September 2012: Issue 3
Understanding and emulating the characteristics that propelled icons to success can help each of us fulfill our own potential. This week in Media Monitoring News we take a look at the two greatest "pitch men" in recent memory - former president Bill Clinton and former Apple CEO Steve Jobs. Each has delivered speeches that mesmerized audiences - and changed people's perceptions and opinions. Each uses essentially the same techniques to captivate and hold an audience - and each applied similar characteristics to achieve personal success. Our two featured articles examine the speaking techniques and work methods they both used to achieve the extraordinary.
All of us can learn from their methods and techniques.
William J. Comcowich
How to Give a Speech like Bill Clinton
Most everyone agrees that former President Bill Clinton mesmerized the delegates and a national TV audience (except maybe staunch conservatives) during the Democratic National Convention. 3 Techniques Bill Clinton Uses to Wow an Audience
deciphers the simple methods he uses to grab the audience and deliver key points. The routines — and they are routines — can be learned, as Clinton himself has proven. Remember, a couple of decades earlier when he was governor of Arkansas, he gave what was considered to be one of the worst ever political speeches, also at a Democratic National Convention. For more on speaking techniques, 21 Ways to Win at Public Speaking
by Samantha Ettus in Forbes offers more prosaic, but worthwhile practices.
How to Be the Next Steve Jobs
How to Be the Next Steve Jobs
examines key attitudes and approaches that characterized the business success of the icon of Apple. Two keys: pay attention to aesthetics and do what you love. One key not mentioned in the article: make it simple for the customer.
From Good to Great by Listening to Your Customers
"Listening" is different from "media monitoring." Media monitoring aggregates the comments of customers. Careful listening delves into the meaning of the comments. Go From Good to Great by Listening to Your Customers
look at how to truly listen on multiple levels including psychological, emotional and use of imagery to gain consumer insight and respond appropriately.
Is 'Brand Journalism' the New PR?
"Content marketing" is also referred to as "brand journalism" which is writing news and feature articles about brands or product categories. In "brand journalism", corporate PR staff functions as content developers and journalists. Is "Brand Journalism" the New PR
analyzes the value of this new PR technique and suggests a winning approach: instead of promoting a product or service, develop stories and write with the audience's best interests in mind like journalists do.
7 B2B Content Marketing Tactics
Content marketing is among the top four methods to generate sales leads — but it is often underutilized or misused. 7 B2B Content Marketing Tactics
presents a well-structured framework to conceptualize and implement a content marketing program. Here's some of its advice: understand that content comes in multiple forms; map content to buying stages; use social media — in fact all media — to distribute content; create a content calendar, just like a publisher; and think beyond free to distribute content.
Why Great Storytelling in a News Release Can Hurt Your Cause
It's counterintuitive that Great Storytelling in a News Release Can Hurt Your Cause
. Here's how. A news release should be designed to attract the attention of journalists. A good journalist for a legitimate news source needs maneuvering room to tell a better or deeper story than the news release. Therefore, it's often best to hold back some information for the journalist to uncover and massage. Using an example from IBM, Lou Hoffman explains just how to hold back information that allows the journalist to bring a story to life. This tactic works best with first-rate journalists who work for top publications.
39 Factors: Website Credibility Checklist
If your organization doesn't have instant name recognition,
your website needs to convey that you are a trustworthy organization. A credible website makes people trust what it says, feel comfortable sharing their personal data, and have confidence it's worth spending their money here. Does your web site do that? 39 Factors: Website Credibility Checklist
explores most all the characteristics of a credible, trustworthy website. Check the list for the features you're missing. Many are easy to fix.
Creating an Effective Online Press Page
Web Marketing Today
40 of the Best Corporate Blogs
Ragan's PR Daily
Many of the "big boys" do blogging right. In 40 of the Best Corporate Blogs
, you'll see (and maybe emulate) exemplary customer-focused blogs in assorted industries (dominated by tech).
The premier examples include Google (my personal favorite because it answers both strategic and nitty-gritty questions), Cisco, IBM, Delta, EBay, Marriott, Whole Foods, Red Cross, Patagonia, Starbucks, Adobe and…Dell, a true exemplar these days. MIa: Microsoft, Intel, and entertainment companies.
Checklist: 12 Things You Must Do after Writing a New Blog Post
The State of Social Media Marketing
Based on a study by social marketing software company Awareness, The State of Social Media Marketing
contains a bucketful of interesting statistics on use of social media by major companies and brands. Both the report and article look at how businesses are using social media (or not), the key pain points, and where businesses are heading in 2013. It includes a chart on the top metrics used to measure social media effectiveness. Measurement gurus will not be happy with the #1 barometer chosen by study respondents.
Social Media Measurement: The Numbers Suck Because the Models & Metrics Are Wrong
So far, the lack of solid and convincing data on performance has not slowed the social media bandwagon.
Without measurable results, it will be only a matter of time until hard-nosed, numbers-driven, quarterly-earnings-obsessed businesses start seriously questioning their social media efforts. Social Media Measurement: The Numbers Suck Because the Models & Metrics Are Wrong
casts a skeptical eye on current attempts to use social media for marketing, and suggests that proper marketing goals and models need to be established before measurement can have any validity.
Monitoring, Regulating and Disciplining Employees Using Social Media
Monitoring employee use of social media makes sound business sense, but companies need to keep limits in mind,
particularly as they relate to employees' privacy rights under both federal and state law. Monitoring, Regulating and Disciplining Employees Using Social Media
examines the issues and offers practical legal tips on the dos and don'ts of developing and enforcing company policies on social media.
33 of the Best Social Media Guides
If you want to hide away for a day or two and study up on social media for marketing and PR, 33 of the Best Social Media Guides
has vetted guides, facts & stats, tips & tactics, and tools on social media strategies, measurement & measurement, and the various social media platforms.
5 Reasons Pinterest Is Overhyped for Brands
For visually-focused and female-centric brands, Pinterest may be heaven sent. For many brands, however, it has little marketing appeal. 5 Reasons Pinterest is Overhyped by Brands
details key ingredients vital to brand marketing in social media that are missing from Pinterest.
Working with Your Agency's Graphic Designer
Like PR professionals who gripe about how their clients treat them, graphic designers have some beefs with PR pros. Working with Your Agency's Graphic Designer
suggests how best to relate to, work with and utilize the unique talents of a graphic designer in developing PR communications programs and pieces. Like most creative professionals, graphic designers deliver their best work to clients who elucidate a well-developed vision while granting the designer substantial creative leeway.
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
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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