Posts Tagged ‘Public Relations’

Regardless of your position within an organization, if you want to see change you need to institute change. Small steps often lead to big change. You have the ability to encourage others to have the confidence and courage to follow. The one thing that I find helps is arming myself with knowledge. You don’t know what you don’t know, right? One of the things I turn to broaden my knowledge are books. It’s amazing what you can learn at such a minimal cost, if you just put the time and effort into it.

Let’s get to work, shall we?

Social Media:

• Groundswell: Winning in a World Transformed by Social Technologies – by Charlene Li and Josh Bernoff
• Social Pollination: Escape the Hype of Social Media and Join the Companies Winning At It – by Monica L. O’Brien
• Marketing to the Social Web: How Digital Customer Communities Build Your Business – by Larry Weber
• The New Influencers: A Marketer’s Guide to the New Social Media – by Paul Gillin
• Blogging for Business: Everything You Need to Know and Why You Should Care – by Shel Holtz and Ted Demopoulos
• The Corporate Blogging Book: Absolutely Everything You Need to Know to Get It Right – by Debbie Weil
• Social Media Metrics: How to Measure and Optimize Your Marketing Investment – by Jim Sterne

Keep Reading…

Even More Goodness! Related Posts:

• For Hire! Searching for My Next Career Opportunity
• Dear Marketing & PR Pros: You’re Still Pushing
• An Unscientific Test of Authenticity & Transparency: How Much Do They Really Matter?
• Where have all the references gone?

This weekend I was reading an article in the Fall Harvard Business Review OnPoint magazine (How to Get Your Message Across edition) called “Five Ways to Sharpen Your Communication Skills” by John Baldoni. The article was interesting, but what was more interesting was the comment they selected to share in the Reader Comment section after the article.

John shares these five tips:

1. Know the fundamentals (Understand the written and spoken word.)
2. Think clearly about what you will say (Don’t use PowerPoint as short-hand for thinking)
3. Prepare for meetings (Take the time to think about what to say before you say it.)
4. Engage in discussion (Debate. Hear all viewpoints. Don’t engage in group think.)
5. Listen to others (Discussion is meaningless if no one is listening. “Measure what you treasure.”)

Sounds like everything we learned in kindergarten, right? Still many marketing, public relations and communications pros struggle with these basic elements when it comes to communicating with customers, stakeholders and other employees.

Keep Reading…

Even More Goodness! Related Posts:

• For Hire! Searching for My Next Career Opportunity
• Outputs, Outtakes, Outcomes…Oh, my!
• Gratitude
• Saturday Morning Reads: Celebrating Mom-Centric Marketing

There have been many conversations around where social media should “live” (marketing or PR or somewhere else) and which silo  (marketing or public relations) is gaining a better foothold in managing (internally) or growing (agencies and consultants) social media business.

But in observing daily how both marketing and PR professionals are engaging in social media, I still see a lot of pushing versus engagement and understanding (or maybe even empathy). Even from those who say they “get” social media.

Keep Reading, There’s More Goodness!

Even More Goodness! Related Posts:

• For Hire! Searching for My Next Career Opportunity
• It’s Time to Get to Work. Arm Yourself with Knowledge.
• An Unscientific Test of Authenticity & Transparency: How Much Do They Really Matter?
• Where have all the references gone?

Although my blog is technically on “hiatus,” I felt this post was too important to not post it here (versus my digital marketing notebook on Posterous).

I am still thinking about the direction my blog will be heading, but I know one thing for sure…it will include a lot more analysis, testing, and less opinion. 

As a marketer, testing is at the heart of what we do (or should do) and I for one have been lax when it comes to testing social media. Without testing all aspects of social media, we are, unfortunately, arguing from ignorance. 

The first test: Authenticity, transparency… and trust. 

I have long argued that agencies or consultants who take on the persona of a brand and engage in ghost blogging and tweeting were inauthentic and lacking in transparency. I have also felt that social media puts a spotlight on marketers who don’t truly understand or blend in with the market they are targeting. 

But how could I really continue arguing or ‘feeling’ without testing? I have been, essentially, arguing from ignorance or feeling…and that’s not very sound logic. 

I decided that my notions had to be tested. And that test took place tonight during the weekly PR 2.0 Chat. Tonight’s PR 2.0 chat was not delivered or moderated by me, but by Leigh Fazzina. Leigh is a good friend and PR/social media professional and I knew she would be the perfect person to test the notions of authenticity and transparency because of her background. 

As I said, this is an unscientific test, but it’s one that certainly opened my eyes and proved that perhaps I have been wrong about my steadfast (maybe even pigheaded) notions on authenticity, transparency and― ultimately―trust. 

Authenticity 

This was not authentic. Leigh was pretending to be me and I was sitting there drinking coffee watching the chat happen. I was really surprised that no one questioned the use of “my” newly acquired colloquialisms (U, UR, R, RU, etc.) or tone (capital letters and a lot of exclamations!!!). Check out Leigh’s Twitterstream and compare it to mine. You’ll see that it was definitely her tone and voice tonight…not mine. 

This only makes me begin to wonder if I have been completely wrong about authenticity. What if I was blogging/tweeting for a brand consistently using my own tone, voice, etc. Would it really matter? What if I stopped and someone else took over…would anyone really notice or care as long as they are getting whatever it is that they think they need? 

Transparency 

Obviously we didn’t let you know about the swap, so that fails on any level of transparency (or translucency for that matter). Again, if someone is ultimately being ethical in their social media efforts to help a brand does authenticity and transparency really matter? Can marketers swap in and out and still be effective? 

Trust 

First off, I apologize for using the PR 2.0 Chat as a forum to test authenticity and trust. To be honest it was more about testing MY strongly held notions then it was about testing participant’s ability to notice it wasn’t me. 

But what does this tell us about trust? If a brand is using an agency/consultant to be their voice in social media and they build up a level of trust, is it really as fragile as we think it is? I am not so sure.

I believe that no one questioned the differences tonight because you automatically trusted it was me and you would have never expected that it would not be me (unless there was a guest moderator). Again, apologies for taking advantage of that trust. It’s not something I would normally do…but I have been plagued with questions regarding social media and I had to test to prove to myself that I have, potentially, been wrong.

Personally, I don’t think that the manipulation of trust is ever the right thing to do and I wouldn’t blame anyone for being angry/annoyed with me (especially the new folks who participated for the first time and don’t really know me). Perhaps we can all learn a lesson here… 

Conclusion 

Moving forward I will always believe in authenticity and transparency and will conduct my own interactions as such. And maybe I was wrong about ghost blogging/tweeting…perhaps it is entirely possible to handle it properly and create a level of trust if done consistently. I don’t think I’ll ever be comfortable with that…but I’ll surely be less judgmental. That said, I believe trust is a fragile thing and when that trust is broken due to discrepancies in authenticity and transparency, organizations better be prepared for the potential fallout. 

Your thoughts on this very unscientific test?

[Image: iStock]

Even More Goodness! Related Posts:

• PR has never been truly authentic
• For Hire! Searching for My Next Career Opportunity
• It’s Time to Get to Work. Arm Yourself with Knowledge.
• Dear Marketing & PR Pros: You’re Still Pushing

I don’t know if you’ve notice, but over the past few weeks I’ve been commenting on Twitter about self-promotion and the need to bring it back. With the impetus of social media being towards limited, if any, self-promotion (unless I missed the memo that it was okay), I’ve notice that the pendulum for people engaged in social media has finally swung from 100% to 0%. 

I don’t know about you, but I have about 5-8 people nationally that I feel confident referring for marketing, PR or social media consulting. Locally, it’s even less than that. For all the people I know on- and off-line, it’s a little sad that I have such a small pool of people to refer. And isn’t that the point of social media to build relationships that could potentially lead to referrals? That’s what we tell companies all the time, right? 

What’s the issue? Sure, we all follow the social media “rules” and we try to build relationships with people first and foremost and that’s great…but then it falls apart. 

The people that I feel comfortable referring are people that I met online first, then offline, and then they’ve shared links to their client work or have outright been a part of their clients’ campaigns online. I’ve been able to see their campaigns and get a 360 degree view of the person, how they think and their abilities.  I’ve also had conversations with some of them about their campaigns or projects. 

There are people who I follow on Twitter or Facebook that I that feel comfortable saying I know them pretty well, but honestly I have absolutely no clue where they work and/or what they have done as marketing, PR or social media professionals that would deserve a reference. 

I have people asking me all the time to refer consultants, agencies or speakers on particular topics because, in their minds, I am “well connected.” And I am consistently drawing a blank, which, needless to say surprises most people. 

Honestly, I have to question this “no self-promotion” rule and why we all (I am guilty of it too) make people feel SO uncomfortable to do so. It goes back to my favorite adage “people don’t know what they don’t know” and right now I don’t know what you all do. 

I am not talking about blatant, outright self promotion…I hate that as much as the next person. But once we have gotten to know someone, haven’t they earned the right to share online with us the campaigns they are working on or a project they are proud of? 

And yes, I get it…sometimes there are NDAs or confidentiality issues. But find a creative way to let us know what it is you are working on or what benefits you might provide a potential client/customer. 

I’d like to be able to refer all the smart people I am connected with…but I need more than just knowing what you share on Twitter, Facebook, LinkedIn or your blog to be able to do that. I need some kind of evidence that you are strategic, tactical and deliver results so I can feel comfortable telling people to give you a call. 

Please, help me out. I’d like to be able to provide references for you or your business. If we know each other and have connected either here on my blog or on Twitter/Facebook/LinkedIn let me know what you’ve been working on or share with me some of your recent campaigns/projects. 

Anyone else having this issue? What can we do to help people get business or job referrals? Is the lack of self-promotion actually hurting us?

[Image: iStock]

Even More Goodness! Related Posts:

• Outputs, Outtakes, Outcomes…Oh, my!
• Implementing & Measuring Public Relationships…You can do it!
• Are you stuck in a box?
• Is Personal Social Media Experience A Negative For Job Seekers?