On PRWeek Insider today, our fearless and boundless blogger Katie Neuman laid out her four-pronged approach to PR innovation. I’ve copied them below:
1) Of course, we’re innovating what we do day-to-day. Every planning conversation needs to begin by asking – who are our core audiences, and what are the channels they’re using to gather information and engage in conversation? It’s that channel-neutral approach that’s driving the most effective, compelling campaigns that integrate social media for example.
2) We’re reimagining how we monitor and measure success. Consider the Radian6 and Salesforce.com Social CRM integration agreement this week. We’re creating innovative approaches for monitoring on the social web that enable us to respond real-time.
3) We need to actively foster creative thinking. As one example, BusinessWeek recommends an American Idol-type competition. We do our own “Pitch Idol” at Bite, inspiring colleagues at all levels to be fearless in presenting new PR campaigns.
4) We need to think differently about talent. Our definition of the “PR team” is evolving as we incorporate the best and brightest in search engine optimization, user-generated content, analytics, and more.
The unique thread is that we need not just to look to our podmate or cubicle neighbors for hot’n'fresh ideas, but deep into the agency networks around the world most of us function within. Look back at the italicized comments in each prong, and you’ll see an opportunity emerge to profitable connections through external agencies. Think about it. What if:
- You and your +12 hour time difference counterparts develop a global, shared issues response program to provide clients continuous services?
- Your SEO expert out of L.A. offers your N.Y. office the best price for a project because it’s in-network?
- You connections with ad, marketing, and event agencies can be streamed into your annual plans seamlessly?
Innovation, here we come.
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Matt,
Communication is the theme that resonates throughout this post.
We call ourselves “communicators” but with everything else, we sometimes lose site of communicating with the people within our own companies who we see (or don’t see) everyday.
Clients sometimes struggle with communicating internally, but it seems that the better we communicate with each other, the more we can help our clients do the same. Think communication lapses between PR and marketing…
Whether it is identifying an audience, agreeing upon a measurement benchmark, coming up with creative ideas or expanding the definition of PR in terms of manpower and niches, it starts with face to face convos.
Great post.
Hi Matt,
Thanks for sharing this. Stagnant businesses can’t compete in today’s fast moving digital world, so it’s always great to be working with companies that are thinking about what’s next. Especially in the world of PR, the evolutions are happening now, and firms like yours are doing a great job of staying ahead of the curve.
Thanks and cheers,
Amber Naslund
Director of Community, Radian6
@ambercadabra
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