pro·ac·tive: anticipating change and taking action, rather than reacting to events
The Proactive Report is about the shifts in the media landscape, social media strategy and online PR Our aim is to bring you the latest research and case studies that show how technology is changing media consumption and the patterns of communication and behavior online.
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Trust and Transparency Important to Corporate Reputation
The 2010 Edelman Global Trust Barometer released today might motivate you to take another look at your 2010 PR and social media strategy.
For the first time trust and transparency rank as important to corporate reputation as the quality of products and services. In fact, in the U.S. and in much of Western Europe, those two attributes rank higher than product quality—and far outrank financial returns.
“We’re seeing a vastly different set of factors driving reputation than we did 10 years ago<” says Richard Edelman. “Trust is now an essential line of business to be developed and delivered.”
The most credible voice for a company has shifted back to academics/experts or industry analysts. A ‘person like me’, which took top spot two years ago, dropped from 57 to 50 percent. The decline is even more marked in the U.S. (60 to 39 percent) and the U.K. (51 to 35 percent). CEOs, however, are still in the bottom two in the list of trusted spokespeople in the U.S. and Germany.
The credibility of mainstream media, including television, newspapers, and radio, continues to wane.
In the U.S., the credibility of television news dropped 20-plus points in two years (from 43 points in 2008 to 20 points in 2010). In the U.K, radio news coverage dropped by 20 points in two years. In the BRIC countries, television news and newspapers declined by more than 15 points each in two years (to 40 and 30 percent, respectively.)
“More than ever, engagement needs to be tied to action and not just set to broadcast,” said David Brain, president and CEO Edelman Europe, Middle East and Africa. “This means cultivating a wide circle of spokespeople with substantial expertise and participating in conversations in real time.”
Join us for a webinar on engagement as a PR strategy Feb 11th at 10 am PST and 1pm EST. Rebecca Lieb of Econsultancy will be my guest.
Online PR
Online Buzz, Reputation and The Power of Voice
February 8th, 2010 | Read | Discuss
Back in 2006 while I was working a paper with Rok Hrastnik we called the phenomenon of online buzz and reputation The Power of Voice.
Since then many companies have felt that power – positively and negatively. Dell, Dominoes, Naked Pizza, Motrin, Blendtec to name just a few. Nestle has now joined the list.
Nestle is embarking [...]
Research
What Are Social Media Users Looking For?
March 19th, 2010 | Read | Discuss
As with traditional media, it’s different strokes for different folks on social media sites. And knowing your audience’s needs and preferences is just as valid in PR today as it ever was.
According to an analysis of social sites by online advertising network Chikita published by Mashable, people go to Twitter for news, MySpace for games [...]
Social Media Case Studies
Social Media – Where’s the beef?
February 21st, 2010 | Read | Discuss
It’s been a very busy social media week in LA. On Tuesday I went to the North American Journeys Summit for DMOs (Destination Marketing Organizations.) On Thursday I went over to Hollywood to speak at the Entertainment Publicists breakfast workshop on social media and then hared back to Pasadena for Social Media Club, San Gabriel [...]
Social Media Marketing Tips
CMO’s Guide to the Social Landscape
March 17th, 2010 | Read | Discuss
According to the CMO Club 81% of CMO’s plan to link their annual revenue to their social media investment!
But other studies show that many CMO’s are still confused about how to effectively integrate social media with their marketing and PR programs.
We often get asked whether a company should do it all in-house or outsource to [...]
Social Media Strategy
Social Media – Where’s the beef?
February 21st, 2010 | Read | Discuss
It’s been a very busy social media week in LA. On Tuesday I went to the North American Journeys Summit for DMOs (Destination Marketing Organizations.) On Thursday I went over to Hollywood to speak at the Entertainment Publicists breakfast workshop on social media and then hared back to Pasadena for Social Media Club, San Gabriel [...]
Video Interviews
Social Media Strategies: Ravit Lichtenberg at OMS10
March 14th, 2010 | Read | Discuss
Ravit Lichtenberg of Ustrategy spoke in the keynote at OMS10 about the vital need for a social media strategy rather than “shooting arrows at a moving target.’
Take a step back and figure out the best way to reach your customers, provide valuable content and stay close to them, says Ravit.
Five Social Media Tips:
1. Have a vision-driven strategy, but [...]
