August 2012: Issue 5
The last week of August is traditionally a vacation week - and we seriously considered skipping Media Monitoring News this week. But, there were so many really good articles published this week on public relations, media measurement, social media, writing and marketing that we decided to share them with you.
The featured article this week is a compendium of three articles on infographics. Together the articles provide a superb foundation in how to design and implement an infographic.
Two articles on media monitoring look at applications for social monitoring — and potentially troublesome approaches to doing social monitoring. There's also an excellent article on using a "creative brief" to launch a social media initiative. And please do look at the shortest ever social media policy — 12 words — from the Mayo Clinic.
To all who, like us, are not on vacation this week, happy reading!
William J. Comcowich
The Anatomy of an Infographic: 5 Steps to Create a Powerful Infographic
The infographic is the hot communications approach of the year. It may seem easy, but there's no quick & dirty way to create an effective infographic. It requires good design, solid content, and in-depth subject knowledge. It takes talent, deep understanding, and plain old hard work to create a good one. Like so many other creative endeavors, a poor or mediocre effort does more harm than good to the sponsoring company. The Anatomy of an Infographic: 5 Steps to Create a Powerful Infographic
outlines a step-by-step work process for envisioning and creating an infographic. 5 Rules for Infographic Success
from the IQ Agency offers more insight into approaches to create a successful infographic. On the flip side, Business 2 Community explains the 5 Biggest Infographic Mistakes Marketers Make
. After reading the three recommended articles, you'll have a solid grounding in successful approaches to creating infographics — and you just may decide you need a specialist to help you develop your infographic.
Ways Marketing Agencies Can Use Social Media Monitoring: A Long, Incomplete List
The tried and true press clipping service to count PR placements has evolved into media monitoring services with a host of applications. Ways Marketing Agencies Can Use Social Media Monitoring
enumerates specific uses for social media monitoring. The uses and benefits are certainly not confined to "marketing agencies" or social media. Most all the suggested applications can be utilized by most any organization — and apply to news as well as social media.
The New Way Kentucky and Louisville Are Monitoring Athletes' Social Media Behavior
Monitoring social media is okay. Monitoring college athletes on social media? Hmmmmmm.
But some universities are doing it — to protect their reputations and to avoid NCAA sanctions based on social media comments by their athletes. The New Way Kentucky and Louisville Are Monitoring Athletes' Social Media Behavior
examines just how the universities are doing it — and questions the appropriateness of the approach. The issue applies to corporations and their employees as well.
7 Tools for Monitoring the Effectiveness of Your Tweets
Each of the 7 Tools for Monitoring the Effectiveness of Your Tweets
answers just one measurement question about the reach of the tweet. The selected applications can be helpful for some idle assessment about a small set of tweets. For ongoing monitoring by corporations, a more comprehensive measurement service that provides multiple metrics is usually a more appropriate choice.
Is Content Marketing a New Public Relations Discipline?
Despite the inclusion of the word "marketing" to describe this new approach to consumer communications, we voted a resounding "yes" in a previous issue of Media Monitoring News
to the question Is Content Marketing a New Public Relations Discipline?
. Content marketing is essentially commercial journalism. To be successful, it needs to meet journalistic standards and avoid marketing hype. With PR know-how on news standards, PR needs a strong voice at the "content marketing" table. PR needs to demonstrate how PR skills can add value to this new communications tool. PR pros need to be careful not to be elbowed out of this evolving communications channel.
PR Feature Release Services Buyer's Guide
Not far removed from "content marketing" is the similar concept of "features releases." Bulldog Reporter
produced a 5-part series entitled PR Feature Release Services Buyer's Guide
. The guide aims to help communicators understand the coverage opportunities created by using PR Feature Release (PRFR) services—and how these tools can generate significant amounts of ink (or pixels) for PR agency clients and in-house PR departments. The chapter titles are:
- " Chapter I: Introduction to the Secret Weapon"
- "Chapter II: The Nuts and Bolts of Feature Releases' Astonishing Power"
- "Chapter III: Feature Release Opportunities Provide Major Wins"
- "Chapter IV: Helping a Feature Release Provider to Help You"
- "Chapter V: An Overview of Leading Providers…" and probably sponsors.
Key Takeaways from the Media Measurement Summit
AMEC's 4th Annual Conference on Measurement made substantial progress in establishing standards for measurement of publicity, social media, and other PR activities. In nine major bullet points, Key Takeaways from the Media Measurement Summit
synthesizes the meeting discussions and recommendations.
Social Media Measurement Standards: Everything You Need to Know
Institute for Public Relations
The Institute for Public Relations has provided the venue for multiple media measurement conclaves and has published some seminal documents. Social Media Measurement Standards: Everything You Need to Know
, written by Katie Paine, reviews the five broad categories of measurement standards and offers up the recommended "transparency tables" that organizations can employ in social media measurement. The tables are essentially the media monitoring equivalent of a nutrition label. The information is as up-to-date as you'll get on progress in measurement standards for PR.
Starting Your Social Marketing? Consider a Social Brief
Most advertising campaigns start with an "advertising brief" that consists of a series of questions and answers to help the creative team develop concepts and ideas, and then bring them to fruition. Starting Your Social Marketing? Consider a Social Brief
suggests that a similar "brief" is a useful way to inaugurate a social media campaign. because it includes the myriad questions you should answer in the social media brief, the article is an extraordinarily useful document for any organization in the process of launching or rethinking a social media program for marketing or corporate public relations.
34 Social Media Truths in a Nutshell
SlideShare (Pam Moore)
The real truth is that 34 Social Media Truths in a Nutshell
is a 51-slide presentation — and it really does contain important insights about social media. Here's one: communities create markets. And another: It's what happens after the "like" and "follow" that matters most. How about this one? Deal with the hard stuff now (at the beginning). And beware: skeletons will fall out of the closet. Bonus: each slide is beautifully illustrated and the slide text lets you easily fill in the narrative yourself.
30 Indispensable Writing Tips from Famous Authors
Cryptic advice on writing from some of the world's most successful authors — that's what you get from 30 Indispensable Writing Tips from Famous Authors
. Much of it is sage; some is vacuous, presuming others have the same talent. For the most practical advice, see George Orwell's rules that apply to both fiction and non-fiction. For the best suggestions on writing fiction, see Kurt Vonnegut.
The Case for Short & Sweet
Attention spans are shorter than ever. The Case for Short & Sweet
focuses on the need for brevity in email correspondence and newsletters. The admonition applies to other communications as well. Those of us who try to be comprehensive, thorough and educational in written materials might well benefit from drinking the short & sweet Kool Aid.
Daily Chart: Wordy Goods
is a slick chart depicting the growth of the incidence of words and time spent in different media over time. It shows that "Internet" now accounts for a growing proportion of total words and time-spent in communications media and radio accounts for less. In other words, so-called "new media" is siphoning content and time-on-task from "traditional media." We all pretty much knew that already. There may be other insights in the chart. Maybe you'll see something really revealing. Please share.
9 Radical Technologies Transforming Digital Marketing
Some you already know; others, as the saying goes, will blow your mind. 9 Radical Technologies Transforming Digital Marketing
includes the ability to try on clothes from a catalog via the the TV in your living room; the power to read your customer's mind; the faculty to know what customers are feeling when they react with your brand; and methods to send customers mobile coupons when they are in a place to buy. It's worth a read to know what's coming down the marketing pike.
Look Back Article
How Much Is F.r.e.e Publicity Worth
Wall Street Journal
Articles on how to measure the value of PR are prevalent in PR journals. But the Wall Street Journal opined on the subject back in June 2011 in How Much Is F.r.e.e. Publicity Worth?
The article evaluates and debunks the approach equating the value of publicity with the cost of advertising. Still the reason the method "retains its allure is that no simple alternative has emerged for putting a monetary value on the effectiveness of public relations work."
Look Back Article
A 12-Word Social Media Policy
PR Meetings, Seminars, White Papers
— Content Marketing World 2012
, sponsored by Content Marketing Institute, will be held September 4-6 in Columbus, OH. The cost to attend is $1,690.
— 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.
— B2B Marketing Forum
, sponsored by MarketingProfs, will be held October 3-5 in Boston, Ma. The cost to attend is $1,295, if you register before August 8.
— 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.
— Maximising Social PR
, sponsored by PR Week, will be held October 17 in London. The cost to attend is £449 + VAT.
— 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.
— Power to the People
, sponsored by PR Week, will be held November 14 in New York, NY. The cost to attend is $845.
— PR Week Awards 2013
, sponsored by PR Week, will be announced on March 7, 2013. Submission deadline is October 5. The cost to enter is $350.
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 email@example.com
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
|CyberAlert 5.0 - local, national, and worldwide news monitoring and press clipping service monitors 55,000+ online news sources in 250+ languages each day.
||CyberAlert TV - broadcast news tracking service monitors closed caption text of news broadcasts on all national news networks & channels plus all local TV stations in Top 100 U.S. markets.
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.
|Netpinions - consumer discussion / word-of-mouth / buzz monitoring service monitors 100,000+ online message boards, forums, and Usenet news groups.
||Twitter & Facebook - Monitor your key words in all Twitter tweets and all Facebook public posts.
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