Having data is good, but we need to have insight on how to use it. The same goes for having a strong licence to our name. Acquiring the exclusive rights to use the Guinness brand led to no success for Linden Food Group, because they lacked the necessary knowledge to...
Crowd Wisdom and Evaluation The information availability and the reciprocity of social media is leading to a phenomenon called ‘wisdom of the crowd’. The following cases are stand out examples of crowd wisdom and its evaluation. Crowd Wisdom In the early 2000s, NASA...
Use of digital and social media Public Relations uses digital and social media in many types and formats, but we can sum up some of the most typical. These — in addition to being the most prominent — have also proved to be the most effective. Here are some examples:...
Media Policies In an organisation, various departments manage and interact with Social Media. These include the marketing, PR or corporate communication, and sometimes the IT divisions. The latter is there because some organisations still ban social media at work. In...
Key components of engagement Engagement has become a buzzword in marketing and in public relations. Often, low-level interactivity metrics such as click-throughs, views, ‘likes’, ‘follows’, retweets, ‘shares’ and downloads are seen as indicators of engagement....
Rise of social media There are a series of fundamental characteristics of social media that are not new in the history of media, and certainly not in the history of human communication. But in social media they are highlighted and gain new relevance. Old Attributes...
Broadcasting One of the most significant change in media is that shit in control. It moved from the total control of a handful of large corporations or governments engaged in broadcasting centrally produced content, to an open, publicly accessible media. One in which...
The future of business starts at the frontline. And the frontline poses diverse challenges. Content and purpose can overcome these challenges. Those brands brands with a purpose grow two times faster than others. Therefore the challenge, and the purpose of PR is to...
The challenges of the Public Relations Industry, were among the topics discussed at the QSP Summit this month. One of the most important topic was the fact that work has changed. People are basically relearning to do their jobs. Another important transformation that...
The dynamics of management, marketing and public relations often exists as a mix of all three. In today’s uncertainty of businesses and changing work practices, no profession can stay homogeneous. This was one of the underlying subjects of the 2021 QSP Summit. How...