Customers as co-creators

One of the strongest tendencies among Danish companies at the moment are to fully integrate the effort on social media with the traditional PR efforts like for example press releases so that the tools complement each other in  the best possible way.

By involving your customers as co-creators of your PR effort you increase the credibility of the overall effort.  For example press releases on the basis of competitions or surveys made on Facebook or on the other hand press coverage of online campaigns that can increase user involvement and the number of valid members of your online network.

As a PR professional I welcome this development because it gives me the chance to work all the way around the relations of my clients and challenges my way of doing things. Essentially I believe that the PR agents that best handles this new reality will be the best advisors in the future

The target groups prevail after the perfect storm

Finally, I found time to read Peter Svarre’s book ”Den Perfekte Storm” (read: ”The Perfect Storm”). It is excellent. Pragmatically, well written and it sharply delivers the tools at a systemic level, to take on the chaotic social medias that have created disorder in the good old structured and calm media universe. And as Timme Bisgaard Munk from the Danish network of professional communicators ”Kommunikationsforum” sums it up, you will consume this book like a crime novel. I did too.

Just a cautionary note

Peter Svarre has a pool of social media friends that have helped him with the book. But the book suffers from it – because it is seen through the eyes of a group of social media first movers (critics would say digital high brow inbreeds). Give me segments: Blue, green, blurry, faithless, postmodern target groups that speak with many voices. Just to mention a few parameters I miss. Has he totally rejected conventional communications tools as old school and out dated?

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