Chocolate launches its Conversational PR service
Background/philosophy
PR is dead as we knew it. But there has never been a more exciting time to be in the PR industry. The internet has changed PR forever and for the better, as it gives us the opportunity to do so much more. Simply because there are now so many more communications channels open to us to create our conversations.
No longer is PR about packaging up messages and ‘carefully managed’ one way communications. No longer is it limited to companies giving out carefully selected information to its chosen ‘target audiences’. No longer can companies hide behind their PRs, press releases, corporate speeches, glossy brochures and shiny highly scripted press conferences.
Communications now comes in many different forms…minute by minute, hour by hour with people commenting and talking 24/7 in words, in video, in graphics and even in music and games.
Our lives, both personal and business, are now on online if we choose for all to see and share. And whether we choose to or not people are commenting about everything, all the time. They are talking about your brand…or should be.
This, combined with the fact that companies and governments now have to report much more diligently on their financials and corporate policies, means that ‘everything’ has to be presented online. It’s never been easier to find the ‘warts and all’ story about an individual, company or organisation.
Coming around to Conversational PR
So, PR today is about conversations (visual, verbal and written) and lots of them, all happening simultaneously 24/7, at many different levels in many different ways and all globally. Today, companies have to be more responsive, listening as well as imparting information. The speed of communication is hard to keep up with. PR has always been about sharing information using a variety of tools, often in a more subtle and sophisticated way than marketing techniques could do. PR is best placed to lead the way more so than any other marketing medium. That’s why PR is the perfect medium for these new ways of communicating, namely ‘Conversational PR’.
It’s not about the nirvana of having the ‘perfect profile’ 100% of the time, but a change in mindset, one that is more human: admitting mistakes and resolving them; participating in open discussion and debate; being proud of strengths, but also acknowledging weaknesses. Open, honest and ethical are useful words here. In line with these changes, we have spent the last five years evolving our conversational services.
Conversational PR Services
Working closely together with the client, Chocolate will produce and deliver a complete conversational plan from the strategic planning through to the measurement of your online profile.
Our services include:
1. Defining your conversational strategy
– We identify your requirements and create your communications plan
2. Identifying your audiences
- Half the battle is understanding and knowing the online audiences. We will look at:
• Blogging communities – tiered into type and priority
• Influential communities – identifying other key groups
• Online media – identifying the key influential titles
3. Creating the conversational tools eg
• Virals
• Blog monitoring
• Blogs
• Pod/vodcasts
• Interactive webcasts
• SMRs
• Social networks/Forums
• IPTV
• Web design and content
• Plus, of course, adapted ‘traditional’ tools
4. Conversational measurement
- We can track and measure how the campaign is affecting conversations and perceptions
Contacts/enquiries
So if you want to discuss how we could help you define, implement and measure your Conversational PR campaign then call Jill on +44 (0)20 8322 1922 or click here to get in touch.