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The Scoop Blog : Public Relations
PR firm now has research tool Step aside Nielsen, PR agency coming through! Today Waggener Edstorm posted a press release on Scoopasia about a new PR tool that "measures the effectiveness of brand messages in online and offline media to aid strategic communications programs". The massive growth of the social and online media in the last few years have given birth to the need for tools and systems to give order to the chaos. There's Google BlogSearch and Technorati as examples of search engines, and all the way from an alternate industy: Nielsen BuzzMetric's BlogPulse has come in to join the fun. What's really interesting here is that now PR firms are taking technology into their own hands to deliver results for their clients behind closed doors. And if they succeed in-house, the service can be sold publicly … Read More... By Benjamin Koe on Friday, 8 September 2006 at 10:26 PM | Category: Public Relations | (0) Comments Ask everyone  Just a thought, but have any of your PR practitioners ever used Yahoo! Answers? That's Yahoo's new ask-the-community tool. I believe that this could be a very good platform for PRs to gauge public perception of products, companies, trends, etc. Questions must be phrased in a way that people wouldn't mind answering, of course.Lots of prominent people including Dr Steven Hawking and U2's Bono have made headlines asking questions already. There's no guarantee the quality of the responses, but then again, Yahoo is by far the biggest community aggregator on the Internet, so this is your best shot. For Asian country specific Yahoo! Answers, try: - Singapore (http://sg.answers.yahoo.com/) - Taiwan (http://tw.knowledge.yahoo.com/) - South Korea (http://kr.ks.yahoo.com/) - Hong Kong (http://hk.knowledge.yahoo.com/) - Japan (http://chiebukuro.yahoo.co.jp/) - China (http://ks.cn.yahoo.com/) By Benjamin Koe on Tuesday, 11 July 2006 at 9:27 PM | Category: Public Relations | (0) Comments How to build a PR blog Many PR agencies have asked me about PR blogs, both for their own organization and for their clients, and each time I find them uncertain about the type of content they want to have displayed online. All they know is that they want to get into the blogosphere to create some buzz. True, that is the goal, but simply having a blog-like web site with new posts coming in from the top and exiting at the bottom is not going to get any good readership. The blogosphere is already flooded with content beyond comprehension that search engines such as Technorati and Google BlogSearch have to be used to aggregate and sort through the mess. So then, what can PRs do in the blogosphere that will work? My advice is go look at the Official Google Blog. The philosophy behind that blog … Read More... By Benjamin Koe on Monday, 3 July 2006 at 11:18 PM | Category: Public Relations | (1) Comments Polluting the blogosphere  However much I love mixing technology with marketing, I can't help but feel sickened by marketters who believe they can pay for buzz.Recently, a startup called PayPerPost was established as a community to link paying advertisers to bloggers willing to blog about their offerings for cash. Don't get me wrong, I love web communities and I love buzz markerting, but taking advantage of a hobbist blogger is simply wrong. I'm sure PayPerPost will work when it begins, but one thing its founder Ted Murphy is forgetting is that Web 2.0 is not about technology but society. Soon objective platforms such as digg will see through paid editorial, members of Technorati will stop linking to crap, and blogs with paid editorial will fail as credibility pulls them down like a millstone. The social web is too intelligent as a whole to … Read More... By Benjamin Koe on Sunday, 2 July 2006 at 5:12 AM | Category: Public Relations | (1) Comments Why don't PRs use IMs?  Today at iX 2006 in Singapore, I was sitting there listening to Scott Werndorfer, Co-founder of Cerulean Studios, the guys behind possibly the best multi-protocol instant messaging (IM) client.He gave good reasons for why the enterprise should begin using IMs for communication, and one obvious one being for sales/account management. Then it struck me, if sales people can convince their clients to keep them on their IMs, why don't PR do the same with journalists? Why don't I have any PRs on my IM which is on almost always? And privacy really isn't much of an issue, even my MSN client on the Mac (Yes, I use MSN on a Mac), allows for two accounts--one private, one corporate. I can understand that some journalists feel that IMs are getting in a bit close, but then, we'll have to continually live with … Read More... By Benjamin Koe on Thursday, 22 June 2006 at 11:02 PM | Category: Public Relations | (4) Comments Online media’s long tail  I’m sure we’ve all heard of, visited, or even bought something from the online retail giant Amazon.com. When the company first started out selling mostly CDs and books online, it ended up making more money than any physical book or music shop. Why? Because of an amazing phenomenon known today as the “long tail”.The term “long tail” was coined by Chris Anderson, editor-in-chief at Wired, in an article he wrote in his magazine some time last year (sorry no exact date because my old copies of Wired are in some box). The long tail was a phenomenon Anderson noticed about online retailer Amazon that made its profits grow in a way physical stores could never achieve. Because Amazon.com has no physical storefront and no limited shelving inventory, the online retail giant ended up earning an amazing amount from the lesser-known, less-popular items it stocked. … Read More... By Benjamin Koe on Friday, 16 June 2006 at 11:39 AM | Category: Public Relations | (10148) Comments Searching for trends There's a really neat tool Google has that many have yet to discover. Its largely unknown because it is still under Google's Labs (their version of Beta). It's called Google Trends and when I first saw it, it was screaming "PR Tool!". What it does is it allows you to type in keywords you want to track and it draws graphs for trends in both Google Searches and Google News. But the real power is in its ability to do comparisons and segregate the results by region and country. So, an example would be say comparing car makers Toyota an Honda. So I'd type in "Toyota, Honda" to compare the two. What I found was that there were a lot more searches for Honda than Toyota in the last two years, but even more important was that mention of the two companies … Read More... By Benjamin Koe on Thursday, 8 June 2006 at 11:30 PM | Category: Public Relations | (1) Comments Adobe’s amazing acrobat  Everyone knows about PDFs: the little red icon that makes for the perfect e-brochure and technical documents. But did you know that the humble document format can do the work of more advanced applications?Database Connectivity: One of my favourite features is the ability for PDFs to connect to backend databases. You don’t need very much else other than Adobe Acrobat Professional for Windows (the Mac one doesn’t have this) and a good database application like Microsoft SQL. What happens is that you can create a form right on the PDF that would allow the recipient of the document to type right into the document. That’s right, straight into the PDF from the free Adobe Reader that just about everyone has. Gone are the days of “click here to RSVP” on a website. From a marketing point of view, that’s convenience, consistent … Read More... By Benjamin Koe on Thursday, 1 June 2006 at 6:43 PM | Category: Public Relations | (0) Comments |
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