How are communications professionals utilizing new innovations in technology, tactics and strategy? You have to begin the conversation with social media. Not only the platforms themselves but the engagement, paid placement and analytic tools on the “backside” of Twitter, Instagram, Facebook, etc. The “big” data that can be collected and utilized is providing tremendous innovation, but is still in its infancy with so much more potential to come. How do you put a number on relationships? Social media is innovating the way we build relationships with clients, stakeholders, supporters, etc. It’s not a 1-to-1 sales scenario like traditional advertising.
We also discuss innovations in thought process, such as the current definition of Public relations and Edelman’s theory of Communications Marketing (as opposed to marketing communications). “There are three governing principles of communications marketing according to Edelman: Evolve, Promote and Protect. This is a very different way of thinking for the advertising, marketing, public relations profession.” https://www.edelman.com/insights/intellectual-property/the-rise-of-communications-marketing/
Other innovations to be considered include the current size, portability and low cost of Audio / Video production equipment. Being able to produce a video (just like this video) on a laptop or iPad in a remote location was not possible just a few years ago. The speed at which we can set up, produce content and distribute without cost barriers is empowering to professional and non-professional communicators alike. The ability to plan, schedule and measure analytics of customized content for multiple channels now allows for smart, informative information to reach larger, broader and more diverse audiences. Add mobile, wireless and stream delivery and the communications industry is truly benefiting from current innovations.
Special thanks to Sarah Zubair for the clip for the OU PRSSA Diversity in PR panel discussion. Check out her killer video production work: SarahSeeks.com and YouTube.
Don’t forget, November is #NoShaveNovember or #Movember. Gentlemen, please consider getting a health checkup this month (or next). Know your numbers.
Recorded at the OU Innovation Hub, a great space for creative professionals and entrepreneurs.
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Every week on the NeoMarketing podcast, The Golding Group partners Pritch Pritchard, APR and Kyle Golding briefly (5-8 mins.) discuss best practices, latest trends and modern techniques for professional business communications including advertising, marketing, digital channels, social media, public relations and alternative options. Educational, informative and (hopefully) entertaining.
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