Blogger Blacklist (and Other PR Pipe Dreams)

Remember the blogger-PR fiasco last year? The one where Wired Editor Chris Anderson published a list of over 300 email addresses from PR flacks that pitched him unsolicited? It caused quite a stir. In fact, around here, it got the PR Roundtable going where Marshall Kirkpatrick, Cathryn Hrudicka, Brian Solis, Doug Haslam and the late Marc Orchant discussed the quandry of PR relations with bloggers. Yes, that incident.

Well, it’s happened again. This time, the “outage” has occurred on a publicly editable wiki and lists PR Firms.

It’s caused quite a stir.

The story, in a nutshell is that Gina Trapani, lead editor of Lifehacker got tired of being spammed by PR agencies send press releases and pitches to her personal email address, despite notices “everywhere” to pitch tips@lifehacker.com. So she published a wiki with agencies that have pitched her personal email address (later made it editable only with attribution) and provided details on how to filter that list through Gmail filtering.

The topic has now been floated by some in the PR industry who have their panties in a bunch over this thing, that a blacklist be created for bloggers. I’ve avoided the whole controversy until last night when Geoff’s lunatical rant pushed me over the edge.

In those comments, I welcome the concept of a blogger blacklist. In fact, I want to be at the top of that list. See, it’s not that I don’t want to be pitched. I do. But pitching should come from some sort of rapport or relationship, not simply because of social ranking in the blogosphere. Even if the criteria were based on status in a particular niche of the blogosphere that was relevant to the pitch, that would be much more palatable than cold call spamming in the name of public frikkin’ relations.

Please put me on this blacklist. In fact, can I start it for you? Done.

I hope and pray this keeps the riff raff out of my inbox. Riff raff includes PR professionals or agencies who have not taken the time to understand us as bloggers. They don’t take the time to read our blogs. To know our audience. They leave voicemails about super secret meetings associated with events that we’re not registered for in cities that we aren’t in. They send us form letters addressing us as Site Owner. They don’t pay attention to how we want to be pitched.

See the PR agencies and professionals that can pitch me any day of the week know me or have some kind of professional rapport with me. They don’t need a blacklist. They wouldn’t even know I was on the blacklist. They don’t need to.

Is this too much work? Maybe. Should PR people care? Probably. I mean, really… If you’re spitballing top tier bloggers hoping to get the vehicle for the message, then you probably don’t want to include those top-tier bloggers, the biggest complainers, the most vocal advocates for change, in that list.

Some bloggers, like myself, will put our own names on that list.

Putting away all the foofoo, let’s think about some practical solutions to this problem. I think it’s high time that the PR community finance the creation and support of a third party broker that would maintain the authenticity, privacy, trust and relationship with the blogging comunity. I’m talking about an OpenID sort of trust-based system that includes the trust-relationship management as well as a CRM tool/plugin-in for sending communications in a standardized way. This tool would provide the recipient a means of “opt out” as well as trust-based ratings, reviews, advocacy and management.

PR Agency A sends me a press release via the system. I approve and can either create positive feedback or abstain (neutral feedback). If Agency B pitches and I don’t want it, I provide a negative feedback item that stays on an Agency’s permanent record.

I will gladly work with PR firms to create this tool. I think it’s essential for the healthy relationship between bloggers who legitimately want or need to be pitched and PR professionals who need to make a living and want to do it in a constructive, productive, ethical and moral way.

In the meantime, this stuff is not going to end soon. Agencies need to recognize that. Jeremy Pepper rightly points out that training is not happening. Spitball pitches or pitches in a way non-conducive to blogger cooperation (Gina’s issue) will not help.

As much as I’m a blogger, I have a degree of communications savviness too. We all want this to work well. Let’s create the tools to do it.

So That's What You Believe…

Just some random thoughts I have.

  1. Social Media is only as valuable as what you put into it.
  2. Your Blogging success is not based on the number of pageviews, but the number of “conversions” (forget advertising here, folks. Think deeper)
  3. Your company needs to be blogging because you can then facilitate the conversation that is happening anyway
  4. Presence Marketing can be the most effective use of social media. Read: Twitter rocks
  5. You can be more effective as a well connected, thoughtful blogger with 500 subscribers than you can as a “powerhouse” blogger with 500,000.
  6. Search feeds can be more important than blog feeds
  7. The best networking happens over alcohol, after 10pm
  8. Ask questions, receive feedback, take action.
  9. Great business is birthed out of great community which is made of great individuals with great ideas.
  10. Share and share alike.
  11. Don’t be offended if someone criticizes you.
  12. Be honest and constructive, not destructive
  13. Laugh at yourself
  14. Don’t oversell by spinning.
  15. Recurring sales come from trust.
  16. You cannot control your brand, but you can influence how it is percieved
  17. There are valuable things in social media. Everything else is not valuable.
  18. Early adopters are geeks, but they are also filters.
  19. Never say never, but if concerned, proceed with caution. But do proceed.
  20. Generations change. Practices change. Principles remain the same.
  21. A blog is the best resumé someone can have
  22. Your archives will always be there. It’s your chance to shape what they will look like.
  23. Think differently about the value of traffic. It may not be as effective as you think it is.
  24. Do not be afraid to be vocal.
  25. Think clearly and coherently and shape your words, but spend more time thinking than you do writing.

What would you add?

BarCamp Miami 2008

Durante la conferencia FOWA 2008 en Miami se llevó a cabo también el BarCamp Miami 2008.

BarCamp es un concepto de conferencia muy interesante… es en realidad una desconferencia a donde asisten los que quieran y las presentaciones dependen de los asistentes, por lo cual la conferencia se va desarrollando dinámicamente sin agenda previa. Este año, más de 300 personas asisitieron a la segunda edición de BarCamp Miami, organizada por Alex de Carvalho, Brian Breslin, Chris Saylor y Nick Dominguez.

En BarCamp los asistentes que deseen realizar alguna presentación (algún producto, concepto, idea, servicio, etc) se anotan en una cartelera y las presentaciones proceden de acuerdo a ese orden. Esta vez las presentaciones ocurrieron durante toda la tarde en más de cinco salones.

Entre las presentaciones podemos destacar:

El nombre BarCamp tiene una historia interesante. Existe una conferencia llamada FooCamp, organizada por la editorial O’Reilly Media y llamada asi por las siglas de “Friends of O’Reilly” (Amigos de O’Reilly). El concepto de FooCamp es que la agenda de la conferencia es dictada por sus invitados. En programación se utiliza mucho el término “foobar” para designar una variable temporalmente. Por lo general, si utilizamos una variable llamada “foo” también usaremos una variable “bar.” (Cosas de hackers… ¿qué les puedo decir?)

Y ya que existía FooCamp, pues ¿por qué no BarCamp?

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Now is Gone is Here

Good friend of mine and sometimes-columnist here at Technosailor, Geoff Livingston, is celebrating the launch of Now is Gone, the book he’s been working on for quite some time (it also has a blog associated with it as any good new media book does). Now is Gone is described as a “Primer on New Media for Executives and Entrepreneurs” based on his own knowledge and experience running a social media-oriented PR firm.

So, Geoff is a friend of mine but I told him I’d give him an honest review of this book, and honest review I will do. Overall, the book is brilliant. I’m glad this is not “yet another book on blogging”. It doesn’t provide a how to. It doesn’t provide options for choosing your platform or describe how to subscribe to RSS.

It’s obvious that this book was written mostly for executives. This is not a bad thing as Executives are the ones steering companies and the reality is that if companies don’t embrace social media, they will be left behind. It is presented in a very philosophical way, describing the challenges that companies face today when it comes to the social media landscape, brand management and public relations. The simple message is, “Hey guys, you need to get what is going on today and you need to do it fast because Now is Gone”.

The book starts with an intro from Brian Solis who you may remember was a member of the PR Roundtable discussion hosted here in November, 2007. I love Brian, but the foreword was too lengthy and off-putting. As a reader, I wanted to get into the meat of the book and it seemed to take awhile to get to that point.

Geoff makes some common sense analogies between social media mirroring real life. It stood out to me that people do not like to be controlled but they will allow themselves to be influenced – as long as you don’t try to control them! His 5 steps to the basis of an effective social media message could probably be broken out further, but were effective for the book:

  1. Giving Up Control of the Message
  2. Participating in a Community
  3. Is Your Community Social Media Savvy?
  4. Dedicating the Resources
  5. Ethics and Transparency

This book as a whole is a slam dunk, effectively communicating a message that is very much needed and, is very timely at a time where companies are embarrassing themselves more than ever in their engagement with social media. In that way, this book could not be more timely.

I would suggest for the next book, however, (There will be another one, right Geoff? :) ) that fewer callouts be used. It seems that call outs were half the book and if that was the intention, you might as well have made them part of the book. :) That’s a minor point though.

Bottom line… 4 out of 5 stars (does that mean anything anymore?). Job well done. Go buy Now is Gone (aff) today.

7 Herramientas de Relaciones Públicas que su Empresa No Conoce

La web ofrece una gran cantidad de herramientas para hacer relaciones públicas. A continuación, siete herramientas que facilitarán su operación de relaciones públicas online.

Distribución de Boletines de Prensa

Para distribuir boletines de prensa al mayor número de personas posible, están SanePR y PR-Web. Fáciles de usar, gratis la primera y paga la segunda, estas herramientas enviarán sus boletines de prensa a través de internet, a los servicios de noticias, buscadores y webs sociales. PR-Web es un poco más completo en sus opciones de distribución y análisis.

Interacción con los Usuarios

Para interactuar con los usuarios, Facebook permite crear grupos y páginas de productos. Los grupos permiten a los miembros conversar entre si, publicar contenido y hasta servir de moderadores. Las páginas de productos son un tanto más estáticas, pero permiten a los usuarios indicar su preferencia por el producto. Ambas opciones son buenas como métodos de distribución de información y recepción de comentarios de los usuarios. También podemos crear aplicaciones en Facebook que permiten a los usuarios relacionarse alrededor de nuestro producto o mensaje.

Twitter es otra herramienta ideal para diseminar información a un grupo de usuarios. La conversación puede ser de ida o de ida-y-vuelta si preferimos.

Second Life es un universo virtual en el cual podemos crear una presencia tan elaborada como queramos. Empresas como Sun, Pontiac y Reuters han creado versiones de sus oficinas en Second Life, donde los usuarios pueden obtener más información, probar nuevos productos y hasta asistir a conciertos y entrevistas.

La herramienta más básica para informar y recibir información de los usuarios es un blog. Estos permiten darle un toque más humano a un producto o marca, y pueden ser tan informales o frios como haga falta.

Análisis de Competencia

Parar terminar, Google Trends permite realizar análisis de competencia sencillos que pueden indicarnos si existe algún producto de nombre similar en un mercado de interés, o cuál de varios productos genera más búsquedas en Google.

¿Tienes alguna otra herramienta que recomendar? Anótala abajo en los comentarios.

Never Trust a Chef…

Remember Sy Sperling? He was the President of Hair Club for Men who is famously quoted as saying, “I’m not just the president, I’m also a client”.

Other phrases such as, “Never trust a chef who won’t eat his own cooking”, or similarly, “Never trust a skinny chef” have come to represent the sentiment that the best vote of confidence in a product is when the owner/producer/creator also uses it.

Last night, Biz Stone, one of the founders of Twitter blasted this message out to his Twitter followers:

looking at an email receipt from iTunes for a vampire series I apparently bought””but I haven’t any vampire shows!

Fairly innocuous, I suppose. I hope the series was Buffy. Sarah Michelle Geller is HAWT. The point is, unlike many CEOs and company spokesgroupies, Biz is not promoting Twitter outright. He is not telling people the multiple virtues of Twitter, or explaining best practices of Twitter. Perhaps because Twitter doesn’t lend itself to a defined set of rules defining what it is or what it should do, but that is beside the point. Biz’s endorsement of his own product is a plain, everyday use of his own product in a non-promotional way.

Marketers need to get this. CEO’s need to understand this. PR people need to learn this. Your best sales technique is the technique that is not a technique. It’s just use. We’re watching you and how you use your product. The best time to sell is when you are at your least salesy.

Your thoughts?

PR Roundtable Discussion: Industry Advice

I hope you’ve been enjoying the past week of discussion. Links to all the questions and responses by the participants will be linked from the bottom of each entry. This is the final question that the panelists answered. Thanks you again to Marc Orchant at Blognation USA, Cathryn Hrudika from Creative Sage, Marshall Kirkpatrick, Doug Haslam of Topaz Partners and Brian Solis for taking the time and really delivering this stuff on very short notice. You guys, rock.

So here we go. The final question on this Friday.

What advice would you give to your own industry in engaging the other side?

Brian SolisBrian Solis: Chris Anderson summarized it best, “I only want two kinds of email: those from people I know, and those from people who have taken the time to find out what I’m interested in and composed a note meant to appeal to that.”

What’s it going to take for PR to reflect that sentiment and honest plea for relevance? It should be common sense. But it’s not. Common sense is all too uncommon in almost everything we do these days.

So to help PR “pros” stop pissing-off bloggers and reporters and start building meaningful relationships with them, here is a list of things to live by:

  1. Remember this is about people
  2. What do you stand for? Answer that first before you try to convince people that are busier than you why they should take time to stop what they’re doing to pay you any attention.
  3. It’s more than doing your homework. To some doing homework is building lists. Figure out what your are representing and why it matters. How does it compare to other things. What do people need? What are their pains?
  4. Practice saying it aloud in one-to-two minutes or less to a friend or in front of a mirror. Seriously. It works. If you don’t get it no one else will.
  5. Less is more. Find the right people, not just because you read their profile in a database, but because you read their work and understand their perspective.
  6. Engage in conversations outside of when you need something.
  7. Build relationships not lists.
  8. Humanize the process and remember that this is about people
  9. Stop whining and making excuses. You are responsible for your actions so arm yourself with what you need to be successful.
  10. Stop sending press releases without summarizing what the news is and why it is IMPORTANT to the individual person you’re sending it to.
  11. Remember the reputation and the future of PR is on you. If you’re not in this to do your job better, then ask yourself why you’re here. If you’re not part of the solution, then you’re part of the problem.

Marshall KirkpatrickMarshall Kirkpatrick: Let people know how you’d like to communicate but also, get over yourself, roll with the punches and deal with standard operating procedure. The good PR agents will do a good job and the rest will always be there. Ultimately, I’ll happily write about a great product that came in with an awful pitch and I turn down the opportunity to cover crappy products that come in via great pitches all the time.

Marc OrchantMarc Orchant: I work both sides of the fence so I guess my advice would be to both side to do the following: be respectful, clear, and consistent.

On the PR side ““ know who you’re pitching and don’t waste the blogger’s time with pitches that are way off topic. Deliver a well- crafted pitch, supported by as much relevant information as you can assemble. When I get a pitch that contains a logo, screenshot, “money quote”. and sufficient background on the company or product, I have everything I need to begin thinking about what my coverage will look like. If I have to go fishing for this information, the odds are I won’t.

On the blogger side ““ invest the time in educating a PR contact abut who you are and what cover. This information should be on your blog. If it’s not, assuming that every PR rep has read the last month’s posts (or more) and intimately understands your topical focus and opinions is wishful thinking. There are simply too many blogs out there and he tools that do exist for researching the medium are less than great. So make it easy for the people pitching you to do so effectively. And when they miss the target, try first to course correct before blowing them off – especially when dealing with agency folks. You may not be interested int he client they’re representing today but who knows about tomorrow?

Doug HaslamDoug Haslam: From the PR side, the first thing I would say is: “it;s not the other side.” Of course, this applies to all media. I approach PR as on the one hand helping our clients get attention, but on the other hand helping proifessional communicators get good stories. Stop worrying about “closing the deal” and start worrying about helping media present stories that will engage, educate or entertain their audiences.

Cathryn HrudikaCathryn Hrudika: Re: PR Roundtable-My answer to Question #5Inbox
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Question #5: What advice would you give to your own industry in engaging the other side?

Cathryn Hrudicka: First, I would advise other PR professionals and initially resistant clients to get over their fears and misconceptions and learn all they can about blogging, podcasting, vblogging, and relatively new mobile apps, like Utterz. Next, they should do some creative thinking about how they could use these resources to have a real conversation, build community, brand themselves and share their messages. I would encourage them to start their own blogs and other channels for their own content. Next, they should learn about the key bloggers, podcasters and other content providers they might approach who would be interested in their story or news. They should learn about these journalists’ individual beats, preferences, styles, and approach each one accordingly.

I would advise other colleagues and clients to learn about the key social networks, like Twitter, Facebook, etc., and strategically create profiles on the ones most relevant to their audiences and their messages. Then they should observe how people converse with each other on each network, and figure out how to enter the conversation. Instead of simply learning new ways of “pitching,” or simply making promotional announcements, it’s really all about the conversation and the innovative ways of interacting that are possible now.

Indeed, they should keep up with the newer, constantly evolving ways of writing “social media press releases” and developing an online media room-but first, it’s how each blogger and content provider wants to be approached. We have to continue this dialog between PR professionals and content providers, because the technology, social networks, channels and protocols will continue to evolve at an ever-increasing rate. As mentioned in previous blog posts, the practitioners on “each side” will do a better job when we all have a more open, ongoing conversation.

Thank you all again all panelists. I hope this series has been productive for both sides and all involved. Talk to you next week!
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PR Roundtable Discussion: Outing Bad PR

I hope you all have been enjoying this week of PR conversation with respectable bloggers and Public Relations folks. This is a tricky area where real progress has to be made to try to bridge the gap between the two sides. Often, PR sees social media as a quick, cheap, expendable method of promotion while bloggers view PR in light of horribly misfired pitches.

We continue the conversation today with our panelists.

Is “outing” a wayward PR agency or individual an effective way of dealing with the problem of misfired pitches?

Brian SolisBrian Solis: Quite honestly, I’m surprised this doesn’t happen more often as it has been a serious problem for decades.

Chris Anderson’s post sent a jolt that reverberated throughout the entire industry. It was a painful reminder that complacency and spam do not belong in PR.

There are also several blogs dedicated to exposing spectacularly horrible moments in PR as well as exposing bad pitches and the people behind them ““ and they’re gaining in popularity.

The game of PR has largely been enjoyed the comfort of existing behind-the-scenes and this exposure and public ridicule is forcing PR out of its comfort zone, which at the end of the day will only make PR stronger and more effective.

Now whether or not running the names and email addresses on the Web was a good thing, however, is complicated to assess as there are many factors and ramifications for doing so.

On one hand, it scared the sh!t out of everyone and brought much needed attention to the need to improve things in PR. On the other hand, it starts to raise privacy issues and taboos that can lead down a scary path affecting everyone involved in the business of public relations and media publishing. And, all of these conversations at the moment are only addressing the symptoms of much bigger problems that face PR, including unrealistic metrics and a complete misunderstanding of how PR really works by clients and corporate execs.

Exposing names and contact information is a steep penalty to pay and quite honestly, it’s somewhat irresponsible. There are other ways to get the same result and impact without forcing individuals to publicly pay the price for the ills of entire industry. Note, my only reservation here is names versus contact information. Running names is a leap, but I can support it. Running contact information crosses the line.

I think that “some” lazy flacks have learned their lesson and many more have been alerted to the fact that they are the epitome of what’s wrong with PR.

Very few PR “Pros” are out there building relationships with the public or people. Most don’t bother to spend the time to really learn about what they represent, why it matters, and how it’s different than everything else out there. And, without that understanding how can anyone realistically believe that influential reporters and bloggers are going to pay attention to their generic pitch?

Marc OrchantMarc Orchant: Only as a last resort after trying to deal with them directly. If they’re unresponsive and refuse to show any courtesy or respect for the value I place on my time I suppose I might call them out publicly.

Frankly, I’ve never had to consider this sort of doomsday scenario. I think a unilateral “outing” with no prior attempt at achieving a more diplomatic resolution is unprofessional and ill-tempered.

Marshall KirkpatrickMarshall Kirkpatrick: I don’t know yet, it’s only been a few weeks since I first tried it. To be honest, it’s such a huge problem that I don’t know if my experience in calling out specific people was worth the cost it incurred in hurt feelings. I don’t think I would do it again and I’ve apologized personally to all of the wayward airheads (I kid!) that I called out a while ago on my blog.

Cathryn Hrudika: I know that “outing” incidents have happened recently, and I suppose one can see pros and cons. On the one hand, if a large PR firm is “outed” that has been notoriously slow to get the message, or a particularly egotistical and seemingly lazy PR practitioner, there is a tendency for some people in the industry to feel smug and think it has done some Cathryn Hrudikagood, even if someone suffers public embarrassment or a reputation is damaged. In one sense, this seems to reflect the current mindset of a society where tabloid stories pass as news, and potentially damaging, confrontational accusations pass as “therapeutic confrontation.”

Personally, it’s not my style. I prefer honest, open discussions, like the constructive one we’ve been having on this PR Roundtable, where real information is exchanged as well as individual opinions. If someone, an individual or a PR firm, needs to be confronted, then I think it should be done with a certain amount of civility and respect, or else, in private. Some of the recent cases we’ve seen smack of mere ego gratification by the “outer,” rather than serving any real constructive or educational purpose. If an individual blogger or editor felt that he or she needed to confront an errant PR professional, surely it could have been done respectfully on a one-to-one basis, or in pitch guidelines that could have been posted on their blog or web site and also delivered to the agency in question. The only positive result might be that a few of these “outing” episodes did set off a much needed discussion about how we need to update and improve public relations practices, and what next steps should be taken. After all, if we are attempting to model the ongoing conversation, rather than the spam pitch, then let’s also model it in the way we handle an errant-or perhaps uninformed-practitioner.

It would seem preferable for PR industry trade associations to take a more proactive and progressive role in training their members adequately in newer public relations and social media techniques. Most of the effective re-education and discussion I’ve seen has been in nontraditional organizations that were created in the past few years by a small number of progressive PR and marketing professionals, such as the Social Media Club-not in the more traditional trade organizations. This training and mentoring should also occur in college and university programs in marketing, communications and public relations, so that younger PR professionals entering the field receive the most up-to-date guidance in the ever-evolving changes that are occurring in our industry.

Doug HaslamDoug Haslam: Is it effective? Yes. No PR person wants to see their name on a “bad pitch” list and would do anything not to be publicly ridiculed. I have no problem with outing in that sense, though I wouldn’t necessarily take part in that sort of behavior unless severely provoked. What Chris Anderson did in his Long Tail blog– publishing the email addresses of 300 bad pitchers — is a real price PR people must pay, whether fair or not. The best answer to a “bad pitch” complaint is to send a good one– it’s worked for me.

The final segment of this roundtable is tomorrow. The panel will wrap up address with some takeaways for the industries they are in. Hopefully someone takes away some wisdom from these folks who are in the trenches of the industry.

PR Roundtable Discussion: Engaging Public Relations for Bloggers 101

We continue the PR/Blogger Roundtable discussion with Doug Haslam, Marshall Kirkpatrick, Brian Solis, Cathryn Hrudicka and Marc Orchant.

Brand is a matter of some discussion – and we did that yesterday.

How can bloggers engage public relations better?

Cathryn HrudikaCathryn Hrudicka: The lines between public relations professionals and media content providers are blurrier than ever, as many PR pros also blog, and produce podcasts and video content. So we’re playing one role in one context, and the other role at other times. That should give us better insights as PR professionals into how to converse with bloggers on behalf of our clients (or ourselves), because we know what it’s like to be a blogger and have other people pitch us. It’s also vital to realize that bloggers are very individualistic in their preferences, content and styles, and approach each one accordingly.

Bloggers could engage PR people more effectively by learning who the key PR representatives are for the people or topics they’re most interested in covering. The bloggers could be more proactive in approaching PR people to request background information or access to an interesting subject to interview. Actually, the top bloggers who also have more traditional journalism backgrounds are already doing that. There are so many bloggers, though, some who are lesser known, and it becomes difficult for PR pros to keep track of them all, what each of their individual preferences are, and what they prefer to cover. Bloggers could work at cultivating relationships too, instead of thinking of all PR people as “flacks” to be avoided.

Several prominent bloggers have made it a point to tweet on Twitter, announce on Facebook or on their blogs how they wish to be approached by PR pros, what topics interest them and don’t, and the best ways to contact them. For instance, B.L. Ochman has provided samples on her popular “What’s Next?” blog, of good and bad press releases and examples of how she wants to be approached by PR people. She has stated a preference for short, concise pitches with bullet points. In contrast, Robert Scoble (Scobleizer blog, PodTech) has mentioned that bullet points put him to sleep, and he prefers imagery and description in PR pitches. At various times, he has also requested that PR pros contact him via Twitter or Facebook messages, rather than by email. It is very helpful for bloggers to provide specific information like this so that PR professionals know immediately how to most effectively and efficiently participate in an ongoing conversation with these bloggers. Being aware of what events specific bloggers attend, and making a personal connection with them at these events, is also a key to forming an ongoing relationship.

Marshall KirkpatrickMarshall Kirkpatrick: We can tell PR people exactly how we want to be communicated with, we can be flexible when they need something else and we can expand our horizons regarding our area of coverage. For example, I would like PR people to send me their clients’ OPML files, to send me bullet points about any release ahead of any launch, to provide access to the product or service being pitched and to be available to answer questions instead of asking me for an hour long CEO phone call.

Further, I’ve been considering a revision of my standard policy against covering mobile technology. I get so many pitches for it, it’s clearly a direction things are going in.

I also think that bloggers can be friendly with PR people and show them how to use tools like RSS readers and Twitter, when appropriate.

Brian SolisBrian Solis: I think it all starts with couples therapy.

Blogger, “All they do is spam with me this and that! They don’t care about me and my needs!”
PR, “They never listen to me”¦It’s like whatever I say is ignored no matter how important it is to me. They just don’t care!”

Seriously though, bloggers can benefit from maintaining a strategic and advantageous relationship with the right PR professionals. Love them or hate them, good PR people can still be a helpful part of the news and information process. They can and will work for you.

I think we all learned that running the names of lazy PR flacks in a public forum is definitely one way to send a clear message. Social Media is fueled by people and their peers, so running things in the blogosphere definitely makes things very personal. But there are also other ways to ensure that PR people “think” before approaching bloggers.

One way is to send positive feedback to those that do it right. Send notes to management in regards to those who do it wrong and remind them how to do things correctly. Or, simply block the individual from contacting you again ““ but in the process let them know why.

We recently had a lazy PR associate who ignored repeated points of advice on how best to reach out to bloggers. Aside from the lip service we got, he continued to do things the spammy way”¦blasting lists of targets with impersonalized messages with inappropriate news releases. Within one week, this person was called out by two bloggers, one of whom decided to cc: everyone at my agency lambasting his approach and well, basically, calling him stupid. Names are one thing, and probably inappropriate, but the message was loud and clear and this person was now directly humbled among his peers. And, most importantly, it spotlighted a problem that required correction, while also reinforcing the need for other people on our team to remember that this entire process is about people. One news release doesn’t matter to everyone! Subsequently this person is no longer with us.

Yes it takes time for you to respond rather than ignore things, it also takes an unusual level of patience and understanding, but it helps PR adapt and learn. Using the example above, one email affected 15 people.

Another way bloggers can work better with PR is to clearly say somewhere how they wish to be contacted, what they are looking for, and advice for cutting through the clutter. Submission forms are not helpful.

We should all be in this to learn together. And, for those that don’t want to learn or embrace evolution, then they’ve sealed their own fate.

Evolve or die!

Doug HaslamDoug Haslam: Use them to help you. Tell PR people what you want, and let them in on the conversations, so long as they participate as, well, a participant, and not just a bald shill. The best way to increase the percentage of quality communications from PR is to post a policy somewhere on your blog or site that sets down your rules of engagement– do you want press releases? Would you prefer to hear from PR in comments? What topics do you want to hear about? There is nothing PR people like more than being told how to communicate with you.

Marc OrchantMarc Orchant: I have a great relationship with many PR folks and I think the secret is to take the time to get to know them well enough to be able to speak frankly with them. I try to always make a point of educating a PR firm representative what my areas on interest and focus are. If they pitch me on something completely unaligned in their enthusiasm to get some coverage, I can then reference back to that conversation and remind them of where my interests (and those of my readers) are.

Just recently, I sent a quick “no thanks, not interested” response to a PR person (internal to the company in this instance). She replied asking if I would prefer not to hear about the company any more. I told her to please keep me on her distribution list but to understand that I would only follow up or write about their news if it was relevant. I’m interested in the company, think what they’re doing has value, and occasionally find something they’re doing appropriate for my readers. By clearly laying out the ground rules for engagement, she doesn’t have to waste cycles following up with me and I don’t have to expend energy saying “no thanks”.

There will always be unsolicited and completely inappropriate pitches landing in my inbox. I’m resigned to that. Too many PR “hacks” simply shotgun a press release to a big list hoping something will stick. And I’ve found a simple solution. It’s called the Delete key. If I don’t know who the sender is and find the pitch completely off topic to my blogs, it’s gone. If that rep really want me to cover a story, they’ll follow up (the good ones do) and we’ll begin establishing better communication and understanding.

That’s it for this segment of the Roundtable. Tomorrow, we’ll talk about the panelists views on “outing” wayward PR folks. This should be interesting.

PR Roundtable Discussion: Brand in the Internet Era

We continue the PR/Blogger Roundtable discussion with Doug Haslam, Marshall Kirkpatrick, Brian Solis, Cathryn Hrudicka and Marc Orchant.

Yesterday we discussed the challenges facing Public Relations professionals as it pertains to social media. Today, we discuss branding in an open, internet driven society. I think you’ll like what they have to say.

What does the concept of “brand” mean to you and how do you see the concept of brand protection (or the concept of “open source brand”, so to speak) being transformed in the internet age?

Doug HaslamDoug Haslam: Brand is the concept of you or your company– what people think when they hear your name. What has complicated brand in the Internet age is that individuals now have a ready means to develop and promote their personal brands. Further, personal brand and professional brand are intertwined. Any communications an employee makes, whether on behalf of the company brand or not, affects the company brand in ways small and large. Likewise, anything the company says or does reflects directly on the personal brands of the employees. This intermingling of brands should affect companies’ thinking, from blog policies to employee morale and larger internal communications policies.

Cathryn HrudickaCathryn Hrudicka: A brand is more than an identity or logo; it’s the markets’ and your clients’ experience of you, what you stand for, your special value, what benefits you or your company offers, what customer service experiences you provide, and more. It is the sum total of how you communicate in writing, design and graphics, audio, video, print collateral, online, in your blog, everything. I feel PR and social media are an essential part of branding, and that branding messages used in advertising and marketing campaigns need to be included and coordinated with PR and social media campaigns, even if the communication styles are a bit different. For example, I’ve recently taken on a very cost-effective branding campaign for my new company services under the banner of Creative Sage , which is successfully crossing boundaries between social media, public relations and marketing, and each area is enhancing the other, which is ideal.

Tomorrow, the panel will discuss blogger engagement of social media. Stick around.

How can we protect brands on the internet? It’s more of a challenge, but certainly the concept of a trademark still holds weight in a court of law. I’ve found, though, that if you are strongly represented all over the internet, in a practical sense it becomes foolish for others to encroach upon your brand, and those who try are becoming more recognizable to the general public as scammers. You do have to be more vigilant in searching regularly for those who would violate or defame your brand (or your clients’ brands); and PR professionals spend more time now in online discussions defending a brand or responding to criticisms, false claims and defamers. It’s an unfortunate side effect of having a major Web presence. I’m an optimist and think that the accessibility of the Web and number of social media outlets and blogs will continue to create more intelligent discussions and debates that can ultimately enhance a brand. It certainly offers PR professionals more opportunities to fight back against defamers, false and negative claims against their clients. Anything negative usually offers a positive opportunity as well-we just have to see it.

Marshall KirkpatrickMarshall Kirkpatrick: The word brand has negative connotations for me, but let’s pretend it doesn’t for the moment. If your brand is at all based in the reality of your actions, then you should have enough staff capable of acting that way and who are actively engaged in social media.

I was just reading a comparison of Miro and Joost, for example. The Miro brand will be protected and extended by having people actively blogging, twittering, commenting, etc. in ways that promote free and open culture in general. Friend me on Twitter and pass me interesting news about DRM, Creative Commons, etc.

If you’re Joost, you should have a rich, probably European guy regularly do interviews about mainstream media’s embrace of innovation, with leading bloggers covering online video. Both of those companies are doing a good job of protecting and extending their brand using new social media.

Marc OrchantMarc Orchant: “Brand” may be one of the most bandied about and least understood terms in the PR and marketing business – and this is not a new thing. Many of the same questions about what constitutes a brand were being debated 30 years ago when I began my career in the publishing and advertising businesses. To me, a brand is the promises a company makes to its customers and how well it keeps them. That may sound a bit soft and fuzzy but I think it ultimately defines how consumers experience, relate to, and choose which brands they want to associate themselves with.

When I look at the powerful brands in my life ““ Apple, BMW, Southwest Airlines, and Starbucks to name a few ““ I see a consistent pattern of excellence in execution and focus on core values that separates these brands from their competition. They make a promise to me as a consumer and deliver on that promise faithfully over the long haul. This execution earns them a greater degree of “forgiveness” when they misstep ““ and all companies do from time to time ““ that I do not accord to others.

I think that’s the key to “brand protection” is earning the trust (or loyalty if you prefer) that can only come from an established pattern of delivering on promises made, these companies promote two important behaviors that help to protect their brands. They cultivate me as an evangelist ““ something Ben McConnell and Jackie Huba have documented in their books Creating Customer Evangelists and Citizen Marketers (aff). Having built up my personal enthusiasm for their offerings, I become part of the “front line” both in terms of spreading positive messages about their products o services and acting as a vocal defender when those brands are attacked by others.

Brian SolisBrian Solis: The brand is something altogether different today than it was BSM (before social media). The brand used to be something dictated by corporations and reinforced by marketers and ultimately evangelists.

However, these days, many marketing and business executives foolishly think that they can still solely control the brand and the corporate messages 100% when in fact people are also contributing to brand identity and resonance.

Social Media zealots preach that participation is marketing, and indeed it is, but there are ways to do it right and ways to completely f it up. One thing is for certain is that covering your ears to customer commentary taking place in social networks and the blogosphere and repeating “la la la la la” over and over pretending like it doesn’t exist IS NOT participating.

It the era of social media companies have no choice by to relinquish control, well somewhat, to those who chose to discuss it openly, in public forums that are in large part, actively contributing to the extensive influence enabled by social tools.

That doesn’t mean that companies can’t help chart the course of a brand, businesses just need to take into account that people now have voices and there in lies a new opportunity.

Let’s not forget that a good brand, or a terrible brand for that matter, evokes an emotion bond.

The true “open source brand” will acknowledge and leverage the “voices of the crowds” in order to extend and mold brands for both now and in the future – by connecting with people.

Again, Social Media is about people, not audiences, and therefore, brands affect people and in turn evoke responses. The smart marketers will learn how a brand relates to the various markets they wish to reach, why it’s important, different, and helpful, and connect with people directly to help them. This reinforces the brand and service attributes we ultimately hope to carry forward.