Earlier this afternoon, Brian Oberkirch summoned a gaggle of geeky white guys to talk about the social media press release, new media newsrooms and the Dell blog, among other things. Listen here.
Coincidentally, Chris Heurer did the same thing today with Shel Holtz and Constantin Basturea, they too talked about the social media press release. Listen here.
Good stuff.
Technorati Tags: newswires, one2one, Podcasts, press release, socialmedia
Yep, you read that right. Our next Third Thursday meetup will be on the fourth Thursday of this month (July 27th). This next one will dive into podcasting in the context of PR and marketing, and we’ll be looking at things from a coupla different angles, including podcast production (from a producer’s standpoint), advertising on podcasts and marketing to/with podcasters.
And if that ain’t enough podcasting for you, we’ll be podcasting the entire talk. Phil Gomes, the host of Edelman’s earSHOT podcast will be leading the discussion and he’ll be updating the meetup page with our speaker lineup here shortly. Hope to see you there.
Technorati Tags: Podcasts, phil+gomes, socialmedia, ThirdThursday
Shel Holtz and Neville Hobson hosted a string of FIR interviews last week at the 2006 Innovative Marketing Conference, I thought their talks with Larry Weber, chairman of the W2 Group and Russ Klein, CMO of Burger King, were particularly interesting. Great stuff Sheville;)
Technorati Tags: BurgerKing, FIR, larry webber, Marketing, neville hobson, PR, russ klein, shel holtz, socialmedia, W2group
Brian Oberkirch called for a regroup of the PR 2.0 Gang last week at Syndicate. As always, a good discussion, you can download it here.
Technorati Tags: Brian+Oberkirch, PR 2.0, Weblogs+Work, syndicatenyc
A subset of the PR 2.0 Gang that Brian Oberkirch originally assembled at the NewComm Forum, regrouped earlier this week to talk about the social media services gap and some related challenges facing PR agencies today (podcast here). Participating in this conversation were the always insightful David Parmet and Josh Hallett, it was a good talk and we touched on some good stuff, but we’ll need to regroup again in the near future to go deeper on a few things, maybe as an extension of our Syndicate panel…..
Technorati Tags: Podcasts, PR, PR 2.0, socialmedia
The good folks at PodTech continue to grow their InfoTalk Network. Today they announced a new weekly podcast series called PodSummit which will profile technology leaders and entrepreneurs.
Without question, as new media business models continue to evolve, like PodTech, they’re opening up all sorts of interesting new opportunities for marketers and advertisers, and I’ll add communicators too, because *content* is what will make or break these new channels.
Related Posts
New School PR & Thinking Like a Media Network
Technorati Tags: John Furrier, Marketing, Podcasts, PodSummit, PodTech
Word of Mouth Basic Training Blog.
Welcome to WOMMA’s Word of Mouth Training (WOMBAT) Blog. We started
this blog, along with the companion email newsletter and podcast
series, to provide practical, hands-on advice about word of mouth
marketing.
Well I guess this makes sense. The BW folks started a blog about blogging a few months back, so why not do a podcast about podcasting, right? According to Stephen Baker’s Blogspotting interview with Heather Green (download it here and forward to the 9 min. mark), she’ll be taking the lead on this new yet-to-be-named show that will profile the companies and personalities that make up the podosphere. Look for more info shortly.
Update: While the tip-off for this new BW podcast comes late in the recording, by all means people, take 9 mins and listen to the upfront portion. It’s interesting to hear how participation in the blogosphere is impacting (for better or worse) how these two journalists tackle their day jobs. I’d be interested in hearing how the guys at SiliconBeat are dealing with similar challenges (read, my vote for the next topic on the Inside Silicon Valley Podcast).
Technorati Tags: Business, Media, Podcasting, Silicon Valley
Heather Green at BusinessWeek has two great pieces on podcasting appearing in next week’s print issue. The first article digs into how corporate America is dipping its toes in the podosphere, while the second article illustrates how industry business models are really starting to take shape.
Combined, these articles paint a picture of a market and a technology category that’s really maturing. Heather Green shares more insight and color on bringing these stories to print via her post today on Blogspotting.
In a previous post I driveled on the idea that the PR services industry is entering a bit of a transition period and that old school agency business models need to evolve to keep in line with changing market conditions and a growing DIY business mentality.
Also, that the onus is ultimately on us, the industry pros, to adapt our thinking (and our skill sets) to bring new ideas and really, new value to the table for those clients we represent.
Great, so how do we do this?
I think a big part of the solution is shifting what were previously push-centric PR programs to pull-centric ones. Bear with me on this, I realize this post is longer than my normal stuff.
PR 1.0 (old school PR) was all about pushing content out to get attention. Press releases, case studies, white papers, VNRs, even media pitches (arguably), were all good examples of push PR content. It was a one-way broadcast for sharing your message. And for a while it worked, and to some extent it still does, but not nearly as well anymore.
Why?
Because there’s simply too much information available now and people (really, the media in this context) have more of a choice and certainly more control over what they pay attention to and, quite frankly, what they ignore.
PR 2.0 (new school PR) is all about pulling attention in using content (and herein rests a huge new opportunity for PR business). Technologies like RSS are enabling PR programs in big new ways to pull attention in – the trick is making sure our clients have compelling enough content to hold it.
A corporate blog is a great example (certainly a popular one) of how to use content to pull and hold attention, but this is the part in the post where you nod agreeingly, roll your eyes, yawn, but then I tell you that blogs are just scratching the surface.
PR 2.0 programs need to think, act and look more like Big Media networks – with blogs just being a slice (a channel) of the corporate content that pulls audiences in and keeps their attention. The good news here is that most companies are already sitting on piles of great content, they just don’t know it and those that do, just don’t know what to do with it.
John Furrier at PodTech gets this, probably better than anyone right now, and while he’s not a “PR guy” he recognizes the value of content that’s idly sitting behind corporate firewalls (in his case, smart people who don’t normally have a voice via traditional PR channels), and so he’s using InfoTalk as a way to showcase these voices, pulling attention in via podcasting and growing a massive audience in the process.
This model can work for PR programs too, it just requires taking some 1.0 tactics and putting it in a 2.0 context and thinking like a media network – always keeping in mind that good content gets good attention and bad content gets ignored.
For example, case studies and white papers could have a second life (in this PR network model) in the form of dedicated podcast channels. Likewise, glossy product one sheets could become screencasts, executive bylines could become videocasts, product support materials could become wikis, press materials could become syndicated blog posts, etc., etc., etc.
It’s about taking what’s worked in the past, remixing it a bit and using new distribution models (and a variety of new technologies) to give people a choice of how they want to consume it and really where they want put their attention on your PR network.
Update: Brendan Hodgson at H&K shares some insights that are in the same vein of this post (the future models of PR). Also read David Phillips remarks.
Related Posts:
DIY PR in a ‘Cheap’ Economy
Online Programs, it’s About the Push and the Pull
Also See:
Growing Use of RSS and why companies should use it
AttentionTrust.org
Earlier this week I put out an informal poll asking folks if they currently include influential podcast producers in their media campaigns. I wanted to simply try and capture a snapshot of industry opinion.
I’m happy to report that all 16 of this blog’s subscribers responded and what I heard back was a resounding "no" (62.5%). About half that said "yes" (31.3%) and only one person said "maybe/sometimes."
So what does this tell us? A couple of things, but mostly the obvious: Podosphere PR is still in its infancy.
Communicators aren’t actively engaging with this community and I doubt many podcasters are engaging in any sort of dialogue with companies either – granted, there are some exceptions, but for the most part it’s feeling a lot like that awkward school dance where everyone’s standing against the wall staring at each other. It also feels a little like the PR industry’s attitude toward the blogosphere circa 2003. And my how that’s changed.
That said, it’s tough to draw any solid conclusions here other than to say that the *value* of Podosphere PR is still a big question mark for everyone. Perhaps the podcaster community is on the fence about whether or not access and relationships with corporations is valuable. I can say (with a little more certainty now) that corporations are on the fence about where podcasts programs fit in a communications campaign and what sort of value they ultimately bring to the table. For now, it’s a wait-and-see thing…
I think podcasting has all sorts of interesting implications for PR – some good, some bad.
As some folks have already noted, the roll-out of Yahoo!’s new podcasting service started in the podosphere first, then it branched out to the MSM. If this wasn’t a product for podcasters, I don’t know if this approach would have worked, but it begs the question: How many PR folks out there are actually listening (literally) to and perhaps engaging with the podosphere? (poll closed)
[Disclosure: Yahoo! is a Voce client]
