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What is your biggest fear and/or concern about public relations and social media campaigns?

PR has changed dramatically in such a short period of time. What is your single biggest fear and/or concern about successful PR and social media strategy? What resources have been helpful, and what concerns did they *NOT* address?

7 Replies

Sidney Sclar
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Sidney Sclar Entrepreneur
SID the SECURITY PRO at sidthesecuritypro.com
No fear. No reservations. I am the Director of Business Development and Marketing. People like non professional Spokespeople that aren't afraid to show their passion.





Gloria Luna
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Gloria Luna Entrepreneur
VP Marketing - Brand builder and creative problem solver
Maura, as a marketing lead in B2C, I appreciate how you are positioning your agency. I typically look for similar scale when I evaluate the right outside PR resource. That way, as a client, I can ensure I will get an appropriate share-of-mind.

PR has changed insofar as the tools that can be used to build your brand awareness have changed so I look for professionals who are familiar with all these new techniques and have shown a proficiency in creating successful strategies that incorporate innovative approaches that are on-brand. That would presume they have done their homework to understand your brand and your industry.

As for social media, I haven't found there is a lot of consistency with PR agencies that are also equally successful managing social media. I usually like to see that there is a separate business unit or division (even if it's one or two people) focusing on social media design, strategy and community management.

Hope that helps.
Kelly Kowalski
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Kelly Kowalski Entrepreneur
Creative Director ∣ Communications and Marketing Strategist ∣ Content Producer ∣ Documentary Filmmaker
In this new marketing world, a brand or idea should have a story behind it. And the story has to be on-going. I think Sidney's idea is great - no fear to show passion. The story then must be personal (to be fearless and passionate, you need to be authentic). Yet too, the story has to be relevant to your followers/audience/customers. How can they be involved in your story. All the algorithms and posts in the world can't compete with a compelling story!
Maura Lafferty
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Maura Lafferty Entrepreneur
Firebrand - PR and marketing consultancy for tech companies
Thanks Kelly and Gloria! What are some of your favorite examples of great story telling and/or social strategies?
Valeriia Timokhina
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Valeriia Timokhina Entrepreneur
Eastern Peak Software: Custom software development
Thanks to my experience in Mobile App Marketing, I can tell you with absolute certainty that social media marketing is one of the best marketing channels. Neglecting it will be a huge mistake and there's absolutely nothing to fear. Social media ranks high on the every promotional methods list.
And what's more important - good SMM releases always get highly shareable. Take for example Pokemon Go Marketing campaign(you can find interesting statistics about its marketing and revenue prognosis in this post).
They launched a classic Social media campaign in advance and it has borne fruit.
Don't be afraid to use various promotional methods and learn from the successful study cases, you'll definitely get succeed!
Joseph Wang
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Joseph Wang Entrepreneur
Chief Science Officer at Bitquant Research Laboratories
I haven't had very much luck with PR firms.

1) One firm that I worked with did absolutely nothing for a few months. Unfortunately being nice I didn't do anything for a few months under the assumption that maybe they knew something that I didn't, which turned out to be false.

2) The other problem that I've run into is with firms that are convinced that they know the market better than I do. I'm trying to get some software marketed to Ph.D.-level algo traders and scientists, and I'd love to have a partnership in which I explain to someone how I think the market works and how things can be sold to physics professors and then to have them come up with ideas on how to do it. The trouble I've found is that the PR firms believe that there is a standard method to doing PR, and so this quickly becomes a conversation that doesn't go anywhere.

3) Things can get too personal. The problem with stories and passion is that you quickly run into personal things that you just don't want to talk about with strangers. One thing that I've found about people is that often the real reason why they act in the way that they do are things that they don't want to tell other people.

This becomes a big problem with small companies. With big companies, you can market a brand that's independent of the personal lives of the people involved. With small companies, particularly those that involve services, you don't have to dig very far before you get into stuff that people don't want to share in public. I got into a very tense conversation with a PR firm when they started asking "what is the goal for your company?" and the real answer was "I don't want to tell you what my real goals, because I don't know you well enough."
Sidney Sclar
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Sidney Sclar Entrepreneur
SID the SECURITY PRO at sidthesecuritypro.com
I don't believe giving up equity is ever one's first choice even if they have a buy back clause.
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