January 23, 2019

Helping PR pros make smarter decisions

Where’s the Influence? (and Other PR Blog Jots)

Where’s the Influence? (and Other PR Blog Jots)

**[TV Still Tops in Advertising](http://marketingconversation.com/2008/01/04/tv-advertising-still-packs-the-biggest-wollop-really/)**
**Marketing Conversation**
The latest consumer [survey](http://news.zdnet.com/2100-9588_22-6224146.html) for trends in advertising indicates that 85 percent of consumers still count television ads as the largest influencers of their buying habits, with online ads coming in at 65 percent. Saul Wainright finds this statistic dubious, noting the increasing amount of time Americans are spending online, either on personal computers or through mobile devices. He wonders if perhaps online ads really are the most influential, noting the survey respondents could just be assuming they were influenced by TV. I’m not sure I agree, as I think it’s tough for many of us to remember that a huge percentage of the population still spends no time online at all. “Ultimately the questions asked are: What are people talking about? What are they using? Who is using it and what do they think of the product. The passive reception of information is over. Consumers want recommendations, influence and the ability to give and receive feedback. They want to be part of the conversation not the passive receivers of information.”
**[Ringing in the PR New Year](http://www.engageinpr.com/2008/01/07/is-pr-ready-for-2008/)**
**Engage in PR**
What resolutions should PR practitioners be making for 2008? Kyle Flaherty suggests that the industry is not prepared for the changes coming with the new year, and outlines three areas for improviement he deems most important to turn things around. He highlights the importance of understanding the changing nature of journalism, and that blogger relations are now going to be (at least in part) required knowledge for everyone in PR. He also recommends changing up the business model. “Get creative with your clients! What about payment based on the achievement of business goals..I know, shudder to think actually being paid based on results. Measurement is a terrific byproduct of social media, thus you can work an agreement with a company where you will get paid based on people you drive to their site or demo or whatever it is you want them to travel over towards.”
**[Common Sense Crisis Advice](http://www.commonsensepr.com/2008/01/06/a-lie-will-hurt-you-if-you-leave-it-alone/)**
**Common Sense PR**
Lying is wrong. This rule is ingrained in us from the time we are school children learning about George Washington and the cherry tree (never mind that story is a myth) and Honest Abe. And yet, we are all still guilty of lying, at least occasionally, throughout our lives. Eric Eggertson points out that in communications at least, lying can only get you into even worse trouble, and you will usually be exposed by eager journalists or your competition. “As soon as you realize you didn’t tell the truth, make a clarifying statement. If you feel the need, explain why you “misspoke,” but don’t leave a lie hanging. It will come back and hang you. By making the first move, you spoil the glee for journalists and competitors to crow about catching you red-handed in a lie.”
**[The Fifth Estate](http://www.livingstonbuzz.com/blog/2008/01/06/welcome-to-the-fifth-estate/)**
**The Buzz Bin**
Ever wonder why we occasionally refer to the news media as “the fourth estate?” I’ve wondered this a few times myself but never bothered to look up the answers. Geoff Livingston explains the history behind the term, and examines the potential of a new term: the Fifth Estate. Referring, of course, to “new media.” Geoff uses the latest statistics regarding use of social networking and content creation to argue that the new media revolution should take a place beside mainstream journalism. “That’s why the term the “Fifth Estate” works for me. By its very nature it empowers the community of people creating content, honoring them as an an estate holder. It moves beyond dialogue about whether people are worthy of having their voices heard or if they should simply be viewed as an audience. Instead, the Fifth Estate represents a place of earned stature.”

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