lunedì 31 agosto 2015

PR Digitali e comunicazione universitaria: Lunedì... Perugia - conferenza Euprio.




Se siete da quelle parti lunedì 6, io sono in giro per tenere un paio di workshop alla EUPRIO Conference...


Ecco di cosa parlerò (traendo ovviamente materiale da Relazioni Pubbliche Digitali):

Digital PR use the power of Influence amplification to get our message across. 
Using credible, relevant and vocal influencers, brands and organizations can build reputation, interest and attractiveness. In the workshop we will discuss the basics of Digital PR, how to select relevant influencers, how to build a working relationship with Influencers in an University context.

Digital PR are still ill defined. The seminar will start with a definition of what Digital PR are and how they differentiate from (and integrate with) other tools, such as Social Media. 

Starting from the foundations of Digital PR as related to influence to build reputation and interest, we will discuss the influence spreading process; defining how to identify relevant influencers (case by case). 

How to build a working relationship with influencers, understanding their point of view, needs, interest; and finally discuss how to work on amplificating their contribute to further spread their influence .

Credo sarà un'esperienza interessante (oltre a tenere il workshop, ascolterò parecchio), poi vi racconto:


EUPRIO is the association of higher education communicators in Europe.
EUPRIO’s goal is to ensure communicating with stakeholders is a key factor in university strategic planning.
EUPRIO aims to achieve this by demonstrating communications excellence through the sharing of best practice and new ideas from around the world.

The University, the Communications & Marketing Department and the Professional of the Future.
The world of higher education is in a state of flux. Developments such as digitisation, globalisation and privatisation are having a major impact on the education sector.
Students and academics will travel ever more, and institutions will continue to expand their international partnerships. Knowledge will become more accessible to the public through new technology and easier access to higher education. Campuses may be transformed as technology is changing the way we teach. Tighter public budgets and new legislation is putting pressure on universities to attract more external funding.

THE UNIVERSITY OF THE FUTURE

Increased competition between universities will lead universities to seek formalized partnerships with partners outside the sector, such as industry and schools. This has inevitable consequences for our universities.
  • So what will universities be like in 2020? And, what will this demand of us who work there?
  • How will this affect how universities are organised and run, ‒ for the structure of academic staff, for the student population, for funding and for the university’s public profile?

THE COMMUNICATIONS & MARKETING DEPARTMENT OF THE FUTURE

Universities and all around them are changing. With MOOCs, social media and citizen journalists, communications & marketing departments are facing a new landscape of stakeholders. Big data make it possible to track and communicate with stakeholders even more effectively.
  • How will the communications & marketing departments need to evolve in order to fulfil their role effectively? Will there even be a separate communications & marketing department in the future, or will the universities organise this function differently?

 THE PROFESSIONAL OF THE FUTURE

As organisations change, so must the individuals working within them. What demands face the communications & marketing professional at universities of the future?

  • Will we still need all-round professionals? Or, will specialists play a more important role in the future organisation of communications & marketing function at universities? What future specialist areas can we identify?

mercoledì 26 agosto 2015

Il lavandino viene da te, con Palmolive (PR Stunt)


Batteri, virus, malattie, sporco, grasso, unto, sulle nostre mani ci sono abbastanza agenti patogeni da compiere una strage e da farci morire dallo schifo.

D'altra parte, non sempre abbiamo a portata di mano un rubinetto nel momento del bisogno - e soprattutto non abbiamo del buon sapone, efficacissimo ingrediente per far strage di patogeni e per rimuovere l'antisociale patina spesso legata al momento del pranzo.

Breve: PR Stunt di pregio, semplice e relativamente poco costoso in Germania. 
Lavandino mobile, manovrato da un piccolo activation team in agguato, pronto ad accorrere nel momento del bisogno, in un pulitissimo ambush.

Per permetterci di ripulirci e di sentirci anche meglio ("Cleanliness is next to Godliness").. e ovviamente di portarci a casa un imprinting forte relativamente alla marca.

O quantomeno di generare un simpatico video da far girare in rete (probabilmente usando come attori i dipendenti dell'agenzia e i loro amici) e costruire qualcosa da dire su un prodotto di per se' abbastanza lontano dalle nostre priorità quotidiane.

Basta, guardatevi il video e godetevi l'ambush.