Archive for Media Relations

Dear PR – Google Search plus (is) Your World

01/11/12 Bill Handy Comments (1)

I’ve spent the last twenty-four hours wrapping my arms around Google Search plus Your World. the fundamentals aren’t difficult to understand. In fact they are quite easy. What was perplexing me is how this impacts an organizations ability to effectively communicate to and persuade its customer base. Or, in a more dynamic environment, how to beat your competition.

A recent business insider article “Google plus is way bigger than we thought: it’s totally going to change how the web works” does an excellent job outlining Google’s new approach to search.  Of everything covered what I consider to be the most important was “Forget SEO”. That short paragraph nailed the most critical element as it relates to business as usual.

They are correct when they say that suddenly the game of search engine optimization has totally changed. But we have keep in mind it changes only when people are searching on Google. Okay, so that is a huge percentage. But for those using google, how they are using it (logged in or not, logged into google Plus or not, logged into google plus and using Your World or not, etc. I suppose there is a baseline but we already know Google Plus is influencing this.

A few points:

We will see this system continue to invade our daily lives. Growth will be much like what we saw with Facebook and Twitter but here’s the rub – while users have to log into Facebook/Twitter, when it comes to Google we simply launch the internet and use their search engine.

We now have to look at SEO or the ability to get information in front of a person as a result of their search in a completely different light. We have to understand that it’s no longer a sterile environment which after certain amount of time we learn how to ultimately or somewhat work the system and moving search rankings to the top. There will be certain situations that we’re still able to do this but but an opposing proactive approach to leveraging Google plus suddenly creates challenging to compete – especially if you’re not willing to enter the field.

This means war!!! (perhaps hand to hand combat) - Let me present an example. Keep in mind Google plus is going to focus not necessarily on articles or websites but instead on the conversation surrounding those articles and websites. So let’s say, in an effort to support your client you create a website and then run commercials, create a facebook page, twitter account, etc. In a vaccume you could control your customer – they visit your site, engage on your facebook page, follow tweets, etc. But they aren’t in a vaccuume and sooner or later they will google your clients name or the topic related to the product offering. A few weeks ago, when they would Google the name up would pop the website or an article about the product. If you were quicker than your competition you could always stay one step ahead on these search results.

Move to today –  if my client wants to compete with your client. We take a similar approach but focus instead on generating conversations through Google Plus. We include your website in a conversation or include key terms and it is likely  that conversation is going to show in the search results. In some cases were already seeing that the conversation may actually rank higher than the website itself. I can only imagine that your client is going to be furious that after spending all the money to create a website and create commercial and all we did for our client was to create conversation.

Why PR?

1st PR is better equipped to leverage this approach. If we are doing our job well our focus isn’t to just promote or feed information, it’s to generate a conversation or even better, debate (remember, Google considers tone in search). This is what we (PR) are trained to do. When it comes to debate we aren’t only efficient but effective in this battle. No other industry is prepared to take on this challenge.

Before all you PR folks start high fiving each other – there are still a few challenges ahead.  Debate is just one part. You have to understand how the fundamentals of search works. A one-size-fits-all is no longer effective and variables in play or possibly will affect the strategy and approach you take in any effort. This means feet on the ground and constant attention to what is taking place in real time. You can’t just wind this one up and let it go. This means more time spent on project and we are going to have to explain this to our clients. Just saying its part of the cost of doing business isn’t enough.

One last point – expect more change. Google’s objective is to provide their clients the search results they want (filter bubble anyone?. We are fighting against that. We want their clients to get the search results we want. Google will try to stay one step ahead. Not sure we can beat them – but we need to at least keep pace and be ready to turn on a dime again (and again and again).

I plan to continue editing this post (pardon any typos, moving fast today). Lots going through my mind and I’ve already stated a few experiments to see the true ramifications. Will keep you posted.

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Categories : "public relations", Advertising, Google, Google Plus, marketing, Media Relations, Social Media, tips, Uncategorized
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Mashable’s Predictions for the PR Industry are… bad

12/27/10 Bill Handy Comments (2)

I’ve removed this blog post for all the right reasons. The Mashable article in mention can be found here and if anyone would like to privately see my comments then contact me and I will be more than happy to share.

Happy New Year.

-Bill

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Categories : "public relations", Advertising, Awkward, Crap!, Media Relations, Uncategorized

Help a Reporter Out – Quick Tip

06/02/10 Bill Handy Comments (0)

If you love HARO but struggle reviewing all the queries each day let your mail system do the work for you.

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My moment with the Aha Moment Team

05/18/10 Bill Handy Comments (1)

I received the following email from Ashley Hinds (Skadaddlemedia.com) back on May 12, 2010.

Hi Bill,

I work for the company that is producing Mutual of Omaha’s “proud sponsor of life’s aha moments” campaign– visit www.ahamoment.com to see what an aha moment is and the great real stories we filmed during the campaign in 2009.

Associated to that, we have a 34-foot Airstream mobile film studio that is traveling the US on a 25-city tour to capture the country’s aha moments. We are headed to Tulsa on Monday, May 17th & Tuesday, May 18th, and would love to invite you to share a defining moment in your life – large or small. I came across your social media project and various other websites and think you would have a great story to share! You would just have to step into the Airstream studio for a few minutes and tell your story on film, which would be posted to www.ahamoment.com.

We would love to have you if you are interested! We will be parked at Hotel Ambassador (1324 S. Main St.) on Monday, May 17th (11am to 7pm) and Tuesday, May 18th (11am to 7pm).

Also, it would be great if you could tweet about this event some time soon! You can follow the campaign on twitter: @myahamoment.

Let me know as soon as possible and I can reserve some time for you, thanks!

Blog Link: http://blog.ahamoment.com/
Follow the tour on Facebook: http://www.facebook.com/myahamoment
Ashley Hinds

—————————-

Hats off to Ashley for not simply sending a generic email (as others have done) asking for my support. She took a few moments did a search for my name and from that was able to personalize her note just a bit.  My hats off also to Skadaddle Media for understanding you sometimes have to use non social tools (email) to gain traction in the social media world. Of course everyones a critic and I do have a few thoughts on how to enhance their efforts just a bit (not much though, everything was very smooth all the way down to the reminder emails) which I will share with my students next semester.

Oh, and before I forget, Jessica Henry was the Tour Manager and, from my understanding, somewhat responsible for the social effort of the ground team. Once her gig with Omaha is up she will be looking for a job.  This girl is dynamite and if you have an opening I would contact her at jessica@jesshenry.com (her website is jesshenry.com and well worth the effort to check out). She was great to work with, had her messages down pat, quick on her feet and nothing phased her.  If I didn’t know she graduated from GA I would swear she came from OKState!

Here is a quick video of the experience from my point of view. (I hope to catch up with Ashley for a follow up interview – will post it here if it comes to fruition.)

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Reasons to avoid being an armchair quarterback

02/06/10 Bill Handy Comments (3)

Have a Seat

(What follows is an updated post based on feedback from my good friend Matt Galloway.)

With the Superbowl upon us I thought I might touch on the topic of armchair quarterbacking  - a person who offers advice or an opinion on something in which they have no expertise or involvement the process. I’ve seen this for a while on the blogosphere and now see it emerging in traditional media sites. In my opinion it just has a feel of bad form but the reality is, in the communications industry, badmouthing the efforts or lack of effort by others in our field verges on violating the high ethical standards all our respective organizations have set (PRSA, IABC, AC, etc.).

Let’s visit some reasons why being an armchair quarterback is a bad practice in general:

You don’t know the reasons why decisions were made (the basic premise) - I will be the first to tell you after attending a client meeting the tactical decisions which emerge might be nothing like what I would have suggested going into the meeting. Research, finance, human resources, audience profile, tech knowledge, culture and more all come into play making even the smallest strategic and tactical decisions. It is impossible for anyone outside the room to know all this. If you weren’t at the table you really just don’t know the real reasons.

There is a better format to review criticize - I had an old boss who had a practice of always praising in public and criticizing in private. People loved him and the best managers at this company learned from him. You can too. If you have a suggestion regarding how an organization might have done something different, send them an email. Trust me it will be easier to write and they will most likely appreciate your thoughts even more.

Regarding the “advice”, wise men don’t need it and fools won’t heed it - Nuff said, don’t waste your time. Better yet, go do something more productive.

Who asked you for your opinion? – Unless it was the company I say keep it to yourself. Better yet, write a review about an effort which totally rocks!

Who would you hire? - Think about it who would you rather hang with at a party, the bore in the middle with nothing good to say or the nice guy off to the side who talks about all the great things in the world?

What goes around comes around - Trust me on this one, I believe in Karma and see it all the time. To be honest, when I see an article of the armchair quarterback nature it makes me want to go out of my way and call all your work into question in a very public forum. I would never do this but trust me, someday someone will probably for the same reasons you are.

End-run
Okay, so you really, really want to be an armchair quarterback and write a blog post about what was wrong with someone’s efforts then go ahead. But let me offer some suggestions – don’t include names and talk about the topic from a theoretical point of view. Be sure your comments are grounded in fact and not simply conjecture and if you must write that blog post do some research. To be clear, there isn’t anything wrong with saying the emperor has no clothes but make sure you find out why he’s naked before telling him he’s doing it all wrong. Maybe all his clothes are simply in the laundry.

Peace.

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Saxum Social Media Summit in review

08/26/09 Bill Handy Comments (0)

I couldn’t attend the Saxum Social Media Summit but I followed along, while I could, on Twitter. The chatter seemed to be positive and as I scrolled through the tweets I ran across one of my favorite OKState students and Saxum Intern, Mindy Robson. Since Mindy was there I asked if she would mind sharing what she learned over the course of the morning. She agreed and her thoughts follow (thanks Mindy for your time and effort. I hope I can attend the next one):

People are talking about your business

It’s interesting how one can think they know social media, but because it is ever evolving there is always something new and interesting to discover.  I learned new things about Twitter, Digg and Delicious and how businesses can benefit from being engaged in social media from Jim Quillen and Renzi Stone at the Saxum Social Media Summit.

Here is a summary of some tips and tools I took away from the summit:

  • I didn’t know that the purpose of a Tweetup is to network with people you follow on Twitter but may never have had the opportunity to meet and talk with in person. This is a great way to pull social media and face-to-face interaction together.
  • I discovered that CoTweet is a way for a business to have multiple users on one account. CoTweet will identify who from the company Tweeted by putting a carrot symbol ^ and the initials of that person at the end of the Tweet.
  • Business people need to create a LinkedIn account and make sure to thoroughly fill out the profile section.
  • Digg is a tool you can use to customize articles of interest (news, videos, etc.) on an account you can access from any computer.
  • Delicious is a tool you can use to bookmark sites on an account, rather than bookmarking sites on a personal computer and trying to remember the url to those sites when you’re away from that computer.

Business owners and employees need to realize that people are talking about their company and those people aren’t likely to pick up the phone and call the customer service hotline to let you know how they feel. Today, that’s too much trouble.  It is wise to find out what people are saying and engage them through social media because people love to talk about their experiences; the good AND the bad. The businesses who are engaged (Zappos, Comcast with comcastcares, Dell Outlet, etc.) are reaping the benefits. I don’t know about you, but I love great customer service. Engaging customers through social media will leave you with pleased consumers.

If social media is something you want to incorporate into your business and you need guidance on how to do it strategically, I recommend contacting Saxum Public Relations.

In case you’re wondering what the Saxum Social Media Summit (#saxumsms) was all about, watch this video and look to attend a social media summit in the future.  http://www.youtube.com/watch?v=RhvQRtMsGEY&feature=channel_page

hbsstw3n9p

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Categories : Media Relations, PR 101, Random, Social Media, twitter, Uncategorized, Weblogs

Free Software Every (PR) Student Should Have (Fall 2009)

07/17/09 Bill Handy Comments (1)

The beginning of another school year is right around the corner and I have a feeling it isn’t just the students who are financially strapped this year. Parents, take notice, you might not need to shell out several hundred dollars for software this year – although I would suggest you purchase a smart phone for your child with the money you save. But I digress.

You can read the original post here so I will forgo my lesson on the value of being poor and get right to the point.  Below is an updated list of tools I think every (PR) student should have. Best of all, they are all free.

Computer – File the following under cloud computing. It won’t stress your hard drive and if you go this route you can grab yourself a smaller computer which, brand new, will only set you back a few hundred bucks. Hang out on campus and soak up all the free internet service provided and you have a fully functioning system. No reason to load software, all the following is hosted elsewhere for your use and, best of all, free.

Just about everything you need – Google Docs will give you everything you need to make it through four years of college. Document (word), Form (access), Spreadsheet (excel) and Presentation (PowerPoint), forms email, calendar, tasks and a long list of other new features.  Google even gives you space to store your documents. By the way, I will require all my students to submit their work using google docs to avoid those pesky computer crashes, which apparently happens a lot when final projects are due. If you download gears you can work offline as well. (registration required)

Presentation software – Looking for a new presentation software which will blow your teachers (and everyone else) away, check out Prezi. Very easy to work with and you can upload/download PowerPoint presentations if needed.

Photo storage – Flickr is still the name of the game. Don’t forget to check out their Creative Commons when you need a photo for a presentation (registration required).

Video – Youtube, Vimeo, Viddler and other online video sites will take on those ginormous files you really don’t want to keep on your hard drive and let your friends and family, if appropriate, see your hard work. (registration required)

Wikis – The most important addition to the updated list is the inclusion of wikis. Not sure why I left them off the last one since I have been a die hard wiki users for years. Wikis can be used for all kinds of collaborative work but also for website creation. In fact, I am seeing more and more sites created on a wiki platform which allows for an equally dynamic social media experience. My free favorites include Wetpaint and PBWorks (formally PBWiki). Registration is required and ad-free sites are available for educators or with the purchase of an upgrade.

We are leaving the clouds and what follows is software which must be loaded onto your computer. All of it is still free and free, my friends, is good.

E-mail – If you really don’t like Google (what is wrong with you, Google has changed my life!) for your email then try Thunderbird as an alternative to outlook. Made by the people who brought you Firefox (an alternative to Explorer) it has the same functionality as Outlook and Outlook express with so much more.

Office applications – Open Office – want the same products as Microsoft Office and don’t trust Google, download Open Office and get to work. Every element of office is here. I used open office for a week just to test and never ran into an issue where it couldn’t perform the tasks at hand.

Project Management – Gantt Project Management, Open Project or one I recently started using, Open Workbench – Project management is key to any successful PR campaign. If you aren’t using this, start. It takes a bit to wrap your arms around it so don’t wait until the night before your project is due. As a side, I don’t see this often taught at the college level but used often at most successful PR Firms. Set yourself apart from your doppelganger and use this when appropriate.

pdf Creator – need I say more.

Video Editing – Avidemux will take care of our basic video editing needs although if you are using Windows Vista or Mac OS you should already have software for basic editing.

Social Media – If you are into Twitter, facebook and other social media sites be sure to check out TweetDeck (now also available for your iphone) and Twhirl. Moving back to the clouds People Browser is an awesome visual dashboard for all your online identities.

Dashboards - Speaking of dashboards I have always been a fan of igoogle but there is a new kid on the block. Netvibes which has a killer look and feel to it. In my opinion much more dynamic than igoogle and all the apps seem to be interchangeable. I should also mention Windows Live.

Break time – Now take a break and visit Win Chess to play a game of chess. Even if you don’t know how to play, you will look smart with it on your screen. And, as I learned yesterday, smart people are hot.

Music – For those in need of musical inspiration there is Pandora and  Last.fm. The arguments about which is better could last for days so check them both out and make the decision for yourself.

Misc –

Sugar Sync – sync multiple computers, phones, etc. Note, not free after 45 days.

Text Wrangler a great text editor for general purposes or programming.

Not seeing what you need, check out Sourceforge.net, one of the largest listings of open-source software. Click on the “Find Software” button and check out all the categories. If you use any, feel free to make a donation to the creator.

One last item – not free but worth it. Grab yourself a good Flash drive. They are always handy to have around for those moments when you need to share a document or take one on the go. Also good for backing up your backup just to be safe. One word of advice, the first file you should save is a text file with all your contact information for when you leave it behind. No guarantee you will get it back but at least you will have a chance.

Keep in touch with your parents by blogging (WordPress.com is still one of my favorites) or if you really, really want to stay in touch feel free to use Google Latitude.

Okay, that’s it folks, what did I forget?

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Mike Koehler is a social media guru

03/03/09 Bill Handy Comments (2)

I say this in jest and Mike knows it. We talked earlier about the concept of social media gurus/experts/consultants/etc. (by the way, @mattgalloway has some great social media consultant jokes) and both agree when we hear these terms used in conjunction with social media it makes us cringe. Then again, maybe it makes Mike cringe because he hears it used in conjunction with… him.

Guru or not, here is what I know about Mike: he is fearless and willing to try new things, he gets social media and the concepts of building a community (he likes the Mayberry analogy) and he gets the tactical elements of social media – the tools used to make it go. Best of all, he visited Oklahoma State University’s School of Journalism and Broadcast to talk with our Social Media students about his work with NewsOk, his involvement with #okice and #okstorm, the current state of social media in journalism and some awesome advice for any student who wants a future in strategic communications or journalism.

Free Videos by Ustream.TV

If you enjoyed the video send Mike a tweet. You can reach him at www.twitter.com/mkokc. If you would, drop me a note as well. I can be found at www. twitter.com/billhandy

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Pro Bono Part Deux

02/25/09 Bill Handy Comments (6)

So much conversation generated, here and elsewhere, as a result of the last post. Since Chad and Abby brought their questions/comments here I will respond here and hope it generates even more conversation – which is always the goal.

Let’s start with Chad -

Is it about money? Not directly and let me clarify this right now, there is no money to be made tweeting. It does, however, offer certain benefits. Grow your tribe community to hundreds, thousands, yes. That is the value of social media. They may not pay you but they will support you and if you no longer exist, who/what will take you place? Your monetary value, if that is your goal, is indirect.

Is there a large enough audience in Oklahoma? Yes, if not today, then tomorrow. As a side, you answered your own question when you mentioned opinion leaders. Go back to you text books and review the nature of early adopters. These are the folks on Twitter right now. The remaining population will arrive soon enough and guess who they will  follow? Again, same argument regarding whether you should have a web site. If they aren’t there yet, they will be and the expectation is you will be there to greet them.

Should you use social media for promotion? Never, ever, ever (I would say it again and again but I think you get the point) should you use social media for the sole purpose to market yourself. People who only talk about themselves are boorish to say the least and the general population usually have very little time for them. This is the greatest mistake media is making with Twitter and other social media tools. I don’t care what you are broadcasting tonight – if I am curious I will grab your feed, visit your site,  etc. What I care about is do you care? Are you giving me everything you can? Are you reaching out to me? Are you listening to me? AAAAAUUUUGGGGHHHHHHH!!! sorry.

I want to clarify something, my advice for @tvnewsgal is based on where she is right this very moment. Usage of social media tools will evolve as does her engagement in these communities. My personal usage of Twitter, facebook, friendfeed, etc. is much different today than it was when I first started using them. Again, “social media” belongs under the strategy section of your plan. The tools fit nicely under the tactics heading. Her ultimate objective to be achieved is not the number of followers, but the value she provides them and the relationships she creates (and vice versa) with those in her community.

Do I think Tulsa is large enough that “traditional” social media tactics can be effective in business? Yes, I see it first hand at Dog Dish and we are getting ready to take that to the next level. Keep in mind, its hard work and there is more to it than meets the eye, but the value is there. By the way, ask me if I see the value of sm in a classroom of forty-two students? But I digress.

Is everyone buying into a myth clouded with a couple of buzzwords which only work for a few? This is an interesting question and one which always makes me stop dead in my tracks every time I meet a business owner and figure out whether they could benefit from social media. It happens but it is a rare instance in which I find a business owner who wouldn’t. One of the things I coach people on is the level of social media they should engage. I would argue (very well, by the way) that while every business should have some element of social media in their business plan, the level will depend on a variety of external factors.

Regarding the post scripts: thank you, it has but more because of the energy derived from those engaging me in conversations, thank you again and thank you.

Now on to Abby’s comments/questions

I am on twitter, where do I go from here? Just like a hammer, twitter is a tactic and a tool. How you use it is up to you. I know many who use it just to keep in touch with their friends and family. Others use twitter (and other sm tools) to learn or engage in conversations with “experts” or like minded people. Still some use it simply to send out information about their business with no real engagement at all (bad, bad people… you know who you are). The bottom line, figure out how how you and others might benefit from your use and then move from there. Don’t worry about number of followers, etc. It doesn’t matter. What matters is, do you benefit from it and do others benefit from your use. This analogy just came to mind – how many times a day do you use the phone and how many people do you talk with? Can you imagine not having a phone?

By the way, I think you have a very nice blog, very articulate, thought provoking, etc. posts. Unfortunately you are doing all your writing on billhandy.com.

Regarding you last comment, thank you. My head has sufficiently swelled, which brings me to the article I am currently working on.

Next post coming up – Building your personal brand and how social media will tear it right back down.

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5 lessons journalists can learn from bloggers

02/12/09 Bill Handy Comments (2)

I am fascinated at the technological evolution of how we communicate. Even more so, how our expectations as an end user of media have also evolved. Gone are the day of yelling at the television in vain. If we have something to say, or ask, we simply do so through a number of tools.

I am also fascinated to watch journalist and traditional news media outlets hold on dearly to old mentalities and ways of communicating. I would argue, traditionally journalists and the stories they wrote/broadcast were the last word. In a sense, we took their information and went forth. There wasn’t any narcissism associate with this, it’s just the tools used didn’t allow for anything more. The creating and implementation of social media has given the receiver the ability to respond to these stories with comments and questions basically throwing the ball back in the reporter’s lap.

It is, however, very rare, almost non-existent, for a reporter to reengage in a story, add to it after the fact or respond to these question and comments of their public. This is, in my opinion, where traditional media outlets (newspapers, television and radio) fail and, if they don’t start engaging their publics, these people will leave them for alternative outlets that do listen and respond. This, by the way, is not my opinion; it is proven through a variety of communication theories

Make no mistake, I hold journalists in high regard. At times it is a thankless job and always open to scrutiny. We can learn a lot from them; objectivity, balance, fairness, etc. They do reporting better than anyone on the street. But as news organizations enter into the realm of social media they can learn a lot from non-traditional media outlets who generate content solely with the use of social media.

Listen to your audience’s comments and respond – Too many if not all comments generated by readers/listeners/viewers go unanswered. This is your audience, engage them. After all, they are paying your bills (without them your advertisers will also vacate). Imagine a business talking to a forum of customer and when they ask for comments and comments are given the audience hears crickets while the company packs up and walks out the door.

Don’t ever, ever turn your comments off – I have seen this more than once. Here is the deal, if it is your policy to allow comments then jack, jack on trade back. Besides, do you really think turning comments off will discourage people from talking? More to the point, you have communicated more than you know and given your audience a whole new topic to discuss.

Master, as best you can, one social media tool before you take on another. After the elections and CNN’s, etc. use of Twitter I watched all our local media join the march. Here is the rub; the purpose twitter is to engage in conversations. If you aren’t following your audience and only using Twitter to broadcast your stories, you might as well go back to using your rss or e-mail distribution. Trust me; those following you on Twitter know how to use these tools.

Don’t use social media (Twitter) to only broadcast headlines/stories -  Trust me when I tell you this, breaking news is broken on twitter minutes or hours before you ever get pen to paper. This is the beauty of Twitter. While you are writing your story, unless it is truly a story in which you broke, Tweeters are already talking about it in short little bursts of information, pictures, video, etc. How many of us saw the image of flight 1549 in the Hudson and how long was it before we had our first story in a traditional media outlet.

Finally, engage your followers in story generation – If you are looking for stories, ask your followers what the want to read about, know and think everyone else should know it, etc. Bottom line, for the media, your readers know more about what is happening in their world than you do. In fact, in most cases, they, or their organization are the story. If you don’t engage them and report on it their stories, as social media tools become so mainstream everyone has a (fill in the blank) site the concept of news will be redefined to meet their needs/wants everyone will become an ad hoc journalists (in the sense they are breaking stories all the time). If your audience takes on the role of story generators how long will it be before they take over and become citizen journalist. Then, how long before someone figures a way to consolidate these folks to aggregate and monetize their information.

What am I missing? What else could they learn? Share your comments below – please!

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