October 2012: Issue 1
There's always been tension at the interface between journalism and PR/marketing. Now, some emerging or re-emerging practices are ratcheting the conflict. Approval of quotes before publication, once verboten, is becoming common practice. Payment for positive product reviews, still verboten in mainstream journalism, has crept into social media. Our featured articles examine the issue — and land solidly for the traditional approaches: no prior approval of quotes for anyone and no payments for product reviews. Anything that jeopardizes the credibility of journalism also damages the value of all publicity.
With the recent emphasis on use of visuals in PR content, the article on copyright-free sources of visual material will be of interest to most all PR folks - and the multiple articles on methods to generate new content should help ease the problem of PR writer's block.
The articles on social media mistakes hopefully will alert all to the fact that social media is no panacea. It in fact has multiple potential problems that can produce serious consequences. A well-thought out strategy and careful implementation can prevent social media disasters and minimize social media problems.
William J. Comcowich
An Open Letter to the PR Community to Restore the Credibility of Journalists
Written in support of David Carr's New York Times
article, The Puppetry of Quotation Approval
, which decries the growing practice of journalists allowing political sources and corporate PR folks to vet quotations in advance and review quotations before publication, An Open Letter to the PR Community to Restore the Credibility of Journalists
by Lou Hoffman admonishes journalists to just say no to requests for prior approval. Product Reviewers "For Hire" Will End Publicity's — and Companies' Credibility
argues that paid reviews and other "pay to play" marketing and PR tactics will undermine legitimate publicity. Demanding prior approval of quotes in articles or paying for reviews changes the long-standing rules of engagement between journalists and PR practitioners, undermines the entire ecology of both mainstream and social media, and destroys the credibility of both the publisher and the publicist. Without objective, trustworthy and credible media, publicity becomes worthless. The temporary advantage that may be gained from prior quotation approval or paid reviews by "influencers" is not worth the long term consequences — especially if it becomes known that the written quotation was changed markedly from the spoken quotation. Will you join the "just say no" to PR and marketing tactics that undermine legitimate journalism?
Social Media Monitoring and Measurement
SlideShare - Nick Westergaard
There's no indication of where Nick Westergaard, a business consultant, made the presentation, but his slide set on Social Media Monitoring and Measurement
is a thorough analysis of social media monitoring, measurement and marketing. Slides include the 6 social business objectives, social media monitoring tools, marketing impacts of monitoring, measuring strategies, and ROI formula. Favorite slide: a quote by Albert Einstein that could well be posted in every media measurement office: "Everything that can be counted does not necessarily count. Everything that counts cannot necessarily be counted."
Where Sentiment Analysis Heads Next
In three sentences, Where Sentiment Analysis Heads Next
synthesizes the case for media monitoring and analysis, herewith: "Captured electronically, customer sentiment--expressions that go beyond facts and that convey mood, opinion, and emotion—carries immense business value. Listening—for brand mentions, complaints, and concerns—is the first element of any credible social engagement program. Businesses that listen can uncover sales opportunities, measure satisfaction, gauge reactions to marketing campaigns and message themes, uncover root causes behind events, and detect and respond to reputation and competitive threats." Author Seth Grimes offers sentient analysis of the six types of sentiment analysis and proposes that sentiment analysis is headed toward "predictive analysis" and "semantically infused analysis with feature-level, business-need-aligned sentiment resolution and away from simplistic, keyword-based solutions."
Metrics Are Easy; Insight Is Hard
Harvard Business Review
Marketing data, including social media data, overwhelm most companies. Most communications within companies overflow with raw data. To be worthwhile, data must engender insights. Actionable marketing and PR insights based on data are quite rare. Metrics Are Easy; Insight Is Hard
proposes a four-step marketing data-centered process that doesn't stop at the data, but focuses instead on generating insights relevant to specific segments or affinity groups. Next time you're looking at a pile of data, simply ask: 1) What is the meaning of that data? 2) What actions should I take based on that data?
Why You Ought to Throw Away Your Vanity Metrics for These 5 Customer Metrics
How to Deal with the Press in a Social Media Crisis
Most every big company will eventually face a major social media crisis. It's almost as inevitable as it is unpredictable. Dell has had one; United Airlines had a whopper - something about a guitar. How to Deal with the Press in a Social Media Crisis
offers fundamentally sound guidelines of when, how and what to communicate through the press when the social media dragon raises its head. Bone up now before the crisis happens. Maybe even consider having a social media disaster drill, similar to ones hospitals undertake periodically to prepare for disasters causing multiple casualties.
Where to Find Great Images without Copyright Worries
My PR Genie
According to recent studies, visuals such as photography, illustrations,
art and graphic diagrams significantly increase readership of press releases, blogs and other social media posts. Finding interesting imagery for social media content can be problematic since most photographs, illustrations and art carry a copyright - and infringement can result in having to pay a non-trivial settlement. Simply giving credit to the source does NOT prevent copyright infringement. Where to Find Great Images without Copyright Worries
provides a superb tutorial on the basics of copyright infringement and suggests a number of sources where you can obtain visuals that are free of copyright complications.
22 Ways to Create Compelling Content
When in need of creative inspiration,
idea generators are most welcome. 22 Ways to Create Compelling Content
, an infographic with a case study, includes a number of thought-provoking methods to generate interesting content for blogs and other social media including that old standby - recycle. When all else fails, revise old posts into something new. In 12 Content Research Tools You Should Be Using in Marketing Land
, Arnie Kuenn analyzes online tools that help writers identify topics and conduct research.
12 Best Reasons Why You Should Comment on Blogs
Creating content is hard work and it's time-consuming. Writing comments about created content requires not nearly as much effort or time - but can produce significant benefits as detailed in 12 Best Reasons Why You Should Comment on Blogs. Some key benefits: become visible; get traffic; build relationships; increase engagement; grow credibility. That seems like a big payoff for not so much effort.
Online Reputation Management Mistakes That Can Blow Up in Your Face
Business 2 Community
Failing to monitor your corporate and brand names across all social media is just one of the 7 Online Reputation Management Mistakes That Can Blow Up in Your Face
. Ignoring comments and reviews is another and not having an employee social media policy yet another. To protect corporate and brand reputation in social media, it's best to understand and follow standard social media practices.
Social Media's Biggest Screw-Ups [Infographic]
If you doubt that social media stumbles are commonplace, just review Social Media's Biggest Screw-Ups
for cases involving Kenneth Cole, Nestlé, Ragu, The Red Cross, and multiple celebrities. Preventing social media screw-ups through training should be a priority. If a crisis happens, a professional recovery is more likely with advance planning and good decision-making that includes a humble apology as described in
GoDaddy Shows How to Best Recover from a Crisis
8 Most Common Mistakes Fortune 500 Brands Make with Facebook Content
5 Digital Trends You Need to Embrace
You probably already sort of know the 5 Digital Trends You Need to Embrace
- but you've never had them so well organized, or explained so clearly. The trends include: brand evangelizing; video marketing; search engine optimization; mobile marketing; and marketing automation.
9 Metrics to Help You Make Wise Decisions about Your Start-Up
How to Hold Meetings That Nobody Hates
Your meetings may not be loved, but they will be less hated if you follow the guidelines in How to Hold Meetings That Nobody Hates
. Some common-sense rules: have a clear action purpose for all meetings; set a time limit; only invite people who need to be there. If you have trouble reaching agreement, use Lyndon Johnson's method: no bathroom breaks allowed until agreement.
PR Meetings, Seminars, White Papers
— 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.
— WOMMA Summit 2012
, will be held November 12-14 in Las Vegas, NV. The cost to attend is $1,395 for WOMMA members and $1,695 for non-members.
— 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.
||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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