How Social Do You Want Your PR?


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One of the things we'll remember 2012 for will be the raft of social media buzzwords and phrases that came our way. Influencer marketing, neutral point of view, content curation, content marketing, brand journalism... these are just five of the many. Should we give much credence to such words? Do we even know what they mean? And what influence should they have on PR and how we do things?

A quick review of these and other topics will set the scene for a forward look into 2013 to shine a spotlight on what PRs should be paying attention to in the coming year - and how that attention can pay dividends in the leadership role PR ought to assume in the broad business landscape.

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How Social Do You Want Your PR?

  1. 1. HOW SOCIALDO YOU WANT YOUR PR? Neville Hobson @jangles January 24, 2013CIPRsm
  3. 3.  “The Hobson & Holtz Report” podcast, first episode on January 3, 2005  Co-hosts: Neville Hobson (UK) and Shel Holtz (USA)  60-90 mins weekly every Monday, recorded via Skype  Two reporters: US, Singapore  Downloads Q4/12: 24,000  Global audience: USA, UK, Canada, continental Europe, Australia, China  Two sponsors: Lawrence Ragan Communications, CustomScoopwww.forimmediaterelease.bizCIPRsm
  4. 4. ON OUR RADAR IN 2012CIPRsm
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  8. 8. To satisfy peoples hunger for great content on any topic imaginable, there will need to be a new category of individual working online. Someone whose job is not to create morecontent, but to make sense of all the content that others are creating. To find the best and mostrelevant content and bring it forward.The people who choose to take on this role will be known as Content Curators. The future ofthe social web will be driven by these Content Curators, who collect and share the best contentonline for others to consume and take on the role of citizen editors, publishing highly valuablecompilations of content created by others. In time, these curators will bring more utility and orderto the social web.In doing so, they will help to add a voice and point of view to organizations and companies thatcan connect them with customers – creating an entirely new dialogue based on valued contentrather than just brand-created marketing messages.Rohit Bhargava, Ogilvy CIPRsm
  9. 9. Content Marketing – Elevator Pitch  Traditional marketing and advertising is telling the world you’re a rock star.  Content Marketing is showing the world that you are one. Content Marketing – For Practitioners  Content marketing is about delivering the content your audience is seeking in all the places they are searching for it.  It is the effective combination of created, curated and syndicated content Content Marketing Institute definition/ CIPRsm
  10. 10.  High-quality content offers organizations a chance to be credible sources of information on industry happenings. This is a trend that is likely to live on for many years.  As with any successful PR or marketing initiative, you need to evaluate whether there are sufficient internal resources or if outside partners can help deliver your companys vision in order to become the trusted resource that you desire your organization to be. PR Week US of-traditional-media-outlets/article/273596/
  11. 11. /2010/03/welcome-when-every-company-is-a-media-company.htmlCIPRsm
  12. 12. IN OUR FACE IN 2013CIPRsm
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  16. 16. A Glimpse Into the Immediate Future for theCommunicator
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  19. 19. find-social-media-increasingly-trustworthy CIPRsm
  20. 20. WHAT IS PUBLIC RELATIONS? Public relations is about reputation - the result of what you do, what you say and what others say about you  Its aim is earning understanding and support and influencing opinion and behaviour  To establish and maintain goodwill and mutual understanding between an organisation and its publics
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  24. 24.  Profound changes are underway. Skeptics will finish last. Focusing on adoption is a dead- end strategy. Companies must be strategic. Companies must be decisive. Companies must act now. Social software tools include wikis, blogs, microblogs, discussion forums, social networks, social bookmarks, tagging, crowdsourcing, and prediction markets. CIPRsm
  25. 25. Companies cannot survive (let aloneprosper) without recognizing that Socialas a phenomenon can allow us toredefine our organisations to beinherently more fast fluid and flexible byits very design. Not by doing a little bitmore, or slimming down a bit here orthere, or by doing a few things a little bitfaster. No. We will not tweak our way intothe future.Nilofer Merchant, author, “11 Rules forCreating Value in the Social Era”
  26. 26. PR’S TIME TO LEAD 1. Provide clients with advice on what to do, and then how to communicate in the new landscape 2. Aim to have the dominant creative idea 3. Be comfortable with interpreting data and insistent upon using it 4. Show, don’t just tell 5. Find the right balance between global and local
  27. 27. Pity the PR person who is not agile and technically astute Brian Kardon CMO, Lattice Engines, New YorkCIPRsm
  28. 28. BE… Relevant  Ethical Measurable  Open Valuable  ProfessionalCIPRsm
  29. 29. HOW SOCIALDO YOU WANT YOUR PR? Neville Hobson @jangles January 24, 2013CIPRsm
  30. 30. Content of this presentation deck is Copyright 2013 Neville Hobson. Some rights reserved. Re-use permitted - read the Creative Commons license for terms. You can obtain a copy of the original PowerPoint deck on request. If you have questions or comment arising from your use of this deck, contact Neville Hobson:  +44 7577 997 222     @janglesCIPRsm
  31. 31. NEXT SOCIAL SUMMER Google + Author Rank – Steve Waddington – 21 February 2013
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