Account Executive @Identity. PR Pro, MSU alumni, dance enthusiast, had an awesome stint in Boston. Love making new connections!
@ginidietrich @martinwaxman Yes! I think that's exactly what PR courses need to be - constantly integrating with the changes in the industry lead by people that are living it. I would have signed up!
2 years, 2 months ago on 10 skills the PR pro of 2022 MUST have
You know what really boggles my mind? Where are these people getting their target outreach list from? I think it'd be interesting to know how much time they put into not only finding the people, but also aimlessly pitching all of them and if they ever see any results at all. The best part is that there are sooo many tools out there to help you target better (and are much easier than Bacon's), which obviously equals much better results. If you check out traackrone.com there are hundreds of top 50 influencer lists done for you (yes, I do work for Traackr, but just couldn't see a way around mentioning this)! Subscribe to a list and voila, you actually have RELEVANT and engaged influencers at your fingertips. Aside from Traackr One there are a ton of other tools out there as well - just find one that works and utilize it. Now, the process of engagement with the people that come up on these lists is up to the professional...and I suppose a good starting point would be to read this blog post again ;)
2 years, 2 months ago on How to Pitch a Story Like a Pro and Get Results Every Time
@ginidietrich I agree! The industry has changed so much just within the last 3 years. If college programs don't change just as quickly, there is going to be a huge gap between what employers need in new graduates and what skills they've actually acquired and can bring to the table (yet another reason why internships are SO important!) Personally, most of what I learned in college isn't really useful to me in my profession anymore and I've definitely taken crash courses in a ton of things I think I should have had base knowledge of. It's a shame.
Thanks for this article, Arik! It lays out some great points.
I know this comment is coming a bit late, but I just stumbled upon it and had to mention that not too long ago I was talking to an in-house brand PR director who was telling me how they had recently transitioned from having one agency of record to just having multiple independent consultant that specialized in different pieces of their business. He said he found it was not only much more cost-effective based on the somewhat limited budget they had for outsourcing their PR efforts, but also dramatically helped improve their bottom line. It was an interesting conversation and I think really compliments what Kellye is talking about here.
2 years, 2 months ago on Bigger Is Often Not Better: Independent PR Pros Play a Key Role
Thanks for sharing this, @HeatherWhaling ! From the discussion going on here, it seems like in addition to what you wrote, the keys to avoiding burnout is trust, knowing when to take a break and most importantly, wine! Sounds about right, I'll definitely keep this in mind. :)
2 years, 3 months ago on HOW TO: Avoid Burnout at Work
Congrats to you and Geoff! I really look forward to checking it out.
2 years, 3 months ago on Marketing in the Round is Here!
I see the value in this for all parties, but also see why there is so much controversy around it. Blogging started as a totally transparent way to simply share your thoughts and experiences and connect with people. I completely understand that as the Internet has evolved, these bloggers have gotten very smart in building a brand for themselves by accident or on purpose - which requires a ton of work and deserves compensation. However, I worry that as more and more people begin to blog, it will be for the wrong reasons. It will definitely be interesting to see how it all plays out.
2 years, 3 months ago on Mom 2.0 Summit: Brands should expect to pay bloggers for content
Thanks for the @traackr mention, @Shonali ! Also have to say this is a great post - I'm really enjoying the discussions going on. In addition to all the points mentioned on here, I also find it helpful personally to just remember media contacts are people and if you treat them as such, they'll usually do the same in return. I know it sounds silly, but sometimes I feel like pitching puts you in a different mindset and interactions can be much more dry and unpleasant on both ends.
2 years, 5 months ago on The Anatomy of the Perfect Pitch
@Shonali@pierreloic Ha! Great idea. Although @dskaletsky will be going instead of me, so we'll have to make sure it is at least recorded because I can't miss that.
2 years, 6 months ago on L-O-V-E for Social Businesses on Valentine’s Day
Thanks so much for the Traackr shoutout, @Shonali! We are among some great companies there, and are truly honored. And I really loved your Valentine's spirit - well done! Next career for Shonali Burke? Songwriter! ;) Happy Valentine's day!
Well said, @ginidietrich and well done to FedEx. It's nice to see large corporations learning from other's mistakes and successes. Also nice to see PR perhaps getting some credit for these positive things ;)
2 years, 7 months ago on FedEx Customer Video Turned Good PR
Great topic, @Shonali ! I'm always curious whether situations I'm in would be different based on the people I'm with. My guess is yes because other people's reactions would have been different. Either way I think as a business owner you need to be really careful to put any of your personal biases or racial notions aside because it's just simply not good business practice to treat your customers different merely based on their race, gender, height, weight, etc.
2 years, 9 months ago on Judging a Book by its Cover
Thanks for the Traackr mention Jeff! Like you mentioned, there is no way a machine will ever be able to understand human sarcasm - sometimes I don't even understand it! The important piece for us with this release is that we give our users a manageable amount of data to work with, so the manual piece is actually possible.
Aside from that, thanks for this really great round-up of posts here. @ginidietrich is one of my favorites. She put another post up earlier this week around integrating marketing and sales, it's a worthwhile read as well. Looking forward to reading everything else. Happy Halloween!
2 years, 9 months ago on Five for Friday Halloween Edition
Great post Shonali! Love the tips - especially the one about not scheduling anything the week you get back. I've made that mistake as well. Now all I have to do is find the time to make for a vacation! ;)
3 years ago on Businesses Don’t Go on Vacation… But You Do
These are really great points Justin, but I can't help but add to your first point that if you have the budget there are tools that will help you cut out a lot of time and money spent on compiling this data. One of my colleagues from Traackr actually recently wrote a post on manual influencer discovery and how costly it can become. You can check it out here - http://traackr.com/blog/2011/06/manual-influencer-discovery/.
I also appreciate how thorough you are in finding out who these people really are. Whether it's a mom or a 20-something single guy I totally agree that this kind of research needs to happen before reaching out.
3 years ago on 10 best practices for blogger outreach to moms
@cjstem @ginidietrich Definitely, wasn't trying to keep that a secret - I'm an Account Manager with Traackr. I'm really sorry to hear about your experience with the tool. Unfortunately it is a bit difficult to be notified of things like this online, so while we do try to look out for them, they may get past us at times. We would never say we're perfect, but the approach we've been taking to influence as a contextual and dynamic idea has been one that others have caught on to and it has helped us get closer and closer to developing the most useful tool available for the space. I'd really like to hear the rest of your experience with the tool - we are always trying to find ways to improve. Please DM if you'd like.
3 years, 3 months ago on Peer Index vs. Klout
@cjstem @ginidietrich Completely agree. There is no tool that will ever be able to completely replace human interaction (and shouldn't), but a good one will decrease the amount of time someone has to invest into finding the right people. Money and time saved in this process can be extremely significant.
Thanks for sharing these thoughts Gini!
A lot of the companies that claim to find influencers don't take context and relevance into consideration, which is really the most important piece of someone's influence. As you pointed out, the wild science adventure camp wasn't at all relevant to your client, but they showed up because in the very broad context of one keyword that you put in, they matched. It takes a lot more than putting in one keyword to come up with a full list of relevant influencers. If want to find people with more than high numbers and that are truly influential in a certain space, you have to find a tool that is much more comprehensive and be prepared to put some work into developing that list.
Thanks for the reference, Shonali. Here's the post - Influencers Can't Cure Suck http://traackr.com/blog/2011/03/influencers-cant-cure-suck/. On a side note, this a perfect post to share on a blog titled, "Spin Sucks" ;) @Shonali @Neicolec @HowieG
3 years, 4 months ago on PR’s Problem Is A Familiar One
What a great post by Kary with some really great points! Defining goals is so important. You can have a great list of people, but if you don't appropriately interact with them, your campaign will be pointless. Making sure the list of influencers you have truly fit the campaign you're running is a great point too. What's the point of doing anything if the people aren't relevant to your campaign??
In the end whatever you end up doing, one thing is for sure - it doesn't just come down to a simple phone call and a follow-up e-mail anymore. A colleague of mine recently wrote about the importance of sharing an experience, not news, when it comes to influencer engagement. It was actually inspired from the very same SXSW panel as this one was. You can check it out here - http://traackr.com/blog/2011/03/influencer-engagement/
3 years, 4 months ago on PR’s Biggest Mistake When Working With Influencers
Great post, Justin. The point you and others in the space have made about thinking outside of the "A-listers" has a lot of truth. I think another important aspect to this is that often the "A-listers" are actually influenced themselves by those in the magic middle, or even below the middle. At my company, we have always pushed the concept that influence is truly contextual and anyone who is very relevant within a space can potentially have much more impact on your brand than someone who covers many topics. The huge publications that have a responsibility to get out a lot of content usually look to influential people within specific topics because they trust them and know they'll have good information to share - getting in with "the people who influence the influencers", as we like to say, can be extremely effective and is a much easier outreach process as you said.
3 years, 5 months ago on Why it doesn't always make sense to go after A-listers
Sorry, little late to the conversation, but...
I really enjoyed this article and video! I'm interested to know how PR pros are approaching influencer outreach and how it differs from the traditional media relations approach. Within these approaches seems to be much more strategy, and so to me it seems like it may be easier to switch your focus to a smaller number of people, rather than a list of 500. Influencer outreach requires more listening, monitoring and engagement, so I wonder if it is actually better to think smaller and focus on a more manageable number. I realize that this depends largely on the goals of the campaign, but I'd be curious to know how much of a difference this would make on the outcome of a campaign (small versus large outreach number).
Also, one important piece of influencer measurement that I think was overlooked is how much activity one can generate within their community. They may have a large audience, but if they don't have the ability to motivate their community to take action -whether it's purchase something, reading something, etc. then they're not going to be very helpful to any campaign.
3 years, 6 months ago on Online Influencers: Who are they and what do you do with them?
@Shonali Yes, we definitely do. I'm going out of town next week, so I'll be sure to get in touch with you when I'm back. Look forward to it!
3 years, 7 months ago on On Influence In Public Relations And Social Media
Really great post, Shonali. I think all of your points were dead on, but seeing as how I work for a company whose main goal is to idenfity influencers, I just have to point that there are tools out there that work far better than Klout - they just aren't free unfortuantely. We have some really great developers and intelligent minds behind us at Traackr working to build one of the largest databases of influencers available, but what it all comes down to (as we've always said) is that influence is completely contextual and, like so many people have commented on here, someone with a ton of followers and re-tweets isn't necessarily going to be the contact you want for your client or yourself. I definitely agree that a lot of times it comes down to good old- fashioned hard work, but with all of this technology at our fingertips, it is also equally important to be smart about where you put your energy and make sure you find the right tools to help you because that can end up saving you loads of time and energy in the end. Then once you find them it's just a matter of utilizing them (probably a topic for a whole other post)!
I hope to chat soon and thanks again for yet another very conversational-provoking post!
@Danny Brown We actually begin all of our campaigns with a keyword list. Then through those terms, we retrieve the matching content and turn it into people, or influencers.The posts that are compiled contain perfect matches of the keywords that our client had input, so thisw ensures that the results are relevant to the campaign goals. Our PR 2.0 list is available at http://lists.traackr.com/PR2dot0 for an example of a finished product. Would also be happy to chat!
3 years, 8 months ago on The Problem with Influence
Great post, couldn't agree more Danny. At Traackr, we have written numerous posts around this topic and looked into the ways in which context plays the largest role in influence. While other important factors go into it, whithout the relevance piece, it really isn't a full influence scoring. To quote Gary Vaynerchuck, "if content is king, context is god." Gets the point across at least...
What is really interesting is that a lot of times, the large influencers who reach the most people are actually very difficult to get a hold of and actually get a lot of their information and even opinions from the smaller influencers who have much more knowledge in their topic area (or more relevance). Just because both of these types of influencers play different roles doesn't mean either of them is less influential than the other. Their influence just comes in different ways.
Any tool that is good at identifying influencers will recognize this, and not count reach as the only important piece of influence. Another important piece to note is that taking more than one or two platforms into consideration is very important to an overall view of someone's influence.
Thanks for sharing your thoughts on this so candidly and for the great conversation you've started! (http://traackr.com)