doktor spinn

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Tipsar om en gammal favoritpostning signerad Mikael Pawlo.

Hur långt skall en PR-konsult gå för sin kund? Ganska långt om man skall tro den charmiga teveserien Entourage. Det finns en viktig lärdom för PR-konsulter i det avsnittet där killarna besöker Comicon och en bloggare bestämmer sig för att...

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Jobbtips.

STHM-Stockholm, ArbetsplatsbeskrivningKTH är Sveriges största tekniska universitet. Utbildningen och forskningen täcker ett brett område – från naturvetenskap och teknik till arkitektur, industriell ekonomi, samhällsplanering, arbetsvetenskap och miljöteknik. KTH har 13 344 helårsstudenter varav 6 955 på grundnivå och 5 545 på avancerad nivå. Dessutom 1 314 heltidsekvivalenter på forskarnivå och 3 900 anställda.U

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Jag har hjälpt flickvännen att sätta upp en enkel egosida på Facebook. Istället för att behöva neka/acceptera skumma Friend Requests från främlingar kan hon nu tipsa dem om den här sidan - samtidigt som hon får någonstans att publicera sådant är journalistrelaterat. Dessutom - kanske intressantast? - är att hennes Facebook Page kanske kan bli en stark kanal för nyhetstips och feedback från tittarna?

Är du nyhetsjunkie, har PR-intressen eller bara vill hjälpa Lisah att få flest fans av programledarna på TV4 - gå med! :)

Facebook är ett socialt verktyg som förenar människor med vänner och andra som arbetar, studerar och lever runt dem. Människor använder Facebook för att hålla sig uppdaterade om vänner, ladda upp ett obegränsat antal bilder, dela länkar och videoklipp och lära sig mer om de människor de möter.

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I really enjoyed this article! Reclaim "spin doctor", reclaim "flack"! :)

I honestly hadn’t heard much hubbub about the August 21 New York Times feature on the year’s biggest PR fiascoes (“In Case of Emergency: What Not to Do”), until I read last week’s editorial in PRWeek, “NYT falls short again in its portrayal of PR” (sub reqd).

(The) article seemed to suggest that the “PR missteps” were what led to the problems at BP, Toyota, and Goldman Sachs, and this is simply a naive way of thinking.

In each of these cases, the true problem was caused by a fundamental business—or safety—issue. Ask any crisis communications or reputation management expert and they will tell you BP could not even think about working on its reputation until it stopped the oil leak.

The two most-frequently used sobriquets to describe PR pros are “spin doctors” and “flacks.”  For all the mainstream media get wrong about their understanding of Public Relations, its remarkable that these two nicknames aptly describe the best and worst of the profession.

It’s true that there are far too many FLACKS in the PR trade.  My definition of a flack is a PR spammer: someone who pitches indiscriminately, with no regard for the media’s expertise, interests or contact preferences.

“The flack” is how 99% of PR professionals are viewed.  The reality IMHO is that it’s closer to 50% — still too many, by about 49%.  The good news is that PR pros ARE getting better at this whole “media relations” thing, since it’s now, thankfully, so easy for genuine flacks to be outed by their frustrated “targets.”

A SPIN DOCTOR is a PR pro who can presumably make a silk purse from a sow’s ear.  And while it’s true that there are some exceptional examples of this in the history of communications, the NYT piece demonstrates that sometimes the “doctor” will lose their patient, if they’re too far gone for succor.

The PR pro can only EVER be as good as their client. An evil and/or dysfunctional and/or walled-off client can’t rely on a “spin doctor” to save them.

In my experience, PR pros facing a communications crisis often shine brightest when they convince their anxious clients to simply DO THE RIGHT THING.  “Get in front of this, tell the truth, and work your ass off to fix the problem.”

That “truth” strategy only works when the truth is that the problem was unintentional and has not been purposefully hidden to-date.  As one PR pro noted in the NYT piece:

(Swift) disclosure (does not) provide inoculation against all ugly realities. When the facts are horrible … the best P.R. fix may simply be to absorb the pounding and get back to business, while eschewing the sort of foolish communications gimmicks that can make things worse.

A good spin doctor can’t work miracles, but they can surmise the right approach, i.e., whether to open-up or bunker-down. In all cases it’s still up to the client to take their medicine, to revive their reputation.

And that’s the fundamental disconnect in the NYT article.  As my Twitter friend @kurt_foeller noted, “where the NYT fell short was in understanding how BP (and Toyota and Goldman Sach’s) top management made solid PR strategy and execution impossible.”

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Korspuff för #cmgr-länkar.

Where Should Brands Spend Their Social Media Budget?
“Looking at just traditional marcom efforts (leaving out functions like customer care), there are two ways to spend on social media marcom. The first is campaign spending. This is what we awere all trained to do. It is also the only thing any of the awards programs out there pay attention to. The second is the sustained, persistent support of always-on platforms Like facebook and Twitter. We call it everyday engagement. Call it whatever you want but it has a lot to do with successfully building a direct relationship with customers and followers.”

Many of us call it community management. I think that is a very suitable term. All agree?

10 reasons why people aren’t contributing to your online community
Not very uplifting, but still.

Social Media Strategy & Monitoring Research
Useful statistics.

Beyond Your Website
“A website isn’t as important for your online community as you might think. Community building efforts should drive people to each other, not to a website. A website should be just one element of your community (and not always a big element at that).”

Meet the Chief Listening Officer
CLO – I like it. Still, I think this responsibilty many times falls under the “jurisdiction” of the community manager. But true, listening should be a clear and dedicated responsibility.

Start Treating Social Media As Behaviour, Not As Channel – And You Just Might Benefit From It
Exactly! Nowadays it’s getting increasingly clear because now most get that social media is around – even if they don’t necessarily get what it is about. Outcome? Corporate information output en masse via channels basically without engagement.

Here’s the thing: You don’t deserve the necessary engagement by becoming the craziest monkey or clown around. Marketing impact, maybe, but not the relationships your business is hoping for.

If you want people to read what you are sauing every morning, than create a foundation for a habit. Make it easy but addictive to consume and accumulate social equity by consistency over time.

THEN you become an arena. THEN there will be valuable social transactions. THEN you will get an engaged community.

I also see so many PR strategies where small companies are placing all their bets on short -term content in ALL channels as well as focusing on Facebook-like world dominance.

Instead of doing the other way around, by being extremely valuable for at least ONE PERSON and then letting it grow wings from there.

5 Commandments for Community Management
Interesting first comment with a lot of fair points, but the term “community management” does not come with all the implied negative connotations; managing a community is to aid and provide service, not to mess things up or sticking your fingers where it don’t belong. Even a free market needs regulators in order to stay free.

Getting started in Community Management
Some great advice, but I don’t think that content creation is the key, but sure – it could be for some CMs.

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Social media naturals - på väg att bli högvilt?

ediekonsulterna och reklambyråerna letar efter personer med kommunikationsbakgrund som förstår tekniken, konstaterar Albert Bengtson.

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Well, there you go. Via jardenberg.se.

The next edition of the Oxford English Dictionary, the world’s most definitive work on the language, will never be printed because of the impact of the internet on book sales.

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"Looking at just traditional marcom efforts (leaving out functions like customer care), there are two ways to spend on social media marcom. The first is campaign spending. This is what we awere all trained to do. It is also the only thing any of the awards programs out there pay attention to. The second is the sustained, persistent support of always-on platforms Like facebook and Twitter. We call it everyday engagement. Call it whatever you want but it has a lot to do with successfully building a direct relationship with customers and followers."

Many of us call it community management. I think that is a very suitable term. All agree?

Last post I proposed benchmarks for what percentage of a B2C marcom budget should be spent on social media. The next logical question is how to allocate that spend. Clearly every product, business goal, world market and end user target will impact that answer. Despite the recent gains in more seniors adopting digital habits, I still wouldn't use the Old Spice video strategy to reach 65 and over Americans. Context matters.

Two ways to spend

Looking at just traditional marcom efforts (leaving out functions like customer care), there are two ways to spend on social media marcom. The first is campaign spending. This is what we awere all trained to do. It is also the only thing any of the awards programs out there pay attention to. The second is the sustained, persistent support of always-on platforms Like facebook and Twitter. We call it everyday engagement. Call it whatever you want but it has a lot to do with successfully building a direct relationship with customers and followers.

They are not exclusive. They work well together. It's tempting to put all the money in the campaign spend - the big YouTube play, the cgm/ugc contest, the unique Facebook tab. This is what will get you noticed inside and outside the company. But without the foundation of the everyday engagement, you may never keep that hard-won fanbase.

Like any new venture, building a foundation in social media requires investment in the early years. To get the "center for excellence," and its primary programs, off the ground, you need to hire some staff, spend on some first-time expenses, and learn from experience. Most of the everyday engagement effort - creating and publishing content, monitoring cgm, responding to people and customer care triage - do not require a big one-time cost. They require a recurring cost in human time and some expense.

The First Three Years

Year one - in the first year of true commitment to social media marcom, you can expect splitting a budget with most going to campaigns

campaign 80%   everyday engagement 20%

Year two - now you can invest in some infrastructure. You have gained campaign success, earned points for social customer care Twitter handles, and generally proven to leadership that this is worth doing. Now is the time to get a Buddy Media or Vitrue license, trade-up on your Listening post, and float some more sophisticated campaigns

campaign 50%   everyday engagement 50%

 

Year three: - truth is you will never dial back on your everyday engagement. What you will likely do is ramp up your paid media integrations with your truly "earned" social media efforts. It may not be fair to lump those in the equation here but I have. That's what explains the flop back in favor of campaign spend.

campaign* 80%   everyday engagement 20%

How do you split your spending?

*includes some media spend. Take that out and your back to 50/50 or even 40/60

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STHM-Stockholm, Vill du leda marknadsavdelningen hos Nordens ledande leverantör av WEBB-TV och Mobil-TV? Marknadsansvarig till Qbrick sökes Qbrick är ett spännande och expansivt företag inom den nya internettekniken Streaming Media. Deras kunder finns inom alla branscher såsom TV-kanaler, radiostationer, media, reklambyråer och produktionsbolag, samt storföretag och kommuner. Qbrick levererar högtillgängliga och

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