Judy Gombita - Social Media and Public Relations

Judy Gombita

Judy Gombita contributes a monthly column on Social Media and Public Relations. Judy is a Toronto-based public relations and communication management specialist, with more than 20 years of employment and executive-level volunteer board experience, primarily in the financial and lifelong learning nonprofit sectors. She is the co-editor and Canadian contributor (since 2007) to the international, collaborative blog, PR Conversations. +Judy Gombita

Latest blog posts from Judy Gombita

24 Sphere Bytes Reflect Core Learnings about Social Public Relations

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When you are recruited to write a monthly column about a specific area of practice—public relations—relating to maximizing social business, one tends to spend that dedicated time on the big picture, including focusing on matters that impact and resonate with the majority of enterprise leaders, rather than a localized, topical and transient organizational … [Read more...]

Reputation Byte: 3 Taxing Areas Beyond Control in Social Public Relations

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I’m convinced the way forward includes social media as an important part of integrated communication, particularly in regards to public relations for business. And yet. And yet. A few things have happened in recent weeks that have left me a bit troubled, regarding a rising tide of skepticism about just how transparent and authentic is the social face of … [Read more...]

Conversations Byte: Extending a PR Association’s Conference Influence through Collaborative Social Media

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Why should an association hold a conference these days? What new social PR opportunities exist in the 21st century? A rethink and reboot of a (social) public relations conference The conference model has changed dramatically over the last decade, with unconferences and more independent, for-profit organizations gaining increased profile and … [Read more...]

Fidelity Byte: Distilling Corporate Character in PR 2.0 Minutes

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"Character is like a tree; and reputation like a shadow. The shadow is what we think of it; the tree is the real thing." — Abraham Lincoln ♦♦♦ Establishing character and reputation as a (social) business You may opt to experience the words and imagery of the two-minute IBM on Brand video first. A few columns back I provided a definition for social PR … [Read more...]

Power Byte: Utilitarian Influence — Scaling and Managing PR 2.0 Expectations [Ike Pigott Interview]

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Scaling and Managing PR 2.0 Expectations A feature interview with Ike Pigott, communication strategist with Alabama Power—a part of Southern Company that serves 1.4-million customers in the lower 3/4 of the state of Alabama. Please provide a brief backgrounder, including your contributions to Alabama Power in building up and scaling its social media … [Read more...]

Definition Byte: Social PR for Business — Relating the Inside Out

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Part I: Defining Social PR for Business "If you don’t know where you are going, any road will take you there."  —Heather Yaxley, co-author, The Public Relations Strategic Toolkit Have you given thought to where you are headed with your organizational social PR efforts? What are the benefits of integrating "social" into your strategic organizational … [Read more...]

Strip Search Byte: Opening the (Social PR) Business Kimono on Your Terms

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The age of radical openness for social business Recently I woke up to a CBC Radio conversation between Fresh Air's host Mary Ito and futurist and author Don Tapscott. Tapscott was detailing his long-held beliefs on the benefits of "radical openness" for social business, referring to it as "undressing in public" or "opening the kimono." He indicated how … [Read more...]

Extraction Byte: Mining Social PR Elements from the Masters of Disaster Commandments

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"…when responding to a crisis, the mission is to restore trust. The response to the crisis is what is known as crisis management. The tale of what you do to manage the crisis—and, in particular, how fairly you are treated going forward by those audiences who will be judging you—is called damage control." Masters of Disaster: The Ten Commandments of Damage … [Read more...]

Access Byte: Resolve to Make Evident Your Business Connectedness Through Social PR

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As 2012 draws to a close, one would think being "social PR" accessible would be a no-brainer for the majority of B2C and B2B businesses, public utilities, charities, non-profits, governments and other formal organizations. There is much to be gained and little of value to lose in adding deliberate, considered social elements and hires into your integrated … [Read more...]

Audacious Byte: McDonald’s Canada Makes “Food Quality” Its Social PR Hero

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I chose to make this an Audacious Byte. But "Work to make food quality the hero" comes courtesy of Joel Yashinsky, CMO and SVP of marketing and consumer business insights of McDonald’s Canada. And one presentation page at his Rotman School of Management breakfast talk to business leaders (per Binary Byte) was titled: What is the key to being … [Read more...]

Binary Byte: Shading Your Online PR; Managing Black and White Imperatives

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A binary system is any system that allows only two choices, such as a switch in an electronic system [i.e., on or off] or a simple true or false test. --Wikipedia Evolving into a social business holds so much promise and opportunity from an integrated communications and public relations perspective. The innovative, two-phase (digital and integrated … [Read more...]

Distraction Byte: Weaving Social Snippets into PR Narratives

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"The Roman philosopher Seneca may have put it best two thousand years ago, 'To be everywhere is to be nowhere.'" From The Shallows: What the Internet is Doing to Our Brains by Nicholas Carr Competition for attention and loyalty As I’m writing this column I’m distracted by the CBC Radio morning program, The Current, interviewing a Facebook policy and … [Read more...]

Journalist Byte: Five Suggestions for PR 2.0 Relationship Building

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My 12th Bytes from the PR Sphere column is the first to address social connections between public relations practitioners and journalists. Media relations remain an important component to effective public relations, particularly related to reputation and issues management. In the PR practitioner's (necessary) skill set is the ability to engender trust and … [Read more...]

Boring Byte: Polishing Dull Stereotypes Into Social PR Gold

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The 20-something research scientist and data team lead for Facebook, Jeff Hamerbacher, put it best: "The best minds of my generation are thinking about how to make people click ads." From Clay A. Johnson’s book, The Information Diet: A Case for Conscious Consumption The Age of Boringness for social media I’ve become increasingly frustrated when it comes … [Read more...]

Nutrition Byte: Conscious PR Choices on the Social Media Plate

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"An information diet is not about consuming less; it’s about consuming right." The Information Diet: A Case for Conscious Consumption Conscious new-age information diet Because social media, especially for business, remains relatively new—be pragmatic, oh ye enthusiasts and detractors, the majority of channels and tools aren’t even a decade old—as a hybrid … [Read more...]

Culture Byte: Social Media Silk Purse or Public Relations Sow’s Ear?

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Organizational "social PR" is silkier when representatives are accorded trust and authority about a company’s vision and goals, plus how internal leaders and employees operate and engage; in other words, reflect the true "culture" of the business. Digital "public relations" for an enterprise is much harder and less likely to achieve success if the culture … [Read more...]

Employee Byte: Insourcing Your Social PR

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In this digital era, I’m often surprised how conventional wisdom continues to emphasize journalists (and now bloggers) as an organization’s primary stakeholders or publics for "earned media." This is underscored and bolded by the majority of industry publications, plus many PR and marketing practitioners, particularly those with a primarily promotional focus … [Read more...]

Decorum Byte: Don’t be Negative; Practice Positive PR 2.0

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"I tend to keep [social media interactions] open and neutral.… As I represent a global brand it is vitally important that I ‘keep my nose clean’ at all times."   David Graham, Deloitte South Africa I first "met" David Graham in a Twitter chat; I think perhaps it was the Harvard Business Review’s #hbrchat. His positive and friendly manner impressed me, plus … [Read more...]

Profile Byte: PR Fly Zone on Social Media’s Radar

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Channel Goldilocks in determining the right amount of PR "personality" for your social business profile—not too little, not too much. Just right. On CBC Radio’s The Current, a recent guest was Susan Cain, author of the book Quiet: The Power of Introverts in a World That Can't Stop Talking; she described introverts’ preferred forms of interactions and … [Read more...]

Social Capital Byte: Institutionalizing Parity in B2B Relationships

Mine existing gold in the hills and strengthen PR value propositions for your partners and clients Many businesses working to become "social" devote resources in virtual isolation, trying to build their presence and figure out how to garner illusive followers, fans and "positive sentiment" conversations. Presumably the marketing strategy (if it’s … [Read more...]