Media Relations Blog
Dedicated to the world of media, public relations and marketing from TopRank Marketing.

Archive for October, 2008

Virtual Reality: New Platform for Media Relations

Wednesday, October 29th, 2008

Second Life Session

Virtual Reality and 3D platforms not just a child’s game. “Second Life: The Dream Platform for PR Professionals,” was the last session I took while attending PRSA International 2008, but it was one of the most effective. Why you may ask? Because Second Life isn’t just about creating an avitar and playing in a virtual world it is about jumping on board to the future of interaction.

Second Life not just another social media site, and these statistics prove that:

  • 14 Million Users
  • 100 Countries represented
  • 35 Million hours spent on Second Life a year
  • $1.5 Million UDS earned per day on virtual goods
  • 35 Median age of users on Second Life

What do these statistics say to us? They say that there is an untapped market that is not declining, but growing rapidly. 35 is the median age of the user, there are 14 million users in over100 countries, and $1.5 million dollars are made each day. This tells us that Second Life is not going anywhere but up. Vitrual worlds are now not only for children they are for adults.

Craig Newmark Keynote: Social Media and Democracy PRSA 2008

Tuesday, October 28th, 2008

Craig Newmark

Listening and continued engagement. This is how Craig Newmark, creator of Craigslist, explained the success of his business during a PRSA International keynote address: “How Social Media Creates a More Democratic Society”. Newmark explained that you have to do what makes sense and continue to engage your community. By engaging you build a culture of trust where shared values are expressed and followed. Success is achieved.

Craigslist is almost 99% free, with only 1% being charged for a services. To be successful Craig Newmark realized that he didn’t need to overtly charge the public who viewed and used Craigslist, but instead offer services to help cultivate and aid in the public’s growth. By helping to shape your community you are helping people try to succeed. You are doing well. Craig Newmark beleives by doing well in his business strategy he is doing good in his community.

“To do well in business by doing good,” is the simple business philosophy of Craigslist. PR and Social Media has a bad rap as not being a service for anyone but ourselves, as not being honest, but we are doing well in business, we help promote small businesses, we encourage growth of communities. Aren’t we doing good for society.

Giving Back To Those Who Impact PR – PRSA Keynote Mitch Albom

Tuesday, October 28th, 2008

Mitch Albom PRSA 2008

Tuesday’s with Morrie, the bestselling memoir by Mitch Albom speaks of the influence that we all possess as individuals. How we all have a certain power to cultivate the people we encounter. Morrie Schwartz was a professor of Mitch Albom’s when he was an undergrad. Morrie helped shape the way Mitch thought and the way that Mitch viewed his future. One man influenced another and from that a great journalist, sportscaster and motivational speaker emerged.

As PR and Media Relations Professionals we have influence on people. Every day we are shaping the way people view our clients and their products/services. We have the honor of cultivating the way people view what we have to say. We can impact society. Mitch Albom’s question as keynote speaker for the PRSA International 2008’s last day conference was, “Are you impacting people in a positive way? Are you learning from people as you are influencing them?”

PRSA 2008 New Influencers of Social Media Marketing

Tuesday, October 28th, 2008


New influencers are creating new sources of media, who are these new influencers? You, me and even Joe the plumber. How is this possible? We are now publishers we are able to report, comment and even create news content, we have the news and the media is now coming to us.

Paul Gillin, author of The New Influencers, states that there are Ten Secrets to Success of Social Media. But to understand these we must first realize that traditional media is declining and that search is the new circulation. Once we understand this we as PR professionals will be able to understand how each person is an influencer of media marketing and will become more successful in our marketing and media strategies.

Secret # 1- Don’t Fear Negativity. We must learn to accept that we cannot control what people say, but that we can contain negativity to a certain degree. There are always going to people that may disagree with what you say or what you do, but the trick is to realize it and accept it. If you make a mistake fess up to it. After all if you don’t and it is proven that you were in the wrong you are just adding fuel to the fire.

PRSA 2008 Embracing Social Media and Deriving ROI

Monday, October 27th, 2008

Dr. Pepper Logo

Dr.Pepper and Guns N’ Roses, two things that couldn’t be further from each other –  yet Ketchum – has found a way to connect these. On behalf of Dr. Pepper, Ketchum launched a promotion, if Guns N’ Roses finally released their album Chinese Democracy, then Dr. Pepper would give everyone in the United States a free Dr. Pepper.

Guess what? Next month, Guns N’ Roses is releasing their much anticipated album. So what does this have to do with PR and Media Relations? Joanne Puckett, Vice President of Global Research for Ketchum and presenter of “Deriving ROI for Interactive Communications,” believes it relates due to the platform on which the promotion was sent. Ketchum realized that mass media is slowly declining, and that to create buzz around their client there needed to be an embrace of a new platform of communication enter Social Media.

By using social media to connect with an audience that may have never drank Dr. Pepper, Ketchum did something amazing. They connected two brands that probably would have never joined together, but by doing this they connected to a wider audience. This is proof that those who use social media are not just generation Y, but also generation X, baby boomers and everyone else in between. Dr. Peppers awareness has increased and they are now seeing an increase of 15% on their ROI. Ketchum embraced social media to derive a greater ROI for Dr. Pepper.

Word-Of-Mouth Media Relations: What Really Works?

Monday, October 27th, 2008

Word of Mouth Online or Off – What’s The Difference?

What are the most commonly used marketing objectives? What variables are used when planning a marketing strategy? What is the most influential contact point? These questions were the opening of, “Marketing, Media and Word of Mouth.”  We know the answer to all these questions right?

  • Awareness
  • Target
  • Word of Mouth

Presenter Jeffrey Graham, executive director, customer insight, The New York Times, stated that, ” there is a huge disconnect when it comes to word of mouth and context.”

What does this mean? For a person just starting out in PR and Media Relations it means we may be overlooking a significant part of our target market. By not paying attention to where information and opinions about our clients or their services are coming from we are missing what could be a either fatal or significant loss or win for out clients. How does this really effect us and our clients? Gabriel Tarde stated, “Conversation is the strongest agent of imitation, of the propagation of sentiment.”

PRSA International 2008: Evolution of Communication

Friday, October 24th, 2008

PRSA Conference 2008 Detroit

Constantly things are changing, communication itself is experiencing a renaissance of change, but can we handle it? Detroit, MI – once the center of the motorized world – is experiencing a rebirth from industrial motor plants to hosting international conferences like PRSA International 2008. If this once industrial city can evolve into a  robust and vibrant city of culture and information, then we can learn to adapt our methods of communication.

The programming of the 61st PRSA International conference demonstrates that once traditional approaches of PR are now giving way to a digital world.The first conference session that I will be attending is titled, “Word-Of-Mouth Online and Off: What’s the difference?” The session is going to examine how traditional word-of-mouth sells, the messaging is the same, but how we communicate that message is changing.

Example, in the 1920’s people found out how amazing automobiles were, this was done by talking to people that had one, had seen one or had heard about them from someone else. Now almost a hundred years later automobiles are advertised by word of mouth, on the radio, in newspapers, on social media sites, on television and on the internet. By learning how to evolve messaging we are able to influence our customer base and increase our clients ROI.

Metafile’s ResultsPlus Fundraising Software Helps Page Education Foundation Build Futures for Minnesota Youths

Wednesday, October 22nd, 2008

Fostering Donor Relationships Help Minnesota Youths of Color Achieve College DreamsRochester, MN October 21, 2008 — — ResultsPlus, a fundraising software solution from Metafile, is enabling large and small non-profit organizations to automate nearly all mission critical fundraising activities with minimum IT involvement. Page Education Foundation, utilizes ResultsPlus to help Minnesota youth of color realize their college dreams.Page Education Foundation, located in Minneapolis, Minnesota, is a small, non-profit organization dedicated to the advancement of Minnesota youths of color. By fostering positive attitudes about education and offering financial assistance for college, the foundation has helped send over three thousand students to college in the past 20 years.Unfortunately, because the foundation was using an antiquated software system that did not have the ability to maintain detailed donor information, they were challenged when it came time to plan and target future fundraising initiatives.The system Page Education Foundation was using did not even have the capability to provide foundation employees specific information about donor’s interests or to record specific causes donors had contributed to in the past. Without specific donor data, requests for donations and acknowledgement letters, a critical communication which helps the foundation seek support for Minnesota youth interested in attending college, could not be customized to the letter recipients.“In the non-profit world every last bit of data is important, from donation amounts to spouse’s names and children’s birthdays,” states Mark Gerber Regional Account Manager with Metafile, creator of ResultsPlus fundraising software. “Without this key data, it is very difficult to send out customized acknowledgement letters and nearly impossible to build lasting donor relationships.”By spending an inordinate amount of time electronically tracking individual donor relationships, rather than working to better target future fundraising initiatives, Page Education Foundation started to see a decline both in donations for programs like the Page Scholarship program and in volunteerism for Service-to-Children Mentoring program.  These declines were something that Page Education Foundation and the youth of Minnesota could not afford.Page Education Foundation selected Metafile’s ResultsPlus to deploy a solution that would foster deep donor relationships and meet the needs of their fundraising goals.In working with Page Education Foundation, Metafile helped to:•effectively replace the antiquated database system•easily access specific information about donors and their families”It’s hard to believe that just over two years ago when I began working with the Page Foundation, we were developing initiatives based on so little information about our donor base,” states Carolyn Jones, Administrative Director of Page Education Foundation.  “Now, each step in our efforts is based on the type of strategy that can only be developed by taking into account as much objective data as possible.”The implementation of ResultsPlus helped Page Education Foundation not only effectively fundraise for programs and campaigns but also foster deep donor relationships that ultimately enables Minnesota’s youth of color to fulfill college dreams.To download the full Page Education Foundation Success Story please visit Metafile’s dedicated ResultsPlus site.About Metafile’s ResultsPlus:For over 25 years Metafile’s ResultsPlus has existed as the premier non-profit fundraising software providing firms like Ronald McDonald House, Benedictine Health System, and Habitat for Humanity the tools necessary to readily achieve their missions. Metafile, located in Rochester, MN, provides solutions to firms worldwide. For more information on Metafile’s ResultsPlus and an archive of client success stories, please visit www.resultsplussoftware.comAbout Page Education Foundation:Page Education Foundation was created in 1988 with a simple but innovative idea—enticing young people of color to positively influence younger children by offering mentoring and financial assistance for college in exchange for their volunteer service. Please visit for more information on Page Education Foundation.###


Thursday, October 16th, 2008

Automated Windows Configuration Management Suite Introduces Secure, Internet-based Administration and Compliance;Extends Mobile Workforce and Distributed Environment ManagementMINNEAPOLIS, October 16, 2008 – – New Boundary Technologies®, the IT automation innovator, today announced the release of Prism Suite® 9. Powered by the company’s automated configuration management innovations like Smart UpdateTM and Configuration Groups, Prism Suite 9 extends Windows configuration management to now include secure, Internet-based administration of the mobile workforce and widely distributed remote locations. With an open client/server architecture and modular design, Prism Suite 9 is engineered to automate and streamline processes within corporate IT departments and for delivery via managed service provider (MSP) and software as a service (SaaS) models.Prism Suite 9 delivers robust, safe, and seamless Windows system management for any location, from any location. Engineered for the needs of IT departments that manage widely dispersed office locations and mobile Windows systems, Prism Suite 9 is also ideally positioned to provide managed service providers with an automated Windows configuration and compliance offering that can be delivered as an online service.”Prism Suite 9 automates the Windows configuration management processes that are essential to supporting a wide variety of compliance initiatives,” said Michael Osterman, president of Osterman Research. “The Internet-based administration feature allows Prism Suite to drive new efficiencies that allow IT departments to extend their staffing and budget resources. By combining a high level of automation and ease of use with Internet-based administration, Prism Suite also offers managed service providers a powerful Windows configuration management solution they can offer as a service that delivers the same level of configuration compliance that corporate IT departments can achieve.”Powered by scalable technologies that enable dynamic Windows configuration management, Prism Suite automates asset management, software packaging and deployment, and software patching to deliver continuous, real-time compliance with organizational IT standards and regulatory measures. New features of Prism Suite 9 include:

© 2021 TopRank Online Marketing - Marketing and Public Relations Consultants Tel. 952 400 0190 - Fax. 952 400 8784