This tip is going to annoy all those PR Agencies which try and advocate separate content for all media relations, so they can charge a copyright fee for every new content distribution on behalf of their clients.

And the third tip?

Simple: re-use and re-distribute your PR content as many times as possible and in as many different places (online and offline) as possible. Gain extra exposure, increased content leverage, greater reach for your key messages, and – the main benefit for smaller businesses – added value for the same content across different channels and via re-usage. And no additional copyright fees!

So, how does this work? Again, it’s very simple.

You write a blog post – content position number one. Then consider this: extend it to form a press release for localised News outlets. Position number two. Tweak it slightly so it can then go to trade magazines. Position number three. Throw in some search keywords and push it out across online industry forums. Position number four. And why not also consider using the basis of the content for an email promo to your key clients too? Position number five. If its got wide enough appeal, push it across your Twitter and Friendfeed accounts too. Positions number six and seven.

Hey presto! One piece of content, slightly amended, and used in different formats and giving maximum return.

Of course, you’ll need an expert copywriter, media relations adviser, journalistic professional and clued-up blogger to assist you…but you may well know where to find one. If you’re not sure, email me. Happy to pass on relevant contacts.

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It may seem like an obvious point, but…

I recall when working as a business editor on daily newspapers and industry magazines that amongst the plethora of PR submitted for consideration on News and Feature editorials, much of it was sub-standard: too fluffy, no news value, poor angles, too much selling, not relevant to the readerships, awful images, or no accompanying images…to name but a few of the common errors in basic media relations.

You might think that these errors came from untrained, hopeful business owners or marketing directors? No. I am reffering to PR delivered by ‘professionals’ on behalf of clients. Clients who were being mis-sold the promise of effective PR to the Press.

When I use the phrase Press, I mean editors working online, offline and in any media medium which readerships might visit: let’s face it, the days of newspaper dominance are long gone, and any PR who is not advocating to clients utilising a mix of digital PR in their media relations efforts is seriously mis-representing any client in the UK today.

So, to make your PR work harder – as well as introducing SEO copy into your quotes for online PR submissions, also consider the following: industry forums, commentary opportunities on relevant newsfeeds, search engine keywords into your press releases for posting on your blog and online within your networks where relevant. In short, utilise the web. It works if you work it!

According to this, the time is nigh.

Great inputs and observations from Martin Belam, on how social media techniques are being used by major publishers – his article also has implications for publishers, businesses, marketers, and of course PR providers.

With the advance of social media like a tidal wave upon us all, the sharp and the savvy PR deliverers are advocating their clients take a ride on the wave and enjoy it. New media tools and techniques are giving clients unheard of levels of control, exposure, measurement and feedback on their promotional efforts – and on a global basis too.

No wonder, then, that the traditional PRs are looking worried: their bleatings of ‘we-do-long-lunches-with-editors’ are no longer cutting the mustard with contemporary clients looking for greater value, better exposure, more customer inputs, and less cost.

I advocate clients utilising every tool in their communications arsenal to further promote themselves effectively, speedily, and on a cost-conscious basis. This undoubtedly includes new media tools.

Traditional PR providers, however, prefer the command-and-control model they grew up with and observed in the newspapers and magazines of old. Those days are long gone. Audiences have gained more control over the media process than ever before.

Is it time, then, to write an obituary for traditional PR? Partly yes, partly no.

My tuppence to the old-school PR luvvies? Either integrate, or move over quickly to die. The new media wave is here.

Well, according to this it does.

Statistics from the Guardian’s Charles Arthur highlight that the mass consumer is migrating with incredible proliferation to tweeting and facebook status updates, rather than spending time writing and posting blogs: Arthur goes to suggest that time is a factor. As always, most people will take the easiest, least-effort path to content creation.

But, the argument for blogging – certainly in terms of marketing strong content and attracting potential customers, media readers and building loyalty with existing clients – all form a powerful case for the continued influence of blogging.

After all, despite the fact that – according to the New York Times – 95% of all blogs are being abandoned for quicker forms of content provision and distribution, it is still very much the case that despite the billions of blogs out there which have died and been forgotten since the blogosphere really took off in 2004, blogs are still read and given significant attention. If the content is good. A blog selling stuff soon fades, but a blog giving advice, hints, tips and insight stands the rigours of Twitter and the like.

More importantly, for me, although tweeting and linking on facebook gives a snapshot, a brief indicator of attitude, business ethics and other micro-indicators, the true test of endurance will come from a sustained, thoughtful, insightful blog site.

Excellent post here on the rise and rise of influence of social media in all communication – and it raises a question for those utilising PR agencies and consultancies. Is your PR consultant or agency advocating social media to you, explaining the benefits, investigating and researching on your behalf, setting you up on relevant sites? No? Time to find a new PR provider.

For example, 70% of the journalists questioned for the Econsultancy posting stated that they regularly used RSS feeds to source and develop News and features items. RSS is one of the most basic online tools a business can use, and yet it has hugely powerful benefits, along with the gamut of social media tools and techniques available to clients at low cost and high return.

Blogging, tweeting, friendfeed, facebook…the list is seemingly endless, but with appropriate expertise, social media can represent an incredible resource for the media, clients and new potential clients alike, looking to find out more about the services and products a busines offers.

If I were a client loking to source effective, contemporary and passionate PR for my business, I’d want to know that the consultant or agency could deliver the goods across a range of media, and not just arrange a lunch with 2 or 3 journos.

The Ab Fab days of PR are long gone – are you making sure your PR representation is relevant and utilising social media?

Possibly, judging from this comment today in the Guardian, regarding the NightJack blog and Times fiasco.

Frightening for bloggers to see that, in light of the ruling against blogger Horton attempting to protect his anonymity against the Times, the subject of blogging vs. journalism raises its head again. Looking at the judgement, journalism is still way ahead when it comes to having the full backing of media law behind it in the ongoing discussion of whether bloggers have any privacy rights.

Tricky subject. One of the keystones of newsroom journalism has always been protection of sources and information. And from a PR perspective, it gives us a whole range of new issues when recommending blogging to clients.

Granted, so the information is published on a widespread basis, but apart from that, it seems that the newsroom journos have all the protection. The NightJack case is compelling, in that we can see being a blogger and publishing sensitive information can be extremely dangerous when a publishing behemoth feels threatened by it.

Not a god day for bloggers, or the PRs doing their blogging for clients. A massive thumbs-down to the Times here.

Excellent post here on how to integrate content and attention online.

Interesting tips, including cross-linking from bigger sites to gain additional readers, as well as making sure that the timings of postings – to both Twitter and your blog – are linked carefully together, and in line with your overall blogging PR strategy.

I am a huge advocate of online content, including blogs and tweets: it raises the game of most content-producers and publicists alike, as well as giving more information to the audiences out there. And let’s face it, from a PR perspective, anything which adds value to the audience and stimulates client loyalty and attention – especially in the current climate – can only be positive.

Read this post and learn!

This might seem like a piece of common sense advice, but given the revelations around police blogger Nightjack, blogging looks set to suffer – or at least, the anonymous bloggers out there will certainly be thinking twice before posting from today.

Got me wondering about blogging in general: if you’re passing on sensitive information, the blog needs to retain all the key elements of a good journalistic piece – integrity, balance, appropriate tone and a healthy protection of sources.

Then again, most bloggers do not need to be mindful of such things – the content is not likely to bring a lawsuit or recriminations. That’s not to say that a good blogger shouldn’t be mindful of the simple fact they are publishing content, or promoting a message: and with this, comes responsibilities. There are lots of blogs out there, but only a few really good ones.

Great post here from Kristina Lowe on the social media victories gained by Obama’s PR team – valuable lessons for all PRs looking to leverage their clients messages online and via social media channels. Really useful nuggets, thanks Kristina.

Many PR Agencies have been advocating blogging to their clients over the last 18 months – since they realised it was something they had to propose, whilst not necessarily understanding the real deal with setting up a blog – and although it is encouraging to see members of the UK PR community seeming to embrace the blogosphere, take note!

Before you embark upon setting up a blog, or are advised by your hip, trendy and oh sooo tweeting PR Agency to set up a corporate blog to drive traffic to you online and increase sales, consider these Top 10 Questions:

1. Do you have a blogging strategy in place, and does it align itself with your overall Comms plan for the year?

2. Who will update the blog content weekly?

3. Who will monitor the stats, trackbacks and site reports?

4. Are you comfortable with being challenged by other bloggers?

5. Do you actually have something to say, on an ongoing basis?

6. Does blogging align itself with the services and products you offer?

7. Have you checked out competitors’ blogs and researched?

8. Why do you want to blog – is there a specific set of reasons, other than you think you should?

9. Are you able to integrate blogging with other activities such as e-shots, tweeting and database PR?

10. Which platform are you using and who will organise the technical elements for you?

If you can answer the above with clarity, confidence and consistency, it’s likely that blogging will probably be an excellent addition to your Comms and PR mix. If you’re shaky on more than 3 of these questions, seek professional assistance today!