pro·ac·tive: anticipating change and taking action, rather than reacting to events

The Proactive Report is about the shifts in the media landscape, social media strategy and online PR Our aim is to bring you the latest research and case studies that show how technology is changing media consumption and the patterns of communication and behavior online.

Recent Proactive Reports

  • Social Media Roadmap
  • New Media Press Releases
  • Twitter PR
  • Online Reputation Management

Online Buzz, Reputation and The Power of Voice

Back in 2006 while I was working a paper with Rok Hrastnik we called the phenomenon of online buzz and reputation The Power of Voice. Since then many companies have felt that power - positively and negatively.  Dell, Dominoes, Naked Pizza, Motrin, Blendtec to name just a few. Nestle has now joined the list. Nestle is embarking ...
Post on 8th of February 2010Keep Reading...

Engagement – the new ROI?

The term 'engagement' is popping up all over the place. Using social media channels as a broadcast medium won't get the result you're after.   Engagement is the key to success. According to the Alterian “Annual Survey 2009” report Are You Ready to Engage? the maturity of digital and social media requires integration of marketing strategies. Marketers must ...
Post on 3rd of February 2010Keep Reading...

Trust and Transparency Important to Corporate Reputation

The 2010 Edelman Global Trust Barometer released today might motivate you to take another look at your 2010 PR and social media strategy. For the first time trust and transparency rank as important to corporate reputation as the quality of products and services.  In fact, in the U.S. and in much of Western Europe, those two ...
Post on 26th of January 2010Keep Reading...

Engagement Drives Loyalty

A new report from the Chief Marketing Officer (CMO) Council report indicates that marketers under-value loyalty programs even as customers give the perks, discounts, deals and additional service opportunities high marks. What makes a loyalty program successful? Both customers and marketers agree: deeper engagement and personalized contact drives loyalty, not mass blast communications and gimmicks. The Marketer's ...
Post on 25th of January 2010Keep Reading...

PR 2.0 What Works?

I caught up with Greg Jarboe at Search Engines Strategies in Chicago a few weeks ago and asked him what PR people should do in 2010. Here is his advice: What used to work doesn't work anymore and you need new skills. Learn to optimize news content Master social media Learn to do video marketing - not VNRs, but ...
Post on 21st of January 2010Keep Reading...

The New Media Relations

It's official - journalists rely on social media sources to find stories.  Traditional media may not be dead, but the best way to connect with them is online. A national survey conducted by Cision and Don Bates of The George Washington University’s Master’s Degree Program in Strategic Public Relations found that an overwhelming majority of reporters ...
Post on 21st of January 2010Keep Reading...

Are You Ready for PR in 2010?

Although we're bombarded with information about social media from all sides, and we do hear about successful programs, it seems that in  too many cases we're still stumbling in the dark.  Almost half of the worst PR blunders of 2009 had an online component. "The biggest lessons learned this year are in the social media sphere," ...
Post on 19th of January 2010Keep Reading...

Social Media Essential Skills for Marketing and PR Jobs

The CMO Club polls its members each week and the most recent question put to the group was: What is your top priority for hiring? Social Marketing was at the top of the list with 39.2%  with comments such as “The biggest gap I have is Social Marketing expertise. We all know the basics, it’s applying new ...
Post on 13th of January 2010Keep Reading...

Social Media Essential Skills for Marketing and PR Jobs

The CMO Club polls its members each week and the most recent question put to the group was: What is your top priority for hiring? Social Marketing was at the top of the list with 39.2%  with comments such as “The biggest gap I have is Social Marketing expertise. We all know the basics, it’s applying new ...
Post on 12th of January 2010Keep Reading...

PR Trends 2010: Video

There is no doubt that we've become a visual lot.  If a picture is worth a thousand words a video is definitely worth a couple of thousand.  Watching video online has exploded in the last three years. YouTube is now the 2nd biggest search engines after Google.  People search YouTube to find videos about the ...
Post on 5th of January 2010Keep Reading...
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