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BBC

January 4, 2021 By Debbie Bayes

Why the Work Phone Call is Back in Vogue

Coffee mug with an iPhone while working
Image by Derek Robinson from Pixabay

Surprisingly, the phone call has become a popular method of business communication by young people while working remotely as The Wall Street Journal reported in The Resurrection of the Office Phone Call. Apparently establishing more rewarding connections to decreasing digital carbon emissions are among the advantages of phone calls over video meetings, emails and texts.

During the pandemic, millennials discovered the benefits of communicating with colleagues, mentors, clients and prospects by phone and phone traffic has shot up. The work call provides an effective method for one-on-one discussions without concerns related to using Zoom such as what to wear, whether your background is tidy and appropriate or if the lighting is good.

A phone’s portability is another plus. You can talk while getting fresh air or moving around inside instead of being stuck in front of a computer.

When I started in public relations, reaching out to the media to pitch story ideas and guest recommendations by phone was a mainstay. However, once email became universal it has generally been the preferred method when initially pitching producers, writers, editors, influencers and bloggers.

I often find a hybrid approach of calls and emails is most effective during the follow-up process and cuts back on the number of emails exchanged. Once a media professional is interested in an idea, a phone call is an efficient way to build a rapport while confirming details concerning a proposed interview, product feature, or bylined article. Also, connecting on social media is a good idea to learn more about them and share their work.

With growing concerns about the environment, CBS This Morning’s “Eye on Earth” correspondent shared our reliance on IT for remote work negatively impacts the planet. We may not be commuting as much, but sending 100 emails leaves the same carbon footprint as driving a mile in a car. In fact, the BBC’s Smart Guide to Climate Change says making video calls over the internet has a much higher carbon footprint than do mobile phone calls.

More rationale in support of phone conversations was explained in an article in Scientific American. It discusses a paper slated for publication in the Journal of Experimental Psychology by Professor Nicholas Epley at the University of Chicago Booth School who studies social cognition and Assistant Professor of marketing and psychology Amit Kumar at the University of Texas. Their research indicates people should consider talking rather than typing to forge better connections and more satisfying interactions.

Another study with young children cited in The New York Times showed that telephone communication was just as effective as being able to touch and see a parent. “The clear implication is that you don’t need to literally see your loved ones and friends to feel your bond with them,” psychiatrist Dr. Richard Friedman writes in a recent op-ed.

As the iconic song reminds us, “Everything Old is New Again.”

Contact us to learn how we can help promote your brand with our hybrid approach and other effective strategies to amplify your marketing in 2021.

Filed Under: Consumers, General Articles, Journalism, Media, Public Relations Tagged With: 2021 integrated marketing, BBC, Business communications, CBS This Morning, media relations, millennials and work, pitching journalists, Scientific American, The New York Times, The Wall Street Journal, working remotely

June 15, 2016 By Debbie Bayes

PR’s Place in the Multi-Platform Digital Age

PR Relevant in Digital AgeIf you thought the digital age was making PR irrelevant – think again.

The vast number of media outlets today has actually increased opportunities for PR. No longer are TV and radio programs heard or seen once on-air at a scheduled time or are newspapers and magazines just read in print on a daily, weekly or monthly basis. According to NiemanLab, more Americans today are working for online publishers and broadcasters than newspapers.

Content is posted or streamed 24/7 across multiple platforms consumed by individuals on their mobile devices, tablets, laptops and desktops to read, listen or watch live or on-demand. It is often shared, blogged, liked or tweeted about on social media. This means if you, your brand, event, products, book, organization, cause or services are mentioned in the media, it has a long online life.

News outlets large and small have become integrated multimedia informational platforms with complementary websites, blogs and podcasts. Their online counterparts usually feature video, images and feedback from readers and viewers about the content. You’ll often hear radio and TV hosts telling listeners and viewers to follow them on Twitter or find them on Facebook to foster two-way conversations and build a loyal community.

Programs Have Become Platform Neutral

People want to trust news sources for curation since there’s so much information available it’s hard to decipher what’s credible. As Chuck Todd, Host of Meet the Press on NBC explains, the long-running show has stayed relevant by being platform neutral in a 24/7 digital journalism world.

Bloomberg cites the top new media companies and why established media companies have invested in them. Here the Host of Bloomberg’s daily program “What’d You Miss?” explains how he sees the TV program as a source of online video content. Acknowledging that many people get their news from social media, Bloomberg Media will now live stream three shows on Twitter as well as their markets coverage.

SO, WHAT DOES THIS MEAN FOR PR?

New Opportunities for Building Relationships and Reaching Your Audiences

The digital age provides new opportunities for all kinds of experts to comment, weigh-in and be featured on-air, in print, online or in a podcast. Visibility and credibility via third-parties in respected outlets or when featured by consumers’ favorite bloggers, influencers or podcast hosts, helps marketing efforts gain traction and be successful.

We read about publishers’ digital-only platforms launching all the time such as Sports Illustrated’s new tech vertical covering sports, tech and media to broaden its scope. Fortune Live, a weekly web show with guest interviews from Fortune Magazine, launched last year.

This WSJ piece discusses how the marketing and culinary manager of the Andy Boy brand hired PR and advertising agencies for a campaign with TV personalities, digital and social media influencers. Together they worked to raise the cool factor for broccoli rabe and its nutritional benefits targeting young, food and health conscious consumers.

There are myriad ways to use PR and media relations for reaching niche, local or broad audiences to influence those who matter most for your business.

Coverage in Business Media

Business focused media has evolved along with the new digital landscape to remain profitable and serve the shifting habits of their audiences. Regardless of the platform, interesting stories and experts that are a good fit for the outlet, will resonate with the right journalists. For Global Context we arranged media interviews that resulted in coverage in Bloomberg Businessweek, WCBS’ CEO Radio, BBC.com’s Capital, Crain’s and others.

Contributed Content Is Sought

Some editors from major news outlets to those at trade publications, seek outside expert sources to write contributed articles due to small staffs and the need to regularly post new compelling content. They welcome help from PR pros and their clients to contribute relevant interesting articles and offer a variety of fresh topics for their readers.

  • Fortune.com – Fortune’s new digital web service Venture uses tools of digital and social media to provide inspiration, insight and advice for entrepreneurs and business professionals. We worked with the editors to feature articles by Stuart Friedman, which shared his public speaking presentation tips and what you need to know before giving a presentation in another country. Both pieces cite his new mobile app, OratorPro.
  • NJBIZ – This prominent New Jersey business publication features blogs such as Millennial Minded, Breaking Glass for women in business and Industry Insights. We placed a by-lined article by Bart Jackson about why he believes humor is important in the workplace for the Industry Insights blog.

Many things have changed in the digital age but as far as PR is concerned, the opportunities have only increased.

 

 

Filed Under: Journalism, Media, Public Relations Tagged With: BBC, Bloomberg Businessweek, Crain's, digital journalism, earned media, Fortune, media relations, Meet the Press, NiemanLab, NJBIZ, online content, online media, PR, Public Relations, social media, Sports Illustrated, WCBS CEO Radio

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