IV LatamPR Annual Conference

From the 12th of April until the end of May 2021, LatamPR is promoting a series of webinars to discuss the impacts of new technologies in strategic communication businesses.

Click here to know details – https://www.conferencia2021latampr.com/ choose your best webinar and get connected:)

Foro Regional de Políticas Educativas 2020 IIPE UNESCO

Foro Regional de Políticas Educativas 2020 IIPE UNESCO

CLIENT:

Latin America office of the International Institute for Educational Planning (IIPE UNESCO)

Country of Origin:  Argentina

Goal: Positioning within Latin America of the IV Regional Forum of Education Policies that took place in December of 2020 with the aim of improving future announcements and calls to register.

Strategy: PR and Communications campaign; Press release to a wide database of journalists.

Results: The 2020 Regional Forum of Education Policies 2020 was reported on in almost 40 media sources, spanning both digital and radio forms. With these results, it is expected there will be an increase and improvements in the registration numbers for the 2021 edition.

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ADAPTING TO NEW SOCIAL MEDIA STRATEGIES IN THE AGE OF COVID-19

ADAPTING TO NEW SOCIAL MEDIA STRATEGIES IN THE AGE OF COVID-19

COUNTRY OF ORIGIN : U.S.A

Challenges :  The beginning of the pandemic in March of 2020 prompted a shift in the social media landscape. While the world went into lockdown all at once with city-mandated quarantines and restrictions, people turned to their phone screens to cultivate human connections; and with that came an explosive rise of social media interaction.

Communication Tool we are used : PR, Events, Social Media, Advertising.

Result : The hospitality and tourism industry took a hard hit due to the pandemic. Back in March, when it dawned on most of us that all travel plans were canceled for the rest of the year, the same question was raised for all hospitality-focused social media experts: How to increase and maintain engagement without a call-to-action to travel? 

For  social media accounts like @visitebarbadosand @calalunahotel, we particularly wanted to be cautious of our messaging. Eliminating call-to-actions, we delivered more hopeful messaging about travel. With taglines such as “We’ll see you soon” and “Reminisce about travel,” we created a feeling of nostalgia and empathy towards visiting a destination. As for content, we stayed away from photos showing groups of people and delivered more nature shots and photos, which represented the essence of each location. Content that seemed to keep people in positive spirits, including cocktail recipes, virtual happy hours, Live DJ sets, yoga classes, and mental health tips, all worked to keep the minds of our audience distracted from the travel restrictions and virtually connected with our clients. To keep our audience engaged, we used interactive Instagram Stories using Instagram Stickers and always kept a conversation going by asking questions and encouraging followers to comment and share travel stories.

The strict lockdown period also raised initiatives to support small businesses during both a health and economic crisis. To show our support, our team at CIIC launched the internal social media initiative, #LoveFromaDistance, to showcase how we support local businesses in our homes of Miami, New York, and San Diego. Every week, a team member made a purchase from a local small business and highlighted the brand on our social media platforms. It gave us a chance to feature some amazing brands while encouraging our followers to shop and #SupportLocal. 

With the shift to virtual events, clients like Florida Wine Academy, which have annually hosted Miami Champagne Week at signature Miami locations, now we’re adjusting to hosting their weeklong event in a virtual setting. Our social media team’s challenge was synonymous with our initial challenges at the start of the pandemic: How to reach a social media audience and keep them interested in attending (yet another) virtual event. To map out a month’s worth of content in Miami Champagne Week’s preparation, we brainstormed what our audience of wine aficionados would like to see on their feed. This resulted in going back to some of our proven tactics which worked well at the start of the pandemic: interactive posts on the feed/stories, videos from industry professionals, and light-hearted, inviting content. To expand our audience, we worked with like-minded social media accounts through the use of hashtags and geo-tags. A simple act of engagement, like commenting or “liking” a photo, increases brand visibility and the chances of gaining organic followers. The conclusion of Miami Champagne Week brought our team new insight and strategies to apply for similar events in the future.

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Communication Tool we are used to traveling

Communication Tool we are used to traveling

CLIENT NAME :

BARBADOS, ANTIGUA & BARBUDA, BELIZE, BRITISH VIRGIN ISLANDS, ARUBA, HILTON BARBADOS, THE REEF RESORTS. 

Challenges : Train travel agents based in the most important markets in the country: City of Buenos Aires, La Plata, Rosario, Córdoba, Mendoza and Salta. Through this event, government organizations and hotel chains could reach hundreds of potential visitors from across the country.

Communication Tool we are used :  Roundtable information and training sessions; PR activities with local media houses. 

Result :  In Argentina, hundreds of agents have been trained throughout the 5 years of the event, improving their knowledge and the possibility of closing sales to the destinations that participated in the Caravan and thereby increasing the flow of travellers to the Caribbean.

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The claim of the travel agent in the new normality

Travel consultants have played a very important role in the past as travelers always consulted their “trusted travel agent” when thinking about vacations or business trips as there was not as much information available about destinations, hotels and services.

Over time, the rapid massification of the internet and the growth of social networks, reconverted business models allowing anyone to access a large amount of data and even self-manage their own trips.

The emergence of online agencies and portals exacerbated this trend. Booking a trip became an immediate transaction through the internet without the intervention of a specialist who could advise the traveler on the quality and location of the hotels, services to hire, or the most convenient air routes.

Based on this new normal that the pandemic imposed on a global level, traveling represents a new challenge. It is no longer pleasure or business but, in turn, in many cases, implies fear or threat. This paradigm shift once again redefines the role of the travel agent to offer peace of mind and security about the destinations to choose and services to hire. The emotional factor that previously guided decisions is now more than ever contrasted with the rational one, with the need to know in depth what they will face and feel sure that their final choice is the correct one for the experience they are looking for.

The impact that social networks have today and the large amount of information available on the internet can also confuse and overwhelm the traveler. Fake news is a reality in all formats and the need for reliable data becomes critical. This new scenario represents a concrete opportunity to reconnect with the consumer through a unique and real experience. The possibility of accessing personalized attention and exhaustive knowledge of the regulations, protocols and security measures in force in each destination and service offered with truthful information today vindicates the role of the once underestimated travel agent.

The new face of PR: mathematics, big data, technology and creativity

If public relations is to deliver the results clients crave, practitioners must embrace new ways of working. By Sandra Sinicco.

As professionals, we are surfing a digital wave that is increasing in speed and swallowing up everything in its path. Traditional PR techniques are no longer as effective as they once were: we are seeing a lack of trustworthy analysis on the real impact of campaigns on their targets, an overflow of information and a lack of accuracy in current methodological research. 

There are many examples that justify the pressing need to innovate our way of thinking – the clearest and most current being the disparity between pollster expectations and the actual results of the last US presidential election, which showed a strong misjudgement of the public mood.

Thinking about damage control in the Digital Age is something that will make PRs break into a nervous smile, while frantically trying to think up new creative ways of dealing with crises that quickly spiral beyond manageable. There is no control mechanism accurate enough to deal with the influx of information we are dealing with.

When we turn our gaze to the corporate world, we see multinationals incorporating start-ups into their teams, making evident the contrast between the old and the new, the bureaucratic and the spontaneous. This means that today, within one company we may have to deal with many different ways of conveying information.

The relationship between these contrasting ways of thinking has served to highlight major changes that are directly impacting the way PRs are able to manage communication strategies for each company.

Blindfolded flight

It is not wrong to suggest that we are flying blindfolded when relying on the old techniques of the Digital PR Age to get us through today’s Social Media Age. Over time, it becomes evident that not only do we need new methodologies to evaluate results, but also adequate technology to keep us connected 24 hours a day with relevant content to help plan and effectively come up with strategies. 

This brings forward the question: to what extent are we able to use maths, technology and big data to improve our performance? Moreover, do PRs have the power to develop specific communication tools that work inside corporations?

As professionals, we need to be able to rely on high quality technological tools to support companies’ bureaucratic activities and facilitate the analysis of trends and reports from different areas of the main operation, utilising those to help develop creativity, enable the connection with more targets and make sure information is current.

This way, we are able to identify dangerous situations and new opportunities before they happen or pass us by. The improvement of interaction between different areas of a company can and will be key to their success and growth. 

We also need to consider the fact that companies have become too complex to effectively manage their communications in the old format. Once, each managing boss would control their own area independently. Today, it is imperative to work together and incorporate into our way of thinking the different points of view that come with the skillset of each boss. 

Being able to consider all these variables may be the key to being a successful PR professional nowadays.

Council for brand protection

Understanding that there is a need for corporate change will naturally bring about a shift in the internal organisation of companies, where PR professionals and communicators will possibly be given the same level of importance as those working in finance, commercial dealings and corporate management.  Communication will be integrated into companies in such a way that a type of “council for brand protection” can be developed, required to come up with the skills to understand different points of view and work together in the face of tight deadlines, when dealing with treacherous waves that could damage the corporate image. 

Let’s consider a potential scenario faced by this council:

A company has made changes to their organogram. Will the PR managers be able to integrate and develop to meet the needs of their Finance team, Technology team and their CEO, so as to attend to the demand for better tools to manage their brand? 

It is likely they won’t be able to meet these needs. This is because there is a shortage in PR professionals with the skills to understand the importance of maths, big data management and artificial intelligence, and use those to decide if a proposed tool will fit their needs in an adequate way. 

This lack in skillset is not entirely up to the professionals themselves – we have to consider if the current educational institutions are adequately qualifying future PRs for the market demands they will face.

For example, is a PR professional working today capable of choosing the most effective out of many Big Data Solutions for each client?

Next big wave

There are so many suppliers and creators offering Big Data management tools that the expected way to decide between them would be to focus on the one that worked for your competitors. This is a tried and tested way of proceeding, and has worked for years. But that was before: Now, we don’t know where the next big wave is coming from to knock on our doors and wash over our sense of security. It could come in a matter of hours, and it can gradually increase with every passing second, as is the nature of the internet. When it comes to management tools, this becomes something to uniquely consider.

A recent presentation by Gartner stated that “marketing is so inextricably linked to technology that by 2017, CMOs are projected to spend more money on information technology and analytics than CIOs.” Although marketing professionals are accustomed to working with numbers and being under direct pressure from investors to meet commercial demands, the same statement should apply to PR professionals. 

We might not face this direct demand in the same way, but we share similar concerns. We are expected to foresee scenarios and trends, as well as come up with creative ideas to add value to the brand.

Multitude of networks

In conclusion, surfing each wave in the Social Media Age means PR professionals have to be able to combine maths, knowledge and creativity. In the current scenario, there is a multitude of networks being formed, by both PRs and stakeholders, constantly protecting brands and sharing values.

These networks are then surrounded by another series of networks formed exclusively by stakeholders, which serve as background for different networks and so on, infinitely. These chains are connected through social media – with the use of apps and online news resources, which amplify word-of-mouth information in seconds.

All these chains form together a universe of constant chit-chat that can go from a subtle rain to a flood in a matter of hours.

Customers are much more empowered these days. Therefore, as professionals, we are involved in a learning process that has no end. Working efficiently is no longer a question of just producing communication messages based on the perceived knowledge we might have gathered from the customer; it is about shaping and observing their behaviour with the help of powerful mathematical and data tools. We must become aware, not only of their real needs but of what they will require in the near future.

Smartcom organizó exitoso ciclo de webinars para DHL Express Venezuela

Smartcom organizó exitoso ciclo de webinars para DHL Express Venezuela

Nos sentimos agradecidos y orgullosos de nuestro cliente DHL Express Venezuela, con quienes hemos compartido la organización y planificación del ciclo de webinars gratuitos “Conéctate con DHL: Impulsando negocios, escenarios y oportunidades para Venezuela”.

El evento se llevó a cabo con el fin de acercar la empresa a sus clientes, inspirando a los emprendedores a encontrar nuevas oportunidades y mostrar que hay situaciones que se pueden aprovechar en positivo.

Logramos conectar más de 1.000 personas, desde sus casas y en distintas ciudades de Venezuela y del mundo, a quienes les pudimos llevar, en estos tiempos retadores, una forma de apoyo a emprendedores, pymes y microempresas.

La primera conferencia de este ciclo se realizó bajo el título “Perspectivas económicas de Venezuela: Oportunidades y Tendencias Actuales, y estuvo a cargo de Leonardo Buniak economista y Managing Partner de la firma Leonardo Buniak y Asociados. También participó Ivis Escorche, CEO de DHL Express Venezuela, con tema “DHL en Venezuela: soluciones y servicios para empresas, pymes y emprendedores”.

La segunda conferencia llevó por nombre: “Realidad del e-commerce post pandemia y tendencias digitales del consumidor”, en esta oportunidad Carlos Jiménez, especialista en tendencias, estrategias de negocios y marketing ofreció una excelente ponencia y por parte de DHL Express Venezuela nos acompañó German Biaggini, Chief Technology Officer (CTO) de DHL Express Venezuela.

La tercera conferencia de este ciclo cerró con el tema: “¡Reinvéntate! Trucos para hacer Social Selling” tuvo una excelente participación por parte de Anna Vacarella, periodista, conferencista y motivadora y Verónica Hernández CEO de SmartcomCorp, comunicadora y empresaria.

Con DHL Express, COMPARTIMOS EL MISMO SUEÑO, ver crecer tu negocio.

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