public relations

Why PR Still Doesn’t Get Bloggers

By Mark Evans in Media 7 Comments Tags: , ,

Riddle me this: It’s been at least four years since blogging burst into the mainstream to become a new and viable way to generate and consume content. Many of the world’s most popular online destinations are blogs.

So why is it that some PR firms still have no clue how to approach bloggers? I have noticed a strange inability to recognize that bloggers have particular interests, different approaches and particular styles – just like traditional media.

Here’s a classic example of how not to approach a blogger – an e-mail I received from someone who works for a large PR firm.

Hi there –

Please see below for the release from XXX announcing the newest addition to their XXX family of products, the XXX. The XXX is one of the thinnest and lightest ultraportable laptops available; it is ideal for the on-the-go entrepreneurs who are looking for durability, security and functionality in a package that will turn heads. The XXX is available today on XXX.ca, starting at $449.

If have any questions about this, or any product in XXX’s line-up, or you would like to speak with someone about this release, please let us know.

Thank you.

First mistake: A lack of personalization. How difficult could it be to write “Hi, Mark”.

Second mistake: I don’t write about laptops so sending me a press release about a new one suggests you haven’t done your homework.

Third mistake: Even if I did write about laptops, what’s the angle other than this particular model is new? Why would I be interested in learning more?

As they say in baseball, three strikes and you’re out.

What puzzles me is many PR firms have “rap sheets” about reporters – their likes, dislikes, when they like to be contacted, how they like to be contacted, etc. Why wouldn’t they do the same for bloggers? Are bloggers still not seen as equivalent to reporters so not worthy of the same love and attention?

Let’s be clear, there are many PR firms that are excellent at bloggers relations. But when you have a major PR firm sending press releases to bloggers that are unpersonalized press release, there’s something not quite right.

The reality is as traditional newsrooms shrink, there will be fewer reports. As a result, bloggers will become more important. Now is the time to start implementing best practices for blogger relations as opposed to dropping the proverbial ball.

What Agency Should Own Social Media?

By Mark Evans in Social Media 11 Comments Tags: , , , ,

As social media becomes a more integral part of many company’s operations, there’s a battle being waged behind the scenes pitting public relations, digital and advertising agencies against each.

The prize they’re pursuing is the mandate to help companies create strategic and tactical social media plans and campaigns. The winner gets to play a key role, while the losers will be forced to play minor supporting roles. This battle is particularly interesting because for decades the three agencies happily co-existed within their own orbs. There was was cross-over but, in reality, there was little competition.

Social media, however, has changed the landscape. Rather than the three agencies having a gentile lunch, they have suddenly found themselves in the middle of a mixed martial arts contest for the big chunk of the social media pie.

The question is which agency is best suited to lead social media?

Is it PR agencies who know how to tell stories but, traditionally, have not done created or developed Web sites, widgets or applications? Is it ad agencies that put together great creative ideas for campaigns but have little experience with having conversations with consumers? Or it digital agencies, who can build great widgets but aren’t story tellers?

What makes the battle increasingly intriguing is how each kind of agency is beefing up their capabilities to transform themselves from one-trick ponies. PR agencies are adding creative and digital talent through hiring or acquisitions. Ad agencies are getting stronger when it comes to social media strategy and tactics, while digital agencies are building out their strategic and tactical operations.

At the same time, a growing number of companies are looking for one-stop social media shopping or, at least, they want one agency to take the lead, and then manage the other agencies in the ecosystem. By and large, companies are not looking to have multiple players at the table.

My take is that PR agencies are probably the best-suited to take the lead role in many situations. This is based on the beilef that PR agencies are story tellers, which is a crucial part of making social media thrive. Regardless of the service or platform being used, compelling stories have to be at the heart of any social media program.

PR agencies also have lots of experience in building relationships and communities. They are experienced in outreach and providing strategic and tactical counsel while listening and monitoring conversations happening about clients and the markets their clients operate in. And PR agencies have creative capabilities that involve putting together events, promotions and communications campaigns.

For many companies, having a PR agency take the social media lead makes a lot of sense, particularly if the PR agency has digital capabilities in-hour or through a trusted network of suppliers. It provides one-stop shopping.

This isn’t to suggest there aren’t advertising and digital agencies doing great work within social media, or that they won’t be picked to lead social media programs. But at the end of the day, PR agencies seem a more natural choice.

For more perspective on the roles that different agencies are playing within the social media landscape, check out this AdAge column.

Disclosure: I have a strategic relationship to provide social media strategic services to Media Profile, a PR agency.

The Need for Social Media AND PR

By Mark Evans in Social Media 5 Comments Tags: , ,

As social media becomes more entrenched as a corporate tool, one of the beliefs that seems to be gaining traction is that social media can replace public relations as the way to tell the world what you’re doing.

For some companies with the Midas touch, this may be true but for the vast majority of companies, public relations continues to play a key role along with social media. I would argue that companies that ignore to public relations as a valuable communications and marketing tool are making a major mistake.

The realty is social media is shiny, new and, as important, free (at least the tools are free). On the other hand, public relations is yesterday’s tool, and seen as something that worked well when traditional media ruled the roost.

As well, many public relations agencies continue to use the old-school billing-by-the-hour model, which doesn’t work for clients looking for financial flexibility and a way to reward suppliers based on ongoing performance.

This has encouraged many companies to embrace social media or, at least, experiment more with it. Meanwhile, public relations budgets are being scrutinized and questioned.

The biggest issue in turning away from public relations is it brushes aside the value that a good public relations agency can bring to the table in terms of engaging with key constituents, including traditional media, which still provides plenty of great opportunities despite the rise of social media.

A good public relations agency delivers more than simply sending out press releases and media package; it also creates campaigns that feature stories tailored to the needs and interests each constituent.

The other thing that a good public relations agency brings to the table is relationships – relationships not only with reporters but bloggers and analysts.

In an ideal world, public relations and social media work together to provide companies with a solid one-two punch. While public relations is a good way to create and deliver compelling stories, social media can be a valuable tool to reach out to target audiences to drive engagement, conversations and relationships.

While public relations agencies can certainly provide social media tactics on behalf of clients, these efforts tend to work better when a company is doing the heavy lifting because they’re the ones drinking the corporate Kool-Aid.

Even with smaller clients, I advise them to consider using a public relations agencies as another way to cover the media landscape. Of course, these clients tend to work with boutique agencies that offered lower prices but still deliver great service.

The bottom line is when a public relations agency and a client can work together make beautiful public relations and social media music together.

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