The PR industry is continuously evolving, driven by digital developments. To help practitioners keep up with the pace of developments the Chartered Institute of Public Relations (CIPR) held its ‘Share This Live’ social media conference last week. Aptly situated in the Microsoft London offices, this industry leading event saw PR practitioners gather to discuss online crisis management, social commerce, mobile media, social capital… plus much more!
No one spouted the cliché “agencies must adapt or die” approach to digital. Instead talks provided clear advice, noteworthy case studies and industry practice ‘tit-bits’. One of the overarching themes to each talk was the need for accurate online monitoring, measurement and analysis. Something my experience at Microsoft Advertising taught me, which is translating rather well at Keene.
Here are our top 5 takeaways from the CIPR ‘Share This Live’ social media conference:
- There is nothing new about ‘new media’, instead it’s just a rebirth of communication methods used pre-20th Century. It was the introduction of the Penny Press in 1833 which introduced mass media, the exception to the social media rule.
- Online campaigns should be designed to give users a clear digital journey. When design is convenient, it will last.
- Mobiles are driving technological change and this raises a number of questions; how we reach stakeholders, the death of the desktop, changes in payment systems and moving away from paper.
- The Guardian shed light on the changing state of journalism, focusing on the rise of citizen journalism. We no longer live in a 24 hour news cycle but instead a 24 second news cycle! We are now all reporters and can contribute to the news conversation. In many cases the public are now the first responders to big news stories.
- Online crisis management is a key area of specialism where we were told to remember to remain trustworthy, truthful and transparent in our communication. Thanks to social media it’s common to witness crowd-sourced confusion during a disaster.