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.
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.
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).
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.
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.