5 Outdated #PR Elements – and How They’ve Evolved Today

This post was first published by Meredith L. Eaton on March Communications‘ blog PR Nonsense.

Some old PR tactics have evolved into new channels.Some things in the world of public relations will always stay the same: Be authentic. Strive for credibility. Build relationships. Create storylines. Act fast. Achieve thought leadership.

But, the ways in which we achieve some of these still-critical elements have changed greatly over the years.

From circulation numbers to embedded URLs, from event attendance to social presence and from direct mail to SMS, the PR world is evolving. Here are five outdated practices that have undergone a modern makeover with successful results:

1. Press Conferences

While the traditional press conference may still work for government officials, the modern equivalent could be classified as none other than the Twitter Chat. Today, 83 percent of Fortune 500 companies have active Twitter accounts. And for good reason. With 271 million monthly active users, companies have their customers, partners and prospects at their fingertips. Read more

Dealing with cyber risks: An issue becomes a crisis when the media gets involved

We live in a digital age where we have to be aware of the many cyber risks that surround us. We have to be prepared for when our cyber security systems fail to protect us – because they will fail from time to time. In 2012, the personal information and credit card information of 77 million online users of Sony’s PlayStation were hacked. LinkedIn had 6.5 million encrypted passwords published on a Russian webpage where the hacker asked for help to crack the codes. These are large-scale examples but cyber risks are nonetheless issues that companies have to be prepared for. Because if a cyber-attack happens, the company leaders will be perceived as incompetent and unable to control their businesses, regardless of the fact that the company is the victim of a crime.

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An Honest Guide to Using LinkedIn Discussion Groups

This post was first published by Manny Veiga on March Communications‘ blog PR Nonsense.

For a long time, LinkedIn Discussion Groups have been cast as the hidden treasure trove of social engagement and as every social media expert’s secret for LinkedIn marketing success. The “big tip” has always been to post a link to your blog in a relevant discussion group, and then watch as the page views come flowing in.

I’m skeptical.

LinkedIn spam
Spam“ by Janet Galore is licensed under CC BY 2.0

When I was an in-house marketer, I spent hours joining groups, participating in discussions and sharing links. Through it all, I developed a sneaking suspicion that the topics in Groups were nothing more than thinly veiled ad copy repurposed and poorly disguised as legitimate discussion. And linking to my own blog posts never yielded the results – click-throughs, page views, leads – that I wanted.

If we’re being honest, very little about the activity in Groups looks anything like actual, you know, discussion. Most topics are self-promotional and the handful of legitimate conversations that do occur are pushed down by mountains of spam.

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‘Bland’ Kills Brands: Here’s How to Find Your Voice

This post was first published by Blaise Lucey on March Communications‘ blog PR Nonsense.

Being bland can kill your brand.When the beaten and weary buzzword of “innovative” comes up, it’s inevitable that tech companies come to mind first. Whether we’re talking about 3D printing or the cloud, social or mobile networks, tech businesses are the ones that are thought of as brave barrier breakers.

Many are also leading the way in creating distinct, value-driven organizations. Google’s famous motto, “Don’t be evil,” has guided the company down an interesting path. The search giant has taken firm stands on the FCC’s net neutrality ruling, the NSA’s cloud monitoring and, most recently, climate change legislation. Facebook has exhibited a similar tact – launching a worldwide nonprofit, Internet.org, to help everyone in the world access opportunities on the Internet.

These big moves can make a big difference. One study found that 60 percent of a consumer’s inclination to buy, recommend or work for a company is driven by corporate reputation – not products and services.

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3 Ways Tech Companies Can Avoid a Boring Office Launch

This post was first published by Jenna Burpee on March Communications‘ blog PR Nonsense.

Cambridge Consultants

Full Disclosure: Cambridge Consultants is a March client

Cambridge Consultants recently opened an office in Boston, and since the March office is just around the corner of its new location, I had the opportunity to attend and photograph the Boston launch party earlier this month. As I had seen the space in its early stages, it was nice to see how far it’s come in just a few months.

It got me thinking about the hard work and dedication that goes into hosting a successful in-house event. As the event photographer, I was able to really focus on all of the small details that helped pull it all together; but, above all, I witnessed how taking pride in what you do helps make an event that much better. Read more