Posted by ryanzuk on November 10, 2009
The latest Digital Dialogue column for Public Relations Tactics, a publication from the Public Relations Society of America, is available in the November print edition and here online. It’s in PDF format this month, as I believe PRSA is ironing out how my column will post to their freshly redesigned Web site. (They did a nice job by the way.) So hopefully the comment function will return next month for the articles going forward.
I spent some time thinking about the plethora of interesting social media channels that are available, most freely, for our potential use as communicators. I believe it is healthy to give these – the ones you use and those you might want to – a good checkup every once in a while. This is similar to how an organization’s IT department might evaluate their technology vendors. You look at things like existing functionality, planned enhancements and also the financial viability of the social media providers themselves — are they going to be around after you commit to using them to support specific communication tactics for example. Anyway, I’m spoiling the fun. Give it a read and please share any thoughts you may have to build upon this.
Posted in Uncategorized | Tagged: Digital Dialogue, PR, PRSA, Public Relations, Ryan Zuk, Social Media Channels | Leave a Comment »
Posted by ryanzuk on October 28, 2009
My October Digital Dialogue column for PR Tactics, a publication of the Public Relations Society of America, is a Q&A piece titled “Grow into your social media strategy” that also appears on the newly redesigned www.prsa.org site (tip of the hat to PRSA’s editorial and design teams). I interviewed Lee Aase, Mayo Clinic’s manager of syndication and social media about his efforts getting Mayo involved with podcasting, blogging, and YouTube. He described his approach to social media as developing a balanced communications diet, and I rather like the analogy because it emphasizes the benefits of educating and pacing yourself along the way.
The Tactics article gives a quick snapshot of Lee and his team’s journey since that’s what space limitations of the print journal permit (and the online version mirrors; though with the site redesign I’m told we’ll have more opportunity to “explore the space”). The press page of Aase’s personal SMUG site highlights additional Mayo social media achievements and contains more detailed examples of the tools in use.
SMUG, or Social Media University Global, is Aase’s personal contribution to the social media community. He started his “Lines From Lee” blog in July 2006 and in January 2008 morphed it into SMUG. Lee says SMUG allows him to unleash some creativity. “I’m the chancellor,” he notes for example, and his “Old Main” campus facility is actually a photo of his house.
Lee initially used his blogging as a way to get hands-on experience with social media and, over time, was asked by colleagues to give a Facebook 101 course. Eventually he received more complex questions so he designed a 201 course and subsequent curriculum. ”This set me about using the college course format to organize all the material,” he explained.
SMUG is a helpful site for communicators or anyone wanting to learn more about popular social networking formats, and it seems to be building community too with activities like voting on logo designs for the “University,” and of course blog comments and insights from students. Definitely worth a look when you’re able.
How about you? Are there some go-to sources you consider essential for keeping your social media mindset sharp?
Posted in Uncategorized | Tagged: Lee Aase, Mayo Clinic, PRSA, PRSA Tactics, Public Relations, Ryan Zuk, SMUG, social media strategy, Social Media University | 2 Comments »
Posted by ryanzuk on September 23, 2009
Earlier this month Shamrock Foods and a variety of participating Arizona restaurants introduced Dine4AZ, a three month campaign to encourage residents and visitors to eat out more often.
One in 10 working Americans are restaurant employees according to the National Restaurant Association, and Arizona has more than a quarter million food service employees per the Arizona Restaurant Association. All told, there are nearly 9,000 eating and drinking establishments in Arizona. While some may consider this a timely feel-good campaign, the economic stimulus capacity seems promising. Supporting stats from Shamrock Foods’ Dine4AZ press release indicate: each dollar spent at an Arizona restaurant generates an additional dollar in sales for other Arizona industries, and each additional $1 million spent in restaurants and bars generates an additional 26 jobs for the state.
Welcome to My Restaurant: Alice Cooper and Shamrock Foods CEO Norm McClelland at Dine4AZ campaign kickoff
The campaign of course offers diners coupons and specials at participating restaurants, and the Dine4AZ.com Web site helps visitors locate participating eateries by city and cuisine. But it’s the communication aspects and news of the launch event at Alice Cooperstown that initially captured my interest. (Yes, Cooperstown is the namesake eatery of classic rocker Alice Cooper. I’ve found few other establishment that can match those ribs — possibly Famous Dave’s with my conspiracy theory being they may have the same supplier…hmm).
I was also drawn in by the dash of social networking that the campaign and knoodle, its Phoenix-based advertising and public relations agency of record, have integrated with activities via Twitter and Facebook pages.
The Cooperstown campaign kickoff (I did not attend) paired Cooper with Governor Jan Brewer as they took turns delivering the pitch. Local ABC and Fox television coverage capture some sound bytes.
knoodle’s Dine4AZ efforts have produced a nice mix of radio, television, print and blog coverage, as well as ongoing awareness and conversations generated through social networking. The campaign represents an interesting blend of corporate, celebrity, agency, media, industry association and even government efforts toward a mutual set of benefits; and it helps confirm that some basic social media use can help amplify the key messages of just about any initiative with most any kind of audience. Hats off to Christina Salgado, Rosario Glasco-Cain and the knoodle team for their job revving up the campaign’s communications.
Posted in Uncategorized | Tagged: Alice Cooper, Alice Cooperstown, Arizona, Campaign, Dine4AZ, Jan Brewer, knoodle, PR, Public Relations, Shamrock Foods, Stimulus | Leave a Comment »
Posted by ryanzuk on August 30, 2009
One more time around for this August PRSA Tactics article about thought leadership and the common characteristics of people who successfully portray it on the social Web, and elsewhere. I received some nice comments and additional ideas from readers on this article which is located here on the Public Relations Society of America Web site. My thanks to everyone who contributed. Have a look and share your thoughts as well.
A common thread among the comments is the notion that true thought leaders are not chest-thumping know-it-alls who lift themselves up while being condescending to others. We’ve all experienced some of these. The point is that creating community and content that others value while potentially aiding your own purposes (such as attracting attention to your brand, product or service) requires simple etiquette and some personality. Thought leadership – or whatever you might like to call it – is hard to achieve if your head is in the clouds.
A variation of thought leadership I didn’t include in the article regards “positive controversy,” or offering a contrarian view of a popular topic or issue. Sometimes assuming a little risk to voice an unexpected or less supported opinion can draw more attention to you or your cause and help key messages spread. Going this route incessantly would get old and turn many people away, but used tactfully it has merit.
Posted in Uncategorized | Tagged: characteristics, positive controversy, PR, PRSA, Public Relations, Ryan Zuk, Tactics, Thought Leadership, traits | 2 Comments »
Posted by ryanzuk on July 27, 2009
An article I wrote regarding the best mobile phone applications for PR professionals appears this month in the online and print editions of PRSA Tactics. Check out “App, app and away: The best smartphone tools for PR professionals” here.
Thanks as always to the PRSA Tactics editorial staff for the opportunity to contribute. I received some Twitter replies to an inquiry I posted while writing the article, so thanks also to Phil Legault, Kristen Turley, Steve Shannon and Soon Mee Kim for their insights and examples that were included.
It’s good to see mobile devices, purpose-built applications and business professionals converging on the topic of productivity, although it definitely depends on who you ask. When I checked the “All Time Top iPhone Apps” list provided by www.148apps.com (updated daily per the site) it took a good deal of scrolling to find anything other than games listed. The iPhone App Store, however, categorizes apps by free and paid as well as subcategories including “Getting Things Done” or “Productivity.” It also includes Top 10 lists in these subcategories, so consulting the App Store itself gets you more quickly to business apps for consideration.
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Posted by ryanzuk on June 29, 2009
My article, “Brand aid: Creating opportunities in your customer community,” appears in the June print and online editions of PRSA Tactics. It looks at how public relations practitioners can identify interesting stories and conversation material by monitoring various aspects of their organization’s online communities, or really any Web communities where their customers and prospects congregate. I’m interested in any additional suggestions you may have regarding PR’s use of, or involvement in, customer communities.
There are several folks who I would like to thank for their assistance.
My appreciation as always to the Public Relations Society of America and the Tactics editorial staff. Also, thanks to Mike Hardy who took time to speak with me about the Pitney Bowes customer community, as well as Dan Ziman, Neil Beam and Jeff Porter at Lithium Technologies for sharing background on the inter-workings of successful communities. Finally, big thanks to Susan Etlinger at Horn Group who provided some PR agency perspective for the piece.
Next up for me: I’d like to write an article about measuring the impact of social media use. I’m looking for suggestions regarding the types of metrics to establish and the best tools to track them.
Posted in Uncategorized | Tagged: Branding, Cutomer Communities, Lithium Technologies, Pitney Bowes, PR, PRSA Tactics, Public Relations, Ryan Zuk, Social CRM | Leave a Comment »
Posted by ryanzuk on May 14, 2009
I’m in the middle of a busy month that has included publication of my latest social media column in PRSA’s Tactics journal for public relations professionals. “Social media releases: Rev up your pitches and leverage your online assets” covers elements and explores merits of social media press releases. Please give it a read and comment here or on the article itself with your thoughts. Many thanks as always to the editorial team at the Public Relations Society of America.
In the article I reference PitchEngine, which is shaping up to be a nice tool for creating SMRs, and a quality E-Book by Todd Defren that touches on SMRs and other social media topics. I also received an email from Rex Riepe after the article published, who notes his IvyLees site provides free online newsrooms and SMRs with no expiration.
Upcoming
- I briefly mention social media options from traditional wire services in the article, and I’m planning to catch up with Malcolm Atherton of Business Wire to go a bit deeper on this portion of the SMR topic. Malcolm knows the score when it comes to press release optimization.
- I’ve been invited to keynote the PRSSA National Leadership Rally in June for PRSA’s community of college student chapters. I’m honored and plan to write more on this topic at that time. (If you’re a chapter president planning to attend, I’m interested in hearing about what’s on your mind and your expectations for this event.)
- On May 27th I have the privilege of moderating a social media panel of local PR pros at the Walter Cronkite School of Journalism and Mass Communication in Downtown Phoenix. I plan to blog some highlights of this discussion too. Please consider joining us if you’re in the area. For more panel details see this post on the HMA Time blog.
Posted in Uncategorized | Tagged: IvyLees, PitchEngine, PRSA, PRSSA, Ryan Zuk, SMRs, Social Media News Releases, Todd Defren, Walter Cronkite School Of Journalism And Mass Communication | Leave a Comment »
