This Month in Media Monitoring newsletter features top PR articles of the month, PR & Marketing job openings and PR meetings. The newsletter is distributed free of charge by CyberAlert, Inc. (www.cyberalert.com), the media monitoring company, as a service to its customer base in public relations and marketing.
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Media Monitoring News
Best PR Articles
PR Industry Fills Vacuum Left by Shrinking Newsrooms
ProPublicaDuring the government hearings on the BP Gulf spill, there were more PR pros in the room than journalists. In recent years, employment in PR agencies has increased markedly while the number of reporters for newspapers and magazines has plummeted. In an in-depth and thought-provoking analysis of the intersection of PR and journalism, PR Industry Fills Vacuum Left by Shrinking Newsrooms, co-published with the Columbia Journalism Review, contends that "As PR becomes ascendant, private and government interests become more able to generate, filter, distort, and dominate the public debate, and to do so without the public knowing it." Reality: Reporters working for reputable organizations are not going to let PR people dictate their stories, no matter how busy they get.
PR is Dead
ForbesFor every action, there is an opposite reaction. In the article above, PR is taking over journalism. Here, PR is dead. Not dead & gone, mind you. Just being replaced by "Connected Communications." And saying good-bye to silos for PR, media relations, marketing, advertising, etc. for one-voice messaging.
Why the News Release Is Worth More in Today's Social Media Age
AdodasAmidst a number of articles declaring the death of press releases, along comes Why the News Release Is Worth More in Today's Social Media Age. Uriah Av-Ran, an Israel-based PR professional, proclaims that news releases (as opposed to "press releases") reach a wider audience by bypassing journalists and directly targeting buyers in both traditional and social media. Releases distributed by major services such as Business Wire now achieve wide circulation with automatic, unfiltered placement in hundreds of consumer and trade publications, and now also distribute to social media including blogs. Countable placements of news releases are almost certainly greater today than in the past. Because the releases are then accessible to search engines, reach — actual eyeballs — is also likely greater even if the releases are placed in a lower level directory of the publication.
Business Wire Announces Press Release Measurement Upgrades
Business WireTo assist its client companies in measuring the impact of individual press releases, Business Wire has upgraded its press release measurement dashboard. The new reports include a myriad of detail including views, sources, search engine referral data, social network engagement and more. Business Wire has also issued a Measurement White Paper.
20 Common Grammar Mistakes that Drive Editors Nuts
O'Dwyer'sNot only does the (self-described) grammar Nazi Jon Gingerich identify the 20 Common Grammar Mistakes that Drive Editors Nuts, he also offers cogent explanations on the uses of less vs. fewer, affect vs. effect, farther vs. further, because vs. since, continual vs. continuous and many more. Even if you "feel" which is right in a given sentence, you probably don't know why. It's an article worthy of another grammar Nazi, the late William Safire.
Wall Street Traders Mine Tweets to Gain Trading Edge
USA TodayIf you think media monitoring is confined to PR professionals, take a look at Wall Street Traders Mine Tweets to Gain Trading Edge. Using media monitoring tools to gather market intelligence and measuring the mood of the masses, it seems, can be worthwhile to assess and predict movement for the market as a whole or for specific stocks. The investment pros are also using linguistic analysis to assess investor sentiment in social media. It's a clue to the direction of media measurement.
Six Signs Your Client Isn't Happy
iMedia ConnectionEspecially for agency pros, Six Signs Your Client Isn't Happy identifies some key warning flags that the client-agency relationship is faltering. Sign #7: "I'm not happy," the client says.
Fishing Is a Lot Like PR (Honestly!)
Cindy RonzoniThis is not another fish story. Fishing is a Lot like PR takes a light-hearted (and heartfelt) look at the occupational similarities in the two professions. Teaser: Fishermen have to release a smaller catch at times; publicists sometimes have to do the same to reel in a keeper (a larger publication).
10 Biggest Tech Cover-Ups: Shut Up and Act like Nothing's Wrong
PC WorldHarvard Business School believes case studies are powerful teaching tools. 10 Biggest Tech Cover-Ups offers illuminating mini-case studies in tech industry cover-ups, going back to 1994 — with the outcomes of each. Anyone of a certain age will remember all of them — and all of the cover-ups failed. Lesson: today it's almost impossible to cover up mistakes or product faults. (Of course, by definition, we don't know the successful cover-ups.) Better to: a) be prepared with a crisis plan. b) come clean early. c) apologize sincerely and profusely.
The Op-Ed as a Platform for Storytelling
Ishmael's CornerCracking the op-ed page of the New York Times or Washington Post is not easy. The Op-Ed as a Platform for Storytelling reveals the "formula" for what it takes to craft an effective op-ed piece. It's an excellent formula for writing any type of opinion piece.
Social Media Is a Tactic, Not a Strategy
Reis' PiecesAny company considering dumping most of their marketing and PR resources into social media needs to read Laura Reis' Social Media Is a Tactic, Not a Strategy, an article that is littered with marketing pearls. Author of numerous books on marketing including "The Fall of Advertising & the Rise of PR", Reis utilizes Tupperware to expound on her belief that PR and social media are simply communications tools that need a brand strategy to be used effectively. Key point: Own a key word about the brand. Then implement the tactics. And stay on message.
Should You Join the Social Conversation If No One is Talking About You?
The Financial BrandShould You Join the Social Conversation If No One is Talking About You? asks a pertinent question for smaller organizations. (The article focuses on smaller financial institutions.) While it has become de rigueur for major organizations to put major resources into deploying social media for customer service and reputation management, should smaller organizations follow suit? Answer: probably not until there is a critical mass of online comments — nominally in excess of 30 per month. Using searches for actual financial institutions, the authors find that most organizations with less than $1 billion in assets are simply NOT talked about very much in social media and therefore don't need to gear up a social media initiative.
14 Best Practices for Long-Term Social Media Success
MashableBrian Solis digs deeper than the usual vacuous recommendations on setting up a social media initiative. In 14 Best Practices for Long-Term Social Media Success, he suggests practical approaches to assure successful implementation — things that simply don't get into most "white papers" or "strategy documents".
PR Pro's Guide to Twitter
MashableMany PR pros use Twitter to tweet about their organization or client. In PR Pro's Guide to Twitter, Heather Whaling suggests five additional opportunities for PR on Twitter.
A New (and Simple) Strategy for Secure, Essentially Unbreakable Passwords
BNETIt's not just you; everyone has problems managing passwords. A New (and Simple) Strategy for Secure, Essentially Unbreakable Passwords is just that: pick a three-word phrase that you can easily remember and use that for your password. Use maybe three or four different phrases for different purposes. It's secure; it's memorable; but maybe it's too simple. Many websites now require that you use at least eight (8) characters with both lowercase and capital letters, numbers, and a special character. So, in picking your phrases, incorporate all the necessities. Example: one of the words (always either the first or second word in each phrase) is all caps, the three words are connected by dashes or underscores, or the first two words are followed by an explanation point, and the third word is followed by a standard two-digit number. Remember: passwords don't accept spaces. Example: LOVE!my!wife11 or LOVEmywife21! The key for remembering: always use the same format.
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