Integrated Brand Communications
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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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4 Social Media Disruptors of PR: Mixing Media & Message

4 Social Media Disruptors of PR: Mixing Media & Message | Integrated Brand Communications | Scoop.it

The power of social networks has dramatically and quickly transformed public relations in a way that very few could have expected.  Understanding how social media has disrupted modern PR helps us wrap our heads around aligning our communications programs in a way that puts both disciplines in lockstep in order to amplify our messaging.

 

Public relations is the original social media marketing: PR pros were looking to socialize communication on behalf of a company, with the ultimate goal being spurring engagement in a target audience.  (For more on that, check out this article on social PR.)  By the same token, social media marketing is the most public of relations: rather than having a middleman between the message and the medium, we interact directly with our consumers via our owned media channels.

With that in mind, both social media and PR programs share the same fundamental goal: to deliver communication that spurs positive action on behalf our brand, thus earning media (“impressions” or “reach”).  By understanding how social networks have disrupted the old PR paradigm, we can transform our programs with strategic campaigns that use the strengths of both disciplines to achieve quantifiable results.

Russ Merz, Ph.D.'s insight:

A very thought provoking article by Leslie Nuccio that describes how #socialmedia disrupts #PR communications programs. Keep for future reference.

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Branding Strategy Insider | 7 Ways To Radicalize Your Brand To Victory

Branding Strategy Insider | 7 Ways To Radicalize Your Brand To Victory | Integrated Brand Communications | Scoop.it

There comes a point in the lifecycle of most brands when they hit critical complacency. The marque has mainstreamed to the point where it effectively blends with its surroundings to form part of the amorphous middle. That’s the black hole towards which all brands are drawn. Competitiveness erodes. Prices start to fall. Comfort levels and intransigence soar. Appetites for risk, so apparent in the early years, fall away. Eventually, the lights go out. We could all run a list of those that have succumbed.

 

But while complacency and conservatism are easily spotted, they are much more reluctantly abandoned. Getting off the merry-go-round is difficult, because it requires management to re-radicalize; to muster the courage and the energy to pick new fights and wage new wars; to attack what they operate so efficiently and effectively now in order to save it. (Seth Godin in his book The Icarus Deception expresses clearly and strongly how and why industrialization works this way.)

 

It’s hard to be radical and commercial: hard because it so often looks unreasonable. As Gary Hamel has pointed out, it requires organizations to be able to identify what is sacred and what is unsacred, what should never be changed and what can (and perhaps must) continue to change. And, on examination, so many organizations hold the wrong things sacred. They cling to what they know rather than addressing what consumers want next. They believe their technologies and their techniques are the most important aspects of what they do. They rely on size and continuing to size up.

Russ Merz, Ph.D.'s insight:

Looking for guidelines about how to break through the competitive #brand clutter? Here are seven that might be useful. 

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