Change is Good (and Other PR Blog Jots)

Evolution of the SMR

The Buzz Bin

In an excellent post, Geoff Livingston delves into the history of the social media press release (SMR), citing the history of the traditional press release, its diminished value in recent years, and the numerous effects of social media on the landscape of public relations. He provides links to SMR resources, thoughts from other prominent PR bloggers, and examples of corporate social media campaigns (including the recent launch of Coca-Cola’s Second Life.  “The combination of outbound promotion and social network attraction creates a new dynamic marketing mechanism. This next generation press release is much more valuable to its audiences, is community centric, and enables widespread dissemination. It creates multiple methods of pulling in community members who may be interested in your service, product or ideas.”

Blogger Pitching Advice

Bitemarks

Guest blogger Amy Tenderich, who writes a popular health blog, offers blogging advice to those new to social media and tips on how best to reach out to bloggers with pitches. She encourages new bloggers to not only be unique and interesting (as in, don’t start a blog just to post information readers could find anywhere), but to engage in “raw honesty.” She gives standard (albeit valuable) advice on pitching bloggers, urging personalized outreach and warning that not all bloggers will be complimentary should they choose to write something. “And we bloggers aren’t looking to replace the NY Times, either. Our gig is to personalize and editorialize, so watch out what you wish for when pitching us. Personally, I’ve taken many a nugget from a medical press release and turned it upside-down.”

Smart Branding--Or Crossing the Line?

Brand Flakes for Breakfast

As Anheuser Busch prepares to launch a new line of sweet alcoholic beverages (sometimes referred to as “alco-pops”), they are taking criticism and accusations of marketing to teenagers with their colorful and tasty new drinks. Darryl Ohrt wonders if the marketing is less about pitching to minors and more about knowing your brand’s audience. He claims adults in their 20s and 30s are holding onto their youth later into life. If 40 is the new 30, he points out, perhaps Anheuser is just using smart marketing. “I believe they're reacting to what their audiences are telling them. We don't want to get old. We like new products. We use the internet. We enjoy the energy of our youth.”

Bloggers = Buzz

The Publicity Hound

Joan Stewart notes the cleverness of David Meerman Scott’s decision to publicly thank (and link) on his blog all 163 bloggers that he feels contributed in some way to his new book on marketing and PR.  By linking to the bloggers and acknowledging their contributions to his research, he is generating buzz that will spread rapidly through the blogosphere, as the linked bloggers will probably mention the book, and other PR bloggers (present company included) may make note of the move on their blogs. “Thanking bloggers puts the buzz on steroids. The free book offer makes bloggers feel like they’re part of his inner circle. I’m betting that 9 out of 10 of the bloggers David listed will write at least one post about the book when it arrives on their doorstep. I know I will. Collectively, the 163 bloggers who David thanked publicly have milliions of readers, and many of those also blog. And on and on and on it goes…”

Comments

[Martin Dansky]

I remember the days when I would offer my time for the Associated Press office in Rome as a freelancer, as far as I know press releases still follow the norm there and the blog, if it will ever be incorporated, will offer people a chance to voice their opinions on news events as a source of social discourse.

[Sarah Wurrey]

Good point Martin, it is true that the traditional press release is not entirely dead quite yet. But it has definitely been supplemented by the advances in social media recently, and may one day be overtaken entirely.

[Geoff Livingston]

It's definitely on life support. I find few journalists who value them unless there's Real News involved.

Thanks for the hat tip, Sarah.