Even though I’m heavily vested in IABC (being chapter president will do that to you) I’m also a huge supporter of the Canadian Public Relations Society. I’ve been to the national conference twice and both times found it to be a high quality conference and all around great time.
This year, the CPRS National Conference is coming to Ottawa and I am thrilled to be a part of it! I will be speaking about one of my favourite topics: using social media to mine business insight. What does that mean exactly? Well, businesses have jumped all over social media to use it as a marketing platform. Many just start by putting out messages in a 140 character manner and/or launching accounts on several different platforms. Smart businesses understand and partake in engagement with audiences through social media…
But the smartest businesses are monitoring those conversation and using it to feed insight back into the business. For PR professionals it means the years we’ve spent trying to bridge the gap between media coverage and message outcomes (how your audience interprets and understands your key messages through the media) can now be bridged a little closer together as we pick up real-time feedback through comments in social media.
This type of qualitative feedback can also arm a PR professional with the opportunity to be involved in business strategy discussion. Moving PR from a “go out and make us look good” type function in an organization to being a more integral part of business operations and a more strategic function–something that anyone who works in PR knows that it really should be.
I’m pretty excited about this talk, particularly because CPRS gave me the opportunity to meet with potential conference attendees and discuss it with them at a recent ‘Dine & Discuss’ event. I am incorporating feedback from that session into the talk as well.
Here’s a video from that event that captures a few snippets from what I’ll be presenting: