25 Apr 2016

Social PR – The New Age PR

SocialPR toolbox

The Indian PR landscape is continuously evolving and it’s fascinating to see clients adapt to the integration of our digital efforts. As a communications consultant we need to realize that today, majority of our audience is online and we need to think of different ways to reach out to them.

Digital media and technology has paved way for innovation and creativity in our communications approach and we should embrace these new media platforms and tools. This evolution has given birth to what we call today as ‘Social PR.’

While the clients are realizing the value of communicating to the stakeholders in an integrated approach – bringing online and offline together, PR professionals in India still seem to be reticent to this change. Of course, change isn’t easy and it takes a while to adapt and evolve with change but if we don’t embrace this change “now”, we might not be relevant in the industry for too long.

How is Social PR different from Traditional PR?


“The principles of good PR don’t change. What makes Social PR different is that it uses technology to socialize our work.” – @Shonali

Social PR goes beyond social media platforms and is about conversation, engagement, connection and collaboration with the community that matters to you/ your brand. It also means reaching out to the right community and audience through online news portals and blogs.

“Social PR is just a cool way to spice up PR to make it more efficient” – @IvaIgnjatovic


The new age PR/ Social PR is about identifying the right influencers to build a community of like minded people.

It’s like creating a safety net for your brand

If you empower and educate the community, be honest and transparent with them, they will stand by you at all times. They can become a brand’s biggest ambassadors and can help you reach where you want to be.

Everyone on social media is an influencer in some regard and it’s imperative to listen and identify the real influencers for your brand. A real influencer doesn’t necessarily need to have a huge social following, but should definitely resonate with the brand’s message and should have a strong hold of the content and engagement with his/her community. 

Social PR content strategy is built keeping in mind not just the media but a larger set of stakeholders

In my opinion, content strategy for Social PR should be crafted in a way to spark conversations, not just with the media but with a larger audience and community. Social also gives the ability to re-purpose content which isn’t usually the case in regular PR. Content for social can be targeted much more accurately as compared to that of regular PR.

To incorporate meaningful conversations on social, it is very important to listen to what your audience needs, wants and desires. Unless you learn to listen, it will be hard to crack the Social PR strategy.

With the rise in Social PR, a question that’s often asked is whether there will be a fall in media relations. In my opinion, the role of media will still be very crucial and important to the overall PR strategy. However, the way media relations is conducted will change overtime.

Who is considered as media is also changing with the rise of influencers
A Social PR strategy will include targeting the influencers and media will be a sub-set of those influencers.

Given the changing dynamics of the communications landscape, it’s important for communication professionals to understand that Social PR is just an extension of PR. To stay relevant in the industry and provide strategic communication counsel to the clients, we need to change our mindset, believe in the power of integrating marketing, embrace and accept this change with open arms. 

What do you think?

The blog was first posted on ancitasatija.blogspot.com

TESTIMONIALS

user-img

Ancita always came across as an eager learner and willing to go the extra mile. She's got good language and social media skills and uses these to her advantage. She was also dependable and I believe she would be a good asset in any organization. I wish her well for the future.

Rony Thomas, Head of Communications, Amazon

user-img

Ankita supported us in connecting with the CMO community on social media in India - she is knowledgeable, articulate, prompt and superbly organized. She is fast to learn and agile to create business impact, which distinguishes her in the projects she works on.

Rajesh Kumar Jindal, Vice President, Head of Marketing, SAP

user-img

Although Ancita was part of the PR team, she gradually started taking interest in digital communication which I believe is an apt field for her. She effectively used her communication skills learnt in PR to deliver results in digital media which is a much needed talent in the industry. We worked together on google maps and on a project called PMOAppContest chat where Ancita ably demonstrated her creative and storytelling skills. She defined the flow of the chat and was a key campaign owner. The initiative was a huge success in India. Ancita is committed, disciplined and a diligent person and I am sure she is a great asset to her team and her organization.

Abhilasha Padhy, Communications Manager, Google

user-img

Ancita is a Star performer at Six Degrees. She takes initiative and has a ‘To Do’ attitude. This has reflected in her taking up the onus of focusing her skills on Digital within the firm during the last one year and even on her own through an initiative like the SocialPowWow. She has a strong understanding of developing engaging content for audiences to increase relevance for brands. We believe that she has great potential to develop as an integrated communications professional.

Rishi Seth, Group CEO, Cohn & Wolfe Six Degrees

user-img

PR professional, blogger, digital enthusiast. Driven, hardworking and result oriented, Ankita is always game to take up new challenges. Energetic and efficient, trust her to get things done. With keen interest in digital marketing she has been involved in various integrated comms campaigns and delivered successfully.

Cijo Mathew, General Manager, 20:20 MSL

user-img

Ancita is one of the most dependable people I have ever come across. She is diligent, attentive and sharp which makes her a great asset for the team as well as clients. Within few years in PR, Ancita managed to build great media relations and helped her team crack some of the best stories. She is a great team player

Priyank Dubey, Communications Lead, ESPN

user-img

Ancita and I have been working closely for 4 years now & it has been an inspiring journey thus far. It has been amazing to see her transformation from an curious social media learner to a professional digital media expert. Her knack for the understanding the digital landscape is special. While she certainly is an expert in various aspects of digital marketing but her initiative "SocialPowWow" has been really impressive. Today it's one of the most popular Twitter chats in India. She is great human being, hard worker & thinker. Her infectious smile can be an asset in any work environment. Wishing her all the success in any endeavours she chooses for herself.

Nitin Bhatia, Managing Director, Meltwater

user-img

A dedicated, smart and media savvy publicist. Her sound understanding about the real estate business and clarity of thought makes her a go-to person for all communication queries. Strong command over english language and a collaborative team player makes her a best fit for a challenging role. I highly recommend her for a profile that requires a go-getter, passionate, dedicated, knowledgeable and intelligent person.

Nikhil Savio Gutal, Deputy Manager, Marketing & Communication, Cushman & Wakefield

user-img

Ankita was one of the most diligent and hardworking students in our batch. There's a lot to learn from her, esp. her sense of punctuality, sincerity and work efficiency. It really was a lot of fun being together in the same class during our post graduation programme. I wish her good luck for all her future endeavours.

Sayani Bagchi, Area Sales Manager, Britannia Industries Limited

user-img

Ancita is an extremely dedicated resource and a great value add for an organization. Her attention to detail, intelligence and proactive approach has always delighted the people she works with and the clients she services. Ancita is absolutely great with digital media and gives creative, yet practical ideas. I wish her all the best for future!

Shreya Sabharwal, Vice President, Ernst & Young

user-img

Ancita has been a valued colleague at Six Degrees. She's focused and dedicated at work and brings in fresh thinking and approaches to mandates that she's entrusted with. Equally importantly she's a stickler for details and micro-manages things till the work gets done!

Rahul Mishra, General Manager, Cohn & Wolfe India

user-img

Ancita is a thorough professional who is particular about deadlines and quality of work. You can always bank upon Ancita on any work that is on her task list. A proactive individual who not only pushes herself but her team too.

Siddharth Kumar, Deputy General Manager, Cohn & Wolfe India

user-img

Ancita is a thorough professional and absolutely meticulous with her work. She took a lead in Digital when it was the upcoming hottest trend and that is commendable. Always ready to pitch in with ideas on a campaign,love her energy. She is and will be an asset to any organization that she chooses to be associated with. It has been a pleasure working with her here.

Pooja Poddar Jain, Account Director, Cohn & Wolfe Six Degrees

user-img

Ancita is very good in her craft of digital PR and comes with sound knowledge on digital. She is a great team player and has shown great capabilities to lead any team project. She is a great colleague, it has always been a pleasure to work with her and is very easy to work with.

Shalini Gunashekar, Associate Account Director, Cohn & Wolfe Six Degrees

user-img

SocialPowWow chat is one of the most innovative conversations involving small businesses and thought leaders. Ancita deserves a lot of credit for being the go-getter in bringing everyone together.

Cheval John, Founder & CEO, VallanoMedia, LLC, Houston

user-img

I'm impressed and inspired by Ancita Satija for creating an initiative as cool as SocialPowWow and making it a movement. How many young professionals go above and beyond to make a mark and leave a legacy? Ancita has set an example for others to follow. I am sure this weekly tweet chat will grow to become much more than just a chat.

Amith Prabhu, Founding Dean @SCoReInd, CoFounder @PRAXISInd & @PRomiseFdn

user-img

SocialPowWow is one of those must attend twitter chats like #TwitterSmarter #Hootchat #MediaChat with vibrant, engaged communities discussing relevant & trending topics on social media and with a smart and friendly host like Ancita!

Zen Yinger, CEO, ZenSocial, North Carolina

user-img

Congratulations #SocialPowWow for completing two years. You have always been amazing in getting interesting people to exchange views on interesting and relevant topics. You are the platform that brings out-of-the-box minds together across the globe in the world of clatter. Stay there with us -- as a friend, as a trend spotter, and stay relevant. Wishes for many more.

Sounak Mitra, Associate Editor @moneycontrolcom

user-img

I had the pleasure of working with Ancita, during my time at Burson Cohn and Wolfe. Ancita is affable and very easy to work with - great qualities to have in a team mate! She's a dedicated employee whose positive spirit helps guide the team that she’s in. Her experience and knowledge in digital, from copywriting to social media strategies makes her an asset to any organisation.

Thimah Hameed, Vice President - Regional Digital Strategy Marketing Lead, DBS Bank