trendSpotting Report
Alan Danzis

Traditionally, good PR and media relations is practiced by repeat communication of a message and handy positioning points to top-tier broadcast and print media outlets.

But if you’re just joining us it’s 2006. We no longer live in the traditional media world.

We got cable. More people are watching The Closer on TNT this summer than Joey from NBC (maybe all the outings) this fall! More niche networks – HGN – mean more niche show opportunities.

We got online-only newspapers and ‘zines. Did you know Slate just turned 10 years old?! And it’s not the only old-timer.

We got blogs, podcasts and vlogs (video blogs). A blog is born every ?? minute. And an iPod bought every hour (guestimate). The same will probably be said soon for podcasts. Expect it with vlogs when prices fall on portable video devices.

We’re witnessing hybrids born of the merging of traditional outlets. BusinessWeek and other magazine stalwarts are entering the broadcast arena with TV shows and blogs, podcasts, vlogs and even open-ended postings on others’ blogs.

Print journalists are hosting their own ‘casts while writing their own blogs, and if they have the time, doing a few stories for their newspapers or magazines!

Thanks to the rise of Web 2.0 – a Web-centric approach that turns the Web into a global server of software and data for Internet users who want to use podcasts, Javascript, Flash, embedded videos and more – we have witnessed the birth of Media 2.0.

What we lack – understanding how good PR professionals can practice PR 2.0.

While we all recognize the importance of computer-generated media and many PR professionals include some blog or podcast component in their plans, how many in the room are still practicing traditional PR techniques when pitching those outlets? PR 1.0 does not work with 2.0.

For those looking to practice PR 2.0 here are successfully pitching techniques for blogs and the podcasts:

Blogs. When pitching blogs, you need to first and foremost recognize them as a relevant, credible media source. Many full time journalists blog; at the same time, many blogs are monitored by – and even reprinted in – traditional media sources. Whenever you’re pitching blogs, make sure you:

• Write short pitch letters. After all, there is no phone number available for 99.9% of bloggers; your contact with them will most likely be via e-mail. So watch what you say and resign yourself to the fact that you could be quoted from your pitch letter on the blog. (Careful: they can and may post your entire pitch letter; it’s happened to me. Just use Technorati. You’ll see…)

• Avoid sending traditional talking points; bloggers will recognize them. They know who PR people are and don’t see the novelty in receiving PR materials anymore (before it was an honor; now it is spam). Pitch a blogger as you would a reporter: know how they like to be pitched and know the kind of news they blog about. And since you are participating in a discussion, join in like that. Don’t just say hey how’s it going.

• Use RSS feeds to monitor blogs of key competitors, industry media and bloggers who love to rail against you/the client. Otherwise, you can spend half a week checking them manually. (RSS feeds – summaries of up to date opt-in site content. In other words you subscribe to them so you don’t have to visit your favorite blogs and sites to see if there’s anything new there!)

• Resist temptation to post anonymously in the Comments section on a blog known to harbor ill will towards your client. You think you’ll never get caught, but you will be and quickly be denounced as either a plant or flak.

Podcasts. For many clients there’s nothing better than an interview during drive time. With podcasts it can be drive time every hour of the day. But here are some elements to adhere to when pitching podcasts:

• Be sure the interviewers are friendly to their guests (e.g., not hostile or insulting). And while you’re at it… double check to make sure they have guests at all!

• Consider an alternative interviewee candidate. The CEO should do Fortune and Forbes interviews, but maybe not a particular podcast (unless Forbes and Fortune reporters are hosting.) If you have a technology client, or in fashion, consider giving the opp to a programmer/engineer/designer and not someone at the C-level. It’ll feel casual and you can go a little more in depth.

• Remind your client that what they say on podcasts will be downloaded and listened to in the archive YEARS after it’s been recorded. This is the real reason podcasts can be better than traditional radio and why it is way scarier. Make sure they’re truly media trained and ready for any podcast interview. Do not be casual.

The tips for pitching blogs and podcasts will not only serve you well, but provide a framework for that new stuff you will see shortly. It’s all about the digital. Well, then again, what I’ve said will probably be useless this time next year. At that time, I’ll be giving pointers on how to pitch those mobisodes in your industry!

Alan Danzis is an Account Manager with RLM. His favorite podcast is one on Lost found at ABC.com. Alas, he hasn’t found a client to pitch to Damon and Carlton. Yet.