keeping things “classic”? This discussion is brought to you by Twitter.

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  114. 15h

    journos are influencers, intermediaries to a public/market

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  115. 15h

    A3) “Engagement isn’t option –it’s necessity. forcing level of dialogue orgs never had to contemplate before”

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  116. 15h

    A3. I’m rather cynical about online complainers. Find most are of the lazy variety with a self-inflated sense of importance.

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  117. 15h

    No one’s mentioned journalists?

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  118. 15h

    Good point! Critics often show they care about an org by taking time to criticize it.

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  119. 15h

    well you go with whatever hipster term you want but referring to stakeholders and publics is Classic public relations.

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  120. 15h

    anyone and everyone. Much easier for people to group around a common cause now. That’s why engagement is v important

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  121. 15h

    RT : If customers care enough to complain, will allow brands to convert ranters to ravers <Yes. Minus glowsticks

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  122. 15h

    yes, we argue that they are the people most likely to become advocates

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  123. 15h

    Well, that would depend as I’m sure it varies from organisation to organisation – customers, councillors, staff etc.

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  124. 15h

    I was being quite serious (ish). I take care with my labels and “stakeholder” is far too dusty and rigid for me .

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  125. 15h

    Agreed > RT A3 Anyone with an interest, good and bad

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  126. 15h

    Interesting RT Don’t dismiss people who are passionate b/c they care about orgs. brand values & want to see them honoured

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  127. 15h

    everyone! We are in an era absolute transparency. Customers, employees, shareholders – we are living world activism

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  128. 15h

    A3) Huge list & growing! Employees, customers, future & ex emp, politicians etc. Various methods bt all passionate & relevant POV

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  129. 15h

    I think stakeholders accurately describes the group referenced, too.