Not Optimizing For Search? Shame On You! From my weekly newsletter. Subscribe using the sign-up box to the right.

I meet with corporate marketers and their agencies these days, I'm frequently surprised to learn how little they think about search engine optimization. This is despite the fact that Google alone processes an estimated 750 million queries daily, and that IT professionals are some of the most active and advanced users of search engines.

One reason for this, I suspect, is that marketers are trained to be good at "push" marketing. Their craft has traditionally involved intercepting customers with messages that grab their attention and inspire action. Customers, however, are becoming more resistant to these tactics. Increasingly, they engage with companies and products on their terms when they're ready to make a buying decision. That's a much better time to reach them. The trick is to show up on their radar when they're in this "pull" mode.

Google is now the universal homepage. Look at your traffic logs and you'll probably see that search engines vastly outperform any other referral source. Yet many marketers devote lots of time and money to creating beautiful homepage designs that are rich in animation and graphics. Not only are these pages rarely seen by today's web site visitors, but images and Flash animations are almost useless at attracting search engine traffic.

Successful IT marketers are learning to reverse the push model. They know that buyers start the research process in a search query box and that the sites that make the first page of results get 10 times the click-throughs of anything else.

The Great Equalizer
You might think search engines favor the big brands, but that's not the case. Try this: Type "router" into Google and look at the results. Note that only four of the top 25 results are vendor sites. Now type "PC." Note that the only vendor in the top 10 results -- Apple -- doesn't even market its products as PCs! In fact, neither of the top two PC makers in the US market even makes the top 100 results on Google.

Now look at what dominates search results for both terms: sites that provide definitions and helpful how-to advice. This should tell you something. Your search engine performance will be greatest when you deliver content that helps customers make good decisions through practical, impartial guidance from knowledgeable sources.

Search is the great equalizer. The leading engines' proprietary algorithms are designed to screen out material that their developers consider uninteresting. Your challenge is to match your content to their preferences.

Start by choosing the search terms that really matter. Be specific. Get general agreement that these are the terms you want to dominate in search performance. Marshall all of your internal web site contributors to reinforce those terms every time they write.

Discard terms like "industry-leading" and "innovative." No one searches for those words. Start a blog or discussion forum. Both are search engine magnets. Pick up a copy of Search Engine Marketing, Inc. by Mike Moran and Bill Hunt. It'll tell you a lot of the ins and outs. Make SEO a basic consideration in every marketing campaign. Then let those buyers reel you in.

This article originally appeared in Network World's ITiki newsletter.

Labels: marketing, PR, search

  ¶ 11:50 PM 2 Comments Links to this post

  Tech PR War Stories podcast offers new social media advice Over at the Tech PR War Stories podcast, David Strom and I have been busy interviewing some fascinating people about social media marketing. Here’s a roundup of recent activity. You can subscribe to the podcast feed on the site or by clicking here.

44: Internet Marketing Superlist Author Shares Secrets
At the end of 2007, Tamar Weinberg assembled an amazing assortment of blog entries about everything from headline writing to linkbaiting to becoming a Digg.com power user. Tamar will give you a twentysomething’s perspective on social media. If you’re trying to really understand this phenomenon, listen to what she has to say.

Four great trade show tips

Evan Schuman (TPRWS 39) of StorefrontBacktalk.com has spent a lot of time at trade shows lately and he sent us these four tips for getting the most out of media contacts.

45: The social media skeptic

Jennifer Mattern calls herself the “social media Grinch.” But that doesn’t mean she’s down on social media. It’s just that she thinks the focus on social media can distract PR people from their real work, In this interview, she outlines her cautionary advice about social media and stresses the fundamentals that PR people still need to employ.

46: How to find influencers

I’m writing a how-to book about social media marketing and one chapter is devoted to hands-on techniques for finding influencers online. It isn’t as simple as it sounds. In this episode, I talk about what I learned conducting influencer searches on behalf of a mythical Quebec resort. Step one: master advanced search.

47: Twitter magic

Many people’s first reaction to Twitter.com is that they just don’t get it. It looks like barely controlled chaos. But Twitter has inspired a passionate following. Laura Fitton is a poster child for a service that is revolutionizing the way people interact with their social networks. In this interview, she describes what’s unique about Twitter and how it can be useful even to people who don’t use it that often.

---

Learn C++ programming, get Cisco certification, Oracle certification, a Network Administration degree or learn Sun or Microsoft programs online.

---

Labels: blogculture, podcast, PR, social_media, social_media influence, social_networks, socialnetworks, twitter

  ¶ 3:28 PM 0 Comments Links to this post

  A welcome measure of relief in endless metrics debate It has become almost cliché for media professionals to complain about the lack of measurement tools for new media campaigns. The Internet is the most measurable medium ever invented, yet marketers continue to squabble about which metrics are most meaningful.

So it was a pleasure to read Katie Paine’s newly released book, Measuring Public Relationships. Paine is one of the acknowledged gurus in this area, and her opinions command widespread respect. The reports and tools that her team produces on the Measures of Success website make it a must-bookmark for PR pros. In this compact (204 pages), readable book, Paine gives us her best stuff. After reading it, you’ll wonder what all the fuss was about.

Paine boils down the issues to a few key factors. Outputs are the results of publicity efforts, such as clips and blog mentions. Outtakes are how people think as a result of experiencing outputs. Outcomes are how their behavior changes. All are measurable, she argues, so once you decide what tools you’ll use to measure them, the rest is just execution.

As Paine works through the various audiences that PR people must satisfy – journalists, bloggers, event audiences, local constituents and even internal employees – she uses repetition to drive home the point that measurement is all about sweating a few basics. Decide who’s important, figure out how you want to measure the results of your actions, set baselines and benchmarks and choose measurement tools. Although there’s good advice on the pros and cons of various online metrics, this book isn’t about page views vs. unique visitors. It’s about choosing the right metrics for your situation and then applying them in a disciplined manner.

Measuring Public Relationships brings welcome clarity to a debate that has become bogged down in complexity and minutiae. Read it and then pass it along to your boss.

Labels: katiepaine, measurement, PR

  ¶ 8:55 AM 1 Comments Links to this post

  A manifesto for the new PR The Arthur W. Page Society has just released a manifesto for the new world of corporate communications, and I’d recommend that anyone who works in PR or marketing download it. The Society is an exclusive group of senior execs from big companies, so their opinions carry some weight. While the report is short on quantitative research (though there is a survey of 31 CEOs discussed at the end), it’s hard to argue with its overarching conclusions: businesses no longer control their messages; constituencies are expanding and diversifying; and corporations must be more transparent and open about nearly everything they do.

“The 64-page report is called The Authentic Enterprise: Relationships, Values and The Evolution of Corporate Communications. Below are some excerpts that I snipped from the PDF. They’ll give you a flavor of the recommendations, but it’s worthwhile to read the whole document.

Thanks to George Faulkner at IBM for tipping me off to this new research.

Quoting:

“For those corporations that remain public and that aspire to build trusted brands, sustainable marketplace success and community reputation, the imperative of authenticity will inevitably grow in importance.

“We are no longer in control of our traditional spheres of professional activity. Indeed, all business functions are at the dawn of an era of radical de-professionalization.

“…New priorities and skills for which the Chief Communications Officer must now assume a leadership role: 1. Leadership in defining and instilling company values; 2. Leadership in building and managing multistakeholder relationships; 3. Leadership in enabling the enterprise with “new media” skills and tools…

“For business, globalization has long been transforming markets for capital and labor. Now it is reshaping the footprint – and even the idea – of the corporation. This institution is shifting from a hierarchical, monolithic, multinational model to one that is horizontal, networked and globally integrated.

“The chief communications executive and the communications function of a 21st century corporation will increasingly be responsible not only for the reputation of their single company, but also for understanding, communicating and even helping to shape the reputations of its ecosystem partners – such as clients, partners, government agencies, nongovernmental organizations and other influencers.

“More than 300 million camera phones were shipped in 2005. They are now the most widespread image-capture devices in the world. At current growth rates, there could be one billion camera phones in use worldwide by 2008. That means nearly one person in six is a potential photojournalist – or, with the spread of video capabilities, documentary filmmaker.

“Teens in the U.S. – the consumers of today and the employees, shareholders, voters and leaders of tomorrow – spend 60 percent less time watching TV than their parents, and 600 percent more time online, interacting with, influencing and being influenced not by institutions, marketers or professional communicators, but by their peers.

“Procter & Gamble...“imports” 50 percent of its new ideas from outsiders. And Eli Lilly has created an open R&D marketplace called Innocentive to match problems needing solutions with independent researchers who can solve them.

“All of this makes the 21st century enterprise vulnerable at a wholly new level to unexpected developments that can damage the brand, negatively affect employee commitment, undercut outside relationships and destabilize management, including the CEO and other corporate officers and Board members. This, in turn, means that the stakes are much higher for what corporate communicators do.

“We used to segment communications carefully to targeted audiences. In an open information commons, everyone can see (and, increasingly, modify) any public communication, no matter to whom it is targeted.

“Message 'segmentation' is no longer practical or desirable. Despite the proliferation of diverse stakeholders, all are now on a level playing field.

“Values are the fundamental basis for enterprise communications. “To be an effective communications function in the authentic enterprise:

• “We must not only position our companies, but also help define them. While expertise and authenticity are essential, communicators’ counsel to the corporation must now encompass its fundamental business model, brand, culture, policies and, most importantly, values.
• “We must not only develop channels for messaging but also networks of relationships. In a business ecosystem of proliferating constituencies, communicators must lead the development of social networks and the tools and skills of relationship building and collaborative influence – both to seize new opportunities and to respond to new threats.
  
• “We must shift from changing perceptions to changing realities. In a world of radical transparency, 21st century communications functions must lead in shaping behavior – inside and out – to make the company’s values a reality.

“Conduct public relations as if the whole company depends on it. Corporate relations is a management function. No corporate strategy should be implemented without considering its impact on the public. The public relations professional is a policymaker capable of handling a wide range of corporate communications activities.

“Realize a company’s true character is expressed by its people. The strongest opinions – good or bad – about a company are shaped by the words and deeds of its employees. As a result, every employee – active or retired – is involved with public relations. It is the responsibility of corporate communications to support each employee’s capability and desire to be an honest, knowledgeable ambassador to customers, friends, shareowners and public officials.

“[CEOs] say that the emphasis of communications work must shift significantly toward internal communications, as they seek to transform their organizations’ culture and workforce skills – not just to make them more efficient and productive, but to embed the kind of pervasive transparency, personal responsibility and values-based decision making that enterprise-scale authenticity requires.

“The greatest danger corporate communications faces, ironically, may lie in our very success over the past two decades, if that success blinds us to the new demands that lie ahead."

Labels: marketing, PR, socialmedia, transparency

  ¶ 12:49 PM 0 Comments Links to this post

  A look ahead at tech PR in 2008

Labels: google, mahalo, paidcontent, PR, search, secondlife, skype, wallstreetjournal

  ¶ 11:45 AM 0 Comments Links to this post

  How to deal with blogger negativity This week in the the Tech PR War Stories podcast, David Strom and I discuss negativity in the blogosphere. The risk of blogger attacks is one of the biggest reasons companies avoid social media, but we argue that fears are overblown. Sure, you need a thick skin to invite customer feedback. But companies with good products and happy customers aren’t likely to be hurt by one bad seed.

Learn more at TechPRWarStories.com.

Labels: blogswarm, crisis, negativity, PR, socialmedia

  ¶ 2:42 PM 0 Comments Links to this post

  Last group of AMA Webinar questions answered Here is the final set of responses to questions that time didn't permit me to answer during the AMA Marketing Seminar on Oct. 15. Each of these permalinks is tagged “AMA” so you can easily group them together. Thanks again to everyone for coming and for asking such great questions.

Q: Chris asks, “Do you think this will impact corporate cultures? And how?”

That's a big question, but I'll try to summarize. One enormous impact of new media will be to force companies to be more open and transparent about their activities, motivations and mistakes. Once customers began talking to each other and sharing their experiences with your company, you have very little control over those conversations. It's going to be a lot harder to hide your blemishes and to keep secrets.

Already, many marketers are finding that their carefully managed product rollout plans are sabotaged by bloggers who get their hands on secret information. I believe that businesses, particularly large ones, are going to have to learn to live in a world where information can't be covered up very well. This will force them to be more transparent with their constituents about their plans. That won't be easy for everybody.

Internally, I expect social media to flatten corporate cultures. Communication within most companies has traditionally been controlled from the top down. But once individuals have the ability to speak freely with each other, those lines become much fuzzier. In most companies, this will be a good thing. However, a company that values a strict hierarchy will be challenged by this. They can refuse to give their employees blogs, but they can't prohibit their employees from communicating off-hours via blogs or social networks. Again, this won't be easy for everybody

Q: Viktor asks, “Will passionate social media users get paid at some point in time?

A: Many of them are getting paid now. For example, I spoke in my presentation about Adrants, which is a one-person operation that is generating good cash flow from advertising. Many models are being developed to reward bloggers for their hard work, although in reality very few people can make a living in this way. I expect that a small minority of people will be able to make decent income as new influencers, but only a very tiny number will become wealthy from it. These are niche markets, after all.

Q: S Law asks, “How do organizations and businesses engage bloggers to get that positive word of mouth?”

A: Much of my book is about this, so I'll refer you to that, or to other books I referenced earlier, including Naked Conversations by Scoble and Israel; Marketing to the Social Web by Weber; What No One Ever Tells You About Blogging and Podcasting by Demopoulos, The Corporate Blogging Book by Weil; and The New Rules of Marketing and PR by Scott.

To summarize, though, you need to take the following steps:

• Get to know which influencers matter in your market;
• Read or listen or watch what they've been publishing and learn what their passions and biases are;
• Engage in conversations about topics of mutual interest. Don't try to sell to them, though;
• Provide interesting and valuable information that they can use to further their interest and create new content for their sites;
• Invite them to become involved with your company as an adviser, reviewer and/or media representative;
• Show your gratitude. In most cases, this doesn't mean paying them so much as treating them as insiders and respected advisers. Although t-shirts are always welcome!

Q: Erika asks, “Have you looked at social influencers in the healthcare provider community? What is the prevalence there?”

A: It's very difficult to estimate numbers for any topic because of the large number of spam blogs. All the services try to filter out spam, but none succeeds very well.

Technorati lists nearly 5,000 blogs as being about medicine in some capacity and 2,000 as being about healthcare, although in reality the numbers are much smaller than that. There does appear to be quite a bit of healthcare information out there. For example, a Google blog search on “diabetes” turns up several thousand posts in the last day, and the top few hundred look legitimate.

In general, people use social media for topics that matter deeply to them, and there's no question that medicine is one of those areas. If you try searching the two sources I mentioned above, you'll pretty quickly get a picture of what's being said out there.

Q: Scott asks, “How do you weed out fake comments, possibly from the company or someone that is one-sided?”

A: Most blogging services offer the option to screen comments. This requires a little extra effort on your part, because you must go in and look at each comment individually before approving it, but this is necessary in some cases because comment spammers tend to send a lot of their trash to certain blogs.

There is no way to verify a person's identity when they post a comment, other than to verify e-mail addresses or search for their name. In general, you need to use common sense and make sure that comments don't betray a bias that could be driven by competitive issues.

I should stress, however, that you don't want to suppress legitimate comments just because they're negative. People expect to participate in the discussion, and as long as their words are reasonable and not profane, they should be allowed to do that. If you start censoring visitors, you will quickly hear from people about it, and often in public places. Don't get into blogging if you're not able to stand a little heat.

Labels: AMA, blogging, healthcare, marketing, PR, socialmedia, spam

  ¶ 4:24 PM 0 Comments Links to this post

  Still more AMA Webinar questions answered Here are more responses to questions that time didn't permit me to answer during the AMA Marketing Seminar on Oct. 15. Each of these permalinks is tagged “AMA” so you can easily group them together. Thanks to everyone for coming and for asking such great questions. More to come!

Q: Jodine asks “Another great example of this marketing approach is in the new music industry. Independent distributed musicians that gain their fans from MySpace and other social networks. Is this marketing approach what they call grassroots and/or organic marketing?”

A: That's certainly an appropriate term for it. MySpace, for example, has been a gold mine for independent music groups who don't have the marketing dollars to put into advertising. The idea is to create networks of friends who self-define their interests and share favorite bands among themselves. Also, people who produce podcasts and blogs devoted to music often make it a point to promote lesser-known groups. While these tactics so far haven't duplicated the throw weight of mainstream media campaigns, their popularity testifies to their effectiveness.

Q: Sanjay asks, “Are there any potential problems for a regional retailer with just a few locations?”

A: Not that I can think of. In fact, that person is a natural candidate for social media. Facebook, for example, is a great place to find people nearby who are interested in the products that the retailer sells. If I was a camera store owner in Chicago, for example, I might set up a Facebook group for photography enthusiasts to discuss their favorite Chicagoland sites to photograph. You can use that as a jumping off point to create events and even more targeted groups.

A blog is also a terrific way to showcase expertise, and if you're careful to label the blog and its posts with regional tags, you'll do better on search engines. For small businesses on a budget, social media is a godsend.

Q: Kristin asks, “How will the change in social media affect crisis communications?”

A: I can think of a couple of major ways. For better or worse, people are increasingly taking their gripes and frustrations to their blogs instead of going through customer service channels. This makes the blogosphere an excellent early warning system. You should have Google Alerts set up for every product and brand you own, and you should also create RSS feeds from sites like Technorati, BlogPulse and IceRocket that can alert you immediately to new topics of blog chatter.

In terms of responding to a crisis, a blog is perhaps the fastest way to get information online. This bypasses the media gatekeepers and insurers that the message is coming directly from you. If you link aggressively to the blog from your website and from blogs maintained by your employees and outside constituents, you can build visibility very quickly. Sites like Twitter are also increasingly being used by marketers to get messages out to the public instantly.

Q: Viktor asks “What's your opinion on intellectual property rights
with blogging?”

A: There effectively are none, and this is a huge hairball for new media. The reality is that many people who are now publishing online could care less about intellectual property or copyright. I have had entire articles lifted verbatim from my blog and even mainstream media sites and republished without any attribution whatsoever. It's not worth going after people legally in most cases, and that tactic can actually create unwanted publicity.

The entertainment companies have led the charge in trying to bring some order to this intellectual-property chaos, but they have encountered a lot of resistance and their tactics have not always been diplomatic. They have done themselves few favors. I'm afraid that these issues will take years to hammer out, and that our notions of copyright may look very different a few years from now. I wish I could be more encouraging, but a lot of people are wrestling with this problem.

Labels: AMA, blogging, crisiscommunications, facebook, marketing, myspace, PR, socialmedia, socialnetworks, twitter

  ¶ 12:50 PM 0 Comments Links to this post

  Newspapers have been own worst enemies

James Lee, senior VP and chief public affairs officer at ChoicePoint, spoke at the PRSA International Conference today about ChoicePoint’s experience with the theft of 145,000 customer records in 2005.

It was an interesting study in crisis management, but what stuck me the most was comments by him and the audience about their lousy experiences with reporters. Examples:

• The Atlanta Journal-Constitution ran a story four days after news of the theft broke that claimed that ChoicePoint’s CEO was hiding from the media. In fact, Lee said, the CEO had been unusually open to the media, compared to executives at other companies in that situation. He had given several media interviews, but was unavailable when the Journal-Constitution reporter called. The paper’s story was the only one to accuse the CEO of evasiveness.
• ChoicePoint wanted to make a careful distinction between theft of data and a hack, because the latter term implies a computer security vulnerability. This is an important distinction to investors and regulators. However, one west coast newspaper had a policy of referring to all information thefts as “hacks,” regardless of the nature of the breach. This made ChoicePoint’s problem look worse than it really was.
• Pressure to file on deadline forces reporters to seek opinion instead of facts because opinion is easier to get. “In the real world, it takes time to find facts,” Lee said. “If you don’t have facts immediately, they’ll find some [pundit] with an opinion.” Early impressions tend to stick, which means that subsequent facts are buried or ignored.
• Media outlets throw business stories to inexperience reporters, who don’t understand the fine points of an often complex story and need to be educated under deadline, leading to errors and misunderstanding.
• News outlets nearly always stick by their story, even when the evidence is overwhelming that they’re wrong.
• These problems are only getting worse as newsrooms cut staff and competition compresses deadlines.

PR people have to deal with the media constantly and so are more likely to have gripes with the media, but the level of frustration surprised me, nevertheless. This is one reason mainstream media gets so little sympathy for its current woes. Years of arrogance have left it with very few friends at a time when it could use a few.

Labels: newspapers, PR, PRSA

  ¶ 7:54 PM 4 Comments Links to this post

  Our latest podcasts focus on social media marketing

The Tech PR War Stories podcast, episodes 15 and 16, are about the future of marketing with social media. In episode 15, we talk to Brian Solis, a PR executive who has been writing the PR 2.0 blog and who recently authored a social media manifesto that nicely pulls these technologies together.

In episode 16, our guest is Maggie Fox, founding partner of Social Media Group. The year-old firm is exclusively devoted to helping businesses use social media platforms and has had some remarkable early successes.

Both of our speakers are clued in to the potential of social media marketing, but both understand the difficulty of selling new ideas to top management. They offer advice on the benefits of embracing these new tools and how to get your clients and managers on board.

Labels: PR, social_media

  ¶ 11:22 AM 2 Comments Links to this post

  Tech PR War Stories 14: Are CMP layoffs the death knell for IT print media? This week in the Tech PR War Stories podcast, David and I reflect on upheaval at CMP, which laid off 20% of its workforce last week and shuttered some print publications. I suggest that this is the beginning of the end of print publishing in the IT media market and note that the economics of online publishing in that area are now weighted toward using freelance and blogger contributors instead of full-time staff.

Labels: blogging, mainstream_media, podcast, PR, Web_2.0

  ¶ 11:42 AM 0 Comments Links to this post

  Tech PR War Stories Episode 11: our guest is Sam Whitmore Sam Whitmore's Media Survey is one of the most influential publications in the high-tech PR community, and David Strom and I were fortunate to have Sam himself as a guest on Tech PR War Stories this week.

We asked Sam to talk about the up-and-coming influencers in IT media and his response surprised me. He's evidently looking at media that tap into the real issues that IT pros wrestle with week-to-week more than new publishers and editors. He also had a lot to say about the ethos of the blogosphere and how PR pros should work with this new class of journalist. Bottom line: deal with it. These are the new journalists and their ethics and practices aren't all that different from the folks you've dealt with for years.

Good stuff from a thought leader who pulls no punches.

Labels: blogging, journalism, podcast, PR, social_media

  ¶ 9:14 PM 0 Comments Links to this post

  Front page of the Merc

Labels: NewInfluencers, PR

  ¶ 10:33 AM 2 Comments Links to this post

  Our podcast interview with David Meerman Scott This week in Tech PR War Stories, David Strom and I chat with David Meerman Scott, author of the forthcoming book The New Rules of Marketing and PR, which is due out any day now. David talks about the ideas that got him elected to Marketing Sherpa's Viral Marketing Hall of Fame two years running, as well as his call for PR people to get a clue about search and start writing press releases using terms buyers care about rather than words they think the media wants to hear.

This will be a two-part interview, with the second running next week. And we barely scratched the surface of what's in David's book. Download the podcast. It's free!

Labels: marketing, podcast, PR

  ¶ 6:12 AM 0 Comments Links to this post

  Tech PR War Stories 8 is about "off the record" What exactly does "off the record" mean? To trained journalists, the meaning of that phrase is simple: you can't use this information in any way, shape or form. But to many marketers, business execs and even some reporters, the term is interpreted differently. This confusion can create misunderstanding and embarrassment.

In Tech PR War Stories episode 8, David Strom and I discuss the distinctions between "off the record," "not for attribution," "on background" and other types of digressions. We also give our quick takes on some recent breaking news in medialand.

Labels: journalism, PR

  ¶ 7:15 AM 2 Comments Links to this post

  We Regret the Error This week in the Tech PR War Stories podcast, David Strom and I talk about corrections. You don't really need corrections online because you can just fix the original story. But maybe corrections are still important as an admission of error. Do we still need them?

Our jumping-off point is last week's dust-up between Steve Rubel and Jim Louderback. Services like Twitter have lowered the barrier to putting your foot in your mouth, and Steve found out the hard way what problems an offhand comment can cause.

The show notes and download page is here.

Labels: journalism, podcast, PR

  ¶ 7:20 AM 0 Comments Links to this post

  PR pros should steer clear of sensationalizing PR practitioners know that research is a great way to get visibility for your clients. However, sensationalizing results is a bad idea.

Techworld writes that Blogs Now Infested With Offensive Content, based on data from Scansafe's Monthly Global Threat Report for March. This worried me until I read, "To be added to the list of those deemed potentially offensive within a business context, a site merely had to contain a single post containing profanity, or worse." In other words, "offensive content" is defined as a single mention of the F-word.

Excuse me? Since when is mild swearing considered "offensive?" Blogs are all about expressing personal opinion, and the inclusion of an occasional expletive is part of the process of self-expression. When used carefully, profanity can actually be very effective in making a point. Under Scansafe's definition, Catcher in the Rye would be deemed offensive.

This is a non-story, and it's a black eye for Scansafe because the company tried to make it a story. Don't follow its lead.

Labels: PR

  ¶ 7:52 AM 3 Comments Links to this post

  Tech PR War Stories Episode 2 is live The second episode of Tech PR War Stories is live.

David joins us this week from a Microsoft developer’s conference. Some attendees are complaining about how Microsoft treats them, and they’re blogging openly about it. Paul and David discuss the issue of openness and the emerging PR paradigm of embracing the bad with the good. What’s important is the conversation, they agree, not controlling the message.

Thanks for all your comments. Please keep 'em coming!

Labels: PR, social_media

  ¶ 9:16 AM 0 Comments Links to this post