For PR people advising clients on their roles in communities — their objectives, means and level of prominence — the Engagement Pyramid from Groundwire Consulting in Seattle, looks like a useful tool. "Some engagement is lightweight," says Groundwire, "and that's OK — we can't expect everyone to have the same degree of interest in our mission. In fact, having a mix of people with varying levels of interest and engagement is actually a good thing...."
The pyramid's levels are Observing, Following, Endorsing, Contributing, Owning and Leading. Think about where your clients might fit in a scheme like that, and consider Groundwire's "10 Rules of Engagement" for building their influence. In all, a nicely packaged way of focusing on building and exercising influence in communities.
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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