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Public Relations & Social Media Insight
PR insight, social media & thought leadership - from The PR Coach http://www.theprcoach.com
Curated by Jeff Domansky
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Marketing Is Dead | Bill Lee, Harvard Business Review

Marketing Is Dead | Bill Lee, Harvard Business Review | Public Relations & Social Media Insight | Scoop.it
In our social media-infused world, traditional marketing logic just doesn't work.

 

Traditional marketing — including advertising, public relations, branding and corporate communications — is dead. Many people in traditional marketing roles and organizations may not realize they're operating within a dead paradigm. But they are. The evidence is clear.

First, buyers are no longer paying much attention. Several studies have confirmed that in the "buyer's decision journey," traditional marketing communications just aren't relevant. Buyers are checking out product and service information in their own way, often through the Internet, and often from sources outside the firm such as word-of-mouth or customer reviews.

 

Second, CEOs have lost all patience. In a devastating 2011 study of 600 CEOs and decision makers by the London-based Fournaise Marketing Group, 73% of them said that CMOs lack business credibility and the ability to generate sufficient business growth, 72% are tired of being asked for money without explaining how it will generate increased business, and 77% have had it with all the talk about brand equity that can't be linked to actual firm equity or any other recognized financial metric.

 

Third, in today's increasingly social media-infused environment, traditional marketing and sales not only doesn't work so well, it doesn't make sense....

 

[Traditional marketing isn't really working anywhere says Bill Lee in HBR - JD]

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Pfizer Chooses Its Battles Wisely | LEVICK

Pfizer Chooses Its Battles Wisely | LEVICK | Public Relations & Social Media Insight | Scoop.it

Earlier this month, Pfizer Consumer Healthcare announced that it had agreed to activist demands that its Centrum brand amend its marketing practices. With the prospect of a lawsuit from the Center for Science in the Public Interest (CSPI) looming, the company agreed to discontinue claims that some Centrum products promote “colon health” and “breast health.” The company also agreed to qualify statements made on the Web and in traditional advertising that certain supplements contribute to “heart health.” All of the changes, including revised product labeling, will be in effect by January 5, 2013.

 

The agreement represents one of those rare instances in which a major corporation – they don’t get any bigger than Pfizer in the pharmaceutical industry – quickly backs down in the face of activist pressure. Some may wonder why Pfizer would make such a move. But don’t fault the company for capitulating just yet. There are least three good reasons why Pfizer’s decision made sense under the circumstances....

 

[A good strategic public relations lesson -JD]

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How Social Media Is Changing PR | PR Newswire

On the last Tuesday of each month, ProfNet hosts ConnectChat, a monthly series of Twitter chats exploring key communications and media topics. During a recent ConnectChat, Deirdre Breakenridge, CEO...

 

of Pure Performance Communications, discussed the changing role of PR in the digital era and how we can adjust our mind and skill sets accordingly.

 

Breakenridge says that with the rise of social media PR professionals need to:

-  Master information technologies as a “technology tester,” including video, SEO, website analytics, monitoring applications, CMS and more.
-  Start dialogue and build relationships through new channels.

-  Strategize to connect directly with stakeholders, especially customers.

 

[Much more in this excellent interview with PR 2.0 thought leader and author Dierdre Breakenridge - JD]

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Top Reasons Why Public Relations Needs to Optimize | Media Relations Blog - TopRank Online Marketing

Top Reasons Why Public Relations Needs to Optimize | Media Relations Blog - TopRank Online Marketing | Public Relations & Social Media Insight | Scoop.it
The public relations world is in a state of flux with increasing importance on getting into the content and social web business.

 

Consumers are spending more time with digital and social media. Advertising dollars are following. That means less budget to staff newsrooms and reporters, journalists and editors to pitch.

 

Understanding the needs of their “customers’ customer” is essential for PR agencies and communications professionals to remain relevant and productive. “Push PR” is increasingly being complemented by “Pull” tactics – optimization for discovery. Being able to provide value is essential and here are 3 ways a better understanding of SEO can do just that....

 

[An excellent overview of the importance of optimization to PR and business - JD]

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What Types of Video go Viral on YouTube? | PR Newswire

What Types of Video go Viral on YouTube? | PR Newswire | Public Relations & Social Media Insight | Scoop.it
Just like the varying types of media that communications companies work with today, there are also several ways in which this information can be sliced, diced and analyzed.  Thus, multimedia engage...

 

engagement can be discussed with infinite approaches.

 

In one of the latest efforts to get a handle on the topic, The Pew Research Center has just released a study on the most popular news footage uploaded and viewed on YouTube. The goal was to examine some concrete features of the videos within the YouTube News and Politics Channel that went most “viral” each week over the course of a 15 month period (January 2011 through March 2012). Some of the key takeaways include:

 

-  Regular people (not news outlets or journalists) posted close to 40% of the content

-  While much of this 40% was originally produced by a news outlet, a large portion of it was not sourced correctly, if at all
-  The most popular (“viral”) news videos focused on controversies, striking disasters or humorous occurrences
-  The lengths of the popular news videos range from less than one minute to over 15 minutes!
-  A large amount of the most popular news content was raw, unedited video....

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The Difference Between Infographics and Visualization | eagereyes

The Difference Between Infographics and Visualization | eagereyes | Public Relations & Social Media Insight | Scoop.it
What is the key difference between a visualization and a data-based infographic? The visualization is created by a program that can be applied to many datasets, the infographic is hand-crafted for a particular dataset.

 

What is the key difference between a visualization and a data-based infographic? The visualization is created by a program that can be applied to many datasets, the infographic is hand-crafted for a particular dataset. It’s obvious, which is why it’s so hard to figure out....

 

[A terrific definition and explanation - JD]

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How to Tell Your Company's Story: Eight Questions to Get You Started [Slide Show]

How to Tell Your Company's Story: Eight Questions to Get You Started [Slide Show] | Public Relations & Social Media Insight | Scoop.it
Content - Sometimes, the hardest topics to talk about are those closest to you. So when businesses have to share their stories, they stumble. This colorful infodoodle slide show can help draw ...

 

Sometimes, the hardest topics to talk about are the ones closest to your heart. So when businesses have to share their stories, they stumble in deciding what to say.


Ann Handley, MarketingProfs chief content officer and co-author of Content Rules, offers eight prompts to help companies begin telling their brands' stories....

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Why Chick-fil-A and Other Brands Aren't Being Bullied | BloombergBusinessWeek

Why Chick-fil-A and Other Brands Aren't Being Bullied | BloombergBusinessWeek | Public Relations & Social Media Insight | Scoop.it
The Web was supposed to give angry consumers power over companies like Chick-fil-A and Amazon...

 

One advantage businesses have is that analytic tools have made the process of assessing the risk of any protest relatively easy. In an analog world, if a bunch of protesters showed up outside a factory, thrusting signs in the air and marching in circles, a brand manager would have to extrapolate from local TV news footage to try and quantify the threat. These days, brand strategists possess precise social media monitoring software, which can tell them exactly how many people are expressing disgust and whether the outrage is growing or dissipating. That makes it easier to know when to spring into action, and when to ride it out. “You have to pick your battles,” says Gensemer. “I’ve had clients who will send me links worried about their names being attacked by the most fringe blogger in Eastern Europe. It’s really hard to get people to ignore things until you can dig in and show them, ‘Hey, this site has received 10 hits.’”

 

The speed of the current media environment can also provide brands with another advantage over their detractors—newer, fresher controversies to grab headlines....

 

The bottom line: Chick-fil-A and Amazon have made headlines for their leaders’ views. Businesses today can better manage the fallout from such actions.

 

[Will that be an e-book or a Chick-fil-A Spicy Chicken Sandwich Deluxe with your crisis? - JD]

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50 Shades of PR Strategies: It’s All about Nudity - PRNewser

50 Shades of PR Strategies: It’s All about Nudity - PRNewser | Public Relations & Social Media Insight | Scoop.it
50 Shades of PR Strategies: It’s All about Nudity...

 

From Gabby Douglas to #NBCFAIL, the 2012 London Olympics has been a raucous spectacle of PR intrigue, triumph and disasters. For PR geeks, these games have been an absolute blast. And when it’s all over, when it’s all said and done, we’ll all be talking about that one moment of the Olympics that will remain forever etched in our memories: the women’s water polo wardrobe malfunction....

 

[Fun read - JD]

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Crisis PR Allstars: Who's Your Favorite? | The PR Coach

Crisis PR Allstars: Who's Your Favorite? | The PR Coach | Public Relations & Social Media Insight | Scoop.it
As a PR blogger and curator, I'm often asked who are my "go-to" people on any number of public relations topics? You know. The must-read experts?

 

I’m starting this week with the Crisis PR Allstars. A few are well-known. Others will be a fresh discovery.

 

In short, I recommend you follow these PR Allstars. I’m glad to share them with you and I hope you’ll find them valuable too. Perfect for a Friday Follow.

 

Who are the top Crisis PR experts to follow?

 

Find out here... http://www.theprcoach.com/crisis-pr-allstars-whos-your-favorite/   

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4 Must See Content Marketing Resources | Joe Pulizzi

4 Must See Content Marketing Resources | Joe Pulizzi | Public Relations & Social Media Insight | Scoop.it
Four content marketing resources courtesy of Coca-Cola, Google, Red Bull and our own content marketing research study.

 

[Joe Pulizzi shares four useful case studies - JD]

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Infographic – A quick guide to handling media interviews | Harvey Leach

Infographic – A quick guide to handling media interviews | Harvey Leach | Public Relations & Social Media Insight | Scoop.it
We have produced a quick-reference infographic to help you prepare for and handle media interviews - click on the image above to download.

 

[Useful media training tips from Harvey Leach - JD]

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In defence of brand journalism | Multimedia Journalism

In defence of brand journalism | Multimedia Journalism | Public Relations & Social Media Insight | Scoop.it

I’m a simple soul. I deal in realities

 

The first reality I see is that journalism as a career is under threat, because not enough people are prepared to pay for what we make
I can also see that any organisation is, or could be, a media company, in addition to whatever else it does.

 

I see that many people are choosing to get their information through social media, rather than through the products of traditional publishers and broadcasters.

 

Social media has changed the equation. We no longer live in a world where the rich and powerful control the means of mass communication. Now, anyone can publish their news, views, comment and analysis.

 

Social media brings the added dimension to the dissemination of news and information that it is passed among groups of friends, colleagues or those bound by some other sort of self-defined common interest by way of personal recommendation....

 

[I like Andy Bull's approach to brand journalism. It's part of a series of Masterclass posts which are included in a Multimedia Journalism course online. The course is very reasonable and includes textbook and online resources for approx $55. Essential reading for marketing, PR and content marketing pros. - JD ]

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50 Essential Apps For Social Media Professionals | Simply Zesty

50 Essential Apps For Social Media Professionals | Simply Zesty | Public Relations & Social Media Insight | Scoop.it

Let’s face it, who doesn’t want to be more organised? With so many things happening at once, it can be difficult to keep track of everything that’s going on. Thankfully, many developers know this and there are numerous apps out there designed to make organisation better, improve your workflow and do everything else in-between. We’ve picked out 50 of the best apps that will certainly help you improve your productivity, no matter where you are....

 

[You'll find some must-use apps on this excellent list - JD]

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What To Do When Someone Steals Your Work | Mr. Media Training

What To Do When Someone Steals Your Work | Mr. Media Training | Public Relations & Social Media Insight | Scoop.it
My work was recently swiped by a PR pro. Here are three things to do when your work is plagiarized.

 

Well, we have another entry into the plagiarizer’s hall of shame today.
Neil Kuvin, a contributor to the website BizCEOs.com, recently ran a story called “Media Reporters Require Rules.” His piece highlighted seven rules of working with the media. But the piece looked strangely familiar. That’s because I wrote the piece last year.


Neil should know better. His Twitter bio describes him as a “PR/Media Relations pro with 4 decades of experience.”...

 

[Sound advice from Brad Phillips - JD]

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5 Guerrilla Marketing Strategies Brands are Using to Generate Buzz - TREND HUNTER PRO

5 Guerrilla Marketing Strategies Brands are Using to Generate Buzz - TREND HUNTER PRO | Public Relations & Social Media Insight | Scoop.it
5 Guerrilla Marketing Strategies Brands are Using to Generate Buzz - - TREND HUNTER PRO...

 

While there are countless ways to promote a product or service through unconventional tactics, many of the best guerrilla marketing strategies are based on a handful of simple schemes. At Trend Hunter, we've seen that these general strategies are used by brands the world over to create hype, generate buzz and send a brand message and can be applied to almost any marketing campaign....

 

[5 fresh ideas worth noting for marketing, branding and PR pros - JD]

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Pitch Strategy: Identifying Reasons to Believe | Bad Pitch Blog

Pitch Strategy: Identifying Reasons to Believe | Bad Pitch Blog | Public Relations & Social Media Insight | Scoop.it

Your pitch is the stimulus driving an editor to Google the subject of your pitch.


What does the editor's zero moment of truth look like?

 

From supporting creative briefs to fueling message tracks, reasons to believe are a critical part of any campaign or plan, down to an individual pitch.

 

This is because reasons to believe are proof -- the facts keeping the wings on the creative plane giving your pitch altitude. But as you build your media relations strategy, keep in mind that proof comes in various forms and is needed at various stages of your pitch.

 

After a pitch has gotten an editor's interest, a more esoteric but equally important type of proof is required to keep it. Let's call it provenance....

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Writing Press Releases that Generate Results | PR Newswire

Writing Press Releases that Generate Results | PR Newswire | Public Relations & Social Media Insight | Scoop.it

In today’s real-time, connected world in which our audiences expect to find anything they want, when they want it, it’s imperative that communicators wring every ounce of effectiveness out of all the content they publish, and to continually assess the results each message generates.

 

On the heels of last week’s post about rethinking (and expanding) the audiences for press releases, today we’re putting the press releases under the microscope. and we’re focusing on some of the most common questions we hear....

 

[Practical press release tips - JD]

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7 WordPress Plugins to Grow Your Email Subscribers | Social Media Examiner

7 WordPress Plugins to Grow Your Email Subscribers | Social Media Examiner | Public Relations & Social Media Insight | Scoop.it
Wordpress plugins to increase the number of your blog visitors who sign up for your email subscription and improve your subscription rates.

 

Are you looking for more email subscribers?

 

The best way to gain email subscribers is to deliver great content via your blog.

 

Here are seven great WordPress plugins to grow your email subscribers and let you focus on delivering great content.

 

[Very useful blogging resources - JD]

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Infographic: Content Beyond the Search Engine | InboundWriter

Infographic: Content Beyond the Search Engine | InboundWriter | Public Relations & Social Media Insight | Scoop.it
Learn about content optimization and the dynamics of content marketing strategies from our infographic, Content Beyond the Search Engine.

 

Get ready to learn the ins and outs of content optimization and gain a deeper understanding of some of the dynamics around search, social and content marketing strategies. This is the first infographic we’ve created from scratch, so we’re as happy as a squirrel in an oak tree to share it with you!

 

[InboundWriter serves up an interesting infographic - JD]

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7 Tips for Communicating With Journalists via LinkedIn | PR News

7 Tips for Communicating With Journalists via LinkedIn | PR News | Public Relations & Social Media Insight | Scoop.it
Lori Russo and Krista Canfield offer seven tips and tricks for leveraging LinkedIn to communicate with journalists.

 

In a recent PR News article, we mentioned that LinkedIn has become the most-used social network by journalists—92% are on LinkedIn. As PR professionals, you are probably trying to figure out what to do with that astounding statistic, but don't worry—we're here to help.

 

These tips, courtesy of Lori A. Russo, managing director of Stanton Communications, and Krista Canfield, senior manager, corporate communications, LinkedIn, offer advice on how to leverage this valuable communications platform and successfully find and communicate with journalists....

 

[Practical media relations tips worth noting - JD]

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22 Top Blogging Tools Loved by the Pros | Social Media Examiner

22 Top Blogging Tools Loved by the Pros | Social Media Examiner | Public Relations & Social Media Insight | Scoop.it
Blogging tools: Here are hot blogging tools used today by 22 social media pros.

 

Do you blog?

 

Looking for exciting new tools to simplify the blogging experience? If so, keep reading.

 

We decided to get the scoop on today’s hottest blogging tools.

 

We asked 22 pros to share their favorite new finds. Here they are…

 

[Awesome list. Enjoy! - JD]

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“You will always have work, and it will be the best kind of work” — Richard Rhodes on writing (Mayborn 2012, vol. 2)

“You will always have work, and it will be the best kind of work” — Richard Rhodes on writing (Mayborn 2012, vol. 2) | Public Relations & Social Media Insight | Scoop.it
Richard Rhodes, the Pulitzer-winning author of The Making of the Atomic Bomb, and of 23 other books, delivered one of the keynotes at this year’s Mayborn Conference for Literary Journalism. 

 

Here are five top takeaways from that address, followed by an edited transcript of his talk and a snippet from the Q-and-A session that followed....

 

[Inspiring read for writers, bloggers, PR and content marketing pros - JD]

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Four Reasons to Invest in Corporate Blogging | Lou Hoffman

Four Reasons to Invest in Corporate Blogging | Lou Hoffman | Public Relations & Social Media Insight | Scoop.it

Corporate marketing and PR types pay attention to the business section in USA Today.

 

How else do you explain the questions coming our way on whether corporate blogging is worth the effort that started when USA Today published “More companies quit blogging, go with Facebook instead”?...

 

First off, this story has nothing to do with blogging and everything to do with Facebook. It was eyeball bait, capitalizing on the intense interest in Facebook prior to its IPO.

 

A company moving from blogging to Facebook makes as much sense as replacing the Friday jelly donuts with recipe handouts....

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8 Ways to Use 15 Second Videos to Connect With Your Customers | Social Media Examiner

8 Ways to Use 15 Second Videos to Connect With Your Customers | Social Media Examiner | Public Relations & Social Media Insight | Scoop.it
Viddy: How to use 15 second video clips to connect with your audience on mobile devices.

 

Are you using video to connect with your audience?

 

Do you think 15 seconds is too short to convey your message? Think again.

 

The rise of mobile users has brought new tools to help marketers connect with on-the-go consumers.

 

Viddy is one such tool. It’s a relatively new social network centered on creating and sharing 15-second video clips.

 

Taking advantage of the rise in mobile use, Viddy is used mostly on smartphones and other mobile devices by its user base of 22 million people who create and interact with video content daily.

 

Since the network limits your video uploads to 15-second clips, it’s a similar experience to Twitter’s 140-character limit, ensuring your quality content is concise....

 

[Smart content marketing strategy - JD]

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