PR fails hard via Twitter

This is the funniest thing I've read all day, from Advertising Age. A heated discussion after a US PR firm forgot to BCC her contacts in a press pitch (i love that, makes me feel less stupid!) and were subsequently flamed on Twitter. The bit that caught my eye was ... "Then again, some of them are "social-media experts" and we all know that's a pretty low bar." (can't we come up with some other term for "social media" - it's so last year :) Found this through #fail where you can find everybody's bloopers.

http://adage.com/adages/post?article_id=138547

PR drives up to 80pc of content: The Australian

A University of Sydney study reported in The Australian's media section this morning says it's a myth that journos don't use PR and press release content to generate their stories - instead, 30-80% of content comes from PR efforts.
The article also reports it's a myth that PR people don't spin - or to put it another way, it's true that PR people spin, when directed to do so by their clients. (You always hope that readers are smart enough to see that, equally, journalists work under the instruction of their editors. They have to espouse the party line they don't always share and sometimes put a negative spin on stories just to increase their newsworthiness.)
The study's author, Jim Macnamara, says: "PR is a fact of life. Journalists should recognise it as an important communication channel and not deny it. And if there is PR material being used, it should be open and transparent." Couldn't agree more - the more quality PR, the better the relationship with the journalist, the better you become as reliable and trusted a source as any other. Bloggers themselves have become both a source of news and a publishing vehicle for PR - there's another debate in the making.
A debate on this topic will be held on Wednesday this week in Sydney.

Why journalists are important

I read the gorgeous Simon Small's blog and couldn't resist a rant on my favourite topic.
As I commented to Simon, I agree that social media is of course another PR outlet - because PR is not just media relations, it's the whole shebang of getting a message across to people using any medium. But there are a few differences and coming from a background of old school journalism i feel kinda sad that trained journalists may not be perceived of value up against the flood of bloggers. The biggest difference is that journalists are trained to report a story more or less without prejudice (this argument can take place separately LOL) , whereas bloggers ALWAYS have prejudice....
Journalists are paid to to present their story from many viewpoints, and because they get paid they can hone their message to give it depth and/or entertainment value. Eg, i would be deeply saddened, even distressed, if the Australian Financial Review could no longer employ great journalists because of a lack of ad revenue. IMHO - and as I'm actually building a business based on Simon's premise that the web allows you to control your message, this is not self-serving at all -- trained journalists can't be replaced by casual bloggers unless the whole thing comes down to money. It's always been said that people get the politicians they deserve; much as i love and adore the social networks - i hope we are not going to get the newspapers and other media outlets we deserve if all their ad revenue goes where the eyeballs apparently are.

Further, yes you can promote your product online rapidly using self-publishing tools combined with DIGGing, Google News etc -- but you still need the skills of a GOOD or even GREAT PR person to manage your message - it's not just about the relationship with a journalist, it is multi-dimensional. Somewhere along the line you want someone to buy your product - Simon does and I do. Somewhere along the line you need to close the deal. I'm interested to see how the wonderful world of social media will wend its way -- inevitably towards that sale!
Thanks, Simon, for getting me going with a real blog!! Mmmwaaah xl

South Australia's Digital Media Revolution Part II

People use social networks (online or offline) for psycho-emotional reasons. (IMHO) Faced with an overwhelming tsunami (per Mark Pesce) of information, many people are using their personal networked space (facebook, myspace, bebo, twitter, etc) to cocoon, to protect themselves from the deluge. They are using RSS feeds and news alerts to avoid getting all the other information. I believe people will get even more choosy about the content they receive. I'm not saying email marketing is facing extinction but it is certainly ailing.

Also, when interactive TV becomes part of our lives (the Federal Government promises 2010, for god's sake, make it happen!), can you imagine the impact of social networks? People will be able to watch TV in one corner of the screen while commenting on what they're viewing in their personal networks... Never mind Idol, Dance or Big Brother, think how that will affect an election outcome when people can vote by remote control without getting out of their chair.

Sharing the love with the South Australian Government: Digital Media Day

Today it's Anzac Day and I'm preparing some words for the South Australian Government's Digital Media Showcase. This is a concept to let SA Government Agencies know how they could be using local talent to take advantage of interactive media.

I'll be sharing a panel chaired by Frank Grasso, one of Australia's foremost search engine marketers. Frank runs E-channel and Dynamic Creative, a tool for large scale management of GoogleAds. Also on the panel are Jason Neave from ViaMedia, Leonora Beresford of Starcom; Stuart Pool from Adelaide Now; Leila Henderson (me) CEO of NewsGallery; and Jason Dunstone, Managing Director, Square Holes. How we'll fit in all of that information in a half hour session is a mystery.

On the 'Serious Games' panel, Ben Kilsby from simulation company Holopoint cracked me up when he saw that he'd be sharing the stage with Adrian Smith from Sydac and John Buchanan from Carnegie Mellon -- Ben says 'that's like a garage band finding out they're sharing the bill with Pearl Jam'. Go Ben.

So congratulations to Ann Clancy, that powerhouse activist and official Creative Industries Catalyst, Department of the Premier and Cabinet, and the AIMIA SA committee for getting this off the ground.