Get Niche Quick (and Other PR Blog Jots)

Get Niche Quick
Mike’s Points
With social networking and media becoming more important to marketing every day, Mike Driehorst argues that the future of marketing lies in finding the right niche. While the blogosphere, discussion boards and social networking sites are excellent places to discover your target niche, Mike also points out that micro-marketing is important even when using traditional media relations. After all, targeting your message to reach a certain audience has always been an important part of PR and marketing. “And, when you think of it, good media relations and public relations is about targeting your message, and working with the media as they prefer. While some mass media contact and distribution is appropriate, with today’s tools, every contact should at least appear as if it’s one-on-one. (Disclaimer: I researched and used GroupMail in a previous professional life. And, liked it.)”

Seven Habits of Highly Effective Community Builders
Now is Gone
Fresh from BlogOrlando, Geoff Livingston underlines the importance of building communities and real relationships to an effective public relations strategy. He outlines seven guidelines towards effective community building, including the usual calls for honesty and transparency, active two-way participation in the conversation, and acknowledging lack of message control. Geoff also espouses keeping corporate propaganda out of the social media space. Real insights are more valuable than business double-talk. “Understand your community has problems, and you have some answers. Creating content for them does not mean give them a press release. It means give them Great Content, fight for their interest, and deliver great content that talks to them and their concerns. Don’t waste their time with BS product details, or an occasional press release, and instead remember that your job is to build intrinsic value.”

Don't You Trust Me?
Web Strategy by Jeremiah
In light of the nearly daily stories of employees losing their jobs for their social media practices or employers blocking access to social networking sites, Jeremiah Owyang discusses the level of trust between employer and employee. He notes that employers with a long list of restrictions on employee behavior signifies a lack of trust, and that companies need to change their thinking when considering the implications of Web 2.0. He urges employers to trust that if they are hiring people of integrity, their positions will not be abused. “I’m sure there’s an argument suggesting that the mail clerk shouldn’t blog about the company’s product set, which is likely appropriate, but keep in mind, he’s connected to his network on MySpace or Facebook, and represents the company in a different way –even if he attempts to separate himself from the company.”