Chris Winans, Executive Vice President, General Manager at Hill+Knowlton Strategies joined Doug Simon, President & CEO of D S Simon Productions at the PRSANY Big Apple Awards Gala. Mr. Winans presented the John W. Hill Award to Barri Friedman Rafferty, Senior Partner & CEO North America, Ketchum. He also discussed the changing role of technology in public relations campaigns and offered advice to younger pr pros.
“The ability to understand a client’s business problem. What is the business problem they are facing and then finding out what is the communications element to solve that problem.”
Advice from Chris Winans to younger public relations professionals:
“Be bold. The client most values the people with the most creative ideas and a willingness to think outside the box.”
“Don’t be afraid to speak up and say the things that need to be said.”
Changing role of technology:
“We no longer talk about a single media relations solution. We talk about a paid, earned, owned, integrated media solutions. There are so many channels you cannot rely on a single approach.”
The NY Times Reporter David Carr was incredibly generous offering an interview off of one phone call. The advice he offered on video blogging is spot on today as he compared himself to David Pogue. He died yesterday at 58 and will be missed.
Why there isn’t a single magic marketing bullet:
– There is no single magic marketing bullet! Social media makes people think they don’t need any other efforts, but it’s a cross-platform strategy that will extend your reach best.
– Whether you’re telling a story in a newspaper or on Twitter, if you don’t have storytelling skills and don’t have an instinct of what news is, you’re not going to be effective.
– Here’s a challenge for you: Can you think of 1 example of 1 company or person using only social media to extend their reach and succeeding? Stump Lloyd and you’ll win $500!
Tania Yuki, Founder & CEO of Shareablee, sat down with Doug Simon, D S Simon, to explain what brands need to be analyzing and measuring when it comes to their social media platforms. Hint: there’s no one rule fits all.
How to Understand and Leverage Your Social Media Data:
– Look at the true audience that is activated within any given community, your unique engaged audience. These are the people who are actually going to move the needle for your brand.
– Heaviness is looking at the actions per person. To acquire customer loyalty that will lead to brand growth, pay attention to the frequency of communication between you and your desired patron and keep your content relevant to your audience and what they’re discussing.
– Be open to explore new platforms and don’t just do what everyone else is doing. Think about what your audience needs and where they are. What works for one brand won’t necessarily work for you.
TO LINK TO POST http://bit.ly/1vtp0hZ
Alan’s advice for strategic branding:
1. The foundation of branding requires a lot of hard work and research. Public Relations is crucial in getting out the brand message and through creative storytelling and thought leadership.
2. Have a clear voice when defining your brand and don’t let others define your brand’s identity. Keep a balance between allowing your employees to express themselves and controlling the message.
3. There are three standards successful organizations use to maintain clarity in their message: Be clear, be credible, be relevant
TO LINK TO POST: bit.ly/1mkKPQG
Michael Merk, who spearheaded Steelcase’s 100th anniversary in 2012, spoke to Doug Simon, D S Simon, at The Corporate Anniversary Forum, about the importance of utilizing a company milestone to change your company’s message and spur new business.
Michael’s Top Corporate Anniversary Tips:
1. This needs to be a strategic campaign. An anniversary is a moment that you don’t want to waste, so use this opportunity to make sure your company is aligned on a purpose.
2. Use an anniversary to create a public conversation about where your industry is going and how your company fits into the evolution.
3. Showcase your history to show the public why your company does what it does, not what you do.
To link to post: http://bit.ly/ofJ4N
Winner, National Association of Medical Communicators Health Communications Achievement Award. Sanjay Gupta discusses the important role of Medical Communicators, how to get your story on CNN and the role of the U.S. Surgeon General.
“What we do as doctors, we communicate. More than anything else. We are communicating one on one with patients. But we are also communicating to the masses through the various media. That’s the role of the Surgeon General and the cabinet secretaries. If you can’t get that message through no matter how good it is, it is going to fall flat. So I think that the fact that a person who does television as well as being a doctor would be considered for this position shows the emphasis and consideration for this sort of work, which I think is terrific.”
“The people who are doing it [medical reporting] have to do their homework with great diligence, more so I think than any other scope. But also I think we need to make it engaging as possible to actually send a message that people remember. People tend to change their lives based on the content that they hear and you want to make sure you’re changing those lives, big or small, in a very meaningful positive way.”
“I think the politics and the medicine are going to be increasingly blurry with health care reform and out of that is going to come a lot of tangential stories which people may not be aware of…and out of that your going to get stems cells, health IT, regional improvements in public health infrastructure, you’re going to look at bio terrorism in ways that we’ve never seen before. Your going to look at the overall cost effectiveness of our health care system, tort reform, things that I think are good predictors of our health care of system overall.”