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18 Feb 2020, 21:23:41 (40 days ago)
The significance of Social Media for Public Relations
PR experts today are using social media to either supplement or add
to their existing strategies, signaling an evolution in the role of PR over the last couple of years.
Public relations specialists were among the first few to
understand the power of social media, making them leaders in the social space.
Along with handling website content, more and more PR pros are responsible for their company's and clients' social media
presence. The steady shift towards, what industry experts call 'the social
media release', indicates how the traditional long
form press release is usually changing. According to David McCulloch, movie director of public relations
at Cisco Techniques, "The press release of the future will provide its content in text, movie, SMS, microblog and podcast type, to any choice of device, whenever you decides, and preferably it will be pre-corroborated and openly rated by multiple trusted sources. "
eMarketer needs PR as well as ad agencies to witness an increase in their social media income
in 2011. Findings from a joint research by
the Transworld Advertising Agency System and Worldcom Public Relations
᾿ In 2010, 28% PR firms said that between 15-33% of their revenue came from social media.
᾿ This amount has grown by 44% in 2011.
᾿ The study indicates that, when compared to advertisement agencies,
the PR industry works more effectively in leveraging social media.
The Road Forward...
Industry research firm IBIS Entire world has predicted the factors which are likely to fuel the growth of PR firms in the coming many
years and the expected rate of development.
᾿ PR firms are expected to develop at an average annualized rate of 5.
7% to $12. almost eight billion from 2010-2015.
᾿ This particular spurt will be attributed to the embrace demand by
companies who want PAGE RANK firms to handle daily interactions along with consumers and the press on their social media marketing sites such as
Facebook and Twitter.
᾿ The recent shift from traditional media to more immediate media (social media) will result in PR firms specializing in or launching sections devoted to blogs, social
networking sites, cellular media and podcasts.
᾿ More than four-fifths of PR firms are usually anticipating
an increase in digital and social media work in the future.
Whether it is consulting with clients from the agency point of view or working with an in-house team, PR
agencies need to be social media ready. Position² lists
a few guidelines that will help your agency survive and stand
out in the digital space:
1 . Making a Pitch
Social media has given a whole new meaning to the concept of 'pitching'.
As the idea of e-mailing a press release in order to journalists,
editors and bloggers is not completely obsolete, it is easy for the readers to hit the delete button plus
forget about it. Incorporating social media inside your PR strategy will ensure your own pitch is
heard above the particular din. In order to effectively use social
media in your PR pitch plan, all of us recommend
a few points that can be put into your 'to do' list:
um Avoid the Fancy Stuff:
Too much details laced with fancy catch terms like 'cutting-edge, mission-critical applications to enhance
business process, etc' can delay readers. Keep in simple.
o Having your Tweets Right:
If you are planning on using Twitter to make a pitch, keep
in mind, you have 140 characters to get it
right. According to Nicole VanScoten, a pr specialist at Pyxl, getting your tweets right
leads to high response rates than e-mail.
o Don't Spam them:
Whether its journalists or even bloggers, no one likes to receive arbitrary tweets
or Facebook messages. It might be a good idea to learn about the journalist or tumblr before
reaching out to them. Read their particular Twitter profile or personal blog to
find out if these are the contacts that need to be targeted and then make your own pitch.
o Build a Relationship:
After you have figured out your contacts list, the next step is easy.
Building a relationship with a reporter or editor involves getting on their particular radar.
What you can do is a) check out their Facebook page and discuss
the posts you like b) retweet their messages and
c) discuss a blog post. This will ensure your presence on their radar,
even before you decide to make a pitch.
Here's an example of an excellent pitch made by a PR expert to a marketing blogger:
For PAGE RANK pros, using social media to make a frequency saves time as well as money, apart from yielding much higher response rates.
2 . Delivering Value to Clients
The last 2-3 years have seen PR organizations don an entirely new role within organizations.
A large part of a PAGE RANK specialist's job involves educating
clients on the benefits of social media. Handling the company's or a client's account these
days includes everything from building brand devotion to promoting and monitoring articles on various social media platforms (Twitter, Facebook, LinkedIn).
In order to be a successful, we believe a PR firm
need to deliver value to its customers. Here are a few simple suggestions:
o Generating Content:
PR companies are expected to end up being experts
when it comes to writing. Therefore clients expect your agency
to figure out tips on how to turn a boring announcement into interesting content.
This could either be an advertising campaign or a company blog.
Churning out good content will not only get the required media coverage, but
will also help generate leads.
o Identifying the Influencers:
Identifying and developing interactions with the 'influencers'
in the PR area is an added advantage. Instead of basically
looking for bloggers and journalists that are magically expected
to create buzz plus drive sales, it will be wiser to:
o Determine who the real influencers in a noisy
market place are. This is often done by connecting with reporters, bloggers and journalists
who include the topics that are closer to the market your client is interested in.
um Keep in mind, the size of one's audience does not always translate into influencer popularity.
um Engaging and Monitoring Conversations:
Social networking monitoring and engagement is vital for virtually any PR agency
that wants to provide value to its clients. Manufacturers understand that they not only need a social presence, but are also keen to utilize PR agencies to know what is becoming
said about them in the market. By using social media marketing
monitoring tools such as Brand Keep track of, you can:
o Measure your changer scores: Social media monitoring tools ensure it
is easy to identify journalists and blog owners with high influencer scores.
u Handle Crisis Situations: By maintaining a watch on blog conversations, twitter
messages and Facebook posts, your agency can help identify signs
of trouble. Following this, you could either diffuse the situation yourself, or
alert your customer asking them to respond as essential.
o Measure the consumer sentiment to get clients' brand
(s) and products (s) and quantify impact.
u Measure the connection between press releases plus
news coverage with social media exercise.
o Assess the effectiveness of your communication strategies.
o Provide you clients along with domain expertise based on the data acquired.
o Measure detailed metrics for example popularity, share-of-voice etc .
When video clips of rats running around at a Taco Bell outlet in NYC were posted on YouTube, owner
Yum Brand names saw its stock sink to an all time low, with customers doubting
Taco Bell's hygiene standards. Inside hours, duplicates and versions started multiplying.
Customers looking for reassuring information from the brand had a hard time
finding it. Although Yum Brands' PAGE RANK team was not entirely ignorant (the CEO posted an apology on YouTube), monitoring the situation better and
engaging with customers in real-time could have averted the PR problems.
With the public relations industry evolving rapidly, the need to monitor social media channels is never more important.
According to Daryl Willcox, creator of PR industry information firm
Daryl Willcox Publishing, listening is a critical part
of social media strategy : a proactive process as much as the
reactive one. A survey by his company indicates that nearly 60% of PR
agencies plus departments that monitor social media stations spend less than two hours per week
doing so. These statistics indicate the particular growing need for
PR companies in order to social media.
3. Sorting Out your Social Media Toolkit
With so many social media platforms to select from, how would you know what's best for you?
As professionals in PR website, it's not always about putting
the PR pitch on Twitter or Facebook; the social media platforms with the most value must be
used to connect with a customer's target audience
and should function as a meaningful location for brands
to connect with media, bloggers and consumers.
We believe that each social media tool has its benefits, depending on what your agency wishes to achieve.
o Facebook and LinkedIn:
While Facebook and LinkedIn are almost perfect for
establishing plus maintaining relationships with media,
these tools are slightly more personal than Twitter.
It would be wise not to start delivering friend requests to every reporter achievable.
After using Twitter to initiate a friendship with a journalist or
a reporter, you can then follow this up by connecting
with them on Fb or LinkedIn.
If you are looking to increase wedding or reinforce your brand's popularity for value, then Facebook
may be the place to be. For instance, when the Healthy Choice
brand aimed to grow its fan base and increase engagement, the organization decided to target its huge Fb fan base
and launched a progressive coupon on the Healthy Choice Facebook Page.
This was supported through a variety of PR tactics.
Efforts by the brand's PR team resulted in the Healthy Choice's Facebook page growing through 6, 800
to nearly 60, 000 fans. The PR group also distributed over 50,
500 buy-one-get-one-free coupons.
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