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市场营销 | marketing | 마케팅

29 not-very-technical things that every PR person should know

Reading Time: 3 minutes

Unashamedly inspired by 25 Not Very Technical Things Journalists Should Know, I thought about the not very technical things that PROs should know. When I first started thinking about this piece, it was more to do with the gaining momentum of digital techniques, but given a recent PR Week article citing a report that claimed PR agencies cut cut staff by 40 per cent it took on a new tone as recommendations for PR people to include in their personal career survival strategies.

If you don’t know these things, acquire the knowledge by reading around; if you are agency-side and no one in your business know these things, start looking for another job – because you will need one soon.

In this time of financial constraints your clients will look for you to maximise the impact of campaigns with little or no additional cost to them. In order to do this, you need to embrace the following skills.

  1. How to manage your email inbox: this article from The Times is a good place to start
  2. How to touch type – if you can’t manage your email box or have to do hunt-and-peck typing how are you going to find the time to think about working smarter?
  3. How to create a link. Look at the source code of this blog post or Google it if you don’t know how.
  4. How to embed photos and videos
  5. How to buy a domain name
  6. How to set up a flickr account
  7. How to buy an ad on Google AdWords
  8. How to use an RSS reader
  9. How to set up Google Alerts
  10. How to do some advanced searches such as phrase matches, Boolean search terms, and site-specific searches
  11. How to conduct research efficiently and effectively using online tools
  12. How to understand the nature of a community and assess a blogs authority
  13. How Wikipedia works and how to get involved in the process for having a post changed
  14. Understand the nature of conversations and their appropriateness for your client
  15. How to upload photos and video to the web
  16. Understand the basics of how to record audio
  17. How to take interesting photos and the basic operation of a digital SLR
  18. Understand the basics of shooting video
  19. Understand the simple data of web analytics tools
  20. How to use social networks, beyond Facebook and LinkedIn
  21. How to use Twitter
  22. Understand the basics of community management.
  23. How to use free online survey tools
  24. How to use tags
  25. How to use social bookmarking tools and have a collection of useful and interesting resources
  26. How to share a presentation online
  27. How to use FTP software to move large files about (I can’t believe that PR people often don’t know this, especially when many picture desks have made use of FTP servers for a good while)
  28. How to use online calendar services
  29. How to use event registration management systems

This list is a work-in-progress, I will tag Jonathan Hopkins, Becky McMichael, Jonny Rosemont and Stephen Davies to see if they have any additional pearls of wisdom to share with you. Also  feel free to add your own suggestions in the comments box.

Posts in this series

29 things: the basics of how to record audio

29 things: how Wikipedia works and how to get involved in the process of having a post changed

29 things: how to tweet

29 Things: Understand the nature of conversations and their appropriateness for your client

29 things: how to use Google for fun and profit

29 things: how to use an RSS reader

29 things: how to organise a PR account

29 things: how to embed pictures and video

29 things: how to create a link

29 things: how to touch-type

29 things: how to manage your communications platform

29 things for PR people

This was the post that started it all: 29 not-very-technical things that every PR person should know

Categories
市场营销 | marketing | 마케팅 无孔不入技术 | web of no web | 보급 기술

Integrated thinking

Reading Time: 2 minutes

I have been thinking a lot about James Warren’s essay on inline PR for PR Week’s digital essay’s supplement, which in its breaking down of silo-ed online and offline campaigns mirrors my own thoughts on marketing and the development of the ‘web-of-no-web’. I won’t repeat James’ essay you can go over to his blog and read it there, but instead I wanted to amplify a couple of salient points around it.

Working with our colleagues at Universal McCann we create what we call an Inline Profile for each campaign, an integrated influence model that reflects the audience we are trying to reach and the nature of the communications objective.  The Inline Profile enables us to identify which combinations of channels (and therefore tactical execution) will be most effective in driving advocacy.

This profile also needs to really understand the client’s brand, for example, what would that brand be like as a person? And have the insight to really understand the root reasons why the consumer/customer should engage with that brand (Max Factor cosmetics make you feel confident apparently, Surf washing powder makes you a better Mum, Cadbury Dairy Milk makes you smile and Apple products make you hip, cool, creative and more productive).

Secondly there is a big need for ‘Inline’ thinking not only from the consumer side but from the technology side as well, what I call in homage to Bruce Lee the ‘web-of-no-web’. At the moment offline adverts now feature a QRCode, URI or a search box with suggested search terms in it (very popular in Japan). However we are also seeing the linkages coming the opposite way, when you think about technologies such as the Nintendo Wii, Twitter, Flickr, location-based services like Goodrec or Google Maps on the smart-phone of your choice; the boundaries between the web and the real world have been broken down. This is already resulting in changing behaviours: from my own personal experience, I no longer pack an A-Z as I go around London and my social plans have become even more fluid in nature.

Consequently silo-ed (and hence disjointed) online and offline programmes would produce a jarring confusing brand experience for the consumer where messages will get lost or negative consumer sentiment blossom between the ‘cracks’ in the marketing communications.

Categories
初 | hygiene | 기본

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