Some thoughts

I mentioned in a past post, that people see social media as an alternative to traditional media. Then and now I have to contradict this point. Social media is not that developed now in order to compete with broadcast, let’s say, on the other hand print starts suffering from the recession and it disappears, it becomes thinner or it starts to have only paid content. The solution would be to combine the two channels, find the perfect equilibrium for your objectives.
On the other hand, it is very interesting to see that at European level, communication professionals see as being the two most important media categories to help reach their goals: print (38%) and broadcast (24%).
Pitching stories, on the other hand, has become more difficult. We have to change the approach – maybe in format closer to the social media approach. Social media is also important when we prepare an interview: search on google about the topic and find out what possible background the journalist has on the specific subject. The journalists definitely used google for its research.
Print, broadcast, social media, viral…you have to decide for the channels that best reaches the target and achieves the objectives.

Objectives and evaluation

When developing a campaign – corporate or brand – it is important to understand the objectives of the CEO, experts say: “do management audits on expectations”. A recent PR News/BurrellesLuce survey identified the following as management’s view of the purpose of PR:
· Getting the name of the organization/brand in the media – 23%
· Maintain and rebuild reputation – 22%
· passing on the organization story to the media – 21%
· generate sales – 16%

When PR people were asked how they would like their job to be perceived:
· Maintain and rebuild reputation – 22%
· passing on the organization story to the media – 20%
· offering strategic advice to top management – 20%
· Getting the name of the organization/brand in the media – 19%

Similar priorities, different order. Thus, when you start a campaign, ask for the objectives of the top management – because they will be different. Not necessary realist or measurable, but at least you know from the beginning what the expectations are and you can then try to adjustment and make them feasible for a PR campaign – and then explain why.

If we reached the objectives, only a proper evaluation can confirm this. Let’s make an overview on the measuring tactics, and as I talk about “change”, let’s see on online. The KPI’s for online include awareness, consideration, action, loyalty and engagement.
· For awareness: share of voice for competitors, search visibility, monthly traffic, page views
· For engagement: conversation topics and trends, time spend on site, comments, ratings, forwards
· Action: signs-up, contest entries, content submitted, downloads, purchases
· Loyalty: followers, fans, RSS subscribers, e-mail subscriber, bookmarks, recommendations

Green Conference

I was at the Green Conference, a conference organized for CSR people and all those in communication dealing with responsibility. NGO’s where also invited.
The sessions were ok, let’s say…not necessary a news, but interesting to hear about different strategies and positioning.

The most dynamic session was the one about CSR and social media, especially bloggers. Buddha was annoyed by the fact that he accepts the invitations of NGO’s or companies to participate at different CSR projects, but the results remain a mystery for him. Nobody tells him how the campaign ended…and this is an important part of any collaboration. We know this….”tank you for getting involved, these are the results you helped reached”…. So he said that it is a win-win situation “I do not need money, not always, but do not make me lose face in front of my community”. It is true, they trust him, and they click on the link for him…so, at least he can tell everybody what they achieved.

The conference ended with two interesting speeches. One of the guys, Adrian Soare, asked the question of the day: “Why are you here?” Nobody felt the need of such a question…but the room was expecting it. Expectations of the participants were reached at the end of the conference….which could be a bed sign for the organizers. Speakers should have asked this question at the very beginning.

Another speaker, Adrian Ciubotaru, had also some very interesting facts to talk about. He is a very social person, CSR is in his blood. He says that social media is the shortest way from the desire to interact with others to the desire to change the world in which we all live.
In conclusion “social media is the nicest place where passion can replace the budget” – thus the perfect place to do CSR.

Energy Forum, Gala Dinner

I was two nights ago at the Energy Forum Gala Dinner, event organized by Forum Invest. I was together with Laura Florea, Managing Partner Point PA. We were sitting next representatives from Alpha Bank, KLC, STX Europe, AECOM and White&Case. A sitting dinner as any other, but a moment caught my interest. It was a CSR moment, as a call it, a moment of giving to the less fortunate. People in the room donated money for 6 children in Bucharest to go to the circus, because they never have seen one. I imagine that there are a lot of children in Romania which have not seen a circus show. Anyway, all participants entered a “lottery”, having the chance to win a voucher with a discount of 20.000 euro or 40.000 euro for an apartment in one of the most luxurious new build quarters in Bucharest. Interesting…what can I say. If the apartment costs 2 mil euro, a 40.000 discount is like peanuts. Anyway, it was an interesting approach; I only hope that the health ministry does not close the Circus until the next show – because of the flu. I think that this worked because of the children, and because the audience was one willing to share, and not because of the vouchers – I found them inappropriate.