Media Relations

Ten Technology New Year Wishes. #1 - A Keyboard For iPhone

This year, instead of New Year resolutions, I've listed my New Year wishes.  Do add yours!

1. A Bluetooth keyboard for my iPhone.
2. An Apple laptop... my first clean break from PC prison.
3. A lower-cost Kindle.
4. A quick & easy cure for tennis elbow (from over-computing).
5. New media stops berating old media.
6. Old media stops rebelling against new media.
7. Social media gossip stops and credible fact sharing begins.
8. Newsroom layoffs stop and new online revenue strategies become lucrative.
9. Effective computer games restore my brain from speed-of-light multi-tasking.
10. And may all would-be tech entrepreneurs have the courage to "break free" from security, follow their dreams, and still have the comfort of health insurance.

Bloggers: Are You Now Legally Vulnerable?

If you blog, the government has now recognized the power of blogging by issuing an 80+ page document  you need to be aware of.  On December 1, in American Fork, Utah, there will be a free seminar for local bloggers (seating limited to 25).

Why attend? Newly released Federal Trade Commission guidelines may:

1) Affect the way you advertise on your blog or in social media.

2) Require you to declare when you have been paid to blog about a product.

3) Require you to reveal when you've received free product.

4) Require certain disclaimers on your blog.

5) Make you more cautious when blogging about news, products, businesses and people.

Lunch will be provided.  Register here for a FREE ticket through Eventbrite by Nov. 30. Space is limited to 25 attendees.

Full disclosure: I do PR for Bank of American Fork.  This event merits space on my blog.  It is designed to reach out to local bloggers, and at the end, the Bank will discuss its annual charitable event.  The synergy here - bloggers come, get up to date legal information to help them with their online ventures.  In return, the Bank hopes to get them to blog about its 10th annual Project Teddy Bear to benefit thousands of Utah's at-risk children.

Schedule

11:30 a.m. - noon: Lunch, bloggers introduce themselves and their blogs.

Noon - 12:30: Legal advice presented by John Rees of Callister Nebeker & McCullough

12:30 - 1:00 p.m.: Learn about Project Teddy Bear, networking

Bloggers Be Warned, Time To Be Crystal Clear About "Blogola" ....Freebies, Payments

This is a big one. Pay attention. Bloggers...this means us too.  This week the Federal Trade Commission issued new and final guidelines that reach into social media, PR and marketing.  After clarification discussions with an FTC staff attorney, the Public Relations Society of America issued the following letter today. I hope it helps you in your business decision-making.  Thanks PRSA!

[Email begins]

Dear Members,

The Federal Trade Commission (FTC) has issued final changes to its Guides Concerning the Use of Endorsements and Testimonials in Advertising. While advisory in nature, the new guidelines will reset standards of behavior that public relations, marketing and advertising professionals should adopt to avoid violating underlying laws against unfair competition and false advertising.

The Guide changes, as set out in the FTC's notice, make three key departures from previous guidance that could impact public relations practice:

• The FTC advises that "endorsers" as well as advertisers can be held liable for false or unsubstantiated claims or for failing to disclose material connections between the parties.

• The Guides no longer offer the "safe harbor" whereby testimonials can be qualified by a "results may vary" disclaimer.

• Regarding endorsements, the Guides specify that celebrities should disclose relationships with advertisers.

While the FTC will approach each potential violation on a case-by-case basis, the new guidelines will impact how professionals should approach some common practice scenarios. Here are some applications of the guidelines:

• Bloggers who receive cash or in-kind payment (including free products or services for review) are deemed endorsers and so must disclose material connections they share with the seller of the product or service.
  

• Any firm that engages bloggers by paying them outright to create or influence editorial content or by supplying goods or services to them at no cost may be liable if the blogger does not disclose the relationship.

• Advertisements or promotions that feature a consumer who conveys his or her experience with a product or service as "typical" should clearly disclose what results consumers can generally expect or specify how the results were unique to the individual circumstances.

• If research is cited in an advertisement or promotion, any sponsorship of the research by the client or the marketer should be clearly disclosed.

• Celebrities who make endorsements outside the context of traditional ads, such as on talk shows or in social media, should disclose any relationship with the advertiser or marketer.

From an ethics perspective, the new guidelines parallel key transparency principles in the PRSA Code of Ethics, as well as Professional Standards Advisory PS-9 condemning "pay for play" practices. However, for practitioners, the guidelines go beyond ethics to recommended practice to avoid legal liability. While the ethics are clear, the triggers and nature of adequate disclosure are not fixed. As I recommended in a recent PRSAY post, thorough understanding and self-regulation can help public relations professionals avoid legal repercussions.

While the guidelines are advisory in nature, failure to comply increases the risk of professionals finding themselves in violation of the law. Moreover, non-compliance can result in a communication from the FTC warning professionals against the potential offending action. If that warning is not heeded, it may be followed by a cease-and-desist order. Intentional violation of that order may result in referral to FTC enforcement, which may include civil monetary penalties.

There has been information circulating publicly on the new guidelines that is confusing and conflicting. With this notice, PRSA hopes to bring members up to date on the facts as currently understood. This information is based on FTC documents and an in-depth conversation with a Commission staff attorney. Going forward, PRSA will continue to provide you with information, clarification, case studies and interpretations as they unfold.


Best regards,



Michael Cherenson, APR

[End of email]

Utahstories.com - Meet Utah's New Media

What do you do when you want to be a journalist, yet the world of journalism is in chaos?  Like many former or laid off reporters, you can always shoot for the stars and start your own news operation.  With some sweat equity, good journalism ethics and an eye for the hyper-local news no one covers anymore, you just might get a good reputation.  You just might one day make enough money to live on.

Here's one story, right here in Utah.

Meet Richard Markosian, creator of Utahstories.com.  "Read all about it" here.

Study Reveals Content Is Still King

A great post today by Jeff Bulla. I'm very happy to see the research he highlights from the Online Publishers Association.  I stand by this: No matter what the vehicle...content is still king.  Those in the journalism and PR professions need to hang tight as we move through this change.  Just like the cash for clunkers campaign, the world is turning in the old clunkers that once delivered the content, for a shiny new vehicle that runs on Internet fuel.

Jeff has a great graphic to go with the post, also below, that made me LOL on a Monday.  And sometimes, that takes work :)   Enjoy his post here.

Newspaper Girl Janet Thaeler - Meet Utah's New Media

She's concerned about balance in her life, thus she only spends 7-10 hours a day online...not as much on weekends. She always wanted to be a reporter, but then learned how little it paid. She still misses the rush of writing in a noisy newsroom. Blogging is "so solitary," she says.

I went to her site and saw four display ads in the right column. She is making some money at this. I think she is an important facet of emerging new media.

If you'd like to meet Janet, here she is.  Thanks to UtahPulse for picking up the column!

3 Topics: Meet Utah's New Media. What's The Best Measure Of Your Online Presence? And "Engaging The New Influencers."

Plenty to talk about!

1. We've heard, with sadness, about newsroom layoffs.  You may not be aware of the new Utah media outlets that are growing (not shrinking) and actually making money on their content and activities.  In tandem with my associate, Lisa Davis, we are writing a four-part series for utahpulse.com on "Meet Utah's New Media."  It starts in mid-September and I hope you'll join us there for profiles on:

• Newspaper Girl - Janet Meiners Thaeler
• Utah Mama, Today's Mama - Rachael Hersscher
• Utah Stories - Richard Markosian
• Mom It Forward - Jyl Johnson Patee

How influential are they?  How do you approach and interact with Utah's new media?  We'll tell you on www.utahpulse.com.

2. Boss still resisting social media?  Can she/he argue with this?

Edelman has done us all a great favor by gathering 100 professors of communications, journalism, business and public relations from North America and Europe.  All met for an event held in Washington, D.C. Sessions were led by 50 practitioners in charge of digital communications in companies such as:  AstraZeneca, CNN, eBay, Environmental Defense Fund, GE, Johnson & Johnson, Microsoft, Starbucks, UPS, Whirlpool and many others.  The resulting report, "Engaging The New Influencers," is packed with best practices and insights into our future...online. Thanks to Steve Rubel for making me aware of it.

A great menu of topics:

• The State Of Media
• Employee Engagement: Encouraging New Conversations
• Every Organization Is A Media Company
• The New Era In Washington D.C.
• Health: Using New Media In A Regulated Industry
• Insights From The U.S. Administration About Engagement
• Crowdsurfing: Engaging Consumers
• Academia: Keeping Up With The Pace Of Change

3. Measurement, measurement, measurement. 

How can you determine how well you show up online? This short, sweet piece on "The Five Senses Of Online Measurement" makes good sense.  Thanks to the Cision bloggers for sharing it.

My Sudden Career Change And A New Golden Rule

I finally have a new career. 

Same PR business, same clients…but my toolbox is brand new and full of social media strategies.  Even better, my clients are stepping up and are willing to try them. 

I studied Web 2.0 for four years, engaged in a forced reorganization of my brain cells.  I’m so glad it finally paid off.   I’m no longer forced to focus only on news releases, public events, media training, and story pitching.  Now I roll up my sleeves and teach clients how to communicate directly with their customers, via social media.  This is as good as it gets, and it didn’t come easy.

The arguments were fierce.

1. "We’ll lose control of our message."

Did you ever really have control?  Your news releases, news conferences and community events were either read or witnessed by only a handful of people.  The reporter wrote your story. 

Also, if you aren’t currently talking with your customers online, you have already lost control.  Anyone can say anything they want about you and you won’t even know.

2. "Our industry has regulations that limit this kind of communication.  Or…we have a profession that will lose credibility if we blog, twitter, etc."

Top government agencies, publicly traded companies, businesses that normally cloak themselves from the light of day…they’ve gone online.   My friend’s son has a new job…he blogs for an attorney.

3. "We need to be able to measure our communications."

Yes you can!  Social media will overwhelm you with details: Numbers, activity tracking, interest tracking, unique visitors, partial but not final clicks, audience reaction, and regular feedback to help you sharpen your message.  In the past, our measurement depended on traditional media via circulation, subscribers or ratings.  Social media measurement is to business what DNA testing is to the criminal justice system. 

4. "We could hurt our reputation.  Employees could offend our customers with photos and even offensive posts."

Yes and yes. But measure this risk against not using social media.  Your competition is or soon will be.  Meanwhile, you will be perceived as hunkered-down and non-transparent.  Write a social media policy and open your doors to the world.

My new PR mantras:

1. BLOG.  Companies that blog have far better marketing results.  Blogging increases Web traffic by 55 percent and grows inbound links by 97 percent (HubSpot research).

2. Become the news.  Put a newsroom on your Website and link your releases to your blogs, Twitter, Facebook, LinkedIn pages and others.  Oh yes, you can still send news releases to media but I’m warning you, reporters are overwhelmed.

3. Send your announcements to industry bloggers. Do it delicately and do it right.  Do not nag!

4. Buy a good still-camera, an HD video camera, a professional microphone and MP3 voice recorder.  These are so inexpensive it will make your heart sing.  Become the news reporter at your company and document, document, document.  Then post the visuals and your announcements on all of your social media pages.

5. Give your online customers something of value:  Research, prizes, product to sample, free Webinars, ebooks, white papers, a sneak peak at your latest whatever.  If you give, you will get back.  Almost sounds like a new Golden Rule, doesn’t it?

Obama Collecting Personal Stories Of Healthcare Woes

Obama's camp has been busy collecting healthcare woe stories from individual citizens.  I received an email several months ago asking if I had a story to tell (I'm an equal opp email recipient...I've signed up for both Republican and Democrat party emails).

An interesting strategy.  I decided to go along to see where it led.  I was prompted to do a write up, which I did, then when I hit "send," I was immediately prompted for a donation.  This irritated me, so I just closed out of the session.  Nevertheless, my story made it to Obama's team.  They shortened it a bit, emailed me, and asked for my final permission.  They also asked if I wouldn't mind sharing a photo.  I didn't.  But with my husband's permission, we allowed the story to be posted.

As Obama pushes hard to make health care reform happen this year, I found myself wondering when I'll get an email, asking me to send my story to Utah's senators and congresspeople.  This is an interesting grass roots effort.  We'll see how it works.

By the way, if you'd like to read all the stories submitted across the country,go here.  You can click on a map where you live and read all about us.  You can even submit your own story.  The Obama follow-through has been well-handled.

Research: The Influence Of Bloggers And The "Most Trusted" Media

How influential are blogs in the purchase process?  And what media wins when it comes to the trust factor?  Two interesting items sent to me by Saurage Research.