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No-Way Jose!


Thoughts on design, marketing, pr, and new media.

Filed under: Public Relations

Pinterest and Crisis Communications in PR

Pinterest is a rising star in social media thanks to its unique visual elements and social sharing dynamics. The network recognized a niche in the amount of photos that users share and made an awesome albeit unique platform directly for this purpose. People love visuals and Pinterest satisfies this desire by providing today's social centric audiences with a great tool to bring awareness or 'interest' to virtually any topic.

The most fascinating aspect of today's communication tools is the transition from pure text to interactive elements that take advantage of the power of visualization, imagery, storytelling, and creativity. Social media takes this arena a step further by integrating the conversational component. Pinterest is a tool that merits special attention through its ability to add a nice visual touch to any topic at hand making it important for marketers and PR practitioners to focus on intertwined social communication.

Picasso couldn't have imagined such a tool.

Crisis communicators are interested in channels of communication that allow for additional information, expertise, and answers in the wake of a crisis. Pinterest is one of these channels that makes it easy to tell the real story. A few possibilities come to mind that would demonstrate the power of Pinterest:

BP could use Pinterest to post pictures of its clean up efforts and safety measures.

Bp_oil

Coke could use Pinterest to offer visuals into the world of its WWF collaboration and the polar bears themselves and perhaps tackle its white can debacle. The NBA could offer backstage pics that invite fans to see the NBA like never before. Just a few pinteresting ideas.

A combination of creativity, visual aptitude, storytelling ability, and passion comprise just the right collection of skills that are sure to propel brands to trailblazer status when it comes to using Pinterest for crisis communications, public relations, social business, and beyond.

 

The Social Side of the Internet

The internet has become an important tool for communication and collaboration across varying types of industry. The ability to interact and opportunity for amplification in today's attention economy is of tremendous interest to groups who are looking to create awareness. A recent study by the Pew Internet & American Life Project sheds some light on the value of the internet and its impact on group and organizational life in America.

A new national survey by the Pew Research Center’s Internet & American Life Project has found that 75% of all American adults are active in some kind of voluntary group or organization and internet users are more likely than others to be active: 80% of internet users participate in groups, compared with 56% of non-internet users. And social media users are even more likely to be active: 82% of social network users and 85% of Twitter users are group participants. 

The overall impact of the internet on group activities and accomplishments

In this survey, Pew Internet asked about 27 different kinds of groups and found great diversity in group membership and participation using traditional and new technologies. It becomes clear as people are asked about their activities that their use of the internet is having a wide-ranging impact on their engagement with civic, social, and religious groups. Asked to assess the overall impact of the internet on group activities:

  • 68% of all Americans (internet users and non-users alike) said the internet has had a major impact on the ability of groups to communicate with members. Some 75% of internet users said that.
  • 62% of all Americans said the internet has had a major impact on the ability of groups to draw attention to an issue. Some 68% of internet users said that.
  • 60% of all Americans said the internet has had a major impact on the ability of groups to connect with other groups. Some 67% of internet users said that.
  • 59% of all Americans said the internet has had a major impact on the ability of groups to impact society at large. Some 64% of internet users said that.
  • 59% of all Americans said the internet has had a major impact on the ability of groups to organize activities. Some 65% of internet users said that.
  • 52% of all Americans said the internet has had a major impact on the ability of groups to raise money. Some 55% of internet users said that.
  • 51% of all Americans said the internet has had a major impact on the ability of groups to recruit new members. Some 55% of internet users said that.
  • 49% of all Americans said the internet has had a major impact on the ability of groups to impact local communities. Some 52% of internet users said that.
  • 35% of all Americans said the internet has had a major impact on the ability of groups to find people to take leadership roles. Some 35% of internet users said that.

Nonprofits and a diverse collection of organizations throughout the counties of San Luis Obispo, Santa Barbara, Ventura, and beyond are presented with a powerful tool for interest generation, stakeholder education, empowerment, and audience engagement.

Read more about the social side of the internet.

The Value Generation Business

The essence of marketing is capturing and creating value for stakeholders. Social media allows today's individuals and brands to spark conversations with these stakeholders. However, the focus should always be to drive additional business by offering items of value that keep your audience asking for more. It's one thing to participate in social media and another to actually maximize on its potential.
 
Everyone is joining the social media party but few actually grasp the key elements that form the foundation of a strong online presence:
 
  • Social media is not a catch all but rather a powerful extension of Marketing and Public Relations.
  • Being conversational is still an element of driving authentic trust and affinity.
  • Offering something of value is the most important dynamic regardless of channel.
Once we learn that it's all about our audience, we can then drive all activities to ensuring a unique experience fueled by insight and clear direction.
 
Don't just join the party...be the party!

Perception and Reality (P.R.)

Today's public relations professional must participate in the following:

  • Present their client to the public.
  • Interpret their client's environment.
  • Do good.

P.R. no longer stands for public relations but rather perception and reality.

What does your audience say about your current reality? Is your perception off?

Check out this excellent video on advice for Public Relations people.


An Emotional Trap

Our environment is ripe with information, updates, entertainment, and a variety of media. Emotions lead to a strong desire to express ourselves. Oftentimes, we run to the internet to stake our claim, make our case, or just plain vent without considering the potential outcome of our digital rants.

We tend to forget that the internet is a massive vault in which our ideas, expressions, thoughts, and opinions are easily stored but not easily removed. The tasks involved with erasing a tweet, removing a blog post, or shutting down a website can be numerous and challenging making it important for us as content producers and social media participants to remember what we publish will make its way to the visual aperture of today's audiences. It is almost impossible to avoid the trap of disregard in the online arena.

Before you tweet...blog...or comment...think twice.

Kind of like measuring twice before you cut that last piece of lavish mahogany.