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3 “Shuns” Social PR Superheroes Can’t Afford to Shun in 2017

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A Guest Post By Shonali Burke, Social PR Strategist, Teacher and Trainer

As you read this, I’m about three-quarters of the way through my month-long working tour of India.

It’s been pretty crazy, as I’ve basically worked in two time zones since the time I got here, so you can imagine how much sleep I’ve been getting.

But with all the craziness comes absolute wide-eyed wonder at just how lucky we are… that we actually live in a world where technology allows us to live and work from basically anywhere, as long as we can get Internet connectivity.

And being connected is the first step to becoming a Social PR Superhero.

Not too long ago, I shared the three areas of focus I think all Social PR Superheroes need to zero in on in 2017. They were:

  1. Integration.

Your boss could be concerned AF whether what you do falls into “PR” or “marketing” or…

“Show me the money!” could well be her refrain, because that’s how we show what we do adds to the bottom line.

So measurement and outcomes are what we should be focusing on, regardless of the “buckets” into which our work falls.

  1. Connection.

In a recent conversation, Sohini Baliga made a really important point about Twitter’s impact on the recent US presidential election.

Regardless of whether or not it’s profitable, whether or not it has as big an audience as Snapchat or Instagram or whatever… Twitter is still remarkable in the way it lets us connect directly, one-to-one, many-to-one, and one-to-many literally in the blink of an eye.

And that kind of access, that kind of connectivity is remarkable.

That’s what people are used to, and that’s what we need to incorporate in our work, as we focus on building mutually beneficial relationships for our organizations and their publics.

  1. Influencers.

OK, this word doesn’t end in “shun” but it’s still important. And yes, “influencer marketing” is a buzzword these days (or would that be “buzz phrase”?).

But words and phrases only become buzz-worthy if they’re seeing traction. And one of the great blessings/curses of the Social Age is that no one and everyone is an influencer.

So while in today’s Social PR world there are many more ways to reach our audience than before, this also means it’s incumbent on us to find those leading micro-conversations, connect with them, and learn how to engage and motivate them to tell our stories for us.

We live and work in exciting times. Scary, yes, but also exciting.

And if we are to do work that makes us proud, that makes our organizations proud, we owe it to ourselves to equip ourselves with the absolute best tools and knowledge at our disposal… so that we can live up to our own promise.

My way of helping you do that is to bring you a free, live, online mini-training, that will address these three critical areas of focus, and more.

It’s coming up on Feb. 10, 11, & 12, 2-3 pm each day – so just 1 hour a day, and there will be a 24-hour replay for registrants. Oh, did I mention it’s free?!

“LIFT OFF! The Social PR Superhero’s Guide to the Galaxy” will literally show you how to unleash your Inner Social PR Superhero, so that you can elevate not just your organization’s Social PR efforts, but send your career soaring at the same time.

Here’s a peek at the agenda:

  • Day 1: learn how to activate your own personal 3-point Growth Action Plan, so that you can go from Social PR Not-Quite-Zero to Superhero and master today’s Social PR landscape
  • Day 2: soak up my signature 15-minute-a-day formula for super-efficient AND effective social listening, so that your efforts add a whole new dimension of value to your organization’s revenue generation
  • Day 3: grab a 6-pronged Twitter-inspired media relations mind map, so that you can build better relationships with media the Social PR way, and do it faster, stronger, better!

Plus, you’ll have an opportunity to win some #amazeballs books, challenges in a very cool Facebook Group, and much more.

I do hope you’ll join me, and hundreds of other Social PR Superheroes-in-Waiting from around the world in just a few days, to give your Social PR efforts a real kick in the butt. Do sign up ASAP; it’s free but seats will fill up soon.

Because if we do it together, we really can change the world.

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Photo Credit: Cade Martin Photography


Shonali Burke, ABC, is a globally-acknowledged, award-winning Social PR strategist, teacher, and trainer. She is also the world’s biggest ABBA fan, and would have given anything to see Elvis live in concert.

 

 

 

 

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Kicking Off #PRStudChat in 2016 with PR Strategy

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Shonali Burke Official SmallIt’s time to ring in the New Year with #PRStudChat! PR students, educators and professionals will gather on Tuesday, January 19th at 8:30 p.m. ET to kick off 2016 with a Twitter chat discussion on PR Strategy. If you’re in PR and communications, then strategy should be top of mind, helping you to be more effective with your PR activities, and to make strategic decisions around the best ways to communicate.

Joining us will be a our special guest, Shonali Burke, ABC, who is a well-known social PR strategist, speaker and educator. You can check out more about Shonali here.

On January 19th, Shonali and our community will share insights on how to move forward in 2016, with a solid PR strategy in place. Several of the topics will include:

  • Why strategy needs to be holistic.
  • Strategy & tactics are two different things (most of the time people come up with tactical campaigns as ‘strategies’).
  • Importance of research when you’re devising strategy.
  • Measurement needs to be built-in.
  • Smart strategy is outcome-focused and supports business objectives.

We’re looking forward to an informative chat session with our special guest, focusing on how to raise the bar on strategy and creating more PR and business impact in 2016. If you have any questions that you want to share, you can tweet us or reach out through our LinkedIn Group. Hope to “see” you on the 19th!

A Little More About PRStudChat:

It began with a simple question asked by Angela Hernandez, then President of PRSSA at Central Michigan University (CMU). “Is PR Right for me?” A follow up blog post by PR 2.0 expert Deirdre Breakenridge inspired a series of direct messages on Twitter between Breakenridge and fellow PR industry pro, Valerie Simon. This was an important question and one that should be explored beyond one student or one blog post. Why not build a community to help students across the country, and even the globe, learn from the experience and perspective of industry professionals… A community where everyone can learn and grow together. Read more

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You Know You’re a Social #PR Superhero If…

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A Guest Post By Shonali Burke, Social PR Strategist, Trainer and Teacher

Shonali Burke Official SmallYou know you’re a superhero if …

  1. You understand the importance of smart listening.

In this digital age, everyone has the potential to be a publisher… which means there’s a lot of noise out there as they “contribute to the conversation.” And we PR pros are just as likely to do this as anyone else.

Unfortunately, indiscriminate content creation is often a symptom of what I call “Social PR Anxiety Disorder.” In other words, you’re so anxious about “joining the conversation” and “making your voice heard,” you’re not always doing so in a way that adds value to your audience.

That takes smart listening. And that’s what Social PR superheroes know, and do.

  1. Real conversation is all you get.

Just as in real, offline, life, listening is the segue to meaningful conversations online. If you don’t have the pulse of your audience, how on earth will you know what to communicate to them? And if you’re going to communicate effectively with them, that means you’re not just talking at them, but talking with them.

And that means you’re not always talking about yourself… because no one wants to talk to someone who’ll give Narcissus a run for his money. Social PR superheroes make great conversational companions.

  1. You’re in for the long haul.

There’s a saying, “If something is worth doing, it’s worth doing well.” At least, I think it’s a saying; my mom certainly said it enough times (!).

Social PR superheroes know that the landscape they work in can change on a daily basis… so they have to stay the course. Building a presence in the social world takes time, and a LOT of patience. Sure, it can get frustrating at times… but so can anything else, right? And the only way you’ll know if you’re really starting to have an impact is if you continue to work long after it stops being the latest shiny new toy.

Mom did know best.

  1. You know how to cut through the clutter.

Our basic job as PR pros is to get our messages across. And in the social space, that is often easier said than done. The number of people using social networks isn’t getting any smaller, only bigger; this is now how people communicate.

So with all these people talking, and “joining the conversation,” and creating their own content, and trying to get everyone else to pay attention to their own content… how do you or I get their attention?

In part, by really understanding how to create strong messages… and then, what to do with them.

  1. You get to the heart of the matter.

It’s very easy to do a lot of “stuff” and look super-busy. Often a flurry activity can fool others into thinking real work is happening behind the activity “screen.” But what is the point of all the “stuff”? Why bother spending time (and money, because time is money) if you’re not even sure why you’re doing all this?

Stepping back to do an assessment is not something everyone wants to do; I can’t tell you how many campaigns I’ve seen that don’t have any component of research baked in. And that, to me, is scary! Because if you don’t know what you’re trying to get out of your program, how are you supposed to put anything in?

We’re pretty lucky to live in a really incredible age, where the world is literally changing before our eyes. Let’s make sure we keep pace with those changes, otherwise we’ll be obsolete before we know it

Shonali Burke is a Social PR strategist, trainer and teacher based in the Washington, D.C. metro area. Through her consulting business, she helps businesses take their communications from corporate codswallop to community cool™. She’s teaching a free, live, online mini-training on Social PR best practices on Nov. 13, 14, and 15; just 1 hour a day each day. What have you got to lose?

 

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How to Lose an #Influencer in 10 Days (or Less)

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How to Lose a Guy GraphicDo you remember the movie, How to Lose a Guy in 10 Days, starring Kate Hudson and Matthew McConaughey?  The character Andie Anderson, played by Hudson, is a “how to” beat writer for the magazine “Composure.” She’s challenged with writing the article, “How to Lose a Guy in 10 days.” When you’re building a relationship, with anyone, you walk a fine line of actions that create a strong bond in the beginning or steps that cause someone to exit the union quickly.

Building relationships with influencers today, whether it’s with bloggers, Twitter personalities, passionate consumers, or any of your stakeholders, is no different. If you act carelessly, especially at the onset, you will lose that influencer in 10 days or less.

Here are 10 of the Don’ts of influencer management and what NOT to do when you want your influencers to participate in marketing / PR programs, rallying their networks and becoming advocates of your brand.

Day 1. If you don’t take the time to learn about your influencers in great detail, and know their personal activity preferences, then you will not “have them at hello” …. I know that’s a different movie, for another day and another post.

Day 2. Don’t assume that your influencers can always be there to participate. Realize that they need to be selective of their activities, based on very busy schedules and time constraints. But, this doesn’t mean the door is closed to opportunity in the future.

Day 3. Don’t be a needy brand, asking for Herculean tasks that will chase influencers away quickly. Make it really easy for them to accept your invitation and to participate actively and comfortably.

Day 4. Don’t take the relationship for granted. Check in often (but don’t be a stalker), and, at times, plan to serve them, rather than always being self-serving.

Day 5. Don’t assume that all influencers come in the same shapes and sizes. Customize your ask based on their participation preferences … what they like to do [product reviews vs. speaking opportunities vs. contributing to your content, to name a few].

Day 6. Don’t give your influencers unrealistic deadlines that will be challenged. You should pad the activity deadlines, and then work with them to get what you need in realistic timeframes.

Day 7. Don’t play too hard to get. Instead, communicate and share with them at regular intervals. Let them know what’s going on in your program and how they’re making a difference. You should also share how you’re working hard to promote their efforts as well.

Day 8. Don’t spread yourself too thin. Depending on the program, sometimes it’s better to have a smaller number of influencers that you’re working with closely, rather than a whole bunch of people who you’re not able to attend to properly in the relationship.

Day 9. Don’t dismiss an influencer’s suggestions about ways to improve your program or your relationship. Take all of the feedback and put it to good use. This shows you care!

Day 10. Don’t have the “honeymoon is over” mindset. You can’t just show the love in the beginning and shower them with “affection,” then leave them high and dry.  Be consistent in your efforts and communication. If you do, you’ll see the relationship blossom long past the first 10 days!

These are a few of the Don’ts that you should avoid at all costs in your influencer relationships. What have you experienced when it comes to managing influencer relationships? If you want to learn more and get the #Influence411, then join Shonali Burke, Gini Dietrich, Jeff Domanski and myself for a Marketwired* Influencer Management 411 Webinar on June 11th at 1:00 p.m. et. Hope to see you there!

 

* Marketwired is a Pure Performance Comm client.

 

Social Media and Public Relations Book Launch

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Finally, it’s here … my book, Social Media and Public Relations: Eight New Practices for the PR Professional, is available in all digital formats and paperback copies too.  The book crystallizes eight new practices for public relations professionals to shift their mindset from tactical to strategic, learn new skills and knowledge, create greater opportunities to collaborate as influencers and to use new practices for professional development, as well as to raise the profile of public relations in the eyes of our executives and the public.

My video discusses a few of the many experts who contributed to my book including: Ariel Hyatt, Priya Ramesh, Jason Kintzler, Sarah Evans, Valerie Simon, Shonali Burke and Brian Solis.  You can watch the video to get a sneak peak at the content shared in their interviews.  I look forward to your thoughts and opinions, and the new practices you’ve put in place with respect to social media and public relations!

Who Are You Teaching Today?

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A Guest Post by Shonali Burke

As I’ve been getting more involved in social media over the last few years, one of the roads my career has seen me walk is that of teacher. Three years ago, I serendipitously landed an adjunct faculty position at Johns Hopkins, where, ever since, I have been teaching a course called “Communication dot Org; not-for-profits in the digital age.”

This has been rather a delightful turn of events. You see, I come from a family of teachers. Several of my father’s aunts and extended family were educators at the undergraduate and graduate level. It’s the same story on my mom’s side, with a few of the family founding schools that have, since their inception, grown extremely large. My mom herself became a teacher at a fairly young age, and retired as a senior administrator for one of India’s largest schools for boys (yes, they still have boys’ and girls’ schools there). Having completed her doctorate, my sister teaches… and now me!

So I suppose you could say teaching runs in the blood. Even in my theater days (I used to be an actress), while I loved the thrill of being on stage, what I enjoyed more than anything else were the workshops I’d hold for young people. I’d get to see them come out of their shells and grow in confidence. I’d get to watch them revel in discovering aspects of their characters they’d never before known existed. And to this day, I have former students who find me on Facebook, or Twitter, and say, “Ma’am, do you remember when…?”

It’s a heartwarming feeling and, no doubt, one of the main reasons so many wonderfully gifted people feel drawn to the academic world despite lower pay and less-than-ideal work environments.

If you think about it, though, all of us who practice in public relations are teachers, whether or not we are officially designated as such.

We teach up-and-coming professionals the right, and wrong, way to ply our collective craft. We teach our colleagues in other business units how to approach relationship building, the lifeblood of successful businesses. We teach – and learn from – other PR professionals by virtue of our tweets, our Facebook posts, our YouTube videos, our blogs. We even teach other organizations and businesses, sometimes clients, that “PR” isn’t just “spin,” or “publicity” … that it is a discipline that must be given its due if it is truly to help a business succeed.

I know many public relations practitioners who have teaching ingrained in them. They teach when they volunteer with PRSA or IABC (or other professional organizations). They teach when they become mentors to students. They teach when they participate in Twitter chats. They teach when they volunteer, through their sheer generosity of spirit, to help nonprofit organizations “get the word out” about campaigns.

They can’t help it. They are teachers.

So I ask you: if you’re not already teaching – consciously or unconsciously – what are you doing? Are you just going to work, earning a salary? Nothing wrong with that, we all need to do that. But what are you doing, over and above that, to advance our profession? What footprint are you leaving on the sands of public relations that future practitioners might some day walk in?

Who are you teaching today?

Shonali Burke is one of 25 women that rock social media. Her business turns your corporate codswallop into community cool. She also blogs, teaches, and cooks.

 

Introducing my PR Guest Blogger Friends

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I’m kicking off a PR guest blogger series on October 3, 2011.  Several of my blogger friends have offered to help out while I’m working on a new project, which I’ll be sharing soon.  I’m excited to announce the names of my blogger friends …

#PRStudChat Announcement: Join Us For A Panel Session on Social Good

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Back in 2009, a Dartmouth study revealed that the largest not-for-profit organizations were outpacing corporations and academic institutions in social media adoption.  Today, more not-for-profits are finding value through targeted social media outreach and fundraising.  With so many organizations moving toward social media communication, we thought the topic of Social Good would not only educate but also demonstrate to our community how non-profits are making a difference through their social interactions.

The #PRStudChat June 15th session at 8:30 p.m. ET will focus on Social Good. Joining us that night will be a panel of special guests, all communications professionals, working with non-profit organizations from awareness to fundraising.

It is our pleasure to announce the #PRStudChat panelists:

Shonali Burke:

Shonali Burke is the IABC-accredited, award-winning principal of Shonali Burke Consulting, which specializes in “integrated communication to the nth degree.” In other words, she helps you turn your corporate codswallop into community cool. She did this at various agencies, at the ASPCA, where she instituted their award-winning measurement program, and she can do this for you. But only if you ask. Nicely.

In 2007, PRWeek recognized Shonali as one of the “top 40 under 40” PR professionals in the US, which she is quite pleased to keep reminding you about and never mind her grey hairs. More recently, she’s been named one of 100 PR pros worth following on Twitter by Valeria Maltoni aka Conversation Agent, and one of 25 Women That Rock Social Media by TopRank. She blogs at Waxing UnLyrical, under the watchful eyes of Chuck, Suzy Q. and Lola, her three rescue dogs. Her long-suffering husband has accepted that Shonali can most often be found on Twitter.

Heather Whaling:

As president of Geben Communication, Heather Whaling helps businesses develop and implement traditional and digital PR strategies. Named one of the top 30 PR pros to follow on Twitter, Heather has been quoted in Inc Magazine, Bloomberg BusinessWeek and Mashable about technology’s impact on communication and business. She also co-moderates PR 2.0 Chat (#pr20chat on Twitter), a weekly discussion about PR and social media. Connect with her on her blog (http://www.prTini.com), Twitter, @prTini or via email (heather@gebencommunication.com).

Heather was one of five women bloggers recently selected to visit Haiti earlier this year as part of a blogger outreach tour in support of Fairwinds Trading Heart of Haiti program.

Heather’s company, Geben Communication, focuses on telling a story … communicating the right message to the right audience … influencing public perception. Just as important, we believe in using our platform for good. In fact, the word geben means “to give” in German. Having worked with 30+ nonprofits, Heather believes in the power of these organizations. That’s why for every new client Geben signs, we’re committed to making a donation to a deserving cause.

Melissa Jones

Melissa Jones graduated from Rowan University with a degree in Communications, concentration in Public Relations.  She first got involved in social media while still in college; she volunteered her time at Alex’s Lemonade Stand Foundation (ALSF), a nonprofit organization for childhood cancer.  She spent her time at ALSF simply building their online presence; communicating with existing supporters while also discovering ways to garner new supporters.  She is now working full-time at ALSF as their Social Media Specialist.

We hope you will join us on June 15th at 8:30 p.m. ET to discuss Social Good and to chat with our panel of special guests.  Of course, if you have any questions you would like to ask the panel, please feel free to post them in our LinkedIn Discussion Group.  Hope to “see” you on the 15th!

A Little More About PRStudChat:

It began with a simple question asked by Angela Hernandez, then President of PRSSA at Central Michigan University (CMU). “Is PR Right for me?” A follow up blog post by PR 2.0 expert Deirdre Breakenridge inspired a series of direct messages on Twitter between Breakenridge and fellow PR industry pro, Valerie Simon. This was an important question and one that should be explored beyond one student or one blog post. Why not build a community to help students across the country, and even the globe, learn from the experience and perspective of industry professionals… A community where everyone can learn and grow together. Read more