Speak Media: The Path to PR

The question was posed on Linked In: are press conferences obsolete? Responses have ranged from "they are a classic PR tool" to a reporter insisting "they are the last thing any decent broadcaster needs."

To see my two cents visit:http://www.speakmediablog.com/2008/06/are-press-conferences-obsolete.html

With 95% of the top newspapers in the US now offering reporter-blogs, I wonder if this sets a new trend...

for more information, please visit:
http://www.speakmediablog.com/2008/05/blogger-traditional-media-poor.html

Marketing Daily interviewed me about youTube's new metrics tool:

http://www.speakmediablog.com/2008/05/youtube-metrics-insight-roi.html

Okay, I know what I'm about to say is blasphemy in our world, but I agree with the recent reports of journalists blacklisting PR professionals. (Go ahead, grab your pitchforks and light your torches.) I agree because I've had enough reporter-pals share these SPAM-pitches with me to know how frustrating it is. Pitches with all caps shouting ad messages; misspelled names; identical emails sent to 5 people at the same publication; a technology story sent to someone on a real estate beat...it goes on and on.

for more, visit:
http://www.speakmediablog.com/2008/05/more-journalists-ban-pr-pros-how-to.html

The Washington Post just ran a story that is straight out of a Christopher Buckley novel.

For more, visit:

http://www.speakmediablog.com/2008/05/big-oils-pr-campaign-to-win-us-over.html

Consumers tend to associate "creative" with Mac and "corporate" with Microsoft, a brand position which Apple has brilliantly and consistently fostered since the infamous 1984 commercial. Now, with a new social media PR campaign, Microsoft aims to change that perception.

for more visit:

http://www.speakmediablog.com/2008/05/microsoft-pr-stunt-vies-for-hipper.html

A new social media benchmark study by BlogHer and Compass Partners shows that 36.2 million women actively participate in the blogsophere every week, with 15.1 million publishing and 21.1 million reading and commenting.

for more, visit:
http://www.speakmediablog.com/2008/05/wanna-reach-women-blog-it.html

It's a mad mad mad mad mad world for GM Canada as they've concluded a three-city interactive campaign for the new Pontiac Vibe called "Catch the Vibe." But, in my view, this campaign was hardly worth the cost and effort.

for more, visit:
http://www.speakmediablog.com/2008/05/pontiacs-interactive-scavenger-hunt.html

Can you imagine dedicating staff to do nothing but blog about your competitors? To report on their news? Run their press releases and re-run their articles? Well, in a stunning blogging strategy, Miller Brewing Company has done just that.

Brew Blog is not your typical stealth blog...

for more visit:
http://www.speakmediablog.com/2008/04/brilliant-beer-blogging-from-miller.html

Below is a compilation of new media usage statistics and quotable quotes I lifted from The Strategist. Enjoy!

The blogosphere doubles in size every 7.5 months with 120,000 new blogs created each day. (source: Technorati)

MySpace has 320,000 new user profiles created each day, with 25% coming from outside the U.S. (source: comScore)

YouTube plays 100 million videos per day and 100,000 new videos are uploaded daily. (source: YouTube)

59% of 6-to-11 year old children used the Internet during the past 30 days. (source: Mediamark)

When 18-to-34 year olds were asked about their top media choices, 46% chose the Internet and 35% chose TV (source: Online Publishers Assoc.)

An NBC survey reports that 75% of respondents across age groups agree they are overwhelmed by the amount of media available to them. (source: NBC Research)

Americans spend 9.5 hours in a 24-hour period online -- by far the most time spent on any activity, including sleep (7.5 hours.) (source: Veronis Suhler Stevenson)

9.5 hours online! I don't know why I'm surprised; I certainly I exceed that myself. I used to laugh at people who spent all day in front of the computer and then would go home and get right back online. But, now I can't watch TV without simultaneously posting on IMDB about the show I'm watching. (You'll see me there during tonight's premiere of House!)

I've said it before and I will say it again: never before has there been a better time to work in the communications/marketing/PR field. Information drives the dollar and we drive information. Nobody buys anything anymore without first seeking blogger or user reviews and product information online. These stats only demonstrate that fact. So, let's get busy and influence those dollars!

-- my two cents

saw a documentary film this weekend that is, among other things, a terrific study of publicity/journalism, damage control and the natural life-cycle of a story.

The movie is called My Kid Could Paint That and it follows the story behind a 4 year old and her artwork.

Not only is it a great film and one which will undoubtedly leave you debating and discussing its conclusion, it also should be watched by everyone in our field.

The issues of media access and strategic planning in terms of owning the angle, damage control, and the natural arc of a story (i.e. where will the story go after initial coverage) are wonderfully illustrated.

I don't want to give away spoilers, so I will leave it at that. But, take a look! (I saw it On Demand but it's also available on NetFlix and in most DVD rental spots). Once you've seen it, drop me a line because I'd love to discuss the PR aspects in detail.

This weekend, a pal asked me if I thought "green" was going to fall off soon from too much hype. Interestingly, today, a reporter-friend asked me the same question. So, here's my usual two cents on the subject.

Greenwashing is definitely in overdrive right now and without a doubt, "green" will soon be a throw-away word about as relevant as "innovative" and "cutting-edge."

That said the reality behind the hype is not going anywhere. Fact is, study after study shows consumers will happily pay more for green products - particularly in the under 30 market. And, it's no secret that many consumers see large companies as "evil empires," so demonstrating genuine concern for and care of the environment could soften the big bad corporation's image.

But, as is true with any campaign, success lies in the details.

For more: www.speakmediablog.com.

I've been asked a lot lately about the blurring lines between marketing and PR. It's certainly true what was once a clear and distinct difference is now more of a hazy smudge and (of course) I have a theory as to why.

To learn more visit: www.speakmediablog.com.

In the 1976 classic Network, journalist Howard Beale shouted the now famous, line "I'm as mad as hell and I'm not gonna take it anymore!" Well, it seems the sentiment still rings true today.

I've spent a lot of time here talking about blogger credibility, traditional media jobs changing or disappearing altogether, and the art of PR/MARCOM strategy stepping up with the web, but I haven't really lent a voice to the genuine frustrations of today's traditional journalist. Well, never fear, according to the worldwide news agency AFP, there is a new web site, which allows disgruntled, frustrated, and even enraged reporters to blow off a little steam anonymously. (Warning, some of the posts contain profanity.)

The site, which is really just a giant message board, is a terrific glimpse into the real annoyances, resentments and disappointments of traditional journalists today.

For examples: www.speakmediablog.com

If you've ever doubted the legitimacy of the blog itself, the power of viral marketing as a PR tactic, and the value of bloggers as media contacts, you'll want to read today's post.

http://www.speakmediablog.com/2008/03/bloggers-get-book-deals-through-viral.html

In January, I pondered the future of The Dark Knight's viral marketing/PR campaign after the tragic loss of Heath Ledger. As you may recall, a Hollywood pal of mine confided that he hoped it would continue as planned since, as he said, it would knock my socks off.

At that point, all we'd seen were some teaser posters and texts from Ledger's character, The Joker.

Well, the second phase of The Dark Knight's campaign has rolled out and I have to hand it to the folks at 42 Entertainment (to whom Warners subcontracted the marketing), this is undeniably the most comprehensive viral marketing campaign I have ever seen. It was precisely crafted for the fanboy/comic book geek crowd and they are eating it up. The media coverage has been staggering and I imagine it will continue to the film's release this summer.

To see a run-down of the rabbit-hole that is The Dark Knight's promotional strategy:

http://www.speakmediablog.com/2008/03/dark-knight-holy-campaign-batman.html

-- my two cents

The power of branding has reached a new level, ladies and gentlemen. As some of you know, my favorite example of brand identity is Apple because they are so incredibly consistent with it. Well, a new study shows the forbidden-fruit-folks may be even better than I had imagined.

Wanna know how? Visit: www.speakmediablog.com.

:-)

Charlie Sorrel made a very interesting observation in his Wired Magazine blog yesterday.

In it, he describes a post on Martha Stewart's blog in which she espouses the virtues of the new MacBook Air. Those who know me know I love Martha. Sure, she's flawed, but she's also a super savvy businesswoman who turned her hobbies into an empire. That said, as Charlie notes, her comments sound an awful lot like a Apple press release.

To see her entry, visit www.speakmediblog.com

:-)

There's nothing like blurring the lines between reality and fiction when creating a viral campaign. Add a little bit of mystery forcing your audience to seek out the story and you've got a homerun in my book. Take Universal's new campaign for the movie, Forgetting Sarah Marshall.

It began with vague billboards and banner ads citing random phrases like "My mom always hated you Sarah Marshall" and "You DO look fat in those jeans, Sarah Marshall." A simple url on the banners was the only clue for the curious.

For more, visit www.speakmediablog.com

:-)

Glenn Greenwald of Salon.com posted this article today alleging that Time Magazine invented facts to claim that Americans support Bush's domestic spying abuses despite several studies, polls and surveys demonstrating the opposite to be true.

For more: www.speakmediablog.com

"Goodyear can't build a tire worth a crap," said driver Tony Stewart on Sunday at the Atlanta Speed Motorway about new tires the NASCAR sponsor created specifically for the race.

For more, please visit www.speakmediblog.com

:-)

As we continue debating media access for bloggers, an ironic twist has come into play. Mark Cuban, a blogger himself, banned a blogger from the Maverick's locker room.

But, he says it's not for the reason you think...

TO LEARN MORE VISIT: www.speakmediablog.com

check out my full blog: www.speakmediablog.com

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In January, I predicted plinking to be the next big thing in consumer-related new media. Plinking, which stands for product linking, is the act of embedding a product or service link in an online video so viewers can purchase a product directly from the video they are watching. Now, Samsung has launched its own version of plinking with See'N'Search. Their application takes existing plinking away from just the web and onto our TVs as See'N'Search automatically scans TV programming for keywords and generates links that are accessible by jumping to a different menu with the remote - no keyboard and mouse required.

So, while watching your favorite American Idol performance, you can instantly link to the AI web site where you can buy that outfit the judges are so conveniently raving about.

What makes Samsung's application so interesting is unlike plinking, which is limited just to the products on the screen, See'N'Search will pull up information on the actors as well as whatever they are discussing in the show! So, when Kramer says to Jerry, "How can anyone not like Junior Mints? It's chocolate. It's peppermint. It's very refreshing," viewers will be able to buy some right then and there creating an instant revenue channel and instant ROI for marketers all the while allowing us to finally judge the difference between sight-line and the more costly scripted product placement!

This will also greatly change our own press coverage. If watching a broadcast story or online news clip about our clients will now yield direct customer links to the company and its products or services, our campaign measurement will be forever changed!

Samsung hasn't said when See'N'Search will be available to the public. But, I maintain this is going to be a fascinating year for product placement. And I, for one, can't wait to see what's to come!

--- my two cents

Please visit my official blog at www.speakmediablog.com

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The consumer watchdog group, Conference Board reported this morning the consumer confidence index has plunged to the lowest since the onset of the Iraq war in 2003, while wholesale inflation surged to the highest yearly rate in a quarter-century, indicating the threat of recession continues to grow stronger.

With home prices down an additional 9% in Q4 07 and a continued credit crunch, consumers are pinching every penny they can, beginning with luxury items like Starbucks, pricey bottled waters and dining out/entertainment. According to Ian Shepherdson, Chief U.S. Economist, "whether a household earns $200 or $200,000 a year, families are cutting back in small ways that will have a major impact long term. Most consumers actually feel more pain from these small cuts than from big ones. You miss your daily java jolt a lot more than say, a new car you'd only hoped to buy sometime this year. Small cuts can also have a big effect on the economy. If cutting back becomes a cultural mindset, it can be very hard to turnaround."

USA Today reported an informal survey on how some folks are cutting back already, ingterviewing people who brew their own coffee instead of Starbucks or who eat peanut butter instead of expensive protein bars. The article includes an interesting quotes from trendswatchers with funny names:

Watts Wacker says, "The new status isn't how much you've got, but your ability to show what you don't spend. This is a seminal moment. It's not a fad that will die out when the economy picks up."

"For years, we had the opposite. It was all about keeping up with the Joneses. Now, the Joneses are starting to cut back," says Ellie Kay.

And trends guru Faith Popcorn adds, "It's cooler not to spend."

But, this need not be bad news for the creative PR pro. Much like the trend in healthy food alternatives (as if anything at McDonald's can really be healthy), smart strategists can turn this shift in our spending mindset into a brand loyalty advantage.

As does nearly everything in my life, this situation reminds me of a movie: Mr. Mom. Remember when Teri Garr convinces the big tuna fish client to announce they will cut back on their prices because they support their customers in these trying economic times?

Well, as funny as those scenes were, there is a solid strategy behind that idea. With movie-lovers less inclined to pay theater ticket prices, Comcast's On Demand, The Dish, BlockBuster and Netflix could (and should) get the message out of "being on our side." Instead of forking over as much as $50 with tickets and snacks, why not pay $4.99 for a new release On Demand? We support your need to support your family.

Clearly Starbucks is looking ahead as they've already launched $1 regular coffees and free refills in select stores to combat their first decline in sales since they launched. I imagine we'll see more and more strategies aimed at winning over the customer with lower prices or by simply comparing their brand to pricey alternatives. Personally, I've already begun to include this kind of "on your side" messaging in my clients' campaigns.

And, this isn't just a B2C play here. Many companies are putting vendors on hiatus, or cutting ties altogether, as they attempt to brace themselves for the worse. According to B2B Magazine, companies are seeking more creative ways to achieve goals, particularly in marketing and PR. There is a lot of low-hanging fruit to be picked from those who can offer less expensive new media alternatives to marketing and promotion.

I'm often referred to by friends and colleagues as "Pollyanna." My former employer used to call me "The Bright Side" because I always seek the good news in any given situation. Well, the good news here is I believe smart strategies that speak to the times can win loyalties that may not otherwise have been achieved.

-- my two cents

Visit my blog: www.speakmediablog.com for more.

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The 2007 George Polk awards, informally known as the "Golden Globes of Journalism," have been announced. Interestingly, a blogger who blogs (!) Joshua Micah Marshall of Talking Points Memo, was among those honored for his reporting on the US Attorney scandal that brought down Alberto Gonzales. Given my last post, this is an exceptional move toward accepting bloggers as real media.

Also noteworthy is the bittersweet recognition for slain editor Chauncey Bailey who was ambushed and shot while investigating the Black Muslim splinter group, Your Black Muslim Bakery. Seven men were arrested after Bailey's shooting on charges including fraud and kidnapping after a raid on the bakery. A bakery handyman has been charged in the slaying and is awaiting trial. A true hero, Bailey led a 37-year career in investigative journalism. Click here for more information on Bailey the story that cost him his life.

And, here for a complete list of Polk winners. Congratulations to all!

-- my two cents

Visit my blog: www.speakmediablog.com for more

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When I was a kid, I saw All the President's Men and Absence of Malice in the same week (thanks to HBO) and decided then and there I wanted to be a reporter. (Of course, a few weeks later, I saw Raiders of the Lost Ark and wanted to be a swash-buckling archeologist. But, that's a different story altogether!)

Wathcing those movies, I was fascinated by the power and importance media played in our daily lives -- the way they could right a wrong -- the responsibility they had in finding the truth and getting it out there. Of course, I'm not a reporter, I crossed to the "dark side"and my job is to persuade reporters to tell the truth I want them to tell. Still part of my success, I think, stems from that early and continued respect for the media.

Ad Age and the Bureau of Labor Statitics just reported a steady decline in traditional media jobs since 2000. Given the increase in the 24-hour news cycle since 2000, one might assume the opposite to be true. However, as I read the stats, I wonder how much non-traditional media, like bloggers, have contributed to this shift in the traditional journalist job market.

So, let's do a timeline study, shall we? One of the first blogs came from Jorn Barger in 1997 -- he's the man who coined the phrase weblog. He was soon followed by Peter Merholz who shortened it to blog. The next year, Open Diary launched and the first network of blogs entered the scene. By '99, Brad Fitzpatrick launched Live Journal which had a more user-friendly interface and suddenly blogs were popping up all around us. Pyra Labs launched Blogger.com that same year and the formerly-email subscription Drudge Report went global in blog form.

A year later, in 2000, traditional media jobs began falling by the wayside.

Now, this is a little like saying, I see the sun when I wake up in the morning, so I must be the cause of its rising.

BUT, I can't help but wonder what kind of role bloggers really played here. Of course, it's not just blogs. Webzines also began to rise around the same time. Suddenly, you didn't need a publishing house and a major investment to start your own magazine. All you needed was an internet connection and compelling content. I recall writing movie reviews for e-zines as early as 1998 and at that time, I began seeking out other reviews of films, music and books from non-traditional channels.

Still, it can't just be new media that has changed an entire industry.

When is the last time you watched your local news, or even the national nightly news? In the 70s and 80s, my folks watched the local news and then NBC Nightly News every single night. I remember the local news interrupting Happy Days and Mork and Mindy to report on the Atlanta Child Murders, basically scaring the bejesus out of me every day! Now, I can't tell you the last time I sat down to watch an entire news program on TV. I get nearly all of my news online and I'm not the only one. As I've mentioned here before, in 2002, the EVP, Marketing for CNN, Scot Safon gave a speech in which he said college students didn't even think about CNN as a broadcast channel, they only viewed it as a web site.

Next, consider newspapers. I remember in 1998 when online versions of newspapers were nearly all subscription-based even I said "I still like the tactile feeling of holding the paper, I'll never read all my news online!" Of course, this was back in the day when you watched the screen for 5 minues as each page downloaded. Today Newspapers are laying off staff left and right because of the efficiency of the web. And, I gotta admit, reading a printed newspaper today is like reading last week's news.

So, back to the original Ad Age report...where are all these traditional media jobs going? According to the statistics, to marketing and PR. Yep, all those laid-off reporters can now get jobs pitching reporters and/or blogging for Corporate America. According to Ad Age, "marketing consultancies over the past year added 14,500 jobs (up 10.8%) nearly matching staff cuts at major newspapers (down 16,900)."

In other words, while the target media we pitch declines, the competition for our jobs grows.

Now, I'm a huge advocate of blogs and ezines and the strength of independent voices. But, the part of me that cheered for Woodward & Bernstein in All the President's and whose heart sank for Sally Field and Paul Newman in Absence of Malice wonders are we de-valuing the traditional journalist a bit too much here?

I think Neil Henry of the SF Chronicle said it best last May when he wrote: "[this means] Fewer resources will be available to investigate stories as nationally significant as the BALCO scandal; fewer professionals to doggedly uncover shady financial practices at the University of California, forcing top officials to publicly acknowledge their mistakes and work to fix them; fewer journalists to cover local city halls, courts and schools, reporting community news that the public often takes for granted -- and which other media, including local television and radio outlets, rely upon to set their own news priorities."

I love new media. (Those of you who attended a recent dinner party at my house for the great blog debate of 08 know it!) I love the citizen-journalist. I love the immediate ROI found with digital PR. I love the idea of reporters who aren't tied to a corporation that controls the content (i.e., you'll never hear a negative story about GE on NBC, CNBC or MSNBC. There's the real bias in the media!)

But, I also love that hard-nosed journalist who digs and digs and uncovers the stories that no one believed in. I also love the tradition of integrity that we all identify with days gone by. It's an interesting time out there folks; let's keep the conversation going and the trust in our traditional watchdogs high.

-- my two cents

VISIT MY OFFICIAL BLOG: www.speakmediablog.com

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Today, I learned about John Fitzgerald Page. While I am loathe to contribute to his newfound Internet celebrity, the whole story is a fascinating study of viral marketing, privacy online, our love of villains, the famous-for-no-reason-syndrome, and plain old psychology. Therefore, please forgive me for adding another notch to this non-celebrity's publicity belt.

If you don't know the story, here's the skinny.

1. John Fitzgerald Page was/is on Match.com.

2. A woman "winked" at him.

3. He sent her a form-letter in which he boasted his accomplishments: high rise condo, Ivy League school, big money career, etc. He then asked her how much she weighs and if she works out regularly. (To his credit, he did acknowledge the rudeness of the inquiry.)

4. The woman clicked "no thanks" so Match.com sent him a polite note saying "thanks but we're not a good match based on personality."

5. Instead of leaving it at that. John sent her a nasty email stating that since she rejected him, she must be fat. He goes on at length to insult her and describe himself and his "caliber" including how much he can bench press.

6. She sent his email to a few friends. They sent it on to other friends and so on and so on.

7. Soon, the blog Gawker.com (which covers "media, gossip and pop culture") got a hold of it and ran the story.

8. It spread like wildfire with bloggers because well, let's face it - his arrogance is funny and everyone loves a good villain.

9. Now, I always say, major media follow-the-lead of bloggers. True to form, soon the AJC, CNN, FoxNews, CBS and the NYT interviewed him.

Today, John is crying victim. And, he does have a point in that what he considered to be a private email has now been splashed all over the web. But, before we give him too much sympathy, consider that he is giving interviews, lots of interviews. The public does not even know who the original woman (or as he has taken to calling her, "fattie") is because she is not seeking publicity in the matter. But, this guy is generating tons of press for himself. So, while I can empathize with not wanting my personal emails to be posted online -- and certainly anyone posting his address and phone number is way out of line -- John is now reveling in his Internet stardom. He is releasing his own online videos, talking about book deals and a 20-city dating advice tour, all the while securing as much publicity as he can, while he can. He has even become an official escort selling dates for $250-$500 a pop. So, although he would have had me if he were tying to avoid the limelight, since he's not I say privacy-shmivacy. It's all just further proof that in this age of hyper-voyeurism, anybody can be famous, if they want to be.

Certainly none of this is newsworthy. And, I do feel a bit smarmy talking about it here. But the whole story is another example of the speed of viral content online and why people/companies should embrace bloggers. As Target learned, bloggers have the luxury of writing what they want and with each blog linked to another blog, content moves like lightning.

So, bottom line: Bloggers can be a marketer/publicist's (and even a guy trying to find love) greatest advocate or greatest annoyance -- which one is entirely up to you and how much publicity you really want.

-- my two cents

VISIT MY OFFICIAL BLOG: www.speakmediablog.com

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Guideline recently asked B2B and B2C marketers to rate the effectiveness of various online marketing tactics.

Almost all marketers surveyed used some form of social media. However, business marketers reported more success with podcasts:

21% of B2B vs. 13% of B2C listed podcasts as "effective"
17% of B2B vs. 6% of B2C favored blogs, and
14% of B2B vs. 11% of B2C preferred RSS feeds

As you know, I'm a big fan of using Second Life for promotion and it seems B2B marketers are starting to catch on with 8% of business marketers rating Second Life as an effective new media platform, while consumer marketers had either not tried it or the sample size was too small to include. As I've mentioned previously, I think B2C marketers are missing a major opportunity by ignoring Second Life. This virtual world has so permeated our society, while reading Dean Koontz's latest book the other day, I was amazed to discover the double-life Koontz's villain described leading was actually in Second Life. With members in the millions spending real dollars in this fake world, brand owners should really take a second look at "lifers."

No surprise, the most common online marketing too in the B2B world is the blog-although I'm surprised to see the adoption rate of corporate blogging is still so small. Fact is, if you want to position yourself as a subject matter expert, a properly linked, digged and lensed blog will take you farther than just about any other method today.

About one-quarter of B2B marketers surveyed had tried a viral or participatory ad campaign, while 29% sponsored an online community or discussion site. Also in the study, B2B and B2C marketers revealed they were unsure how emerging vehicles such as blogs, games, social networks, virtual worlds, widgets and wikis would actually influence potential customers.

Clearly, we need to publish more ROI on the subject because - as many of you have heard me say - the immediate metrics captured in online marketing makes it the most effective promotional tool today. Never before has so much real-time information been available to us. The opportunities to play are there. According to Forrester, 53% of marketers surveyed anticipate increasing their overall marketing budget this year, and, of those, the average increase in spending expected is 28%.

However, there is a still a fear of new media here. Although the survey found more marketers used e-mail, search and webinars in 2007, B2B has a long way to go in terms of the transformation to digital media. Blogs, online video, podcasts and other emerging media were used by only about a third of survey participants.

Report author Laura Ramos, a VP at Forrester says, "There's still a perception that it's expensive and difficult to do online video, or create rich interactive applications that demonstrate your product and tell your story. Rich media is well suited for B2B because of the high-consideration product sales and the long sales cycle. It is a medium that is interactive, that is visual and auditory, and more engaging to the visitor and [which] may tap into their emotions and their motivations better than other media."

The onus is on marketers and PR practitioners to demonstrate the value of online marketing to our clients and corporate leaders. So, let's get our metrics out there and move that needle for corporate adoption!

-- my two cents

VISIT MY OFFICIAL BLOG: www.speakmediablog.com

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When I arrived at the polls yesterday morning, I was shocked by the massive crowd that had already assembled. As I took my place in line I was immediately swept up by the party atmosphere; the music, the shouting, the excitement%u2026and the kids. For a split second I thought I was in a line for American Idol auditions or Hanna Montana tickets. Surely, these college students did not drag themselves out of bed at 7:45 in the morning to vote!

But, in fact, what I witnessed was seen across the country in nearly all 22 primaries held yesterday.

So why the surge in younger voters? Some could argue the issues drove kids to the polls yesterday. An unpopular war, for example, is a great motivator. But, then again, we were at war during the last election too and we didn't see anywhere near these numbers. Since I was in for a long wait, I started chatting with the kids and was astonished to hear them talk about the candidates' positions on major issues - in some cases they were better informed than I was.

Naturally, I wanted to know their sources. Of course, many of them referenced traditional outlets like CNN, NPR, and MTV's Rock the Vote. But, then they started talking about new media. The more sites they named, the more I wondered how much of an impact social networking, viral marketing and blogs had to do with this re-energizing of the youth vote.

Technorati reports there are currently 142,343 blogs covering U.S. politics with more than 15,000 subscribers each. Likewise, a Google Blog Search for "U.S. politics" yields a list of 458,482 blogs and that number excludes those not linked to Google's search engine.

But is it just blogging that brought kids to the polls?

Declare Yourself, a non-partisan youth voting initiative encompassing everything from viral videos, podcasts, text alerts and surveys to traditional on-campus visits, registered more than 250,000 voters for the 2008 campaign. The site also features links to social networks such as Facebook and MySpace.

And, speaking of social networking, Facebook introduced an application (co-sponsored with ABC News) where users have access to up-to-date political news, polls and video -- a full-media RSS feed, if you will. More than one million Facebook users added the application to their profile, and more than 300,000 have participated in at least one online debate group, according to a news release from Facebook.

Kids are also taking it upon themselves to make their voices heard with user-initiated Facebook groups started for each candidate, the largest being "One Million Strong For Obama," with more than 445,000 members. Not to be outdone, MySpace launched MySpace Impact, a Web site featuring links to candidates' profiles, as well as polling and registration information. It also includes featured blog posts from its users and boasts more than 334,761 members.

MTV - always a staple in youth voter registration - launched think.mtv.com which enlisted 23 amateur journalists to cover primary results with podcasts and blogs sent from their mobile phones. I love the genuine viewer-to-brand interactio this initiative creates and clearly, I'm not alone with nearly a million new voters registered through the site.

The Republican party is not without their own online intiatives. Mike Huckabee has tapped into youth culture with the popular Christian Web site, The Rebelution from which Huckabee enlisted The Harris Brothers who started Huck's Army, to organize grassroots efforts for Huckabee's campaign resulting in 100,000 members.

The result: Under-30 voter turnout yesterday was up 42 percent over the primaries of 2004, according to the AP. And, granted, it's not scientific, but my little straw poll of the kids waiting in line with me yesterday all said they made their decisions based on what they found online.

So, once again, if you want to connect with the youth market - whether you're selling soda, games, movies, toys, or freedom - you cannot afford to ignore new media.

-- my two cents

VISIT MY OFFICIAL BLOG: www.speakmediablog.com

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Today the New York Times reported a PR pro from Target told a Blogger the company does not respond to non-traditional media outlets. The story goes something like this:

1. Last week someone from Shaping Youth, a Blog that covers the impact of marketing on children, emailed Target's PR team about a current ad.

2. The PR pro brushed off the Blogger saying they only talk to "traditional publications that reach our core guests." The Blogger ran the story/editorial about the ad, along with Target's non-comment comment.

3. A Blogstorm quickly followed and continued throughout the weekend. Bloggers spread the word: Target doesn't like Bloggers; Bloggers aren't Target's customer-base; Target is living in 1997.

4. Today, Monday morning, Target was forced to address both issues: the original concern about the ad and what they said about Bloggers when the New York Times picked up the story, which has been syndicated through the Associated Press.

The official Target spokeswoman, Amy von Walter, told the Times, "We do not work with Bloggers currently. Target's policy is to focus limited resources on the big media outlets, like television stations and newspapers, which reach large numbers of shoppers. With a small public relations team, we want to make sure we are making an educated decision and we live up to any promises we make, in terms of service."

Anyone who believes that Bloggers do not reach a large number of shoppers need only recall Dell Hell, a blog that became so popular it cost Dell its place as market leader. To this day, the company is still trying to rebuild its customer service image.

There is simply no more immediate way to spread information than the Blogger. Every one Blog is linked to other Blogs, which are linked to other Blogs, and like the old shampoo commercial goes%u2026and so on ... and so on.

In fact, companies that embrace Bloggers (and PR pros who pitch them) often see a loyalty not found in a lot of traditional media. Bloggers have the luxury of writing what they want and they can be your most vocal advocate if you invite them in.

On the flip side, disrespecting Bloggers is the quickest way to invite their wrath, which Target has most assuredly done because, once again, Bloggers have the luxury of writing what they want.

The fact is: media are everywhere and they take all forms. The first thing I say on my web site is:

The Internet has democratized our media landscape. Through blogs, webzines, social networking and more, your customer now has a voice as loud as any traditional channel-perhaps even louder. In today's world, your customer is the media. That's why it's never been more important to "speak media" fluently in terms of strategy, message and delivery.

And, as I've said before on this blog-a great number of Bloggers work for traditional media outlets, in addition to writing their own blog. This is part of the one-two punch in pitching a Blogger; you can get your story in front of two media channels at once. Similarly, in this day of 24/7 news, a lot of media search Blogs for leads, as we've seen with today's New York Times.

So, let the lesson be loud and clear: Bloggers are media too! In fact, they are fast-becoming the most important media Target out there (pun intended).

-- my two cents

VISIT MY OFFICIAL BLOG: www.speakmediablog.com

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During the holidays I watched (for the first time) the original Miracle on 34th Street. If you haven't seen the film, I highly recommend it. Without too many spoilers, the story centers around a Macy's Santa Claus who claims to be the real thing. During the movie, we see children asking for presents that have sold out. Although the Macy's manager gives Santa a list of alternate toys to recommend, Santa, instead, sends the kids/parents to other stores carrying the toys. At first management is appalled. But, the goodwill Santa creates for Macy's wins out and soon Macy's is milking the publicity of their "Christmas spirit."

Well, after watching this, I was intrigued. Was this the first recorded case of product placement in film?

According to the NY Times, Macy's did not pay for the product placement in the original film as that was simply was unheard of in 1947. But, apparently this film is widely considered to foreshadow what was to come as Alan G. Millstein says in this article, the film "has probably brought Macy's more good will and publicity than tons of their advertising over the years."

It's interesting to look at how product placement has grown today. It's so common, most of us don't even notice it anymore. Although it is one of the most difficult aspects of PR to measure, I can tell you from personal experience that it works. Bear in mind, I am a PR professional who identifies product placement deals for clients and yet, while watching America's Next Top Model, I noticed a box of Special K on the counter of the kitchen. I caught myself thinking, "I should get some Special K, if these skinny girls are eating it%u2026" Never mind that Kellogg's paid for that box to sit there. Never mind that these models exist on a diet of water and cigarettes and they've probably never touched the cereal, it still registered with me.

One of my favorite films in the past few years was an adaptation of my favorite author's book, Thank You For Smoking. In the film, cigarette lobbyist, Nick Naylor craves a cigarette after seeing John Wayne light up in a movie. He then goes to Hollywood to "put the sex back in cigarettes" by finding product placement opportunities for tobacco in films. The result is a hilarious scene with Rob Lowe where they come up with a new brand of cigarettes to coincide with the film's release. I wonder if we're really that far from this parody%u2026

Then, of course, there are films that are nothing but product placement; i.e. Hasbro's Transformers. Of course the toys were there; the film is about toys. But, beyond Hasbro, this film was a masterpiece of product placement: from The Strokes tee-shirt Shia wears throughout to the Nokia phone and the discussion about who makes Nokia (the Swedes, apparently) plus Radio Shack, Apple, Sony, Coke, Visa, eBay, PayPal, and of course, Chevy, Pontiacs, Dodge and Porsche. I'll bet the entire budget plus P and A was paid in full by the placement, which makes the profit earnings even more fantastic!

With Tivo and Youtube, people just aren't watching commercials anymore so product placement is one of the surest ways to get your product in font of your target audience. And, if your product is pivotal to the story (ala the Fedex commercial that was Cast Away; the AOL spot that was You've Got Mail, etc.) then you can really hit the mark.

And, it's not just in film and television. I've had much success creating placement opportunities that actually generate revenue in Second Life and many brands are leveraging video games and even pop songs. I read recently where Fergie was offering the lyrics of two songs on her next album to the highest bidder!

It's a brave new world of placement, ladies and gentlemen. Ever wonder why the American Idol judges often comment on how good the contestants look and Simon spends 5 minutes telling that hot young singer that he loves her outfit? Everything the contestants are wearing is for sale via the AI site. Not to mention, the music video/commercials the contestants make for Ford during each show and the Coke the judges drink while making their little quips. American Idol has redefined product placement!

True, product placement remains one of the most expensive tactics in PR and it's still the most difficult to prove ROI. But, measurement can be done--just look at some classic examples.

-----> 1982's ET helped launch Hershey's new candy Reese's Pieces. Instead of paying Universal for the placement, Hershey's sponsored $1 million worth of advertising for the film. The result: sales of Reese's Pieces increased by 80%.

-----> Remember Tom Cruise drinking Red Stripe in The Firm? Yeah, okay, me neither. But, within a month of the film's release, sales of the beer had increased by more than 50% in the U.S., and Guinness Brewing Worldwide acquired a majority stake in the brewery just a few weeks later for $62 million.

So, with all this in mind, what is the future for product placement? As is the answer to just about everything these days: the Internet and CGI games.

Today, advertisers are much more interested in the $24 billion video game industry than they are in TV. Spending on in-game placement was estimated at $300 million this year, with projections of $1 billion in spending by 2010. 66% of males 18-34 own at least one game console, as do 80% of males ages 12-17. In 2006, 62.3 million game consoles were sold. Market researchers anticipate that this number grew by 26% during 2007.

Currently, there are over 148 million gamers. As gamers age, become parents and continue to play games, older demographics become more highly represented while increasing the overall reach of the video game medium.

And, according to a Nielsen study, product placement adds value to the games! 70% of gamers surveyed considered it a positive feature that increased the realism of the game. Studies have also shown that short-term recall rate of brand names in video games is upwards of 40%, with sports games taking the lead with a 54% brand recall rate. This makes video game product placement one of the most effective ways to create consumer awareness.

I also anticipate that Second Life and other virtual communities are going to continue to become hot spots for PR pros. Reverse product placement is a growing trend in the world of avatars. American Apparel launched a line of jeans in Second Life several months before launching them in its real-world stores. And, last year, Starwood Hotels and Resorts launched a sub-brand called Aloft in Second Life shortly before it appeared in the real world. It will be interesting to see what kind of ROI they report on this.

Finally, with more people getting their TV fix on YouTube, I foresee plinking to be the next big trend in 08. Companies like Entertainment Media Works have pioneered the tactic and -- although it hasn't become as prolific as using video games and even virtual communities, mark my word -- plinking will be the new buzz word in 08.

Let me know what kind of successes you've had with PP and what trends you see taking form.

-- my two cents

It's holiday time, so let's take a moment to talk about giving. I've always said corporate giving is good PR and good PR is good business. It seems many others are in agreement lately. Cause Marketing Campaigns are everywhere and they are getting excellent results!

When a campaign works on me, a PR pro, I know it's good. The other day I caught a commercial showing a girl in Africa sitting by a hut. A couple of school boys run by as a voiceover tells us that girls living in sub-Saharan Africa miss a week of school each month because they lack basic feminine products. Eventually, they fall so far behind they drop out. The voice tells us every time we buy Always brands here, they'll donate products there, so these girls get the education they deserve. Two days later, I -- a woman who has been loyal to a different brand throughout my adult life -- bought the Always brand for the first time. Cause Marketing, ladies and gentlemen.

A recent study by Cone, Inc. reports that eight in 10 Americans say a company's support of causes will win their trust. In addition, 80% of Americans can name a company that stands out in their mind as a good corporate citizen, an increase from 26% in 1993.

The big trend now is companies joining together to make a difference (and increase sales). With The Red Campaign, The Gap, Converse, Apple, Hallmark, Armani, Motorola and AMEX are all selling red products with proceeds going to fight AIDS in Africa. This campaign is ingenius for two reasons:

1. By uniting these brands, they can really get their donation numbers up. They recently announced they've donated $50mm in just 20 months. An astounding figure they would not have reached with only one product. It makes for a great press release and gives the marketers something to talk about.

2. Consumers get to show off what caring global citizens they are by owning these red products. It's like folks wearing wrist bands or sticking ribbons on their cars to show off their philanthropy. For many Americans, if a good deed is to be done, and no one is there to hear about it, it won't be done at all.

I don't mean to sound cynical, but letting your customers show off their goodwill drives them to action. The producers of Comic Relief knew this when they gave away tee-shirts with donations.

Edelman recently released survey results indicating price isn't even a factor anymore when it comes to Cause Campaigns. It's all about that oh-so-good-feeling and letting others know how good they are: "85% of consumers around the world are willing to change the brands they buy, or their consumption habits, to make tomorrow's world a better place. Over half (55%) would help a brand 'promote' a product if there was a good cause behind it."

That said, the Red Campaign is not perfect. The best Cause Campaigns reinforce your brand. If you are a technology company, donate technology products or computer training to needy kids. If you are a sportswear manufacturer, sponsor the Special Olympics...

With The Red Campaign, I had to research the companies involved. I knew there was a phone and a clothing company and that Bono was somehow behind it - but I couldn't have told you the products for sale had I not gone to the site. Having so many brands involved with an important, but unrelated cause, they aren't creating the brand connection that fosters consumer trust. The connection that ensured I knew exactly what brand I was going to buy after seeing the Always Africa commercial.

-- my two cents

The question was posted on Linked In: Do Consumers Wield Too Much Power?

Responses so far have varied from: "consumers have way too much power" to "no they have little power and should demand more."

Here's my thinking:

Consumers have more power now than they have ever had and that is a GOOD thing for us!

Never before have we been able to view consumer motivations, intentions and actions the way we can today. This is because consumers have never before had so much control in their choices. We all know consumers research purchases before buying, right?

Well, that's great news for PR and marketing professionals because we are the ones putting the information out there!

We can not only guide their choices by knowing where they look for information and what they are looking for - but we can also see what compels them. Are they more interested in reviews and testimonials? Are they more compelled by availability, price, ease-of-use?

Just the fact that we can see exactly when we lose them informs our communications. We know the moment they exit a web site -- and can then examine, what made them leave here instead of purchasing? Was the checkout process too tedious? Why did they leave at this moment in completing our form? Was it too long? Why did they stop viewing our demo at the :45 mark? Was it boring? Was the information irrelevant? We can fine tune our communications based on their specific action.

I believe we had less power when consumers were more driven by impulse and catchy jingles than today where information guides the dollar.

We need to embrace the information consumers give us and revel in the fact that they are seeking information from us. The power here is a two-way street.

-- my two cents
Jennifer Jones