Digital PR brain for hire - public relations, content marketing. social media & SEO consultant. Author. Feisty word nerd. #PRprochat founder.
I blog about digital public relations at rockthestatusquo.com.
@ginidietrich @CarrieMorgan @belllindsay Thanks, ladies!! It will run this Friday, barring any more disasters this week.
1 day, 22 hours ago on Seven Step Process for Media Relations
The spam issue is especially significant, because many people still distribute press releases by using the BCC field in Outlook. This doesn't give journalists an opt-out.
My solution? No more mass blasts. Send each journalist the press release individually, prefaced by a short tailored pitch offering a unique angle to your news that fits their needs and interests.
It resolves the spam issue while instilling some best practices behavior and drastically improving your placement rate. If you are sending a custom pitch, hopefully, you'll look at that reporter first to make sure they are a relevant fit to your news, and craft a pitch that fits their needs. Not yours.
It also makes sure you don't have a huge list of journalists not relevant to your story. Who wants to pitch hundreds of reporters? You'll slim down your list to the ones that really matter. Another best practice. =)
4 days, 18 hours ago on Seven Step Process for Media Relations
@JoeCardillo @CarrieMorgan @ginidietrich @Eleanor Pierce I can see it now! It just begs for a snarky meme! Argh, but conscience intrudes, dang it.
BE KIND. We must remember to be kind!!
5 days, 21 hours ago on Seven Step Process for Media Relations
@KirkDGM @CarrieMorgan Aha, thanks for clarifying! Some people use the word "translation" when they actually mean "repurpose." Go for it - just don't translate the entire thing, please. :-D
5 days, 22 hours ago on The Art of the Perfect Press Release Follow-Up
@ginidietrich @Eleanor Pierce LOL - do it!! #littletroublemaker
5 days, 22 hours ago on Seven Step Process for Media Relations
Oh, sure, Gini, blame it all on me! ROFL Love, love, love your article!
Can you email me a great (or terrible) pitch you or your team has received? I need fodder for my Rock The Pitch column on Fridays. http://rockthestatusquo.com/category/rock-the-pitch/
@KirkDGM I'm not sure what you mean by a translation, but you are welcome to use a paragraph or so with a link back to the full article here, or summarize it however you like in your own words. I'd prefer that you don't use more than 10-15% of the actual copy, however. Thanks for asking!
@Craig McBreen Thanks for the comment, Craig!
2 weeks ago on Public Relations, Steampunk Style
@mkornow Marge, thank you so much for telling me that! So many people don't take the time and I really, really appreciate it.
If you ever have questions or topics you want me to write about, shoot me an email or tweet. =)
@AbbieF @CarrieMorgan Abbie, this article refers to the national level, not local or district. Please don't take offense.
My thought is that there is much room to create an online social media resource where chapters can share best practices, ideas, information and resources that would help other chapters be stronger - a single leadership resource and idea sharing platform that all might benefit from. Think of it as national conference online. Maybe that is something I can help create?
I'd also like to see a monthly Google hangout or chat happen where members can talk about their membership and give input. Give them a voice to help shape the value they get from belonging. Learn what is coming up in the next month. Get local chapters or districts the tools they need to hold the same chat at their level for their members, even. What do you think?
To your point about communications from national - even though I have the settings fully enabled, I have never received any communication since last year, so we are trying to get that fixed.
I look forward to finding out what I don't know so I can keep writing about progress and shifts at PRSA. I'm an advocate, if we can get the doors of communication and receptivity open across PRSA, and hope to help make the organization stronger than ever.
These conversations are an AWESOME start. =)
2 weeks, 6 days ago on Five Digital Tactics That Would Bring Fresh Life To PRSA
@mdbarber Love your response, Mary, thank you.
It is absolutely expected to have challenges. I'll take you up on your offer that I won't regret volunteering. Perhaps I can spearhead coordinating a brand ambassador program of member volunteers to help share the load? I think there are dozens of members across the country that would clamor to get involved, if we can harness that power to help the organization.
Would you mind emailing me at morgan (at) rockthestatusquo (dot) com? I'd love to talk to you on the phone if we can schedule a call. =)
@tressalynne I was fully opted in with the correct email address. That doesn't seem to be the issue.
3 weeks, 1 day ago on Five Digital Tactics That Would Bring Fresh Life To PRSA
@amandalhill214 Can you share a little bit about what made you get your APR, and how it might have helped you?
3 weeks, 5 days ago on Five Digital Tactics That Would Bring Fresh Life To PRSA
@amandalhill214 Hi, Amanda! Thanks for your comment.
@AHalberSherm You are so right - that IS a terrible shame. For any industry, the primary trade association should absolutely be the #1 place to find learning and career resources. And for all levels of experience, not just newbies!
It is fascinating how the conversation all seems to be revolving around the minor details instead of the three elephants in the room: horrendous social media (we need a PRSA community manager full-time), stronger visibility from PRSA in critical industry conversations, and collaboration between chapters.
The right community manager with blogging skills could be absolutely incredible in doing ALL of those things.
@AshleyOakes Oh, I totally get that! The free online webinars are completely fantastic - but so much back-end work with no front-end promotion! It's a shame.
With the right effort, I'd estimate 20-40% of members could be doing at least one webinar each month and that attendance would grow a thousand percent.
@AbbieF Perfectly handled, I'm rolling over for a belly rub. Abbie, you are simply awesome and a great example to all of us. Thank you.
@MarinaR I'd love that, Marina! Give me a few weeks to get through the health crisis with my dad, who has brain cancer and came out of a coma a few days ago, then I'll circle back.
In regards to your comment about payments, my point wasn't about the cost, it was about questioning if the value is worth the cost.
For the SIG group, I know the person in charge and have been chasing information since last September. I've asked to be on the list at least three times but always seemed to find out after the fact. Bummer, and now the year is over. Things move far too slowly for an industry in such massive flux. The point behind that was that members should not have to work as hard has I have over the last year to take advantage of the benefits.
My goal of this post was to kick off some important dialog, so thank you for chiming in!
@tressalynne I thought I had carefully gone through "My PRSA" but I'll take another look to see what's up. Thanks, Tressa! You are fantastic. :-)
I have no doubt that many of the local chapters are doing fantastic things - would love to see PRSA have a social media forum or platform that really allows dialog between the chapters. How fantastic would that be!?!
@dbrody Hi, Deborah, thanks! I love the idea of letting the dialog happen, since that creates the kind of change our industry needs. Those resistant to the winds of change break and are swept away.
Your point about solo practitioners is interesting. It would be cool if PRSA did a member and industry survey segmented by the type of practitioner (agency, solo, non-profit, etc.) and title, really delving into where they aren't getting value from membership and their suggestions for new programs. Or use social media as a platform to drive deep into this kind of dialog. How awesome would that be?
One of my favorite marketing brands is Hubspot for the fabulous job they do with content marketing. I'd like to see PRSA move that direction and be run more like a business, instead of a nonprofit.
@ggSolutions123 Change starts with those who speak up, right? Thanks for your great comment. =)
One more thought - why can't we make local PRSA events occasionally free as part of membership, and monthly speaker events only available to members to give them a sense of exclusivity and value? That could boost value of the membership quite a bit, too.
The local Arizona Interactive Marketing Association does something similar and it works very well. The monthly events are free for members and $45 for non-members, and the turnout is fantastic. Annual dues are only $250.
3 weeks, 6 days ago on Five Digital Tactics That Would Bring Fresh Life To PRSA
My apologies for announcing this so late - I've been out of the office for over a week with my dad in the hospital. But for the book giveaway... it goes to Sue Kern-Fleischer! Congrats, Sue, and thanks for the great input. =)
3 weeks, 6 days ago on Wire Services Adrift In Heinous Headlines, Crappy Copy & Invisible Visuals
@JoeCardillo I'm so sorry you lost your mom that way, Joe. Cancer sucks.
We are all human, so we can't help but let our personal life trickle into our professional one in hundreds of ways, big and small. Kudos on being willing to admit not knowing - that is one thing that seems to bind the smartest people together... a strong sense of curiosity that moves them forward into new and interesting things, and an ability to admit what they don't know, but then spring forward into learning the answer. I wish everyone were that way. :-)
Thanks for your wonderful comment!
1 month ago on Lost Friendships and Lost Customers
@Dmurrow Nice!! So what do you think - should we use storytelling in press releases, or stick to just the facts?
1 month, 1 week ago on Wire Services Adrift In Heinous Headlines, Crappy Copy & Invisible Visuals
@Malcolm Atherton Hey, Malcolm - can I email you a few questions on the difference between a content advisory, media advisory and press release? It would make an interesting post.
@SueKern Fleischer I run into that quite a bit, too, where companies won't spend the extra to include an image - even when you explain the difference it makes in placements, they just won't do it. Crazy! It's like being penny-wise and pound-foolish.
@NatalieBering Thanks! How do you feel about using storytelling techniques within a press release?
Not a single comment on my use of fugly? How disappointing!!
1 month, 1 week ago on Rock The Pitch #2
Great post! Removing dates does NOT make content evergreen - I think it hurts more than it helps.
1 month, 1 week ago on Social PR Mistake: Removing the Date from Blog Posts
@Kevin_Raposo Would you say that pitching for a product review is different in any way than other kinds of pitching, Kevin?
1 month, 2 weeks ago on Rock The Pitch #3
@Sherry Butler Thanks for your comment, Sherry! It is really interesting how many journalists responded to my request for bad pitches by sending me a press release, instead of a pitch. It's way over 60 percent, which surprised the heck out of me.
I've been thinking about that quite a bit this week - if they see them as indistinguishable, interchangeable... and what that implies for the industry. Might be interesting to do a survey or something in the near future to explore it!
1 month, 2 weeks ago on Rock The Pitch #2
@Frederik Vincx Using ten different tools for the simple tasks in this linked article isn't exactly a game-changer, IMO - especially given the competition for them - but if you could combine them into one dashboard? Now THAT might be interesting!!
True change in an industry comes when major time-consuming tasks are automated in an integrated fashion that delivers real value. It isn't taking tasks and making them faster, or spending more time using multiple tools than the original task creates, it's a major platform and shift that does something in a big way.
That's why I chose the example that I did - it's a gap opportunity. Plus, insteads of tackling the same social media, SEO or content marketing "buckets" - it is something that is not being addressed for a problem PR pros deal with every single day. It would be interesting!
Plus, instead of a stand-alone solution, it would dove tail perfectly with a pre-existing media outreach and editorial calendar solution such as Vocus, for example.
1 month, 3 weeks ago on Can Public Relations Be Automated?
@SueKern Fleischer Thanks for your input, Sue!
Sometimes it is very hard to see past internal bias' towards the company and brands we support to see the outsiders point-of-view, but it is so important, isn't it? Otherwise, it just won't resonate with media, customers or prospects.
1 month, 3 weeks ago on Rock The Pitch #2
@Kevin_Raposo LOL - you are hilarious, Kevin!
@belllindsay Very hard. Very time consuming, when done well!
1 month, 3 weeks ago on The Lies PR Firms Tell
@jasonkonopinski @ginidietrich @annelizhannan Not always! I'm working with a larger content marketing agency that grabs up work from incredible brands, yet they have virtually no clue what they are doing. It's fascinating. Their success is because their sales team is fantastic. I did a risk, reputation and messaging assessment, then internal training. Granted they are working hard to change things and have truly fantastic people, but the stuff they publish! Their tactics!! #horrors
@annelizhannan I completely agree, Anneliz - companies simply don't know how to hire the right agency for their needs, then end up unhappy when it isn't a good fit. Getting deeply into tactics and what's been for other clients at an agency makes a difference.
Go past the jargon and look at RESULTS from that agency.
And instead of calling that cherry-picked list of client references the agency handed over, google the agency and the names of its staff, then call clients that turn up in that research to get the real opinions.
Be creative, ask deeper questions and invest considerable time before you sign! You'll quickly identify who knows what they are doing and drives real results versus those who just know the right words to spout off.
@ginidietrich SO true that often the sales team - which of course knows all the right jargon and buzz words to drop during the romancing stage - and senior heads are rarely (never) involved once an account has been signed, sealed and delivered. In fact, a client is fortunate if they've even looked over the strategy once the business is won.... assuming there is a strategy.
The larger the agency, the more often this seems to be the case.
The "oversell, under perform" model mentioned below by @bdorman264 is what causes many companies to bounce from agency to agency. Especially true in the digital agency world, where many seem to sell ALL digital services when the truth is that they have a core competency in just one specific segment of that larger field. Perhaps they rock out link-building, but now present themselves as a full digital agency without the skill to back it up, or they are fabulous at media relations, but now sell the full mix of PR, content marketing, social media and SEO without adding the appropriate talent they need to rock outcomes for all four areas.
Perhaps part of smoothing this out is helping companies understand how to hire an agency - what questions to ask that help them see past the flashy lures to the real work being done, and whether that's a fit for their needs.
The second part might be agencies hiring the appropriate talent - assuming it is there to hire - and investing FAR more in training the talent they already have. Too many agencies rely on their teams to educate themselves. Ouch.
And, lest someone think ALL agencies lie, they do not. Just the really hungry ones, or the ones that know how to sell but not implement. Both are sadly common. But not all agencies are like that! #justsayin
3 months ago on PR Women: Stop Trivializing Our Work
@ginidietrich @hessiejones Noooooo! Poop. Scratch him off the hottie list.
3 months, 2 weeks ago on Online Integrity: Are You Who You Say You Are?
@lauraclick @CarrieMorgan @Shonali Thanks, Laura - nice to connect with you!
3 months, 4 weeks ago on Monday Roundup: Success
Thanks for including me in your roundup, Shonali!
4 months ago on Monday Roundup: Success
@JRHalloran Hi, James, thanks for your nice comment! I appreciate it. =)
5 months, 1 week ago on PR: How to Be a Rock Star Account Executive
Thank you, Mark and the great SpinSucks team! Great convo!
5 months, 1 week ago on Join Mark Schaefer for a Special Livefyre Q&A Today
@markwschaefer @CarrieMorgan @ginidietrich Shame on them. There is no excuse for that. Sometimes I think ego gets in the way of common sense and politeness. Ego doesn't excuse being a complete jerk.
(I thought about a much stronger word there, since Gini is gone, but good sense prevailed.).
@markwschaefer @ginidietrich The comments were fascinating - and actually changed how I perceive some of those who engaged by how they reacted to challenge or criticism.
Mark, if you could give one piece of advice to those upselling the c-suite on whether or not they should do Facebook now that reach has been reduced, what would it be? Specifically for those who insist on doing it organically without paid advertising support...