VLOG of the Month: Media Takes “Hands Off” Approach to FTC Native Advertising Compliance According to D S Simon Report
Howard Bragman, author of <em> <a href=”http://www.wheresmyfifteenminutes.com/ “>Where’s My Fifteen Minutes?</a> </em> shares his thoughts on PR.
Some of Howard’s VlogViews:
“The number one misconception is all press is good press, my number one commandment is all press is not good press, and bad press could hurt financially, emotionally, it can hurt families, it can do damage to careers. And good press is important, not getting good press is more important.”
“Communicators have to understand if they truly have a communications problem, or if they have a bigger problem that PR is supposed to mask. And that’s one of our responsibilities incumbent upon us.”
“I think we owe our clients the truth and I’ve been doing this long enough, and people know my brand and if they ask me a question, they’re going to get an honest answer and I think most PR people of a certain level owe their clients that. If you don’t, your clients are going to have deeper problems and you’re going to get fired anyway. Wouldn’t you rather get fired for telling your clients the truth and juRead More
Stephanie Anderson, Head of Communications and Chief Spokesperson for Sylvania, discusses the challenge of a company being the “number 2 guy” and how a company can overcome that.
Some of Stephanie VlogViews: “We’re essentially the Pepsi, if you will, of our industry. But what I find as a communicator is it gives you a tremendous opportunity to be different, to really step outside of the traditional mold and do something that is compelling and engaging not only for consumers but also for business.”
“One of the areas where we have seen the most engagement is with mommy bloggers, there is a whole community of women out there who are interested in money saving, environmentally consciousness products for their homes and for their kids and that’s something we continue to build on.”
“I think the most important thing is authenticity. You’ve got to have a true technological breakthrough, a great product, a great message, and if you have something unique and something valuable to say, the blogosphere is willing to listen.”
PR News’ Next Practices Conference Series
As a college student, Adam Brickley started the Draft Sarah Palin for Vice President movement in 2007. Perhaps he should have started the “Elect Sarah Palin for Vice President” movement. Adam discusses the initiative that took the political system by storm.
“The media didn’t do a great job as far as I’m concerned. I mean, we had our share of fun at the expense of Katie Couric and Charile Gibson but I’ve been on TV criticizing the McCain campaign’s handling of her, they brought in a lot of old Bush staffers for that job. If you know anything about campaign management, the Rove school is very much about tight message control, which doesn’t work if you have a candidate like Sarah Palin, who is used to going off the record and talking to media a lot, and off the cuff is really where her bread and butter is.”
The Brickyard PR News’ Next Practices Conference Series:
Some of Jeff’s VlogViews:
“As the internet has moved to what’s referred to as 1.0 and 2.0, it’s actually allowed grassroots organizing online to be much more effective. Grassroots organizing online took more of an advertising model, more of a one to many communications effort, and so it was somewhat limited. But now what we have learned with the Obama campaign and what we have seen on a number of various successful efforts is if you take the tried and true old fashioned principals of actually engaging in a community, building a relationship, getting people involved and actually determining what the direction of the effort should be, before you actually start communication with them, then you are much more successful.”
“And so web 2.0, with the technology allowing for a much more conversational approach to things and it being a much more social medium, allows a much more sophisticated and really ultimately better approach to grassroots organizing.Read More
Scott Krugman, VP of Communications for the National Retail Federation, discusses how you handle communications when the news is bad and how to use social media to get your message across.
Some of Scott’s VlogViews:
“I think a lot of people get intimidated by new media because they haven’t played with the space yet. And I think the important thing to understand is you have to know when you need to be proactive…I think when you’re proactive in your own initiatives it’s going to help you respond in a crisis.”
“You need to treat bloggers, at least the legitimate ones, much like we do the mainstream media. It’s ok to engage. It’s ok to pitch. It’s ok to have the dialogue. And I think once you’ve established that relationship, your message is going to come through.”
“The good news about the blogosphere is that it’s two way communication and because of that you’re going to have plenty of opportunities to get your message out to that space as well…..There is one side of the group that may be out to get you, the good news is, there is another side that’s right out there toRead More
Some of Kerry’s VlogViews:
“This is a real visual message to our leadership this year that we’re serious about climate change and people are concerned about it. We’re particularly interested in a powerful message being sent this year, because we do have a new administration which we hope will take serious action on climate change and we’re also looking to our world leaders to the UN treaty meeting in December that world wide we need a new climate change treaty.”
“We’re getting a lot of pick up on facebook and twitter, a lot of activity on myspace. We have a very compelling short video that’s on youtube that anybody can access. And we have a website, earthhourus.org and there are a lot of materials….whoever the participant, we have something for you.”
“The word is spreading. It’s becoming a movement.” “Earth Hour” is on March 28th, 8:30-9:30 local time.
PR News’ Next Practices ConferencRead More
Interview with Dan Mirk and Sam West, writers for TheOnion.com. Writers agree to viral development deal but only if allowed to choose their own pseudonyms. Dan and Sam sort of give tips on how organizations can make their videos go viral. Hint: think titanium skewer.
To link to post: http://bit.ly/TI7GB Robert Halper, Director of Corporate Video for Johnson & Johnson, discusses the great leap of faith that his pharma company has initiated: the engagement of social media through a YouTube channel. Recorded at the Business Development Institute’s Web Video Leadership Forum on February 24th, 2009.
Some of Roberts’s VlogViews:
“With any social media, you’re looking to be open, transparent, informative and personal. It’s all about relationships, whether it’s a blog or a YouTube channel or a twitter. One of the interesting things about it is that we do open it to comments….I find that one of the most satisfying parts is how people react to the videos.”
“We have a ‘Real Moms’ playlist…Those are the stars I’m really interested in…Real user generated content by people who just want to get the word out about what they’re doing. So I found that to be an interesting development and something we want to continue.” “We’re casting a very wide net. Whoever is interested in this stuff is our audience.”
Tom Beeby, Executive Creative Director for Beeby Clark + Meyler, discusses the trials and tribulations of digital advertising and what it means in the current economic climate. Recorded at the Business Development Institute’s Web Video Leadership Forum on February 24th, 2009.
Some of Tom’s VlogViews:
“The obvious glaring mistake for online video advertising is to create a one hundred percent passive experience, where consumers are just asked to sit there and consume a brand message passively and we hope that they spend a lot of time with the brand and walk away with their perception of the brand shifted.”
“It’s not to say that the web is the end all be all of all your marketing activities but it should act as a hub where all the different media channels point to it.”
“As you look at some of the big brands and the decisions they’re making with regards to kind of fine tuning their mix of media spending, more and more often they’re looking to TV to cut budgets and to amp up spending in areas that are more accountable, such as digital advertising where every dollar can be looked at, and statistically observed for effectiveness and fine tuned to increase effectiveness.”
Thea gives tips on how PR professionals should approach Good Morning America with medical stories. Recorded at Publicity Club of New York’s Health Luncheon.
“I get a lot of pitches about a new drug or a new device or a new test that doesn’t tell me how I’m going to sell that to the audience…You really have to tell me the story of it. How many people is this going to help? Is this going to save lives? How many lives is it going to save? The story part of a medical story is equally if not more important than the medical part.”
“We’re always looking for that great smaller, character driven medical piece that sort of comes out of nowhere and reaches your heart. Those are great Good Morning America stories.”