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  32. <title>4 Best Practices for PR Pros Engaging in Media Relations</title>
  33. <link>https://prgiraffe.wordpress.com/2013/03/13/4-best-practices-for-pr-pros-engaging-in-media-relations/</link>
  34. <comments>https://prgiraffe.wordpress.com/2013/03/13/4-best-practices-for-pr-pros-engaging-in-media-relations/#comments</comments>
  36. <dc:creator><![CDATA[Sal Vilardo]]></dc:creator>
  37. <pubDate>Wed, 13 Mar 2013 12:27:35 +0000</pubDate>
  38. <category><![CDATA[Marketing]]></category>
  39. <category><![CDATA[PR]]></category>
  40. <category><![CDATA[Best Practices]]></category>
  41. <category><![CDATA[Media Relations]]></category>
  42. <guid isPermaLink="false">http://prgiraffe.wordpress.com/?p=494</guid>
  43.  
  44. <description><![CDATA[4 Best Practices for PR Pros Engaging in Media Relations Note: This post is the first in a two-part series of best practices. This post will be for PR pros [&#8230;]]]></description>
  45. <content:encoded><![CDATA[<h2>4 Best Practices for PR Pros Engaging in Media Relations</h2>
  46. <p><a href="http://www.flickr.com/photos/statelibraryofnsw/5443748847/" title="Unidentified old couple, c. 1934, by Sam Hood by State Library of New South Wales collection, on Flickr"><img src="https://i0.wp.com/farm5.staticflickr.com/4137/5443748847_72e983081c.jpg" width="500" height="381" alt="Unidentified old couple, c. 1934, by Sam Hood" /></a></p>
  47. <p><em>Note: This post is the first in a two-part series of best practices. This post will be for PR pros engaging in media relations. Next Wednesday, the follow-up post will dive into best practices for media pros engaging in public relations.</em></p>
  48. <p>Relationships are difficult. Just ask anyone who has been married for thirty years and they will tell you the difficult times come to all. But those difficult times are also there to make the good times seem that much better. </p>
  49. <p>Developing a working relationship has the same ups and downs. Sure, you are not going to argue over where to eat dinner or who should take out the trash, but building a relationship still takes time and effort. There will be heated discussions and times of laughter set right up against stressful situations and celebrations of achievement.</p>
  50. <p>For years there has been a tension between Public Relations and the Media. It is like an old married couple bickering at each other because one forgot to put the toilet seat down while the other keeps the house colder than the Arctic. It&#8217;s time for a little PR/Media marriage counseling.</p>
  51. <p><em>Note: This is coming from a PR pro&#8217;s perspective, but I am trying to be fair with equal arguments on both sides&#8230;so feel free to add any you can think of or correct me down in the comments.</em></p>
  52. <h3>4 Best Practices for PR Pros</h3>
  53. <ol>
  54. <li>
  55. <h4>Focus on relationships rather than contacts</h4>
  56. </li>
  57. <p>Dare I say it? PR pros have little black books. </p>
  58. <p>Ok, so maybe they are more like reporter one-night-stand spreadsheets or podcaster spring-fling Evernote documents, but the concept is still the same. We pitch to bloggers, journalists, editors, and pretty much anything with a pulse. And just like that&#8230;we vanish into the night once our story is published. Then we go around bragging to each other about where we have been featured and high-fiving like some sort of frat house after dark.</p>
  59. <p>There, i said it. The secret is out in the open and now we can begin working through this shallow and filthy ordeal.</p>
  60. <p>Ok, so maybe that was a little exaggerated, but I know more than a few journalism pros who would argue this representation isn&#8217;t that far off.</p>
  61. <p>It&#8217;s time we begin looking to build relationships rather than just a list of contacts. It&#8217;s time to work together rather than trying to use each other to get ahead in our respective fields. Sure, relationships take time to develop and we will always feel a sense of urgency and rush to perform, but the best way to keep both sides honest and ethical is to develop trust with each other. </p>
  62. <p>Trust comes as relationships grow.</p>
  63. <p>As a PR pros, we should look out for our media colleagues. Everyone has friends who are working on different projects. If you know two people who would benefit from getting together, then connect the dots and everyone has a great day.</p>
  64. <p>Pats on the back are always better from someone other than yourself.</p>
  65. <p>So pick up the phone and take a few minutes to call, email or tweet and see what projects are in the works. Then see if you know anyone who would be a good match to help provide information or an interview.</p>
  66. <li>
  67. <h4>Think like a thought leader</h4>
  68. </li>
  69. <p>Everyone wants to get ahead. Often media pros are looking for the next story to tell, the next big idea to break. And guess what, you can help them do it. Keep the beats in mind of the people you deal with most. If you begin to spot a trend or pick up on a trail, let your media friends know about it to see if they also notice the same thing.</p>
  70. <p>Thought leaders are always out front in the pack and nothing is more important for our journo pros who thrive on the thrill of connecting the dots. Be interested in what they are interested in. Think forward in those fields and offer suggestions every now and again. </p>
  71. <p>Share information. Give them a place to dig. For instance, if you work in the fashion industry and notice a large order of plutonium based thread was ordered by a company, share the info. Let the media pros do what they do best and chase down the story. They love that and they are pretty darn good at it too.</p>
  72. <p>So keep your eyes peeled, ear to the ground, and nose to the wind (but don&#8217;t keep your mouth open&#8230;you catch flies that way) and think forward.</p>
  73. <li>
  74. <h4>Admit when you don&#8217;t know</h4>
  75. </li>
  76. <p>Nothing ruins a relationship like making something up. If you are ever asked a question and you don&#8217;t have the answer, don&#8217;t just slap some words together and call it a day.</p>
  77. <p>Admit when you don&#8217;t know.</p>
  78. <p>I&#8217;ll say it again. <strong>Admit when you don&#8217;t know.</strong></p>
  79. <p>But don&#8217;t just leave the conversation there. Let the person know that you will find out and get back to them as quick as possible. Then go find the info. If they are coming to you for an answer, help them find it.</p>
  80. <p>Helping to gather information shows our media colleagues that we care and we want them to succeed. In turn, when we need some info, we know they will be there to help us out as well.</p>
  81. <li>
  82. <h4>Don&#8217;t pitch, tell the story</h4>
  83. </li>
  84. <p>If I&#8217;ve heard it once, I&#8217;ve heard it 15.267 billion times. Don&#8217;t send a journalist your spammy advertisement and call it a news release. Not only is it frustrating for the media pro, it gives everyone else a bad rap.</p>
  85. <p>Yes, we have an agenda. We need to get our clients placed in order to keep them happy. Sure, they believe they have the latest and greatest widget on the planet. Of course, we found an interesting application for said widget and now we are off and running trying to get coverage.</p>
  86. <p>Don&#8217;t pitch the widget. Ever. </p>
  87. <p>No one wants to hear your commercial for the <em>BEST WIDGET EVER</em>. After all, that&#8217;s why we invented DVR, right? Press that fast forward button and kiss those commercials goodbye.</p>
  88. <p>Instead, tell the story of how Mrs. Green was able to wash her own hair for the first time in years because she can now lift her arms over her head again. Or the Marine coming home can rest easier at night because there are reduced cases of PTSD. </p>
  89. <p>Don&#8217;t think about your client. Think about the audience who will receive this message. Craft it to their likes and dislikes. Wrap it around their interests and fears. After all, that&#8217;s what our media pros are trying to do. A well-crafted story can move a nation. A pitch in the dark, well, that just gets fast-forwarded through.</ol>
  90. <p>We are in this together. Public Relations and the Media. Let&#8217;s begin carving our initials in a tree (unless, of course, you are covering how we are destroying the planet, and in that case, plant a field of trees in the shape of our initials&#8230;?)</p>
  91. <p>Take the time to get to know each other. After all, we depend on each other for support through those difficult times just as much as we look forward to the warm embrace of a job well done.</p>
  92. <p><strong>Did I forget anything? What best practice would you add to the list? Go ahead, I know you are chomping at the bit for an odd numbered list&#8230;</strong></p>
  93. <p><em>Stay tuned next week for the 4 Best Practices for Media Pros Engaging in Public Relations. That&#8217;s right. Another even number!</em></p>
  94. ]]></content:encoded>
  96. <wfw:commentRss>https://prgiraffe.wordpress.com/2013/03/13/4-best-practices-for-pr-pros-engaging-in-media-relations/feed/</wfw:commentRss>
  97. <slash:comments>1</slash:comments>
  101. <media:thumbnail url="https://prgiraffe.files.wordpress.com/2013/03/unidentified-old-couple-c-1934-by-sam-hood.jpg" />
  102. <media:content url="https://prgiraffe.files.wordpress.com/2013/03/unidentified-old-couple-c-1934-by-sam-hood.jpg" medium="image">
  103. <media:title type="html">Unidentified old couple, c 1934, by Sam Hood</media:title>
  104. </media:content>
  105.  
  106. <media:content url="https://0.gravatar.com/avatar/97ee4c7aff26dde2dd060ca69394239d9e86ecb069f7c9d45e8351972c9cb9c2?s=96&#38;d=identicon&#38;r=G" medium="image">
  107. <media:title type="html">svilardo</media:title>
  108. </media:content>
  109.  
  110. <media:content url="http://farm5.staticflickr.com/4137/5443748847_72e983081c.jpg" medium="image">
  111. <media:title type="html">Unidentified old couple, c. 1934, by Sam Hood</media:title>
  112. </media:content>
  113. </item>
  114. <item>
  115. <title>Friday Five</title>
  116. <link>https://prgiraffe.wordpress.com/2013/03/08/friday-five-2/</link>
  117. <comments>https://prgiraffe.wordpress.com/2013/03/08/friday-five-2/#comments</comments>
  119. <dc:creator><![CDATA[Sal Vilardo]]></dc:creator>
  120. <pubDate>Fri, 08 Mar 2013 13:30:59 +0000</pubDate>
  121. <category><![CDATA[Content Curation]]></category>
  122. <category><![CDATA[Friday Five]]></category>
  123. <guid isPermaLink="false">http://prgiraffe.wordpress.com/?p=532</guid>
  124.  
  125. <description><![CDATA[Friday Five Who loves content curation!? We do! That&#8217;s why we are happy to bring you the second edition of Friday Five &#8211; a post where we collect the top [&#8230;]]]></description>
  126. <content:encoded><![CDATA[<h2>Friday Five</h2>
  127. <p><a href="https://prgiraffe.files.wordpress.com/2013/03/friday-five.png"><img data-attachment-id="486" data-permalink="https://prgiraffe.wordpress.com/2013/03/01/friday-five/friday-five-2/#main" data-orig-file="https://prgiraffe.files.wordpress.com/2013/03/friday-five.png" data-orig-size="819,460" data-comments-opened="1" data-image-meta="{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;}" data-image-title="Friday Five" data-image-description="" data-image-caption="" data-medium-file="https://prgiraffe.files.wordpress.com/2013/03/friday-five.png?w=300" data-large-file="https://prgiraffe.files.wordpress.com/2013/03/friday-five.png?w=470" class="alignnone size-medium wp-image-486" alt="Friday Five" src="https://prgiraffe.files.wordpress.com/2013/03/friday-five.png?w=300&#038;h=168" width="300" height="168" srcset="https://prgiraffe.files.wordpress.com/2013/03/friday-five.png?w=300 300w, https://prgiraffe.files.wordpress.com/2013/03/friday-five.png?w=598 598w, https://prgiraffe.files.wordpress.com/2013/03/friday-five.png?w=150 150w" sizes="(max-width: 300px) 100vw, 300px" /></a></p>
  128. <p><strong>Who loves content curation!?</strong></p>
  129. <p>We do!</p>
  130. <p>That&#8217;s why we are happy to bring you the second edition of Friday Five &#8211; a post where we collect the top articles and people that influenced us for the week. So buckle up, grab your coffee and let&#8217;s review.</p>
  131. <h3><strong>Friday Five: <em>Articles</em></strong></h3>
  132. <p><a href="http://www.businessesgrow.com/2013/02/27/the-anti-blog-post-to-writing-better-blog-posts/" target="_blank">The Anti-Blog Post to Writing Better Blog Posts</a> via <a href="http://www.twitter.com/marsdorian" target="_blank">@marsdorian</a> &#8211; Is your voice original, or are you just an echo? Like the <a href="https://twitter.com/Oreo/status/298246571718483968/" target="_blank">Oreo ad,/a&gt; after the Super Bowl, this one nailed it!</a></p>
  133. <p><a href="http://www.writerightwords.com/find-protect-productive-zone/?utm_source=rss&amp;utm_medium=rss&amp;utm_campaign=find-protect-productive-zone" target="_blank">Find and Protect the Productive Zone</a> via <a href="http://twitter.com/ErinMFeldman" target="_blank">@ErinMFeldman</a> &#8211; When is your most productive time of day and how do you protect it?</p>
  134. <p><a href="http://www.jeffbullas.com/2013/02/25/6-tips-on-how-to-use-twitters-new-vine-video-app-for-marketing/" target="_blank">6 Tips on How to Use Twitter&#8217;s New Vine Video App for Marketing</a> via <a href="https://twitter.com/jeffbullas" target="_blank">@jeffbullas</a> &#8211; I started playing with Vine this week and I have a feeling you will begin to see some amazing 6-second videos come from this app.</p>
  135. <p><a href="http://www.businessesgrow.com/2013/03/03/ignite-innovation-lower-costs-turn-to-the-crowds/" target="_blank">Ignite innovation? Lower costs? Turn to the crowds.</a> via <a href="http://www.twitter.com/markwschaefer" target="_blank">@MarkWSchafer</a> &#8211; I&#8217;m a huge proponent for crowd surfing so it is great to see a post with some amazing examples.</p>
  136. <p><a href="http://www.prdaily.com/Main/Articles/f4512794-a4a3-4e60-ab80-c8458730e6fb.aspx#" target="_blank">A blueprint for the perfect tweet</a> via <a href="https://twitter.com/PRDaily" target="_blank">@PRDaily</a> &#8211; This is generally the blueprint I try to stick to. Great to see it in infographic form.</p>
  137. <h3><strong>Friday Five: <em>People</em></strong></h3>
  138. <p><a href="http://www.twitter.com/marsdorian" target="_blank">@marsdorian</a> &#8211; Not only can he blog, but his drawings are pretty sweet too!</p>
  139. <p><a href="http://twitter.com/MeghanMBiro" target="_blank">@MeghanMBiro</a> &#8211; Meghan is a powerhouse when it comes to curating content. She is an HR Exec who gets communication and relationships both internal and external.</p>
  140. <p><a href="http://www.twitter.com/prtini" target="_blank">@prtini</a> &#8211; Heather is the founder of Geben Communication and one of the hosts of my all-time-favorite twitter chat <a href="https://twitter.com/pr20chat" target="_blank">#pr20chat</a>.</p>
  141. <p><a href="http://twitter.com/CoffeeCupNews" target="_blank">@CoffeeCupNews</a> &#8211; Jason provides everything you need to know about coffee. I&#8217;m covetous of his knowledge and caffeine paraphernalia.</p>
  142. <p><a href="http://twitter.com/MarketingProfs" target="_blank">@MarketingProfs</a> &#8211; They&#8217;re the professors. Nuff said.</p>
  143. <p><strong>Friday Trivia</strong> &#8211; Answer: philtrum &#8211; Question: What is the dimple above your lip?</p>
  144. <p><strong>What articles or people influenced you most this week?</strong></p>
  145. ]]></content:encoded>
  147. <wfw:commentRss>https://prgiraffe.wordpress.com/2013/03/08/friday-five-2/feed/</wfw:commentRss>
  148. <slash:comments>2</slash:comments>
  152. <media:thumbnail url="https://prgiraffe.files.wordpress.com/2013/03/friday-five.png" />
  153. <media:content url="https://prgiraffe.files.wordpress.com/2013/03/friday-five.png" medium="image">
  154. <media:title type="html">Friday Five</media:title>
  155. </media:content>
  156.  
  157. <media:content url="https://0.gravatar.com/avatar/97ee4c7aff26dde2dd060ca69394239d9e86ecb069f7c9d45e8351972c9cb9c2?s=96&#38;d=identicon&#38;r=G" medium="image">
  158. <media:title type="html">svilardo</media:title>
  159. </media:content>
  160.  
  161. <media:content url="https://prgiraffe.files.wordpress.com/2013/03/friday-five.png?w=300" medium="image">
  162. <media:title type="html">Friday Five</media:title>
  163. </media:content>
  164. </item>
  165. <item>
  166. <title>Book Review: What&#8217;s Your Purple Goldfish?</title>
  167. <link>https://prgiraffe.wordpress.com/2013/03/04/book-review-whats-your-purple-goldfish/</link>
  168. <comments>https://prgiraffe.wordpress.com/2013/03/04/book-review-whats-your-purple-goldfish/#comments</comments>
  170. <dc:creator><![CDATA[Sal Vilardo]]></dc:creator>
  171. <pubDate>Mon, 04 Mar 2013 13:30:00 +0000</pubDate>
  172. <category><![CDATA[Book Review]]></category>
  173. <category><![CDATA[Customer Service]]></category>
  174. <category><![CDATA[Examples]]></category>
  175. <category><![CDATA[Marketing]]></category>
  176. <guid isPermaLink="false">http://prgiraffe.wordpress.com/?p=31</guid>
  177.  
  178. <description><![CDATA[Book Review: What&#8217;s Your Purple Goldfish? Let me start off by noting that I was given a free copy of this book by Stan Phelps and I get absolutely nothing [&#8230;]]]></description>
  179. <content:encoded><![CDATA[<h2>Book Review: What&#8217;s Your Purple Goldfish?</h2>
  180. <p><a href="http://www.amazon.com/Whats-Your-Purple-Goldfish-Customers/dp/0984983805/ref=sr_1_1?ie=UTF8&amp;qid=1362006438&amp;sr=8-1&amp;keywords=what%27s+your+purple+goldfish"><img class="alignnone size-full" alt="20130227-171626.jpg" src="https://prgiraffe.files.wordpress.com/2013/02/20130227-171626.jpg?w=470" /></a></p>
  181. <p><em>Let me start off by noting that I was given a free copy of this book by <a href="http://www.9inchmarketing.com" target="_blank">Stan Phelps</a> and I get absolutely nothing by writing this review. As a matter of fact, he was completely unaware I was even going to write a review until last Wednesday when I sent him a <a href="http://www.twitter.com/9inchmarketing" target="_blank">tweet</a>.</em></p>
  182. <p>Stan is an acronym-loving fool. And I say that in the kindest way possible because his book, <em>What&#8217;s Your Purple Goldfish: How to Win Customers and Influence Word of Mouth</em> (available <a href="http://www.amazon.com/Whats-Your-Purple-Goldfish-Customers/dp/0984983805/ref=sr_1_1?ie=UTF8&amp;qid=1362006438&amp;sr=8-1&amp;keywords=what%27s+your+purple+goldfish" target="_blank">here</a> &#8211; non-affiliate link) is jam packed with so much great insight you need a helpful way to remember it. From G.L.U.E. to R.U.L.E.S., and through 193 pages of wisdom and marketing insight, Stan will keep you thinking about how your business could use a couple of purple goldfish in their arsenal. Oh, and this isn&#8217;t the same rule from elementary school&#8230;you&#8217;re still not supposed to eat the paste.</p>
  183. <p>When I sat down with Stan, he told me his goal in writing this book was to begin flipping the marketing paradigm and he had the brilliant idea to crowd source examples where the concept of &#8220;purple goldfish&#8221; was already engrained in a company. At this point you might be wondering exactly what a purple goldfish describes. In Stan&#8217;s words, &#8220;a purple goldfish is&#8230;the little unexpected something extra thrown in.&#8221; To write this book, Stan gathered 1,001 examples of companies who have already embraced this idea, even though they don&#8217;t have a cool name for it (except, of course, <a href="http://www.pepperidgefarm.com/" target="_blank">Pepperidge Farm</a>, who are in the Purple Goldfish Project and subsequently make goldfish crackers that are purple in color, thus giving them literal purple goldfish&#8230;but that&#8217;s just coincidence).</p>
  184. <p>Another common thread running throughout the book is the idea of lagniappe. Now, being from Louisiana, this caught my attention immediately because there are few places outside the Cajun territory where this word is used, much less used correctly (kudos to Stan for including the true phonetic spelling). Lagniappe is, essentially, something extra that you weren&#8217;t expecting. This feeling makes you smile on the inside, and more often than not, the more you think about it, the smile seems to push its way out through your teeth. My favorite example of this is the one curly fry that seems to make it into your bag of plain-ole fries at a fast food establishment. </p>
  185. <p><em>Yea, you know what I mean.</em></p>
  186. <p>One of the drawbacks from the book is the diversity of the examples, or maybe the lack-there-of. While 1,001 seems like a large number, there is quite a bit of repetition. Understandably so, trying to gather that large of a number of independent examples would probably take the better course of 10 years to compile, just given the simple fact that not many companies understand this thought process. After all, I love Five Guys just like the next guy (does that make me the sixth guy!?), but after the fifth mention of the free peanuts and extra fries, you get the point&#8230;they do business right. And besides, my favorite part of Five Guys is the fact they number their burgers in the order in which they were placed. This is a big deal for large families because when you begin pulling out 6 different burgers and don&#8217;t wish to loose a hand by taking the time to open each one up, you can hand them all out in under 30 seconds making sure they get to the right mouth.</p>
  187. <p>When you reach the end of the book, there are two things that are certain &#8212; 1) Stan <em>gets</em> marketing and his years of experience have served him well in writing this book and 2) you need to establish a culture in your company that looks for ways to birth purple goldfish.</p>
  188. <p>This is definitely a book that I will keep within reach on my bookshelf. Not only do the examples give rise to creative juices, they also serves as a reminder that word of mouth is a powerful tool and your customers really do deserve for you to go above and beyond the call of business as usual. So break the status quo mentality and grab a copy of this refreshingly scale-able (sorry, couldn&#8217;t help myself) <a href="http://www.amazon.com/Whats-Your-Purple-Goldfish-Customers/dp/0984983805/ref=sr_1_1?ie=UTF8&amp;qid=1362006438&amp;sr=8-1&amp;keywords=what%27s+your+purple+goldfish" target="_blank">resource</a>.</p>
  189. <p>And keep on the lookout for the <a href="http://list.ly/list/1OE-green-goldfish-project" target="_blank">Green Goldfish Project</a> due to hit the Amazon store in late March.</p>
  190. <p>That about wraps up our book review for <em>What&#8217;s Your Purple Goldfish? </em>Sad because this post is finished? Don&#8217;t cry&#8230;we won&#8217;t (giraffes don&#8217;t actually have tear ducts). Just stick your neck out and give us a shout on one of our social sites. Or continue the conversation down below in the comment section. Here&#8217;s a question to get the dialog started:</p>
  191. <p><strong>Have you read WYPG? If so, what was the biggest idea you took away from it?</strong><br /></p>
  192. ]]></content:encoded>
  194. <wfw:commentRss>https://prgiraffe.wordpress.com/2013/03/04/book-review-whats-your-purple-goldfish/feed/</wfw:commentRss>
  195. <slash:comments>1</slash:comments>
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  205. <media:title type="html">svilardo</media:title>
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  212. <item>
  213. <title>Friday Five</title>
  214. <link>https://prgiraffe.wordpress.com/2013/03/01/friday-five/</link>
  215. <comments>https://prgiraffe.wordpress.com/2013/03/01/friday-five/#respond</comments>
  217. <dc:creator><![CDATA[Sal Vilardo]]></dc:creator>
  218. <pubDate>Fri, 01 Mar 2013 13:30:49 +0000</pubDate>
  219. <category><![CDATA[Content Curation]]></category>
  220. <category><![CDATA[Friday Five]]></category>
  221. <guid isPermaLink="false">http://prgiraffe.wordpress.com/?p=477</guid>
  222.  
  223. <description><![CDATA[Friday Five It&#8217;s Friday! That means it&#8217;s time for a recap of five articles we found intriguing and five people worthy of your Twitter #FF love. Without any further hesitation&#8230; [&#8230;]]]></description>
  224. <content:encoded><![CDATA[<h2>Friday Five</h2>
  225. <p>It&#8217;s Friday!</p>
  226. <p>That means it&#8217;s time for a recap of five articles we found intriguing and five people worthy of your Twitter #FF love. Without any further hesitation&#8230;</p>
  227. <h3><strong>Friday Five: <em>Articles</em></strong></h3>
  228. <p><a href="http://www.convinceandconvert.com/social-media-case-studies/the-2-most-important-words-in-marketing-are-what-if/" target="_blank">The 2 Most Important Words in Marketing are What If</a> via <a href="http://www.twitter.com/jaybaer" target="_blank">@jaybaer</a> &#8211; Just stop what you are doing and read this one.</p>
  229. <p><a href="http://www.prdaily.com/Main/Articles/113d3f9f-b454-49b0-ad0d-5d28d4432d52.aspx?utm_source=twitterfeed&amp;utm_medium=twitter" target="_blank">The 10 Happiest Cities in the World</a> via <a href="http://twitter.com/msebastian" target="_blank">@msebastian</a> &#8211; Interesting infographic.</p>
  230. <p><a href="http://www.jeffbullas.com/2011/11/08/what-are-10-addictive-types-of-content/" target="_blank">What are 10 Addictive Types of Content?</a> via <a href="https://twitter.com/jeffbullas" target="_blank">@jeffbullas</a> &#8211; My name is Sal and I&#8217;m a content addict.</p>
  231. <p><a href="http://www.senseimarketing.com/customer-acquisition-community-versus-clique/" target="_blank">Customer Acquisition: Community vs. Clique</a> via <a href="https://twitter.com/MargieClayman" target="_blank">@MargieClayman</a> &#8211; Which signal are you sending?</p>
  232. <p><a href="http://www.talentzoo.com/flack-me/news/Top-5-Rising-Trends-in-Measuring-ROI/16977.html" target="_blank">Top 5 Trends in Measuring ROI</a> via <a href="https://twitter.com/ShawnPaulWood" target="_blank">@ShawnPaulWood</a> &#8211; ROI is important to business and it needs to be measured&#8230;correctly.</p>
  233. <h3><strong>Friday Five: <em>People</em></strong></h3>
  234. <p><a href="http://www.twitter.com/jaybaer" target="_blank">@jaybaer</a> &#8211; I mean, did you read the article above!?</p>
  235. <p><a href="https://twitter.com/JMMuscarello" target="_blank">@JMMuscarello</a> &#8211; Probably one of the nicest guys you&#8217;ll meet on Twitter. He shares some amazing info all. the. time.</p>
  236. <p><a href="http://www.twitter.com/9inchMarketing" target="_blank">@9inchMarketing</a> &#8211; Just finished Stan&#8217;s book &#8211; look for a review to post on Monday.</p>
  237. <p><a href="https://twitter.com/narrativesci" target="_blank">@narrativesci</a> &#8211; A pretty sweet startup based in Chicago that turns data into story.</p>
  238. <p><a href="https://twitter.com/kdpaine" target="_blank">@kdpaine</a> &#8211; The Queen of Measurement.</p>
  239. <p><strong>Friday Trivia</strong> &#8211; Those amazing little plastic pieces on the end of your shoelaces that keep them from fraying&#8230;they&#8217;re called <a href="http://youtu.be/fNqOCrbX1mM" target="_blank">aglets</a>.</p>
  240. ]]></content:encoded>
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  249. <media:title type="html">Friday Five</media:title>
  250. </media:content>
  251.  
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  253. <media:title type="html">svilardo</media:title>
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  256. <item>
  257. <title>Same Story, Different POV</title>
  258. <link>https://prgiraffe.wordpress.com/2013/02/28/same-story-different-pov/</link>
  259. <comments>https://prgiraffe.wordpress.com/2013/02/28/same-story-different-pov/#respond</comments>
  261. <dc:creator><![CDATA[Sal Vilardo]]></dc:creator>
  262. <pubDate>Thu, 28 Feb 2013 13:36:30 +0000</pubDate>
  263. <category><![CDATA[Marketing]]></category>
  264. <category><![CDATA[PR]]></category>
  265. <category><![CDATA[Communication]]></category>
  266. <category><![CDATA[Relationships]]></category>
  267. <category><![CDATA[Story]]></category>
  268. <guid isPermaLink="false">http://prgiraffe.wordpress.com/?p=462</guid>
  269.  
  270. <description><![CDATA[Same Story, Different POV In the last couple years, the concept of storytelling has made a great impact in the Marketing and PR world. And it should. We are all [&#8230;]]]></description>
  271. <content:encoded><![CDATA[<h2>Same Story, Different POV</h2>
  272. <p>In the last couple years, the concept of storytelling has made a great impact in the Marketing and PR world. And it should. We are all creatures of story. There is a grand narrative we are all part of. Spreading out from there, we have different associations, all of which have their own types of stories. For instance, the a cultural story will be vastly different than a historical view. They may overlap in some areas, but just as soon as they intersect, they begin moving away from each other again.</p>
  273. <p>Brands have jumped on the story bandwagon over the years. They begin by telling their story and invite consumers to be a part of that narrative. A company should know their own culture, history, and mission (key word is &#8220;should&#8221;), and so it becomes easy to start walking down a path, inviting others to follow along for the journey. As momentum picks up, more people get involved. This is known as the Diffussion of Innovation.<br />
  274. <a href="http://i460.photobucket.com/albums/qq324/svilardo2/DiffusionofInnovation.jpg"><img src="https://i0.wp.com/i460.photobucket.com/albums/qq324/svilardo2/DiffusionofInnovation.jpg" width="914" height="638" class="aligncenter" /></a><br />
  275. I see a shift beginning to occur in the narrative trend. It is becoming more about how brands play a role in individual stories rather than the other way around. This will become tricky for brands because they are no longer leading the movement. The leaders have become the followers. In this dramatic change of events, it is now up to companies to figure out how to keep points of contact with millions of individuals rather than being the point of contact.</p>
  276. <p>What are you noticing about the narrative shift? And more importantly, what advice would you give for brands trying to regroup and re-evaluate?</p>
  277. ]]></content:encoded>
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  286. <media:title type="html">Diffusion of Innovation</media:title>
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