PR 2.0: How Digital Media Can Help You Build a Sustainable Brand (DoShorts) - Softcover

Friedman, John

Softcover

ISBN 10: 1910174416 ISBN 13: 9781910174418

Verlag: Routledge, 2015

Inhaltsangabe

Digital media offer many of the same characteristics - immediacy, transparency and interactivity - that make one-to-one the most effective form of communication. And yet many organizations do not fully embrace them. They simultaneously underestimate and fear the power of digital communications. And yet these tools, when used strategically, can be an effective part of your communications plan.PR 2.0 will help you: 1. understand how the increasing emphasis on transparency driven by corporate responsibility has changed the ways that effective organizations communicate with their stakeholders; 2. develop a communications plan for your organization that reaches, and engages, the right stakeholders, using the most appropriate tools and channels; 3. demonstrate the value and "sell" the use of digital media to skeptical internal stakeholders, including in the c-suite, as part of your mission-advancing communications plan. You can make the most of the irrevocable changes in the way people create, share, receive, judge and interact with information. This book offers real-world examples and practical tools to help your organization to live its values and effectively engage with those most essential to your success.

Über diesen Titel

Über die Autorin bzw. den Autor

Friedman, John

Auszug. © Genehmigter Nachdruck. Alle Rechte vorbehalten.

PR 2.0

How Digital Media Can Help You Build a Sustainable Brand

By John Friedman

Do Sustainability

Copyright © 2015 John Friedman
All rights reserved.

ISBN: 978-1-910174-41-8

Contents

Abstract, 
About the Authors, 
1 Introduction, 
2 The Information Revolution, 
3 Sustainability as a Business Strategy, 
4 The Powerful Combination of Living Your Values and Telling Your Authentic Story, 
5 Social Media are Nothing New, 
6 Digital Media: An Effective Tool, 
7 Developing a Plan That Works, 
8 Building an Internal Constituency Including Selling It Upstairs, 
Conclusion, 
Notes, 

CHAPTER 1

Introduction

AT THE 2014 Sustainable Brands conference in San Diego, protestors carrying signs and an increasing number of tweets from relatively few accounts should have served as a 'canary in the coalmine' for conference sponsor 3M. But when their VP of global sustainability took the main stage for a scheduled presentation, she stuck with her prepared script. As a result, conference attendees started weighing in via Twitter, even during her remarks. Comments ranged from questioning – 'Good social innovation talk from @3M, but curious made no mention of the forestry issues or protesters outside' – to the downright critical – '#3M #sustainability VP gave a speech at #SB14sd that didn't address controversial fiber in 3M's #supplychain' and 'I had a hard time ignoring this. How can they?' The story quickly expanded beyond the 2000 conference attendees. Both Triple Pundit and Guardian Business (two of the most widely respected and read publications for sustainability professionals) covered it on their blogs. The Guardian summed it up: 'At the very least, the right thing would have been to acknowledge this, but she didn't. When asked about it afterwards, she said she could not comment without clearance from the comms team.' By failing to recognize the threat or the opportunity, 3M failed to engage in PR 2.0.

An activist organization announced on social media its plans to bring a celebrity to the corporate headquarters of a company it was attempting to protest. One of the directors in the public relations department, seeing the preparatory language on digital media, recommended that the company take a proactive course of action – instead of allowing the visual of the actor to be arrested, invite him into building to engage with the company. Ultimately the idea was rejected and so the activists were able to use video and photos from the event, and stories on their own blog for months afterward. Even though little traction was gained from it in the end, by failing to take advantage of digital media to redefine their actions, the company failed to engage in PR 2.0.

On the other hand, in 2009 when suicide bombs ripped through hotels including the JW Marriott in Jakarta, Indonesia, Marriott's communications swiftly issued a simple acknowledgement on Twitter, 'Gathering info now ...', less than 90 minutes after the explosions. Soon other updates followed, and a little more than two and a half hours after the bombings, Bill Marriott, chairman and chief executive officer used his blog to address the situation, offering condolences, detailing the steps taken to evacuate the properties and treat the victims and listing the phone numbers for concerned families to inquire about guests.

In 2014, the Westboro Baptist Church announced its intention to picket Washington DC's Wilson High School in response to the school's Pride Day celebration, only a handful of demonstrators showed up. But in the same time

Details zur Ausgabe

• Verlag: Routledge
• Erscheinungsdatum: 2015
• Sprache: Englisch
• ISBN 10: 1910174416
• ISBN 13: 9781910174418
• Einband: Taschenbuch
• Anzahl der Seiten: 84
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: gpsr@libri.de; gpsr@libri.de; ; Friedensallee 273; Hamburg; 22763; Deutschland