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May 05, 2010


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Joey Strawn

This is such a great post. I live in Nashville and it was inspiring to see how many Facebook posts and Tweets and Youtube videos were used as "news" for the flooding that happened. We are constantly inundated with events and now, like never before, we have a chance to be a part of the conversation in real time. I'm greatly looking forward to your new book, the previous have all been quite inspiring.

David Meerman Scott

Thanks Joey - I've been watching the terrible flooding going on in your area.

It doesn't have to be a crisis to communicate in this way. Anytime something is happening and it is likely that a reporter will be writing about it is a good time to get something out there for them to see.

john Dipietro

David..You continue to SHATTER THE MOLD of the old way of PR activity. You are so right when you say that releases have to be looked at by the lawyers..then the moment of oppty disappears, since lawyers charge by the minute, they are going to do anything quickly. Horray for DMS!

Joe Hodas

Great Post David. Was alerted to it via @edwardboches and normally I would dismiss a read like this out of hand with the headline. But then I read it and it is such a pristine example of the fundamental shift that has taken place. The tough part, as you note, is getting clients to understand and embrace the changes. The only part that isnt noted is the process--you have to have the blog our flash messaging platform to get it rolling. And thats where a lot of organizations fail--they might get it/want to do it in theory but arent willing to build even the most basic of infrastructure to support it.
Thanks again for the great read. I plan to share this with my team and some clients.

David Meerman Scott

John and Joe -- thanks so much.

We are going through a communications revolution and those who understand the shifts enjoy success.

Christine Fife

David, great story within a business tip! Just spoke with a close friend yesterday who lives in that same area of Boston who was mentioning the water situation.

Question for you: This example shows that a reporter found you, a recognized blogger and best selling author (just friendly joshing at your celebrity status), had already mentioned the water crisis and reached out to you to add to his own story on the situation. But how would you suggest a business could benefit by blogging about their business news that could get a reporter interested? Say they have news that would typically be put out in the form of a press release (in the old days.)

I'm a big fan of yours, so I'm not trying to be challenging, just playing devils advocate. I completely agree with the theory that reporters are now largely out looking for stories and details by trolling citizen reporters, just ribbing you on the example. :)

David Meerman Scott

Christine - thanks for jumping in.

It did not matter that I write books in this case. The reporter was looking for a quote from someone about the communications and he found me. That could just as easily have been your Boston area friend who was found if he/she had blogged.

Regarding your question. There is a HUGE difference between helping a reporter when he is looking (like I did) vs. what you ask.

Your question implies that people should care about your news. But they don't. And they don't care about your products or services either. They care about themselves. And a reporter cares about the story that he is working on now.

So your job is to be aware of what's happening and try to blog about things of interest to your market, not about not about your own products and services.

BTW - I am not suggestion that putting out your news via release is bad. By all means do that when you have something to announce. (I use news releases when I have something to say). I'm just pointing out this example is different from what you ask in your question.



Great Blog I will definetly follow. Just started blogging yesterday..... eeek wish me luck!


nettie hartsock

Great post. As a recovering decade long technology journalist I can say that one of the very first places I always went for story ideas and experts to quote in stories was Google and still is Google. It is also happening on platforms like Linkedin.com and Facebook.com more often, so I know your book will be incredibly valuable to all of us!

Arnold Waldstein

Useful post...thnx

Using new methods for new connections makes sense for PR, for analytics, for commerce and everything....

Dan Schawbel

Do you think your blog would have been found if it didn't command Google authority (high PR)?

I think this post is powerful because it shows that you never know what can happen unless you try. It's very inspiring to people that don't think they could get press because THEY CAN!

See you Friday.

polly pearson

Hi David, nice to see you at Simmons last week. Good pitch. (Must change some of the photography we use!)

Your post brings to mind the amazing success of a peer of mine, Linda Di, in China. She gets 60 - 90 thousand hits on a single blog post. I kid you not. (She showed me her analytics page.) I asked her, "HOW?!"

She said she often feeds current events into her posts, causing the national China on-line news service to pick them up, and run it on their front page (like a Google or Yahoo home page.) One of her popular posts discussed a Union/Labor situation and got over 900 comments!

She has terrific stories about what this exposure has done for the company brand she represents, as well as her own personal brand. Example: a business person in Korea ran into her boss in an elevator and said, "You work for EMC, hum? I don't know of the company. Oh, wait a minute. EMC. You're the company with the famous HR blogger!"

Cheers! Polly


David - Really Great Post!

I actually just stared at my computer screen for 2 min until the thought hit me - Is this a good thing or not?

Overall I know it is the wave of the future and a good thing; however, where is the line between good PR and reasonably objective journalism versus stories being picked up just because they show up in a blog? Are the facts really being verified?

In your case, it shows the power and the benefits of moving quickly in providing current information to journalists. My hope is all journalists will continue to pick up the phone(as in your case)to develop their stories before they run them in the more Traditional Online or Print publications.

One can only Hope - Great food for thought - Thanks again...

David Meerman Scott

Polly - The challenge for a technique like Linda uses is to make the posts relevant for the company. You can comment on American Idol and get some hits. But that's not such a big deal unless you sell, say, microphones.

Go2Mach2 - It doesn't matter if it is "good" or not. It is reality. Reporters no longer wait for press releases and PR pitches in their in-box. Instead they search Google when they are writing a story. It is still up to reporters at outlets like the Boston Globe to vet their sources.


Penny Haywood Calder

Great post.
It's very handy that the media need unique content and the easiest way to get that is comment!

A best-selling book or another celebrated accomplishment is handy, but you can demonstrate ability to comment convincingly on issues you know something about using podcasts and online video.

One day, the usual media contacts will be tied up in a meeting and you'll be in with a chance.

Where there isn't a major news story to hook into, we tend to go down the big issues route on the news agenda. It makes the client look good to be given a prestigious media platform talking about key issues affecting their industry sector.

I have had issues-led PR proposals knocked back by potential clients saying these ideas are "too aggressive" for them. But where are they now....

Shannon Cortina

Great post David. This is exactly what we, as PR professionals, need to be doing. Communications and the art of media relations has changed and given us all new opportunities.

prepaid mastercard

I like your post and I do agree with you. The only part that isnt noted is the process, you have to have the blog our flash messaging platform to get it rolling.

Pro Journalist


Isn't this still a commercialized game of chase, rather than a semantic web where it's easy to find what you need/want? News or otherwise?

Have you spent any time evaluating how corporations can support information availability in a real-time web when they're still encumbered by RegFD and the disorientation of search indexing based on SEO, Popularity, Paid links, or Virality - and not authenticated, semantic variables?

It's all well and good for someone to comment on news or the issue-of-the-moment, but it's hardly efficient for those searching or those responding. And when a Company is sharing actual facts, details, images, etc in a large scale, global environment, such information isn't naturally indexed for people to find.

I'm simply wondering when we'll move from a Search, Scrape, Copy, Link, Tweet, and Save web to one that enables embed-able, dynamic data that finds its way to us.

Fred Kapoor

I think this is a great post because it is also very realistic and it perfectly describes the reporter's or at least the media's current tendency to do whatever it takes to obtain the best content to base their news on. With all the events going on nowdays, we can see those tendencies and they are not always good. Of course social media sites and their features have given them new sources of content for their news.

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