NEO-white-paper

This week, in completely un-AirPR fashion, we are going to talk about ourselves ad nauseam. Well, not really about ourselves but about something we are pioneering (which may even be more self-involved and gross) called NEO™.

News Engine Optimization.

I am weary of this practice of self promotion, as it often leads to your audience “voting with their feet” – as my dear friend Stephanie Losee points out in this Mashable article about brand journalism best practices.

But I’m forced here to harken back to my utilitarian roots, which hold that what we’ve stumbled upon, at least conceptually, is important for the PR masses. It’s for the greater good if you will.

At its core, the fundamentals of NEO are based on PR’s favorite new pastime: SEO. I say this only half-jokingly because SEO is clearly an important component of the digital landscape; but it also has the potential to be the bane of a writer, marketer, or content producer’s existence.

I bring you a very on point quote from Adam Weinroth, CMO of OneSpot.

Shameless disclaimer: We share a mutual investor, and he’s probably one of my favorite CMOs, so I have a hard time being objective because I pretty much think he’s always spot on:

“SEO has long been an effective tool in allowing marketers to optimize content by analyzing data and getting insights on their audiences but can often fall flat in actually determining which messages are the stickiest.”

Why thank you, Adam. What a perfect segue and subsequent set up for NEO™.

If you have 18.4 minutes, I’d love for you to take a look at the white paper we released this week and tell us what you think.

How important is the ability to track key messages?

How does it help in terms of optimizing future PR efforts?

And ultimately…is NEO™ the greatest good for the greatest number?

 

content crushes

Admit it. You receive at least one email a day that gets you all giddy. Maybe you’re inspired by quirky copywriting or maybe those tips on how to metamorphose social content into conversions gave you something cool to share at your last marketing meeting. Don’t be shy —we all gain inspiration from somewhere.

Here, I invite you into my personal closet full of content crushes. Sign up for their newsletters, read their blogs like juicy tabloids (often and fanatically), and reap the rewards of being informed by some of best in the business.

Without further ado, I bring you 6 newsletters content marketers should sign up for right now:

1. For cream-of-the-crop copywriters: Copyblogger.

This blog is all about how to streamline your content creation, measure success, and storytell in a way that’s both authentic and branded. From how to spice up bland text to “The 5 Things Every (Great) Marketing Story Needs,” Copyblogger shares the ins and outs of words that work. The best part? The content is stripped dry of overused jargon. It’s straight-forward, quality content about well…content!

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Adam Singer on analytics, PR success and Jack Bauer

When you’re a relatively new company, attempting to do something please don’t say disruptive or innovative here um, hmmmm, new… it’s extremely important to watch for influencers in your industry who have insights or opinions about what you’re doing.

Exhibit A: “Adam takes off the gloves”

AS rant

Adam Singer, who currently spends his days at the Google Compound Complex as Analytics Advocate, and moonlights as a forward thinking PR critic and founder of The Future Buzz, is one such person.

As you can see from Exhibit A, when we publicly launched our first product (Marketplace) he had a few opinions…which we welcomed.

OH! How boring life would be without challengers and dissenters!

Over the past year we’ve visited Adam at Google, lunched with him in San Francisco, awarded him a very prestigious “PRTech Award,” and even swapped quippy company T-shirts with him. Ahh, yes, this is a true PR match made in heaven. But it did take time.

Exhibit B: “Sharam and Adam play nicey poo”

AS SFM

Now, we bring you this illustrious – if not “coming out of sorts” – interview with one of our favorite Advocates.

Rebekah Iliff: Let’s start with an easy one. Can you tell us about your background and how your experience with PR has shaped your story?

Adam Singer: While in college, I was a total geek and created websites and grew digital communities in my free time (and monetized them instead of getting a part-time job). It was only after I entered the workforce and decided to get a “real job” that I ended up getting a trial by fire in PR. After my internship I ended up being hired as an account executive for a PR agency in Fort Lauderdale in 2005.

I hadn’t really studied PR save for a few journalism electives in college, but it turned out that my experience as a geek prepared me really well for the “new world” of PR.

Thrusting a social web, power user into the mix of a traditional PR agency early on proved to be valuable experience not just for me, but for my agency who promoted me from an account executive, to manager, to ultimately digital director within my first two years.

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Communications-Marketing

For all the time, effort, money, resources, brainpower (shall I also mention frustration and coffee?) put into defining PR, I have come to believe it boils down to one thing.

Well, technically two: relationships and communication.

More specifically, the PR model may be best understood in the context of “relationship marketing” and (as Richard Edelman recently alluded to) “communications marketing.”

[If you are having a “No shit” moment, I apologize. Please do redirect yourself here immediately for a better use of your time.]

This first aspect, relationship marketing, deals with the more traditional aspects of PR including the ability to cultivate and maintain relationships with media and influencers; and perhaps even open doors to potential partners and large-scale customers. This is not a learned skill, like writing a press release or creating a media list. It’s the application of emotional intelligence to solving a problem: where the solution begs a fundamental, if not fully developed, understanding of what makes relationships tick. Furthermore, once the relationship is established, it requires insight into how to go about serving the need of the end receiver.

Let me be more unambiguous…

Lindsey is a relationship marketing professional working at a PR firm. Rebecca is a journalist working for a major publication. Lindsey has an established relationship with Rebecca based on years of feeding her good information, ideating story ideas that her audience will enjoy, and let’s not forget that VIP invite to a Google Glass event. Rebecca (the receiver) trusts Lindsey (the giver) because, well frankly, she just “gets it.”

This is what separates true PR from PR running around in a tactics drag.

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4th-of-july

While everyone else is off drinking beer and eating hot dogs, overachieving startups like us are busy working. Well…working and culling together useless pieces of information for your entertainment.

Why are we doing this, you might ask?

It could be because we’re a self-proclaimed bunch of weirdos. Or it could be because no one gives a rat’s ass about anything anyone says for the rest of this week (helloooooooo, I have much more important things to think about, like sparklers and BBQ).

But really, it’s to amuse ourselves while we fantasize about an extra day off. Especially our Chief Architect, Patrick, who is wearing the same clothes today as he was wearing yesterday – much to our surprise this morning – because he was here all night. Working. And probably thinking about fireworks.

Without further ado, we bring you 4 things you really didn’t need to know, but now you do know.

1.  When you yawn and stretch at the time, you are “pandiculating.”

Yawn Stretch

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