Filed under: Social Media | Tags: 2011, audience, Charlotte, communications, PR, research, social media
My initial response. Photo by Corbis.
It happened again. I overheard a seasoned communications professional say, “she’s young, so she gets all that social media stuff.” Seriously? I feel like a broken record – just because we have new communications tools (digital media, new media, social media…) doesn’t mean that basic communications strategy has changed. And it’s about much more than Facebook – what about the fact that there are more than 5 billion people using mobile phones across the globe?
Do you have to be young to embrace new tools? I certainly hope not. (Reminds me of this controversial comment from a Charlotte marketing panel a few months back – really made me feel better to review these comments again!)
I allowed myself 5 minutes of frustration. I boiled in it. But then I realized something – those of us who are “young,” (whether that’s your actual age or your state of mind) and who try to embrace new communication tools actually have the upper hand. So what if only 1 in every 5 new media platforms will eventually become essential to your business? Don’t you want to be the one who “gets” it when it does?
I do.
Filed under: behind the scenes | Tags: communications, media relations, public relations, social media
I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel. — Maya Angelou
Someone recently asked me about my personal media relations strategy. For me, it’s all about quality vs. quantity. This is one of the areas where I see social media and media relations overlapping. It’s much more about building real relationships, and building a loyal group of fans, than it is about building a huge network of “fans” who don’t really interact with your brand.
Companies like Old Spice and Ford recently took targeted outreach to a new level. Old Spice’s campaign and Ford’s campaign each took a completely personal approach, creating individual video messages for specific influencers.
Those of us who are charged with telling our organization’s story, this year we will be asked: Who are our top 5 influencers? How can we reach them in a completely individualized, personal way that will really resonate? Do you go public, as Old Spice and Ford did, or do you keep it offline? What do you think?
Filed under: behind the scenes | Tags: audience, authentic, communications, research, social media
“The idea that men are created free and equal is both true and misleading: men are created different; they lose their social freedom and their individual autonomy in seeking to become like each other.”
- David Riesman
(Photo credit here)
Ah, the elusive communications strategy. Frequently also called a PR plan, a social media strategy, or perhaps talking points. Too often, it is just communications with no strategy.
How do you talk about yourself or your business? Do you use advertising, the media, social media outlets, blogs, websites or your own promotional materials? If so, those are all tools that you are using as part of your communications strategy, whether or not you name it that way.
But what I’m troubled by today is not the lack of strategy – it’s the lack of creativity in strategy. There is not a step-by-step guide that can guarantee success in communications. Why? Because everyone is different. As the quote above suggests, if all we are doing is seeking to become like each other (have you ever heard someone in a meeting say “we need to be more like – insert company name here”?), we fail.
Yes, you need a strategy. Preferably an overarching mission, some goals, and then strategies and tactics using different channels that will best connect you to your audience. But it’s not a “paint by numbers” process. Which means it’s not easy.
To communicate well, you have to do some deep digging – researching your audience, that community of people that you care about and want to connect with. Because ultimately, your organization is different than any other, and that is why your customers and stakeholders chose you instead of someone else.
Autonomy is defined as self-governing or independent. To me, communications strategies must be autonomous. Please don’t tell me that we should utilize a specific tactic just because someone else is doing it. Tell me why it would help me connect with my specific community. Why not embrace our differences and stop being followers?
Do you have a communications strategy? Do you follow it? Why or why not?
Filed under: behind the scenes, Uncategorized | Tags: backstage, communications, PR, preparation, public relations, research, social media
From Flickr photostream by Danielle Pearce
All the world’s a stage, and all the men and women merely players: they have their exits and their entrances; and one man in his time plays many parts, his acts being seven ages.
-William Shakespeare
One of my Twitter acquaintances and a fellow solo PR pro, Shonali, posted an article today that got me thinking: If I can’t communicate to my own friends and family what it is that I do as a “PR” or “communications” expert, how can I expect to communicate well on behalf of my clients?
As a freelance communications professional, it is hard to fit what I do into just one box – it’s PR, writing, editing, strategic thinking, implementing and learning about social media, etc. etc. Generally, these could all fall into the category of “communications.” Hence, my approach to “Backstage Communications.”
However, I also do believe that all of these jobs fit into a larger understanding of public relations. My own definition of PR is very simple: it’s how you communicate your messages to the audiences you care about. As Shonali points out, it’s so much more than just press releases, media relations and publicity. She puts it this way:
It means figuring out
What your story is,
Why it matters
Who you’re trying to tell it to, and
Where, When and How you’re going to do it.
Seems simple, right? Well, so do some recipes. But that doesn’t mean that I end up burning dinner if I don’t plan ahead.
Figuring out the answers to these questions generally requires copious amounts of research, many, many drafts of message development, blood, sweat, tears and finally more research.
Those of us in the communications and PR professions will continue to have to help people understand what we do. (I’m pretty sure my dad still thinks I’m in advertising, despite numerous attempts to explain the difference).
Maybe we are all so focused on delivering the best strategies and exploring the most innovative tactics for our clients that we don’t have time to explain and revise our own job descriptions. And if that means more people will pay attention to my clients instead of my own behind-the-scenes work, that’s ok with me. After all, I’m just setting the stage for my clients to shine!
Filed under: behind the scenes | Tags: authentic, Charlotte, communications, customer appreciation, small business, social media
Gratitude is when memory is stored in the heart and not in the mind.
Today I passed a sign at a residential complex that said “Customer Appreciation Week,” and it got me thinking: why do we have to name specific weeks or days to express our gratitude for our customers, residents, clients or companies? Do you feel like a business really appreciates you if they give you a discount on Customer Appreciation Day?
I appreciate my clients. Business owners appreciate their customers. Why don’t we find more relevant, personal ways to show them that appreciate them? Work hard for them. Get to know them. Pay it forward. Let’s change the way we do customer appreciation.
Filed under: behind the scenes, my story, stories | Tags: 2010, authentic, business writing, Charlotte, communications, freelance, freelanceclt, goals, plan, preparation, small business, SMB, social media, Twitter, writing
The best antidote for fear is knowledge.
At last week’s FreelanceCLT event, one theme stood out for me – freelancers, not surprisingly, are afraid. Afraid of failure. Afraid of running out of money. And I know it’s not just freelancers and solo entrepreneurs, but those fears seem louder when you don’t have a salary and a 401(k) to fall back on.
I have seen a similar fear overshadow the confidence of small business owners. It takes confidence to start a small business, to quit a corporate paycheck, to go out on your own and put your stamp on the world.
So, why not name that fear and then do something about it? Are you afraid to start a company Facebook fan page, because you don’t understand the inner workings of Facebook and don’t have time to read a dictionary-sized guidebook about it? Are you afraid that you won’t be able to track your time, your invoices or deal with the IRS?
My philosophy? Jump in, get your feet wet, and then change and grow as needed. The world will not stop to let you catch up.
I am not a blogging expert, but I started one. I am not an expert at naming a company, or putting together invoices, or going after new business – but I didn’t wait to become an expert first. I’m learning as I’m doing – isn’t that what the “real world” is all about?
None of us had a Twitter handbook when it first came out. But I didn’t want to wait for one – I wanted to find out for myself. I think many of us who are freelancers or small biz entrepreneurs have that itch within us. So why do we let fear take away that drive for knowledge?
So today I say to you – just do it. (thanks Nike). Just start that Facebook page, create a Twitter account, put together an invoice system – put pen to paper and just go. You will be amazed, once again, at what you can do. And when you need help, just ask.
Filed under: behind the scenes | Tags: 2010, Charlotte, communications, research, ROI, social media
I wanted to share today’s story written by The Charlotte Observer‘s social media reporter, Eric Frazier. It’s a great recap of a meeting of local social media minds that I attended yesterday – put on by Social Media Charlotte.
Fittingly, the title of the presentation we saw was “Social Media ROI – Necessary, but not Evil.” Measuring the power and the expense of social media is top-of-mind for many business owners. We know that social media is important, and we are learning how to do it. But how much does it really cost, and how much return on that investment can we expect?
If these are questions that you ponder, I encourage you to read Eric’s recap of the meeting for some ideas. If you are on Twitter, follow #smbCLT for updates. I’m excited to continue working with such a smart, proactive group!
Questions? Feel free to leave comments so we can discuss.
Filed under: behind the scenes | Tags: authentic, communications, plan, social media
“Do unto others as you would have them do unto you.”
You have heard it before. Perhaps you learned the phrasing in elementary school or a place of worship. I doubt many of us actually remember learning the infamous “golden rule.” But how long has it been since you really thought about how that rule applies today?
When it comes to communicating with social media tools, the golden rule is key. Think about it: If you have a blog, you may hope that people will comment on your posts, link to your blog or include you on a blogroll. But if you aren’t doing that for other blogs, why should you expect a favor in return?
I forget this sometimes. I read blogs of friends and colleagues and don’t always comment. I don’t always retweet links that are interesting. But if I want to build my online presence, that’s exactly what I should be doing. The same applies to any organization or business.
Your challenge? Take initiative. Add cool blogs you find to your blogroll and post links on Twitter and Facebook. Rate local businesses on Yelp. Not just so they will do the same for you, but because you actually think they offer valuable content. Think WWRL – What Would Your Readers Like?
Do unto others as you would have them do unto you. It’s a community, after all – not a one-way street.
Feel free to leave any questions about linking, blogrolls etc. here!
