Skip links

Performancing

Main navigation

Public Relations

How to Combine Your Public Relations and Social Media Strategies

by

Combining Public Relations and Social Media

Social media and public relations have some of the similar duties– they both deal with community awareness as well as damage control (when it is needed). Because of this, it can be beneficial for companies to occasionally combine their public relations and social media messages to further increase a positive brand association and to address public reputation crises.

Brand Mentions

When a company’s service or product is mentioned by a well-known individual, website, magazine, or newspaper (either through social media, online, or in print), this can be a great PR opportunity. Publishing a “Mentioned On” page on the company’s website with quotes or proof of the mentions  can be a great way to gain customer trust. Additionally, when a product or company receives an award or accolade, the company can both send out a press release and mention it via social media.

Service or Product Launches

When a company is launching a new service or product, the announcement of the launch is crucial and should be posted on social media profiles, the company’s website & blog, as well as through press releases. Utilizing all these different mediums can help further exposure and reach as many audiences in possible. In addition, new service or product launches are also a great area to also involve the advertising department to run traditional, online, and social media ads to announce the new products or services.

New Employees

When a new executive or employee joins the company, depending on the size, both public relations and social media can announce the new addition to the team. This is especially the case for executives such as a new president or CEO or an employee that will be heavily involved with the public, such as a community manager or publicist. Customers and users like to be involved in a company’s changes and events; it makes them feel closer and more tied to the company.

Other News

There are several other instances where other news is pertinent to be shared via public relations efforts and social media marketing. This could include a new website or blog, new mobile application, changes in pricing or routine, or even a new office.

When it comes down to it, any information that needs to be shared with both the media outlets and the target and current customer base should usually be something that is shared via social media and public relations efforts.

 

Have Blog Reviews Tainted the Image of Bloggers?

by

Peddling is prohibited

In my life as a blogger, I’ve been sent a few items for review, like books, gadgets, food items, coffee and software. Some of these have been given to me gratis. Some, I’ve had to return. Most of the time, I review items that I’ve bought myself, especially if these are related to the niche of my blogs (mostly gadgets and technology).

If you ask if I’ve ever solicited items for review, my answer would be yes. I have asked some PR agencies and gadget distributors for review items that I could borrow, so I wouldn’t have to spend big bucks on these. But those have been loaned equipment, which I’ve had to take photos of, use (and abuse) and then return after a week’s time.

But I think one hot issue today is the fact that bloggers who review items are seen in a bad light, especially if companies and PR agencies approach them to give free samples or free products. Take for instance how mommy bloggers have come to be considered a force to reckon with. NPR reports that one such debatable issue is “blog-ola” or free goodies, products, trips and other perks many marketers are giving to bloggers in hopes of getting favorable publicity or positive reviews.

“Bloggers used to have sponsors sponsor their writing,” … “Now, they’re actually writing for sponsors, and I think that’s changed the dynamic of the blogosphere a great deal.”

There are three points that are debatable here, and it mostly involves ethics in blogging about commercial products.

Influence peddling. There is a difference between sponsors approaching you in the hopes of their product being reviewed, and your making these sponsorships as the major reason behind running a blog, to the point of your blog becoming too commercial in nature. The former would perhaps be a normal offshoot of running a publication. This is also a benefit enjoyed by traditional publications, and not only blogs, as part of PR agencies’ responsibilities to their clients. But the latter is tantamount to influence peddling. You know you have a voice in the online world. There’s nothing wrong with enjoying the benefits of being influential, but when you start selling your influence for monetary gain (in cash or in kind), then it’s a different ball game.

Editorial independence. The issue here is whether you are able to differentiate editorial from commercial content. In many cases, the difference might not seem too obvious as, say, compared to a traditional publication. In a newspaper, you know the difference between automotive reviews in the Motoring pages from the editorials on the Op-Ed pages. The motoring columnists are probably lent cars, trucks and SUVs for review. But the editor writes his daily piece as part of his opinions on current events and issues.

However, the question remains whether an opinion columnist can be swayed toward giving favorable opinions or reviews with free products, services or other compensation. And because many of these products, services and items sent in for review (solicited or not) are free, a blogger’s conundrum is whether to publish an all-out, honest review, or just highlight the good parts, for worry that the freebies might end.

Tainting the image of blogs and bloggers. Blogs are supposedly seen as being written with honest voices, because these are published by ordinary individuals like you and me. But if you are writing with the mindset of being approached by companies and PR firms for freebies, you kind of lose the honesty. And this is one of those things that have tainted the image of blogs, blogging and bloggers all over the world. While blogging and other social media are world-changing, in that they have changed the way we communicate, connect and engage, these have also opened up many ethical questions.

Have you ever been sent products, software, services or other items for review, in the hopes of being featured on your blog? How have you reacted or responded? If you do welcome the idea of writing reviews on your blog, have you ever solicited products, or at least opened up your blog for such submissions? And if you do write reviews, do you focus only on the good side, or are you honest with writing your evaluation, including the bad parts?

The world seems to view bloggers as influence-mongering freeloaders. What can we do to change this?

Image by multisanti via Flickr

Five mistakes PR execs make when engaging bloggers and how to solve them

by

Do you deal with PR companies? Having been fortunate enough to blog for several larger networks, I’m definitely “on the radar” and am contacted daily by those wanting to promote companies, products and services to me.

In general, this is great — I’d rather receive interesting information about new products and services than not at all — but sometimes things aren’t perfect.

This guide looks at five mistakes PR executives make when engaging bloggers and what can be done to improve the situation.

1. Poor contact etiquette

Problem:

I realise that one of the core parts of being a successful public relations professional is making contact with people who can spread the word about clients, but I sometimes feel like I’m hounded (pestered, at least) by pushy account executives who feel they just have to talk to me.

Whilst I’d love to get to know PRs better, it’s not always convenient to talk every time one calls. My tolerance for interruption is low, which is why I have voicemail. Unfortunately, calling every half-an-hour instead of leaving a message and waiting for me to return it does not endear the PR company to me.

Similarly, phoning ten minutes after sending an email is also not appreciated. I probably did get the email but I haven’t had time to read or digest it yet. Again, I don’t jump at every email the moment it arrives, and if PRs do get to speak to me on the telephone I’m likely to respond negatively or at least be non-committal.

Solution:

It’s worth making your voicemail message specific, encouraging people to leave a message and explaining how you’ll deal with that message.

It won’t necessarily stop people trying to contact you multiple times in multiple ways (I have three phone lines at home and have had PRs alternate between them) but it will hopefully let them understand how you like to be contacted, which in turn should create more positive communication.

2. Inadequate resource provision

Problem:

I like to get as much information about a new product or service as possible in one go without having to jump through hoops to get it.

I hate being sent:

  • minimal information
  • dead links
  • proprietary format for press releases (particularly Word documents) with no plain text alternative
  • press release text saved as an image
  • no images
  • excessively high resolution images
  • multiple copies of the same email
  • complicated instructions on how to request images / more details

Solution:

PRs can do themselves a great favor here by sending out as many resources as possible in the first instance. This includes:

  • Press release in plain text
  • At least one low resolution image of product/screenshot/logo
  • Web links to more information
  • Company web site
  • Price and availability
  • Contact info for someone in PR dealing with the account

If any of the above aren’t available it’s far more helpful to say so upfront.

While print journalists tend to need high resolution images, low-res is generally fine for bloggers so it needn’t cause the emails to be excessively large.

The immediacy of blogs means that a well-pitched press release can be up and published within the hour, but if bloggers have to chase around for information this will either get delayed or the story simply won’t be published.

As bloggers, it’s worth suggesting this list to PRs with whom you have an ongoing relationship. You may not always get everything you need first go, but there’s a greater probability that you will.

3. Irregular contact

Problem:

I don’t expect hand-crafted emails and one-to-one service, but I would expect to be on relevant mailing lists so as to receive timely information.

I still don’t understand how the same PR person can send me information on a company one day, then another I’m completely missed off the list.

Solution:

PR companies need to ensure their contact database is up-to-date and their mailing lists are consistently sending information to the right people.

If you have other blogger or journalist contacts who receive information that you’d like to get, contact the individual PRs involved and ask to be added to their mailing lists.

Be specific about the kinds of information you’d like to receive.

4. Sticking to traditional working practises

Problem:

Many bloggers, even those who do it full-time, often don’t adhere to a standard working day, therefore PRs who expect them to be available for events during a standard working day may well be disappointed. This is particularly true for bloggers who have other jobs.

Additionally, events which are effectively just glorified press release presentations are, in my opinion, a waste of time. Seeing new products and being able to interview company representatives can be great, but when a blogger has limited time, often has to travel in to a large city to attend, and is doing it completely within own budget, the event needs to be exceptional.

Solution:

PR companies which embrace the often differing working practises of bloggers are at a distinct advantage. If companies want to reach out to bloggers then positive ways of doing this include arranging exclusive, value-rich events at convenient times, and understanding that bloggers’ resources are often limited when compared to full-time journalists and other media professionals.

Again, communication is key for bloggers. Make it clear what time you have and what kinds of events you’d be interested in attending. While it won’t guarantee a PR company accommodates you, if they don’t know how you work it will be very difficult for them to help.

5. Expecting (positive) coverage

Problem:

There seems to be the notion that bloggers are desperate for content and will publish anything. While that may be true for some, it certainly isn’t for all, and sometimes an over-pushy PR can really damage the reputation of the company they’re representing.

While I, as a blogger, may want to give your client some free publicity if it fits in with what I believe my readers want, don’t assume that because you’ve pitched me an idea, I’ll run with it.

And don’t assume that any coverage I do give will be glowing.

Solution:

Though you can’t change someone’s perception of bloggers and blogging overnight, politely outlining what you blog about and explaining that you don’t publish news or features for the sake of it should help.

After all, there’s little point promoting a company’s new line of hamburgers on a blog ready by vegetarians.

Conclusion: it’s all in the dialogue

At the end of the day, good relationships with PR companies can be a great source of timely information on which to build news stories and original features for your blog, but good communication is key to ensuring that you, the blogger, aren’t bombarded with irrelevant and unhelpful content and that the PR company doesn’t get frustrated because they can never reach you or you don’t seem interested in what they’re offering.

Given the choice between being contacted by PRs and not, I’d definitely choose the former. Would you?

If so, build those relationships whenever you can, and don’t be afraid to stand up for what you want and need.