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Media Monitoring News

Best PR Articles

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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.


Table of Contents
Best PR Articles of the Month
  The Perfect Social Media Measurement Plan
  In Case of Emergency, What Not to Do
  How to Use Social Media During a Product Recall
  How Social Media is Helping Public-Relations Sector Not Just Survive, but Thrive
  Why Your Company Needs a Social Media Policy and 14 Corporate Social Media Policy Examples
  The Use of Social Media Tactics
  Best Ever Social Media Campaigns
  The Future of Public Relations and Social Media
  Financial Reporting: The State of XBRL — Rules, Regulations & Best Practices
  The Rise of PR in Asia
  Unsuck It: Eliminating Business Jargon
  25 Essential PR Bloggers You Should Be Reading
  25 Essential Blackberry Tips and Tricks
PR Meetings, Webinars, White Papers
PR & Marketing Job Openings
Best of Previous Issues
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The Perfect Social Media Measurement Plan

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Corporations and media measurement companies are struggling with how to effectively measure social media. The key questions: what should be measured and how should it be measured?

In The Perfect Social Media Measurement Plan, Brian Massey draws an interesting distinction between conversation-centered social media and content-based social media. He then provides detailed information on a measurement experiment conducted on newly created blog content. The most important feature of the new measurement strategy is a wireless tracking device attached to each blog post, tweet, email and image. Each post, tweet, image and email carries with it the following micro-coded information:
  • Campaign name and date
  • Send date
  • Delivery method (Twitter, Facebook, etc.)
  • Medium (email, microblog, status update, etc.)
  • Format (text, html, image, video, etc.)
  • Identifier
  • Version (for split tests)
  • Keywords
This is the secret sauce that enables an effective measurement report that reliably and automatically details the key following metrics: visitors; new subscribers; conversion rate. It's an important and innovative new media measurement approach.

In Case of Emergency, What Not to Do

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Over two broadsheet newspaper pages in length, one of the longest articles ever published by The New York Times, In Case of Emergency, What Not to Do is a must-read article on crisis communications for all PR professionals. The article examines the recent PR missteps of BP, Toyota, Goldman Sachs, Tiger Woods, and LeBron James. The article mentions the missteps of the Roman Catholic Church only in passing and completely ignores the recent missteps over contaminated children's pain medications by Johnson & Johnson, which long ago essentially wrote the crisis management playbook with its handling of the Tylenol crisis. Interestingly, the article quotes PR professionals who themselves worked for tainted entities including Worldcom and the indicted Illinois Gov. Rod Blagojevich. The bottom line: the ensnared companies neglected to follow the cardinal rules of crisis management: have a crisis plan in place; respond quickly; apologize sincerely and profusely; and be totally forthright in all communications to earn trust. In most cases, the missteps resulted because company executives looked at the issue through their own prism of invincibility and infallibility — and could not or would not see things through the eyes of the public or regulators.

How to Use Social Media During a Product Recall

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By any definition, a product recall is a reputation management or brand crisis. In How to Use Social Media During a Product Recall, Andy Sernovitz summarizes a presentation by Kelly Voelker of Graco which recently dealt with a recall of baby strollers. Her advice: get ahead of the news; get your loyal fans involved; if the community can benefit, keep the problem-solving online. The article includes a 32-minute video of her presentation.

How Social Media is Helping Public-Relations Sector Not Just Survive, but Thrive

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The PR profession took a beating in 2009, but is experiencing a quick rebound this year thanks in large part to social media. While most companies see "social media" as a marketing tool, PR agencies are winning more social media assignments than digital-focused marketing and advertising agencies. The reason, according to How Social Media is Helping Public-Relations Sector Not Just Survive, but Thrive, is that PR agencies are more strategic and have more in-depth understanding of how social media can be utilized to achieve corporate goals

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Why Your Company Needs a Social Media Policy and 14 Corporate Social Media Policy Examples

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Your company is not alone. Every reasonable large company needs to have a written policy in place for practical and legal reasons. One survey back in February 2010 reported that only 29% of companies have social media policies but that number will likely increase by the end of the year. Why Your Company Needs a Social Media Policy and 14 Corporate Social Media Policy Examples provides cogent reasons to develop a policy, and includes links to 14 great examples of corporate guidelines for social media developed by large corporations including Cisco, Coca-Cola, IBM, Intel, Kaiser Permanente, Kodak, Oracle, and Wells Fargo.

The Use of Social Media Tactics

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What social marketing tactics are most often used by organizations for marketing purposes? The Use of Social Media Tactics presents a simple chart to show which social media are the most-used for marketing and public relations.

Best Ever Social Media Campaigns

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Analyzing successful social media campaigns is a first step in developing your own successful program. In Best Ever Social Media Campaigns in pictures, Forbes includes some recent runaway successes including Old Spice, "Roller Babies" by Evian, and "Gorilla" by Cadbury along with some old stand-bys such as the Blair Witch film marketing campaign, "Will It Blend" from Blendtec, and "Subservient Chicken" from Burger King. The 20 selections span most industries including technology, entertainment, packaged goods, automotive, sports, beverages, fast food and more.

The Future of Public Relations and Social Media

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Indisputably, the Internet has had a huge impact on how PR professionals function. Mashable interviewed 14 PR pros on The Future of Public Relations and Social Media to look ahead and predict how the industry is changing. Topics include: how social media will affect the press release, the evolution of social platforms, current limitations and solutions for those impediments, connecting with other PR pros, cost savings, and building relationships.

Financial Reporting: The State of XBRL — Rules, Regulations & Best Practices

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This Business Wire White Paper, The State of XBRL — Rules, Regulations & Best Practices written especially for PR and investor relations professionals, offers key insights on how companies can fulfill the Securities and Exchange Commission (SEC) mandate on reporting financial results in the XBRL format. You have to register to download the paper, but it's worth it. If you want a different perspective, take a look at The Accountants' Guide to XBRL.

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The Rise of PR in Asia

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In The Rise of PR in Asia, Bob Picard counsels that winning PR business in Asia demands listening and thinking with an open mind attuned to modern Asian sensibilities, not just bulldozing ahead with traditional Western approaches. The article includes some sensible principles, guidelines and approaches to doing business in Asia. As one commenter posted, this article of practical advice should be titled "Eleven Things Western PR Practitioners Should Know When You Want to Work in/with Asian PR Market".

Unsuck It: Eliminating Business Jargon

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Everyone in marketing and public relations abhors business jargon — but most all of us sometimes just can't find an appropriate alternative to a specific piece of terrible jargon. When that happens to you, go to the Unsuck It jargon-alternative search engine. Enter your specific jargon and the software will (hopefully) supply less offensive alternative phrases. As more people use the engine, it will become more proficient.

25 Essential PR Bloggers You Should Be Reading

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The title says it all. In 25 Essential Bloggers You Should Be Reading, PR Web has selected key influencers in PR. Hopefully, next year they'll include the new CyberAlert Blog.

25 Essential Blackberry Tips and Tricks

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It seems most every PR professional is welded to his/her Blackberry. No matter how proficient you are on it, we're willing to bet you'll find something new and useful among these 25 Essential Blackberry Tips and Tricks.

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