Vancouver PR Firm Archives - Page 9 of 13

Storify – A New Way To Curate Content

I am interested in the newly released Storify. While I need to spend some more time on it, it looks like a great way to curate content on specific stories or topics – and could work internally or externally for our clients.

Ragan.com has a great piece on this new online tool – it’s worth a read.

In a communicator’s life there is always talk about what works and what doesn’t. What’s hot and what’s not. And recently, we’ve heard lots and lots of chatter about how blogs are dead. We, at AHA, don’t believe that they are. We don’t believe everyone should blog; but in our experience there are many opportunities for an organization to have a blog and to have it be effective.

Not all blogs are alike. For example, we rarely get comments on our blog here at AHA, but we have a strong number of people that read our AHA blog post every day. The objectives of our blog are to share some valuable information, to engage with stakeholders, to showcase our knowledge and the AHA culture, and to help those interested in working with a PR agency find us.

We review our objectives on a regular basis to make sure our blog posts are supporting our goals.

For many organizations, a blog provides an opportunity to showcase the people behind the brand, to engage and connect with stakeholders and to further explain ideas, services and products in a non-commercial way. While attention spans are shorter these days, you can still say a lot in two to four paragraphs and if someone is interested (and you have provided engaging, valuable content), they’ll read it.

Producing a good blog takes time and effort. The content needs to flow; it needs to be informative, relevant and interesting. A good blog isn’t about you; it’s about your readers and providing them with what they want to know from your organization.

At our Vancouver PR agency, we often work with clients to review their current communications vehicles – to see what’s working and what’s not. We develop blog policies and processes, which includes editorial schedules (especially if there is more than one blogger) and we assist clients in reaching out and building a community that engages through the blog. Understanding the blog community is at the heart of it all. Knowing what conversations are important to your stakeholders is key. It is where it all begins.

I recently read a great piece in Inc.com on blogging mistakes that small businesses make. I think this piece translates to any organization that wants to or is blogging. It’s worth a read.

I spent a great deal of time with some of the best journalists in the world when I worked at Maclean’s and I am thankful everyday as a communicator that I had that opportunity. Creating engaging, interesting and informative content isn’t easy – and writing clearly and concisely adds additional challenge to the craft.

We have heard for many years that content is king. Your stakeholders visit your website, your blog, Facebook page, Twitter page or other social networking sites to learn, to connect, to join a conversation and to either learn something or to tell you something. What you provide is important and it either leads to the person to return to your site because you provided value, created an opportunity to participate in a dialogue or offered something they want or need – or they don’t return.

While your organization may have valuable information that you want to share, it is important to approach content creation understanding what your stakeholders expect from you. It’s not always the same thing. This doesn’t mean you can’t provide the information that you feel is important. It does mean you need to find a different way to package it or put if forward and that you need to also focus on what stakeholders are interested in, relevant to what your organization does or provides to them. It’s all about them – not all about you. If you remember that, you will be ahead of the pack.

Mitch Joel of Twist Image has a great blog post about what type of content you should produce. We’re big fans of Mitch. If you are a communicator, his blog is a regular must read!

When Paul and Ruth suggested I become part of the “Random Act of Kindness” movement for AHA Creative Strategies, I immediately called a family meeting and explained the premise to my husband and two children. “We have $20 to do something kind right here in Peterborough. What do you think we should do?”

We talked about the amazing men who drive the recycling truck, and about the always-friendly crossing guard. They had been kind to us – they were deserving of some kindness back.

And then we thought of something.

There’s been an ad on our local TV station recently, a fundraiser for the YWCA’s Crossroads Shelter for abused women and children. A child’s voice sings, “Sunday, Monday, Tuesday, Wednesday, Thursday…” while a voiceover makes the chilling statement that there are three calls every day about domestic violence in our small town. Three calls a day? 1,000 a year? How was this even possible?

Our decision was made. We all liked the idea of brightening the day for scared, but courageous women and their families at the shelter, who were taking their first steps towards a better life.*

The YWCA loved the idea, when we contacted them. We suggested flowers for the women, or perhaps toys for the children – but the YWCA opted instead for the Universal Canadian Symbol of Good Will: Tim’s gift cards.

Personal delivery to the shelter itself was out of the question, as security there is very tight. The shelter houses almost 300 women and children each year, and is only effective as long as it’s safe. As one former resident put it: “I’ve got a great job and my kids are all doing really well. But even now, so many years later … I wake up from the fear, from that horrible icy terror that makes my heart beat so fast I think it’s going to burst… You know what calms me down? The memory of my counsellor at Crossroads telling me… we’d all be all right—because we were finally in a safe place.”

So, instead, we delivered 10 identical $2 gift cards, each in a cheery gift envelope, to our contact person at the YWCA office. She assured us the cards would go straight to the shelter, and she thanked us with a warm smile.

I still feel the warmth in that smile, and in fact, I feel that really I should thank her. She gave me the opportunity to feel just a little better about being human.

P.S. There’s something I noticed about this Random Act of Kindness thing. All the kind thoughts or feelings in the world mean exactly nothing, without the actual ACT.

* A plaque on the living room of the YWCA Crossroads Shelter in Peterborough, says: “This space is dedicated to those courageous women who take bold steps toward a safer course, and to all those who help them find their way.” – Anonymous Supporter

Valerie Lapp is one of the AHA Crew based out of Peterborough, Ontario. Check her out her bio here.

There has been a great deal of discussion regarding a Pew Internet Study that says that young people are moving away from blogging and are more focused on using Facebook and Twitter.

The New York Times has an interesting piece on it as well.

We have had an interesting discussion on this study and the response it has received here in our Vancouver PR agency. While the report itself does show that young people prefer the fast, short updates provided by Facebook and Twitter – it appears to me that we are missing some context here. While Facebook and Twitter provide an opportunity for quick updates and fast outreach, often the updates link to an article, photos or a blog that goes deeper into the topic or idea.