Originally Published PR Week, May 14, 2010
In my last column, we looked at seven internal changes that can help prepare your organization to become an “engaged enterprise” (def: a corporate business model that achieves an authentic, dynamic relationship between the company and its various stakeholders in which conversation and business ideas are shared up, down, and sideways).
As promised, this column focuses on the nine external moves necessary to achieve full engagement:
1. Recognize that media relationships have migrated. The communications group should have knowledge of and strong relationships with the top 10 digital influencers in each business segment of your company. The concept is not that different than the old days of media relationships, but not knowing these influencers is as wrong as not knowing your top-tier journalists.
2. Engage with customers for product innovation. Engaged enterprises regularly tap into their customers for product design and innovation. Regular use of crowdsourcing techniques makes such broad-based insight easy – and powerful. Check out Dell’s IdeaStorm for a good example. Great opportunity for communication executives to add real value across corporate functions.
Have Press Releases Ever Meant So Little?
Joah Spearman
August 7th, 2009
In the old world, press releases were the preferred route to communicate important messages about your business or organization. Quarterly earnings? Press release. New board member? Press release. New product? Sure, there may be a blog or video, but typically only after the press release.
Then the higher powers (those brainiacs from Harvard, MIT and Stanford) created Web 2.0.
Now, some employee can catch wind of something, blog about it anonymously and it shows up in your Google alert with your company’s name on it. And changing your Network on Facebook is basically sending a press release to your friends saying “Hey! I changed jobs/cities!” Subsequent wall postings with “congrats” and “what next?” are to be expected.
In essence, the press release’s main job – to share previously withheld information with the public – is no longer one of exclusivity. (more…)
Tags: Commentary, Media Relations, Social Media
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