Creating a winning communications campaign demands that PR professionals master an array of new skills, the most important of which is the art of digital storytelling. It’s not good enough to know how to create a Facebook fan site, drive followers on Twitter, or cobble together conversation communities on different social networks. The key to success isn’t just the technology. Success starts by learning how to master the new narrative approach that digital technology enables. Fundamental to making ‘stories that succeed’ is understanding how to apply ‘the psychology of persuasion’ to planning PR projects so that target audiences do and think what you want them to do or think. By combining the latest marketing theory with practical tips along with a video case study, the presentation will look at how tomorrow’s PR people can start thinking today about the transformative behaviors that will help them master the new media environment.
The marketing might of modern public relationsBob Pickard
Social media is revolutionizing the way the world communicates and it is powering the public relations industry’s global ascendancy. In Asia, PR has traditionally been a relatively minor and subordinate part of the marketing mix but now it increasingly occupies centre stage. Because public relations is at its essence a social networking business, it is well positioned to thrive in the digital domain, especially in a region where mobile communications are the new marketing battleground. Media relations and publicity will always be a key part of PR, but now creating content, building communities, understanding analytics and applying the psychology of persuasion are all part of the picture. PR will always be about the art of relationships, but increasingly it is a measurable communications science.
Image and reputation in the age of digital communicationBob Pickard
In this presentation to the "Who's afraid of social media?" conference in Athens, Greece, Bob Pickard, President and CEO of Burson-Marsteller in Asia-Pacific, discusses the crafting and co-creation of persuasive narratives, digital storytelling through the newsfeed with stakeholders, producing and packaging content for the new public mind, and how the art of PR is becoming more of a science.
Digital Storytelling for Asian MultinationalsBob Pickard
Bob Pickard, CEO of Burson-Marsteller Asia-Pacific, gave a presentation to students at Singapore Management University (SMU) on image, reputation and the power of digital storytelling.
How the art of PR is becoming a scienceBob Pickard
As PR professionals become increasingly persuasive storytellers, public relations is becoming a powerful blend of relationship artistry and evidence-based digital science.
Communicating with social media to make corruption obsoleteBob Pickard
"Communicating with social media to make corruption obsolete: applying the technology of transparent times to inspire informed citizens" is the theme of this presentation which was delivered at Hong Kong to the 2015 Symposium of the Independent Commission Against Corruption (ICAC).
The marketing might of modern public relationsBob Pickard
Social media is revolutionizing the way the world communicates and it is powering the public relations industry’s global ascendancy. In Asia, PR has traditionally been a relatively minor and subordinate part of the marketing mix but now it increasingly occupies centre stage. Because public relations is at its essence a social networking business, it is well positioned to thrive in the digital domain, especially in a region where mobile communications are the new marketing battleground. Media relations and publicity will always be a key part of PR, but now creating content, building communities, understanding analytics and applying the psychology of persuasion are all part of the picture. PR will always be about the art of relationships, but increasingly it is a measurable communications science.
Image and reputation in the age of digital communicationBob Pickard
In this presentation to the "Who's afraid of social media?" conference in Athens, Greece, Bob Pickard, President and CEO of Burson-Marsteller in Asia-Pacific, discusses the crafting and co-creation of persuasive narratives, digital storytelling through the newsfeed with stakeholders, producing and packaging content for the new public mind, and how the art of PR is becoming more of a science.
Digital Storytelling for Asian MultinationalsBob Pickard
Bob Pickard, CEO of Burson-Marsteller Asia-Pacific, gave a presentation to students at Singapore Management University (SMU) on image, reputation and the power of digital storytelling.
How the art of PR is becoming a scienceBob Pickard
As PR professionals become increasingly persuasive storytellers, public relations is becoming a powerful blend of relationship artistry and evidence-based digital science.
Communicating with social media to make corruption obsoleteBob Pickard
"Communicating with social media to make corruption obsolete: applying the technology of transparent times to inspire informed citizens" is the theme of this presentation which was delivered at Hong Kong to the 2015 Symposium of the Independent Commission Against Corruption (ICAC).
This presentation was delivered on April 29th 2014 to an audience of financial services organizations at the Foreign Correspondents' Club of Hong Kong. It outlines why the financial services sector has been a social media late-bloomer, how it can get with the digital program, and things to think about in the design of their social business (as viewed through the prism of marketing communications).
Here are the areas of marketing, media and public relations that I’m thinking about for 2017 in my day job in at Ketchum. Let me know what you think. We’ve love to help your organisation think through some of these challenges.
Ketchum Digital & Social Almanac 2016 is a review of the year ahead in public relations based on the top 100 stories in digital and social, identified by the Ketchum Engagement network in 2015, and 17 viewpoints written by our experts from around the world.
This study assesses corporate marketing and communications activity on top social media channels by 120 of Asia’s leading companies. Companies were selected from the Wall Street Journal Asia 200 Index
of Asia’s leading companies as determined by executives and professionals across Asia-Pacific. The top 10 companies per country were selected. A full list of companies surveyed is available on page 33 of this study. The countries studied were: Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, The Philippines, Singapore, South Korea, Taiwan and Thailand.
Data was collected in July 2011 by Burson-Marsteller’s Asia-Pacific digital and research teams.
Overseas corporate communications for Chinese companiesBob Pickard
This presentation was delivered in Beijing on March 20th 2014 to the 'China Going Global' think tank. The theme was "Overseas corporate communications for Chinese companies: building image and protecting reputation"
Hanson Hosein: Storyteller Uprising Fall 2013Hanson Hosein
With the decline of traditional journalism, there’s an increased need for trusted information and content. This presents a huge opportunity to individuals, communities, companies and organizations. They can fill that void by telling their own multimedia stories and creating their own channels of distribution — thereby serving as trusted sources in their own right. That’s the “uprising” — people seizing control of communication by building ongoing credible connection through story and digital technology. Storyteller Uprising explains why this is now possible, and why you should harness the power of content in your own communication endeavors.
Presented by Hanson Hosein, Director, Communication Leadership graduate program at the University of Washington, Host Four Peaks TV, President, HRH Media Group (www.hrhmedia.com)
“A must-read for anyone trying to understand the changing world around us, especially anyone who’s got an idea, product or service to sell–which is anyone in any kind of business.” — Sree Sreenivasan, CNET (and Chief Digital Officer of Columbia University) “How to profit from the social media Storyteller Uprising“
“For anyone interested in media and how it’s being transformed by social media and the digital age, this is a must read. It will also give you unique perspective and things to think about, only possible from someone like Hanson Hosein who has such a fascinating background in traditional media, new media and also academia. It’s an easy read with important points on storytelling, how it’s changed due to technology but also how it’s stayed the same.” — Craig Kanalley, Senior Editor Huffington Post, “Great Read — Amazon.com review“
This deck was prepared for a workshop session with NHS comms directors hosted by NHS Providers in London on 25 January, 2018.
If there’s anything that I can do in my role at Ketchum to help your organisation address any of the issues highlighted, please let me know.
Marketing & Brand Awareness presentation by Liberty County Chamber/CEO, Leah Poole and City of Hinesville Public Relations Director, Brittany Denney, from the June 2017 Lunch & Learn Workshop.
Presentation given by Christophe Ginisty on March 12th, 2013 at the opening session of "PR 2.5+ Roundtable 2013: Benchmark Global Best Practices of New Media PR Stratagems and Crisis Management" in Shanghai, China
Insights: Interviews on the Future of Social Media - Edited by Anil Dash & Gi...Brian Solis
This book was created as an exclusive reward for backers
of ThinkUp in the fall of 2013. The interviews
documented here took place over the span of several
months, but have been edited as lightly as possible to
best capture the energy and inspiration of the
interviewees.
The book’s first goal is to help members get more value out of using ThinkUp. More deeply, we hope these interviews reveal the thought involved in creating technology that is meaningful, built on ideas thatemerge over years or even decades of work.
This is an article and deck about the outlook for public relations and social media in 2018. It’s based on insight from my day job working at Ketchum.
12 months is an arbitrary period to measure change in a sector that is rapidly innovating in some areas such as artificial intelligence and digital media; but woefully slow in others such as diversity and ethics.
If there’s anything that I can do in my role at Ketchum to help your organisation address any of the issues highlighted, please let me know.
More than a decade ago, there were no such thing as 'traditional' or 'digital' PR agencies, there were only PR agencies. Now, the landscape is very different; some agencies have embraced the opportunities that digital can offer and others are being left behind.
The Hidden Value of a Social Strategy: Social Listening in PracticeBrandwatch
In this whitepaper, we introduce several areas where social intelligence promotes a business’s goals but will never receive attribution for doing so. Specifically, while word-of-mouth recommendations are the most trusted form of marketing, their effects on sales may never be quantified through social alone.
Connecting the Dots with @LinkedIn #CannesLions / #OgilvyCannesOgilvy
#CannesLions 2013 panel with Jeff Weiner of LinkedIn, Bob Lord of Razorfish, and Elyssa Grey of Citi on the evolving relationship between content and engagement.
Humans first—a Hootsuite guide to social media strategyJames Mulvey
I developed this story about building social strategies around four fundamental human needs. This deck was used as an executive talk-track and sales enablement piece for our enterprise sales team.
Stuff about Twitter & Social Media for Marketing Magazine event (http://bit.ly/31Zea6) October 2009 with case studies from Five by Five & from Phones 4 U.
bluurb.wordpress.com
There are 1.5 million non-profits with an estimated $2.6 trillion in assets. Some are huge operations including the United Way, Red Cross, American Cancer Society and the YMCA. Some lobby. Some compete against non-profits. They all compete against each other for donations. All face compassion fatigue, and many run into PR difficulties ... or worse (see Lance Armstrong and Livestrong). They may not be for profit and for the most part they are well respected, but they still need reputation and brand management in our 24-7-365 digital society.
This presentation was delivered on April 29th 2014 to an audience of financial services organizations at the Foreign Correspondents' Club of Hong Kong. It outlines why the financial services sector has been a social media late-bloomer, how it can get with the digital program, and things to think about in the design of their social business (as viewed through the prism of marketing communications).
Here are the areas of marketing, media and public relations that I’m thinking about for 2017 in my day job in at Ketchum. Let me know what you think. We’ve love to help your organisation think through some of these challenges.
Ketchum Digital & Social Almanac 2016 is a review of the year ahead in public relations based on the top 100 stories in digital and social, identified by the Ketchum Engagement network in 2015, and 17 viewpoints written by our experts from around the world.
This study assesses corporate marketing and communications activity on top social media channels by 120 of Asia’s leading companies. Companies were selected from the Wall Street Journal Asia 200 Index
of Asia’s leading companies as determined by executives and professionals across Asia-Pacific. The top 10 companies per country were selected. A full list of companies surveyed is available on page 33 of this study. The countries studied were: Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, The Philippines, Singapore, South Korea, Taiwan and Thailand.
Data was collected in July 2011 by Burson-Marsteller’s Asia-Pacific digital and research teams.
Overseas corporate communications for Chinese companiesBob Pickard
This presentation was delivered in Beijing on March 20th 2014 to the 'China Going Global' think tank. The theme was "Overseas corporate communications for Chinese companies: building image and protecting reputation"
Hanson Hosein: Storyteller Uprising Fall 2013Hanson Hosein
With the decline of traditional journalism, there’s an increased need for trusted information and content. This presents a huge opportunity to individuals, communities, companies and organizations. They can fill that void by telling their own multimedia stories and creating their own channels of distribution — thereby serving as trusted sources in their own right. That’s the “uprising” — people seizing control of communication by building ongoing credible connection through story and digital technology. Storyteller Uprising explains why this is now possible, and why you should harness the power of content in your own communication endeavors.
Presented by Hanson Hosein, Director, Communication Leadership graduate program at the University of Washington, Host Four Peaks TV, President, HRH Media Group (www.hrhmedia.com)
“A must-read for anyone trying to understand the changing world around us, especially anyone who’s got an idea, product or service to sell–which is anyone in any kind of business.” — Sree Sreenivasan, CNET (and Chief Digital Officer of Columbia University) “How to profit from the social media Storyteller Uprising“
“For anyone interested in media and how it’s being transformed by social media and the digital age, this is a must read. It will also give you unique perspective and things to think about, only possible from someone like Hanson Hosein who has such a fascinating background in traditional media, new media and also academia. It’s an easy read with important points on storytelling, how it’s changed due to technology but also how it’s stayed the same.” — Craig Kanalley, Senior Editor Huffington Post, “Great Read — Amazon.com review“
This deck was prepared for a workshop session with NHS comms directors hosted by NHS Providers in London on 25 January, 2018.
If there’s anything that I can do in my role at Ketchum to help your organisation address any of the issues highlighted, please let me know.
Marketing & Brand Awareness presentation by Liberty County Chamber/CEO, Leah Poole and City of Hinesville Public Relations Director, Brittany Denney, from the June 2017 Lunch & Learn Workshop.
Presentation given by Christophe Ginisty on March 12th, 2013 at the opening session of "PR 2.5+ Roundtable 2013: Benchmark Global Best Practices of New Media PR Stratagems and Crisis Management" in Shanghai, China
Insights: Interviews on the Future of Social Media - Edited by Anil Dash & Gi...Brian Solis
This book was created as an exclusive reward for backers
of ThinkUp in the fall of 2013. The interviews
documented here took place over the span of several
months, but have been edited as lightly as possible to
best capture the energy and inspiration of the
interviewees.
The book’s first goal is to help members get more value out of using ThinkUp. More deeply, we hope these interviews reveal the thought involved in creating technology that is meaningful, built on ideas thatemerge over years or even decades of work.
This is an article and deck about the outlook for public relations and social media in 2018. It’s based on insight from my day job working at Ketchum.
12 months is an arbitrary period to measure change in a sector that is rapidly innovating in some areas such as artificial intelligence and digital media; but woefully slow in others such as diversity and ethics.
If there’s anything that I can do in my role at Ketchum to help your organisation address any of the issues highlighted, please let me know.
More than a decade ago, there were no such thing as 'traditional' or 'digital' PR agencies, there were only PR agencies. Now, the landscape is very different; some agencies have embraced the opportunities that digital can offer and others are being left behind.
The Hidden Value of a Social Strategy: Social Listening in PracticeBrandwatch
In this whitepaper, we introduce several areas where social intelligence promotes a business’s goals but will never receive attribution for doing so. Specifically, while word-of-mouth recommendations are the most trusted form of marketing, their effects on sales may never be quantified through social alone.
Connecting the Dots with @LinkedIn #CannesLions / #OgilvyCannesOgilvy
#CannesLions 2013 panel with Jeff Weiner of LinkedIn, Bob Lord of Razorfish, and Elyssa Grey of Citi on the evolving relationship between content and engagement.
Humans first—a Hootsuite guide to social media strategyJames Mulvey
I developed this story about building social strategies around four fundamental human needs. This deck was used as an executive talk-track and sales enablement piece for our enterprise sales team.
Stuff about Twitter & Social Media for Marketing Magazine event (http://bit.ly/31Zea6) October 2009 with case studies from Five by Five & from Phones 4 U.
bluurb.wordpress.com
There are 1.5 million non-profits with an estimated $2.6 trillion in assets. Some are huge operations including the United Way, Red Cross, American Cancer Society and the YMCA. Some lobby. Some compete against non-profits. They all compete against each other for donations. All face compassion fatigue, and many run into PR difficulties ... or worse (see Lance Armstrong and Livestrong). They may not be for profit and for the most part they are well respected, but they still need reputation and brand management in our 24-7-365 digital society.
Convergence of PR and Content Marketing Kenneth Lim
This deck was first presented at a Webinar on 30 Nov 2016. It explores the need for PR and Marketing to work closer amidst the rise of digital content. Message alignment is key, both PR and Marketing should speak the same language to drive for the common goal of achieving better conversion rate through PR and Marketing content amplification.
Paper, plastic, or neither? This ubiquitous question posed at the checkout aisle was recently examined in a comprehensive consumer study by Edelman Berland. Amidst a trend of grocery bag regulations in some cities and states, ‘reusable’ shopping bags which include non-woven polypropylene and low density polyethylene bags, are often emphasized in legislation as an environmentally friendly alternative to paper and plastic bags. The team conducted this consumer survey to determine how often consumers reuse their ‘reusable’ bags and also find out which bag consumers ultimately pick for groceries.
An overview of public relations and social media guidelines, suggestions, tips and best practices for sports nonprofit organizations. This was presented at the Up2Us Regional Executive Director's meeting in Los Angeles, CA, on August 26, 2013 by Howard Brodwin, Sports and Social Change.
http://www.sportsandsocialchange.org
Responsive Marketing in a Real Time World David Armano
It used to be easy. Plan, test and launch marketing campaigns over an ample amount of time. But marketers need to think more like developers who deal in rapidly changing and fast moving environments where technology constantly evolves. Today, brands are both built and preserved in real time and content is the currency of the Web. The modern day imperative for organizations is evolving their marketing machines to operate both at scale and with agility.
Building your brand – A practical guide for nonprofit organizations4Good.org
This "brand 101″ session is designed to help nonprofit leadership and board members understand the basic concepts around developing and maintaining a strong brand.
The new Global Communications Report, produced by the Holmes Report in conjunction with University of Southern California’s Center for Public Relations, is the definitive study of the global public relations industry, featuring research, agency rankings and industry analysis.
Edelman Canada shares highlights from Alberta Finance Minister Joe Ceci’s 2017 Budget. To learn more about Edelman Canada, please visit www.edelman.ca.
Exploring the mental wellbeing of the public relations professionStephen Waddington
The #FuturePRoof report lifts the lid on mental health in the public relations profession, and attempts to characterise the issue, signpost potential solutions, and identify best practice.
You might not need six or more people on your content team. Rather, these are roles and responsibilities to assign as part of any comprehensive content org chart. See full explanation here: https://annhandley.com/a-simple-content-marketing-org-chart/
Our products will help "any" Business Professional: Physician, Dentist, Insurance Agent, Accountant, Restaurateur, etc., Market themselves and their business, Online or Offline
Telling your brand story in the social media agePete Durant
54% of brands have the same thing to say and no point of difference. In this new social media age, this proposes what your true story should be, a new marketing planning and strategic framework to help tell it and a new content strategy to bring these to life.
The future of integrated campaigns: the art of transmedia planningtitofavino
Looking at how the media landscape has changed and how we can harness it to develop successful integrated campaigns that connect and engage with the audience in a new and more involving way.
To stand apart from the crowd you need a great story, with a great hook, whether you're promoting your company, a product or service.
Find out out what you need to successfully promote the kinds of stories that capture media attention.
This presentation explores how brands can “co-create” meaningful experiences with people...By imbibing values of real people.
Let me know what you think in the comment section below
This thought piece, authored by strategists from the Proximity network and presented by Digital Lab, examines the empirical need for social media investment by brands and explores the frameworks for measuring the...
2016 was not the year for faint-hearted marketers as they pushed to measure and prove the ROI of their content marketing efforts to fight for larger budgets.
How will content marketing evolve in 2017? The brightest minds in marketing weigh in with their predictions.
15 thought leaders presenting at the Authority Rainmaker conference share integrated marketing advice on Design, Content, Traffic and Conversion.
Authority Rainmaker conference is May 13-15 in Denver, CO featuring nationally known experts including Daniel Pink, Sally Hogshead, Chris Brogan and Henry Rollins. Marketing experts include Brian Clark, Ann Handley, Joe Pulizzi, Danny Sullivan, and many others.
This eBook was produced for Copyblogger Media by TopRank Online Marketing.
Good PR is the key to any company’s success. Communicate often, and communicate well!
How can PR leverage social media to tell a better story and reach a far wider audience? From 24/7 social listening to influencer engagement, here are 10 ways in which social media is changing the way you do PR for your organization.
Content Marketing Strategies Conference: Simon Kelly_keynotedlvr.it
The 2011 Content Marketing Strategies Conference (contentmarketing2011.com) had some amazing speakers and lively conversation. This is one great example. Continue the conversation at twitter.com/content2011.
Communication as a leadership skill is becoming more important than ever before. As we have seen in the case of Elon Musk, how CEOs signal their leadership on social media can make or break a company's reputation. Social is making PR a more critical corporate function, and now leadership communication by executives online is the key to public relations success for senior leaders.
PR in the c-suite: harnessing the disruptive power of social media for leader...Bob Pickard
If the cautionary Trump case study teaches us anything, it is the disruptive power of social media for leadership communication.
Communication technology has always been used for good and for ill, but when it is applied by leaders who understand public relations — or propaganda, its ‘evil twin’ — social media is now probably the most formidable force both for ethical persuasion and mass manipulation.
Especially when something goes wrong for an organization in the public domain, all eyes go online looking for the leader. But often CEOs are absent from social media and among those who are online, there are many who don’t know how to communicate with the public.
What we are seeing today is one PR disaster after another playing out on social media, with the character and capability of CEO communication proving decisive in deciding whether reputations are ruined or brands are built at these spectacular moments of truth.
Success in the c-suite has always been the holiest of grails for the public relations industry, but Bob Pickard of Signal Leadership Communication Inc. — one of Canada’s best known corporate communicators with a 20 year record building PR businesses overseas — believes that our industry is not yet realizing its potential when it comes to the public communication of top executives on social media.
Bob, who has counselled and coached hundreds of senior leaders around the world, will explain the challenges of access and attitude for CEO communication and share the latest ideas and insights about what he will argue is increasingly one of the most important segments of the public relations consulting business.
PR disasters: is social the problem or the solution?Bob Pickard
As this presentation outlines, the answer is 'both.' Social CEOs - using digital communications platforms effectively real-time and in tune with community emotion - can intercept and attenuate most corporate issues and incidents to prevent them from becoming full-blown PR disasters.
International communication for Asian multinationals: PR's next big thing?Bob Pickard
It won't be long before a majority of the FORTUNE 500 multinationals are based in Asia. China alone has 109 of these MNCs, but most of these are unknown globally. How these companies decide to use corporate communication to promote image and protect reputation as they build global brands in a social media age is the 'next big thing' in global public relations.
PR disasters: is social media the problem or the solution?Bob Pickard
In the social media age, managing your message and communicating effectively during a crisis has never been more important for leaders and their organizations. Social media’s power to build image and to destroy reputation is making public relations more important, while many of the old methods of corporate communication have suddenly become outmoded. This presentation contains recent public opinion research on social media, fake news, and PR disasters — backed by practical recommendations for leaders who need to communicate effectively as they deal with digital disruption.
PR disasters! Is social media the problem...or the solution?Bob Pickard
Just about everything that famously goes wrong is now called a 'PR disaster'. What can we do to deal with this new form of digital PR disruption? This presentation was delivered in Canada but includes global cases and international insights.
Public opinion poll on PR disasters and social mediaBob Pickard
Real and perceived PR disasters have become all the rage and they are happening in a famous way almost every day. This new study by Signal Leadership Communication Inc. (conducted by its partner company Nanos Research) points to the public's belief that social media is causing the problem of PR disasters, and that communicating on social media is the best solution.
Signal Leadership Communication Inc. (SLC), a social public relations firm for executives and companies dealing with digital disruption, today released the results of a new study of how leading Canadian chief executives are using – and not using – social media. The Signal Social CEO Index is based on the Canadian Business magazine list of Canada’s Top 100 highest-paid CEOs (published on January 4th 2016).
New poll finds that social media is seen as the top threat to public imageBob Pickard
Signal Leadership Communication Inc., a social PR consultancy for executives dealing with digital disruption, commissioned Nanos Research to conduct a public opinion poll of 1,000 Canadians which has found that social media is seen as the medium most able to cause damage to public image. Eighty-four percent (84%) of respondents surveyed said that social media ‘can do a great deal of damage to the image of an individual or organization.’ Only 71% felt this was true of both online news and broadcast television, while just over half (52%) said it about print newspapers and just under half (48%) about radio.
Worldwide communication for Asian multinationals Bob Pickard
Almost 200 companies on the Fortune 500 list are now from Asia, but most of these rising multinationals - notably the nearly 100 based in China - remain relatively unknown outside their home regions. This next generation of worldwide titans are now wondering whether and how to use public relations to help build global brands, representing one of the industry’s biggest commercial opportunities. This new wave of companies will become world famous for the very first time in a social media age, but their embrace of PR as a critical corporate function is by no means a foregone conclusion. With Asia the world’s emerging centre of economic gravity, the region will be a critical battleground for the future of international public relations.
Digital and social media across Asia-Pacific marketsBob Pickard
This presentation delivered at the Lee Kong Chian School of Business in Singapore Management University provides an overview of digital dynamics in Asia-Pacific and outlines communications approaches designed to resonate with social media communities.
How Asian Corporations are Using Social Media to Communicate with Global Comm...Bob Pickard
More than a third of the world's top 2000 companies are now based in Asia. This presentation is about how they are closing the gap with their Western competition in fostering and engaging international communities using social media.
Social responsibility > Social marketing > Social mediaBob Pickard
The intersection of social responsibility, social marketing and social media presents challenges and opportunities for today's corporate communicators.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
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B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
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Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
Exploring Patterns of Connection with Social Dreaming
Modern PR professionals: the persuasive storytellers
1. Modern PR professionals: the persuasive storytellers Robert Pickard guest lecture 2010 January 20th
2. Pre-modern analogue public relations PR was seen more as an ‘art’ Based on relationships with face-to-face key There was attention span & focused thinking Analogue methods were used to propagate information Primitive technology Deliberate and slow Text was King Ample time for stories
3. Modern digital public relations PR becoming more a science E-relationships Digital methods No attention span; distraction is a constant People continuously online Technology massively propagates pictures, videos and ephemera ‘Content’ is King Scant time for stories
4. Definitions of a ‘story’ A narrative, either true or fictitious, in prose or verse, designed to interest, amuse, or instruct the hearer or reader; tale. A fictitious tale, shorter and less elaborate than a novel. The plot or succession of incidents of a novel, poem, drama, etc. A narration of the events in the life of a person or the existence of a thing. A report or account of a matter; statement or allegation. A lie or fabrication. Source: dictionary.com
5. PR definition of ‘story’ The story is the most important things a company needs to tell its target audiences... so that Those people will do and think... ...what we want them to do or think know of the company feel favourable towards its brand recommend its products to others invest in the stock make positive comments online want to work there
6. Ten key concepts No brainer: the mind is the key issue when it comes to PR. The unconscious mind is more powerful than the conscious mind. The emotions of the unconscious mind determine PR success, not the rational logic of the conscious mind. Metaphors communicated through storytelling tap into the unconscious mind where people make decisions. PR pros need to design and conduct campaigns accordingly. The ‘storytelling zone’ of the mainstream news media is shrinking, but it is growing in the entertainment media and social media. Every company can tell its own stories, like a media company. Digital is now changing narratives; new stories are actually being co-created via conversations with people online. Understanding the ‘psychology of persuasion’ within networked contexts is a key skill for modern communicators. Today’s PR people must think like story writers & media producers.
7. PR is all in the mind... “We are born into this world unarmed...our mind is our only weapon.” -- Ayn Rand
8. ...and the unconscious mind rules Our deepest thoughts – the ones that account for our behaviour in the marketplace – are unconscious “According to most estimates, about 95 percent of thought, emotion, and learning occurs in the unconscious mind —that is, without our awareness.” [Zaltman] Support for the fact that the emotions of the unconscious mind drive human behaviour comes from neuroscience (using advanced new fMRI brain scans), psychology, and is being widely adopted in advertising...but not much in PR “The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.” -- Donald Calne
9. Stories tap into the unconscious mind It is unconscious thoughts, feelings, and desires that drive purchasing decisions we make each and every day of our lives. People tend to remember products when they are woven into the narrative of media content. They tend not to remember brands that don’t play an integral role in the story because people can see them as being ‘just ads.’
10. PR pros know about storytelling PR people spend their careers trying to convince executives that they should invest more in ‘earning’ editorial media coverage of their brands in news stories rather than ‘buying’ paid coverage through advertising. Because people can readily identify ads when they see them – and we tend to think that ads are supposed to be present during times and places we expect them to be – they attach less credibility to their claims. But if they see a product featured in a news narrative, people are less likely to be suspicious and more likely to trust brand messaging that isn’t visibly purchased.
11. The news is a story product The news is a product which media companies sell, and people have attached a value to it with paid subscriptions a tangible measure. News product has been produced by standards-based journalism that is supposed to be: motivated by the pursuit of truth resourceful in the use of research informed by facts governed by standards and edited with balance News content is still big, but journalism getting smaller.
12. Decline of news story quality The economic basis of the traditional news media business is crumbling, and so the quality of editorial product is declining fast. As a result of lower quality, people trust media stories less than they did before: there are fewer good reporters around, and not as many exacting editors battles about editorial ethics versus just going with what a company hands you for content are less frequent money is the only thing that seems to matter now more than ever, speed trumps accuracy
13. Reduction of news story quantity Media companies have tried to make the news more entertaining and opinionated (rise of spectacle and sensation), and the result of this debasing of ‘journalism’ is a further reduction of news’ credibility. Therefore, there are fewer eyeballs reading a shrinking number of trusted news media stories. Less signal, more noise: the supply of journalism-grade news is shrinking; aggregated raw content keeps expanding.
14. Where PR storytelling is shrinking OK, so if a brand’s involvement in a story is still the best way for a product to get noticed... ...then what do PR people do if there are fewer trusted news sources producing a reduced number of stories that will be credible enough to have commercial impact even if we ‘earn’ coverage successfully? Where can PR communicate narratives if the storytelling zone is shrinking?
15. Where PR storytelling is growing Entertainment media, through embedding brand narratives into the ‘plot’ Social media, through creating brand-centric networks and creating ‘conversations’
16. Embed stories in entertainment media Historically there have been efforts towards making advertising seem more like media stories. The ‘advertorial’ is an old trick for this purpose, but everyone recognizes such a blatant approach (thus its low impact). Now we see many more movies and TV shows where the plots are explicitly scripted to sell product surreptitiously. In other words, to sell unwitting people products embedded within story lines. Simple product placement has been going on for decades, but this scripting trend takes commercial penetration of the public media mind to a new level.
17. Is this a good thing? About stories in the news media that contain a PR-earned product mention, some people might ask: “Is this really the news?” Nowadays, regarding stories in the entertainment media that contain scripts written to sell products, maybe more people will be asking:“Is this really entertainment?” People seem increasingly marketing savvy and might see through such insidious technique. Maybe more will want their marketing interaction straight-up, honestly transparent?
18. Every company a media company Richard Edelman has frequently emphasized in many speeches that “every company can be a media company.” IF a declining media business can no longer generate an ample supply of compelling story content... IF, owing to its resource constraints, media is becoming an automated and uncritical B2C conveyor of pre-packaged marketing information passed to them by PR people... THEN why can’t corporations fill the void themselves and communicate stories directly to the public...
19. Professional ‘storyselling’ Corporations have the money and the talent to create the storytelling content, aided by a massive, accelerating ‘brain drain’ from journalism. Journalists know a thing or two about stories... PR agencies sell their ‘master narrative’ corporate storytelling tools. Elements of a Company Story BACKSTORY How does a company's past play into where it is today? COMPLICATION & STRUGGLE What are the obstacles that stand in the way of success? STAKES What is at stake for the company, its employees and its industry? FUTURE PROMISE What is a company doing to chart to deliver on its strategy? PAYOFF What actions are needed for a company to achieve its goals? Source: Edelman
20. Making people part of the plot But wait a minute: people might perceive that a company is using such techniques as advertising and so they won’t trust it, right? Increasingly, it seems people think marketing can be credible if they are involved, not just reading someone else’s story, but feeling like they are part of the plot themselves. Old-style advertising assumes a passive person just sitting there consuming information. Individuals could follow cues and do what they were told, but they were atomized and felt insignificant alone. Nowadays, people trust traditional institutional sources of top-down vertical information much less.
21. PR 101: making folks feel important Instead, people are creating their own ‘horizontal’ peer-to-peer trusted communications communities, which can now involve: friends family coworkers PR pros can engage such people in conversations, asking them for ideas or opinions through crowdsourcing.
22. Persuasion 1.0 Going back to Dale Carnegie in 1936, we know that making people feel important is the precursor to persuasion. Once PR-driven interactions make people feel important (‘someone is listening to me’), then stories are sold as conversations. Much of this is calculated illusion, with the objective of getting people to commit themselves in writing to a brand online (i.e. publicly, in front of others). “Make the other person feel important and do it sincerely.”
23. Persuasion 2.0 According to Robert Cialdini’s research, we know that when people commit themselves in public to something, they have created a new ‘image template’ of themselves. e.g. ‘as the kind of cutting-edge person who uses this cool product’ – which they will advocate to others within their personal networks of trust – Trojan Horse-like – as a credible peer. People will do and say whatever is necessary to conform with their new public image (including aping a brand’s PR-devised story), and to evidence complete consistency with what they’ve said in ‘conversations’ online. This is what Cialdini calls “the principle of consistency.”
24. ‘I believe their story because they listen to mine’ ‘I think my story will help inform their story’ http://www.youtube.com/watch?v=NHy-oKdTlGk
25. The power of metaphor Lots of work is now being done in the area of ‘conversation communication’ and ‘digital storytelling.’ Where the two meet allows persuasion marketers to tap into the massive PR power of metaphor. Conversation communication enables the easy application of metaphors used in everyday language for the development of marketing narrative – e.g. ‘word pictures’ – to convince consumers about a product brand with story ‘frames’ that already exist in their unconscious minds. “Metaphors force us to form mental pictures that are like glue to our memory and mainline directly to understanding” [Michael Ferrabee].
26. Concrete words for abstract concepts “What we’ve discovered in the last 30 years is – surprise, surprise – people think with their brains. And their brains are part of their bodies.” -- George Lakoff, Berkeley linguistics professor Affection is warmth (“John is a warm person”) Important is big (“That’s a huge job you have”) Difficulties are burdens (“What a heavy workload”) Actions are motions (“He’s a mover and shaker”) Purposes are destinations (“Light at the end of the tunnel”) Life is a journey (“Marching to the beat of a different drummer”) “The abstract way we think is really grounded in the concrete, bodily world much more than we thought.” -- John Bargh, Yale psychology professor
27. Metaphor elicitation Research is key, asking people before starting a PR campaign things like: When you think about [company], what is the first thing that comes to mind? What do you feel when you see this [product] image? Can you share some of your past experience in dealing with [area where product offers some benefit]?
28. Leveraging search insights PR people can mine Google search results for key words, and inject compelling metaphors into online content by combining Search Engine Optimization (SEO) tactics with conventional PR approaches For example, using Google Insights, the ‘natural language’ words people are using to search can be discovered, the results of which can be used to tailor a narrative’s messaging elements. Keywords can be crafted as metaphors, which can be integrated into media relations messaging, news releases, speech content, ‘elevator pitch,’ etc. Search and social networking are converging, so if a company establishes what Edelman has called ‘embassies’ within the trusted sphere of social networks, then it can build new relationship communities where stories enjoy a higher salience because it is being told within members’ ‘trusted zone’ of social media members. Read Edelman’s interesting white paper.
29. Design of a company’s PR story Slide image from a 2007 Edelman marketing presentation for its ‘master narrative’ tool.
30. The modality of storytelling Zaltman contends that while marketers consciously think in terms of text, real people unconsciously think in terms of images. As eyeballs migrate to the Internet, even ‘word picture’ text will not be enough as multimedia – videos and pictures and sounds – will need to be programmed by PR people for persuasion.
33. Will attention spans sustain stories? Continuous partial attention (multitasking) has been debunked, and we now know that people can rapidly switch between mental channels with ‘the executive mind’ deciding what we pay attention to. “The internet is there for snacking, grazing and tasting, not for the full...feast that is nourishing narrative. The consequence is an anorexic form of culture. Plot lies at the heart of great narrative: but today, we are in danger of losing the plot.” -- Ben Macintyre
34. PR people as media producers “In the ‘PR 1.0’ era, PR professionals created stories for placement in the mass media. Now in the ‘PR 2.0’ era, PR professionals not only create stories, but also create and manage ‘media,’ such as corporate blogs. Moving forward, if you want to be a successful PR person in the ‘digital storytelling age,’ you should develop strong ‘story writer’ and ‘media publisher’s’ mindsets.” Hoh Kim Founder & Head Coach of THE LAB h
35. PR people as number crunchers Writers know how many books they sell Media producers know program ratings Now PR people need to be evidence-based communicators so we know how our stories fare Accurate methodology for developing, monitoring and measuring communications programs We must understand the intimate relationship between searchability and measureability We must understand analytics and master measurement tools to justify our budgets and sit at the same table as the CMO Data informs insights, insights shape strategies, strategies drive communications campaigns
36. One final thought The speed of PR innovation is massively accelerating fueled by Twitter PR professionals are ripping off each other’s ideas like never before online Twitter is creating an ‘imitate and amplify’ effect, so hard at first to distinguish real thought leaders from ‘ditto’ followers Continuous learning is therefore key