In early January I posted a blog on the “Top 10 Priorities for Tech PR Professionals in 2010.” I received quite a few comments on the blog itself as well as through Twitter, Facebook, LinkedIn, and email.
I waited a month and now have decided to re-post it with a single additional priority and some minor changes. The most evident is in the title, now “Top 11 Priorities for PR Professionals in 2010.” I left out “tech” because they are relevant to PR pros across practice areas. I added one priority (thanks to Lucy for the important reminder): “Building Communities”, now priority #6.
Here the revised post:
There’s no doubt that 2009 was a year that (further) changed our job as PR professionals. As I’m sure you’ve heard a million times, it’s an all new, ever changing world and we need to learn, move and adapt quickly. But, in concrete terms, what does that mean?
From my point of view (mostly from the agency side) I thought I’d list out the priorities for a tech PR practitioner in 2010. I think they stand for both experienced professionals and people just getting into PR.
One thing is for sure: our job is indeed getting more and more complex, challenging, and fascinating. All three qualities that have kept me in the same business for so many years.
1. Becoming a Content Creator. Technologies and the media environment are making it possible for companies to reach out to their stakeholders directly. PR must lead content creation. Cisco has done that very well for quite some time now, with News@Cisco. IBM is now following with the recent hire of Steve Hamm. I am sure many others will follow. A content strategy is pivotal in any good public relations program.
2. Telling Stories Visually. As PR professionals we need to become better visual storytellers. Read The Back of the Napkin for inspiration – you can get the new companion workbook to put Roam’s principles into practice on Amazon.
3. Learn how to use multimedia tools. Now that you’ve put Content and Visual Storytelling at the center, learn how to make news using all the multimedia tools available and how to develop and manage an editorial calendar (or hire people who do it well.) We will see more journalists getting in-house to do precisely this. Steve Hamm at IBM won’t be the only one.
4. Get a Room! I mean a media room. Nowadays it is so much easier to have a studio close to your executives or your clients so you can easily shoot video without taking away a lot of their time. This can be very handy in times of crisis where you want a quick response. In this post you can find specific suggestions on my favorite equipment.
5. Become a social media expert (if you are not one already.) Social Media is integrated in everything we do. PR professionals that are not at least proficient in Social Media, are going to be obsolete before the end of the year. So, don’t rely only on “experts”. Become an expert.
6. Building Communities
Once you create great content, whether you are a b2b or a b2c company, and engage your stakeholders in conversations, you have a golden opportunity: “to build a community for users, influencers, advocates, product champions, experts, partners, etc. around your brand, products or services.” per Lucy’s comment in my previous post. I am sure that in 2010 we will start to see more and more community manager job opportunities in the marketplace.
7. Think 360. Talking about integration, don’t stop at social media. Think about all the communication disciplines. Clients and companies face communication or reputation (or both) challenges. Rarely can something be solved by one communication discipline. PR, AR Marketing, IR, HR (Internal Communication), and in some instances Sales and Customer Service needs to work together in a more integrated way than ever before. My good old friend Sue from the UK call it “hybridise”. “PR practitioners must increasingly learn how to bring in elements from traditionally competitive marketing disciplines.”
8. Develop new services and become more efficient. More for less is here to stay. Now that companies have learned (by necessity) to do and demand from their agency partners to get more for less, why would they go back to getting less for more? For agencies that means providing higher-value services and be more efficient in providing traditional support.
9. Identify the right measurement criteria for your needs. If #8 is true (and believe me, it is), ROI is going to be even more important than before. Flexible measurement solutions, that cost less than 10% of the total investment, will become critical for the success of a Corporate Communication department and for the agency.
10. Integrate your customers in your PR planning. As consumers are co-brand managers, really playing a major role in shaping global brands like Google, Apple and Ford, B2B companies need to work closely with their customers so they can become co-brand managers too. What they say, think or write about will affect your reputation and brand building. A hint? It’s not just about developing and pitching case studies.
11. Understand where influence begins and how it works. Too often I hear that PR is going to die (yawn) because social media is changing the media landscape so there is less and less traditional media. The reality is that PR is not only media relations. The big opportunity for PR professionals is to understand the new “influencer” landscape to a greater detail than before. Understand the ecosystem where your company or client belongs to, and how to engage those influencers and the people who influence them. A colleague of mine suggested that I read the “best book on Influence ever written : Influence: The Psychology of Persuasion. I’ve just downloaded it on my kindle but since I trust my friend I am sure it’s very good and want it to share it with you sight unseen.
Have a wonderful 2010!
Nate Cochrane pens his rules for social media etiquette on Australian new site, iTNews. And in a style true to the very fundamentals of social media which encourage active sharing and participation, he has made a point to list the rules he outlines as a work in progress and has opened it up for discussion on the site.
One of the rules that he points out is one that we tend to forget: ‘Quality NOT quantity’. Too often PRs get flack for doing a last minute dash to sign up as many people in their network to become friends/ fans on their clients’ Facebook groups and pages or on their Twitter handles.
As PRs, we need to continue to educate our clients that the real value does not lie in the sheer volume of people we sign up but rather in the quality of the people we engage (even if it’s only a handful!).
Consider who your target audience is, where do they frequent and how to reach them. Who is in your fans/ friends extended networks. Are they the right audience to target?
Using Twitter as an example, it’s important to do the analysis and drill down into who the person is that you want to connect with, get to know them, follow them for a while and find out what they write about. Also have a look into who follows that person, are they the appropriate person for your client to be reaching out to or is there someone in their Twitter network that is better?
The following tool can help you determine the most appropriate people to follow:
If we want to get some real and long lasting results for our clients, the key is to make sure that we’re speaking to the right audiences!
I have mentioned the benefits of using social bookmarking sites before but I think it’s beneficial to mention it again – mainly people seem to be more receptive to using online Web 2.0 tools these days. And more and more, we are seeing people use these tools in a professional sense.
For example, PR practitioners and journalists in Australia are now frequenting Twitter as part of their daily grind. Journalists are using Twitter to put a shout out for spokespeople for stories they are writing. PR practitioners are shouting out news announcements and interview opportunities in a bid to get media interest.
I’m a great fan of Digg. For those newbies out there, a ‘digg’ is similar to a favourite.
The content on Digg is submitted by the consumer and is voted on by other consumers. The more ‘diggs’ you get on content that you have uploaded, the higher up it climbs in the Digg ranks. If you’re content is absolutely fabulous and many people are ‘digging’ it, it can even be promoted to the front site page for millions of site visitors to see.
Digg is a fantastic example and proof point of a successful online community!
Leveraging these sites as a PR professional or a journalist
If you receive a fantastic piece of online media coverage for a client of yours, you can upload it to Digg. You will then be asked to submit the content along with a title, description and a tag that is suitable for the content.
What are the benefits? More journalists today are using social bookmarking sites to research specific categories. And It’s a tool you can use to try and generate additional media coverage for a client.
If you aren’t already doing so, I would suggest that you join Digg. Upload your published online content to the site. By submitting stories here you are extending your reach to a truly global audience. You can even build a cult following in Digg – those that will get to know and love your stories, read them and share them on with others.
Bloggers are using Digg as part of their daily beat as well. Increasingly, we are seeing instances of where bloggers or journalists pick up others news stories from Digg and reference it in their blogs – increasing the popularity of the story and the site origination.
I encourage you all to set up a Digg account and start experimenting. I’d love to hear your thoughts on social bookmarking sites? Can it really work to leverage stories? Can you really generate additional media coverage by submitting content to the site?
[kml_flashembed movie="http://www.youtube.com/v/J8ub_Js100k&feature" width="190" height="166" wmode="transparent" /]
Ogilvy MediaXchange: From Hack to Flak