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Advertising 2.Oh! – Part 2

Posted by Rachel Esterline on Dec 23, 2008 in Advertising, Branding, business, Networking

Over the next several weeks, I will be posting some content from my previous other PR blog. This was originally posted on March 26, 2008. Advertising 2.Oh! is a three-part series. Read part one here.

Lance said Gene Dewitt of DeWitt Media Strategies had said in five years, every company will need their own network. This doesn’t mean like taking over a network like Disney did, but every company will need its own network to help form digital relationships with customers. This gives opportunity for it to be the customer’s idea to form the relationship (and they expect you to be available for them).

Lance said the “old rules” still apply, such as understanding your brand, etc . But now the focus has shifted to two-way conversation. The consumer has more options now, so instead of just the original two options, ignore and engage, they now can reply.

Consumers will want to engage if the message is compelling (entertaining) or interesting (offers information). Responsive engagement includes brand offers, sweepstakes, etc. The audience creates (and usually controls) the conversation with interactive engagement.

Related posts:

Communication Tips from Bob Lutz of General Motors

Crossing Borders Through Communication: Global PR

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Communication Tips From Bob Lutz of General Motors

Posted by Rachel Esterline on Oct 31, 2008 in Blogging, National Conference, PRSSA, Social Media

2008 PRSSA National Conference

PRSA General Session
Bob Lutz, Vice Chairman of Global Products, General Motors

The PRSSA National Conference attendees were fortunate enough to be able to attend a PRSA session with Bob Lutz. During his presentation, Lutz gave several tips about communication:

  • Communication is about making a connection
  • Communications should say something
  • Communication has a value that paid advertising does not
  • Communications should view the media as an opportunity, not an obstacle
  • Communicators must evolve with communications

Lutz said communications should be done skillfully, directly, accurately, precisely and honestly. It should be effective and interesting. He also said writing should be balanced because self-praise can do a lot of damage.

I think one of the most important points he made was that communicators must evolve with communications. Lutz has demonstrated this himself with his own blog.

Lutz said blogs give the opportunity to have a real dialogue, to put out an unfiltered message and to have the message out immediately. Executives should write their own blogs, Lutz said, because blogs written by PR people come off as very corporate. People will feel like they are actually being talked to if it is written by the executive. But, Lutz said, an executive should submit their post to PR to make sure facts are confirmed and it is not off message.

Find out more, read his entire speech or read a recent article in PR Tactics and The Strategist Online about his speech.

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Crossing Borders Through Communication: Global PR

Posted by Rachel Esterline on Oct 29, 2008 in Global Communication, National Conference, PRSSA, Public Relations, Social Media

2008 PRSSA National Conference – Detroit

Crossing Borders Through Communication: Global PR
Janet Tabor, Senior Vice President, Weber Shandwick Worldwide

With six billion people and more than 6500 different languages, global campaigns are very complex, according to Janet Tabor, senior vice president of Weber Shandwick Worldwide.

Tabor offered the following advice on global communication at the PRSSA National Conference:

  • Know your audience. Understand cultures and backgrounds are essential to a successful campaign.
  • The key to a successful campaign is having people on the ground in the location of the campaign who understand the mindset of the people, the market and know where people get their information from.
  • Campaigns must be tailored to apply to specific audiences.
  • Digital media has become very important¬† because of the consumer’s lifestyle–it is where people are getting their information from. Therefore, companies need to expand to reach social media to have a dialogue and build relationships with their customers. They need to be engaging.
  • It’s about relationships, not transactions. It’s about listening, enabling discussions and communication back. Social media works best for listening, not selling.
  • Brand monitoring is important. You need to know what is being said. This will help you identify potential issues quickly before they become a crisis.
  • Advocacy has become the most powerful source of influence and communication.
  • Fan sites, watch blogs and detractor sites shape brands and affect reputations.
  • You need to be working across traditional media, niche media and social media, monitoring and acting in online conversations and exploring new communication platforms.
  • Remember the media is now multimedia. For example, Business Week now has a blog, debate area, podcast center and much more.

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