Vlogging and the New DIY PR

December 4, 2007


(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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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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Since Tom Foremski’s call for the death of the traditional press release, there has been a lot of chatter about the ‘social media news release’ (SMNR). Foremski’s rational for writing the ‘Die Die’ post can be found in our interview with him.

The SMNR sounds complicated. It’s basically a modern way to answer the who, what, when, where, and why using photos, video, links, and an RSS feed.

What’s complicated is getting numerous departments at a company of this size–often with multiple agencies–to sign off on the text, let alone the web2.0 elements of an SMNR.

Ford’s release for the 2008 Focus is a good example of an SMNR that quickly tells a story while being easy on the eyes. It helps journalists do their job, and makes blogging a snap (ty Bargainista).

So what? Ford is the most financially troubled of the Big 3 and has the most to gain by getting control of their message. Getting information in to the marketplace early and in a way that’s interesting and palatable to the media and the blogosphere is a way to manage reputation. Their Autoshow blog is cool example of this.

An overview of how companies can benefit by open communication can can be found in Clive Thompson‘s naked WIRED cover story.

Planning on using an SMNR or elements of one? Let us know at prnewser at mediabistro dot com.