Bogged down by insurmountable tasks and challenges, practitioners are struggling to find a way to engage with stakeholders effectively – choosing the appropriate social media tool to maximise target audience outreach have taken precedence.
In this age highly dominated by digital media like Facebook, Twitter, LinkedIn and the like, it is increaingly crucial to understand the value of employee empowerment by providing them with a “voice” on social media platforms. Concurrently, creating a set of rules and guidelines governing their professional behaviour online.
Jeremy Woolf, Vice President, Global Social Media and Digital Lead, Text 100 correctly points out: “Social media is no longer a ‘bolt on’ – it must be a core part of not just communications but business strategy, regardless of your business function. While many Singapore companies have started to embrace social media channels such as Facebook and twitter, the challenge now is how to use these channels to create communities around their bands. They need to evolve from broadcasting to creating environments in which people want to share and interact with them.”
No longer are communications run on a one-way track – consumers can now utilise different outlets online to voice their displeasures. Besides having to monitor the real-time, viral online space, there is constant pressure on practitioners to navigate an immediate response should a crisis break out.
Charlie Pownall, Managing Director, Lead Digital Strategist, Burson-Marstellar explains: “The management of corporate reputation is facing unprecedented challenges, and as firms are finding to their cost, their reputation lives online in the minds of their customers just as much as through advertising or chats around the water cooler. Little concerns companies in Asia more than the prospect of a crisis that starts or escalates online. Yet most organizations are ill-equipped to deal with an issue that escalates quickly online or respond to a crisis in real-time across multiple channels.”
To ensure successful stakeholder engagement, a carefully crafted and holistic communication strategy is needed much more than before. Practitioners need to leverage on the right social media tool for optimum engagement. CEOs need to be aware that building strong internal communications is fundamental to successful external communications.
To address these emerging issues, a 2-day conference on “PR in the Digital Age” will be held on 14 – 15 November in Hong Kong and 17 – 18 November in Singapore, during which attendees can gain insights and hear from communication experts on how the new dynamics of corporate communications help shape media success. Attendees will get an opportunity to hear from experienced practitioners across industries as they share valuable tips for enhanced communication techniques. PR practitioners can pick up useful tips and skills to better equip themselves to take on new challenges in the highly digitalised social sphere; discover the crux to managing issues online and generate creative content to successfully capture media attention.
This year’s conference brings in insights from companies like PepsiCo, Marina Bay Sands, NUS and more. Experts sharing include Jennifer James, Corporate Affairs Director Asia Pacific Region of PepsiCo, Timothy Hou, Senior Manager for Communications of Marina Bay Sands, Stuart Pallister, Corporate Communications Director of NUS Business School, Andrew Thomas, Regional Director of Ogilvy PR, Lars Voedisch, Executive Director of Hill & Knowlton and many others.