Ragan’s PR Daily recently published a great list “12 outrageous PR stunts—and the lessons learned” and it’s well worth a read.
One of the quirkiest from the list involved a rebranding stunt – When GotVMail changed its name to Grasshopper, they sent 25,000 chocolate-covered grasshoppers by FedEx to the most influential people in America!
A quick round-up of some of the recent digital news affecting the pharmaceutical sector posted on the M+C blog:
New Site to Help you Reach the Masses Online with your Marketing Messages [Interview with GaggleAMP President & Founder]
Earlier this week I wrote about a new social media marketing service called GaggleAMP which recently launched it’s public beta with the aim of making it easier for marketers to broaden the reach of their online communications. It’s an interesting idea and one which I was keen to find out more about. So I chatted with Glenn Gaudet, President and Founder of GaggleAMP and started by asking him where the name of the company comes from…
Gaudet: A gaggle is used to describe a group, and technically, a gaggle is the term used to describe a group of geese. It also is used to describe a group of people. Here in the USA, the White House Press Corps is called the “Press Gaggle”. The name describes a group of people in a fun and non-commonplace way. The AMP is short for amplify. When you put this together, what GaggleAMP does is amplify messages by use of a group of people. I loved the name from the start!
It’s free to sign up with GaggleAMP at the moment and there’s no reference to payment on the site. Past the beta phase, what monthly or annual subscriptions fees come into effect?
Gaudet: After the beta period, we are planning on having both a free offering and a series of premium subscription-based offerings based on feature set and size of the Gaggle. We are exploring what these offerings will be, so stay tuned!
A recent interview in the Boston Herald quoted a VP with PR firm GolinHarris, one of your beta customers, discussing his experience with GaggleAMP. Presumably PR agencies and in-house communications staff are your core audience. Outside of PR agencies what other types of businesses have signed up to GaggleAMP to date?
Gaudet: We are seeing many different types of companies and organizations sign up. New companies sign up every day. In addition to B2C and B2B companies in which this is a natural fit, we also see non-profits and political campaigns signing up. Companies that use GaggleAMP effectively have some social media effort underway and dedicated resources for crafting regular messages. GaggleAMP, while easy to use for the company and the Gaggle Members, does require a basic knowledge of social media marketing on the company’s part.
How many customers do you currently have and what is the average ‘Gaggle’ size?
Gaudet: A Gaggle always starts off with one member. The Gaggle Manager is, by default, the first member. While we are in beta, we encourage companies to start by inviting just a few members into their Gaggle and then add more as they see how powerful it can be. Most companies follow our advice. A Gaggle size between 50-100 people after a month of use is not uncommon. However, GaggleAMP can easily support thousands of members in a single Gaggle.
This is a 100% opt-in service for individuals to wish to form part of a company/brand Gaggle. How have companies gone about growing their Gaggle since the site launched? Any particularly creative approaches?
Gaudet: We are seeing a variety of ways that companies are using to recruit their Gaggle Members. The most obvious one is via email. We even provide companies with suggested copy for this. Companies are also using social media to recruit Gaggle Members. We see messages on all the major social media networks from companies that are inviting others into their Gaggle. Some companies are even posting these messages in their Gaggle so that Gaggle Members become part of the recruiting process. Keep in mind that generally speaking, only people that have an affinity for a company will want to join their Gaggle. Companies decide how public or private they want to make their Gaggle by how accessible they make the invitation. Continue reading »
PR often has an unfairly bad reputation. On the one hand you have the ‘Sex and the City‘ view of PR as one big party with lots of high heels, hair flicking and alcohol. On the other you have the ‘Thank You For Smoking‘ view of immoral ‘spinsters’ willing to sell their souls to sell that product. Somewhere in the ethical, hard working, high ground, is the average PR professional. However every now and then a PR person slips up and risks dragging other responsible PR people down with them!
PR people who want to remain competitive and effective have, in recent years, put as much time and effort into maintaining relationships with clients and the traditional media, as they have learning about the so-called ‘new media’ tools and reaching out to influencers online.
However his morning I read an article on Mom Blog Magazine (not my daily reading, so I have to tip my hat to Danny Brown for turning me on to it) entitled Why PR People Get Paid and You Don’t which made me realise that some people still just ‘don’t get it’.
“Sarah” who works “at an actual PR firm” is writing about the blogger-PR relationship and the issue of paying bloggers to write about a product/service. Sarah attempts to give bloggers a ‘reality check’ and tells them they “don’t deserve anything“.
Well because…”There are hundreds more bloggers out there that are willing to take a cold, hard look at what they are producing now and how they can improve in the future.”
And, painting a beautiful picture of PR as a career, she says…
“You don’t promise to say nice things about the company. The PR person does. They have to sell a product no matter what that product is, and they sell it with a smile even if it kicks puppies and makes babies cry.”
Personally speaking, making babies cry is what gets me out of bed in the morning!
For someone who presumably makes her living by communicating well with others, Sarah does a piss-poor job of getting her point across here. She seems oblivious to the fact that whether you’re dealing with a blogger who has 10 readers, a fledgling freelance journalist or the editor of a national paper, all should be treated with equal respect.
The power of a good blog lies in the fact that the blogger, as Sarah puts it, doesn’t have to ‘say nice things about the company’…so when they do their community takes notice. Today’s small blog could be tomorrow’s Huffington Post and anyone with the power to disseminate positive or negative comments about your clients should be someone with whom you try to build a good working relationship.
Sarah may have actually been trying to be funny in this post and relay tips on how bloggers can improve their chances of getting paid by PR agencies if they improve their content and blog design. However all of that was lost through the confrontational and condescending tone.
That’s one PR professional needs to draw upon spin of Tazmanian Devil proportions to get out of the hole she’s dug for herself. Fingers crossed she doesn’t have to call a blogger today.
PR is a competitive industry and to get ahead you need to stand out from the crowd. One communications professional has done exactly that by creating an interactive CV.
Graeme Anthony moved to London and looking for a job in a very competitive market place, Anthony decided to move away from the traditional CV approach. He got together with Dan Burdett and created a series of slick videos which highlighted his familiarity with new media, confidence and communication skills.
Would you hire him?
Connect with me
- Teddy Has an Operation and I Get Chills
- Clever Usain Bolt Campaign from Durex
- Social Media Revolution – The Parody
- Bottled Water Ad Like You’ve Never Seen Before (video)
- Nobody Hanging Out on Google+?
- 60 seconds in Social Media [Infographic]
- Cyber Flashmob Attacks WSJ Facebook Page
- Is the social media novelty wearing off?
Say What Now!?
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