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Reach is vanity, engagement is sanity, PR is hard graft
There is an old cliché in business which states turnover is vanity, engagement is sanity. In this digitally disrupted age (where anyone can be a publisher and influencers are more likely to look like Zoella than Murdoch), it’s exactly the same in PR. We just need to replace “turnover” with “reach” and “profit” with “engagement”.
As content producers, it’s never been easier to earn “eyeballs” on a project – you simply throw a little cash at social media and the traffic floods in. But in this hyper-engaged, social environment, the value of any content deemed “unauthentic” by a content-saturated audience – is either going to bounce (meaning readers are going to bounce in and bounce straight back off) or be trolled (attacked).
There can be little doubt – PR is hard graft and despite the promises of social media, it’s getting tougher.
Adam Mack, EMEA chief strategy officer at Weber Shandwick hit the nail on the head perfectly in an article in PR Week by stating: “Reach is a hygiene factor, engagement is the Grail.”
In his article, Adam highlights the fact that becoming a “credible” influencer is incredibly hard work. He references a presentation made by the former glamour model Katie Price (aka Jordon) at the recent Festival of Marketing event and how she changed his perception of her from “talentless celebrity” to someone who has “worked very, very hard for her influence.”
Adam also praises sportswear company Adidas for their innovative Tango Squads initiative.
Tango Squads are groups of socially savvy 16-19-year-old football content creators living in 15 cities worldwide. While the squads are between 100 and 250 people, Adidas hopes to reach a maximum of 500 members per squad by 2017.
If you think it’s difficult enough to manage your campaign activities across a handful of high-profile influencers, think about the challenges of working with 5,000+ teenagers.
How hard are you working on your influencer marketing strategy? Chances are, not hard enough.
Will the “little man” suffer following Tesco’s PR win over Unilever?
British Supermarket Tesco earned more than a few PR points in their battle with Unilever and their proposed post-Brexit price increases. By standing their ground, Tesco took on the “greedy” multi-national organisation and won the day for us little guys who like to spread Marmite on our toast in the morning.
Tesco cleverly didn’t take any sides in the EU Referendum. They couldn’t afford to alienate their diverse customer-base. After so many PR gaffs in recent years, including their (albeit unforeseen) relaxed attitude to selling horse meat (how very European), so-called Marmitegate has been quite a comeback for the retail brand. They will undoubtedly be hoping to capitalise on this reputation boosting PR win.
But while Tesco smugly bathe in the glory of ultimately becoming Brexit heroes, it’s the little guy that stands to lose out.
Smaller producers affected by the current decline in the value of the pound, must already be bracing themselves for accusations of greed and profiteering should they attempt to raise their prices to cover any increases in the cost of business.
Note: While some producers, particularly those who export, might benefit from a decline in the pound there are many other businesses who are paying a higher price for imported goods and everyone suffers when fuel and energy costs increase.
Many UK producers (particularly in the dairy industry) have previously received public support because of “unfair” buying practices adopted by many supermarkets. However, with current rhetoric in much of the UK press, accusing any negativity towards the impact Brexit is having on the economy as “remoaning” you have to wonder where sympathies will lie.
Will the press continue to back Tesco while the thumb-screws are turned on smaller suppliers because the supermarket’s stance towards price rises suits their editorial policies?
