Our Twitter needs a voice

February 19, 2009

We have designed a new logo for our Twitter feed.  It is quite chirpy! It contains its own talk bubble.

Now what are we doing with it?
Literally speaking, this issue is the talk of the industry. “Now that we have a Twitter account and a blog… what do we do with it?” Yes, we can tweet about it on our blog or blog about it on Twitter but then what. Todd Lucier, of Tourism Keys, offers 15 ideas specifically for Travel Associations. In particular:

“3. Use Nearby Tweets to track local tweets within a defined geographic boundary.”

Building on this tip, you can use Nearby Tweets to pick up news stories ideas about your geographic region. These tweets can be used to inspire a new pressbrief post, for example.

How to spam a journalist?

February 6, 2009

The secrets most PR wont tell you.

The art of getting any press—bad press or good press—is hard to master and time intensive anyway you slice it. The usual tips look like:

- Refrain from………
- Pitch in points….
- Do not try to match……..
- Stick to……….
- Consider this…..
- Create brief word sequences to……..
- Thank profusely……
- Do not send email attac……….
- Support material has to……

It takes two for a pitch.

883,000 “creative marketing” entries on Google. It can be frustrating trying to find relevant information to demonstrate how today’s PR/Marketing success is, by far, the result of nothing less than an enhanced relationship with the Media through the social web. Although one needs the proper tools to make the bridge, I insist it is not about technology but rather about a concerted drive to commit serious elbow grease and tons of consistency to learn how the message links with the medium.

This is no longer news: The medium is… THE WEB!  What is not so obvious is that:  the web is media, message, and medium in one. This cluster—cemented with the birth of Social Media—is, I believe, the fundamental shift we are witnessing and has permuted forever our perception of community and everything about it, inclusive of global behavioral laws. For example, with regards to MEDIA PR, the person to person relationship (me and the journalist) is more than ever valuable. This relation begs for a renewed model of “social media” polishing. Media PR spamming is the biggest mischief.

Social consciousness is a pitch

The language is brutal. The methods are new. The shift in attitude is definitive. The risks are real, so are the fears. The risk that the “info-snippets flux” obliterates the need for knowledge based consciousness, is such a fear. Here is what that looks like: Since all info-bits on everything are available for access, the need to juxtapose, compare, analyze, cohort, fuse and confuse may vanish lazily. In consequence, the regression of this human process to consciousness pins the erosion of creativity, that is the fear. Thinking creative!

Ok, here is an interesting take and a creative Robert Proctor word: Agnotology. Or we could call it: The lost civilization nightmare… “For God’s sake what were they thinking?”  But do not worry, looking outside my window I think the loss of civility is more likely to become the disease. The effervescence of Connectivity via the web over vast distances seems to have adversely deteriorated human conduct in close proximity: “Can’t you tell I am twittering on my cellphone… you twit?” We all agree, Social media is in need a of a self-administrated dose of ethical vaccination. It is coming. Vaccination or not, one thing is sure, it is time to roll-up the web sleeves. It is hard work, but smart work, it is time.

So I won’t pitch you any further on Media PR as we have found a few smart authors and entire websites that shed practical light beyond the course of info-snippits. From time to time we will point you toward sites of interest that address squarely the shift in PR/marketing behavior of today’s times. We urge you to share with us some of your best finds.

Further reading:

Marketing with connectivity (part 3)

January 30, 2009

For the next several weeks, the CEO of CleanPix, Nelson Vigneault, will be sharing his thoughts on “Marketing with connectivity”.


Typically with these clients, we have noted a business organizational shift from compartmental divisions between PR/marketing/communications toward a business model, where communication is more integrated and concerted. These shifts do not come from IT but, rather, through executive decisions addressing directly the purpose of marketing. Simply said, marketing in Social Media is not about computer networks, it is about people networks. In these models, for example, a photo collection is no longer the domain of a gate keeper, but is instead viewed as a live asset that can be pooled and tailored instantly to meet the demands of communicator teams, whether PR , marketing or media relationists.  We note that the BEST RESULTS, in posting news, come from quite brief (single focused) and targeted stories/headlines. One journalist user said it best when she said, “we want the seeds not the tree” — meaning: not several pages or even a page-long newsletter, but a news brief consisting of a few lines of text with pertinent and press-ready photos.

Check out part 1 of this series
Check out part 2 of this series
Check out part 4 of this series

Marketing with Connectivity (part 2)

January 22, 2009

For the next several weeks, the CEO of CleanPix, Nelson Vigneault, will be sharing his thoughts on “Marketing with connectivity”.


Long-established newspapers find it hard to attract advertisers. Is the automotive industry, amongst the largest players and supporters of this medium, also rethinking its effectiveness in reaching targeted audiences? The new reality is that a large sector of the audience gets its news neither from the papers nor even from TV, but from the Internet instead. TV anchors advise, “To find out more, go online”. Obama placed advertising in Xbox  games, courting an important sector of his audience right where they are located. Some say, “traditional advertising is dead” and it may well be. But one thing is for sure: journalism is thriving in the Social Media arena. It is a question of attitude, a definite shift in culture. Creating feeds is the new art and it comes with a magical twist: In Social Media, the audience is now also author — users control the content through full “LIVE” interaction with the information. In turn, this also implies that the traditional 4 Ps of marketing need revisiting (PRODUCT, PRICE, PLACE, PROMOTION) and consequently so do the tools and methods for reaching an audience, or rather I should say “participating with” the audience.


Despite the fact that having a solid asset management service was paramount for our clients, the CleanPix team soon discovered that using it simply as a tool for photo management was not sufficient. The need to act as a seamless visual support for getting our clients’ news out, in a concerted effort to foster media relations, was why the asset management service was created initially. Subsequently, what was critical was the creation of tools to enable our clients to tap into the Social Media space and they needed to do this while making rich media files available on demand.

We did it. Pressuite.com is effectively a bridge to Social Media. Clients who use pressuite.com in that fashion get unprecedented results, for a fraction of the cost of conventional means.

Check out part 1 of this series
Check out part 3 of this series
Check out part 4 of this series

Marketing with connectivity (part 1)

January 15, 2009

For the next several weeks, the CEO of CleanPix, Nelson Vigneault, will be sharing his thoughts on “Marketing with connectivity”.

From every side we are hearing the dreaded words: “budget cuts”. This is not all bad news, but certainly an indication that world economy has changed both suddenly and drastically. From a marketing perspective, it means that money is severely restricted for … just about everything.

For reliable results, one needs proof of ROI (return on investment). The problem is, to some extent, that the practices of marketing and PR deal with so-called “soft” measurables — built over time, from a combination of repetition and message consistency.

As a result, when the lack of measurable returns derived from classic tactics combines with steeply rising costs of delivering the message via traditional means, a new breed of SMART is definitely needed — or at least, a new business model — to promote business in challenging economical conditions.


What are the avenues one can take and what are the tools one could use? Certainly a good pointer is the success of the recent Obama campaign. One word comes to mind: CONNECTIVITY. Connectivity is a type of viral information dissemination where the recipient gets involved in enhancing the story path. This, in itself, keeps the news fresh, but best of all it ensures it is READ/VIEWED. Social media is probably the richest, yet least tapped source of connectivity.

The one thing we all have in common is a product or a program to sell or to promote. The unshakable certainty of classic print and TV mediums as the means to reach markets is definitely questionable. The way in which audiences are sourcing content is reinventing journalism. SOCIAL MEDIA is becoming the new playing field. Revamping websites for tens of thousands of dollars, budgeting a mass-media brochure distribution or orchestrating a PR strategy that does not prioritize Web connectivity may be decisions that require serious reconsideration.

Check out part 2 of this series
Check out part 3 of this series
Check out part 4 of this series


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