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05.02.07
Lessons From Foreign Press
 By
Jeremy Pepper
Every year, the Press Club of California has an event touting the best and the worst PR departments to work with in the Valley.
The Press Club is a group of foreign press / reporters that are based in the Bay Area, and it is always interesting that there are PR people that just don't like to work with reporters.
Seems counterintuitive, ya know?
This year's best PR departments were: Intel, Ingres and Pandora. The worst were: Apple, Nintendo and Electronic Arts.
The program also had a series of three interviews - below are my notes from those interviews to get a good take on the workings in the Valley. And, well, I was lucky enough to be invited and be the only PR blogger there. Because I'm like Mims.
First up was Karsten Lemm, a correspondent for Stern Magazine - who briefly worked for a host of magazines and newspapers in Germany. Lemm also works with the German GQ and Facts. He was interviewing Anil Dash, the Six Apart evangelist.
Anil Dash: It's still very early for corporations to blog. Being judicious and honesty from PR people will help build a relationship with bloggers; for a corporation, blogging is a good venue for content and communications.
It's not a zero-sum game of New Media versus Mainstream Media.
Do bloggers have the ability / finance of doing the investigative reporting? It's not a zero-sum game, but look at the mainstream media blogs themselves. They are getting the live stories, and covering in-depth stories from within the publications, and going deeper with stories.
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Traditional media will do the deep story. The deeply researched, investigated stories will be mainstream media, but bloggers can do group blogging and investigating. With bloggers, though, there is going to be stuff that is wrong, and even the best institutions will make mistakes and correct them.
As for blogs as a business tool - it is still the early days of blogging, but the benefits are huge. People do not talk like a press release - there is still the need to do the press release, but tell the story in the natural, conversational voice. On the practical level, PDFs are not going to be found and linked by bloggers, or as easily found. Make it more personable, make it readable.
The next interview was with Jean Baptiste Su from The French News Agency who interviewed Chris Shipley from Guidewire Group and DEMO (here's my interview with Chris from a couple years ago).
Continue reading this article.
About the Author:
Jeremy Pepper is the CEO and founder of POP! Public Relations, a public relations firm based in Arizona, USA.
He authors the popular Musings from POP! Public Relations blog which offers Jeremy's opinions and views - on public relations, publicity and other things.
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