VLOG of the Month: Media Takes “Hands Off” Approach to FTC Native Advertising Compliance According to D S Simon Report
Mark Ragan, CEO of Ragan Communications, discusses Ragan’s social media approaches and Ragan’s process of going behind the walls of major companies with Christine Deerin, Divisional VP, West Coast for D S Simon Productions. Recorded at the ebay & Ragan Communications Social Media Revolution Conference.
Some of Mark’s VlogViews:
“We actually go to a company, Ebay, last year was Southwest Airlines, next year we are hoping, coca-cola. And we go behind their walls, and listen to their communicators talk…And I think the attraction to have a hosted event is, how many times do communicators get to go outside of their company or outside of their cubicle to see how other companies do it?”
“I think the thing that is stunning to me because Ragan has been doing social media summits for three years, is how many people still don’t know the basics.” Ragan Communications
Mark Hass, World Wide CEO of MS&L, discusses his views on paid media, the distinction between buying commercial time and product placement and the role of PR agencies in social media.
Some of Mark’s VlogViews: “The whole issue of paying for play, paying for editorial coverage as opposed to earning that media coverage which is what the public relations industry does, it [the issue] is really at the core of our media relations function.”
“Product placement is fine as long as there is transparency around it. When you try to sneak something in, I think it’s a little more troubling, than if there is disclosure on what’s going on.”
“The one important area that has emerged over the last year or two and I think is going to get more and more important is the management of social media. The way companies and brands interact inside the space of social media …I think PR agencies play an important role in managing those relationships.” Manning Selvage & Lee
We interviewed thought-leader Sally Falkow, President of Expansion+ from a secret location on the keys to successful internet marketing strategies.
Some of Sally’s VlogViews: “It’s [the internet] that has turned the flow of communication on its head. Where as before companies were creating messages, finding ways to get them out, pushing, pushing, pushing all the messages out. Now it’s the people that are actually looking for information and we have to be on the other side of that. It has become pull rather than push.”
“There is just so much that companies can do with video, huge amounts they can do -“ they can tell the story. We keep hearing ‘tell them, don’t sell them” my God, have PR people got an opportunity to tell the story.”
“Well, you know we like to say in the old days – like six months ago, so who knows in the new days like six months from now… things that we were doing for clients a year ago, we are doing completely different things now, we are doing things that didn’t exist, Twitter wasn’t there.”
Joe Marchese, co-founder and President of SocialVibe, discusses the changing role of ad agencies in the social media environment and how his company responds to and facilitates those changes.
Some of Joe’s VlogViews: “Social media isn’t a conversation between a person and a typical publisher, it’s a conversation between a person and another person, who also has a parallel life as a publisher. There is no question that as we move closer to this model that all media becomes earned media.”
“What we are saying is that one hundred percent of the publisher’s share should go to the people, and then that gets divided up how they want. The ad network side is what really deals with the brands and helping them get into social media.”
“When you start asking people to share your brand, all of a sudden your beginning to realize your source of media that is spreading your message is also your consumer, which means you can ask them questions…Look at the results of what you are doing, advertising becomes inherently measurable.”Read More
Steve Cody, Managing Partner and co-founder of Peppercom, discusses his guiding principles of PR and how he applies those principles to the changing face of the industry.
Some of Steve’s VlogViews: “Focus on innovation. Focus on trying to understand what is keeping our clients up at night. Focus on attracting and retaining the very best people. Focusing on a culture where we take our clients and our business very seriously, but we don’t take ourselves very seriously at all.”
“We in PR aren’t necessarily seen as the digital solution that we should be. Digital, obviously has proven to be the most cost effective one to one marketing tool, but public relations firms still aren’t seen as the go to source.”
“What I get from [stand up comedy] is a lot of intangibles that I bring to the workplace…and that is reading non-verbals, picking up on an audience and the audience can be a new business presentation or a staff meeting…but, because there is only you in front of that audience, you are down to the essentials, you must be able to communicate.”
Sabrina Horn, President & CEO of Horn Group, a leading digital communications agency, discusses some of the initiatives she is undertaking at her company, the integration of PR into a more general communications framework and the role that web video plays in her organization.
“Because of the internet, PR has to become more of a general purpose communications visual medium.”
“We are in the business of helping companies deal with change and we don’t deal with change very well ourselves sometimes. And so I think as an industry we have to really get ourselves around how PR is changing.”
“You’re talking about two kinds of business models. An interactive model, which is more projects based and the PR business model, which is more retainer based. And putting those two under the same roof is tricky.”
“We see facebook, we see myspace. These are horizontal applications for social networks but, I think we are going to see a massive proliferation of niche, vertically made social networks for specific tribes and groups.”
Richard Edelman, President & CEO of Edelman, the world’s largest independent Public Relations firm, discusses the future or PR.
Richard Edelman’s Three Guiding Principles of PR:
“1. We have to be a global enterprise. So we’ve made money in the United States and have consistently invested it outside so today we have fifty-one offices around the world.”
“2. Public relations is much more than media relations, in fact it’s about stakeholder connection.”
“3. Trust and transparency. We have to behave in a way so that stakeholders can count on our material as trustworthy and accurate.”
Check out Richard’s blog for insights from a key industry leader.
Help wanted at the FDA. Susan Winckler, Chief of Staff at the FDA, talks about the 1,300 job openings at the FDA and how they are combating the drop in public trust, in part thought a weekly blog by FDA commissioner, Andrew von Eschenbach. Recorded at the exl Pharma communications conference.
Some of Susan’s VlogViews: “We can communicate so much more quickly and we have so much more data at our disposal. Communication and science has led us to know more things and I think that when things are not handled well, it can inspire people to think that things aren’t working correctly when really the power to identify an outbreak or identify a problem with a drug shows the success of the industry and not a failure.”
“We are hiring about 1,300 folks and some of them are in the communications realm. We need to get better at risk communications and just get better at informing the public what it is we do. In order to be successful, we have to communicate well.”
Michael Rinaldo, Senior Vice President, Global Healthcare for Fleishman-Hillard argues for product placement on television for Pharma companies. While the FCC calls for tighter rules on product placement, PR industry thought leader, Michael Rinaldo stakes out a position that Pharma companies should get more involved in this controversial practice. Recorded at the exlPharma Communications Conference.
Some of Michael’s VlogViews:
“I think the healthcare companies and the pharmaceutical companies aren’t taking enough advantage yet.”
“If your telling a public health message, relying only on traditional newspapers, you’re not going to get the job done…When you look at the influence of talk shows and entertainment, certain parts of the population especially are tuned in to those very kinds of programs.”
“As long as you’re putting it through the right filters: Is it done with integrity? Is it done with the patient’s best interests in mind? I don’t think it’s any different from the things we already do.”
“Well over sixty percent and even seventy percent of brands on TV shows are tied back to where money has been put on the table.”
“If the FCC passed product placement disclosure during the television program, I think it would kill the whole process of what goes on right now on TV andRead More
Scott Hensley, News Editor at the Wall Street Journal Health Blog talks about maintaining high journalistic standards in the 24/7 news cycle and the blogs he checks out to get his information. Recorded at the exlPharma Communications Conference.
Some of Scott’s VlogViews: “There is a paradox in that the very life saving nature of the industry’s products make people more upset about any mistakes. For products people fine so important to their lives, they become more concerned about potential problems.”
“I am looking for blogs that contain specialized information that I don’t know much about. KevinMd.com is a really good source of information for medicine and what is on the minds of primary care physicians, the happy hospitalist is another niche written by a physician who take care of patients in the hospital who writes about patient care, one other that I like is aggravated doc surg, which you can learn a lot through his humorous anecdotes.” Check out The Wall Street Journal’s Health Blog.