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Got Strategy? Interactive Program Helps PR Pros Navigate the Digital Landscape

June 2, 2014

By Missy MacFarlane, APR & Mary Haban, APR

May15Program_SmallerCreating compelling content that engages your audience to open, click-thru, react, and stay interested. Does your copy do that? On May 15th, a packed house of public relations pros found out in an in-depth session conducted by some of the area’s leading digital experts. The sold-out program, sponsored by BusinessWire and organized by PRSA Tampa Bay’s Agency Leaders Co-Chairs Mary Haban, APR and Missy MacFarlane, APR, drew a standing room only crowd to Roy’s Restaurant in Tampa. Attendees came eager to listen and learn about cutting edge technologies that help attract, entice and keep stakeholders from zoning out.

The dynamic duo of presenters hailed from Voce Communications, part of Porter Novelli’s global PR footprint. Senior Vice President, Josh Hallett and Vice President of Content Strategy and Planning, Dave Coustan led the 90-minute presentation that provided many valuable takeaways. Among them, a seven-step process based on their company’s own business model; custom crafted for PR pros to succeed in the ever-changing world of cyberspace. They included:

  1. Planning – define content strategy through audience analysis and goal identification
  2. Platforms – identify primary and secondary distribution platforms
  3. Production – develop content assets
  4. Publishing – provide logistical assistance in publishing from coding to optimizing and content curation
  5. Promotion – activate paid and earned channels to help content be seen
  6. Participation – monitor audience response to brand content
  7. Performance – analyze and measure content performance in ways that match the company’s goals

Sharing real-life examples from some of their biggest clients like PlayStation and Disney Parks, Hallett and Coustan laid the groundwork for practitioners to apply at their own companies. By using Porter Novelli’s agency-wide monthly digital global trends report, and an editorial calendar through Google Docs, Hallett demonstrated how more than 80 writers across many time zones, and several continents, use PlayStation’s calendar to keep the team organized and produce content that gamers want to read and discuss.

This interactive, digital session helped any communicator charged with creating regular communications on behalf of an organization, including newsletters, blogs, and social media, thrive. As an added bonus, every attendee received a $20 gift card from Roy’s to be used during a future visit.

For more information on the Agency Leaders Committee, visit www.prsatampabay.org

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