Who ARE You Today? The Question Ties PR Field Up in Knots

Posted on January 24, 2012 by rgeller

Asking the PR profession to agree on a definition for what it should be Horsetoday has tied the field up in knots.

There has been much blog debate about PRSA's efforts to redefine public relations, and lots of dialog on Twitter (check out the hash tag #prdefined to track the conversations).  And it is not just insular industry chatter, e.g. the NY Times covered the effort a couple of the months ago (see Redefining Public Relations in an Age of Social Media).

I guess it is like the cobbler's kids that don't have shoes – us PR folks are supposed to be great communicators, yet can sometimes struggle when we are the client. The question can be a lightening rod, too, and asking it – as well as expecting an answer that everyone can agree upon – is not easy.

I had been sitting quietly on the sidelines until I got an email from Heidi Sullivan of the Cision blog. She asked me late in the day last Friday on my thoughts, for a post she was working on – I decided that I was tired of procrastinating about the topic and came up with something I thought was simple and to the point:

“I define public relations as the practice that helps companies, people and brands express themselves in the best possible way.  It is about helping them communicate – directly, and with and through intermediaries – to advance their objectives.”

You can see what others thought by visiting the Cision blog, and checking out the three leading contenders on the PRSA site (the industry group is now asking for comments before putting this to bed).

Perhaps it is misguided and overly ambitious to expect everyone to agree on a single definition for such a diverse  field.  You can't help but think that the result will be a camel, that is a horse built by a committee.

But I am glad that I finally gave it some thought and responded, and urge others who have not had their voices heard to chime in too.

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Don’t be a PR “Order Taker”

Posted on January 20, 2012 by rgeller

I spent a number of years in tech sales before getting into PR. In sales, you learn pretty quickly to aspire to Orderpad be more than just an order taker. True salespeople know how to to get to "yes", whether that means overcoming objections, applying consultative techniques, etc. 

Similarly, I like to point out that true masters of the PR craft are not just "order takers". Let me explain.

Many, especially those who are new to the field, tend to prefer the easier pitches – those about cool products or well known and respected brands, for example.  And it's not hard to see why.  After all, It does feel great to get a warm reception when you call the media, or sometimes even have them call you about a story. On the other hand, the campaigns that require more work generally result in more rejection and frustration.

But the best PR people know how to take a set of facts and a given client situation and turn this into a great story, even if the appeal is not obvious at first. They are not just order takers, but apply creativity and persistence to break through and earn coverage.

This also gets back to the role of marketing in helping companies and products to succeed. I remember, awhile back, a young account executive told me he believed that it is the best products that always win in the market; of course that is not true. Most markets have a range of competitors, each with products and services that have their pluses and minuses. Often, it is the company with better marketing that jumps to the head of the pack.

Please note, I am not claiming that PR alone can (or should even try to) turn lousy products into successes. Nor that you should emphasize charm and slick selling skills over substance.  I am saying that, all things being equal, PR can be the force multiplier that can help you succeed – and it is not just the order takers who will get you there.

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5 Ways to Get Attention for Your Content

Posted on January 18, 2012 by rgeller

My monthly column is now live on the Windmill Networking blog.  Attention

The first column in the series discussed the benefits of combining social media and content marketing.  The second installment suggested new year’s resolutions for content marketers, to help, for example, overcome some of the challenges.

Today’s column offers tips for overcoming what is perhaps the greatest challenge in using social media to advance content marketing objetives: namely, how to draw attention to your content amidst an explosion of media and info choices.

The timing is funny as Fast Company had an article yesterday that said that there’s no shortage of content, but there’s nothing worth reading (see Marketing Emergency).

My article highlights the importance of optimizing story, wrapper and delivery mechanism, and offers the following tips.

  • Tell a great story
  • Master short forms of communications
  • Know the hot topics and where your customers live online
  • Stay ahead of the market
  • Leverage social and influencer equity
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PR: Stressed for Success

Posted on January 11, 2012 by rgeller

There has been a lot of Twitter buzz in the wake of a CareerCast study that listed public relations as one of the most stressful professions.

I believe that PR can be a very rewarding career, but do find it stressful at times (in particular, life at a PR agency can have its trying moments).  The fact that few people understand what the field is about can also be frustrating – I find that I am constantly explaining what I do for a living .  I think my kids finally understand what PR is, although at first they were hoping that my career can somehow help them get on TV.

Awhile back, I wrote on the Fusion agency blog about the field and its challenges in my post PR’s Moment of Truth.

The reputation of PR is not helped by the fact that many people outside the profession simply do not understand what it is about.

When you think about it, it is simply amazing that we go out there and get the job done every day, considering the many skills that the average PR person who manages accounts is expected to master. He or she must be a word smith; a storyteller; a good conversationalist; a salesperson; a customer support person; a marketing strategist; a manager and resource coordinator; an MC of sorts, to facilitate interviews and press events; and a media specialist.

Posted in In the News, PR | 3 Comments

Socializing Content Marketing: Overcoming 4 Obstacles

Posted on January 5, 2012 by rgeller

I wrote my second column for the Windmill Networking blog. It ran yesterday, and picked up where my first 2011-year-resolution-400x400
post left off (that one covered the benefits of combining social media and content marketing).

Yesterday’s story was about overcoming obstacles, and suggested the following new year’s resolutions (see below for an excerpt):

  1. Marketers should resolve to get smarter about social media. They must roll up their sleeves, jump into social media, and master the ins and outs of each network (I understand that just about everyone participates these days; however there is a big difference between being a passive dabbler and an expert; if you are to master it you need study what works, experiment, and constantly learn – especially about metrics and how to improve them).
  2. Be open to new ideas about content. To be successful, you need to go through a shift in thinking. What this means is that the marketing content that you use for social media cannot be thinly veiled sales materials. Your content needs to be something that is authentic, strikes the right tone and delivers truly useful information.
  3. Look beyond technology and process. It is not all just about technology – while there is technology involved, it is easy to get lost in a thicket of APIs, SEO, algorithms, auto-posting, curation technologies, etc.
  4. Stop chasing the viral Holy Grail.

The post goes into much more detail: I encourage you to visit the link and read the full article.

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Louis CK Conquers Media, Heeds Mom’s Advice: Just Tell Them Everything

Posted on December 20, 2011 by rgeller

Louis CK is a comic hero for every man, an unkempt alternative to the more mainstream comedians (think Louis-ckSeinfeld or Dane Cook).  He is irreverent, dark and just plain damn funny.

I have greatly enjoyed Louie's work, inlcuding his  FX and HBO series.  That is why I was pleased to see reports of Louie's recent successful effort to market content directly to his fans.

I first learned about this last week in the GigaOm piece: What Louis CK Knows that Most Media Companies Don't  The article says:

Until recently, comedian Louis CK was known mostly for a hilarious clip about how “everything is amazing but no one is happy,” which lampooned our inability to recognize our own good fortune and led to a TV show. Now, he has become the new poster boy for the idea of selling content directly to fans, after the success of a video download he offered on his website without any digital-rights protection. And that success contains lessons for traditional media companies who continue to lock down their content and otherwise fail to take advantage of the social web.

What Louie did, essentially, was bring his content directly to the public via his website at an affordable price ($5) without imposing restrictions or digital rights protection – avoiding the tangle of overhead, middlemen fees etc. that he otherwise would have had to pay. In other words, Louie made it cheap and easy – and is profiting in the process. He has also been getting a ton of great press.

The NY Times' David Carr covered this yesterday in his Media Equation column:

The show could be viewed as the consumer wished, with no rights protection or expensive subscription. A buy-it-and-watch-it proposition, no cable company involved...While I was talking with him on the phone Thursday night, he checked his Web site and about 175,000 people had bought his special through PayPal. He expected 200,000 total downloads by the weekend, which meant he would have grossed $1 million. After covering costs of about $250,000 for the live production and the Web site, that’s a $750,000 profit. And he owns the rights, and the long tail of buyers, in perpetuity.

As a PR person, I had to chuckle about his approach, and media relations advice that Louie's mom gave him (from NY Times).

The transparency of the enterprise, including its cost in relation to how many people bought in, was the subject of media coverage all last week…. “It feels weird having numbers out there, because that’s my personal income,” he said. “But I talked to my mom, who is a pretty judicious, careful person, and she said, ‘Tell them everything. Just let it all get out there.’ So that’s what I have been doing…” 

I don't know if I would always agree with that approach, but the advice seems to be working for Louie.

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Water Cooler Chat: Movies to See if you are in PR

Posted on December 15, 2011 by rgeller

Someone at Fusion sent around an email recommending a documentary, I replied, and before you knew it Nightatthemovies we had a lively thread about good movies to see if you are in PR – and fodder for this blog post.

I list the movies below, in no particular order, and the text of the emails as well, which provide additional color.  Hope you enjoy, and please feel free to chime in with other suggestions.

  • Page One – Inside the New York Times
  • Phone Booth
  • Wag the Dog
  • Sweet Smell of Success
  • Happy Gilmore
  • Exit through the Gift Shop
  • Thank You for Smoking
  • The Persuaders

Victoria:  Although it is a year or so old, I wanted to recommend the documentary “Page One – Inside The New York Times.” Coming from a journalism background and with my career experience in PR, I think it was an interesting snapshot into a trying time for traditional newspapers. We’ve all lived through the industry wide meltdown and surely you’ll be familiar with the journalists showcased in the film…

Bob: Yes I have wanted to see that – any other good movies for PR people to see? There are some dark ones about the profession and publicity agents:

  1. Sweet Smell of Success – classic with Burt Lancaster
  2. Phone Booth – Colin Farrell is a PR guy, did not see this
  3. Thank you for Smoking – About a tobacco industry apologist / PR guy

Heather: Business Insider did a whole article in September….Some good movies on the list, but I wouldn’t call them accurate of the field….”Wag the Dog”, excellent flick

Mark: I saw “Phone Booth” – Colin plays a sleazy celebrity publicist. Not one to emulate! I liked the movie though. “Happy Gilmore” finds Adam Sandler’s violent hockey-loving golfer falling in love with a publicist for the golf tournament (played by an actress who now stars on “Modern Family”)! “Exit Through The Gift Shop” is a hilarious documentary about a talentless wannabe graffiti artist who self-promotes his way to success in the NYC art scene. Some pretty good PR lessons therein…. I haven’t seen it, but Amazon has a DVD of a Frontline episode called “The Persuaders,” focusing on the advertising and PR professions.

Posted in Fun Stuff, PR | 6 Comments

There’s Gold in them Thar Apps – and App Developers

Posted on December 6, 2011 by rgeller

Forbes had a nice story today, The Rise of Developernomics. It included a link to David Kirkpatrick’s Gold minefamous quote and article: Now, Every Company is a Software Company.

The article today was about the importance of software developers, and the economics of nurturing and keeping top talent. The writer, a contributor named Venkatesh Rao, argues – very convincingly – that there is no better place to put your money these days than software developers:

Unless you are a professional investor (and probably even then), places to store surplus capital today where it will even be safe and/or not depreciate too fast (let alone generate a return) are getting incredibly hard to find for those that aren’t knowledeable and experienced to generate viable returns.  However, there is one safe haven that isn’t as volatile, if you know how to invest in it: software developers.

Is it true? Can developers really be that much in demand? As I read the article, I thought about all of my friends who have worked in IT consutling and software development – and the ups and downs they have experiencecd, particularly here in NY. The banking industry turmoil and competition from offhsore outsourcing has taken a toll.

Yet, most if not all of these people are working today. I also thought back to the NY Tech Meetup event that I wrote about yesterday – nearly every company that demo’d closed with an appeal for developer talent.

No doubt, one of drivers of software developer demand – and the reason that every company is turning into a software company – is because of the growth of mobile apps.

Indeed, Venkatesh cites the following example:

Perhaps you are a baker with a small business – you are effectively useless, not because bread isn’t important, but because surviving in the bread business is now a matter of having developers on your side who can help you win in a game that Yelp, Groupon and other software companies are running to their advantage. If your bakery doesn’t have an iPhone app, it will soon be at the mercy of outfits like Yelp.

Mobile apps need not just developers but marketing – and, on that note, I’d like to point out a post that I wrote for the Handshake 2.0 blog: Getting Your Apps in Gear. The topic, and title (a play on the phrase from the desktop software world, getting hindquarters, or a synonym for this, in seats) grew out of conversations with Anne Giles Clelland (who runs the site) about app marketing and PR. It is about how to drive downloads and usage for your apps.

I encourage you to visit Forbes and Handshake 2.0 and read these articles.

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NY Media Bangs the Drum of Local Tech – Alley Now Trumps Boston

Posted on December 5, 2011 by rgeller

For the third week running, a major NY daily has written an article about the NY tech scene, so I figured 698_big01that it is was about time for me to write something here on the topic.

I was already in a NY tech state of mind, having just attended a NY Tech Meetup last week. The meetup group is a great microcosm (or macrocosm, as it has grown quite large) of the NY tech scene. Each meeting has upwards of 800 attendees, who typically sit spellbound while taking in the evening's demos from hot NY tech startups, and get a chance to mingle and network afterwards.

This one was no different – the demos featured a mind boggling array of tech – everything from enterprise software (e.g. Foretuit which offers a great data visualization add-on to Salesforce.com), to consumer electronics and apps (Kogeto, an iPhone camera add-on which makes it possible to take panoramic videos and share them with your social networks), to the almost-too-cool-for words (e.g.Shapeways, a company that lets users manufacture and sell custom objects on-demand, via its Web site and 3D physical object "printers").

The first article ran in the NY Times: On the Move in NY's thriving Tech Sector.  It caught my attention because of some of the numbers mentioned:

According to city officials, high-tech employment in New York is… shooting up by 30 percent in the last five years, at a time when overall private-sector employment has decreased. New York recently surpassed Boston in the amount of venture capital invested in Internet start-ups, and lags behind only San Francisco.

The article described the city's ecosystem of VCs, entrepreneurs, incubators and networking groups, and moves that the city and state are making to support the growth of the tech sector.

The Wall Street Journal chimed in too, with a story, Silicon Alley Gets a Boost, about software giant Infor's move from Atlanta to NYC.  The article mentioned a shortage of office space in Chelse and Soho that is a result of heightened demand from the techies.

The Daily News wrote a nice piece just yesterday that called the R train NY's tech train (actually, it said "Silicon Subway" which makes a nice headline, but is not entirely accurate, as I am not sure if there are any chip companies here). The train line is apparently the best way to take a tour of NY's tech community. This article also cited some impressive facts and figures, and summarized the array of tech companies in NYC:

Of the 100 startups that have raised the most cash — from about $10 million to upwards of $150 million — 64 are software companies, 20 are e-commerce companies and the rest are a mix of multimedia and other firms, according to the CB Insights data.

Employment has soared. Between 2005 and 2010, the number of high-tech jobs in the city rose 30% to 90,700, up from about 70,000, according to the city’s Economic Development Corp.

And in the last quarter alone, New York-based startups raked in $831 million in 86 deals, blazing past Massachusetts for the No. 2 spot in the nation in overall venture-capital funding, behind only California.


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New Post on Windmill Networking blog – Taking Content from King to Ka-ching

Posted on December 2, 2011 by rgeller

I am very pleased to say that I have signed on as contributor to Neal Schaffer’s Windmill Networking blog.

Judy Gombita, who also writes for the blog (and at PR Conversations) introduced me to Neal (thanks again, Judy, and thanks, Neal, for the invitiation to write).

As you may well know, Neal Schaffer is a dynamo, a real pro when it comes to social media; he is an author, noted speaker, etc. The blog is widely read, and it is an honor for me to join the ranks as he has assembled a number of writers.

My first post ran earlier this week.  It is about taking content off its royal pedestal and turning it into an ROI work horse, by combining content marketing with social media. I hope you read and enjoy it, and others there.  My column will appear near the end of each month.

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