Last week, Buzzfeed founder and CEO Jonah Peretti published a long memo on LinkedIn. It was titled a memo to the staff, but really was only partly directed to the staff. It was also a PR message to all stakeholders as well as competitors.
At any rate, it was brilliant. It was the most clear-headed, fully thought-out description of where media are going, and what attributes are necessary for success in a completely transformed media era. For those reasons—because it serves as both a great example of executive communication and helps PR pros understand where media is going—it’s worth discussing.
First thing Peretti did was thank his team in what seemed heartfelt and was certainly gracious:
“Before anything I want to thank you for all your amazingly great work over the last year. All of our success is because of you. BuzzFeed is on a significant roll, we have reached new milestones and our future looks tremendously bright.”
And that’s just the start. Peretti cited statistics illuminating BuzzFeed’s staggering Web growth. He outlined non-Web initiatives, such as an app, a YouTube channel and live meetups. He indicated the things BuzzFeed will not be doing: Live paid events, print magazines, white-label versions of BuzzFeed. And he reveals that his company is profitable—a rarity for Web-only startups.
As part of his thank-yous, he cites the work of various content, technology, data and marketing teams. Then Peretti gets into some interesting territory.
“Most other publishers integrate off-the-shelf products built by others, but this full-stack, vertically integrated approach was worth the significant, multi-year investment and is paying off fantastically today,” Peretti said. “There are great tech companies and great editorial institutions, but it is very rare for one company to take both as seriously as we do.”
This is an important point. Very few traditional media companies look at their businesses this way. And that serves to ensure that they are perennially a half-lap or more behind technology companies like Google and Facebook, which understand the direct relationship between content and technology, and how it drives the new types of media consumption. It’s simply not about monthly magazines, with a front-to-back pattern, and traditional devices like the TOC and a feature well.
This leads to the really interesting core of the memo, where Peretti pivots into a discussion of the characteristics and economic prospects of BuzzFeed (and presumably other pureplay media companies) compared to traditional media companies.
“Facebook, Twitter, and the other Silicon Valley-based social sites are amazing distribution platforms, but user generated content alone isn’t enough to fill the hole left by the ongoing decline of print newspapers and magazines,” he said. “The world needs sustainable, profitable, vibrant content companies staffed by dedicated professionals; especially content for people that grew up on the web, whose entertainment and news interests are largely neglected by television and newspapers.”
This is all true. It’s important to hear, even if his point about the “Silicon Valley-based social sites” ought to be looked at with skepticism. That’s because the basic dynamic of social sharing undermines the profit-generating ability of news organizations, and because BuzzFeed’s founding idea is about creating (and also finding and sharing) content for those same “Silicon Valley social sites.” You can’t have it both ways.
Still, Peretti is pointing to a new future, and he elaborates in nine additional points, covering everything from news to mobile to international coverage.
(The point about being an international brand is especially valuable. Old-school media companies launch international editions. Technology companies, and, Peretti said, BuzzFeed, are one brand, one content package, translated and presented to different markets.)
One of Peretti’s points is that his company is investing in news. “There is a huge opportunity to be the leading news source for the social, mobile world,” he wrote. “As we saw during the 2012 election, the Boston bombings, and our LGBT focused coverage of the Sochi Olympics, a new generation of readers are turning to us for news.”
You didn’t need to search very hard last week to find a contrary perspective, one that Peretti never addresses. Jeff Bezos, the Amazon CEO who just bought the Washington Post for $250 million, gave his first interview—to the Post. Said Bezos:
“The Post is famous for its investigative journalism. It pours energy and investment and sweat and dollars into uncovering important stories. And then a bunch of Web sites summarize that [work] in about four minutes and readers can access that news for free. One question is, how do you make a living in that kind of environment? If you can’t, it’s difficult to put the right resources behind it.”
Bingo. If BuzzFeed is truly going to succeed in homegrown news, it needs to crack that code. Nothing that I’ve seen indicates anyone—including anyone at BuzzFeed—has figured that out.
And then there’s advertising. “Part of being a great business is being a “must buy” for advertisers who have many options,” Peretti said. “This means giving advertisers the full advantage of our scale, our data, our creative team, our social and mobile reach, and our technology platform. We have more expertise about social content than any other company. We can light up the social web for an advertiser across Facebook, Twitter, and YouTube, with content that is worth clicking and sharing.”
Peretti has done a lot of thinking and writing about how content is shared. He’s serious and knowledgeable about his business. The challenge with that is that BuzzFeed’s own advertising model is based on a trend that works against media companies. BuzzFeed specializes in native advertising—advertising that looks and feels like and lives in the same format and in the same context as BuzzFeed’s (and other media companies’) own content. That is innovative, for sure, but it plays into another major trend—companies creating their own content and building audiences on their own, without the traditional dependency on media companies. This, combined with the targeting capabilities social sites and Google, enables non-media brands to create content, engage audiences, identify leads and sell products and services without the same level of reliance on third party companies.
I love the clarity of Peretti’s vision. That doesn’t mean there aren’t significant trends playing against BuzzFeed.
Women are being told to “lean in” to advance their careers; others are encouraged to lean out. I’ve got some advice that’s gender-neutral and is in response to a troublesome trend permeating society, from business meetings to social gatherings, from conference rooms to concert halls, from boardrooms to, um, bedrooms. The advice? Look Up! Move your focus from your phone to your physical environment and you’ll be pleased with the meaningful connections you can make in real-time.
This is not a lecture to stop texting, emailing, posting or pinning. Rather, it’s a reminder to be in the moment. To embrace the conversation in front of you without the distraction of the cloud. Without the addictive need to upload a photo, tweet a thought or respond to an email that really can wait. Sometimes you must look down and away, sending out an important message or just taking a break from the real world. It’s forgivable.
I am sometimes guilty of Looking Down and I try to catch myself – before I either walk into a wall or become so disoriented with what’s being discussed in the room that I’m scrambling to come up with something smart to say to prove I was listening. But those of us who regularly Look Down are not fooling anyone. Over time, you become “that person” who is always on her phone, that person who has better things to do than Look Up and engage. That person who thinks sending a Selfie in the middle of a meal with colleagues will keep you in the loop, in the know. Don’t be that person.
In the business of communications, it is imperative that we listen and engage. We are storytellers, and the cumulative effect of always Looking Down is we miss the story. For those in management or mentoring positions, modeling the Look Up behavior will go a long way toward creating knowledgeable and focused apprentices who will not only learn to Look Up and listen, but will inevitably look up to you as a shining example of restraint and engagement in a noisy, digital world.
– Diane Schwartz
Let’s assume that your press release landed in the right in-box, meaning the reporter is the right target for your message. For anyone in public relations, just getting to this point is a major achievement. But don’t get all cocky, because what comes next is critical. As a reporter by trade and one who still receives roughly 25 press releases per day in my in-box, I can tell you that a great press release is hard to find.
Reporters do not have a love-hate relationship with press releases. They have a “meh” relationship with them. Most of the press releases reporters receive are not going to rock their world. But they will be read and used by a reporter if they contain a news hook that is relevant to the reporter’s beat. Once hooked at least on the topic, a great press release will contain:
1. An attention-grabbing headline.
2. A “nut graph” to kill for: the first paragraph with 2 to 3 sentences must be succinct and newsworthy. Much like a reporter’s own article.
3. Multimedia: photos, video and the like – a must-have for multimedia journalists, which most reporters are, whether they like it or not.
4. Good contact information – not just contact information, but the contacts of people who will answer the phone and respond within the hour to your email query.
5. A great quote - The art of press release quote-writing involves giving the end reader the impression that the reporter got the quote directly from the source, not from the press release.
6. Statistics and other data – reporters love numbers, which make their stories more credible and interesting, and which impresses their editors.
7. A compelling story (more on that in a second).
You’ve heard countless advice on words to avoid in press releases, such as “leading”, “ground-breaking” and “best.” A Reporter’s Bullshit Meter will ring loudly at the sight of these words, and there’s no doubt your press release will be diminished. I won’t belabor the point. But I encourage anyone who writes a press release to get real about who’s reading your prose and how credible your words are. You’d be surprised how many reporters stop reading a press release if there are too many superlatives.
At PR News’ PR Writing Workshop this week in San Francisco, there was agreement that a press release has roughly 7 seconds to grab a reporter’s attention. Seven seconds is widely touted as the time it takes to make a first impression. So, next time you go about writing your press release, apply the 7 second principle.
Then, consider, what would come next? Does your press release have the qualities that will entice the reporter to email or call you? And are you ready to take the story that was the crux of your press release, and continue telling that story?
While it’s always great to see your press release “covered” by the media in the fullest sense of the word – the press release is essentially re-run as editorial or portions cut and pasted — it is much better to create a connection and entice the reporter to hear more of your story. If the press release is your first impression, then the follow-up call or email is your opportunity to tell your story. The press release is an under-rated story-telling vehicle and you are in the driver’s seat.
– Diane Schwartz
(I say ‘wait for it’ because anyone who knows BuzzFeed’s editorial approach knows its love for lists.)
It was a sponsored story—paid advertising—posted on behalf of Hostess, whose Twinkies and other brands are back after the production ceased and the company downsized nearly out of existence last year.
But the comebacks listed in the BuzzFeed story never once mentioned Hostess. It was all about other stuff.
It was actually a pretty good list, and pretty funny, too, despite small errors and its ‘intern-pulled-the-factoids-off-Wikipedia’ feel. So were the comments, not all of which were complimentary. “Uh, Arrested Development was canceled in Feb 2006, and the new season, specifically for Netflix, had 15 episodes. It really isn’t hard to check up on simple facts before submitting an ‘article,’” went one.
That’s an awesome description, for native or traditional forms. But with native, there are new ways to create superior value for an advertiser (and reader/user) and also new ways to mess things up.
Check out QZ.com for a clean, elegant way to do in-stream native advertising. Consider that the advertising is in the form of storytelling. Not a marketing pitch. Think too about the value provided to an advertiser to be fully integrated into a site’s content stream—where you see the ad as you scroll, and the ad’s content comes up in a search. That’s incredible advertising value.
But then there’s the flip side: Done poorly, native advertising in a content stream can seem spammy. It can disrupt the flow of content, not enhance it. It can make your page look like a dissonant cacophony, and put your credibility at risk when people open a page and see yellow-tinted ads where you think they shouldn’t be.
It’s a double-edged sword, and I admit that I’m not sure I like everything BuzzFeed is doing. That might be, though, that their formulaic approach kind of gets old quick. The fun of media consumption, and of PR, is in being surprised, and even delighted, in unexpected ways.
OK, I stole the idea for this headline from Abbie Hoffman, author of “Steal This Book.” But let’s call it an homage instead of outright theft.
My headline was inspired by WFMU radio host Tom Scharpling, who was, in his show last night, making fun of headlines that are naked ploys to get you to click on them, such as “Why I Hate the San Antonio Spurs” or “Top 10 Reasons Why You Should Call Your Doctor Right Now.” Scharpling also admitted to using the same tactics for his own online pieces.
The fact is, if you are a professional communicator, headlines are everything. Until the time comes when text finally fades away and we transmit ideas solely with still and video images, you’ll need to study the past masters at the New York Post and the current masters at BuzzFeed and learn the craft of writing clickable headlines. Your job as a headline writer is to bypass cognitive thought and create an instant cause and effect between the reader’s eyes and clicking finger.
Think beyond the literal headlines on press releases and blog posts. A tweet is a headline; so is a Facebook post. A subject line in an email is a headline. A meta description for a Web page that shows up in Google searches is a headline. A text message is most definitely a headline. And each of these headlines is battling millions upon millions of other headlines to win the almighty clicks.
The headline is the gateway to all digital communications, and if you can’t write headlines that force people to click—almost against their will—then you’re not really communicating.
- Steve Goldstein
My son Max tells very long stories that veer in curious directions. By the time he’s nearing the point, he forgets the ending. It’s rather cute and endearing – he is, after all, only 12 years old. He will sometimes exclaim frustratingly: “I forgot what I was going to say!” Can we admit that often it’s as if a 12-year-old is telling a story about his brand? And we aren’t as forgiving, are we?
Storytelling in PR comes in many forms: press releases, emails, memos, phone calls, meetings, press conferences, interviews. Our stakeholders have short attention spans and are less charitable about seeing through the foggy messages. They are not our parents, who will listen to our stories and love us even more for the muddled storytelling. No, stakeholders will send you on your merry way, and latch on to a better story.
Like you and me, our audiences like a story that has heart, that makes us think and moves us in some way. A few days ago, I heard about Pedigree’s partnership with “Annie” on Broadway and the search for a shelter dog to play Sandy. The story is heart-warming and memorable, and makes me want to buy Pedigree dog food and see Annie for the umpteenth time. The story had emotion.
It’s the communicator’s role to find the compelling story in the message and then make it stick. At PR News’ Content Marketing Boot Camp on Tuesday, one speaker noted that “if it doesn’t spread, it’s dead.” That’s a catchy reminder, but even in the age of social media and attention deficits, your story must be authentic, true to your brand’s story line and characters.
The best stories spread, then stick and, most importantly, result in a positive action or reaction. In other words, sticky can sometimes be stinky. Which leads me to my last point: know what to leave out of a story. Every brand and company is filled with stories. Not all of those stories should be told. Curate your stories, identify the narrative and figure out what’s better left unsaid. Not every story is worth repeating. Unless it’s about your kids.
- Diane Schwartz
If you’re an immigrant from Krypton living in the U.S.—or in any spot on Earth—then flying without the benefit of a wingspan or jet propulsion and hearing the flutter of a butterfly in Ensenada while you’re leaping over the Empire State Building in a single bound is old hat. Warner Bros.’ Man of Steel, the new Superman reboot, is no cause for celebration for you either—it’ll just flush out the anti-immigrant wingnuts who’ll once again terrorize you and your relatives with Kryptonite hockey pucks.
You didn’t ask for superpowers—you just needed to find a more hospitable planet. Your superpowers make you feel like a freak and, if you work in PR, cause no end of frustration. Using your superpowers for your own professional ends feels too much like cheating—your old-school Kryptonian parents certainly wouldn’t approve—and so you toil away like just another Clark Kent.
I’m telling you now to embrace your true, Kryptonian self—own your inner Superman or Superwoman, put your powers to use as a PR pro. Let’s face it—part of the reason you deny your superpowers is you’re afraid that they might not be so super after all. And that’s just not logical.
Here are just three suggestions to get you started:
- If your brand is in crisis because of, say, an oil spill or because of a cruise ship that’s run aground, fly around the Earth really fast to reverse its rotation around the axis. This will take you back in time so you can prevent the oil rig from exploding or the cruise ship captain from carousing.
- Make your brand a CSR leader by using your super breath power to re-freeze the melting polar ice cap.
- Use your blinding speed to respond to every tweet that mentions your brand’s name—in real time! And, as a bonus, using this speed you’ll finally be able to clear out all those unopened emails.
By now you’ve heard the news that Adam Levine hates his country. No, he loves his country. Wait a minute: what does he really feel and why do we care? If “The Voice” coach and Maroon Five singer truly hated America, the worst that could happen is he gets kicked off “The Voice” and his band suffers in the Apple store.
For communications professionals, Adam Levine’s gut response, “I hate this country” made after two of his singers got voted off “The Voice” on Tuesday night, is an example of public figures saying something stupid for a split second. That’s all it takes, a split second, for a quote to go viral and escalate to a top story. The public and media know a great sound bite when they hear it, especially surprising when it comes out of the mouths of generally well-liked, behaving celebrities.
What PR advice would you give Adam? Here are some steps Adam has already taken and that he might want to consider over the next 48 hours:
Respond via social media. On his Twitter handle, he tweeted definitions of “humorless,” “joke,” “misunderstand” and “lighthearted.” His fans are on Twitter, so responding to them in a less conspicuous manner was the right move.
Issue a statement. That he did:
“I obviously love my country very much and my comments last night were made purely out of frustration. Being a part of The Voice, I am passionately invested in my team and want to see my artists succeed. Last night’s elimination of Judith and Sarah was confusing and downright emotional for me and my comments were made based on my personal dissatisfaction with the results. I am very connected to my artists and know they have long careers ahead, regardless of their outcome on the show.”
Ride it out. This too shall be passed over by other non-important news. Justin Bieber continues to behave badly, Arrested Development is back and Beyonce might be having another baby.
Be more careful. That microphone works, Adam. Think before you speak into it.
Here are things Adam shouldn’t do in the next 48 hours:
> Wear red, white and blue.
> Get a tattoo of the U.S. flag on his wrist (wait at least a year).
> Write a song about patriotism.
> Become the spokesperson for the Armed Forces.
> Step down from “The Voice.”
And, for the producers of “The Voice,” enjoy the boost in ratings.
- Diane Schwartz
Has writing become a lost art, a nice-to-have skill but not a necessary one? I sure hope not. For those of us who cherish the written word and are prone to find typos on cereal boxes or wine bottles, we appreciate a well-constructed sentence that concisely conveys a point. Smart communicators know that good writing is essential, not optional.
PR News hosted a Writing Boot Camp at the National Press Club on May 14, and I was pleased to see hundreds of PR professionals of all levels taking time to hone a skill that can be a game-changer for their career. That is, if you’re a terrible writer, how far can you really go at your company? If you can’t consistently communicate a message creatively and succinctly, how likely is it that your stakeholders will look down on your brand and possibly move on?
If you recognize you have writing deficiencies, do something about it now. Don’t wait. It’s all well and fine to be a social media expert or a great account manager. But sooner or later, you will be found out:
“She’s great with the clients in person, but have you seen her emails? They make no sense.”
“We can’t give him that report to write, because we’ll be up all night rewriting it.”
“Did she miss the punctuation class in grade school?”
To avoid such maligning, I’ve compiled seven tips to help you become a better writer:
Read at least 3 articles a day: Whether online or in print, read about current events and take note of how the writer is articulating a point, how quotes are being used, how the article begins and ends.
Resist the urge to abbreviate: In a short-messaging world, we think what works in a text or tweet is OK in an email, a memo or a press release. It’s not. Spell out words. Make your sixth grade English teacher proud.
Say it out loud: after you’ve written a business piece, read it out loud. Does it make sense? Can it be improved? Is it so long that you tire of hearing your own voice?
Avoid jargon: At the Writing Boot Camp, trainers implored the audience to avoid hyperbole and be real about how “innovative” your company is or whether “best” and “great” are really the right words to make your stakeholders believe in your product. For more tips on avoiding jargon, check out my Boot Camp coverage.
Know your channel: It’s been said that Twitter is the office and Facebook is the dinner table: your messages should reflect the channel you’re writing for. Where it gets sticky is with email communication. Know these things about email: your email can be forwarded, especially if it’s irresistibly incomprehensible; don’t use emoticons in emails to people you’re not close with, and (drumroll…) you can use spell check with your emails.
Break the right rules: let’s face it, the AP Stylebook is a guide not a rule. You can break rules in writing in the interest of creativity and keeping people awake. Every now and then start a sentence with the word “And” or remove a verb from the sentence, for effect.
Think in headlines: As you begin to write a piece, ask yourself what the headline would be. Likely you’ll change that headline several times. If you can’t come up with a headline, then you are unclear about the message you’re conveying. Every story has a headline.
Any other tips you’d like to add? If so, please chime in. And don’t abbreviate.
- Diane Schwartz
On Twitter: @dianeschwartz
There you are, reporting to your CEO on the outcome of a recent PR campaign you spearheaded. Your excitement is contagious as the CEO wants to know more about the positive tone, product awareness and visual dimensions, more about your company’s share of voice and the way you were able to tie sales to the efforts. He asks you what the ad equivalency would be for this PR campaign and you explain, patiently, that AVEs are not how we measure anymore; that’s for amateurs. You refer a few times to the Barcelona Principles, but you had him at “awareness.”
Measurement is the new black. Those who measure their PR understand the profound impact the activity can have on a company’s brand and bottom line. Measurement experts go far in their career because they have gained a keener understanding of their activities by tracking what’s important and by dispensing of activities that bear either no fruit or rotten fruit. One of the best indicators of an organization’s support of the PR department is its investment in measurement and its willingness to listen to the results (however tough they may be) and heed PR’s counsel.
What used to be cordoned off as the geeky discipline within PR, measurement and research is now integrated into everything communicators do. Or it should be. Whether it’s measuring the impact of a tweet or analyzing the performance of a year-long community relations effort, you can’t manage what you don’t measure.
In a recent PR News/CARMA survey, roughly 10 percent of respondents admitted they don’t typically set objectives for some campaigns and don’t measure social media, and nearly 64% still use clip counts more than other metrics. And surprisingly, 32% said the primary reason they measure is because their boss or senior management requires it. Until we get the 32% of PR pros to measure because they want to be better at PR and until we get 100% of communicators setting real objectives, then we are not done with evangelizing the power of measurement.
- Diane Schwartz
PS: At PR News, we are bringing hundreds of communicators to the National Press Club on May 15 for our annual PR Measurement Conference. We’ll share measurement tips, tactics, war stories and advice. Hope you can join us for this “sexy” event. I hope you’ll join us. Email me your hot-button measurement questions to pose to the speakers at email@example.com.