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Scoop.it!
Something I’ve been thinking about a lot lately: Are we over-relying on media relations in PR? 
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Scoop.it!
Getting major media placements in outlets such as "NBC Nightly News" and The Huffington Post is every PR and media relations professional's dream—and if you can get 1 million or so people to visit your brand's website in response to the coverage, that's icing on the cake. This year, The Ohio State University Wexner Medical Center pulled off this feat using a brand journalism approach. Here's how it attracted so much public attention to the news so quickly....
Jeff Domansky's insight:
Here's a great lesson in brand journalism and how an Alzheimer's medical story went viral.
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Back in March, Edelman advisor Steve Rubeltold us that upcoming PR professionals need to “look at the bigger picture” and “orient [themselves] toward both creating and distributing content”. The firm’s newest tech advisor Burghardt Tenderichrecently gaveThe Holmes Report a more direct version of that statement: “PR needs to grow up and become real content creators.”
Jeff Domansky's insight:
I like his candor. Too many "old" PR people are still stuck putting out news releases, doing cocktail parties or whining about not getting seats at the boardroom table to provide strategic PR counsel. There is just PR and sometimes it involves content, marketing and social media.
Landon Schubert's curator insight,
October 3, 2013 10:54 AM
It is interesting to see how the big names and head figures of the companies look at the upcoming PR professionals. It is maybe because of social media that this view is coming about.
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Here’s another story about how PR and marketing should be best friends: more brands are spending money to bring attention to unpaid media mentions. Edelman’s Steve Rubel tells Digiday that more and more marketers are working to “making sure the press coverage you’ve already earned works harder” by pairing with networks like Twitter or “you might also like” content recommendation services like Outbrain to push more traffic toward those media mentions earned by sheer luck, quality products or…hard-working, press-savvy PR teams. (You knew we’d get there.) The advantage to this approach, of course, is that earned media will always be more valuable than paid. But the ROI is a more difficult to measure for retailers, who have trouble drawing a line between clicks on third-party posts and subsequent sales....
Jeff Domansky's insight:
Smart and easy to add value as Steve Rubel suggests.
debbieleven's curator insight,
August 28, 2013 6:21 AM
A shift in marketing and PR working together. Makes so much sense to get your PR working harder by leveraging social media for coverage already achieved. 
Jeff Domansky's comment,
August 28, 2013 1:52 PM
Agree Debbie and surprising how mant forget to go the extra step.
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For the first time ever, our clients have the ability to generate content in multiple forms--they are content publishers.Historically, the PR industry has revolved around media relations. Over the years, many firms have talked a big game about providing other services, but almost all buttered their bread by generating a mound of media clips for their clients. Are media relations still important? Absolutely. Do we still provide media relations services at Peppercomm for most of our clients? You bet. But, unlike the past, it’s not the focal point; instead, it’s one of many channels that we use to reach and engage with our client’s most important audiences. For the first time ever, our clients have the ability to generate content in multiple forms and distribute via a number of channels, and audience members might even feel compelled to circulate themselves. It’s no longer enough for a consumer products manufacturer to run 30-second TV spots touting their products. Now, they need to understand consumers’ lifestyles and engage in a meaningful, fully transparent way that brings real value to their lives. This is why agencies like Peppercomm are starting to look more like publishers and less like traditional public relations firms. Companies need content that engages audiences and builds their brand’s value among stakeholders. And, if they know the best channels – digital and otherwise – in which to reach their audiences, they need agency partners that can develop content in multiple forms and distribute it effectively....
Jeff Domansky's insight:
PR agencies need to move faster these days to get more social to keep their share of clients in the new social/digital age.
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One of the big focuses in social marketing today is influencer marketing. The idea being that if you can get one person to tell something to their large audience, their audience will listen. For organizations this is seen as less effort and potentially high response. In reality, things aren’t that simple.Let’s take a look at a few things to keep in mind when you approach influencer marketing....
Jeff Domansky's insight:
You'll pick up a couple of useful tips on how to reach out to influencers appropriately but it's also a reality check.
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The current state of media and marketing is constantly changing. And a forward-thinking approach is necessary. Here are 5 tips to stay ahead:
1. Create More Opportunity You have the ability to make useful things faster and better than any corporation. Relying on publicity to get attention is like bungee jumping off a bridge. The adrenaline is groovy, and Cloud 9 is fun. But…then what? Publicity can bring opportunity. But it shouldn’t be your only path. Why? Fame is fleeting. You want to bubble up from the bottom, not float down from the top....
Jeff Domansky's insight:
Fresh thinking to help you respond to swift changes in social media and its impact on every business.
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Open innovation is changing the economics of advertising....
... while open innovation platforms in advertising lend themselves to creative work, they're also being tapped in the production phase of the business. MoFilm, Poptent, and Tongal, for example, focus on video production for television and web films. In every part of the industry, the open innovation model is changing the economics of advertising by switching significant fixed costs to variable costs and sourcing creative from more relevant and, many times, lower cost sources.
Each open innovation agency (and there are many) has its own revenue model, but common to all of them is the basic proposition of expanding the agency's capabilities by tapping the wisdom of a global self-selected crowd of creatives, strategists, and fans. In his research on InnoCentive, the first global Internet-based platform designed to match problems with creative problem-solvers,
Harvard Business School professor Karim Lakhani observed that the further a problem was from the solvers' field of expertise, the more likely they were to solve it. Since few companies have the resources to hire the diverse disciplinary expertise found in open innovation networks, agencies will have to tap these networks if they hope to compete on creative output....
Jeff Domansky's insight:
Advertising is suffering from the same impact of social media as PR and marketing. In many respects the impact is biggest on the traditional advertising model and this post offers an interesting look at how some agencies are responding. One thing's for certain. There is no going back.
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How do you create strong, meaningful, powerful content that sells, converts and engages your customers? The secret lies in creating a fool-proof content strategy that works for each and every website right from a small business to a large corporate site. In creating a content strategy for your website, essential tasks such as keyword research, content gap analysis, site maps and content audits take a back-seat to the creation of a content map, a simple diagram that places key pieces of info at your finger tips.
A content map is an invaluable tool that assists content strategists and it’s elements are the building blocks for your entire website right from content to design to development and marketing. I like to use the content map that Joe Pulizzi and Christina Halverson used on slide 42 of their slideshare presentation – Web Content Strategy – How to Plan for, Create and Publish Online Content for Maximum ROI....
Jeff Domansky's insight:
Great suggestions and description of "content maps." I agree with the authors that Piulizzi/Halverson's content map model is worth a look.
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... Each of the social channels caters to different ways of communicating, of course, such as Twitter, for short bursts of content in 140 characters or less and Pinterest, where you can post for pictures and beautiful images as part of your communications strategy.
But there are plenty of tools in the PR playbook that apply across the board. Chris Vary, executive VP of digital innovation at Weber Shandwick, tackled how PR pros can use three of the main social channels more effectively during a presentation last week at PR News’ Big 3 Conference (Twitter, Pinterest, Facebook).
The presentation, titled “The Big Picture on The Big Three,” included the following tips for using the three channels for PR and communications...
Jeff Domansky's insight:
Really practical tips for PR people or any small to midsize business managing social media.
JCPR's curator insight,
May 1, 2013 4:47 PM
Being able to evolve to fit the ever changing trends of social media is vital. Whoever can adapt will see an uptick in their awareness and will definitely see growth as a result.
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LinkedIn may not be the most exciting or fun social network out there, but it’s an amazing tool for businesses – if you master it and make full use of its features you can really help your business in the long run. I personally use LinkedIn quite often for business reasons (what else, after all?) and I found it has lots of amazing benefits. LinkedIn is great for: - Networking - Lead generation - Promotional purposes (paid and un-paid) The trick with LinkedIn is to know all the little secrets so you can make full use of the popular social network. It has lots of interesting features that not everybody knows about and they launch new ones at a very rapid rate, probably due to their perpetually increasing number of users, so it can be very hard to keep up and know which features to use to get the most out of LinkedIn. This has been bugging me lately so I decided to make a to-the-point list with LinkedIn’s most relevant features for businesses....
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News today from down under that Qantas Airways is closing its Twitter PR account.
What are they thinking?
This is like going back to the media relations days of the caveman.
Australian marketing magazine mUmBrella reports Qantas will shutter its Twitter news account on April 19th. It expects it’s online newsroom to deliver the news.
Jeff Domansky's insight:
Qantas dropped its Twitter news account, making a very curious statement about its social media strategies. It also raises the question of mixing marketing and news in potential crises in the future.
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In a digital and social age, pipes are less important. People are the channel. You don't own or rent them. You can't control them. You can only serve and support them. This new world is disorienting because pipes and people work very differently as channels. Pipes flow out; people flow in. Content is pushed out through pipes, but pulled in through people.
This reversal is shifting the balance of power. Individuals have access to information, tools, and resources once reserved for institutions. Externally, this means a shift in the relationship between customers and brands. Internally, this means breaking down the silos that once divided functions and departments. What used to be a hierarchy with the company at the top is now a network with the customer at the center.
For marketers, this of course changes everything. As part of an awards program that one of us (Cara) created and the other (Mark) helped judge, we had the opportunity to see how hundreds of top marketers in Silicon Valley are engaging customers and growing revenue in this new era. The two most important principles that emerged are that customers make the best brand advocates, and entire organizations make for the best marketing teams....
Jeff Domansky's insight:
Marketers are finding that customers and employees are the best advocates according to this Harvard Business Review post.
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In few professions has the emergence of social media been such a double-edged sword as public relations. On one hand, the “citizen journalism,” blogging, and content-sharing platforms for all types of media have fundamentally altered the traditional print-based business model of professional and trade publications. Information scarcity has been replace by information overload.
Jeff Domansky's insight:
Great social media resource from Tom Pick at Webbiquity.
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Public Relations - Savvy digital marketers who use the methodologies of public relations in a sustained and strategic manner across the board can reap a potential world of benefits. However, I'm of the opinion that although SEO is here to stay, its evolution will lean toward the more traditional practice of public relations (PR) in the coming years. In this article I'll try to… - Back up this claim by looking at industry statistics - Put forward a case as to why PR can be highly complementary to SEO - And, above all, offer some suggestions about how marketers can capitalize on this trend...
Jeff Domansky's insight:
Why PR produces in social media.
amalgeorge's curator insight,
September 30, 2014 9:07 PM
good article that explains why personal relations can be called as the future of digital marketing and highlights some facts that proves it in the market. 
Johncy Matheson's curator insight,
October 28, 2014 7:25 PM
In the Why Pr? Paragraph there is a very interesting depiction ebtween the difference of Pr, Advertising, and marketing.
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While it may not be the norm in public relations just yet, integrated communications is starting to take up more bandwidth in the PR process. At our recent PR Agency Elite Luncheon, PR News spoke with Lia LoBello, a management supervisor at Peppercomm, which captured the Elite Award for Integrated Communications. LoBello shared a few tips on how PR execs can maximize integrated communications. LoBello said that Peppercomm’s motto, “Listen, Engage, Repeat,” is the agency’s driving force behind working with other marketing disciplines. She added that in order to demonstrate their value, PR execs need a “deep understanding” of myriad marketing disciplines and should help decide how melding the various marketing channels together will create the best go-to-market strategy. In helping to create integrated-marketing plans, PR agencies also need to take a “deep dive” into social media, LoBello said. “You need to take a hard look at all of the social channels,” she said. “Using Instagram may require a different approach” than Facebook or Twitter, for example. You have to match each social channel, if it’s appropriate for the campaign, with the ultimate goals of the client....
Jeff Domansky's insight:
Agencies need to get more social. And how!
Peter Wilkinson www.peter.uk.com's curator insight,
September 21, 2013 3:40 AM
Social media business - social media marketing, HR, recruitment, sales, customer service | culture and Internet / social media addiction and trolls - Call Peter on 07930330125 or email peter@peter.uk.com 
Jared Hill's curator insight,
September 23, 2013 1:50 PM
Highly useful information to have in regards to marketing, as well as other perspectives of PR
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In preparation for one of CMI’s upcoming reports, I’ve had the pleasure of meeting with a number of companies that are in what’s being called the “native advertising” space. Through this experience, I’ve come to the conclusion that, while the technique can potentially create significant value, native advertising is actually neither “native” nor “advertising.” It is simply one aspect of the larger discipline we know of as branded content marketing. Native by any other name According to Wikipedia (which I chose not because of, you know, Wikipedia, but because it seemed to be the only place offering one up), native advertising is defined as: “…a method in which the advertiser attempts to gain attention by providing valuable content in the context of the user’s experience. Native ad formats match both the form and the function of the user experience in which it is placed.” In short, native advertising takes content and places it in the context of a publisher’s site. So, whether you think of it as an advertorial, a paid guest post, a sponsored tweet, or just a really extensive ad, it’s basically paying for your engaging branded content to have a prominent and contextual place on somebody else’s platform.
Jeff Domansky's insight:
Robert Rose wrestles with the term "native advertising" and suggests it is neither "native" nor "advertising." I agree and his argument is sound.
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Real-time social analytics and engagement platform NUVI rolled out a set of key new features this week, including a very cool Twitter Group Monitoring function. Recently used by CNN to track national sentiment in the George Zimmerman trial, NUVI’s visual intelligence platform extrapolates data from millions of sources including Twitter, Facebook, YouTube, Google+, Delicious, Reddit, Vimeo, and Flickr to dish up actionable insights for digital marketers. NUVI reports include text explanations and color-coded charts detailing volume, sentiment, influencers, location, and virality of mentions....
Jeff Domansky's insight:
NUVI launches Twitter monitoring to analyze any set of Twitter users in real-time.
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It ain’t easy being a startup. Without a massive marketing budget, smaller companies often find themselves relying on the media to get the word out. While this is no easy task for even the biggest and most polished companies, for shoestring operations, it can be absolutely daunting—especially if none of the founders have any experience dealing with the press. Fortunately, if there’s one thing I’ve learned from my years as both a technology journalist and a startup founder, it’s that most common PR mistakes are pretty easy to prevent. So whether you’re able to hire a a PR pro—or have to DIY the job—here are 10 of the most common PR mistakes that all startups should seek to avoid....
Jeff Domansky's insight:
Startups have unique needs. Here's what NOT to do.
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I recently blogged about consumer brands that had come up with successful Twitter strategies, highlighting ASOS and Nike among others as companies that knew what they were doing with social. Many commenters mentioned that it would be useful to see a similar post focusing on B2B examples and I was obviously happy to oblige.
Twitter is a difficult medium for B2B companies as it’s all too easy to simply view the platform as a broadcast medium and churn out dull corporate messages. But here are six examples of businesses that have managed to buck the trend and create interesting or useful Twitter feeds...
Jeff Domansky's insight:
Terrific case studies and a post marketers won't want to miss...
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Facebook recently launched a new feature which has been used by a number or high-profile journalists in order to host conversations. The feature is currently being rolled out, and all Facebook pages will get the option by 10 July, as will all individual accounts where the person has more than 10,000 followers.
In a similar way to a Reddit AMA (ask me anything), a person or page can take questions in real-time. The Q&A feature was announced on 25 March, and has since been used by Arianna Huffington, ABC News anchor Diane Sawyer, and CBS News senior correspondent and former FBI spokesman John Miller, who did a live Facebook Q&A about the investigation into the Boston marathon bombings....
Jeff Domansky's insight:
Great potential for engagement if you have a large enough Facebook following to qualify. Several good examples to guide you.
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Now, companies must organize for content strategy and marketing. Altimeter’s latest Open Research report (use, share, and we’ll create more, see our body of research) is now available, on behalf of the analyst Rebecca Lieb, Chris Silva and Christine Tran, and include findings from over 70 interviews from across the industry.
Why is this important? Despite an overwhelming trend toward content marketing and the need to continually feed an ever-increasing portfolio of content channels and formats, most organizations have not yet addressed content on either a strategic or tactical level. This report explores scalable organizational models for addressing content needs across the enterprise, and makes recommendations for a holistic program.
Companies organize for content in 6 models: - Content Center of Excellence - Executive Steering Committee - Editorial Board or Content Council - Content Lead - Cross-Functional Content Chief Content Department/Division
Also included in this report are: Organizational Content Requirements and a Recommendations Checklist that brands can use to become actionable, now. Here’s the report, which we hope you use....
Jeff Domansky's insight:
Valuable resource for content marketing, blogging, social PR.
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COUNTERPOINT... I'm probably not going to make friends in the public relations or journalism communities with this article, but here goes. I recently attended an event titled "Meet The Press" in which 5 local business journalists shared their thoughts on how businesses should approach them in order to get press coverage. I was struck by the journalists' imperious attitude. They covered things like how to email them, how often you need to follow up with them and generally how you can kiss their rings to potentially get press coverage. At a certain point, I heard Charlie Brown's mother's voice, but instead of "whah, whah, whah" I was hearing "me, me, me, me." What these journalists don't seem to realize is that they are being disrupted. Let me explain....
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In the wake of Monday's Boston Marathon bombings, it's apparent that we need to continue the conversation about how people and brands communicate during times of tragedy and crisis. Here are some social dos and don'ts to help prepare for a tragedy....
Let’s face it, social media isn't always in the hands of accredited public relations professionals with years of crisis management experience on their resume. Does your community manager know the answers to these questions? Chances are if they don’t then neither does the organization: - Do we comment when there is a natural disaster or national tragedy? If so, what does that sound like? - Cease all scheduled or planned content for X period of time. - Check ad schedule and pull content promotion or campaigns for X amount of time....
Jeff Domansky's insight:
the bottom line is: watch out for marketing mishaps when a tragedy happens. Particularly, don't mix marketing and tragedy.
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In part 1 of this series on content marketing, we discussed the difference between companies that try to close too fast with their potential customers versus other companies that really treat it like a marriage. They take the time to build trust with their prospects through tools like content marketing, which ultimately leads to long lasting partnerships.
With continual advancements in technology, customers have greater access to more data. In this new era of widespread transparency, consumers value a new form of currency: trust and relationships. Content marketing and thought leadership is the key to developing this trust and building stronger customer relationships, which in turn positively impacts the bottom line. In the previous article, we reviewed some ways to actually perform content marketing. In this article, we will see it in action....
Jeff Domansky's insight:
Several good case studies of content marketing success.
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Have to agree. Media relations is now a tiny part of PR.