Zašto vam tvoj PR frajer propada

zgužvane vijesti

Iako s vremena na vrijeme cijenim raspravu o tweetovima, svako malo je dovoljno dostojan da ovdje podijelim razgovor i raspravim ga dalje. Primjer koji danas pružam započeo je priopćenjem za tisak na kojem smo radili s Dittoe PR-om kako bismo najavili njihovo novo web stranicu.

PRDude ... samozvani branitelj industrije odnosa s javnošću koja je zaogrnuta anonimnošću (sjajna socijalna strategija), preuzela je priopćenje za tisak zadatku jer nije odgovarao njegovoj viziji što a priopćenje za tisak treba iskoristiti za ... vijesti. Dopustit ću vam da pročitate razgovor:

prdude

Ironija je u tome što je jedan od razloga s kojima toliko uživamo u radu Isto tako PR jest da shvate da su njihovi napori za odnose s javnošću dio cjelokupne marketinške strategije. Radili smo na brojnim klijentima i postigli iznimne rezultate iskorištavanjem priopćenja za javnost s robusnom strategijom pretraživanja i društvenog angažmana. Ovo posebno priopćenje za javnost jedan je korak u cjelokupnoj strategiji da to priopćimo masama.

Razočaravajuće je što old-school PR-ovi poput PRDude ne razumiju ulazni marketing, optimizaciju konverzija, strategije odredišnih stranica, brendiranje, svijest, optimizaciju tražilice ... a ponekad čak i ne shvaćaju sve prednosti velike strategije sadržaja. Jedna od najvećih PR tvrtki u našem gradu nedavno se zatvorila ... industrija se mijenja i oni to nisu mogli pratiti. Pretpostavljam da je to PRDude obrani.

Tweetajući o ovome - unatoč trollingu - PRDude je pružio same dokaze da je naše priopćenje za javnost uspjelo. Sviđa mi se činjenica što priznaje da je izdanje pronašao u sjajnom položaju na Google vijestima. To je odlično! Očito smo dosegnuli publiku koju nismo prije - cilj naše PR distribucije. (Zanimljivo je da se čini da je naša lokalna distribucija na nekim web mjestima nekako postala nacionalna.) Iz izdanja smo primili na desetke tweetova i spominjanja na web mjestu.

Priopćenja više nisu samo u pisanju "vijesti". PR industrija se razvila ... ali ostavlja neke od svojih PR profesionalaca iza sebe. Potrošači i tvrtke traže informacije putem tražilica, pa je neophodno organsko prisustvo u pretraživanju. Potrošači i tvrtke angažiraju se društveno, pa je nužno imati socijalnu strategiju. Međutim, mnoga poduzeća i medijski izvori i dalje se oslanjaju na usluge distribucije vijesti kako bi pronašli informacije koje traže - tako da priopćenja za tisak dobro funkcioniraju.

A dobro optimizirano priopćenje za javnost s velikom distribucijom pružit će povratne poveznice s web mjesta koja imaju visok autoritet i relevantnost u vašoj industriji. Vidjeli smo mnogo privlačnosti u priopćenjima za tisak naših klijenata, vidjeli smo kako se njihov rang popravio i stekli brojne potencijalne klijente koristeći ih.

prdude žalba

Nastavit ću raditi s a progresivna tvrtka za odnose s javnošću koji i dalje pronalazi nevjerojatne mogućnosti za mene i moje klijente u industriji, uključujući članke u New York Timesu, Cult of Mac, Wired Magazine, iMedia Connection, VentureBeat, Mashable itd. I što je najbolje, transparentni su u svom radu ... dovoljno hrabri da podijele svoja imena i svoju tvrtku na mreži.

Dakle ... PRDude se možda neće složiti sa mnom (sada me i gore optužuje da imam lažne sljedbenike). To je u redu, stvarno me nije briga. On nije moja ciljna publika i nema pojma o učinkovitosti ukupnog marketinga koji radimo. Iako anonimno trolira priopćenja za javnost, postižemo rezultate za svoje klijente i razvijamo njihovo poslovanje. Nadam se da će jednog dana moći trgovati svojim pisaćim strojem i zaista pogledati kako je internetski razvoj evoluirao način na koji komuniciramo jedni s drugima.

9 Komentari

  1. 1

    I wonder how long it’s been since this guy did some continuing education? Professors are adamantly trying to rid of the concept of a “press” release and insist on it being called a “media” release because… well… it can accomplish everything you mentioned, Doug. 

    • 2

      I have nothing against the use of press release as a tactic for marketing. What I was merely pointing out was the content of the release. When was the last time you pitched an editor for a newspaper or a producer for news program, the first thing they ask for is a press release. Additionally, when you send a press release of this nature over the wire, it gets sent to editors’ inboxes. This is why editors have this hatred for PR people sending garbage, when in fact, it’s marketers that are utilizing this service for content that isn’t newsworthy. That’s all I’m saying. If that is antiquated thinking, then call me old school, but I think it hurts a brand more than help when you’re sending crap out to journalists that anyone with half a brain knows will never be covered. We can debate this all you want, but we come from different professions. I respect those that I send content to and try to vet that it is something they would need. It’s about building relationships not blast emailing the world. Happy New Year!

      • 3

        PR Dude – I still take issue that it’s “garbage” or “isn’t newsworthy”.  I talked about the irony in this post – but there really is some.  There seems to be some sort of ‘marketer vs public relations’ tone out there.  The DK New Media relationship with DittoePR is news – a traditional PR firm that’s evolved and is working with a new media agency.  And… a new media agency that finds incredible value in public relations. 

        Because you don’t think it’s newsworthy, doesn’t mean that it isn’t.  The response to the press release has generated an overwhelmingly positive response.  In fact, yours was the only public criticism we could find.  And, again, judging by the great placement we received – it was news that was appreciated by many others.

        I do appreciate your candid response to the conversation, though!

        • 4

          I guess so. I’m not sure what you mean by media placements though. Anything that goes on the wire gets picked up by media outlets that subscribe to its service, but does it really mean a reporter will stop what he’s doing to cover this type of news. In 1996, yes, in 2011, no. I’d be suprised if any respectable third party media outlets like the Indy Star or even trades like Adweek or Ad Age would give this a second look. If you spun it as an alliance or partnership, then I see the news value. A redesigned website just isn’t enough for the standards of journalism in my opinion. I am not criticizing the tactic, just the content. Then again, I was responding to the other fella not to your post.

          Unfortunately, the marketer vs. PR thing has been ongoing for years as you know. Not to offend, but I dislike being referred to as a marketer. We serve two important yet different purposes for clients and brands with ultimately, the same goal. PR people rely heavily on relationships built with editors, producers, bloggers, etc. and it is irritating to hear them tell us that they get so much irrelevant news releases in their inboxes. You’re a blogger in the marketing space. Would you run a story about a client that developed a redesigned website on your blog? Which ones would you be willing to write about if every website that redesigned its site started sending a news release about it? How do you determine what is important to write about and what isn’t? Please tell me if I’m insane and not making any sense here. It’s the holidays and there have been many days spent drinking. Cheers! 🙂

          • 5

            PR Dude: The response is how we determine what to write about and what not to write about. If the response is good, we continue to utilize the strategy.  If the response is bad, we find a new one.Happy Holidays to you as well.

          • 6

            Thanks. I wish you the best. Let me know when you’re in the Big Apple and I’ll buy you a drink. No debates just a nice scotch. Happy New Year!

          • 7

            A very cool finale to the debate. I agree there’s too much “crap” out there, but I think a release for the launching of a website is just fine, and it’s what I’ve known to be good PR – depending on the company, audience, outlets the release is sourced to, etc. I’m totally behind Douglas on his release, but agree we should be careful about overdoing releases. Some blitz everything, and it devalues their presence.

  2. 8
    • 9

      Thanks. I don’t know Doug personally, but I know he is a respected individual in his profession, and no matter where one comes from, we should all treat each other with respect. I wish everyone can debate in a civilized fashion especially presidential candidates or any one running for elected office. I’m betting we will be seeing more negative and personal attacks as the primaries heat up.

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