Embracing Multi-Media PR (and Other PR Blog Jots)

Hey, if MSM can do it...
Marketing Profs Daily Fix
In an excellent primer for any PR pro looking to incorporate multi-media strategies into their client campaigns, Scott Baradell offers guidance on the best kinds of media to add and how to do it. He points out that even mainstream print publications are utilizing multi-media platforms to promote their work, citing the Dallas Morning News’ recent video highlighting a several-part story on crime. Scott discusses the benefits of expanding beyond plain text, arguing that it is not necessary for all companies, and the first step is determining the value it would add (if any). “Multimedia should be a higher priority for some companies than others. For example, if your product has strong potential for television/radio coverage (cosmetic medical technologies are a great example), you should definitely post video to your Web site and include VNRs or b-roll with your media distributions. Additionally, all companies with a customer base of heavy Web users, or who generate a significant portion of their revenues through the Web, should be adding video to the mix.”

Twittiquette
Clipping the Social Web
Twitter has been all aflutter lately with discussions on proper etiquette—must we automatically follow back the people that follow us, and vice versa? I recently got an influx of new followers, and decided to follow them all back for a while and see what the value would be, because I’ve been torn on this subject. Julia Roy argues that the only way for Twitter to work as an interactive conversation is to engage in purely mutual following. She explains how to figure out who isn’t following you back, and drop them if you wish, after giving them a chance at redeeming themselves. “I would give them a chance, de-follow, then re-follow and if they still don't follow you back, say c-yah. Unless of course you want their updates whether or not they actually follow you back.”

Digg Secrets
Copyblogger
I tend to think that writing a “Diggable” post that ends up hitting the front pages at the popular social bookmarking site is similar to creating a viral video: there’s no real way to explain how to do it, as it’s usually a happy accident. Jon Morrow thinks there are a few tricks you can use, however, to write Digg-worth posts, and offers them up here. He suggests simply writing about the topics that Digg users tend to love most, and if that’s not your subject area, just try to be provocative. “If you’re a fanatic, you might be tempted to ruminate about the history of different types of plants, but unless it involves sex, murder, or politics, you won’t get much attention from social media. Instead, look to your passions. For instance, you might believe that gardening makes the world a better place. It just so happens that Digg loves stories about helping the environment and saving the world.

Add Comments, Add Value
Six Pixels of Separation
Any social media enthusiast worth their salt will tell you that one of the best ways to spread the word about a new blog you’re launching is to comment frequently and intelligently on other blogs devoted to your subject matter—but how many of us practice what we preach? Mitch Joel admits that his own commenting practices have lapsed lately, and vows to recommit himself to joining the conversations going on in his community. I think we’d all do well to follow his lead. “I'm becoming increasingly more aware that while the conversation on this Blog is deep and rich, I need to "be out there" to keep up with what's going and, more importantly, to get my ideas out there. Having a Blog and Podcast is, simply, not enough. I need to encourage the conversation here, trackback to those Blogs that are inspiring me, but - more importantly - I have to get out of lurker mode and engage in the conversation that is taking place beyond my own RSS feed.”