December 15, 2018

Helping PR pros make smarter decisions

Journalistic Irresponsibility? (and Other PR Blog Jots)

Journalistic Irresponsibility? (and Other PR Blog Jots)

Journalistic Irresponsibility?
We do not cover the mainstream news media a great deal in the Jots, but I thought Gerald Baron’s analysis of a recent NBC News report was an excellent case study for what he deems is “wrong” with television news. “If it bleeds, it leads” is an old adage, but it seems to be holding up in modern times, as NBC highlighted a case of one patient suffering poor side effects from Lasik surgery to call into question the safety of the entire practice. “It is common for the public to buy into the media’s own messiah-complex that they are operating for the public good-in this case trying to save innocent people from the horrors experienced by the gentleman pictured. But, they can and frequently do untold damage by these kinds of reports as well. Innocent people get hurt by bad surgery, and innocent people get hurt by audience-greedy journalists as well.”

Words Matter
With online marketing, sometimes the right language can make all the difference, according to James Chartrand. He urges brands to consider their audience when drafting copy for online sales endeavors. By dividing potential consumers into four categories, you can use the language that appeals to them specifically. For example, a consumer who hates to shop might be swayed thusly: “Fast. Easy. Convenient. Quick. All these words sound pretty good to the
apathetic shopper. This customer hates shopping and just wants to get in and out as quickly as possible. Apathetic buyers don’t care where they buy from – they tend to pick the most convenient merchant. They don’t waste time because shopping is chore enough already.”

Social Giving
Dave Fleet
Social media has so many uses for business, it is nice to occasionally highlight the ways that it also impacts lives in other ways. Philanthropy has been forever changed, for example, as Dave Fleet discusses with a case study regarding his recent fundraising efforts in conjunction with running the Boston Marathan (congrats, Dave!).  He managed to create buzz not just around his worthy cause, but his blog. “Over these two months, this blog grew to over 500 subscribers. How much of that is due to this fundraising effort, I can’t say. I’m pretty sure it didn’t hurt, though. Meanwhile, my running blog subscribers remained relatively static, while my Twitter contacts grew to roughly 825.”

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