One trend that will not be fading anytime soon is that of social media. How social media can be applied to bettering public relations has been a hot topic for many debates and David Meerman Scott describes the relevance and significance perfectly in his new book "Real-Time Marketing & PR: how to instantly engage your market, connect with customers, and create products that grow your business now." The book outlines the why we need to incorporate this "real-time revolution" into the companies we do business with starting with our own and how to best go about doing just that.

The beginning of the book explains the revolution at hand and goes in-depth convincing the reader as to why they need to jump on this bandwagon. Scott explains, "the real-time mind-set recognizes the importance of speed. It is an attitude to business (and to life) that emphasizes moving quickly when the time is right." In describing how businesses that do have this real-time mind-set run, Scott explains, "public relations staffers are empowered to respond immediately, without asking management or the lawyers."

social media clockThis is especially important in the face of a crisis. In general ignoring online content especially that from social media can hurt your company tremendously, PR should always engage and respond as quickly as possible. Initial silence comes off as if the company is indeed hiding something. One good point to note is: if your crisis first appears on a social media site, respond on it, do not go to mainstream media first. Those people who were the first to talk about it will see you responded and spread the word.

Monitoring social media for stories about your company before they break is so important to the idea of being in real-time too, Scott explains when it is appropriate to respond on social media sites and when it is useless. If it's a complaint, responding politely can often change their mind, if you don't have an immediate answer to something be honest and tell them you will go try to get to the bottom of the situation. He includes great examples such as the creative ideas of companies that used twitter to take advantage of real-time events, like Delta's PR team that turned what is always a frustrating situation (snowstorms for airline passengers) into a positive opportunity #snowmaggedon via twitter. This book is a great read for anyone in the PR industry and gives relevant example and stories of successes and even includes some failures using social media. It keeps you entertained while at the same time teaching valuable lessons.

Sixonetwo and I ♥ MPLS

Have you seen the I ♥ MPLS shirts around? If your anything like me you may have been wondering where these underground shirts come from. Adentheos is the brand that is making it trendy to show your love for the city and the tee's can now be purchased in stores and online. I also found it really clever that their line of sixonetwo shirts also come in Norwegian, Swedish, and Spanish, so many of us Minnesotan's can show pride for our heritage and our city at the same time. I know I want one!

Here's a sample media pitch for them for Metro Magazine:

To: chris.clayton@metromag.com

Subject: Minneapolis brothers start their own trend


Dear Chris-

Twin brothers born and raised in Minneapolis have been wearing their heart on their tee, literally. Aron and Daniel Lipkin started their own company some years back selling the trendy shirts that read: I ♥ MPLS. This line has since expanded to include Sixonetwo and their St. Paul line as well. It started just as a small production for the boys, selling some shirts to family and friends but quickly caught the eye of many hipsters through out the city and has now become a business for them.

The name ADentheos is their two first initials with the word entheos- meaning spirit within. How fitting for their brand of clothing that shows your support for the cities and hometown pride. To become part the trend visit them at: www.rep612.com


Thanks for your time.
Sincerely,

Betsy Sandberg
sandb166@umn.edu


Who Am I

Elizabeth Sandberg, or Betsy as her friends call her, has lived in Minneapolis her whole life. Currently attending the University of Minnesota she is working on her degree in public relations. She loves to travel and is working on a minor in Spanish, she is a proficient Spanish speaker and lived and studied in Barcelona for a semester last spring. Betsy has a great work ethic and has worked at the restaurant Spill the Wine in downtown Minneapolis since they opened in April of 2007. She is also currently looking for an internship opportunity.


Betsy can be contacted at sandb166@umn.edu