To set the record straight, real-time PR isn't impromptu PR. It isn't as simple as telling the social media manager or intern to monitor trends and events on Twitter and offer responses. It doesn’t work that way. You always have to have a plan.
Real-time PR is filled with data and processes. For a successful real-time PR campaign, here are four tips you need to consider:
- Combine your efforts with data. The best asset for your real-time PR team is data, as it allows you to change courses quickly when a tactic isn't performing well.
- Prepare real-time campaigns in advance. Always have content ready for an upcoming holiday or event. During one of the annual awards ceremonies, HBO had prepared content for all the predicted winners, and when the actual winner was announced, the cable network released the appropriate content.
- Have a process in place. Real-time only works if you have a team specifically tasked to act and respond. Set up processes so that time-sensitive content doesn't get lost in a muddle of approvals.
- Use technology to your advantage. You don’t have to be "on" 24/7, but your tech should be the constant hum in the background of your PR efforts. Establish rules so that you receive alerts when a possible real-time opportunity arises.
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