Inside PR 3.49: Jay Baer wants companies to be more useful

October 11, 2013 • Martin • PR

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We’ve talked to author, digital strategist and speaker extraordinaire Jay Baer on Inside PR a few times before. In fact, the first time was after the 2009 PRSA Counselors Academy Conference in Palm Springs that Jay references in the beginning of his new book, Youtility: Why Smart Marketing is About Help, Not Hype (highly recommended by Martin).

Jay is the closing keynote at Meshmarketing conference in Toronto on November 7, so we thought this is a good time to catch up with him and discuss what’s new.

Jay defines youtility, the theme of his book, as creating marketing that has so much intrinsic value people would pay for it. He says many companies are embracing this principle because it helps them break through the clutter we face today.

He encourages businesses to ‘market their marketing’ by developing a launch strategy for their content that leads people to it.

The competitive landscape has altered the information we consume into a mashup of personal and professional sources and Jay he believes businesses need to develop relationships with customers that are similar to the relationship people have with their friends. He calls that friend of mine awareness.

Jay says the PR industry, which became active in social media early on because it understood the importance of stories and relationships, now has to change the way it executes and move from being talkers to skilled makers of content like infographics, videos and white papers. Most PR agencies don’t have makers on staff and have to outsource too much of that work.

Joe experienced the concept of Youtility last week and references a number of blog posts from trusted sources on what we need to know about the new Google algorithm; he received useful information in real-time that helped him.

Gini is surprised businesses are still not creating launch plans for marketing the content they produce in order to help amplify it.

Joe talks about how he’s moved Thornley Fallis into an agency of makers with video, web design and creative people in-house. However, he’s noticed some clients aren’t including PR agencies when they’re looking to develop an integrated campaign and we need to change that.

Gini, who also transformed her firm into a maker agency, agrees and says there’s some confusion on the client side on what we, as new PR agencies, can do.

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We’d love to hear your thoughts.

Our theme music was created by Damon de Szegheo; Roger Dey is our announcer.

Inside PR is produced by Kristine D’Arbelles and Ashlea LeCompte.

Inside PR 3.48: Transparency and Disclosure in Media Relations

October 9, 2013 • thornley • PR

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On this week’s Inside PR podcast, Martin Waxman, Gini Dietrich and Joseph Thornley tackle an issue raised by Gini in a post on Spin Sucks: disclosure by PR agencies of business interest in media relations pitches. Gini kicks off the conversation by asking the question, “Should media disclose every time they work with a PR person in preparing a story?” Martin tells a story of a lesson earned through experience and Joe argues that the real issue isn’t the activity of PR agencies, but the notion that PR agencies are attempting to influence objective news gatekeepers. And we go from there.

Also this week, Martin also recommends that PR practitioners should take a close look at Google’s recent Hummingbird search algorithm changes.

Finally, in this episode, we talk about taking Inside PR on the road. We’ll be covering MeshMarketing which takes place in Toronto on November 7. If you are a marketer near or in Toronto, this is a conference well worth attending. You can find details on the schedule and registration here.

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We would love your thoughts.

Our theme music was created by Damon de Szegheo; Roger Dey is our announcer.

Inside PR is produced by Kristine Simpson and Ashlea LeCompte.

Inside PR 3.46: Google introduces In-depth articles

September 20, 2013 • Martin • PR

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Earlier in the month, Gini wrote a blog post about Google’s In-depth articles. She discovered them when she was doing a search for a client and, in addition to the regular results, noticed a series of three other links listed at the bottom of the page.

She dug a bit deeper and found Google launched In-depth articles in August to feature longer-form content people are talking about – usually from mainstream media outlets. (Note: a search of ‘google in-depth articles’ did not include any in-depth articles, but did show Gini’s post.)

Recently Google has been using three elements to determine ranking: recency and relevancy, popularity and authority. Now, in combination with these measures, content creators should consider developing longer-form pieces like ebooks or white papers.

These are more reflective pieces that should demonstrate the writer has done their research, cited credible sources and has the authority to offer a perspective on the topic that adds value.

Agencies and organizations will want to experiment with longer-form articles to determine what works and how it affects the perception and discoverability of their brand.

Joe says it’s interesting to watch where search is heading and recalls that four or five years ago you would get really interesting links when you searched a topic. Now, in top-level searches he’s seeing is the equivalent of ‘network television’ – that is, links from larger outlets rather than the independent voices that often provided a fresh point of view.

Martin wonders whether this is Google’s way to re-legitimize media outlets as publishers and point people back to them.

For our Canadian listeners, In Depth Articles don’t work in Google.ca, so you’ll need to search in Google.com. Right now, it only seems to be for top-level searches.

Are these shifts toward more mainstream results harkening back to the brochure-ware websites we used to find online? What happened to the individual voices we know are out there? Will the average person understand how to refine their searches in order to find independent voices? What’s the impact on communicators who want to reach a wider audience?

We’d love to hear your ideas on where you think search is heading.

And as we mentioned, here’s the link to the new subscription-based ‘Netflix for books’ app, Oyster.

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Send us an email or an audio comment to [email protected], join the Inside PR Google+ Community, join the Inside PR Facebook group, leave us a comment here, message us @inside_pr on Twitter, or connect with Gini Dietrich, Joseph Thornley, and Martin Waxman on Twitter. Our theme music was created by Damon de Szegheo; Roger Dey is our announcer. Inside PR is produced by Kristine Simpson and Ashlea LeCompte.

Inside PR 3.44: Getting Creative at South by Southwest V2V

August 29, 2013 • Martin • Inside PR

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This week, we’ve got a special episode of Inside PR live from the South by Southwest V2V conference in Las Vegas. OK, live to digital audio.

Just before we recorded, I’d attended a high energy and insightful panel on creativity and brainstorming and invited the panelists to continue the discussion on the show.

Note: We’re in one of the speaker lounges so apologies for the sound quality and background noise. Next time, I’ll travel with my portable IPR studio, that is, I’ll find a quieter spot.

Our guests are:
Helen Todd, co-founder and CEO, Sociality Squared
Adam Marelli, artist and photographer based in NYC
Jim Hopkinson, fellow podcaster at the Hopkinson Report, author and principal of Hopkinson Creative Media
Jey Van-Sharp, business strategist and market analyst/editor at My Uber Life

Here are some highlights of our conversation:

Adam Marelli says one of the best pieces of advice he ever received on creativity came from a Zen monk who said do just one thing at a time. For Adam, no matter how long the to-do list becomes, he finds he’s most creative if he focuses on a specific task without distractions.

For Jey Van-Sharp, it’s all about prioritizing your priorities. He starts by thinking of the objective as a big boulder you can’t move very easily. Then he breaks it into smaller rocks and easy to handle pebbles, with each pebble being one task. Each day he picks several tasks to work on, knowing he can’t get through them all at once, but will accomplish the project over time.

Jim Hopkinson believes you should really know yourself and references a Paul Graham post on maker’s and manger’s schedules and how the two are often in opposition. Being creative means being a maker and it’s important to find clumps of uninterrupted time for your work.

Helen Todd agrees you need to block off periods during your day to cultivate your ideas. Her advice: avoid productive procrastination – where you work on administrative projects or answering emails because it makes you feel productive, when you should be focusing on the creative challenge at hand.

Final word goes to Adam who says, there’s an art to failure and you get there by practicing it; the separation between failure and success is very thin.

Do you consider yourself creative or in a creative job? What challenges do you have coming up with fresh ideas? Is creativity something you live and breathe or do you try to compartmentalize it? Any tips you’d like to share? We’d love to hear from you.

You may also be interested in the interview we did with Festival producer Christine Auten.

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Inside PR 3.40: South by Southwest V2V – a new event for startups and entrepreneurs

July 17, 2013 • Martin • PR

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This week, I’m solo and we feature an interview with Christine Auten, interactive producer of South by Southwest.

Christine has been working with SXSWi since 2008 and is currently focused on a new project: launching SXSW V2V in Las Vegas, August 11 to 14, 2013.

SXSW V2V is a re-imagining of the legendary SXSW experience with an emphasis on the creative spark that drives entrepreneurial innovation. It grew out of the success of the main Festival and focuses on two of its strongest sectors – startups and entrepreneurs. SXSW wanted to expand beyond Austin and Las Vegas seemed a natural choice given its easy access and abundance of hotel rooms and conference space.

Then there’s Tony Hsieh, founder of Zappos, longtime SXSW supporter and the man behind the Las Vegas Downtown Project, an ambitious multi-year plan to bring back the city’s urban core.

Hsieh, one of the three keynotes, will talk about the Las Vegas revitalization project in The City as Startup. Other keynotes include Steve Case, CEO of Revolution on The Rise of the (Entrepreneurial) Rest and what it takes for his company to invest in a startup; and Lauren Bush Lauren, CEO, FEED Projects in conversation with Inc. contributing editor Donna Fenn on doing well by doing good.

SXSW V2V is SXSW on a micro scale. Programming is structured in a similar way with traditional panels, a daily keynote, solo room, a pitch event called V2Venture and mentor sessions. But with fewer tracks, it will be a more intimate event.

After hours, you can expect to experience SXSW’s lively networking and parties and a closing night mixer in downtown Las Vegas.

Christine is most excited about the mentor sessions, an opportunity for startups to connect and gain insights from 90 experienced professionals. Note: I’m happy to be included as one of the mentors. My focus will be on how to develop a strategic approach to PR, content and news. If you’re attending the event, I hope you’ll drop by.

Like SXSW, creative takes centre stage at V2V, a place for designers, developers, thinkers, investors and tinkerers from around the world to come together, learn and exchange ideas. And as a first-time event, it’s bound to have its share of start-up energy.

“We plan and set the stage and then the community comes and does what it does and that’s exciting to see,” says Christine.

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Inside PR 3.38: On advertising, PR and choosing an agency 2.0

July 5, 2013 • Martin • PR

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We start this week on a sad note as we remember Arthur Yann, vice president PR, PRSA, who passed away suddenly in June. Arthur was an industry leader, a man of integrity and intelligence and a good friend of Inside PR. His untimely death is a big loss for the PR industry and we want to send our deepest condolences to Arthur’s family and colleagues at PRSA.

You can read tributes to Arthur by Gini and Martin.

We also congratulate Louise Armstrong on becoming the new president of IABC Toronto, the organization’s largest chapter.

This week we talk about two things – some of the innovations advertising has been making in recent months and whether or not PR is in danger of being commoditized – again.

Martin recaps a blog post he wrote on recent changes to the ad landscape including the launch of Instagram video, hashtags on Facebook and Google/YouTube training advertisers how to make their videos more viral.

Gini wonders if PR is just not creative enough as an industry and perhaps that starts with the way we name our agencies, like lawyers and accountants. Joe suggests that it’s not an industry that innovates, it’s the people in it.

Martin mentions an observation by Dave Jones, one of IPR’s founders, who made the leap from PR to the ad and now digital worlds. Dave suggests PR people default to one of three strategies when they develop campaigns: celebrity spokesperson, charitable component or survey. And if you can work in all three, that’s the holy grail. He says the industry needs to liberate itself from that mindset.

And speaking of a new mindset, Joe talks about AirPR, an online platform, just out of beta, that claims it can match clients to PR agencies more effectively than RfPs. Joe and Gini think it may be worth trying, while Martin feels it’s a step in the wrong direction because it places no value on relationships.

And finally we want to thank podcaster and video producer Steve Lubetkin for leaving a comment on Inside PR 3.36. We appreciate your thoughts on the subject of visual storytelling. You can read more of Steve’s insights here.

That’s a wrap for this week. We’d love to hear what you think.

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Inside PR 3.37: You can’t judge a presentation by its cover

July 2, 2013 • thornley • Inside PR, PR

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June was a month of wall to wall conferences. And those conferences brought Gini Dietrich, Martin Waxman and me together in two cities – Austin and Ottawa – and pulled us to opposite ends of the continent.

So, you spend all that money and time to attend a conference. And now you’re sitting in a presentation and you’re deciding whether you made the right decision. What makes it worthwhile?

Gini applies the Chile Con Queso Test. She loves chile con quesos. And she judges a restaurant by their quality. If they’re great, she’ll keep going back for more. Gini’s Chile Con Queso Test for conference presentations? Does the presenter provide her with at least one idea for a blog post? “If I can go into your session and come away with a blog post idea, I’m going to think you’re the best speaker on earth,” says Gini. On the other hand, “If I can’t get at least one idea to create content around, I’m not going to think you’re a great speaker.”

If you’re a speaker, how can you deliver the goods for your audience? I saw Lee LeFever talk about this at the recent Fireworks Factory organized by Darren Barefoot and Julie Szabo. Lee, who is best known for the explainer videos he has produced through his company, Common Craft, says that you must start from a position of empathy for the audience. Focus on what we care about, not what you want to present. Frame your topic in terms to which we relate. Suggest a commonly experienced problem to which we all relate. You’ll know you’ve done this is you see our heads nodding. Once you’ve established the shared space, focus on “why.” Why does this matter? Why will you approach it in this way. And then, and only then, move on to the “how.” How do I do this. Think about the presentations you’ve seen recently. How many of them failed because the presenter plunged directly into the “how” section, providing minute detail of what they did, while you were still stuck at, “Why do I care about this?”

Martin calls this the importance of appealing to the audience’s emotional senses. He points out that this often can be achieved through story telling, in which a motive is established and listeners are drawn into identifying with the subjects and storyline. Gini agrees with the power of this approach, pointing to a 52N (five minutes to engage, a variant on Ignite) presentation delivered by Abbie Fink at the recent PRSA Counselors Academy Conference in Austin. Abbie’s presentation consisted of reading a letter to her recently deceased family dog. At the end, she left many in the room in tears and everyone considering the nature of relationships. A story that appealed to our emotions. That appealed to the pet lover in all of us. That didn’t explain the why, but relied throughout on it. (Pity the poor presenter who followed Abbie – Martin Waxman!)

I attended a presentation recently by a speaker who gave me not just one good takeaway, but nine. Nine takeaways in an hour long presentation. And that speaker was … Gini Dietrich! Perhaps because Gini listened for takeaways in other speakers, she deliberately packages takeaways in her presentations. “When I write presentations, I write them long form. But as I do it, I write sound bites that I know people can tweet. You have to think about the key takeaways. Is someone going to get enough to pass the Chile Con Queso Test? And are they going to be able to tweet about it?” If you achieve these three objectives, people will come away with something to think about over the long term as well as content that will prompt immediate tweets and conversation.

Finally, there’s one huge no-no for conference presenters. What makes the audience groan and flee the room in droves? Martin calls it the “You can’t judge a presentation by its cover” problem.” You decide to attend a presentation on the basis of the description in the program only to hear the speaker lead off with the statement, “I’m going to talk about something different from the advertised topic…” Sadly, that’s not uncommon at conferences. Not just the small regional conferences, but even larger conferences. The kindest interpretation I can put on this it that because of the long lead time between the time that the conference topics were set and the actual presentation, the speaker decided that the topic was outdated and decided to offer more up to date thinking. The unkind interpretation is that the speaker just said yes to the organizers’ invitation and then realized that he didn’t really have anything worthwhile to say about the topic. Either way, it can be a real let down if you showed up keen to learn and discuss the advertised topic.

Gini sums it up: “We’re all busy. We all want to find value in the things that we are attending. We’re spending money to attend these things. And if we can’t get something out of it to bring back to our careers or organizations, then it’s not worth the time.”

So, after a month of conferences, these are our takeaways for presentations that are worthwhile. What are your thoughts? What makes a presentation worthwhile for you?

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Inside PR 3.36: Inside SXSWi – an interview with Hugh Forrest

June 19, 2013 • Martin • PR

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This is the second of the two shows, Gini, Joe and I recorded at PRSA Counselors Academy Conference in Austin – our annual must-attend agency leader event.

We’ve just watched Hugh Forrest, director of South by Southwest Interactive Festival – or as he likes to call himself, the community manager – present a keynote on SXSWi and how it’s grown to become a major social media and tech event.

Hugh was there from the start as the first employee of SXSW. He was hired by the organizers in the mid-90s when they heard you could migrate a database to a computer and asked him if that was possible. When he said yes, they asked if it could be housed on his computer – he had an early Mac – and a career was born.

The lesson? You need to have the right technology at the right time.

In an interview after his talk, Hugh tells us about how the acronym P.E.A.C.E. describes their approach to the growth of SXSWi:

Patience over profits. It took SXSWi five to 10 years to incubate and grow to where it is today.

Early buzz is good buzz. SXSWi is involved in a 10 or 11 month planning process that starts in July and they try to get people talking about the next year’s festival not long after the current one is done.

Acknowledge your mistakes. If there are issues (and there usually are), be honest and explain to the community that you understand there were problems and you’ll do what you can to do a better job next time. Whenever you’re innovating, he says, expect to make mistakes.

Customer service leads to customer advocates. WOM endorsement and publicity has always been important to SXSWi. They try to create customer ambassadors by communicating often, listening to criticism and establishing a two-way conversation with the goal of turning ‘haters’ or people who’ve had a bad experience into advocates. And that’s what they’ve done.

Encourage massive creativity. SXSWi is not a technology event, it’s all about creativity.

He mentions they’re starting a festival offshoot called SXSW V2V, August 11 to 14, in Las Vegas focused on startups and entrepreneurs. It’s going to be a smaller and more intimate event than Austin and they’re excited about the possibilities of extending the brand.

Gini, Joe and I discuss Hugh’s points and our take on community building, something Gini spoke about in her Social Capital keynote. Have a listen and let us know what you think.

Have you ever been to SXSW? What do you think about the event? Are you planning to attend in 2014? We’d love to hear your thoughts.

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Inside PR 3.34: All together at Social Capital Conference

June 7, 2013 • Martin • PR

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We’re at the Social Capital Conference in Ottawa…face to face for the first time a while. Gini has just finished delivering a stellar keynote and we figured that’s a great topic for the show.

But before we get into that, Joe asks Martin, who’s just back from vacation, if he felt out of synch from a social network perspective when he was in Japan. Martin says he noticed the different news/communications cycle, though he didn’t pay as much attention as he normally would (and actually went on a bit of a Twitter vacation, too).

Martin also mentions that being in such a different culture means your eyes are wide open all the time as you experience the world from a fresh POV.

Building an engaged community
Gini’s keynote was all about how to approach blogging in a strategic way, develop a lively and engaged community and drive results for your business.

She says assembling an active community may look easy, but it’s not. It takes a lot of work and time. She talks about how some people look at her success and tell her she’s come from nowhere, but she and her team have been blogging since 2006. She says they made a lot of mistakes along the way because there wasn’t any formal instruction. You had to learn as you went along.

Her secret sauce or success formula comes down to this: participating in conversations, sharing content, visiting other people’s blogs and taking part in conversations there and making people feel welcome. She does her best to get to know people online and understand why they’re visiting the blog in order to make the Spin Sucks content relevant for them.

Joe talks about how important it is to acknowledge and celebrate people and suggests Inside PR should take a page from Gini’s strategy and rededicate ourselves to putting listeners back into the podcast.

So we’d like to encourage all of you to join (or rejoin) the conversation and share your questions, insights, and any suggestions for topics you’d like us to cover. We can talk about them on the show and continue the discussion on our Google+ and Facebook pages. We’d love to hear what you have to say.

Next week, we’ll be face to face again keeping it W.E.I.R.D. in Austin at PRSA Counselors Academy Conference. Till then, thanks for listening!

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