October 2012: Issue 2
For unknown reasons, we found fewer interesting, useful articles than normal this week on the subject of media monitoring and measurement, social media, and other PR subjects. While Media Monitoring News
typically contains 12 to 16 articles, there are only nine this week. But there are two that we'd like to highlight. It's Called Public Relations for a Reason
and Why We're Turning out Back on PR
both focus on the role of PR in today's rapidly changing communications environment. Both articles claim that PR professionals are best-equipped and best-positioned to employ the full range of communications tools. All in agreement, say "aye!"
Why You Probably Need Social Media Crisis Monitoring More Than You Think
Many organizations assume they are immune from experiencing a social media crisis because they have a low-risk business, because they've done nothing wrong, or because they're not active on social media. Why You Probably Need Social Media Crisis Monitoring More Than You Think
explains why that type of reasoning simply doesn't hold up and why every organization needs to utilize at least rudimentary social media monitoring as an early warning system of impending crisis. Media monitoring catches problems early and enables action to prevent more damage.
10 Steps for Successful Social Media Monitoring
Social media monitoring lies at the core of any social media strategy of conversing, engaging and building relationships with customers. 10 Steps for Successful Social Media Monitoring
explains the crucial stages to monitor social media starting with setting strategy and ending with scaling the implementation.
Look Back Article:
9 Metrics to Measure Social Media Marketing Success
It's tempting to track metrics that are easy to aggregate — followers, friends, fans, subscribers, blog posts and so on. But those numbers have virtually nothing to do with your business success. First cited in a July issue of Media Monitoring News
, 9 Metrics to Measure Social Media Marketing Success
presents "metrics that matter" to business success in a unique, thoughtful and well-organized article. The metrics include: conversion rate, conversion share, referring traffic, rate of applause, sentiment, and more. Anyone involved in developing and measuring social media should read it and largely follow its recommendations.
How to Respond to Online Reviews
Product reviews published in credible media sources are among the most influential of PR placements, often changing buying decisions. Eight Tried and True Tips for Responding to Online Reviews
(good or bad) offers solid guidance on how to maximize a glowing review's word-of-mouth potential and, conversely, thwarting the impact of a negative review.
It's Called Public Relations for a Reason
Like the death of Mark Twain, the impending passing of public relations is greatly exaggerated. The projections of death are often based on a limited understanding of what PR does and its traditional connection to print media which is failing rapidly. In a period of extreme change in communications, PR has assumed new responsibilities.
It's Called Public Relations for a Reason
, written by Michael Ramah of Porter Novelli, maintains that the new corporate communications model builds multi-directional paths of communication between organizations and their stakeholders — and PR is the only industry positioned to do that well. A vibrant future, not death, awaits PR because only PR is positioned to apply the optimal tools for each specific communications need in this era of connection and engagement.
Why We're Turning Our Back on PR
Bliss Integrated Communications
Is this the start of a major trend in PR and marketing communications? As explained in Why We're Turning Our Back on PR
, BlissPR is rebranding itself as Bliss Integrated Communications because, as Bliss explains it, PR is a silo that doesn't envelop the entirety of business communications or explain all that Bliss does for its clients. The flip side of the solution is that PR rebrand itself as being capable of doing all the business communication functions.
The Forgotten Half of Social
As broadcasts tweets and posts on social networks proliferate, The Forgotten Half of Social
pleads for the effective use of intimate conversations in the more personal media.
The intimate media — the 1 to 1 media — are text message, email, and old-fashioned phone or eyeball-to-eyeball conversation. Understanding the difference between broadcast and intimate conversations — and how people react to each — is a critical aspect of formulating a social media strategy.
How to Present to Senior Execs
Harvard Business Review
Senior executives are an impatient and demanding audience. So avoid long presentations. And don't save the important stuff for a big ending. How to Present to Senior Execs
suggests that you summarize up front, allow discussion immediately after summary slides, give them the specifics they've asked for, and always rehearse in front of a trusted critic.
Measure Results, Not Long Hours, to Gauge Productivity
New York Times
Written by Robert Pozen, an attorney affiliated with Harvard Business School and the Brookings Institute, They Work Long Hours, but What About Results
decries the kudos received by workers who put in long hours, but don't accomplish much — and conversely wonders why productive workers who leave early are somehow suspected. The real value of the article rests in the suggestions on how to become more productive: limit meetings; avoid reading entire documents or articles and handle each email only once; write faster by organizing first and then doing a rough draft; and, finally, as the old IBM slogan said: think.
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
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