Strategic Public Relations

Forbes Doesn't Get RSS

Business Logs brings us this unfortunate news about a recent Forbes.com review of the new Industry Standard site.

The worst part of the website according to them is: "The site lets you subscribe to RSS feeds, a complicated, XML-related way of reading news which doesn't serve much purpose here."

Say what?! Clearly Forbes has lost touch with the world of today because in my experience RSS is as simple as putting the URL of the site in my newsreader and having it check the feed daily. When it's updated it reads the new headlines and lets me know. Heck, even if I didn't have a newsreader or web browser the RSS format lets me read the article just by looking at the code itself.

It's sad to see a major publication post such opinions, which are obviously ill informed.

Wow. You can say that again. To add onto PR Opinions' note that blogs are simply a tool, Forbes needs to look at it this way: You have "print this story" and "e-mail to a friend" capabilities attached to each of your stories. Why? Because you want to make Web site content as easy as possible for your visitors to consume and share with others. Well, that is exactly what RSS helps you to do.

Not to mention, as Micropersuasion tells us, "there's money in them there feeds." This also makes RSS well worth learning more about.

For more reasons why RSS rules, check out Business Log's post on Fear of RSS.

Blogversations

Blogversations has been getting a lot of attention lately. I agree with Tom Murphy that it is not a good thing. But it is not evil either. In fact, entrants like this into the blogosphere are to be expected as the medium matures.

Look at publishing. Every PR person has secured an editorial placement in a second or third tier publication. PR people do not frame the placement or order reprints of it. Everyone knows that the publication is not viewed as credibly as other industry publications. Some people call them rags.

Most anyone, bloggers in particular, will be wise to this approach. We all spot "advertisement" printed in the footer of advertorials and we can discern between third party content and a straight ad.

Need another example? Take television. There are a few unique, creative and innovative shows in any genre—comedy, drama, even reality—and three times as many also rans. The good go into syndication. The also rans? Not so much.

To recap: We're giving Blogversations more attention than they are due. This medium is growing. People are smart and will always separate good content from bad content.

Advertising to Overtake NYC

From September 20-24, the largest convergence of advertising folks to date will take place in New York City for Advertising Week NYC. Part of the week's festivities include your chance to vote for the top five product icons and advertising slogans of all time.

My vote? A tough contest for top icon when picking from the likes of Tony The Tiger, Mr. Peanut, the Jolly Green Giant, the Michelin Man and Charlie Tuna. But my vote goes to Smokey the Bear.

Launched in 1944, he represents the longest running public service campaign in history.

Advertising Week NYC will also discuss the economic impact of advertising on commerce, and advertising as a force of social and political change.

It's good to consider your industry/career in the bigger picture. But that doesn't mean others will take it seriously.

Guerilla marketing can be a pain in the butt

This story from CNN reminds us of the dark side of guerilla marketing—not to mention the backside.

A throng of scantily clad men and women in front of Grand Central Terminal, were flashing underwear with "Booty Call" emblazoned on the backside.

The skivvy sighting wasn't about self-expression. It was part of an orchestrated campaign by New York Health and Racquet Club to promote a butt-building class for J. Lo wannabes.

The thing that tweaks me the most about this stunt is that it worked. Or did it?

A Web site created especially for the New York Health and Racquet Club's 'booty call' campaign featured photos that effectively re-broadcast the message at no extra cost. Some 790,000 viewers have visited www.ass-vertise.com, said Darren Paul, managing director at Night Agency, the marketing shop that oversaw the "Booty Call" stunt.

"It would have cost us half a million dollars to get that kind of publicity," said Travis.

Web traffic is a quantitative measurement that, in this article, tells us nothing more than the stunt did get attention. But did that attention translate into more memberships for the health club?

I do believe in guerilla marketing. If only because “consumers are bombarded with roughly 3,000 product messages a day." But I will argue that the only thing separating guerilla marketing from a stunt is strategy and a dose of common sense. Stunts are for folks like Evel Knievel. In any strategy or tactic, make sure that there is some steak behind the sizzle.

Change This

Viral virtuoso, Seth Godin, has a new project out called Change This. The project is designed "to challenge the way ideas are created and spread." What is of most interest to me is his use of bloggers to promote it and quickly give it credibility.

A few weeks ago, bloggers like myself were enlisted to help promote the launch. A day prior to the launch, I get an e-mail with links to each "manifesto." So I have a few hours heads up? I do not feel too inside.

If you do write a review, you might get a link from their press room. After reading about how much Seth loathes pr folk, it is interesting to see him pitch bloggers in this fashion. It must not be what we do, but how we do it.

Well, I dunno if I'll snag a link based on my review. The top spot story is less a manifesto and more a book review of Guy Kawasaki's "The Art of the Start." It's even called a sneak preview from his upcoming book. "Guy encourages entrepreneurs to make meaning, make mantra, and get going." Uh, oh, oversimplified catchphrase speak. That will sell books more than it will change perspectives.

Next comes a piece from Ben McConnell and Jackie Huba on customer evangelism. Safe, but solid, stuff. And then I see more of what I assumed would be sent—points of view on same sex marriages, human rights and sugar drinks' link to obesity. These topics are more inclined to challenge folks.

Then it ends with a soft piece on e-mail etiquette. This is a super odd segue from a piece entitled "Kill Your Children."

The first batch of content from Change This leads me to wonder if it knows what it wants to be. Fast Company meets Bono sounds great, but business innovation and activism change the world in very different ways. Can they play effectively in the same package?

The beauty of Godin's project is that he counted on posts like this one. It is all part of the grand plan.

You can comment, dissect, analyze, summarize, flatter, criticize, agree, or disagree. You can post excerpts, too. And if while reading you pace back and forth, angrily gesturing at your computer while devising a point-by-point rebuttal, please write a manifesto in response.

So are we part of a new movement or an experiment? Either way the project is good, but it needs focus. Change This is trying to be too many things at once.

Martha Stewart & KFC

"Just when I thought I was out, they pull me back in." - Michael Corleone, The Godfather: Part III

All is quiet at my Martha Stewart blog. The blog was a time-based project revolving around Martha's crisis.

Well, someone brought her up over at the FC Now Blog Jam. So I responded.

This kind of interaction is exactly what Heath Row was looking to create. Stop by and join in.

Marketing with Both Sides of the Brain

My first Blog Jam post, Marketing with Both Sides of the Brain, is now live. With any assembly of opinionated folks, there are plenty of great posts going up at FC Now throughout the day. Be sure to train your browser/readers accordingly so you do not miss any of the action.

Blog Jam

Fast Company's blog, FC Now is celebrating its first birthday with the inaugural FC Now Blog Jam. More than 25 guest hosts were recruited, and selected from volunteers, to post throughout the two-day Web event on August 12 and 13.

I'm pleased to note I'm one of the volunteers selected. I'm in over my head with the likes of Robert Scoble, Halley Suitt and Jackie Huba.

Watch for me amongst the prolific posting. Much like another recent Web-based event, we're sure to see some interesting content from all corners of the Web. But every post will point back to Fast Company's core themes—business, leadership, innovation, and change.

How do I know this? A helpful "Host Guide" landed in my e-mail box so I can more easily frame my thoughts and mind my manners. And I'm glad; it should help ensure a great event.

Web/Tech Roundup

Some Monday morning technology links for your consideration:

* Flash? BAD! RSS? Good! PR Blogfather Tom Murphy shifts gears from RSS proselytizing to revisit his anti-evangelist stance on Flash. Bottom line: If you need "dancing baloney" to sell your message, you need to revisit the message. Not to mention, you are preventing anyone from consuming your message easily (read: print, cut and paste).

* Blogging Platforms. The Viral Marketing Doyenne, Greedy Girl, points us to some research on who's using what to blog.

* Text Messaging. Here's a communication platform I'd personally like to harness—text messaging. Media Daily News discusses a company trying to do just that. Turning this word of mouth tool into a research platform makes good sense. I hope they pull it off.

* Know When to Hit Send. The New York Times, perhaps in a move to synchronize its own PR spam, brings us this story on when to hit send.

Enjoy.

Mass Customization

An e-mail thank you note was sent to myself and another colleague from a recent interviewee.

Each note contained a typo. Each typo was different. My typo thanked me for our Monday meeting when the meeting was Wednesday. This error was made more glaring when the interviewee thanked me again for my time on Wednesday.

My colleague's typo was worse. The interviewee referenced a competitor, instead of our company, in this thank you note.

DOPH!

It does not take CSI to figure out that the interviewee spoke with a competitor on Monday.

The above story should make you laugh or cringe. But it speaks to the danger, and ineffectiveness, of mass customized media pitches. What if the thank you notes in question were pitches from a pr person to two reporters at the same media outlet?

WARNING: TRITE REVELATION FORTHCOMING

Truly custom communications are essential to media relations success. One pitch sent to two outlets may be an attempt to increase your odds of placement, but it is more likely a sign that the pitch is not newsworthy in the first place. Disclaimer: This is not ivory tower preaching. I'm guilty of this sin and, as a result, speak from experience.

So, to recap for the billionth time: conceptualize your pitch, pick your target and create your pitch taking your target into consideration. Conduct your pitch. Give it time. Follow-up with your contact to add to the pitch, NOT to find out if he/she got it. After a predetermined amount of time, consider a new, predetermined target—or start the process all over.

Reminds me of "Lather, Rinse, Repeat." No matter how basic the thought or concept, sometimes folks just don't get it.