These days, mobile should figure into virtually all of your communications programs. Channels used to reach out have become fractionated just as Web 2.0 tactics started to make sense. So, now it’s the mobile channel’s turn. The whole framework of the Web is based around the idea that everything is in a compatible format. Now with iPhone, Android-based devices, Kindles, iPads, Xooms and TVs connecting to the Web, that’s no longer true.
After years of hearing that this year is the year of mobile PR, 2011 will probably be the year. Here’s why:
According to data from Morgan Stanley, global shipments of desktop PCs will have remained virtually flat from 2005 through 2013. And, while notebook PCs will trend up over this same period, smartphones will have overpowered both categories in terms of worldwide shipments by 2013. In fact, it is estimated that next year, global shipments of smartphones will outstrip notebook PCs for the first time. And in countries with savvy technology users, such as Japan, mobile page views are dramatically eclipsing desktop page views.
This is essentially an Internet land grab by mobile devices, especially Apple products like iPhones, iTouchs and iPads, which are ramping up aggressively. Whenever there are major share shifts in technology, there are always big winners — and big losers. Indeed, this should prompt PR professionals to look inward and question whether they are leading or lagging. Are PR pros asleep at the switch? We know the PR industry is still grappling with the shift from traditional media to social media. Making matters more complicated, in comes a whiplash swing to mobile. And unlike their marketing brethren, public relations practitioners have yet to fully exploit mobile’s opportunities. But why is this so if mobile is how people are increasingly consuming media?
Sometimes PR is about how to influence stakeholders without the use of media. Still, according to the findings of a PR Week / CC Group survey, respondent data shows that using mobile to reach these influencers can be a complicated business. And significantly, 61% of the 28 tech and business media journalists surveyed said that they prefer desktop tools to mobile ones when it comes to reviewing PR material.
But this may be changing, as there is a growing body of research to support that journalists leverage the blogosphere and social media sites for research and story ideas.
Brevity is bountiful: To be more mobile and global going forward, PR pros need to structure their releases so that they’re shorter, more concise, and with bullet points rather than a release of corporate gobbledygook loaded with every key message. And according to The Hodges Partnership co-founder Jon Newman, marrying “PR with apps … and making sure your Website is optimized for mobile and increasing brand exposure on SM platforms will help you crack mobile devices.”
Almost as important as the message itself is the channel that is being used to push it out. The message is important, but if it doesn’t get out via a medium that will reach your end user and in a format that will be relevant, then the message really doesn’t matter, now does it? If money follows eyeballs in marketing, then influence follows mobile in PR.
Brian Panton is a report writer and quality assurance specialist based in Washington, D.C.Read Full Post | Make a Comment ( None so far )
It is no surprise that the future of nuclear power is on top of the news agenda in many countries as part of the aftermath of the Fukushima incident. You also might have expected that companies related to nuclear power like Areva, GE-Hitachi or Toshiba are flooded with negative press.
But what might be a surprise is that renewable energy didn’t benefit much from this crisis in terms of an increase of discussions in the media. What was also rather unexpected is the fact that some media – especially in the Middle East – still spoke rather positively about nuclear energy after the recent crisis.
The Power Of Newswires: Understanding The Media Landscape
Another interesting aspect of our study: Newswires have been the most reliable original traditional media source during Japan’s nuclear crisis.
The Tepco Case – Jeopardizing Japan’s Food Industry
As far as the operator of the Fukushima power plants, Tokyo Electric Power Company (Tepco), are concerned, traditional media are paying the most attention, although there are also many discussions taking place in blogs and forums. For a crisis of this extent, it should be expected that the disaster-ridden news coverage about Tepco has been almost entirely negative.
However, the unfavourable press is not limited to (nuclear) power generation and distribution. In fact, Tepco seems have become connected to major industrial issues in Japan and worldwide; from food and goods contamination to the dive of Japan’s whole export-drive economy. This is certainly a warning signal to any company to consider crisis scenarios beyond their direct line of business.
Holistic Crisis Management – To Be Prepared Is Everything
As said by Shakespeare: To be prepared is everything. For communicators, this means that crisis scenario planing should be done with the utmost holistic approach.
Georg Ackermann is the team leader of the Dow Jones Media Lab in Singapore. Lars Voedisch is a media consultant covering the Asia-Pacific region.Read Full Post | Make a Comment ( None so far )
Dow Jones Insight Analysis Ranks Coverage of Large Agencies Across The Region
How effective are the region’s leading public relations firms at promoting and managing their own brands? Using the Dow Jones Insight media analysis tool, Dow Jones measured the media coverage of the world’s public relations firms, compiling a list of the large firms that generated the most media attention in Asia Pacific for the past 12 month of April 2010 to March 2011. Of the firms examined in the region, Burson-Marsteller, Hill & Knowlton and Ogilvy PR drew top media coverage volumes. This analysis measured large PR firms’ coverage in traditional media outlets.
Interestingly, out of these top three only Ogilvy got awarded by The Holmes Report’s recent Agency-of-the-Year ranking – in the “Digital Consultancy of the Year” category.
Asia Top Three: Burson Marsteller, Hill & Knowlton and Ogilvy
Dow Jones designated firms with more than $50 million in annual fee income as large. For this first-of-its-kind analysis, Dow Jones Insight compared English media coverage for the key Asia Pacific markets Australia, Hong Kong, China, Taiwan, Japan, Korea, India, Singapore, Malaysia in the past 12 months. Solely negative, issue-related media coverage was excluded.
Lars Voedisch is a media consultant based in Singapore.Read Full Post | Make a Comment ( 5 so far )
Just a couple of weeks ago, Dow Jones published an analysis of PR agencies. Using Dow Jones Insight, our media analysis service, we looked at the media coverage of PR agencies and identified those who were covered the most.
The story generated a lot of interest, and several readers pointed out that PR firms typically are too busy promoting clients rather than themselves. That led PRNewswer to survey its readers, asking whether appearing on the list was a good thing or not. The results are in, and nearly two-thirds said it was.
We plan to take a look at social media coverage of PR firms in June, so stay tuned.Read Full Post | Make a Comment ( None so far )
PR Week recently reported that the job market for PR professionals was rebounding, particularly for senior level positions. This is good news for the profession and job seekers. Looking into the future, what type of skills will senior PR professionals need to succeed in today’s complex communications and business environment?
Martin Murtland, VP and Managing Director, Dow Jones, shared his view with Bulldog Reporter late last month. He sees two skills as being critical: alignment with the business strategy and strong analytical skills. Those with these skills will be “winners” who will drive new metrics designed to measure brand and issues in a much more complicated media landscape.
The article is based on a joint presentation Martin did with Cindy Droog, APR, Senior Public Relations Specialist, at Amway. Their session at PRSA’s International Conference in Washington, DC, looked at new ways to measure brand and reputation, including velocity and advocacy.
Read the Bulldog article and look at both Martin’s and Cindy’s presentations below, and share with us the new metrics you’re discovering.
Diane Thieke is Marketing Director at Dow Jones.
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How great is this? On Monday, at the Eighth Annual American Business Awards (aka “Stevies”), Dow Jones Media Relations Manager received a People’s Choice Award for Favorite New Media Product of the Year. This is the second year now that the American Business Awards invited the public to vote for their favorite new products. During the voting period, from May 13 to June 4, over 150,000 votes were cast for the People’s Choice Awards.
I headed up PR for Dow Jones’s Factiva and Dow Jones Newswires business lines when our product team began working on Dow Jones Media Relations Manager. My team played a big role in the development of this product, providing ideas and feedback along the way. I’m really proud of the result of that collaboration, and I love some of the features that have resulted. For example, the link between journalist and blogger profiles and the articles and posts they’ve written makes it so much easier to determine who to pitch, because you know whether they’ve written about the topic. Also, the briefing book feature is amazing. It used to take us hours to put these together, but now we can get a very presentable document in just a few minutes.
Dow Jones Media Relations Manager was also named a Finalist in the ABA’s New Product or Service of the Year – Media & Entertainment category.
We’re extremely proud of this achievement and thank everyone who voted for us.
Diane Thieke is marketing director for Dow Jones Solutions for Communications Professionals. She is based in Princeton, NJ.Read Full Post | Make a Comment ( None so far )
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