Tag Archives: communication

What Twitter’s “Buy Now” Feature Means for the PR Pro

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On Monday, Twitter announced the roll-out of its new “Buy Now” feature to a select number of users. The feature, which displays a “Buy” button on designated tweets, is being introduced to users who currently have the mobile app. Twitter says that this new feature is intended to give users a more streamline interaction with their favorite brands, making purchasing from that brand more accessible.

So, what impact will this feature have on the role of a PR professional? As the world of
e-commerce continues to expand, with an increasing amount of human spending happening on the web, this new feature is a logical next step for Twitter. The feature allows for companies to
tailor tweets to their target audience, and either publish as a regular tweet or a promoted tweet.

For the PR professional, we are tasked with proving ROI to our clients, and demonstrating the value our communication services have in building a strong brand identity and a loyal following. This new feature gives PR professionals additional leverage on proving conversion rates, where social media can directly link to a transaction made by a follower.

The “buy” button will allow a seamless integration of e-commerce into our work, provided the message stays consistent with brand identity and doesn’t interrupt the natural flow of the feed. This means that for some PR professionals, wearing multiple hats will become more apparent. In other words, understanding how to successfully manage reputation, community building, while working towards contributing to the bottom-line will become inherent in the social media portion of our jobs.

As this feature continues to be rolled out to more users, the challenge will be to make the flow seem uninterrupted, and not appear to force the user into making a purchasing decision.
Furthermore, Twitter has the task of ensuring that privacy information won’t be compromised — a challenge that may be the biggest concern to users who are contemplating storing their personal credit information on the app.

What are your thoughts on the “buy now” button?

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PR in what?

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My favorite thing is to go where I’ve never been.” ― Diane Arbus

So, you want to be a PR professional but you’re unsure of the industry? It seems to be a trend among many young professionals. You know you want to pursue a position in the field, but you’re unsure of which industry. With an overwhelming number of options, like beauty,
healthcare, fashion, travel and many others, deciding on what’s best for you can naturally seem like a daunting task. Not to mention having to decide if you’d rather be in an agency or work in-house.

Is there a solution? Not really. When it comes to narrowing in on where you’d like to focus your efforts, it’s always best to start off with something you think you’d enjoy doing. Sometimes
people are surprised by how drastically their perspective changes once they are submersed in the industry and realize it’s not what they anticipated.

The best piece of advice I’ve been given is to tap into areas that are unexpected, and begin to build experience across a wide range of industries. This might even mean choosing an agency position in order to dabble across a few different clients. The agency choice might open up your eyes for which industry you don’t want to work in. On the other hand, in-house allows you a unique specialization that provides you with knowledge about how it fully functions.

The benefits of working with a variety of clients are the insights you are able to take away from the work and apply throughout different industries. For instance, providing strategies and
solutions for a client in the fashion industry might assist with directing your approach with a technology company. The insights you gain from developing tactics around the progress of a new ready-to-wear line, may add value to a technology client who is looking for a strategic way to build a brand identity that emphasizes a fashionable lifestyle.

Many individuals undervalue the experience they receive from an industry they have little knowledge about, or little desire to pursue. The challenge here is to take the opportunity to gain a new perspective and approach to understanding how a specific industry might use public
relations to inform that of another industry.

It’s important to remember that you are gaining valuable experience about how public relations can help a company as a whole. Rather than emphasizing a particular industry, don’t be afraid to branch out and dip you toe in the water of a new industry. You might be surprised about what you can takeaway from the experience.

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6 Skills You Need to Succeed in PR.

image-90“Everything you do or say is public relations.” – Unknown

Do you ever wonder what it takes to survive in the world of public relations? It’s a question I get asked sometimes by students considering the field. It’s also a question I still ask my mentors. Until we become seasoned professionals, we only know as much as we’ve experienced.
However, if you’re truly passionate about the field, that’s one sign, you’re headed in the right
direction. So, what else?

  1. Patience. The PR field is faced with a lot of rejection. When it comes to pitching a story idea, or trying to get your client featured, you’re not always going to succeed. It is
    incredibly important to remain patient and determined.
  2. Quick thinking. Also known as, crisis management 101. When you get a call at 3 a.m. you’re going to have to be quick on your feet. A portion of the PR role is handling a crisis if one arises. The more time you take to figure out a solution, the more damage your client will face.
  3. Sociable. The field strives on networking, and understanding what it takes to be a good communicator. It is important to possess good social skills. PR professionals interact with the public on a daily basis. This will include public speaking and presenting in front of your clients.
  4. Dedicated. If you’re looking for a 9-5 office job, PR might not be your calling. The job
    entails a strong dedication to the field and your career. It also requires different hours on different days. Ignoring a call or an email after hours could lead to a missed opportunity – including a crisis. It’s a job that works around the clock, and you have to be willing to put in the time.
  5. Tech savvy. This is extremely important for the industry. New technology equates to new opportunities for you and your clients. You must be willing to try out the
    latest technology, gadgets, and software to see what works. Whether it’s for analytics or media alerts, the latest technology will usually accommodate the gaps in the old.
  6. Strategic. I chose strategic as a quality because it touches on a few areas that are
    important. First, you have to be willing to understand your client’s audience and their needs. You have to know when to look at the bigger picture, or when to consult outside
    resources. As well, the field requires you to make recommendations after you’ve
    thoughtfully analyzed whom you’re trying to reach. A campaign will fail if you don’t use strategic thinking to get there.

What else do you think it takes to be in PR?

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