Great post Lee. The evolving nature of communications online is difficult for a boomer like myself to keep up with. You provide a clear, calm voice that makes it easier to keep up with it all. Thanks
Single Grain
· 2 years ago
Great post Lee. The Shift in the way PR is done making services like Social Media Management and Reputation management more and more popular
Greg Jarboe
· 2 years ago
Steve Rubel and I were both on a panel yesterday afternoon at the Wharton School. The participation vs. pitching subject came up there, too. My take is that participation is the new option that wasn't available before social media like blogs came along. But, pitching won't disappear until mainstream media do. The debate on this was prompted by a question from Wharton's Marketing Professor Pete Fader, who asked: Earlier this year, Arthur Ochs Sulzberger Jr., the publisher and chairman of the New York Times Company, told an interviewer, "I really don't know whether we'll be printing The Times in five years, and you know what? I don't care." Will the newspaper as we know it be dead by 2012? Who knowns. In the meantime, keep pitching reporters while you are participating in blogs. Both still work.
Alvin Phang
· 2 years ago
Nice post... saw lots of blogs in your list.. sad mine not in there too =(
Keep it up =)
classifieds
· 2 years ago
That is actually a good post. Thanks. also sad mine is not included in there lol.
Susan Gosselin
· 2 years ago
I am a p.r. consultant and I have been working very hard to move my clients toward social networking media. I'm having some success. However, I recently completed a phone survey of the entire media list for one of my Fortune 100 clients. With only one or two exceptions, NO ONE wanted to receive our information by RSS feed. Their argument was they did not want to get a bunch of information they did not want...only the stories we felt they would conceivably run. This is a common issue among very large companies with very large product portfolios. Now, I suppose I could slice and dice the list up into little RSS communities. But frankly, that's really no different than sending a release out to a set mailing list. Believe me, if I could find some way to cut down on my smile and dialin, that would make me pretty damn happy. But the bottom line, even for the large national pubs, is that they still want to feel like there is some personalization to what's being pitched to them. You know...like you know what they like to write about and are putting together something just for their needs. I think the RSS feed strategy works well for public companies sharing standard stockholder information. And it works well for clients who have a rather narrow product base.
I would love to hear from other p.r. pros about their experiences with automating pitching through RSS. Perhaps there is something I'm missing here.
Lee Odden
· 2 years ago
Alvin, that's because you have more ads than content and the subject matter isn't focused on search marketing.
Lee Odden
· 2 years ago
Hey Susan, I think you're spot on about personalization.
At the same time, with journalists increasingly expected to do more with less, technology such as RSS (used in the right way) compliments what's already working in the pitching game.
RSS isn't replacing the email/phone call pitch, but making content available in that format provides additional distribution options (blog and standard search engines) as well as a channel for those publications where receiving info via RSS is a good fit.
Lee Odden
· 2 years ago
Hi Greg, is that the panel you asked me to speak on?
Greg Jarboe
· 2 years ago
Yes, Lee, this is the panel that you were asked to be on. The Wharton School plans to hold the Full-Spectrum Innovation workshop again Jan 28-30, 2008. Imagine, Steve Rubel, you and me on the same panel! That would be worth blogging about.
Lee Odden
· 2 years ago
Greg, that would be fantastic!
Carrie Hill
· 2 years ago
Great Post Lee!
We are in the process of developing a new "hands-on" rep management program for a few large brands in the hotel industry. Because I deal w/ Reputation Management every day, I'm amazed at the lack of "investment" in the long-term viability of a brand.
By investing in CGM and Reputation - a brand can build on something they own and can (hopefully) trademark vs. building a whole foundation on some keywords that may or may-not continue to gain market share. I think BOTH tactics are viable but putting all your eggs in one "basket" is ill-advised. Hopefully your article can open some eyes on this subject.
~Carrie
Lee Odden
· 2 years ago
Good point Carrie. One thing I failed to mention in the post was something I heard Phil Gomes from Edelman say at the Media Relations Summit: Getting involved with consumer generated content and social media communities is only useful as an brand protection effort if it's proactive, not reactive.
There's more than one company out there that has felt the sting of an influential blogger and then decided to start a blog and become involved with the community after the fact. Better to be proactive and participate now even without specific ROI goals.
Bill Kelm - "Brokerblogger"
· 2 years ago
Great post, Lee, and great comment about "pro-active vs. re-active". One (not "all") of the ways to avoid having to do "re-active" reputation management is by "Setting Realistic, Deliverable, and Measurable Expectations". Both sellers and buyers have to do it properly in today's ever growing connected and networked world. Bloggers with even a small degree of influence can be found, and socially networked on, through their right use of keywords within quality content.
CPBJ
· 2 years ago
Great Post on Future of Online PR and Reputation Management.
May
· 1 year ago
Good article Lee :)
The virtual world has indeed changed the way a company's reputation should be managed. Like what you mentioned Lee, PR consultants can't contact their networks within the media to keep a negative story from going out when it comes to the web.
Good idea for PR consultants to arm themselves with SEO tactics to manage their clients' reputation.
All Comments
Keep it up =)
I would love to hear from other p.r. pros about their experiences with automating pitching through RSS. Perhaps there is something I'm missing here.
At the same time, with journalists increasingly expected to do more with less, technology such as RSS (used in the right way) compliments what's already working in the pitching game.
RSS isn't replacing the email/phone call pitch, but making content available in that format provides additional distribution options (blog and standard search engines) as well as a channel for those publications where receiving info via RSS is a good fit.
We are in the process of developing a new "hands-on" rep management program for a few large brands in the hotel industry. Because I deal w/ Reputation Management every day, I'm amazed at the lack of "investment" in the long-term viability of a brand.
By investing in CGM and Reputation - a brand can build on something they own and can (hopefully) trademark vs. building a whole foundation on some keywords that may or may-not continue to gain market share. I think BOTH tactics are viable but putting all your eggs in one "basket" is ill-advised. Hopefully your article can open some eyes on this subject.
~Carrie
There's more than one company out there that has felt the sting of an influential blogger and then decided to start a blog and become involved with the community after the fact. Better to be proactive and participate now even without specific ROI goals.
The virtual world has indeed changed the way a company's reputation should be managed. Like what you mentioned Lee, PR consultants can't contact their networks within the media to keep a negative story from going out when it comes to the web.
Good idea for PR consultants to arm themselves with SEO tactics to manage their clients' reputation.