C&M’s Five Basic Social Theories of Online PR //
An EArly DigrEssion:ThE ‘PArTy hArD’PrinCiPlE of onlinE Pr
Nine times out o ten we strike ona set o common, undamentally‘social’ ideas that we know will make100% o dierence – andyet, or one reason or another,they tend to grate with traditionalmarketing theory. As such, this paper is our attempt toconvince you that great Online PR iseasy. All it takes is some basic rewiring.
The idea is simple:
in order to engagewith your audiences online, you needto shape your words, messages andtactics around their agendas,not yours. In other words, yourOnline PR eorts need to be a wholelot more social than they have beenup until now.
Aida Eldermariamwrote a great pieceor the Guardianin December 2008on this very topic.Entitled‘The MostPopular Story in theWorld,’it looked at how news media are adapting their tactics to engagebetter with a ragmented online readership.She shares the same problem as our clients: how to ensure a messagehits home in the manic environment o the web…?Eldermariam draws a super analogy with the social mechanics o anetworking party. Imagine it’s in ull-swing and you have an importantmessage to pass on to your ellow guests. You have limited time andresources, and no stooges to spread the word on your behal…
how Do you Do iT? Do you…
Stand on a chair in the middle of the room and shout yourmessage repeatedly?‘Speed date’ by shaking the hand of everyone at twominute intervals, cranking out the message whirlwind-style as you go?
Mix, mingle and meet folks, and – when you find thenice guys – pass on your message in the context of aconversation (and in the process encourage them to gospread the word on your behalf)?