Category: Communication tactics

Public relations and social media: an opportunity for…revolution? »

The defining theme of best practice public relations is that organisations which proactively create mutually meaningful and mutually beneficial relationships with their stakeholders are, “…more likely to develop relationships with their publics that make it possible to achieve organisational objectives and develop a positive reputation…”

Media coverage for public relations-driven round tables and white papers »

When formulating round tables, public relations professionals need to decide whether to invite media to attend and whether to offer media exclusives. It is generally the major objective of a white paper process to gain positive media coverage for the ‘sponsoring organisation’, though there are a plethora of mechanisms through which the white paper content can be leveraged.

The challenges of round tables: achieving public relations results »

Aspects to be considered when considering the strategic power of round tables and white papers for public relations professionals include: getting potential participants to attend and extracting the best out of participants. Let’s also look laterally at a ‘different way’ of approaching round tables.

Round tables and white papers: helping public relations achieve results and positioning »

Round tables help public relations professionals achieve positive media coverage, enhance relationships with important organisational stakeholders and strengthen organisational positioning. The white paper, produced from a round table, resources issues-driven media campaigns (of which opinion pieces are likely to play a leading role), direct mail and online communication campaigns.

B2B media placement of public relations op-eds »

In the B2B environment, op-eds (opinion pieces) can be much more effectively leveraged than in the B2C environment because they can be placed multiple times across different industry sectors. Op-eds are a valuable part of public relations and media relations strategies because of the media coverage they can generate.

Leveraging public relations op-eds into issues-driven campaigns »

Op-eds are a valuable part of public relations and media relations strategies. This is because of the media coverage they can stimulate and the positive positioning, through thought leadership, they produce. An additional, and extremely valuable, characteristic of op-eds is that the content generated as part the op-ed scoping process, can also be used to create more than a single media placement.

Public relations thought leadership and op-ed campaigns »

Media releases, whilst not entirely dead as a means of generating media coverage as part of a public relations strategy, are these days nowhere near as effective as establishing a thought leadership platform. One key result of thought leadership is that media will often call the PR professional looking for talent and content, rather than the other way around!

Bad public relations and saving marketers’ skins: 2009 and beyond »

Along with eye-rolling, can-you-believe-it dumb marketing and/or PR moments in 2009 (think loser marketers, the GFC and social media) there have, thankfully, been plenty of inspirational examples of best practice professional communication too. Most importantly, what have we learnt during the year and how will it make us better communicators?

Inspiring events: marketing’s killer app »

I have continually witnessed deep levels of engagement by audiences in events that companies run. I see this form of communication being a vital part of marketing, public relations, employee engagement and reward & recognition communication strategies.

Social media: the good, the bad, the scary…and the strategic? »

Strategically, social media offers immense utility for public relations professionals when it comes to crisis management but, conversely, it also opens up organisations to immense risk.

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