4. Digital media and the
Web went to scale when
they went from a ‘push’
mechanism to a forum
for active participation
5.
6.
7.
8.
9.
10. What is a Brand?
Brands are intangible assets, created
by the emotions that people feel when
they experience, purchase or use your
products, interact with your employees,
see your name on the side of a vehicle
on the road and a myriad of other
uncontrolled interactions that happen
throughout their lifetime
24. Social media is nothing new
It’s the digital
aspect
that has
people
and
companies
scared
25. William Shakespeare
@Shakespeare
aka "Bard of Avon“
Best known for Hamlet, Romeo &
Juliette, Caesar, sonnets, poems, plays.
Location: Stratford-Upon-Avon; London
Joined twitter: 1564
Welcome to PR 2.0: How Digital Media Can Help You Build A Sustainable Brand
The reasons for this present a bit of a paradox, they both fear and underestimate the power of digital media.
On the one hand, they question whether these tools can truly make a difference, despite the fact that we have seen examples where messages with far fewer than the 140 character maximum of twitter can and have galvanized people to action.
At the same time they are concerned that negative messages could go ‘viral’ and damage their brand, not appreciating that the conversation – including any criticism – is going on whether or not they choose to participate.
Another common reason that companies do not effectively embrace digital media is that they fear losing ‘control’ of their brand.
But brands are intangible assets – the emotional connection that people feel when they hear your name or see your logo based on the sum total of their experiences and impressions of your company over time – and it can and often does happen not in the way that company’s strive to manage, but in those unexpected and ‘uncontrolled’ moments when your employees and the public interact.
And digital media are a powerful tool to accelerate and enhance these interactions.
Another common reason that companies do not effectively embrace digital media is that they fear losing ‘control’ of their brand.
Because brands are intangible assets – the emotional connection that people feel when they hear your name or see your logo based on the sum total of their experiences and impressions of your company over time – and it can and often does happen not in the way that company’s strive to manage, but in those unexpected and ‘uncontrolled’ moments when your employees and the public interact.
And digital media are a powerful tool to accelerate and enhance these interactions.
Often it is the unexpected, rather than the expected, that defines your brand.
No marketing campaign, no matter how well designed and executed; no press release no matter how well crafted; were more powerful than the actions of one person on the bridge of the Exxon Valdez in Prince William Sound in 1989.
Similarly the US Airways brand – along with the passengers – were in the capable hands of Captain Sullenberger and his crew when they were able to safely land their plane – without engine power – in the Hudson River – saving everyone on board.
But digital media DO have the potential to go broader and wider than even the 50,000 or 60,000 people who have the potential to witness the behavior of someone wearing your logo at a sporting event. That is why it is important to have a strategy, and to understand your stakeholders and what they need to know and the most effective forms of digital engagement approaches.
This is an important and even critical part of PR 2.0
But digital media DO have the potential to go broader and wider than even the 50,000 or 60,000 people who have the potential to witness the behavior of someone wearing your logo at a sporting event. That is why it is important to have a strategy, and to understand your stakeholders and what they need to know and the most effective forms of digital engagement approaches.
This is an important and even critical part of PR 2.0
