PR in Today’s New Marketing Milieu

I’m in the afternoon sessions at Media Relations 2008, for a presentation by Dr. Georg Kolb (formerly of Text 100) and Frank Shaw from Waggener Edstrom Worldwide.

Update: Here is Georg’s presentation from

Georg sees three major trends contributing to creation of what he calls “New Publics.”

  • Individualism – on the societal level, we today don’t believe as much in institutions as our ancestors did. Instead of the stability of family and extended families, he says, “we’re a mess.” Living all over the place. Patchwork families. Today we build trust by talking to people like ourselves. Instead of just taking the word of our personal physician as our grandparents would, we may also get second and third opinions, and also opinions of other patients.
  • P2P Networks – Peer-to-peer networks exist now through technology to make it practical for us to find and connect with people like us.
  • Niche Markets – A super-fragmented marketplace of groups of peer networks.

Georg talked about how much discussion is happening outside the mainstream media dialogue. For example, you may have an employee group organized within Facebook. This is a sphere of influence you need to learn to navigate. Georg says four basic principles should help:

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Katie Paine on Social Media Measurement

Katie Paine is giving a whirlwind tour of the measurement landscape. I suggest you check out her blog (previous link) and her company site to dig in deeper. She says her slides are in the attendee packet (although I’m not seeing them.) I may need to follow up with a more in-depth post. She says they are or will be here. I just went there and signed up for a free account and downloaded a previous talk. I’m looking forward to downloading this one.

Katie’s 10 Signs that this is end of the world as we know it

10. I spent more time on Twitter, Facebook and Flickr yesterday than I did on email. (Here is Katie’s Twitter account and here is mine.)

9. Gatekeepers? What’s a gate keeper? Deadline? What’s a deadline? News is instant.

8. A start up company got 100 great marketing ideas for free from Twitter

7. It’s easier to put my message on M&Ms than it is to get it into an A-list blog

6. $0 budget YouTube videos about Barack Obama were seen by 120 times the audience of Clinton’s largest town hall meeting in US history that  cost millions

5. IBM gets more leads, sales and exposure from a $500 podcast than it does from an ad

… (Katie’s moving too fast now…I will ask Katie for the rest of her top-10 list)

1. Measurement is a whole lot easier

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Duncan Wardle Media Relations 2008 Presentation

Duncan Wardle is VP of Global PR for Disney Parks. His presentation is called Communication Revolution 2.0 -> 3.0.

He started with the Epic video to set the tone:


Not new stuff (the video is a few years old), but helpful background for people just getting into social media.

Duncan sees this period of change as equivalent in upheaval to the industrial revolution. He calls it the communications revolution, based on these trends:

  • Digitization
  • Convergence – Duncan thinks Apple TV will do for TV what the iPod has done for audio.
  • Media Snacking – Half of the US now has broadband. The internet has taught us to be impatient readers.
  • Social Networking – The future is here today. Personalization and customization. There are no more broad demographics. The days of the interruption economy are done. People can and increasingly will be able to screen out brands they don’t consider relevant.

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Charlie Rose at Media Relations 2008

Charlie Rose

Howard Rubenstein of Rubenstein and Associates interviewed Charlie Rose as the opening keynote. Kind of an interesting way of doing a keynote address. It was a conversation, which is fitting given the theme of the conference, which is “The Power of Story: New Media, New Technologies, A New Narrative for PR.”

Here are some points/quotes from Charlie:

“I think of our show as a global conversation.” He thinks he’s probably quoted more than any other media personality because he does five hours of conversations a week.

Sophia Loren was way more interesting to interview than Henry Kissinger…”She’s everything I dream about.” Rupert Murdoch is also one of Charlie’s favorites. Others are Ted Turner, Bruce Springsteen, Warren Buffet

His show uses robotic cameras, so there is nobody there to distract his guests.

Advice for placing a guest on Charlie Rose: remember it’s long form. Understand the show, and Charlie’s curiosity. He wants it to be about ideas, biography, lessons. Don’t try to sell a product. Sell authenticity and “realness.”

His show doesn’t do pre-interviews at all. That keeps it fresher. He just tries to be curious. He doesn’t speak to the guest in advance, but his staff does lots of research in advance.

Charlie sees digital media as extremely imporant: His mission is to make his show more widely available around the internet. He has 17 years of interviews with the most interesting people in the world. The arrival of the digital world means he can make all of his content available free in the archives. He has done 20,000 interviews, and has interviewed all of the remaining presidential candidates at least two or three times.

He said he was surprised at Bill Clinton’s reaction to Sen. Obama in an interview just before the Iowa caucuses.

Charlie thinks Sen. Clinton staying in the race isn’t hurting the Democratic party, and that there is too much talk about her getting out. She believes she should be president, and it’s her decision.

I think he said he wants to make his videos available in Facebook. One of the downsides of the wide-ranging conversation is that it’s easy to ramble. Still much better than a prepared speech, though.

I took some video of this session and may be posting some of it later.

Bulldog Reporter on Facebook, Twitter

I’m attending the Bulldog Reporter Media Relations 2008 Summit at the Westin St. Francis in San Francisco today and tomorrow, and tomorrow I will be part of a panel about using Facebook, LinkedIn and other social networks. Our focus is particularly on media relations applications, but I’m sure that some of our participants will be relatively new to social networking sites, so we’ll touch on some other uses for social networking sites, too.

Thanks to Critical Mention, I believe we will have wireless internet in the meeting rooms, so I’ll be live blogging as many of the sessions as I can.

One way I like to do this at conferences is by setting up Facebook groups, so attendees can experience social networking first hand, without leaping in and setting up a brand “fan” page. So I’ve set up a Bulldog Reporter Media Relations Summit 2008 Facebook group. This will be an opportunity for attendees and exhibitors to continue their networking after the summit is over.

I’m less experienced a live-Tweeting through Twitter, but will be using the hash tag #mr2008 for my Tweets. For more information on hash tags, see this fan wiki. I also understand I can get live updates from other Tweeters by using track mr2008 (provided any others use that same tag.) If I find out that others are live blogging or Tweeting and using other tags, I’ll post those, too.

The conference agenda looks great, with continental breakfast starting in about five minutes. Time to grab some coffee!