How PR Communicators Can Stay Relevant

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But Before Starting,

Why Change?

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The World Has Gone Mad.

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Apple owns the music industry.

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enjoys the clout of a sovereign state

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is a has-been

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The different world calls for a different communications mindset.

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Drum roll please ...

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#1 Keep learning

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And not just about writing and the media.

SEO & SEM

Video

Balance Sheets

… and the like.

The quest to learn should umbrella:

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#2 Teach

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Nothing like teaching a tough audience to tune one’s senses

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#3 Build

new relationships outside your circles

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Push beyond the typical reporters and industry analysts

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#4 Don’t embrace

social media

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No, that wasn’t a typo.

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Social media should be a means, not an end, in achieving your goals.

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Embrace the things that really matter:

• Expanding your relationships

• Fortifying your organization’s online presence

• Cultivating a sense of community

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#5 Tell stories

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Whether you’re hawking cupcakes, mobile phones or field programmable gate arrays,

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the people you’re trying to reach are pummeled by

factsfigures

other sundry data

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Storytelling helps companies rise above

the noise level, showing real human beings

sit on the other side of the communications

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#6 Lose control

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We don’t mean rush the stage at a Lady Gaga concert.

Image: James Cridland 24

We’re talking about giving up the old-fashioned quest

to control the message.

The control and command mentality doesn’t work

in today’s world.

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#7 Experiment

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Every week brings new tools with potential relevance to communications

Kick the tires.27

#8 Understand the

sales process

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Yes, marketers are from Mars and sales people are from Venus.

But communicators need to bridge the gap and understand what goes into morphing a

prospect into a customer.

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#9Remember

the end game

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Our work should build brands, expand publicprofiles and deliver air cover for sales.

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It’s that simple

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… and that complicated.

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#10 Smell the carnationsOr java, or whatever suits your fancy.

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This is a tough business.It can be a haul.

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A little bit of levity is good for the soul,

and ultimately the communications36

Several Blog Posts Tackled this Topic Which You Can Find Below:

Beyond The Hype by Don Jennings CeeKue by Hans de Groot Digital Marketing Mercenary by Steve Farnsworth PR Squared by Todd Defren Paul Roberts on PR by Paul Roberts Ishmael’s Corner by Lou Hoffman (deck based on this post)

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Europe: Luica Mak 44 (0)20 3137 9480 North America: Stephen Burkhart 1 408 286-2611Asia Pacific: Cassandra Cheong 86 (21) 6203-3366

X125Global: Lou Hoffman 1 408 286-2611

Thank You

IMAGES: CORBIShttp://www.hoffman.com 38