People tell me the lines are very blurry between different roles in B2B hi-tech communications these days. Journalists seem to
A powerful and suggestive slogan I’ve heard bruited about in digital communications recently is, Thinking like a journalist. The idea; if we could get clients – or at least stakeholders and certain key people in the client – to try and see themselves from the outside-in, or as ‘others see us’ – to start to think more about how the wider world could interface with our messaging, instead of us just push-push-pushing it out – then what great results we might get in terms of buy-in and coverage? Well, we’ve just done a great event… may have been a one-off, I accept… that I think nailed that one to the wall. We really did get the client to think like a journalist. And by jiminy, when it works – boy, does it work! Let me back up and explain what we did here. Back in April we set up a pretty innovative press event… actually, let me stop myself there.
So, after a bit of a narrow escape for #LFC in Europe, and a dull draw on Saturday, I am now calm enough to open up a very big can of worms with you guys… I hope you are ready. Is there any need for PR anymore? (Sounds of huffs, scoffs and dropping of jaws right across the hi-tech B2B landscape!) Given that I work in PR and that I still (sort of) call what we do here ‘PR’… that a lot of my clients think they are paying for what they think is PR… Have I finally lost whatever marbles I have left? Well, hear me out here. For a start, the death of PR is hardly a new prediction inside the industry itself: we have been hearing doomy statements about the impact of social media and so on for some time. The usual counterblast to suggestions that all clients need to do is get a Twitter account –
Hola, welcome back and time for us to talk about at the second ‘W’ in my look, based on often tough and surprising experience, let me tell you, of the blogging aspect of modern hi-tech B2B PR: the ‘Why.’ If you recall, last time (‘THE THREE ‘WS’ OF HI-TECH BLOGGING – 1: THE ‘WHO,’ WHO SHOULD BLOG?’) I looked at the issue of who in the company is best placed as the basis for the social media ‘voice.’ We talked about how poor it can be for the CEO to be the blogger. This isn’t a 100% hard and fast rule, but if you’re not an Oracle, or at least not yet, you might not want to give the world the impression your guy has enough time to share his Great Thoughts with the world instead of serving customers and building out the business. Right? But that begs the question of why we’re even worrying about this. Why are we
So – what do you think went wrong with ‘BRITGATE’ – the alleged PR/social media ‘disaster’ at last month’s Brit awards? If you have forgotten already, or been on too overwhelmed by Liverpool’s recent winning performances to notice (!), the PR company looking after the event got a lot of flack for being a bit too, er, ‘helpful’ in terms of suggesting what attendees should or shouldn’t say or be Tweeting during their big nights out (http://diginomica.com/2014/02/19/priceless-mastercards-social-pr-nightmare/). At the time, a lot of sound and fury was generated about the way the PR firm had over-stepped the mark. Well, I don’t think it’s quite as simple as that… and you may also be a bit surprised by what I think was the right way to handle the tricky social media side of it. This may raise an eyebrow or two particurly if you are convinced I am somehow ‘anti’ social here at Sarum (e.g. ‘WELCOME TO MY BLOG: A PLACE
So. I have finally gone and done it. I have decided to add my voice to the debate that’s raging in the world of business-to-business (B2B) communications and public relations. Why? Maybe I like the sound of my own voice? Quiet at the back there! No. I feel it’s time to step in because I am seeing a ‘war’ happening out there, more so than I have ever seen in my career in IT PR. What sort of war? It’s a ‘turf’ war, one that’s starting to affect clients. There’s a lot of noise and confusion in this war, too, one that isn’t helping anyone… especially technology SMEs who struggle enough to get a fair hearing in the market – and who end up even worse off. What am I on about? It’s the ‘war’ that says communications is now only about the Web and only social, lots of noise about Twitter and LinkedIn – so there is no need