ipl-logo

Summary: Video Interview With Ketchum's Stephen Waddington

603 Words3 Pages

PR is the Future of Building Relationships: Video Interview with Ketchum’s Stephen Waddington

What does the future of public relations hold us? We live in an era of influence, where advice from a relative or peer is increasingly driving our purchasing decisions and shaping our opinions. That is why companies are reaching out to influencers to advocate their products, services and brands. By combining the influencer’s and company’s community, these third party individuals share valuable content to inspire and build a win-win relationship.

We had the unique opportunity to be at the World Public Relations Forum 2016 in Toronto, where Deirdre Breakenridge, our digital correspondent the event, was able to gather insights on the current trends in the PR space from various PR thought leaders. As one of our hosts, we had the pleasure to host Stephen Waddington (@wadds), Partner and Chief Engagement Officer at Ketchum, and discuss about what the future of PR means for him. …show more content…

Stephen emphasizes honesty, openness and integrity as the driving values that must align between the influencer and a company. Sharing common values and objectives is imperative for a healthy coexistence between companies and influencers because it allows both ends to mutually build and share value with the communities that they represent.

In the discussion, we dived deeper on how to measure the performance of influencer programs: How do you measure performance and success of influencer programs? Stephen mentions that quantitative indicators such as reach, resonance and impressions can measure the impact of your influencer program on the public, however he emphasizes that measuring your results against qualitative objectives is paramount. He supports that building value goes beyond numbers: “Numbers are a proxy, but you have to get to the value at the

Show More
Related

Andrew Curry's Summary

745 Words | 3 Pages

He believes people should pursue a career they are Passionate about. Working a job, you hate for the rest of your natural life can be a detriment on the person and the employer. There are some who may oppose this kind of position and say earning more is the prize because in the end the money will make you happier. The question that might refute this argument is, then why do people still complain about their jobs? If everyone loved money so much they would only have positive things to say about their work lives.

Read More

On Campus, It's One Big Commercial By Natasha Singer

547 Words | 3 Pages

The way that companies choose who they will hire is based on popularity. One student who is a brand ambassador for H.P. laptops has “more than 1,300 friends” (841) on both facebook and twitter and uses both of these to promote

Read More

Mkt 421 Week 3 Twitter

968 Words | 4 Pages

#8. Follow and reach out to Twitter influencers Twitter influencer marketing is popular; it is about getting celebrity or people who have a large number of followers and great reputation to tell your story to their audience. According to Launchmetrics, “76% of marketers consider influencer engagement effective in garnering customer loyalty”.

Read More

Walden Rhetorical Analysis

541 Words | 3 Pages

I do see his meaning in some of the figurative language, but in others it is hard to understand. This expert did make me think about what is really important in my own

Read More

Conformity In Ray Bradbury's Fahrenheit 421

571 Words | 3 Pages

Demonstrating his acknowledgement of the importance of books in providing us with personal growth and limitless amounts of

Read More

Theme Of Conformity In Ayn Rand's Anthem

1180 Words | 5 Pages

He has finally discovered the key to a successful society. “ Through all the darkness, through all the shame of which men are capable, the spirit of man will remain alive on this earth. It may sleep, but it will awaken. It may wear chains, but it will break through. And man will go on.

Read More

The Power Of Letter From Birmingham Jail, By Dr. Martin Luther King

520 Words | 3 Pages

a statement that shows his unwavering belief in the importance of

Read More

Rei's # Optoutside Campaign Analysis

1022 Words | 5 Pages

REI makes practical use of social media in communicating with the people about the program. It makes use of the #OptOutside hashtag on social media pages such as Twitter as a tool for creating a conversation among the social media users. Additionally, it creates an “experiential search engine” that allows people to post pictures of the destinations they visit and add a description of their experience (Birkner, 2018). The use of social media provides a channel through which the company can interact directly with the clients. The communication campaign also makes use of influencers.

Read More

Racing In The Rain Analysis

858 Words | 4 Pages

He believes that in order to do this, a human must not think only for themselves. “To be a champion, you must have no ego at all. You must not exist as a separate entity. You must give yourself over to the race. You are nothing if not for your team, your car, your shoes, your tires.”

Read More

Fred Perry Essay

694 Words | 3 Pages

This achieves a mass crowd yet might be tricky to measure its impact. 'below-the-line', which utilizes media over which the business has control, for instance, immediate mailing. This sort of advancement might be more practical and give more measurable reaction rates.ben Sherman utilizes both over the-line and underneath the-line advancement to help educate clients about its items. Through this data, it expands the clients' longing to purchase its

Read More

Trust Me I M Lying Analysis

1273 Words | 6 Pages

The central theme of media manipulation and the consequences of that are explained and uncovered in Ryan Holiday’s book Trust Me I’m Lying: Confessions of a Media Manipulator. Holiday offers a brutally honest insight into the world of PR and journalism, one that many people can have trouble accepting and one that makes us doubt every form of media and advertisement around us and exposes the twisted relationship between online media and marketing. In the beginning of the book, Holiday admits that he is a liar, but asks the readers to believe everything he says. As mentioned in an article published by Poynter institute, “He has a point to make, but he 's like the addict warning of the dangers of drugs, all the while snorting a line and shaking his head at how bad it is” (Silverman, 2012).

Read More

Dr. Ariely

490 Words | 2 Pages

Another example, he used to introduce the process of how people can cheat by small amounts in the stock market. In this example, he made clear how many people tend to feel appropriate

Read More

Pros And Cons Of Social Media Analytics

1261 Words | 6 Pages

Though, many companies are finding it complex to choose the exact metrics they need to measure on their social media proposals. But in reality, there is no one way to measure. The metrics that is used to measure the achievement of one social media promotion might be significantly different from another, even for the same type of business. However a practical approach, to measure social media, is to start with the activities such as developing metrics to capture product reach, tracking sales through social media and evaluating the cost

Read More

Influencer Marketing Analysis

942 Words | 4 Pages

The image of a brand depends on them, so they should be able to provide valuable and authentic content. You can tell if an influencer is professional or not by the nature of your interactions with them by email or phone. #9. Ability to Handle Negative Reactions Things may not go smoothly all the time. There may be situations when the audience reacts negatively to certain aspects of sponsored content.

Read More

Social Media Influencer Essay

1062 Words | 5 Pages

How to Find the Right Social Media Influencers For Your Brand You may have heard the term “social media influencer” being thrown around a lot lately, especially in the digital marketing circles. Social media influencers are a vital aspect of creating an effective digital marketing strategy. In the world of online consumers, influencers play a huge part in selling your product and promoting your brand. If you’re new to the idea of influencer marketing, we’re hutere to clear the air and help you find the right social media influencers for your brand. What is a Social Media Influencer?

Read More

More about Summary: Video Interview With Ketchum's Stephen Waddington

Related Topics

Open Document