Mixing social and traditional media

Mix & Match event series in South East Asia 

Integrating social and traditional media into a business’s PR and communications strategy is critical for today’s corporate communications directors. The highly successful Mix & Match Thought Leadership series of events across SEA presented topics that addressed the core of this issue.

With the topic: "How to Mix & Match Traditional and Social Media", to boost brand value or contain a crisis, we gave all our participants the opportunity to soak up valuable insights from real examples on managing today's media and PR landscape.

We gave all our participants the opportunity to soak up valuable insights from real examples on managing today's media and PR landscape.

iSentia’s expert presenters included Alvin Chan (CTO, Brandtology) on Breaking the Social Media Code and award winning media analyst Kym Edullantes (Regional Media Intelligence Consultant, SEA) on Correlating PR results with Business Outcomes.

Alvin Chan:
"It was a successful series of events that generated a lot of interest, and we had a great time engaging in deep discussions and conversations with the participants. I believe the information we shared with our audience provided a lot of insights on the topic of social media, and I think there was a great deal of information and learning gained by ourselves and our clients."

During his presentation, he talked about the exchange of user-generated content, sharing and exchanging of ideas in virtual communities and networks. In a recent survey across six SEA countries (Philippines, Singapore, Malaysia, Vietnam, Thailand and Indonesia) it was discovered that:

PR Tactics Used

  • 90% distribute press releases
  • 57% post to company website (excl. Thailand)
  • Social Media usage is highest in Indonesia (57%) and Singapore (58% )
  • Press conferences are widely used

"PR and social media together means it’s no longer just about broadcasting, but there’s a lot to do with “sharing” not just about creating news or press releases, it’s about “seeding” and stimulating its spread through natural, organic or through personal engagements." Alvin said.

Kym Edullantes:

"It was such a delight to see our client’s faces, and hear directly from them right across the region. The great turnout from the series is testament that the appreciation for best practice media research exercises is getting the attention it deserves. As an analyst, the opportunity to talk about one facet of the practice was quite remarkable – it’s being part of the evolution of a very dynamic world that is analytics."

Kym said in her presentation that the most important for communications professionals was to firstly see themselves as business people before they view themselves as communications professionals. "This means positioning communications as a means to an end for better financial performance. Closing the gap and linking communications efforts to business objectives is thinking strategically."

Tips to strategic communications:

  • Identify the business objective
  • Select the stakeholder audience to influence
  • Recognise the barriers that exist
  • Select the most appropriate communications activities to reach your audience
  • Reaffirm that the communications activities support the business objectives

Presentations at the Mix & Match series generated wide interest among clients and invited guests. Chad Laws, Marketing and Communications Manager, SEA said the series of events was a great way to engage with clients in the different countries. ``iSentia is committed to supporting programs where we can engage with our clients and provide insightful information that benefits them.’'

 

by Chad Laws
Marketing & Communications Manager, SEA

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