• earSHOT: Vol. I, Ep. 4
• Pitching: Lessons From Childhood
• A Reminder Of What It's All About
• If you build it, they won't necessarily come
• In-Trials: Corporate Chill Pill
• Google, KinderStart, And Eleanor Roosevelt
• When Swag Goes Wrong
• earSHOT: Vol. I, Ep. 3
• A Profile In Courage
• Build Bridges, Not Pitches

• March 2008
• January 2008
• December 2007
• November 2007
• October 2007
• September 2007
• August 2007
• June 2007
• May 2007
• April 2007
• March 2007
• February 2007
• January 2007
• December 2006
• November 2006
• October 2006
• September 2006
• August 2006
• July 2006
• June 2006
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• April 2006
• March 2006
• February 2006
• January 2006

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The latest episode of earSHOT is online.

Members of our Tourism & Lifestyle practice went to the frontlines of the hurricane Katrina devastation as part of a volunteer cleanup effort with Tourism Cares For Tomorrow.

While the team was in Mississippi, they phoned in their observations and impressions of what they saw. Along the way, they captured the thoughts and impressions of the residents and the other volunteers.

Participating in the volunteer effort was an incredibly rewarding experience for the team. Likewise, it was a unique pleasure for me to bring their experience to our listeners.

If you are interested in perhaps volunteering, please visit the Harrison County Volunteer Center.

You can download the episode as an MP3, or subscribe to the podcast feed to ensure you get the latest episodes automatically.

Show Notes (Runtime: 00:23:35)

00:10 - Jennifer Elving, Edelman: "There are all sorts of clues about the memories that they made here and what happened here..."

00:45 - Phil's introduction of Cathleen Johnson, General Manager, Tourism & Lifestyle Practice

01:10 - Cathleen Johnson, Edelman: Edelman's participation in Tourism Cares For Tomorrow

02:06 - Lou Rizzardi, Alderman, Pass Christian, Miss.: "Right now, six-and-a-half months later, we're trying to get the place cleaned up... This area of town, the east end, still stands a good chance of coming back."

03:23 - Stephanie Aenchbacher, Edelman: "It is incredibly difficult to put into words the destruction that we've seen."

04:31 - Pat Henderson, National Tour Association: "You could make a donation and you can pray for the people, but my wife and I just kept talking about 'we'd like to just get down and do.'"

07:10 - Cathleen: "Everybody talks about what happened after the storm. That's the true measure for everything in this region right now."

12:24 - Sam Lacy, student, Transylvania University: "Didn't go to Fort Lauderdale. Came down here to help with the cleanup, and I'm glad I made that choice."

13:22 - Chip McDermott, Mayor Pro-Tem, Alderman: "We've got a tremendous amount of devastation, but we have a tremendous amount of help."

14:25 - Kimberly Price, Gaylord Opryland Resort And Conference Center: "If you look at the trees, they tell a story. Even the trees look so tired."

15:46 - Amy Patti, Edelman: "The whole experience can leave you speechless, which is pretty odd for someone in PR."

18:30 - Tiffany Fessler, Edelman: "I think the one word that comes into my head when I think of this whole experience is 'resilience.'"

Technorati Tags:
tourism, pr, public relations, edelman, podcasts, katrina

When I was a kid, a friend of mine was irritated that his dad would walk into his room first thing in the morning (without knocking) and bark chores at him — "Mow the lawn" or "Scrub the porch" and so on.

After plaintively asking his dad "What about 'good morning?", dad changed his tune. Thereafter, the dad would say "Goodmorningmowthelawn." (Still no knock.)

This is generally the tenor of the pitches I've been receiving lately.

Sure, there's still a lot of "spray-and-pray" mail merges and bcc'ed messages in my inbox. But, lately, it seems that someone has a gun to the PR person's head to demonstrate that he or she has read the blog before hawking that new fly-by-night webtool or all-in-one PDA carrying case.

The emails go something like: "I just saw your 'Heroes' page. Now that I've demonstrated that I've read your blog and have gotten that pesky business out of the way, have you heard about megablogbuzzmaximizer.com?"

It's a noble attempt and (in some ways) I appreciate that small effort, but you can't manufacture or operationalize passion, domain knowledge, or sincere interest.

Technorati Tags:
pr, public relations, blogs

I have the Craig's List "What We're About" page taped to the wall of my office.

The text is more more than five years old, according to it's revision history, and it still holds up:

craigslist is about:

• giving each other a break, getting the word out about everyday, real-world stuff.
  
• restoring the human voice to the Internet, in a humane, non-commercial environment.
  
• keeping things simple, common-sense, down-to-earth, honest, very real.
  
• providing an alternative to impersonal, big-media sites.
  
• being inclusive, giving a voice to the disenfranchised, democratizing ...
  
• being a collection of communities with similar spirit, not a single monolithic entity.

A must-read for communicators.

Technorati Tags:
craigs list, womm, word of mouth

Some marketers seem to feel that building a blog is in of itself a viable PR strategy. However, let's be clear that sticking a stylish blog up on the Web does not guarantee that anyone, least of all your target audience, will visit it.

If you want to use a blog to develop an interactive relationship with constituents, you must be prepared to put forth the online marketing muscle to proactively let people know about it and convince them to read your blog. So of course, you want to do things like create a blogroll and an RSS feed, link to other popular blogs in your target areas, and engage in search engine marketing and online advertising (if you can afford it).

An even better idea? Consider how you might get involved in active communities about your topic that already exist on the Web. Before you go out and clutter the blogosphere, take a step back and do a sweep of the Web to determine what's out there. Monitor the conversations taking place in the hottest locations pertaining to your area of interest, and, after listening carefully for a while, make an informed decision regarding how you can most effectively participate in the discussion and engage your audience. You might find out, for example, that a highly-trafficked blog in your industry is looking for contributors and would welcome you with open arms, or even that your very specialized audience doesn't read blogs much, but instead prefers their quirky Usenet forum. In any case, you'll spend much less money, and will probably have much better results, if you piggyback on a scenario that's already working.

Technorati Tags:
blogs, womm, word of mouth

You’ve probably seen the marketing parody video "Microsoft Designs The iPod Package." Recently, a Microsoft rep confirmed that it was a video produced internally by their packaging team to poke fun at themselves and share a bit of their self-effacing culture.

It was an internal-only video clip commissioned by our packaging [team] to humorously highlight the challenges we have faced RE: packaging and to educate marketers here about the pitfalls of packaging/branding.

We know that a good sense of humor with a little self-deprecation is well-received among friends... So could this work for Corporate America?

I'd personally love to see more big players out there willing to poke a little fun and not take their corporate selves so seriously to connect with consumers on such a personal level.

Now who knows if this was actually leaked intentionally, but even so &dmash; it shows how people appreciate some light-heartedness.

(Disclosure: Microsoft is a client of Edelman, though this post does not involve any group that the agency currently works with.)

Technorati Tags:
Video, Microsoft, iPod, Marketing, Humor

Eleanor Roosevelt once said that "No one can make you feel inferior without your consent."

Though I'm pretty sure she wasn't talking about search engines, I suspect this quote is applicable in this case of KinderStart v. Google.

From Reuters:

KinderStart charges that Google without warning in March 2005 penalized the site in its search rankings, sparking a "cataclysmic" 70 percent fall in its audience—and a resulting 80 percent decline in revenue.

That said, I also think it's fair to say that if an 80% revenue decline can be attributed solely to your Google rank, you've pretty much lost control of your business.

What's particularly intriguing is that KinderStart has chosen to fight this on the basis of free speech. Again, from the Reuters article:

The complaint accuses Google, as the dominant provider of Web searches, of violating KinderStart's constitutional right to free speech by blocking search engine results showing Web site content and other communications.

However, it would appear that the courts have already determined that Google's ranking algorithms — and the right to use them as Google sees fit — already represent "free speech." From the AP:

In 2003, Google persuaded a federal judge to dismiss a case filed by Oklahoma City-based Search King Inc. after its search ranking abruptly fell. Google argued its search ranking formula represented an opinion protected by the First Amendment, and U.S. District Judge Vicki Miles-LaGrange agreed.

While no one can underestimate Google's power, putting so many of your eggs in such an unsteady basket as search result ranking does not a business plan make.

One could argue using a variation of the well-worn — and very false — publicity axiom that "There's no such thing as bad PR" and that this lawsuit is part of a PR strategy. I don't agree. Sure KinderStart is getting a lot of linkjuice for this lawsuit, however, none of it is building the brand and I'm not sure it's worth the expense and distraction of the lawsuit.

The other reactions from around the blogosphere:

Earl Mardle: "There are days when my mind needs a good boggle just to remind me that comedy is three parts outrage. If this wasn't so outrageous, it would be hilarious."

Seth Godin: "The New SEO -- Lawyers"

Hugh McLeod: "This is utterly appalling."

Peter Ireland: "There's no recourse at all when this happens. Google is your judge, jury, and executioner."

Ugo Cei: "Given my recent problems with Google rankings, I might be tempted to sue them too."

Definitely worth following.

Technorati Tags:
google, search, kinderstart

For those who don't know, "swag" is an acronym for "stuff we all get." It refers to the gimmicky trinkets that get passed out at tradeshows and conferences, mailed to journalists, and so on. Most of the time, it amounts to just so much clutter. I've heard that, in the SF Bay Area office of one venerable business publication, there's a community basket brimming with such things.

(Yes, I know the "S" in "swag" is usually a very different word, but I'm writing you from that odd part of LA where the PG rating still remains somewhat sacred.)

Most of the time, we're talking about knickknacks such as company-branded pens, pads, rubber balls, t-shirts, paperweights, screwdrivers, and the like.

And, sometimes, things just get out of hand.

Nikkei Electronics' US Correspondent Phil Keys received some rather ill-conceived swag today.

...I recently received some swag through the mail that did grab my attention, but in a negative way. It consisted of a plastic box containing a maze, a ball, a card, and a dollar bill. Basically, it looked like the whole premise of the thing was that by offering me the chance to release the trapped dollar bill into the warm embrace of my pocket, I would spend all sorts of time with this maze and thereby remember the release that they are trying to get me to cover. While I'm sure in their mind it seemed like a fun idea, in my mind it seems like the thought is that I have so much free time on my hands that I would be happy to try to solve this thing to get at the buck.

Technorati Tags:
pr, public relations, swag, nikkei

The latest episode of earSHOT is up for your listening pleasure.

This time around, we have an interview with Andy Sernovitz, president of the Word Of Mouth Marketing Assocation (WOMMA). We also have a contribution from Michael Liskin, a Ph.D. candidate at USC Annenberg, who reacts to my comments in Eric Schwartzman's On The Record...Online regarding rhetoric and persuasion.

You can download the episode as an MP3, or subscribe to the podcast feed to ensure you get the latest episodes automatically.

Show Notes (Runtime: 00:19.24)

00:16 - Host Phil Gomes introduces the show.

00:33 - How to leave us comments.

00:44 - Phil intros this edition’s segments

01:05 - Phil introduces interview with WOMMA’s Andy Sernovitz

01:22 - Andy talks about "Why WOMMA and why now?"

02:32 - Andy discusses the "philosophy of word-of-mouth"

03:24 - "Scrutiny is good."

05:02 - WOMMA’s code-of-ethics

05:50 - "People are making this too hard."

07:46 - The opportunity in WOM

09:09 - Shout-out from Pam Talbot, Edelman U.S. president

09:14 - Phil intros discussion on rhetoric

10:08 - Phil’s interview with Eric Schwartzman, excerpted from On The Record...Online, a production of iPressroom Corp.

15:28 - USC Annenberg’s Michael Liskin: "Not a whole lot has happened since ancient Greece..."

16:33 - "Rhetoric": Connotation and denotation

17:33 - Michael: "It’s all rhetoric."

18:30 - Show wrap-up and disclaimer

Technorati Tags:
pr, public relations, edelman, podcasts, word of mouth, womm, womma, rhetoric, andy sernovitz

I was ripping through my feeds earlier today and came across something on B.L. Ochman’s whatsnextblog that made me really stop and think.

Jill Carroll is still missing.

Somewhere in Iraq (we think), a very brave -- and no doubt very scared -- lady is being held against her will by some other people who have never known what free speech and a free press are all about.

We can blog. We can podcast. We can print anything we want, when and where we want. And we can yell that "we're mad as hell and not gonna take it anymore." We can do all of that and, while we might lose our jobs, we most definitely won't lose our lives.

I'm going to bed at home tonight, and I'm not going to watch the news.

I'm going to think about Jill Carroll.

I'm going to think about what she's done and what she’s going through.

I'm going to thank her in my own quiet way for being so bloody brave... So relentlessly committed to the pursuit of the story.

And doing it all -- regardless of concern for self -- without a net.

Here's BoingBoing's coverage.

Kind of puts our to-do's tomorrow in perspective, doesn't it?

Technorati Tags:
jillcarroll, jill carroll

When a blogger reaches a certain critical mass, they get besieged with email pitches. Some of these are on target, others aren't. Regardless of their value, bloggers are not journalists who are used to receiving so many pitches. They did not sign up to receive so much mail. They signed up to share and build relationships with like-minded individuals.

Robert Scoble is one such blogger. Robert is the blogosphere's best example of a bon vivant. When I first launched my own blog back in 2004 he was gracious enough to give me an interview. I will never forget how elated I was to even have received an email back from him. Over the past two years Robert and I have become friends. We have shared many a laugh at conferences and I always look forward to seeing him. I built an online relationship with Robert as a friend and this later became an offline friendship too.

Today I was saddened to read that Robert is having difficulty dealing with the barrage of PR pitches he receives each day. I am sure he would love to answer every one of them with a personal note, but he can't. He's human after all.

Reading this got me thinking about how a PR professional should interact with bloggers. Our temptation is to pitch them the same way we do journalists. Sometimes this is fine. Other times, however, it isn't and it's hard to know which button to press when. We don't have a handy directory to tell us like we do with the press.

In my experience, the best way to get on a blogger's radar screen is to build bridges, not pitches. Think about what the blogger's aspirations are and try to help him/her achieve them. Having your own blog helps here. However, if you're not that type, take these steps...

1) Read the blog to see how the blogger wants to engage with PR pros

2) Set up an account on del.icio.us, a social bookmark sharing site.

3) Email the blogger a link he/she might find interesting that has nothing to do with your company or any client you represent. Be sure to introduce yourself and let him/her know you want to become their resource.

4) If they are open to it, point them to your del.icio.us account and encourage them to subscribe via RSS. Tell the blogger that you will be sharing links here just for his/her benefit and that occasionally you might slip in a related link to your client when it's a perfect match.

This will help you build bridges to bloggers. I guarantee it.

Technorati Tags: robertscoble, publicrelations, PR, blogs, weblogs

There was a great article by David Sharos in today's Chicago Tribune entitled "Blogs taking a seat in, out of classromms." Kids, it seems, are being exposed to the power of blogging as early as Kindergarten. And that's fantastic.

What's disconcerting is the apparent dearth of dialogue relating to blogs and their rising role in business communications (e.g., marketing, journalism, public relations, advertising, etc.) within the curriculum at many of this country's leading colleges and universities.

The proof, I'll admit, is largely anecdotal. I know that some instructors, notably the likes of Robert French and Walter Carl, are well head of the curve.

However I'm in the process of interviewing summer interns. These are juniors -- 12 months from joining the working world. I ask a simple question: "What do your professors tell you about blogs?"

The answers I got from three comms majors: Nothing. Nada. Zilch.

At which time, I proceeded to hand each of them a copy of Naked Conversations, and to call me again when they'd finished it.

The moral of the story is simple: Schools that are ignoring blogs are doing their students (and their parents investment!) a huge disservice. (Disclosure: I happen to have two kids in college.)

Any communications major who doesn't "get" the power and influence that blogs are exerting on their chosen fields is in for a rude awakening.

So, I'm reaching out to academia with this request: Please don't teach what used to be, because I'm not hiring history majors.

Teach what is and what will be. Your students will thank you for it.

Technorati Tags:
education, blogs, college, internships, careers, pr, public relations

Forbes — typically the proponent of maverick business strategies — has followed up their blog hit piece months later by letting the iconic Jack Trout loose on word-of-mouth.

I tend to describe myself as an informed and, I sincerely hope, a constructively enthusiastic voice when placed in a room of Web-2.0-grokking acolytes. With that slightly more sober point of view in mind, I'd still have to say that Mr. Trout goes a little too out of his way to throw cold water on WOM.

Methinks he doth protests too much...

Excerpted, with your humble host's cribnotes in []'s added:

Now for the really bad news. There's no way to control that word-of-mouth. Do I want to give up control [You never had it.] and let consumers take over my campaign? [They're not taking it over; they're participating in it.] No way. [Yes. Way.] They aren't getting paid based on how many widgets get sold. [But they may help you sell more widgets if you listen to them and make what they say actionable.] If I go to all this trouble developing a positioning strategy for my product, I want to see that message delivered. [Fine. And your feedback will be immediate.] Buzz can get your name mentioned but you can't depend on much else. Not too many mouths will do a stand-up commercial about your product vs. its competitor. [Ask Buzz Bruggeman and the enthusiastic fanbase his ActiveWords software has created.] Nor will they check with you in advance on what to say. [Oh, gasp.]

Spoken like a true ad guy.

Don't get me wrong. He has some good points in there (e.g. "It's just another tool in your arsenal"). However, his dismissive reaction reminds me a little too much of the reaction I got from PR folks when I started a blog and started writing about blogging.

Hat tips to Rob Marsh, John Moore, Leslie Jump, and George Silverman.

Technorati Tags:
jack trout, advertising, word of mouth, wom

As I get caught up on (and in) the hundreds of posts commenting on Michael Barbaro's article on Wal-Mart and blogging that ran in Tuesday's New York Times, I can't help but think that there are now 30 million people living in what is arguably the world's biggest glass house. What we all need is a good dose of Windex. (No disclosure required... Windex is NOT a client.)

For what it's worth, I think the debate going on around this story is incredibly healthy. And the operative word in that sentence is "debate." There are two sides to this and any argument, and frankly, neither one is all black or all white. Seriously, is there anything that makes you feel as good as taking a public stand for what you believe in?

The "watch-out" in all this is what I'm calling the Windex factor. This is not an "either you blog or you're insignificant" world, yet. Hell, even Scoble and Israel admit in Naked Conversations that blogging isn't for everyone. That said, it's also not a world where blogs can be viewed as a passing fad, and thus ignored. To me, the central issue to this debate, and the common ground we can and should all be seeking here, is total disclosure.

Let me offer a simple solution: Spray a little Windex on all your posts to make them as clear and as tranparent as that metaphorical glass house in which we all live. Take a look at your post before you hit "publish." If you don't like what you see, or you can't look yourself in the mirror and be prepared to defend everything it says, don't post it until you can.

Technorati Tags:
walmart, transparency, edelman

During her intro talk at the NewComm Forum, Elizabeth Albrycht mentioned that the pace of change and advancement is so dizzying in the so-called "new media" space that it's sometimes difficult — though nevertheless exciting! — to keep up with it all, even when you live-and-breathe this stuff.

It's easy (and very fun) to be compulsively intrigued by, say, the latest tagging mechanism, multimedia-sharing platform, or memefriending service. As communications professionals, it's our job to learn and — insofar as one could claim to do so — master them. I maintain that, as one critical commenter on my blog once said, "we're all in the learning game."

But, in all of this, is our industry in some danger of neglecting the craft of writing? Presentation? Persuasion? Content?

Whether through a WOM program or the much-maligned press release, the marketer's work seeks to persuade. Meta-tags and keyword optimization only increase findability.

Concentrating on findability before taking an intellectually honest look at your content — regardless of the communication channel — puts your audience in an awkward position. It's like running towards a big neon sign that says "Free Vintage Car Here" only to discover that it points to a Corvair.

It's content that makes WOM sing.

Technorati Tags: pr, public relations, wom, word of mouth

During the Q&A session after the Scoble/Israel NewComm Forum keynote, Josh Hallett brought up an intriguing point.

Often, some of the people he talks to, applying the well-worn advertising lingo, ask him questions about the "demographics" of the relevant bloggers to that particular assignment.

His wise answer (and I'm paraphrasing): "This person is David, 38-year-old father of three. This person is Emily... This person is...

Mass-marketing will always have its place but, unless the above principles are adopted, we'll start hearing "This agency rep is unemployed."

Technorati Tags:
pr, public relations, wom, word of mouth, newcomm forum

During the NewComm Forum, I was fortunate to take in a panel on the above topic featuring Elizabeth Albrycht, Philip Young, and Max Kalehoff.

The title of the session turned out to be somewhat of a misnomer, as Young wondered "Is there really a new ethics?"

His answer, and I very much agree with him, is "no." The ethics don't (or shouldn't) change, but the expresson of those ethics is what does change.

One of the ethical stumbling blocks that he identified with regard to marketers is that "People are more interested in consequences than truth, turning 'truth' into a very slippery concept."

Far too often, marketers engage in shady tactics (e.g., paid, undisclosed marketroids in chat rooms) under the notion that they'll never get caught.

Fact is, as the old Chevron ad used to say, "People do."

Sidenote: In the latest episode of earSHOT, our U.S. President of the Eastern Region Matt Harrington covers the topic of ethics.

Technorati Tags:
pr, public relations, marketing, ethics, newcomm forum

Forrester analyst (and one of the first blogging analysts?) Charlene Li gave the keynote this morning.

It was encouraging to see that Forrester, like Edelman, sees "recommendations from friends and family" as the core of trust. "People like me" by any other name.

According to their study, 11% of their survey pool read blogs at least once per day, and 6% use RSS.

On its face, perhaps those numbers may look small to some, but consider whether that figure is at all applicable to the Internet-using public. 11% of all Internet users, for example, would be a staggering sum. This would be my same response to the recent Gallup Poll numbers about the same topic.

And we've seen ample evidence that the blogosphere, at nearly every stage of its growth and adoption has weilded tremendous influence, long before this 11% (or some other number) was reached.

Technorati Tags:
forrester, charline li, newcomm forum, conferences, pr, public relations

Anyone with even a hint of understanding about the danger inherent in a speedy, consumer generated medium like the blogosphere knows the story of Kryptonite bike locks. If not - click here. It's a scary episode that pretty well crippled a company.

Now it looks like FedExKinkos is the next on the blogosphere chopping block. In short - a small security company releases a video of a hack showing the easy defeat of the security system designed to protect the integrity of the FedExKinkos ExpressPay cards. Put a dollar on the card - whip out your trusty laptop and off-the-shelf card reader and start adding dollars to the card.

Unfortunately, FedEx started their PR response by denying the problem. But now that they've come to accept the deficiency - what's next? Unlike the Kryptonite problem - on its face this doesn't appear to affect consumers, so at least the short term effects seem to be more focused on the internal bottom line of retooling all their security procedures.

The better question is this: the card system is manufacturered by a company called enTracTech that specializes in "automating access and transaction control of self-serve business equipment and revenue generating solutions." The real problems lie ahead for enTrac. Do they have consumer products? You betcha.

UPDATE: Note that UPS is an Edelman client. Neither Mike Krempasky nor the host is assigned to that account. /Ed.

Technorati Tags:
brands, fedex, security

Courtesy of Flickr-using attendees.

Technorati Tags:
pr, public relations, conferences, sncr, newcomm forum, silicon valley, palo alto

I wasn't able to attend the workshops on Day One, but you can see the charity reception in our photojournal from the NewComm Forum conference.

(Speaking of the workshops, thanks to Shel Holtz and Neville Hobson for featuring earSHOT in their talk.)

Rebecca Blood delivered the keynote today. In addition to several insights, I was most struck by the concept of "citizen science" — "interested amateurs" working in aggregate to advance knowledge. Having a science PR background, I took notice.

Today, we almost take for granted that we can participate in the likes of SETI@home or Folding@home. But it's the history of this method that I found most interesting.

The example Blood brought up was the Audubon Society's Christmas Bird Count, which just wrapped up their 106th season.

The results are pretty exciting, even to a non-birdwatcher like me. I'd have to admit that it's fun to play with their graph-generator covering most of the historical results.

My point is that it's easy for most folks to think that the idea of widely distributed collaboration is a new thing and that you need only have a TCP/IP stack and a browser to make it happen. The fact is, the desire for collaboration has provided the impetus for the progressively advanced infrastructures that makes real-time or near-real-time possible.

Technorati Tags:
newcomm forum, audubon, rebecca blood, sncr, collaboration

TalkShop is a blog about word-of-mouth and the Me2 Revolution, published by Edelman and hosted by Phil Gomes, the company's Senior Counsel, Online Communications. This blog pulls in thoughts and opinions from members of the worldwide Edelman network.

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