Interesting post over at thebluedoor PR blog, where they counsel caution over the rush to set up standalone online PR divisions and ask the question, The future of PR – is it really digital?
Says blogger Toni O’Sullivan: “There’s no doubt that online communication tools such as Twitter, social networking and blogs are all part of society today, but so are conversations at bus stops, in coffee shops and in people’s homes. These face-to-face conversations are driven by information from print newspapers, TV and word of mouth news and views. We’ve got to remember that not everyone spends their day connected to the Internet.
“The distinction between web-based and more traditional information sharing sources is definitely blurring. PROs and Marketers must remember that it’s essential to understand the target audience you are trying to reach and ensure you include the correct media channels in order to reach them. That means being aware of all online and offline channels, and with increasingly rapid technology advances there’s plenty to keep up to date with. It’s an exciting time and one that PROs should embrace in its entirety rather than focusing on one area alone.”
Hats off to Ms O’Sullivan for spotting this one. We’ve always believed that while crucially important, Digital PR is only part of the public relations mix. In a multimedia world, good PR must work across all channels.
According to Marketing Sherpa, companies promoting their services online should consider directing their attentions at people with more than 500 social media connections, a group they’ve dubbed ‘Max Connectors’.
According to the company, such users could prove profitable due to their ability to spread positive messages about brand experiences across a broad swathe of connected consumers.
Marketing Sherpa’s research showed that 61% of Max Connectors are interested in forging relationships with with businesses to find out early about products and features, with 48% also apparently interested in learning about company culture, policies and environmental attitudes.
Interesting stuff, and indeed companies like Starbucks and Ford have demonstrated that campaigns aimed directly at social media users can be hugely succesful. It’s not going to work for everyone, however, and we’d urge anyone considering taking their digital PR straight to consumers to pause for thought before directing a broadside of marketing spam at every poor soul with 500+ online friends.
Leading law firm Semple Fraser has selected our good friends at Bourne to handle the redevelopment of its website and online strategy.
The commercial law specialist selected the digital agency to work on its creative strategy and site design following a multi-agency selection process. Responsible for all aspects of the online platform’s development, Bourne will bring its strategic, design and commercial expertise to bear upon a complete refresh of Semple Fraser’s web activities, it says here
“I was pleasantly surprised and very impressed with Bourne’s pitch for our website redevelopment. Not only did they have the creative credentials, but the added value was the knowledge of their whole team that was brought to the table. Their ability to look at the bigger picture and provide strategic advice as well as creative input is giving us a much more rounded solution for the project, which I’m sure will give us a much better finished result,” said Julie Hecht, Marketing Manager at Semple Fraser LLP.
