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  • Tag Archive: PR Tech

    1. PR’s Past, Present and Future as told by Sally Falkow

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      When it comes to PR prowess and expertise, there are not many individuals who possess both in droves like Sally Falkow. As president of PRESSfeed and one of the industry’s leading minds on new technology and digital PR, Ms. Falkow brings over 30 years of PR experience to the table.

      Sally Falkow headshotSal (as she often signs her emails) generously offered to sit down with me at her beautiful home in southern California for a candid conversation about the past, present, and future of PR.

      Needless to say, the takeaways were endless.

      Here’s just a sampling of our dialogue, which most definitely included talks about what happens when you eat too much cheese, real time anagrams, and a Rosetta Stone case study guaranteed to blow your mind.

      The entire interview can be heard below. I suggest streaming it as you make dinner this evening or book marking it for an upcoming flight.

      Sally Falkow Notable Quotables

      • You cannot approach PR like throwing spaghetti against the wall to see what sticks. Your whole content strategy should be informed by analytics. Analytics allow you to know what is needed and wanted.
      • PR absolutely must embrace the PESO approach (Paid, Earned Shared Owned). Start with Owned (produce the content). Owned gets Earned (picked up by media). Amplify and push content with Paid, and then it will be Shared (social engagement).
      • Whatever you’re doing in PR, it has to tie back to the business goals. It’s about outcomes, not outputs.
      • PR goals cannot be vague (e.g. raise awareness, get more FB likes). They must be measurable. Identify where you are now, where you want to be, and how you’re going to get there.
      • Not measuring PR is like playing soccer with no goalposts.
      • 80% of firms are starting to spend more on digital skills, but there aren’t enough people with those skills because most students are still being taught very traditional PR.
      • You can’t teach someone to be a brilliant strategist, but you can certainly become a more critical thinker than you are today. People can learn to play chess, which requires critical and strategic thinking.
      • You need to understand the basics of coding, and the basics of the Internet. Otherwise you won’t know what’s coming or what’s possible.
      • All PR people should find one or two sources that they read to stay up to speed with all of the changes.

      You can soak up more of Sally’s infinite wisdom by visiting her fantastic blog.

    2. 7 PRTech Solutions Every PR Pro Needs

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      Upgrade your PRWe’ve got a massive crush on everything PRTech, and why not? Nothing has changed our industry more than technological innovation. This evolution has ushered in an era where PR pros must commit to researching new platforms and learning new skills that allow us to communicate better and measure PR smarter.

      It can be a bit daunting to know where to start, so we’re taking the guesswork out of the equation and distilling down the ecosystem to bring you 7 PRTech solutions guaranteed to make your life easier and your work better.

      Each of these solutions maps to an important PR objective and implementing these solutions will move us all closer to a programmatic approach to PR.

      Let’s get after it, shall we?

      PR Objective: Increase Visual Storytelling

      PRTech Solution: Canva

      Canva does an incredible job empowering everyone to be creative. Touted as the world’s easiest design program, Canva democratizes one of the more elusive (and often expensive) aspects of PR.

      How to gauge success: Everyone agrees that visual content is a major media trend that will continue to have prominence. Aim to tell compelling narratives through infographics, ensure visual branding is consistent across all marketing collateral, and integrate more imagery into everything you push out.

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    3. Creating Content Google Loves

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      A couple weeks ago I had the express pleasure of meeting up with Sally Falkow, founder of Meritus Media, at the PR News Google Conference in San Francisco.

      Because I’m like, totally mature and non-competitive, and a rather supportive and cheerleader-y type of person in general…I decided not to be jealous or mad or irritated the she was speaking at the conference and I wasn’t. I didn’t have the heart to tell her that when I originally spoke to the organizer of the conference about ME speaking he informed me: “Sally Falkow is already covering that topic.”

      Oh. Ok. Got it. Let me take a step back.

      Sally’s what one might consider an “industry vet.” She was probably talking (in her very charming South African accent) about Digital and Social before it even existed. She’s new school but with old guard wisdom. Her accolades include things such as, oh say:

      #1 – Top 50 Social Media Influencers on Twitter

      #2 – 25 Women Who Rock Social Media

      #3 – Top 10 PR Tech Pioneers

      Because I am partially responsible for the crowning of her third title above, I take particular ownership and pride in the SOS (Success of Sally). When push comes to shove, she’s hands down one of my favorite people in the PR industry…so if it seems as though I gushing, I most definitely am.

      The point of that intro? You need to know that when she gives you insights about something there is a 99.4% chance that she’s right. So listen up as she shares her take on “Creating Content Google Loves.” Then go kick some content ass and take some organic names.

      Over to you Sally…

      When we talk about creating content that Google loves, it might sound like putting the cart before the horse – as we’re constantly told we need to create content that our audience loves. As indeed we should. In this post I’m taking that as a given. But once you know what topics your audience is interested in and what they respond to, when you craft that content make sure that it is also content that Google loves.

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