From drum beats to retweets: social media trends in PR

From drum beats to retweets: social media trends in PR
SHARE
THIS



To say communication is evolving is like suggesting Meryl Streep can act. It’s a given.

I’m not quite old enough to have used drum beats, smoke signals or carrier pigeons, but I remember telexing and snail mail. And I was ecstatic when smart-faxing revolutionised sending a press release to multiple media outlets.

Social media has provided another quantum leap in the way PR professionals interact with target audiences and our new crystal ball app has shed light on future trends, with real-time engagement (once reserved for crisis management and events) an absolute given.

Billboard content: Social media has put more emphasis on succinct communication. We have become a ‘sound bite society’ prone to scrolling through memes, rather than a 10-page in-depth feature, to be informed and/or get a bead on public opinion. Communicators adept at billboard content will be increasingly in demand.

Visual communication: The wordy media release is a relic. Pictures are the lure to snare customer attention. The proliferation of infographics, photo sharing and visual storytelling means that key messages conveyed visually can cut through in a crowded market.

Short vids: Twitter legitimised short-form communication; Vine and Instagram are doing the same for visual comms. While an appetite remains for more meaty offerings on YouTube, the abbreviated vids are finding a willing audience. The ability of ever-evolving smartphones and tablets to show moving images so clearly, coupled with the convenience of lower file sizes, will ensure short vids will become even more fashionable.

Medium & message matching: Because new media is creating so much content and so many channels, messages need to be specific, compelling and relevant.

Mainstream media and bloggers don’t have the time to dive in, find their own angle and re-shape a standard media release from PRdom. It is, therefore, advantageous to provide one-to-one offerings by developing several angles and re-working headlines and introductions to appeal to specific media outlets.

Key influencing: How would you describe mamamia.com creator Mia Freedman? Is she in media, communications or marketing? Or is she a modern-day hybrid using all aspects of social media (often integrated with mainstream media) to connect and engage with a clearly defined audience?

Whatever your take, there’s no doubt Freedman is increasingly influential and a trend-setter, having used digital platforms and social media to create her own channels to develop her own soapbox.

The suite of products on Facebook now allows anyone with access to a smartphone, tablet or computer to reach and build a similar audience without even needing to set up a website or blog.

If you have content the masses value – and can put yourself on your target audience’s radar – you, too, can garner almost 900,000 followers like @TheTweetOfGod.

Patience in tribe building: Social media is a long-term process and the public will be more receptive to communicators that understand them and content that interests and assists them.

The challenge is to tell your story and those of your community in a credible way that adds value to their life/online experience. Trust will increasingly be earned on social media, particularly over a period of time, and communicators will be under pressure to genuinely be part of a tribe/community in order to have a beneficial two-way relationship.

Prized design: Brands may have a presence on any number of social media platforms, but they won’t be accessible to consumers unless they make the layout intuitive and display their most valuable content coherently. Social media sites need to be well organised and agile, with no loading difficulties and no formatting problems when activated on a different device.

Social media as news: Some of the greatest media hits in recent times have been from responding to news, rather than trying to create news.

Former England cricket captain Michael Vaughan has become something of a media darling by retweeting the greatest hits of his followers, including: “…if the royal baby was an Australian batsman he would’ve been out by now”. The re-quote to his 400,000+ Twitter followers was picked up by media worldwide.

More authority for PRs: Because of the need for speed to market, many PR and social media managers are being authorised to find the client’s voice and post to agreed protocols without going through the usual client sign-off systems. With such power comes great responsibility.

Pass-on PR: Physical PR events, such as launches, conferences, stunts and photo opps, will be developed with social media pass-on rates increasingly top of mind. ‘Sharing-of-photo’ is the new ‘word-of-mouth’ and the share-factor will become an important means of measuring the effectiveness of a post/campaign.

User-generated content: Reality is a big deal. Social media users are increasingly turned off by the manufactured nature of PR photos and stock shots that don’t match the honesty of real images taken by real people.

DIY PR: Social media training courses and workshops are becoming more prevalent, providing corporates and small businesses alike with the opportunity to set up their own form of communications department.

But it’s all very well appreciating the technical aspects of social media interaction, it’s another to develop content that engages and elicits a positive response as part of a cohesive integrated comms strategy.

Disseminating content is just the start. The follow-up phone calls, relationship-building and clear understanding of the media’s editorial policies and audience are still vital, as is knowledge of individual journalist’s predilections and previous stories.

Get your content or timing wrong and the backlash on social media can be much more vitriolic and damaging than it would’ve been in old times.

Your carrier pigeon going to the wrong address or your smoke signal being mis-spelt doesn’t seem so distressing these days.

Jackie Crossman is managing director at Crossman Communications.

To read more about the state of PR, see the current issue of B&T magazine, out this week, which includes a main feature dedicated to the sector. 

Please login with linkedin to comment

Latest News

Digital Breadcrumbs: Picking Up The pieces your competitors leave online
  • Opinion

Digital Breadcrumbs: Picking Up The pieces your competitors leave online

In this guest column, Meltwater’s area director, David Hickey (pictured below), says a quick glance at the mountains of data your competitors are producing can fast prove a boon for your business too… It’s time for businesses to start paying attention and embrace the new digital reality we’re living in. We are currently in the […]

Opinion

by David Hickey

David Hickey
“The Rock” Leads a Flotilla Of Athletes In Huge Under Armour Campaign
  • Campaigns

“The Rock” Leads a Flotilla Of Athletes In Huge Under Armour Campaign

US sportswear giant Under Armour has enlisted Dwayne “The Rock” Johnson to front a series of inspirational new ads featuring a host of sport stars and fitness icons. Created by Droga 5 the campaign is called “Will finds a way” and includes eight ads in all. Johnson aside, the spots include actress and martial arts star, Zoe Zhang. Fellow […]

by B&T Magazine

B&T Magazine
Facebook founder and CEO Mark Zuckerberg arrives to testify during a Senate Commerce, Science and Transportation Committee and Senate Judiciary Committee joint hearing about Facebook on Capitol Hill in Washington, DC, April 10, 2018. / AFP PHOTO / SAUL LOEB        (Photo credit should read SAUL LOEB/AFP/Getty Images)
  • Media

Free TV Calls For ACCC Oversight Of Facebook & Google

In a submission lodged with the ACCC inquiry into digital platforms, industry body Free TV today called for greater regulatory oversight of Facebook and Google. The FreeTV submission identifies a number of key areas of concern: Heavy regulation on traditional media providers and almost none on Facebook and Google Questionable claims about the reach, viewability, […]

APN Outdoor Confirms Retention Of Three Key Contracts
  • Media

APN Outdoor Confirms Retention Of Three Key Contracts

APN Outdoor has used its annual general meeting to announce three key contract renewals: Transport for Brisbane, Transdev Melbourne and Adelaide & Parafield Airports, for multiple years. Company CEO and managing director, James Warburton, said: “These contracts represent an important part of our advertising offering. The far-reaching impact they provide delivers a compelling proposition and cements our commitment […]

Women In Media Profile: Olivia Warren
  • Media

Women In Media Profile: Olivia Warren

It's the latest in our Women In Media profiles, and this one is so good you'll possibly get a nervous twitch somewhere.

by B&T Magazine

B&T Magazine
LIDA Delivers Series Of Animated Info Bites For Busy Marketers
  • Marketing
  • Media

LIDA Delivers Series Of Animated Info Bites For Busy Marketers

M&C Saatchi Group’s customer engagement specialist agency, LIDA, has crafted an initial eight-episode series of bite-sized animated videos designed to help busy marketers stay ahead of the game. ‘60 Second Gets’ draws on LIDA’s wealth of experience to unpack the latest industry tools, tech and thinking. Launching today, the first video, ‘Success in 6 Seconds’, […]

Naked And Gidget Foundation Want Australians To Start Talking
  • Campaigns

Naked And Gidget Foundation Want Australians To Start Talking

Today Naked launches its ‘Start Talking’ campaign for Gidget Foundation Australia; a not-for-profit that provides support for families who are affected by perinatal depression and anxiety (PNDA). The centrepiece of the campaign is a powerful TVC that brings to life this common, but often hidden illness, and shows how Gidget Foundation’s ‘Start Talking’ telehealth program […]

MKTG Integrates Telstra Tracker Data With LED Signage At AFL Stadiums
  • Marketing
  • Technology

MKTG Integrates Telstra Tracker Data With LED Signage At AFL Stadiums

For the first time ever, AFL spectators will be able to view real-time Telstra Tracker player data via in-stadium LED signage, thanks to the combined efforts of Telstra, Champion Data and MKTG. By integrating the Telstra Tracker data into the LED signage at the MCG and Etihad Stadium, fans will receive contextually relevant information from […]

Westfield Shows Off New Visual Identity In Line With Fresh Digital Offering
  • Marketing

Westfield Shows Off New Visual Identity In Line With Fresh Digital Offering

Scentre Group has unveiled a new brand look and feel coinciding with the re-launch of the Westfield.com.au and Westfield.co.nz sites. This digital-first visual identity sees a shift towards creating a more contemporary, invigorated and colourful brand, reflective of Westfield’s in-centre experience. The iconic Westfield logo will continue to lead brand communications, supported with a new […]

The Age Of The Ephemeral: Why Experiential Marketing Is Compulsory This Year
  • Marketing
  • Opinion

The Age Of The Ephemeral: Why Experiential Marketing Is Compulsory This Year

In this guest post, Keep Left’s head of consumer engagement, Johanna Murray (pictured below), explains the merits of experiential marketing, as well as sharing some tips on how to do it – and do it well. Humans love to label things – especially intangible things, like time. We like eras and ages and eons because they […]

Opinion

by B&T Magazine

B&T Magazine
The Top Social Media Marketing Trends For 2018
  • Advertising
  • Marketing
  • Technology

The Top Social Media Marketing Trends For 2018

This trends report is a must-read for all marketers, although it contains no news on the return of the bubble perm.

by B&T Magazine

B&T Magazine
How To Give And Take Feedback At Work
  • Opinion

How To Give And Take Feedback At Work

Georgia Murch (pictured below) is an expert in creating feedback cultures and author of Feedback Flow; The Ultimate Illustrated Guide to Embed Change in 90 Days. In this guest post, Murch offers her tips on giving (and receiving) feedback from colleagues without botching it up… We all know that feedback matters.  Most of us want the good, the bad and the […]

Opinion

by B&T Magazine

B&T Magazine
Dentsu X Expands Operations To Sydney
  • Advertising
  • Media

Dentsu X Expands Operations To Sydney

Have you completely forgotten what Sydney looks like? Well, thankfully this story comes with a handy pictorial reminder.

SBS Radio Introduces Three 24-Hour Digital Radio Stations On Digital TV
  • Media

SBS Radio Introduces Three 24-Hour Digital Radio Stations On Digital TV

SBS Radio has announced two new digital radio stations – SBS PopAsia, SBS PopDesi and a refresh of SBS Radio 3 – is now available on digital TV. SBS Radio 3 will broadcast world news and current affairs from the BBC World Service (previously airing on SBS Radio 4 on digital radio) and special events […]

Champion Launches Music Platform Championing Emerging Aussie Artists Via Emotive
  • Campaigns
  • Marketing

Champion Launches Music Platform Championing Emerging Aussie Artists Via Emotive

For its first Australian campaign, Champion has partnered with creative and content agency Emotive to launch a music program titled ‘Revealed’. The program champions emerging Australian artists by intimately telling their story through video, and providing funding and creative support to create world class music videos for new release music. The first Revealed artist is […]

Delacon Launches Call Analytics In India
  • Marketing

Delacon Launches Call Analytics In India

Australian-owned call analytics provider Delacon has continued its international expansion, opening an innovation centre in India to service local and global partners, and develop the next generation of call tracking and analytics solutions. The office in Chennai is the eighth for the Sydney-headquartered business, which enables brands and agencies to optimise marketing campaigns by accurately […]

Protein To Handle Retail Roll-Out Of Recycling Initiative Return-It
  • Marketing

Protein To Handle Retail Roll-Out Of Recycling Initiative Return-It

Sydney brand and digital agency Protein has been appointed to handle the retail and digital roll-out of recycling company Return-It, which has just been announced as the container collection network for the ACT. Return-It awarded the work to the 17-year strong agency, following Protein’s tender support and brand development of the retail concept. The public-facing […]

Why We Need To Talk More About Failure
  • Opinion

Why We Need To Talk More About Failure

This is an excellent article about celebrating failure. Although, admittedly, we failed to get to the very end of it.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Kimmie Neidhardt
  • Media

Women In Media Profile: Kimmie Neidhardt

Kimmie Neidhardt doesn't just have a very cool name, as you'll read here. There's a good head on those shoulders, too.

by B&T Magazine

B&T Magazine
SCA Promotes Nathan Soulsby To Head Of TV Sales For Sydney
  • Advertising
  • Media

SCA Promotes Nathan Soulsby To Head Of TV Sales For Sydney

Southern Cross Austereo (SCA) has announced the promotion of Nathan Soulsby to head of TV sales for Sydney. The announcement comes after Kristen Budd’s move to general manager of SCA’s Central Coast office. Caretaking the role during Budd’s maternity leave, Soulsby has been a key contributor to the consistent share and revenue growth that has […]

Columbus, A Merkle Company Announces Client Wins & Senior Appointments
  • Marketing

Columbus, A Merkle Company Announces Client Wins & Senior Appointments

Following the launch of Merkle in the Australian market in March, Columbus, a Merkle Company has secured nine new clients in three months, including Macquarie University, Event Hospitality & Entertainment Limited and Hipages. Columbus has also appointed two group business directors in the Victorian market, with Leonie Dawkins (pictured above, left) and Guy McGechan (pictured […]

Black woman in handcuffs
  • Media

Adland Industry Leaders To Be Locked Up In Prison To Help Aussie Youth

Over sixty senior leaders from the media, marketing, tech and creative industry will spend the night in jail as part of UnLtd’s Adland Bail Out, to raise funds for Whitelion. The ‘inmates’ will be handing over their mobile phones and putting on their prison overalls to brave a night in the chilling cells of Yasmar […]

JCDecaux Partners With Seedooh To Verify OOH Campaigns
  • Advertising
  • Media

JCDecaux Partners With Seedooh To Verify OOH Campaigns

Global out-of-home (OOH) advertising giant JCDecaux has announced a partnership with independent tech platform Seedooh to offer advertisers greater transparency for campaigns. Under the agreement, Seedooh’s reporting and verification platform will be integrated into JCDecaux’s system to create an independent campaign delivery reporting function that works seamlessly within the end-to-end campaign delivery processes. It will […]

Innovation: The Foundation Of Marketing & Sales Collaboration
  • Marketing
  • Opinion

Innovation: The Foundation Of Marketing & Sales Collaboration

In this opinion piece, Seismic’s managing director for Australia and New Zealand, Andy Pattinson (pictured below), explains how marketers can work smarter and why collaboration is vital in delivering return on investment. Demand for marketing roles is growing, as marketers continue to learn more about what customers want. The marketing agenda is increasingly being tied in […]

Opinion

by B&T Magazine

B&T Magazine
Roll’d Enlists Impress!ve Digital Ahead Of Franchise & Catering Push
  • Marketing

Roll’d Enlists Impress!ve Digital Ahead Of Franchise & Catering Push

Aussie food franchise Roll’d has announced it has signed on Melbourne digital marketing agency Impress!ve Digital to support its digital marketing. The partnership has already begun, with Impress!ve Digital aiming to significantly boost the company’s revenue through digital marketing strategies that are directly linked to return on investment and franchise acquisition. Impress!ve Digital has been […]

Yippee! More Photos from the 30 Under 30 Awards!
  • Advertising
  • Marketing
  • Media
  • Technology

Yippee! More Photos from the 30 Under 30 Awards!

If you think B&T simply runs these photo gallery stories so you can gawk at young, attractive people, you'd be right.

by B&T Magazine

B&T Magazine