Connections, Context & Content, Part 13: final thoughts

Go Forth & Mobilize
In many respects, mobile remains an emerging communications and media channel. While consumer adoption of mobile has reached a critical mass and features such as mobile messaging are tightly integrated into day-to-day use, use of the medium as a channel for corporate and brand communications is still at a formative stage. Marketers [...]

Connections, Context & Content, Part 10: Mobile and Media Relations

Mobile & Media Relations

While mobile cannot replace the benefits of building trusting and mutually beneficial relationships with members of the media, there are ways that it can support media relation activities. Valerie Christopherson offers this list of uses for mobile in media relations:

sending invitations to press conferences;
querying prospective media targets during a media tour [...]

Connections, Context & Content, Part 9: Mobile and Community Relations

Mobile & Community

The practice of community relations is another area where mobile can play an important tactical role.  Enhancing public service campaigns, providing information services, and mobilizing support are three excellent examples of tactics that can be enhanced by integrating mobile. “Mobile offers communicators a tool that’s both responsive and personal. When the public [...]

Connections, Context & Content, Part 8: Mobile & PR Brand Building

Mobile & The Brand
Recalling Mary Sachs’ comments that the lines between marketing and public relations are blurring, the first place where mobile can fit in with a public relations strategy is in the area of marketing communications. While traditional marketers would look to mobile as a way, ultimately, to sell product, the public relations professional [...]

Connections, Context & Content, Part 7: Intro to Mobile PR Tactics

Getting ‘Mobilized’
The remainder of this series will address specific tactical approaches for how public relations professionals can leverage mobile for brand activation, community building, media relations, assessing public attitudes and crisis communications.
Though there are ways to integrate mobile into other practice areas, these provide the most fertile opportunities and include the best examples of the [...]

Connections, Context & Content, Part 5: Considerations for Mobile PR

Mobile Strengths & Limitations
Mobile is a permission-based communications channel. In order for any organization to communicate with stakeholders via mobile, the consumer must take the first action.
This permission can be gained in many ways: from a website sign up; via text message in response to a promotional call to action; by a click on a [...]

Connections, Context & Content, Part 4: Mobile As A Content Platform

Mobile As A Content Platform
We have now seen how mobile technology enables connectivity and context for consumers and have begun to review those implications for public relations practitioners. The third ‘C’ we’ve introduced is ‘content’. And while technology underpins mobile content, the public relations professional needs to understand how mobile allows content creation and consumption.
From [...]