Monthly Archives: August 2016

Social media trends good news for Public Relations

Social media has officially become the dominant source of news for Australians aged 32 and younger, and it’s not via click throughs to online news sites or news aggregators. This has implications for PR professionals, and will pokemon-1553977__180probably trigger more “death of the media release” articles.

The Deloitte Media Consumer Survey 2016 shows that 31% of Trailing Millennials (aged 14-26) who are on social media, and 25% of Leading Millennials (aged 27-32) are getting their news from Facebook and other social media.  Radio was their least used news option, television their most used of the mainstream media, with only 19% of Trailing Millennials and 17% of Leading Millennials identifying TV news as their most frequently-used news source.

However, while Facebook was the clear winner in the social media scene, Trailing Millennials are not as enamoured of it as  the other age groups – 88% of this group are on Facebook compared with 92% overall. Trailing Millennials have other preferred options: Instagram (56%) and Snapchat (47%). They are the trailblazers here – overall, just 28% of social media users accessed Instagram and 18% Snapchat.

The surprise was the Matures (aged 69+) – just 37% were not using social media at all. Of the social media users in this group, 36% checked daily. After Facebook (which hosts 93% of those Matures on social media), Matures were the biggest users of Google +, with 24% using this platform.

Just one quarter of Boomers (aged 50-68) were not on social media. The social media users in this group were mainly on Facebook – at 96% the biggest proportion of any age group.

Crucially, the researchers discovered that social media is moving from a social platform to a place to be entertained and connect with products, brands, news and other media.

This has coincided with a perception by social media users that organisations are finally ‘getting social media’ – what Deloittes called a shift from being ‘on’ social media to ‘being’ social, using more connective language, style and format.

Good news for PRs, no matter what demographic your target publics are. The need to supply bloggers and other sources of content will offset any reduction in the number of news releases we write!

The full report is a must-read for any Australian PR, marketer or advertiser.

Barbara Ryan teaches post-grad level PR writing and crisis communications, and practiced in-house and PR consulting for 15 years before joining USQ. She was a print journalist before Google.






Keeping your edge with books

One of the great things about being an academic is early notice of books that update industry practice. Here are a few of the latest – we haven’t reviewed them, just showing you what’s available.

Tactical SEO by Lee Wilson (Kogan Page)

This book explores:

  • What succeeds in search marketing but also why, including analysis of ‘ripples’ and other concepts that underpin best practice
  • Moving from process-driven to organic search marketing and the value of exploiting opportunity
  • The Google ethos and the symbiotic nature of Google and SEO
  • How a value-checklist can re-focus your strategy and generate positive results

Essential reading for practitioners and students, Tactical SEO provides thought leadership as well as strategic practical applications for those who want to develop real and lasting expertise.

Brand Protection in the Online World by David N. Barrett (Kogan Page)

This book explains the full scope of Internet infringement, and associated monitoring and enforcement options that are most relevant to brand owners and managers. Covering crucial topics such as brand abuse, counterfeiting, fraud, digital piracy and more, Brand Protection in the Online World provides a clear and in-depth exploration of the importance of, and ideas behind, the brand-protection industry.

Global Writing for Public Relations: Connecting in English with Stakeholders and Publics Worldwide by Arhlene A. Flowers (Routledge)

A book that aims to develop storytellers who can work anywhere in the world. It provides:

  • Insight into the evolution of English-language communication in business and public relations, as well as theoretical and political debates on global English and globalization
  • An understanding of both a global thematic and customized local approach in creating public relations campaigns and written materials
  • Strategic questions to help writers develop critical thinking skills and understand how to create meaningful communications materials for specific audiences;
  • Storytelling skills that help writers craft compelling content
  • Real-world global examples from diverse industries that illustrate creative solutions
  • Step-by-step guidance on writing public relations materials with easy-to-follow templates to reach traditional and online media, consumers, and businesses;
  • Self-evaluation and creative thinking exercises to improve cultural literacy, grammar, punctuation, and editing skills for enhanced clarity

We hope you find a good read!

Andrew, Barbara, Chris and Matt