How PR is growing and evolving

The news is dying … sorta◦ The dissolution of traditional media◦ The era of the freelancer / blogger

Blogs – Networks, Corporate, Individuals◦ Networks include WIN, Gawker, and more◦ Individual blogs having influence◦ Rise of corporate blogs … don’t always work

The rise of microblogging, microPR and micronews: Twitter

Podcasts and YouTube – the rise of the online VNR/ANR Social Networks – MySpace, Facebook, LinkedIn, Ning Wikipedia – the knowledge and ignorance of the masses Y! and Google Groups – still powerful, influential, social Message Boards/Newsgroups/Forums – the original

social media, with large readership and influence

Newspapers and magazines shutting down◦ Journalists are either going to

freelancing, personal blogs or blog networks Networks include Daily Beast, Pajama

Media, Huffington Post, Gawker◦ Newspapers are pushing to blogs

Journalists required to file AND blog Relationships are more

important than ever PR is more important than ever

Blogs have become the new media◦ Talking directly to audiences, niche and verticals◦ Networks out there for everyone

From left – Dailykos, Huffington Post, Wonkette From right – LGF, Michelle Malkin, Red State For women – BlogHer, Jezebel General media – B5 Media, Gawker, WIN, Daily Beast

◦ Rise of the personal brand, expert in one or two things Corporate Blogs Don’t Work

◦ December 9, 2008 report from Forrester◦ Only 16 percent of consumers believe corporate blogs◦ Better to engage audiences on popular blogs

Social media is about conversations, engaging the audience

600% YOY growth (source: AllThingsD/WSJ) Explosion of journalists and media on Twitter

◦ http://twitteringjournalists.pbwiki.com/ Explosion of corporations using Twitter

◦ CEOs◦ Corporations◦ Government

Easy to set-up an account and get into conversations◦ http://search.twitter.com – find those talking about you /

your brand◦ Mr. Tweet - @mrtweet – finds followers for you

An opportunity to speak directly to audiences

No need for high-end flashiness, just be real Cheap to implement, easy-to-use

◦ Important is use of tags – what is the video, how it is searched

Examples: GM, Israel

Going where the audience is…◦ Facebook is more college-plus

Average age is now 35, higher socio-economic standing◦ MySpace is music oriented

Younger and lower socio-economic◦ LinkedIn is very professionally oriented

Launched groups in Q408 Higher demographic, higher age

◦ Ning is user created communities From corporations to individuals sharing interests

Getting to the community, wherever they are

The wisdom of the crowds, coupled with the idiocy and biases of the crowd◦ Hard to change data, have

to register and get through the self-appointed editors

◦ Full transparency, though, and can edit for details and information

◦ Ossetia has page – if wrong data, should and can be corrected Either go through the

editors themselves, or set-up account

Full engagement◦ Don’t SPAM◦ WHY should they care◦ WHO are you

Model A◦ Contact moderators of message boards/group◦ Be very informal and friendly◦ Offer yourself up as a conduit to the company◦ You are the go-to person to get what they want◦ Offer up information / access / samples

Model B◦ Join the message board/group ◦ Be fully transparent - who you are, what you are doing◦ Participate and answer questions in a timely manner◦ ABA - always be available

It’s public relations, but at it’s base: public Simple, to the point, paragraph

◦ Use real name◦ Be upfront and honest and simple about the reason

you’re emailing◦ Let them know why you are contacting, and for

whom The basic rules of social media outreach

◦ Be upfront and truthful when working in social media

◦ It is not about the corporate marketing message It is about sharing information, access

◦ Be very on point to specific, appropriate bloggers Bloggers have sweet spots and points of interest, and

they need to be taken into consideration

Social Media is not an end-all, be-all◦ Part of the communications mix◦ Bloggers do not need to write, media does

Should be treated like another tactic ◦ Unlike media, cannot be controlled◦ Unlike media, cannot be harnessed◦ Unlike media, usually does not honor NDAs or

embargos◦ Unlike media, bad pitches are mocked & exposed

Transparency◦ Hot button issue is full transparency

Lack of transparency easily backfires

Forget what you know about traditional PR◦ Social Media is about relationships and friendships and

being human Social Media can be cranky

◦ If the pitch is bad, expect to be exposed Bloggers can be overly cynical and critical

◦ Avoid “marketing” at all costs◦ Be open, upfront and honest in your pitch◦ Tailor the angle to focus on blogger’s niche◦ Be knowledgeable, timely and succinct◦ Gauge interest, gain permission to send material◦ Always include relevant links for more info

Tread very cautiously◦ Be sure what you’re pitching is super-relevant◦ Digital cameras for Photo enthusiasts, food and events for

foodie bloggers, political books for activist bloggers, etc.

Be prepared to be ignored and/or insulted◦ No corporate speak, marketing or overt messaging◦ No press releases as cut-and-paste or attachment◦ Provide links to appropriate material◦ Short and to the point

Monitor conversation in real-time Forget about the follow-up call / email Keep expectations realistic It is about engaging the community

◦ Two-way dialogue, a conversation◦ Comment only when appropriate – do not comment

for comment sake

Blogs are not a fall-back if the traditional press does not bite◦ The press needs to write◦ Bloggers choose to write

It is about “community”◦ Moreso than journalism◦ If you are not part of the community, you are an

interloper / intruder It is not MR – it is CR

◦ Social media is community relations – think of how you work in the community

Jeremy Pepper◦ Email: jspepper@gmail.com◦ Twitter: @jspepper◦ Blog: http://pop-pr.blogspot.com◦ Phone number: 415-449-0669