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Responding To Negative News On The Internet April 27, 2010

Posted by Chris Yates in PRCA 3330-PR Connections.
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     One of the major aspects of public relations is finding the best way to handle negative news about your client. Especially since the Internet has become such a powerful media tool, news has the ability to spread quickly, and can do a lot of harm if it points blame at an organization.  In the classroom, PR students learn about Conflict Resolution and many other helpful strategies to address this problem.

     Glen Selig, founder of PR News Channel, has posted a series of videos on YouTube that can be helpful to PR students. This particular one addresses the impact of negative news:

     In the video, Selig presents a common scenario:  Suppose you own a retail store and customers post negative reviews of your service or products on their blog, Facebook, or Twitter account. Now, whenever someone searches for your business on Google, the disgruntled customer’s blog post pops up. What can you do to combat this?

  • Use Search Engine Optimized Press Releases
  • Identify negative key words and phrases and incorporate positive ones in their place
  • A good SEO release campaign is not the cheapest option, but probably the most effective.

     Negative news can tarnish your client’s reputation quickly, so it is important to understand the strategy behind search engine optimization.  This scenario also illustrates the importance of constantly monitoring feedback on your client.

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Why Isn’t YouTube Profitable? April 27, 2010

Posted by Chris Yates in PRCA 3330-PR Connections.
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Google acquired YouTube for $1.65 billion in 2006

 It’s hard to believe that YouTube is five years old already. What’s really amazing is the impact that the website has had on the social media landscape. It has become a legitamate marketing tool for several major companies, and the online community can’t get enough of it (over 1 billion videos are viewed daily now).  I found a neat little article, The Brief But Impactful History of Youtube, that gives a timeline of events for the past 5 years. See if you remember any of these:

  • April 2005 – “Me at the Zoo,” a 19 second video of co-creator Jawed Karim is first video posted on the site.
  • October 2005 – Nike becomes first major company to embrace YouTube’s promotional potential with a video of Brazilian soccer star, Ronaldinho
  • July 2007 – YouTube and CNN host their first presidential debate, featuring citizen-submitted video questions.
  • April 2009 – Susan Boyle’s audition tape for a British TV talent show is uploaded and viewed 80 million times. In December, her first album became the best-selling debut ever for a female artist.

     So all of this seems to indicate that YouTube is doing pretty well, but the reality is that since Google acquired it for over $1.5 billion in 2006, the website has proven to be a financial failure.  Analysts estimated in 2009 that YouTube earned revenue of at least $240 million, but the costs for storing and serving the site’s massive video library is in excess of $700 million. Some experts agree that the only reason Google doen’t shut down YouTube is becasue of the hefty price it took for them to buy it.

     This came as surprising news to me (especially the $700 million for video storage) because it seems like YouTube has already become a permanent fixture in our culture. It’s something to think about, but in the meantime, check out the very first YouTube video if you’ve never seen it.

Selig Multimedia March 2, 2010

Posted by Chris Yates in PRCA 3330-PR Connections.
2 comments

     I recently came across an informative video at YouTube that got me thinking about some of the topics that are discussed in public relations courses. In the video, Glen Selig, president of Selig Multimedia, gives a short presentation on some basic public relations concepts. Click on the links above to watch the presentation and learn more about Selig’s company, it might be of interest to PR majors. Some of the key points he makes are:

  • You don’t want people to know that you are conducting a public relations campaign. It is essential to find a seamless way into the news.
  • Well-written press releases shouldn’t sound like press releases at all, rather they should be consumer-driven.
  • Masquerade PR efforts as news events.

     Now this information seems basic and elementary to a person studying communications, but I found it to be relevant because it reinforces the concepts that are addressed in the classroom, giving them more of a real-world perspective. After watching the short video, I got a little more interested in Selig Multimedia and checked out their website. They are a privately owned corporation with headquarters in Tampa, Florida, and a global leader in public relations. The company distributes press releases through its PRNews Channel division and operates a top news outlet, The Publicity Agency.

The “Real World” of PR February 15, 2010

Posted by Chris Yates in PRCA 3330-PR Connections.
5 comments

     I’m wondering if anyone has seen the the new TV show, Kell on Earth. In the past couple of weeks, two of my PR classes were assigned to do an analysis on the program, so it’s likely that most people know what I’m talking about. For those of you who haven’t seen Kell on Earth, it is a reality series that follows the lives of practitioners working for The People’s Revolution, a firm that specializes in representing the fashion industry. To me, the show seems to be another “Real World” or “Big Brother,” not really my cup of tea. The situations tend to be overdramatic and contain many “reality” cliches. But despite what I think about the show, it does give public relations majors a reasonable glimpse into the operation of a PR firm. Kelly, the owner of the firm preaches about the difficulties of dealing with a high-stress job, keeping underachieving interns in line, and raising a family all at the same time. Check it out on Hulu.