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Four of the social media trends that PR need to understand



Video is now essential

Scroll down your social feeds and you will probably see the sheer number and variety of videos posted or shared on there. It’s simply the most attractive, exciting and engaging form of media you can post. A lot of people worry that they can’t produce a video due to the prohibitive cost in terms of meeting high production value standards, but it’s really not necessary; the camera on a typical cellphone now has reached such a level that it is entirely adequate for shooting quick IG and FB posts. Just make sure the content is relevant, or if not, then at least make it funny.



What is the ‘90/10’ content rule?

The mix ratio here refers to the proportion split for your content in terms of balancing pushy, sales-y promotional stuff versus interesting, educating, helpful or consumer-useful (valuable) content. The 90/10 rule is heavily covered in social media marketing circles, but most companies seem to be unable to stick to it. Give up on the hard sell for a bit, and just offer people something they will like, rather than posting a call-to-action twice a day (this is fatiguing, and will result in lost followers).



Keep it brief

All captions should be short and creatively relay information. Infographics are a great workaround if you have detailed content that is too wordy to fit into the “140 characters, six seconds rule.”

Remember, constant consumption of social media for many hours every day makes people retarded, and in the words of Ron Burgundy, that is a scientific fact; so marketers must now work within the context of appealing to people’s considerably shortened attention spans.



Capture attention

Just as in real life, there are several ways to win the attention or affection of passers-by (or scrollers-by, in the digital domain). You can use handsome aesthetics, charm, wit, comedy, meaningful expression or deeply profound meaning; you can post topical thoughts on a recent news item; you could even use controversy to gather some onlookers. There is no particular preferred approach, so use everything at your deployment to develop a well-rounded content mix.

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The Changing Face of PR: Why Its Relevant to You

Public Relations may have been given a bad rep in the past as most members of the public only notice it when someone is on TV explaining that their actions are not to blame for something. It’s perceived by many as being something of a dark art.

In reality however, public relations is not any of these things. It only defines the way in which we manage our messages to the wider world. It is not something that is used only in times of crisis, but instead should be something that amplifies good actions and provide consumer-relevant information.

Still, there remains a disconnect between brands and their interests and those of consumers (and ‘news consumers’) that has distorted the relationship somewhat between the PR pro of the past and what it takes to achieve connectivity with today’s audiences.

New Decade, New Era, New PR

PR is now a well-placed industry to support tech-savvy and hyper-personalized messaging in the digital age. It’s a two-sided deal now, a discipline built on beneficial bilateral relationships between agencies, clients, media and online opinion writers, and media pros focused on specific industries, and ultimately, audiences. Hence today’s Integrated PR.

The industry has moved well past media relations and press releases. The newly held belief in the ever-evolving PESO model sees PR strategy implementation now covering every element of brand growth via connectivity to ever possible permutation of expanding communication avenues – specifically Paid, Earned, Shared and Owned. An excellent strategy covers all of them.

Only a great PR partner is properly able to leverage each to the correct degree, and achieve what is ultimately the original aim (even, as it was, ‘back in the day’) – to bring your client’s relevancy to all relevant markets, and to contribute to the client’s success.


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Social media followings don’t mean influence.

The simplistic philosophy that large numbers of social media followers mean high levels of engagement and influence no longer carries weight. The easy accessibility of automated algorithms means that even those starting from scratch can boast of thousands of Twitter or Instagram followers within just a few weeks. While the numbers may look good on rate cards, there is nothing in these stats that demonstrate any sort of targeted, relevant or sophisticated reach.

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Boosting effects of positive news coverage.

Even if you’re not currently using a PR company to handle your media engagement and message amplification, your internal marketing team will still be able to leverage positive news items for maximum effect using a few fairly simple approaches. Here’s a quick guide.

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Communications messaging to avoid.

Your PR agency will always try to convey the exact message you wish to express to media and the market, but there are times when your appointed communications team will try to steer you away from certain ways of describing your company or your products. There are a handful of terms which can really grate when press releases are read by editors. Here are a few standouts that crop up every day on every media desk in Thailand.

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Why marketing and PR needs data science?

Regular LinkedIn users who often check the classified job ads may have noticed an increasingly common trend among marketing recruiters – jobs requiring some expertise in data science (or “Big Data scientists”). Big Data and digitally applied skills jointly provide better analysis of business/ consumer results (or any shortfalls in this area); and, such skills also help to extrapolate and zone in on those who are likely to be interested in the client’s products and service offering. Several tech magazines have identified this type of job role as being “better paying than medicine” as a career path, with a future focus in app creation to look for pattern-seeking and data crunching knowledge: “This trend for data scientists mimics the trend for digital specialists that happened earlier at the turn of the millennium.” (Wired US).

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When PR gets bloody United Airlines.

United’s calamitous month was merely a high-profile culmination of years of operational mistakes and PR mismanagement. Happily though, it does make for a good rapid-fire study on what NOT to do with your crisis response communications.

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What is social listening?

Social listening is the process of collecting social data by monitoring terms, names and products associated with your brand and industry, with the aim of helping businesses monitor content performance and track competition. It exists as a logical step forward from something PR agencies have offered to their clients for many years – traditional media monitoring.

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An interview with Thai PR.

Vivaldi founder and CEO Joseph Henry talks to Thai PR web about the success of Vivaldi Integrated PR, and the future of digital public relations in Thailand

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A year of massive upheaval for the global media industry.

Widespread consolidation, intense competition over digital distribution infrastructure, growing numbers of paid subscribers and high technology roll-outs – let’s explore some of the groundbreaking movements shaking up the worldwide media industry in 2017.

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