Photo courtesy of acf_windy on Flickr

When we first posted about the Stop Online Piracy Act (SOPA) blackout protest scheduled for January 23, we had no idea that Wikipedia and Reddit (which had planned a January 18 blackout protest) would persuade other sites to join their effort yesterday. According to the Los Angeles Times, more [...]]]>

Photo courtesy of acf_windy on Flickr

When we first posted about the Stop Online Piracy Act (SOPA) blackout protest scheduled for January 23, we had no idea that Wikipedia and Reddit (which had planned a January 18 blackout protest) would persuade other sites to join their effort yesterday. According to the Los Angeles Times, more than 10,000 sites participated in the SOPA protest by either making their sites inaccessible, or “blacked out”, on Wednesday or posting messages to encourage visitors to contact Congress about SOPA.

It appears their bold effort worked.

By the end of Wednesday, at least three lawmakers withdrew their support for the legislation – Sen. Marco Rubio (R-Fla.) withdrew as a co-sponsor of the Protect IP Act (PIPA) in the Senate and Reps. Lee Terry (R-Neb.) and Ben Quayle (R-Ariz.) withdrew from SOPA, which is the House version of the bill. A few more may be added to that list this morning.

Google reports that at least 4.5 million people signed their online anti-SOPA petition during the protest. Even the White House received nearly 104,000 signatures on a We the People petition calling for President Obama to block passage of bills like SOPA and PIPA.

It is still too early for SOPA protesters to get excited, as support remains for PIPA and SOPA in the Senate and House, respectively. However, the success of the SOPA blackout protest thus far demonstrates how understanding your audience and using what they value to make them take action can spur policy change.

Internet users are constituents, and removing their access to content or interrupting their Web routines with SOPA and PIPA protest notices compelled them to get involved in the protest in their own way. It just goes to show that reaching your audiences where they are is an effective way for communicators to raise awareness and encourage action on an issue. Plus, it doesn’t hurt your cause if you get support from an opinion leader like Facebook Founder and CEO Mark Zuckerberg.

While time will tell if signatures to online petitions and increased calls and emails to Capitol Hill on Wednesday changed the outcome of the January 24 vote in favor of SOPA and PIPA protesters, it is already evident that the reach and response to yesterday’s Internet blackout will definitely impact it.

While I may not be able to foresee  the future, my media savvy crystal ball is suggesting that Monday, January 23, 2012, will be a dark day for communicators.

If you haven’t heard the troubling news already, Google, Facebook, Twitter, YouTube, Paypal and other major Internet mainstays will be staging a “blackout” on January [...]]]>

While I may not be able to foresee  the future, my media savvy crystal ball is suggesting that Monday, January 23, 2012, will be a dark day for communicators.

If you haven’t heard the troubling news already, Google, Facebook, Twitter, YouTube, Paypal and other major Internet mainstays will be staging a “blackout” on January 23 to protest proposed federal legislation that will make them liable for lawsuits for content posted on their websites.

Congress is considering a new bill – called the Protect IP Act or Stop Online Piracy Act (SOPA) – which would allow companies to sue websites for posting protected content without permission and force them to go dark. For example, if I posted a video on YouTube of my friend dancing at a party with our favorite Adele song playing in the background, the record company could sue YouTube and force them to close their whole website for my infraction. There will be a hearing on Tuesday, January 24, to consider this legislation, hence the January 23 protest that could endure for a few hours or an entire day.

For communicators, the uncertainty of the blackout compels us to find and plan for alternative ways to do our online-heavy tasks on January 23. It is rare for a public relations activity to have less than one Internet-related tactic, so, word to the wise: Avoid scheduling events or releases for January 23. It is likely to be a day when our world is narrowed to those we can communicate with in traditional ways so that protesters can enlighten us about our dependence on the World Wide Web and social media.

UPDATE 1/17/12 12:15 P.M. – Wikipedia and Reddit announced that they will blackout their sites on Wednesday, January 18 to protest SOPA. Be prepared as other websites may follow suit. However, it may be unnecessary now. Due to White House pressure over the weekend, House Oversight and Government Reform Committee Chairman Darrell Issa announced this morning (on his website, ironically) that his committee is postponing a hearing on SOPA, essentially shelving the legislation and postponing a vote on the House floor on the bill. Time will tell if communicators need to be concerned about Internet blackout protests actually occurring since the bill seems to be old news now.

UPDATE 1/18/12 9:20 A.M. – Wikipedia and Reddit kept to their threat to go dark for 24 hours today in protest of SOPA, but other big Internet sites, such as Facebook, Twitter and AOL, have declined to participate. Google is just placing copy on their homepage today asking users to contact Congress about the bill. Looks like a widespread Internet blackout as predicted earlier this week will not materialize after all. However, the potential blackout did raise a lot of  interesting questions for communicators and Internet users.

LOS ANGELES — Ten years ago, I was living in Los Angeles when I watched the World Trade Center attacked live on television. Hour after hour, I was glued to television news, desperate for any positive updates about rescues or reunions. In the early days, those stories were hard to find as retelling of the [...]]]>

LOS ANGELES — Ten years ago, I was living in Los Angeles when I watched the World Trade Center attacked live on television. Hour after hour, I was glued to television news, desperate for any positive updates about rescues or reunions. In the early days, those stories were hard to find as retelling of the attacks and reports about nation’s security became the top priorities.

While many sad stories have lingered in my memory, I’ve tried to focus on the uplifting news stories about acts of heroism, compassion and sacrifice as the 10th anniversary approaches.

During their coverage of the 2010 Winter Olympics in Vancouver, NBC News aired a special with Tom Brokaw about the role that a tiny town in Nova Scotia played in the days following the attacks. It is one of the most moving news reports I have ever watched and symbolizes the power of great inspiring storytelling. Since its airing, I’ve shared it with so many others who have also been touched by its retelling of generosity and resilience of the human spirit. If you watch any 9/11 special this year, don’t miss watching the video below.

We live in a world where “if it bleeds, it leads.” However, are those the stories that help us become better people? Are those the stories that inspire us to create social change to prevent future terrorism attacks from occurring? I doubt it. I’m hoping that in the last 10 years we’ve learned the importance of telling (and sharing) better stories, so in the end, we can evolve into better people too.

In Sunday’s New York Times, the third richest person in the world penned an op ed asking President Obama and Congress to raise his taxes. Since then, Warren Buffett’s op ed is appearing everywhere. Political commentators are discussing the viability of his recommendation to tax the wealthiest in the U.S., media outlets are writing stories [...]]]>

In Sunday’s New York Times, the third richest person in the world penned an op ed asking President Obama and Congress to raise his taxes. Since then, Warren Buffett’s op ed is appearing everywhere. Political commentators are discussing the viability of his recommendation to tax the wealthiest in the U.S., media outlets are writing stories examining his perspective and, arguably most important, everyday people are using social media to share Buffett’s recommendation that the nation “Stop Coddling the Super-Rich.” Links to Buffett’s op ed are appearing over and over again in my Facebook, Twitter, Google+ and LinkedIn news streams.

Photo courtesy of MedillDC on Flickr

What makes this op ed so special? It offers the elusive op ed trifecta: timeliness, an element of surprise and byline credibility.

1. Buffett’s topic is timely and relevant. Many valid opinions exist about how best to address society’s ills, but only the most timely can make it into the news cycle. Buffett’s op ed comes on the heels of the debt ceiling debate and the tensions between balancing the budget and raising taxes.
2. Buffett’s position is surprising and intriguing. What really catches readers’ attention, though, is his unlikely opinion about taxes. Buffett expresses an eager willingness to pay higher taxes to generate more government revenue, which is likely not an opinion shared by many of his fellow billionaires. Buffett, whose individual wealth could cover a significant portion of the United States’ debt, gives permission to U.S. policymakers in his op ed to tax wealthy Americans like himself at the same rate as the working public.
3. Buffett is perceived as a credible expert. Attaching Warren Buffett’s byline to this op ed makes people want to read it and later discuss his surprising opinion with others. People know Buffett understands economics and the current financial crisis better than many, so when he goes on the record with recommendations about what the government should do to generate revenue, people will listen.

Sharing op eds and news articles now is so easy with social media, offering new opportunities to get a position out to a larger audience, as Mr. Buffett discovered. I suppose the rest of us taxpayers are so pleased by his willingness to share the tax burden, we’re sending his message to our friends and followers on social media. Buffett’s message spread via social media because his ideas validated what some Americans think about increasing taxes on the rich. Whether his plan is a good idea or not, Buffett’s op ed struck a common nerve; when your op ed is able to articulate a sentiment shared by many, you expand the number of people reading and recommending your op ed to their family, friends and colleagues with the click of a button. While people tend to also share op eds or articles they disagree with on their social media profiles, favorable positions tend to put an organization in the best light and generate positive responses from the social media community.

The increased integration of social media is raising the stakes for op ed success: Whereas the op ed trifecta used to be necessary for just getting your op ed placed, it is now essential for ensuring sharing via social media.

Living in the era of “Intervention” and “Celebrity Rehab” reality TV shows and pink ribbons for breast cancer awareness, it’s hard to remember there was a time when society viewed seeking treatment for addiction as shameful and battles with breast cancer were kept secret.

Photo courtesy of dbking on Flickr

Former First Lady Betty Ford, [...]]]>

Living in the era of “Intervention” and “Celebrity Rehab” reality TV shows and pink ribbons for breast cancer awareness, it’s hard to remember there was a time when society viewed seeking treatment for addiction as shameful and battles with breast cancer were kept secret.

Photo courtesy of dbking on Flickr

Former First Lady Betty Ford, who passed away on Friday at the age of 93, changed that. During this time of mourning, we remember her as a masterful communicator who used persuasive storytelling to educate the public about critical social issues, such as addiction and breast cancer awareness.

By publicly sharing her own struggles with alcoholism, Ford began to lift the curtain of stigma for people and their families dealing with substance use and addiction disorders. Her courage to openly talk about her own challenges and hope for recovery empowered others to face, and treat, their own addiction issues as well.

While in the White House, she would answer reporters’ questions candidly about drugs, sex and other social topics perceived as taboo. Following the Ford presidency, she founded and served as the first chairwoman of the board of directors of the Betty Ford Center for substance abuse and addiction, which started the movement for similar facilities to open around the country, offering patients and their families the hope of recovery. She reinforced the belief that if the First Lady of the United States could successfully receive treatment at a rehabilitation clinic, then the average person could seek recovery too.

After undergoing a mastectomy for breast cancer shortly after becoming First Lady, Ford’s openness about her surgery and illness raised the visibility of breast cancer, a disease that few Americans were comfortable talking about at the time. She understood the power of using her own story to get news headlines and create a more inclusive, open dialogue about these pressing social issues.

Upon learning of her death, former President George H.W. Bush in a statement said of Ford:

No one confronted life’s struggles with more fortitude or honesty, and as a result, we all learned from the challenges she faced. The Betty Ford Center, which already has helped change the lives of thousands of people, will be her lasting legacy of care and concern.

President Bush is right; Betty Ford used her life as a classroom and demonstrated that sometimes the most persuasive argument for change is one drawn from personal experiences. When communicators share life lessons this personal, passionate and honest as Ford did, we give social issues a human face and voice.

If we’re lucky and follow her model, we too can hopefully change a few lives for the better. Hers is a powerful legacy laid by an extraordinary communicator.

Is it possible for one video to launch a social change revolution? Can one YouTube video inspire others to take action and become activists?

President Obama proclaimed June as Lesbian, Gay, Bisexual, and Transgender (LGBT) Pride Month and launched a new section on the White House website dedicated to the policies and issues impacting the LGBT community. [...]]]>

Is it possible for one video to launch a social change revolution? Can one YouTube video inspire others to take action and become activists?

President Obama proclaimed June as Lesbian, Gay, Bisexual, and Transgender (LGBT) Pride Month and launched a new section on the White House website dedicated to the policies and issues impacting the LGBT community. Both are landmark civil rights statements never before made by a sitting President. One of the sections of this White House microsite worth noting is called “It Gets Better.” Sound familiar? It should. The section name is a tip of the hat to the successful It Gets Better Project launched to reach out to LGBT teens contemplating suicide due to bullying and prejudice.

The message discusses the happiness, potential and positivity that awaits youth after the difficult teen years. This project — started with a single YouTube video by columnist Dan Savage and his partner Terry in September 2010 — turned into an international movement, inspiring more than 10,000 user-created videos by world leaders, celebrities, activists and others. It has been viewed more than 35 million times and has inspired people around the globe. Watch Google Chrome’s recent tribute to Dan, Terry and their video:

What can we learn from the success of the It Gets Better Project for launching a social change revolution?

1. Be honest. Both Dan and Terry shared their personal stories regarding difficult teenage years. It was their personal accounts that made the video so engaging and inspired others to share stories.
2. Keep it simple. The majority of It Gets Better tribute videos have something in common — creators used a simple web or video camera to record testimony or a pledge of support. Most didn’t use fancy editing or production. The personal nature of this  format eliminated those distractions, allowing users to just focus on the messenger and the message.
3. Use your connections. Dan Savage is a well-known journalist with a syndicated column, a weekly podcast and a spot on “This American Life.” To say that Dan is well-connected is an understatement, and he shared his video with as many people as possible, spreading his message far and wide. Like Dan, we all have family, friends, neighbors, co-workers or like-minded people in our lives who would be willing to share our message and call to action. Reach out via e-mail and social media to get your message to the right people.
4. Don’t overthink it – just act. Dan and Terry recorded their video in response to a wave of LGBT teen suicides headlining the front pages of newspapers around the country. To be responsive to the growing issue, they quickly acted by recording their video and posting it to YouTube. They were able to capitalize on a news cycle still covering this topic and received more exposure than if they had waited and posted the video a few weeks later. As my mom would say, “You have to strike when the iron is hot.”
5. Believe the sky is the limit. Did Dan and Terry know that a few months after posting their video, President Obama, Pixar employees or the World Series champion San Francisco Giants would make videos of their own? Probably not. They may have only intended their video to let LGBT teens in crisis know they aren’t alone, but by placing no limits on their efforts, their video led to a movement of love and support and a new non-profit organization focused on sharing that message of inclusion with others in need. Change is always possible with commitment, passion and a willingness to do whatever it takes to accomplish your social change goals.

Chinese philosopher Lao Tzu said: “A journey of a thousand miles must begin with a single step.” In the case of June’s LGBT Pride Month Presidential Proclamation and It Gets Better Project, a moving campaign to help youth live for a brighter future can begin with a single YouTube video.

When communicators organize and stage a press conference for their organizations, the stakes are pretty high. We hold press conferences to support a variety of objectives — such as to address recent challenges or issues or to launch new programs — however, rarely do we have to think about how our press conference will [...]]]>

When communicators organize and stage a press conference for their organizations, the stakes are pretty high. We hold press conferences to support a variety of objectives — such as to address recent challenges or issues or to launch new programs — however, rarely do we have to think about how our press conference will negatively impact the U.S. economy. Well, that’s what the public affairs staff at the U.S. Federal Reserve is thinking about today as they plan their first public press conference to be held this week to discuss the new policy statement of the Federal Open Market Committee.

Photo courtesy of MedillDC on Flickr

What is said during the press conference by Chairman Ben Bernanke, whether in his opening statement or in responses to reporters’ questions, could sink the stock market in minutes — a hit that would further hurt the already floundering economy. A lot of pressure? You bet. Great advance thinking and planning by the Federal Reserve will help manage this press conference and its impact on the market.

As reported by The Wall Street Journal today, the Federal Reserve communications team has already taken steps to manage the message from Wednesday’s press conference. Many of their precautions demonstrate procedures that we should consider when planning our own press conferences as well.

1. Conduct research on similar events before planning your event. Since this was a first for the Federal Reserve, their team wisely spoke with other banks and global financial institutions with press conference experience to identify lessons learned from these events in the banking industry. Understanding and applying these tips and tricks prior to planning this press conference will help the Federal Reserve limit the pitfalls and challenges they might have faced without such important research. Learning from others’ successes and failures should always be the first step for communicators when planning press conferences, or any type of event.
2. Keep event agenda focused on communications goals. To keep on message and force the attending media to cover those key messages, construct the press conference agenda with the event’s communications goals as a guide. The Federal Reserve is planning for brief remarks by the chairman followed by a time-restrained question-and-answer session to keep reporters focused on their key messages and limit tangents that might have occurred if Bernanke delivered longer remarks.
3. Set rules for who attends and how people participate. While there is much  interest from financial industry people in this press conference, the Federal Reserve decided to limit press conference attendees only to invited media. To attend, the Federal Reserve has stipulated that reporters must work for a media organization recognized by Congress and that each outlet may only send one reporter. By laying the ground rules early about who can attend, event organizers are creating a controlled environment, establishing expectations for how the event is going to be run and establishing their guidelines for how media should be covering the event.
4. Prepare the event spokesperson for everything. In the past when speaking with a room full of reporters, Chairman Bernanke answered questions received on notecards. At this press conference, the Federal Reserve is going a more traditional route calling on reporters with raised hands to ask questions. In either scenario, preparing the spokesperson by discussing potential questions and familiarizing them with good answers is key to help Bernanke feel (and look) comfortable during the press conference. Also, this preparation is the best way for the Federal Reserve to control the message and limit negative fallout impacting the New York Stock Exchange before the closing bell.

While communicators, like those working for the Federal Reserve, may not have control over what reporters ask, there are preventive steps we can take in the research and planning phases for press conferences to create an environment that offers the greatest potential for desired outcomes for an organization’s communications goals and messages.

Photo by nanpalmero on Flickr

This past month, Governor Rick Perry (R-TX) made a critical mistake on Twitter. Out of the blue, he blocked several local reporters from reading his tweets. Members of the Texas media, including Tom Benning from the Dallas Morning News, received the blocked notice when they attempted to view the [...]]]>

Photo by nanpalmero on Flickr

This past month, Governor Rick Perry (R-TX) made a critical mistake on Twitter. Out of the blue, he blocked several local reporters from reading his tweets. Members of the Texas media, including Tom Benning from the Dallas Morning News, received the blocked notice when they attempted to view the Governor’s Twitter feed. When asked about the message, Perry’s press office admitted to reporters that the governor is solely in control of his own Twitter feed, confirming  that he personally blocked these reporters from his feed. As a result, Perry is the brunt of jokes and more news stories than his press office can handle.

While any social media platform user can block specific people from seeing content or information through privacy settings, it’s not the best approach. Unless your personal safety or security is in jeopardy, your social media profiles carry unstated “open door” policies. When you “open the door” and create a profile, you need to keep the door open and be transparent with your followers regardless of who they are. Pulling back, placing limitations or blocking access, especially when you are a pubic figure, fuels the media and the public to assume information is being hidden from them.

If you feel you need to build a wall around your social media presence, think twice about creating profiles in online communities. Public figures like Perry should think three times. The public expects access to public figures, thus they shouldn’t pick and choose who accesses their profiles. By doing so, their actions could undermine their credibility and lose the public’s trust.

Whether it was his intention or not, Governor Perry just placed a spotlight on his tweets. Now reporters, opponents and constituents will be paying more attention to what Perry says online. This incident gives further credence to why Twitter hired former Capitol Hill staffer Adam Sharp to represent Twitter in Washington, DC and help policymakers understand and use the platform.

Social media is not for everyone. It’s just one of the new tools we can use to communicate with others. If you, or your organization do not feel comfortable with its openness, avoid participating. It is better to find other ways to communicate with key audiences than publicly closing your social media doors, which could build suspicion and distrust among your followers.

Romanization of character language systems, such as Chinese, can pose cultural and linguistic challenges for communicators. Photo credit: Our Signature by 2493™ on Flickr

Have you noticed in the coverage about the protests in Libya that the name of the country’s leader is spelled differently depending on the news organization? I’ve seen his name reported as Muammar el-Qaddafi, [...]]]>

Romanization of character language systems, such as Chinese, can pose cultural and linguistic challenges for communicators. Photo credit: Our Signature by 2493™ on Flickr

Have you noticed in the coverage about the protests in Libya that the name of the country’s leader is spelled differently depending on the news organization? I’ve seen his name reported as Muammar el-Qaddafi, Moammar Gadhafi, Muammar Qaddafi or Muammar Gaddafi. Are some reporters spelling his name incorrectly? If so, which is the correct spelling?

Slate recently posted an article exploring this issue. The answer? All of them are correct. According to Slate, each version is an acknowledged transliteration — changing letters or words from one alphabet into the corresponding letters or words from another alphabet — or Romanization — converting a language from another alphabet or a pictographic system into the Latin alphabet — of his Arabic name. However, the article did not answer an important question — which version is the most culturally and linguistically appropriate?

When communicating with audiences who speak a language other than English, it is critically important that translation extend beyond the alphabet. Culturally and linguistically competent communications takes into account both native language and culture, and is a key component to ensuring that a message is understood.

Languages based on alphabets or pictographic language systems, such as Arabic, Asian, Mediterranean and Eastern European, can present unique challenges when we attempt translation. Because these languages are written using characters that are vastly different from the Latin-based alphabet, adaptation may require the use of transliteration or Romanization for translating names and cultural terms. However, its important to test your adaptation and your messages with your audience to be sure that the transliteration does not affect the meaning. For example, how a name or word is spelled impacts how it is pronounced; pronunciations alone can confuse terms, such as Slate’s example regarding the spelling of Muslim.

Finally, Kathy Park wants to know why “Moslem” is considered an offensive spelling. The problem with spelling the Arabic word meaning “one who surrenders to God” as “Moslem” and not “Muslim” is that people end up pronouncing it mawslem, which is a different word that means “oppressor.”

When in doubt of how best to spell a name or word from a non-Latin alphabet language, create an informal focus group of your target multicultural audience for guidance. While you may receive differing opinions, you should be able to gather at least an informed recommendation to guide your spelling and provide the backup you need, if your language selection is questioned.

Good afternoon! Today, we’re live blogging the What’s Next – Your Marketing Communications Roadmap event at George Washington University in DC. The morning session was jammed packed with great speakers and information on issues impacting the future of how we communicate social change.  We will continue live blogging in a few minutes.  Please stay tuned!

NOTE: [...]]]>

Good afternoon! Today, we’re live blogging the What’s Next – Your Marketing Communications Roadmap event at George Washington University in DC. The morning session was jammed packed with great speakers and information on issues impacting the future of how we communicate social change.  We will continue live blogging in a few minutes.  Please stay tuned!

NOTE: All updates here should be considered notes on the information presented at today’s event, and not direct quotes from the participants.

12:45 pm: Debbie Weil, founder & president of WordBiz.com is up next.

12:47 pm: Tactics to finding your social media sweet spot:  be transparent. The sweet spot is the congruent space between you, your audience and your employees.

12:53 pm: Experiment with social media. Try different tools until you find one that successfully reaches your targeted audience.

1:00 pm: The next speaker is Matt Goddard, co-founder and CEO, R2integrated.

1:03 pm: Rather than using the term “social media,” communities of interest or networks are places we go to make better decisions.

1:05 pm: Social media is nothing new as humans have always been social. The only thing that has changed is “how” we do it. Speed, access, storage and transparency has changed the way we make decisions.

1:15 pm: Audience’s communication journey has two key phases:

1. Discovery journey: audience considers and evaluates.
2. Loyalty loop: audience advocates and bonds.

1:20 pm: To implement a community of interest-based cross-channel marketing plan, communicators can follow these steps:

1. Identify the target communities of interest.
2. Identify access points for content and conversation.
3. Develop content strategy in the context of a network world.
4. Develop programs, outreach and campaigns.
5. Drive them and then optimize your activities.

1:22 pm: Communication resources that we use to have separate are combining now. Public relations, paid media and community management joined forces now for an integrated approach.

1:30 pm: Your social strategy shouldn’t be about social media its about the network world that we live in.  Identify the communities of interest, build your loyalty and advocacy, create a strategy and enter your way in.

1:31 pm: Rand Fiskin, CEO and founder, SEOmoz.org is next up on the mic.

1:35 pm: Share + tweets = rankings on search engines.  The things that get tweeted on Twitter and shared on Facebook impacts the ranking system on search engines, like Google and Bing.

1:40 pm: Search engine optimization (SEO) is still under-invested. Only about 20 percent was used last year.

1:46 pm: Key SEO principles:

1. Be accessible with quality content.
2. Implement keyword research and targeting.
3. Invest in link building.

1:48 pm: Be a link magnet.  Build a platform so users can share on your site.

1:51 pm: Reggie Bradford, CEO & founder of Virtue Inc., speaks next on social media best practices for communicators using Facebook.

1:55 pm: Facebook users are very active. Facebook users interact with over 900 million objects.  In addition, they are connected to 80 community groups, pages and events.

2:00 pm: Facebook users can promote messages on multiple platforms. Facebook provides multiple options (i.e. fan page, like and plug-in discussion board).

2:13 pm: Bradford highlights Amway and State Farm as good examples for effectively using Facebook to promote their brand.

2:15 pm Geo-targeting is a growing tool that many communicators using Facebook can utilize to target their audience.

2:20 pm: The next speaker is Shonali Burke, principal at Shonali Burke Consulting, who will be discussing how digital and social technologies empower and redefine public relations in the 21st century.

2:22 pm: Public relations is still about building relationships. Public relations’ goal is to deliver information to your audience and hopefully empower them to do what you want them to do.

2:27 pm: Burke uses Eidia Lush shoe company as a case study.  After months of waiting for shoes she ordered online, the president of Eidia Lush reached out to Burke personally and apologized for the delay and offered her additional coupons as a token for the delay. The personal outreach was an effective PR tactic and created a personal relationship.  In today’s world of pr, the audience is the media.  In addition to monitoring traditional media, we must monitor our audience.

2:30 pm: AJ Gerritson, founding partner of 452 Marketing, will talk about building a public relations in the digital world.

2:33 pm: Traditional public relations tactics are still key, but they have to be integrated with digital technology, because the communication landscape is changing.

2:40 pm: Essential digital public relations tools today include SEO, Google keyword search optimization, ProfNet, HARO (Help a Reporter Out), Toluna (survey site similar to Survey Monkey, but offers greater number of respondents) and PRWeb.

3:00 pm: Bill Lake, EVP and co-founder, ClicFlic speaks next.  He will touch on intelligent media and how it is engaging audiences.

3:10 pm: Examples of intelligent media:

1. When buttons are added to video clips, there is a 4x increase in video viewership.
2. Viewers like to jump around when watching a video so by simply adding a navigation tab on the side that breaks up the video into snippets, it increases viewership.
3. Viewers like simplicity. If you make videos too complex then you will lose your audience interest quicker.

3:15 pm Goldy Kamali, founder and CEO of FedScoop is up next to talk about strategic government marketing and targeting decision makers.

3:18 pm: Citizen engagement will increase within the government agencies in the coming years.  Government community thrives on technologies and causes.

3:20 pm: Trust, loyalty and tradition are three key components to make note of when dealing with the government IT community.

3:25 pm: Government marketing strategies are similar to what traditional marketing pros use.  They are mainly using traditional media and events, but are gradually using social media.

3:26 pm: Steve Ressler, president & founder, GovLoop, enthusiastically jumps on stage and exclaims his sociology degree was not a complete waste.  He will talk about online communities.

3:27 pm GovLoop is a social network for government employees.  It like any other online community exist because of its usefulness, purpose and trust.

3:32 pm: Reasons why people join online communities:

1. To belong. People want to find people like themselves.
2. To share their story and experiences
3. To be entertained
4. To be leaders, but also to be led
5. To learn

3:36 pm: Tammy Gordon, Senior adviser at AARP, says social media is not just for kids.  The 50+ community is the fastest growing community using social media.

3:45 pm: AARP has established a full platform of social media, including Facebook, YouTube, and Twitter.

3:47 pm: AARP’s social vision is not just broadcasting to members.  They are listening and engaging with members daily. AARP has full staff across the country to engage in social media.

Well, that ends the What’s Next: Your Marketing Communications Roadmap conference. We enjoyed the great dialogue and glimpses of what’s next for the communication industry. Check InSites this week for a few more posts discussing some of the bigger ideas shared at the event.