October 23, 2013

Burnish your brand’s reputation, don’t ‘manage’ it

reputation

Reputation management is not about dressing up mistakes

Target audience: Marketing professionals, SEO specialists, PR pros, brand managers, businesses, nonprofits, educators, Web publishers, journalists.

Chris AbrahamIf you want to fix your online reputation, writing big checks to an online reputation agency isn’t enough over the long haul — you’ll also really need to get your own house in order.

Most online reputation management (ORM) agencies can easily take back all the land you’ve ceded to negative reviews, rigorous and vigorous besmirchment, and terrible happenstance; however, this is all assuming you’ve been done wrong.

I call this scenario “the clean.” The crime scene may well be bloody and I may well need to don a Hazmat suit, fill my bucket with Clorox bleach, and get scrubbing with my stiff brush until the apartment is again rentable. The crime is over, it’s unlikely to repeat, and my job is just to restore the scene to normal. Continue reading

July 31, 2013

PR pros: How to use Twitter in smarter ways

pr-twitter
Photo by lululemon athletica

Go beyond the standard practices when representing a client

Target audience: Public relations professionals, marketing professionals, agencies.

Shonali BurkePeople have been using Twitter for public relations for some time. It’s one of the favorite tools in journalist toolboxes, and therefore it’s one of the favorite tools in the toolboxes of PR pros.

But here is where the typical use of Twitter for PR begins and ends:

1. Publicizing news, blog posts, videos — basically, any kind of content. A lot of companies still share only their own content on Twitter. (My take? You should be paying much more attention to others’ content than your own.)

2. Retweeting what other people have said about their own companies (or about them personally) ad nauseam. You know, the ones that go: “RT @{original tweeter}: You’re such a rockstar, @{person being talked about}.” Continue reading

June 28, 2012

Integrity is inherent in earned media but not paid

http://www.mindjumpers.com/blog/wp-content/uploads/2011/11/Sk%C3%A6rmbillede-2011-11-23-kl.-5.02.52-PM.pngChris AbrahamYesterday I wrote a post called Blogger outreach is earned media not paid, right? wherein I asked if earned media was a think of the past and whether payola, pay-per-post, pay-per-link, sponsored posts, and site sponsorship were the new de facto in digital PR. This morning, Gail Gardner wrote a post in response, accusing us digital PR professional of stealing from bloggers since we agencies do get paid for doing blogger outreach only to “talk bloggers into working for free” on our behalf:

These companies want to argue they deserve “earned” media coverage when what they are really doing is BUYING that awareness by paying PR agencies to go out and sell it for them. They aren’t earning it by some good deed or being awesome – they are spending money to get a PR agency to talk bloggers into working for free on their behalf.

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June 28, 2012

Your social media plan needs to shut up and start listening

http://chrisabraham.com/wp-content/uploads/2012/06/20120531-crmbpiya7x7bam93ci7un1p72s.jpgChris AbrahamI know you. You’re spending all of your social media marketing budget on promoting your brand, products, and services; that’s fine except you’ve either forgotten — or never knew — that social media is a two-way street. It is.

And, something you also didn’t know: social media is two-thirds defense and monitoring — listening — and only one-third promotion and publicity — speaking. Most marketing folks not only don’t get PR but they revile it; sadly, this is what social media is, no matter what you call it: public relations, all aspects of it: publicity, of course, but also crisis management! Continue reading

March 9, 2012

How to get over social media writer’s block

Chris AbrahamWe’ve all had it. Writer’s block. You need to write something and there’s nothing there. No idea. Nothing seems like the right approach.

Why does it happen? There are six reasons why you’ll have chronic writer’s block when it comes to producing content to feed your social media dragons: blog, Twitter and Facebook. Once you recognize some of these reasons within yourself, you can break out of writer’s block and let the world know what you have to say.

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February 29, 2012

The quantum method of reaching out to bloggers

 

Look for the cumulative power of the long tail

Chris AbrahamMy long tail blogger outreach strategy is periodically challenged or criticized as being too aggressive.

The argument generally goes as follows: If you send thousands of email pitches to topically and demographically relevant bloggers and online influencers in one go, you’re spamming. The real way to do it right is to reach out blogger by blogger, with each pitch being lovingly and relevantly written in series over time after investing months of time, previous to actually initiating a pitch, becoming best friends. 

In my opinion, it is virtually impossible to resource enough time, talent and treasure to engage meaningfully with enough people, enough influencers, enough bloggers, to result in the sort of impact required to move the needle with any level of immediacy or timeliness. Continue reading