Strategic Public Relations

Tune in to the Dallas Marketing Zoo

Scott Baradell looks to be having a blast with social media. From his popular blog, to his Marketing link farm Spin Thicket, he covers a lot of ground.

So I was impressed, but not surprised, to hear he started a radio show using his client’s technology.

The Dallas Marketing Zoo (DMZ) is hosted by Baradell, Cam Beck, Paul Herring, Paul McEnany and Copyblogger’s Brian Clark.

Their first show received more than 8,000 downloads. I crashed their second show (you can listen below), but I doubt I crashed their servers.

One topic discussed during the show is 2007 predictions. I stole paid homage to John Wagner’s prediction that we’ll “move toward a more human voice in corporate communications.” I call it the trend towards corporate personality.

Kodak provides a perfect example. An Ad Age story (reg. req.) reports on Kodak's "self-deprecating in-house video" that was leaked and went viral. Rather than being an embarrassing Kodak moment, it’s been a breath of fresh air and consumers are reacting positively.

Tomorrow evening (Monday, January 8, 2007), Baradell is having a “Naked Conversation” with Shel Israel. Be sure to check it out.

If you chart downloads of the first two DMZ Shows and Shel Israel's intervew, I bet you’ll see a big dip in the middle. That big dip is me. ;-)

Only a matter of time... uploaded by L!n 小米雪's

tags | public relations | PR | media relations | marketing | blogtalkradio | Dallas Marketing Zoo

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

Video Marketing Savvy

Video can give your marketing efforts a boost in a variety of ways. Here are two small, smart examples, at either end of the budget spectrum. Let’s start with event promotion on the skinny.

YouTube Makes Event Promotion Easy
In the aftermath of a successful event, Philip Young created a video wrap-up and posted it to YouTube.

”London: The Movie” was created using a digital camera, Photo Story 3 and some podcast excerpts. It’s a great way to build interest in a follow-up event without adding a line item in your event budget for a videographer (Hat tip to Neville Hobson).

GM Sponsorship is About Access
From skinny budgets to big-boned, Ad Age (reg. req.) tells us that GM is sponsoring the Survivor Finale on-demand.

Survivor fans in select markets will be able to watch the episode for no additional charge through Comcast's video-on-demand platform. This will be the first time an advertiser has fully sponsored on-demand prime-time broadcast programming.

The program will air with only three commercials. The ads direct viewers to the GM Showroom, an on-demand destination that provides videos, along with in-depth product walk-arounds of various GM vehicles.

This is a clear payoff to the sponsorship, unlike Sprite and LOST where I had to figure out the connection/payoff on my own.

GM is doing more than cutting a sponsorship check here. They are creating customer good will and awareness by providing FREE access to VOD and tying themselves to the buzz of a popular show and VOD technology. This would be the polar opposite of what NBC created by pulling SNL’s Lazy Sunday/Narnia Rap from YouTube and turning it into an iTunes revenue generator.

tags | event marketing | YouTube | GM | video on demand | advertising | marketing | media | Delivering the New PR | Philip Young

Four Links – 04.25.06

IBM Looks Into Future of Television: MIT Advertising Lab
MSM Haters and Nostalgics alike should check out “The end of TV as we know it” from IBM. Props to the Big Blue for having the bloggy wisdom to forgo a registration process to access this .pdf study.

Drinking lots of coffee doesn't harm heart: study: Reuters/Yahoo News
"This lack of effect is good news, because coffee is one of the most widely consumed beverages in the world." Phew! Good news for me, Allan Jenkins and Starbucks amongst others.

Flickr Hack du Jour: Flickr Leech
Love Flickr but hate paging through the results? Flickr Leech makes it fast, easy and efficient to see brilliant results like this in one view. You’ll enjoy this fun, visual feast.

For Immediate Release and Across the Sound Podcast Mashup: a shel of my former self
It’s like two mints in one as my favorite podcasts host a joint episode. Be sure to download and give it a long listen (not that you have any choice at 94 minutes).

tags | public relations | PR | coffee | media | television | IBM | Flickr | advertising | marketing | hacks

Across the Sound: Super Bowl XL Edition

See spot. See spot build buzz.

Be sure to tune in to Monday's special edition of Across the Sound. Joseph Jaffe has been kind enough to share the Skype-rophone with me for a review of Super Bowl XL advertising.

Marketers are pissing away spending $2.5 million for 30 seconds of airtime during the game. Is it money well-spent or is it an act of desperation? Tune-in to the game, download the podcast and be sure to join the conversation.

UPDATE: The podcast is online now. Download it here.

tags | Joesph Jaffe | Across the Sound | marketing podcast | marketing | Super Bowl | Super Bowl Ads | media | public relations | PR | advertising

Cincinnati is Tuned into Podcasting

Here are a few recent examples of local podcasting efforts worth noting:

• University of Cincinnati: The Cincinnati Enquirer reports that UC's trying out podcasting. "This quarter, at least seven instructors at UC will wear digital recorders and record lectures and student presentations." I can already see the ban on ear buds/headphones during exams.
• Flying Pig Marathon: They offer an iPig podcast with interviews and training tips for anyone interested in the 26.2 mile race. I'm opting for the Flying Pig's half-marathon, but have subscribed to iPig as I need all the help I can get.
• Sports Podcast: Local sports anchorman Ken Broo is podcasting, mostly about the Bengals (hopefully this will remain his topic through early February).

Of course, Google serves up even more examples. And the podcasts join Cincinnati's well-established blogs, including several at The Cincinnati Enquirer.

The above examples convince me that the last 25 percent will be reached through a combination of conventional and innovative uses of new communication technologies. The conventional examples become a part of daily life, helping consumers understand it more easily. At the same time, innovative examples keep pushing the possibilities of each technology.

tags: Cincinnati, podcasting

Smithsonian Blogs and Podcasts

Site seeing in Washington, DC usually includes one of the 16 Smithsonian museums. A favorite of mine is The American Art Museum, so I was pleased to learn about its group blog, Eye Level. It should make some of its exhibits even more interesting and accessible.

But what about podcasts? The Smithsonian has an army of web sites, (more than 100), but I can find only two Smithsonian-branded podcasts focusing on science and Asian art, respectively. This is more than a request for "technology for technology's sake" (otherwise I would be asking about vidcasting).

Podcasting: Sound Advice for Museums
Just look at the math. In 2004, the Smithsonian saw 1.8 million visitors pass through its many doors. Online it saw 18.5 million unique web visitors—more than 10 times the traffic. Yes, it’s easier to surf the Smithsonian than visit in person. But I’ll argue that it would be easier to visit if you had an easier way to navigate the 16 museums and hundreds of exhibits offered. From travel tips to exhibit overviews and interviews, podcasts will greatly enhance any museum experience.

From museums to theme parks, Disney is podcasting. It’s launching a weekly podcast to commemorate their 50th anniversary. Some of the same benefits apply and Disney provides a great example for museums to follow. More museum podcasts might even serve as examples of non-profits moving through the last 25 percent? Thus far we have primarily seen agencies engaged in the conversation. More on this topic later.

Online Field Trip
Stop by the National Museum of American History for an interesting, visual review of advertising history. Even a tchotchke from the tech industry made it into the museum. I found this now awkward Time magazine cover story at the National Portrait Gallery. Bill Gates has come a very long way from the floppy disk to sharing the cover with Bono (and his wife).

tags: Smithsonian, Disney, Bill Gates, Time magazine, blog, podcast public relations, PR, marketing, advertising

"Bless me Father for I have Blogged"

With 16 years of Catholic school under my belt, I HAD to post on this news of the church crossing into state and infringing on the First Amendment. The AP tells us that a N.J.-based Roman Catholic high school, Pope John XXIII Regional, has instructed students "to remove to remove their online diaries from the Internet, citing a threat from cyberpredators," or risk suspension.

That should work. Push kids into a corner and tell them not to do something extremely popular during one of the more rebellious periods of their lives.

Kurt Opsahl of the Electronic Frontier Foundation nails it: "It would be better if they taught students what they should and shouldn't do online rather than take away the primary communication tool of their generation."

I sent Father Roderick Vonhögen an email for his opinion on this poor decision/over reaction. Father Vonhögen hosts the popular "Godcast" Catholic Insider. I'll update you on his response. Until then, just ask yourself: What would Jesus blog?

tags: podcast, Godcast, blog, Catholic, Catholic Insider

PRSA Shows How NOT to Cancel an Event

The Public Relations Society of America wisely cancelled its annual conference in light of Hurricane Wilma. Unfortunately, the financial implications are large for this national, non-profit association.

Even the International Association of Online Communicators rallies support for the organization with a call for ideas to help the PRSA maintain momentum for the year based on this decision. In an announcement on the PRSA site, it appears they may try and reschedule.

Unfortunately they also posted the following statement regarding refunds:

To request a refund, we ask that you write a letter to PRSA to include the following information:
Your name, organization, phone number and e-mail address;
The reason for your being unable to attend the Conference (please be specific -- e.g., your flight was cancelled, the seminar you were planning to attend was cancelled, etc.).

Ouch. The PRSA should make it a bit easier to get a refund. I can already see the piles of letters, printed dutifully on official company stationery. The "specific" reasons submitted for being unable to attend should be passionate if nothing else.

The PRSA may reschedule the event and get good attendance. Maybe I can even attend this one. But posting the standard refund policy in a unique situation like this is bad form. The PRSA might lose a few bucks, but bad buzz is even more expensive. Making it easy for registered attendees to get their money back is just good business. Here are some constructive ideas on how PRSA can move past this setback.

* Hold the Event. Online.  Promoted properly, they can offset some of the financial loss and still deliver valuable programming to the membership. Handouts could be hosted in an online library for download and a handful of PR bloggers/podcasters might be given media passes to promote the online event to a wider audience. Attendees registered for the cancelled event would get a partial refund and registration would be opened up to a larger, international audience. Sponsorship might also be revisited to see if any new opportunities present themselves. Webex might be interested in helping host the online event.

* Make Lemonade.  Whether it is rescheduled or not, EVERY registered attendee should receive follow up communication from the PRSA. The letter should restate the decision and outline next steps. It should also include a discount voucher for the 2006 event and ask the recipient if she would be interested in helping create next year’s program through an online focus group. The 2005 crowd would be more likely to cash in these coupons if they had buy-in to next year’s content.

These ideas won't erase the financial loss, but they could build some good buzz for the organization. Be sure to add your ideas to this list or stop by IAOC blog and join their thread on this topic.

tags: PRSA, public relations, hurricane wilma, PR, IAOC

Create Cell Phone/iPod Worthy Marketing

• U.S. wireless phone subscribers. 195 million+
• Text messages sent each month. 2.5 billion
• Tapping into this ecosystem? Priceless.

This information from the Mobile Marketing Association brings several questions to mind:
How many of your customers have wireless phones?
How many text?
How many have phone cameras?
How many of them are talking, texting and taking pictures of your products?
Most importantly, what are you doing to get customers to do all of the above?

The iPod shows us two examples of creativity that can be applied to this device that have nothing to do with music. iPod subway maps went from zero to sixty to court in just two months time. More than anything I think the various transport authorities are just mad they didn't come up with the idea themselves. From maps to mac 'n cheese, Kraft recipes are available for download to your iPod. Now you can take the recipe to the store and scroll through the list of ingredients as you shop.

Grocery stores should be looking at everything from this to a podcast with weekly/seasonal specials and electronic coupons to incentivizing purchase with iTunes songs via their frequent buyer programs and offering an iPod/cell phone shopping list generator on their web sites. Apply this same creative thinking to cell phones. Put up seasonal displays that customers' kids can sit in for camera phone photo shoots. The grocer could also have a phone available for use and post the pics to Flickr.

tags: iPod, advertising, marketing, consumer-generated media, iPod subway maps