Tapping the Groundswell in PR

The reading this week focuses on three main topics:

Chapter 4: This chapter talks about strategies for tapping the groundswell.
Chapter 5: How should you use the groundswell for research purposes? Listen.
Chapter 6: This chapter shows how to use the groundswell for marketing and PR, in other words, it tells you how to "talk with the Groundswell."

In order to tap into the groundswell, the book details a simple four-step process, which can easily be remembered by the acronym POST. It stands for: People, Objectives, Strategy, Technology. It is important to know who your customers are and how they are likely to respond to your PR. Additionally, one must know their goals, how they plan on achieving, and how technology can be used to accomplish them.


Next, the reading discusses five objectives that companies can pursue in the groundswell, which include listening, talking, energizing, supporting, and embracing. The author mentions that "the clarity of your objectives will either make of break your strategy."

The next chapter discusses listening to the groundswell--another important skill for PR professionals. Overall, the message is: "your brand is what your customers say it is." No matter what you -plan- on accomplishing, and no matter how -you- envision your brand, it is ultimately the customers' perception that matters, so we must listen to them.

Finally, chapter 6 talks about how to talk to the groundswell. This can be accomplished through techniques such as user-generated video, blogs (such as mine!), and communities. An example of such a tool in action is Procter & Gamble's community for young girls: beinggirl.com

All of this information is important to know, especially for students of PR, such as myself. I know that what the authors have said here is very true. You cannot hinge on your own perceptions, but listen to your customers. Having a goal is critical too, and means for achieving it. Your strategy can start with something simple, such as this blog I am writing, or a Twitter account, or Facebook page. I have all three, and feel that this can help me build a strong PR community. How about you? What do you think?

-V