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Archive for the ‘Online PR’ Category

4 Tips for Better Blogger Relation-ships

Tuesday, February 10th, 2009

Say what you will, blogs are increasingly in competition for time and attention against mainstream media news sources. As the importance of blogs grows, many PR organizations struggle to identify best practices for engaging them.

Blogger relations is not a matter of media relations with a new type of media list. Bloggers are typically not reporters and don’t follow the same rules and practices within traditional journalism. Yet a single blogger can attract an audience on par with that of a small news organization.

As a blogger with over 15,000 subscribers, I’ve been on the sending and receiving end of blog pitches. Here are a few hard won insights for media relations professionals trying to make sense of the blogger audience.

  • Be relevant. It seems so simple and obvious, yet it is the biggest mistake made when pitching bloggers. Look at the categories of the blog, tags and previous blog posts. Is your pitch REALLY relevant?
  • Personalize. Getting an email pitch with no personal reference at all, or just a press release and no message is a sure trip to the trash folder. Take the time to research the blog, make comments and get involved. Be honest about who you are in the comments and provide thoughtful insight that is of value and relevant to the blog post.

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.

Push Pull PR: Optimizing News Content

Monday, August 25th, 2008

The buzz about SEO in the public relations industry has grown steadily over the past 2-3 years. Press releases were the easy target for promotion as candidates for optimization. With the growing use of Google and Yahoo News, optimizing press releases have been an easy way to gain prominent visibility with nominal effort.

As both a SEO and a PR practitioner for the past 8+ years, I get to educate clients and audiences at both PR & Search Marketing conferences. At public relations conferences, I’m the SEO guy talking about optimized PR. At search marketing conferences, I’m the PR guy talking about using PR for SEO.

The continuing convergence of both PR and SEO is inevitable. Neither is based on pay to play, although there are advertorial and paid editorial placement offerings. Editorial visibility in offline and online publications is for the most part “earned” as are the top rankings of web pages on search engines like Google and Yahoo.

Public relations practitioners have significantly warmed up to well documented possibilities and opportunities to extend their effectiveness for clients through implementing search engine optimization into their programs. The reality is that PR doesn’t have control over all of a companies digital assets.

Digital Asset Optimization for News Content

Monday, August 4th, 2008

News Content Digital Asset Optimization

By Lee Odden

In the world of using search engine optimization tactics for extending the reach of media relations, optimizing press releases alone leaves a tremendous opportunity untouched.

Increasing numbers of companies have realized this and are adopting more formal holistic news content optimization strategies. Digital Asset Optimization is a SEO Point of View that our search marketing agency, TopRank started developing in early 2007.

Limiting news content optimization to press releases with a web site rich with news, media coverage and digital assets leaves a lot of the “good stuff” out of the scope of SEO attention. There’s a tremendous opportunity for a competitive advantage in search engine PR when all of the news content digital assets involved with the SEO effort.

The first step to managing a news digital asset optimization program is to take inventory of the media assets and content types that are currently being created. It is important not to discount content because it is not published online. Many types of press clippings, news coverage, digital communications, video and image assets can be repurposed for news content optimization and promotion.

Do it Wrong, Stupid! Mike Moran Keynote

Tuesday, April 8th, 2008

“Do it Wrong Quickly: What Corporations Need from PR in Today’s Transforming Marketplace”Mike Moran begins the afternoon keynote with what is perhaps the most salient point of the whole conference. We don’t need to be the expert in new media or blogs. We need to be the expert in how to solve our client’s problems. Otherwise, we might as well give up. We’ll never be the blog expert because the blog experts exist, and they’re not getting any dumber.

Moran’s tone is optimistic, and not at all condescending, which is a refreshing change from many speakers on this topic, who seem to want to tsk-tsk us for not having discovered social networking years ago. Oh, and they are eager to inform you that whichever social media platform you have succeeded in engaging was obsolete in 1999. Moran eschews alarmism to good effect.

PR types tend to view new media as a sort of death knell for Public Relations. Moran sees them as an opportunity. The new model allows Public Relations to deliver hard results where we know we are making an impact on behalf of our clients. We can target more closely, measure results more accurately, and respond more quickly to customer feedback.

Blogger Relations – What You Shouldn't Do

Saturday, September 1st, 2007

Mainstream media is losing it’s luster and PR firms are scrambling, fumbling in some cases, to reach out to the influential blogerati in the hopes to capture shifts in audience information consumption. OMB recently published a blogger relations guide as well as a long list of what not to do when pitching blogs. Here’s an exceprt:

  • Don’t pitch irrelevant stories
  • Don’t send emails to anonymous recipients. Use a name.
  • Don’t send blanket solicitations to bloggers in the same general industry.
  • Don’t embargo an announcement for more than a few days.
  • Don’t demand to be covered as if you’re gods gift to the blogosphere.
  • Don’t insult the blogger, even as a joke, especially if you don’t know them.
  • Don’t lie or make promises you can’t keep.
  • Don’t send story ideas that are about as exciting as mall music.
  • Don’t send a regular pitch with a press release to a blogger.
  • Don’t use traditional media relations tactics with bloggers, but rather, make an effort to connect with them individually.
  • Don’t play bloggers like a numbers game.
  • Don’t be rude and not thank the blogger for covering your news.
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