Once upon a time there was the TV, the printed paper and the Radio, a good press office and a good content to be disclosed: these are the 3 basic ingredients to build your own “desk” image. Then it was the turn of the Internet and all the companies, who before and who after, ran to design and launch their own website: another “one-way” company —> consumer. Now, it’s the turn of sites, blogs, social networks, influencers and Content User Generated platforms, a labyrinth of seemingly uncontrollable channels in which people talk, compare, express opinions, opinions, ask for answers; the famous 2.0 of Media Relations. In short, a company that produces bags (to give an example) decides whether or not to take the path of Media Relations 2.0, is irrelevant! Its products will still be present in one way or another on many channels; there will always be someone who talks about that bag just bought in a review site, or could start a topic on a Facebook page of hardcore animalists about that edge in fur … It goes without saying that the potential consumer looking for information on that new bag seen on a subway poster could come across any of the channels already mentioned, or more likely in more than one. Hence the importance of being there. But how are there? Consistency first of all! A good Media Relations strategy is based on a coherent story: what are the values that the brand represents? Is there a story to tell? Which tone of voice is best to adopt? Once these guidelines are set, it will be easier to open and manage social networks in a profitable way, to intervene in the Content user Generated platforms, to contact blogs and influencers … to tell their story, without forgetting that we always listen to it, men and attentive women, scrupulous, sometimes watchful, but always looking for stories to fall in love with.
Monday June 29th, 2015