Learning new tricks: how social media is revolutionising the role of the PR professional in Higher Education
Yesterday I delivered two workshops to a number of delegates at the EUPRIO annual conference in Averio, Portugal. My session was one of seven on the progamme, all running twice that morning. Across the two workshops I seem to have been joined by more than half the conference delegation. This staggered me but just goes to show that European university PR professionals are beginning to take social media more seriously and are keen to learn more.
One of the things I mentioned in the workshop was slideshare. In my usual style I have uploaded the slides to slideshare, and embedded them here for you to view at your leisure.
Please note that the images used in these slides are not for reproduction, but many are available for you to purchase and download inexpensively on istockphoto, another resource that I mentioned to the delegates.
Online PR is a marriage, not an affair
I occassionally browse online sites where people post projects that they require freelance support for. This morning one caught my eye because it’s right up my street – a small company wanting support to boost their online PR. Great! A small company thinking along the right lines. Many don’t even yet understand the benefits of online PR, so fantastic to see one that not only understands the benefits, but realises that support is potentially needed.
Then, this line in the description of their requirements:
‘We estimate approx 4 days, 2 days for each website should suffice.’
Not so great. 2 days work, then nada, for online PR for a website? Online PR isn’t a ‘project’ that can be done and dusted in 2 days. It has to be a sustained effort, ongoing, nurtured and loved. Otherwise it is doomed to failure! Sure, in two days you can do enough to improve your SEO in the short-term, but for real online PR, companies should be dedicating much more time and resource to supporting an ongoing campaign. Think of online PR as a relationship – it interests you, yet you begin with caution at first, then you get carried away in the rush of excitement and can’t tear yourself away, then you settle down into a nice comfortable routine – at ease, dedicated, devoted even – with the odd pleasant surprise but otherwise a nice routine of committment and sustained effort. Online PR is a marriage, not an affair!
International PR – focus on India
Some of my readers may recall that back in February I chaired a CIPR Education & Skills sector group panel discussion on international PR. Following that event I blogged about the ethics of engaging with PR ‘norms’ in particular countries (specifically in China) and how easily this sits with a UK perspective of PR conduct. This blog post was also converted into a shorter article for ConnectEd, the newsletter of the CIPR Education & Skills Sector group.
Today the headline ‘Why do PR people pamper the media?‘ posted by @IndiaPRBlog on Twitter grabbed my attention. This blog post, written by Vikas Kumar provides an interesting insight into the practice of gifting journalists to get them to cover your story or event. I thought my readers might be interested to read this too, particularly in light of earlier posts.
THE headline guided by student blogger
It’s a rather miserable looking Saturday today so I’m sticking indoors for now, instead choosing to catch up on reading this week’s Times Higher Education (THE). There’s a great example here of new media influencing traditional media, and showing that what gets said on a blog – even just a passing comment – can influence one’s reputation on a wider scale.
The article, introducing the new Chief Executive of the BBSRC, Professor Douglas Kell, is delightfully headlined ‘New BBSRC chief “Olympic gold medallist” of research‘. Great headline for the BBSRC and Professor Kell, hey? However, the really interesting thing from my point of view is that the headline was influenced by a simple statement on a student blog:
If research were an olympic sport, the new chief executive of the Biotechnology and Biological Sciences Research Council (BBSRC) would win gold for “weightlifting with citations”, at least according to one online blogger.
The article goes on to mention how Professor Kell engaged with the discussions on the blog that ensued, thus showing him to be ‘keen to engage with students, colleagues and the wider public’.
I think this says a lot about journalism when the source that influences their headline is a student blog, but it also speaks volumes about Professor Kell himself. Go Professor Kell! Let’s hope more academic leaders can be celebrated for engaging with publics in this manner.
How are journalists using new media?
My approach to using new and social media as a PR tool is to forget about everything that traditional PR approaches might have taught us (well, perhaps not everything, but many things) and view it as something altogether very very different from media relations. Never sending a press release designed for a journalist to a blogger is a good example of this.
I thrive on the fact that new and social media generates opportunities to communicate direct to key stakeholders without having to hope that a journalist will pick up your story and run with it. However, I often get asked how PR folks can use new media to enhance their traditional media relations aproaches, particularly how new media can help them engage more effectively with journalists. This morning an interesting insight popped up on my Twitter feed.
I follow (follow – not stalk!) a few journalists on Twitter. A particularly prolific ‘tweeter’ is Joanna Geary from the Birmingham Post. This morning she tweeted about the order in which she checks on everything when she gets into work every day. I thought it provided a particularly interesting insight into a technically-savvy journalist’s communication preferences. Here’s the order in which she says she checks things, check-out the high prority she gives to online communities:
- Personal email
- RSS Reader
- Work Email
I suspect that many journalists aren’t as ‘into’ new media as Joanna is, but this is an interesting insight nevertheless. Many thanks for sharing this with us Joanna!
Only make a PR effort when you’re prepared to receive the response
As an avid reader of the Mashable blog and a communications professional working largely with the Higher Education sector, I was quite interested to see the recent Startup Review of Unigo ‘a free online platform for college students to share their opinions, photos, videos and documents’.
It’s important that I keep aware of sites like this given that I work so closely with universities, and it’s always good to see if any of these have the potential to migrate to the UK. So, I clicked on the link to take a peek at the site and was greeted with a pop-up asking me for a username and password. Now, not only has this site had excellent coverage through Mashable, but according to some of the commments, it appears they have also appeared in the New York Times Magazine. So, why oh why would anyone get such great publicity and mess it up by having a site that doesn’t work just when thousands of people will attempt to visit it? I couldn’t resist but to express my opinions through the mashable blog post and my own blog.
There’s a key message here, and a real fundamental of good communications and PR practice, that if you are going to get some great publicity (and good on them for getting such great mentions) you really need to have everything else in place to back that up, such as a website that actually works otherwise all of that publicity will just go straight down the drain. Such a pity.
Very useful visual guide for how Broadcast PR people need to rethink PR
I know I am always banging on about how PR people need to rethink this and rethink that, but today David Cushman has posted a really useful presentation on slideshare that really helps PR people to visualise the differences and challenges them to find ways to engage with what he calls ‘P2PR’ (I like this expression, might adopt it myself!). Seeing as the embed tag is available on his presentation, here it is:
Bringing the genius of Wilkes University to a UK audience
I attended a Higher Education External Relations Association (HEERA) meeting week before last as a representative of the CIPR’s Education and Skills group. They were chatting about different events that they might put on. Having recently become aware of Wilkes University’s highly targetted advertising campaign that ran in Spring 2007, I mentioned this to them as an interesting case study for a conference session. It seems that none of the marketeers at the table had heard about this campaign, so I thought it worth putting a blog post up here with the link through to this New York Times article about the campaign. Personally, I think this is very daring and a genius approach: a clever marketing campaign that is so clever that the PR value it generated as a consequence is probably worth more to them than the actual marketing!
A PR Beast of a Feast
As I sat with my other half yesterday evening watching Channel 4 news I couldn’t help but comment on how inappropriate it seemed that the news item reporting on G8 leaders discussing food shortages should be accompanied by cutaway shots of said G8 leaders sitting down to dinner. It was therefore no surprise when The Guardian dropped on my doorstep this morning to see as front page news the incongruous G8 feasting and the leading subject of conversation of the day being hailed as hypocrisy on the part of the G8 summit.
As ever when I see items on the news or making the front pages, I always think about the PR people working for the various organisations behind the stories or battling with them. Sometimes I inwardly congratulate and even envy them at times for pulling off such great publicity. Sometimes I pity them. Sometimes I get angry at them. This time, however, I just can’t see how they could possibly win! If I were asked to organise an event to which 8 of the guests were going to be the leaders of some of the most powerful countries in the world, you can bet your bottom dollar that I would be recruiting top chefs to provide a sumptuous feast for them! However, if knowing that on that same day they would be discussing a global food crisis you would see a certain irony on putting on such a feast. So how do you win? There’s a cultural difference at stake here too – the difference between what we might consider to be a feast in the UK and what the Japanese consider to be a feast. Is eight courses really that uncommon in Japan? I served five courses to guests in my little two-bedroom Coventry terrace house on Saturday evening.
I therefore pity the PR person who might have had any say in this. On the one hand the annual gathering of eight of the most powerful people in the world is something to celebrate and ought to be celebrated in style, on the other hand if they’re discussing food shortages then only the most modest of dinners (or better still perhaps no food at all) was really going to keep people happy. I think perhaps with a budget of over £200m, perhaps there are some other extravagances of the G8 summit that ought to be looked at instead of the food, but no PR person is going to draw attention to any of those now, are they?
"Green" "Sex" "Cancer" "Secret" "Fat"
Great article in the NYT yesterday flagged up thanks to a new contact I’ve added on Twitter.
Need Press? Repeat: ‘Green,’ ‘Sex,’ ‘Cancer,’ ‘Secret,’ ‘Fat’
I don’t often blog about more traditional PR approaches, but this is such a great article (though it does confirm what most of us PR peeps know already).
Back in my days as Head of Research-TV we ran several stories to the press on cancer. I remember many of our contacts and clients saying that they wouldn’t do these stories anymore because they were tired and overdone, but the message of course is that it isn’t they who set the news agenda and if the press are still carrying stories about cancer and you have a good and credible one to tell, then you’d be foolish not to, right?
