Taxi Drivers used as a communication medium for TEDx
11 months ago
HIRPS: A new model for PR and influencers
by Josh Bernoff
Here’s the problem. “Influencers” — that’s reporters, analysts, bloggers, anyone with an audience — are targets. PR people are the ones who want to influence them. The PR folks subscribe to databases from companies like Cision and Vocus and then send out hundreds of undifferentiated press releases (it’s called “spray and pray”).
This system serves both the PR people and the influencers badly. We influencers get clogged inboxes and ignore most of the email; the PR people may reach a few targets but it’s 99% waste.
Right now, I’m proposing a way to fix this. Let’s call my system HIRPS — Highly Relevant Pitching System.
(Josh is the co-author of Groundswell, a book I whole heartedly recommend)
Nike: Write Your Future, PR Kit
We featured the high-budget Nike: Write Your Future advert as one of our 4 selected World Cup adverts - now here’s a glimpse at the highly limited edition press pack they sent out to launch the campaign.
We’re told just 11 of these boxes containing 6 beautifully hand crafted World Cup crayons were created.
Want&Quiz: French Connection
This week we’re asking 2 French directors what social media means to them, or in fact perhaps “Qu’est-ce que «médias sociaux» signifie pour vous?”. One (Anne Marie) is an ORM (Online Reputation Management) Director at Vecteur d’Image in Paris, the other (J) is a Sales Director at an online fundraising company.
If you’re not sure what the Want&Quiz project is you may want to read more (or even take part) here before you start!
W&B: What does ‘social media’ mean to you?
AM: UGC + interactivity + network + online communities
J: Media made with people, for people.
W&B: How has it changed the way you do business?
AM: I’m from a PR company that created an Online Reputation Management Department, that I’ve been in charge of for a short period.
J: We are making a new offer to help non profits to collect funds on Internet. We also try to give more content in these new ways (eg: a content to download on slideshare, etc.)
W&B: Tell us about another brand you admire?
AM: Michel et Augustin - for product positioning (not easy to innovate on yogurt!), communication: speech, a kind of “showroom” in Paris to test new product, a great page on Facebook…
J: Green Peace (Ed: Their recent work has included a high profile anti Nestle/Palm Oil campaign across the internet & social media and of course recent work to highlight the damage being done by the BP oil spill)
W&B: Do you engage in conversations with people from your ecosystem on social media?
AM: Not yet, alas! It’s part of my new job at Vecteur d’Image, I’ll start asap!
W&B: What was the first thing you ever did in social media?
J: I began just by posting comments.
Many thanks to the guys for taking part in Want&Quiz, we look forward to seeing some exciting stuff coming out of France!
Share your thoughts on social media with us, take the Want&Quiz here.
