Inside PR 382: Considering Native Advertising

This has been the summer of native advertising. More and more of it is showing up on more and more outlets. And it’s even broken through to our consciousness via mainstream media, thanks to John Oliver.

This week on the Inside PR podcast, Gini Dietrich, Martin Waxman and I talk about native advertising and the questions that have been raised about it. Is native advertising simply “disguising your ads to make them look like new stories?” Is it something insidious? Is it something with a short lifespan or a permanent fixture of the new media economy? How do we do it in a way that preserves the integrity of the news organization and the trust that we can place in it?

Yes, this week we’re all about native advertising on Inside PR. We hope that you’ll listen to and enjoy this full episode discussion.

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We’d love to hear your thoughts.

Send us an email or an audio comment to insideprcomments@gmail.com, join the FIR Google+ Community, join the Inside PR Google+ Community, join the Inside PR Facebook group, leave us a comment here, message us @inside_pr on Twitter, or connect with Gini DietrichJoseph Thornley, and Martin Waxman on Twitter.

Thank you to the people behind Inside PR

Our theme music was created by Damon de SzegheoRoger Dey is our announcer.

Inside PR is produced by Ashlea McGrath.

 

IPR 378: The news you may never see

It’s just Gini Dietrich and me on this week’s inside PR. Martin Waxman is in Las Vegas for SXSW V2V. He’ll be back next week.

We talk about Facebook’s communications response to the controversy around their mood altering experiment. Gini gives them marks for being consistent in their position. I question whether you can ever win if your position is bad.

Facebook’s manipulation of our newsfeed leads to our second topic. Are we getting a complete picture of the world around us if we rely on our social networks to bring news to us? Tom Krazit wrote a must-read post about this on the GigaOm blog. And Gini and I use it as a point of departure for our conversation.

Finally, we talk about the information we don’t want to receive – SPAM. Canada is several weeks into the implementation of CASL – the Canadian Anti-Spam Law. And we talk about its impact on companies trying to reach out to potential new customers.

We’d love to hear your thoughts.

Send us an email or an audio comment to insideprcomments@gmail.com, join the FIR Google+ Community, join the Inside PR Google+ Community, join the Inside PR Facebook group, leave us a comment here, message us @inside_pr on Twitter, or connect with Gini DietrichJoseph Thornley, and Martin Waxman on Twitter.

Thank you to the people behind Inside PR

Our theme music was created by Damon de SzegheoRoger Dey is our announcer.

Inside PR is produced by Ashlea LeCompte.

Inside PR is part of the FIR Podcast Network.

Inside PR 376: A Native Advertising No-No and Panda Preys on News Release sites

In this episode of Inside PR, Martin Waxman and Joseph Thornley discuss two news-related topics: one newspaper’s reported intent  to assign staff reporters to create native advertising; and the impact of Google’s Panda 4.0 algorithm changes on news release sites.

Reporters required to write native advertisements?

First, we give a shout out to Jesse Brown‘s Canada land podcast. In a recent episode, Jesse interviewed Giga Ohm’s Mathew Ingram about an apparent move by Toronto’s Globe and Mail to require regular reporters to make themselves available to write native advertisements. If you care about the state of journalism, the Canada land podcast is a must-listen.

Panda 4.0 preys on news release sites

Google has never really been happy with the news release and news release services. For some time, Google has advised content creators to put no follow tags in the links in their news releases. They view this as a paid link, not an organic link, and do not want authority to transfer via such paid links. It appears Google decided that voluntary action was not sufficient. Shortly after its Panda 4.0 algorithm changes were implemented, news release sites such as PRWeb, PR Newswire and Business Wire experienced a significant sharp decrease in the traffic they received via search engines.

How are you adjusting your promotion programs to compensate for Google’s moves on the news release sites?

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We’d love to hear your thoughts.

Send us an email or an audio comment to insideprcomments@gmail.com, join the FIR Google+ Community, join the Inside PR Google+ Community, join the Inside PR Facebook group, leave us a comment here, message us @inside_pr on Twitter, or connect with Gini DietrichJoseph Thornley, and Martin Waxman on Twitter.

Thank you to the people behind Inside PR

Our theme music was created by Damon de SzegheoRoger Dey is our announcer.

Inside PR is produced by Ashlea LeCompte.

Inside PR is part of the FIR Podcast Network.

Inside PR 374: Scott Monty will not be forgotten

This week on Inside PR, Gini Dietrich and Martin Waxman talk about the implications of the European Court’s right to be forgotten regime and Scott Monty’s classy announcement that he has left his role as social media head for Ford.

In the past two weeks, requests by European citizens have flooded Google with requests to delete information about them from the search engine’s results. Gini points out that the European Court’s decision requiring that Google takedown information upon request does not sit well with Americans, who see this as undermining the right to free expression. Nevertheless, she advises clients with operations in Europe and elsewhere to take note of this move. It points to the need for companies operating globally to be sensitive to different values in different places. Martin is uncomfortable with the potential that this ruling holds to rewrite and obfuscate history. Where do we draw the line between someone wanting to remove a hurtful or hateful opinion and someone who wants to remove or obscure facts? The true impact of this ruling will only be known over time.

And kudos to Scott Monty for the classy way that Scott announced on his blog that he had left his role as social media head at Ford. Scott praised his team, praised the company and praised the work that they did together. Others who are announcing a move would be well recommended to look at Scott’s departure announcement as a template for the right way to handle yourself when announcing a career change. 

Finally, Interesting factoid or fiction? Martin says that Canada is the only country in the world that still celebrates Queen Victoria’s birthday as a national holiday. With fireworks no less. Is that true? Are we truly unique in the world?

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We’d love to hear your thoughts.

Inside PR is part of the FIR Podcast Network.

Send us an email or an audio comment to insideprcomments@gmail.com, join the FIR Google+ Community, join the Inside PR Google+ Community, join the Inside PR Facebook group, leave us a comment here, message us @inside_pr on Twitter, or connect with Gini DietrichJoseph Thornley, and Martin Waxman on Twitter.

Thank you to the people behind Inside PR

Our theme music was created by Damon de SzegheoRoger Dey is our announcer.

Inside PR is produced by Ashlea LeCompte.

 

Inside PR 3.71: New makeovers for Google+ and Facebook

MartinGini, and I are back together again for the first time since we got together in Toronto for the launch of Gini’s new book Spin Sucks. (And by the way, if you haven’t had a chance to get your copy, I recommend that you do. It’s an excellent read.”)

This week, we ask, “Would you care if Google plus disappeared?”

Martin likens Google+ to vitamins. He knows that they are good for him, but he must remind himself to use it. It’s not part of his daily routine.

While agreeing with Martin that Google+ is not her first-choice social network, Gini says that Google plus is a large driver of traffic to the Spin Sucks website. So while it’s not necessarily a preferred site for its consumer experience, Google+ definitely does drive benefits to a content marketer.

As I look at my top four destinations, I see a real differentiation between Twitter and Facebook on one hand and Google+ and Feedly on the other hand. Twitter and Facebook are ideal for awareness. They tell me something has happened quickly after it does happen. Feedly and Google+, on the other hand, provide me with more in-depth and thoughtful analysis and commentary on developments that lead to better understanding.

We also talk about the FB newswire.

Gini sees its content as typical of citizen journalism – delivering reports on what people are seeing or experiencing in real time. Martin suggests it may be a lifestyle feed, not a news feed.

We’d love to hear your thoughts.

Would you care if Google+ disappeared?

What about FB Newswire? Have you looked at it? Do you find it useful?

Send us an email or an audio comment to insideprcomments@gmail.com, join the FIR Google+ Community, join the Inside PR Google+ Community, join the Inside PR Facebook group, leave us a comment here, message us @inside_pr on Twitter, or connect with Gini DietrichJoseph Thornley, and Martin Waxman on Twitter.

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Thank you to the people behind Inside PR

Our theme music was created by Damon de SzegheoRoger Dey is our announcer.

Inside PR is produced by Kristine D’Arbelles and Ashlea LeCompte.

Inside PR is part of the FIR Podcast Network.

Inside PR 368: Spin Sucks!

Spin sucks! You know it and I know it. And Gini Dietrich knows it. But even more, Gini has written a new book, Spin Sucks, in which she shows us how to replace spin with authentic communications that your community will find informative, entertaining and useful.

Spin Sucks the Book has just launched. And in this week’s episode of Inside PR, Martin Waxman and I talk with Gini about the book, what it tells us, and her innovative approach to marketing the book. (If you know Gini, you wouldn’t expect anything less from her than to turn the launch of her book into a marketing experiment. She’s always thinking of how to do things better.) This included a Brand Ambassador program to spread the word about the book so that Gini could maintain a much more limited travel schedule to promote Spin Sucks than she had to maintain when promoting her previous book, Marketing in the Round. Over 800 people applied to be a Brand Ambassador, agreeing to buy the book and write a review to coincide with the launch date. Ultimately, she selected over 200 of the applicants to be Ambassadors.

If you wonder what type of results Gini got from this approach, check out the quality of the reviews on Amazon.com. High quality, Well written, persuasive reviews from people who’ve read and loved the book. (At the time I write this, there are 76 reviews of Gini’s book. Sixty five are 5 star and eleven are four star. It doesn’t get much better than that.)

Gini will be launching Spin Sucks in Canada at Third Tuesday Toronto on April 7 and Third Tuesday Ottawa on April 8. There are still a small number of tickets available. So if you’d like to meet Gini and get a signed copy of the book click on one of the following links to register for Third Tuesday Toronto or register for Third Tuesday Ottawa.

Also this week, we had a listener comment from Charlene Burke about the use of LinkedIn.

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We’d love to hear your thoughts.

Inside PR is part of the FIR Podcast Network.

Send us an email or an audio comment to insideprcomments@gmail.com, join the FIR Google+ Community, join the Inside PR Google+ Community, join the Inside PR Facebook group, leave us a comment here, message us @inside_pr on Twitter, or connect with Gini DietrichJoseph Thornley, and Martin Waxman on Twitter.

Thank you to the people behind Inside PR

Our theme music was created by Damon de SzegheoRoger Dey is our announcer.

Inside PR is produced by Kristine D’Arbelles and Ashlea LeCompte.

Inside PR 365: MasterCard ties one on, Facebook going mobile and the New Klout

Gini Dietrich and I do a two-hander in this episode as Martin is on a train with only spotty online access.

This week we talk about MasterCard’s aggressive PR tactics around the Brit Awards, more evidence that we’re all going mobile and the New Klout.

MasterCard ties one on

Gini pointed to MasterCard’s efforts to tie  coverage of MasterCard to access to the Brit Awards. Dominic Ponsford detailed exactly what happened, from the PR company’s suggestion that access would be tied to agreement to mention MasterCard through the reactions to the Twitter backlash.

Ponsford published the text of an email to a reporter in which MasterCard’s PR company asked reporters to agree to tweet MasterCard messages in their feeds. The PR company went so far as to suggest content for tweets before, during and after the event:

Pre event – e.g. Really excited to be heading down to @BRITAwards tonight with @MasterCardUK #PricelessSurprises

Event night – live tweeting from the event including @MasterCardUK handle and #PricelessSurprises and to retweet @MasterCardUK tweets throughout the night where appropriate

Post event – tweet directing followers to @MasterCardUK BRITs YouTube videos

Needless to say, this prompted a backlash, with Twitter comments like this:

The managing director of the PR agency didn’t back down, arguing that:

“The role of the PR agency is to pursue all coverage opportunities on behalf of its clients. This includes providing accurate brand references from the outset, for use across all platforms. It is a two-way conversation between the journalist and the PR in order to reach a mutually beneficial outcome. Editorial control always remains with the journalist.”

Gini and I discuss our views about this type of tactic. Gini sees this as an illustration of the fine line between legitimately promoting an event and the questionable offering of a benefit for coverage.

I see it as a clear example of tied coverage. “You scratch my back and I’ll scratch yours. You give me reference to my client and I will give you access to the awards.”  Yes we have seen this before. Think of auto journalists flown to exotic locations to review new cars. But in recent years, the trend has been against these kinds of junkets, with many news organizations telling their staff to refuse the benefits. “You can’t blame a guy for trying. But you can blame the other guy for playing along.”

What do you think of MasterCard’s media relations approach? Too cheeky? Or taking fair advantage of the an opportunity. Or somewhere in between.

Canadians go mobile with Facebook

The world truly is going mobile. New stats out of Facebook Canada indicate that Facebook Canada is making more money on mobile devices than on PCs and stationary devices. Of Facebook’s nineteen million Canadian users, ten million check their Facebook account once a day via mobile versus only four million who check it daily from non-mobile devices like desktops.

To me, this just underscores the importance of think mobile first. If you are thinking about communicating with people primarily in front of PCs or laptops, you’re failing to follow the audience where they’ve actually gone. They are looking at the mobile devices in their hand.

Gini cautions against following an overall trend without looking at your specific circumstance. In her experience, many sectors are lagging behind in the move to mobile, with many of her clients’ sites continuing to receive the majority of their traffic from desktop applications. It’s important that you know where your traffic is coming from. So check your analytics.

A New (Improved?) Klout

And finally, we discuss the new Klout. Gini finds it useful, because it surfaces content from people with whom she already engages. Gini also finds the measurement tab to be useful in that it’s suggests which individual pieces of content have generated the greatest engagement. For my part, I find the metrics to be even more dumbed down than they used to be and of the dubious value. It appears to me that Klout is positioning itself as a tool to assist content creators in competition with established players like HootSuite or Buffer.

What do you think? Is the new Klout a step forward or moved to irrelevance?

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We’d love to hear your thoughts.

Inside PR is part of the FIR Podcast Network.

Send us an email or an audio comment to insideprcomments@gmail.com, join the FIR Google+ Community, join the Inside PR Google+ Community, join the Inside PR Facebook group, leave us a comment here, message us @inside_pr on Twitter, or connect with Gini DietrichJoseph Thornley, and Martin Waxman on Twitter.

Thank you to the people behind Inside PR

Our theme music was created by Damon de SzegheoRoger Dey is our announcer.

Inside PR is produced by Kristine D’Arbelles and Ashlea LeCompte.

 

Special edition: The ABCs of podcasting at CPRS Ottawa’s Re-Boot Camp for Communicators

Ashlea here, your Inside PR podcast producer…

Today Joe and I took part in a high-wire feat at CPRS Ottawa’s Re-Boot Camp for Communicators.

Together we demonstrated the basic steps of producing a quality podcast, talked about the hardware and software you need to get started, and published this edition – live.

If you’re listening to this episode now, it means we’ve successfully completed our act! Can you hear the applause?

In all seriousness, CPRS Ottawa’s Re-Boot Camp was a lovely time; thanks for having us!

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 We’d love to hear your thoughts.

Inside PR is part of the FIR Podcast Network.

Send us an email or an audio comment to insideprcomments@gmail.com, join the FIR Google+ Community, join the Inside PR Google+ Community, join the Inside PR Facebook group, leave us a comment here, message us @inside_pr on Twitter, or connect with Gini DietrichJoseph Thornley, and Martin Waxman on Twitter.

Thank you to the people behind Inside PR

Our theme music was created by Damon de SzegheoRoger Dey is our announcer.

Inside PR is produced by Kristine D’Arbelles and Ashlea LeCompte.

Inside PR 360: The Morning After the Day Before

Twas the morning after New Year’s Eve. January 1 2014. And Gini Dietrich, Martin Waxman and Joseph Thornley are here – barely – to wish you all the best for the coming year.

We hope that you’ll make a date to listen to Inside PR each week as we enter our eighth year of podcasting.

Cheers!

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We’d love to hear your thoughts.

Inside PR is part of the FIR Podcast Network.

Send us an email or an audio comment to insideprcomments@gmail.com, join the FIR Google+ Community, join the Inside PR Google+ Community, join the Inside PR Facebook group, leave us a comment here, message us @inside_pr on Twitter, or connect with Gini DietrichJoseph Thornley, and Martin Waxman on Twitter.

Thank you to the people behind Inside PR

Our theme music was created by Damon de SzegheoRoger Dey is our announcer.

Inside PR is produced by Kristine D’Arbelles and Ashlea LeCompte.