schrijf je nu in voor onze nieuwsbrief!
The PR Spotlight with Connie Bensen (Alterian)
Blog
Opinie
Jody Koehler
01-02-2011
We at Coopr connect with international PR professionals daily. From Sydney to Vancouver and from Cape Town to Helsinki. More and more PR professionals connect with each other online, via Twitter, blogs, podcasts or Facebook. To share their knowledge, thoughts, doubts and passion for Public Relations. With 'The PR Spotlight' we wish to contribute to this active PR community. We will try to approach some of the best in PR for you. To help you find answers. 'The PR Spotlight' today is on Connie Bensen, director of Social Media & Community Strategy at Alterian. Please enjoy her 7 answers and help us share her story!
1. Who are you and what do you do?
Connie Bensen, Director of Social Media & Community Strategy, Alterian. My focus is on building community online and the impact that can have across the business functions. In other words, how the social web can be leveraged to meet business objectives. I work cross functionally and support sales, marketing, PR, customer service and product marketing. My role is customer-centric.
2. What does PR mean to you?
My definition of public relations is that an organization needs to share their story with the world.
3. How do you see the role of PR in the near future?
The social web and the new customer has shifted the role of PR. Consumers want stories that are interesting. Just as with marketing, they are blocking messages that aren't interesting and that don't engage them. Consumers want messaging that is interesting and relevant to them. It needs to appeal to their lifestyle.
In terms of measuring success, that has also greatly changed. It is no longer about eyeballs and clicks. Social media monitoring tools allow PR professionals to monitor the reach and sentiment of their messages. Overall there is going to be a blur between marketing and PR efforts due to the influence of the social web.
4. PR sucks because...
agencies are still broadcasting their stories on wires. They aren't utilizing social media optimized press releases that integrate content in a number of formats.
5. PR rules because...
I enjoy telling the story and sharing the vision of the brand. Public relations is easy when you are passionate and have interesting stories that others want to share with their networks.
6. What's hot on your radar right now?
I am watching how traditional marketing is shifting towards a more customer centric model. It's quite interesting how the technology is evolving to personalize the engagement.
7. Who's the best in your field? And why?
Jeremiah Owyang is someone that I consider a leader in my field. He offers insight that is cutting edge. In terms of PR, Brian Solis is a visionary. The title for his book - Putting the Public back in Public Relations underlines what needs to be done. And I love how interchanges the words PR and marketing. That is the future!
If you have further questions for Connie, please feel free to post them in the comments ('Reageer') or connect with her via @cbensen.
Full disclosure: Alterian is a client of Coopr.
1. Who are you and what do you do?
Connie Bensen, Director of Social Media & Community Strategy, Alterian. My focus is on building community online and the impact that can have across the business functions. In other words, how the social web can be leveraged to meet business objectives. I work cross functionally and support sales, marketing, PR, customer service and product marketing. My role is customer-centric.
2. What does PR mean to you?
My definition of public relations is that an organization needs to share their story with the world.
3. How do you see the role of PR in the near future?
The social web and the new customer has shifted the role of PR. Consumers want stories that are interesting. Just as with marketing, they are blocking messages that aren't interesting and that don't engage them. Consumers want messaging that is interesting and relevant to them. It needs to appeal to their lifestyle.
In terms of measuring success, that has also greatly changed. It is no longer about eyeballs and clicks. Social media monitoring tools allow PR professionals to monitor the reach and sentiment of their messages. Overall there is going to be a blur between marketing and PR efforts due to the influence of the social web.
4. PR sucks because...
agencies are still broadcasting their stories on wires. They aren't utilizing social media optimized press releases that integrate content in a number of formats.
5. PR rules because...
I enjoy telling the story and sharing the vision of the brand. Public relations is easy when you are passionate and have interesting stories that others want to share with their networks.
6. What's hot on your radar right now?
I am watching how traditional marketing is shifting towards a more customer centric model. It's quite interesting how the technology is evolving to personalize the engagement.
7. Who's the best in your field? And why?
Jeremiah Owyang is someone that I consider a leader in my field. He offers insight that is cutting edge. In terms of PR, Brian Solis is a visionary. The title for his book - Putting the Public back in Public Relations underlines what needs to be done. And I love how interchanges the words PR and marketing. That is the future!
If you have further questions for Connie, please feel free to post them in the comments ('Reageer') or connect with her via @cbensen.
Full disclosure: Alterian is a client of Coopr.
