|Editors Should Pick PR Brains For A Change|
- By Thabo Leshilo, former FleishmanHillard Director
Recently 13 colleagues from the Fleishman Johannesburg office visited the head office of Avusa Media, home to newspapers and magazines including Sunday Times, Sowetan, Business Day, Financial Mail, The Times, The Herald, Weekend Post, Daily Dispatch, Elle and Home Owner.
The idea behind the visits is to give our client service teams, especially juniors, a feel for the newsrooms, to get them to see first-hand how the news gathering process works. Understanding journalists’ needs and their deadlines increases our usefulness to them, further enabling us to better serve our clients.
It’s not always that you have public relations people descend on a newsroom and welcomed. Journalists are, by their nature, sceptical and, therefore, suspicious of us. So, for members of our tribe to have been welcomed so warmly, meant a lot to us, especially given the deadline pressures.
|The rise of targeted content|
- By Tom Manners Managing Director of Clockwork Media
Anyone who has had the opportunity to spend some time ingesting Seth Godin’s work on the power of tribes will understand that we are caught in the midst of a very substantial paradigm shift in the way brands communicate with their audiences.
The broadcast based approach, in which consultancies and organisations craft a singular message and transfer it via billboard advertising, blanket press releases and radio or television placements, is gradually proving less effective.
These tactics represent the traditional approach to communication – a methodology that evolved and thrived in an environment where the audience could not respond.
The current reality is, in fact, entirely different. We live in a world filled with small, focused groups of individuals who are interested in receiving a very specific set of information in a manner that allows them to engage.
|How relevant is Twitter for the public relations profession?|
|Elvis Presslin APR|
- By Elvis Presslin APR, Managing Director: Fundi Communications and Advertising
In a parallel universe Twitter is considered somewhat of a necessary evil. With a host of social media networks on offer such as Facebook, YouTube, MySpace, LinkedIn, Skype, Whatsapp, etc, who in his or her right frame of mind can keep up?
The social media landscape has exploded in the last few years and many in the public relations fraternity will be left behind if they do not have strategies in place to stay abreast of these evolving mediums and the know-how of how they can be utilised to maintain their relevancy within the industry.
Constant pressure of keeping up with new social trends can be overwhelming and daunting for some who have just stepped out of the shadows of letter writing, and who have just started to get to grips with using their email. Using social media networks can actually improve your company or client’s image albeit that there might be some pitfalls.
Google, Facebook and YouTube are the most visited websites in South Africa, showing that we clearly love social media!