Social PR Strategies speaker in the spotlight: James Evans

James is communications director for Shop Direct, the UK and Ireland's leading multi brand digital retailer, home to household brand names including very.co.uk, isme.com and Littlewoods.com.

James Evans
James Evans

James is responsible for internal and external communications and is focused on developing and driving digital communications and social media best practice across the Group. James' experience spans two decades in communications across retail and financial services. He's a strong advocate of social media both in and out of work.

How do you define PR today?

Everything communicated out of an organisation and touching its stakeholders, customers and non-customers - marketing and non-marketing - internal and external. 

How has social media rewritten the ways you do PR and interact with the media?

It changed the pace at which things are done and enabled us to make communications more informal.  It also enabled greater levels of interaction and sharing of information not possible to share before and in real time. 

If you had one recommendation for those looking to set up social media in their PR, what would it be?

Think of social media not just as PR but the new channel for customer service and that the whole organisation owns its social media - not anyone or any one department. Manage internal stakeholders’ expectations on social media - don't get involved unless you're prepared to engage with an audience. 

What would your top three tips on engaging and interacting with your audience be?

Make it relevant and interesting and make it regular. Use the feedback.

What sessions are you most looking forward to at Social PR Strategies?

All of them!

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