The next interview in my series with speakers at the Social PR Forum event taking place at RIBA, London in December this year is with Christian J. Schultz, head of communication at Mattel CNEURS-SEE. See you at the show.
Paul Stallard: Why has social networking and other social media meant PR strategies need to change?
Christian Schultz: Social networks and social media haven’t caused PR strategies to change but it has meant that the execution of our PR strategies has changed. PR is a field in which we must constantly evolve and align our way of communicating to our stakeholders. E.g. if our stakeholders communicate through social media, then we must communicate through similar channels.
PS: What is your top tip for using social networks with brand PR?
CS: Be where your stakeholders are, not where you think they are.
PS: How do you keep your social media program accountable in terms of time and keeping the balance?
CS: Set up measurable targets and specific goals before beginning any social media program. Once the program is up and running, then you need to track it regularly and review it once complete. Always bring what you learnt with you to your next program.
PS: Online PR – is it adapt or die?
CS: Online PR is here to stay, no doubt about it. But again, it is your stakeholders that at the end of the day decides how engaged you need to be with your online PR.
PS: How important is understanding SEO to modern PR professionals?
CS: Understanding SEO and knowing how to maximize your presence and opportunities online is absolutely necessary as we all scramble for stakeholder awareness. With users online increasing by the minute, the optimization of online information availability is a challenge but also a fantastic opportunity to stand out from the rest.