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More Journalists Prefer Bulk Email Than Personalized? Huh?

10.02.03

Last week saw the launch of a campaign entitled “An Inconvenient PR Truth,” aimed at trying to weed-out some of the black sheep in the PR family.

Many of us in the profession have been arguing for similar practices to those advocated there for a while. While the campaign’s approach raised my hackles somewhat, the motives stated seem reasonable on the face of things.

This post isn’t about the broader campaign though.

Buried deep in a slide deck supporting the campaign was a slide about the way journalists prefer to receive “press release emails” (a term that has me tasting bile somewhat, but moving on…).

Preference for how press release emails are addressed

Let’s set aside for a second the advisability of using a sample of 100 respondents to generalize about an entire worldwide industry (although, with the ever-shrinking number of journalists out there nowadays, it might actually be representative…). I’d like to focus for a second on the specific assertion of this slide.

I quote:

“Three quarters of Recipients are happy to receive press release emails on a bulk email basis (or have no preference either way).”

This slide says that 75% of journalists are ok with receiving untailored bulk pitches.

Say whaaaaat?!

To me, this goes against every instinct I have when it comes to pitching. It essentially says that spam is ok. Note that while the first thing the “Inconvenient PR Truth” campaign asks for is for PR pros to ask permission to pitch journalists, that’s not tied in any way to this question in the survey. Without any mention of permission-based pitching, it offers data suggesting that three quarters of journalists are ok with spam pitches.

Time and time again, journalists and PR practitioners alike have railed against the prevalence of untailored spam pitches. I’ve written about spam pitches plenty of times here (in fact given the rapidly increasing number of pitches I receive, I have even posted tips for people pitching me). I have to call “BS” on any claim that only 25% of journalists want pitches tailored to them.

This data seems wrong to me. In fact, it’s even contrary to the goals of the campaign. It also makes me question the accuracy of other potentially useful data in the survey (for example the information on the types of releases journalists prefer not to receive).

Does this seem right to you?

Posted in: media relations, pr, public relations

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Strategies In The 2010 Social Media Marketing Ecosystem

10.01.19

A few days ago I blogged my thoughts on the shape of the social media marketing ecosystem as we enter 2010. The key aspects of the system from my perspective were:

  • The lines have truly blurred. It’s becoming increasingly difficult to draw a line between different forms of communications, especially when considering the online space.
  • Successful communications programs need to integrate owned, earned and paid media to achieve their goals.
  • Two-way communication is increasing. Wherever you look, previously one-way information flows are becoming two-way. Mainstream media feed off social media while also driving it. Advertising drives attention but also content strategies.

Social Media Marketing EcosystemThe line between public relations, advertising or social media is artificial – the overlap between the disciplines is becoming greater and greater. While I doubt the disciplines will ever completely merge, the ‘Venn diagram’ of communications disciplines is moving closer to being a single circle at a rapid pace.

When we talk about integration and lines blurring, it’s easy to head down the thought path that you need to excel at everything. I’d argue it’s not that simple.

Public relations agencies (for example) don’t need to shift to pitch pure-play advertising accounts. However, agencies of all disciplines do need to hire or train people who can think media-agnostically when developing communications strategies. I’d argue they also need to be able to execute the integrated tactics that sit in the grey areas between disciplines. PR firms won’t suddenly start producing TV ads, but they may start to roll online advertising campaigns into their service portfolio.

As always, it comes back to:

  • What are the objectives?
  • Who are the key audiences?
  • What are the key considerations?
  • How do we best reach those audiences to accomplish the objectives, and how do we measure against that?

Is this new thinking? No. Is the urgency for a shift to integration increasing? Yes. It’s a long road to travel to build those skills-sets, but the need is pressing.

Instead of differentiating by marketing vertical, we may need to approach our strategy from a different perspective – whether we’re marketing our clients or our own agencies. To fail to do so raises the risk of fragmented, ineffective communications and sub-par results.

The question is, what form do those strategies take?

This is a re-post of my first post for the Marketing Profs Daily Fix, where I will now be writing occasionally. To check out the original and, down the road, my other posts there, check out mpdailyfix.com.

Posted in: marketing, pr, public relations, social media, strategy

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The 2010 Social Media Marketing Ecosystem

10.01.04

Forrester Research analyst Sean Corcoran recently posted an insightful breakdown of some of the differences between owned media, paid media and earned media. Given the ongoing convergence I’m seeing between different communications disciplines which I’m seeing on a daily basis, this got me thinking.

Owned, paid and earned media breakdown

The thought process ultimately led me to sketch out my take on the social media marketing ecosystem in which corporations operate – shown below.

This is my take on the ecosystem within which the new wave of hybrid marketing agencies like ours need to operate as we enter 2010.

Social Media Marketing Ecosystem

Social Media Marketing Ecosystem Legend

(Update: yes, I know there are no ads on Flickr. It’s illustrative.)

This is pretty complex, so I’ve broken it down into different system elements below. Note though, that the different elements work best when we succeed in breaking out of communications silos and integrating our communications strategies.

A few notes up-front

  • As complex as this image is, it’s still a drastic over-simplification. There are many more linkages than are displayed; I’ve simplified to the graphic is still readable.
  • The importance of each social network will vary depending on the organizational context – target markets; objectives, etc.
  • The ecosystem is constantly changing. A few months down the line, the big four social networks may have changed.
  • There are many, many other social networks, forums and other sites not directly shown here. They’re grouped into “Other” but may in fact play a significant role in your activities, depending on your company.
  • This ecosystem is externally-focused. A similar system doubtless exists for corporations’ internal communications.
  • MSM stands for “mainstream media.”
  • Each of the different elements can both act as a focal point and/or support other tactics, depending on how they are used within an integrated strategy.
  • The following sections each filter certain elements from the overall ecosystem above, to provide a simpler view of the owned, paid and earned elements of the system.

Corporate Social Media Ecosystem (Owned Media)

Corporate Social Media Ecosystem

Key elements of the ideal corporate social media ecosystem:

  • Hub and spoke: Adopts a ‘hub and spoke’ system centred around a corporate social media hub, whose form will depend on the organization.
  • Tiered hub and spoke: Each social network may have its own hub and spoke system, if necessary. For example, you may have a primary corporate page on Facebook supported by several applications and product-specific pages.
  • Integrated: The hub is as integrated into the corporate website as possible.
  • Fewer Microsites: Todd Defren and Maggie Fox both make compelling cases for companies to stop and think before investing in microsites. I agree. They may have their place in this ecosystem, but shifting to a social network or building on top of your flexible social media hub may make more sense.
  • Mobile is ubiquitous: I considered including mobile as a separate component in the ecosystem, but decided against it. The web is becoming device-agnostic. Companies need to consider mobile content and applications as part of every aspect of their corporate web presence.
  • Inter-linking: The social media hub links to all external corporate social media properties and profiles.
  • SEO-powered: Search engine optimization (driven, in part, by social media activities) helps to drive traffic to the corporate website, social media hub and external social media properties and profiles. This goes for both the corporate site and separate properties. SEO could fall into any of these buckets, but for the sake of simplicity I’ve included it in this part of the breakdown.
  • Two-way flow: The information flow around social media elements is (depending on the organizational context, of course) two way.

Corporate Mainstream Media Ecosystem (Earned Media)

Mainstream Media Ecosystem

Key elements of the mainstream media portion of the ecosystem:

  • On and offline: Mainstream media exist both online and offline (many are both). Either way, they can drive significant traffic within the social media marketing ecosystem.
  • Two-way: Ideally, the information flow with mainstream media is two-way in two ways:
    • Earned media drives quality traffic to your properties; your properties can generate stories within the mainstream media (both positive and negative)
    • One of your goals should be a constructive dialogue with mainstream media which enables you to achieve your goals while making the journalists’ lives easier.
  • Multi-destination: Earned media coverage will primarily drive traffic to your corporate site in the short term. However, earned media coverage can raise broader awareness, thus driving traffic to your external properties and social media profiles (especially over time within a sustained media relations program).

Corporate Advertising Ecosystem (Paid Media)

Corporate Advertising System

Features of the corporate advertising ecosystem:

  • Social and non-social: Advertising takes place both within social media sites, but also within other online properties (search engines are a prominent example, as is CPM/CPC advertising on mainstream sites).
  • Interwoven: While paid online media stands alone within the social media marketing ecosystem (represented here by “SEM,” it is also interwoven throughout many other elements.
  • Multi-destination: Much of your advertising may drive traffic to your corporate website. However, advertising can also support your social media efforts by raising awareness and driving people to your social media profiles and properties.
  • Multi-faceted: “Ads” within many social networks can mean many things. Facebook, for example, your advertising activities might extend beyond regular Facebook ads and into “appvertisements.”

Make sense?

Together these different elements combine to form the more complex (yet still simplified) ecosystem displayed at the top of this post.

This is clearly far from complete. I’m curious as to your thoughts – let me know what you think in the comments and let’s refine this together.

Posted in: communications, marketing, pr, public relations, social media, social networks, strategy

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Reach Matters – Even In Social Media

09.11.25

“It doesn’t matter how many people you reach; it’s who you reach that matters.”

We hear this kind of statement thrown about all the time in social media circles. The idea is that you don’t need to have a massive following to have influencer or get results. Following closely behind we usually hear something like “if you have three readers and they’re Barack Obama, Gordon Brown and Donald Trump, you don’t need anyone else.”

Who are we kidding?

I’m in contrarian mode here, and I’m calling BS. While that kind of reasoning manages to be true to some extent, in practice, in most cases it’s completely false.

True, because it’s theoretically possible that you could have a tiny niche that keeps you in business and powers growth.

False, because in the vast majority of cases that’s just not going to happen (note: I’m talking proactive public relations here, not stakeholder or government relations). Most of us aren’t selling multi-million dollar solutions to a small group of buyers. The theory is sound, but in reality it usually doesn’t work that way.

Trust matters; so do numbers

It’s a harsh truth. It’s comforting to pat ourselves on the back and tell ourselves that we’re influential. Think about it, though – would TechCrunch be influential without its audience? Would Brogan? Of course, their success didn’t come overnight and they didn’t always have those audiences.  It’s not easy to admit but for most communicators, reach (or audience size) does matter.

  1. In order to get the attention of influencers, you often need a critical mass behind you;
  2. Separate and in parallel to that, the law of averages implies that, over time, the more people you reach the more influential people you will reach.

Don’t believe me? Take a look at your average web traffic then compare it to the last time you got a big mainstream media hit. It’s why I, despite being a social media convert, still argue strongly that mainstream media matters.

The flip side

There is truth to the idea that connecting with influential people can get results.

Right now, I’m in the middle of reading Trust Agents, which revolves around trust and influence. I certainly agree that a person with a highly engaged group of followers on Twitter, for example, will get much better interactions and results than someone who has gamed the system to build a large following.

Still, even within the book the authors admit that Chris Brogan’s reach means that his voice can achieve greater results than those without such an audience. There’s also a bit of a chicken/egg situation – do numbers lead to influence or vice versa?

YMMV

Of course, a well-crafted communications strategy considers the unique goals of an organization/person before deciding on the approach, meaning  a one-size-fits-all answer to this kind of issue doesn’t really apply. However, most of the conversations to which I’m referring here are based around simple audience metrics – blog readers; Twitter followers.

The rose-tinted glasses situation: a focused, targeted audience of highly engaged and influential people could potentially drive results.

The reality: reach matters.

The ideal solution is probably a trade-off between niche and mass.

What do you think?

Posted in: communications, pr, public relations, social media

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15 Ways PR Agencies Can Help Companies With Social Media

09.11.16

"Help wanted" signAs social media has grown in acceptance within companies over the past few years, one debate never seems to go away – whether agencies should be involved in social media communications, or whether the only way to maintain an “authentic voice” is for companies to undertake it all themselves.

Agencies can help

Not surprisingly (given that I work for a PR agency), I sit in the camp that says that agencies have a significant role to play for many companies. For sure, companies can do some or all of these things themselves, but there’s no reason agencies can’t help without compromising the company’s efforts.

Here are 15 different activities an agency can undertake – legitimately and effectively – to help companies engage in social media.

Getting started

1. Baseline audits

One of the first steps in any communications initiative should be an online audit to both understand the current environment and to set a baseline for measuring results of future activities.

2. Audience research

Alongside an initial audit, learning to understand your target audiences is a foundational piece of a communications strategy, be it online or offline.

3. Corporate policies

Whether your company is engaged in social media or not, it is important to set boundaries around social media. If you are engaging in proactive outreach online, it becomes a somewhat  more involved process covering more areas (for a quick start, check out this ebook on corporate social media policies)

4. Workflow processes

What happens when you spot an issue? When someone asks a question? When someone discusses your company with other people? When someone criticizes you? Who is involved in the response? What will you (and won’t you) respond to?

These are the kinds of questions you need to consider before the occasion arises, and which experienced agencies have encountered often enough to help you answer.

5. Social media training

While it doesn’t take much expertise to send a tweet, the norms of communicating in social media channels can require education and explanation. Social media can require a bit of a departure from the way companies have traditionally communicated. It doesn’t mean anarchy, but traditional “messaging” approaches don’t fly so well in these informal channels. Agencies can help to transfer the necessary knowledge around this to clients new to the social media realm.

6. Social media scoping

You don’t need to be everywhere online. Twitter and Facebook might not be the right places – perhaps your audience is primarily hangs out on forums or message boards. An agency can help to scope-out the right places for your company to establish a presence online.

Strategic planning

7. Strategic development

Agencies can bring together a wide variety of communications experiences and expertise that make them well placed to assist with or lead the strategic development process for social media for their clients.

8. Campaign ideas

Right now my perspective of the ideal approach to social media is a foundational long-term strategypaired with well thought-out campaigns that provide spikes in attention and engagement. As above, agencies can bring together creative minds to design those campaigns.

9. Campaign extension

Unfortunately, PR is still often at a point where it is called-in last minute to support other initiatives, whether it’s announcing something that’s already decided or supporting a marketing/advertising program. At those points, it can be difficult to come up with anything effective that benefits the organization. Agencies aren’t a silver bullet, but again they can contribute ideas.

Execution

10. Ongoing monitoring

Monitoring can be very resource-intensive, especially if your company has a significant footprint online or in peoples’ minds. Agencies are well placed to help deal with this pressure.

11. Online engagement

This is one area that I’ll rarely recommend the agency take on. It’s a lot of work and requires a thorough understanding of the online environment, but it’s something that (in most cases) should be done in-house. It allows for shorter approvals processes (important in a fast-moving conversation) and a more authentic voice.

Still, sometimes companies either can’t or aren’t ready to take this on. It may be resource issues, uncertainty over the medium, trust issues or a variety of other legitimate reasons, but there are times when an agency can undertake this work, as long as it’s transparent. It’s not ideal, but it’s possible, with the goal that, over time, the company will in-source this work.

Regardless, agencies can help to advise companies on their outreach – be it advice wording and norms or on whether in fact to engage or not with specific people.

12. Influencer outreach

I used to call this “blogger outreach” but online influencers are so much broader than just bloggers nowadays. Just as agencies undertake media relations activities in traditional public relations, so they can also reach out to online influencers in the new form PR has taken.

13. Issues management

If your company is interesting and matters to people, they will talk about you. That talk won’t always be positive. Sometimes it’s something you’ve done; sometimes it’s something about your product; sometimes it’s “news.” The list goes on. Regardless, monitoring for issues, identifying them early and coming up with suitable responses isn’t easy.

Full-service

14. Design and creative

More often than not, you’ll need some kind of design work done for your social media properties. Maybe it’s a Twitter background; maybe it’s a Facebook page or YouTube channel design; maybe it’s something more involved such as a stand-alone site. Either way, a full-service agency can help if you don’t have the in-house resources to undertake this work.

15. Development

Facebook, Twitter, YouTube and their ilk are tremendously powerful sites, and they may well be where your audience hangs out. Still, there are times when they just may not suffice, or where you want to build on top of the platform they provide – Facebook or mobile apps, for example.

What do you think? Are there other areas I’m missing?

Posted in: pr, public relations, social media

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Do People Really Care About PR Disclosure? And Why It Still Matters

09.09.15

Do people really care about disclosure by PR agencies when it comes to activities for their clients?

I don’t mean those of us in the fishbowl or in the PR industry, but the average person on the streets. Do they really care if a company’s representatives are in-house or contracted? Businessman about to reveal identityDo they care if a PR agency (or any other agency) is acting on behalf of a company, if they have the authority to do so?

Does the average person care about disclosure?

Those of us living in the fishbowl (social media and/or public relations) love to discuss the concept of disclosure. I should know – I’ve written about disclosure several times in the past.

A post yesterday from Jason Chupick over a PR agency’s disclosure (or lack thereof) of their role in a video for AT&T, and subsequent tweet by Todd Defren, sparked an interesting conversation on Twitter with Beth Harte, Sonny Gill, Arik Hanson and myself.

Essentially, as Jason’s post put it:

“Last week AT&T responded to criticism about the delays the MMS service for IPhones, as well as the device’s network-hogging tendency by way of a “Seth the Blogger Guy” YouTube video [...] Seth is neither a blogger, nor does he work at AT&T. He’s just the face of the team doing the work.”

Our subsequent discussion revolved around whether the average person in the street would care that someone from AT&T’s PR agency starred in the video without disclosure.

My take: if most people in the world don’t have a clue what a PR agency is, or the nature of the client/agency relationship, are they likely to care about disclosure from agencies? Probably not. They’re more likely to care about the quality of the product/service they’re buying or the responsiveness of customer service than about who is speaking on behalf of the company.

Disclosure still matters

As the title of this post suggests, though, I think disclosure by PR agencies is important regardless of the importance the average person puts on it, for three primary reasons:

  1. De-railing your message – whether the average person cares or not, controversy courts the press. There’s no better way to derail your message than to create controversy about the medium.
  2. Industry reputation – controversy over disclosure can haunt you for years. Stories like Wal-Marting Across America or the AllIWantForXmasIsAPSP blog still reverberate around the industry. Is that what you want you or your company to be remembered for?
  3. Ethics – when I finish my work for a day, I want to feel good about it. While lack of disclosure isn’t necessarily the same as deception, I want to be able to look myself in the mirror and know that I’m doing best job I can.

On top of these reasons, if I’m right and the average person doesn’t care who’s communicating on behalf of a company, then where’s the downside to disclosing? The main argument for not disclosing tends to be that admitting it’s not the company speaking directly can lessen the effectiveness of the communication. If that’s not the case, then what?

Bottom line: I don’t think most people care about disclosure. The social media/PR echo chamber does, but I’m not sure the concern extends to the broader public. Regardless, though, I think disclosure is still important. We’re firm on disclosing our activities on behalf of clients, and I’m pretty sure that’s a good thing.

What do you think?

(Image: Shutterstock)

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Interactive or Engaged?

09.09.08

(This is a guest post by Valerie Merahn Simon. For more about Valerie, check out her bio at the end of this post.)

I recently came across a press release about a new social media initiative taken by a large restaurant chain. A highly regarded advertising agency was responsible for the successful initiative, which resulted in a growing Twitter following, significant Facebook fan base, and impressive number of YouTube views. The website now offers a wealth of information on everything from nutritional information to in-store specials and promotions, as well as various sweepstakes. There are interactive quizzes and games. It really did appear that the agency was executing a fully integrated communications effort.

Then I read a blog post by John Bernier, a marketing manager for Best Buy, responsible for leading a team of employees in launching Best Buy’s “Twelpforce,” and realized what was missing. Bernier notes that customer’s must take advantage of social media as an “opportunity to listen to the customer to provide them more of what they need, when they need it, where they want it.”

Social Media is not simply an opportunity to pass information along and talk AT the customer, it’s an opportunity to engage and learn from your customers, and the marketplace. While the Best Buy website may not offer much in the way of sweepstakes or promotions, it offers many opportunities to engage and learn from customers; forums, the Geek Blog, IdeaX, ratings and reviews, and, of course the Twelpforce, offer customers the opportunity to make the most of Best Buy. And it allows Best Buy to make the most of its customers.

Advertising is an opportunity to create and communicate a message, to craft exciting and interesting ways to get the public to take note of the brand, in a manner in which the company would like it to be perceived. Public Relations is about developing the conversation between and about companies and the public; building relationships with the employees, customers and other targeted groups.

Social media provides a means for the consumer to voice opinions, and I believe the companies that will find the greatest success will understand the difference between interactive and conversational. While I very much agree that there are many lessons PR can learn about social media from advertising (see Dave’s earlier post ) and acknowledge that the ad agency designed campaign noted above certainly offered the client many benefits, the focus was on the restaurant, not the consumer. For a company to be most effective in its use of social media, it must offer customers the chance to take center stage.

Do you see the difference between customer interaction and engagement? If you were a marketing director, would you hire a PR Agency or an Advertising Agency to help develop and implement your social media strategy?

Valerie Merahn Simon serves as a Senior Vice President at BurrellesLuce media monitoring and measurement, and writes a national public relations column for examiner.com. She is also co-founder and host of #PRStudChat, a monthly twitter chat between PR professionals and students moderated by Deirdre Breakenridge. She can be found on Twitter or LinkedIn.

Posted in: communications, pr, public relations, social media

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Five Things PR Folks Can Learn About Social Media From Advertising

09.09.03

Photo symbolizing the divide between public relations and advertisingWe in the public relations industry seem to love to look down upon those on the advertising side of the communications industry when it comes to social media. They don’t get conversation, we tell ourselves smugly. They think in terms of one-way information pushing, not two-way dialogue.

Stop and think for a minute, though. Regardless of the media buy budgets, advertising agencies command big dollars. They land smart, creative people. They execute highly original ideas. They have a voice at a senior level. As much as folks on the PR side might hate to admit it, we can learn from the advertising folks. This is especially true as the different communications disciplines converge.

We’ve recently hired a creative director from the advertising side, and his perspective is breathing new life into our approaches.

So, what can we in PR learn about social media from the advertising side?

1. Scale matters

Relationships are important and conversation is key, but results are king. Successful businesses are built on scale – of sales; of profits; of customers. Advertisers understand that for a consumer-facing product to become a true success, it has to break outside small cliques and niches.

2. Creativity beats staid

As the public relations, marketing and advertising worlds converge, we increasingly find ourselves competing for the same business. This means we need to compete not just for strategic vision and execution, but also for creativity. What’s more, clients will pay for big, creative, results-focused ideas.

3. Measure, measure, measure

If we’re to go head-to-head with other disciplines, we need to measure the heck out of our programs. They certainly do, and they use it to make the case for their programs. This is one lesson I’ve found easy to adopt. I’m a big proponent of measurement and measurable objectives, so I welcome this.

4. Target your audiences

Remember all those ads you didn’t like? They weren’t targeted at you. Good advertisers are laser-like in their targeting as they know you can’t please everyone.

5. Craft your message carefully

I read a great piece the other day (unfortunately I don’t remember where) that said something like:

Good advertising sells product. Great advertising sells the aspiration behind the product.

In PR, we have an additional challenge when it comes to the publicity side – not only do we need (in some cases) to accomplish this, but we need to craft messages that get our clients in the paper in the first place. For, unlike on the advertising side, our coverage is earned with journalists rather than bought.

Rocket science? No. Important? Yes.

What else?

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14 Key Skills & Attributes For New Public Relations Professionals

09.08.25

Public relations has changed significantly over the last few years. Even if you don’t buy into the idea that online communities and relationships are part of the public relations function, it’s hard to deny the rising importance of blogs, the gradual decline of traditional media and the impact that online conversations can have on brands. If you do believe that public relations should include these new activities, then there’s a whole new board game to be played.

Along the same lines, the skills that new PR grads need have evolved too.

Here are my thoughts on 14 skills and attributes a new PR professional needs in today’s market.

Traditional Skills/Attributes

Yes, there’s a new game to play (in my opinion), but the old game is still there too. PR pros still need the basic attributes and skills that they’ve always needed.  Try launching something using social media alone and you’ll appreciate the gap that traditional media can leave if it’s lacking. So, entry-level PR professionals still need to be proficient at (among other things):

  • Writing – the cornerstone of a PR professional’s career. If you’re not confident about your writing skills, brush up. You’ll need them. Learn how to write a news release – study those produced by other organizations and practice for yourself.
  • Communications skills – I’m talking ‘small c’ communications here rather than the ‘big c.’ Learn to communicate more effectively with other people
  • Attention to detail – because nothing will drive your colleagues (and, if you’re unlucky enough for your work to make it there, your clients) mad like poorly-edited work. Proofread everything. Fact check everything. Hand things to your supervisor when you would be happy with them going to the client.
  • Media relations – you’ll probably be doing media relations throughout the majority of your career. You may not have had an opportunity to do it for yourself as a new graduate, but an understanding of the basics is certainly an advantage – what’s in a media list? What are the pitching best practices?
  • Proactiveness – if you don’t know an answer to a question, first try to research the answer. If you can’t find the answer, ask. Whatever you do, don’t just sit there until you approach the deadline for your work.
  • Work ethic – public relations isn’t a 9-to-5 job. It shouldn’t take over your life, but the nature of the work is that sometimes you’ll have last-minute deadlines and sometimes you’ll have to chip-in to help others. There’s nothing worse for more senior team members than watching the more junior ones walk out of the door at 5pm then having to stay there until 9pm themselves. Put in that little bit of extra effort. It won’t be every day, but people will notice.

New Skills/Attributes

Alongside the regular attributes that I think new PR pros should have, I would add a whole new list of attributes related to the online work. Among these I would include:

  • Blogging - you don’t necessarily need to have one (although it’s a big plus), but an understanding of the importance of blogs and an interest in their use, is essential in my view.
  • Microblogging - it’s still an emerging technology, but I would argue that an understanding of microblogging tools (the primary one currently being Twitter)  is essential for new grads.
  • Social networking tools – Facebook, MySpace LinkedIn, Plaxo and more – there’s a plethora of social networking tools out there. An understanding of the leading social networks is desirable.
  • SEO - some parts of search engine optimization are quite technical, but others are very simple and require little technical knowledge. An understanding of the basics is highly valuable. This leads to my next point…
  • Coding - basic HTML, PHP, VBScript and so on are not critical skills, but I find them useful on a daily basis.
  • RSS, RSS Readers – I consider an understanding of RSS to be central to people doing any work in social media. For one thing, RSS turns monitoring multiple searches and sites every day into a manageable task. For another, it helps when providing recommendations to clients.
  • Blogger relations – understand the nuances of blogger relations.
  • Social media ethics – everyone has their own lines when it comes to ethics. Know where yours lie and how you feel about topics like astroturfing, ghost blogging, sock puppets and other common ethical issues (I’ve given my on astroturfing and ghost blogging several times recently).

It’s hard to find someone with all of these attributes. If you’re honest with yourself, you’re probably stronger in some of these areas than others. Figure out which areas are your weakest, and work on them.

I’ve probably missed a whole bunch of attributes here. PR pros, new and old – what would you add?

Update (8/25): Some great comments already. Additions to the list include:

(Hat tip to Dave Jones for sparking the idea for this post)

Posted in: pr, public relations

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Astroturfing Online Reviews: 3 Reasons It’s A Bad Idea

09.08.23

TechCrunch reported yesterday that they had obtained evidence that a PR firm had “a team of interns to trawl iTunes and other community forums posing as real users, and has them write positive reviews for their client’s applications.”

AstroturfAs a PR professional, this is extremely disheartening to me. I guess on some level we all know this happens, but this is a great reminder that this kind of activity just isn’t acceptable.

Here are three reasons you won’t find me practicing this kind of behaviour:

Risk to the client

Some people in the post’s comments suggested that it’s PR professionals’ job to position their clients in the best way possible through legal means. The implication was that this activity was legal, so it was ok.

I would agree with their definition of a PR pro’s role to an extent, but I add “ethical” to the list of qualifiers. For me, that rules astroturfing out.

I have had clients ask me to write reviews for them, and have refused (and explained the rationale): Because our refusing protects them from featuring in articles like the one on TechCrunch. As a PR professional, I consider exposing a client to the risk of being featured in an article like this to be completely unprofessional. I haven’t had a single person push back after explaining this.

Risk to the PR person/agency

In fact, the risk goes both ways. As the firm involved in this specific instance is no doubt discovering, getting outed for this kind of behaviour isn’t pleasant. I don’t plan on tarnishing my reputation with this kind of activity.

It’s unethical

Lastly, and perhaps most importantly, I want to go to sleep at night knowing that I’ve done the right thing. Despite some peoples’ perceptions, going into PR doesn’t mean giving up your own ethics. I want to look at my ugly mug in the mirror and feel good about my work.

Remember – not all agencies will do this. As Brits like me (and Aussies) would say, it’s just not cricket.

(Image: Shutterstock)

Posted in: communications, ethics, pr, public relations, social media

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