Vlogging and the New DIY PR

December 4, 2007

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(image: Andy Plesser shooting footage for The New York Times corporate site)

I’ve been talking to people in the industry about the fight for marketing dollars recently between interactive agencies, PR firms, and other consultants. Where PR people succeed and fail–and this was the main theme of the Critical Issues Forum–is in their ability to tell compelling stories. My theory is the overall nut of marketing dollars will remain the same, while PR firms fight to keep what they have, or learn new methods and take a bigger chunk. Creating new media, specifically producing video for the web is going to be the nut the industry fights for.

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I’m currently logged in to tech shop Horn Group’s overview webinar on social media. Above is a screenshot of how they see the social media universe: moving from creating content, to “promoting” it, to measurement. The moderator is citing some good stats from Forrester. Currently RSS is being more widely adopted across most demographics. And, only 29 of the Fortune 500 are blogging. If you have content, put it in a feed: “get it out there, allow people to discuss it. Socialize it, promote it.”

“Don’t just think of the wire as your only method of distribution.”

Social media newsroom: a list of press releases, a list of clips, links to your blog as well as blogs you follow. There are tech tools that allow this to happen. Make this a goal for Q1.

Should I blog? As the following questions: Time to commit? (a few hours per week). Are you willing to be openly criticized? Do you have an outward passion to share? (have the personality to participate, comment, and take the time to go offline and meet people) What’s the goal of your blog? (be honest about your motives)

What NOT to do: Don’t do it just to be “hot.” Don’t lie. Don’t just do it to try to go viral. Don’t do it without the knowledge of what it takes.

Now over to Justin, blogger from Intraware (a Horn Group client). “We’re small but public. Our investors are always looking for information.” Intraware launched a social network for athletes, Zathlete to expand beyond its core competency.

We’ll provide insights from this webinar as they become available afterwards.

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Itching to build your own Social Media News Release (SMNR) the way the Canadian Social Media Group did for the Ford Focus?

Then hurry up and click here to register for a very limited webinar on the basics of the SMNR hosted by Shannon Whitley next Wednesday. There are less than 20 spots available. We heard about this one through the New Media Release Google Group.

Shannon promises to “go over the fundamental structure of the SHIFT template, ending with a quick demo through PRX Builder.”

If you’re looking for a soup-to-nuts look at social media, check out the Horn Group’s overview webinar on Tuesday (Horn is my co-editor Joe’s employer)
The full description after the jump:

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