Public Relations

Smart Mobile PR? … There’s an app for that!

Posted on May 23, 2011. Filed under: Public Relations | Tags: , |

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.

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The Fukushima Effect – Nuclear Energy And The Media

Posted on May 9, 2011. Filed under: Measurement, Newspapers, Public Relations | Tags: , , , , , , |

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.

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How Well Does The PR Industry Promote Itself In Asia Pacific?

Posted on May 4, 2011. Filed under: Measurement, Public Relations | Tags: , , |

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.

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Rules of Engagement: Greater China Social Media Landscape

Posted on March 29, 2011. Filed under: Public Relations, Social Media | Tags: , , , , , , , , , , , |

Social Media is on everyone’s minds today and has also greatly evolved the current media landscape. Naturally though, the digital divide among communicators is growing: on one hand, there are those that are just starting to do baby steps to navigate through the online space; on the other hand, you have those creating the rules of social media while ‘riding the wave’.

However, this is first and foremost an internal problem. What’s more crucial, and to a certain extent even scary, is that our brands’ employees, customers, and general stakeholders are getting more and more demanding. So how should we deal with growing expectations in a diverse and ever-evolving (social) media landscape?

At a recent interview with Mercy Su for the Digital Media Across Asia Wiki of the Singapore Management University, I had a take at these questions in general and specifically tackled where Greater China and in particular, Hong Kong and Taiwan, are moving in the social media space.

Did you know that though both territories’ social media users are very outspoken, the majority of online comments is still rather positive?

While it might not be a surprise that the main discussions evolve around politics, daily-life, celebrities or brands, it’s important to see how especially mainland China’s social media platform rather significantly grow their influence in the Hong Kong and Taiwan markets.

Lars Voedisch is a media consultant based in Singapore.
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Promoting PR

Posted on February 11, 2011. Filed under: Public Relations | Tags: , , , , , , |

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.

Diane Thieke is Marketing Director at Dow Jones, based in Princeton, NJ.
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Future Proofing PR with Modern Metrics

Posted on January 5, 2011. Filed under: Measurement, Public Relations | Tags: , , , , , |

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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Are you listening or engaging?

Posted on December 21, 2010. Filed under: Public Relations, Social Media | Tags: , |

Our media consultants work with clients in many regions and industries to develop measurement strategies. Thus, they get a first-hand view of what organizations are doing in social media. Here, Elena Sokolova and Emi Nakatsugawa discuss how clients’ social media programs can vary based on geography and industry. Elena works with clients in the UK, France and Russia and is based in London. Emi works with clients in the US and Canada with a focus on pharma, and is based in New York.

Diane Thieke is Marketing Director for Dow Jones, based in Princeton, NJ.
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The Social Brand: Do not say what you do, do what you say

Posted on September 16, 2010. Filed under: Public Relations, Social Media | Tags: , , , , , , , |

Part Two of our interview with Joan Jiménez, a Spanish brand angel and a creative multidisciplinary branding 2.0 consultant.

Social media has been presented as the new paradigm of communication between organizations and their customers or users. But some brands are not getting the results they expected with their presence on the Internet. In your opinion, why is there a discrepancy?
The gap is due to a lack of awareness of the new reality. The energetic, economic, environmental, communication and social scenes have changed, and we cannot apply the old answers anymore. We need to learn to ask new questions. This new reality requires an open mind to the constant changes we are facing in order to first recognize them and then use them properly. We live in an uncertain world in which everything is connected to everything, in real time.

What is the most fundamental change involved in the new culture of conversation?

The most transcendental change is to understand and accept that from now on, our actions are our communication and therefore management of communication can be effective only with a committed and aligned organization. I believe that no great brand can be managed effectively in this new reality if the company’s leadership team does not accept their role as brand leaders.

10 Tips: How to Optimize Your Brand in Facebook and Twitter

There are companies, institutions, and brands that believe social media is a risk to their reputations and refuse to have any involvement with it. Why do you think it is essential for brands not only to have a presence in this social setting but also to participate actively in this particular social scene?

Social media is not  just a symptom of how little companies have adapted to a new competitive landscape. Social media represents not only an extraordinary instrument of communication and conversation, but also a new place to position your brand and do market research in real time.

Companies must understand that there is a physical reality and a digital reality, which together form a new playing field that is very different to the one we were accustomed to. The first thing managers must do every morning, in the same way they read the newspaper, is to connect with the world, so that they have the information they need to make their decisions. Information is power, you simply need to look and listen to what is happening inside and outside the company and then use this information according to your goals.

How are an identity and a good corporate reputation built and maintained in social media?

 ”Simply” by being aware of and being consistent with our internal and external reality, humanizing the company and aligning what we think with what we say and what we do.

When talking about the ROI of Social Media, you say: “The return on investment you’ve made in the social media is merely the positioning you have achieved for your brand in this new social environment.” Should we stop understanding the ROI of social media in terms of economic benefit?

You cannot ask the impossible. We must learn to be realistic and accept the limitations that we face and flow with them. Social media is a place to build relationships, links, and contacts that can lead to doing business. A good metaphor is to understand social media as an exhibition center. The return on social media cannot be measured in economic or quantitative terms but in qualitative results and in terms of social influence. As I always say, what matters in social media is not counting the kisses you receive but feeling the love you receive.

From your own experience in the social sphere, what do you think are the three basic principles a digital media or online marketing professional should always remember?

– First, branding (being, identity) and then the marketing (selling, market).
– Do not say what you do, do what you say.
– Open your mind and your ego.

Amelia Rodríguez is the Team Leader in the Barcelona Dow Jones Media Lab.

Interview translated by Matthew Stephenson.

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Interview with Joan Jiménez, Brand Angel

Posted on September 15, 2010. Filed under: Public Relations, Social Media | Tags: , , , , , , |

Joan Jiménez

This week, we feature a two-part interview with Joan Jiménez, a Spanish brand angel and a creative multidisciplinary branding 2.0 consultant. He is author of several e-books, such as “How to cook your Brand”, “21 positions for making love with your customers”, “Brandland, the fable of the new world” and “Don’t buy me: 40 keys to sell your brand in Social Media”. He is also the creator of Spoonch, “the mark of an attitude.”


What is a brand angel?

A brand angel is a consultant who acts as a social guardian angel for a brand, bringing vision, strategies and solutions so that a brand can develop consistently in an interconnected, multidirectional and unpredictable world.

A brand angel’s main mission is to connect the internal and external aspects of a brand by contrasting them and providing the customer a new view of reality.

What is social branding?

  • Our brand is what people think of us.
  • What we are, what we do, how we do it, and our goals make up our identity.
  • Identities and brands are made by people.
  • People are the new medium of communication in digital society and people are also trademarks.
  • These personal brands, in the form of users of Facebook, Twitter or other platforms, are also media. They share information, emotions and entertainment with other brands aligned with their identity.
  • An identity link between personal brands is created through conversations, and brands need to enter their message in this new channel to reach their users.
  • Users are becoming less permissive with messages that do not come naturally to their digital social conversation.
  • To enter naturally into the digital social conversation, the brand must generate an organic emotional bond through its identity in a form of conversation with their potential users’ brands.
  • Having a brand does not necessarily mean having a defined emotional identity. In fact, there are many successful commercial brands with no identity and no other mission or values than pure economic benefit.
  • Without emotional identity, it is impossible to generate a lasting bond with our social environment, no matter if we are a commercial or a personal brand, as we are always at risk of being replaced in others’ preferences for other brands with a higher emotional value.
  • Social branding is the discipline that helps personal brands to enhance their standing by managing their identity.
  • Social branding is the discipline that helps commercial brands to manage the engagement with their users through the management of their identity.
  • For users, social branding is the emotional bond with the brand in digital social environments.
  • For managers, social branding is a challenge because it requires that they give more importance to the strategic construction of identity than the tactical pursuit of profitability.

Tomorrow: Part 2 – The Social Brand

Amelia Rodríguez is the Team Leader in the Barcelona Dow Jones Media Lab.

Interview translated by Matthew Stephenson.

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The People Voted, and Dow Jones Media Relations Manager is a Winner

Posted on June 25, 2010. Filed under: Public Relations | Tags: , , , , , , , , , , |

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.

Product Team (L to R): Martin Murtland, Saurabh Goorha, and Priya Nallan

VP and Managing Director Murtland (L) accepts award from Stevie President Michael Gallagher

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.

For more info about the American Business Awards, visit their website here.  To learn more about Dow Jones products, contact us!

Diane Thieke is marketing director for Dow Jones Solutions for Communications Professionals. She is based in Princeton, NJ.

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