The Seven Holy Grails of Public Relations 2.0
In our little social media world we always talk about what organizations are doing wrong and the seven deadly sins that are made when it comes to PR 2.0, but not about what they get right. [And I say 'little' because, let's face it, PR 2.0 isn't mainstream yet.]
There are lots of PR pros working hard to get it right every day and when things come together, there’s an amazing sense of accomplishment and success. But all too often, it’s short-lived and overshadowed.
So then, what are the seven holy grails of PR 2.0? What is it that we continuously strive for like we’re King Arthur and the Knights of the Roundtable? [Feel free to think Monty Python if it gives you a chuckle.]
This week’s #pr20chat brings us some interesting grails…
Grail #1: Having researched benchmarks (overall or per campaign) [Susan Cellura]
Grail #2: Quality testimonies across multimedia platforms [Lisa Devaney]
Grail #3: Quantifying how much the needle has moved [Stephanie Mrus]
Grail #4: Agreement on Objectives (Output, Outtake and Outcome)
Grail #5: Consistent key messages regardless of vehicle or voice [Stephanie Mrus]
Gail #6: Having evangelists broadly share key messages [Susan Cellura, Stephanie Mrus, Wendy Van Parys, Lisa Loeffler]
Grail #7: At its heart, an organization and its employees must live what it’s doing in social media/PR 2.0 [MattSnod]
Other notable grails mentioned:
- Complete transparency between client and agency [Narciso Tovar]
- Overhearing (in public) people talking about an initiative you helped bring to life. [Len Kendall]
- Extracting & quantifying Word of Mouth results from clients to measure success. [Lisa Loeffler]
- Breaking down silos. [Stephanie Mrus]
One thing to keep in mind when reading (and responding) to the list of grails is that there are many PR pros come from different backgrounds, experiences and types of organizations. There are no standards across the board…just yet. So, if you think any of these aren’t grails and have achieved some or all of them, it would be great if you could share your insights so we don’t continue to think that these grails are only legends in our own minds.
How do we achieve these grails? What’s holding us back? What would you add or remove?
One that I’d add is PR pros understanding how to communicate and partner with ALL publics (not just the media and bloggers).
NOTE: #pr20chat is every Wednesday night at 8pm EST on Twitter. Feel free to join in anytime and to offer up topics for discussion.
[Image: iStock]
Tags: PR 2.0, public relations, public relations 2.0, social media
10 Responses to “The Seven Holy Grails of Public Relations 2.0”
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[...] The Seven Holy Grails of Public Relations 2.0 by @bethharte [...]
8. landing the story is just the start of the process
- Thank the reporter, blogger.
- Comment online on the story or blog post
-Sign off with link to your site or better, your blog
- Blog post on your blog about the story you were mentioned in, link to the story, expand on thoughts/comments. Add more that was not included in the post/story
-monitor for further comments, other stories that result, comments on other blogs, blog posts that spin out from original
-share a link to the story with your network via email, social sites, etc, social bookmarks.
-More
Mike Lizun
http://www.twitter.com
surprised that open and honest engagement and conversations is not listed.
Beth, Thank you for the mention. This chat was outstanding and there is so much information and thought-provoking questions and answers on #pr20chat.
@MikeLizun, hmmmm….isn’t that just par for the course of doing a good job?
@GregWood, we did list transparency between client and agency. If you mean between organizations and their constituents, I think you’ve listed another Grail.
@SusanCellura, you’re welcome! Thanks for the great insights.
Unless what I suggest is being done across the board, for every client, by every firm, I would consider it something that most firms are still trying to achieve. I don’t come across the example I mention much when I engage new clients that have been with other firms, or when speaking to prospect companies. Sometimes it’s unheard of, so I would consider it more than just doing a good job, and definitely not par for the course, more like a birdie.
Mike
Mike Lizun´s last blog ..MikeLizun: Head Strong: Twitter-delphia (philly.com) Here’s how news events of the past would play on present-day devices. http://bit.ly/1176sp
Yes – between brands and buyers / consumers. Either they do it on their own or we do it on their behalf.
It is (in my opinion) the most important grail. If they do it on their own, they need training, best practices, policies and procedures and a full understanding on how to communicate on brand, if we do it for them , we need to immerse ourselves into the company’s brand and product.
Agencies that figure out how to deliver this service will be very attractive.
greg wood´s last blog ..bluefishagency: Fooling around with my son at my daughters dance rehearsal. Wife is pissed.
that’s funny. i listed my twitter url as my website and it took my least tweet.
greg wood´s last blog ..bluefishagency: Fooling around with my son at my daughters dance rehearsal. Wife is pissed.
[...] Harte wrote a post last year in which she outlined the seven holy grails of PR. One of those holy grails was researched [...]
[...] Harte wrote a post last year in which she outlined the seven holy grails of PR. One of those holy grails was researched [...]