September 2012: Issue 2
This week in Media Monitoring News I'd like to especially draw your attention to our two featured articles. Like many (most?) Americans who watched the national political conventions, I was dismayed by the amount of obfuscation and outright dishonesty emanating from the podium - and the unwillingness of the broadcast commentators to challenge misrepresentations.
I was also disheartened by some of the extremist views being aired without rebuttal. The first of our two featured articles this week looks at these issues from the perspective of the need for balance in journalism and the need for journalists - especially broadcast journalists — to better select expert guests and to aggressively challenge misrepresentations from guests. The moderate electorate too can make efforts to be heard - and to make clear to candidates that the middle road is the only way to solve our country's problems. (This is my first incidence of editorializing. I promise it will be infrequent.)
Our second featured article details 10 specific strategies to be a better problem-solver - the one absolutely indispensable skill for any business professional. I found the article not only worth reading, but also re-reading until I could assimilate all the strategies and techniques.
William J. Comcowich
An End to False Equivalency
"Balance" is bedrock for journalism. "False equivalency", an esoteric term, means "false balance," the propensity of journalists to give equal airing to the "other side of the story." An End to False Equivalency
objects to mandating "balance" in all news reports, especially if the other side is, shall we say, "off the wall." Author Peter Himler contends that journalists should not give credence to obstructionists and radicals, especially if their message is based on falsehoods. Journalists need to quell the untruths, fictions, misrepresentations, myths, fabrications, inventions and fairy tales that pollute public discourse today. In fact, maybe all of us have a responsibility to refute outrageous deceptions, especially in social media where we can make our voices heard. In this era when extreme viewpoints dominate dialogue (probably not the right choice of words, since no one is listening to dissenting opinions), knowledgeable moderates need to be heard.
Einstein's Secret to Amazing Problem Solving (and 10 Specific Ways You Can Use It)
Einstein unquestionably tackled and solved "hard problems." Being adept at problem-solving is probably the paramount skill for any professional; in every profession, problem-solvers rise to the top. Fortunately, problem-solving is a process can be learned through practice. Einstein's Secret to Amazing Problem Solving
is straight-forward and well-known: clearly define the problem in the first place. It's the 10 problem-definition strategies and tools to break down, analyze and reconstruct the problem that make this article so valuable. The techniques can help most anyone become a better problem-solver.
6 Ways to Track the Impact of Social Media on PR
Though the typeface on this website makes it difficult reading, the content is definitely worthwhile. The 6 Ways to Track the Impact of Social Media on PR
basically focuses on cost ratios including cost/impression, cost/engagement, cost/subscriber, or cost/sales lead. Basically, the measurement strategy is to determine what's important to your organization and then measure the "cost per" of that parameter. It's a relatively simple and fundamentally sound approach to PR measurement.
Help! A Reporter Is Writing a Negative Story about My Client
Just by the tone of the questions, you can often tell when a reporter is intent on writing a negative story about your organization or client.
What can you do to defuse the potential bomb? Help! A Reporter Is Writing a Negative Story about My Client
recommends viewing the situation as a business negotiation. Start by researching and assessing the reporter, his or her editor and the publication itself to determine what they're aiming for and how the story may fit into their editorial bent. Then develop a strategy that has the best likelihood of generating a good outcome. If the chosen strategy is to grant an interview, then the organization's interviewee needs in-depth preparation, including both content and interview demeanor.
How to Perform a Social Audit [Infographic]
Social Media Today
If you're thinking about launching a social media initiative, the first sensible step is to understand the social media landscape in your industry.
Most importantly, examine competitors' activities in social media. How to Perform a Social Audit
offers instruction on how to delve into each of the major social media services to understand competitors' tactics in social media, learn from success and failure of other organizations, and plot best practices to reach your social media goals.
The Top 10 Public Relations Blogs
In assembling Media Monitoring News
over the few months, we have selected postings from nine of The Top 10 Public Relations Blogs
. That's a good indicator of solid and thoughtful content. My personal Top 10 would include Adam Vincinzini and Lee Odden.
Come on PRs, Get a Grip on SEO
After bluntly criticizing PR's lack of understanding about the value and methods of search engine optimization (SEO), Come on PRs, Get a Grip on SEO
makes a case that PR should "own" SEO and take advantage of some "killer opportunities" in search and SEO. Whatever content PR creates, SEO can help leverage it. If you want to learn more about SEO, you can start with SEO: 12 Quality Signals That Improve Rankings
. Improved search rankings improve reach. Linking is probably the single most important SEO technique. How to Find Authority Websites & Get Links from Them
offers solid guidance on building backlinks to your website. Here's the good part: most PR pros are already doing much of it.
How the Fortune 500 Uses Social Media
University of Massachusetts, Dartmouth
Since 2008, the University of Massachusetts Dartmouth Center for Marketing Research has conducted an annual study of social media adoption among the Fortune 500 companies. It's most recent report documents what the "big boys" are doing in social media. The study title telegraphs the recent change: Social Media Surge by the 2012 Fortune 500: Increase Use of Blogs, Facebook, Twitter and More
. The data-filled study offers ammunition for those companies who are not doing enough in social media - or too much - and a template for others to adopt.
10 Innovative Examples of Traditional Media Using Social Media
As traditional media battle to survive, they are becoming more "social." Social approaches create more space for advertisements - and, coincidentally, more opportunities for PR placements. 10 Innovative Examples of Traditional Media Using Social Media
offers a glimpse of the future for mainstream publishers. Note: In spite of the title, there seem to be only five examples.
Death to PowerPoint
The trend to "storytelling" as a marketing and public relations strategy has found its way to presentations. PowerPoint impedes storytelling. Stories can seldom be reduced to bullet points and clip art. According to Death to PowerPoint
the best speakers never use slides to tell the story - only to support the story. The article and the companion sidebar Slide Your Way to Hell
will likely help you avoid the most egregious and soporific structural and design approaches in your PowerPoint presentations.
Quick Guide to Reddit
Reddit, a news site that uses crowdsourcing to surface new and popular articles, had its moment last week when President Obama used it for an online Q&a. A Journalist's Quick Guide to Reddit
maintains the time has come for journalists and their PR brethren to understand Reddit and the role it plays in popular culture and news events. The article explains the site structure and how to use it advantageously. P.S. Anyone who deals with journalists should follow Poynter, the premier website on journalism.
What Drives Entrepreneurs to Win
Gallup Business Journal
Both political conventions had chatter about the role of entrepreneurs in the U.S. economy. Undeniably, they are an engine of economic growth.
What Drives Entrepreneurs to Win
examines the mindset and attitudes of these ambitious, creative individuals. Gallup maintains there are 10 key traits where entrepreneurs excel, not including the fact they work and/or think longer and harder than most other people.
Three Ways to Deal with Digital Media When You Die
What happens to all the digital media you own when you die? How do your heirs get access to your music, movies and digital financial accounts?
Attorneys are now including digital media clauses in wills. If you want to preserve your investment in digital assets and transfer them to heirs, you need to know the Three Ways to Deal with Digital Media When You Die
. Simple answer: provide passwords to digital accounts to your attorney and/or your loved ones.
PR Meetings, Seminars, White Papers
— 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 attend 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 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
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ONLINE SOCIAL MEDIA MONITORING
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