Monday, December 10, 2012

Going Pro in Social Media

A recent industry event, “Social Media in Sports and How its Changing the Game,” shared social media tips we can all use to go pro—even if it’s not in sports.

Panelists included specialists from the NFL Players Association, which happens to be PCG’s upstairs neighbor. 

Lessons from the pros:
  •              Establish a social media policy for your “players" 
    The major leagues have official social media policies. Social media guidelines are among the topics covered in rookie symposiums. Have a social media policy for your organization, and make it a topic of discussion.

  •              Keep it organic
         The best social media comes from the source. “Fans” can tell the difference between what is scripted and what comes directly from the players. This also applies to philanthropic efforts, which have a greater impact when the cause has personal importance.  

  •              Negativity is part of the conversation 
    Athletes are often advised to ignore negative comments on social media, as criticism frequently comes from users with little social media influence. “It doesn’t matter if they tweet it to their two followers,” by responding to it, you’re bringing the issue to light for all of your followers.

  •             If you don’t control your message, someone else will
    During the recent NFL lockout, social media was a game-changer. At first, the public largely viewed the lockout as a player-driven strike. Posting pictures and videos of players literally locked out of their facilities, the NFL Players Association was able to use the storytelling capabilities of social media to correct this misconception. Use the storytelling capabilities of social media to tell your story.

Monday, October 22, 2012

PCG’s Work with Bread for the City

One of the great things about PCG is the opportunity to work with Bread for the City, a D.C.-based non-profit organization that provides food, clothing, legal and social services, medical care and a host of other services to those in need in the District. Last year, PCG began a partnership with this organization, developing a Metrobus advertisement to support BFC’s workplace giving campaigns.

This year, we’ve expanded our support of BFC, running a full-blown marketing campaign to increase workplace giving to BFC through the Combined Federal Campaign (#61733) and United Way Workplace Campaign (#8219). You may have already seen a few of our advertisements; they’ve been included in special sections of DC’s metro publication Express. We’ve also placed two Metrobus transit shelter ads at 23rd & I NW and 23rd & Virginia Ave NW. And look for the new outdoor building banners now hanging at BFC’s two service centers!

Our outreach has also included a substantial social media component. All our collateral materials have featured QR codes, so passersby can easily scan it and make donations on the spot. BFC updated their Facebook page with attention-catching images to support the campaign. They regularly publish posts and tweets about workplace giving, and they’re running a Facebook ad campaign to educate people about the process.

The campaign has only been running for a short time now, and we’ve already received an overwhelming positive response. One person who saw the transit shelter ad even requested a copy to hang in her office!

So keep a sharp eye out for BFC’s campaign through December! We certainly will be.

Monday, September 24, 2012

Maybe the Media Need a PR Campaign?

Americans seem to be closely divided on most major issues, from gun control to immigration. Even Presidential campaigns are won and lost by only a few percentage points. But here’s a subject that seems to be uniting us. By a full 20 percentage points, we don’t trust the mass media.
Gallup has been monitoring the public’s confidence in the media for decades. And it’s never been so low. In 2011 the spread was 11 percentage points – 44% saying they have a great deal or a fair amount of trust in the media, 55% saying they have not very much or none at all. Now, a year later, that credibility gap has essentially doubled: 40% with some degree of trust, and 60% with little or none.
The drop-off in media credibility has been even more dramatic over the years. In the ‘70s, confidence in the media ran as high as 72%.
Why the distrust? At least in large part, it seems, politics. The differences in media attitudes among different political philosophies are stark: among Democrats, 58% express trust in the media; independents, 31%; and Republicans, only 26%. As the chart above shows, media credibility always takes a hit during the presidential election cycle – but never as great as this year’s.
Maybe it’s not the media’s fault. Considering our dysfunctional government today, maybe there’s a “shoot-the-messenger” aspect to all this: we don’t like the news being delivered, so we don’t like the deliverer. In any event, it’s another threat to the traditional news media that are having to scramble to prove themselves relevant – and economically viable – in the digital age.
Let’s hope they can rebuild public trust after the election. Maybe do some p.r.?