Marketing and public relations professional. Writer. Runner. Social media fan. Trying not to care if the Bears lose.
Great post @ginidietrich! As a marketer, I'm a big fan of brand journalism and see the value in it for organizations that commit to it. The problem that could very much inhibit the growth of brand journalism is proving ROI. There are many sceptics of brand journalism of its ability to drive sales. Convincing business leaders of its value will be critical. I don't have all the answers yet, but we will need to work at connecting the dots from brand journalism to the bottom line.
1 month, 3 weeks ago on Brand Journalism: Embrace the Trend for Your Organization
Very inspirational @LauraPetrolino! I also like the reminder that Google is a great safety net: "When in doubt, Google it out!"
2 months ago on How to Fail at Writing a Post for the New Year
Thanks for this interesting post @ClayMorgan. It's important to note the type of crisis it was: one of a viewpoint. A crisis surrounding a brand's products or services is often much more threatening. Even among Chick-fil-A's detractors, there is general agreement that they have a great product and great service. The brand has done a good job of focusing on what it does best, and getting the word out about it.
2 months, 2 weeks ago on Crisis Communications: How Chick-fil-A Weathered the Storm
Thanks Martin and the community here for this right on target list. I especially like Amy Snow's lesson about prioritizing. It's so easy to become fragmented in today's digital landscape. Focus is key. Thanks again and I can't wait to see what 2014 brings!
2 months, 3 weeks ago on Thirteen Crowdsourced Digital Media and PR Lessons of 2013
Good lessons learned, Martin. Although, as others have said I wouldn't retire news releases just yet (though some organizations probably should as they depend on them too much).
Here are four lessons that came to mind for me from 2013:
1. Short-form video offers great potential for those that can use it effectively.
2. Google updates are changing the game for search, with a new focus on quality content and authority.
3. Print and other "traditional" media are not dead, just evolving.
4. Journalists and media professionals need quality PR and communications professionals now more than ever!
Thanks for the post...
3 months, 1 week ago on Six Digital Media and PR Lessons From 2013
Nice post and it certainly appears that short-form content will maintain momentum in 2014. From a brand perspective, I think the key is finding the right strategy and adding a strong creative element. The brands that do this consistently should succeed in the short-form marketing environment. Thanks, Ann.
3 months, 2 weeks ago on Conversation @ http://www.entrepreneur.com/article/229806
This is a nice framework for being more strategic in public relations. Learning is important, but then also applying what we learn is key. Look at successes as well and determine what made it successful and how it can be replicated, perhaps even in new areas. We definitely need more strategy in PR, followed by great execution.
3 months, 2 weeks ago on Six Ways to Be a Strategic Thinker in PR
This is a good example of an effective pitch. It's nice to see one that's been well thought out vs. all the examples of horrible pitches that surface. I like the fact that the post would fit in this community and it's an interesting topic. Audrey obviously did her homework before approaching you and that's half the battle!
3 months, 3 weeks ago on The Cold Pitch and How to Nail One
It's really amazing to me that these posts make it to the public. I can only think that it's because someone with questionable judgment is operating in a silo. Where is the oversight on the agency side? Is there any communication between the agency and the client?
It seems as if someone was left to themselves to decide whether this was post-worthy material, and he or she failed. I understand you want to have confidence in your agency and don't want to handcuff people while at the same time be responsive, but I have to think that if at least a couple people were considering this post it wouldn't have seen the light of day. Perhaps, Gini, looking at this process between the agency and the client is a good topic for a future post...
3 months, 3 weeks ago on Home Depot Crisis: Social Media Requires Being Human
I agree, Gini. There's so much change going on in social right now, some good and some not as good. It kind of forces consumers to make decisions about where they spend their social time. I do also think that Communities was a great move by Google+.
1 year, 2 months ago on Google+ Communities, Twitter Photos Change Social Game
I totally agree, Allen. The best things about the social web are the ability to share your knowledge and at the same time learn from others. Not everyone is at the same point on the social web continuum, and new people are coming on board every day. The more people that do get involved will only make it a richer experience for everyone, whether you're a social web newbie or a veteran.
1 year, 3 months ago on Social Media Learning: Skinned Knees and Cut Lips
Excellent advice! One of the great things about social media is that it gives people a voice. Yet, one of the bad things about social media is that it opens the door to unfair smear campaigns that can garner significant negative attention. Brands can't afford to sit on the sides but need to be actively engaged in managing their reputations online, or someone else will do that for them.
1 year, 4 months ago on Trolls, Smear Campaigns, and Reputation Management
Sound strategy and great execution are the keys to winning marketing and public relations programs. Sometimes I think marketers can feel rushed to show activity and perhaps miss out on the best for a campaign. If I'm not comfortable before the execution phase I feel the need to slow down and regroup at the strategy. More often than not, doing so is well worth the delay. Thanks for the great reminder of that!
1 year, 8 months ago on The Problem With “Down and Dirty” Marketing
Love your blog, but not sure I agree with the thoughts in this post. It's difficult for most people, even journalists, not to create something without their opinion coming through somewhere, no matter how objective they try to be. Even a how to post/article contains opinion. Let's face it, there's not a whole lot out there that hasn't been talked about somewhere at some point. Frankly, that's one of the great things about social media, that more people can share their opinions. If we're going to reserve opinions for only "thought-leaders" we might as well simply go back to the days of media controlled content. I'm not sure even how a thought-leader is defined. Your opinion there may be different than mine.
I'm also a little unclear as to the difference between a rant and an opinion post. It seems as if a person is not pre-identified as a thought-leader, they are under immediate suspicion for posting a rant. In reality that person could have a perfectly legitimate and valuable opinion.
I think the key really is too evaluate it on a case-by-case basis. I would not say that we should dismiss 98% of opinion posts. I've come across great opinions from people online that I'm sure were not considered thought leaders. Just today, I wrote a post that would be considered an opinion post that offered a very different opinion of what a very influencial marketing and PR blogger recently wrote. I didn't mention him by name or misrepresent his argument, but simply put his opinion out there and explain how and why I disagreed. If that would make someone a "thought follower" so be it, but I still feel the thought leader was wrong in what he wrote.
I do totally agree with you on the point that we need to be very careful and clearly make our arguments. Some people are better at that than others. It is our job, as digital consumers, to sort out the good from the bad and the truth from the fiction.
Thanks for writing this post nonetheless. It's a good reminder that we need discernment when surfing the web. Hopefully, we can do it with an open mind to others opinions.
2 years, 7 months ago on Why 98% of Opinion Blog Posts Suck
Full disclaimer, I contribute some posts from time to time but the American Marketing Association in Chicago launched a blog this fall at www.chicagoama.wordpress.com. The posts are usually very practical and include many links to other useful information.
3 years, 3 months ago on Crowd-sourcing your blog reader