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Will Twitter kill the media?

Posted on January 31, 2012 by Active

When journalists at Associated Press were reprimanded for breaking news on Twitter before posting it on the wires this week, the debate about how traditional media deal with the disruptive nature of social networks was again fueled.

Many of Twitter’s 175 million users now turn to the service for real-time, breaking news. But as anyone can create a profile and publish a tweet, a great story doesn’t always end up being true!

On the whole, people don’t want to have to double-source something they’ve seen on Twitter to make sure it’s true. Information consumers understand that a Tweet by someone who works for a major media brand has intrinsic credibility; it is much more likely to be true than something published from an unknown or non-professional profile.

Allowing journalists to be among the first to tweet a story, even if they are compelled to qualify what they write in terms of confirmation, helps build strong brand engagement for media brands with those 175 million users. That engagement is likely to create or reinforce brand loyalty, so those followers are more likely to read the full story in the Tweeter’s home media.

The premise that the traditional media sources will soon no longer be used for breaking news, doesn’t seem likely, as long as they are willing to embrace tools such as Twitter. If they do, it, combined with the value they can bring to news in terms of deep analysis, is likely to support their success into the future.

The PR Spring – Change Management in PR

Posted on January 23, 2012 by Louay Al-Samarrai

PROI in Dubai! Europe, Middle East and Africa Partners hold annual regional meeting in the UAE to discuss change management and how this will impact and affect the PR in the future!

Active PR hosted the 2011 Annual EMEA Partners Meeting for their international network PRO in Dubai towards the end of November 2011. The two day meeting focused on Change Management and – in light of the social change happening in the Middle East region – was entitled the PR Spring!

The Regional Meeting also featured three social events which were seen as opportunities for all the partners to experience Dubai and the United Arab Emirates especially given that a greater number of them had not ever visited the country or – in some cases – the region!

The EMEA meeting opened with a memorable and informative presentation by Mr Mohamed Hamdan President of the Arab Business Club where Mr Hamdan gave the partners an insight into local Arab culture and attitudes as well as an overview of the business environment in the region and some of the infrastructure developments that may provide business opportunities for the network to leverage.

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Controversial Vintage Ads

Posted on January 12, 2012 by Active

Affaire d'Amour vintage

I recently came across some vintage ads that would pretty much be impossible to use in this generation.  These advertisements may have had no intention in offending the general audience however just a mere case of how the society was seen in the early 1900’s.

Shockvertising or often known as Shock Advertising is a type of advertising generally regarded as one that “deliberately, rather than inadvertently, startles and offends its audience by violating norms for social values and personal ideals.” Shock advertising is designed primarily to break through the advertising “clutter” to capture attention and create buzz, and also to attract an audience to a certain brand or bring awareness to a certain public service issue, health issue, or cause.

This form of advertising is often controversial, disturbing, explicit and crass, and may entail bold and provocative political messages that challenge the public’s conventional understanding of the social order.

Even though these vintage ads may not be seen as Shockvertising back then, they are perceived as extremely offensive in today’s world.

Check them out and let us know what you think: Top 48 ads that would never be allowed today

How to market your brand in multiple regions

Posted on January 2, 2012 by Sawsan Ghanem

The Tower of Babel or The Skill of “Languages” – What is it to be?

Scrabble: product, brand, market

We have all heard the story in some form or other, people get together to build a tower to the heavens and fail because – suddenly – they are all speaking different languages and cannot communicate and therefore work effectively together. Well here is how international marketing can be a bit like that!

Any business looking at putting together an effective marketing plan that covers multiple regions, will need to first establish what their PR/communication objectives are for each market before embarking on anything. They need to ask questions such as;

Are the main communication objectives for the new market similar or different to present markets that we operate in?

Are we seeking to create awareness primarily, attract customers to our service or product offering, influence minds & buying behavior or increase our sales?

For new markets, the primary objectives would prevail whilst for more established markets, the later ones would be paramount.

Step One would, or should, be market research as this is an important investment in a brand, product or service when it requires marketing.

Every business needs to have a thorough understanding of the new market – customer demands, competition, pricing, and more. Research results will provide invaluable information on what needs to done in terms of relevancy, empathy and tone of language, for example, to reach out successfully to target audiences and in turn meet communication & business objectives. It is worth stating here that this is one of the most overlooked elements of building a successful marketing strategy and one that few companies see the value of investing in.

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Have you got Klout?

Posted on January 2, 2012 by Active

I’ve started to become a little obsessed with Klout. If you haven’t heard of it, it’s a social media analyser which shows how much you influence people in the social media sphere. You can log in on Facebook, Twitter , Linked in and many more social media sites, and it will do something clever with your interactions and turn them into charts  and graphs. Normally I’m not one for graphs and statistical analysis however, when the graph is about me and what I’m doing online I have found myself logging in more and more frequently to see how my score is coming along.

I mainly use it to gauge how I am using Twitter as I am fascinated by how this social media tool is being used and how these uses are evolving over time.  When you log in, Klout gives you a score from 1 – 100 ranking your use on the chosen social media site. The average score is 20, and above 30 is reputable and over 50 makes you part of the social media elite.  My score is a modest 46, just in case you were wondering.

When looking at Twitter, the number of followers you have isn’t necessarily the most important element but how you interact with them. Are you a spam-bot, tweeting out of necessity rather than interest or do you engage in conversations with other tweeters about specific topics of interest? Klout can answer these questions and can make pretty little tables and graphs about the number of retweets you receive etc.

If you are heavily involved with social media, which every PR person should be as we approach the year 2012, its worth checking out at least once and seeing how you rate!

Until next time readers (or actually you could always just tweet me: @keepingupwithz).

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