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Pr And Social Media 10 Things Sonya Madeira Stamp Rice Communications
- 1. PR & Social Media:10 Things to Remember March 31, 2010 Sonya Madeira Stamp Rice Communications sonya.madeira@ricecomms.com
- 2. #1: Branding builds credibility
- 3. #2: First prioritise your audience Personal experience Industry analyst coverage Word of mouth Blogs / social media Website / internet Conferences/events Media coverage Financial analyst mentions
- 4. #3: PR is essential for outreach
- 5. #4: PR is an ongoing effort
- 6. #5: Good PR takes planning Pre Messaging matrix Spokespeople training Speeches FAQs Website Collateral Sales presentations Images Launch and Post Press release Media info pack Newsletter Speaking opportunities Social media engagement
- 7. #6: PR is not (that) expensive
- 8. #7: Social media is part of the communications mix Source: Channel V Media
- 9. #8: Not everyone needs a full social media strategy
- 10. #9: Social Media is about the audience so… Build an identity Stay consistent Be different Engage your audience Remember its all about people
- 11. #10: Ask yourself – are you ready?
- 13. Create awareness for Super Green Diesel and eDiesel , SgEF’s flagship green fuel products.
- 16. Create and sustain activity within the social media platform to strengthen the association of GreenPost with an encompassing “Green Consciousness” advocacy. Case Study: PR + Social Media
- 18. Coverage generated in print, online and broadcast media channels: estimated PR value = S$60,600.
- 19. Significantly increased GreenPost’s Twitter followers and Facebook page contacts.
- 20. Actively engaged the social media community with regular news and eco-features posting on Twitter, Facebook.
- 21. Drove traffic to the GreenPost website, and connected GreenPost with eco-bloggers.Results
Editor's Notes
- Good morning and thank you.15 years – companies big and small, working with clients of all sizes. Satisfying to work with start-ups – you can attribute the results clearly to your efforts.Rice – Jan 2009 – big firm and big brand thinking for our clients.Session – sharing thoughts and ideas around PR and social media – leave you with something to think about.Milan Kundera – Business has only two functions – marketing and innovation.
- Business meeting with a potential client – and they start off the meeting saying they read about you in the Business Times.Strengthens reputation with:Customers/prospectsEmployees/recruitsInvestors/partnersGovernment/industryBranding – comprehensive strategy – website, credentials, brochures, newsletters, media relations, analyst relations.Portrays that you know where you are going – most importantly, know how you are planing to get there.
- Universe of people you want to connect to will differ by company.Paraphrase Abraham Lincoln – we can reach all of the people some of the time, some of the people all of the time, but not all of the people all of the time.IBM 100,000 staff might do it. Start-ups don’t have the bandwidth.Many ways to reach your audience – first who, then how.
- PR is the backbone. Today extends to encompass a host of activities.CEO commitment is a must – brief on business objectives to your PR person. Get the executive management team involved. This way your vision is conveyed consistently across the board, increasing chances of success.Audience prioritisation then messaging.PR can support in marketing and sales – reflecting a consistent message.PR can support you in internal comms – speeches, presentations, newsletters, blogs for intranet. Also in content development for marketing, as well as pure PR – media & analyst relations, events, etc.
- CEO commitment necessary for long term view.Launch projects are tactical.Best PR projects start 3-6 months in advance.Messaging might take 2 months to develop. Interviews with team.Message home – elevator pitch, supporting messages or 3 key take-aways. Proof points or data.Launch is the go to market phase – ready to take your product or solution public.Followed by maintaining momentum. Contributed articles, speaking engagements, awards, BT Views from the Top
- Indication of the preparation involved for the various components of a PR campaign.
- May not be cheap but not expensive either compared to investments you are making in other areas.In-house / freelance / agency.Pros and cons.In-house – dedicated, salary based on experience, involved in the business, in your office, can add value to your internal discussions.Agency – limited time, more varied experience and services, contacts and connections.
- Not a stand-alone activity. Needs to be part of a broader communications objective.Feeds off activities you are engaged in across marketing and communications, even IT.Challenge – usually sits under the CEO who is very busy, or junior executive, or under lead generation & sales, or customer care.Need to stay on message – easier to slot it under PR.Nestle debacle.
- Comes down to your audience – B2B, B2C.B2B are also consumers, B2C also needs to talk to other businesses.Activate the channel based on audience.B2B – LinkedIn, Twitter, YouTube, blog – FB for employeesB2C – Facebook, Twitter, Flickr, Virtual Worlds.
- Activate based on your needs – this is not a short-term move.
- CEO CommitmentStrategy – inhouse/freelancer/agencyTime / resources to manageFinancesMeasurement of success
- Rice has worked with over 30 clients in the last 15 months.Started with existing relationships, then word of mouth, website, IPRS, some PR, then events like today. – its never just one thing.Personal and company branding – hard to separate with small teams.On that note, you will find me on LinkedIn, FB, Tw, Plaxo and blog posts on Ricecomms.com.