By profession, I'm a public relations person. I have been for more than 20 years. In 1995, I was on the front end of technology. I went to Walden Books in Montgomery, AL and bought a "How to Write HTML In A Week" book. I was writing what later became the official Web site for the state of Alabama–AlaWeb.
There is no question the news business is changing and because it is changing, so, too, the PR business must adopt to those changes or we'll be fighting for the same new jobs in the news guys getting severance packages will be fighting for.
Once again through AllTop.com, I found a LONG, but interesting piece about blogging and the tech industry.
You can read the whole thing here, but here are the salient points:
1. What we really want is an exclusive interview with Steve Jobs.
Oh, OK, we’re not going to get that. So, can we get an exclusive with
Jonathan Ives? Oh, OK, we’re not going to get that either. 🙂 (PR
teams tell me that handing out an exclusive like that will only be done
for journalists with the largest audiences). Well, OK, but let’s see if
we can find a different angle on the same topic.
I have a main and interesting principal who I am working to promote for my client along with the other projects they're doing. No, he's not Steve Jobs, but yes, he can be made available and he is a social attraction when people know who he is and what he's done in life.
2. I want to see some passion about building a great service for customers that solves their pain.
This is workable.
3. If you really have a killer product and a killer service I don’t care how you get ahold of me.
4. Don’t call us (especially me) if you want to get on TechMeme and that’s your main goal.
Life is about relationships. After 20 years in the business, I can tell you I can still call reporter friends from way back–without having to look up their phone numbers. When you want someone to blog about something you want mentioned, it starts with a friendship.
5. For those of us who are on the TechMeme game we MUST be in the first group.
6. Don’t just pitch the product.
7. Video bloggers need different things than text bloggers.
I cannot tell you how many corporate PR people I've known in my life who haven't and still don't have a clue as to this concept.
8. Why don’t you get a ton of FriendFeed’ers to vote up your own blog?
That’d guarantee I’d see it, and I’d see that people are happy about
what you’re doing. I’m far more likely to cover you if that’s the case.
I follow more than 3,000 FriendFeeders. I even keep track of all the things I like there. It’s quite an interesting feed to watch.
9. Build experiences where we can get to know you. Microsoft
recently held a Digital Photo Summit. That was really great because
there wasn’t any pressure to report on anything, just a chance to get
to know you, your team, and see some of the things you are working on.
Same thing at EA last week. By providing experiences where we can get
our hands on your products, meet your team, etc, we’ll discover new
story ideas together. I found a few at EA that I would never have known
about if they didn’t have an event where we could hang out for a day.
These are pretty helpful and interesting concepts. The trick now is applying them to other public relations aspects.