Digital & Social Strategy
Thriving in the the new media landscape.
The terms “brand publishing” and “storytelling” have both reached the unenviable status of buzzword in 2018, and, as such, may deserve a note of skepticism. However, technology and social media have given not only individuals, but also organizations, the ability to declare who they are directly to their audiences, avoiding the media as the arbiter of what the world should or should not know about them. This is not meant to imply that “brand publishing” is somehow nefarious or an attempt at slight-of-hand by the communications department to circumvent journalism’s vital contribution to society. Democracy depends on citizens having reliable, accurate facts put in a meaningful context—journalism’s prime directive. However, technology has created the opportunity for anyone or any organization to tell their story affordably. Corporate stories that the media would not normally have covered as “news” — but are still of value to the organization to be known — can now be told, expressed, shared.
This is where our social and digital strategists enter: helping our clients navigate the new labyrinth of modern communications. Our social and digital strategists work under the conclusion that media consumption habits of our culture have changed dramatically and systemically. And that means, when it comes to communications, everything has changed.
Whether an organization is relatively new to this shift, or is already mastering the art of data-driven content in a multi-channel world, we help clients deepen engagement with audiences. We don’t believing in building friends or likes for their own sake. Or creating content just to create content. We believe in driving engagement to realize a true business outcome. We bring our historic power of earned media capabilities into the 21st Century, coupling it with all that social, mobile and digital have to offer our clients.
Advertising Age affirmed, “Public relations agencies don’t typically take the lead on digital or creative services or come up with risky ideas. But Weber Shandwick … isn’t just any PR agency.”