If you work in the field of public relations or marketing, you already know how the landscape has changed over the past few years. The rules are changing and the venues by which we communicate with important stakeholders have shifted and morphed. One only needs to read the headlines to see that mainstream media is in financial trouble, along with the rest of the economy. With corporate bailouts and scandals that outrival those of the past (read more...
A Blog Should Feel Like a Gift: 10 Ways to Improve Your Corporate Blog
Imagine that it's Christmas morning. The room smells of mulled cider mixed with pine and a touch of cedar from the fireplace - which is merrily crackling and lighting up the room. Someone hands you a package and you shake it a bit. It says, "From Santa" on the tag. Now you are getting a little bit excited about what might be inside. You carefully open the paper. You have written a letter to Santa asking him for a number of things, but you really want a new iPod. You open the box lid and read more...
The Strategist and Social Media
Strategy sometimes gets a bad name because it is viewed as manipulation - a killer for relationships. I mean, who wants to feel as if they are just a part of some grand master plan? However, too many companies are jumping into using the latest technological trends and emerging media opportunities without too much thought as to why they are doing it. I would like to submit that this can lead to a destructive outcome for members of social networks and businesses alike. My thought is that an organization or business should take stock of where they fit in read more...
Three Steps: How Companies Can Participate Successfully in Social Media
The first time I wrote about a three-step process for organizations to participate in social media was in February of 2007. While my thinking on how it works has gotten much more complex over time, it still is a simple framework by which a company can start think about social media strategy. I would love to hear what others think each of these steps should entail. What does it mean to listen? How can you read more...
Online Public Relations: 5 Competencies of the Connected Corporation
The speed of communication continues to accelerate, and as it does, the pressure on public relations professionals to execute quick, accurate and authentic outreach to customers and stakeholders is on. However, a company can be prepared for these challenges by developing some core competencies. 5 Competencies of Connected Companies
- In The Loop: An ability to cater to an heightened customer expectation for a company to listen and respond in real time
- Nimble: A process in place to incrementally release anticipated information, read more...
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