Zogby Poll: Most Say Bloggers, Citizen Reporters to Play Vital Role in Journalism’s Future


Released: February 13, 2007  (Källa: http://www.zogby.com/news/ReadNews.dbm?ID=1247)

Online survey finds general public, media conference attendees agree that traditional news outlets could do a better job
A majority of Americans (55%) in an online survey said bloggers are important to the future of American journalism and 74% said citizen journalism will play a vital role, a new WE Media/Zogby Interactive poll shows.
Most respondents (53%) also said the rise of free Internet-based media pose the greatest opportunity to the future of professional journalism and three in four (76%) said the Internet has had a positive impact on the overall quality of journalism
The survey results were released by Pollster John Zogby as part of a conference of media industry insiders hosted by the University of Miami. In the national survey of adults, 72% said they were dissatisfied with the quality of American journalism today. A majority of conference–goers who were polled on the subject agreed – 55% said they were dissatisfied, and 61% said they believed traditional journalism is out of touch with what Americans want from their news.
Nearly nine out of 10 media insiders (86%) said they believe bloggers will play an important part in journalism’s future.
The Zogby Interactive survey of 5,384 adults nationwide was conducted Jan. 30-Feb. 1, 2007, and carries a margin of error of +/- 1.4 percentage points. The Zogby Interactive survey of 77 members of the media who attended the Miami conference carries a margin of error of +/- 11.4 percentage points. While periodic audits show the results from Zogby telephone and Internet surveys closely track each other, a companion telephone survey of this topic was not conducted.
Dissatisfaction with today’s news reportage is greater among those nationwide online respondents who identified themselves as conservative – 88% said they were unhappy with journalism, while 95% of “very conservative” respondents said the quality of journalism today is not what it should be. Among those respondents identifying themselves as liberal, 51% said they are dissatisfied with the quality of journalism. Dissatisfaction levels were also highest among older respondents – 78% of those age 65 and older said they are dissatisfied. Most respondents (65%) also said they believe traditional journalism is out of touch with what Americans want from their news, with the highest levels of dissatisfaction with traditional journalism among those age 70 and older (74%), the very conservative (95%), and libertarians (89%).
Despite concerns about its quality, 72% of those in the national survey said journalism is important to their community. More respondents (81%) said Web sites are important as a source of news, although television ranked nearly as high (78%), followed by radio (73%). Newspapers and magazines trailed – 69% said newspapers and 38% said magazines were important. While blogs were rated as important sources of news by 30% of the online respondents, they were not considered as good a news source as the backyard fence – 39% said their friends and neighbors are an important source of information.
However, a majority of the nationwide online respondents said Internet social networking sites and blogging will play in important role in the future of journalism. But they added that trustworthiness will be important to the future of the industry – 90% said trust will be key.
Liberal and progressive respondents were more likely to say newspapers are their most trusted source than those with more conservative ideological mindsets. But radio is the most trusted source for 28% of those who describe themselves as “very conservative”, compared with just 9% of liberal respondents.

More online respondents nationwide said the Internet was their top source of news and information (40%), followed by television (32%), newspapers (12%) and radio (12%). The youngest adults in our poll, those age 18-24, were far more likely to say they mostly get news from Internet sites – 58% said the Internet is their main destination for news, with television coming in second at 18%. Fewer than one in 10 in this age group said they get the majority of their news from newspapers.

For a detailed methodological statement on this survey, please visit:
http://www.zogby.com/methodology/readmeth.dbm?ID=1170

PR in the Long Tail


long-tail.jpg

(läs: http://www.briansolis.com/2007/01/pr-in-long-tail.html

In his post, “Long Tail PR: how to do publicity without a press release (or the press),” Chris Anderson asks “But what of the Long Tail of media–all those new influentials, from the micromedia of Techcrunch and Gizmodo to individual bloggers? And the social news aggregators like Digg and our own Reddit? They’re where the most powerful sort of marketing–word of mouth–starts, but most of them don’t want to hear from a PR person at all.”

Exactly. Who wants to hear from the stereotype PR person whether it’s in the long tail or anywhere else for that matter? Anyone (including PR and internal community managers) can engage directly using any number of the existing and yet-to-be announed social tools, but, make no mistake, traditional PR/publicity will still be required to reach others currently not particpating in “social media” a term of which I use loosely.

It’s absolutely all about expanding PR in a “way that both works in a conversational medium and doesn’t demean and insult the intelligence of everyone involved” as he summized.

In the long tail, most don’t want to hear from a PR person at all. This is PR’s opportunity to stop acting like “PR” and become experts on the products/services they represent (which should be common sense anyway) in order to help companies engage in conversations as well. At this level, the outreach is far too great for any one person to manage.

By sparking conversations using a well constructed, on target SMR, blogs, video, etc., will hopefully entice the first rank of bloggers to help carry the message, which will in turn ignite conversations in the long tail. But, we all need to keep in mind that one umbrella message doesn’t work across the spectrum. The longtail is comprised of groups which require individual attention to specifically address the unique needs of different people.

At the end of the day, I documented the conversations to spotlight why we all need to pay attention to the people formerly known as the audience (courtesy Jay Rosen) and how to start transparent, genuine conversations.

It all starts with real dialogue to learn about the needs of customers first-hand and how to reach them every step throughout the product lifecycle.

But good or new or smart or in-touch PR (for lack of a better term) still has a role in helping companies, and community managers, learn, engage, and build. It’s just a different way to do the right thing with the technology (social tools) at hand. For a primer on the difference between social media and social tools, please read Stowe Boyd’s post at BlueWhale Labs blog.

Perhaps it’s no longer PR at this point, but truly more about honest Public Relations – but even still, “public” reminds me of audience, and we all know how social media experts feel about that term.

SMPR (Social Media Public Relations)


smpr.png

En illustration som visar hur PR har ändrats och kommer att ändras med tiden.

Bilden till vänster visar hur företag i relativt stor utsträckning “pushar” ut sin information till de som man bedömt vara intresserade av den. Bortsett från den fåtal kvalitativa personliga relationerna, så har detta tillvägagångssätt oftast präglats av envägskommunikativa åtgärder. Media har utgjort det man i dagligt tal kallas “traditionella” medier, som radio, press och TV. Dessa har också varit relativt få, ett par tusen, vilket gjort de möjliga att identifiera.  Företagen som jobbade med PR var inte heller så många fler än några tusen.

Bilden i mitten visar hur envägskommunikationen successivt ersatts av en tvåvägskommunikation på båda parters villkor (ibland kallad “symmetrisk tvåvägskommunikation”). Newsdesk har valt att kalla den “push on demand”, vilket vittnar om att mottagaren själv kan bestämma vad han/hon vill ha, på vilket sätt, vid vilket tillfälle. Newsdesk har skpat förutsättningar för detta med en söktjänst för pressinformation och företagsnyheter, där journalister, redaktioner, mfl skapar och underhåller individuella bevakningsprofiler, som ger dem exakt den information de är intresserade av för stunden.

Media representeras fortfarande till 80% av den “traditionella”. Men andra “media” och “opinionsbildare” har gjort sitt intåg, och ökar kraftigt i antal. Vi talar här om bloggar, communities, m fl, vars “publicister” och övriga “opinionsbildare” använder som forum för att vädra åsikter och liknande. Inte sällan med större genomslag på marknaden än vad publicister får via traditionella media.  Även företagen som jobbar med PR-kommunikationen har ökat kraftigt. Kanske uppemot 20.000 st i Sverige.

Bilden till höger ger oss en indikation på vad som komma skall inom några år. Antal företag som jobbar med PR, sett ur detta perspektiv, har exploderat till att omfatta ca 120.000 företag i Sverige. Alla dessa företag har åtminstone en produkt- eller företagsnyhet som de kommer att försöka få publicerad. Mediabilden har fragmentiserats ytterligare. Alla människors uttalanden, åsikter, kommer att länkas ihop och förpackas i små mediala kontexter, som i sin tur kommer att påverka alla människor – igen. Kommunikationen dem emellan kommer bli mer frekvent, öppen, interaktiv och on demand.

How To Write Social Media Press Releases


how-to-write-smprs-by-brian-solis.pdf

Läs: http://future-works.com/about/103106_htg.html

As we collectively align PR with Social Media, it’s important to take a couple of steps back in order to help everyone understand the benefits of Social Media and most importantly, learn how to implement Social Media Optimized (SMO) campaigns to more effectively converse with customers and encourage them to share information amongst each other.

Technologies such as RSS, tags, SMO, social bookmarking, etc., are ineffective if you don’t have a grasp on what they are, how they work and how you can benefit from them.

The point of this page is two-fold, one to help grasp the premise of social media in order to then take it to the next level with an SMPR, and two, how to write more effectively.

It’s also important to understand that just because SMPRs provide a new format for delivering news, and, wire services provide a new push channel for companies to broadcast to bloggers, it doesn’t mean that bloggers/reporters will automatically pull your information.

As one reporter put it when learning about SMPRs, “You mean I can get the same poorly written press release in a whole new format, with fake, useless executive and customer quotes, so that I can deconstruct the content in order to figure out what the news really is?”

Great point…new technology and poor writing, still equal a bad press release.

PR101?
There are many discussions lately surrounding PR 101 in regards to writing press releases. Everyone says, “write well, write clearly, get to the point, reduce hyperbole, etc.”  But as with every educational institution, there are always different “schools” of thought on how to write well. So PR 101 doesn’t mean much if you didn’t learn the right things along the way. This really shouldn’t be open to various interpretations. Take the following advice at its core and don’t deviate from it.

Bloggers and traditional reporters are busy people. They will never ever get from a release what your product marketing and marketing department try to shove into it.

Another way to create a “better” press release is to think about it as taking the news release you would have written and then condensing it into a solid pitch letter. Get to the hook and the relevance ASAP. The process forces you to distill what really is important, why, and to whom it impacts. The end result should be a compelling, SMPR which bloggers and reporters will appreciate.

Background
For those who may need to catch up with the history…this effort was inspired by Tom Foremski’s original post, Die Press Release, Die Die Die, where he tells the PR industry that things cannot go along as they are…business as usual while mainstream media goes to hell in a hand basket. In turn, Todd Defren of Shift Communications introduced his Social Media Press Release Template and it was extremely well received.

To help PR professionals create effective Social Media Press Releases, I developed a “how to” guide, using a social media format, to help put things in perspective.

I’m often asked, will SMPRs replace traditional PRs? The answer is, no, and it’s not intended to. In fact, many new media PR practitioners write and distribute both, or a fusion of the two – which leads me to one last note.  Social Media does not replace traditional PR, it complements it.

Click here to see an example – “How to Write” a Social Media Press Release Template Now Available

Click on the links below to follow through to the Social Media “How To” guide.

Word
How To Write SMPRs by Brian Solis.doc
492KB

PDF
How To Write SMPRs by Brian Solis.pdf
300KB

*The “How To Write a Social Media Press Release” Document is free for public consumption and distribution. Feel free to remove the company logo.  This document is licensed under a Creative Commons license. If you use it, please list an author credit as “Brian Solis / FutureWorks” and link the credit to http://www.briansolis.com

If you can’t beat ’em. Join ’em.


Vill bara – sent omsider – uttrycka min stora glädje åt att DN och SVD äntligen tar sitt sunda förnuft till fånga och släpper in bloggarna (och vice versa). Jag är 100% övertygad om att vi nu sammantaget kommer få en mer intressant och nyanserad mediabild inom de olika ämnen som berörs. Huruvida Twingly är det bästa verktyget för detta låter jag vara osagt,  men av det lilla jag sett och provat så tycker jag det fungerar bra – hittills.

Och jag vill samtidigt passa på att ge Johan Brandt (projektledare och utvecklare på dn.se) cred för initiativet och genomförandet.

Some rules for new-world PR and marketing


we-the-media.jpgRedan år 2004 skrev Dan Gillmor boken “We the media”, som handlar om hur media förändras, hur förutsättningarna för journalister respektive PR-kommunikatörer förändras. Samt hur båda parter kan utnyttja det som händer till fördel för dem båda.  Jag har valt att skriva ner “some rules for new-world PR and marketing” som utgör tio mycket konkreta tips på vad PR-kommunikatörer måste tänka på och göra i den nya situation som vi hamnat i. Tipsen återfinns i bokens kaptiel 4: “Newsmakers Turn the Tables”. Två andra mycket läsvärda kapitel är 6 (Professional Journalists Join the Conversation) och 7 (The Former Audience Joins the Party). Vad de handlar om framgår rätt tydligt av dess titlar. 

By Dan Gillmor (“we the media”)

  1. Listen hard, because people outside your organization may know thing you don’t. Keep an eye on chat rooms, discussion boards, email, blogs, and everyting else from the edge, both outside and inside the operation.
  2. Talk openly about what your’re doing, and why. Start a weblog, or 10 weblogs, from inside the company. Explain, in plain English (or whatever your local language), what’s going on inside the place. Get the CEO to post, too. Create internal blogs and Wikis behind the firewall.
  3. Ask questions, because there will be people who are willing to answer. After you’ve listened and talked, take the next step and turn on the comments feature in your weblogs so customers can post back. Ask for help from your various constituencies. Set up discussion groups, but don’t censor them except to remove libelous, obscene, and totally off-point postings.
  4. Syndicate your information to the widest audience in the most efficient way. Create RSS feeds for everything useful to journalists and the rest of us, including press releases, speeches, blog postings, and other material.
  5. Help out by offering more, not less. Make sure your web site has everyting a journalist might need. This includes pictures, audio, video, charts, and plain old text – and make sure it’s easy to find. If journalists can find it, customers can too. That’s a good situation, not a negative one.
  6. Post or link to what your people say publicly, and to what is said about you. When your CEO or other top official gives an interview, transcribe it and post it on the web site. If it’s an interview being broadcast, put the audio or video online as well. If an article about you is unfriendly, link to it anyway (because other people will find it even if you pretend it doesn’t exist) but also post a reply.
  7. Aim carefully at people who really care. Find out which micro-publishers are talking about your product or service. (Use Google, Technorati, Blogdex, and Feedster, not just Nexis and Clipping services.) Also ask around about whom you should be contacting. Then make sure you keep these people well-informed. Treat them like professional journalists who are trying to get things right, and they’ll be more likely to treat you with similar respect.
  8. Correct your mistakes promptly and honestly. When a major news outlet or serous blogger posts something inaccurate, respond immediately. Point to source material that backs you up. Send an email to bloggers who have pointed to the errant item, and tell them about your response. If it’s a matter of opinion, not fact, be judicious in your replies.
  9. Thank the people who teach you new things. Congratulate them publicly when they offer a great suggestion, and do it again when you put it into effect. And when someone finds your mistake, don’t be defensive. Tell the world – and the person who told you – how much you appreciate the assistance.
  10. Experiment constantly, because risk is a part of growth. This is a new medium we’re all learning. As Esther Dyson says: “Always make new mistakes.”