Public Relations & Social Marketing Insight

As marketers, we’re always searching for a formula for how to be successful — but there’s no formula for this:

While watching Wistia’s recent dance video promoting a feedback survey, I realized that it wasn’t the production, the camera, or the lighting that made the video so compelling, or explained why I watched and shared it with friends. It was the personality of the company’s people shining through.

Wistia offers an incredibly comprehensive guide on how to make incredible marketing videos for your company, but there’s one vital ingredient to successful marketing that can’t be taught in an instructional video.Today, it’s company culture that creates marketing messages that spread. It’s that secret sauce that’s impossible to replicate....

In my book, Social Media and Public Relations: Eight New Practices for the PR Professional, PR Practice #2 is the Internal Collaboration Generator.

This practice focuses on the communications professional who appreciates how social media collaboration starts on the inside of the organization. Because social media moves across the organization, it’s imperative for you work more closely with your own department, as well as with other departments including Advertising, Marketing, Web, IT, HR, Legal, Sales, etc. The Internal Collaboration Generator knows it’s time to break down the silos for greater internal sharing and effective communication, which begins on the inside of the company and then goes outward to the public....