Index
A
Abrams, Jonathon, 125
Accenture, interactive newsrooms, 95–97
accurate information, 60
Adams, Scott, 170
Adverb Media, 244–245
analyzing social networks, 136
Anderson, Tom, 126
AOL (America Online)
interactive newsrooms, 98–99
video, 162
Apple
iPod, 165
video, 164
Art eXposed, 207–208
ASCO Power Technologies, 253–256
ASCO Power University, 253–256
Associated Press (AP), news releases, 104
Astroturfing, 23
audiences, reaching through social networking, 124–126
B
Baby Boomers, social media, 188
Bang, 4
Barger, Richard, 43
Barrett, Bill, 146–147
Belzer, Doug, 189
Bernays, Edward, 61
Billings, Mike, 43
Birkhahn, Ted, 174
video, 174–182
Blair Witch Project, 23
blog tracking by consumer brands, 80
blogger.com, 212
blogging, 266
leaders of, 126–127
QualityTech, 251
Quigley, Jane, 215
social networking, 126
TalkBMC, 209–210
blogs, 62–63
monitoring, 75
value of, 265
versus discussion forums, 80
BMC Software Inc., 207
TalkBMC, 209–210
Brand Audit, 34
brands, 269–270
blog tracking by, 80
Bray, Tim, 126
Breck shampoo, 22
Bremer, John, 45–46
Brodeur, Thom (social media), 196–203
Brooks, Mark, 124
budgets, Internet, 41–42
Bulldog Reporter’s Media List Builder, 43
Business Wire, Smart News Release, 111
C
calendars, editorial calendars, 63–64
Capital One, email, 189
Caplan, Jeremy, 228
opinions on social media, 233–240
Ce De Candy, Smarties, 23
Chu, Jeffrey, 231–233
CiscionPoint, 61
Cisco Systems
YouTube, 172
Cisco TV, 168
Cision, 32–37
Classmates.com, 130–131
clipping services, 72
Cluetrain Manifesto, 128
Coe, Kate, 66
communicating direct to consumer, 14
communication
based on consumer behavior, 188–190
monitoring, 83–84
two-way communication, PR 1.0, 17
companies, deciding what to monitor, 78
Conrads, Randal, 130
consumers
communication based on consumer behavior, 188–190
preferences, 190–191
social media, 187–188
contacts, media contacts, 57
conversations
evaluating, 77–78
marketing, 210–211
CornerBarPR, 43
Courier News, 68
future of PR 2.0, 268–269
Cunningham, Ward, 191
D
data collection process, 37
deadlines, giving information that can help meet deadlines, 60–61
Defren, Todd, 26
Delahaye, monitoring, 78–82
Delea, Scott, 244–245
Deloitte, 146
RSS feeds, measuring, 147
DiCarlo, Lisa, 58
digital photography, 262
DigitalGrit, 245
social media, 213–216
Dillon, Mike, 127
direct-to-consumer distribution, 124
discussion forums, versus blogs, 80
dot-com implosion, 15
E
e-blasts, 24–26
e-newsletters, 19–22
Early Adopters, 4
B2C, 199
Early Majority, 4
EdCals (PR Newswire), 64
Edelman, 117
editorial calendars, 63–64
editorial coverage, PR 1.0, 18
eHarmony.com, 124
eMarketer.com, 188
EON service (Enhanced Online News Service), 111–117
Eternity II, 246–249
evaluating conversations, 77–78
eWatch (PR Newswire), 74–77
F
Quigley, Jane, 216
TOMY International, 248
FAS.research, 131–133
feed readers, 145
Final Cut Pro, 164
finding research partners, 44–46
Firefox Web browser, 133
Flash, 164
Foote, Andrew, 174
video, 174–182
Ford Motor Company, interactive newsrooms, 97–98
forums, versus blogs, 80
free content on the Internet, 193
Friendster, 125
frustrations with PR 2.0, 264
G
Gen X, social media, 188
Gen Y, social media, 188
Gibson, Jeanette (video), 167–171, 173–174
Gladwell, Malcolm, 136
Gomes, Phil, 117
opinions on social media templates, 117–119
Google, 165
YouTube.com, 162
Google reader, 233
Gorenflo, Neal (social networking), 132–140
GotMarketing, 21
Grzella, Paul, 68
Gurle, David, 189
H
Harris Interactive, 44–45
The Harris Poll, 44
help, research help, 61
Henry, Gordon, 244
Heuer, Chris, 26
HighBeam, 32
Holland, Anne, 228–231
Holtz, Shel, 26
HRO Today, 65
human interaction, 62–63
Human Network, 170
I
iContact, 21
IM (instant messaging), 230
influencers, 72
advice from
Chu, Jeffrey, 231–233
Holland, Anne, 228–231
giving what they want
accurate information, 60
information to help me deadlines, 60–61
novel information, 60
timely information, 59–60
informality, 271
information
accurate information, 60
giving info that can help meet deadlines, 60–61
novel information, 60
timely information, 59–60
Innovators, 3
interactive newsrooms, 87
changes over the years, 91
expert opinions on, 90–93
key elements of, 87–89
key points to remember, 100
Accenture, 95–97
America Online (AOL), 98–99
Ford Motor Company, 97–98
managing yourself, 94–95
preferred features of journalists, 89–90
Internet, 14
budgets, 41–42
research, preconceptions about, 46–55
iPod, 165
iTunes, 234
J
Jaffray, Piper, 244
Jaiku, 214
Johnston, Stephen, 129
social networking, 128
Joomla!, 94
journalist turnover, 58
journalists
opinions of a top-tier journalist, 233–240
preferences when receiving information, 65–69
preferred interactive newsroom features, 89–90
relationships with, 58–59
relationships with PR pros, 227–228
JVC, 151
e-blasts, 24–25
research, 29
K
Kahn, Jodi, 244
key elements of interactive newsrooms, 87–89
Koval, Robin, 4
L
Laggards, 4
Late Majority, 4
lead times, 64
leaders
blogging, 126–127
Accenture, 95–97
America Online (AOL), 98–99
Ford Motor Company, 97–98
legitimizing social media, 270
Lubetkin & Co. LLC, 211–213
Lubetkin, Steve L., 211–213
M
Madej, Dennis, 2
managing interactive newsrooms yourself, 94–95
Mangum, Ynema, 209–210
marketing
conversations, 210–211
RSS, 146–147
viral marketing, 22–24
MarketingSherpa.com, 228–231
Marketwire, social media, 196–203
McInnis, David, 123
Measurement, 72–73
measuring web streaming, 181
media bypass, 123
media contacts, 57
media relations, QualityTech, 250
Media Source platform, 35
media-gathering intelligence tools, 42–44
MediaMap, 33
MediaSense, 41–42
MediaSource, 35
MeetingPlace (Cisco), 167
Michael C. Fina, 21–22
Miletsky, Jason (reasons to use video), 163–166
Millenials, social media, 188
Monckton, Lord Christopher, 246
monitoring, 71
blogs, 75
communication, 83–84
evaluating conversations, 77–78
expert’s perspective on, 78–82
QualityTech, 252–253
social media, 72–74
tools, eWatch (PR Newswire), 74–77
Multivision, 33
MultiVu, 178
MyBloglog, 129
MyRagan, 195
Art eXposed, 208
N
NAPL, 212
natural language process, 77
negative publicity, social media and, 222
New Media Release, 117
new releases
formats of, 103–104
opinions of an expert, 111–117
tips for, 119–120
News Broadcast Network (NBN), Viral Infusion, 178
news release e-blasts, 24–26
news releases, 103
SMR
features of, 104–106
getting started with, 106–108
News@Cisco, 167–168
newsgroups, 63
newsletters, e-newsletters, 19–22
newsrooms. See interactive newsrooms Nokia, 128
novel information, 60
O
The Observer Group, 33
Olsen, Dr. Axel, 45
online media kit development, QualityTech, 250
online newsrooms. See interactive newsrooms
online research strategies, 29–30
P
Papadopoulos, Greg, 127
partners, finding research partners, 44–46
Peppercom, 174
video, 174–182
Pharmaceutical Safety Institute, 44–46
Phelan, Brian, 254
phone calls, 67
podcasting, 213
QualityTech, 251
return on investment, 182
versus web streaming, 180
Pownce, 214
PR
changes for the better, 271–274
great PR, tips for, 241
PR 1.0, 17
editorial coverage, 18
relationships, 18
two-way communication, 17
PR 2.0, 240
benefits of, 37–39
future of, opinions of Brian Cross, 268–269
history of, 262–265
hot topics
blogging, 266
SMR, 266–267
mission of, 267–268
planning and strategy, 244
planning approach, 243–244
taking advantage of, 272–274
tips for beginner programmers, 108–110
PR 3.0, 267
PR Newswire
EdCals, 64
eWatch, 74–77
ProfNet, 64
research, 41–42
ProfNet (PR Newswire), 64
PRWeb, 123–124
PRX Builder, 110–111
Q
Quality Technology Services (QualityTech), 249–250
blogging, 251
media relations, 250
monitoring, 252–253
online media kit development, 250
podcasting, 251
RSS, 252
video, 251
QualityTech Forum, 251
Quigley, Jane (social media), 213–216
R
Ragan Communications, 191–196
Ragan, Mark, 191–196
Raschtchy, Safa, 244
RBI (Reed Business Information), 152
reality programming, 271
Really Simple Syndication (RSS), 143
creating feeds, 145
opinions of Jennifer Wilhelmi, 152–159
opinions of Michael G. Schneider, 148–152
publisher’s view point, 152
QualityTech, 252
Responsibilities, 147–148
tips for, 159–160
viewing, 145
Reed Business Information (RBI), 152
relationships
human interaction, 62–63
journalists and PR pros, 227–228
PR 1.0, 18
with journalists, 58–59
research, 28–29
available resources, 30
research programs, 31–32
finding the right research partner, 44–46
future of, 52–54
help, 61
Internet data, 46–55
methods for reaching influencers, 32–33
online research strategies, 29–30
PR 2.0, benefits of, 37–39
resources, Cision, 33–37
research programs, 31–32
resources, research, 30
Cision, 33–37
research programs, 31–32
Reuters, email, 189
RSS (Really Simple Syndication), 143–144, 233
creating feeds, 145
opinions of Jennifer Wilhelmi, 152–159
opinions of Michael G. Schneider, 148–152
publisher’s view point, 152
QualityTech, 252
responsibilities, 147–148
tips for, 159–160
viewing, 145
S
Schneider, Michael G. (opinions on RSS), 148–152
Schwartz, Jonathan, 127
Seitel, Frazier, 240
self-promotion, Wikipedia, 223
Shift Communications, 106
Skrobola, Mark, 208
Smart News Release, 111
EON service, 111–117
Smarties candy, 23–24
SMR (Social Media Release), 103, 266–267
features of, 104–106
getting started with, 106–108
relying on experts to create, 110–111
social analytics, 138
becoming involved in, 187–188, 208
communication based on consumer behavior, 188–190
legitimizing, 270
monitoring, 72–74
negative publicity, 222
opinions of Jeremy Caplan, 233–240
opinions of Jimmy Wales, 217–224
power to the people, 191
Ragan Communications, 191–196
Social Media News Release Wizard (PRX Builder), 110
Social Media Release (SMR), 103, 266–267
features of, 104–106
getting started with, 106–108
relying on experts to create, 110–111
social media templates, opinions of a professional, 117–119
social media, opinions of Thom Brodeur, 197–203
social networking, 123
blogging, leaders, 126–127
opinions of Neal Gorenflo, 132–140
opinions of Stephen Johnston, 128
PRWeb, 123–124
reaching audiences, 124–126
tips for, 141–142
trends in, 129–130
social networks, 130–131
analyzing, 136
Classmates.com, 130–131
Solis, Brian, 9, 14, 262–263, 265
Sony, Playstation products, 23
Southard Communications, 246–248
Starbucks, 80
stategies for PR 2.0, tips for, 256–257
Stoopid.com, 23
StoryCrafter (Edelman), 117
Strance, Kye, 63
strategies of PR 2.0
Adverb Media, 244–245
ASCO Power Technologies, 253–256
QualityTech, 249–250
blogging, 251
media relations, 250
monitoring, 252–253
online media kit development, 250
podcasting, 251
RSS, 252
video, 251
TOMY International, 246–249
streaming video, 177
Sturaitis, Laura (new releases), 111–117
Success Communications Group, RSS, 148–152
Sun Microsystems, 126
blogging, leaders, 126–127
T
TalkBMC, 209–210
Taylor, Hymphrey, 46
TEK group International, Inc. (interactive newsrooms), 90–93
Teng, Andy, 65–66
Thaler, Linda Kaplan, 4
Thatcher, Margaret, 246
Thomas, Randall, 45–46
Threepipe Communications, 246
Threepipe UK, 248
Time.com, 235
timely information, 59–60
TOMY International, 246–249
tonality, monitoring stories for, 78
tools
monitoring. See monitoring, tools
Web-based tools, 15–16
trends in social networking, 129–130
Truveo, 162
Tumblr, 214
turnover, journalist turnover, 58
Twitter, 245
two-way communication, PR 1.0, 17
U
Union Bank, email, 189
V
Vadnais, Candace, 24
Vangel, Mark (monitoring and measurement), 78–82
an an agency’s perspective (Peppercom), 174–182
opinions of Jeanette Gibson, 167–171, 173–174
QualityTech, 251
reasons to use, 163–166
tips for, 182–183
YouTube.com, 162
video blogs (VLOGS), 161
Video Monitoring Services (VMS), 33
video news releases (VNRs), 16, 161
video on demand (VOD), 16
viewing RSS feeds, 145
Viral Infusion (News Broadcast Network), 178
viral marketing, 22–24
Virzi, Anna Maria, 58
VLOGS (video blogs), 161
VMS (Video Monitoring Services), 33
VNRs (video news releases), 16, 161
blogs, 63
VOD (video on demand), 16
W
Wales, Jimmy, 191
social media, 217–224
Walton, David, 151
Warren, Dr. Neil Clark, 124
Web Edit Pro, 94
web programming
interactive newsrooms, 94–95
tips for beginner PR 2.0 programmers, 108–110
web streaming
measuring, 181
versus pod casting, 180
return on investment, 182
Web-based tools, 15–16
Web, 14. See also Internet
Whiting, Glen, 244
Whole Foods, video, 181
Wikia, 221
Wikimedia, 221
self-promotion, 223
wikis, 191
Wilhelmi, Jennifer, 152–159
Woodall, Ibrey, 90
interactive newsrooms, 90–93
X
XHTML, news releases, 113
Y
Yahoo!, video, 162
Z
Zipatoni, 23