Since the early 2000s social media has become a significant means of communication between brands and their audience. These days, through social media, the latest information about services and products is shared. To increase engagement and keep customers informed of...
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...
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. However, social media offers much...
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 during thanks to the rise of social media they gained new relevance. Old Attributes in New...
One of the most significant change in media is that there was a shift in control. It moved from the total control of a few corporations or governments engaged in broadcasting centrally produced content, to an open, publicly accessible media. One in which anyone can...
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...