VLOG of the Month: Media Takes “Hands Off” Approach to FTC Native Advertising Compliance According to D S Simon Report
Jennifer Martin, Director of Public Relations for CNN, discusses the importance of getting the C-Suite involved in new media. Recorded at PR News’ Digital PR Next Practices Summit.
Some of Jennifer’s VlogViews:
“If you get the buy-in of the C-Suite, that’s going to enable you to make your brand more relevant, to make your executives more personable to the consumers. And it gives you the opportunity to communicate directly with your consumers and you can’t put a price on that.”
“When dealing with the blogosphere, particularly political bloggers, pay attention, listen to the conversation they’re having and see what they’re pressure points are and what they’re pain points are, whether it’s about our coverage or not.”
“Be transparent. The way of spin I think has really started to go away, especially with the advent of the blogosphere and new media. You really need to be as transparent and upfront as you possibly can be. And then also be immediate. You have to respond.”
Diane Schwartz, Vice President & Group Publisher for PR News, discusses what she believes will be the future of PR campaigns with regard to the challenging economic times. Recorded at PR News’ Platinum PR awards.
Some of Diane’s VlogViews: “I think it’s really important to think of the best practices of PR no matter what the economic climate.”
“I think digital communications will be much more used, which is a good thing because it costs less to get the word out digitally.”
“There is a threat out there that is designed to move public relations away from the C suite and give us less influence and it’s the controversy over the ‘permanent campaign.'”
“PR has made great strides in getting a seat at the table when we’re about influencing policy, influencing programs so we then have positive information and news to communicate to key publics.”
“PR as a community has sort of been standing by while this argument against the permanent campaign goes on.”
Luke Funk, Senior Producer for MyFoxNY.com, discusses how web video has changed the way the media reports on stories with Eric Wright, SVP of Marketing and Business Development at D S Simon Productions. Recorded at the Publicity Club of New York’s Luncheon Panel, “The Rise of Digital Video: All TV is Not on TV.”
Some of Luke’s VlogViews:
“We’re always thinking about how the consumer is consuming the content, where on the TV side the emphasis was always on video, getting the story on TV. For us it’s, ‘are they [consumers] going to do it on the phone? Are they going to do it on the computer, how are they going to consume it, do they want written content, do they want video content?’ So I think it opened up a plethora of options for how to report stories.”
“People want more than just a repurposed newscast on the website because they consume information differently through the passive television station over the interactive website.”
“You can be as inventive as you want to be for web content. I think that things on the television side sometimes get formulaic and we’re still a young website and I think we can experiment with how we present the content.”
Peter Hopkins, CEO & Co-Founder of Big Think discusses his unique approach to web content distribution with Eric Wright, SVP of Marketing and Business Development at D S Simon Productions. Recorded at the Publicity Club of New York’s Luncheon Panel, “The Rise of Digital Video: All TV is Not on TV.”
Some of Peter’s VlogViews:
“The web is all about context. It’s not about making people who aren’t interested watch your stuff, it’s about getting people who are interested or might be interested in those places in which they inhabit.”
“The internet is an inherently public relations driven enterprise. Everyone is promoting themselves from the individual up to the Mega Corporation. And so there is all these new outlets to do that…Stay up to date on the different ways that people are using now to distribute, and understand the pros and cons of each of the mechanisms.”
“Find the interesting voices. Find the people who are doing good things in your company and bring them up and let them communicate.”
Saul Hansell, Editor of “Bits Blog,” New York Times, discusses the pros and cons of writing for a blog versus writing for a newspaper. Recorded at PRSA’s T3PR Conference.
Some of Saul’s VlogViews:
“I think that blogs, at least the way we are practicing them, make for a much fuller articulation of truth with much better information then the newspaper world.”
“Instead of a newspaper story, where somebody calls up and complains and if it doesn’t reach the level of a correction, you don’t do anything about it. In the blog world somebody says, ‘well you missed the shading of what we really meant,’ and I say, ‘alright, write it down and we will put it up.'”
“As a blog, we can do things that newspapers stories can’t. Like any blog, we can link to other stories into the discussion of the day so we can help be part of the broader discussion and we can foster discussion. We have readers comment and a lot of times the news sources comment and so we end up having an ongoing discussion between participants and some very knowledgeable readers about the technology topics of the day.”
Some of Jeremy’s VlogViews:
“The first step isn’t oh, we should do separate plans, it should be, lets do the plan as a whole and integrate social media aspects into it.”
“I am going through regular travel reporters. I’m doing the hardcore traditional media relations, but I’m also working with mobile bloggers because we have a mobile application. I’m working with travel bloggers, I’m working with technology bloggers and I’m going to all these different audiences that would care about us.”
“PR got so caught up in the media in the press that we were forgetting that we are reaching out to the public. Bloggers are part of the public now. The number one thing you need to do is monitor. You need to find out where your name is out there and that you’re engaging the customer, making sure that you’re listening to them.”
Deirdre Breakenridge, author of PR 2.0 and President and Director of Communication at PFS Marketwyse, discusses the concept of mircomedia at PRSA’s T3PR Conference.
Some of Deirdre’s VlogViews:
“You’re engaging as a peer, so you take your marketing hat off. And everybody is peer to peer and your sharing information. And as people get to know you’re and learn about you’re, they will follow you and they want to see you’re human.”
“When you think about PR in general and all those news releases with the jargon and the hype and the BS, that’s all stripped and you are down to concise, brief, meaningful information.”
“Its not about what a company wants to talk to people about. It’s more listening in the community. The best thing you can do is listen and observe.”
Phil Gomes, VP, Digital Media, Edelman and moderator of a forum of Tech Bloggers at PRSA’s T3PR Conference, discusses the convergence of media and communication and how PR people should respond to social media.
Some of Phil’s VlogViews: “Craigslist exists to give people a break, so that’s what brands and companies need to do. And giving people a break does not equal carpet bomb them with free stuff. It has to do with how can you help them do what they want to do and influence the brand and even empower them to feel like they have a stake in that thing they are most passionate about.”
“The idea is if you build content that is educational quality, conversational quality, journalistic quality, that people want to consume…then that’s a good way to reach to a lot of these audiences.”
“Video is a very compelling way to get that message out and if you do it the right way, if you keep it short, crisp, tight, it does a really good job.”
Joe Ciarallo, Editor, PRNewser and Senior Account Executive, Horn Group, discusses the challenges of communicating in a social media world. Recorded at PRSA’s T3PR Conference.
Some of Joe’s VlogViews:
“Anything can matter.”
“A common client question that people get is, ‘is this blog saying something bad about my company?’ or ‘should I respond to that, does this matter?’ And the question is you could obviously measure blogs or community sites or different social nets based on different metrics and different tools but what matters can change very quickly, a blog can grow very quickly or gain or loose significance very quickly.”
“I would argue that with more channels there is more need for more communication, not less. Back in the day you can go to the Today Show, and then your done, and you get your couple of big hits…Not saying that those channels aren’t incredibly important to reach a mass audience but it has totally flipped on its head and a lot of this has changed.”