Tag Archive for: brand management

November 8, 2011

08 Nov 2011

Apple: A Case Study in Why Brands Should Control Their Stories

Estimated Reading Time: 7 minutes

Guest Post by Howie Goldfarb

It is very rare that social media is used to propel or hurt brands in significant business-altering ways.

There are certainly examples, such as the Toyota acceleration deaths, NestlÃ© palm oil, the Ford Fiesta movement, or the BP oil spill, where the subject takes on a life of its own for good (or, usually, bad). But these are few and far between; exceptions as opposed to the rule.

But when these events occur, they show the power of social media when harnessed by the people. And brands should prepare for such an eventuality with an integrated public relations/social media strategy.

It is hard to regain control of an often uncontrollable situation if you never had control in the first place.

One brand has benefited for years from this lack of control. Apple.

25 Comments/in Public Relations, Social Media /by Guest Contributor/#permalink

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Training Programs

Strategic Social PR from A to Z ❯

Today, good public relations entails much more than blindly blanketing the media (and bloggers) with information that’s of dubious value to begin with. And more often than not, it entails a strong element of building and managing online community. In this workshop, you will:

Learn the three key elements of an effective 21^st century “social PR” strategy, and how it differs from “old” PR
Know which time-tested research and analytical methods you should still use in the 21st century
Understand why talking at people isn’t effective, and how to effectively use today’s popular social media platforms to talk with them
Experience real-time social engagement through workshop exercises and hands-on participation
Understand how to effectively incorporate measurement, so that it validates and improves your programs and, therefore, your business

From Passive to Active Listening ❯

There's a difference between "hearing" and "listening." Do you know which it is your organization or business does... and the business ramifications of not doing it well? In this workshop, you will:

Learn the difference between "passive" and "active" listening (and 'fess up which you've been doing thus far)
Make the connection between active listening and strategy, and how they have a mutually symbiotic relationship
Familiarize yourself with different types of listening dashboards (yes, some are free!) and how to use them effectively
Experiment with simple yet effective techniques to build community through active listening online
Understand how to put active listening at the center of your communication strategy for better business results

Smart PR Measurement for the Digital Age ❯

We have more measurement tools than ever before; so many, that we don't know what to do with most of them. And no matter how good a tool is, you still need smart people using it in a smart way, to derive the most benefit. In this workshop, you will:

Learn the basics of good PR measurement and, conversely, the seven deadly sins of bad measurement
Understand how to differentiate between fact and fiction in the measurement context, and the two acronyms to stay far away from
Master the process behind creating effective and realistic measurable objectives
Learn how to incorporate online analytics into your PR measurement (yes, it can be done)
Understand how to make the right kinds of correlations between your communication efforts and your organization's business objectives

Social Media for the C-Suite ❯

Gone are the days when “social media” was the domain of your twenty-something employees. Today, social platforms are where your customers and constituents of all ages and stages literally live online. If you’re a business leader, you should take this workshop to:

Learn the three core principles of effective social media engagement
Examine key social media platforms, and understand how they work on both personal and professional levels
Review how businesses of all sizes have effectively used social media to support and reach business goals
Experience the benefits of real-time social engagement through workshop exercises and hands-on participation
Understand the kinds of metrics your social media team should and shouldn’t use when reporting back to you

Dawn BuzynskiStrategic America & PRSA Central Iowa

"Shonali knows her stuff. A dynamic speaker, she makes measurement - a subject that makes some of the best PR pros dizzy - easy to understand and implement."

Laura ParsonsIdaho Association of REALTORS ®

"With her diverse knowledge, experience, timely content, and pleasant professional style, I highly recommend Shonali to any group looking to deepen its understanding of social media and digital strategy."

Jess OstroffDon't Panic Mgmt

"Shonali's clear vision and communication gets what needs to be done, done. That's rare!"

Tom WillisZalco Realty, Inc./Association Bridge, LLC

"Shonali is one of my favorite 'library cards.' All I have to do is visit her blog or Twitter stream, and the floodgates of knowledge open up."

Robin LaneGXS

"Shonali has both the charisma and poise that inspire others within her profession. She builds solid programs, achieves measurable results and is a delight to work with."

KD PainePaine Publishing

"There's a reason I call Shonali a ”˜measurement maven'; she understands metrics, measures results and uses the data to make better business decisions."

Maggie Goldberg

Maggie GoldbergChristopher & Dana Reeve Foundation

"Shonali literally launched our multicultural outreach program, putting us on the map. Dynamism, creativity and accountability are the hallmarks of Shonali's work, serving her clients well."

Kathy Barbour, APR

Kathy Barbour, APRBaptist Health South FL, Chair-Elect PRSA

"In a field that's crowded with speakers & trainers, Shonali's no-nonsense, hands-on approach stands out as much for its refreshing clarity as for her humorous & engaging presentation style. Hire her today!"

Gary KlasenVice President External Communications, Eaton

"With energy, passion and a whole lot of common sense, Shonali focuses on successful social media strategies that accomplish targeted business outcomes."

Lauren MelingUSA for UNHCR

"Working with Shonali gave us an opportunity to engage with a community of supporters who taught me more than I ever expected. I'd jump at the chance to do it again."

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Heidi Sullivan is a global marketing and product management executive who specializes in transformational implementation of marketing programs, go-to-market strategies, product portfolio management and change management for rapid-growth SaaS businesses with in-depth experience in Marketing Technology.

Heidi has a track record of success in P&L management, corporate strategy, product marketing and top line growth, and spent 14 years in leadership roles at Cision, during which time she oversaw the company’s integration and multiple product marketing strategies through its seven acquisitions.

Heidi was named one of PRWeek’s “40 Under 40 Rising Stars,” “Influencer of the Year” by The Hub in association with LinkedIn, and one of the most influential people in PR by PRWeek’s “Global Power Book.” She was also co-host of the popular “Influence Pros” podcast on Convince & Convert, which was named one of the top 20 marketing podcasts of 2016 by Hey.com.

Jennifer Zingsheim Phillips has worked in communications and public affairs for nearly 20 years. Her background includes work in electoral politics, government, lobbying, and public affairs PR work. She also brings nearly eight years of experience in digital and social communications and media analysis to her role at 4L Strategies.

Jen began her career doing campaign work in Missouri during the 1992 election cycle. After two years of political party work, she joined the office of a Missouri state senator and served as his legislative aide for two years. In 1996, she joined the Missouri Chamber of Commerce as Research Director, where she lobbied the Missouri House and Senate on issues such as workforce development, welfare reform, and education policy. She was also responsible for the weekly newsletter highlighting key issues relevant to Missouri Chamber members.

In her spare time, Jen is a voracious reader, and enjoys cooking and baking. She also likes to write fiction, and has had two pieces of short fiction and one piece of flash fiction published in various publications. She has also self-published a children’s book.