PAN Communications prSPEAK

Over the past two years, one of the major themes across all business publications has been the dismal state of the economy. Lessons learned articles with phrases like “How to XYZ in a Down Economy” have been flooding the headlines and executives who have weathered economic storms of the past have been sourced for their valuable experiences and advice.

Last week the Dow hit 10,000 and this propelled what began as a mumbling across the internet that the economy is on the rise, into a wave of optimism. Though there are many experts proclaiming that despite these sporadic glimmers of hope, the end is not near—there is no doubt that businesses are beginning to think about how to position themselves to succeed when today’s economy does get back on track.

From a media standpoint, this has opened opportunities for businesses that have been able to weather not just storms of the past, but this storm, successfully. Recently, we have positioned a number of PAN clients for opportunities that went beyond their traditional trade publications to offer broader expertise in top tier business publications.

Recently, in her regular “Stand Out” column in SmartMoney, Diana Ransom tapped CEO Ryan Wuerch of Motricity for his strategies behind making and overcoming tough decisions to keep his company on top. Offering his perspective as a business owner, rather than an expert on mobile internet, provided an opportunity to reach a wider audience outside of those focusing  solely on Motricity’s industry.

In another SmartMoney article entitled “One Year Later: Lessons from the downturn,” Tangoe, a company specializing in telecom expense management (TEM), a very niche space, was able to break out of the traditional conversations around TEM and connect with SmartMoney’s audience in a more relatable way. For this opportunity, CEO Al Subbloie was able to highlight his company’s success over the past year and also further assert his leadership in the TEM industry and beyond. A topic from which many businesses can glean advice, the article was also included in the Wall Street Journal.

As we continue to have such a close eye on the economy, it is clear that media opportunities forward-thinking in nature, abound. Predictions and analysis on when we will climb out of this slump will continue and as they do, thinking about how clients can weigh in on the conversation from unique, but significant ways, will be key.

Every industry conducts their own events. Some are local, regional, national and even international. However, there are too many industry events to count and an individual cannot attend them all. So, what can be done to allow those who cannot attend an event to hear what was spoken about? What about the use of the podcast?

 A podcast is a collection of audio (sometimes video) segments that can be listened to over the Internet or downloaded and listened to while on the go. This tool turns out to be a great medium for sharing previously recorded material with others.

 Earlier this summer I used this technique for a client event.

 DiCicco, Gulman & Company held a roundtable with professional service veterans in the architecture and engineering industry to discuss how to manage a business in an uncertain economy. The event had a wonderful turn out, but we realized that the material discussed would definitely be of interest to others in the industry, so the roundtable was recorded and turned into a podcast series to be shared with others following the event.

 Creating a podcast series out of a previously recorded event is a way of sharing knowledge with others. Not only will the information be accessible to those who were unable to attend, but it also has the potential to attract others in the industry, and it can help position you or your company as a thought leader.

 The podcast is a social media tool that continues to be underutilized. However, with an understanding of how podcasts work and how they can be used to share a message, a podcast can be powerful public relations tool.  

As new media continues to alter the way brands offer products and interact with consumers, the ways in which individuals utilize the information also continually changes.  Given that this evolution will only augment over time, the value that clients are seeing in non-traditional media opportunities (i.e. podcasts, video interviews, blogs) continues to grow. These outlets are more interactive in nature and allow bloggers, readers, and individuals/companies mentioned in a post to respond and communicate in real time via commenting. 

As PR practitioners it is important to acknowledge this evolution as well as develop a strategy that leverages a mix of both traditional and new media programs. Creating opportunities that allow clients to interact and share information with potential customers, key stakeholders, and interested parties should be the cornerstone of a successful PR program. 

With that in mind, I began to think of ways we could utilize the wealth of information that Mirror Image Internet’s (a PAN client) Director of Marketing Martin Hayward posses regarding mobile video delivery – and why it is quickly becoming the core of many mobile marketing strategies.  

Knowing that StreamingMedia.com is the premier online destination for industry news, information, and services related to the streaming media industry, and that we have a great working relationship with its Editors, I thought I’d propose the idea of producing a podcast with Martin and a Mirror Image partner, Wowza Media Systems.  Contributing Editor Tim Sigli, who has taken over the podcasting helm along with Jose Castillo, confirmed his interest, and we were discussing recording logistics before I knew it.  

Soon after, Martin, Dave Stubenvoll for Wowza Media Systems, Tim, and I were recording the contents of a compelling podcast via phone.  Throughout the podcast, Tim explored the benefits of a single codec, H.264, for mobile delivery from two perspectives: a single media server (Wowza, represented by Dave) and a content delivery network (Mirror Image, represented by Martin). 

The podcast has since been published and now lives alongside hundreds of hours of audio/video content on the Streaming Media site.  Listen to the podcast – and others – here, and let us know what you think!

I just returned to the office on the heels of two very successful client media tours. The first took me to New York City for two days of meetings which included FOX Business News, Forbes, and Dow Jones. The second was a combination of Boston and New York City with briefings at Network World, Tech Target, CRN, and Baseline. And it occurred to me, I think we sometimes get so wrapped up in pitching news and creating strategy for our clients that we forget about the importance of face to face interaction with reporters.

For one, I think the media appreciates it. It’s not often they get to sit down with a C-Level executive and pick their brain on various trends, industry happenings, etc. The conversation tends to be a bit more casual and can cover the gamut of topics. During the Forbes interview, the reporter and CEO touched upon everything from expense management to how to advertise your business to dealing with other CEO’s. Ultimately, it built a strong relationship between the two individuals and our client left the meeting feeling really good about how it went.

This leads me to probably the most important benefit of in-person briefings: the benefit to your client. The reality is, most of these meetings are either introductory or a chance to build on an existing relationship and “catch up.” Some clients may have some resistance to this if there is not a definite answer on whether coverage will result, especially if they have planned a trip specifically for the briefings. But to that, we council our clients to stay open minded. Yes, the Forbes interview was not a 100% guarantee for coverage, but we left the meeting with three separate story opportunities – one of which ran the following week! Bottom line: a reporter is more likely to remember your company and think of you as a source if they’ve had a chance to meet you in person.

So, as we approach the end of summer and you’re looking for creative ways to up-level a client and their company, get a conversation started on the benefits of face to face meetings with the media. It keeps things fresh, gets your client front and center, and can lead to some significant results!  

 

In 1964, author and media pundit Marshall McLuhan introduced a controversial concept that would forever alter mainstream media (and subsequently, our role as PR practitioners): “The medium is the message.”

In his book, Understanding Media: The Extensions of Man, McLuhan writes that all media have characteristics that engage the viewer in different ways and argues that any given medium affects an individual’s understanding of its content.

Without getting mired too deeply in his media classifications of hot/high definition and cool/low definition media, much of McLuhan’s theory revolved around the senses receiving the communication: sight, sound and touch.

As PR practitioners today, our job is ultimately to ensure the successful receipt of our clients’ messages by their target audiences. Far too often we labor first and foremost over the content of our message—be it a press release, bylined article, white paper, blog post or tweet—while relegating the message’s delivery and medium to an afterthought.

While there is consideration for the medium, the decision is generally influenced by the content and target of the message, e.g., “We want to reach young adults, ages 18-24 who earn less than $60,000 per year… let’s Tweet!” or “Our buyers are teenage guys… let’s do a YouTube campaign!”

Of course, I’m making generalizations here, but the truth is that many times we choose a particular medium based on the statistical, demographic information of its audience rather than taking the time to understand the effectiveness of the medium for influencing the “aha!” factor.

Successful PR is more than having a great message. It also goes beyond delivering that message to the right recipients. From start to finish, it involves a series of decisions that, as mentioned above, ultimately ensure that the right message (read: understood the way it was intended) is received by the right audience, leading to the right response or action. In a presentation to the staff recently comparing various wire services, junior associate Adam Novak comically quipped, “If a press release goes out over the wire but nobody sees it, did it really go out?”

Obviously, the medium is going to impact the successful delivery of a message, but let’s not forget that our job is not just to deliver the message. Rather it is to make sure it is received and interpreted the way you, or your client, want it to be.

We have tools at our disposal today to create and distribute content quickly and easily over any medium imaginable, and at PAN, we’re finding that clients are eager to make these a strategic part of their message. Where “pitch” and “press release” were formerly limited by pre-defined parameters, PR practitioners around the world are now enjoying the freedom and creativity to reshape the way we do our jobs.

It’s no secret the PR and marketing industries are rapidly changing with the proliferation of social media and networking sites.  With this change come opportunities as well as challenges that we, as PR professionals, are embracing.

While some businesses (and industries) still approach social media, Twitter, and the blogosphere with reservation and sometimes trepidation (just think Mommy bloggers and the headache over the Motrin ad controversy), these outlets and forums are actually terrific ways to gauge customer interest, satisfaction, and engage with target audiences closely. 

And now, Forrester Research is out with its Interactive Marketing Forecast for the next five years, confirming the growth and monetary backing we can expect to see in social media marketing.  Forrester is estimating social media marketing to grow at an annual rate of 34 percent – faster than any other form of online marketing and double the average growth rate of 17 percent for all online mediums. 

With this burgeoning interest comes the need to understand the impact of all this money being spent on social media marketing.  Did the messages resonate? Were consumers and customers engaged? Excited? Or even angry?  With so much opportunity to engage with the “right” audiences online and so much information being published, businesses are having a tough time grasping the real information from the fleeting comments. 

This is where social media monitoring technologies, like Lexalytics (one of our clients at PAN), comes in.  These technologies can help companies ensure that their business’ reputation isn’t in jeopardy because of what is being written online. And now these technologies can be easily integrated with PR and marketing campaigns to measure success – and areas for improvement.  

This technology, which is more accurate and comprehensive than human analysis, can help businesses analyze blog and Twitter content, etiquette for responding to stories, and how to best leverage the information that is already out there.  Because human analysis is still essential to the process, the technology is enhancing it and allowing PR and marketing pros to decipher the areas for improvement as well as outreach faster, with more accuracy, and with greater analysis.

Within online networks and communities are individuals who will not all feel exactly the same way, so having the ability to extract meaning from all the noise — especially in a crisis situation — and measure extremes of opinion makes a critical difference in important business decisions.  After all, being equipped with information and analysis about what sentiment is living inside tweets, blog posts, and more, is crucial in being able to make sense of all the feedback and live conversations.

And this isn’t just for crisis situations. Being able to determine what areas of market education might be lacking in one area will help companies proactively engage with the right audiences to share information and interact.

As we become a nation of over 20 million bloggers, social media enthusiasts, and citizen journalists, being able to make sense of all the information and online engagement will quickly become a bigger task than human tracking and analysis can handle, so being equipped with the know-how and technology to bring this task down to size for PR and marketing purposes will quickly become most important.

There’s a lot of attention lately around corporate culture, sustainability, and tips for staying optimistic in these uncertain times.

Despite a steady flow of stories highlighting Chapter 11 filings and economy and job loss woes,  some companies are choosing to take a glass half full approach and transform negatives into positives. Instead of jumping into defensive and cautious mode, the sharpest companies are wielding a brazen armor, refusing to slow down on innovation as a result of necessary cost-cutting.  Now more than ever, many recognize it’s time to get the creative juices flowing. 

As a communications company offering strategy to businesses during this challenging economy, we have had the privilege of putting this concept into action.  We encourage our clients to think differently; to rely on innovative ideas to elevate them to new competitive heights.

It’s much easier to offer this kind of advice when you are applying the same principles in your own company.

Since joining PAN, I’ve noticed firsthand the power of innovation and optimism.  While we have all been personally affected by the current downturn in some way, you would never know it by looking around the PAN offices. Instead, you’ll see a vigorous environment where independent thinking is encouraged, collaboration is fostered, and there are no bad ideas.  There’s no time for negativity or fear.   

 They say adversity makes you stronger; it’s true if you look at how many great innovations have come out of hard times.  The smartest companies are open to fresh ideas; focus less on short term results and instead cultivate long-term strategies with bigger picture in mind. 

 Bob Dylan’s “The Times they are a-Changin’” was meant to be a sort of anthem, calling for change.  We all should pay heed to his words about change (especially ‘you better start swimmin’ or you’ll sink like a stone’); his message: get up and do something about it.  Change can breed creativity and innovation may just be the panacea we need to lead us over the hump and to the top.

Mommy blogger community site Momdot.com got exactly what it was after when it announced a P.R. Blackout Challenge to its community of mommy bloggers: more publicity.  Smart.  But it’s a red herring: something done to wave you off the scent; a diversion for reasons other than what’s been stated, and the entity that stands to gain the most from Momdot’s appeal to moms to forego working with PR people for a week, is Momdot itself.

I’m in PR; I’ll get that out right up front so there’s no misunderstanding about which side of this debate interests me more.  But, I also don’t presently represent any companies that have a stake in the audiences mommy bloggers’ attract, so I’m not part of the problem which has led to Momdot’s call it quits on posting reviews, give-aways, recommending something, etc. (unless I’m guilty by industry association).   I’m just fascinated by what does and doesn’t make good PR, and this PR Blackout business makes for good PR.

The Momdot appeal is not misguided; I think it was made with the best of intentions.  But what strikes me is the rationale:

Truthfully, I am waiting for the shit storm of social media suicide to hit. Meaning that women are so incredibly stressed with caring for their families, their friendships, and now their online reputations, blogs, companies and obligations, that they are at the edge, the brink, of a real disaster.

Hyperbole?  I find it hard to believe that successful (successful in any definition that suits your particular situation) women would be “on the edge of disaster” if they continue down some road dictated to them–which is the implication–by obligations they’ve made to people interested in getting in front of their blogs’ audiences.

Where’s the free will?  This sort of leaves you thinking these women aren’t in control of what goes up on their own blogs.  If you read through the comments as to who is and isn’t participating in the self-imposed blackout you’ll see some great, measured responses but also a fair amount of piling-on.  I’d be remiss, however, if I didn’t make a special note to say just about all of the comments about PR folks are positive (with the exception of not wanting to talk to us for a week) .  The relationship can’t be so bad, can it?

It’s easy to say no to PR; it happens to us every…day…all…day.  Believe it.  Don’t get the impression there is a ton of pressure on you to do something nice for a company that would like to speak with your audience–it’s YOUR audience.  They read you because when you decided to put your thoughts down on a blog you struck a nerve and created a connection with the person on the other side of your monitor.  That’s your connection, mommy blogger, and you’re the gatekeeper.

If it makes sense for you to take a week and not answer any come-ons from PR people, great. But if, as a result of working with PR you’ve been offering things to your readers that they like and you feel rewarded by doing so, why would you stop?  That doesn’t benefit you – but all this talk about a blackout does benefit Momdot.  Will they take down the PR Contact link at the top of their homepage during the blackout?  I’ll be interested to see.  Momdot also hosts a lot of ads (probably not for free) which presumably pays some bills–will those disappear too?

Update: blogher.com weighs in and does a better job than us of articulating how weird and unnecessary this PR blackout thing is.

Was in a meeting today and the topic of ’social media’ came up, again… It got me thinking about all of the opportunity and work being done by folks in the communications field – but to date, a number of organizations haven’t had the chance to see any of their benefits due to the need for immediate visibility/ROI (see sales).  YES ink is good – YES communities are good, but at the end of the day, people spending money with you and that have a budget being watched closely these days want to see their name in print (do I think that is correct, no – but is it true, in my humble opinion, yes). We in the PR industry know and understand the value of social media tools – but it is getting the client up to speed on its value and need is what takes some time and patience from organizations today.

 

We as an industry need to understand and realize that there is more of an opportunity out there today and that we have to put our clients in front of it. By finding some balance between traditional and social media tactics, I think you’ll see the most positive results.

 

As I have been reading in the trades, Twitter and blogs, organizations need to see the value (read into revenue) from social media tools/campaigns in order to accept it fully. Will it come, yes, but for now we need to use our industry smarts and insight to convince them that “if you build it, they will come” – someone already said that right?

Filed under “We Saw This Coming.”  The future of journalism is social, says a new research report conducted by the Society for New Communications Research Symposim (SNCR).  A sneak peek of the final study results (to be released in the spring of 2009) analyzed the effects of social media on journalism and revealed what most of us in PR have known for a while: Millennial journalists won’t leave their facebook pages at the door when they come to work.

In fact, not only won’t they leave their facebook pages alone during work, young journalists are likely to be using facebook for work.  Fully 100 percent of the Millennial respondents to the SNCR’s survey showed they believe “new media and communications tools are enhancing journalism, vs. 40 percent in the 50-64 year old demographic.”   While this disparity isn’t surprising, it is interesting to note respondents were likely trained by the latter group both in college and in the early years of their profession.

If we thought PR has had difficulty adapting to social media, just imagine the chaos today’s in editorial departments.  On the one hand, social media is not-so-slowly strangling the mainstream media’s lifeblood.  On the other, young journalists are cozying up to social media to help them do their jobs.

Key findings of the study include:

* 100% of Millennial respondents (i.e., 18-29 year-olds) believe new media and communications tools are enhancing journalism, versus 40% in the 50-64 demographic

* 87% of 18-29 year-olds believe bloggers have become important opinion-shapers, versus 60% of 50-64 year-olds

* 87% of 18-29 year-olds confirm that new media and communications enhances the relationship with their audience, versus 42% of 50-64 year-olds

Key findings among all journalists:

* 48% of all respondents use LinkedIn, and 45% use Facebook to assist in reporting
* 68% of all respondents use blogs to keep up on issues or topics of interest
* 86% of all respondents use company websites, 71% use Wikipedia, and 46% use blogs to research an individual organization.

So it’s not a leap to understand why millennials are turning to social media to help them do their jobs, these tools foster a deeper level of interaction while at the same time broadening one’s reach.  Just as in PR, relationships count for journalists.  Why wouldn’t it make sense for a reporter to directly connect with a source via facebook or LinkedIn?

The challenge on the PR side is for millennials keep up with their journalist peers.  Not long ago I addressed part of this issue and got a great response from Megan Maguire, a millennial working for the Medical Records Institute (link down at the time of this post) here in Boston.    Her point: “older” <ahem> PR professionals have to show the millennials it’s okay to bring their leisure time experience with social media into the workplace.

Where millennials might not have been comfortable doing that before because they thought social media was perceived by management as “toys,” I’m sure I’m not the first to say that’s not the case now (if it ever was).  Young journalists inevitably grow up to be older journalists, and they’re not giving up their social media.  The SNCR’s report underlines the fact that both younger and older PR professionals have to embrace Twitter, facebook, Linked In, blogging, etc. to stay relevant.  If not for yourself, then do it for the kids.

- Joel