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Why Twitter Is Great & Six Hashtags for PR Students/Professionals

Posted by Rachel Esterline on Feb 23, 2009 in Social Media, Twitter

Tweet what?

I thought Twitter was the most ridiculous tool before I started using it. Even as I started to build my Twitter network, I didn’t quite get it. How was this such a great tool? What is the point?

Why I think it’s great

Months later, I think Twitter is great. It is a great tool for networking with other PR students and professionals, sharing interesting information, asking for advice and even promoting my blog. Since Jan. 1, more than 200 visits to this blog were via Twitter. I also met Julie Bonn Heath, who has offered me the opportunity to work with her virtually for her PR firm starting this spring.

Useful PR Hashtags

I’ve also discovered hashtags, which help organize posts. Here are some of the most useful hashtags for PR students and professionals I have found:

Why do you like Twitter? Do you have any great Twitter stories, like finding a job? What’s your favorite hashtag?

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Advertising 2.Oh! – Part 1

Posted by Rachel Esterline on Dec 12, 2008 in Advertising, Blogging, Branding, PRSSA, Public Relations, Social Media

Over the next several weeks, I will be posting some content from my previous other PR blog. This was originally posted on March 20, 2008. Advertising 2.Oh! is a three-part series.

Today I attended an event hosted by the White Pines Chapter of PRSA. It was called Advertising 2.Oh! Blogging, Vlogging, and Slogging Your Way Through The New Media Jungle presented by Steve Lance. He made a lot of great points and I learned a lot, even though I felt much of it was targeted more so to people in advertising rather than public relations. Click here to find out more out this Emmy Award winning speaker. I managed to take three pages of notes, which I will break up into three different blog posts.

Advertising 2.Oh! Recap #1

Lance said that television is no longer the dominant form of entertainment. He proved this point by asking how many people spent more time on the Internet than they did watching TV. The great majority of attendees did.

Another great point Lance made was if you manage your content, you control your brand’s destiny. His example of this was how Walt Disney had a two-hour premiere when Disneyland was first opening. Eventually, Disney “swallowed” the network (and bought it).

Another example that is more current would be Home Depot. They offer workshops, such as how to put in your own bathroom floor. These workshops are taped and offered to networks. The networks like these because they don’t have to pay for the workshops. Home Depot gets promoted so it’s great for business.

From what I understood, Home Depot also offered advertising time to their product’s companies (for example, if they did a workshop on flooring, Pergo could advertise its floor products). They also have the information on the Web site in the form of five minute vignettes (in print only). From these, they build cross-promotional platforms. One example given by Lance was having links to the vignettes on magazine Web sites in which they advertise in, such as home and garden sites.

Lance showed two models about advertising, content and messages. In the “old” model, the content is separate from the advertising. Now, in the “new” model, the message is the content. This means “total consumer engagement.”

He also emphasized that the consumer is at the center (this was shown in another model, in which ‘consumer’ was in the center circled and at each quarter outside of the circle was ‘positioning,’ ‘execution,’ ‘brand’ and ‘idea’). The brand is no longer at the center as it was before, according to Lance.

Check back soon for Advertising 2.Oh! Recap #2

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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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