COMMENTS
Rebecca,
Many PR pros and firms will fight it, but you're right. The future of the PR industry is content marketing, search engine marketing, Website development and social networking, not publicity campaigns.
PR has to deliver measurable and meaningful results, including Website traffic, inbound links, leads and sales. Impressions and ad equivalency just don't cut it.
There will always be a place for strategic PR efforts that strengthen communications and build relationships, but the days of large retainers for limited results are quickly fading.
Thanks for the post.
I agree. Having (in a previous role) managed an external agency, there is often a touch of the black arts going on. It's always advisable to ask for an estimate of the outcome/s expected, and follow up with the PR person if the results are disappointing. Perhaps I'm stating the obvious, but many of us trust the PR professionals and don't want to appear to be too controlling!
Love the videos. Any suggestions on making our own? Did you hire a professional to produce it?
Ummm, I think you pinged more than just "a few friends." It was absolutely appropriate and I was happy to be one of the "pingees", but I think we need to be honest about why/how this was viral. Those of us who got it and passed it on are excited about this stuff (which supports your statement about giving people content they really WANT). Content is critical, and good content needs to be audience appropriate. But do you think it would have had the same impact (or speed of impact) if you had only sent it to "a few" friends--or if you hadn't carefully selected those friends?
I have worked in marketing roles at technology companies, and I've also worked at a public relations agency with tech clients, so I understand all perspectives of public relations.
Years ago, print coverage was king. If an article only appeared online, it was considered OK, but not a grand slam. Eventually, people realized the value of online content and now prefer it. (The bar for entry is/was typically a customer reference, compelling use of product/technology, ROI etc.)
The media industry has changed dramatically in recent years. There are fewer publication, print pages and reporters, so the bar for coverage is higher.
Interesting, original content has always been important, but I think companies now recognize it must be a priority as they seek to reach target audiences through new communication channels and social media tools.
When I originally signed up for facebook and twitter for example, few people I knew where on it, so it was difficult to see the value at that time. Adoption has since skyrocketed, and so has the value of these communications channels.
No matter what tool/channel companies use, it it still critical to define and know the target audience and the best way to reach the. The tools, channels will vary depending upon industry, b2b or b2c.
No matter what channel or tool, the content must always be useful and relevant otherwise, it's clutter and ignored.
great video by the way!
Hi Leon K: Thanks for your comment. The video was something that we made all on our own! I wrote the song, the team recorded the video and I edited it. It took some time, but we're pleased with the results. You should give it a shot!
Rebecca,
I completely agree and appreciate the support on 'doing', as opposed to 'spinning'!
I am currently, albeit slowly, convincing PR clients of the importance of CONTENT and 'doing' something worthy of PR, but this is not always easy. Too many businesses still believe in traditional, non-news worthy/not interesting PR campaigns.
-Lisa Morrissey
P.S. Thanks for the presentation at GeekGirlCamp!
Always good to hear the message about content. What struck me was your reference to energy that is often put toward trying to get ideas out there, when it would be better placed developing great content.
There is so much spoken about Search Engine Optimization etc. that seems to me to be an attempt to somehow "fool" Google. Creating relevant content does require energy but it seems to be much more productively spent there.