How PR is growing and evolving
The news is dying … sorta◦ The dissolution of traditional media◦ The era of the freelancer / blogger
Blogs – Networks, Corporate, Individuals◦ Networks include WIN, Gawker, and more◦ Individual blogs having influence◦ Rise of corporate blogs … don’t always work
The rise of microblogging, microPR and micronews: Twitter
Podcasts and YouTube – the rise of the online VNR/ANR Social Networks – MySpace, Facebook, LinkedIn, Ning Wikipedia – the knowledge and ignorance of the masses Y! and Google Groups – still powerful, influential, social Message Boards/Newsgroups/Forums – the original
social media, with large readership and influence
Newspapers and magazines shutting down◦ Journalists are either going to
freelancing, personal blogs or blog networks Networks include Daily Beast, Pajama
Media, Huffington Post, Gawker◦ Newspapers are pushing to blogs
Journalists required to file AND blog Relationships are more
important than ever PR is more important than ever
Blogs have become the new media◦ Talking directly to audiences, niche and verticals◦ Networks out there for everyone
From left – Dailykos, Huffington Post, Wonkette From right – LGF, Michelle Malkin, Red State For women – BlogHer, Jezebel General media – B5 Media, Gawker, WIN, Daily Beast
◦ Rise of the personal brand, expert in one or two things Corporate Blogs Don’t Work
◦ December 9, 2008 report from Forrester◦ Only 16 percent of consumers believe corporate blogs◦ Better to engage audiences on popular blogs
Social media is about conversations, engaging the audience
600% YOY growth (source: AllThingsD/WSJ) Explosion of journalists and media on Twitter
◦ http://twitteringjournalists.pbwiki.com/ Explosion of corporations using Twitter
◦ CEOs◦ Corporations◦ Government
Easy to set-up an account and get into conversations◦ http://search.twitter.com – find those talking about you /
your brand◦ Mr. Tweet - @mrtweet – finds followers for you
An opportunity to speak directly to audiences
No need for high-end flashiness, just be real Cheap to implement, easy-to-use
◦ Important is use of tags – what is the video, how it is searched
Examples: GM, Israel
Going where the audience is…◦ Facebook is more college-plus
Average age is now 35, higher socio-economic standing◦ MySpace is music oriented
Younger and lower socio-economic◦ LinkedIn is very professionally oriented
Launched groups in Q408 Higher demographic, higher age
◦ Ning is user created communities From corporations to individuals sharing interests
Getting to the community, wherever they are
The wisdom of the crowds, coupled with the idiocy and biases of the crowd◦ Hard to change data, have
to register and get through the self-appointed editors
◦ Full transparency, though, and can edit for details and information
◦ Ossetia has page – if wrong data, should and can be corrected Either go through the
editors themselves, or set-up account
Full engagement◦ Don’t SPAM◦ WHY should they care◦ WHO are you
Model A◦ Contact moderators of message boards/group◦ Be very informal and friendly◦ Offer yourself up as a conduit to the company◦ You are the go-to person to get what they want◦ Offer up information / access / samples
Model B◦ Join the message board/group ◦ Be fully transparent - who you are, what you are doing◦ Participate and answer questions in a timely manner◦ ABA - always be available
It’s public relations, but at it’s base: public Simple, to the point, paragraph
◦ Use real name◦ Be upfront and honest and simple about the reason
you’re emailing◦ Let them know why you are contacting, and for
whom The basic rules of social media outreach
◦ Be upfront and truthful when working in social media
◦ It is not about the corporate marketing message It is about sharing information, access
◦ Be very on point to specific, appropriate bloggers Bloggers have sweet spots and points of interest, and
they need to be taken into consideration
Social Media is not an end-all, be-all◦ Part of the communications mix◦ Bloggers do not need to write, media does
Should be treated like another tactic ◦ Unlike media, cannot be controlled◦ Unlike media, cannot be harnessed◦ Unlike media, usually does not honor NDAs or
embargos◦ Unlike media, bad pitches are mocked & exposed
Transparency◦ Hot button issue is full transparency
Lack of transparency easily backfires
Forget what you know about traditional PR◦ Social Media is about relationships and friendships and
being human Social Media can be cranky
◦ If the pitch is bad, expect to be exposed Bloggers can be overly cynical and critical
◦ Avoid “marketing” at all costs◦ Be open, upfront and honest in your pitch◦ Tailor the angle to focus on blogger’s niche◦ Be knowledgeable, timely and succinct◦ Gauge interest, gain permission to send material◦ Always include relevant links for more info
Tread very cautiously◦ Be sure what you’re pitching is super-relevant◦ Digital cameras for Photo enthusiasts, food and events for
foodie bloggers, political books for activist bloggers, etc.
Be prepared to be ignored and/or insulted◦ No corporate speak, marketing or overt messaging◦ No press releases as cut-and-paste or attachment◦ Provide links to appropriate material◦ Short and to the point
Monitor conversation in real-time Forget about the follow-up call / email Keep expectations realistic It is about engaging the community
◦ Two-way dialogue, a conversation◦ Comment only when appropriate – do not comment
for comment sake
Blogs are not a fall-back if the traditional press does not bite◦ The press needs to write◦ Bloggers choose to write
It is about “community”◦ Moreso than journalism◦ If you are not part of the community, you are an
interloper / intruder It is not MR – it is CR
◦ Social media is community relations – think of how you work in the community
Jeremy Pepper◦ Email: [email protected]◦ Twitter: @jspepper◦ Blog: http://pop-pr.blogspot.com◦ Phone number: 415-449-0669