{"id":93494,"date":"2016-10-31T09:28:57","date_gmt":"2016-10-31T09:28:57","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=93494"},"modified":"2016-12-22T17:23:37","modified_gmt":"2016-12-22T17:23:37","slug":"reach-is-vanity-engagement-is-sanity-pr-is-hard-graft","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/reach-is-vanity-engagement-is-sanity-pr-is-hard-graft\/","title":{"rendered":"Reach is vanity, engagement is sanity, PR is hard graft"},"content":{"rendered":"<p><span style=\"font-size: 18px;\"><strong>There is an old clich\u00e9 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\u2019s exactly the same in PR. We just need to replace \u201cturnover\u201d with \u201creach\u201d and \u201cprofit\u201d with \u201cengagement\u201d.<\/strong><\/span><\/p>\n<p>As content producers, it\u2019s never been easier to earn \u201ceyeballs\u201d on a project \u2013 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 \u201cunauthentic\u201d by a content-saturated audience \u2013 is either going to bounce (meaning readers are going to bounce in and bounce straight back off) or be trolled (attacked).<\/p>\n<p>There can be little doubt \u2013 PR is hard graft and despite the promises of social media, it\u2019s getting tougher.<\/p>\n<p>Adam Mack, EMEA chief strategy officer at Weber Shandwick hit the nail on the head perfectly in an article in <u><a href=\"http:\/\/www.prweek.com\/article\/1413019\/era-effortful-influence\" target=\"_blank\">PR Week<\/a><\/u>\u00a0by stating: \u201cReach is a hygiene factor, engagement is the Grail.\u201d<\/p>\n<p>In his article, Adam highlights the fact that becoming a \u201ccredible\u201d 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 \u201ctalentless celebrity\u201d to someone who has \u201cworked very, very hard for her influence.\u201d<\/p>\n<p>Adam also praises sportswear company Adidas for their innovative Tango Squads initiative.<\/p>\n<p><u><a href=\"http:\/\/futuresport.co\/the-tango-squad-adidas-new-way-of-influencer-marketing\/\" target=\"_blank\">Tango Squads<\/a><\/u>\u00a0are 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.<\/p>\n<p>If you think it\u2019s difficult enough to manage your campaign activities across a handful of high-profile influencers, think about the challenges of working with 5,000+ teenagers.<\/p>\n<p>How hard are you working on your influencer marketing strategy? Chances are, not hard enough.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>There is an old clich\u00e9 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\u2019s exactly the same in PR. We just need to replace \u201cturnover\u201d with \u201creach\u201d and \u201cprofit\u201d with \u201cengagement\u201d.<\/p>\n","protected":false},"author":423,"featured_media":93495,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[7238],"tags":[],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/93494"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/423"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=93494"}],"version-history":[{"count":2,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/93494\/revisions"}],"predecessor-version":[{"id":139011,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/93494\/revisions\/139011"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media\/93495"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=93494"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=93494"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=93494"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}