Archive for the 'PR 2.0' Category

Social media trends for 2008 by Kami Huyse

‘Tis the season for predictions, and there are many.  But one of the most succint and reflective that I’ve come across is one by San Antonio based new media PR practitioner and blogger Kami Huyse.  Read her post here

On the first trend of the rise of viral videos, I’d have to say that Singapore has had its share.  Most of them, however, have been by “citizen journalists” making social commentary.  On the side of the corporates, the most notorious was the MDA “senior management rap” (an oxymoron, if you ask me).  By and large, companies here have not caught on to this trend.  In fact, when famed British 3D street artist Julian Beever was in Singapore last year at the expense of Nokia, the Singapore office failed to leverage on a new media video campaign to boost the reach of its PR program, unlike Aveeno, whose YouTube campaign garnered significant attention (read my earlier observations here).

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New Media Communications Course at SMU

The past couple of days have been really exciting for me.  In collaboration with the Civil Service College, I facilitated a two-day New Media Communications Skills course held at the Singapore Management University.

The partipants, drawn from Singapore’s public service, came from diverse organizations such as the Police, National Parks Board (which incidentally, has started two blogs: Young Gardeners and Gardening Voices), and Central Narcotics Bureau.

This hopefully is a seed of a greater awareness of new media culture in the public service.

Here is a YouTube clip of my class.

PRSA International Conference 2007

I am fortunate enough to be sent by my employer to the Public Relations Society of America International Conference 2007 to be held in Philadelphia–the City of Brotherly Love–from Oct 20-23. 

In a sign of the times, this year’s conference will feature numerous sessions focusing on social media and the wide-ranging impact on multiple facets of the profession, from stakeholder engagement to issues management to ROI. 

If you’re attending the conference, please let me know.  It’d be great to connect.

Meanwhile, check out the conference blog at http://www.prsaconf07.info/.

Ogilvy PR’s Blogger Outreach Code of Ethics – In beta

One of my favorite bloggers who writes thoughtfully about the PR and marketing profession is Rohit Bhargava, who leads Ogilvy PR’s interactive marketing practice out of its Washington D.C. office.  PR practitioners and marketers are starting to understand that bloggers can be strategic stakeholders.  But how does one strategically–and ethically–reach out to them? 

As a starting block to help the profession navigate the landscape, Bhargava and his team has drafted a beta version of Ogilvy’s PR Blogger Outreach Code of Ethics.  You’ll find it a good investment of your time to check it out.

Institute of Public Relations Singapore PR 2.0 Conference

I recently attended a conferenced organized by the Institute of Public Relations Singapore, entitled “PR 2.0: Engaging Stakeholders in the New Media Landscape.” 

  

It featured a number of great speakers with interesting ideas to share.  An example would be Christopher Graves (Ogilvy PR’s President, Asia Pacific), who shared the agency’s thinking on the social media landscape.  It was of course also a subtle plug for Ogilvy PR’s newly launched 360 Degree Digital Influence practice

 

Other speakers include John Kerr of Edelman, who by now is a familiar face in the social media lecture circuit, but who nonetheless always makes it a point to customize his presentation to suit the needs of the audience and occasion. 

Melvin Yuan of The PR 2.0 Universe moderated what was probably the most scintillating panel discussion, owing to a penetrating question asked by Dr. Jim Macnamara (General Manager, Research, for CARMA).  Jim’s point was that while outreaching to “celebrity bloggers” to evaluate or endorse a product was a great promotional tactic, it wasn’t authentic (which was a word one of the panel speaker used to describe such efforts).  I have to agree with Jim.  Even though bloggers are not technically obliged to blog about free products they receive, those who do have made a business out of blogging know that if they don’t, or if they write an overlydisparaging review, companies and PR agencies may start giving them a wide berth.  Even in traditional media organizations, marketing preriodically exert influence over editorial.  Having said that, I hope that consumers will be sophisticated enough to take what they come across in the media–old and new–with a pinch of salt and look for corroborative evidence instead of relying on any one souce to make a decision.

 

My colleague and friend Walter Lim, who heads corporate communications and industry promotions at the National Heritage Board, shared how blogger outreach made a difference in the International Museums Day 2006 and the success of NHB’s Yersterday.sg blog.


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