I had the privilege of being a panel expert at NEXT Marketing & Design Agency’s unique BRAND CHATTER™ event earlier this week. BRAND CHATTER™ is the name coined by NEXT’s CEO, Sandy Gerber – something she uses to describe the buzz around a brand. I joined four other experts in social media, networking and broadcast media. An interesting discussion ensued that gave the 80-strong audience of business owners and marketing directors food for thought. I think the discussion accurately reflected the ever-evolving communications industry – how social media is now a necessity and not really a choice and how the value of traditional media and campaigns is being scrutinized more closely. Business owners now want the most cost-effective options that will create the most buzz and engagement for their brand. So, what’s the answer?

Here are some key take-aways from the discussion:

• Integrated campaigns are key. As seasoned communications consultants, we should be recommending campaigns that have a mix of traditional PR, social media and, depending on the brand and its objectives, an element of advertising. Word of mouth and networking is still crucial to a brand’s success and should also not be ignored. A lot of brands need to reach multiple audiences so leveraging different channels will help achieve this. That said, it’s important to ensure that communications are always clear and consistent, regardless of the platform.
• Keep it simple. Be realistic – you can’t be everywhere all the time. And, if you’re a small business, you will have to prioritize what’s best for your brand. Just because other brands are now exploring Pinterest and Google+, shouldn’t automatically mean that you also have to be there. Perhaps Twitter is your best option at present, along with a simple media relations campaign. Building a brand’s reputation takes time and patience.
• There’s no set formula or template. We were often asked, “where should I be” and “what should I be saying and when?”. The important thing for business owners to realize is that there’s no winning formula that can be applied to every brand. Ultimately, it comes down to what is going to bring you the best ROI. A good consultant should review your vision, objectives, audience, budget and resources and make recommendations off the back of that.
• Content is still king. It’s an old one but a good one. And it won’t go away. However sophisticated a campaign may sound or cost, it must include compelling and regular content that engages a brand’s audience and makes them want to come back for more and share it with others.
• Don’t just broadcast your message. Listen to your fans, followers, readers…Whether it’s through social media or more traditional focus groups, letters to the editor, surveys or blog comments, brands should be responding to the needs of their markets and not just shouting how great they are. If you go with the latter, it may well be falling on deaf ears – you will never know. Ambassadors can be a great way to create BRAND CHATTER – they garner interest and credibility – something that can prove priceless.
• Metrics – this is something every communications professional should feel accountable for. Campaigns can be relatively easy to measure – i.e. number of coverage hits, circulation, readership or the equivalent advertising cost – or metrics can be more difficult to define, especially in the social arena. Still, it’s important that metrics are agreed upon at the outset of a campaign so that everyone involved is aware of what is being used to define success.

Tags: brand chatter, brand engagement, campaigns, Public relations, social media, traditional media

As another New Year begins, it’s time to consider how PR will change in 2012.

PR is one of the fastest-paced – and fastest changing – industries in the world. The evolving role of the Internet, social networks and new technology affects how people digest news. PR professionals need to respond to this change to ensure clients’ messages reach their intended audience.

So what will happen next year? Here are our predictions:

Content: As the saying goes, ‘Content is King’. This will remain true in 2012. Brands, PRs and journalists alike will strive to source or create unique and compelling content that can be shared, ‘liked’, or re-tweeted via social networks.

Exclusives: Given that breaking news is posted instantaneously online, we expect an increased demand for ‘exclusives’ from print publications. Holding a story until the morning is becoming ever-more important for newspapers.

Print won’t die: There has been much speculation about ‘the death of the newspaper’. This won’t happen in 2012, if ever. People love flicking through a newspaper on a Sunday; the experience cannot be replicated online.

Online content may come at a cost: The Wall Street Journal and The Times are trialling ‘paid-for’ only access to their online content. Given the current dependency on advertising and the looming double-dip recession, we may see Canadian newspapers follow suit to increase their cash flow.

Consumer power: Consumers now have a platform to quickly and collectively lobby companies via social networks; expect to see them capitalize on this opportunity with increasing frequency.

Crises: With the increasing speed of information dissemination, the number and pace of crises will intensify. Companies that do not respond immediately will be criticized.

ROI: The need to demonstrate ROI will increase with the uncertainty of the economy; budgets will tighten and C-suite executives will want clear evidence of ROI before investing further in PR. New tools for measurement may be developed as a consequence.

Pitching: Expect to pitch to journalists more regularly via Twitter and Google Plus; it’s an easy way to get journalists’ attention.

Gadgets: Tablets, particularly the iPad, are changing the way people read news. More magazines will develop apps where readers can interact with the content (e.g. clicking on a revolving image to get a 360 degree perspective).

Government regulations: Expect greater transparency in lobbying activity, particularly in British Columbia. This follows a public education campaign by the Office of the Registrar of Lobbyists raising awareness of the hefty fines lobbyists face for not registering their undertakings.

Do you have other predictions to add?

Tags: pitching, Public relations, social media, traditional media