CustomScoop's PR Blog Jots

Social Media Just Plain "Media" (And Other PR Blog Jots)

Microsoft and Edelman Did Nothing Wrong

PR Guru’s Musings

Stuart Bruce argues that bloggers bashing Microsoft for gifting A-list bloggers with free laptops to test out Windows Vista are merely living in a “blogosphere bubble.”  He claims that Microsoft and Edelman, the PR firm handling the launch of Vista, have done nothing wrong in offering the free review machines, but joins other bloggers in wishing they’d included a disclosure requirement along with the gift.  “The one thing I might have done differently if I'd been Microsoft's PR team is to remind the bloggers that it might be a good idea to disclose that they were writing about Vista using a laptop supplied by Microsoft. However, it's not a deal breaker and certainly doesn't warrant the pathetic mock anger displayed by some bloggers.”

In 2006, All Media is Social

Micro Persuasion

Steve Rubel argues that after 2006, there will be no such thing as “social media.” He believes that all media has become “social,” and that to differentiate between social media and mainstream media is no longer necessary.  “In 2006 all media went social. Pretty much every newspaper, TV network and publication has wholeheartedly embraced these technologies. Newspapers have comments, RSS feeds, blogs, wikis and other forms of two-way communications. TV networks have a presence in Second Life and more. The lines have blurred.”

Is Social Media Changing Presidential Campaigns?

Buzz Machine

Jeff Jarvis discusses the recent YouTube video launched by 2008 presidential candidate John Edwards, along with the many other modern video and Internet technology the candidate is using to spread his message.  Jarvis feels the next presidential race will still be run mainly by mainstream media and advertising, but that Edwards’ modern campaign may one day be viewed as a turning point in politics.  “Will this campaign still be run by broadcast and cable TV and advertising? I fear so. But just as blogs are now simply part of the media landscape — read and used by journalists, pundits, and politicians — so will the video of campaigns be part of the fabric of campaigns: the candidates’ own statements, their own embarrassing moments, and more.”

Free Laptops! (And Other PR Blog Jots)

More Proof that in Blogging, Transparency is Everything

Neville Hobson

Hobson reports on the recent decision—by Microsoft’s lead PR team for the launch of Microsoft Vista—to send free laptops armed with the new Vista system to influential tech and PR bloggers.  Many bloggers reacted negatively, accusing Microsoft of either astroturfing or bribery, and questioning whether or not Edelman, the company’s PR firm for the Vista launch, was headed for another scandal. Hobson argues that by not requiring the bloggers receiving the free laptops to disclose fully about the arrangement, Microsoft’s (and Edelman’s) actions may end up appearing more disreputable than they actually are.  “This isn’t bribery or astroturfing or anything nefarious like that. But without the requirement to disclose, you have ambiguity and opacity - things that got Edelman into trouble with Wal-Mart blogger relations programmes a few months ago and earlier this year.”

Free Laptops May Equal Pay-Per-Post

BL Ochman

Ochman dismisses Microsoft/Edelman’s decision to send extremely expensive new laptops to A-list bloggers as a PR stunt that may backfire into yet another ethical scandal for Edelman.  She argues that Microsoft is trying to avoid negative posts about the difficulties of installing a new operating system on a pre-existing laptop by sending the whole enchilada instead.  She notes that most bloggers are thrilled with the gift, but that it still may end up in scandal.  “Microsoft wouldn't chance having dozens of bloggers writing about how VISTA screwed up their computers, so they installed the system on brand new computers. They gave the computers as gifts instead of lending them to the bloggers for review, which is the norm when dealing with traditional journalists.”

Will PR Emerge as the Leader of the Digital Revolution?

The Flack

Peter Himler links to article about the rise of social media in marketing, and questions which industry—marketing, PR or advertising—will truly rise to lead the digital age.  With new, useful tools being created almost on a daily basis that could assist companies wishing to spread their message, Himler wonders whether it will be the public relations industry that those companies will turn to. “So then, can the PR industry regain its footing to own the digital communications realm? And if not completely, which of the new tools naturally exploit the PR pro's natural proficiencies such as clear and concise communications, a moral compass, instincts about public opinion, knowledge of message delivery mediums and channels, etc?”

In New Media, Quality Surpasses Quantity

Buzz Machine

Jeff Jarvis argues, along with many other new media and communications bloggers, that pageviews are no longer the metric companies should use to measure public relations results in new media outlets. Jarvis takes the argument a step further, pointing out that the size of an outlet is also no longer important. “I say the change we’re facing is much bigger than just the obsolescence of the pageview, much more fundamental: Size doesn’t matter. Relevance, credibility, and attraction do. Instead of measuring quantity, we have to measure quality. And only when we do that will the true value of these new media be unlocked for everyone.”

Pitching Tips, Video Blogs and other PR Blog Jots

Journalists as Pitching Coaches

The Flack

Peter Himler reports from a luncheon held by the Publicity Club of New York at which journalists on a panel offered advice to PR professionals for creating effective pitches. The usual complaints were listed, including calling too often and selling too hard. “Occasionally, we'll get some variations on the pet PR peeve list: ‘How many times does my first name need to appear in the pitch letter from some unfamiliar PR person?’ lamented Abby Ellin, a frequent contributor to health and fitness pages of The New York Times.  ‘Half the PR people are trying to get me on the phone. The other half don't return my calls,’ noted engadget's Peter Rojas.”

Amanda Congdon Video Blog Goes Live

Buzz Machine

Jeff Jarvis links to the latest video blog, or “vlog” from famed video-blogger-turned-newswoman Amanda Congdon, who runs vlogs personally and through ABC News' website.  “In the latest, she again tackles the Time cover and says that you are not person of the year, we are. She has advertising from Dove and equipment from Sony. She also insists: “This is not a television show. Please do not make Amanda mad by calling this TV.””

Traditional Crisis Communications Still Key

Shel Holtz

Holtz examines the recent buzz surrounding Microsoft’s controversial RSS patent filing.  He speculates that while PR 2.0 is a useful tool, traditional communications plans can also be a necessary element for corporations in crisis, as Microsoft seems to be relegating its communication plan to only company-sponsored bloggers. “Much of the work Microsoft has undertaken to rehabilitate its image through blogging and other social media interaction could be undone as attacks continue. Microsoft employs several PR agencies—Edelman and Waggoner Edstrom among them. Isn’t there a role for traditional communications in a situation like this?”

Mistletoe, "Fatuous Grumps," and Other PR Blog Jots

Smirnoff Gets Mistletoe Wrong; Guerilla Campaign Right

Strategic Public Relations

Kevin Dugan stumbled upon a PR event promoting Smirnoff Ice in Cincinnati this week involving a man dressed as mistletoe and participants toting “Save the Mistletoe” campaign signs. He compliments the guerilla marketing campaign as extremely well-executed, even if the mistletoe costume left something to be desired. “But this shows how thorough Smirnoff is in their execution of Save the Mistletoe events. From planning and execution to tracking and responding to buzz, Smirnoff seems to have all of the right steps well-thought out.”

PR as Romance; the Media Needs to be Wooed

Common Sense PR

Eric Eggerston examines new research from Edelman on the changing trends of traditional media, and how best to integrate them into clients’ communications plans.  He compares media outlets to potential romantic partners, claiming a PR pro needs to be in tune to their “potential partner’s” needs in order to close the deal.  “Think these trends don’t apply to the media you deal with? Have you taken a close look lately? Chances are the journalists and owners are under a lot of pressure to respond to trends that are threatening traditional media. Or maybe the partners you should be approaching aren’t traditional media at all.  If you haven’t already, it’s time to spend some time studying what media outlets now reach your target audience, and how they’re changing the way they serve up information.”

Wall Street Journal Brushes Off Bloggers

Micro Persuasion

Ironically, the Wall Street Journal editorial which dismissed blogs as “written by fools, read by imbeciles” was one of the most blogged-about topics of the week.  Steve Rubel responds to the piece by suggesting that perhaps to stay relevant, bloggers ought to stage a mini-boycott, turning less to mainstream media resources for newsworthy topics and instead relying on each other. “Well, my fellow ‘imbeciles,’ (geez is that strong or what?) if there's one point here it is that too often we rely on the mainstream media as our air supply. Perhaps it's time we start spotlighting some new, emerging voices and skip the papers for a bit. I am getting a little tired of the same people linking back and forth to each other and to the same stories.”

Big Words Do Not Equal a Decent Argument

BL Ochman

B.L. Ochman joins Rubel in dismissing the WSJ editorial critical of the blogosphere.  She takes the author to task, joking that his editorial barely made sense and his over-use of fifty-cent words weakens his argument. “Jeez, what a fatuous (to use one of his favorite words) grump he is.  Rago uses the words logorrheic and solipsistic in the same sentence. He throws in "valorizes", "a coagulant for orthodoxies", "vastation", "fatuities" and "fatuity" in the same sentence; "ancien régime," "reductive habits." And yet he has the balls to call political bloggers "excruciatingly boring."

Blog Spamming, Micro-Marketing, and Other PR Blog Jots

Qorvis Exec Offers Advice to PR Industry

Strumpette

Amanda Chapel invites Michael Petruzzello, managing partner of prominent D.C. firm Qorvis Communications, to pen a guest blog with his advice to the public relations industry in the age of new media. Petruzzello claims that while the industry may be experiencing some growing pains at the moment, they have not been caused by new media. Blogs, viral videos, social media, etc. have only contributed new methods and tactics for PR pros to use.  “While these have given us new ways of doing our job – of telling stories – I wouldn’t say they’ve directly changed the nature of our business. If anything, they’ve opened our eyes to the fact that public relations can be about more than a press release. And, as a result of this realization, we’ve been forced to take a closer look at our clients’ needs.” 

New Company to Sell Blog URLs for Pitching

Shel Holtz

Shel Holtz reports on Umbria Connect, a new venture promising to collect URLs of blogs relevant to companies for marketing purposes. Holtz dismisses the notion, pointing out that the practice of selling blog URLs will be no different than handing out emails or telephone numbers to spammers and telemarketing companies.  “I can just imagine companies utterly clueless about blogs—and mercenary organizations that just don’t give a damn about blogging etiquette—jumping all over this offer, grabbing up URLs and sending out bazillions of terrible pitches without ever reading the blogs whose URLs they’ve bought.”

"Micro"-marketing Cannot Rely on Traffic Stats

Micro Persuasion

Steve Rubel examines the need for a new metric in measuring website traffic to determine PR and marketing successes. He argues that page-views alone are not enough to spread a message, and that communications professionals today should be focusing on small demographics, not necessarily big numbers. “Marketers want to build sustained relationships with small groups that will hopefully create a multiplier effect. That my friends means death to all traffic stats. They're irrelevant in this new era. Do I expect this to shift anytime soon? Probably not. The advertising economy is built on reach.”

Media Culpa's Dire PR Predictions for 2007

Media Culpa

Hans Kullin offers a humorous, tongue-in-cheek look at the possibilities for public relations in the coming year.  Among his predictions are that the blogging trend will spread so far that mainstream media journalists will begin quitting their jobs to blog from home, fearing that is the only way to actually see their names in print.  He also suspects that a new blog will be “ launched in which a couple report about how they travel across the US in an RV and camp in parking lots of the PR agency Edelman PR's offices. The blog, "Edelmaneuvering Across America," turns out to be a publicity stunt by Wal-Mart with the purpose of enhancing the damaged reputation of its PR agency.”

The Best and the Worst in PR (And Other PR Blog Jots)

Big in '06: Developments in PR

PR Squared

Todd Deferen offers his list of noteworthy public relations developments of 2006.  According to Deferen, the Social Media News Release marked the most significant PR development of the year, followed closely by the Wal-Mart/Edelman “flog” scandal, which brought into specific relief the need for total transparency when conducting public relations online. “In the old Command-and-Control world in which PR was bred, all of these developments would have been considered heretical. But each is a shining example of how PR needs to think about its long-term relevance in an uncertain future.”

Top Five Social Media Trends

Communications Overtones

Kami Huyse joins Todd Deferen in selecting her top five trends of 2006, focusing entirely on trends in social media and their influence on public relations. She noted YouTube viral videos and virtual community Second Life among the biggest online developments.  Huyse also points to the trend of social media websites publicly rejecting attempts by PR firms to use social media to their clients’ advantage.  “I predict that in 2007, there will be more bad PR for public relations, but I also predict that many people, who take time to know these communities will operate quite well within them. Just like PR today in the real world, PR in the Social Media world will live on, albeit with something to prove.”

It's a "Blunderful" Life

The Flack

Peter Himler links to PR Week’s “Top Ten PR Blunders for 2006.”  Among the biggest goofs named were political missteps from Vice President Cheney (who accidentally shot a friend on a hunting trip) and Sen. George Allen (who used a racial slur on camera during his re-election campaign).  In the corporate world, PR Week put the HP pretexting scandal at number one on their list, and the Wal-Mart/Edelman fake blog scandal at number five. “The retail giant can ill afford bad press these days. Meanwhile, Edelman had made much of its rivals' ethical slights and of its dominance in navigating the new-media market. One improperly disclosed blog later, funded by Wal-Mart's own Astroturf organization, and both companies look bad.”

Obama Headed for a PR Plummet

Online Public Relations Thoughts

Jim Horton examines the currently media love-fest surrounding potential 2008 presidential contender Sen. Barack Obama.  Horton speculates that Obama will be in for a rude awakening when he realizes that it takes more than good press to last in a presidential campaign, and suggests that he follow Sen. Hillary Clinton’s lead, and campaign more quietly. “In other words, real PR is not press clips but votes in one's pocket. Press clips help but at the right time. Now is not the right time for one to be leading in straw polls.”

Congratulations! You are Time’s Person of the Year (And Other PR Blog Jots)

Time's Person of the Year? You.

Strategic Public Relations

Kevin Dugan joins many other PR bloggers in posts regarding the announcement of “You” as Time Magazine’s “Person of the Year.”  The magazine honors Web 2.0 users this year, pointing to bloggers, Wikipedia users, YouTube users and all other users of social media as the most influential people of the year, arguing that it is these people who “control the Information Age.”  Dugan also joins other bloggers in wryly noting that this move will certainly give Time some free publicity, as bloggers the world over will be posting about the decision today.  “The real genius in all of this is that we will help ensure healthy print sales with plenty of posts just like this one.”

We are Time's Person of the Year? No kidding.

Buzz Machine

Weighing in on Time’s “Person of the Year,” Jeff Jarvis notes that Web 2.0 users have always known that they controlled the Information Age, and that Time is only playing catch-up with this selection.  “This is nothing new. We have always been in charge. It’s just that the people who thought they had the power now have no choice to but hear us and recognize that we are, and always have been, the boss.”

Are We Overestimating Social Media?

Pro PR

Joseph Thornley wonders if Web 2.0 has been overblown, and if social media is truly as pervasive as most bloggers and new media consultants would argue.  He notes that at a recent social media conference there was a startling dearth of bloggers. “And of these thirty people who had paid a lot of money to hear my presentation on sustaining a successful blog - how many actually had a blog? None. Zero. Nada. Note to self: Don’t overestimate the rate of adoption of social media. There’s a lot of curiosity. But it’s still early days.”

"Citizen Media" vs. Mainstream Media

Micro Persuasion

Steve Rubel examines the differences between social, or “citizen” media and mainstream media.  He determines that those using social media as their sole source of income are actually legitimate members of the media. According to Rubel, money is the defining factor in determining where mainstream media begins and social media ends. “To me it's like the players in the minor leagues and the major leagues. All of them are professional ballplayers. Some just make more money than the others. Minor leaguers also make more mistakes. Same thing here.”

What is An Accidental Audience? (and other PR Blog Jots)

4 Tenets of Social Media
PR Communications

John Cass links to a detailed explanation of the various elements of social media.  They are broken down into four categories: knowledge management, collaboration, relationship management, and entertainment. He notes that Second Life should probably not be listed under entertainment, as “[i]f SL fulfills its promise, it is more about collaboration and relationship management. Though entertainment is definitely important.”

How the "Accidental Audience" May Affect PR
Murphy’s Law

Tom Murphy examines online PR and the age of new media.  Specifically, he argues that while online strategy is essential to PR, traditional methods may still be best, as many blogs, while popular and/or influential, see a proportion of their audience through accidental searches or links.  Murphy questions how this “accidental audience” can be tracked, monitored and captured for PR purposes. “We could be moving to an online era where a small number of blogs will enjoy loyal readership but the majority will be visited accidentally through web searches, aggregation, RSS etc.  Of course there’s nothing to say that once found, your audience won’t stay.  But how would that model change how you think about online communication and engagement?”

Sony Caught Attempting to Use a "Flog" to Promote PSP
Media Culpa

In a story making the rounds on PR blogs, Sony has been caught red-handed attempting to use a phony blog (or “flog”) to promote their PSP gaming system.  The blog was written in the voice of a young, aspiring hip-hop artist, and was quickly discovered as a fake by Internet users. “The blog, alliwantforxmasisapsp.com, has already been taken down but a screen shot (along with the name of the domain registrant, the viral marketing agency Zipatoni) can be found here. Sigh. Didn't Wal-Mart teach you anything?”

"Brand Advocates" are Best Audience for PR and Marketing Campaigns
Shel Holtz

Based on new statistics released this week, Shel Holtz examines the PR value of what is known as the “brand advocate,” younger consumers who spend more amount of time online discussing products and companies than their older, less online-savvy counterparts.  According to the new study, the brand advocate should be the target audience of companies engaging in public relations and marketing campaigns. “And—the part we social media advocates should like—the numbers show that brand advocates are fully engaged with social media (ranging from instant messaging to podcasts) and using them in their product-related efforts. What’s more, brand advocates are far more likely to say something positive about a brand they like than they are to wax negative about brands they don’t.”

Regulating Word of Mouth (and other PR Blog Jots)

FTC Goes After Word of Mouth Marketing
PR Communications

John Cass reports on a Washington Post piece (also reported in The Flack) detailing the FTC’s attempts to “unmask” word-of-mouth marketing by requiring those participating to disclose when they are accepting payments.  While current FTC regulations already require this, it seems the FTC may now—at the behest of a petition from a commercial watchdog group--wish to regulate those representing a company on a volunteer basis as well, using a Procter and Gamble buzz marketing program as an example. “As I said last year, Commercial Alert was just plain wrong on their assessment of P&G’s Temor program. I suspect Gary is again attempting to fan the flames of publicity by suggesting they are breaking the law, when P&G is not, the company does not compensate its volunteers. Though they do occasionally give free products away.”

New Media vs. Traditional Media
The Flack

Peter Himler, in a long and fascinating post, analyzes the state of traditional media in light of a new study claiming that “old” media outlets are “far from dead.”  The study claims that 70 percent of consumers are still getting their news from newspapers or local TV coverage.  Himler concedes that this may be the case, but points out that media professionals are well aware that the biggest influencers in the era of new PR are often anything but traditional. “Personally, I don't think the two realms should be treated as mutually exclusive. They both need to be worked, honestly, earnestly and transparently. They feed into each other. Sure, the blogosphere allows much greater specificity in terms of finding and engaging the exact right constituent. Still, there's no guarantee that one's carefully planted blogseeds will ever bare fruit in the MSM.”

Unethical PR Firms Paying Digg Users to Rate Stories Higher
Online Public Relations Thoughts

Jim Horton denounces the practice of paying users of the hugely popular news ranking site Digg to rate certain news stories about PR clients higher in order to generate buzz, citing another blog entry about the practice. He calls the practice unethical and bemoans that there will always be bad actors in any industry, PR in particular. “The reality in our business is that unethical operators were in it from the beginning. One needn't look far to find those who paid journalists to write stories or made up facts or pulled off phony events to generate coverage. There are those, however, who believe it is possible to practice PR correctly if one chooses to do so. I'm among them.”

"Are Bloggers Journalists?"
Josh Hallett

A PR bloggers reports on the responses from a panel at the Word of Mouth Marketing Association’s recent summit which asked the question “Are bloggers journalists?”  The panel included representatives from PR Newswire, PR Week and communications guru Peter Himler.  The consensus seemed to be that while many journalists do blog, in general bloggers are thought of as “citizen journalists,” although they can often be as influential as a mainstream journalist. “Peter: I feel they are journalists, but of the citizen variety. The lines of traditional media are blurring, entertainment is mixing with hard news, etc. Media needs to take a look and take stock of where they are at.”

Edelman's Second Life Video News Blog Debuts
Micro Persuasion

Steve Rubel links to the debut of the Edelman/Electric Sheep video news blog, which has made its official debut on the virtual community Second Life.  Other Second Life residents are free to submit news to the “show,” which is anchored by a virtual avatar.  “A few weeks ago I wrote about Edelman's first foray into Second Life. The second, a machinima video blog, debuted today. The Grid Review's goal is to deliver the best Second Life news.”

YouTube Videos Taking the Place of Press Releases?
BL Ochman

To promote the launch of its new page, Google Finance, Google posted a humorous YouTube video featuring one of its employees in an animated ad for the new page.  The result, as BL Ochman points out, was far more valuable than a traditional press release, as bloggers who may otherwise not have any interest in finance are linking to the video and creating buzz. “That's a way to build some real traction in the long term, since every industry, including finance, always needs new customers.”

Templates, Cattle, Peaks and Other PR Blog Jots

Reactions to Social Media News Release Templates
PR Squared

Todd Defren posts and responds to a roundup of blogosphere reactions to Edelman’s new StoryCrafter software for social media news releases.  He focuses mainly on those bloggers who were critical of the new software, dismissing it as merely a “tarted up” version of a traditional news release. Defren agrees that the technology needs to be relevant, that change shouldn’t occur just for the sake of change, but argues that the SMNR is the first step towards more comprehensive change. “Adding those “pieces of flair" to the corporate news release is Step #1 to making "news" part of a dialogue with the broader community, versus the age-old, top-down communication from the brand to the mainstream media.”

Has Blogging Peaked?
Micro Persuasion

Steve Rubel speculates that while blogs have not peaked in terms of their influence, the “intensity of blogging may be plateauing.”  He points out that while there are 57 million blogs and climbing, the number of posts per day seems to be leveling off, and that while blogs continue to get media mentions, searches for blogs on Google appear to be decreasing.  “So what does this all mean? To me it says that we might be at the point where every individual who wants to publish a blog actively may already have one. However, press citations continue to climb. So blogs continue to remain extremely influential.”

Cattle May Be the Next Big PR Campaign
Strumpette

Amanda Chapel humorously speculates that the next “big” public relations campaign may be in response to a recent report claiming that 18 percent of the world’s greenhouse gases are caused by livestock, namely cattle.  She argues that PR professionals’ “bread and butter” comes from crisis communications, and thinks that the National Cattleman’s Beef Association may be calling on some PR firms soon to respond to the report.