A glance of Stratcomm

History of strategic communication
Strategic communication at its nascent ancient application begun with the first attempts to transmit knowledge through writing either to the following generations, or to locations remote to its origin. The need to increase the distance and speed of transmission may have been one of the factors behind the domestication of the horse which remained the primary mode of communication until the invention of the semaphore, and later the telegraph.

Definition of strategic communication
Strategic communication management is defined as the systematic planning and realization of information flow, communication, media development and image care in a long-term horizon. It conveys deliberate message(s) through the most suitable media to the designated audience(s) at the appropriate time to contribute to and achieve the desired long-term effect. Communication management is process creation. It has to bring three factors into balance: the message(s), the media channel(s) and the audience(s).

Application objectives
Strategic communication (SC) provides a conceptual umbrella that enables organizations to integrate their disparate messaging efforts. It allows them to create and distribute communications that, while different in style and purpose, have an inner coherence. This consistency can, in some instances, foster an echo chamber that reinforces the organizational message and brand. At minimum, it prevents contradictory, confusing messaging to different groups across all media platforms.

Defence application
Strategic Communication (STRATCOMM) is getting the right message, through the right media, to the right audience at the right time and with the right effect. Effectively reaching and communicating clearly to a targeted audience with specific constraints. While originating as a military term it has branched out into the corporate world in relating to communicating with a clear purpose or message.
This is a relatively new term of art for the military counterpart to Public Diplomacy. It emerged as a major focus for defense transformation as a result of a Defense Science Board study by the same title. See also Information Operations.

Commercial application
Strategic Communications in Commercial Environment is the non-military application of strategic communication principles and techniques are a new way for organizations to respond to a changed business landscape that results from today's networked communication environment. Back in the day, organizations could segment publics and audiences and target unique messages to each one. Employees, investors, partners, citizens of local communities, potential buyers and consumers could each receive messages that were not widely known or shared by the other groups. Now, all potential publics and audiences can access information about the organization. Providing dissimilar, even contradictory information is no longer possible and may even be problematic. Consumers see information targeted to investors and partners, employees see messages sent to members of the community. In short, with little effort, almost everyone can see almost everything.
Within organizations, the need to integrate communication efforts is moving the authority for creating messages from silos (media relations, investor relations, public relations, advertising, sales and promotion, community relations, corporate training)into corporate headquarters. When organizations adopt strategic communication processes, the message-originating departments -- although they were never fully autonomous -- must report to corporate communications units that issue guidelines for all organizational communication programs and efforts.
The term "strategic communication" means more than just getting the right message to the right people...and so on. It also means ensuring that communication programs meet the objectives of the organization. In order to meet those objectives and to obtain sufficient evidence to suggest that a program can or will meet them, SC is typically supported by a detailed research plan. Once the objectives are clarified, research to define audiences, to measure current attitudes, and to test ways to change those attitudes must be undertaken. Once the coordinating unit develops concepts, there will be focus groups and/or surveys to identify the most effective concepts. Final messages are also tested. The early research that shapes the message is called "formative evaluation." After implementation of the communication program, "summative evaluation" takes place. This research answers the questions: Did the program reach its goals? What effects did the campaign have? What remains to be done?
Research support for communication programs has long been a facet of advertising and, more broadly, marketing campaigns. In the commercial marketplace, sales are often the measurement for success and failure. In PR, the metric has generally been "clip files," the number of mentions in the editorial press: the more clips and the more influential the publications, the better. The underlying assumptions of strategic communication begin by rejecting these silos and adopting more robust measurements at all stages of program development, implementation, and post-campaign evaluation.

Second Life

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Mensa Award 2008, The First Hits

The award is not famous world event as like Oscar or Grammy Award. The award is not prestigious award as like Olympiad champion which presents best participants from all over the world. The award is just internally event, which not popular, but has highest value in our world company. Mensa Award, the award for valuable people in Mensa Group who contribute their selves for the growth of company.

Has reached the heart of people for 3 years, Mensa Award 2008 was the most spectacular of others previous series Mensa Award. What makes it different? In spite of the extravaganza of theme, it’s covered with well done communication strategic from the beginning till end. The result? Audience enjoy the fascinating paths which’s created from all dimension effect of communication, with up and down tone spirit encouragement and statement, and finally it succeed delivering audience’s emotion to follow the stream of challenging event.

The First Term

The big ‘WHAT’ confirmed all the way first term advertisement of Mensa Award. What is Mensa Award, what makes it different, what’s the most reason to participate this year event, what is why you must enjoy this event, was the theme of Mensa Award premiere advertisement.

The grounded proposal of these ad is why this big event need to be major focus, so it can reach the first feedback atmosphere from audience as well reminding them, the award will come soon.

Above are the highlights;

Blog Monitoring: A New Role for PR

Previous years, as a PR professional, I simply had to track coverage in a handful of major magazines and trade journals to gauge a technology company’s reputation among its prospects and customers, as well as key industry advisors such as analysts. But today, as the importance of social media continues to rapidly rise, understanding what the public thinks, wants, and needs requires a more complex and sophisticated monitoring strategy. A strategy that involves comprehensive blog monitoring and response.

Blogs are a Media Force

Blogs, also known as Weblogs, represent a new, revolutionary form of journalism. These online communication vehicles provide an information-hungry consumer audience with a steady stream of timely and relevant news and resources about the topics they are most interested in.

As the popularity and number of print publications declines (there were over 31,000 magazines available in 1999, but less than 23,000 published in 2005, based on a study by the American Society of Magazine Editors), the number of blogs seems to be growing at an unstoppable pace.

As of June, 2007, Technorati was tracking more than 85.2 million blogs, and claims that another 175,000 new blogs are added each day.

Blogs Help Shape Public Opinion

When targeted and monitored effectively, these blogs – as well as message boards, wikis, and product review sites – can offer a wealth of accurate and timely intelligence about consumer opinions, behaviors, and preferences.

By tracking these social media channels, PR agencies can gain the valuable insight they need to create more relevant and impactful messages, and develop more successful high-tech public relations, branding, and marketing plans. Additionally, because opinions, comments, and ideas that are both positive and negative can spread like wildfire in the expansive blogosphere, this information can help firms implement high-tech PR strategies that enable them to effectively leverage online media to control their clients’ reputations and images.

Blog Monitoring Objectives

The objective of blog monitoring is two-fold.

The first major goal is to find the Weblogs that cover topics and issues related to a client’s products and services, and determine what the link density of each one is. Those blogs with the highest link density are usually the ones with the widest-reaching Web networks, the greatest “mindshare” among the Internet audience, and the most influence over consumer opinion. Once the most important blogs have been identified, the PR agency can then begin building relationships with the bloggers, to help ensure that their clients’ messages, images, and value propositions are accurately and consistently relayed in any blog entries.

The second purpose of blog monitoring is to track references specific to the client. For example, blog monitoring can enable PR professionals to find and evaluate mentions of the company, product and brand names, or the names of top executives. This will help them continuously assess the company’s reputation, and the market’s perception of their products and services, so they instantly uncover any problems, and take appropriate action when needed.

How to Monitor the Blogosphere

Many PR agencies outsource blog monitoring activities, much in the same way they use third-party service providers to track clippings and print coverage.

For those firms that choose to handle their own blog monitoring, there are plenty of tools available. Any RSS reader can be used to subscribe to up-to-the-minute news and Web content based on common industry key words and phrases (these can be the same key words and phrases used in press monitoring). There are also a variety of quantitative blog monitoring solutions, such as Feedster, PubSub, and Technorati that provide key statistics such as the number of blogs and the frequency of posts or updates. Or, qualitative tools like Blogdex, BlogPulse, Daypop, and Blabble can help PR agencies track the context of blog entries and other online discussions.

Benefit of Social Media

As the prevalence of social media continues to rise, organizations of all types and sizes are recognizing the ways in which social media can help them better understand, respond to, and attract the attention of their target audience.

As a result, businesses are now jumping on the social media bandwagon at a rapid pace, embracing blogs, social networks, wikis, and other vehicles to achieve their marketing and public relations goals.

What types of benefits can corporations achieve with an effective social media strategy?

Get the Message Out Faster – and to More People

Social media enables more rapid sharing of information. It may take hours, or even days, for a new announcement to reach the end consumer through traditional channels. Why?

Because when a press release is issued, a journalist or writer must first wade through all the sales and marketing lingo to find the key points. Then, the content must be re-purposed in article format, and sent to an editor or proofreader before it is published.

Social media vehicles, on the other hand, allow for instantaneous dissemination of not just news, but images, audio, video, and other multimedia content as well. And because releases geared toward social media outlets contain only key highlights, pertinent facts, and hyperlinks to related statistics and quotes, the information they contain can be immediately picked up and posted by bloggers and other online journalists.

Social media also provides more widespread coverage, enabling breaking news to reach a much larger and broader reader base than standard media outlets alone.

While magazine readership and the number of available print publications continue to decline, the number of consumers using the Internet to access and share information continues to rise sharply. For example, one recent study showed that almost one out of every four Internet users – over 41 million people total in 2006 – visits MySpace on a regular basis.

Improve Branding

Social media, and blogs in particular, can be a highly useful tool for enhancing both awareness and image. Blogging can help “spread the word” about a company, its products, and its services to more people, dramatically increasing brand recognition and awareness.

Additionally, social media can enable executives to gather input and feedback directly from their target audience, and use that intelligence for more effective reputation management. Insight into why people like – or hate – a brand is needed to help change and control audience perceptions and preferences.

Boost the Impact of Direct Marketing

Search Engine Optimization (SEO) is a key component of today’s direct marketing and lead generation strategies, and social media has proven its ability to significantly complement SEO initiatives.

Many social media techniques – such as frequent use of common jargon and key phrases, title tags, ticker symbols, and links to blogs and other relevant Web content – can dramatically improve search engine rankings.

Additionally, while SEO relies on just a handful of popular search engines such as Google and Yahoo to drive target prospects to a site, social media expands the potential audience by creating alternate channels.

For example, when content is published to a site, and that content is then linked to from del.icio.us or reddit, it can generate a tremendous boost in Web traffic. Many companies also find it much easier to generate compelling content that is likely to be picked up by bloggers, than it is to keep up with the “rules” required to rank high in today’s popular search engines.

The New Social Media News Release

The social media news release is designed to facilitate rapid and widespread sharing of news, information, images, audio, video, and other content. Unlike traditional press releases that are notoriously packed with hype and marketing-speak, the social media news release is far more functional, focusing on just the most relevant and pertinent facts, and relaying them in a simple, concise, hyperlinked format that appeals to bloggers and other online journalists.

The typical social media news release includes a summary of key highlights, a few expert quotes, links to background information embedded throughout the text, and tags that identify related coverage and other similar topics of interest – all written in a style that reflects the way people speak about the subject at hand.

As a result, it is much easier for bloggers to post the information, and for online journalists to conduct their research, and find the quotes, references, statistics, and other data they need to write thorough and accurate stories. Many social media news releases also include images, video, and other visually-oriented content, tying together various multimedia elements in a way that makes them easily adaptable and re-usable.

Fast and Wide Distribution

Social media news releases provide faster distribution and wider broadcast coverage than old-school public relations channels can.

A recent Pew Research report shows that the public is more Web savvy than ever before, and that Internet use has become a part of the typical consumer’s daily routine. In fact, more than 50 percent of consumers polled indicated that they create and share content online. With the social media news release, companies are empowered to take their message directly to these consumers via the most popular and preferred formats, making it readily available and instantly accessible not just to reporters, but to anyone who is interested.

Social media news releases can also act as direct marketing and search engine optimization vehicles. News headlines can be delivered via RSS ads, so they are dynamically pushed directly to those who subscribe to similar topics. And, the inclusion of popular key words and phrases (particularly those that potential customers are likely to utilize when searching for the company’s products or services), as well as commonly-used jargon and acronyms, title tags, ticker symbols, and links to other Web content such as blogs and related articles, can give a boost to a company’s ranking in Google, Yahoo, and other major search engines.

Social Media is Here to Stay

Most of the major wire services have recognized the importance of social media in today’s PR strategies, and have begun to expand their offerings accordingly.

PRWeb and Pheedo provide RSS ads, track-back functionality, and the ability to tag and send out press releases via del.icio.us. Additionally, PR Newswire and Business Wire have launched new social media features such as RSS Feeds. These services also now allow bloggers to access capabilities and functions within their sites that were previously only available to credentialed journalists.

Pitch Engine & My Media Info

According to my colleagues, today’ top two PR 2.0 tools are PitchEngine, which is a social networking site that connects PR professionals, bloggers and journalists and MyMediaInfo.com, a comprehensive new media database with hundreds of thousands of media contacts/new influencers as well as additional PR tools including editorial calendars and outlet profiles.

Some of them said:
“It is a well known fact that more and more people are heading to the Internet for news, current events and other types of information. PitchEngine is one of the companies in the marketplace today that is contributing to the next stage of the PR 2.0 evolution. Incorporating features and capabilities that enhance traditional PR methods and building relationships with other news sites such as Google News, PitchEngine is revolutionizing the news release.”

“PitchEngine provides PR and media pros with the ability to upload images, videos, and audio directly into a news release in addition to sharing and bookmarking features, providing the end user with an interactive news experience, increasing retention and conversions. We are living in an era where customers want to feel engaged and PitchEngine provides that tenfold.”

“My team recently participated in a demo with media database provider, MyMediaInfo. After the demo, they walked into my office smiling and proceeded to talk about all the great things MyMediaInfo offers. Primarily, they couldn’t believe how easy and quick it was to a build a targeted media list where you didn’t have to go through different pages for each step in the list-building process. And it’s NOT case sensitive like the media database provider that we’ve been using for more than 10 years. That in itself shaves time off searching for media outlets. It’s exciting to learn how these cutting-edge technologies consistently evolve to give us faster ways to access the info we need on a daily basis.”

I think these PR service providers deserve two thumbs up from the reviewers! For my company, Mensa Group, I think it deseves to be tried!

The Definition of PR 2.0

PR 2.0 uses a combination of social media tools that are available to communcations professionals to reach and better communicate with influencers and consumer audiences directly. Social media is a direct-to-consumer approach that allows audiences to drive the communication in their communities. PR professionals are beginning to incorporate PR 2.0 into their strategy and planning as an effective way to communicate directly to Web 2.0 audiences, to raise awareness and increase overall brand exposure.

Brian Solis started promoting the PR 2.0 concept in the 90s and it was specific to how PR, multimedia, and the web would intersect and create new breed of PR/Web marketers. He’s been talking PR 2.0 for almost 10 years. As a matter of fact, PR 2.0 actually started long before the birth of the Social Media Release (SMR). The SMR has been supported and pushed by many influencers, including Tom Foremski’s public outcry for the death of the traditional press releases.

Tom Foremski, a former Financial Times writer, wrote an article in the Silicon Valley Watcher titled, “Die! Press Release! Die! Die! Die!” Foremski’s dramatic call to action demanded changes to the traditional news release. It was this call to action that started a revolutionary transformation.

It was Todd Defren who offered the first template and still remains an authoritative champion; Chris Heuer helped lead an effort to propose a standard for their construction and distribution; Stowe Boyd reminds disingenuous, lazy or opportunistic PR people that they’re not invited to participate in Social Media (and rightfully so); Shel Holtz hosted the original NMRcast, and continues to demonstrate the value of new releases; and Shannon Whitley’swork helps PR “get it;” along with many others who continue to carry the flag forward.

Solis joined Heuer from the onset of the “Working Group” and has since spent most of his free time defending the reasons for the existence of SMRs in blog posts and at conferences, while also carefully practicing what he preaches.

Today, social media tools are accessible to brands large and small to reach audiences who want to control their own communication. In a Web 2.0 world, where thousands of communities are built, the traditional methods of web communication are not suitable. Web 2.0 technology combined with an audience’s desire to build and share content has transformed our industry. As a result, PR professionals are incorporating Web 2.0 resources into their brand’s PR strategy and planning for more targeted and impactful Web communication.

The PR 2.0 Change

I encourage you, the follower PR proffesional of PR 2.0, to read this article

Nice to share ...

The PR 2.0 Change

Posted on Thursday 5 February 2009

I’m basing my blog post on the reaction to my last post on “PR of the Past vs. PR 2.0 Today.“ I wrote that post to pinpoint the amazing technological differences between today and year’s past and how a PR person’s role has altered (for the better). But, the real discussion (the comments on my blog) focused on how PR people need to evolve as a result of social media communications and how there’s still resistance. As a matter of fact one comment stated, “A lot of PR people don’t even know that PR has evolve[d]…or they don’t want that!”

I realize that every professional advances at his or her own pace. And, with respect to technology and social media communication, there are PR people who dip their feet slowly and then there are others who jump in head first (which isn’t the recommended approach). To move forward, it doesn’t matter the pace of engagement but rather the fact that you must engage.
At this point, a transition to new media communication is inevitable because, and I quote the words of Steve Rubel’s Micro Persuasion blog, “All Media is Social” and “All Social is Media”. According to Rubel, you can no longer separate traditional media from social media. He says that we do our planning, executing and measurement we must look at the entire landscape.
If PR people want to grow in their industry, if they want to keep close relationships with influencers and other important stakeholders (media outlets, bloggers, customers, employees, etc.) and if they want to communicate effectively, then it’s time to evolve. The world is changing quickly and we see evidence of this every day, beginning with the media landscape.

Here are just a few examples:
1. There are about 30 top news sites on Twitter
2. Media outlets from BusinessWeek to The New York Times publish articles online with viral sharing tools and the ability to comment to engage readers in dialogue
3. Media outlets have started their own communities with blogs and social networking platforms, even traditional newspapers, on the local level.
4. CNN has iReport, which allows consumers to become video journalists and share the raw video news footage.
5. eMarketer stats discussing the demographics is narrowing gap
6. The Twitterbowl rated advertising spots on TV will millions contributing to the conversation and providing valuable feedback to brands.
7. Social networks are recognized sources for news and information, including breaking news stories.
8. PR service providers have included PR 2.0 capabilities and viral sharing tools in their news distribution services.

by Deirdre Breakenridge

PR 2.0, The New Challenge

Have you heard about PR 2.0 before ? Well, if you have, welcome to the club!

Actually, I'm very interested with this new stuff when first I found it, indeed in my college (currently,I get my communication master in Universitas Indonesia Jakarta) I never find about this before. poor right ?

Different with previous edition PR, let's called PR 1.0, this new PR 2.0 is more complicated. PR 2.0 facing more challenging target in helping the PR professionals make their branding successful. The hot target is social networks media, which completed all through internet. PR 2.0 doesn't too concern about media relations because media as middleman through customer was not too powerful anymore.

As Corporate Communication Head in Mensa Group, a holding respectable health care business company in Indonesia, I change my PR Strategic Planning for this year by start focusing to maintain works scope in PR 2.0 way. Off course, it takes more time to plan what exactly will my team build to make the vision accomplished. But, giant step will never happen without small steps right? So, I make some movements, such as :

1. helping people with sending attractive news archives which already designed and added by our brand
2. entering social networks communities such as facebook, friendster, blogger, etc also often visiting media online
3. creating the blog competition next

Actually, there are so many more examples of how the strategic PR has changed and thus, so should our approach and method of communications. Any recommendations, what are your best examples to my team who is reluctant to change?

big pictures

Some of my colleagues, said, being one that most strategic person in change management of the organization must get used to have big picture in every daily activities every terms. Nice input .. Well, this blog, I will tell all the stories about what I do, think, my strategies, achievements in my road to implement all my capabilities in communication strategic which all are already in one package of my big picture of thougt and mission for corporate function/organization. I do welcome for any input and suggestion