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March 17, 2015 Transcript of #CommsChat on strategic PR: beyond media relations

This week on #CommsChat we discussed the evolution of PR encompassing social and crisis communications. Here are some of the highlights:

Read the full conversation below:

 

 

  1. Please forgive me – I got a bit carried away retweeting all the excellent views of my peers from . I’ll calm down now.

  2. strategy= beyond sales funnel. makes money, keeps it.

  3. Thanks again for another interesting Hope to join in again next week.

  4. I like to differentiate between paid for, earned & owned media – helpful way to distinguish PR & marketing activity

  5. Thanks for your insights tonight partakers, have a lovely evening

  6. Enjoyed keeping an eye on tonight whilst watching game – a first for me !

  7. We won’t win last-click-wins – need to track awareness, prove attribution data – a real struggle but essential

  8. strategy needs to look at all stakeholders not just current and potential customers

  9. always has to build in a reactivity whereas should be 99% proactive with one eye on a clever piggyback

  10. Final topic tonight – T5: How does strategy distinguish PR from marketing on the consumer side?

  11. Yes, both positive and negative – blogs, article comments, memes, spoofs – need to stay alert

  12. yes! Important to monitor and to share that which is relevant to your own organisation

  13. T4 What must learn from -adopt conversation v. broadcast approach. Journos=gatekeepers era over.

  14. Sorry I’m late been writing a post on my new blog 😉

  15. absolutely – media is social and vice versa now, both need to be considered and valued in any comms strategy

  16. Of course. User generated content is free market research and an opportunity to learn and engage

  17. The discipline of excellent PR will always be critical but the way info is exchanged has fundamentally shifted

  18. it can cement our role in influencing opinion, rather than generating publicity

  19. why not make the most of user generated content – what have you got to hide?

  20. Should user-generated content be the PR’s concern?

  21. that 140 characters are just as powerful as a long corporate statement!

  22. more human voice, not anodyne ‘we’re delighted ’ corporate speak that only relates to the media club

  23. very true – you have to work with the technology in a crisis

  24. Social is a living, breathing 24/7 platform that is talking about u whilst you sleep. You have to be prepared for that

  25. Social has changed everything. You cannot be reactive to a crisis and you cannot control everything

  26. Following on from that, topic 4: What can PR learn from social?

  27. T3: It has to – inextricably linked. Likewise you can’t have a slick media plan but do rubbish customer service on the phone

  28. Some bosses need convincing but PRs definitely need to stay one step ahead of ‘content marketers’

  29. it already is. I use Twitter just as much as Gorkana to find the right contacts. Good for following up too

  30. T3: if media relations does not evole to embrace social, it will cease to be relevant.

  31. media & social are hand in glove, should be treated with equal importance. Having solid digital channels are a must

  32. strong words! But I agree it’s expected now

  33. If you are in and not connecting with journos on social media the you need to take a long hard look at yourself

  34. yes absolutely! Via optimising content, influencer relations and ‘being social’. We’re well placed in various areas

  35. you need a tried and tested plan in a crisis but it’s impossible to predict every eventuality so need to be flexible

  36. I think it has to in some ways, but there is still a place for traditional media relations, an essential place

  37. The route to journalists is no longer linear. It hasn’t been for a long time

  38. T3: Can media relations evolve to encompass social?

  39. To be the chicken with its head screwed on…

  40. T3 In theory very. Practice and preparation also important. People need to know the drill to avoid slowing down the response

  41. Support for leaders & demonstrating leadership by being decisive & prepared are key in a crisis

  42. I’m about to blog on this – you can’t have a pre-planned strategy as such but you can be part of networks & systems

  43. T2: We need to build trust in advance so our audience insight & advice can be relied upon to create a response & help deliver it

  44. T2: not widely understood: my take/ 1. Identify issues and suggest mitigation 2. Plan for worst case 3. Help shape response

  45. How important is a pre-prepared strategy?

  46. Keep the media informed in a crisis and be honest about the things you don’t know

  47. T2 Objective voice, trusted advisor, stakeholder expert, facilitator of crisis plan execution

  48. Openness, honesty and rapidness are key to crisis management

  49. To remain calm, collected and implement a solid strategy to protect the brand

  50. Topic 2: What is the PR professional’s role in a crisis?

  51. depends on various things: sector, issue, aims of campaign are just three. Understanding this helps identify the who

  52. maybe that’s a good place to start, who are the right people?

  53. Don’t forget to use the hashtag in your replies!

  54. T1 we can help identify the right people, setting the framework to engage and getting internal buy in from the start

  55. honestly don’t know where to begin with only 140 characters!

  56. Our first topic of the night is a big one: How do PR professionals manage influencer relations?

  57. You must listen to your influencers first and then start to engage. It can be as simple as starting with a retweet

  58. First topic of the night: How do PR professionals manage influencer relations?

  59. Hi, welcome to our strategic PR you’re hosted by Emily from

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