Vancouver, BC Canada
Editor, The PR Coach website with 7,200+ PR resources; PR strategist/crisis/coach for hire; former CEO west coast PR agency; writer; PR management consultant
Hi Kirk, thanks for your thoughtful post and for pointing your BS-meter at content marketers who babble without knowledge of real news. The problems with some content marketers and many who are driven by "old" marketing and/or "creative" are three-fold:
- They yell and scream in ways that don't work any more with today's consumers and certainly don't work in social media.
- Their concept of news is not rooted in real news values. They design a very stylish looking newsroom. Then, they fill it up with material that doesn't have news value or useful background for media. Ironically, it's the same blinkered thinking that still drives a few of the remaining madmen ad agencies to create campaigns for awards instead of results.
- They fail to utilize the critical part of social media which is of course "social" and the need for engagement.
In my view, we need to keep marketing far away from brand journalism and leave it in the hands of capable PR and journalism pros. Thanks for your timely reflection on the way forward for content marketing.
1 year, 1 month ago on Getting the news into “brand newsrooms”
I just about choked on my chicken sandwich. Klout as a measure of success? Thanks Gini for highlighting the metrics that matter.
1 year, 2 months ago on How to Measure PR: Use These Tools
Frank, I agree with your view. The biggest challenge is not to add to the noise but to add the highest quality to your content so that is outstanding. If it doesn't touch the heart and the mind, it's advertising ;-)
2 years ago on Content marketing is the new branding
Arik, I'm late to this very useful discussion but thanks for your perspective. The problem with many PR lists is they do include many "social media" pros because that is a big part of PR. I can see the day when we'll be calling ourselves social PR strategists. You can look at Traackr, Klout, GroupHigh and other tools that use algorithms and find a similar problem. They're still useful as a starting point as long as they contain one other element - curation. I wonder if I'm on Cision's Canadian list even though 80% of my readers are US based. Depends how you slice and dice the metrics. Without human judgment, they're only one part of the search for influencers. Thanks again for a valuable conversation.
2 years ago on How accurate is Cision’s top 50 PR/marketing blog list?
@Frank_Strong Having some fun with you Frank. Totally agree social needs to be integrated. Besides there will always be something newer and better just round the corner ;-)
2 years, 1 month ago on Social media strategists will be gone in 2 years
Got me thinking on this one Frank. I think I hear the deafening sound of a vacuum. You mean we won't have to care about the next shiny new thing? No more Farcebook, Titter, Painterest, Bumblr or flogging? Just strategy, research, ROI, media pitching, making a personal phone call, meeting face to face, and results. It will be awfully quiet though I don't know if my millennial colleagues will buy it. Yours in good humor!
Frank, great reminder that the best PR pros know how to solve problems! Thanks for your post!
2 years, 1 month ago on
The answers PR pros need to know | Sword and the Script
Hi Justin, enjoyed your post. You may be right. We probably don't need a definition of PR to help us in our daily work. I agree one definition doesn't fit all and never will fit because we each define and perform our roles differently. I just can't accept the three jargon-laden choices served up by PRSA. We can do better.
2 years, 5 months ago on Debate about PR Defined misses the point
Thanks Jay and Brian for a terrific interview and idea exchange. Mixed into the commentary was a funny irony that jumped out at me. When you talk about the "end of business as usual" look no further than publishing. And yet Brian mentioned John Batelle's new book that will be "out in a year." His book sounds interesting too, though waiting a year for it makes me fidgety and impatient. Look forward to reading Brian's book now ;-)
2 years, 9 months ago on Will You Abandon Your Friends to Seek Real Relevance
Arik, a really valuable post for new PRs. A young PR with traditional public relations knowledge, social media smarts and insatiable curiosity to learn new media will become a hot property.
3 years ago on Tomorrow’s PR pro: Media producer
Jeez, Gini I was just ready to launch my $99 "PR Pros Official Guide to Google+, Motorcycle Maintenance and Shiny New Social Media Recipes."
3 years ago on Beware the Google+ Experts
Funny how some jump in to defend the latest shiny social media tool despite: lack of strategy, poor execution, cluttered design, questionable targeting (early QR adopters in numbers large enough to justify these ads?) and a confusing offer and incredibly complicated fulfillment process.
Just a minute while I turn on my smart phone, wait while it finds a signal, scan the code and wait to get the web page. Now I'll just follow the simple "As Easy as 1-2-3-4" process, while still on my phone:
- Register: by filling in the too-long form. Tap, tap, tap, tap, tap, tap.
- Book" online (no URL or hotlink provided) or call (no 1-800 or any phone number given). Um... people?
- Submit: rebate form requiring me to look up the rebate website address and fill in another form to pre-submit and track my rebate. Then, using a four-step process to first find my IHG (I thought this was a Crowne Plaza deal?) rebate. Tap, tap, tap, tap, tap, tap. Fill in more info, click and find all I have to do is print in the rebate form, attach my bill AND (in Canada) A COPY OF MY MARRIAGE CERTIFICATE!!! WTF?
- Mail: the registration and rebate forms, hotel bill, and marriage certificate off to El Paso Texas to wait for my rebate which is actually a $100 check not a pre-loaded $75 Mastercard. Score, I think.
Even without a strategy and poor execution, now they've made me go through too many hoops and arrived a final stupid requirement for fulfillment. I later discovered in Canada and the US there was also a $100, year long honeymoon special but most consumers would have been long gone by then.
Maybe these marketing geniuses could have instead said: Call us on that cell phone in your pocket or purse. Register with our helpful representative and we'll give you a coupon for $75 off instantly when you book...blah, blah, blah. Simple, much more effective. Oh, and dump that marriage certificate crap would you?
I'm with you on this one Jay! I think I need a holiday... at the Four Seasons.
3 years ago on Does QR stand for Quasi-Ridiculous? (an analysis)
Shonali, thanks for a thoughtful post. Tools like Klout are just that - tools - to be used by people, not an end in themselves. Without judgment, context, interpretation and humans adding value, they're no better than a vacuum cleaner. Mind you, Watson was pretty damn impressive on Jeopardy wasn't he?
3 years, 5 months ago on Why Klout Should Not Be A Synonym For Influence