June 10, 2014
/ by Brian Conlin
This is a guest post by Sarah Evans, owner of Sevans Strategy. Sarah will present ‘Fundamentals for the New Era PR Pro‘ during her June 11 webinar.
Internet-trend guru Mary Meeker dubbed the most viable opportunities of the interwebz as the Internet Trifecta: “community,” “content” and “commerce.”
The role of the public relations professional has always been to help share a positive public perception and “keep people coming back.” Our marketing counterparts get “them” through the door and it’s our job to connect, communicate, listen and engage. We are the part of the organization people come to when they don’t know who to go to–whether it’s in person, or online.
Over the past several years I evolved from a communications professional to social media consultant to, now, digital correspondent. I work with brands to create their own form of brand journalism to highlight big events, key moments in time or to otherwise celebrate something they think their customers would like to connect around. There’s a reason I made this strategic move and it all has to do with where I see the future of our profession going.
It’s not just PR that’s becoming more social and digital. There’s a sharp increase in the rise of visual communication platforms (e.g. Pinterest, Instagram, Vine, etc…) and social news sites (e.g. BuzzFeed, HuffingtonPost, etc…). Journalists, PR pros and consumers are all creating socialized content–we have a democratized playing field with a toolbox that is openly accessible. Because of that, it’s a race to the finish to see who can reach and connect with an online audience.
For better or worse, the PR pro has likely by default become the community hub and the content producers–even more so in this digital age. But now, we need to encompass the entire “Trifecta” and put on our marketer caps along with learning to be a producer, content creator, and, at times, a journalist.
Whether it’s working to create further-reaching content, developing more viable ambassador or evangelism programs or figure out what makes people more “loyal” to your brand, it all falls somewhere under the murky umbrella of PR.
“…Content that’s shared on Facebook receives half of its referral traffic within the first 9 hours. This means that half of the people are going to click on your Facebook link have already clicked it within 9 hours. For Twitter, it’s even less: 6.5 hours.”
Join me to learn how to plan, share and engage in this brave new world with tactics and best practices on Wednesday, June 11 at 2 p.m. ET. We’ll talk about how to:
Create credible content by thinking like a producer, editor and journalist.
Improve workflow efficiency with real-time tips and tools.
Ensure future organizational and individual success by looking at the big picture.
In the meantime, you can chat with me on Twitter, @PRsarahevans and use hashtag #VocusWebinar.
Want to hear more from Sarah? Sign up for her free Vocus webinar now!
Image: bixentro (Creative Commons)
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