Online PR as a Service: Pitching vs Participating
The more I think about ‘Online PR’, the more I’m convinced that it should be called something else. In a nutshell, everything that your company does online is ‘PR’ – it all touches your public in some way.
As such, ‘Online PR’ isn’t just sending a press release via a web-based press release distribution hub like PRWeb. Nor does it involve emailing influential bloggers in an effort to persuade them to write about you. These things are just good old fashioned media relations practices by another name (with a bit of SEO fringe benefit thrown in).
Nope, Online PR can’t really be positioned as a service per se – it’s something more fundamental to your business. There’s a difference between using the web to ‘pitch’ ideas to influential people and using it to participate in conversations which may influence people. The former involves knowing an influencer (a brokerage service). The latter involves being an influencer.
With this in mind, PR agencies tend to be better at pitching than participating because participation requires being in amongst the guts of a business and interacting with customers (and influencers) in a more intimate fashion. You simply don’t preface a comment in a forum or on a blog with ‘I’m talking on behalf of my client, Acme Co’ – since the only reason to participate is because you care and/or because you can contribute personally.
To this end, I’m becoming convinced that the job of an Online PR agency (or a plain old PR agency) isn’t necessarily to do Online PR, but to find better ways of facilitating it.
To use an example, there’s a great deal being written right now about Barack Obama’s brilliantly executed Online PR campaign. Now this is big time PR. Obama used his web site and a bunch of satellite social media tools to drive interest, donation and votes. I won’t elaborate here – see Technology Review if you want a blow by blow account of how Obama does Online PR really well. But there’s something interesting about why the world is using him as the poster child for this stuff…
It’s this: the Obama campaign used the best of the web - a social networking platform, ‘MyBO’, a Twitter feed, etc - to help people to enable other people to spread the word. In other words it didn’t just use the web for pitching. (This is what, by comparison, Hilary Clinton, seemed to do - use the web as a soap box).
So how does this apply to you and your business? Well, for a start, I think you need to treat Online PR and all the funky new things that we can do on the web as a tool set rather than an activity in and of itself.
Smart companies are creating platforms, tools and content that are designed to be taken up and used by their staff (and their customers, partners, etc) for engaging with and influencing the wider world – in their own ways and on their own terms. They’re using the web to facilitate things. And good agencies are helping them to do this work as effectively as possible – by building blogs, social networks, content pieces and the like, and training their clients to harness them properly.
None of which involves ‘pitching’ or anything that looks remotely like PR as we’ve come to know it.
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SOAPBOX: BLOG POSTS /// MORE
Basic Things to Put in a Monthly Online PR / Social Media Report
Here at C&M, we’re advocates of ‘less is more’ and focusing on the bottom line – like proving what impact our work has on real-world conversions. As such, here’s our working list of things to measure campaigns by (albeit with a slight bias on B2B requirements…)
The C&M 2009 New Year Resolutions (For Doing Online PR Better)
We have two: i) Get Some History and ii) Make Less Haste. Both will help us to work smarter and to give our clients what they really want – well conceived, executed and measured Online PR activity.
SOAPBOX: LATEST COMMENTS
comment from: Roger Warner
Hey Craig…. thanks for the feedback. In principle this is a master ‘menu’ of things that we monitor quantitatively....
comment from: Doug - Velocity, B2B Marketing Agency
Great metrics. I can’t think of a client who wouldn’t love this kind of reporting, even if some of...
comment from: Craig McGill
That’s a thumpingly comprehensive report – how long would you expect it to take to generate/collate for a client?
so you are indicating that if you have something of use/advice, then inform people by social networks and by doing so it generates a response/talk amongst a community and therefore this is the ‘new effective online pr?’
Joshua
02 Oct 2008
yes – in a nutshell, that’s it. the real power of all this stuff is in seeding things, stepping back and letting other (normal) people do the work. it’s word-of-mouth marketing, buzz marketing, woteva the next fad is…. but essentially i’m talking about the smarts being in facilitating a network effect… rather than just shouting at people. shouting isn’t scalable (and therefore misses the whole point of the web). facilitating is…
Roger Warner
02 Oct 2008