Tech Blogger Lament: “It’s now all about the page-clicks”

It seems hard to believe, but I wrote my PR Death Watch series, which chronicled the blog-560631_1280changing nature of the profession, seven years ago.   One of the tactics that I questioned back then was the media tour:

“With news cycles dwindling to zero, and media becoming more fractured and democratized, old school strategies like making the time to meet with journalists seem ever more quaint and slow.  Journalists have their hands full just keeping up with an increasingly competitive marketplace for information.”

Indeed, tours seem to be falling by the way side.  I was reminded of this when we were booking one recently.  It was for a client with technology so compelling, well you just had to be there to see it.

The team did a great job of scheduling reporters to come to demo rooms in several major cities.  However, we did run into resistance, especially from the major tech blogs. One replied via email:

“Tech journalism has become so difficult that it is now all about the page-clicks.  We can no longer afford the time it takes to meet with companies because that is time that could be devoted to writing more stories.  Sure, our story could be more in-depth, but [our competitor] would post five in the same amount of time.”

So what does this mean for PR and media relations?  Should we go with the flow?  We know that meeting in person is great for building relationships.  We also know that you have a better chance of connecting and getting key points across when sitting across from someone, with their attention undivided.

You would think it would be good for journalists too.  Ultimately, we need to work within their realities and accommodate their wishes – the media do not owe us coverage.   But some things are worth pushing for.

What do you think?



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Ted Underwood on Topic Modeling and PR

I like to follow developments in unstructured data and text mining.  Advances in these text-miningareas can mean big things for PR and social media marketing.  The din is only growing in social media chatter and online content. Those with the best tools will be better equipped to glean insight and turn it into action.

One area in the field that I feel has much potential is topic modeling.  It came to my attention during a series of conversations with Stanford University researcher Jure Leskovec (I had been speaking with him about how info spreads online; see this post, which describes the findings of Jure and his team).

I had wanted to learn about technologies and research that can help understand online content, and answer questions like “what topics are being shared, discussed and trending?”

On the surface, this might sound simple.  There are many monitoring tools, trending reports and social media dashboards that claim to do just that.  But they might not do such a good job when different words are used to describe the same topic, or in slotting content into very granular “buckets”, or spotting totally new trends / keyword / topics.

Topic modeling is an example of unsupervised machine learning.  This means that its algorithms can identify the topics in content without being told what to look for. One of the most promising methods is Latent Dirichlet Allocation (LDA).

It can get very complicated, which is why I was thrilled to run across the Stone and the Shell blog, which is run by Ted Underwood of the University of Illinois.  His post Topic Modeling Just Simple Enough offered a great overview of the subject.

It whetted my appetite, and I wanted to learn more – so I reached out to Ted, and he graciously consented to an email interview, summarized below.

I will follow this up as I learn more; meanwhile, I wish to thank Ted Underwood for helping to shed light on topic modeling and its implications for PR.

I hope my blog visitors find the information helpful and interesting, thanks for reading.

Can you use LDA to:

(A) categorize short form content such as tweets to topics?

TU: Yes, LDA does work on short-form content, but tweets are short enough that you may lose some conceptual connections that would be visible in longer forms. (LDA will only see the connection if ‘both parts’ of it are contained in a single document, so very short documents become a limitation). Some researchers have recommended aggregating all the tweets of one author, in order to make those connections more visible.

(B) Discover rising topics on Twitter?

TU: Yes, potentially, although I think in reality you might be better off just looking for words or short phrases on the rise. The “topics” produced by LDA are diffuse enough that they can often be a little tricky to interpret. This makes them interesting, but it’s not necessarily what users would want for a “trending topic.” If you wanted to do this you would probably also want to select a topic-modeling algorithm that’s designed to identify topics with a particular temporal profile: something like “Topics over Time” could be tuned to reveal especially topics that are on the rise.  Otherwise every topic model could reveal a lot of topics that are just, e.g. “youthful slang” or “scientific jargon” (kinds of language linked by demographic patterns rather than trends).

(C) Identify favored topics of influencers by analyzing article content and social media updates?

TU: This is an example of a place where I think predictive analytics (supervised learning algorithms) would likely perform better than an unsupervised method like LDA. Unsupervised models can be startling because they’re able to find patterns without being told what to find. But if you actually already know what you want to find (e.g., if you want to know how a particular tweeter, or a particular influential group of them, differs from others) there are usually simpler and more direct ways to model that boundary.

Do all this in near real time (assuming you have access to article text and the Twitter “fire hose”)?

TU: Here you’d really need to talk to someone with more CS or business background than I have, because this becomes a question about optimizing the performance of really large systems. My historical data mining sometimes gets big (a million volumes), but I’m never required to do that on the fly in real time as text is produced.  In principle, I’m sure it’s doable; I know people have worked on ways to make topic models “updatable” so you don’t have to re-run the whole thing every time you get more data. For instance Hoffman and Blei have this article. But there are going to be challenges, and I wouldn’t know exactly how severe they are in practice.

Also, does topic modeling take a semantic approach, i.e. identify the words and content that belong to a topic, when the words used to describe the topic may vary?

Yes, this is its great strength, and it’s the exception to what I said above about mere word-charting probably being better for “trending topics.” If a topic could be described in lots of different ways, LDA might actually be better at revealing it. (On the other hand, this flexibility also means that LDA may reveal things we don’t think of as “topics” — e.g., patterns that are really just the typical diction of particular demographic groups, etc.).

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Info CAN Leave Black Holes: What this means for PR

You may have heard read about the new theory that explains how information can escape black-hole-92358_1280black holes. None other than Stephen Hawking now says this can be done, as reported in WSJ.  Previously, it was thought that nothing could escape the clutches of a black hole.

There is some very complex quantum physics ideas here, and I won’t even try to get into the details.  The Journal article explains it well.  But I thought that readers of this blog might be wondering, like I am, about the more down-to-earth implications, e.g.

  • Does this mean that the very last place you could go to keep your launch news under wraps no longer works?
  • Is there a way to get info into the black hole that we don’t want, and keep it there, like:
    • Anything Trump says?
    • Those annoying CNN commercials about medications
    • Other TMI examples
  • Does this prove that info really does want to be free?

Any other thoughts?

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Trump, Tinder, Press Offender – New Rules of Taking on Media

Media battles are nothing new. Back in the ’70s Nixon famously said “the press is the enemy,” and kept apair-707499_1280 list. But up until relatively recently, most have opted not to pick fights with those who buy ink by the barrel.

This seems to be changing. In the past week alone, Donald Trump said nasty things about Fox News commentator Megyn Kelly to anyone who would listen, following her tough questioning in the first Republican debate. And just yesterday, news broke about Tinder’s very public Twitter tirade over less than flattering coverage in Vanity Fair (see this Digiday piece; I love Jordan Valinsky’s line “Tinder made it clear on Twitter that it doesn’t handle rejection very well.”)

Have the rules of media engagement changed? Or were these dumb moves?

Yes and maybe.

First, the rules clearly are changing. Executives and politicians traditionally relied on communications teams to run interference with the media. When there were concerns over coverage, the reporter was politely taken to task or asked for a correction – again, behind the scenes. If all else failed, a letter to the editor or opinion piece could set the record straight.

These things seem quaint today. Now, celebrities, politicians, company leaders, and yes PRs can and do vent on Twitter, Facebook etc. Sure, media still usually have the biggest megaphones, and you need to be really, really careful about picking fights with them. But using public channels to engage and sometimes disagree is an option which should be considered, and sometimes used.

Donald Trump’s lead seems to be growing with every outburst, and many Republicans have little love for the media. Yet, some say that this latest episode was a mistake, given Megyn Kelly’s standing with conservatives. The departure of his trusted advisor Roger Stone is one sign that Trump may have gone too far this time.

Like Trump, Tinder seems to relish an irreverent image. I doubt that their business or brand will be hurt much by this episode. Even so their reaction (which they admit was an overreaction) make them look thin skinned and amateurish.

Two years ago I wrote that Elon Musk of Tesla used his blog to angrily rebut a negative New York Times review. I asked back then: “Did he break some basic rules of PR – or are he and Tesla fans tapping some of the new rules? Was Musk’s rebuttal a shrewd defense of the Tesla brand?”

The rules clearly are changing. But the stakes are higher and margin for error is less. The communications team has the responsibility to heed this and act accordingly. We can make a situation better or worse. I’d like to think we are the ones standing between the drunk and text messaging – and not the ones sending angry, ill advised messages.

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The Best Way to Reach Chinese Media

This post first appeared on Fusion Forum.

We have dispelled myths about how PR works in Asia, and offered tips for getting tech news covered in China. This post focuses on WeChat, a messenger app that is one of the best ways to reach Chinese CarmenJiaminRenmedia.

Former Fusion PR intern Carmen Ren is from Shenzhen, China, and recently completed her Masters Degree in PR at NYU. She consulted with Chinese journalist friends to answer our questions in the following guest post / interview (Thanks, Carmen!). The goal was to provide practical advice for U.S.-based PR pros, who are more accustomed to using reporter databases and email.

We hope you find the post helpful. It is an abridged version of the information that she collected. For additional details, please register to download the full interview.

WeChat: Your Gateway to Chinese Media

Carmen Ren

Email is still the go-to way to get business done in most parts of the world. That’s why some may find it strange that people at networking events in China exchange WeChat IDs instead of business cards. While practically no one in the West uses WhatsApp to send info, WeChat is commonly used to communicate with colleagues and other professionals, including reporters and PR pros, in China.

Please read on to better understand how this works.

Are Chinese tech journalists receptive to pitches via WeChat? Do you need to know them and get their permission to contact them in this way?

  • Chinese reporters see acquiring corporate information as part of their jobs, and like to do this in the easiest way. So getting press releases via WeChat is not remotely strange. Some even prefer WeChat because it’s convenient, direct, and instant.
  • It is important to note that WeChat is a messenger tool similar to WhatsApp and Facebook messenger. You can only send messages when your friendship request is accepted. Fortunately, this is not as hard as getting someone’s phone number. If you introduce yourself as a PR representative, a reporter will most likely accept.

How do you actually connect with journalists via WeChat? Is there an address or handle that you use?

  • Users can add new contacts in several simple ways, including a WeChat ID and QR code scanning.
  • The most common ways to get a reporter’s WeChat info include:
    • Attending events ranging from press conference to social gatherings (this works better if you are actually in China, of course). WeChat in many ways has replaced email addresses or business cards in professional settings.
    • Getting introduced by colleagues and friends. It makes sense that media databases are unpopular there, when simply asking around is a quicker much more effective way to get their info.
  • Signing up for groups. WeChat has a group feature similar to Facebook’s, which brings together people from the media and corporate sides. A PR pro can also create a group and invite all the relevant journalists. This is very handy when you need to send out a press release.
  • Searching contact information online and reaching out first via email.

How can you build relationships and stories with WeChat?

  • The most common ways are to ‘like’ and respond to posts on the reporter’s timeline (WeChat users have a profile page that is like a simplified version of Facebook timeline, where users post “moments” in text, pictures or short videos), and send greeting messages on holidays and other special occasions.
  • When a PR rep doesn’t know the reporter, he/she may connect via email and/or WeChat. They can discuss a story to see whether the reporter is interested or needs more information.
  • For online publications, it is much easier to get articles posted. The process most typically involves WeChat and phone calls, and sometimes email and QQ (an older IM, which is also part of Tencent).

But, c’mon! You really need to be in China to make this work, right? Or you need to speak the language / use Chinese character sets / have someone who actually is Chinese and has the contacts and language skills to do all this, right?

  • Anyone here can use WeChat, you don’t need to be in China. All of the above can help but are not an absolute requirement.

For the complete interview, including more information about how to build media relationships in China, and an example of a WeChat press room, please visit the following link and register.

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Naughty or Nice? State of Tech Brand and PR Implications

Is the tech industry a land of opportunity, a growth engine of our economy; a place where GoodEvilcoders garner huge salaries and entrepreneurs achieve the American Dream?

Or is it is a hyper-aggressive frat party, where arrogant Masters of the Universe throw mad money around and Kool Aid drinkers build stupid things?

Perhaps it is a little of both. Sadly, the second narrative is the one that seems to have taken hold in media coverage these days, especially regarding Silicon Valley.

Those who actually work in the field know that it isn’t so simple. Sure, you have the offenders – we have all heard the stories about bad behavior. But some say that businesses, including tech companies, are doing their best to step up and make a real difference when politicians can’t or won’t (see Frank Bruni’s excellent NY Times op ed The Sunny Side of Greed).

Reputation and brand can be funny things, and very resilient. E.g. Amazon is often portrayed as the enemy of publishers, but this has not seemed to hurt it too badly. Similarly, institutions ranging from the NFL to the American auto industry have had their reputation issues, but still hold a special place in our hearts.

For all the dings to tech, it continues to have an allure; and it is hard to argue against its importance to our economy and the careers of many. Moreover it is growing, as how we define the industry changes.

The Times wrote that As Tech Booms, Workers Turn to Coding for Career Change. I said on this blog that there is Gold in them Thar Apps, and App Developers. David Kirkpatrick of Forbes famously wrote Now, Every Company is a Software Company.

More and more companies are rushing to adopt the tech label, according to another recent NY Times piece. Apparently, businesses and investors see an upside to the being associated with the field.

One thing is for certain. When it comes to image problems, the PR industry is here to help. And if every company is a software and tech company – well, the future looks pretty good for tech PR, I’d say.

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Open letter to Media: Please get this Blowhard to Shut up Go Away

I am getting a little tired of all the media hyperventilating about a certain Republican Witchpresidential candidate; you know the one with the dead rodent looking thingie on the top of his head.

There is a numbing sameness to the reports:

  •  “Listen to what he just said!”
    • Subtext: “Isn’t that outrageous? But we can’t say that ourselves, or express an opinion, so…”
  •  “Here’s what others are saying!”
  •  “Here is what fellow candidates are saying!”
  •  “And look, he is not even apologizing!”
    •  Subtext: “Clearly it is a travesty, and that is why…
  •  “We bring you this exclusive interview with [said candidate]…”

Look, I know the media thrives on controversy, and covering this buffoon is an easy way to get attention for your stories and newscasts.

But wouldn’t you be doing us all a tremendous favor by focusing on something else? At some point it is a little like chasing ambulances and watching train wrecks.

There is a way to make him shut up and go away, and that involves depriving him of the air and sunlight he so desperately seeks. Yes, I am talking about your coverage, which translates to his PR.  Then, the orange-haired bridge troll would suffer the same fate as the green-faced Wicked Witch.

(One could argue that I am feeding into this too, but at least I am not mentioning his name. I am writing with the hope that others will also stop mentioning his name and covering him).

Ah, well, I know it will never happen. But the New York Times wrote today about how the candidate’s momentum is the result of a “media driven bump”, which they predict will subside.

We can only hope.

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When to Get Tough in PR, via the de Blasio vs. Cuomo Feud

Last week NY Mayor Bill de Blasio very publicly kicked Governor Andrew Cuomo to the argument-238529_1280curb. The NY Times reported:

… in candid and searing words… De Blasio… accused… Cuomo… of … personal pettiness, “game-playing” and a desire for “revenge.”

It was a highly unusual display of frustration and anger, rare for its tone and targeting of a fellow Democrat. The paper wrote three articles about the episode, including this piece, in which de Blasio’s press secretary Karen Hinton explained: “We felt we had nothing left to lose.”

According to the news story, the broadside was calculated, carefully timed and planned with his advisers months in advance.  But was it a smart move?  And what can we learn from it in the tech PR field?

The issues are complex, covering policy differences, and struggles over power and control. Clearly, the Mayor and his team felt backed into a corner, and believed that taking the battle public was worth the risk.

It’s too early to say whether it will work (the immediate response from the Governor’s team was a terse statement: “It takes coalition-building and compromise to get things done in government.” And, just today, AM New York  ran with the cover story Guv Hits Back – Cuomo to de Blasio: ‘You don’t always get everything you want; that’s called life’).

The episode begs the questions: should you talk tough to achieve your goals? When should you take your battles public?

The tech world can be rough and tumble too. It is famous for its marketing wars and FUD mongering.  A few years ago I wrote a post that explained how PR teams can stay clean when the fighting gets dirty. But that advice was about resisting the temptation (or client or employee orders) to act unethically.

It most certainly leaves room for some hardball – and I think PR can hold it’s head high while recommending or supporting an aggressive approach. Being in PR does not always mean playing nicely.

The media like to write about contests, and thrive on controversy and conflict. Throwing stones can be a sure way to get their attention and coverage.

If the press are not already covering the battle lines of a market segment, you can encourage them to do this – especially if it is in an exciting and rapidly evolving space that should be on their radars anyway.

You can trash talk the competition in interviews, and challenge them to a head-to-head bakeoff between the respective solutions.  You can mix it up on Twitter – like  the CEOs of T-Mobile and Sprint just did, see this story.

These tactics can work for companies seeking to upset the status quo and take market share and attention from the leaders.

There are risks, too, in poking the bear. You might be labeled an obnoxious hothead or worse. The leaders are usually much larger companies, with market power and deep war chests. They can fight back in a number of ways.

But there can be rewards. Startups need to take risks when trying to knock larger competitors off their comfortable perches. Like de Blasio, they might believe that the potential rewards outweigh the risks.

Tough talk and tactics have their place in the tech PR arsenal, and should not be ignored.


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One Thing you CAN’T Measure in PR

PR measurement has evolved, with the addition of solutions such as SeeDepth and AirPR.tape-measure-145397_640

The migration of people and content online makes it easier to connect the dots between PR effort and results. And international initiatives such as the Barcelona Principles aim to take a fresh look and improve the craft (see this Cision blog post).

Yet there is one thing that is impossible to measure – and is ignored at our own peril.

There is no technology that can look into the brains of people and know what they are thinking. That might be obvious, but why is it important? Don’t we just care about coverage, website traffic/conversions, i.e. things that can be measured? Should we consider every announcement or pitch that does not produce immediate results a flop?

Direct marketers understand the importance of repetition. They know that you often need to present your message with prospects several times before anything happens.

The recipient may see your ad or email pitch, or direct mailer, once, twice, three times – and not respond. But there is a cumulative effect of these impressions – each one may barely register, but eventually they bubble up from the subconscious into recognition, a sense of familiarity and perhaps even a response or order.

Similarly you may get no reaction to that pitch, that piece of minor news, that big idea.

But then, they bite on the next pitch… or call you… or, you get them on the phone for the first time after all these pitches and they are warm and friendly, like they were expecting the call.

So I tell clients, “Sure we’ll pitch or send that minor news. Don’t expect coverage, but do hope we are gaining mind share that will pay off in the long term.”

This is also the reason why one shot PR programs and pay for performance seem short sighted.

You can’t measure this kind of impression.

(Please note, and this is VERY IMPORTANT – I am not recommending that you carpet bomb reporters, AKA spam them, with the hope that brute force persistence and repetition will pay off.  You will create negative impressions and do the program more harm than good. Always respect their pitch preferences and make sure the info is relevant to their coverage areas.  Moderation and balance are important).

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