Below are seven notable communications stories from the two weeks ending Saturday, March 16.
“Blogs Outrank Social Networks for Consumer Influence: New Research” by Patricia Redsicker, on the Social Media Examiner website, March 6.
Redsicker reports some interesting findings of Technorati’s 2013 Digital Influence Report.
Among the six findings she highlights are: One, blogs influence consumers’ purchasing decisions. In fact, they are “the third most influential digital resource (31%) when making overall purchases, behind retail sites (56%) and brand sites (34%).” Two, brands and influencers measure success differently. “Brands see success as increased activity on Facebook, Twitter or their websites, while influencers rank blog or website page views as the best measure of success.”
“9 Tips to Enhance Your Content Marketing” by Bill Miltenberg, on the PRNews website, March 8.
Miltenberg provides tips culled from PR News’ recent Digital PR Summit that featured three PR/content marketing professionals: David Patton from Waggener Edstrom Worldwide, Chad Melton from Ingersoll Rand, and Eliza Anderson from Intrepid Travel.
“Why Brands Should Embrace Honesty” by Nicola Kemp, on the MediaWeek website, March 13.
Kemp leaves no doubt how she feels about honesty: “At a time when consumer trust in businesses and institutions is at an all-time low, brands can no longer afford to shroud themselves in secrecy and hide behind generic press releases and oblique statements.”
She also makes it clear that achieving honesty will not be easy for businesses: “While the corporate communications industry has effectively built its trade on helping businesses save face, it has a long way to go in adapting to a world in which consumers are demanding that the face in question is a true and honest one.”
“Pope Francis, Need Some Public-Relations Help? Here’s Advice from America’s Political Consultants” by Brain Resnick and Elahe Izadi on the NationalJournal website, March 13.
For this piece, the writers asked a number of political consultants what they think Pope Francis might do to improve the image of the church and to shore up its support and confidence.
Democratic strategist Mo Elleithee says, “It’s not that different from politics here—you’ve got [to] connect with people, convince them that you ‘get them’ and that you’re willing and able to fix institutional problems.” Kevin Madden, a Republican advisor, says, “Presenting a reformist agenda will be a critical part of generating goodwill with Catholics around the world as well as those Vatican-watchers.”
Other consultants offer suggestions. Most are not only appropriate for the Pope and his church but are relevant for corporations and other large organizations facing their own crisis.
“Gartner Finds Corporate Websites Still a Higher Digital Marketing Priority for U.S. Marketers Than Facebook—Just” by Natasha Lomas, on TechCrunch, March 13.
In this article, Lomas says a Gartner survey of U.S.-based companies shows that “corporate websites are ranked as the top digital activity for marketing ‘success’ — beating marketing on social networks such as Facebook, Twitter and LinkedIn.” Forty-five percent of the survey respondents say that their corporate websites contribute to their companies’ success, while 43% say their social media efforts boost marketing success.
Lomas quotes Gartner’s research director as stating, “The survey results suggest that the corporate website will not be displaced anytime soon by a brand’s social media presence.”
“The Journalist and the PR Pro: A Broken Marriage?” by Peter Himler, on the Forbes website, March 14.
“The historical love-hate relationship between journalists and PR professionals has taken a distinct turn toward the latter in recent years and cuts across virtually every media beat,” Himler says. But he doesn’t see the relationship as being completely broken.
Himler, a seasoned PR/media strategist, gives a few suggestions for what each side of this media-relations equation might do to do improve its relationship with the other.
“How the PR Industry of Yesteryear Compares with Today” by Michael Sebastian, on Ragan’s PR Daily, March 15.
Sebastian begins his piece by stating, “In just a decade, aspects of the public relations field have become unrecognizable.” Then he provides an infographic from InkHouse Media + Marketing showing how today’s PR industry compares with itself of a few years ago.
At the bottom of the piece is a link to another story worth checking out. This one lists 10 signs that show you are an old-school PR pro.