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
Featured Article of the Week:
Sentiment Analysis: How Companies Now Listen to the Web
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.
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
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
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?
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
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.
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
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 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 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
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.
PR Meetings, Seminars, White Papers
— Marketing World 2012
, sponsored by Frost & Sullivan, will be held July 16-18 in Boston, Ma. The cost to attend is $2,995.
— PRSA Midwest Conference
, sponsored by PRSA, will be held July 19-20 in Chicago, IL. Cost to attend is $200.
— SES 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.
, sponsored by Social Media Explorer, will be held August 16-17 in Minneapolis, MN. Price to attend is $250.
— B2B Marketing Summit
, sponsored by MarketingSherpa, will be held August 27-30. The cost to attend is $1,695.
— PR 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.
— PRSA 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.
— DMA 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.
— PR News 15 to Watch
. Submission deadline is August 17. Event to be held in Washington, DC in December.
— Top Social Media Tips
, sponsored by ClickZ Academy Experts, will be held July 11 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 firstname.lastname@example.org
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.
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