Posts Tagged ‘eBooks’


Brand Journalism – An Oxymoron or Clever Communications Tactic?

Monday, February 20th, 2012

BurrellesLuce recently wrote a newsletter on 5 Tips for Incorporating Brand Journalism Into Your Communications Strategy. But what exactly IS brand journalism and how does it affect PR, media relations, and marketing as we know them?

While the term “brand journalism” aka “content journalism” has been getting significant air play lately, the concept has been around for awhile.

One of the earliest references came from Larry Light, McDonald’s CMO, at the 2004 AdWatch conference where he proclaimed that mass marketing no longer worked and no single approach told the whole story.

“Brand Journalism is a chronicle of the varied things that happen in our brand world, throughout our day, throughout the years. Our brand means different things to different people. It does not have one brand position. It is positioned differently in the minds of kids, teens, young adults, parents and seniors. It is positioned differently at breakfast, lunch, dinner, snack, weekday, weekend, with kids or on a business trip.

“Brand Journalism allows us to be a witness to the multi-faceted aspects of a brand story. No one communication alone tells the whole brand story. Each communication provides a different insight into our brand. It all adds up to a McDonald’s journalistic brand chronicle,” he declared.

Brand journalism, it seems, is not just a replacement for earned media or advertising or even direct marketing. Rather it ties all these things together. It involves telling stories — that do not read like a press release or marketing and advertising copy — and that make readers want to know more about your organization. Note that if you’re going to give it a try, brand journalism needs to be part of your overall communications strategy.

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Required Reading for PR Professionals

Friday, August 27th, 2010

Valerie Simon

Required Reading for PR ProfessionalsAs interns head into the office for the first time this fall, eager to make a good impression and begin a successful career, wouldn’t it be nice to be given a reading list…a list of books that hold the secrets and lessons to give you that extra advantage? I decided to ask a few leaders in the PR industry, “Is there a book you’d consider ‘required reading’? Something you wish every new hire read prior to their first day on the job?” Here are their responses:

Beyond How-to and PR 2.0
“I think better than any how-to or PR 2.0 book are business bios that inspire,(e.g., Howard Schulz, J. Dyson), books re: creativity, and Mad Men,” says Dorothy Crenshaw, CEO and creative director Crenshaw Communications. Personally, I love reading the biographies of successful business leaders; in fact, Howard Schulz’s “Pour Your Heart Into It” has a special place on my bookshelf.

Good for All Levels
Stephanie Smirnov, president, Devries PR suggests “Making News in the Digital Era” by David Henderson.

Global Clientele and Mega Trends
Alex Aizenberg , group manager, Weber Shandwick: “Hot, Flat, and Crowded” and “The World Is Flat” both by Tom Friedman.

Must Reads
Richard Laermer, founder and CEO, RLM Public Relations: “Elements of Style” by E.B. White and “On Writing Well” by Wiliam Zinsser.

Start Your Career Right
Christine Barney, CEO Rbb Public Relations: “The No Asshole Rule: Building a Civilized Workplace and Surviving One That Isn’t” by Robert Sutton.

The World Around You
As Stefan Pollack, president of The Pollack PR Marketing Group points out, “With today’s explosion of information, to me, required reading is to read everything one can get their hands on.  Books, eBooks, white papers, blogs, etc..Today’s entry level pro needs to up their level of intellectual curiosity and their life experiences. They need to know more about everything and as important link it to their pursuit for a career in PR.” Pollack’s recommendation: “the Book of Life, the life that is around you both near and far. By upping one’s intellectual curiosity, new hires, run the greater chance of understanding the contextual relevance of what they read when applying it to what they do. ”

As for my suggestions? Attempting to choose a single book to offer up as required reading is certainly not easy. My friends at BurrellesLuce and I frequently pass around books and a few of my favorite books, among those that have circulated, include:

But I think that if I could mandate a single book as required reading for new hires, I’d just stick to an old favorite: “How to Win Friends and Influence People” by Dale Carnegie. While Carnegie may have written the book in 1936, the simple lessons are timeless and perhaps more important today than ever before.

What book would you suggest a new employee reads before coming on board at your organization?

Entertainment Companies Step Up: Online Video Watching Now More Popular than Social Networks

Monday, August 17th, 2009

The good folks at Facebook and Twitter can rest easy, the fact that online video watching edged out social networking in a recent survey by Pew Internet and American Life Project is just a testament to how wildly popular online video watching has recently become. According to the survey 62 percent of American, adult Internet users said they watched online video on sites like YouTube compared to 46 percent who said they were active on social networking sites.

More fuel will soon be added to this surge in online video watching as more content providers latch on to an already booming space. With more people cutting back on their cable subscriptions, 23 percent who watch TV and movies online are connecting their computers to their TVs and bringing web video into their living rooms. Big name content providers are taking notice and are positioning themselves to take advantage of this trend.

video-search-engine_id371299_size430.jpgNetflix, through its “Watch Instantly” feature, already offers access to 12,000+ TV shows and movies on a variety of devices from content providers such as Disney, CBS and MTV Networks. Multichannel News wrote a story a few days ago of a rumor that “Netflix’s ‘Watch Instantly’ streaming service will soon be offered on Apple iPhones and iPod touch devices and the Nintendo Wii gaming console.” 1

YouTube recently decided to add a feature called “News Near You,” where they use the Internet address of a visitor’s computer to determine the user’s location, and if any “news outlet partners” are located in a 100 mile radius. If so, news sources that have agreed to become video suppliers display seven days of local videos. The site is promoting videos from ABC News, Associated Press and Reuters.

CBS, HBO, and Cinemax have all recently agreed to participate in Comcast’s “On Demand Online” trial (part of Time Warner’s “TV Everywhere” initiative) by providing online content to its subscriber base. “The trial is aimed at testing out authentication technology which asks pay-TV subscribers to identify themselves before allowing access to online content at sites such as Comcast.net.”

In an interview Tuesday, Quincy Smith, chief executive of CBS Interactive said, “The company thinks of this deal as a way to extend the broadcast universe online by marrying the reach and frequency of the broadcast business with the ROI metrics of the online world.” 2 This is a way to extend the TV economics online. The other three major TV Networks, Fox, NBC and ABC, are already providing shows and movies through online service Hulu.

Whew! That’s a lot of online content coming our way (Even BurrellesLuce is getting in on the act — We recently announced the addition of robust online video to our monitoring set). It certainly will be interesting to watch how all of this unfolds over the next year or two. This 24/7 smorgasbord of online videos is sure to cause a little indigestion, so please practice moderation and remember to unplug every now and then and read a book… Sorry, eBooks, using Kindle, don’t count.