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Monitoring Library

Media Monitoring News Archives

CyberAlert: Nobody Monitors and Measures the Media Better
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July 2012: Issue 1
This issue of Media Monitoring News contains an eclectic cross-section of topics including do-it-yourself approaches to media monitoring, pitching or media relations (especially related to blogs), social media crisis management, and flubs to avoid in writing for PR. "Sentiment" is the featured topic this week. Two articles in a technology journal of all places delve deeply and thoughtfully into the measurement of sentiment in media. Given that it is intern hiring season, we have included an article reviewing the PRSA position on unpaid interns. ("Not ethical.") And, finally, there's a looooong article from The Atlantic examining the still contentious issue of the gender gap. (If only the #1 men would read it!)
  Editor: William J. Comcowich
CyberAlert, Inc.
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Featured Article of the Week:

Sentiment Analysis: How Companies Now Listen to the Web

Information Week
Sentiment analysis, sometimes called "tone", would seem to be the province of public relations measurement, so it's a bit strange that maybe the best article of the year on the subject appears in a technology journal. In any event, Sentiment Analysis: How Companies Now Listen to the Web is a thorough and thoughtful exposition on analyzing sentiment in social media and news.
Table of Contents
Best Recent PR & Marketing Articles
DIY: How to Make a Free Social Media Monitoring Dashboard
7 Ways Sentiment is Hard to Decipher Online
The PR Pitch
Blogger Outreach Is Earned Media PR, Isn't It?
The Homophone Trap: 12 Most Hilarious Examples of Writing by Ear
8 Tips for Running Social Media Promotions
Questions that Empower Bloggers - 10 Essentials
8 Steps to Managing a Social Media Crisis
89 Business Clichés
Take This Simple Marketing Quiz
Why Women Can't Have It All
PRSa: Interns Deserve Fair Compensation for the Work They Do
PR Meetings, Webinars, White Papers
PR & Marketing Job Openings
Best of Previous Issues
Media Monitoring Service — 14-Day F.R.E.E. Trial

Omnibus News

DIY: How to Make a Free Social Media Monitoring Dashboard

The @Steveology Blog
While there's no out-of-pocket cost for D.I.Y media monitoring, it's only "free" if you place $0 value on your time. DIY: How to Make a Free Social Media Monitoring Dashboard offers a basic, but worthwhile, grounding on using Google's online tools to monitor media. It includes instruction on constructing Boolean queries - an important technique to assure accurate media monitoring. Recognize, however, that D-I-Y is time-consuming.

7 Ways Sentiment is Hard to Decipher Online

Information Week
As a companion piece to our featured article of the week on sentiment analysis, 7 Ways Sentiment is Hard to Decipher Online offers a unique categorization of the problems inherent in analyzing tone or sentiment, primarily in social media. It's an excellent article to gain perspective of the ongoing controversy over software analysis of sentiment.

The PR Pitch

Forbes
Written by Peter Himler, The PR Pitch examines the continuing importance of good old-fashioned media relations in the practice of public relations. Quote: "Editorial coverage continues to drive conversations, and those who've been doing it a while no doubt recognize that it's gotten much harder to gain traction… the 3:1 ratio of PRs to reporters doesn't help."

Blogger Outreach Is Earned Media PR, Isn't It?

Biznology
The standard definition of blogger outreach is the process of acquiring earned media coverage from bloggers and online influencers. It is earned public relations and not paid media. But now some blogger placements require payment. Blogger Outreach Is Earned Media PR, Isn't It discusses the fine points of placements in blogs and the currency of pay-to-place.

The Homophone Trap: 12 Most Hilarious Examples of Writing by Ear

12 Most
Homophones - those wonderful words that sound the same but have vastly different meanings - can make you look really stupid if you get them wrong in a news release or brochure. 12 Most Hilarious Examples of Writing by Ear cites egregious examples. But you just might have to read the sentence twice to find the error. Really, you would never confuse "waste" with "waist", or "rain" with "rein" or "reign", or "fair" vs. "fare", right? Go ahead and read the other ticklers. Lesson #1: When in doubt look it up. Lesson #2: Always have someone else who is a good proofreader review the copy.

8 Tips for Running Social Media Promotions

Social Media Examiner
As social media grows, it becomes fertile ground (or is it platform) for both PR and marketing promotions. 8 Tips for Running Social Media Promotions makes sound recommendations on developing and implementing social media promotions. Tip: Promotion is vital. Warning: Be careful your promotion isn't deemed a lottery. No stepping on state government turf.

Questions that Empower Bloggers - 10 Essentials

Social Media Today
To blog or not to blog, that is the question. If you're contemplating starting a corporate or personal blog, you should review Questions that Empower Bloggers—10 Essentials to help you decide. One key often overlooked question: Can I commit to writing frequently and will I actually do it? Producing a blog that people want to follow takes equal measures of hard work and original insights.

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Steps to Managing a Social Media Crisis

Convince & Convert (Jay Baer)
8 Steps to Managing a Social Media Crisis is presented in 38-slides. While not the expected boil-down article implied in the headline, the presentation covers the key principles and proven methods to tamp down a social media crisis. First step: recognize the warning signals of a developing crisis. Best method: comprehensive social media monitoring.

89 Business Clichés

Forbes
Ignore the nonsense about MBAs and promotions, just review the 89 Business Clichés, pay mental note to the ones you use, and expunge them from your everyday conversation. (None of them would ever appear in any copy you wrote, right?) Reminiscing: Early in my career, the CEO of my employer was head of the Chamber of Commerce. A well-known national politician, quoted in a major publication, accused the organization of being a "cliché". The CEO asked the PR department - of which I was a member - to write a 10-minute speech incorporating every possible cliché into a well-reasoned defense of the Chamber. Poking fun at himself, the Chamber and politicians, The CEO made his point and it was an enormously successful speech. I wish I kept a copy.

Take This Simple Marketing Quiz

Seth Godin
Seth Godin has established an oversized reputation as a marketing guru based on his idiosyncratic viewpoints and provocative opinions. (The shaven head may also help.) In Take This Simple Marketing Quiz he propounds that all marketing is niche marketing. The mass market is dead. Better to delight a few than to soothe the masses, he says. Well, here's another quiz. Your goal is to generate sales leads - the same goal as in the article. If you had a choice of the same positive article placed in the Wall Street Journal or a small trade journal, which would you choose? If you had a choice of a technology product placement on The Tonight Show with Jay Leno or a cable technology show, which would you choose? Mass marketing identifies the few you wish to delight. Case closed. TV lives. Sorry, Seth.

Why Women Can't Have It All

The Atlantic
The issues of work-family balance and "gender gap" for professional women have been surfacing every few years since the days of, well, Gloria Steinem - and it continues today. In its typical in-depth style, The Atlantic examines Why Women Can't Have It All, even after some 50 years of "empowerment." In most all professions including public relations (where woman predominate), real barriers and flaws still exist in the system despite the improved opportunities for today's professional women.

PRSa: Interns Deserve Fair Compensation for the Work They Do

PR Moment
Some universities now require completion of an internship to graduate, partly because many employers require work experience for even entry level positions. There is no record of paid vs. unpaid internships - but unpaid is undeniably prevalent in both PR and marketing. As explained in Interns Deserve Fair Compensation for the Work They Do, the Public Relations Society of America (PRSA) believes it is ethically improper to not compensate anyone who adds real value to a public relations agency or department. It's totally mystifying how any organization could possibly justify withholding wages from an intern doing real work - and not just observing for educational purposes. Caution: Former interns are now suing their employers for back wages. P.S. CyberAlert has a technology intern this summer and we are paying him significantly above the minimum wage.

Two Best Values in Media Monitoring

PR Meetings, Seminars, White Papers

F.r.e.e. eBookA Practical Guide to Killer Marketing Content, offered by HubSpot.
MeetingMarketing World 2012, sponsored by Frost & Sullivan, will be held July 16-18 in Boston, Ma. The cost to attend is $2,995.
MeetingPRSA Midwest Conference, sponsored by PRSA, will be held July 19-20 in Chicago, IL. Cost to attend is $200.
MeetingSES San Franciscon, sponsored by ClickZ, will be held August 13-17 in San Francisco, Ca. The cost to attend is $2,795. Early bird rates are available.
MeetingExplore!, sponsored by Social Media Explorer, will be held August 16-17 in Minneapolis, MN. Price to attend is $250.
MeetingB2B Marketing Summit, sponsored by MarketingSherpa, will be held August 27-30. The cost to attend is $1,695.
MeetingPR Best Practices Summit, sponsored by Ragan Communications, will be held September 10-11 in Washington, DC. The cost to attend is $795 for members; the cost for non-members is $545.
MeetingSocial Media Boot Camp for Corporate Communicators, sponsored by Ragan Communications, will be held September 28 in Washington, DC. The cost to attend is $495 for members and $645 for non-members.
MeetingThe 2012 Social Media and Community Managers Summit, sponsored by PR Daily, will be held October 11-12 in Chicago. The cost to attend is $495 for members, $645 for non-members.
MeetingPRSA International Conference, sponsored by PRSA, will be held October 13-16 in San Francisco, Ca. The cost to attend is $1,275 for members, $1,575 for non-members.
MeetingDMA 2012, sponsored by Direct Marketing Association, will be held October 13-18 in Las Vegas, NV. The cost to attend is $1,899 if registered before June 29.
MeetingSocial Media Strategies Summit, will be held October 23-25 in Boston, Ma. The cost to attend is $1,595.
Meeting7th Annual SNCR Symposium and Awards Gala, will be held November 9 in Menlo Park, Ca. The cost to attend is $495.
PR AwardsDigital PR & Social Media Awards 2012, sponsored by PR Daily. Deadline without penalty is June 22; July 13 with penalty. Finalists will be announced September 19.
PR AwardsPR News Digital PR Awards. Submission deadline is July 13. Event to be held in Washington, DC in October.
PR AwardsPR News 15 to Watch. Submission deadline is August 17. Event to be held in Washington, DC in December.
PR AwardsSNCR Excellence in New Communications Awards, sponsored by Society for New Communications Research. Submission deadline September 7; no extensions granted. The cost to enter is $75.
WebinarPR Agency New-Business Generator Workshop, sponsored by Bulldog Reporter, will be held July 13 from 1pm-5pm ET. The cost to attend is $695.
F.r.e.e. WebinarTop Social Media Tips, sponsored by ClickZ Academy Experts, will be held July 11 at 1pm ET.
F.r.e.e. WebinarSEO Tips: Penguin-Proof Your Press Release, sponsored by Business Wire, will be held July 18 at 1pm ET.
F.r.e.e. WebinarSocial Media Marketing for Verticals, sponsored by Vitrue, will be held July 19 at 1pm ET.

PR & Marketing Job Openings

The listing for this issue includes PR job openings and marketing positions — with detailed job descriptions for each. Readers are invited to submit job postings to jobpostings@cyberalert.com.
Public Relations Positions
Communications Specialist — City of Sugar Land
Global Marketing Communications Manager — BASF
Corporate Senior Public Relations Manager — PerkinElmer
Director, News and Information Bureau — DePaul University
Manager, Public Relations — Cable One
Director of Marketing and Public Relations — Kalamazoo Symphony Orchestra
Director, Public Affairs — Cox Communications
Sr. Corporate Media Relations Manager — The Nature Conservancy
Director of Public Relations — CentraState Healthcare System
Marketing and Public Relations Manager — Princeton University
Marketing Positions
Director of Marketing and Public Relations — Kalamazoo Symphony Orchestra
Communications Officer — Web/Social Media — Hartford Foundation for
Public Giving

Marketing Specialist — Alaskan Brewing Co.
Sales/Marketing Professional — La Vida Llena Life Care Retirement Community
Marketing and Public Relations Manager — Princeton University
Marketing & Communications Specialist — Rebuilding Together
Healthcare Marketing Professionals — Geisinger Health System
Digital Media Marketing Manager — Presbyterian Intercommunity Hospital
Fall Digital & Social Media Intern — P4 Strategy Group

Best of Previous Issues

Determining Your Media Monitoring Needs
Print News Monitoring Vs. Online News Monitoring
Broadcast Monitoring for TV & Radio News
Selecting a Social Media Monitoring Service
F.r.e.e & Low-Cost News Release Distribution Services

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ONLINE SOCIAL MEDIA MONITORING
BlogSquirrel - blog monitoring service monitors 7+ million new postings each day in 75+ million blogs worldwide. CyberAlert VDO - monitoring of consumer-generated video clips in 200+ online video sharing and news sites.
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