Shep21's Blog….Leadership, marketing & customer service through the printed words of many

PR isn’t dead….it just needs to adapt November 29, 2010

Filed under: PR — shep21 @ 3:56 pm

The following is a partial re post from a great blog by Scott Wilder at Get Satisfaction. The entire blog post can be found here:

I couldn’t agree more with his comment that I italicized and made bold (bolded 🙂 ) below and the 10 points that follow that.

Traditional PR consists of:

  • Developing key talking points for executives
  • Encouraging leaders to speak to and follow closely those talking points
  • Providing ‘public speaking’ training to ensure that an execs stick to the points and so they learn how to position their body, their eyes, etc.
  • Organizing internal employee related announcements
  • Reaching out to key reporters and analysts around launch time or when a big event happens

New PR consists of:

  • Providing guardrails and guidelines on how to speak to others outside the company
  • Maintaining ongoing relationships with key customer advocates
  • Establishing ongoing relationships with key influencers – bloggers, tweeters, online analysts (like Om Malik)
  • Monitoring online and offline publications on a daily basis (at least on a daily basis)
  • Leading and harnessing employee engagement
  • Preparing for and reacting to Crisis’
  • Crowdsourcing ideas from internal employees and from external customers and prospects – and your business partners
  • Listening closely to and reading closely to influencers
  • Learning to let go – and not control the message all the time
  • Scrapping key learnings, statements, etc off the web on an ongoing basis

But all of the above first requires that PR embrace this new world of transparency and authenticity. So, if you are a company communications person, I recommend the following 10 key points:

  1. Learn how to use the tools (email me if you want a list)
  2. Participate on Facebook, Twitter and LinkedIn (or at least pick one)
  3. Understand how to use Video (obviously, this will continue to be important)
  4. Study mobile and iPad type of platforms
  5. Post once a day
  6. Dedicate at least 30 minutes a day to topics relevant to your company, your competitors, your products and current trends
  7. Focus on multiple stakeholders: Employees, business partners, shareholders and customers (Many companies forget customers).
  8. Develop a distribution strategy to share learnings with others  in the company
  9. Stay away from a silo’d organization approach – you and your coworkers are all in this together

10.  Measure, measure, measure… establish baseline KPIs and keep track of how you and your team are moving the needle over time