Skip to main content

ROI of Social PR. Review, Objective and Integrate!

I have learn that in terms of the fundamentals there is no difference between traditional, online or social PR strategy. The differences are in the tools used and the approach.

SEO, Wiki, chat-rooms and blogs are just tools.

In the past three months, when I say online PR or social PR, the first question that comes up is "what is the ROI?".

That I feel is the wrong approach as ROI is part of the measurement tool and they are looking at this as the end goal rather than the means.

Hence, I developed my own strategy based around the ROI acronym.

R is for Review. Like in PR1.0, you want to review the media landscape first before you start your campaign. Which publication should you be targeting? Who is the journalist in that publication should you have close relations with?

Review for online PR is to find out where the company or the brand stand in the online space. Do they even have a website ready? What is the online space saying about their company or brand?

One also has to review the company or brand communication protocol. How open is the company or brand is going to be in engaging their public, in this case here, not the press media? Is there any regulation in adding a blog site to existing domain or should you start a micro site to circumvent these issues?

O is for Objective. Once you have reviewed the online presence of your brand, what is the objective the company or brand is trying to achieve from the Online PR strategy?

Is the objective to increase brand awareness via this medium? Increase sales? Or just to use this medium as a two-way communication channel? Or is it to increase hits to their main website?

I is for Integrate. The company can create something new, but wouldn't it be cost-effective to integrate existing content for the online PR strategy. For example, the company has existing written case studies, why not use this case studies as the basis of a script for a online video case study?

Or maybe the company has a good website with strong Google ranking. Why then create a blog just to cut and paste press release? Why not use online tools to channel the views to the blogs.

The success of a PR strategy, whether online, traditional or social, is to have the fundamentals right. 


Popular posts from this blog

Why is Ramly Burger banned in Singapore?

Yahoo Singapore ran an article of the Ramly Burger by highlighting that it is ban in Singapore.

Yet, the writer from Makansutra failed to address the most important issue of why the Ramly meat patty is banned in Singapore.

A search online easily did highlight that the famous Malaysian meat patty is banned by the AVA but didn't go into details.

Wrote Arlina Arshad for The Straits Times in January 2004,

"But the importing of beef and beef products from Malaysia is not permitted, said theAgri-Food and Veterinary Authority (AVA).

Selling and supplying them without a permit is also an offence, and offenders can befined as much as $50,000 or jailed two years, or both, said the AVA."

In May of the same year, another article highlighted that a man was even charged in court for "smuggling" the Ramly burger in 2004.

"The AVA said that meat products processed in Malaysian food factories which it had notapproved were banned here.Suzali was yesterday jailed for four month…

Did She Run Or Did She "Just Fake It" For Adidas?

Andrea Chong, a Adidas appointed influencer, posted a photo of herself in the middle of the Standard Chartered Singapore Marathon 2015 and captioned how she was "all smiles" during the run.

Unfortunately for Andrea or the PR agency, one of her readers checked her bib number #75148  at the Marathon's website only to find it to belonging to somebody else.

That somebody else is Kuvin Kuar, a intern at Edelman PR and the bib number had a status "DNF" or did not finished.

This raised the first red flag as one of the rules stated that "A Participants is strictly not allowed to transfer his or her race entry to another party".

This cascaded into perceptions that Andrea herself did not even start or complete the race and was only "planted" by Adidas or the PR agency, Edelman PR, to look pretty in the marathon.

Marketing Magazine noted that Adidas declined to comment about the incident which lead to further speculation that Andrea was possibly just …

Kudos To Huawei 2 Year Warranty For P9 Series

When it comes to smartphones, I think I am jinxed.

For my history of owning smartphones, every time it comes close to the end of the two year contract with my mobile service provider. This time round, it happened to my Huawei P9.

All of a sudden, the LCD screen sort of decolourised. I thought it was a temporary issue but the decolourisation lasted for a few hours. Then the nightmare began.

The touchscreen couldn't be touched. This made it the smartphone a brick.

I thought the Huawei P9 only had one year of warrant. With my contract ending in mid-year, I thought I would have to wait it out till the contract ended and allowed me to buy a new phone under a contract.

Luckily, a friend reminded me that the phone came with a 2 year warranty.

So I decided to go to the Huawei service center, right smack in the center of the city, to see if my phone is under warranty and if Huawei would honour their 2 year warranty.

Thankfully, Huawei isn't as popular as the Samsungs or Apples, and the …