Tag Archives: corporate

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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Think Before You Speak

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Be Impeccable With Your Word. Speak with integrity. Say only what you mean. Avoid using the word to speak against yourself or to gossip about others. Use the power of your word
in the direction of truth and love.” - Miguel Ángel Ruiz


“Think Before You Speak”

It’s a phrase that has been used over and over again in various contexts. One that serves as a gentle reminder to put thought into your vocabulary and everyday utterances. I was going to save this idea for a tweet after numerous experiences of open dialogue on public transit.
However, I couldn’t seem to simplify my thoughts into 140 characters. Alas, this post was born.

I’m talking business. Or rather, I’m suggesting for you not to discuss business (publicly,
anyways). As I sit in the subway car, patiently awaiting my destination, I’m struck by the amount of loud, public conversations about horrible bosses and employees that are happening around me. I know as soon as the dialogue gets more in-depth that these are all perfect examples of how to ruin your career. Everyday I’m amazed at how many people openly discuss the details of their Devil-Wears-Prada like careers with the whole world.

Whether you’re at a bar for happy hour, complaining about how your colleague is a backstabber trying to get you fired, or how your boss is a control freak who needs to take a vacation, you never know who is listening. The girl standing next to you could be your boss’s daughter. The man sitting behind you could in fact be the owner of the firm you work at, you’ve just never met him. After your 15-minute post-work rant on Friday afternoon, let me ask you this: do you have a job on Monday morning? Probably not.

This post isn’t meant to criticize or judge anyone that has needed to let out some frustration to another caring individual willing to listen. Rightfully, you are entitled to your own opinions.
However, it is a gentle reminder to be aware of your surroundings. There is a time and a place to discuss these matters, and public isn’t one of them. While these things might be true, be mindful of the fact that these could, essentially, get back to your place of employment and
destroy your career. Try to make a habit of waiting until you are back home to let out your frustrations.

This also applies to discussions regarding financial matters of the company you work for. Most of the information you’re divulging in public might in fact be confidential. This idea aligns itself with “think before you tweet.” The same principle applies. Before you openly discuss matters that could in fact be controversial, think about whom your audience is, and whether or not you want to jeopardize the career you’ve built.

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