Kye Strance on Integrated Communications
Social media has fundamentally changed the way we communicate—and integrating marketing with communications (and the rise of social media) makes a powerful tool. But Kye Strance, Director of Product Management at Vocus says not to scoff at traditional media. “Traditional media is still influential, and it isn’t dead (as many proclaim). Social media and traditional media are both primary channels for PR—so don’t be a victim of the ‘shiny object syndrome,’ looking at one thing and totally forgetting about everything else. Social media is enhancing and supplementing traditional media.” There is a convergence between PR and marketing—and preparing yourself for this overlap is essential to staying ahead of the curve.
80% of PR pros still have not implemented a social media strategy or understand what the outcome should look like. In early 2009, 90% of PR pros had no social media plan in place. Now, most recognize social media is a key player in their PR strategy. Kye says “there is now this emergence of a different objective for PR: integrated communication compliments a focus on media relations and increases both the prominence and ROI of PR.”
Here are a few stats on the online audience: 69% of adult Americans use the internet on an average day. 41% use a search engine to find information. 78% use the internet to research a product before they buy it. It is clear that social media and the internet is an unparalleled tool in communicating messages.
So how do you emerge as the ‘hybrid’ professional? Know how your audience speaks: learn to speak the language of the consumers and the journalists who write about you. Next measure, identify and manage your influencers. Who is talking about you? Who has the potential to influence others? Who matters most?
4 easy steps to get started:
1- Know your target: listen to customers and influencers
2- Create a social media friendly presence with keywords, links and rich media
3- Distribute online through a highly ranked site, such as PRWeb
4- Adopt new metrics for measurement: observe traffic, views, clickthroughs, retweets, links, etc.
PR’s required skill set has expanded to SEO, multimedia and interactive marketing as a result of the changing media landscape. For more tips, visit our learning center.
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