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Scoop.it!
Something I’ve been thinking about a lot lately: Are we over-relying on media relations in PR? 
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Scoop.it!
Getting major media placements in outlets such as "NBC Nightly News" and The Huffington Post is every PR and media relations professional's dream—and if you can get 1 million or so people to visit your brand's website in response to the coverage, that's icing on the cake. This year, The Ohio State University Wexner Medical Center pulled off this feat using a brand journalism approach. Here's how it attracted so much public attention to the news so quickly....
Jeff Domansky's insight:
Here's a great lesson in brand journalism and how an Alzheimer's medical story went viral.
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Back in March, Edelman advisor Steve Rubeltold us that upcoming PR professionals need to “look at the bigger picture” and “orient [themselves] toward both creating and distributing content”. The firm’s newest tech advisor Burghardt Tenderichrecently gaveThe Holmes Report a more direct version of that statement: “PR needs to grow up and become real content creators.”
Jeff Domansky's insight:
I like his candor. Too many "old" PR people are still stuck putting out news releases, doing cocktail parties or whining about not getting seats at the boardroom table to provide strategic PR counsel. There is just PR and sometimes it involves content, marketing and social media.
Landon Schubert's curator insight,
October 3, 2013 10:54 AM
It is interesting to see how the big names and head figures of the companies look at the upcoming PR professionals. It is maybe because of social media that this view is coming about.
Scoop.it!
For the first time ever, our clients have the ability to generate content in multiple forms--they are content publishers.Historically, the PR industry has revolved around media relations. Over the years, many firms have talked a big game about providing other services, but almost all buttered their bread by generating a mound of media clips for their clients. Are media relations still important? Absolutely. Do we still provide media relations services at Peppercomm for most of our clients? You bet. But, unlike the past, it’s not the focal point; instead, it’s one of many channels that we use to reach and engage with our client’s most important audiences. For the first time ever, our clients have the ability to generate content in multiple forms and distribute via a number of channels, and audience members might even feel compelled to circulate themselves. It’s no longer enough for a consumer products manufacturer to run 30-second TV spots touting their products. Now, they need to understand consumers’ lifestyles and engage in a meaningful, fully transparent way that brings real value to their lives. This is why agencies like Peppercomm are starting to look more like publishers and less like traditional public relations firms. Companies need content that engages audiences and builds their brand’s value among stakeholders. And, if they know the best channels – digital and otherwise – in which to reach their audiences, they need agency partners that can develop content in multiple forms and distribute it effectively....
Jeff Domansky's insight:
PR agencies need to move faster these days to get more social to keep their share of clients in the new social/digital age.
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The current state of media and marketing is constantly changing. And a forward-thinking approach is necessary. Here are 5 tips to stay ahead:
1. Create More Opportunity You have the ability to make useful things faster and better than any corporation. Relying on publicity to get attention is like bungee jumping off a bridge. The adrenaline is groovy, and Cloud 9 is fun. But…then what? Publicity can bring opportunity. But it shouldn’t be your only path. Why? Fame is fleeting. You want to bubble up from the bottom, not float down from the top....
Jeff Domansky's insight:
Fresh thinking to help you respond to swift changes in social media and its impact on every business.
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News today from down under that Qantas Airways is closing its Twitter PR account.
What are they thinking?
This is like going back to the media relations days of the caveman.
Australian marketing magazine mUmBrella reports Qantas will shutter its Twitter news account on April 19th. It expects it’s online newsroom to deliver the news.
Jeff Domansky's insight:
Qantas dropped its Twitter news account, making a very curious statement about its social media strategies. It also raises the question of mixing marketing and news in potential crises in the future.
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This is the first of a three-part article about Public Relations for SEO.... ...The six Major Public Relations Steps that we followed, which can improve your SEO rankings and increase conversions are listed below. This article will cover the first two, and subsequent articles will cover the rest. - Have Something To Say… About A Trend - Write Your Press Release - Pick A Strategy To Target Journalists - Schedule Your Announcement - Pitch Journalists - Work It Just Before, On, And After The Announcement...
Jeff Domansky's comment,
April 10, 2013 2:38 PM
Includes a really good case study as well as the six steps.
Scoop.it!
Digital PR and Social Media are often thought of as the same thing. Just as media relations is a big part of PR, it is not the entirety of the discipline and so too with social media and Digital PR. PR offline or on is about building awareness, credibility and goodwill. It’s about building a presence and gaining the understanding and support of your stakeholders.
PR has always been about creating a favorable operating climate for a company or organization. Digital PR is no different. It’s about building that presence online, understanding the digital landscape you operate in and developing strong relationships with all the players in your social graph. The techniques include SEO, content development, social media, online newsrooms, websites, blogs and online media coverage....
Jeff Domansky's insight:
Nice look at the contrast between PR and digital PR.
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Remember those days of re-editing and uploading PDFs to the ‘Media Centre’ section on your company website? That’s the antitheses of what Storyboard is trying to do. With Storyboard, the creators are going for the traditional press kit’s jugular. It’s designed to make it as simple as possible to pull together an aesthetically-pleasing, informative page that companies (or individuals) can use to help sell themselves to the press. Here’s how it works....
Jeff Domansky's insight:
Very cool way to create an online multimedia press kit. Well explained.
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Lark: Creative agencies still want to spend all the money on TV The chief marketing officer of CommBank has warned the public relations industry...
Lark said that many PR agencies were not maximising their strategic and creative capabilities and said that creative agencies were a threat. “You should be the owners of content, you should be developing content and managing communities, driving conversations… but I’m terrified as a recovering PR that you won’t get with the program,” he said. L
ark held a senior role in the US at PR agency agency Fleishman-Hillard. He was also chairman of the juries for the CommsCon Awards. He cited PR agency One Green Bean’s recent campaign around the Commonwealth Bank’s Kaching app as an example of where an agency – led by executive creative director Kat Thomas – was using its strategic and creative muscle....
Jeff Domansky's insight:
Lark trows down a gauntlet, challenging PR to up it's game.
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While many people are critiquing the $1.6 million commercials that ran during the Oscars last night, we thought it'd be fun to take a look at something a bit less expensive and a bit more inventive -- the real-time newsjacking that occurred last night during the broadcast over one of our favorite social networks, Twitter.
Newsjacking refers to the practice of capitalizing on the popularity of a news story to amplify your sales and marketing success. The term was popularized in David Meerman Scott's book Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage.
No less than ten brands went into high gear developing tweets that riffed on the Oscar broadcast as it happened. Much of this newsjacking was captured by the hashtag #oscarsRTM created by Edelman's David Armano. Follow along as we take a look at how some brands approached newsjacking...
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...I was recently sitting in a webinar on news releases with my co-workers when the presenter recommended we tweet our news releases to promote them. I felt like gasping out loud. I tried to hold back and finally I just couldn’t. “I just have to say I do not agree,” I blurted. Our intern looked up curiously and asked why. My reasoning? Would you sit down with your friends and read your press release to them? No. Would you read it to a group of prospective new business clients? Would you pass it out to people as you walked down the street? NO. Or at least I hope not.
I have been asked many times to tweet a news release and every time it makes my blood boil. That’s not social. It’s not a conversation. It reminds me of the annoying person that only likes to talk about themselves, constantly. No one cares. It’s like shoving dry cereal down someone’s throat without stopping to offer them milk. And my favorite reason, “if you tweet it the media could see it.” Oh please, I assure you the media isn’t going to pick up your news release because you blasted it on Twitter....
Jeff Domansky's insight:
Great reminder that news releases don't qualify as a conversation in social media.
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...The title of the evening meeting – one in the CIPR’s Social Summer series of conversation and networking events – at which some 50 or so people took part was the central question raised in an assessment of the broad digital landscape that’s in our PR view, from what was on our radar in 2012 to what we can’t avoid in 2013. The focus clearly was on the social web and tools and channels, and where they fit into our overall communications and business picture. So the conversation centred around five areas that are unquestionably in our faces right now: Influencer marketingNeutral point of viewContent curationContent marketingBrand journalism...
Jeff Domansky's insight:
Neville Hobson explores social PR and six other important social media elements from a recent presentation.
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In few professions has the emergence of social media been such a double-edged sword as public relations. On one hand, the “citizen journalism,” blogging, and content-sharing platforms for all types of media have fundamentally altered the traditional print-based business model of professional and trade publications. Information scarcity has been replace by information overload.
Jeff Domansky's insight:
Great social media resource from Tom Pick at Webbiquity.
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Public Relations - Savvy digital marketers who use the methodologies of public relations in a sustained and strategic manner across the board can reap a potential world of benefits. However, I'm of the opinion that although SEO is here to stay, its evolution will lean toward the more traditional practice of public relations (PR) in the coming years. In this article I'll try to… - Back up this claim by looking at industry statistics - Put forward a case as to why PR can be highly complementary to SEO - And, above all, offer some suggestions about how marketers can capitalize on this trend...
Jeff Domansky's insight:
Why PR produces in social media.
amalgeorge's curator insight,
September 30, 2014 9:07 PM
good article that explains why personal relations can be called as the future of digital marketing and highlights some facts that proves it in the market. 
Johncy Matheson's curator insight,
October 28, 2014 7:25 PM
In the Why Pr? Paragraph there is a very interesting depiction ebtween the difference of Pr, Advertising, and marketing.
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Here’s another story about how PR and marketing should be best friends: more brands are spending money to bring attention to unpaid media mentions. Edelman’s Steve Rubel tells Digiday that more and more marketers are working to “making sure the press coverage you’ve already earned works harder” by pairing with networks like Twitter or “you might also like” content recommendation services like Outbrain to push more traffic toward those media mentions earned by sheer luck, quality products or…hard-working, press-savvy PR teams. (You knew we’d get there.) The advantage to this approach, of course, is that earned media will always be more valuable than paid. But the ROI is a more difficult to measure for retailers, who have trouble drawing a line between clicks on third-party posts and subsequent sales....
Jeff Domansky's insight:
Smart and easy to add value as Steve Rubel suggests.
debbieleven's curator insight,
August 28, 2013 6:21 AM
A shift in marketing and PR working together. Makes so much sense to get your PR working harder by leveraging social media for coverage already achieved.
Jeff Domansky's comment,
August 28, 2013 1:52 PM
Agree Debbie and surprising how mant forget to go the extra step.
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Real-time social analytics and engagement platform NUVI rolled out a set of key new features this week, including a very cool Twitter Group Monitoring function. Recently used by CNN to track national sentiment in the George Zimmerman trial, NUVI’s visual intelligence platform extrapolates data from millions of sources including Twitter, Facebook, YouTube, Google+, Delicious, Reddit, Vimeo, and Flickr to dish up actionable insights for digital marketers. NUVI reports include text explanations and color-coded charts detailing volume, sentiment, influencers, location, and virality of mentions....
Jeff Domansky's insight:
NUVI launches Twitter monitoring to analyze any set of Twitter users in real-time.
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... Each of the social channels caters to different ways of communicating, of course, such as Twitter, for short bursts of content in 140 characters or less and Pinterest, where you can post for pictures and beautiful images as part of your communications strategy.
But there are plenty of tools in the PR playbook that apply across the board. Chris Vary, executive VP of digital innovation at Weber Shandwick, tackled how PR pros can use three of the main social channels more effectively during a presentation last week at PR News’ Big 3 Conference (Twitter, Pinterest, Facebook).
The presentation, titled “The Big Picture on The Big Three,” included the following tips for using the three channels for PR and communications...
Jeff Domansky's insight:
Really practical tips for PR people or any small to midsize business managing social media.
JCPR's curator insight,
May 1, 2013 4:47 PM
Being able to evolve to fit the ever changing trends of social media is vital. Whoever can adapt will see an uptick in their awareness and will definitely see growth as a result.
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Social media is changing the way marketers do business and that doesn't exclude PR and Communications professionals....
... Social Media changed the game. PR for much of its history was focused on influencing the top 50-odd media influencers in a client’s market; in the past 5+ years our purview has dramatically expanded. That original list of 50 reporters has expanded to include interacting with thousands of end-users willing to engage with the client brand on a daily basis. Add to that dramatic expansion of targets the fact that brands have new opportunities to relay their messages in an integrated way across Earned, Owned and Paid Media, and it amounts to a true sea change. Today’s work bears little resemblance to the work we were doing 10 years ago. And thank goodness for that. Communications has become a far more interesting and valuable discipline....
Jeff Domansky's insight:
Todd Defren shares insight on the evolution of PR.
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Brands struggle to produce interesting, engaging online PR content. Find tips and tricks to help make your company's news more newsworthy....
When bloggers and media become annoyed by irrelevant content, they’re not all that likely to write about your company or contact you for expert opinion on industry news. At the same time, when it comes to brand content, customers don’t like to have to dig for the information they need to make buying decisions. They may even stop reading your missives altogether and miss out on the real news. This is not a good thing.
The problem, then, is two-fold: too much non-news content, and poor targeting of good content. Ideally, you will create relevant, targeted content, whether for customers, prospects, investors, distributors, or other groups who may have an interest in your company news. Then it needs to reach that specific group. Avoid confusing your different audiences with fluff content and news announcements because you feel it’s time to publish something new just to attract their attention. “More” attention isn’t nearly as desirable as the right attention....
Jeff Domansky's insight:
No news and poor targeting are always a recipe for bad PR.
Brooklyn Quevillon's curator insight,
April 11, 2013 11:09 AM
Very intersting and engaging online PR content.
Scoop.it!
When Should PR Pros ‘Tell Journalists How to Do Their Jobs?’ Doh...bad PR... Well here’s a highly fraught debate: to what degree should PR pros manage the message in content created by the journalists they pitch? When does “making helpful suggestions” turn into “telling journalists how to do their jobs?” This week journalist Jim Romenesko (who everyone in media should follow on Twitter and Facebook) brings us a couple of cases in which he and some of his colleagues believe that PR pros went too far. In the first instance, a reader who is also a newspaper editor received an unusually bold pitch from a man who claims to transcend the traditional role of the flack...
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...the shrinking newsroom doesn’t mean doom for the PR profession. According to Pew, there are many other new players producing content that “could advance citizens’ knowledge about public issues”—such as Kaiser Health News, Insidescience and the Food and Environment Reporting Network. And whatever sector you’re targeting (for-profit or nonprofit), there is a trove of Web sites that can serve as a conduit to your audiences and constituents.
Social media is also filling the void. In an admixture of the old and the new, using social channels to spread the word plays into how people have gravitated toward news and information since we crawled out of the ocean: learning from our friends and family. Social networking, the report added, is now a part of this process: 15% of U.S. adults get most of their news from friends and family this way, and the vast majority of them (77%) follow links to full news stories....
Jeff Domansky's insight:
Smart PR people know how to create their own opportunities.
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An infographic shows a side-by-side comparison of public relations skills and tools from a decade ago and today.
...At the turn of the century, PR practitioners were faxing pitches and mailing press kits. Today they’re tweeting pitches and emailing virtual press kits.
Jeff Domansky's insight:
A fun infographic contrasting PR Then and Now...
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Very cool tools: 10 Great Apps for #PR Professionals Thinking on your feet is essential for any PR pro. For example, consider the NFL Super Bowl XLVII ads. When Oreo leveraged a current event the second it happened, it resulted in a free to low cost campaign that earned nearly 15,000 re-tweets and more than 20,000 Facebook likes. The catch is, in order to be on top of these current events, sometimes you need to be plugged in. This quick line of communication and organization depends largely on people moving quickly with technology. Below you’ll find ten mobile apps that will help you become a PR champion on the go....
Jeff Domansky's insight:
Several of these apps have proven a PR asset to me. You may find others as well in this excellent list.
Leonie vander Westhuizen's curator insight,
February 17, 2013 2:26 AM
Great to add this to my teaching of PR
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Few domains in business and society have been untouched by the emerging social-media revolution—one that is not even a decade old. Many organizations have been responding to that new reality, realizing the power and the potential of this technology for corporate life: wikis enable more efficient virtual collaboration in cross-functional projects; internal blogs, discussion boards, and YouTube channels encourage global conversations and knowledge sharing; sophisticated viral media campaigns engage customers and create brand loyalty; next-generation products are codeveloped in open-innovation processes; and corporate leaders work on shaping their enterprise 2.0 strategy.
This radical change has created a dilemma for senior executives: while the potential of social media seems immense, the inherent risks create uncertainty and unease. By nature unbridled, these new communications media can let internal and privileged information suddenly go public virally. What’s more, there’s a mismatch between the logic of participatory media and the still-reigning 20th-century model of management and organizations, with its emphasis on linear processes and control. Social media encourages horizontal collaboration and unscripted conversations that travel in random paths across management hierarchies. It thereby short-circuits established power dynamics and traditional lines of communication.
We believe that capitalizing on the transformational power of social media while mitigating its risks calls for a new type of leader. The dynamics of social media amplify the need for qualities that have long been a staple of effective leadership, such as strategic creativity, authentic communication, and the ability to deal with a corporation’s social and political dynamics and to design an agile and responsive organization....
Jeff Domansky's insight:
Social-savvy CEOs may be a competitive advantage in the future. This McKinsey Post explores the challenges and how GE is responding. A valuable, must-read for every communication and content marketing strategist.
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Have to agree. Media relations is now a tiny part of PR.