The practice of storytelling is becoming more important to companies. Here’s what every PR person and marketing should know about brand journalism.
[Useful content marketing and brand journalism tips from Dorothy Crenshaw ~ Jeff]
Via Barb Lack
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PR insight, social media & thought leadership - from The PR Coach
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Jeff Domansky
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Rescooped by Jeff Domansky from Writing Tips and Techniques onto Public Relations & Social Media Insight |
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Via Barb Lack
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Three years ago, Citizen Renaissance was published as a reaction to three seismic shifts in society - the rise of digital democracy, falling global wellbeing and an imminent environmental crisis.
The footballing cliché runs that teams must score when they are dominating the game. PR consultancies often manage early possession, but then struggle to find the back of the net.
It happened with CSR and with social and now with content, too – a failure to convert early-mover advantage into sustained leadership. We let others steal our clothes and then bemoan their encroachment on “our” space. For a profession that prides itself on the quality of its strategic advice, it is perverse that we so consistently forget to take our own. This is partly a failure of visionary leadership; partly the lack of a rigorously defined point of view about our very purpose; but mostly a question of economics and business models.
With the exception of the big, consultancy networks, PR rarely achieves scale. And, where the holding company groups do deliver scale, so some of the choicest bits are invariably siphoned off to the media houses and ad guys. Why? Because they make a better case for the economics and are able to enumerate their arguments on a factual base. This is exactly what is now happening with content and data. PR is increasingly banished to the fringes....
Jeff Domansky's insight:
A pessimistic point of view on PR that may apply to some but the agile PR agencies and PR pros prove otherwise. Delete the scoop?
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Working in Corporate Social Responsibility (CSR) is something I find difficult but gratifying. The field of CSR is tumultuous but, as in most fields these days, fellow CSR strategists collaborate via social media to discuss the good, the bad, and everything in between. Over the years, I’ve found some amazing companies and innovators that I have found to be great resources within CSR. (In no particular order)...
[CSR and PR strategists take note - JD] Delete the scoop?
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"Do you do good at work, or is doing good something you do outside your job?" That, to paraphrase, was the question that sat before some fellow marketers/corporate communicators and me at a gathering some time back.
...I was shocked to hear a good number of people in the room express the opinion that the field of marketing was not about doing good nor bad; instead, it was about having a skill (effective communications and persuasion) that could be employed for any cause indiscriminately.... Delete the scoop?
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![What's A Company Like You Doing In A [Social] Place Like This? | Forbes | Public Relations & Social Media Insight | Scoop.it](http://img.scoop.it/5Lk_mf_eBFL0boVKaWdZITl72eJkfbmt4t8yenImKBVaiQDB_Rd1H6kmuBWtceBJ)
Do you have a team listening to what is being said about your company on Facebook, Twitter, LinkedIn and discussion forums?...
It’s very likely a company will engage in the customer service scenario described above, according to the third edition of the Social Customer Engagement Index, a study conducted by Social Media Today and sponsored by SAP. Chances are growing that customers will use a channel other than a phone call or in-person and instead opt for a social media channel for service, whether Twitter, an online forum, a Web site or a social networking site such as Facebook. SocialCRM thought leader Paul Greenberg of the 56 Group, who wrote the foreword to this study report, describes “a company like me,” as how consumers engage with companies through commonalities – such as social engagement channels.
Key Findings Adoption of social media as a channel for serving and engaging with customers is accelerating, and it looks like there’s no turning back. Over a third of respondents (34%) said their company has gathered two-plus years of experience using social media tools for customer service, compared with 20.3% in 2011. Even more dramatic is the increase in the percentage of customer inquiries being addressed over social channels. The number of companies handling greater than 25% of customer service inquiries via social media doubled this year, growing to 18% from 9% last year. The number of companies handling fewer than 5% of customer inquiries over social channels decreased to 41%, down from 56%....
[if you're not serving your customers and engaging with themthrough social media, your competitors soon will be according to the research ~ Jeff] Delete the scoop?
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We're pleased to feature a guest blog today from Matthew Yeomans, a leading expert on social media in the area of sustainability and CSR. We asked him to tell us a little more about the Social Media Sustainability Index, an impressive report that he recently authored on the state of social media sustainability communication among major international companies. Read what he has to say, and then download the free report in full over at the SMI website. It's full of practical tips on how to communicate effectively about sustainability using social media - and of course there's a top 100 list to pore over at your leisure.... Delete the scoop?
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More and more, companies are building long-term commitments to corporate social responsibility.
In 2012 the rise in consumer activism and mobility, the Occupy movement, 24-hour accountability (thanks to social media), and global resource depletion will force every enterprise, large and small, to make CSR a focal point. Four particular areas stand out among many.... Delete the scoop?
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