Posts tagged GeekWire
Anyone working in mass media, whether as a journalist, advertiser or public relations professional, is aware that volume and speed of content is king nowadays, and goes hand-in-hand with an increase in part-time and volunteer information providers, such as bloggers, vloggers and article contributors. In Two GeekWire weeks, three entrepreneurial lessons, a blogger who stepped in while the co-founders were on vacation said he created 41 posts in 40 hours.
This demand for volume and speed can lead to inaccurate reporting, and last week we saw a textbook case with the X-Surface news cycle (see Random Gamer Punks Major Blogs on XBox Rumors.) To demonstrate how easy it was to become a credible, anonymous source to gaming blogs, a gamer emailed several blogs from a Gmail account with entirely bogus information, claiming to be a Microsoft employee (see the visuals for this on Tumblr). It appeared on a Pocket-lint.com, then was eventually picked up by outlets as widely read as VentureBeat and CNET, citing Pocket-lint.com as the source of the news.
It’s easy to get annoyed at these outlets, but really it reflects the reality of today’s media environment and the pressure that individual information providers are under.
What does this mean to public relations professionals? We need to:
- Make accurate information crazy easy to find and understand. This includes both making it easy to find on official websites and making the websites easy to find through social media and SEO. This also means that we need to post the information wherever our audiences are, especially where target reporters are. It’s okay to push text out on social media instead of trying to drive people to websites, if that’s in line with our audiences’ behavior.
- Choose who we break high-interest stories with very carefully and provide them with information that is crazy easy to understand. It can sometimes be more effective to give an exclusive story to an outlet that other outlets repurpose news from than to broadcast a news release or host a press conference or call.
- Plan for news leaks of real stories and have information that is crazy easy to find and understand ready to publish if news breaks. If news breaks early on a true story that we were planning to announce at a later date, the worst thing we can do is let outlets run with it and refuse to acknowledge it until our planned announcement date, when it’s not news any longer. For all news that we think might leak, we should decide at the beginning of the announcement planning process what information we will share in the event of a news leak, with whom, and with what sources and delivery method.
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Inaugural Seattle Interactive Conference: Highlights from Yelp, Shauna Causey, KING-TV and more [imported from Seattle Guanxi]
The hashtag from the conference is #SIC2011, if you want to view all tweets.
Sean presented the core of Ant’s Eye View’s consulting philosophy: the five levels of social engagement for companies as a whole. He said too many companies treat social engagement like an on/off button: “Are we on Twitter?” The takeaway everyone tweeted is that social engagement requires organizational change to get everyone in the company on board, and he provided advice to convince management that social engagement is important. He also mentioned that companies cannot simply have social media policies and nothing else; they need to incorporate education into their social engagement journeys.
Tweets from the session: #sic2011 + @redpantsmeme
Transformation of News Media Panel:
Will Hunsinger (@billykid) of Evri – moderator
Mark Briggs (@markbriggs) of KING-TV
John Cook (@johncook) of GeekWire
Mike Davidson (@mikeindustries) of Newsvine
Curt Woodward (@curtwoodward) of Xconomy
This was, of course, an excellent panel. Beth liked how panelists brought up how online community has changed the timeline of interviewing versus publishing articles. It used to be that for feature articles, journalists would do all their interviewing up front then be done with the story as soon as it published. Now, John Cook prefers to get a story done with as much information as he can get quickly, then write follow-up posts based on reader comments and breaking information. There were also a couple of really good points made about revenue for news sites. Curt Woodward brought up that Craig’s List killed classified ad revenue for newspapers forever. Mike Davidson believes that news sites can generate revenue by bundling the cost to view articles with real-life goods, such as through Groupon-type deals.
Tweets from the session: #sic2011 + @lomcovak
This session probably had the most active tweet stream of both days. You can view GeekWire’s post on it here: Highlights: Sir Mix-A-Lot, Pearl Jam, Death Cab, KEXP and music in the digital age.
- I'm a young, American public relations professional in Seattle who graduated from the University of Oregon 11 days before moving to Beijing for two years. I blog about public relations, China, and where they intersect. Disclaimer: Companies that help pay my bills include Microsoft, HTC and T-Mobile, but anything I put online under my name is my own.
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