Happy Birthday HARO!

Congratulations to Peter Shankman, the brilliant founder of Help A Reporter Out (HARO), which is celebrating its one-year anniversary today.

Peter, thank you for providing a valuable resource to your fellow PR Pros and businesses who want to tell journalists their stories.  I look forward the morning, afternoon and evening editions of HARO.  You have truly made a difference in media relations by connecting journalists who need resources with the professionals and businesses who are able to help them out. The fact that you have made HARO open to everyone is a testament to HARO's philosophy that "Everyone's An Expert As Something." Keep up the great work!

If you would like to receive daily media inquiries/request from HARO, visit here to sign-up. Also, make sure you read the rules of HARO.  No off-topic pitches and trolling for ink!  

Happy Birthday HARO! Here's to many more! 

To Blog or to Twitter? That is the Question...

I've been a bad blogger lately. One post for the month of March is not good. Granted March for me was a swirl of new business meetings followed by presentations and a week's long vacation (no computer to write with during that time). But it seems that more and more I encounter people that are not writing on their blogs as much as they used to. The reason: Twitter.

Now this sounds counterintuitive. Why limit oneself to 140 characters to express thoughts/feelings/activities? The answer: Convenience. Twitter has made it very easy to express oneself and engage in conversation in real-time with the mass distribution of third-party mobile and Web applications. Twitter's platform allows users to post photos, create and distribute polls and search for relevant keywords/subjects (works most of the time) to find other Twitter users talking about similar topics.

Twitter has been described as a crowdsourcing "live" search engine, a live open source business intelligence tool (brand and reputation management), a non-profit/cause awareness/political engagement tool, a real-time news stream (think decentralized wire services), and the source for breaking and eye witness accounts of local and world events that may go unnoticed by traditional or more established news media. It also has been criticized for allowing anyone to post anything (including mindless dribble and mundane activities) to the world. The real impact of Twitter seems to be that it is becoming the day-to-day if not minute-by-minute choice for individuals (and businesses) to post what is going on. The convenience of Twitter to keep the conversation going without constantly having to check for written comments on a blog makes it more attractive. Twitter's immediacy makes it popular.

Since joining Twitter, I have spent more time interacting and "meeting" like minded PR pros, journalists, publishers, interactive designers, entrepreneurs, digital strategists, creative directors, and communication professionals. The debates and exchange of information is priceless. However, the more time I spend engaging and "using" Twitter, the less time and interest it seems that I have in my blog. In the past three weeks alone, I've seen several people that I follow on Twitter declare that Twitter has become their primary source of communication/expression on the Web and they have or plan to stop blogging. Will Twitter replace blogging?

Obviously the short answer is maybe. For some, Twitter's immediacy and feedback is more attractive and allows (in some cases) for more direct interaction/conversation with their audience. However, blogs are not limited by the constraints of 140 characters or a layout that takes a user (usually) outside the blog to view photos or take polls. Twitter is ruled by linking to content and that takes the navigation away from the main platform. The continual availability of relevant interesting content, interaction and information in real-time is what keeps users coming back to the Twitter. The challenge for those of us that blog is disengaging with Twitter long enough to fully expand on the ideas and debates on our blogs. For the most part, blogs remain the most popular and a key communication medium to establish and reinforce one's personal brand. At the end of the day, Twitter may not replace blogs, but those of us who are addicted to Twitter will have to find a balance - expression in 140 characters and blog posts (like this one) where we reinforce and expand on the constant exchange of information and ideas on just about anything.

A Typical Conversation? I Hope Not

Him: "I don't know what to do, so we do it all!"

This was expressed to me by a marketing manager who works for a major systems integrator with numerous federal and commerical contracts. He was explaining to me that he was pushing very hard for his traditionally conservative company to use more social media tools for thought leadership and demonstration of capabilities. When I asked him how he uses social media, he stared at me blankly:

"We just use it. You know."

I applaud this gentleman for at least pushing his company to explore social media options, but when pushed for goals and strategy, he didn't seem to know the best way to use this media to accurately present the company. When I asked him what types of content he planned to create to engage a target audience, he said "We have white papers."

Also a start (good job at repurposing content) but everyone can get those off the Web site. Not the best use of social media.

I asked, "Do you even know if members of your target audience are using social media tools this way? Do they want that type of information? Why not create video case studies to complement the ones you already have? Or even audio and video overviews of your white papers?"

He stared at me and said: "Why would I do that? We've already created the core content."

Me: "But your audience in social media may not want a text version of what you've got. If nothing else, make it downloadable into an e-book or at least do some sort of teaser to make the content more appealing. What about a live virtual Q & A with the SME who put together the white paper? Webinars? Would your company be willing to start a blog?"

Then he said: "We microblog (he understood that term). We are on twitter and I blocked our competitors from following us."

REALLY?

Me: "Really? Why would you do that?"

His response: "They don't need to know what we're doing."

Me: "What are you posting on Twitter?"

Him: "Our press releases and what shows we are going to. Links to our white papers."

Me: "So let me get this straight - You aren't following your competitors on Twitter. You blocked your competitors from following you. You aren't engaging with or following anyone who isn't a news service or an employee AND you aren't posting anything that you aren't already posting on your own Web site?"

Him: (Red faced) "Yes."

Me: "Why?"

Him: "I don't know what to do, so we do it all!"

Finally the truth. I truly feel for some (not all) of the government contractors in the DC area who are struggling to find the balance and navigate the new world of social media. I tip my hat to this gentleman who is at least trying social media tactics for outreach. What kills me though is that his approach is like throwing soup at a wall - it's a mess.

What also bothers me is the lost competitive intelligence and engagement with key audiences who may not be his targets, but who would be able to engage with their brand and their service offerings increasing their commercial presence.

If you had met this gentleman, what would you have asked or wanted to know about his company's approach to social media? Since his organization is resistant to change, what recommendations would you provide him on where he should be devoting his limited content and other resources for social media?

No Social Media Strategy Hurts Your Competitive Edge

K.D. Paine's The Measurement Standard is a must read for any PR Pro.  An entry from earlier this month identifies the six critical consequences individuals (and arguably companies) face by NOT participating in social media. With continuous talk about metrics and what companies and individuals stand to gain by implementing strategic social media tactics, K.D.'s post demonstrates (in a more detailed way) the dangers of inaction. Summarizing her six critical consequences of not participating:

1. Loss of business intelligence
2. Low or no market situational awareness
3. Loss of or failure to establish personal brand or company brand awareness and voice
4. No interaction means no credibility (or allies) when you may need it the most (think crisis communications)
5. Loss of competitive advantage (slow response times/information blackout)
6. Becoming obsolete

What are some of the other consequences of failing to consider and implement social media strategies (personally or for corporations)?

Update: Getting It (Now Part Deux)

Last November I posted a link to ZDNet's Jennifer Leggio's survey for internal MARCOMM folks to find out how satisfied internal people were their agency's ability to recommend, implement, sustain and measure social media campaigns.  Last Thursday, Jennifer posted the answers to her survey.  There are some VERY interesting findings in terms of how internal communicators view their agencies as well as some excellent insights into which PR agencies "get social media" and which ones need improvement.  Most notably, I agree with findings that solid traditional PR strategies and tactics are needed (gotta have a strong foundation) in addition to understanding social media and digital strategy. Check out Jennifer's survey results here.

In an effort to really measure PR Pros knowledge (or lack thereof) in social media, Jennifer along with Nicole Jordan have developed a second survey for PR Pros to really see what agencies/individuals are doing in the social media space, training, as well as understanding of business objectives and goals.  You can take the survey here.  It is 37 questions and it is open until March 31, 2009. Jennifer promises to post results to see if there truly is a disconnect between some of the responses received by internal corporate communicators and PR Pros/Agencies working in this space.

Come on PR Pros! Time to show what we know and what we're doing!  Take the survey!!!

PR's Evolving Role

I love Twitter.  I follow so many interesting PR Pros, Web/Graphic Designers, Public Affairs Officers, Social Media Gurus, Journalists, Political Strategists and Goverati types that use and love all different types of communication methods.  What strikes me as odd is that there seems to be a reoccurring topic that is the subject of blog and twitter posts: What PR is and what is isn't.

Don't get me wrong, anyone who's read anything on this blog knows that I have my views too. But lately, it seems the definition of PR is getting narrower - a definition that consists of pure media relations/outreach, writing of thought leadership pieces, market and competitive research, case studies and the occasional trade show or event planning support. 

I have said and believe that media relations will always be the staple of public relations (it's essentially the bread and butter of any agency with a PR department), but what I am consistently amazed at and wonder about is why PR is talked about as separate from the emerging social media and digital strategy methods that companies are demanding.  Is it because the perception is that many PR Pros lack the necessary skills to effectively understand, recommend and implement digital and social media strategies to clients?  Is it because traditional forms of the media (print and arguably some broadcast) are dying and therefore traditional PR tactics are too? Have we as an industry self-segmented (segregated) itself from the digital and social changes that have taken place in today's media? Or is the rise of new media tactics/strategy a market challenge to the traditional PR business practice and model?

Obviously it's probably a combination of these things plus many more aspects I failed to identify. In an industry where niches and specialization are praised for experience and the building of sustainable relationships (think about agencies specific practice units e.g. Health Care, Technology, Corporate, etc.), how are digital and social media strategies being integrated into current PR business models? Moreover, what input or influence do PR practitioners have on the planning, implementation, measurement and promotion of these strategies?

I increasingly read case studies where the lines between a good marketing and PR campaign are often blurred (and rightly so) because of the different channels used to execute the strategy. My sense is good communication campaigns are becoming a lot like the model used (NOT LIKE) multichannel marketing. It takes more than one media vehicle to communicate to a target audience.

What's your take on the ever evolving definition of PR? What skills and abilities do PR Pros need in today's market? Moreover, what role should PR Pros play in the recommendation and execution of digital and social media strategy?

Don't Be A Source - Be A RESOURCE

I participated in journchat last night (#journchat for those searching Twitter).  There was an interesting discussion about media relations and I shared my professional opinion:

PR approach: don't be a "source." Strive to be a RESOURCE for media and customers. Not about just getting publicly noticed #journchat.

This got a great response from those attending #journchat (You are all awesome!) and I got a couple of DMs asking me what did I mean by "resource." Here are my thoughts FWIW:

• Being a resource means never trolling for ink. It means that as nice as it would be to be mentioned in print, it's not necessary (and statistically improbable) for a journalist to mention you every time you talk to them. Encourage your clients to agree to do informational/background interviews and give quality information and insight. At the end of the day, the story may not be about you, but if you help members of the media get a better understanding of an issue or a specific product or service, they remember and will return to you to help them with future stories.

• What else you got? Quotes and insight are great but let's all remember that the media is facing tough times and newsrooms don't have the resources they once had.  Video, pictures, diagrams, interactive Web sites, UX sites, Q&As, backgrounders, social media sites, etc. Develop content that helps makes the media stories meaningful while still engaging your core stakeholders and customers. Don't just speak and expect that's enough to keep the media or their readership/listeners/participants engaged.

• One size does not fit all.  Media kits are great for a snapshot/overview, but like pitches, information and content needs to be tailored to specific audiences.  For example, if you are working with a trade editor that has a detailed technical knowledge of semiconductors, make sure you have an appropriate SME that can address technical questions (without revealing proprietary information or trade secrets). Again don't expect a cover story. Work to educate the media and other stakeholders at the appropriate levels of interest and engagement. At the end of the day it's about relationships.

• Media relations is a two-way street (push and pull). Media aren't mind readers. Soft soundings are more crucial now more than ever. Clients want to know if their info is interesting before they spend money to develop expensive digital strategies to support their services and products. Media don't want to sift through boring company information that just fills space. By becoming a trusted resource over time, clients remain top of mind and PR professionals serve a valuable function to both parties, demonstrating integrity while managing reasonable media relations return on results for clients.

I welcome your comments and feedback.