RAGAN.COM - Nov 3 -
1. In the social universe, messaging is key - Communicate your key messages. That's where the professional communicators come in.
2. Reputation is a C-level concern - We're even seeing chief reputation officers being appointed.
3. Crisis is chronic - Ultra-quick response with finely-tuned messaging is a must.
4. Visibility is both an art and a science - Good positioning is the product of craftsmanship.
5. Marketing people are not necessarily social media geniuses - PR is still the best equipped to leverage the social message.
6. The media is alive and kicking - The scenery has changed, but the media remains the primary influencer of public opinion.
7. It's the economy, stupid - PR is the most cost-effective way to communicate to a broad audience.
8. Content and context - From blog posts to bylines to webinars to tweets, good content builds the face of the organization. PR should steer that ship.
9. Values make your brand - ...and make up a bigger portion of its brand strength than ever.
10. There is, in fact, a ROI - But don't just slap a dollar value on media placements and call it a day. PR builds a reservoir of goodwill, and that public confidence in a brand is the measure of that goodwill.
Quantifying public confidence can be accomplished through a combination of surveys, media tone analysis, traditional ad values and circulation numbers, market penetration, brand buzz, etc.
by Doug Flora, an account associate at Morrissey & Company
See full article at Ragan.com
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