QR, AR, 4sq and @wadds

No, the headline is not an April Fool…

Today we welcome the return of Stephen Waddington (@wadds) to the Media Centre for a masterclass in how social media integrates into a range of PR and communications strategies. It is going to be good!

We are also going to think about how various applications that are loosely based around geolocation are opening up new areas for communications, marketing and journalism.

One of the key elements of public relations is to add layers of meaning. It is about creating and, importantly, making available content that explains an organisation, and its products and services. The more ways in which a stakeholder can connect positively to an organisation the stronger and more rewarding the relationship will be. Often this means telling the story in richer and more imaginative ways, adding detail, nuance … and surprise.

Let’s start by thinking for a moment about Augmented Reality, which can be seen as adding extra data around a subject. Here is a the simplest intro I could find

UPDATE: This is better…

Then let’s glimpse a version of the near future.

This may or may not be what is around the corner, but it does bring to life the notion of an “Internet of Things” that further blurs the boundaries between objects, tools and platforms. Think about the interactive map of Manhattan that recognises the woman’s language and provides tailored content. Is creating the content for a the guide that much different from writing a news release? Well. yes… But no!

Then take a look a walk around New York’s Central Park, and start thinking about QR codes.

Now, do some more research into either QR codes, FourSquare (discussed in some detail by Brian Solis), Facebook Places or Google maps, and (MAC114) be ready to make a small presentation about how one of these could be applied to either your blog, your type of journalism or for a client for whom you may go on to work.

One of my favourite maps and data mash-ups is still the Cincinnati Cincinnavigator. Click on dog licences, find the Doberman and then overlay burglaries!

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CIPR Social Media Measurement Guide

“Social media is having a profound impact on PR practice and how we influence, communicate and engage with our publics, internally and externally. The challenge for PR practitioners is being able to identify, track and analyse the thousands of conversations, tweets, posts, comments and other content about organisations, the issues that impact them, and their markets, competitors, products or services.

“But it is not just about tracking, or trying to understand how influential a particular commentator or participant is.

“It is about identifying what conversations the organisation should participate in (or initiate) and understanding how all of these interactions and mentions (the ‘outputs’) impact the organisation. In other words, what impact (outcomes) do these outputs have on the organisation’s goals?”

Source: CIPR website
Download the Toolkit

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Neil Chapman: “All I do for a living is tell stories”

Guest lecturer Neil Chapman, now of Alpha Voice, gave some fascinating insights into his 17 years working in communications for BP, leading up to the Deepwater Horizon, Gulf Of Mexico disaster that dominate world news for much of last summer.

Neil began his career as an ‘ambulance chasing’ reporter with Middlesbrough’s Evening Gazette, and went to BP via ICI’s employee newspaper. One thread ran through each role: “It is all about storytelling, taking something very difficult and make it understandable.

The Gulf of Mexico ‘incident’ was a major test. On April 20 last year, 11 workers were killed in an explosion on the Deepwater Horizon rig and oil gushed from the ocean floor for every day until July 15. Thousands of people, especially those who depended on tourism and fishing, faced ruin.

Neil described his role as interpreting highly complex issues in an away that was a accessible to those most directly affected by the crisis. These stories would be being part of the process which shaped the world’s view of BP, and how it was responding to a situation that could appear to be out of control.

“I¬†trusted what we did would be good. I was a reporter with a conscience.”

Do you agree with Neil’s analysis of his role?

Thanks to the talented #mapr crew – Carly, Dear, Sofia and Nadia – for the video

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It’s a New Game, by Neville Hobson

If you have been paying attention – and thinking, too! – you should be able to follow this presentation by the ever-interesting Neville Hobson (@jangles). The video at the end is great.

So great, it is here again for the lazy and unadventurous….

And finally….

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Unwritten rules…

Guest lecturer Neil Chapman ended his session with a few ‘Unwritten Rules’ gleaned from 17 years as a communicator for BP.

  • Key qualities: Energy + Attitude + ¬†Interest (Neil applies the “Tut Test” – if you ask someone to do something extra and they tut, don’t employ them)
  • When you are going through hell, keep going
  • PR is about People, Trust and Fun
  • Compliment and complement: if someone is doing well say so, and work with them
  • Simply isn’t easy – so plan
  • We all have a boss
  • We all work in sales
  • “I don’t know” isn’t said often enough (it’s what you do about it)
  • You remember 100pc of what you feel (even if that feeling is being threatened)
  • Don’t worry about the credit – you will get recognised eventually

What would you add?

Read Amy Lockhart’s thoughts on Neil’s rules.

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Social Media Relations the MyNewsdesk way?

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