5 Reasons You Should Focus Your Efforts on Social Media, Not Mainstream Media

Over the weekend, I repeatedly came across examples of the realities of the new media ecosystem. On Saturday, I saw on Facebook a hot conversation about an apparently serious car accident in my town. People were reporting what they saw. They were sharing second-hand accounts, and of course, opinions. I toggled over to the local daily newspaper’s website. Nothing. I went to the weekly paper’s site. Nothing. The local Patch sites have been decimated, so I didn’t even bother checking them.

The next day I spent part of the morning reading about the crisis in the Crimean Penninsula online (in old-school newspaper brands) and engaged in conversations on social media around that situation. I subscribe to the paper New York Times, but only opened that later, after I had read the most recent headlines on the paper’s home page, or on links shared through Facebook and Twitter.

Later on Sunday I read about how “social buzz” can be a very accurate predictor of key pop culture events, including, of course, last night’s Academy Awards.

The article relies on an Adobe initiative, called the Adobe Digital Index, which is based on an analysis of data from more than 5,000 companies worldwide that use the Adobe Marketing Cloud solutions. The ADI, this story reported, has already demonstrated pretty convincingly the ability of social buzz to predict a movie’s financial prospects. ADI correctly predicted that “Ender’s Game” and “Delivery Man” would do poorly, while “Thor: The Dark World,” “Anchorman 2,” and “The Hunger Games: Catching Fire” would make money.

So how did it do with the Oscars? Hmmm. It predicted that Leonardo DiCaprio and Jennifer Lawrence would win, and we all now know that Matthew McConaughey and Lupita Nyong’o won. Beyond that, the ADI was close. It predicted that Cate Blanchett would win, and she did. It predicted that the race for best picture was too close to call between “Gravity” and “12 Years a Slave.” The latter won. It did, however, say that “12 Years a Slave” director Steve McQueen had run away with the social buzz and would win best director. He did not.

But put aside the accuracy of those particular indices and you realize that something really important is going on in media. Social is where the action is. It’s where people get their news. It’s where they engage with commmunities. It’s where marketers measure pop-culture resonance. One of the things I was thinking about as I read about the Ukraine crisis was how old the headlines in the print newspaper really were. They were published on the Saturday, probably late afternoon. They were based on reporting from earlier that day and the day prior. So what I was reading in the print version of the Sunday New York Times was anywhere from 24 to 48 hours old, while what I was reading on the New York Times website was very close to real time. At best, it was a few hours old. Where would you gravitate?

All of which leaves PR pros with five important takeaways.

• Don’t obsess over traditional media relations and media placements. Instead, make your brand and your clients part of the social-media news and information ecosystem.
• Old-style media coverage, while still important, has absolutely been eclipsed by social communities, and sometimes those communities don’t even need the established media brands.
• News travels fast. Don’t find yourself responding to what was relevant 48 hours ago.
• Make social-media monitoring and measurement a top priority for your team. It’s a more productive source of cultural understanding than older media.
• Old media brands offer first-rate journalism. Social buzz tells you how your own brand (and other relevant entities) are faring among stakeholders and the culture at large.

—Tony Silber
@tonysilber

What We’ve Got Here Is Failure to Communicate—With Millennials

cool-hand-luke-martinMaybe you recall Strother Martin’s pained, twisted line of dialogue spoken to Paul Newman in Cool Hand Luke, delivered after Martin has struck chain-gang prisoner Newman with a blackjack: “What we’ve got here is failure to communicate.”

I thought of this line after seeing the story making the rounds yesterday that British millennials check their mobile devices every nine minutes and 50 seconds. This kind of data and story promotes the concept that millennials are an entirely different species of human, and insinuates that they’re unfocused, difficult to manage, flighty and much more addicted to technology than the rest of us.

The failure to communicate with millennials—from both the brand and personal perspectives—stems not from what makes them different from the rest of the population, but from assumptions based on anecdotal evidence, bite-size statistics and generational resentment. It’s the old saw: “These kids today, they want everything handed to them on a silver platter—we never had it so good.”

First, about the stats making the rounds yesterday: They sprang from a U.K. Daily Mail story that quoted a study conducted by a “customer service solutions” company called KANA, which has certainly succeeded in getting its name out there. Are its findings telling? Perhaps, but it’s too easy to take its showcase stat about 18-to-24-year-olds out of context. I know this is anecdotal on my part, but it seems to me that we’re all hopelessly addicted to our mobile devices.

“Millennials are people, not ‘a people,’” says Jake Katz, VP, audience insights & strategy for music-focused TV network Revolt. “Behaviorally, they are more similar than different to other generations,” says Katz, who will be keynoting PR News’ Digital PR Summit in San Francisco on Feb. 5, and who was formerly general manager of Ypulse, a youth market research firm.

For brands, the first step to communicating with millennials, according to Katz, is to discard the popular myth that they are massively different from everybody else, and pivot from thinking about what they are to how to communicate with the many different geographical and age ranges within the millennial demographic.

It’s time to lay the proverbial generational blackjack to rest and begin the real work of learning about the people around you—on a business and personal level.

—Steve Goldstein
@SGoldsteinAI

 

 

Why Smart Communicators Use the Phone

You can feel yourself age when you use such antiquated words like “telephone” in front of your 12-year-old son. “Mom, who says ‘telephone’ anymore?” He has a point.

Every now and then “telephone” creeps into my language, as do other throwbacks like Rolodex and VCR.  Just as we don’t say “telephone” very often, we also don’t use the device as much as we should in the communications business.  We’re so used to emailing, texting, posting, pinning, sharing and liking that we often put phone communications on the back burner. That phone taking up space on your desk is a bit lonely.

In the past week how many times have you engaged in a business conversation via the phone versus email or LinkedIn or even texting? How many times have you thought, “I should have just called her”? Or, “I wonder what he meant in that email when he said ‘let’s discuss’”? Perhaps it means we should actually talk.

Phone communication for business is not yet an antiquated activity but it’s getting there. Let’s not contribute to its demise.  Communicators who pick up the phone – either to make a call or receive a call – will (and do) have the edge with stakeholders. Social media cannot replace phone calls. Emailing cannot replace a one-on-one conversation.  An interview with a reporter that’s done by email is inferior to one that’s either in-person or by phone. A customer-service related issue is usually more efficient via email but if you really want to ‘wow’ a customer, check in by phone.  A press release does not replace verbal communication with key stakeholders.

As we embark on a new year for communications excellence, let’s make the call to take the call or make a call.

- Diane Schwartz  @dianeschwartz

Call me with topics you’d like to see covered in this blog: 212-621-4964.

 

New Year’s Resolutions for the PR-Minded

The good thing about New Year’s resolutions is that no one is really listening closely to what you are resolving to do.  But resolutions do crystallize our goals and make the month of January, at least, a little more interesting. For communicators the world over, you should expect 2014 to bring the following:

> Crises, smoldering or quick

> Reputations under fire or on fire

> Media coverage, for better or worse

> Employee morale issues

> Financial ups and downs

> Product and company launches

> Product and company failures

> A new social media craze

These are just a few of the sure things in PR as we herald in the new year and perhaps a new approach to PR.  In my nearly two decades covering Public Relations, I have never seen a bigger opportunity than now for PR practitioners to be the dominant force in brand leadership, message management and tying intangibles and tangibles to the bottom line.

There are many ways to not screw up this trajectory and to possibly make 2014 the most exciting year for you in PR. To do that, however, will take some commitment to the core tenets and practices of the best PR practitioners. Here at PR News we benchmark outstanding communication leadership across all areas of the market. From our Platinum PR  to our PR People Awards, from Corporate Social Responsibility to the Digital PR Awards, we see a pattern in excellence that underscores why resolutions are worth keeping.  Like many New Year’s Resolutions, the following list may sound familiar but I submit that the best ideas are worth repeating:

* Find the interesting story behind your message – and tell it

* Measure your PR and be bold enough to make adjustments

* Listen to your stakeholders: your customers, investors, employees are your keys to success

* Learn to work across silos – marketing, HR, IT, Finance, Legal

* Become a better goal-keeper:  of your goals, your department’s and your organization’s

* Collaborate internally and externally – 1+1=3

* Hone your writing skills: you reach more people when you can spell, turn a phrase and use your words correctly

* Foster diversity: in thought and experience

* Don’t fear missing out: resist the urge to be on every social media platform

* Be transparent: people are smart enough to see through the BS anyway

* Advocate for PR: become a voice for Public Relations inside your organization and in the marketplace of ideas.

What are some of your PR resolutions for 2014? Please share with your fellow PR News blog readers.

Best of luck to you and your team for a meaningful and memorable 2014.

– Diane Schwartz

@dianeschwartz

 

PS – Check out more of my blog posts from the past few months:

Beyonce’s December Surprise is a PR Masterpiece

Ten Tough Questions to Ask Yourself Now

Nine Tips for Public Speakers Who Hate Public Speaking

The Most Annoying Sayings: The Epic List

 

 

 

 

 

 

 

The Hunger Games at Work: How to Sound Very Fantastic This Week

HUNGERGAMESIt’s said that we speak an average of 16,000 words each day. That’s a lot of talking. As communicators, we appreciate fine words and clever turns of phrases.  But on this day after a long holiday, still recovering from a turkey and pumpkin pie stupor and constant conversation with distant relatives, I challenge you to insert into your dialogue or work- day imagination at least two of the quotes below from the blockbuster movie The Hunger Games: Catching Fire.

On the surface, there’s little we can find in common between the roles of Katniss, Peeta, President Snow and Haymitch Abernathy and our role as communicators. But scratch just a little beneath that surface and you may find that the lines below could be very helpful as you get your week off to a fiery start:

“No waving and smiling this time. I want you to look straight ahead as if the audience and this whole event are beneath you.”  (possible scene: you are at a meeting with new competitors)

“Remember who the real enemy is.” (scene: at the meeting above you realize your competitors are not really your enemies)

“You’ve given them an opportunity. They just have to be brave enough to take it.” (scene: you give your team a challenging project to take on)

“Chins up, smiles on!” (scene: instead of ending your meeting with “OK, that’s all” you decide to shock the attendees with this uplifting, inspirational decree)

“From now on, your job is to be a distraction so people forget what the real problems are.” (scene: you’re moved from PR to HR)

“So far I’m not overwhelmed by our choices.” (scene: you’re at a business lunch at a restaurant with limited, unappealing menu choices)

“I wish I could freeze this moment, right here, right now, and live in it forever.” (scene: the media loves your story idea and you are inundated with interview requests)

“This is no place for a Girl on fire.” (scene: Katniss or someone similar to her shows up to your afternoon meeting)

“Convince me.” (scene: the response from your boss after asking for a bigger PR budget in 2014)

You might be thinking your job is not scripted nor are you an actor in a major motion picture. But after testing these quotes on your unsuspecting colleagues and peers you’ll realize that the Hunger Games isn’t as fantastical as originally thought.

– Diane Schwartz

(Join me on Twitter)

 

What’s First, Technology or Content?

I’ve been thinking lately about how media is moving increasingly toward a greater technology dependence. I’ve read about how investment dollars, especially in Silicon Valley, where so much media-related innovation is occurring, steer towards technology solutions for media consumers. New utilities—new ways to interact with content—seems to be more important than the content itself.

Think about the major social media and many of the new online-only media businesses like TripAdvisor and Yelp. User interfaces, tools, analytics and more are the difference-makers. They create no content on their own, really, but they have massive audiences. Google commands more ad dollars than the whole magazine and newspaper industries combined.

Which for me (and for PR communicators) raises an interesting question: Should media companies—and the PR departments and firms that create brand content and provide content to the media—be technology companies first and content companies second? Has some paradigm shifted in the media world?

Now, before you dismiss what I’m saying as just simplistic nonsense, consider that not only is Google an advertising giant, but so is Facebook. So is YouTube. Instagram, Twitter, LinkedIn and others will rise in ad spend, and they all depend on users for their content. They pay no content creators, but they create extraordinary technology-based environments for people to post their own content.

And if you’re looking for consistency in the argument, consider that most media companies acknowledge freely that the one-way form of communication is dead. The old-school model of, ‘we-create-content-and-you-consume-it” is simply incomprehensible to modern media users. They take cellphone photos and videos, and share them easily. Even media companies say that they want to create a platform for community interaction.

In that context, then, should we be focused on content—or technologies that enable the sharing of content? It’s a fascinating question.

There are those who say that without content, there’s nothing. No Google and no Facebook. Which is true. But that doesn’t really address the question of who’s doing the creating.

—Tony Silber
@tonysilber

The 10 Tough Questions to Ask Yourself Now

“Anything bothering you?”

That was the question posed by my physician during a recent annual check-up. As he peered at my chart which was looking pretty boring in a good way, I wondered whether I should share something small, like “I get headaches every now and then.” Or should I tell him I’m feeling great, so I can take off the paper robe, get dressed and carry on with my day?

“I’m feeling great,” I declared. And that was my annual exam.

If only our personal career check-ups went so easily. I’m not referring to an annual review but to the regular self-assessment of how we’re feeling about what we’re doing every day.

With winter approaching and conference season in full force, there’s no time like the present to conduct an annual self-exam. Many of us have attended conferences at which we hear lots of great ideas, brush up on skills and meet new people. At the same time, we’re trolling social media and fear we’re missing out on other meetings, parties and opportunities. Instead of feeling empowered, the learning, networking and hyper-interactions can make some people feel bad about themselves.  (These are the people not doing the regular self-exams, by the way.) I was at a conference a week ago where I saw an attendee eating a brown bag lunch in the ladies restroom. Aside from the sanitary aspects of such a decision, I wondered if she was pushing herself too hard. She clearly needed to put on the metaphorical paper robe and conduct a self-exam, asking:

In the case of the woman-with-the-brown-bag-lunch and for those who are workaholics, another question might be: Do I eat alone (at my desk) more than twice a week?

These are just suggested questions and some can be painful to answer. But necessary. It goes without saying — but I’ll say it anyway — if you answered “No” to most of the questions above then it’s time to make a change in mindset, action or venue.

- Diane Schwartz

Take off your paper robe and join me on Twitter @dianeschwartz

9 Tips for Public Speakers Who Hate Public Speaking

Butterflies in your stomach. Dry mouth. Fantasy of escaping through the back door. It’s inevitable: at some point in your career, you’ll need to speak in front of an audience. Whether at a small meeting, a conference, a general session, on a panel, or on your own. For most of us, it’s about getting out of our comfort zone. If it’s any consolation, the number-one fear of Americans is Public Speaking. Death is the number-2 fear. So you are not alone (until you die). Based on my own experiences and interviews with countless public speakers over the past year, I offer these nines tips to help you get through your next speaking gig with flying colors:

1. Research your audience: why are they there, what are their job responsibilities, how knowledgeable are they of the topic you’ll be speaking about? If possible, ask the event producer to survey the audience in advance w/a few questions that will help you tailor your presentation.

2. Avoid death by PowerPoint. Put another way, don’t talk them to sleep. Slides are important but they should be springboards to your speech and not littered with words and cheesy clip art. Large point size, consistent style and about half the slide blank are the rules. Show some video if you can – but not of cute puppies or kittens, unless you’re speaking to an animal rights group.

3. Master your content:. a corollary to tip #1, speak of what you know. You’ll be more relaxed and confident if you know your material. If you’re asked to speak about a topic that is complicated and not in your wheelhouse, decline the invite.

4.  Interact with your audience. Build a quick community with the attendees and encourage questions.

5. Limit talking about yourself. You know the speaker bio provided to the audience in advance? They already know who you are. Make it about them.

6. Wear your storytelling hat. There’s nothing better than a story to illustrate your point. That is what the audience will remember. Bring one great story to your speech – not 3 mediocre ones – and you will connect with your audience.

7. Own your content. I was listening to a speaker recently whose entire presentation was about quoting other authors and experts and not sharing an original thought. Find something unique and original to say to your audience. There’s a reason you were asked to take the stage.

8. Remember social media. Be careful what you say and how you say it. One off-color quote can go viral on social media and affect your reputation and your organization’s.

9. Don’t picture your audience naked. This is an old bit of advice predicated on the notion that the naked attendee is more vulnerable than you and so you have the upper hand. This advice doesn’t hold true — better to picture your audience thinking positive thoughts about you, and cheering you on. The crowd wants you to succeed, they are rooting for you. That‘s the naked truth.

What tips would you add to this list?

– Diane Schwartz

@dianeschwartz

Where You Sit is What You See

I picked up a sound piece of advice the other night, during a college admissions event my daughter and I attended.  Among the questions the prospective students asked of the alumni panel was whether the class sizes are so big that you can’t see, hear and learn in them.  The very articulate Class of 2010 alumnus responded with a great piece of advice that was applicable to me — and you, I imagine. She said: “Just sit in the front of the room.” (Ah, if only it were that easy. Especially in college, when you really aren’t sure if you’ll be staying for the whole class, and what about your friends who wouldn’t dare sit in the front row?)

The high school senior who asked the question nodded affirmatively, but you could see that the sound advice flowed right over her head. I believe she was hoping for a literal answer, such as “Yes, it sucks, but you deal with it.”

The takeaway for me was an affirmation that just changing where you sit changes your perspective, improves your visibility, eliminates distractions, and gets you noticed. To take the advice further, instead of sitting in the back of the room (or being anonymous in your organization, or among your customers), move yourself to get closer, to be seen, and to hear things more clearly. By sitting (or getting closer), you’ll pick up on details that could make a big difference in your viewpoint. Our marketplaces are bigger than any college classroom; if you’re in the way, way back then you’re missing out on the conversation.

I didn’t expect to learn much from this college event – it was really for my daughter, not me.  Which shows you can learn some life lessons from unexpected places and times. Just sit closer, and listen.

Diane Schwartz

@dianeschwartz

 

What Content Marketing Means to PR and Traditional Media (and Traditional Journalists, Too)

When I started out in journalism—in daily newspapers—every so often you’d have a colleague opt out of the reporter’s life and move into PR instead. It always seemed like a loss, because some of those colleagues were the most capable among us.

But journalism’s loss was PR’s gain. Today, in 2013, that’s perhaps more true than ever, because of the disruption of the traditional media world. Let’s be honest with what’s happening: The newspaper industry—the industry dedicated to putting news on a paper product, which is printed and distributed every morning—is dying. Print newspapers probably will be gone in a generation or less. The print-magazine industry is less challenged than newspapers, but the trend is clear. Think about what’s happened.

• It’s not just that new technologies have massively changed media-consumption patterns and expectations.

• It’s not just that the Internet has destroyed many forms of revenue-producing classified advertising, which once was a staple of newspaper businesses.

• It’s not just that it’s become an extraordinary challenge to invest resources in highly qualified journalists to produce news, when that news is then redistributed online for free within minutes. How do you make money in that environment?

• It’s not just that newspapers have become an inefficient and outdated vehicle for local advertising. Local ad revenue is soaring, but it’s online, and going to contextual and ROI-oriented technology companies like Facebook and Google.

• And it’s not just that paid reader circulation—an essential part of the revenue model for newspapers and magazines—is unpredictable, at best, online.

It’s all those things, combined. And the pace of change is accelerating. One outcome has been a wave of downsizings in the newspaper and magazine worlds, with more journalists moving into PR. And ironically, what many of them are doing now is—wait for it—creating journalism! They’re just doing it for all different kinds of brands, not just media brands. They’re serving brand communities, not geographic or industry-specific communities.

As media has changed, so has marketing and communications. The most significant change currently in brand communications is content marketing, where brands engage audiences through traditional journalism techniques—they tell interesting and relevant stories that readers like. This storytelling doesn’t work if it’s product pitching in disguise. It’s more sophisticated than that. And usually, it’s the PR staff that handles content marketing.

Is content marketing a threat to journalism? No. No more so than the bottom-feeder media companies that for 100 years neglected journalism and viewed content as “the space between the ads.”

What is happening is this: As marketers increasingly engage in content marketing—online, on social media, in video—they make PR stronger. They become a new source of competition for traditional media companies. And they also provide a new source of employment for those professional journalists who’ve found that career opportunities, good incomes and professional growth are no longer as plentiful in traditional media.

Maybe those folks who went into PR when I was starting out were just a bit ahead of the trend line.

—Tony Silber
@tonysilber

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