Strategic Public Relations

YouTube & Consumer-Generated News

According to a Guardian story (reg. req.), MySpace just took second place (vs. SecondLife) to YouTube in terms of traffic.

At the same time, news outlets near/local and far/international are recruiting viewers to submit news content to test the social media waters and learn how to do more with less.

So riddle me this. Why hasn’t a mainstream media outlet simply launched their citizen journalist initiatives in partnership with YouTube? This would make it vetted and popular. It would also be easier to pull together with content that was much more viral (read: more traffic to the mainstream outlet’s site).

On that same note, why hasn’t YouTube created the YouTube News Channel—a completely citizen journalist-based news desk? It might provide spotty coverage, especially at first. But it would also be the first news program driven completely by user interest and user content. The ad dollars would be sure to follow.

261 YouTube groups pop up when you search for news on its site. The topics range from the silly to the sublime of course. Supporting my theory, I found The Cincinnati Tube, a channel “dedicated to all content related to the Cincinnati area: news, politics, arts, life in general.”

As mainstream media realizes it needs social media, they are missing the point, and the clue train, by creating their own in-house solutions to tap into it. The equation for mainstream media’s online future is open source + on demand.

citizen journalist uploaded by niznoz

tags | social media | news media | YouTube | MySpace | CGM | mainstream media | citizen journalist consumer-generated media

"Deep Thoughts" on the Third Screen

PSP-toting kids can receive RSS feeds. Mobile phone cameras can narrowcast video straight to TV. And now, as text messaging becomes the preferred mode of communication for younger folks, even e-mail is losing ground and perceived as dated.

Damn I feel old.

For me, using the computer is still a “lean forward” experience, watching TV is a “lean back” experience and both are different from using my mobile phone.

As mobile phone utility continues to increase, marketers are calling it The Third Screen. The Third Screen represents a promised land of opportunity for marketers initially pushing everything from ring tones, music and games to text messages, coupons and RSS feeds.

But there is a bigger opportunity here. As monitors are integrated into everything from cars, appliances and reflective surfaces, we should be considering more than just three. Everything is going digital/wireless/invisible to sate consumers’ on-demand needs. The challenge is how do we make our offering on-call for the consumer, but less intrusive? One thing is clear; it will involve less marketing push.

Not trying to get esoteric on you, but I’m starting to think more about design. This shift is a reflection of my ”new” gig, as well as a book I just finished reading, Dan Pink’s “A Whole New Mind.” More to come from me on that tome, but I highly recommend it.

kids watching dvd in the car uploaded by haroldH

tags | third screen | mobile phone | PSP | RSS | advertising | marketing | design | Dan Pink | A Whole New Mind

Four Links – 07.28.06

There is a ton of great public relations work being discussed in the PR blogosphere. Here are links to four of them.

Anti-Astroturfing Campaign
Trevor Cook and Paull Young are asking bloggers to unite against astroturfing. Count me in. I’m encouraged that anything less than authentic in the blogosphere is usually sniffed out pretty quickly. For more on the campaign, check out the New PR wiki.

BlogTalk Radio
David Parmet has been busy with another social media launch. This one’s for BlogTalkRadio a new service that lets bloggers create their own live blog shows and have listeners participate via phone or IM. According to TechCrunch:

“BlogTalkRadio is targeting bloggers who want to hold a live telephone conversation with up to 5 people on a phone line at once. Anyone can listen live to the call on the phone or through Windows Media Player, like a live web radio show. Listeners can also download an archived copy of the conversation later. Revenue from contextual advertising is split 50/50 with show hosts.”

PR and Podcasting
Speaking of all things online audio, Neville Hobson is working with Speedo on a podcast to reach swimming enthusiasts. It’s interesting to see how businesses are tapping into podcasting.

On a related note, Hobson and Holtz’ weekly PR podcast is up for a People’s Choice Podcasting Award in the business category. Voting is open through August 11. Be sure to check out For Immediate Release (FIR),  if you haven’t done so already, and cast your vote.

SHIFT into Social Media
Todd Defren gets the “just do it” award. In addition to banging out a first draft of the social media news release, he has created a 30-page guide to social media in public relations. SHIFT Communication’s .pdf of essentials is a valuable resource and Todd clearly understands the value of online generosity.

Fony PayStation uploaded by mikek

tags | public relations | PR | media relations | social media | BlogTalkRadio | podcasting | astroturf | Fony Paystation

Goofus and Gallant: Creative Advertising

CBS is printing promos for its new season on eggs. Who’s the target audience? I’m guessing it’s The New York Times and mainstream media. CBS is hoping to get news coverage, and Google Juice, out of this stunt, er, promotional effort.

Mission accomplished.

But CBS gets the Goofus, in part, for doing nothing more than dusting off last year’s questionable approach. CBS promotes its new seasons by planting its logo in annoying, er, unexpected and even controversial places.

Assuming its approach to the 2007 season is a rerun, CBS might festoon some mausoleums, and a coffin or two at well-placed (read: high-traffic) graveyards to bring CSI buzz back to life. Or, go for the earliest adopters, and make sure the next diaper I strap on my son has the evil eye logo staring back at me.

Consumerist rants on a semi-related topic (in a way only a Gawker site can). My point is that intrusive might ensure consumer awareness, but it does not correlate directly with consumer engagement.

McDonalds gets the Gallant for approving this bright billboard concept from Leo Burnett. With hat tip to Adverblog.

Think about it. A billboard has tight parameters to accomplish its goal. This mature medium has seen it all. But raw creativity shows us that simple sells and takes the prize for showing how to do it.

tags | public relations | PR | media relations | media | CBS | CSI | McDonalds| Consumerist | advertising | marketing

WSJ Ad Play is not Enough to Save Print Media

Selling ad space on its front page might make The Wall Street Journal “tens of millions” annually, but this reads a lot like Northwest’s recent maneuver. To try and climb out of bankruptcy, $15 at a time, the airline is charging extra for aisle and emergency exit seats. Good luck with that.

I’m happy, and impressed, to see more blood eked out of this vaunted print media stone. But if my favorite medium is going to be around long enough to print my obituary, it will have to get more creative than this. USA Today has been doing this since 1999.

Print media needs new models for generating revenue, not new places to try old models. As more and more folks predict print media’s demise (reg. req.), I’m starting to wonder if my faith in the Fourth Estate is merely a misplaced emotional attachment.

your ad here uploaded by ChrisB

tags | public relations | PR | mainstream media | media | newspaper | Wall Street Journal | USA Today | advertising

Summer Hours

My five-year old daughter drew this stop sign at a “safety village” day camp. It’s not a good example of her artistic inclination, but it is part of an important story.

My daughter told my wife that the stop sign could be used “to keep Daddy away from the computer.”

So to keep my avocation from becoming a provocation with my wife, daughter and 16-month-old son, we’re headed down to a beach in Florida for a week. My goal is to do a lot of this and none of this. No technology is coming with me.

So you’ll only "miss" one or two posts (right click to download movie quote reference).

But if you’re subscribed to my RSS feed, it doesn’t really matter. If you aren’t subscribed, just cut and paste this URL into your newsreader: http://feeds.feedburner.com/typepad/kdugan/prblog. Or you can sign up to receive posts via email thanks to Feedburner and Feedblitz.

Surf’s Up!

tags | public relations | PR | RSS | Feedburner | Feedblitz | blog

Xerox CSR "Says Thanks" To Troops

If only I'd known about this back on July 4th...Xerox has launched an interesting CSR program giving consumers a chance to send thanks to U.S. troops stationed overseas.

According to the site, Let's Say Thanks is "a national program designed to deliver thousands of cards to soldiers overseas with messages of support from home." Disclaimer: Xerox was a client before I left agency world.

From a CSR standpoint, this program wins on many levels, but it starts by addressing a need. While the war itself is an issue I won't discuss here, support for the troops is widespread (and well-deserved). Xerox uses its technology to connect consumers to U.S. troops in a way that is not self-serving.

Card designs were chosen from submissions from children across the country which is a media opp in and of itself. And, in today's consumer-generated media world, it is great to see the option for children to submit their own designs. You can also download the designs and have a copy of the card mailed to your home.

The program takes a smart and engaging approach. In fact, I'm told that more than 20,000 people sent cards in less than two weeks. Check it out.

tags | public relations | PR | media relations | Xerox | Let's Say Thanks | consumer-generated media

Leave Dell the Hell Alone

"Dude, You're Gettin' a Blog!"

Since others are saying this in a more measured, politically-correct fashion, let the client-side guy be clear.

All of the lemmings in the blogosphere need to leave Dell the hell alone.

Here is a rant based on a comment I originally posted at a well-intended blog...

Does *everyone* have it in for Dell? It amazes me the expectations we set for corporate blogs.

a) We're assuming the Dell blog needs to respond to everything that is said about the new venture. Would you counsel a client to respond to EVERY single comment and critique?

b) Even if Dell is signed up with all of the de rigueur vanity searches, it takes awhile for Google and T-rati to track it all down and bring it to their attention.

c) We're assuming Dell has staff whose primary task is to sit idly by; waiting for search results and comments so they can respond in Internet time. It's not how quickly they respond, it is how they respond.

I thought we wanted companies like Dell to join the conversation? I didn't realize there was a time-limit on responses.

Dell has done a pretty good job thus far responding to critics which is saying a lot as the blogosphere seems to be waiting for them to fail. I assumed the Jeff Jarvis-led lynch mob would be quieted by Dell launching a blog. It seems just the opposite is happening. Besides, didn't Jarvis switch computer brands? Isn't it time for him to move on?

I make a lot of mistakes. You make mistakes and so does Dell and every other company. The smart/honest/authentic/transparent ones admit it in the blogosphere. In exchange for losing control of the message, they gain the freedom to make these mistakes in the first place.

Let's give Dell some time as it tries to change its ways. Of course, that doesn't make for very catchy blog posts. But in lieu of Dell, GM or Kryptonite, I'm sure there's another "corporate whipping blog" we can single out and beat up.

tags | public relations | PR | social media relations | media | blog | Jeff Jarvis | Dell blog

Four Links – 07.10.06

The Tour de France on Google Earth – LIVE: Now that the World Cup is over (Congrats Italy!), the French can shift their attention to the Tour de France. You can too using Google Earth. It’s tracking the race, which is almost at the halfway point, and it is offering live updates.

One Red Paperclip Traded for One House: According to Jaffe Juice, Kyle MacDonald “traded one red paperclip for a house in Kipling, Saskatchewan.” Check out Kyle’s new digs here.

Getting Ink is Big Business: Forbes gives media relations an interesting nod with its list "The Celebrity 100," Forbes combines annual earning power with celebrities' media hits to create an example of what media relations can do.

My favorite word is penultimate, meaning second last. The penultimate celebrity on the Forbes list is Brazilian model Adriana Lima.

Advertising on Electrical Outlets: This shocking idea is in play thanks to Chase Bank and the Indianapolis International Airport. Maybe this will get airports to install more electrical outlets. Is it me or is there currently a “half dozen outlets per terminal” rule in affect? Hat tip to MIT Advertising Lab.

tags | public relations | PR | media relations | media | World Cup | Tour de France | Google Earth | advertising | marketing | one red paperclip | Adriana Lima | Forbes

Steve Forbes, Whether You Like it or Not

So I was checking out the Forbes Celebrity 100 list, and was greeted by an interstitial Steve Forbes. He walked onto my screen, pimping some other content on the site.

Other equally credible sites have interstitials and most, including this one, have skip/close buttons. But Forbes is talking whether you like it or not. Unexpected audio can be pretty intrusive.

Yahoo! recently ran Microsoft commercials as banner ads, but you had to click them to get sound. You had a choice and it made a difference. In fact, the commercials were running in the ad which made you more likely to notice them and ultimately click for audio.

This unexpected audio made it feel more like a pop-up ad than an online visit from the famous publisher.

More from Ad Week on the experience, but it rubbed me the wrong way for other reasons.

I met Steve Forbes back in 2000, the year he became the first person to start their presidential campaign on the Internet. Based on this ad, and other examples showing that Forbes doesn’t get it, it looks like that was nothing more than a gimmick.

tags | public relations | PR | media relations | media | Steve Forbes | Forbes | Forbes Celebrity 100 | advertising