Hill+Knowlton Strategies

An article in today’s Globe & Mail re-affirmed that while North American readers/viewers of traditional media may be jumping ship, they’re not travelling very far afield:

…the websites established by the 100 biggest papers increased their total audience by about 8 per cent over the same period, according to research from the Newspaper Association of America released Monday. Some papers managed Web-audience gains of more than 20 per cent among 25 to 34-year-olds — the demographic group that analysts say are most deserting printed newspaper products.

So does this mean the much-ballyhooed demise of the mainstream media is simply a fantasy concocted by punchdrunk bloggers? Or is it more a realization that even as we spend more time online and expand our choices for where we get information, we still recognize the importance of professional journalists and the merits of a fair and balanced (note that I do not say “unbiased”) media. 

Granted, as business models change, so too might the more traditionally-styled newsroom go the way of the dinosaur – so, it’s likely we’ll still see major liposuction happening across the media sector. NBC’s recently announced re-structuring is probably the most visible sign of what’s to come. And from a traditionalist point of view – given that I enjoy reading the Saturday paper with coffee – it’s encouraging to see the circulation of some Canadian papers actually on the rise - but I can’t imagine this being anything other than an anomaly.

But will it die altogether… I don’t think so… because, other than politicians, who else is there to pick on?

Next week, I’ll be facilitating a session on social media at the request of one of Canada’s more visible, home-grown brands. This will be the second time I will have presented to this company – although, this time I’ve been invited to participate in various break-out planning sessions. I’ve worked with this company for a few years now – on various assignments – and these folks get it. Specifically, they get that they want to learn more, and that while social media may not be right for everything they want to do, it can’t be ignored. 

Given the discussions this client and I had back in September, I also believe that social media – when done right, and when integrated with their more traditional communications programs - does have a place in their business: as a vehicle for elevating the discussion around corporate social responsibility, community relations, as a vehicle for issues management, and as a marketing vehicle for their more retail-focused business activities.

What was also good to discover during my last visit to their head offices, is that they’re not drunk on the cool-aid, as many PR folk tend to get with this stuff.  They rightly questioned how a publicly-traded company of several thousand employees across Canada (and internationally) could strategically leverage social media without opening the flood gates to issues such as rogue employees, disclosure, and other potential mishaps – intentional or no.

It was a refreshing discussion that grounded me to the myriad issues that we tend to ignore in our rush to evangelize the benefits but which many large companies face – and which I’m sure even the Dell’s, Sun’s, Southwest’s, IBM’s and Microsoft’s of the world have to face daily as they entrust their employees to engage directly with their audiences.

But what’s good? These companies have shown that it can be done… and done well.

From Small Dead Animals, comes this little gem of a video. 

Personally, I’m not sure who entirely to believe – both seem a tad arrogant… More interesting, I think, are the comments – like this one:

In Canada the would be reporters are drilled to never say out loud “I represent the interests of a gigantic lifesucking socialist media conglomerate that was once the largest state backed monopoly of vital services in the western world, and it’s elite political cronies that also set up a successful illegal kickback scheme worth millions funded by the unsuspecting people of Canada.”

I must’ve missed this class. In all likelihood, I was shooting stick at the college pub.

So Mesh is back for its sophomore round…

Here’s my thoughts on a few speakers/panels I’d like to see… though no pressure guys.

1. A discussion with the bloggy media (bleedia?)… Torontoist, BlogTO… that sort of ilk, around how and why they do what they do 
2. Any bloggers who find themselves on the tail-end of both good and bad PR pitches
3. Mombloggers… an emerging force, or so it would seem
4. Garth Turner
5. The team behind Lonelygirl15
6. A panel session of corporations that are actually doing it (for better or worse): Dell, McDonalds, Southwest, VanCity… the list keeps getting bigger
7. Any PR person that is actually doing it vs talking about it… 
8. A panel representing the vast majority of Canadians who still haven’t a clue, probably don’t care – and who still need convincing – just to keep things real
9. Amanda Chapel… just to keep things surreal (even if only via on-screen chat)
10. And finally, let’s bring back Steve… I’m thinking he’ll have a lot of interesting stuff to talk about this go round.

Yesterday, Mark highlighted an ego slam (that may not have been really, but is always fun to rubberneck) between popular video blogs The Show and Rocketboom. But that’s not my point.

I’m a big fan of ZeFrank – ever since his hilarious diatribe against a certain airline back in June. His commenters are equally hilarious… and come up with some great lines of their own, some of which could apply to our business also.

Here’s one (in reference to a certain talk show):   Let’s just say that everyday, she serves her audience a content turkey and ruins it by over-basting with Oprah-juice.

In my 10 years in communications, I’ve noticed that we sometimes tend to get a bit trigger happy with the O-juice as well… trying to cram every message we can into our press releases, backgrounders (packages, boxes and bags), in order to satisfy the mission objectives, when perhaps a touch of subtlety and restraint is really what’s required. Personally, I remember being asked – on a number of occasions – to add 3 or 4 extra paragraphs and sound-bites to a concise and crunchy 3-paragraph release, just to ensure that people really got the message.

It’s why I like the creeping influence of social media. It forces us to be real – to talk as if we mean it, and to use language appropriately versus as an anvil falling from the sky.

More fodder for your Powerpoint presentations… Environics has just released a study on the habits of connected Canadians and social media. The highlights:

…one third (32%) of all Canadians who are online are active social media participants, meaning they have read blogs in the past three months.

While only seven per cent say they have written their own blogs and nine percent have posted to others’ blogs, the proportion of those who partake in either activity is 12 per cent. This indicates that for about two-thirds of the Canadian blogging community, blogging is a two-way street that is poised to grow even more as an outlet of consumer connectivity.

The incidence and frequency of blog activity is considerably higher among Canadian youth between the ages 18 and 24, more than half of whom (51 per cent) read blogs. Nearly one-quarter (22 per cent) author their own blogs, and a further 23 per cent contribute to others’.

(And the most interesting stat to me…) 24 per cent of online Canadians older than 55 are reading blogs.

I was intrigued by Tim Dyson’s recent post on “Blogs vs News”. And inspired by his findings, and a recent post by Josh (which is a good reminder to us all),  I conducted a similar (albeit cursory) experiment around the Garth Turner hullabaloo here in Canada – essentially, trying to identify which mainstream media articles received the most attention (ie. links) from bloggers.

What I like about this approach – and which we need to be doing more of than we are now – is that it offers a new dimension to how we as PR professionals can further measure the impact and influence of our traditional media relations activities. In this instance, it highlights an important linkage between a specific media relations activity and the reaction it incites.

It was also interesting to see which media articles ended up feeding through the blogosphere – and the outlets that people relied upon to provide context to their postings.

For example:

• 3 bloggers linked to this Globe & Mail article.
• 19 bloggers linked to this Globe article.
• 31 bloggers linked to this CBC article.
• 8 bloggers linked to this CTV article.
• 1 blogger linked to this Winnipeg Sun article.
• 3 bloggers linked to this Tyee.ca article.

(It should be noted that some of these “blogs” are spam blogs – but I was too lazy to vet the results in any great depth)

Although it doesn’t appear that Tim, in his post, connects the blog mentions to actual media hits, the 10:1 ratio of blog mentions to media as highlighted in my cursory example (in addition to the 413 blog posts referencing Garth Turner and blogs) unequivocally reinforces the importance of traditional media relations in addition to targeting (and tracking) non-traditional channels such as blogs – and then analyzing the linkages between the two.

If the release of a Christmas album by 80’s metal heads Twisted Sister is not a sure sign of the apocalypse, or at least the 11th way to destroy the earth, the discovery that the London Times reported on a (gasp) rumour must clearly be deemed as such.

(make your Friday a heavy metal one, and give an ear to to the Sister’s twisted rendition of “Oh Come All Ye Faithful“)

I

In a recent post, the good folks at Idea Grove panned an ESPN communique that cautioned affiliates on the use of certain blogs – one in particular - as credible news sources. I think they’re missing the point.

Granted ESPN may have had other motivations, but to me this is not about Deadspin being an “underground” web site. It’s about the increasing practice of media relying on other media – traditional or not – as sources of information – be they credible or not. Plain and simple, it’s sloppy, lazy journalism. I am appalled when I see reporters interviewing other reporters on breaking stories, or reporting on unsubstantiated rumours. What happened with going direct to the source, and then getting confirmations from others? Too often, media outlets appear to be sacrificing accuracy for the need to be first (or one of the first) to break news.

Does this mean media should not track blogs for potential news items? Not at all. Should this be construed as an insult to the esteemed writers of Deadspin? I don’t think so. It means that if you are a journalist in the mainstream media, you still have to do your homework. The blogosphere may operate under different rules (or really none at all). ESPN’s effort to curb this form of journalism should be applauded.

II

Strange that yesterday I included in my post the following lines:

“Watch your thoughts, for they become words.
Watch your words, for they become actions.
Watch your actions, for they become habits.
Watch your habits, for they become character.
Watch your character, for it becomes your destiny.”

Later in the day, Canadian Conservative MP Garth Turner gets booted from the federal Tory caucus in large part, according to media reports, because of his blogging. Not only does this set off a maelstrom of posts within the political blogosphere, it also showcases Garth’s use of social media to get his message out to constituents and Canadians alike via his blog and via his MPtv video blog. 

I’m of two minds about this. I understand the importance of confidentiality and “team” as it relates to party politics, and that if you are a member of the team, you should air grievances, and seek solutions and compromise from within the fold rather than outside. Much like in the corporate world, if I bad-mouth my boss in public is it appropriate that I should be let go? 

At the same time, the nature of politics is changing. Demand for transparency and accountability is increasing. Personally, I would expect my MP to use whatever tools he or she has at his/her disposal to keep me informed on the issues important to me, and to the riding that I belong. Maverick though he may have been, and the issue of altered posts aside (though not downplayed), Mr. Turner was a pioneer (in Canada) in the use of social media to keep his constituents informed of what was going on, what it meant, and his position on those issues. Many Canadians have become disenchanted with traditional politics, and feel alienated from it. Let’s hope yesterday’s action doesn’t represent a backward step.

This was sent to me years ago… and it has stared at me from the various walls of my various cubes and offices ever since. No idea where it came from, but it sings:

Then why not hold a Meeting!

You can:

Get to see other people
Sleep in peace
Offload decisions
Learn to write volumes of meaningless notes
Feel important
Impress (or bore) your colleagues

All in Work Time!

Meetings: The practical alternative to work