The branding evolution encourages communicators to lean heavily on engagement tactics that lead a company to develop a strong relationship with its audience. For some companies, that engagement must start internally with employees to allow it to build up and pour out to consumers, while other companies are putting more focus on their outward facing relationship with consumers. When engagement tactics via social media channels are thoughtful and meaningful, what usually results is an overwhelming following of happy customers. When brands choose to use social media channels as an inappropriate vehicle for lashing out, those companies shouldn’t be surprised by the consuming back lash that ensues.

In this week’s PRSA “Friday Five” post — an analysis of the week’s biggest public relations and business news and commentary — we look at how companies are making engagement a top priority for maintaining a strong pulse on their consumer needs and using the knowledge they gain to improve the consumer-brand relationship.

Continue reading " Friday Five: Engagement Is a Winning Tool When Used Properly "

During a crisis the situation at hand can spin out of control and it can happen in the blink of an eye. As public relations professionals we understand that we have to have a well thought out plan in place if our organization or client is involved in a media firestorm. What happens, however, to brands that are on the outside looking in? During a disaster or crisis what’s the appropriate response for companies implementing business as usual?

Continue reading " Friday Five: Multiple Industries Learn the Social Media Bob and Weave "

Digitally savvy corporations can finally stop worrying that their last Tweet or Facebook post might have inadvertently disclosed material information to investors. The Securities and Exchange Commission recently issued a new “Guidance Update” that provides welcome direction on when and how social media may be used by publicly traded companies while remaining in compliance with federal regulations.

The SEC has long been concerned with timely disclosure of company information to the public. In 2000, the agency promulgated Regulation FD in an effort to prevent earnings and other important information from trickling out to investors and the public at large. Through the use of the SEC’s online filing system, EDGAR, and the processes set forth in Reg FD, timely notification could be made. The problem? Reg FD does not address the digital world we now live in.

Continue reading " All the Public Companies: Put a #Hashtag on It "

The horrific event that shattered the global gathering of Boston Marathon participants and spectators brought into clear focus for me the vital importance of the meaning “together.”

As I monitored both social media conversations and traditional media coverage, one fact became abundantly clear: no matter who you are, where you are from, or in whom you believe…“no man is an island.”

This became abundantly clear as I noted in particular the conversations on Facebook of students past and present with and about their friends. They reached out, reassured, and reflected on the day’s events. A palpable sense of “community” permeated the day.

Continue reading " Times of Tragedy Bring Times of Community "

My students at Curry College hear this all the time from me: “Never stop learning.”

Most of them, having willingly (or not!) suffered through at least two or three of my PR-related courses, have figured out the best response is a gentle sigh and understanding nod of the head. They know they’ll hear it a dozen or more times in the course of the semester, so they humor me.

So it was with a gigantic sigh of satisfaction last night that I heard the guest speaker for our PR student association say exactly the same thing as part of her “how I got where I am and how I’ll get ahead” presentation.

Continue reading " Public Relations: A Lifelong Learning Commitment "