Archives for May 2006

Some bloggers got their knickers in a twist about the proposed format, dumping on the SHIFT guys for a stupid idea and labelling the PR bloggers who gave them props for trying something new pretty much as idiots. That’s not just missing the point, that’s missing all the points.

I don’t think anyone saw this as THE new format. It was a good effort to incorporate new media tools into a press release format. Good for them for giving it a try. Even better if their clients and prospective clients go for it.

At least, that was my opinion and why I gave them a well done (with but’s)..

The job of the press release is to answer the basic questions: who what where when why and usually how. Quickly. There is no way that is ever going to be elegant. As my readers know, I don’t have a problem with the current form of the press release, or this one either, because the press release is not the important thing. It’s just a tool.

It is the story and the conversation that are important. We need to tell good newsworthy stories, in the right way to the right people at the right time. Sometimes the right person for a story is a journalist, sometimes it is a blogger and sometimes it is a newswire for basic compliance with reporting requirements. Sometimes, oftentimes, all three. And never forget, we always have to share that same news with our customers. So, four audiences for our news, each of which will want it delivered in a slightly different way. If tagging and del.icio.us or flickr or whatever other social media tool you choose can help you pull the material together to satisfy each of those groups quickly and efficiently, go for it.

But the tools aren’t the answer. They are most definitely NOT the secret sauce. The hard work, the real work, is in making good products (or services), developing good stories around and about them, figuring out who is interested in hearing from you and then talking with them in the appropriate fashion. High tech products, tech savvy journalists and bloggers, many of the elements in the SHIFT release will appeal. Local dog sitting business that wants exposure in the town paper, serious overkill.

Match the tools and language you use to the people you are talking to. They’ll appreciate it.

And don’t forget to have real news. Major new product that will set your corner of the world on fire. Yes. Version 3.15 of your product. Um Not so much.

For a journalist’s perspective, check out this post on Hacking Cough. Other comment today, Neville Hobson. Still no word from Tom Foremski.

Tags: social media press release, social media, PR, press release

Powered by Qumana

Good bye Web 2.0….

May 26, 2006 by Susan Getgood

Coming soon: Synopses of the final Syndidate sessions, PR and Doc Searls, as well as some thoughts on the conference itself. Plus a conversation I had with Oberkirch, Manuel, Richman and special guest Josh Hallet just before the PR session.

Today our feature is Web 2.0.

The net is abuzz with a huge flap over the use of the phrase Web 2.0, stemming from the Web 2.0 conference being put on by IT@Cork, and CMP/O’Reilly asserting trademark protection over the term, apparently when applied to conferences. I dunno, seems like a silly move by CMP and O’Reilly. I do understand the issue of trademark protection, but the whole thing seems a bit muddled and unnecessary. Ah well, leave it to the lawyers.

I’m just hoping that the end result is that we dump the phrase Web 2.0 altogether and find a nice "open-source" term, with a bit more meaning and a lot less hype. 🙂 Shel Israel suggests "social media." Yup, that works pretty good. At least it’s somewhat descriptive.

Others commenting: Brian Oberkirch, with a vote for dumping the term. TDavid, who (like me) has never much liked it. And more commenters on techmeme.

Good bye Web 2.0?? Let’s hope!

Update: Two good posts on Hacking Cough summarize the details pretty clearly.

Tags: Web 2.0, hype, social media

Powered by Qumana

Class Acts: Laurence Haughton

May 24, 2006 by Susan Getgood

Some time ago I mentioned a book by author Laurence Haughton on a blog I was then writing for. To my surprise, I got an email from him thanking me for the mention and asking if I’d like to read his (then) new book It’s Not What You Say, It’s What You Do. Of course, I said.

I read it. Really liked it. Have been intending to review it for about a year now. Yup. Good intentions, but on this, Susan gets F for follow through.

Until today that is. And this still isn’t a real review. But it is an unqualified endorsement for the book and the author. Here’s why.

I’m using the book in an executive outreach program for one of my clients. The theory is a top notch business book like this one might make it past the CEO’s gatekeeper. Certainly better than a pen or a gimmick.

Here’s an excerpt from our cover letter:

Houghton explains how research at 160 big companies proves that it isn’t the strategy that makes the difference, although it certainly helps to have a good one. It’s the execution that drives success:

“What makes or breaks a company’s performance is its grasp over management’s most basic mission – to make sure everyone at every level follows through.”

Is everyone on your team executing the strategy for maximum impact? Probably not. This book can help you and them get it done. Haughton takes you step by step, example by example, through the four crucial building blocks for following through.

The overall theme of the book was a good fit for the market, and our product ties in very naturally. We do this later in the letter; if you’d like to see it, email me.

But here’s the kicker: Haughton just didn’t write a great book — he lives it. He offered to autograph the books for us, with personalized signatures no less, and when UPS screwed up the pick-up to ship the books back to us, he drove it to the local UPS office. Above and beyond the call of duty. True follow through. A real class act.

Thanks, Laurence. And, readers, if you haven’t already, get this book!

Tags: laurence haughton, business management