NEW PERSPECTIVES

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Preparing Your ACE Submission: Sometimes the Most Common Mistakes Are the Easiest to Avoid
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By Nicole Laoutaris

Winning an ACE Award will earn you industry recognition, strengthen your strategic communications skills and allow you to celebrate your work with your peers in Toronto’s public relations community. But, before you can earn such a distinction, you need to enter a submission.

Whether it is your first year applying or you are a seasoned pro, preparing your CPRS ACE Awards submission can be a daunting task.

What are the judges looking for?

CPRS Board member and ACE Awards judge, Lawrence Stevenson, APR, weighs in on how you can get your submission to rise above the rest. Lawrence, who has been judging the Awards for the past five years, shares some of his top tips to help you on your way to ACE.

1. Read the requirements.

Too often, submissions do not even meet the eligibility criteria for the executive summary. The judges are very stringent about details like the page length and font size.

The guidelines require the entrant to prepare, in only two-pages and minimum 10 pt font, an executive summary that includes a brief description of the strategy, quantifiable objectives, audiences, plans and tactics, budget and restraints, and the results. For full ACE Awards 2012 Entry Guidelines, click here.

2. RACE can take you from ‘good’ to ‘great’

Many submissions fail because they do a few things poorly. First and foremost, follow the RACE formula: Research, Analysis, Communications and Evaluation. Be clear about the components and set measurable objectives. ‘Raising awareness by xyz’ is not a measurable objective. Objectives should be SMART.

Poorly articulated research can negatively affect your submission. You may have done primary or secondary research, but how did it impact your decisions? You may have done a media scan, but what does that mean? Did you look at similar campaigns, or last year’s campaign? Tell the judges.

Then, did you evaluate based on your SMART objectives? The very best submissions restate objectives and discuss what was actually achieved from them. Conversely, if you didn’t achieve them, explain why because it could be due to some compelling mitigating circumstances. Mistakes do not negate the work of the campaign; being able to identify your mistakes can still result in high scores.

3. Do not gloss over (or completely leave out) your budget

Budgets are sometimes confidential, but there are ways of presenting it in such a way that is representative of your work, without breaking confidentiality. Without giving a specific dollar amount, illustrate where you spent your money.

For example, you could simply document that you spent 90 per cent of your budget on a guest speaker. This does not disclose your actual dollars, but it is a large portion of your budget and needs to be presented. If you’re a not-for-profit with a smaller budget, a guest speaker could be the strongest element to your campaign and well-worth 90 per cent of it. Clearly explaining this will earn you a higher score.

4. Know your campaign

Entrants are more than welcome to submit their campaign to more than one category, but be selective. If you have a special event campaign that also excels in media relations and you decide to submit it to both categories, then make sure you illustrate the difference for each. Do not just copy and paste your entry for both categories.

5. Edit your work!

First impressions are everything. That goes for your ACE Award submissions too, and it is very difficult to undo a bad first impression. Your initial executive summary is your opportunity to introduce yourself to the judges. The small details are important. You could provide an award-winning campaign, but the judges will not be able to see it through an entry that is riddled with errors.

Remember, this is your best work in a campaign, so it should be your best work in the submission.

So, what are you waiting for? Submissions are due on January 26, 2012. You can enter here through the online entry form. And be sure to save the date for this year’s gala on Thursday, April 26, 2012.

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Locating Influencers Online – Without Third-party Paid Software
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By Adam Weitner @AdamWeitner

Before you can dive in to an online influencer outreach program you obviously need to figure out who is influential and where they hang out online. Customers and potential customers read blogs and take part in discussions online every day, and online influencers are writing those blogs, and leading those conversations. If you can find out which blogs, and where these discussions are happening, you can begin to seek out, and build a list of online influencers. This can be done without purchasing third-party software such as Radian6 or Sysomos, though even with those programs some human analysis will be required for building accurate influencer lists.

For now, we will focus on finding potential online influencers and compiling a list.

Step 1 – identify keywords:

Since customers and potential customers will be actively seeking information, they will be searching for content based on keywords that are related to what they want to find. For example, your company produces and sells tablet computers – people who are interested in buying a tablet, or learning more about tablets will search the internet for more information. They will search for things such as “tablet computers 2011”, for example.

To determine which keywords related to your product type are the most commonly used, you can use a tool like the Google AdWords “Get keywords ideas” Tool. Once you’ve populated a list of popular search terms that are related, you can make a note of the most commonly used ones (between 5 and 7 should be plenty), which will come in handy in the following steps.

Step 2 – locate bloggers:

Now that you have identified the keywords that your customers and potential customers are using to find their information, you can search for blogs that contain those keywords and begin building a list.

A handy, accurate tool for doing this is also a Google property (oh how I love Google), called Google Blog Search. It works much the same way as any other Google search, but focuses on blog results only. You can search for both blogs and blog posts, or just one or the other. The advanced search function allows you to really narrow things down, if a broad search is turning up too many results.

Technorati is also a great tool for finding blogs, so be sure to check there as well to make sure you don’t overlook any major players.

Step 3 – find discussions on other social media

Forums are great for finding influencers as many of them will take part in online discussions as a means of driving traffic to their blog. Yet another Google tool (are you surprised?), you can use the same keywords identified in step 1 to search Google, then simply click on the “Discussions” tab on the left sidebar of the results screen.

Another place that hosts a ton of discussion that can in-turn lead you to influencers is Twitter. Try using Twitter Search with those same keywords to see if any discussion is taking place there. Though this will involve more digging than any of the other steps thus far, it can pay off large if you find one or two big influencers there.

Building your potential influencer list

Throughout steps 2 and 3, you should be compiling a list. I use Excel for this, but any charting tool or contact database you are comfortable with will be just fine. One thing to note with regards to your list is which information you should capture. Below is a basic example of the type of info I usually capture in a potentialinfluencer list:

Determining who is actually influential:

Once we’ve pulled together a solid list of potential influencers we can begin to determine which ones will become a part of our outreach and rank them based on a number of variants.

Before we can really even begin to judge whether someone is influential or not, however, we will have to look at some of the top-level data that is readily available to us. The first thing I always do is look at a few things that are easy to locate:

  • Number of Twitter followers
  • Number of times they are listed on Twitter by other users
  • Number of “Likes” on their Facebook fan page
  • Number of inbound links to their site. This can be found by searching “link:sitename.com” in Google (see image below). The number of results returned will give you the number of inbound links for that site

It is also important to note that some people who may not be overly active online can have a lot of influence offline. These people should not be overlooked! They can be found on LinkedIn, or through traditional news stories (among many other, more traditional methods – that’s for another post all together) and can play a major role in your online efforts, even though they are mostly influential offline-only.

Building your target influencer list

Using the simple methods listed above, you can start to eliminate bloggers from your list that don’t boast reasonable numbers (what is considered reasonable is, ultimately, up to you to decide). You will figure out what is average, and what is considered “good” after doing this with a few of your potential influencers. Take it from there…

In the chart below, I would immediately remove “The Tech Blog” from this list. I would also likely remove “TechABC” as well, though I would need to find data for a larger list of potential influencers before I would make that decision (to determine just how bad TechABC’s numbers actually are). Chances are that TechABC would be cut from the list as well.

If you want to get really in-depth and ensure that your influencer list includes only those that are actually influential, there are some ways to look beyond the obvious numbers (fans, followers, etc.):

  • What kind of content is the person creating and sharing (quality, focus/niche, credible and sourced, etc.)?
  • Of the lists that Twitter users have added them to, is there a common theme/niche? For example, have they been added to several lists focused on technology? If so, they are likely influential about technology, which is why people listed them in the first place.
  • How does the content they create relate to what you are planning to achieve? The most effective blogs are often tailored to a very niche audience – is their blog attracting the group of people you want to reach?
  • What kind of engagement does their blog receive – comments? Discussions between readers through the comments?
  • Are people sharing the content through their own networks? (Through Google +1, Facebook “Likes”, Twitter, etc. – this can most often be seen by a counter next to its respective button)
  • Is their content ever picked up, or linked to by other bloggers or even major news outlets?
  • Perhaps most importantly, are they seen as credible? (A look at the tone of the comments and the kinds of comments the blog receives should give an indication of this. People won’t be afraid to speak their mind if they think the writer is full of it).

If you follow all of the steps outlined in this article and do your research, you should be well on your way to a strategically targeted online influencer outreach campaign. It is very important, however, that you recognize that checking online influence and building lists is an ongoing process, and it should be revisited regularly.

Have you already completed an online influencer campaign in the past? If so, how did you determine influencers? Please add your thoughts and tips in the comments!

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Last Chance to Buy Your Tickets for 19th Annual CPRS Toronto CEO Award Luncheon on January 24!
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By Francesca Gilli

Get your tickets now for the CPRS Toronto CEO Award Luncheon on Jan. 24, honouring Dr. Robert S. Bell, president and CEO of University Health Network.

The CPRS Toronto CEO Awards celebrates excellence in communications. Award recipients are successful in expressing a clear mission and values to stakeholders.

Dr. Bell, the 19th recipient of the annual CEO Award of Excellence in Public Relations, is an internationally recognized orthopedic surgeon, health care executive, clinician-scientist and educator. To highlight just a few of many career achievements, Dr. Bell was instrumental in leading Canada’s largest cancer centre at UHN’s Princess Margaret Hospital, he has educated Canadian and international surgeons and this past year led the integration of the UHN with the Toronto Rehabilitation Institute.

We invite you to join us in recognizing Dr. Robert S. Bell at a gala luncheon in his honour.

WHEN:
Tuesday, Jan. 24, 2012
12 – 2 p.m.

WHERE:
Fairmont Royal York Hotel
100 Front St. W., Toronto

COST:
Members $65
Non-Members $80
Student Members $50
Table of 10: $700

TICKETS: 
Purchase tickets now to avoid disappointment. This event typically sells out.

REGISTER: 
Register directly through our secure website at www.cprstoronto.com/pd/events.aspx

CONTACT:
Lois Marsh
416-360-1988
marshl@marsh-executive.com

This event is a good networking opportunity for all communicators and a great place to bring your own CEO. Don’t miss out; tickets are going fast so grab yours today!

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Early Bird Submissions Reminder for CPRS Toronto 2012 ACE Awards
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The New Year may have only just begun, but time is already running out to get your CPRS Toronto 2012 ACE Awards submission in before the early bird deadline! Submit your entry by January 13, 2012 to qualify for a special discounted rate.

Are you thinking you won’t be able to enter in time? Don’t fret; you could be on your way to ACE in just two easy steps!

Simply enter an executive summary of your project and payment electronically through the online entry form.

Once a team of experienced communicators have reviewed the applications, those who have been short-listed will be asked to submit a full entry.

Winning an ACE Award will earn you industry recognition, raise your organization’s profile, get your work known by Toronto’s public relations community and will allow you to celebrate your work with colleagues and friends at the CPRS Toronto ACE Awards Gala – the hottest PR event in town!

Don’t hesitate, get started on your entry today! And be sure to save the date for this year’s gala on Thursday, April 26, 2012!

For more information on eligibility, campaign entry categories, submission requirements and deadlines, click here to download the ACE Awards 2012 Entry Guidelines Package.

Questions? Contact us at ace@cprstoronto.com or Tweet your questions to @CPRSToronto

Important Dates and Deadlines:

Early Bird Entries Deadline: January 13, 2012

Entries Deadline: January 26, 2012

Leadership Awards Deadline: February 24, 2012

Early Bird Entry Fee (received on or before Friday, January 13, 2012, 5:00 pm EST)

  • $75 CPRS Member
  • $100 Non-Member
  • $25 CPRS Student Member
  • $35 Student Non-Member

Entry Fee (received after January 13, 2012, on or before Thursday, January 26, 2012, 5:00 pm EST)

  • $100 CPRS Member
  • $120 Non-Member
  • $25 CPRS Student Member
  • $35 Student Non-Member

Please note that payment is only accepted via credit card through the online entry form.

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Secret to Argyle Communications’ ACE Success
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Kelly BaitaBy Kelly Baita

What is it that sets any PR firm apart from the pack? Is it size? Client base? Years in the business? According to Daniel Tisch, president of Argyle Communications, it’s about setting high standards and treating people well.

This philosophy has contributed to Argyle’s success and multiple CPRS ACE Awards, including an impressive six ACE trophies in 2011 alone.

A method for success

If you think there is a method to this level of achievement, you’re right. For Argyle, it’s about being meticulously selective in the submission process. During awards season, Dan and his team look for the best campaigns in each of their four areas of practice: consumer marketing, corporate communications, health and wellness and public affairs. Deciding on the right projects to submit is a process, and Argyle seems to get it just right.  “Last year we entered seven campaigns in total,” says Dan. “Six of them won ACE awards.” This has been a continued trend with Argyle; in 2010 the company had its proudest ACE moment, winning PR Campaign of the Year for Peanuts in Crisis.

Winning more than trophies

After more than 30 years in business, Argyle continues to strive for greatness with CPRS. “What others say about you is most important,” says Dan. “Being recognized by your peers is the highest of honours.”

So has this continued recognition contributed to the company’s business? Looks like it. Ask any employee at Argyle, and they’ll express 100 per cent confidence in the agency’s reputation. Everyone on the Argyle team is proud to be there, especially as their work is celebrated by CPRS year after year. Beyond celebration and validation, winning multiple ACE Awards “helps us to tell our stories,” explains Dan. Each new award contributes to Argyle’s visibility within the industry.

Last year, Argyle even participated in our ACE WebN’R to share the Peanuts in Crisis case and award entry with other PR professionals. How better to show your expertise than that?

Looking ahead

Dan plans to submit to the ACE Awards again this year, with the same high standards as always. You’ll be likely to find the Argyle team at the 2012 gala on April 26.

Words of wisdom

If you’re new to the ACE Awards, take some advice straight from Daniel Tisch himself. To decide on which campaigns to enter, he suggests you:

  1. Consider your best campaigns.
  2. Consider the extent to which those campaigns are measurable.

If your results align with your set objectives, then go ahead and submit it!

The Early Bird entry deadline is January 13, 2012.

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December 2011 PD: An Evening with Movember’s PR Strategist
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By Rua Wani @ruawani

Members can view an archived webinar of this December 12, 2011 presentation (length 24:29) by Matt Matheson, Communications and PR Manager, Movember Canada and Terry Foster, President, Cision Canada in the members’ only blog.

Matt Matheson @mattyipa, Communications and PR Manager of Movember Canada spoke at the CPRS Toronto December PD session about the organization’s success story. Movember Canada has seen rapid growth, going from 2,000 Mobros and Mosistas in the launch year of 2007, to 19,000 in 2010.

Matt outlined the organization’s tactics behind its two main communications strategies: in-house public relations and media relations.

In-house public relations

  1. Hand over the brand and provide all the collateral so individuals can create their own Movember experience. Movember logos and posters can be downloaded from movember.com.
  2. Give them their own webpage (known as their ‘mospace’), which basically functions as an online social network. This website is the primary fundraising tool.
  3. Make it easy and provide various opportunities to connect. Multiple forms of social media are used including Facebook Connect. People can also share pre-written tweets and Facebook posts/emails.

Media relations

  1. Pitch stories directly to media and work directly with them on these.
  2. Work with Mobros and Mosistas to get in touch with news media to share their own stories.
  3. Make the most of organic media coverage generated by passionate Mobros and Mosistas who make contact directly with media.

Terry Foster @Terry_Foster, President of Cision Canada, then spoke about  how Movember Canada effectively manages the three different types of media.

  1. Paid: Media paid for by Movember, such as advertising and product placements.
  2. Owned: Media controlled by Movember, such as their website, blog, and Twitter account.
  3. Earned: Media coverage generated through word-of-mouth or through the media relations program.

The informative evening celebrated the success of one of Canada’s fastest-growing grassroots movements and highlighted the importance of men’s health.

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Call for Student Submissions for CPRS Toronto 2012 ACE Awards
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 By Nicole Laoutaris

Are you thinking, “How am I going to make a big splash in PR after school is over?”

Answer: submit your campaign or project for a CPRS Toronto 2012 ACE Award!

The CPRS Toronto ACE Awards were created to recognize communications excellence in the practice of public relations. Winning an Award will not only help you earn industry recognition, strengthen your strategic communications skills, and have your work known by Toronto’s public relations community, but you will be able to celebrate your work with colleagues and friends at the hottest PR event in town!

Students who are enrolled in a full-time public relations or communications program are invited to submit their campaigns and projects for the Toronto CPRS 2012 ACE Awards. Note, students do not have to be CPRS members to be eligible to submit an entry.

How do I enter?

In one easy step, you could be on your way to ACE…

All you have to do is submit an executive summary and rationale of your project electronically through the online entry form on the CPRS Toronto website by January 26, 2012. Early bird entries save $10 when submitted by January 13, 2012!

Then, a team of experienced communicators will review the applications and select which submissions will move forward. All submissions are judged and returned with valuable feedback and suggestions made to help you learn and improve your skills.

That’s it!

Save the date!

This year’s gala event will be held on April 26, 2012 at the newly renovated – and stunning – Bram and Bluma Appel Salon, located on the second floor of the Toronto Reference Library. Stay tuned for more details.

Important Dates and Deadlines:

Early Bird Entry Deadline: January 13, 2012
Entry Deadline: January 26, 2012
*Students entries are only judged on the first step of the entry application process, the executive summary and rationale
Gala: April 26, 2012

On behalf of CPRS Toronto and the ACE Awards team, we ask you take this opportunity to submit your best work for evaluation, and we hope to see you at the Gala this Spring!

Questions? Contact us at ace@cprstoronto.com, or Tweet your questions to @CPRSToronto

 

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CPRS Toronto ACE Awards: What’s in it for me?
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By Nicole Laoutaris

Each spring, the crème de la crème of Toronto’s public relations community gather to recognize and celebrate the best, brightest and most promising in the industry.

The CPRS Toronto 2012 ACE Awards are just around the corner, and the time has come to dig in your heels and submit your very best work for evaluation. This year’s gala event will be held on April 26, 2012 at the newly renovated Bram and Bluma Appel Salon, on the second floor of the Toronto Reference Library. Stay tuned for more details!

The ACE Awards were created to recognize communications excellence in the practice of public relations. All CPRS members and associates, full-time public relations and marketing professionals in the Greater Toronto Area, and students who are enrolled in a full-time public relations or communications program are eligible to enter.

How do I enter?

In just two easy steps, you could be on your way to ACE.

First, enter an executive summary of your project electronically through the online entry form on the CPRS Toronto website by January 26, 2012.

Once a team of experienced communicators have reviewed the applications, those who have been short-listed will be asked to submit a full entry.

That’s it!

Note that students are only required to submit the first stage of submission, an executive summary and rationale for their campaign.

What’s in it for me?

Winning an ACE Award will earn you industry recognition, will strengthen your strategic communication skills and will get your work known by Toronto’s public relations community. Beyond that, you will have the opportunity to celebrate your success with your friends and colleagues at the hottest PR event in town!

What if I’m not short-listed?

You still benefit from the submission process, even if you are not selected for the next stage of application. All those who are not short-listed will still receive valuable feedback and suggestions for improvement.

So don’t hesitate! Get started on your entry today! And be sure to save the date for this year’s gala on Thursday, April 26, 2012!

For more information on eligibility, campaign entry categories, submission requirements and deadlines, click here to download the ACE Awards 2012 Entry Guidelines Package.

Questions? Contact us at ace@cprstoronto.com or Tweet your questions to @CPRSToronto

We hope to see you all at the gala this year!

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Four tips for aspiring PR practitioners
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By Gloria Lopez – Gil

Student members participated in Passport to PR on November 15, 2011. The event is a half day tour that gives behind-the-scenes access to some of Toronto’s top PR practitioners. 

As a student, it becomes a big concern as to what exactly our soon to be career actually intakes. Having the opportunity to visit Citizen Optimum, Toronto Board of Trade, and National allowed a glimpse into the reality of PR life. Advice given from practitioners working in the industry, being able to distinguish ways in which future practitioners are able to be successful.

Tips to be successful:

Nina Kalos and Stephanie Nadalin from Citizen Optimum

1. Network
If there is one thing to note about working in the PR industry, is the sole fact to network with as many people as you can. Get to know the people working in public relations. Working in public relations is a field in which many candidates are striving to make it to the top. It is important to maintain relationships amongst practitioners whom you may meet.

Nina Kalos from Citizen Optimum suggests students to “find a mentor”. Take advantage of mentorship programs, like the one that CPRS offers. Mentors are able to provide full insight on their experiences that they have come across while working in the industry.

2. Keep it all
It is that simple –keep it all, all the work that you have done keep it. Why forget about a piece of work that you have spent your time on? Scott Brownrigg, from Toronto Board of Trade made the point clear that it is vital to keep what you have worked on.

Having a portfolio prepared of your previous work only shows future employers that you are committed to your career. With a portfolio of all your work you are able to always look back to reference something that you may have forgotten about. Also collect any comments or recognition letters that you may have received.

Elisabeth Mozel-Jury and Stephen Ledgley from National

3. Refine your writing skills
It is essential to have strong writing skills is in the PR industry. The English language seems simple, but it has its hidden complexities. Elisabeth Mozel-Jury and Stephen Ledgley, from National both had the same advice to students. Their advice that they have for students is to continuously work on writing.

Writing is a tool in which technology will never be able to replace. Constantly working on your writing will only prepare future practitioners for the reality of life. In careers, like PR, having to write a test as a requirement during an interview should come as no surprise. (Editor’s note: If you’re a member interested in writing for the CPRS Toronto New Perspectives blog, send us a note.)

Matthew Kofsky and Scott Brownrigg from Toronto Board of Trade

4. Choose your agency
The agencies are not out looking for you, as a PR practitioner it is your responsibility to choose the agency in which you feel is best suited for you. Stephanie Nadalin, from Citizen Optimum suggests students to “be choosey.” Ask questions when looking into PR agencies, as in what will your tasks be for a standard day.

Matthew Kofsky, from Toronto Board of Trade also advises students who are looking into internships to “make sure you enjoy it.” Make sure that the internship or the selected agency is the one fit for you. Research and educate yourself about the agency before stepping foot inside the front door.

So what are your tips for students studying public relations? Speaking on behalf of students, we’d love to hear from you. Fee free to post below.

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October 2011 PD: Social Media Reality Check
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By Cora Timofte @Cora_T

Members can view an archived webinar of this October 27, 2011 presentation (length 37:20) by David Scholz, Executive Vice President, Leger Marketing and Carolyn McGill, President and CEO, CNW Group in the members’ only blog.

Social media is the new normal, according to results from the Social Media Reality Check 2011, a unique study that looks at professional communicators’ use of social media in comparison to consumer opinions and the influence social media has on purchasing behaviour.

The study was first conducted in 2009 and reproduced twice in 2011. The results of all three sessions were contrasted and presented to an audience of communication practitioners, during the last CPRS professional development session, held on October 27, 2011.

A total of 590 communication professionals and over 1000 Canadian consumers were surveyed. According to Statistics Canada, 77 per cent of Canadians are online (connected to the Internet), with results of the survey indicating that 69 per cent of online Canadians use social media.

Social media tools and usage

The most popular social media websites among professionals and average consumers alike are Facebook and Twitter, followed by YouTube and Google Plus. Most people use social media at least once a day or more, but the reasons for use are different in professionals versus the general public.

Professional communicators use social media to find out news and information, share knowledge and ideas, keep updated with industry news and monitor talk about their organization.

A surprising finding indicates that only 40 per cent of practitioners use social media outlets to monitor their competitors or engage with journalists and bloggers. This is an area of downfall and in need of immediate update, according to David Scholz (@dave_scholz), VP at Leger Marketing – the company responsible for conducting the Social Media Reality Check 2011.

The majority of consumers use social media very differently compared to professionals, namely to keep in touch with friends and family, for entertainment purposes and to read about specific topics of interest.

Even though the study discovered a significant number of Canadians using social media to research information about various products and services, the majority of consumers don’t let this information affect their major purchasing decisions.

According to survey results, both communications professionals and consumers believe that social media can help shape opinions because people tend to generally trust information presented through social media channels more than information presented through advertising (46 per cent).

Social media in corporate communications

Carolyn McGill (@CarolynDavidson) President and CEO of the CNW Group, pointed out that with increased consumer demand for social media presence, senior management teams at most organizations are becoming increasingly supportive of online communication channels.

Most corporations still lack a proper budget for social media activities, but almost half of communications professionals surveyed expect an improvement in that area by next year.

The tools most commonly used by communications professionals, as reflected by survey results, include Twitter, blogs and multimedia elements.

More than half the number of Canadian organizations have at least one Twitter account, used to promote product launches and events, engage stakeholders and provide customer service assistance.

Blogs are becoming more influential and are recognized by communicators as an opportunity for opinion shaping, as a result of their seemingly unbiased structure.

Multimedia, as a communications tool, has seen increasing demand from consumers and the media, to increase visual interest, enable sharing and increase viewership.

Social media communication has increased from 2009 to 2011 in the professional and consumer sectors, with users discovering new ways to apply it.

Contrary to what most communicators believe, extensive social media exposure does not guarantee loyalty or a good reputation among stakeholders. Survey results show that consumers realize social media is just another communication vehicle and what they expect from organizations and professional communicators is more than just an online appearance.

Photos provided by CP Images

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