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					                              presents


Social Media Update for PR: New Secrets of Using Web 2.0
      Tools to Drive Buzz, Brand and the Bottom Line

                   Wednesday, April 16, 2008
      1:00PM EDT/12:00PM CDT/11:00AM MDT/10:00AM PDT

                                 Featuring
  • Paul M. Rand, President & CEO, Zócalo Group
  • Brian Solis, Principal, FutureWorks PR; Blogger, “PR 2.0”
  • Robert French, Founding Fellow, Society for New Communications
    Research; Technology Advisor/Instructor, Auburn University
  • Chris Vary, Vice President, Weber Shandwick Worldwide




                          2008 Infocom Group
                                                   Welcome to PR University’s audio conference

           “Social Media Update for PR: New Secrets of Using Web 2.0 Tools
                      to Drive Buzz, Brand and the Bottom Line”
   Thank you for participating in “Social Media                                                            • Speaker bios and verified contact information
   Update for PR: New Secrets of Using Web 2.0                                                             • Value-added articles on today’s topics from the
   Tools to Drive Buzz, Brand and the Bottom Line.”                                                        archives of Bulldog Reporter
   This conference manual contains important
   information to help ensure that you receive                                                             How to Submit Questions to the Panel
   maximum value from today’s PR University                                                                You have two options for submitting questions to
   training session.                                                                                       today’s panel:
                                                                                                           1. At any time before or during the conference,
   Conference Details and                                                                                  you can send a question by email to
   Dial-in Information                                                                                     bulldogreporter@yahoo.com. Please put some or
   Date and Time:                                                                                          all of your question in the Subject Line of your
                                                                                                           email.
   Wednesday, April 16, 2008
                                                                                                           2. During the last portion of the conference, we
   1:00pm EDT, 12:00pm CDT, 11:00am MDT, and                                                               will open the lines for a live Q&A session. When
   10:00am PDT                                                                                             you hear your company name called by the
   The conference will last 90 minutes.                                                                    moderator, your line will be made “live” and you’ll
                                                                                                           be able to interact with the panel. If you’ve muted
   Dial-in Information                                                                                     your line during the call, be sure to UNMUTE your
   Call 866-802-7443, 5 - 10 minutes prior to                                                              phone so you can ask your question.
   conference start time.
                                                                                                           Your Moderator
   You will be greeted by an Operator who will
   confirm your registration and enter you into the                                                        Brian Pittman is director of content for Bulldog
   call.                                                                                                   Reporter’s PR University and the weekly email
                                                                                                           newsletter Journalists Speak Out. Previously,
   You will hear music on hold until the conference                                                        Brian served as editorial director at Infocom
   is started, or be connected directly to the                                                             Group, where he edited, reported for and
   conference if it has already begun.                                                                     launched titles such as Media Relations Insider,
   During the conference, you will be in listen-only                                                       PR Agency Insider, Ad Agency Insider and
   mode, until such time as you are enabled to ask                                                         Managing Partner. Prior to that, he served as
   questions. The conference operator will provide                                                         Editor of Utah Business magazine, among other
   directions for asking live questions during the                                                         titles. He is a seasoned reporter with extensive
   call.                                                                                                   experience interviewing such personalities as
                                                                                                           Steve Forbes, Bob Edwards and Margaret
   About Your Conference Manual                                                                            Thatcher.
   To help you make full use of this PR University                                                         Brian’s contact information:
   audio conference, we have prepared a customized                                                         (805) 984-2977
   conference manual containing:                                                                           bpittman@infocomgroup.com
   • An Audio Conference Worksheet with written                                                            www.bulldogreporter.com
   information about the topic and ample room for
   you to take notes and create your own
   customized take-away materials




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                                                         Audio Conference Worksheet
   Paul M. Rand, President & CEO, Zócalo Group
   Zócalo Group
   670 North Clark Street, 2nd Floor
   Chicago, IL 60610
   (312) 596-6272
   prand@zocalogroup.com
   Paul Rand is the president and CEO of Zócalo Group, where he is responsible for overall client strategy
   and satisfaction, as well as for the leadership and growth of the Zócalo Group team. Prior to launching
   Zócalo Group, Paul served as a partner and global chief development and innovation officer at Ketchum.
   While there, he led or co-led the development of four industry recognized services: ChannelEdge (a sales
   channel communications program); Influencer Relationship Management (an influencer identification and
   marketing program); Women 25-54 (a service line focused on marketing to women) and Ketchum
   Personalized Media (delivering services in blogs, podcasts, search engine optimization and mobile
   marketing). Paul also serves on the executive committee and board for the Word of Mouth Marketing
   Association (WOMMA).
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                                                        Audio Conference Worksheet continued
   Brian Solis, Principal, FutureWorks PR; Blogger, “PR 2.0”
   FutureWorks PR
   2860 Zanker Road Suite 108
   San Jose, Calif. 95134
   (408) 428-0895
   Fax (408) 428-0896
   Brian Solis founded FutureWorks PR with the goal of building a communication bridge between the rapidly
   evolving world of high technology, the technical needs of consumers and businesses and their channels
   for learning about new solutions. He is one of the leaders helping to align PR with social media and SEO,
   as well as the co-founder of Social Media Club (www.socialmediaclub.org). He sits on several boards to
   organize events dedicated to advancing PR and online technologies and contributes articles and
   podcasts on the subjects of PR, social media, SEO and blogger relations to many industry magazines,
   newsletters and blogs.

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                                                        Audio Conference Worksheet continued
   Robert French, Founding Fellow, Society for New Communications Research; Technology Advisor/Instructor,
   Auburn University
   2625 Middlefield Road #662
   Palo Alto, CA 94306
   (334) 239-0400
   rdfrench@gmail.com
   Robert French is a founding fellow of the Society for New Communications Research. He has worked in
   various PR/Marcom related practices for 20 years. He is currently a technology advisor/instructor at
   Auburn University in Alabama (USA), and has created several blogs and wikis to complement the classes
   he teaches in public relations. Robert earned a masters degree in public relations/communication. He
   has done concert promotion, special events management, media relations, fund-raising and even
   directed student activities for two large state universities. His experiences range from
   technology/opensource to radio & video production/station management and public relations/marcom
   activities for non-profits and state universities. Robert has a blog for classes and PR comments at
   infOpinions hosted on his AuburnMedia.com site.

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                                                        Audio Conference Worksheet continued
   Chris Vary, Vice President, Weber Shandwick Worldwide
   Weber Shandwick
   360 West Maple Road
   Birmingham, MI 48009
   United States
   248.203.8132
   cvary@webershandwick.com
   Chris Vary currently works with Weber Shandwick, leading the charge for General Motors and other brands
   to compete in Social Media. He has been with Weber Shandwick just shy of two years. Specializing in
   web development, social networking and online video application is his current course of work. Chris’
   background began with desktop publishing in 1990 at BBDO, which lead to an emerging interactive work
   for Chrysler, Kmart and Heineken. Chris has followed the evolution of marketing from print to digital.

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                                                        Audio Conference Worksheet continued
   1. New Paradigms: What Social Media Is (Or Isn’t), And Its Impact on PR’s Role in the
      Communications Mix
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   2. Social Media Strategy: How to Plan Social Media Campaigns; Proven Ways to Incorporate Social
      Media into Campaigns, Agencies and Departments
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   3. Social Media Tactics: Social Media Tools and Techniques for Using Each
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   4. Best Practices: Social Case Studies, New Ideas to Steal, Campaigns to Model
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   5. Social Media Faux Pas: Ethical Issues and Cautionary Notes
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                                                        Audio Conference Worksheet continued
   6. Social Media ROI: How to Measure and Show Your Social Media Program’s Value
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   7. Action Items & Additional Resources
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                                                    Bonus: Practical Reports from
                                                   the Archives of Bulldog Reporter
   PR Beyond Clips: Dell Exec                                                                                   For example, we're addressing globalization of
                                                                                                             the conversation through our Direct2Dell blogs in
   Champions Conversations,                                                                                  English, Chinese, Spanish, Norwegian—and you'll
   Community                                                                                                 see us in many more languages in the near term. It
                                                                                                             takes about ten languages to reach 95 percent of
      Brian Pittman's profile this week:                                                                     the online population.When we're having
   Bob Pearson, Dell                                                                                         conversations with customers, English is only
      "The online world is doubling from one billion                                                         one–third of the conversation going on out there.
   people online in 2006 to two billion by 2010,"                                                            It will also become increasingly important to have
   says Bob Pearson, vice president of communities                                                           conversations in Japanse. Other populations
   and conversations at Dell. "When you have                                                                 exploding online include 500 million people
   markets changing that fast—it's certainly an                                                              speaking Hindu, as India is taking off as an online
   exciting time to be in digital media.The creativity                                                       market, and 300 million speaking Russian.
   in this space is great."
                                                                                                             What do you mean by "breadth of conversation"
      But the best part is that "conversations have
                                                                                                             within a community?
   become the currency in driving markets," adds
   Pearson, who was previously head of                                                                          Any person can go to a blog and give us an
   communications at Novartis, and president of the                                                          idea.They can go to Idea Storm and participate by
   Americas division at GCI before that. "I'm excited                                                        voting on ideas there, or go see any of our videos
   about that and the emerging power of                                                                      in StudioDell. Or they can participate in our
   'community.' It's pretty cool to be a part of that,"                                                      community forums and talk to other customers, or
   he says. Read on for his tips, insight and first steps                                                    solve problems for other customers via Accepted
   for other PR practitioners seeking a toe–hold in                                                          Solutions in our community forums.The key is we
   today's rapidly shifting new media landscape:                                                             want customers to define their customer
                                                                                                             experiences and we want to make Dell as relevant
   How do you personally use social media networks?                                                          as possible in that process—so that's what we
      I am a huge consumer of information. I'm on                                                            mean by breadth of conversation.
   NetVibes every morning. I get Google Alerts                                                                  Breaking it down further: People are usually
   constantly and spend most of my time reading                                                              doing three things online in general: socializing,
   content from our customers. I don't yet have my                                                           browsing or purchasing.When people are
   own blog—I could actually spend 18 hours a day                                                            socializing, we want to be a relevant part of that.
   just keeping up with the inputs from our                                                                  Sometimes, that's just having fun. For example, we
   customers.As for social media networks                                                                    had a graffiti contest for the Regeneration on
   specifically, I'm also on LinkedIn. It's a very good                                                      Facebook, where 7300 people submitted art on
   tool for keeping in touch with people. I have 250                                                         what green means.We had over one million votes
   people networked there and about 100 are people                                                           in one week on that. So that's an example of just
   I lost touch with. It's a great way to reconnect.                                                         having fun and how it goes to adding "breadth" to
                                                                                                             the community or conversation.
   How does Dell in general leverage social media?
                                                                                                                As for browsing, people are going online to
      My core job is to understand what our
                                                                                                             check out prices and designs.That's why we've
   communities are telling us so we keep evolving to
                                                                                                             added reviews.We have about 45,000 reviews on
   meet their needs.We look at social media through
                                                                                                             the Dell site, and that number will go up
   two key areas of focus: globalization of
                                                                                                             significantly. It's increasingly important for
   conversation, and breadth of conversation within
                                                                                                             customers to hear from other customers.We get
   a community. No one tool addresses all of these
                                                                                                             1.6 million unique visitors to the Dell site each
   things—it's possible only through a mix of all
                                                                                                             day.The question for us is to say: "How do we
   social media tools.
                                                                                                             make that experience as good as possible?" And

ATTENTION: It is unlawful to copy or electronically redistribute this page without express written permission from Bulldog Reporter.              ARIL 16, 2008   8
   the answer comes back to why people go online,                                                            Your advice for incorporating these tools into a PR
   which is to browse, find support and have fun.                                                            program or department?
                                                                                                                 One of the things we repeatedly say is that it's
   What's your response to the op–ed we ran last week
                                                                                                             all about having conversations and understanding
   that referenced your online newsroom?
                                                                                                             community needs. It's not just about content
      I think you need to start that discussion by                                                           dumping.When you create a social media plan,
   asking yourself why people would go to an online                                                          don't just think about creating content with
   pressroom these days—even reporters. Focusing                                                             messages and dumping it on the market and
   solely on online pressrooms these days shows a                                                            hoping good things will happen. Instead, think
   lack of understanding about how the media now                                                             about how to engage in conversations over time.
   prefers to access information.What reporters                                                              Another part of this is about understanding where
   want is great content—where they get it isn't that                                                        conversations are occurring about your company.
   relevant.A blog, frankly, is a better place for them                                                      The majority of conversations are occurring
   to get a lot of the information they're seeking                                                           outside of your company. Look for those and try
   about Dell, for example. In fact, most of the                                                             to become relevant in those communities.
   reporters who follow us are signing up through
   the Direct2Dell blog.                                                                                     How do you do that?
      The future is about empowering reporters to                                                               It varies, but it comes down to: knowing who
   get information.That's why we give them access                                                            those communities are, having conversations with
   to podcasts, video, RSS and so on All those tools                                                         them on a regular basis by sharing content and
   are available and very easy to find. If you're a                                                          building trust, and then empowering them to
   reporter tracking a company, you don't care just                                                          contribute to or drive that conversation.An
   about receiving a news release or having to log                                                           example is Accepted Solutions on our forums,
   into a pressroom to get one.You care about                                                                again.We went out to customers and said if one
   getting great content in various forms.                                                                   customer helps another solve a problem, you can
      Companies that want to have great                                                                      check it off as a solution. In two months, we have
   conversations with reporters and other interested                                                         had over 3000 accepted solutions.The Idea Storm
   parties need to be blogging and doing blog                                                                site allows our customers to tell us what they
   outreach.They also need to have great content                                                             want and we have over 9,000 ideas, to date.
   available on their websites. How they do that is up                                                       Any warnings or caveats to share about using social
   to the company. I will say, however, that                                                                 media for PR purposes?
   companies that don't allow blogging or blog
                                                                                                                 If you're just starting out, you have to have a
   outreach truly limit the ability to drive
                                                                                                             transparent conversation—not a content dump. Be
   conversations and communities around their
                                                                                                             ready to moderate. Be ready to respond to issues
   products or services.They're often also the same
                                                                                                             within hours and not days. Develop rules of the
   companies that put all their "corporate"
                                                                                                             road regarding how you will handle information
   information in one "official" place—like an
                                                                                                             flow internally.You can't have a committee look at
   old–school, online "press room."
                                                                                                             every post, so you have to empower people to do
   Who owns social media—advertising, marketing or                                                           it.
   PR? Who should?
                                                                                                             Best use of social media you've seen this year?
     The customers and community own it—no
                                                                                                                What Starbucks did a few weeks back with
   department does.That said, we try to make sure
                                                                                                             their version of Idea Storm was pretty great.
   we have the right team taking care of the logistics
                                                                                                             Procter & Gamble is working on some innovative
   and facilitating—and that usually includes a mix of
                                                                                                             stuff, too.Their Home Made Simple community
   people from communications, customer support
                                                                                                             site is a great example of what I'm talking about.
   and global online.You need people who can drill
                                                                                                             Intuit does some of the best online community
   down to things like technical support,
                                                                                                             work out there, as well.
   communications experts and so on involved in
   social media. If you have it only in one                                                                  Most underutilized social media tool for PR?
   department with one view, you won't be as good                                                              The reality is it's the blog.There just aren't
   matching up with community needs.                                                                         enough blogs in the Fortune 1000. Beyond that, I'd

ATTENTION: It is unlawful to copy or electronically redistribute this page without express written permission from Bulldog Reporter.               ARIL 16, 2008   9
   say there needs to be more social media in                                                                a low-cost issue that you should just do it."
   multiple languages.Wikis will also have more                                                                 Earnhardt certainly practices what he preaches.
   importance in the future.                                                                                 "We use it all—blogs, podcasts, wikis, social
                                                                                                             networks and even online video. It's all part of our
   How is Dell using its presence on Second Life?
                                                                                                             external and internal communications mix," says
      It's a great place for us to learn about virtual                                                       the former director of media relations for the
   worlds and the future.The obvious thing there is                                                          National Association of Broadcasters, who joined
   that it's not about selling product or whatever.                                                          Cisco in 1999. "We even incorporate Second Life
   What we're focusing on there is how virtual                                                               into what we're doing.We have a handful of
   worlds and ecommerce come together.You learn                                                              islands, and do everything from virtual tradeshows
   from these kinds of things.You need to play in                                                            and demonstrations to recruiting there."Why is
   new technologies to become fluent in the next                                                             Cisco's communications program so new-media
   steps.You can't learn by watching and reading                                                             friendly? "We're all about how to use technology
   case studies.You have to get in and do it—and                                                             to collaborate and these tools embody that,"
   that's what we're doing in Second Life.                                                                   Earnhardt says. Read on for more specifics on how
   What's next—what should PR be watching in new                                                             Cisco is leveraging and measuring social media as
   media?                                                                                                    communications tools—and for a few new ideas
                                                                                                             for getting your own efforts up to speed:
      People are going to realize that conversations
   matter far more than the number of clips they got                                                         How does Cisco use blogs as communications
   in traditional media. PR is still in the mode of how                                                      tools—and who heads that up?
   many articles they published and the tone of                                                                  We have a corporate blog overall, and then we
   those pieces.The shift here is that your customers                                                        divvy the others up by technology groups. For
   are talking about you.That's the most relevant                                                            example, we have a service provider blog that's all
   thing going on right now.An article in a paper is                                                         about being active in the telco conversation,
   good—but if it doesn't impact your audience or                                                            particular as relates to our products there.
   drive the conversation, then what's the point? So,                                                        Ownership of our blogs comes down to the PR
   really, PR people need to look at conversations as                                                        folks who handle those particular technologies or
   well as coverage—and draw more correlations                                                               areas.They'll step up and say, "This blog is
   between the two to understand what impact                                                                 important for our division." Then they have to sign
   they're having on the business.                                                                           off on it to "own" the blog.That's where it
                        This article appeared in                                                             resides—not upstairs somewhere.They know it
                     Bulldog Reporter’s Daily ‘Dog.                                                          must be moderated and have a VP signing off on
                                                                                                             it, and that the minimum threshold for posting
                      For more information go to                                                             activity is at least two posts a week. Other than
                   www.bulldogreporter.com/dailydog.                                                         that, there are no controls.

                                                                                                             How do those blog efforts tie back to ROI, if at all—
   Social Media Strategy Update: Cisco's                                                                     how do you measure their value and success?
   Earnhardt Models New Media Best                                                                              It's highly anecdotal. However, we do measure
   Practices for PR                                                                                          how many RSS feeds we have or how many page
                                                                                                             views per post we're seeing. If an entry gets more
   Brian Pittman's spotlight this week: John                                                                 readership, then we focus on those topics and hot
   Earnhardt, Senior Manager, Global Media                                                                   areas.
   Operations, Public Relations, Cisco
                                                                                                             What about tracking comments—can they be a
      "I don't think communications professionals
                                                                                                             metric of success?
   need to be making a ‘business case' for engaging
   in and measuring social media anymore—it's all                                                               We don't get a lot of comments, honestly. But
   very low investment in terms of the tools and                                                             that doesn't mean the post or blog isn't valuable.
   time," says John Earnhardt, senior manager of                                                             Metrics for success go back to what we're trying
   global media operations at Cisco, where he also                                                           to accomplish. If we're trying to get a specific
   acts as chief blogger. "In fact, social media is such                                                     message out there, we track and see whether
                                                                                                             other blogs pick it up. Overall, it's about being a

ATTENTION: It is unlawful to copy or electronically redistribute this page without express written permission from Bulldog Reporter.                ARIL 16, 2008   10
   part of the conversation—and the investment is                                                            podcast and point to it as a contributor to sales
   very, very low for that. It takes a half-hour to put a                                                    overall.That's because of all the other things we
   blog post together, and suddenly we're a part of                                                          have going on that funnel into that—advertising,
   the conversation. So it's low investment and                                                              marketing, media coverage, direct sales, sales
   potentially low return, but it can't be overlooked.                                                       through our resellers, partners and so on.The last
                                                                                                             of those are where sales flow from—not a
   It sounds like social media for you—with the blogs,                                                       particular podcast or social media effort.
   especially—is focused on thought leadership?
       That's right. It's about thought leadership and                                                       How are you using wikis?
   POV—not just driving sales. It's about building                                                               We use them as internal communications
   and communicating our expertise. Let me add that                                                          vehicles, mainly.We actually acquired WebEx last
   no single blog is by one person—every blog is a                                                           year and from a collaborative workspace
   group blog. So it's about "thought leadership" as                                                         perspective, we are moving more to that model.
   an organization—not for any particular individual.                                                        It's just easier and more effective.
     Then page views is the core metric of success
                                                                                                             How about externally facing—what about
   with the blogs—what's a good number of views?
                                                                                                             Wikipedia?
      The corporate blog is at about 65,000 page                                                                We monitor that and there are entries we have
   views a month.                                                                                            made—like the definition of the "human
                                                                                                             network," which is part of our ad campaign.We
   How are you using podcasts?
                                                                                                             entered a supporting definition on what that
      This is a bit more costly than a blog, but still                                                       means.That relates to search engine
   cheap.We generally do podcasts, for example,                                                              optimization—people key that phrase in and the
   when we put together online media kits for a                                                              Wikipedia page shows up, so we want to be a part
   launch or something like that.We'll do launch of a                                                        of that where it directly involves us and where we
   switch, for example, and get an exec's time to talk                                                       can provide factual, helpful definitions.
   about what it means.We sit for 30 minutes with
   the exec and have a professional interview and                                                            How do you do that without being commercial?
   podcast it. It's as simple as that.                                                                          We are cognizant of that. It's not a company
     How are you measuring the success of your                                                               brochure.We just fill in facts, like "Ethernet" or
   podcasts?                                                                                                 other terms that we either created or own in
      It's very similar to blogs.We look at what kind                                                        marketplace.We'll contribute to those from an
   of listenership in numbers we're getting.That's it.                                                       accuracy standpoint. It just shows that we have a
   We rank them and have execs compete against                                                               footprint.We actively monitor and take part in
   each other, actually. I don't have the exact metrics                                                      that.
   right now of what qualifies as a good-sized listener
                                                                                                             How about social networks like Facebook?
   group—but the numbers are big enough as to be
   surprising.                                                                                                  There is a huge Cisco network on Facebook
                                                                                                             and 5,000 members are in that group. Quite
   How do your podcasts tie back to sales—or don't                                                           frankly, it's more social and not business-related.
   they?                                                                                                     People go there to talk about the sales meeting or
      The podcasts are more on the marketing side of                                                         training we might have in Raleigh for grads, or
   basically just getting the core message out there.                                                        what have you.You must have a Cisco.com email
   That's what we track. From a sales cycle side, we                                                         to be a part of that network.
   have to focus on getting closer to the sales team
                                                                                                             What about tracking what's being said about Cisco
   and getting help for sales.All this stuff is collateral
                                                                                                             in other Facebook groups?
   for sales.They can use podcasts or videos as
   touchstones in the sales process.                                                                            We are aware of some things being said in
                                                                                                             some groups that we wouldn't choose.There is
   Have you ever compared podcast campaigns to sales                                                         one group I'm thinking of in particular that's set
   over a timeline to look for a correlation?                                                                up by an employee and it doesn't reflect where
     No, it's not a one-to-one situation. It would be                                                        we're coming from as an organization. But that's
   nearly impossible to isolate anything like a blog or                                                      just part of social media. It's how it works. It's

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   open that way. Nobody wants big brother coming                                                               When it comes to blogs during crises, this is
   down on this. I mean, we encourage collaboration                                                          where the real return for communications people
   and the use of these kinds of tools.We can't want                                                         can kick in.This is when there's a high level of
   to "monitor" everything.We have to trust it.A                                                             interest and speculation in blogs. From corporate
   colleague at Microsoft once put this idea                                                                 standpoint, you can get out there and say, "Here's
   brilliantly: Be smart.That's it.That's their policy                                                       what's going on" and be direct by going to the
   when it comes to blogs and social media. It's the                                                         source of the chatter.
   same here.
                                                                                                             Can you think of an example of that for Cisco?
   Let's back up—how can PR tie social media to ROI?                                                            When we had a website outage and our data
      Like I said, it's low cost, low time.That's my big                                                     center went down, our blog didn't go down and
   message here. Just do it.The metrics are easy with                                                        we communicated about the outage to customers
   these tools. If someone reads your post and you                                                           through the blog.That was successful, especially
   get a page view, it's a success. If someone                                                               considering that most of our orders come through
   subscribes to your RSS feed—that's the metric.                                                            our website.Another one was the suit of the
   Whether or not those things move a larger needle                                                          iPhone name with Apple.We had our general
   or corporate goal is another thing, but for us,                                                           counsel blog and he said he was disappointed
   again, that's incredibly difficult to do because of                                                       with Apple because we were negotiating in good
   the volume of everything driving our corporate                                                            faith and they announced the name prior to an
   goals.We are cohesive across marketing, sales,                                                            agreement.The blog went on to explain the suit.
   advertising, PR—there are tie-ins all over the                                                            That was a big deal because Apple is such a
   place.You can't just point to one channel or tool                                                         beloved company. I was shocked at the
   and say, "That's driving results for Cisco."                                                              overwhelmingly supportive commentary we got
                                                                                                             over this—it was very supportive of Cisco.The
   Who champions social media at Cisco—any advice                                                            result of all this was the blog put pressure on
   on that for readers?                                                                                      them to a degree and brought them back to the
      For us, individual teams own it. It's not a                                                            table.
   corporate thing. It's pushed down the stack.These
   things need to be entrepreneurial and they need                                                           What lesson resides in that iPhone example for
   champions on the front lines. For us, that's                                                              others in PR?
   generally a marketing manager or product                                                                     Get those blogs built before bad things come
   manager a few levels down.They're simply closer                                                           up. Engage in social media before the big moment.
   to the product and the market.They know the                                                               We had the blog and a built-in audience already.
   space, what issues need to be addressed, and                                                              We had the RSS feeds already.You have to start the
   which tools will help them do that.                                                                       platform for all of this now.We use our blogs and
     That said, you have to give a tip of the hat to                                                         social media as a matter of course and their
   the CEO. Here, it's a cultural thing to use these                                                         immediate return may not seem that significant—
   tools, and it starts at the top.You have to have an                                                       but when a crisis hits like the outage, these tools
   understanding of these tools' impact from the top.                                                        show their value and return immediately and in a
   Our CEO has his own blog and a video blog. He's                                                           very big way.That's when these efforts truly tie
   out there doing this. Regardless of scope of                                                              back to very measurable, impactful ROI. So build
   impact, he knows it's a thing we have to do. It's an                                                      and maintain your social media presence now
   important way to get out there.                                                                           while you can—that's my big point.
     New media helps you build a profile and                                                                                      This article appeared in
   portfolio of your content and thought leadership                                                                            Bulldog Reporter’s Daily ‘Dog.
   about an issue for the long-term because all of this
   makes you searchable. It's about putting your                                                                                For more information go to
                                                                                                                             www.bulldogreporter.com/dailydog.
   brand and personality online so people can find it.
   That's a huge upside of engage in social media.

   Any tips for monitoring or engaging in social media
   from a crisis communications perspective?


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   The Weight of Words in a Web 2.0                                                                             The power of words is something I have
                                                                                                             recognized, and been committed to, since I got my
   World: New Power Rules, But So Does                                                                       first job.We all know how powerful words can be
   Writing                                                                                                   in the political arena. I need refer only to the
                                                                                                             meteoric rise of Democratic presidential hopeful
   By Robert L. Dilenschneider; Chairman, The                                                                Barack Obama, based to a considerable extent on
   Dilenschneider Group; Author, "Power and                                                                  his mastery of the language, skill as a public
   Influence: The Rules Have Changed"                                                                        speaker and ability to use the kind of verbiage
      In my latest book, I range over a broad                                                                that inspires and mobilizes his listeners. In this
   spectrum of new realities that have significantly                                                         sound–bite era, the politician who can come up
   changed how people—in our profession,                                                                     with the right words and phrases (thanks, usually,
   particularly—gain influence, power, and,                                                                  to a gifted speech writer) takes a big step forward
   ultimately, success.                                                                                      in winning elections and public approval.Think,
      The rules have, indeed, changed, in the 21st                                                           for one small example, of the political mileage that
   century, opening up opportunities that did not                                                            President Bush made from the provocative phrase,
   exist in an earlier time. Simply put, these new                                                           "Axis of Evil," thought up by a speech writer who
   power rules help a professional get ahead and stay                                                        had, in fact, worked in public relations.
   ahead in an increasingly competitive, warp–speed                                                              In an era when words counted even more than
   world.And it is primarily technology, operating in                                                        they do today, no president has ever been more
   an era of globalization, that has revolutionized the                                                      skillful or successful in employing the full glories
   pathways to build, keep, and assure success.                                                              of the English language than Abraham Lincoln. His
      Technology is an area that young people have                                                           speeches are a treasured part of the American
   enthusiastically adopted and many older                                                                   literary heritage. Often, when I pass Cooper Union
   practitioners sometimes approach with                                                                     down in New York's East Village, I think about the
   trepidation and some reluctance—to their                                                                  historic speech he gave in those hallowed halls
   detriment.                                                                                                during the run–up to the Republican convention
                                                                                                             in 1860. Until then, he was relatively unknown.
      Today, embracing technology means using and
                                                                                                             That single speech made him a national figure and
   understanding such power tools as search
                                                                                                             catapulted the silver–tongued lawyer from Illinois
   engines, blogs, iPods, mass Internet postings, all
                                                                                                             into the Republican nomination—and history. ?
   manner of downloads, etc.The vast data bases and
   range of information currently available with a                                                               Unfortunately, in today's business world,
   simple mouse click are truly astonishing.                                                                 effective speech–making is not exactly a high
                                                                                                             priority for selecting a CEO. It should be.The CEO
      Not only is technology a huge time–saver, it has
                                                                                                             is, after all, the public face of a company. He, or
   also become an extraordinary equalizer, leveling
                                                                                                             she, is the person to whom media goes when the
   the playing field in a manner once unimaginable.
                                                                                                             news is bad or good; who conducts analyst
   Of the score of influential individuals in business
                                                                                                             conference calls; who leads the annual meeting;
   and government I interviewed for my book, there
                                                                                                             who is called upon to address employees, public
   was almost unanimous agreement about the
                                                                                                             assemblages, both business and civic, and who
   central importance of the new technologies and
                                                                                                             often gets the nod for video appearances.
   how they have changed the game. Information is,
   indeed, power and the bedrock of critical thinking                                                           At my own firm, ever aware of this reality, we
   and superior creative efforts on behalf of clients.                                                       have always worked with a top–flight
                                                                                                             journalist/media trainer on staff—usually a veteran
      Like all good things, however, nothing in life is
                                                                                                             recruited from one of the major TV networks—to
   an unmixed blessing.There is another less
                                                                                                             work with CEOs of the companies we represent.
   appealing side to this technology revolution—
                                                                                                             They shape messages, improve presentation skill
   especially among younger people.
                                                                                                             and often even provide what we call pay–off
      So many appear to have surprisingly minimal                                                            "words and phrases." I find their work
   writing skills and the ability to think and write                                                         invaluable—and virtually all of the CEOs and other
   critically.This is certainly disheartening for those                                                      high–ranking corporate officers we have trained
   of us in a profession that requires literate,                                                             enthusiastically agree.
   informed, effective communication above all.

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      Robert L. Dilenschneider is chairman and                                                               Reporters are increasingly using the answers
   founder of The Dilenschneider Group, a global                                                             feature in LinkedIn to connect directly with
   corporate strategic counseling and public                                                                 experts.The reporter writes a question and
   relations firm, and the author of "Power and                                                              receives answers directly from relevant sources.
   Influence: The Rules Have Changed."                                                                       They can also search for certain keywords or
                                                                                                             people to comment on a specific industry.
                        This article appeared in
                                                                                                                Reporters prefer this because they feel they're
                     Bulldog Reporter’s Daily ‘Dog.
                                                                                                             receiving unfiltered responses. Communication
                      For more information go to                                                             professionals are increasingly embracing the tactic
                   www.bulldogreporter.com/dailydog.                                                         as well, since it means faster, more relevant access
                                                                                                             for their clients. Of course, there will still be times
                                                                                                             when it's necessary to directly pitch reporters,
   Expand Your Network: How                                                                                  especially those with whom you've built a strong
   LinkedIn Won Over the                                                                                     relationship.
   Communications Professional                                                                                  Here are a few tips to maximize relevant,
                                                                                                             targeted, media exposure on LinkedIn:
   By Shany Seawright, Strategic Communications
   Group                                                                                                       • Add your LinkedIn URL tag to business
                                                                                                             communications including emails signature lines,
      MySpace, Facebook,Twitter, Friendster.These
                                                                                                             published articles, blogs, websites and social
   are the tip of the iceberg when it comes to social
                                                                                                             media sites.
   networking tools.There are hundreds of other
   sites around the globe offering users the                                                                    • Add blog and website links to your LinkedIn
   opportunity to interact with large, small, or even                                                        profile.You want visitors to get a complete picture
   micro–targeted audiences. So why have                                                                     of your interests and expertise.
   communications professionals crowned LinkedIn,                                                               • Never spam someone you don't know with a
   with far fewer users than Facebook or MySpace,                                                            LinkedIn invitation.This should be a trusted
   their social network site of choice? I think it's                                                         network.
   because LinkedIn caters to a professional crowd                                                             The world of social media is expanding and
   without "teeny boppers" invading the site. It's a                                                         opening new doors for the communications
   great tool to facilitate networking with potential                                                        professional. It will be interesting to see what will
   employees, business partners and old colleagues.                                                          be developed next to get your message out the
      What's even more exciting for communications                                                           door to the right audience.
   professionals is the site's transformation to a                                                             Shany Seawright is a director at Strategic
   source for market intelligence. In December,                                                              Communications Group , an award–winning
   LinkedIn announced a partnership with                                                                     public relations and business development firm
   BusinessWeek that allows readers to connect with                                                          based in Silver Spring, Maryland and Tysons
   the people and businesses featured in the stories.                                                        Corner, ?Virginia. She can be reached at
   This convergence of traditional and social media,                                                         sseawright@gotostrategic.com. View Shany's
   as well as the existing LinkedIn features that allow                                                      LinkedIn profile at
   users to conduct surveys and directly connect                                                             http://www.linkedin.com/pub/2/489/b86 .
   with experts, amount to a powerful evolution in
   the communications industry.
                                                                                                             This article appeared on Bulldog Reporter’s
      Still, personal relationships remain                                                                   Daily ’Dog website.
   indispensable in PR. No matter how efficiently a
   tool helps communications professionals do their                                                                             For more information go to
   jobs, in no way does it replace the time and                                                                              www.bulldogreporter.com/dailydog.
   energy needed to cultivate meaningful business
   connections.
      That said, perhaps the most striking change to
   the industry may be the end of communications
   professionals' role as gatekeeper to their client.

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   Post CES Analysis: PR on the Third                                                                        devices than anything or anyone else.The "perfect
                                                                                                             storm" of devices, connectivity and services is on
   Screen—Now’s the Time to Get                                                                              the way—ask any 16 year-old.
   Mobile                                                                                                        2. Why do the media need to think about
                                                                                                             mobility? Because the "always connected" society
   Michael Brewer, Executive Vice President,
                                                                                                             we’re becoming will make "real-time" a true reality
   Consumer Marketing Practice, Brodeur
                                                                                                             and will change the news business.The news
         With the Consumer Electronics Show (CES)                                                            media will figure out the third screen
   behind us, many in tech PR will now allow                                                                 phenomenon sooner than it took them to "get"
   themselves to exhale. For those in the space, you                                                         the Web. But we will walk that very fine line of
   know exactly what I’m talking about. For others,                                                          intrusion as we build those relationships.
   I’ll just say it’s the largest trade show in the                                                              Journalists are already using their mobile
   consumer electronics industry, where all the latest                                                       phones in their daily lives, for work and personal
   gadgets are announced and Bill Gates famously                                                             use. Brodeur recently conducted a survey of
   makes a keynote every year.                                                                               journalists about their use of mobile devices and
         For me, it’s five days of press conferences,                                                        learned that approximately 75 percent of
   breaking news and many, many conversations with                                                           journalists own one or two mobile devices.While
   the media. For journalists, it’s long cab lines, miles                                                    a majority of reporters stay connected with
   of show floor to cover and mountains of stories to                                                        standard mobile phones, nearly a third have "smart
   file. For clients, it’s staying on top of the latest                                                      phones." Even more interesting is how reporters
   news, sales meetings with dealers and smiling for                                                         are using their mobile phones. More than half of
   the camera.When I look around at heads bowed                                                              reporters are text messaging and 43 percent are
   watching V-cast movies or catching up on CNN                                                              browsing the Web.
   news alerts, I can’t help but think that we’re                                                                It is clear journalists use their mobile phones
   missing an opportunity to communicate in                                                                  and are even taking advantage of the features, but
   settings like this—on the third screen. Imagine                                                           will they use it to communicate with PR pros?
   communicating a breaking news alert about your                                                            From our survey, the most surprising (and
   company or product to a beat reporter as he                                                               encouraging) finding was that more than 60
   roams the show floor? Or delivering relevant                                                              percent of reporters would give PR professionals
   news to executives on their mobile device prior                                                           their mobile number. But with this response
   to an important sales meeting?                                                                            comes some qualification like, "only under special
         If you take a look at how the third screen, or                                                      circumstances," "only for logistics at tradeshows"
   mobile phone, is ingrained in our daily lives, you                                                        and "constant phone calls can be annoying."
   must admit we have quickly become a mobile                                                                Clearly, PR professionals must handle this mobile
   society. Ninety-four million households have a                                                            relationship with care.
   third screen—this is even more pervasive than the                                                             But if handled correctly, the opportunities to
   PC, or the second screen, which is in 91 million                                                          share useful content via mobile phones are
   households today.                                                                                         abundant.When asked what kinds of information
         As PR professionals, we’ve taken great care                                                         they would be willing to receive in the future 64
   with communicating on the second screen,                                                                  percent of journalists we surveyed would like to
   jumping into the blogosphere, participating in                                                            get breaking news on their mobiles and more than
   social media and making it a part of our public                                                           50 percent are interested in event
   relations plan. Over the next two years, as more                                                          reminders/directions. Even more specific, 43
   smart phones make their way into consumer (and                                                            percent said they would like alerts on the
   reporter) hands, demand for mobile content will                                                           companies they follow and a surprising 21
   spike.Are we ready to serve? To find out, we need                                                         percent would even accept a pitch.
   to answer a few questions:                                                                                    3. Why do PR people need to think about
      1. Why do companies/clients need to think                                                              mobility? Clearly, because of #1 and #2. PR will
   about mobility? Because, as consumers and                                                                 not only influence how and what content is
   workers, we’ll spend more time with our mobile                                                            delivered, but we will innovate on our own.We

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   need to think responsibly about our constituents                                                          Facebook Smackdown: How to
   and understand the power of delivering messages
   in "snack sized" packages.                                                                                Avoid Getting a Beatdown from
       When considering a mobile PR program, what                                                            Your Customers
   are the possibilities? Perhaps creating a "mobile
                                                                                                             By Sandra Fathi, President, Affect Strategies,
   media list" while at a trade show. Imagine asking
                                                                                                             Contributor, TechAffect
   media to opt in their mobile number at the start
   of the show.While there, you can push a news                                                                 Mark Zuckerberg, founder and CEO of social
   alert that reaches reporters far and wide across                                                          networking site Facebook, recently had to make a
   the show floor.You could even take it one step                                                            public apology to its members for the way the
   further with a link to an audio press conference                                                          company handled the introduction of its
   while on the go.                                                                                          controversial advertising platform, Beacon.
       Or think about creating location-based                                                                   Launched November 6, Beacon was initially
   services for events. Deliver event reminders to                                                           designed to share members’ purchasing
   media via their mobile phone, with links to                                                               information and other activities with their
   directions included.As more and more people buy                                                           Facebook friends.This would give advertisers the
                                                                                                             opportunity to place relevant ads next to the
   phones with features like GPS capabilities, you
                                                                                                             messages. But the social networking site did
   could even provide turn by turn directions with
                                                                                                             something very unsocial: Facebook didn’t ask
   the click of a button.
                                                                                                             members if they wanted to participate (opt-in). It
       As in all new media situations, there are                                                             just automatically enrolled them. Suddenly, all of
   guidelines for mobility and its role in PR. First and                                                     your Facebook friends could see what movie you
   foremost, mobile relationships must be managed                                                            bought tickets for, what book you bought and
   responsibly.And once that reporter opts in,                                                               possibly some activities that you didn’t want
   remember to make the content relevant and                                                                 anyone knowing about, like buying a gift for a
   appropriate for the small screen. Finally, be                                                             friend, or something more nefarious.
   curious and experiment.As PR practitioners, we
                                                                                                                Although there was a feeble attempt to allow
   have an opportunity to shape the future of how                                                            people to opt-out (with messages that disappeared
   we utilize the ubiquitous the third screen.                                                               after a few seconds), essentially Facebook users
       Michael Brewer is EVP of Brodeur’s                                                                    were in a hostage situation.When MoveOn.org
   Consumer Marketing Practice and an expert on                                                              initiated a petition against Beacon that was signed
   communications, consumer technology and                                                                   by 50,000 users, the folks over at Facebook didn’t
   consumer behavior. He has been helping clients                                                            heed the warnings.
   simplify and communicate the complexities of                                                                 In a New York Times article published on
   technology since founding Brodeur's Consumer                                                              November 30 entitled, "Facebook Retreats on
   Tech Practice in 1994. In 2005, he designed a                                                             Online Tracking," Facebook executives called the
   proprietary national survey with Forrester                                                                people who were complaining a "marginal
   Research that studied consumer confusion                                                                  minority." (Since when are customers a marginal
   around the adoption and complexity of                                                                     minority?) Apparently, the cocky executives over
   technology, resulting in the creation of                                                                  at Facebook were convinced that users would
   Brodeur's Consumer Confusion Index.                                                                       accept Beacon over time.
                    This article appeared on                                                                    Chamath Palihapitiya, a vice president at
             Bulldog Reporter’s Daily ’Dog website.                                                          Facebook, boasted in the article, "Whenever we
                                                                                                             innovate and create great new experiences and
                      For more information go to                                                             new features, if they are not well understood at
                   www.bulldogreporter.com/dailydog.                                                         the outset, one thing we need to do is give people
                                                                                                             an opportunity to interact with them.After a
                                                                                                             while, they fall in love with them." (Did he just
                                                                                                             insult Facebook members by saying they don’t
                                                                                                             "understand" the feature—and that they have no
                                                                                                             commitment to their principles? Oh yes, he did.)

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      Worse yet, the same executive explicitly said                                                          when executives let their egos get in the way of
   Facebook would not add a universal opt-out                                                                good business that things go awry. Happy
   feature to Beacon as users had requested.Well, on                                                         customers engender brand loyalty, recurring
   December 5, in a public apology posted on the                                                             revenue and more customers. Companies that are
   company’s blog, Mr. Zuckerberg and his associates                                                         open to learning from their customers often gain
   had to eat a little humble pie and concede that                                                           the most valuable insight and learn to turn
   they did not handle the situation well, and would                                                         customer demands into opportunities for growth
   be offering the member-demanded, universal opt-                                                           and profit.
   out feature, among other concessions.
                                                                                                                                     This article appeared in
     It seems a bit odd that a social networking site                                                                             Bulldog Reporter’s Daily ‘Dog.
   would understand so little about the power of its
   own network.                                                                                                                 For more information go to
                                                                                                                             www.bulldogreporter.com/dailydog.
      So what can we learn? Here are a few quick
   tips on how to stave off a customer revolt when
   you see one percolating.                                                                                  PR and Social Media—Can We Be
      1. The power of one. Even one individual can
   take down an entire company. Don’t be so naïve
                                                                                                             Authentic?
   to ignore the chatter of a few disgruntled                                                                   By Sally Falkow, President, Expansion Plus;
   customers, let alone 50,000.                                                                              Author, The PRoActive Report; Blogger, The
                                                                                                             Leading Edge
      2. Don’t bite the hand that feeds you.
   Customers in most companies help earn revenue.                                                               After rubbing shoulders with the luminaries of
   Don’t insult their intelligence or dismiss their                                                          search, marketing and PR at Search Engines
   concerns. In Facebook’s case, 57 million members                                                          Strategies in Chicago last week, I find myself
   are the only reason that it received a $15 billion                                                        wondering if the PR industry en masse will ever
   valuation from Microsoft.                                                                                 fully embrace social media. Or even if we can.
      3. Anticipate and acknowledge potential                                                                   Seth Godin, marketing maverick and author of
   problems. Before you launch a highly                                                                      Meatball Sundae—Is Your Marketing Out of
   controversial advertising platform, maybe the folks                                                       Sync?, delivered a keynote at SES where he spoke
   in the boardroom should consider, what could                                                              about the 14 trends he believes are changing the
   possibly go wrong? (Ahem, crisis planning                                                                 way we have to do business. I talked to him for
   anyone?)                                                                                                  ten minutes about how these trends affect the
                                                                                                             practice of PR. His view:You have to tell an
     4. Think before you speak (or let any of your
                                                                                                             authentic story. Connect with the influencers who
   executives speak for that matter).This was not a
                                                                                                             can get your story to the right people.The shift in
   sudden storm, but one that had a little time to
                                                                                                             media influence is upon us.The fact that it’s more
   brew.At the first sign of trouble, the CEO should
                                                                                                             important to reach the right audience rather than
   have wrangled the troops and developed a
                                                                                                             a mass audience directly impacts the practice of
   consistent and effective response.
                                                                                                             PR.
      5. Man up. Take responsibility. If you are going
                                                                                                                There are documented cases of blog posts
   to apologize, do it right. Come straight out and
                                                                                                             creating a storm of positive or negative content
   admit that you have done something wrong.There
                                                                                                             about a company, product or activity.The ROI
   is nothing more disarming to an adversary than an
                                                                                                             from social media (when it’s done right) is way
   apology given in earnest.
                                                                                                             better than any mainstream media could deliver.
      6. Take action. Although you can't please
                                                                                                                Yet when I blogged about his views on how
   everyone, surely there are steps that you can take
                                                                                                             these trends affect PR, one of my readers
   that address some of the concerns, if not all of the
                                                                                                             disagreed strongly and said that although he
   concerns of your constituents. Demonstrating that
                                                                                                             regards Seth as brilliant, his remarks about how PR
   you are taking steps in the right direction or
                                                                                                             should embrace social media were among his less
   providing some concessions are a sign of good
                                                                                                             brilliant observations.
   faith and can help restore consumer trust.
                                                                                                                Todd Parsons, a founder of BuzzLogic (a tool for
        Most of these concepts are common sense. It’s

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   tracking online conversations), spoke on the                                                              to get out a story that was worthy of acceptance
   Actionable Social Media panel at SES and gave                                                             based on the facts.That sounds like good PR to
   some sobering stats:                                                                                      me.
     • Sixty-five million Americans read blogs every                                                           Corporate speak and PR spin has gone to the
   day.?                                                                                                     dark side at times. Our history is littered with
     • Sixty percent of them do it explicitly to get                                                         those case studies.We have been referred to as
   an opinion about something.?                                                                              The Sultans of Sleaze. Does that mean it’s the right
                                                                                                             way to do it? A post in Valleywag speaks to the
      • Sixty-five percent of "power shoppers" spend                                                         publics’ view on being "sold" while in a
   at least ten minutes prior to purchase seeking out                                                        conversation: "Our fascination with social
   opinions posted online by people "just like them."                                                        networks has spawned a new breed of marketers
     ?• There are now 3.5 billion brand related                                                              hoping to sucker us in with social media."
   conversations each day. (Still think the online                                                              There are many ways to get this wrong.Target
   conversation is a bunch of baloney?)                                                                      just found out the hard way. But there are ways to
      Linking is the interface that makes all this work,                                                     do it right. Dell is a perfect example.They’ve gone
   says Parsons. How do you foster these all-                                                                from zero to hero in the past two years. Even their
   important links? Authentic engagement and great                                                           biggest detractor, Jeff Jarvis—the
   content.There’s that word again.                                                                          blogger/journalist who started the Dell Hell
      Jim Sinkinson’s recent op-ed in this very space                                                        debacle—has planted what he refers to as "a wet
   looked at the need to be engaged and authentic.                                                           kiss" on Dell for embracing Web 2.0 and
   Strumpette said he’s talking bull and pooping in                                                          interacting with their customers online.
   the house. PR is never authentic. It’s our job not to                                                        Eight years ago,The ClueTrain Manifesto said
   be authentic.                                                                                             markets are conversations. People don’t want to
      I had the chance to talk with Brian Connolly                                                           have our messages shoved down their throats
   while I was in Chicago and he asked why a dyed-                                                           anymore.They are open to getting information
   in-the-wool PR person like me was speaking at a                                                           about our products and services, but they want it
   search conference. I said I was there because I                                                           in a different way.And they don’t want lies.
   believe that search and social media are important                                                           They’re looking to a different set of influencers.
   to PR.And he agreed. However, his view is that                                                            They have the power of voice and they’re telling
   our job is not to be authentic; instead, it is to                                                         us loud and clear that one-way mass
   influence.The purpose of PR is to influence                                                               communication and messaging is not what they
   public opinion, says Brian.Always has been, always                                                        respond to anymore.They want us to be authentic
   will be. Does being authentic and really listening                                                        in our communication and be willing to listen to
   to what your customers are saying mean you’re no                                                          their feedback.
   longer able to influence the conversation?                                                                   Who better to engage with them this way than
     Let’s take a look at the definition of this word,                                                       professional communicators? Listening to the
   authentic:                                                                                                conversations and communicating authentic
      • Worthy of acceptance or belief as conforming                                                         stories based on the truth is what good PR should
   to or based on fact.?                                                                                     be about.
        • Not false or imitation                                                                                Sally Falkow is president of Expansion Plus,
                                                                                                             co-developer of PRESSfeed and author of The
      Way back, when the first press release was put
                                                                                                             PRoActive Report. She is a senior fellow of the
   out to "manage" a railroad accident, the intention
                                                                                                             Society for New Communication Research, and
   was certainly to minimize the damage to the
                                                                                                             speaks at industry conferences and corporate
   railroad company and influence the perceptions
                                                                                                             training sessions on how technology affects the
   of the public.That early PR person did counsel the
                                                                                                             practice of PR.
   executives on how to speak to the media. His
   advice was that they should talk to the media and                                                                                 This article appeared in
   let people know what they were doing to handle                                                                                 Bulldog Reporter’s Daily ‘Dog.
   the crisis. Does that mean he twisted the facts? Or
                                                                                                                                For more information go to
   blatantly lied? Perhaps. But perhaps he was trying
                                                                                                                             www.bulldogreporter.com/dailydog.

ATTENTION: It is unlawful to copy or electronically redistribute this page without express written permission from Bulldog Reporter.                         ARIL 16, 2008   18
   Memo to Management: It's Time to                                                                          account executives, this means a fast way to
                                                                                                             interact with the client's key audience by
   Revisit the Benefits of Blogs—and                                                                         providing news, joining online discussion and
   Harness the Power of Social                                                                               receiving feedback.This two-way communication
                                                                                                             is essential in that it provides a relaxed
   Networking Made Simple                                                                                    environment for target groups to make evaluations
      By Dave Livingston, Chief Technology Officer,                                                          in an informal, conversational manner directly
   Brainband Technology Services                                                                             with your client. Unlike an intranet or extranet,
      In an industry evaluated solely on results, it's                                                       the advantage of a blog is that individuals can
   easy to stick with traditional methods of public                                                          comment on blog posts, voicing their opinions
   relations, but today more than ever, there is a need                                                      directly on the site without going through a
   for practitioners to turn their attention toward the                                                      webmaster or administrator. PR professionals can
   Internet and take advantage of social networking. I                                                       engage a larger number of individuals through a
   can remember back when companies wondered                                                                 blog without limiting who participates, forming a
   whether or not they should have a presence on                                                             more personal relationship for clients and their
   the Web. Ultimately, the answer was yes, and the                                                          consumers.
   early adopters had the jump on their competitors.                                                            3. Generate interest. Get the public talking
      The same strategic gain can be achieved by PR                                                          about your client. Blogging is a resourceful way to
   firms who utilize innovative technologies to                                                              gain your client global exposure, and allows easy
   connect clients with their target audiences. Blogs,                                                       access to information at any time of day.The
   in particular, provide excellent connections for                                                          public can log on, read the latest updates about
   any user. Essentially, blogs are virtual communities                                                      future products and plans, and comment directly
   that are fueled by the public through comments                                                            on the site. Public relations professionals should
   and two-way conversation, making it an ideal                                                              read these responses carefully, and adjust their
   outlet for building awareness of a client.As an                                                           strategy accordingly. More important, a blog can
   easy and affordable venue of social networking,                                                           generate high visitor traffic to your client's
   blogs allow public relations professionals to:                                                            website, as well as gain a high ranking within
                                                                                                             Internet search engines like Yahoo! and Google.
      1. Position the client as an expert. By using a                                                        Search engines escalate sites that are updated
   blog, clients can establish themselves as the                                                             often, as well as ones that link to other sites or
   thought leaders in their fields and position their                                                        contain inbound links.This means that individuals
   company as a reliable source in the industry.                                                             searching for information relating to a business or
   Public relations executives can publish a client's                                                        product have a higher chance of seeing a
   latest news and provide an easy way for readers to                                                        company with a blog before any others.
   find what they want through automatic archiving
   and searching features. For example, innovative                                                               4. Strengthen media relations. Blogs publicize
   uses of RSS feeds found in software like                                                                  a client by acting as an online newsroom.The
   Blogfusion allow users to receive RSS updates by                                                          result is straightforward communication without
   individual posts, a community or category, and                                                            the stress of distributing information to endless
   even specific keywords. PR professionals can also                                                         lists of contacts. Public relations executives can
   use a blog to drive the conversation about a                                                              make it easy for interested media members to find
   client's products or services, and keeping it                                                             what they need by compiling client press releases
   updated and well-written can help create a                                                                and updates in one central location. Blogs provide
   following of devoted readers and potentially loyal                                                        the opportunity for account executives to post
   customers. In addition, a credible blog helps to                                                          unique releases written in a more personal voice,
   promote a client's reputation of being transparent                                                        distancing their client from traditional blanket
   and trustworthy.                                                                                          copy that the media might overlook.Also,
                                                                                                             correcting mistakes and typos is as easy as logging
      2. Reach a client's target market. The public is                                                       in and modifying past posts, eliminating the need
   intelligent and cyber-savvy. Blogs provide them                                                           to send out hundreds of personalized corrections.
   with a smart and convenient forum to become                                                               Continually updating a blog and publishing
   informed about your client and to talk about                                                              current information will promote the client and
   important issues, all at the touch of a button. For                                                       build credibility with the media. Since anyone can

ATTENTION: It is unlawful to copy or electronically redistribute this page without express written permission from Bulldog Reporter.               ARIL 16, 2008   19
   view and "subscribe" to a blog, PR professionals                                                          decades, but there's still plenty of resistance. In
   will also be able to form media connections and                                                           my presentations to and engagements with PR
   important industry relationships with blog                                                                groups and companies around the country, I hear
   visitors. Publishing a blog takes the guesswork out                                                       the same objections come up repeatedly. Here are
   of deciding who should receive news and puts it                                                           the five dumbest reasons I hear for continued
   directly into the hands of those seeking                                                                  inaction:
   information about your client.                                                                               1. "We don't have the time/people/money." Ah,
      Establishing clients as experts, communicating                                                         but you do have the resources to invest in
   with the public, promoting news and forming                                                               activities that are showing declining returns and
   strong relationships with the media are important                                                         decreasing overall effectiveness.This is an excuse
   ways in which public relations professionals can                                                          for failing to learn about the one area of media
   use blogs to incorporate social networking.As an                                                          that's actually growing.
   affordable and time-efficient way to stimulate                                                                Sure, most agencies and corporate PR
   publicity for clients, blogs can influence an                                                             departments don't have the wherewithal to mount
   audience and provide valuable solutions as an                                                             full-press social media campaigns, but the cost of
   effective public relations tool. So why aren't more                                                       listening to the conversation and learning best
   in public relations using them?                                                                           practices is trivial. Identify a young staff member
      Dave Livingston, co-founder and chief                                                                  (they already get this stuff) and put him or her on
   technology officer of Brainband Technology                                                                a project to monitor and report on online buzz
   Services, is an experienced professional who                                                              about a client. Share the results with your client
   brings a strong background in all areas of                                                                and your agency; you'll probably be surprised to
   Information Technology. In his position at                                                                learn about the opportunities both are missing.
   Brainband, he is responsible for the                                                                      Spend an hour with Technorati, Podcast Alley and
   management of the company's production team,                                                              Facebook and learn what all the fuss is about. Pick
   networks, servers and infrastructure, as well as                                                          up one of the many books on this topic.The cost
   the development of technology including                                                                   of becoming informed is trivial.
   Blogfusion, blog software that builds                                                                        2. "The ROI is unclear." Do you mean "return
   communities around a central theme,                                                                       on investment" or "risk of inaction?" Because the
   congregating multiple blogs on one site.                                                                  consequences of the latter are very clear.There
                          This article appeared in                                                           are two factors in the ROI equation, so don't
                       Bulldog Reporter’s Daily ‘Dog.                                                        forget the "I." The cost of starting your own blog
                                                                                                             or creating a special interest group on Flickr is $0.
                      For more information go to                                                             If you don't get much in return, so be it.At the
                   www.bulldogreporter.com/dailydog.                                                         very least, you'll learn something valuable to use
                                                                                                             next time.
   Five Stupid Reasons to Avoid                                                                                 By the way, the ROI is becoming clearer.A
                                                                                                             survey of 260 senior marketing PR and marcom
   Social Media                                                                                              professionals by the Society for New
   By Paul Gillen, Social Media Consultant and                                                               Communications Research found that two-thirds
   Author                                                                                                    plan to increase spending on social media during
      Human beings basically abhor change. Like the                                                          the next 12 months and 81% expect to spend at
   proverbial frog in the slowly heated pan of water,                                                        least as much on social media marketing as on
   we tend to stay put until we cook. But for PR                                                             traditional marketing in five years. Someone is
   pros, now's the time to jump.                                                                             figuring this out.
      The new breed of online social media tools—                                                               3. "It's not our job: the task is to up to
   blogs, podcasts, social networks and the like—will                                                        marketing/product management/customer
   change the public relations world forever.These                                                           support." Do you really want them to have all the
   personal publishing platforms aren't going away,                                                          fun? If you agree with the many thought leaders
   and PR professionals can either get in front of the                                                       who say that conversations are the future of
   oncoming train or wait for it to flatten them.                                                            marketing, then why would you not want to lead
      This is the biggest opportunity to hit PR in                                                           that charge? The most important people in any

ATTENTION: It is unlawful to copy or electronically redistribute this page without express written permission from Bulldog Reporter.                ARIL 16, 2008   20
   business are those who own the relationship with                                                                                  This article appeared in
   customers. PR has traditionally toiled on the                                                                                  Bulldog Reporter’s Daily ‘Dog.
   sidelines, working the channels that influence
                                                                                                                                For more information go to
   markets.You now have a chance to step out front
                                                                                                                             www.bulldogreporter.com/dailydog.
   and engage with customers directly.What's the
   possible downside of that?
       4. "We're afraid of negativity." If your products                                                     Stakeholder Networking: The PR
   suck and your customers hate you, you probably
   have good reason. However, most successful                                                                Response to Social Networking
   businesses have good products and fairly happy                                                            By Andy Church, VP Marketing and Product
   customers, so it's unlikely they'll have much of a                                                        Management, dna 13
   problem. Research has shown that active bloggers                                                             Today, thousands of external stakeholder
   are six times more likely to write positively about                                                       networks are forming inside Facebook and
   brands and products as they are to write                                                                  MySpace to name a few locations online. People
   negatively.And even if there is negativity building,                                                      are quickly connecting, ranting or raving about
   wouldn't you rather find out now than wait until                                                          your brand.These people are generating an
   it turns up in The Wall Street Journal?                                                                   exponential amount of stories that can quickly
      The number of companies that have been                                                                 become good or bad news.Within Facebook, for
   victims of social media attacks is actually rather                                                        example, both BMW and the GOP have well over
   small. In fact, one of the most downtrodden                                                               five hundred groups that are talking about their
   victims of the last two years, Dell Computer, is                                                          experiences, impressions and perspectives.
   now one of the biggest advocates of social media                                                          Filmmaker Michael Moore's 2007 movie, "Sicko,"
   marketing.That's because it decided to listen to                                                          has generated over three hundred groups and
   what people were saying and discovered that it                                                            related events.
   had stumbled upon the greatest focus group in                                                                What new tools have emerged to manage end-
   the world. Negativity can lead to constructive                                                            to-end communications within large, established
   change, which is good for business.                                                                       brands? What application keeps the right set of
      5. "It's the Wild West out there: we don't know                                                        spokespeople, subject matter experts and
   whom to trust." Customers certainly know whom                                                             executives aligned and effectively synchronized?
   to trust, and it isn't marketers or the media.                                                            How does one effectively manage
   Increasingly, they trust each other.The 2006                                                              communications, reputation and brand when
   Edelman Trust Barometer found that 68% of                                                                 today's external communications tools are
   people said they trust peers for product                                                                  fundamentally changing? Let's face it: If desktop
   recommendations, and that's triple the percentage                                                         email and file attachments are optimal tools, why
   of three years earlier. Meanwhile, consumer faith                                                         are social networks forming in the first place?
   in media is at an all-time low.                                                                           Why is the very nature of communications
       You can bet that one reason for people's                                                              changing very rapidly outside our corporate
   increasing faith in peer recommendation is that                                                           firewalls? Ask your nephew or niece if they still
   it's now easier than ever to talk to peers.The                                                            use email.You may as well ask them if they wind
   reality is that the social media world is organizing                                                      their watch or have a record player.
   itself quickly and efficiently. People who mislead                                                           Inside corporations today, salespeople have
   and trash talk are weeded out by the community.                                                           Customer Relationship Management (CRM)
   Those who offer valuable information are                                                                  systems, while finance people have ERP
   rewarded with links and traffic.True, nearly                                                              (Enterprise Resource Planning) systems. For some
   everyone has an agenda, but no one generates                                                              bizarre reason, the old adage, "talk is cheap" still
   much influence by lying. Believe me, it's safe to                                                         reigns when it comes to managing corporate
   get involved.                                                                                             issues and PR campaigns alongside legal,
        Ready to jump?                                                                                       government relations, human resources, finance,
                                                                                                             operations and product teams.We all suffer
     Paul Gillin is a writer, social media                                                                   through common ailments such as "Email
   consultant and author of "The New Influencers:                                                            Overloadus, Document Versionitis, Date Conflictus
   A Marketer's Guide to the New Social Media."

ATTENTION: It is unlawful to copy or electronically redistribute this page without express written permission from Bulldog Reporter.                         ARIL 16, 2008   21
   and Call Log Invisibilitus" when it comes to                                                              vested interest in the topic at hand. Sensitive or
   managing interactions with internal and external                                                          privileged topics are simply limited to need to
   stakeholders. Our email in-boxes are overloaded                                                           know employees. It brings communications
   with too many urgent drafts to approve, FYIs, stale                                                       management, media and Internet monitoring and
   document attachments, proposed calendar dates,                                                            measurement into a unified, subject-driven
   forgotten media clips and expert commentary. I                                                            collaborative set of business flows.
   am hard pressed to recall any PR person boast                                                                As a PR professional, you may very well be
   they have all-in-one access to relevant information                                                       asking, "Why should I push for stakeholder
   and tools when they are needed, regardless of                                                             networking? Why should I look beyond a media
   where they are in the world. Corporate email,                                                             directory portal, and think about all-in-one
   desktop software and disjointed portals do not                                                            communications management and stakeholder
   deliver a unified experience that brings relevant                                                         networking?"
   and accurate content, events and follow-up actions
   into the appropriate context.                                                                                Answer:The past twelve months have brought
                                                                                                             dramatic change to how external parties are
      Across any large organization, there are                                                               communicating. Defending and extending your
   specialists and subject matter experts that are                                                           brand means getting more of your key
   constantly monitoring the internal and external                                                           stakeholders on the same page with corporate
   environment, commenting on media coverage and                                                             communications much sooner. By centralizing
   formulating opinions around the underlying                                                                topics and bringing subject matter experts into
   positioning they should be prepared to take. So                                                           the entire communications life cycle, public
   why are we not leveraging these views, opinions                                                           relations can get early visibility into emerging
   and sources of background information                                                                     campaigns or issues, upcoming key milestones
   throughout the communications life cycle? The                                                             and important background information. Earlier
   simple fact is, we can't. Something has got to give!                                                      access to this critical information makes for more
     Now is the time to centralize and manage                                                                coordinated and professional communications. It
   topics, campaigns and issues just like invoices,                                                          ultimately means better corporate governance and
   purchase orders and credit statements. Business                                                           reputation management.
   communicators, subject matter experts and                                                                    PR people are witnessing tremendous change
   executives need an all-in-one, topic-driven                                                               in how stories are being shaped over the Internet.
   application that pulls relevant users into the                                                            We are all painfully aware of how much of a
   communications life cycle as they are required.                                                           challenge it is to juggle the right people, email
        Enter the concept "stakeholder networking."                                                          threads, file attachments and calendars
      Like social networking software, stakeholder                                                           synchronized as events unfold.Today's
   networking uses a permission-based model that                                                             communications executives should consider
   brings the right set of internal stakeholders and                                                         taking a leadership role in redefining the
   external advisers into a topic. It starts with subject                                                    communications and stakeholder management
   matter experts that track competitors, issues or                                                          process inside large, established brands.
   new trends that can be exploited or will need to                                                             Andy Church is the VP of marketing and
   be defended from a communications perspective.                                                            product management at communications and
   It could be a corporate issue, upcoming product                                                           stakeholder management software provider
   launch or government relations agenda. Subject                                                            dna13.
   matter experts, key managers and executives can
   access or offer expert commentary and key                                                                                         This article appeared in
   information related to media mentions, external                                                                                Bulldog Reporter’s Daily ‘Dog.
   blog posts and company positioning using this
                                                                                                                                For more information go to
   application.                                                                                                              www.bulldogreporter.com/dailydog.
      What's more, an application such as this
   centralizes the topic background information,
   discussion threads, key emails, positioning
   updates, backgrounder files, media clips and call
   log notes for a broader base of users that have a

ATTENTION: It is unlawful to copy or electronically redistribute this page without express written permission from Bulldog Reporter.                         ARIL 16, 2008   22
Appendix
To view Brian Solis' value added materials, please click the following link:
http://www.briansolis.com/2008/04/will-real-social-media-expert-
please.html
Social(izing
Media)
Crafting a
Powerful,
Effective
Social Media
Strategy
by Brian Solis, FutureWorks and PR2.0
www.future-works.com, www.briansolis.com
"We are the
people
formerly
known as the
audience."
   Jay Rosen
What is Social
Media?
Short Version
• Anything that uses the internet to
  facilitate conversations

Longer Version
• Social Media is the democratizatio
  nof information, transforming peopl
  e from content readers into content
  publishers. It is the shift from a
  broadcast mechanism to a many-t
  o-many model, rooted in
  conversations between authors,
  people, and peers.
Social Media, Social
Media Marketing,
WOMM

• Social Media facilitates
  conversations online
• Conversational Marketing
  aka Social Media Marketing
  is the use of Social tools
  to interact with people
• WOMM may or may not be
  transparent
• Neither are rooted in
  broadcast, one-way
  streams or blasts
Social Media is
About Sociology
Not Technology
• Social Media marketing starts with
  the observations of human behavior
  and interaction within online
  communities
• It’s not about technology or the tool
  s
   – Technology simply provides the
     tools to facilitate conversations
     online
• Humanize your story by matching it
  to the culture and the people driving
  the communities you’re trying to
  reach
   – What matters to them?
   – How do they talk to each other?
Who’s Responsible
for Participating?

• It requires a champion but,
  it’s everyone’s responsibility
• Conversations occur
  everywhere, across a variety
  of topics that usually
  correlate to specific
  marketing disciplines and
  customer services
• You
Where Do We
Start?

• It all starts with observing
  and listening
• Who are the people who
  can benefit from what
  you’re offering and why?
• What are the tools and
  services they use to
  communicate with each
  other?
• Learn their language
• Give them what they want
Answer These
Questions
• Who are you?
• Why are you interested in
  participating in Social Media?
• What are your intentions?
• What value do you bring to
  the conversation?
• How will you measure
  success?
• Why should you get invited to
  the party?
• What do you do if people
  aren’t your biggest fans?
How do we
participate?
• ID ways to deliver value
• Participate as a person and
  not a marketer
• It’s about conversations, not
  messages
• Cultivate relationships
• You’re speaking with people
  not audiences
• Humanize the story
• Be a resource, not a sales
  person
• Go “native” - become part of
  the community
What Not To Do


• Create profiles and expect
  a friending frenzy
• Start a blog and hope for
  incredible traffic and links
• Participate with irrelevant
  updates
• Jump in and start pushing
  messages or schilling
• SPAM
• Fake it
How Do We Listen?

• It starts with having an idea
  of who your customers are
  and where they go for
  information
• Key words
   – Products & Company
   – Competitors
• Don’t forget relationships in
  the real world
• Pay attention to
  the culture of
  each
  community
Charting a Social Map
What resources are
required to
participate?
How much does it
cost?
                                  Number of average relevant
• Based on the research           conversations per day per community
  results, you can measure
  the average frequency of        Multiplied by the quantity of relevant
                                  communities
  relevant conversations,
  identify the more active hubs   Multiplied by ~20 (minutes required to
  and communities and the         research and respond and also monitor
                                  for additional responses), variable +/-
  context of the conversations
  in order to determine time      Divided by 60 (minutes)
  and resources required
                                  Equals the amount of time required and
                                  in turn, the necessary resources
Conversational
Marketing is Not
Campaign-Driven
•   It requires daily participation
•   It’s much more than “viral
    videos” or blog strategies
•   Campaigns complement
    day-to-day conversations
Examples
•   There’s certainly more chatter
    than examples
•   Dell Hell
•   Cold Stone – video + myspace
•   Gary Vaynerchuck and Wine
    Library TV
•   Jonathan Maberry, Ghost Road
    Blues
•   SkullCandy
What’s the value
vs. ROI?
•   Why are customer service
    managers still trying to reduce the
    time and costs it takes to help people
    ?
•   What’s the value of your real world
    friends?
•   How do determine the ROI of your
    relationships?
•   Are we missing opportunities to create
    an enthusiastic and active surrogate
    sales force because we don’t have th
    eanswers?
•   Set metrics at the beginning
     –   URLs
     –   Traffic
     –   Downloads
     –   Registrations
     –   Interaction
•   Measure as you go
Respect the
communities
and they will
respect you.

Companies will earn the
relationships they deserve
Resources to Help You

FutureWorks PR - www.future-works.com

SocialMediaClub.com

AllTop - http://socialmedia.alltop.com/

Social Media Today -
  www.socialmediatoday.com

Society for New Communications
  Research – www.sncr.org

PR2.0 – www.briansolis.com

Now is Gone – www.nowisgone.com
We All Agree
The Communications
Landscape is Changing
New Technologies Are Emerging Daily
Consumers Are Focused on a
New Imperative
   Create   Socialize   Share




   Search   Mobilize    Simplify
OUR PRIMARY RESEARCH
SUGGESTS NOT JUST ONLINE
TECHNOLOGIES BUT
SCREENS WILL CONTINUE TO
GROW IN POWER ACROSS
ALL DEMOGRAPHICS
Survey Says!
First of Many Proprietary Research Reports
                         The Screening of
                         America
                         •   Looked at 3 key
                             demographics and their
                             screen usage patterns
                         •   Share of Influence - which
                             screen do you trust the
                             most
                         •   Share of Screen - what is
                             the amount of time you
                             interact with each screen
Moms are “Pro-Creative”
Moms are into digital scrapbooking
and content creation, creating and
enjoying others’ work.
Oh the games
boomers play…on
multi-screens every
day
Boomers are gaming everywhere
they are and everywhere they go.
And the when they’re going they get
gaming, judging from the use of
handheld devices.
Our screen test reveals:
With screen profusion, comes screen fusion
MARKETERS NEED TO FOLLOW THE LEAD OF CONSUMERS

We’re communicating, creating and being entertained
– sometimes all at once
HIGH-IMPACT CAMPAIGNS WILL DELIVER ON ALL THREE

Screen-power is demographic-agnostic
MULTI-SCREEN LIVING TOUCHES AND DRIVES THE WAY
EACH OF US LIVES
Take hold of your message like never
before. At the epicenter of today's digital
lifestyle.

With dynamic content that entertains and rallies. That
encourages talk back and pass along. That grabs attention
where it counts most. Across the displays and devices —the
pervasive screens—we can’t live without.


Let screengrab show you how.
   Approach and Focus

                            Approach

                        Proprietary Research        Integrated
Landscape Analysis
                            and Indices            Measurement

                        Our Focus Areas
                      Branded        Interactive     Emerging
   Online
                     Online PR     Development        Media &
  Outreach
                       Tools       and Marketing    Technologies


                          Think Tank
    Approach

Landscape Analysis           Proprietary Research          Integrated
                                 and Indices              Measurement
                                                          Dynamic Scorecard



             Competitive
             Benchmarking
             & Site Review



                             Tracks 3 key demographics
                             and their screen usage
                             patterns. Provides insight
Online
              Search and     into share of screen and
Discussion
Analysis      User Tasks     screen influence
     Focus

                         Branded            Interactive          Emerging
    Online
                        Online PR         Development             Media &
   Outreach
                          Tools           and Marketing         Technologies
• Online Media        • Corporate Press   • Corporate, Brand,   • Cell Phone
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    ‘RELATING TO THE PUBLIC’
    THE EVOLVING ROLE OF PUBLIC RELATIONS IN THE AGE OF SOCIAL MEDIA

    BY PAUL M. RAND AND GIOVANNI RODRIGUEZ,
    ON BEHALF OF THE COUNCIL OF PUBLIC RELATIONS FIRMS




              It is change, continuing change, inevitable change,
              that is the dominant factor in society today. — ISAAC ASIMOV

    The late science-fiction author perhaps best described what dominates society and certainly communications
    today: continuous change. Within the communication landscape, social media – blogs, wikis, podcasts, social-
    networking sites and the like – have sparked profound change in the media, publishing and marketing
    industries. Public relations, with its focus on building dialogue and “relationships,” can and must play a
    critical role in helping today’s organizations succeed in this new world of communication. In this paper, we
    explore and examine how social media have introduced and encouraged change in internal public relations
    departments and public relations agencies in the United States, with a special focus on member agencies at
    the Council of Public Relations Firms (Council), the sponsor of this project.


    Why does this matter? For one thing, the emerging media will continue to define and shape our profession,
    our industries and our jobs. For another, these new media will impact how organizations and their brands
    ultimately communicate with their various constituencies. The public relations industry finds itself at an
    historic juncture. It always has been about social influence – i.e., “relating to the public.” Now that the rules
    of social influence are gaining precedence over other approaches, public relations looms larger than ever.
    Working collectively, internal public relations departments and agencies can better serve their organizations
    while resetting the mandate and direction for an entire industry.


    Now is the time to take the path that envelops traditional and new media. Every marketing and
    communications discipline is heading there in some way. So the big question becomes: How much influence
    will public relations wield as other marketing disciplines rethink their own mandates and retool themselves for
    the new world?



1
    METHODOLOGY
    For this paper, we interviewed top communicators at leading companies and at major public relations
    agencies. We asked them questions ranging from what new media tools they employ to what issues they
    expect will influence corporate communications and public relations agencies over the next five years. We
    also analyzed opinion polls from communicators about their use of social media tools.


    THE QUESTIONS
    1. What new media tools are you employing on behalf of your company or clients?

    2. What issues/trends do you see impacting corporate communications, primarily in the next five years?

    3. What issues/trends do you see impacting agencies, primarily in the next five years?

    4. Is there confusion about the roles and responsibilities of the different marketing and
       communications providers?

    5. Have you run into ad agencies or other marketing providers delivering services now that would have been
       considered PR services in the past?

    6. What skills do you believe PR practitioners will need to master in the next five years?

    7. For agencies, do you believe your business model and revenue mix will be different in the next five years
       than it is today? If so, how?

    8. Are your clients or senior executives already embracing new or social media?

    9. What advantages do you believe PR practitioners have over other strategic marketing disciplines in
       managing social influence? What disadvantages?


    THE PEOPLE INTERVIEWED
    1. Peter Debreceny, former vice president of corporate relations, Allstate Insurance Co.

    2. Barbara Bates, principal and co-founder, Eastwick Communications.

    3. Mike Fernandez, vice president of public affairs, State Farm Insurance Co.

    4. Aedhmar Hynes, chief executive officer, Text 100.

    5. Christopher Kircher, vice president of corporate communications, ConAgra Foods, Inc.

    6. Myrto Lazopoulou, director of user experience; as well as other practitioners, at
       Dresdner Kleinwort Wasserstein.

    7. Mike Prosceno, VP of Marketplace Communications and Social Media at SAP.

    8. Nicholas Scibetta, senior vice president and global director, Communications and
       Media Strategy Network, Ketchum.

    9. Lyann Bradley, senior vice president, Waggener Edstrom Worldwide.
2
    SNAPSHOT OF THE SURVEY FINDINGS
    ●   The respondents are using a variety of tools, especially blogs, podcasts and wikis.

    ●   In the next five years, respondents see four themes impacting corporate communications:

        >   Information and influence coming from new sources. Communicators must address and
            embrace these changes to be truly effective.

        >   Corporations and marketers are not in control any longer and must recognize that soon, the
            world’s most respected and valued brands may be those least “controlled” by their owners.

        >   The disciplines that comprise corporate communications are converging. Public relations
            firms, online marketers, advertising agencies and even web-design firms are taking on aspects
            of one another.

        >   Corporate communicators must build trust with audiences through more authentic information
            and greater transparency to overcome the flattening effect of the Internet and skeptical audiences.

    ●   Within public relations agencies, trends in the next five years mirror those for corporate communicators
        with some differentiation:

        >   Focusing on developing more sophisticated online measurement capabilities that provide
            deeper insights into consumer behavior, as well as mechanisms that demonstrate the impact of
            campaigns to support strategic business goals.

        >   Conducting their businesses in an ethical and transparent manner that is beyond reproach,
            and advising their clients to do likewise.

        >   Identifying, developing and offering new tools and technologies, and evaluating their
            potential for clients as “keepers of the content.”

        >   Hiring PR practitioners who counter “traditional” public relations skill sets while also
            emphasizing core writing, research and journalistic skills.

        >   Finding ways to pull relationships together, especially since more competitors are stepping into
            the traditional PR agency space.

    ●   As the lines blur between communications media, public relations practitioners must do a much better
        job defining their role and value. Questions remain: Should public relations agencies do “everything?”
        Should they serve more as an integrator across disciplines? Should public relations opt to encompass
        anything used to drive conversations?

    ●   The current communication landscape has become like the “wild west” as advertising agencies and
        other marketing providers deliver services that, in the past, have been the domain of the public
        relations industry.



3
    ●   Public relations practitioners are also increasingly morphing to embrace a number of non-traditional
        public relations activities.

    ●   The integrated-marketing approach that several public relations agencies are pursuing raises concerns
        that it could reduce the overall effectiveness of a client’s communications effort. Many PR agencies may
        lack the specialized expertise in certain areas. Regardless, PR agencies must emerge as trusted advisors to
        clients in those areas or other disciplines will likely fill the vacuum.

    ●   As for future skills, social media must become part of the way public relations practitioners do business or
        they will become obsolete. The best firms are balancing the emphasis on social media with expertise in
        content so they can deliver the right message to the right audience over the right medium. As in the past,
        the best practitioners will know their clients’ businesses and products intimately, enabling them to provide
        strategic counsel that is situation- and audience-appropriate.

    ●   To command a better place in the new marketing mix, public relations practitioners should strive to
        become more adept at business strategy, and become more quantitative and measurement-oriented.

    ●   The ability to think creatively has always been a core public relations skill, but it will take on even
        greater significance with digital communications and – especially – visual storytelling. Practitioners are
        breathing life into clients’ brands through interactive and visual means, and in other ways that engage
        key audiences.

    ●   As for agency business models and revenue mix:

        >   Hybrid compensation models are likely to develop that are more closely tied to audience
            engagement than hourly revenue. This new model would be based partly on an hourly basis, on
            project deliverables, and measurable outcomes. Clients often are measured and compensated this
            way in their own businesses, so metrics will become increasingly important and sophisticated within
            public relations.

        >   A cyclical situation may arise as clients decide to pull some social media activities in-house
            (figuring it will be less expensive and “easier” to do there) and then returning these activities to
            external agencies when they realize they may not have the resident resources and skills to do
            everything effectively.

    ●   Clients and their senior executives are embracing social media, although the approach remains fairly
        conservative and a bit of “waiting on the sidelines” persists; the extent of that adoption depends on a
        number of factors:

        >   Clients that target traditional business decision makers continue to focus predominantly on
            traditional media outlets, although bloggers are included in that definition, increasingly.




4
        >   Clients are turning more enthusiastically to social media if they target audiences comprised of
            Generation Y members (born between 1977-1994) who grew up with the Internet or if they are in
            businesses that use the Internet to reach their audiences.

        >   Fears persist about the legal and ethical implications of social media projects as executives worry
            about inappropriate financial disclosures, violations of company policy or government regulations,
            and disclosure of product roadmaps or trade secrets.

    ●   Public relations practitioners enjoy some advantages over other marketing disciplines in managing
        social influence:

        >   Public relations is seen as a more creative and progressive voice in marketing and communications,
            along with advertising.

        >   The discipline has always been multidimensional, using various platforms (e.g., media outreach,
            special events, grassroots activities, influencer programs) so the practitioners are comfortable with
            using more than a hammer to hit a nail.

        >   Traditionally, public relations has been about creating and sustaining conversations, about
            engagement and relationships, which social media is all about.

    ●   There are also some disadvantages:

        >   At many organizations, public relations has not earned a lead role in the marketing mix.

        >   Traditionally, other disciplines have commanded bigger budgets.

        >   Public relations isn’t moving fast enough in demonstrating leadership in social media.


    DISCUSSION
    This new world of social media has opened a window for the public relations profession to elevate its role and
    strengthen its reputation. This window demands change and evolution, and one thing is certain: Clients must
                                                                        find and engage the best partners with the
    Clients must find and engage the best partners                      best ideas, regardless of whether they are
    with the best ideas, regardless of whether they                     public relations agencies or not.
    are public relations agencies or not.
                                                                        Given this reality, public relations
    practitioners – in organizations and within agencies – should recognize that defining, or redefining the role
    they will play in this changing communications landscape is critical. And the future role that public relations
    plays will trigger significant changes in services, personnel and business models.


    Some within the profession are thrilled by the prospect of change; others are concerned about what it will
    bring. Peter Debreceny, former vice president of corporate relations, Allstate Insurance Co., expressed concern
5
    for the profession, “as many more competitors step into the traditional agency PR space.” He thinks
    confusion about the roles and responsibilities of various marketing and communications providers is steadily
    increasing and adds: “I don’t like where the trends are going.” Debreceny believes public relations agencies
    must either adapt and lead faster with social media “or they will once again be following ad agencies into
    this new world.”


    Whatever the outcome, the proliferation of consumer-generated media gives organizations an unprecedented
    opportunity to understand and act on the consumer-led conversation that now occurs continuously around
    their products, services, brand and reputation in today’s digital world. Major changes already are affecting
    public relations, including:


    Changes in service
    A majority of agencies already are employing various social media tools, but many more are expected to offer
    new services tied to social media. According to a Council survey of its members conducted in April 2007,
    78% of the respondents claimed that clients and prospective clients were either “extremely interested” or
    “interested” in their firms’ social media capabilities. Only 7% said clients were not very interested.


    The survey also found that 84% of participating firms were employing blogs on behalf of clients. The number
    using podcasts and RSS – a family of Web-feed formats used to publish frequently updated digital content
    such as blogs or podcasts – had virtually doubled since 2005, to 60 % and 53 %, respectively. As for other
    social media tools and platforms, agencies also were assisting clients with interactive portals (42%); mobile
    marketing (33%); microsites, or separate parts of a larger Web site (53%); and wikis, collaborative Web sites
    that are used for collective content creation and aggregation (22%).


                                                                           Waggener Edstrom Worldwide, for
    The survey also found that 84% of participating                        example, has experimented with the
    firms were employing blogs on behalf of clients.                       whole mix: It has created corporate
                                                                           blogs; coordinated interviews on
    Slashdot, Engadget, Gizmodo and other blogs; handled speeches and interviews via podcast; managed salon
    dinners with groups of bloggers; created episodic blogs; hosted blogs on virtual newsrooms; and developed
    measurement systems to understand the dissemination and impact of messages. To support the Microsoft
    TechEd Conference, the agency developed a microsite, video blog and RSS feed that boasted 300,000 unique
    users from 115 countries seeking to participate virtually in the conference.




6
    Eastwick Communications, a smaller public relations agency, also employs nearly all the new and emerging
    media on behalf of clients. It also has developed a client-tested methodology for creating and deploying high-
    return content that can reach each audience via the most effective medium.


    “Our goal is to be the best possible full-service public relations agency to our clients,” said Barbara Bates,
    Eastwick’s principal and co-founder. “As the public relations landscape has changed, we’ve been able to help
    lead that change and not just follow. One example is the impact social media has on influencing the market.
    We’ve been working in social media for the past three years, not just talking about it. And our extensive
    experience is helping our clients maneuver through these new waters. We have dedicated staff that are
    emerging media experts and have many programs that we’re implementing in these areas.”


                                                                                    The Council survey revealed that approximately
    The Council survey revealed that                                                half of the participating firms currently have a
    approximately half of the participating firms                                   dedicated or distinct interactive/digital group
    currently have a dedicated or distinct                                          within their firms. Word of mouth capabilities,
    interactive/digital group within their firms.                                   to use one example, are also becoming more
                                                                                    common: several Council firms – Hanser &
    Associates, HLB Communications and Ketchum, to name a few – have created dedicated practices in this area
    (or spun off direct offshoots from the parent company) over the past few years.


    Many agencies are adding new measurement services to track and measure the effect of social media.
    Waggener Edstrom, for instance, has introduced what it calls Narrative Network media-mapping and analysis
    service to assess the impact of conversations across the spectrum of traditional and new media, and also to
    aid strategic communications programs. Narrative Network maps provide clients with insight on trends and
    behaviors regarding media and brand perceptions to help develop integrated communications strategies, says
    the agency.


    ADOPTION OF COLLABORATION TOOLS
    On the corporate side, a growing number of businesses are adopting social media programs for a wide variety
    of business purposes. Collaborative tools such as wikis are gaining wide acceptance.1


    Dresdner Kleinwort Wasserstein, the international investment-banking arm of Dresdner Bank, based in
    Europe, has used a wiki for a decade to improve communications between its different worldwide locations
    and business groups. The wiki has gotten much more sophisticated and easier to use in recent years,

    1For an analysis of how 40-plus enterprises are using social media to gain business efficiencies, see Giovanni Rodriguez, “Peer Pressure:
7   A Working Hypothesis on the Corporate Adoption of Social Media,” Journal of New Communications Research (SNCR: Fall 2006), pp. 119-127.
    especially after Socialtext Inc., of Palo Alto, Calif., which makes enterprise social software for collaboration,
    released a WYSIWYG (What You See Is What You Get) editor in January 2006. WYSIWYG provides an editing
    interface that behaves like word processors such as Word, making it easier for many more people to access
    and use the company wiki. Following the editor’s introduction, wiki usage climbed 30%, becoming the
    primary tool for intra-team communications.


    Dipen Jobanputra, a Digital Markets Sales manager, uses the wiki for his weekly teleconference to discuss
    clients. The session used to last 90 minutes, with much time spent keeping his staff current on the week’s
    events. But now, members update themselves on the wiki and that part of the teleconference takes only five
    to 10 minutes. “The rest of the teleconference is used for idea generation, being innovative, talking about
    problems and looking at solutions, which is what the meeting should be about,” says Jobanputra. “It
    shouldn’t be about updating people as to what’s happened, but thinking about our clients and how we can
    service them.”


    A few companies that we spoke with had a broad view of social media. SAP, the enterprise software giant, is
    applying social media in a multitude of efforts. Through a combination of internal and external bloggers
    (employees, customers, partners, competitors and other interested parties) SAP is using social media concepts
    (e.g., participation, community, connectedness, etc.) and tools (e.g., blogs, wikis, pod/videocasts, social
    networks and content communities) to engage with the market directly. In some cases, the company is reaching
    entirely new segments of the market. In others, SAP is reaching existing audiences in an entirely new manner.


    The highly regarded SAP bloggers corner program is about engaging bloggers directly by providing them a
    resource inside of SAP to ensure that what they write about SAP is as accurate as possible. “It’s not that we
    expect that they agree with everything we do,” said Mike Prosceno, VP of Marketplace Communications and
    Social Media. “It’s more about ensuring that if they do have something to say about SAP, they at least know
    what it is were trying to do and why were doing it. It isn’t completely about pushing our message to the
    market. In fact, the best part about the program is listening to what a diverse group of interested and
    knowledgeable people have to offer us in the way of criticisms and comments that we can learn from.”


    SAP also hosts two of the software industry’s most active communities. The SAP Developers Network (SDN) is
    an active online community that serves as a resource and collaboration channel for developers, consultants,
    integrators, and system administrators. SDN hosts a technical library, expert blogs and wikis; exclusive
    downloads and code samples; an extensive eLearning catalog; and an active, moderated discussion forums.
    The Business Process Community (BPX) was launched after many SDN members revealed a growing number
    of them wanted information about business processes, methodologies, and best practices. BPX provides a
8
    similar set of resources to help business process experts drive business process innovation. These include a
    combination of industry business process and services content and information on software composition tools
    from the business process platform.


    Changes in personnel
    While public relations practitioners must continue to excel in traditional skills – from strong writing and
    creative thinking to exceptional client-service and media-relations talents – the emergence of social media is
    changing the skill sets of personnel in the future. Nicholas Scibetta, global director of Ketchum’s
    Communications and Media Strategy Network, says: “These new media skills need to be a part of the way
    we do business, seamlessly integrated into the PR practitioner's broader skill set; without them, we rightfully
    run the risk of being out of touch and obsolete.” Aedhmar Hynes, CEO of Text 100, adds: “PR practitioners
    must be experts in all kinds of ‘media.’ You can’t parse out new and traditional media providers anymore. It’s
    one in the same.”


    But other skills will need to be sharpened or developed, as well. Mike Fernandez, vice president of corporate
    communications and external relations at State Farm Insurance Co., and Christopher Kircher, vice president of
    corporate communications at ConAgra Foods Inc., believe practitioners will have to become more adept at
    business strategy and also will need to be more quantitative and measurement-oriented.


    As messages are increasingly adapted to fit the Internet’s platforms of sight, sound and motion, Scibetta and
    others believe agency makeup also needs to adapt by recruiting nontraditional practitioners from a wide
    variety of backgrounds. Whereas journalism has historically been the top non-agency source of talent,
    agencies should broaden their view to include such creative wellsprings as comedy and songwriting,
    videography and other niche areas.


    One obvious place for these new skills to blossom is in public relations education. Indeed, the 2006 Report of
    the Commission on Public Relations Education, issued in November 2006, emphasized that PR education
    must encompass the new and emerging media.


    “Today, the choice of communication channels is dictated by technology: a practitioner must seriously
    consider which message forms and channels would be best for specific publics,” explained the Report’s
    authors.2 “Often, new technological forms and channels, such as electronic pitching, podcasting and
    blogging, prevail over traditional news releases and media kits. Thus, students must know how to use today’s
    communication technology and must monitor and most likely adopt rapidly and unpredictably changing


9   2   Edited by Judy VanSlyke Turk, Ph.D., APR, Fellow PRSA, director of the School of Mass Communications at Virginia Commonwealth University
     technology,” the Report continued. “Equally important, public relations students must be taught how their
     organizations strategically use communication technology to affect public relationships.” Additionally, the
     Report maintains that students “must learn strategies, not only for using this technology, but also for dealing
     with its effects, ranging from the ready availability of virtually all types of information to questions of personal
     and organizational privacy.”


                                                            Agencies themselves are recognizing they must sharpen
     Agencies themselves are recognizing                    their training programs to encompass social media. They
     they must sharpen their training                       also are realizing the importance of all of their employees
     programs to encompass social media.                    reading relevant blogs, understanding how wikis can
                                                            benefit internal communications and generally ensuring
     their practitioners are comfortable with the new tools. Some agencies, too, are altering traditional tools, like
     news releases, to make them compatible to social media. Edelman and Shift PR, for example, have produced
     tools that assist in what has become known as the “social media news release.”


     As for the search for top talent, this already highly-competitive hunt will continue for quite some time. A
     recent Bureau of Labor Statistics report from the U.S. Labor Department concluded that “keen competition
     likely will continue for entry-level public relations jobs … employment of public relations specialists is
     expected to grow faster than average for all occupations through 2014.”


     Changes in business models
     The business of social media already is and will continue to alter the business models that public relations
     agencies employ. A business model, of course, reflects the way a public relations agency relates to its clients,
     the services it provides, its talent and the way it gets paid for its services. Some detractors believe public
     relations agencies are stuck defending an outdated business model. Actually, many agencies already are
     rethinking their business models to reflect social media.


     Some traditional agencies have been evolving because they believe they have to get out in front. Known primarily
     as a technology PR firm, Text 100 “had to be in front of many of these areas faster than traditional agencies,”
     says CEO Hynes. “Our business is changing and we have to more clearly stake out our areas of expertise.”


     Clients often serve as catalysts for revamping PR agencies’ business models. Says State Farm’s Fernandez:
     “Things are changing, and we don’t have a mandate to buy PR from PR firms and ads from ad agencies.”
     Thus, to become communications partners, public relations agencies must illuminate how they develop the
     best ideas from all the media tools available.
10
     Waggener Edstrom anticipates a shift to a business model that more closely ties to audience engagement
     from the traditional hourly revenue model. “Taking into account the successes that components of existing
     revenue models used by consulting companies are achieving and that leverage a mix of media, the [PR
     agency] business model will evolve and tie to the results and impact of campaigns to demonstrate their
     effectiveness,” says Waggener Edstrom’s Lyann Bradley.


     Eastwick Communications also sees some trends developing in the business-model arena, including a return
     look at pay-for-performance models and a move toward hybrid compensation models. This latter model mixes
     hourly revenue, project deliverables and a measure of the impact that communications has on a client’s
     specific PR program.


     For such hybrid business models to succeed, measurement metrics should become more sophisticated and
     critical. “This is a trend that affects every supplier, not just communications providers. Chief information
     officers are paying datacenter and hosting providers on the basis of uptime and petabytes of data storage. Jet
     engine manufacturers are selling operating hours, not jet engines, to the airlines. Package delivery companies
     are paid for on-time delivery,” says Barbara Bates. “It’s only a matter of time before clients expect the same
     from their communications’ providers.”


     Still, public relations agencies must be prepared within their business models to expect that clients might pull
     some of their new media activities in-house, thinking they will save money by having their own
     communications staff handle such media. Eventually, some of that lost revenue may return as some clients
     realize they don’t have the in-house skills and resources to handle such activities themselves.
     What’s clear is that old-school agency business models will evolve to reflect new and emerging digital and
     social media.


     COMPETITIVE ISSUES
     Is public relations prepared to compete today with other disciplines as social media emerge and increase in
     importance? Are public relations firms both competing and collaborating more today than in the past with
     other disciplines – and what are those disciplines?


     Within the public relations industry, practitioners increasingly understand that the media communications
     landscape has changed dramatically. A Council of Public Relations Firms’ survey in the 2006 third quarter found
     that a majority of public relations agencies (52%) say they have run into advertising agencies or other
     marketing providers that are pitching and/or delivering services today that they consider traditional PR services.


11
     Among the survey’s individual responses were these:

     ●   “Many marketing companies are offering PR services and Web-design companies are offering search-
         engine optimization.”

     ●   “The ad agency for one of our clients keeps trying to pitch for the PR services even though they would
         have to use freelancers to service it.”

     ●   “We run into it and why not? There are no more ‘rules,’ so if clients want more ‘holistic’ strategy and
         execution, they should be able to get it from any excellent communication firm, no matter what their
         foundation. If we can crack this one as an industry, then we have the best of all worlds. One, clients will
         come to us because we are the true reputation builders. Two, we retain unique core competency in using
         the news media – print and electronic – to amplify our clients’ stories. That’s worth a lot.”

     ●   “Name it and I’ve seen others pretend to offer it – from custom publications and blogs to special events,
         employee communications and word-of-mouth marketing.”


     Public relations associations and industry groups also are discussing the new competitive environment at their
     meetings. The Council of Public Relations Firms, for instance, devoted a half-day Critical Issues Forum to the
     competitive challenge public relations faces in today’s far more fragmented media world. It focused on
     helping participants recognize what their organizations – and the entire public relations sector – must do to
     play a leading role in this new landscape.


     The Public Relations Society of America (PRSA) is sponsoring events at least once a month that touch on
     communications’ competitive battleground. In January 2007 alone, the PRSA scheduled teleseminars on PR
     secrets for engaging niche audiences online and on creating an impact with press releases through search-
     engine optimization and social media. And the Arthur W. Page Society’s 2006 annual conference explored
     how corporate communications counselors can help their management anticipate and address the
     kaleidoscopic challenges in the marketplace, businesses and the communications profession.


     Collaboration within media disciplines is increasing as more corporations demand that their various marketing
     and public relations agencies work together on integrated communications programs. A June 2006 survey by
     the Association of National Advertisers (ANA) of 88 corporations found that companies are involved in
     developing and executing integrated marketing-communications programs for nearly half (48%) of their brands,
     while only five percent of the companies said they aren’t involved in such programs with any of their brands.


     Still, only six percent of the respondents rate their integrated marketing-communications programs as
     “excellent,” although that percentage has doubled since a similar 2003 survey. In both years, one-third of

12
                                                                                respondents rated such programs fair
     Collaboration within media disciplines is increasing                       to unsatisfactory. (However, the survey
     as more corporations demand that their various                             did find that marketers are
     marketing and public relations agencies work                               increasingly viewing public relations as
     together on integrated communications programs.                            a key contributor to their businesses.
                                                                                Respondents characterized the value
     to their business of each of a dozen different marketing disciplines – and public relations scored the highest.
     Fifty-nine percent rated it as “very important” and another 30% rated it as “important.”)


     “The evolution of online media serves integrated communication providers well and brings the focus on
     facilitating dialogues,” says Waggener Edstrom’s Lyann Bradley. “We have moved from integrated
     communications to hyper-integrated communications because of the broad choice of media to reach
     audiences regardless of the disciplines.”


     Many public relations practitioners think their industry and advertising enjoy advantages in managing social
     influence because they are viewed as the more creative and progressive voices in marketing and communications.
     Additionally, maintains Eastwick Communications’ Barbara Bates, “We’re trusted to watch the competition, do
     the research and commit the resources needed to make sound recommendations to our clients.”


     WHERE DO WE GO FROM HERE?
     Where public relations agencies and corporate communicators go from here depends largely on where
     they’ve been and what they foresee for the future. Sometimes, it’s helpful to consider the views of non-PR
     communicators. Former Financial Times reporter Tom Foremski, who hosts the SiliconValleyWatcher blog, says
     he’s often asked to recommend public relations agencies to companies and also how to choose public
     relations agencies, especially ones that understand a bit about new media and, specifically, the blogosphere.


     “Here is a key pointer:” he advises, “If you are looking for a PR company that understands something about
     blogging, find out who in that organization blogs, and how long have they been blogging, and what is their
     blog page rank and traffic. You will find that in many large PR agencies, it is their most junior staff that are
     the in-house bloggers, and there lies the rub. PR companies that ‘get it’ have senior staff as bloggers, and
     they blog regularly, and they have decent traffic, and they also use other types of new media such as wikis.”


     Foremski’s point is an increasingly common one, within and outside the PR community. All public relations
     practitioners must understand and use the new media tools to truly counsel their clients effectively. Citizen-


13
     journalist Brian Oberkirch, author of the Slidell Hurricane Damage blog, offers PR practitioners four simple
     points to remember about social media:


     1. Social media is about connection, not content.

     2. Social media is about them, not you.

     3. Social media may be cheaper initially, but it takes far more homework.

     4. Get small fast. (Niche is nice. Think smaller feature sets, more targeted audiences, less chatter from you,
        and so on).


     Says Oberkirch: “I expect the PR function to increase in importance as analysis, interpretation and timely
     response to the market will be needed more. PR people have a golden opportunity to take a more central role
     if they don’t cling to old-fashioned publicity/gate keeping/messaging models.”


     Still another trend to consider is the emergence of new agencies – e.g., Crayon and Hubbub (launched
     recently by one of the authors of this report) – that are deliberately built to service both traditional public
     relations and “new PR” services. Do these new agencies belong in the public relations world, or are they
     migrating to the general world of marketing? The outcome of that debate is important, as more and more
     agencies begin to lay the foundations for their own future practices.


                                                                  This, then, is where an industry Call to Action enters.
     The public relations industry – agencies                     The days of hand wringing are over concerning non-
     and corporate communicators – must                           PR media invading the traditional territory of public
     determine that the golden opportunity to                     relations, and taking control of technology-driven
     lead on the new media front has arrived.                     advances like digital/social media. The public relations
                                                                  industry – agencies and corporate communicators –
     must determine that the golden opportunity to lead on the new media front has arrived. They must develop
     integrated communications programs that encompass traditional and new media, and they must illuminate to
     clients and prospective clients why their new media public relations services are superior to non-PR competitors.


     In August 2005, blogger Dave Taylor, a veteran techie and business expert, raised eyebrows at a Blog Business
     Summit by claiming that public relations is dead. He insisted that the blogosphere has supplanted the
     traditional job of public relations. Needless to say, his contention caused a stir. Later, though, after discussions
     with public relations practitioners, he acknowledged that public relations firms that understand the much
     broader role that media communications assumes today aren’t dead – yet. Still, he argued, “in a world where


14
     messages are born, evolve and disseminate without controls, it does beg the question of what’s left for the
     public relations profession ... I believe that I’ll stick with my original statement: PR is still dead.”


     For public relations professionals, 2007 will be an important year to determine what path they take as an
     industry from the critical crossroads they’re at today. Will agencies embrace social media and move to
     incorporate its various forms into client communication strategies? Or will they allow outsiders to furnish
     those services? It promises to be a very interesting period ahead. As for Dave Taylor’s PR obituary, it’s up to the
     public relations industry to prove him wrong.




     Paul M. Rand is the President and CEO of Zócalo Group (www.zocalogroup.com) – an Omnicom and Ketchum company
     focused on creating sustainable word of mouth and brand evangelism. He also serves on the executive board of the Word of
     Mouth Marketing Association.


     Giovanni Rodriguez is a former partner at Eastwick Communications. He recently launched Hubbub (www.hubbubpr.com), an
     independent consultancy that provides strategic counsel and integrated communications services. He is a fellow at the
     Society of New Communications Research.


     The Council of Public Relations Firms’ mission is to advance the business of public relations firms by building the market and
     firms’ value as strategic business partners.




15
  Train and update your staff from the convenience of your office with
             PR University’s Best-Selling Audio Conferences
        Prominent journalists and leading PR experts reveal the hottest secrets for scoring more coverage every Thursday
PR University’s audio conferences give you techniques and wisdom from the best in our profession—helping you improve your pitching prowess,
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Each week, PR University brings you a practical, provocative Meet the Editors (Media Panel) or Master Class audio conference you can attend
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                                                               2008 SCHEDULE
Conference Title                                                                                     Type                       Date

Pitching News Services and Wires: How to Get Your Hard News Heard and Seen Nationwide                Meet the Editors           1/3/08
SPECIAL SESSION: Email Mastery for PR: How to Plan, Write and Deliver Email Pitches                  Master Class               1/9/08
That Win Ink
Pitching Features at Top Dailies and Magazines: Editors Share Preferences and Tips                   Meet the Editors           1/10/08
Brilliant Communication Plans in Six Steps: How to Craft PR Programs That Drive Results              Master Class               1/17/08
Pitching Blog Sites: Influential Bloggers Share PR Do’s and Don’ts                                   Meet the Editors           1/24/08
Placing Spokespeople in the Media: How to Turn Your Expert or CEO into a Media Darling               Master Class               2/7/08
Pitching Food and Beverage Media in 2008: Epicurean Editors Dish Best PR Practices,                  Meet the Editors           2/14/08
Top Food Media Trends
SPECIAL SESSION: Web 2.0 Measurement for PR: Practical Methods                                       Master Class               2/20/08
and Digital Tricks for Showing ROI Online
Pitching TV: Producers, Bookers Share Best PR Practices for                                          Meet the Editors           2/21/08
Reaching Millions Via Newscasts and Programs
Recession-Proof PR: How to Prove PR’s Value to Management                                            Executive Roundtable       2/25/08
PR Writing That Sells Like Hell: Copywriting Crash Course to Boost Media Hits and ROI                Master Class               2/28/08
Advanced Low-Cost PR: Using Guerrilla, WOM and Punk Marketing to Drive Buzz                          Master Class               3/13/08
SPECIAL SESSION: Ten Seconds to Succeed or Die:                                                      Master Class/              3/19/08
Mastering the Art of Phone Pitching and Follow-Up Calls                                              Meet the Editors
Easy SEO Strategies for PR: How PR Can Leverage Search and RSS to Reach Millions                     Master Class               3/20/08
Pitching Travel and Leisure: Influential Travel Scribes Share Pitching Tips and Trends               Meet the Editors           3/27/08
Thriving in the Future of PR: How Web 2.0 is Transforming the Communications Business                Executive Roundtable       3/28/08
Writing Like a Journalist: A 90-Minute Tune-Up to Give Your PR Writing More Power                    Master Class               4/03/08
Pitching Radio: Producers, Reporters and On-Air Hosts Reveal Pitching Do’s and Don’ts                Meet the Editors           4/10/08
SPECIAL SESSION: Social Media Update for PR: New Secrets of Using Web 2.0 Tools                      Master Class               4/16/08
Pitching Healthcare Journalists: Leading Editors and Reporters Outline Needs and Peeves              Meet the Editors           4/17/08




                                      124 Linden Street, Oakland, CA 94607, 1-800-959-1059, Fax: 510-596-9331
                                                               www.bulldogreporter.com
Conference Title                                                                                     Type                      Date
Top Ten Crisis Skills for PR: Hard-Won Lessons and Proven Methods                                    Master Class               4/24/08
for Controlling Crises with Confidence
Corporate Blogging Update for PR: How to Build, Promote and Improve Influential Blogs                Executive Roundtable       4/25/08
Pitching Top Business Media: How to Work with Journalists Covering General Business                  Meet the Editors           5/1/08
for Dailies, Magazines, Wires and Broadcast
Building Word of Mouth Brands Using PR: Best Loved Brands Reveal How to Connect                      Master Class               5/8/08
with Customers to Drive Buzz and the Bottom Line
Blog Pitching Update for PR: Top Online Influencers Reveal Advanced Blog Relations Practices         Meet the Editors           5/15/08
Breakout PR Stunts and Special Events: Best Practices for Making a Major Media Splash                Master Class               5/22/08
Pitching Gift Guides: National Outlets Share Best PR Practices for Reachings Millions of             Meet the Editors           5/29/08
Shoppers During the Holiday Season
Increasing PR Agency Profitability Using Ratios and Key Metrics:                                     Executive Roundtable       5/30/08
Your Numbers Will Make You Rich
Mastering Social Media: How PR Can Leverage Web 2.0 to Protect and Promote Brands                    Master Class               6/5/08
Pitching Influential Women's Media: Editorial Gatekeepers Share Best and Worst Practices             Meet the Editors           6/12/08
for Reaching Millions of Consumers
SPECIAL SESSION: Press-Friendly Corporate Websites and Newsrooms:                                    Meet the Editors and       6/18/08
Sticky Website Best Practices to Copy                                                                Master Class
Pitching In-Flight Magazines and Programming: How to Reach Business and Leisure Travelers            Meet the Editors           6/19/08
Fighting Back When the Media Attacks: Secrets of Training Your CEO to Face the Press                 Master Class               6/26/08
How to Create a World Class PR Department                                                            Executive Roundtable       6/27/08




                      What Your Colleagues Say About Bulldog Reporter Audio Conferences
    “All the speakers at your recent audio conference, ‘Targeting PR to Tech Blogs,’ were incredibly knowledgeable and gave me tips and
    techniques I’m already using in my daily practice. These speakers didn't just speak in general terms—they got very specific and shared
    relevant anecdotes to illustrate their points. Among many insights I picked up was the tip about creating your own blog as a means of
    building credibility, so you can highlight specific messages you want to circulate in the blogging community. The conference also showed
    how to make press releases ‘blog friendly’—a technique I wasn’t aware of. I’d definitely recommend Bulldog Reporter’s PR University audio
    conferences to my colleagues.”
                                                                                                                    Rose Kwass
                                                                                                                    Marketing Specialist
                                                                                                                    PC World




                                       For more information on any of these events—
                                           or to register—phone 1-800-959-1059
                                             or go to www.bulldogreporter.com
       PR University lets you train and update your staff from the
        convenience of your office — for an extremely low price.
            These 90-minute audio conferences feature prominent journalists and renowned
                PR experts — you’re always guaranteed a profitable learning experience.
What is an audio conference?                                               • PR University’s conference manual, which includes up-to-the-
It's much like a large conference call or a radio show                     minute, verified contact information and background on the panel,
in which you can participate — by calling in question’s                    as well as additional value-add articles from the archives of Bulldog
to panelists. To enter the call, simply dial the conference 800-           Reporter
number from your phone, put in your PIN, and you're connected!             • A full transcript, emailed to you soon after the conference
Now you can train your entire staff for just $299 per dial-in site!        • The opportunity to connect with any or all of the speakers during
(Additional dial-in sites require additional registrations.)               the audience Q&A session or live pitch
When are the audio conferences held?                                       What is PR University “On Demand”?
Most PR University audio conferences are held on Thursdays, and            PR University “On Demand” gives you encore presentations of
all take place at 10:00AM PT, 11:00AM MT, 12:00, Noon CT, and              Bulldog Reporter’s very best audio conferences.
1:00PM ET.                                                                 If you missed any of our great audio conferences —either Master
How much do the audio conferences cost?                                    Class or Meet the Editors events you still have a chance to listen to
Number of AudioConference                Price per Audio Conference        these “golden” sessions. Best of all, you and your staff can
Registrations or Dial-In-Sites           Registration or Dial-In-Sites     schedule “On Demand” training sessions anytime you want — as
            1-2                                  $299                      many times as you want.
           3-10                           $245 (Save 19%)                  How can I register?
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REFUNDS: Cancellations received before 5:00PM Pacific Time two             Satisfaction Department at 1-800-959-1059 or go to
days prior to any audio conference may receive a full refund, less a       www.bulldogreporter.com.
$25 service charge.                                                        Registrations for each event are accepted until 8:00AM Pacific
What’s included in your audio conference registration?                     Time, the morning of the conference. But because most
• A site license to attend the 90-minute conference (invite as many        conferences are supported by printed materials, we encourage early
colleagues as you can fit around your speakerphone, at no extra            registration.
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