The PRSA have announced the three candidates for the new definition of public relations.
Public relations is the management function of researching, engaging, communicating, and collaborating with stakeholders in an ethical manner to build mutually beneficial relationships and achieve results.
Public relations is a strategic communication process that develops and maintains mutually beneficial relationships between organizations and their key publics.
Public relations is the engagement between organizations and individuals to achieve mutual understanding and realize strategic goals.
Which do we prefer?
For me, it’s between definition 1 and 3. The third one is straightforward yet still outlines what the main role of PR is. The first one uses key words such as engaging and collaborating making this definition more in-depth.
I also like the second one, although I think it misses out a huge part of PR which the first and third don’t: goals/results. When you practice PR, you are trying to achieve a set goal, whether that be written out on paper or just in your head, you are aiming for something.
The first one raises the issue of ethics. Is all PR that is practised ethical? I’m sure we’d all like to believe it is, and that every PR practitioner out there follows ethical standards, but I think most people know there are practitioners out there who are not as ethical as they should be.
Mashable have put together an infographic about GetGlue and social television in 2011 (yay)!
In 2011, Mashable saw more check-ins than ever before. But are check-ins really a way to prove popularity?
The top ten shows released came of no surprise. However, Fringe, Supernatural and The Vampire Diaries all get lower ratings than shows such as NCIS and CSI which are nowhere to be seen in the top 10.
Out of the top 10 new shows, three of them are on the bubble or have already been cancelled. Yet new shows such as Homeland and Falling Skies which both received strong ratings fail to appear on the list. I’m also surprised Revenge was not seen in this list.
The answer is probably pretty simple, the shows that appear on the list are more appealing to the demographic using social media tools such as GetGlue. But still, surely if a show like NCIS can get 20 million viewers compared to a show like Fringe which barely manages 4 million, it would appear on this chart?
It really raises the question: should networks just rely on ratings when it comes to renewing a show? From a business perspective, of course they should. Being one of the most talked about shows on social media doesn’t pay for the show like high ratings do.
It would be great for networks to be able to consider social television numbers more.
If When Fringe gets cancelled, the online campaign to save the show will be huge, if NCIS were (for some very strange reason) to be cancelled, the online campaign wouldn’t even compare to that of Fringe, Community e.t.c.
In 2012, it would be great if some smart company out there could think of a way for networks to make money out of social television so that tools such as GetGlue actually matter. For me, popularity and love for a show (as well as high quality television) should be what keeps it on air, not numbers, even though I know that’s not possible.
After all of that, for all we know the ratings aren’t even correct, who knows how accurate Nielsen’s way of measuring ratings really is?
My favourite new show of 2011 was easily HBO’s ‘Game of Thrones’.
Apart from its extraordinary setting, actors who have the ability to make you feel like you are in the show, special effects that make the show so magical … (I’m just going to stop there because I will go on forever) … it had one kick-ass campaign to launch the show.
'The Maester's Path' was a five-week integrated campaign and involved so many different aspects to make it my favourite campaign for a television show ever. There is too much to the campaign for me to talk about it in full, but I've outlined some of the main points of the campaigns.
Firstly, they created ‘The Scents of Westeros’ which was sent out to bloggers, critics, and anyone who is influential within the fan community. This box contained everything from scents to maps. If I ever manage to get my hands on one of those it will be one of the happiest days of my life.
Next, there was a website where fans worked as a community to complete puzzles which unlocked rewards such as preview videos and Get Glue stickers. iPhone and iPad apps were also went live and provided further audio and visual experiences of the television show.
Also, from reading Andrea Phillip’s blog post on creating the campaign, the team behind it clearly understood the show they were working with and the fans they needed to engage with.
It would be a bad idea to try and create new canon for the characters, so setting up Twitter accounts for the Lannisters just wasn’t the right way to go.
To me, this is the perfect example of fantastic television PR. You see so many new shows come along with the Twitter accounts for each character which just send pointless, repetitive tweets on a timer from Hootsuite.
Off the top of my head, the only official character based account I can think of that is pretty reasonable is the Miranda Bailey account which was set up when the character created an account on the show, ‘Grey’s Anatomy’.
It’s going to take a pretty fantastic campaign to come along for me to no longer consider ‘The Maester’s Path’ as my favourite campaign. By the sounds of it, that campaign will probably be the campaign for season 2 of ‘Game of Thrones’.
The only thing that irritates me about this campaign is that it didn’t spread to the UK. Whenever it comes to social TV, the UK seem to be so far behind the US. Even the British shows such as Doctor Who have better social media engagement in America than we do and they’re OUR shows.
As someone who watches a large amount of American TV, I do really notice the difference between how much interactivity there is in the US compared to the UK. What annoys me about it is the UK seem so close, all the tools such as Get Glue are there for them to create these interactive social media campaigns yet they don’t seem to want to take that step.
(Also, note how many times I said COMMUNITY in this post. More television teams need to consider that actually, the real hard-core fans DO know each other through social media, they do talk to each other and they do share information about the show. This campaign was so perfect for creating a bigger community and allowing the current community to work together).
If you want to read about Campfire’s contribution to the GoT campaign, there is a video case study here.
KLM recently announced that they are launching a new system which will allow passengers to choose their seat partners using Facebook …. yes you heard me right, the new service allows passengers to sign up for the option to choose their neighbours.
At first, this sounds like a great way to use social media to engage with their customers. I jump at the words “social media engagement”, there are so many opportunities there and so many places to go, but was this really one of them?
After thinking about it for a while, so many possible ways this could and probably will go wrong played out in my mind. Stalkers? The Mile High Club? Who will be the last person to be picked? Another thing that really jumped out in my mind is how awkward the whole situation would be.
Imagine knowing that someone has chosen to sit next to you. What do you say to them? Why have they chosen you? What do they want from you? Fair enough, this is worst case scenario, but it still might happen.
I’m sure it will work great for some people, especially those who choose based on careers, at least that’s something to talk about, right?
Even so, I predict that by the end of 2012, this idea will have been scrapped.
I can’t quite believe I’m five months away from completing my degree in PR and hopefully starting my career in public relations. I’m already finding myself preparing my applications for the various graduate schemes I want to apply for.
There are so many fantastic media and PR agencies out there that I would love to have the opportunity to learn from, but I’m having the same problem as I’m sure many others have: how do I make myself stand out from the crowd?
When you consider the amount of applicants for a graduate scheme, and then place yourself in this crowd, it’s a bit like a game of ‘Where’s Wally?’. The standard CV and cover letter just aren’t enough any more, I want to make an impression.
I keep coming up with various ideas of how to make my CV and cover letter more creative, but even then, is this enough? What can graduates do to really make an impression on an agency?
I blog, I tweet, I read/listen/watch the news, I network, I work hard … but this really isn’t enough to make yourself stand out.
Right now, I’m thinking of ways to be a little bit different, I have a few ideas and if I like them enough to submit my application … I shall let you know.