Category Archives: Social Media

Recommended PR Reading

I’m often asked which are the best books on PR.  There are HUNDREDS to choose from, but here are some of the best from the cheapest to the wallet crushing.  Some are academic texts, some are ‘guides to’, one is a novel and the others are not strictly PR but are relevant nonetheless.

Why You Can’t Ignore Social Media In Business by Victoria Tomlinson.  FREE

Thank you for Not Smoking by Christopher Buckley. £5.60

The Tipping Point by Malcolm Gladwell.  £6.03

How to Do Everything with Podcasting by Shel Holtz and Neville Hobson.  £7.50

PR Power: Inside Secrets From The World Of Spin by Amanda Barry. £7.69

Brilliant PR by Cathy Bussey.  £8.35

Brand Anarchy by Steve Earl and Stephen Waddington.  £9.09

Share This: The Social Media Handbook for PR Professionals by the CIPR Social Media Panel. £14.44

PR Today by Trevor Morris and Simon Goldsworthy.  £16.32

Exploring Public Relations by Ralph Tench and Liz Yeomans.  £37.71

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Who should you be following?

Followtwitter

If you work in PR and you’re on Twitter, there’s a good chance that the people you follow are a mixture of colleagues, acquaintances and recommendations. How do you go about finding the really influential players in the industry, and which are the accounts with the most interesting tweets?  Here’s our short guide to who’s who.

PR People: This Peer Index list compiled by Andrew Bruce Smith is a good place to start.  Based on the PR Week Social Media Power Players list, originally published in February 2011, it is a comprehensive guide to those PR folk with a strong social media presence. Another list from Andrew is those listed in the PR Week Power Book.

Agencies:  Jon Priestly has listed the top UK PR agencies

Journalists: Stephen Davies has a great list of over 300 journalists which is worth checking out.

Jobs: For jobs in PR there are a number of Twitter accounts worth following including @UnicornJobs@PRJobsLondon, @vox-popPRcareers and @UKYoungPR.

Industry news: To catch up on the latest PR news @therealprmoment, @communicatemag, @Gorkana, @PRWeekUKNews, @Holmesreport, @esPResso_prnews and the PR Daily. 

Industry bodies: @CIPR, @PRCA_UK and for industry news on cultural diversity @Ignite_UKPR.

And of course, you should all follow me

 

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Using Social Networks for Job Hunting in PR

Socialmedia2
The world of recruitment is changing.  More employers and recruitment agencies are turning to social media to find PR talent.  If you are looking for a job in PR how should you be using social media tools to find your next role?

 

Facebook

I wouldn’t recommend having an open profile on Facebook.  Most people use Facebook for keeping in touch with friends, family and the occasional colleague and are more inclined to write things on their status updates that potential employers would not be impressed with.  If you are going to make your profile completely open stay away from status updates that say “I hate my boss”, “God, work is boooooring” or “completely hungover, cannot be arsed to go to work so am pulling a sickie”.

If your profile is secure employers can’t search for you, but that’s okay.  There are other ways to use Facebook to network.  There are a couple of groups you should join; PR Job Watch and The PR and Communications Network.  If you are not currently employed put a note up on the wall saying what your areas of experience are and what you’re looking for.  You can also have a look at the posts from employers who are looking to hire their next PR.

Twitter

First of all, sign up!  I am constantly amazed by how many PRs are still not on Twitter.  It’s an amazing source of breaking news and a brilliant way for you to network with your peers without having to step out of your front door.  Follow the right people. If you haven’t a clue who they are then this list of social media power players should help.  You should also follow some PR recruitment agencies who will regularly tweet their jobs (Unicorn Jobs is @UnicornJobs) Then get yourself known.  Tweet regularly and retweet other people’s comments when you think they may be useful.  Once you are part of the PR tweeting community you are much more likely to be approached by a recruiter about a new role.  You could also follow the hashtags #PR and #PRjobs which will throw up a surprising amount of jobs that you won’t see advertised elsewhere.

LinkedIn

This seems to be the tool that most people are confused about.  LinkedIn is probably the most formal of all the networking sites and as such can be really useful when looking for new jobs.  Set up a profile making sure that you give details of all your past employment – it acts like an online CV and gives potential employers a chance to check out your skills and experience.  Unlike Facebook you should make your profile public, making it easier for recruiters and head hunters to find you.  Then connect like crazy.  Add everyone you have ever worked with, friends, family and acquaintances.  The more connections you have the more likely it is that a recruiter will be able to find you.  LinkedIn’s job search engine is worth a go too.  When you view the results concentrate on the ones that you are no more than two degrees away from – which means you know someone who knows the person who is hiring and will therefore have a better chance of being able to get in touch directly with the hiring manager.  You can also search for a specific company and see what jobs they currently have posted.  You will also be able to see their recent hires so if you are feeling brave you could get in touch with them and ask how they got their jobs there – if nothing else it might lead to a new connection.

 

 

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To Tweet Or Not To Tweet?

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Last Thursday I went to a really fantastic conference, Bright One’s Impress London.  And I’m not just saying that because I was a speaker.  Aimed at students and graduates looking to get into a career in PR.  There was a fabulous line up of speakers.

The strongest message of the day, repeated by every single speaker was “when we recruit grads, we expect them to be savvy in social media.”

And so, I was quite surprised that so few of the attendees tweeted during the event.  During his introduction, Ben Matthews told the audience that the hashtag for the day was #impress.

A few people got the hang of it, and very quickly I could form a view of who they were by viewing their Twitter profiles.  By the afternoon session on social media with Stephen Davies, Chris Reed and Rob Dyson I had give up tweeting on my BlackBerry and was brazenly tweeting on my netbook – in the front row.

On Friday, I mentioned on Twitter that I felt quite rude tapping away when others were speaking – which sparked a bit of debate.

When asked if they were bothered by people tweeting when they spoke the response from the speakers was unanimous – no one minded.

Nicola Jones:  “if anything I advocate it, it’s cool to hear what people agree with /don't agree with about what you are saying”.

Stefan Stern: “You can't beat feedback in real time.”

Jaz Cummins: “Agreed, instant feedback is fab. I think tweeters will like it more than non-tweeters though.”

Rob Hinchcliffe:  “not at all, enhances things I think.”

RobmDyson:  Good to tweet for others not present. I'm an advocate as I know how useful & transparent it can be to follow remotely. & spreads awareness / PR of speakers ;)  I'm v used to tweeting at confs. & it means I can 'virtually attend' confs outside England like #begoodbesocial 😉

 

And Stephen Davies raised an interesting point, he encourages tweeting at conferences but added that he  “Can understand why [people may be uncomfortable tweeting]. In non geek circles people are told to switch of their phones before a conference starts.”

But despite the acceptance of the practice among the speakers, some of the attendees had obviously felt uncomfortable about it. 

Carly Ann Smith, a student at Lincoln, said she felt slightly rude if she went on her phone and Rhian Burrell-Joseph commented she thought it was rude to tweet when someone’s talking to you and it would be helpful if the etiquette of what to do in that situation was more established.  And that seems to be at the crux of the issue, some students are not encouraged to tweet at University, so aren’t comfortable doing it outside of lectures. Amy Brunsdon, a student at the University of Gloucestershire, commented that it was nice to be able to tweet throughout as it’s frowned upon in her lectures and J’ara Ami  agreed “I think it was so cool that we were encouraged to tweet at #impress!  It’s all well learning social media but it’s another to engage.

 

Given that graduates are so strongly encouraged by industry professionals to be active on social networks in order to be employable, surely banning Twitter in lectures is short-sighted? David Phillips agrees.  He encourages students to tweet both in lectures and beyond.

Richard Bailey takes a different approach.  Email and Facebook are banned in lectures and so it’s easiest to ban social media tools across the board, including Twitter.

Phillip Young, lecturer at Sunderland University says tweeting has its place and it is important for academics to encourage social media engagement,   “Sunderland was one of the first universities in the UK to incorporate teaching social media into its PR programme and I know from many practitioners and graduates that this knowledge did and still does help them get jobs and, more importantly, make a real contribution from the day they start work.

 I think it is very difficult indeed to separate social media theory from practice! Also, there is quite a difference from being an enthusiastic personal user of Facebook and running a PR campaign with a social media dimension. Understading how you and your friends use social media to find out about the world can give very useful insights but building a strategic campaign that eets specific objective is  rather different, and making the linkages is should be part of any PR degree. (If the students could do it thelmselves why bother going to university!)

 It is my belief that today all PR is online PR. It is no longer a specialism but an integral part of any lecture, and lecturers and  academics who don't appreciate this need to think carefully about their own understanding of the discipline.”

I went on to ask him how he felt about attendees tweeting during conferences, or students during lectures.

“I am reasonably comfortable about tweeting during academic or practitioner conference presentations, which I often do for the benefit of those who cannot attend. Also, as a presenter I find it useful to see feedback and questions.

That said, it is not an easy skill – listening, understanding, then typing something worthwhile at speed in 140 characters is tricky and a lot of presentation tweets (including my own!) aren't of great value.

I can see advantages for students in crowdsourcing comment on lectures – "we are being told xxxxx – what do others think?" but I am not sure how useful general back channel chat is.

One of my students did make an (almost!) plausible claim that being on Facebook during lectures helped her concentrate. Her argument was that  if she was just listening her mind might wander but if she was worried about being caught Facebooking she would then have to listen more carefully to what was being said to avoid being caught out.

I am (sort of) coming to believe that younger people genuinely are better than my generation at multi-tasking, but I am not sure they are that good!”

Jane Crofts, lecturer at Lincoln, takes a slightly different view.  “I find it irritating/distracting if students use their phones during my sessions and I always ask for them to be turned off in sessions. I think it is quite rude to use a phone and engage 'outside the room' during lectures and seminars. To me it is akin to holding private conversations in class and just plain rude.

It's a bit like if I was in a business meeting I would regard it as rude if other people started using their phones for a purpose other than if we had agreed in advance, say to check a point – such as the concept of 'phone a friend'. Now whether this will change as a younger generation take over the board room/lecture theatre I don't know.

Having said that if it is a debate/large lecture session I don't see why there cannot be an agreement at the start to tweet, but it should be done with prior agreement…bit of a Chatham House rules approach.

Now, as to using social media as a teaching/assessment tool that is different and I set blogs and tweets as assignmenets and have done a session just this week on the use of the hash tag, setting it in the context of #demo2010 which failed to trend. I am of the view that social media are just another channel for PR to use and should be used appropriately and selectively, one size does not fit all.”

 

As someone who spends a lot of time teaching graduates how they can make themselves more employable, I am always keen that academics in the field keep their fingers on the pulse of what the industry requires of graduate recruits.  I believe it is in the academic’s interest for their students to go on into glittering careers in communications.  What better advert for their course than successful graduates?  As social media becomes a necessity for every graduate recruit, it is a foolish university that ignores those tools completely.

But the question of etiquette is a good one – I would never tweet , text or email during a meeting, but I would tweet at a conference where it was invited and I think that’s the key – established boundaries and encouragement where appropriate.

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Filed under Careers, PR, Social Media, Students

Are your followers for sale?

For_sale_sign

I have an on-off love affair with Twitter.  Sometimes, I use it loads.  Sometimes, I forget it’s there and then there is a delight in re-discovering it.  I use it mostly for business, although I do follow a few friends (and a couple of celebs, but I’m embarrassed about doing that so let’s not dwell on it).  I don’t live in London and am only in the Shoreditch office two days a week so there are few opportunities to network face-to-face.  Twitter is a nice way of finding out what’s going on in the industry, and building relationships with practitioners.  These relationships are useful to me in three ways; firstly, I edit espresso, a weekly e-bulletin which we fill with PR and media news and feature career tips and industry insights.  Quite often I find interviewees or industry spokespeople through Twitter and I also use it for leads on industry stories.   Secondly, I used to be a recruiter.  I no longer recruit directly but I do have connections with Unicorn Jobs and Taylor Bennett and run their diversity internship programme. Relationships with PR practitioners helps me raise awareness of the programme, and have led directly to donations of time, money and training to the interns.  Thirdly, it’s good to just know who is out there, who are the influencers and who is the young blood to watch.  And sometimes, I get to give a little something back – like last week when a student asked me to give some advice on how to get into the PR industry.

Yesterday, I received an email from a Twitter account.  It was anonymous – in that I know which Twitter account it is but there is no way to know who runs it.  I am not going to disclose which account contacted me, as I’m rather interested to see if anyone takes them up on their offer and so will be keeping an eye on them.

Anyway…. this is the email:

Hello,

 I am writing to see if you are interested in taking over the Twitter account ******, including its large follower base of job seekers. The account can be renamed and rebranded, giving your brand and jobs a huge audience, saving time and advertising costs.

 The account can be found at ***** and is followed by a community of PR professionals who are actively searching for their next role through social media. These job seekers have the online skills PR employers are looking for and are engaging with this Twitter account to find their next job. The account is currently tweeting a feed of job postings from various sources, and followers are clicking through to the job postings to find out more. For this demographic, young UK-based PR job seekers, this is the largest Twitter community I am aware of.

 Taking over the account would put your jobs in front of the right people without having to spend money on advertising. It could also significantly help to establish your brand on Twitter. Twitter allows changing the names of accounts, and the followers will be transferred over to the new name.

 Please get in touch if you would be interested in discussing this more.

 

This is my reply:

No thanks.  I run a Facebook group, PR Job Watch, with over 3,000 members.  We don't need to buy Twitter accounts, we can develop our own.  Twitter is all about building relationships.

I'm not sure it's really in the spirit of social media to be "selling" your followers.

Regards
Sarah

 

And their reply:

Very true. Some do a great job, like Unicorn Jobs, but others look for shortcuts.

It is unfortunate, while there are those looking for shortcuts, there will be a market for things like followers. And when there's a market, there are those desperate enough to feed that market. Still, it isn't like it is being sold for spam. I am targeting relevant people who will take care of my followers. Atleast, that's what I keep telling myself.

Thanks for getting back to me and keep up the great work.

ps. I love your esPResso newsletter

 

I mentioned it on Twitter last night and a couple of people expressed outrage at the thought of followers being sold.  I actually *am* a follower of the account in question, and I am not that happy about being sold myself.   But maybe I am behind the times?  Maybe it is acceptable to build up relationships and then sell them on?  Perhaps the likes of The Apprentice and Dragon’s Den are encouraging such entrepreneurial spirit?

It still doesn’t sit quite right with me.  I will be watching with interest to see if a PR recruiter takes them up on it though.

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Last Night’s Social Media Debate

Despite the erratic weather conditions, it was great to see a few familiar faces at last night’s “Social Media: The Death of Print?” debate.   Drew Benvie, Mick Fealty and Simon Nixon made up the panel and spoke with enthusiasm around the issues of social media and PR.   I finally managed to meet a few people in the flesh that I have been following online for some time, and some new faces like Ben Matthews, who only started blogging a couple of months ago.  With agencies knocking on my door all the time to find social media experts (of which there are few) it’s reassuring to know that PRs are embracing blogging and social media.  Those that really cotton on can carve a real niche for themselves in the market.  Ged Carroll has done a great job of creating a run down of the event which you can read on his blog

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Social Media; The Death of Print?

Thecomputerdemandsablog

Well here I am again advertising something…. it will stop soon… However this may be of interest as it touches on social media and PR, both of which are meant to be featured regularly on this blog.

Unicorn Jobs in conjunction with our sister company, Taylor Bennett, is hosting a round table called, erm, "Social Media; The Death of Print?"  It’s on March 10th at the Charlotte Street Hotel.  If you’re a Facebook user you can see details here: http://www.facebook.com/event.php?eid=8541632674

If you’re not a Facebook user how do you ever get invites to anything?  Email me and I’ll send you something in plain text.

It should be a hotly debated topic.  If you know bugger all about social media then all the better, we will introduce you to the world of blogs, podcasts and virtual worlds.  (I saw Second Life on a CSI episode the other night…. that may be a whole other post).

Anyway, if you want to come send an email to socialmedia@unicornjobs.com and say you’d like to be there. 

What’s more, you get to meet me and have a beer.  What more could you want?

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