One Question That Get's PR Pros Dizzy
After reading Chris Brogan’s “Trust Agents” this winter (also found on my Required Holiday Reading List for the Inspired Hustler) I’ve been making a daily visit to his blog and reading his and his readers’ comments, and finally jumped into the conversation on a topic that has some PR folks in constant wonder: How do I reach out Bloggers?
Here’s Brogan’s post that got a lot of responses, please read if you haven’t already:
You can find my response in the comment thread below the post, but here is my exchange with Chris Brogan who responded to my initial comment. What are your thoughts?
My Initial Post:
I’m so very glad you attacked this topic, Chris. I do have to add however that a lot of the guidelines you listed are applicable when approaching even traditional media. I’m in PR myself, and a lot of journalists I meet complain the most about the “pushing” and the endless emails from PR pros, so being the 3 C’s – concise, clear, and courteous should remain as a guiding rule, so thank you for pointing it out.
But with that said, there are some differences with reaching out to traditional media and with bloggers that I would love discussed. For instance – Is the Social Media Release relevant? SMR’s are usually a webpage of a release wherein social media associated with the announcement (such as youtube videos, flickr albums, or podcasts assisting the campaign/news) are included all in one page. SMR’s are supposedly geared towards bloggers, but i’m wondering, do they really catch your attention? Would they help distinguish the announcement from any other plain old press release?
Last question – and this is a little personal to me. I have this long-held ideal that social media could be very beneficial for not only PR clients but PR agencies and pros themselves. PR isn’t the most glamorous job, as I’ve said: we’re notorious for certain practices, primarily those you listed above. I think social media could be helpful for PR agencies and professionals to get to know THEIR audience more – journalist and bloggers. Like you said – to make that connection before we need it. I think the best connections and friendships I’ve made with journalists were very organic, grown because we talked beyond the client, beyond the work – usually about common interests, their favorite online games, or music. I would then begin getting requests from journalists for my clients’ news. I also began sending those reporters news or facts that had nothing to do with my client but everything to do with their beat, and they would sometimes write about it, thanking me for the tip.
So the question — Would you be more attentive to pr pros you meet who engage in your blog, who may have a genuine blog or podcast of their own? Do you think this ideal that I speak of can exist? Is social media a good way to humanize even the PR biz?
Thanks in advance for your feedback, and for anyone who jumps into the discussion. Really appreciate it.
Tallulah
Chris Brogan Responded:
Everything I do has more than one audience. : )
I think SMR’s are useful. Not sure if they’re a requirement. I prefer them myself, but that might just be because I’m a blogger turd. They don’t catch my attention, though (to your second point). PEOPLE catch my attention.
PR people need to live their stories. See also @tdefren, @missusp, @briansolis, and several amazing examples of PR people who live as people between the stories.
I’m thinking if more PR pros were already in our space (One of Us in Trust Agents), then yes.
My Response:
Thanks for a direct reply to the SMR question. I prefer writing SMRs myself, so glad to know they please some folks. Although…”blogger turd”? I think you just coined a term some bitter PR folks can use. However, I doubt it would apply to you. : )
Thanks for the references too. I follow @briansolis, but wasn’t familiar with the others. I’ll check them out. I was going to add @dmscott, but I see from the comment thread that David Meerman Scott is following YOU. I’ve been learning loads from him, and I suddenly feel like I’m in esteemed company.
Lastly, I actually just finished reading Trust Agents, and that “One of Us” concept stuck with me throughout the entire read. I find it such a paradox that PR is based in soliciting trust, and yet a lot of traditional PR is thought to be synonymous with “spin”. I think Social Media is changing that, urging PR people to, as Mr. Scott says, “lose control of their own marketing” and render “messaging” obsolete.
Thanks again for such a great chat. Love getting blogger-related questions answered by actual bloggers.
Tallulah
I'm a bit ritualistic with New Years. I tend to crave for a new calendar or journal every start of the year to plan plan plan. I am like the Monica Geller of planning – which can be a good or bad thing. Good because I tend to never procrastinate. Bad, because I sometimes spend so much time planning, and less time actually executing. That 80/20 Pareto's law really does hold true in this case.
This is a great time to assess what worked this past year, what didn't and how to redirect your energies. What is that 20% of your work that produces 80% of the results in your life or business? Here's a radical approach to planning that I want to share as you evaluate: I recently ran across an old post from lifehacker that talked about Jerry Seinfeld's method for using his calendar to keep him faithful to his writing regimen. His method?:He told me to get a big wall calendar that has a whole year on one page and hang it on a prominent wall. The next step was to get a big red magic marker.
He said for each day that I do my task of writing, I get to put a big red X over that day. "After a few days you'll have a chain. Just keep at it and the chain will grow longer every day. You'll like seeing that chain, especially when you get a few weeks under your belt. Your only job next is to not break the chain."
"Don't break the chain," he said again for emphasis.
For plan-o-holics like me, failure is painful and constant. Painful because we plan too many steps or projects, and constant becuase…well..we plan too many steps or projects. Is planning just a form of procrastination? Rooted in the fear of failure or imperfection? If planners are so afraid of failure, maybe the "Don't break the chain," method is just what we need, or revise that…all that we need. If I see a red chain in my living room that's threatened to break because of my inconsistency – I would DO something.
What is it about your year you don't want to break? What's a practice, or skill' or material you don't want to lose? What habit do you want to form? Much of PR is skills oriented – not much need for technical know how really – it's a people business. You are what you produce, network, and finesse. Here are some PR related habits I myself would like to cultivate, but I think the key is simplicity so I will probably start with just one of these, but feel free to hi jack any of these for your own practice. – Read and comment on a blog related to PR Social Media everyday- Touch one different person a day in my social and professional network
- Blog or Status Update at least once a day
- Read trade news in a new target industry With that, do what Seinfeld says – Don't double dip, and don't break the chain.
Photo Source
After writing my quick post on Google’s announcement regarding their realtime search to include Facebook fan page updates, it made me reminisce on the never ending saga of PR vs. Journalists. Ironically, PR folks lose in their own PR battle when it comes to their relationship with the media.
I often wonder whether social media can become the one mechanism that could help bridge PR folks and Journalists together. A chasm exists between the two due to the nature of the media world. I wonder if PR professionals who participate in social media tools (blogging, vlogging, podcasting, etc.) could somehow find a way to break that barrier.
I’ve been in many a debate regarding this issue, once challenging an entire panel of journalists and PR folks in San Francisco during a 1 hour talk entitled something like “Can We All Get Along?” I had high hopes. I thought, “Finally! We are going to get to the bottom of all this nonsense and find out why there’s such a stigma about being in PR sometimes, and why journalists, generally, are pestered by our existence.
Unfortunately, after about 30 minutes of talk from the panel, it became like any other “Journalist/PR workshop” or a “How to pitch a journalist” panel. Every recommendation on “how to get along” apparently was give to the PR folks. We were the only ones committing crimes against the relationship. Though I agree we can be pestering, I didn’t buy it.
I then asked the question no one wanted to: Why do we have to do all the work to mend the relationship? Don’t you need us too?
The panel and crowd perked up. The reaction was amazing. I think I even heard a few chuckles around the crowd. The panel one by one began responding to me, but the basic sentiment was this:
“That’s honestly how it’s gonna be. You work for clients who pay you to chase us and hound us. You have to be the ones to mend your ways and the bridges you burn or half-burn with the media.”
It may not have been the answer I wanted, but it sure made me happy to hear it, as what was very interesting to see was that PR folks on the same panel accepted this set up as a given. I think that this low morale is a big cause for high turn overs in the PR world. At the end of the day, you don’t want to be called a glorified telemarketer and spammer. No fun. PR pros do so much more than just pitch, and yet bad pitches are sometimes all they are remembered for. Again, shooting the messenger is easiest.
Since that workshop I always wondered if PR folks’ embrace of social media could help dispel some of these misconceptions or at least make the conversation more open. It may also help us not have to make bad pitches.
Imagine, a PR pro so known in the world of journalism (or at least their specific client’s beat, say Hi-Tech reporters) that these reporters check out the PR pro’s blog just to see if there’s something interesting they could write on. No need to ever do the cold pitch to the journalist. Maybe all they need to do is subscribe to an RSS. If they see something interesting, they can ping the PR blogger. Set up the interview. And everyone’s happy.
That’s my pipe dream. I hope my blog can help facilitate that somehow, or find a way where social media can benefit the PR industry itself, rather than just PR clients’ industries.
Can we make it happen? Help me experiment. Start a blog and see : ) then tell me about it. Better give me credit for the idea though. Or I’ll hunt you down. haha. I DO know karate…but more on that in another post.
One GREAT reason to get a FB Fan Page Now!
If you haven’t heard, Google announced this past Dec. 7th that it will be offering realtime search for public Facebook pages. This means amazing SEO potential for FB fan pages devoted to actors, aspiring musicians, small businesses, and other organizations. Maybe even PR proessionals themselves.
Google will also be including MySpace to its realtime search, but with Facebook’s preferred interface and MySpace’s dwindling popularity, I expect this move by Google could make Facebook the first-stop, if not one-stop, site for corporate or entertainment social media activity and initial experiments.
If you want to start a Fan Page,go here: http://www.facebook.com/pages/create.php
You can create a page even if you have no FB account. You could also create a page disassociated with your FB account by registering it under a different email address. If you’re thinking, “Wait. Wait. Wait, Tallulah. I don’t want to publish anything yet. I don’t even HAVE a profile picture.” No worries. You can check a box during the registration process that opts to keep the fan page unpublished until you are ready. Might as well get dibs on your fan page name, right?
And, if you want to hear my pipe dream on PR pro’s use of social media to mend the eternal struggle between PR and the media, here’s a post that just came out.
Yes. 3 from LA library. 1 cost $4 from a used bookstore. Hustle. Hustle.
Long flight home? or lots of idle time while home for the holidays? Here are a few titles to not only pass time with but to feel motivated by. Usually, the New Year brings it’s own wicked spirit that kicks one’s lazy a** into shape. These books will help you plan and ground those pipe dream resolutions. Before spending your hard earned Xmas money from grandma, make sure to check your library, then maybe your local used bookstore. Most of these are fast reads. Hustle wisely.
“The Four Hour Work Week: Expanded Edition” – By Tim Ferriss
Hot off the presses. From the author who coined the term and practice of “life design”, the new edition promises over a hundred added pages chock full of case studies detailing how Ferriss followers have crafted their own escape from 9 to 5 drudgery. Just the book to inspire a spirit of playful experimentation when you hustlers test out projects for the new year. Tim writes with a distinct voice hinting at a rebellious, almost indignant, undertone; it makes this read a true prage turner.
“The Tipping Point” – By Malcolm Gladwell
This book will change how one perceives the world. I believe, along with the Vaynerchuck’s, Brogin’s and Meerman Scott’s of the Social Media Intelligencia, Malcolm Gladwell deserves his own ivory bust on the pedestal. The Tipping Point is a must have for all marketers and communicators keen on studying the phenomenon of “word of mouth” epidemics, which is what leveraged social media is all about.
“Trust Agents” - By Chris Brogan & Julien Smith
This is one of the current Social Media bestselling titles, one I’m right in the middle of and enjoying so far. Brogan and Smith write with a very relaxed and comforting tone (probably to gain my trust), cautiously leading you through their Social Media principles and numerous gaming analogies. They actually call “hacking” what I similarly define in this blog as “hustling”, and probably describe the concept much better than I do. A lot of similarities to be drawn between this book and Ferriss’.
“Getting Started In Consulting” – Alan Weiss, PhD
December is a popular month for fires and layoffs. I think employers see the holidays as a rescue net for those who fall out of the job. As if meeting long distant relatives isn’t hard enough to do without delivering unpleasant news of lost livelihood. But a job loss can be a blessing in disguise, especially for those in the communications field who have wondered about freelance consulting. Dr. Weiss’ book lays out the groundwork and asks very specific questions from the beginning about the extent of your goals, the pace in which you want to begin a consulting career, just so you set yourself up for optimal success. A great glimpse into the the consulting world for those who are forced from “wondering” to “experimenting”.
I whisper to Dogs. I make them smile. SMILE!
My boyfriend has taken up a new midday vice: watching back to back episodes of Cesar Millan’s “The Dog Whisperer” wherein Cesar showcases an undeniable gift for figuring out the message behind a pooch’s a mean bark or, even worse, a nasty bite.
Cesar says, “I don’t train dogs. I rehabilitate dogs, and I train humans.” Seems like, in Cesar’s world, humans are to blame for bad pet behavior. After that line, I was hooked to the episode.
Really!? I thought. Are dogs that sensitive to a human’s changing mood swings, bad habits, and even tragic memories? I was skeptical. But case after case, we watched in pure awe of his apt diagnosis of aggressive dog behavior and how these habits have resulted from their owners’ own weaknesses or confusing instruction. Aside from convincing me of not owning a puppy anytime soon (as I prefer not to start the new year with a furry, disobedient quadraped shedding light on any new weaknesses), I was also convinced that we could learn quite a bit about communication through Cesar’s lessons. The episode today was most insightful as it talked about remaining honest to your own voice and style:
- “Chloe” (a.k.a Peek-a-poo) was a small, cute furry dog that could (and probably did) fit in the purse of her owner. Since the name of her owner escapes me, let’s call her “Jessica”. Though their early relationship promised a pleasant future – Chloe learned tricks with ease and displayed a calm, friendly disposition – the honeymoon didn’t last long: Chloe soon began to show signs of agression. Chloe would growl and bite Jessica during a quick brush down; Chloe became very possessive over choice items, like a nail file, and spend minutes playing tug-of-war with Jessica until the game ended with yet another bite. Jessica was distraught, defeated, desperate.
Enter Cesar.
He listened to Jessica’s story, carefully taking note of two significant points she shared:
1) Jessica noticed how Chloe responded to changes in Jessica’s tone. Jessica generally displays a sweet disposition and her vocal tone is more natural at a higher register. When Jessica reprimanded Chloe, Jessica’s voice would drop down to a tone that she though would convey disappointment. This tone only seemed to excite Chloe further.
Solution: Cesar did not waste time in sugar coating. “Chloe can detect that your disapproval is unnatural.“ Supposedly Chloe knows that Jessica’s true nature is sweet and delicate. Jessica changed her tone from “Chloe, No! Drop that now!” and pulling the nail file from her snout; To, “Chloe? Let it down. Let it down,” while patiently keeping her palm open below Chloe’s mouth until Chloe eventually droppoed the nail file without struggle.
PR in the Age of “Transperancy”: As Social Media becomes more engrained in the standard PR package, the more PR professionals have to deal with that boogie-monster called “Transparency”. Bloggers and SM gurus hark upon it as a Rule #1 when engaging with your online audience, but what is shocking to me is how the idea of transparent and honest communication is a “new” thing in the communications field. No one wants to look second best or even admit to acting like a fool, but in social media both are usually encouraged. Humanizing the web is not only about being honest, but being honest to your written tone and voice. In a way, this blog is a new attempt at further shaping my online voice. I encourage you to do the same – be it blog, FB status update, podcast – experiment. Why not start practicing “transparency” now?
2) Early signs of Chloe’s bad behavior immediately brought back traumatic memories of Jessica’s childhood dog, “Teeny”, who was also a notorious terror. Jessica broke out in tears when explaining to Cesar that her only hope was for Chloe to not turn out the same way.
Solution: While Jessica brushed Chloe’s coat, Cesar engaged Jessica in a calming conversation about where Jessica grew up to distract from past memories and fears of the worst. Chloe immediately responded to the difference in Jessica’s mood and remained more calm than usual.
PR Post Traumatic Stress Disorder: It’s easy to project our fears of a repeating a painful past until it inevitably becomes self-fulfilling prophecy. Failed projects, flawed campaigns, busted strategies – they are what litter a well-decorated media career. I still remember being told off by a reporter, looking like a fool in front of a client, and admitting to colleagues that I was, at that point, winging it. In the business of PR and communication, it’s still easiest to just shoot the messenger. But in a world where experimentation is the name of the game, a crippling fear of repeating mistakes will only cripple. There were days when I felt I was being paid for my courage more than anything else, and I was proud of it. PR takes guts: Own and keep your bravery and instincts; they will ‘ruin’ you then save you soon enough.
So, if you just finished reading this and thought my comparing PR practices to Cesar’s “dog rehabilition and human training” philosophies was ludicrous, don’t hate me. I am in the middle of Chris Brogan’s and Julien Smith’s “Trust Agents” which is a really great read, but very early in the book they make a questionable analogy about New Media and the movie “The Matrix”…I get it, but interesting choice nonetheless…so I think you can forgive me.