The rise of social media in PR and business communication

Ingrid Semanikova recently joined Warrilow PR on a freelance basis having just graduated from Thames Valley University.

Ingrid wrote her dissertation on social media, so it is a pleasure to welcome her as a guest blogger on the subject.

In recent months there has been significant growth in interest in the micro-blogging social media service Twitter among PR professionals. Why? Because it’s about communication, interaction and engaging.

PR, in very simplistic terms, is about the ability to communicate a series of messages to a target audience.

There are many directions that could be taken and many audiences every company needs to communicate with in order to succeed, including potential customers, existing customers, employees and others. Good PR practitioners do not only communicate their messages, they listen to their stakeholders, monitor what is being said and done and respond accordingly.

Where other activities such as marketing and advertising are normally shorter term campaigns with one clear target, to sell, PR enables companies to have ongoing conversations with their target audiences where they can demonstrate their knowledge and expertise of products and target markets.

While advertising and marketing are one way monologues about the benefits of certain product or service, PR being a two-way conversation actually helps to identify what matters to customers. This can be then reflected in an organisation’s overall strategy.

The evolution of technology combined with the natural human desire to converse has brought about a real change into the way businesses and individuals communicate and relate to others.

The work of the PR industry, in building and sustaining reputation while spreading awareness, therefore has to adjust.

For businesses the immediate challenge is to identify processes and procedures that will enable them to interact online as members of specific communities, while simultaneously maintaining their role as guardians of reputation. This is not a challenge that will be overcome lightly, requiring commitment to deploying time and resources. But it is not something which can be achieved without becoming immersed in this post-Web 2.0 environment, and the implications of failing to face these challenges adequately could ultimately prove more time-consuming and costly.

If a growing number of customers now seek information online, then a business needs a successful approach to online PR. Those turning away from online PR and social media, whatever their motivation, risk becoming ignorant of their target audiences, but also turning down the opportunity to create word-of-mouth endorsements.

Social media are communication tools with a truly global reach potential. However, there are rules to be followed in order to succeed. These are not defined by the business community, not even by those who develop and sell the technology itself, but by those who use it.

Of course there is a lot more to say on this topic, and that's what I intend to do here. In future posts I plan to examine Twitter and social media in more detail.

Food for thought...

A family friend asked me at the weekend, what is PR? Is it marketing? So I thought I'd do a quick post because sometimes it's important to remember what it is exactly that we're trying to do.

We all like a good meal. Whether it's a traditional roast (a firm favourite although I couldn't eat one in this heat!), an authentic Italian pasta dish, or something like sushi.

But back to PR and the reason for the food theme.

PR is very much like that favourite meal. Granny's steak pie maybe?!

It's that family recipe that has been handed down through the generations and is simply delicious.

I'm not usually one for analogies, but bear with me because this is a good one.

PR creates memorable moments. It captures people's imagination and leaves a lasting impression.

Like that favourite steak pie. You enjoy the experience, you wonder what the ingredients are and you want to find out more. You want the recipe and you tell your friends how good this pie is.

You're interested. You remember it. And you tell other people about it.

That's what good PR is about.

On the other hand there are lots of other methods of communicating with your customers that can be very effective, but sometimes they are just chicken nuggets.

No comparison to granny's steak pie really.

Chicken nuggets can taste good. But do you ever remember a chicken nugget?! Would you want the recipe or ask where they came from? And, the other issue, there are lots and lots of chicken nuggets out there, all doing pretty much the same thing, just being nuggets of chicken.

So, I'm sorry for the cornyness of this little post about what PR is, but I quite like the food association.

What is Google Local Business?

Merrill Jacobs of Genero Web Design is our guest blogger this week, and tells us about Google Local Business.

Google local business is an online directory of business listings that target location specific searches (eg. London, Berkshire etc). It is similar in principle to the paper version of the local business listings found in the Yellow Pages, except that you have the ability to update your online listing as and when you like.

The significance of having a Local Business listing is the fact that it appear at the very top of the page in a section that stands out from the rest of the page.

So, how can you get a listing?

All you need is a Google account. If you need to create an account then visit https://www.google.com/local/add.

Once you have an account and are logged in you can enter the details of your business. These range from your address through to contact details, hours of business, accepted methods of payments and a link to your website.

There are also ways in which to improve your ranking amongst other businesses within your sector. These are:

Encouraging clients to write reviews. Clients can rate your business using a five star rating system.
Adding photos/videos. Your listing can be branded with your company logo, product photos/videos.
Using location specific keywords (eg. London, Berkshire etc). These keywords appear in your listing.

Google Local Business will compliment your other online marketing activities and is a smart, straightforward and cost effective way of increasing you online presence.

Good luck!

Work from home? Enterprise Nation offers a helping hand.

Run a home business? If you haven't already discovered Enterprise Nation check out the website now. We spoke with Emma Jones, founder of Enterprise Nation and the brains behind Home Enterprise Day.

What is Enterprise Nation?

Enterprise Nation [http://www.enterprisenation.com/] is a free resource for anyone starting and growing a business from home.

Who set it up and why?

I set it up! I started my first home business when I was 27 and sold it within 2 years. After the sale, I realized that even though I had started, grown and sold a business from home (and there were many more people turning spare rooms into home offices) there was no dedicated website or resource for us home business owners. I decided to create one.

What kind I find on the website?

You will find content across three areas; business, lifestyle and technology. We cover all the topics you need to know when starting and growing a business from home - from making a first sale, through to the music that will have you working at your best! The site is updated every day with homeworking news, features on gadgets/products, interviews with successful home business owners and tips/how-to guides. As well as written content, we also have an audio/video channel, packed with informative and entertaining podcasts.

What is Home Enterprise Day?

We are very excited about this. Home Enterprise Day forms part of this year’s Global Entrepreneurship Week and will be held on Friday 20th November. The aim of the day is to encourage more people to start up at home (full time or part time) and to inspire those running a business from home, to grow. It will be a day long celebration of a modern way of working. The highlight of the day will be the Enterprise Nation Conference and .. in the lead up to the day we have launched a race to follow every home business owner in the UK on Twitter. Please join us at www.twitter.com/e_nation

What would be your biggest piece of advice for people working from home?

Start small. Grow at your own pace. Keep family and friends onside. Oh, and enjoy it! After all, you’re making a living from doing what you love, have the freedom of being your own boss and … enjoy a 30 second commute!

Cartoon workshops for all

I recently bumped in to a past colleague at a networking event. A talented illustrator who I used to work with at a marketing agency, and is now exploring new ground running cartooning workshops for old and young; with equally popular results. Recent events for school children as well as Mensa have gone down a storm, so here is a quick Q&A with Peter Bellingham, the man behind the pencil.

When did you first start drawing?

Comics were my first inspiration. My parents bought me one every week, starting with Whizzer & Chips, then Look-In before I finally became hooked on the Marvel superhero comics. I'm pretty sure The Incredible Hulk was the first thing I ever drew.
When I was ten I drew a picture of my headmaster's favourite singer, Debbie Harry from Blondie; she was my favourite too. He stuck it on his office wall and it was then that I realised I might be quite good at this drawing lark.

When did your talent turn into a career?

When I started secondary school I would draw pictures of popstars for my friends to pin on their walls. At 50p a time, it was the first time I earnt any money from drawing and funded my addiction to Curly Wurlys.
After college, I began working as a designer at a large newspaper group in the North West. When the Editor in Chief said he'd sacked the cartoonist because he was too expensive, I volunteered to fill in and my cartooning alter-ego Scooter McKenzie was born. Ten years later and I was still doing it; I was obviously very cheap.

Why did you start the cartooning workshops?

I was at a craft fair, selling greetings cards. I would draw a cartoon on a card, put a sticker on it saying 'fresh today' and when it sold, I'd start another. Forgive the pun but it drew people to my stall, all of them wanting to chat or ask questions. One person asked if I could teach this skill to children and, not wanting to turn down any sort of work, I said I probably could. The next thing I knew, I had two workshops at Abingdon Museum as part of their Arts Festival. I've also talked to Abingdon Art Society and was the 'entertainment' for a large gathering of members of Mensa.

What's next?

More workshops and seminars. In the coming months I'm teaching people how to draw American cartoon characters at a 4th of July event, I'm demonstrating cartoon skills at the Fun in the Park event in Abingdon on September 13th and giving a workshop for Henley Rowing and River Museum's Family Day in October.
There may also be a book in the pipeline at some point in the future, sharing all my cartooning tips and secrets.

What type of projects do you work on for clients?

Illustration of all kinds, most of it for advertising or marketing use. I draw a lot of personalised company Christmas cards for businesses and I'm mostly hired by marketing or design companies to add illustrations to their printed material or web based projects. I've also just joined the largest cartoon distribution group on the internet and am excited at the prospect of supplying cartoons to publications all over the world.

How can we find out more?

You can visit the following websites:
For contact information and an extensive gallery:
http://www.peterbellinghamillustration.co.uk/
For more up to date news and images:
http://www.scootermckenzie.blogspot.com/
To buy merchandise:
http://www.aarght.com/art-gallery/peter-bellingham.aspx
or email me: peterbellingham@postmaster.co.uk

93% of your first impression is down to body language....sit up straight!

A few weeks ago I attended a talk at The Late Breakfast on presentation skills, hosted by Hilary Lewis of Creative Training and Alison May of Colour Me Beautiful.

Wait, wait, I know we've all been forced to go on corporate 'how to give a good presentation' type courses, where you sit yawning at the back knowing full well that you should make eye contact, keep it short, la la...but this was fun! I smiled, I laughed, I made the odd faux pas, but I enjoyed every moment.

So, of course, now it's here on the blog. I'll keep it short!

Hilary stood up in the most amazing skirt with brightly coloured children flying kites dancing around the hem. Check in the box for first impressions by my measures. I loved that skirt.

Alison was wearing all black - didn't someone tell me recently that this was a big no-no? Reminded people of death and all that?!

We learn good presentation skills through intelligent play, so after telling us that people form an opinion within the first 5 seconds of meeting you, Hilary had us on our feet shaking hands with someone we didn't know. I slightly misunderstood this task, ran up to a stranger, shook her hand and ran off again. Nil points for first impression made by Warrilow PR on this occasion. Note to self, listen more carefully.

We then went on to create still scenes in small groups of four or five -a great presentation, an awful presentation, a disaster and an awards ceremony. I was the only lady in our group of four. My suggestion that two of the men 'hug' for the awards sketch was laughed off nervously, and a handshake quickly decided on oops.

It was really interesting to see how the same poses, with different facial expressions could completely alter the impression given off.

After we re-took our seats we had to do a very quick sketch of the person next to us. Now, I'm no artist but this does look just like the person I drew, I swear! It picks out the details that her first impression give - which is a good test of what stands out about you. I had a great scarf on that day which made it in; must wear that more often.

Alison reappeared for her part of the presentation having had a complete outfit change. The black number was a plot, damn I can't go back to black after all. And she did look amazingly different in navy trousers, a salmon pink blazer and a geometric necklace. Her skin looked all rosey, her hair style was noticable and her petit frame shown off to it's full potential - in a professional way!

Alison talked about what different colours say about you and I kept thinking about my bland predominantly black wardrobe. I definitely need to book myself in for a consultation. I've never been a navy type of person but apparently it's the stylish version of black, I need to investigate - it's also considered peaceful, trustworthy and respectable. I can't believe I have nothing navy in my wardrobe, surely this is me!

Wearing red makes you memorable. I have nothing red either! I have some serious shopping ahead of me.

Hilary and Alison are both really inspiring speakers and great at what they do. Make sure to visit their websites if you want guidance on making a good first impression.

I am off to put 90% of my clothes on Ebay and start shopping for navy and red; I hope I don't look to nautical?!

Building a better business

I attended a really good networking event yesterday hosted by The Late Breakfast which included workshops from various people including Merrill Jacobs and Steve Gunn on smarter web success and Appletree on marketing planning.

Merrill, Steve, and Emma from Appletree will be guest blogging for me, so watch this post, more to come soon!

Oh, and after the 'don't wear black, it reminds people of death' incident, I went in a super snazzy yellow, white (with a hint of black) ensemble. Nadine, the image consultant was there and although didn't comment, I got vibes of approval.