Do you need an eXtreme MarCom 2.0 makeover for your online news page(s)? Well, below are some tips for strategic consideration.
Public relations and marketing is all about the conversation and engagement, these days. Right?
And, depending on which camp you are in; communications, marketing or both, you can more effectively enable the “conversation” by shaping opinion, and opening the door towards selling the products, services and information you offer through MarCom 2.0.
MarCom 2.0 offers new ways to do business. An evolved and matured communications model is continuous communications, strategically integrated across multiple channels. Consider, that if you are not part of where and how the new conversation is taking place then you could be missing huge opportunities with the advent of Now PR and the changing social media landscape.
In putting the cards on the table, I preface this post with the following obvious statements. And, I will never discount or dismiss that:
- Face-to face communication and personal relationship building is still very important and relevant.
- Research is key to excellent communication, marketing and business success.
- Traditional PR ethics, and methods still have significant value.
But, the times and new technologies are forcing us to change how we converse. And, it is time to consider restrategizing how to make use of MarCom 2.0 tools, and Internet enabled audiences by going where the people are located.
Key to your strategic planning questions, “Who are Your 2.0 Influencers?” (Here is a semi-relevant article, GovTech’s Top 25 Doers, Dreamers and Drivers of 2010).
I assume, if you are a PR, MarCom, marketing, or communication professional, your goal is to help the media, your constituents and your key influencers to do their job more efficiently to achieve your overall communication and business goals. More, to the point, shape opinion, create change, win more business and win more clients with consistent continuous integrated communications.
The Internet never sleeps and it transcends all business time zones and media deadlines, 24/7/365, no matter where you are.
Hence, the term Now PR.
An online corporate newsroom with stagnant content and a lack of adequate media “engagement” could be minimizing your ability to sway public opinion, increase awareness about your products and services or simply marginalizing your ability to win new business.
I provide the following analogies purely for contextual consideration (and for some fun):
- Would you still use a scythe, hay rack, horse and a single fixed steel plow blade, harrowing disks to “cultivate and harvest” or would you use a modern combines and ??? Wait, let me make the analogy more relevant to communications.
- Would you use a Gutenberg press, telegraph/tele-type, the linotype machine, or the typewriter to issue your Brand, messaging or news to those “harvesting” information about your company these days? My, my, my we sure have come a long way. We have so many more channels to chose from. Bull horns are still optional, as well.
If you use one antiquated method, tactic, tool or channel you could be missing the boat. You do not have to swallow the entire elephant at one time. But, I preface, if you are not strategically instituting incremental changes in moving towards communication 2.0, then you could be presenting your brand, your corporation or your agency as an out dated Linotype machine that it operates at a slow technological pace versus current day new media and other MarCom professionals who require new media formats and newer interactive elements. And, if well planned your Internet newsrooms can serve to meet many MarCom needs.
If you’ve built your online newsroom, and realize that your corporation, small business, organization, agency and/or Brand needs a makeover then the following tips can help in moving you towards making use of some new tools, new standards and evolving new interactive communication best practices to attract media,
Journalists, editors, and new business prospects require the basic nuts and bolts about who you are, what you do and how you do it. Before beginning your strategic communication 2.0 makeover, please make sure that you have the core communication basics covered by incorporating:
- Your public relations/media contacts (who is your key editorial/media voice for your CEO & Company?
- Company basic facts
- Perspective on the industry/Your target business sectors/events/issues
- High resolution images for downloading/use by media (executive images, salient other images)
- Updated financial information ( private companies would not do so, but may provide a one pager on percent of growth, general sales/revenues and growth goals and growth direction
- Archived news releases by date ( possibly by key words as well)
Here are a some next steps for strategic communication 2.0 planning consideration:
- If you are operating on limited funds, you might consider using some free resources already widely in practice on the Internet and even free open source and multi-platform distribution tools to save money and time (YouTube, Yahoo! News, Google News, Topix.com, bit.ly, Twitter, Facebook, Digg, Ping.fim, SlideShare, IM Tools, Tubemogul and many others).
- Give your news room “legs” by enabling it to be more virtual, more viral and more mobile. Plan to incorporate Really Simple Syndication (RSS), Multi-media Syndication (MMS), and ShareThis.
- Incorporate an advanced search tool for news release archive, executive bios, E-press kits, key words.
- Further consider arranging your contacts by your line of business verticals, capability, growth/industry sector. You may want to also provide executive social media bios, consider offering speeches, presentations, a relevant and timely short video snippet, quotes and sector remarks.
- Incorporate Technorati’s functionality, it searches, tracks and organizes top blogs by topic and records timely up-to-date links relative to your subject matter/sector (technorati.com/about)
- White papers and research findings, and real-time subject/industry buzz metric graphs.
- Product and Service information.
- Provide an e2.0, email, status update bar, media content update functionality or Twitter alert functionality for media, editors, constituents, and journalists.
- E-press kits ( for core lines of business, events, initiatives, issues).
- For enhanced SEO/SEM, VSEM/VSEO, strategically build, use and replicate key word meta tags/cloud tags, alt tags and meta descriptions across multiple channels, within your back-end newsroom source code, videos, E-press kits, graphics, speeches, events, blogs and pictures.
- Create a multimedia library (High resolution photo library, video library, B-roll library, MP3 files).
- Create external links/iconic image links to other key social networks where your business and executives maybe networking (Twitter, Facebook, Blogs, LinkedIn).
- Seriously consider your Twitter strategy and it’s value to your business.
- Link or steam media past, current or related industry coverage by using Digg.com and del.icio.us.
- Implement a new press release template, a social media news release (Stay tuned for my next blog post on this topic). This new press release format should enable your intended targets, constituents, and media garner the information, materials, and interactive media from within the news release itself to allow them to more easily create that earned media story more efficiently.
These are just a few thoughts for strategically planning a MarCom 2.0 makeover.
Let me know what you think?
In This post looks at some reasons why you should consider rebuilding your Internet news pages & pess releases. In times of crisis, our level of news consciousness is raised, therefore making it a perfect time to look inward and ask how you would apply Web 2.0 to your communication efforts. The Red Cross effectively demonstrated the value of NOW PR with the Haitian Crisis. The time is ripe to strategically evaluate, modernize and rebuild your Internet media webpages & Internet news releases from News 1.0 to News 2.0.
Have you noticed that with all the new technology, Web 2.0 and social media capabilities that many (most) Website based ”news” pages for businesses, non profits and government agencies still have just lines and lines and lines of hyperlinks to traditional news release formats that do not inform, do not captivate journalists, nor engage people into becoming your co-information partners to act.
These same online news pages do not encourage anyone to return, to use, to publish or to share your news, or your media releases as earned media. It’s time for new rules, new tools, and new forms of audience engagement. But, before digging in deeper, I would like to offer a historic perspective to begin, as a frame of reference.
A Brief Historical Perspective
I am a strong believer in looking back to be able to look forward. It serves well for context in moving forward with strategic planning and forward thinking. I am now going to upset the apple cart. Are your Internet based news releases still following the traditional “papered” press format? Why? And, how are you communicating news?
Do you know that the industry standard and widely accepted inverted AP style press release format and summary news lead dates back to the progressive era (1860- 1910), as a result of the advent of an emerging new technology and to “fit” telegraph wire transmissions? (1892: Chicago editor’s “Who or what? How? When? Where?” advice is use 5W leads)
“Three aspects of the Progressive Era may account for the change in journalism style. First, there was a surge in scientific discoveries, inventions and thought. Second, the surge in science provoked a corresponding revolution in education. And third, the revolution in education changed not only the general public and its interest in, and thereby its demand for, the facts, but also profoundly changed the journalists who wrote the news. The changes of the last quarter of the nineteenth century, the Gilded Age, or Mark Twain’s “Big Barbeque,” followed by the Progressive Era were profound. Science and invention revolutionized transportation, communication, business, and agriculture. …College educated, the leaders of the Progressive movement believed, as the universities increasingly taught, that science could be used as a tool for reform, a tool to cure societal ills. …The newspaper industry as well as the newsroom was feeling the influence of postwar changes; the physical look and content of papers was altered substantially. Headlines became integrated into the design, simultaneously attracting readers and teasing the news content of a story. The Civil War had broken the editorial stranglehold on the front page. Readers demanded news from the battlefields; official dispatches had been featured prominently, bumping long-winded essays to later pages. While advertising sales supplanted circulation sales as the chief source of income for newspapers, advertisers too lost their monopoly of the front Printing expenses were high, but new presses could print unprecedented numbers of papers, balancing the cost. Press associations, wire services and chains afforded more news coverage. More hard news was becoming the premium.”
If, those of us in the PR, media, journalism, public affairs professions are all jumping on blogs, Twitter and Facebook but not even updating our 19th and 20th century press and media practices, nor Web 2.0 enabling our own “media store fronts” are we being counter intuitive? This could be a major strategic mistep in times of crisis or during a need for immediacy(or Now PR). Are you still operating in the 1860-1945 era, in theory and in practice? Hmmm… just how are your media results from your very own Internet news pages? Do you have any audience engagement on your news pages?
By the late nineteenth century, E.W. Scripps had begun his newspaper chain. Like magazines which were gaining in popularity and competing with newspapers for readership, chains sought to provide specialized papers for the masses. But unlike magazines, chain papers were inexpensive and free from advertiser and special interest control.40 Scripps also realized that a heavy-handed editorial policy would be deadly: Believe in the people; “vox populi” may not always be vox Dei, but it is the nearest thing we’ve got, and if we follow that, we shall not be far wrong — thus shall we develop a true and enlightened democracy.41 By the end of the nineteenth century, in other words, a changing audience was controlling a changing newspaper focus.
“That was the beginning of the golden age of American newspaper journalism,” T.H. Watkins wrote in his biography of Harold L. Ickes, one of the more fiery of the Progressives. It was a period that extended from about 1890 to World War II, after which the world of journalism, like every other world, changed forever… The men and women whose names survived that remarkable era are invariably described as “legendary,” and they defined the reporter’s breed for all time.”
Commercial reporters were sought out of the graduating classes of such Ivy league universities as Harvard, Yale, Princeton, and Columbia, where we let it be known that writers were wanted –– not newspaper professionals, but writers. . . .
Modern communication integration efforts have to start at “home first” with your own Internet site. We have all these technical capabilities. but most of our online news rooms reside firmly planted like an ancient rock going no where, rather a Guttenberg press with no ink, a space ship with no fuel, a hockey team with a stick to drive the puck. So, there “it” sits, going nowhere.
Therefore, I assert that there is an overwhelming critical need to innovate your Internet media, and Internet press releases no matter if your are a corporation, small business, nonprofit organization or government agency.
Here is a recent article on one problematic scenario, a lack of updated technology, specific to government. President Obama said in this article, “that improving the technology used by the government” isn’t about having the fanciest bells and whistles on our websites – it’s about how we use the American people’s hard-earned tax dollars to make government (and business and media) work better for them.”
Are your news websites and press releases using and applying New 2.0 technology and tool to work for the PEOPLE who need to find you in today’s Web 2.0 enabled era?
This does not mean jumping out there and getting on all the OTHER emerging external “social channels” without a strategic roadmap. Again, taking care of your own store front first is critical first step. Once your house is in order, then you can start applying your own news pages and press releases to the other bells and whistles out there-strategically. Do you realize some news Internet pages do not even have strategic key words built into the back side of their Internet news pages so search engines, journalists and people can find out about your news? Sorry, I digress.
So, with that said, I encourage communication professionals, CEOs, and leaders to begin planning now for “spring cleaning.” As I mentioned in previous posts, its all about NOW PR or continuous communications. But, another element to the news arena is the current media trends. A new PR modality is evolving. And, unless you are aware of the media trends and changes you will be literally left behind blowing smoke into the winds of change. More to the point, spending LOTS of money with very little results.
A Brief Perspective on Current Media Trends
(Source: PEW) New patterns in news consumption and a deteriorating economy deepened the emerging cracks in the economic foundation of the media in 2008. In a big news year, most media continued to see audiences shrink. And, how audiences consume media is changing.
Only two platforms clearly grew: the Internet, where the gains seemed more structural, and cable, where they were more event-specific. This is an important to take note of. Here is a brief look at the battering year for the news industry as measured by six key indicators: audience, economics, news investment, ownership and digital trends:
So, in determining the initial steps to restructure, revamp, update and Web 2.0 enable your Internet news pages, press releases and News 2.0 strategy would entail some planning.
1) Ascertain what strategic function of your new Web 2.0 enabled Webpages will serve, who it will serve and how it will serve your specific target audiences. Is it journalists, Editors, your competitors or the public? Which public? If you have to go back and perform updated specific target audience research please do so!
2) Plan/WhiteBoard/ Wiremap what your updated Web 2.0 enabled news rooms should look structurally and functionally when incorporating new functionalities. If you are a large organization a News 2.0 Camp might be a good idea.
3) Do the same for your Web 2.0 enable press releases as well. Plan/WhiteBoard/ Wiremap/Revamp the structure of your press releases. Get out of the stone age, and innovate as this is not the early 1900′s. I think, we are just a tad bit beyond that era now, are we not? Risk changing, adapting and innovating but strategically. Dare to develop a new press release standard that is Web 2.0 enabled for the “new wire”
Let’s take a virtual field trip, after reading this blog post go out and look at how some others are doing it? Let’s compare notes on the good, the bad and the ugly and those who are applying bleeding edge New News. A strategic blending of Web 2.0, Now PR and social mobility.
Here is an example of the good, Now PR and News 2.0
(Source: Mashable.com) With the widespread adoption of social media in the non-profit sector, people’s ability to act and support communities in need like Haiti has only been increased. There’s no greater example of this than the incredible fundraising job the American Red Cross did with social and mobile channels. With its texting campaign, the American Red Cross raised more than $20 million. “The speed and quantity with which the American public retweeted and posted to Facebook the need for donations to help with relief efforts in Haiti was (for anything we’ve seen at the Red Cross) unprecedented,” said Wendy Harman, the social media manager at the American Red Cross. “This was the first time I truly felt like people were using these tools to take action for good. They actually texted “Haiti” to 90999, more than 2 million people did it… the impact was huge — that money is providing people with basic needs like water. I have no doubt it wouldn’t have spread so widely without social media.” Overall, Americans raised more than $200 million to benefit Haiti in only 7 days. Simply astounding.
What might you include in your new Internet News Room as a Web 2.0 innovation? Ask your employees. Ask your media contacts how might your Internet News Room better serve them?
Need help? I am available to assist with strategic planning sessions to help get your organization strategically moving towards PR 2.0. Email me at alicemfisher58 at yahoo dot com, follow on Twitter@unlimitedpr, or join others of us at unlimitedmarcom.ning.com!
Bio (I am seeking a strategic social media opportunity).
What insights can we possibly draw from with the deluge of communication intelligence available with respect to the use of social media and social commerce? We are seeing a new stage, yet again, in the evolution of communication, wherein social media is intersecting with the advent of the new social paradigm. Determining how to aggregate and make the most of the social context from personal profiles, social media sites is worthy of discussion.
I propose to fellow PR professionals and academia that there is a need to fill the gap between our traditional media, journalism and public communication training and practices with an opportunity to strategically plan for the concept of Nowism or NOW PR. The real key here is the sustainability of the strategic integrated communications across multiple mediums.
But, how will PR professionals strategically move PR forward in this new era of Now Communications?
What is the real value of real-time communications?
If you are still putting out a single print press release in newspapers, doing little to no content updates on your Website, placing a single print advertisement in a local real estate booklet targeting potential home owners or in a poultry magazine for local chicken farmers, then ask yourself if is this still your best most effective strategic communication medium for results?
Recently, Forrester published a report, “The Future of the Social Web” where they sketched a timeline of the development of the Social Web, dividing its evolution into five eras. And, according to that report, the first era of the development of the Social Web started to explode the social relationships among users.
In the social functionality phase, social relationships resulted in a greater social functionality where several websites started to add social functionalities to help users interact with their peers and to make use of new applications and tools within the context of their own personal social networks.
We are now in the next era/phase, that of Social Colonization, whereby technology platforms like Facebook Connect or Google Friend Connect have standardized social functionalities among websites and a majority of websites now include many social functionalities. More specifically, in January 2009, Compete.com study ranked Facebook as the most used social network by global monthly active users, followed by MySpace (see more on Facebook statistics).
If not right now, then very soon these globally grouped identities, profiles and networks will allow PR professionals, organizations, agencies, businesses and people to usher in the next era as a result of the interplay between Social Media, Data Mining and Electronic Commerce.
The challenge will be…is… to figure out how to theoretically adjust to these near real-time communication developments as it pertains to PR and public affairs professionals, social commerce and social technologists. How will communication planning fit within the changing dynamic of our Social Context at any given minute and right NOW.
Hence, there is a need for beginning a dialog on the future of strategic communication planning, now. What is the value of communication relative to the time between publication, consumption and influence? Just having a blog, a Facebook account, or Twitter profile does not make a social media strategy. I see blogs and tweets, but no comments, no real engagement. And, understanding the value of continuous content doesn’t stop there. There are two other factors:
- Relevance to the target audience/consumer
- Ability to take action/engage (therefore possibly adopting new behaviors)
The Internet provides users the opportunity to merge information as a result of social communications, social networks, financial data, healthcare information, insurance data, usernames and passwords, PINs, accounts, networks, emails and more. Linear measurement is dead.
As we sense the future, the PR profession will undoubtedly change as we have known it and now know it. Our collective thoughts on where and how to strategically plan for near continuous communications is multi dimensional and will largely depend on how well PR firms/media, MarCom and public affairs professionals will be able to successfully adapt and plan for and apply new information management and communication models which will be derived from near continuous aggregated Data Mining tools as a result of the many Social Networks.
The potential of the Internet, social media and social commerce is the ability to consolidate and manipulate information with new applications of real-time data aggregation with the ability to ultimately take or enact more immediate action. But, you have to stand above the ground swell and take a look at all the chatter.
The reason being that a person or target audience’s ability to take any action used to take years, months, weeks, then it was moderated with at least a 24 hour lag time… now there is nearly no lag time. New communication models will require immediate analysis and immediate communication. The new models of analysis will be a result of some of the following concepts:
• Novel aggregate media, social communication, social commerce algorithms
• Mining semi-structured disparate, fragmented communication mediums and data
• Classification and ranking of disparate, fragmented communication mediums and data
• Social clustering and analysis
• Aggregated media clustering and media analysis
• Aggregated SMS text Mining and analysis
• Privacy preserved data modeling
• Statistical methods of social media context
• Aggregated internal, parallel and external distributed data mining
• Interactive online media mining
• Contextual multimedia mining (audio/video)
• Aggregated Website, link mining
• Aggregated Real-time Graphical Mining
PR professionals will be required to formulate how to make use of new information management for advanced strategic communication planning and tactical approaches as a result of the evolving Nowism of communication from social networks and social commerce. Are you ready?
Are you considering tbe Nowism of communications and planning for it? “The boundaries” of what the web is or has to offer has become much more blurred. It is very deep. It does go beyond Google’s link popularity ranking. Is Twitter part of the web or part of something else? Now the web, in a sense, is just everything, all the time.
In 1998, the NEC laboratory at Princeton published a paper on the size of the internet. Who could get something like that published now? You can’t talk about how big the internet is. What is the circulation of total readers? Or, AQH? Because what is the metric? Social commerce isn’t like traditional media or “Web 1.0”. You don’t pay for eyeballs, average quarter hour listeners or clicks.
Possible future PR, media and communication applications providing a sort of “Visual Digital Sky” of aggregated communications might include:
• Aggregated Real-time Social Commerce statistics
• Aggregated Social Media Context
• Aggregated Real-time Blog Communication Trends/ Context
• Aggregated Community Trends
• Aggregated User Content Recommenders
• Real-time Communication Trends Discovery
• Real-time Blogs/Social Networks Community Dynamics
• Aggregated Near Real-time User Reviews Ranking on Brands, Products & Services
• Blogs/Social Networks Summations
• Real-time Abuse/Fraud Detection
• Immediate or near real-time User Profile Modelling
• Near Real-time Event Detection & Tracking of Social Media communications (see Twittermap.tv or Twittermap.us & aggregate it)
• As a result, instantaneous Online communications/Advertising/News ( see Topix.com)
• Aggregated Information Retrieval
• Aggregated Sentiment Analysis
• Aggregated Language Processing of Global Communications
• Aggregated Semantic Tagging/Cloud SEO/SEM
- Aggregated Social Networking Search (see 123people.com)
• Aggregated social network analysis with near real-time graphical analysis of complex global communications
We are seeing some of the above mentioned already, for example:
1) Consider Omgili. Omgili is the best way to find out what people are saying about anything and everything. Omgili is a way to find “subjective information”. As opposed to traditional search engines, which search for sites and pages, Omgili finds consumer opinions, debates, discussions, personal experiences, answers and solutions. Let’s say you want to see the buzz now about healthcare now. Omgili also allows on to create chatter graphs such as the one I added to my website for demonstration purposes.
2) MicroBlogging Relevance and Influence aggregators like Twitalyzer to evaluate the activity of any Twitter user and report on dozens of useful measures of success in social media, and the top real-time influencers on Twitter.
2) Individual reverse social media tracking such as 123people.com
4) Twittermap.us or Twittermap.tv allows you see the aggregated live buzz on the street anywhere in the US or World and all twitter accounts from in a zoomed in locality
Audiences demographics, social context for a social commerce is near real time.
Are you prepared for Now PR?
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