Interview with CEO of JLS, Karin Vene
24.04.2010
Karin Vene, CEO of Jugaste, Liiva and Seimann (JLS):
How do you estimate the change of your agency's revenue in 2010 compared to 2009?
Signs of economic recovery allow us to estimate a growth in revenue compared to 2009.
Do you plan to increase the number of employees in 2010?
JLS has during its five years of activity grown in both client volume and number of employees. Last year our team increased by three members. In 2010 we do not see any large changes happening in our team.
Ideally, what should co-operation between different agencies (advertisement, media, internet marketing, communication bureaus) look like?
Close co-operation between different agencies is vital in providing clients with a full service. JLS has daily co-operation with its clients' agencies, starting from the planning process up to measuring of results. Ideally, all parties in a project should sit at a common table since the beginning of a project, keep their activity plans in correlation and supplement one another.
Who should clients turn to for getting advice regarding social media? How much attention does your agency give social media, how much do you present it to your clients?
Social media makes up just as large a part of PR services as do traditional media and other communication activities. We have integrated social media activities into the communication plans of all our clients and we give strong emphasis to it. As people working in the communication field we also participate in different forms of social media ourselves constantly as well. For instance, JLS has created an internal company blog, which we actively use to share our experience, best practices and observations related to communication.
Social media is strongly related to the question of ethics. Readers trust ratings, reviews and comments posted online. To what extent is it acceptable for PR-people to praise their clients or their services and products in online forums?
Social media has its own rules and laws of usage, just like any other communication channel. With social media it is important to keep in mind that people are not only consumers on information, but active communicators and developers of messages themselves. This means that social media can not be approached with tools and attitudes used for traditional media, the target audience must not be viewed as an anonymous audience. In order to operate in social media, one must know its rules, languages and formats, create and participate in dialogues, listen with an open mind, communicate and learn. I believe that different communication channels have a specific intended purpose and format, including advertising.
Read the full article in Estonian at
http://est.best-marketing.com/?lang=est&show=news&id=989
