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Sadly, I know nothing about Public Relations but I am learning

March 10, 2010 By Michael Brito Leave a Comment

Yet, I work for the largest private Public Relations firm in the world, Edelman. Luckily however, I was hired on the Digital team which doesn’t require a whole buncha’ public relations knowledge. And, to be completely transparent (since that is the word of the decade), I used to laugh at PR people because I thought it was such an easy job.

Working for Edelman Digital has opened my eyes to this new skill set and I am learning something new every day. There is a lot more to public relations than most people think. I used to be of the mindset that it was just about writing a press release or getting mentioned somewhere in the media.

I was wrong.

A few weeks ago, I attended an event at the Churchill Club, “What the Public Believes: New Trends in Corporate Reputation Management” featuring Richard Edelman, the President & Chief Executive Officer of Edelman. Also on the panel was Paul Bergevin, VP, Global Communications @ Intel, Peter Diamandis, President, Chairman & CEO of X PRIZE Foundation and Frank Shaw, Corporate VP of Corporate Communications at Microsoft.

: Panel at the Churchill Club – 2010

The panel was truly enlightening for a marketing guy like me. Rather than summarizing the commentary myself, here is a collection of tweets from the event that really captures the true vibe of the conversation:

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chcamanda: “first rule own your own story, tell your own story” (referencing where #toyota went wrong) @fxshaw #churchillclub

Britopian: Paul Bergevin from @intel says that sometimes it takes a crisis for management to take corporate reputation serious-agreed #churchhillclub

defcon_5: Are they still using ad agency to lead crisis response? Cld be why.. RT @JohnAByrne: Toyota got a D from PR guru at my #ChurchillClub panel.

prsasv: RT @JOHNABYRNE: Toyota got a D grade from a PR guru last night at my #ChurchillClub panel in Palo Alto. This latest story won’t help. http://nyti.ms/9kN6H0

LaurenEdwardsSV: RT @Xtel: Byrne asks @richardwedelman if reputation is more art than science. Answer: it’s about what companies do, not just say #churchillclub

LaurenEdwardsSV: RT @Xtel: #churchillclub @richardwedelman: Era of celeb CEO is over. Toyota should have sent head of engineering in addition to one visit by CEO

barrseitz: RT @mchui: R. Edelman: Only 13% believe in the messages they hear through ads. Start w/ employees, social meda, then ads #churchillclub

jenniferjones: RT @jowyang: Conversation around Toyota’s PR crises: Richard Edelman says companies need: good products, transparency and reason to trust #churchillclub

Xtel: Frank Shaw (MS) explained that reputation doesn’t mean much to execs until value impacts bottom line or stock price #churchillclub

CEOGlobal: RT @ChurchillClub: “The era of celebrity CEO is passé …” They shouldn’t be the only messenger … Quote: Richard Edelman #churchillclub

setlinger: In Silicon Valley we should invest less in engineering and more in reputation, says Intel’s Paul Bergevin #churchillclub /via @Xtel

Xtel: RT @ashleymayer: Peter Diamandis, X Prize: “Use social media to crowdsource genius” #churchillclub < more feasible than hiring them

KarenTucker: @richardwedelman @Edelman advice for managing corp reputation: “do and then tell.” #churchillclub

Xtel: #churchillclub @richardwedelman: 75% of people think that business will go back to business as usual after the recession is over.

mchui: Frank Shaw (VP of Corp Comm): You need to understand that personal opinions become professional opinions in social media #churchillclub

ashleymayer: Paul Bergevin, Intel re social media policy: “Companies need to democratize info flow” Frank Shaw, MSFT: 1 rule = “Be smart” #churchillclub

Xtel: @fxshaw: SM challenge: pro & personal identities. An exec may tweet about bad airline service not realizing it’s a client #churchillclub

Xtel: #churchillclub @richardwedelman: in a world with shrinkage of non-opiniated media, companies have to create their own media.

mchui: Richard Edelman: Crisis mgt: 1. Tell the truth 2. Personalize solution (a leader to own the problem) 3. Tell your employees #churchillclub

AMcCann2285: RT @jowyang: Conversation around Toyota’s PR crises: Richard Edelman says companies need: good products, transparency and reason to trust #churchillclub

map650: Biggest miss companies make is not talking to it’s employees. Edelman #churchillclub

KarenTucker: @intel Paul Bergevin says America has tremendous redemptive spirit. Straying golfers might even be forgiven. #churchillclub

Marblescia: Edelman: “Your brand and equity can’t stand to deal with that type of matter” (re: Tiger) #churchillclub

mchui: Richard Edelman: Previous important factors for corp reputation – strong leader, good financial numbers – now at bottom #churchillclub

DBBradway: @richarderdelman says stakeholder over shareholder is the key in Corp Reputation Mgt #churchillclub

Xtel: Frank Shaw (MS) explains that reputation doesn’t mean much to execs until its value impacts the bottom line or stick price #churchillclub

bfr3nch: Frank Shaw Own your own story – know & acknowledge where problems are #churchillclub

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http://www.britopian.com

What’s With Foursquare?

March 10, 2010 By JenniferCohen Leave a Comment

So if you aren’t familiar, a “relatively new” network, Foursquare is getting a lot of attention.

Foursquare is basically a mobile app, which when activated, determines locations close to where you are and allows you to “check-in.” When you check-in you are able to notify your network (those who follow you on Foursquare and you can also integrate your Facebook and Twitter accounts) of your whereabouts and your status. As you check-in more frequently, you unlock “badges,” which show users your use frequency and you can also compete for mayorship of specific places (mayors are those who frequently check-in at particular businesses). Becoming a “mayor” and keeping the status can become a friendly competition between users!

The focus when creating this network was to make networked activity local and mobile, and incorporate a game-like competitive quality to encourage use/information sharing. Participants are rewarded the more they participate and “check-in” at venues. The push notification technology component allows users to let their friends know their location and remind friends when they are one step away from competing for “mayorship.” As businesses look to incentivize activity within their inetworks, they may include rewards, which encourage friendly competition and of course in-store traffic. Foursquare “coupons” can be implemented and serve as an integrated rewards system.

The Foursquare application also allows users to review a venue in which they visited and encourages users to read others’ submissions. It also provides the option to read the reviews posted on Yelp and Tweets from nearby Tweeters. This tool can be integral in mobile decision making and can encourage users to try new venues if reviews are positive. …and of course, the opposite if reviews are terrible.

As Foursquare continues to develop, capabilities will increase and it is definitely an app to watch when considering your strategic mobile and social plan.

To read more, visit the recently published Inc. Magazine article .

Jen Cohen is a social media and marketing maven knocked down many times in 26 yrs. Something Creative http://somethingcreativemarketing.com

http://www.socialmediamarketing.com/blog

Filed Under Social Media News Tagged With social media blog, Social Media Marketing, social media marketing plan, social media optimization

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