Marketing and public relations professional. Writer. Runner. Social media fan. Trying not to care if the Bears lose.
Some great tactics here @ginidietrich. SlideShare is a great tool and I think it's underutilized. We've used Twitter's sponsored tweets with some success as well and I think that holds some promise for the future, especially with their lead generation cards and the recent native video announcement. BTW, if you need some assistance handling LinkedIn just let me know...
2 months ago on Offsite Content Marketing: Six Tactics to Reach New Audiences
These are some big sins, for sure. How about the unpersonalized form pitch? Every journalist loves that he or she is one of 500 people to receive that exact same pitch, and that the person pitching has taken the time to get to know the journalist and the audience. The chances of success are non-existent.
Good media relations takes time and strategy. It's too bad these sins continue to be committed.
2 months, 1 week ago on Eight PR Sins Every PR Pro Should Avoid
Great list and I identify with all of these! How about also that many people think our job is just to make things "look pretty." We need to keep pointing to the business value we drive in the years ahead.
3 months, 1 week ago on What Sucks About Being a Communications Professional
@ginidietrich Me too! Wish I was as smart as him...
3 months, 3 weeks ago on Best Webinars of 2014
The crisis management webinar was excellent! Looking forward to checking out Andy's as well. He's always a fountain of practical marketing information. Thanks!
Great point about newsjacking. It's kind of sad also, but now when I see these develop I wonder if some of them have been "engineered." Similar thing with the #ChevyGuy and #TechnologyandStuff. At the least, however, some are pretty entertaining, even if not organic.
4 months, 2 weeks ago on Orchestrating Viral Social Media? Claiming #AlexFromTarget
It's amazing the tools that are available for a remote workforce. You might also want to take a look at Sococo (https://www.sococo.com/). It combines a number of different applications such as virtual offices, voice and video, messaging and more. We use it at our firm and love it!
5 months, 2 weeks ago on A Peek Inside Internal Communications at Arment Dietrich
You hit many of the key points to think about when considering a new social media site. I would say to think about the overall marketing goals and objectives. Would the new site contribute to meeting those? Also, is there a good "fit" between the brand and the social site? Does is it look and feel natural for the brand to be there, or is it just awkward? Very helpful post, thanks.
5 months, 2 weeks ago on Hello Ello: Is the Latest Social Network for You?
This is awesome! So often we think in terms of length of content, but it's really insights and value that generates leads. It doesn't have to be a long piece. Thanks for the post and the landing page resources. I'm going to check those out.
5 months, 3 weeks ago on Use Lead Magnets to Generate Qualified Leads
Your Google+ post reminded me of how most everyone was predicting world domination when it launched. I like G+ and think it offers a lot of value, but funny how things change in just a couple years.
7 months ago on Two Lessons from Most Commented on Blog Posts
@Howie Goldfarb @SusynEliseDuris @stevesonn @ginidietrich Totally agree that budget may make it a mute point. If and when to hire outside help with PR/marketing is a decision each startup needs to make. The author just seemed to make it sound like PR help is a waste of money, at least early on. Of course the opposite is true. Good PR (marketing) helps accelerate growth, and not everyone can do it well.
7 months, 2 weeks ago on PR is More than Media Relations
If startups did hire PR professionals, those professionals could advise the startups to dismiss the author's third point to be on every new social site just because it's the latest. I didn't think there was anyone out there who still thought that was a smart idea... The PR person could also explain to the startup that PR is part of the marketing mix, so the author's fourth and fifth points seem contradictory.
Kind of a scary article. The author is entitled to his opinion, but it would have been better for him to help frame how to think about these areas instead of just saying "do this" or "don't do this."
Great post, Eleanor! No doubt, there is probably more to the story as you said. It never ceases to amaze me, however, how brands make things so much more damaging than they need to be by the way they respond. I wonder if Southwest would go back now and republish the original tweet if they could erase all the bad PR that has resulted. It's imperative that brands learn to manage customer issues thoroughly and quickly before they become larger PR issues. This is a good example we can all learn from.
7 months, 3 weeks ago on Social Listening Gone Wrong: Southwest Polices Tweets
Wow, this looks really good! Looking forward to it.
7 months, 3 weeks ago on How to Write a Crisis Communications Plan
Great steps indeed. It can be tempting sometimes to try and cut corners when it comes to media relations and pitching, but doing so only limits the potential for success. For as much as things have changed, good media relations remains the same. If possible, it also helps to try and form at least on online relationship with the writer. It doesn't guarantee coverage, but it does increase the likelihood you will be recognized and your idea considered.
8 months, 1 week ago on Seven Step Process for Media Relations
@ginidietrich I think it was there, just stated differently. Feel free to stalk any time you like...
8 months, 2 weeks ago on Facebook Manipulates Us and Handles the Communication Exactly Right
I think you're right. If Facebook or any company doesn't think it's wrong then don't apologize for it, especially if it plans on continuing to do what it did. The company loses more credibility if it looks to others like it made a huge mistake. Acknowledge that others have differing views and that you're listening, but there was no wrong committed. Some people who don't have all the facts may change their opinion based on the additional information provided by the company. In the end there will always be some who disagree, but a loss of credibility and trust is harder to overcome.
This is great and I completely agree with your points. It's kind of similar to the hunter vs. farmer approaches of marketing. I much prefer to view potential customers as relationships to be grown and nurtured and feel that's much more effective in the long run. Thanks Bushra!
8 months, 3 weeks ago on Three Psychological Secrets to Turn Visitors into Customers
@ginidietrich You bet, Gini! Thanks.
8 months, 4 weeks ago on Generate Leads and Drive Sales with These Tips
Great post, Gini! With all of the tools available today, it's a perfect time to be a small business owner or marketing and communications professional. All of this technology can really be leveraged to understand customers and prospects better and build closer relationships with them. We're looking forward to starting on Marketo soon and I can't wait!
Interesting story and this does seem to happen quite frequently. The tone of the comments also seems to indicate a rather simplistic view of PR. Isn't PR just about generating massive amounts of views and traffic? Sometimes yes, but sometimes no. There's much more to effective PR.
9 months ago on The Social Media Mob
I definitely saw some Spin on the press release example. Very interesting. Thanks for posting.
10 months, 3 weeks ago on A Reading Assignment: Five Articles You Should Read this Week
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 year, 2 months 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!"
1 year, 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.
1 year, 3 months 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!
1 year, 3 months 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...
1 year, 4 months 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.
1 year, 4 months 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.
1 year, 4 months 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!
1 year, 4 months 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...
1 year, 4 months 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+.
2 years, 3 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.
2 years, 4 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.
2 years, 5 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!
2 years, 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.
3 years, 8 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.
4 years, 4 months ago on Crowd-sourcing your blog reader