Journalism, the Blogosphere, and Jet Blue (and Other PR Blog Jots)
Using a Journalistic Approach to the Blogosphere
PR Communications
Remarking on a recent essay from Craigslist founder Craig Newmark that delved into the implications of online community building for mainstream media, John Cass explores the relationship between citizen journalism and professional journalism. He notes that trust seems to be the largest issue between the two, as the Internet seems to have a more tenuous hold on building trust with its audience. Cass believes that using the tools of journalism (editing and fact checking, for example), bloggers—particularly business and communications bloggers—can improve their online reputation and gain the trust of their readers. “Should business bloggers be more like journalists? Do we have a role to play in our community of being watchdogs of institutions and business? I personally think the answer to that question is yes, and the reason why is because as people we owe it our conscience, payback to our profession and the general community to be involved.”
PR 2.0
Brian Solis examines the three “CM” tools of social media: “Conversational marketing,” “comment marketing,” and “community marketing,” and wonders whether public relations will ever truly master this social media marketing tactic. He advises firms to be especially careful with comment marketing, the practice of placing strategic comments on high-traffic blogs meant to stir up conversation relevant to a client’s issue/product/etc. Solis argues that joining the online conversation can be dangerous for an industry that is used to staying behind-the-scenes. “For far too long, PR has operated behind a wall, spamming media with generic emails and press releases, without taking the time to understand why their news matters to the community they’re trying to reach. And now with the tools to reach communities directly at their fingertips, many will fail, while a few smart, immersed, and passionate professionals will converse transparently.”
Journalist Tips for Emailing News Releases
Making News
In a helpful post for those struggling with media outreach in the Web 2.0 world, David Henderson offers tips on how to email journalists a news release effectively. He notes that most news organizations block attachments, and that most email users are wary of clicking links from people they do not know. What is required then, according to journalists Henderson has questioned on the subject, is personalization. He recommends a short headline in the subject line, a personalized note to the journalist, followed by a brief excerpt of the release and a link to click “for more information.” “It will work like magic. Why? Because when I wrote the book on today's trends on media releases and New Media -- Making News -- this is the style that countless reporters said they prefer. Ask a journalist.”
The Flack
As air travelers continue to feel the effects of last week’s snow and ice storm in the Northeast, Peter Himler argues that Jet Blue’s CEO did the company no public relations favors by appearing on NBC Nightly News over the weekend to apologize for the cancellations and delays. Himler points out that while an apology from the company was deserved and well intentioned, it was made hastily, as the cancellations and delays continued for days after the program aired—angering customers even further. Jet Blue could have benefited from some better crisis management following the storm (of both the snow and media varieties). “Two days after the storm, local NYC media carried reports from disgusted passengers who traveled to the airport last night (Thursday) -- after JetBlue's website indicated some modicum of normality -- only to find their flights has been cancelled or delayed. David, did you really think that NBC News could solve the airline's operational problems?”
Comments