Posts Tagged ‘Bulldog Media Relations Summit’


2010 Bulldog Reporter Media Relations Summit: Jenny Dervin, JetBlue, Interviewed by Johna Burke, BurrellesLuce

Thursday, December 23rd, 2010

Transcript –

JOHNA BURKE:  Hello, this is Johna Burke with BurrellesLuce, and we’re here at the Bulldog Media Relations Summit.  I’m joined by Jenny.

Jenny, will you please introduce yourself?

JENNY DERVIN:  Sure thing.  Jenny Dervin, JetBlue Media Relations here in New York.

BURKE:  Now, Jenny, you all have a very robust social media program and it’s, you know, really touted.  And you just sat on a panel about social media marketing.  Can you talk a little bit about how that fits into the culture of your brand, though, and the importance of that when you’re undertaking any type of social media program?

DERVIN:  Absolutely.  We decided early on, 2007 or before, that social media would be part of everybody’s job, just like being a crew member is part of my job.  So customer service, social media, it’s all one in the same.  We decided early on that no one would have social media in their title.  It would–we weren’t going to build a team around it.  We were going to make sure that everybody in the–in the departments that serve customers and throughout the company were empowered to work–to do their work through social media channels.  So we do have one person who has social media in his title.  His name is Morgan Johnston.  I call him the guru.  He is manager of social media. He’s in charge of strategy and also bringing the skills, knowledge and abilities out to the crew members who serve customers, such as in our Salt Lake City center.

BURKE:  I think that’s so great.  I think that, you know, especially at a time where people are really struggling to whose job is this and who’s managing it, to be able to align that with your culture and to be consistent and have such success is really a testimonial.

DERVIN:  Absolutely.

BURKE:  And now where can people find you in social media, Jenny?

DERVIN:  They can find me @skywriter012.  Skywrter is S-K-Y-W-R-I-T-E-R-0-1-2.  That’s on Twitter.  And for JetBlue, you can find us @JetBlue on Twitter, JetblueCheeps; and on Facebook, JetBlue.

BURKE:  Thank you so much, Jenny.

DERVIN:  Thank you.

2010 Bulldog Reporter Media Relations Summit: Paul Gillin Interviewed by Johna Burke, BurrellesLuce

Thursday, September 16th, 2010

Transcript –

JOHNA BURKE:  Hello, this is Johna Burke with BurrellesLuce, and I’m here at the Bulldog Media Relations Summit.  I’m joined by Paul.

Paul, will you please introduce yourself?

PAUL GILLIN:  Hi, I’m Paul Gillin. I am a writer, speaker and a consultant in social media.

BURKE:  And, Paul, you were just on the panel about social media and the future of social media marketing, and I think that a lot of the viewers here are probably still just getting started or maybe don’t feel like they have the traction that they need in this space.  What are some tips that they can apply tomorrow as far as making their programs better?

GILLIN:  Well, first of all, I would get–if you’re not on Facebook, which almost the entire world is at this point, be sure you’re on Facebook, be sure you’re on Twitter and you have the basic groundings in those areas.  I think the important thing is to listen.  The first thing you want to do is listen.  And for that, become familiar with Twitter search.  Start looking for your company name or the names of your clients on Google.  But also become familiar with some other search engines, such as Boardwatch.  These are—or Twitter search.  These are ways to see what people are saying about you in forums that aren’t necessarily being indexed by Google. 

Build a dashboard. And, I mean, go to–go to Google and become familiar with Google Reader and learn how to take the feeds that are coming in from search.twitter.com and from a lot of Google alerts are available through a–through a feed reader. You can also go to a site like Social Mention, which indexes strictly social market–social networking areas, and you can create feeds that you can capture in Google Reader, and you can sort of build yourself a dashboard so you can see, any time you look at your dashboard, the latest information about what people have been saying about you and your company.

So I’d say spend, you know, a couple of months really getting comfortable with listening and understanding how the back and forth works, the way people talk to each other, and some of the–some of the behavioral standards of social media, and then, you know, dive in as a participant, but only once you understand how people really like to interact with each other.

BURKE:  Thank you so much.  And where can people find you in social media?

GILLIN:  Well, thank–I’m glad you asked.  I am @pgillin, that’s P-G-I-L-L-I-N, as in Nancy, on Twitter.  And I’m at gillin.com.  And I’m also pgillin on Facebook.  So I sense a pattern there.

BURKE:  Great.  Thank you so much.

GILLIN:  Thank you, Johna. 

2010 Bulldog Reporter Media Relations Summit: Martin Murtland, Dow Jones Solutions for Communicators, Interviewed Johna Burke, BurrellesLuce

Tuesday, September 14th, 2010

Transcript –

JOHNA BURKE: Hello, this is Johna Burke with BurrellesLuce, and I’m here at the 2010 Bulldog Media Relations Summit. I’m joined by Martin.

Martin, will you please introduce yourself?

MARTIN MURTLAND: Good afternoon. My name’s Martin Murtland. I’m vice president at Dow Jones Solutions for Communicators. I’m here at Bulldog Reporter News Summit.

BURKE: Martin, can you talk about the qualities that PR practitioners need to have?

MURTLAND: That’s an interesting one. I think there’s probably two key qualities that I see communicators needing in the future, first one being their alignment to the business media, both to truly align themselves with what the business is trying to achieve. And secondly, I would say regards to analytical skills, the ability to question things. I’ve sort of looked at the future and sort of tried to create a–I’m interested in scenario planning, sort of four scenarios what the future may, may not hold. You sort of imagine a two-by-two grid where you have, at one end, people who are very much aligned to the business, and the other end people that have sort of, “vanity publishing.” You’re just going to get a publication where the coverage of the story with their CEO is actually a hometown newspaper. And the other axis we imagine something like highly analytical skills and that augment, you know, very uncomfortable with analytical skills. So what I would say, somebody who’s got high analytical skills and a–and strong alignment in business are going to be the winners in the future. And those are the things we should strive to try to become as communicators.

But some of the other scenarios, what I would say, they’re what I would term the bluffers. They’re people with good–can talk the talk. They’ve got political alignment to the business, but they don’t have the strong analytical skills to back it up. And they’re typically people who’ll move on after shorter period of time, perhaps before they get found out. And the other end of this expert spectrum I would sort of look at people who I call ostriches. They’re people that are very much into vanity publishing, or a world future that’s sort of run by ostriches. They’re very much into vanity publishing, and their idea of measurement would be how large–how loud the clip book makes whenever it hits the desk.

And then there’s the–sort of the final scenario for what the future may hold, is a world that’s sort of controlled by the gamblers. They’re people who do have strong analytical skills, but then they’re basing on flawed content or data. And so they’re doing the sophisticated analysis on not complete information. That’s why I call them gamblers. But what I–what I think, and certainly what I’m getting across in this conference is there’s a lot of winners out there, and how there’s a very good future in store for communicators as we look forward.

BURKE: Martin, thanks so much. And where can people find you in social media?

MURTLAND: I’ll try and do the–without doing the funny dot-com bit. You can find us at the conversationofcorporation.com.

BURKE: Great. Thank you so much.

MURTLAND: Thank you very much.

2010 Bulldog Reporter Media Relations Summit: Matt Harrington, Edelman, Interviewed by Johna Burke, BurrellesLuce

Tuesday, September 7th, 2010

Transcript –

JOHNA BURKE: Hello, this is Johna Burke with BurrellesLuce, and we’re here at the media relations summit for Bulldog. We’re joined by Matt.

Matt, will you please introduce yourself?

MATT HARRINGTON: Certainly. I’m Matt Harrington. I’m the U.S. CEO for Edelman.

BURKE: Now, Matt, you just did a panel on the future of public relations, and you were talking about skills and attributes that you’re looking for. What are you looking for in your future PR practitioners to separate your business from others?

HARRINGTON: Well, for me it’s still very much the fundamentals: the inquiring mind, the ability to write well, and to have an understanding of the broad aspects of a client’s business, as well as the particulars of their business. But it’s now–there are added layers of complexity, if you will. There are more opportunities, more channels, more stakeholders that we all have the opportunity to engage with and build relationship on behalf of our companies, and so you need to just have a very wide view on the world. And the best access point is to be digitally savvy and understanding the channels online, whether it be the blogosphere or the world of Twitter, but also, more importantly probably, is the emerging technologies that are enabling us to help get our stories told. I think this is easier, actually, for the folks just entering our industry now because they actually are digital natives. So they don’t know another world. So the fact that they’re living in a three or four-screen world, that’s the way it’s always been. So their ability to manage that sort of attention deficit world is easier, perhaps. But at the core, it’s still about communicating. And more now than about telling the story or pushing a message, it’s about engaging an end audience and building a relationship with them. And that, I think, is the really exciting opportunity for our industry.

BURKE: Great tips for all of the public relations professionals. And where can people find you in social media?

HARRINGTON: On Twitter @mharring, as well as by edelman.com and on Facebook at Matthew Harrington.

BURKE: Great. Thank you so much.

2010 Bulldog Reporter Media Relations Summit: Jennifer Ha, NY Public Radio, Interviewed by Johna Burke, BurrellesLuce

Thursday, August 26th, 2010

Transcript –

JOHNA BURKE:  Hello, this is Johna Burke with BurrellesLuce, and I’m here at the Bulldog Media Relations Summit.  I’m here with Jennifer.

Jennifer, will you please introduce yourself?

JENNIFER HA:  Hi.  I’m Jennifer Ha, executive director of digital media at New York Public Radio.  And I’m here at the conference and I’d love to tell you how you can get in touch with us at New York Public Radio.  So the best way is through email, and we do read our emails. 

And also know who you’re trying to reach and what they cover because it’s really important to target your pitches and understand what’s important to the person that you’re pitching to.  Also, please do not use red exclamation points, please, please, please.  That means emergency to me. Because if you do use one, I’ll put you in our spam filter. Sorry.

BURKE:  Excellent tip.  And especially if, you know, you’re trying to represent your client or your organization, you know, it’s just as important to know what not to do as to know what to do.  Jennifer, thanks so much. Where can people find you in social media?

HA:  We’re on Twitter, Facebook, Flickr, YouTube.  You name it, we’re on it.

BURKE:  Great.  Thank you so much.

HA:  Thank you.