Day: July 28, 2004

I had a great meeting today with Bernie Goldbach.  Our discussion covered a whole range of topics from the success of Global PR Blog Week to how the availability of information is changing how we work.

Google of course is central to that discussion.  The fact that you can find out an alarming amount of information about anyone from one website has exciting and worrying implications.

The usability and power of Google has successfully lifted the company alongside global corporate heavyweights and the media have been busy dusting off the 1998 hyperbole – it seems they can do no wrong.

Just look at the coverage Gmail continues to get in the mainstream media. Of course the “viral” marketing around Gmail isn’t a new idea.  There are many examples from the past.  Microsoft successfully used a similar tactic, albeit in the physical world, to build buzz around Windows 95.  Their prolonged “beta” program drove huge demand for technical and business people who wanted a preview of the “new” release of Windows.

Google took the same idea, applied it to a different product and enjoyed the benefits of the Internet medium to reach out to millions of people. Of course the Internet does provide a medium which makes this person-to-person transmission faster, easier and cheaper – we just have to learn how to use it effectively.

Sometimes it can prove very beneficial to examine tactics that have worked in the past and investigate how they might still be applicable today.

“PR people, our profession has changed. Our day-to-day jobs are no longer just “how do we get the media to write about our widget.” PR has now evolved to “how do we engage our customers in meaningful conversations so they do our PR for us and get the media writing about our widget!” The word “public relations” is finally no longer a misnomer. It means relating with publics in a two-way dialogue, not so much relating with media � though the two go hand in hand.” Steve Rubel

Footnote:

Thanks to Trevor Cook and Steve Rubel for the link to the Gmail story

Thanks for Richard Bailey for blowing my cover again 🙂 As many of you already know although this blog focuses mostly on US PR issues, I am based in Dublin, Ireland. Thanks to Stuart Bruce also!

PS.. I hope Google’s PR people are prepared for any crisis. When the media builds a corporation up so high, the fall can be even faster….

Trevor Cook’s posting today struck a chord with me.  He questions the value of “new wave” marketing:

“Godin also wrote a book called permission marketing – as if anyone would give permission to be marketed to. When it comes to marketing we’re all pretty much in the ‘don’t call me I’ll call you’ category. Marketing is about grabbing the attention of people who are otherwise disinclined to listen.”

Now don’t get me wrong, Seth Godin does make a lot of sense, in fact a lot of his writing is just that – common sense. 

But I have to admit that in Gartner parlance, I am in the trough of disillusionment (PDF) when it comes to these marketing thinkers.  Maybe it’s because I’ve read too many of the books.

I bought Purple Cow which was a huge bestseller, as most of Seth’s books are, however I really didn’t enjoy it or get a lot of value from it.

I yearn for more marketing reality. How do we sell more products to more customers, what tools are we using, why are they working? Why are they not working?

Being remarkable can certainly help a company, but it’s not that simple. If it was there would be no need for marketing. The fact is everyone is under pressure for time, budget and results.

That’s the reality….

 

Good Morning Silicon Valley is one of the things I read every day.  It provides a useful and entertaining take on all things technology.

It also provides some fantastic off-topic links.  Today’s link is a keeper: Conversation Cheap Shots.

How many of these have you been subjected to, used or heard?

“I would like to answer your question directly, but considering your past reactions / ability to cope with the truth / emotional instability, I feel that to do so would be a disservice to you at this time.”

[Other person gets (justifiably) upset.]

“See, what did I tell you. You are flying off the handle already!”

Two words… justifiable homicide… 🙂

In the past few days I’ve come across news of three PR-related research studies in the UK, but I’ve had mixed results trying to find the actual results.

 Chime Communications has surveyed 100 senior communications and marketing professions on the challenges they face from the “information age”. They found 75% of respondents believe CEO’s are becoming more like politicians and 84% believe that successful organizations are those that strive for transparency and openness. In the spirit of openness, I can reveal I’ve been unsuccessful actually finding the survey or its results on the Chime website.  Let me know if you’ve any better luck.

Update: Constantin Basturea did have better luck and sent me on the link to the survey – it’s a PDF. (Thanks Constantin!)

 Forbidden Technologies has conducted a survey of the heads of internal communications at 100 of the UK’s top companies.  60% believe that their firms fail to communicate effectively with staff and 40% say their employees are not aware of the company’s vision or future direction. I would estimate that 100% of visitors to their website won’t be able to find the actual survey…

 Finally, Rainier PR has put together what I would call an anecdotal survey on the relationship between the media and PR in UK, Australia, New Zealand, Spain, US, Holland, Italy and France – using its partners in those countries. The top five recommendations from the study are:

1. Target publications specifically
2. Don’t badger journalists over the phone
3. Be clear
4. Don’t forget the freelancers
5. Don’t put junior staff into difficult situations
6. Give journalists proper access to clients