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PulsePoint Group Corporate Communication Index Series Part 7: Deeper Focus

Bob Feldman
March 2nd, 2011

Bob Feldman, partner at PulsePoint Group, provides commentary on the firm’s recently released Corporate Communication Index Study. This is the seventh (and final) in a series of videos where he provides insight into the findings. Click here to view his sixth video regarding, “Change.”

Tags: 2010 Index, Commentary, Social Media, video
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The Weekly Pulse: 2/23/11

PulsePoint Group
February 24th, 2011

A recap of the previous week’s POV posts:

2/23: PulsePoint Group Corporate Communication Index Seres Part 6: Change (video): Bob Feldman, partner at PulsePoint Group, provides commentary on the firm’s recently released Corporate Communication Index Study. This is the sixth in a series of videos where he provides insight into the findings.

2/9: “Translating” Innovative Ideas for Clients: As a strategic consulting firm, counsel is only as good as it is palatable to our clients. Some might interpret that as requiring that we supply strategic insight that adds value to our clients. While that is at the core of what we do, it isn’t what I am referring to. What I mean is that a great idea can’t penetrate an organization if it isn’t delivered in a way its people can readily understand.

2/4: Instilling Practical Innovation in the Enterprise: Much of the recent discussion surrounding innovation in the enterprise has been geared towards consumer-facing aspects of the business: crowdsourcing new product ideas, engaging the consumer in experiential marketing, or even asking the consumer to develop advertising or mobile applications for the business. While these are all innovative ways to engage the consumer and garner some relatively cheap attention, business leaders often find themselves relying on “tried and true” examples of innovation, rather than harnessing it from within their organization.

Tags: Commentary, Crowdsourcing, Innovation, Leadership, Social Media, Tips, video
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PulsePoint Group Corporate Communication Index Series Part 6: Change

Bob Feldman
February 23rd, 2011

Bob Feldman, partner at PulsePoint Group, provides commentary on the firm’s recently released Corporate Communication Index Study. This is the sixth in a series of videos where he provides insight into the findings. Click here to view his fifth video regarding, “Managing Talent.”

Tags: 2010 Index, Commentary, Social Media, video
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Can You Be Both a Tactician and a Counselor?

Bob Feldman
February 1st, 2011

Originally Published PR Week, January 28, 2011 (subscription access only)

Research among CEOs and line-of-business executives reveals that the single-most common criticism of communications professionals is that below the CCO level the function is primarily occupied by tacticians.

A common result: when divisional or business unit leadership meet to discuss strategy, the PR person — perhaps other than the CCO — is often left out.

Are most PR pros really not capable of engaging at that level?

Unlikely, but here are a few thoughts.

First, every CCO needs to be honest with his or her evaluation of talent. The most critical time is when hiring is done. If we’re candid, we often do hire tacticians. After all, we need to get things done.

We also tend to hire from a common pool, that is, people from within our profession.

The consequence often means a talent pool that doesn’t have the same academic qualifications and /or serious business experience as other staff functions.

Bottom line: Hire smart. Raise the bar. And, as the business we’re in gets increasingly sophisticated, there are plenty of high-ranking B-school grads, for example, who would welcome a career in our profession.

Second, and this is a tricky one, it just may be difficult to be both a tactician and a strategist at the same time.

Let’s be clear: We need to do a lot more than provide counsel. We need to get stuff done. The greater the demands and the higher volume of output, the more communications staffers get buried in the day-to-day. That may be reality.

But getting stuff done is a given. Flawless execution is a table-stake. No one earns a reputation for just doing what’s expected of them.

(more…)

Tags: Commentary, PR Education, PRWeek, Talent
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PulsePoint Group Corporate Communication Index Series Part 5: Managing Talent

Bob Feldman
January 26th, 2011

Bob Feldman, partner at PulsePoint Group, provides commentary on the firm’s recently released Corporate Communication Index Study. This is the fifth in a series of videos where he provides insight into the findings.

Tags: 2010 Index, Commentary, Talent, video
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PulsePoint Group Corporate Communication Index Series Part 4: Governance

Bob Feldman
January 17th, 2011

Bob Feldman, partner at PulsePoint Group, provides commentary on the firm’s recently released Corporate Communication Index Study. This is the fourth in a series of videos where he provides insight into the findings.

Tags: 2010 Index, Commentary, Social Media, video
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Your Social Media Agency Walks the Walk… But Can They Talk the Talk?

Renée Francese
January 11th, 2011

It’s important to select a strong social media agency because your agency will:

Help you integrate your social media program into the larger marketing or communications plan.
Train and build the skills of your internal team.
Get the most out of increasing social media budgets.

Callan Green, who writes for Don’t Drink the Koolaid, recently interviewed a variety of social media consultants, agency principals, authors, etc., and put together a mini ebook that highlights their advice on choosing the right social media agency.

You can find my favorite tip in Chapter 5, entitled “You want an agency that is more than just social media.” As an agency that has been involved in numerous selection processes, this chapter hones in on what we have been hearing from our prospects. Callan Green writes,

Social media is one tool in the very large marketing toolbox and, as such, your social strategy must tie into your other marketing goals. David Spinks says that “companies should at the very least understand how to integrate social media into the larger marketing structure.”

I agree, and tapping an integrated marketing agency can be beneficial even if you are only looking for help in the social media department. Working with an agency with expertise in PR, traditional advertising, digital marketing and more ensures that the agency’s team is able to approach your company’s business goals as a whole.

It’s crucial that your agency know how to integrate a social media strategy into the larger marketing plan. No social media strategy should be executed in a silo. Additionally, an agency with multiple competencies is a true asset. For example, a firm with a strong background in communications will be schooled in messaging and conversations, as well as the ability to engage online influencers. Here at PulsePoint Group our partners have a diverse background in communications, business development and public relations that helps us to be a more robust, successful social media agency. It’s also useful if the agency understands the intricacies of social media, such as paid media, analytics, search, CRM, ecommerce, content, mobile and other relevant disciplines.

When choosing a social media agency, what’s a must for you?

Download the ebook here:

Tags: Commentary, Social Media, Statistics, Tips
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PulsePoint Group Corporate Communication Index Series Part 3: Deeper Role

Bob Feldman
January 4th, 2011

Bob Feldman, partner at PulsePoint Group, provides commentary on the firm’s recently released Corporate Communication Index Study. This is the third in a series of videos where he provides insight into the findings. Be sure to check out his first and second video:

Tags: 2010 Index, Commentary, Social Media, video
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Segmenting Audiences on the Net: Pew Segments Internet Usage by Age

Grant Toups
December 22nd, 2010

A recent Pew study on internet usage by age paints an interesting picture. A few of the key findings:

The age gap, where millennial usage far exceeds that of other groups that were identified in 2009, seems to be shrinking.
Email and search still reign supreme, so for those of us who predicted email was dying, perhaps we shouldn’t be editing its obituary just yet.
Depending on just how old you are, that friend request from mom or grandpa isn’t a fluke. The 74+ age group represents the fastest growing segment of social media users, quadrupling since 2008.
While traditional blogging seems to be undergoing a redefinition based on the emergence of Twitter, Facebook status updates and the like, the emergence of video represents perhaps the biggest shift in content choice, rising 14% in adult internet usage.

This infographic from Pew outlines the key findings. The complete study can be found here.

(more…)

Tags: Commentary, Social Media, Trendspotting
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PulsePoint Group Corporate Communication Index Series Part 2: Prioritizing Digital Expertise

Bob Feldman
December 20th, 2010

Bob Feldman, partner at PulsePoint Group, provides commentary on the firm’s recently released Corporate Communication Index Study. This is the second in a series of videos where he will provide insight into the findings. Be sure to check out his first video:

Tags: 2010 Index, Commentary, Social Media, video
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Can You Be Both a Tactician and a Counselor?

PulsePoint Group Corporate Communication Index Series Part 5: Managing Talent

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