Social Media Club meeting follow-up

This item was filled under [ ]

I had a chance to get out to the first Social Media Club meet-up in New York on Monday evening. This was a great event. As a recent transplant to New York, it was great to meet some of the folks here that work in the digital space.

Howard Greenstein was kind enough to recap the meeting and include links to some useful New York new media resources. As Howard outlines in his post, the group exists to:

  1. Promote (new) media literacy

  2. Share best practices

  3. Promote ethics and standards

This is right up my alley as is pretty reflective of my daily responsibilities at FH.

At the end of the meeting, we got into a discussion about the new media release, or social media release, or hRelease. The goal is to standardize the approach. The challenge is to get people working together. Hence the need for this group. There is a working group (thanks to Mark Nowlan at PR Newswire for pointing this “multimedia news release” out to me) exploring some of the early incarnations of the new media release. The example that was profiled in the meeting was for SpiralFrog.

This is a great start, as is much of the work on a journalist would know how to use this format. Are they familiar enough with RSS to know how to pull the most salient chunks of content? Some are. Not sure about most though.
There was also conversation about who the ultimate target audience is these days. One of the reasons I push colleagues and clients to consider online news formats is because so many people are turning online for their news and reading news releases issued by an organization. (Does anyone have any stats on this?) In order to enable more consumer facing formats, organizations need to consider what else people want. Context is key. This is created through the elements of the social media press release template referenced above. But where is the conversation? How does it tie into the community?

My post from last week (Beyond communication: Achieving an optimal social media mix) identified the elements that I think need to be further represented in the new standard. Actually, I think there is not a single mold. Content needs to be packaged in a relevant format based on the audience. Why are they seeking out the information? How does it fit into a larger, more contextual experience? How can we engage people to become part of the conversation?

Anyway, those are my thoughts today.

[tags]social media club, new media release, social media release, hrelease[/tags]

Beyond communication: Achieving the optimal “social media mix”

This item was filled under [ ]

Much of my job entails helping some of the smartest folks in the PR industry navigate the new communication climate. Recently, I’ve taken a step back to dissect the traditional communication toolkit and analyze how the digital realm is really impacting what the traditional communication professional does.

The good news is that what we do for clients hasn’t changed. We are still charged with getting the best message to the target audience at the most appropriate time using the most effective means possible. This latter element, “the most effective means possible” is what’s changing.

Here is a really simple schematic I’m using as I communicate how the standard PR approach is changing:

Communication, Conversation, Community

Communication is at the core of our business. This encompasses what we traditionally think of as PR and marketing communications. Conversation and community are nothing new. Developments in technology, and more specifically, the ability to produce and share content, and connect across geographies, open new opportunities for conversation and community. Based on this model, an organization can identify the optimal “social media mix”.

This was influenced by a posting I read a while back on Andy Lark’s blog. Andy wrote:

“PR continues its rapid evolution from transmission of content to igniting conversations.”

This encapsulates so much of what we’re doing in modern PR. True public relations is about establishing rapport and developing a dialogue with the community. Interactive, digital and social media allow us to operate on a more integrated basis that includes mainstream media but also engages people in an authentic manner based on a common point of passion or enthusiasm. It’s human nature. Isn’t that really what it’s all about?

[tags]social media, PR[/tags]

Cough cough cough… there must be a blog in here somewhere

This item was filled under [ ]

Where’s my broom? I can’t believe how much dust has been gathering around here. I’m back.

My move to New York is complete. The job at Fleishman-Hillard New York is taking off. And best of all, my family is now with me in the big apple.

I underestimated the demands of a move, let alone the intricacies of an international move, even if it’s only from Canada to the U.S.

Anyway, there are some great things going on professionally that I intend to write about. I did decide while I was away from this blog for the last little while that I don’t want to create yet another PR blog. I’m not sure how navigate communications will evolve, but over the next few posts I hope to share some of my thoughts related to setting up the digital communications group and some of the areas I plan on getting involved in beyond work. For starters, I’ll be at the Social Media Club NY meeting next week with a couple of colleagues to discuss the hRelease, or social media press release.

[tags]hRelease, Social Media Club, social media press release, Fleishman-Hillard[/tags]