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| Первый этап спичрайтинга – изобретательство. Этот этап включает поиск послания, аргументации, доказательств – фактически основного содержания речи. Необходимо всю возможную информацию об обстановкесамого выступления и о характере аудитории. Есть несколько источниковинформации о ней: сами организаторы мероприятия, данные из списказарегистрированных избирателей, знакомство с местным медиа-рынком. ( Read more... ) | |
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| Татьяна Сичко, журнал «Новый маркетинг», #1, 2007Современ Тургенева, описавшего извечный конфликт отцов и детей, ничего неизменилось. Понимание того, что дети коренным образом отличаются отсвоих родителей, в маркетинге не только актуально, но и принципиально.Стремительное развитие технологий изменило мировоззрение людей. Тем,кто с пеленок знаком с ноутбуками, сотовыми телефонами, электроннойпочтой и Интернетом, нужна продукция, которая отвечала бы их особымтребованиям и соответствовала их мировоззрению. То, что имело ценностьдля отцов и дедов, теряет свою актуальность для нового поколения,которое маркетологи называют «поколением на связи». ( Read more... ) | |
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| This thread was begun by Cameron Olthuis, expanded by Steve Rubel, then further enhanced by Jeremiah Owyang, and most recently supplemented by Joseph Jaffe. Rather than continue this expansion on a series of discrete blogs, it makes more sense to make it a collaborative effort here. It would be great if each of these got its own page with ideas about how to conduct the monitoring effort. In any case here's the list of what every company should be monitoring: http://www.thenewpr.com/wiki/pmwiki.php?pagename=WhatToMonitor.HomePage | |
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| Internal communication is a subset of effective business communication, which is built around this simple foundation: communication is a dialogue, not a monologue. In fact, communication is a dual listening process. So Internal Communication, in a business context, is the dialogic process between employees and employer, and employees and employees.( Read more... ) | |
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| The growing acceptance of RSS news feeds as a communications medium provides companies with a new way to reach potential customers, promote products and services, and increase overall company visibility. RSS leverages the power of the Internet to enable companies to communicate more effectively with each of its specific audiences, from customers, partners, and employees to editors, analysts, and investors.( Read more... ) | |
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| В онлайне появилась новая фишка – сoComment ( http://www.cocomment.com ). Это сервис, позволяющий мониторить все ваши комментарии и треды по ним в независимости от системы – то ли это LiveJournal, то ли это Blogger or something else. Кроме того, CoComment на все ваши комменты и ответы на них создаст RSS поток – и voila – вся ваша болтовня со всех сайтов в RSS-ридере! Сервис находится в стадии бета тестирования, поэтому для того чтоб get in нужен invitation code. Получить его очень просто – на сайте оставляете свой email и в течение суток получаете код. Enjoy! | |
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| As of this post, Technorati claims to be tracking 26.3 million active blogs. And those are just the public ones. Experts believe that 10,000 new blogs are launched each day; some say that as many as 30% of all won't see the end of the year.( Read more... ) | |
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| “NEWS is what someone wants to suppress. Everything else is advertising,” said Reuven Frank, a former head of NBC news. So what sort of business is public relations (PR), which spends half its time huffing about bad news; and the rest puffing politicians, companies and celebrities? The answer is that, for business, PR is an increasingly vital marketing tool—especially as traditional forms of advertising struggle to catch consumers' attention. The goal of PR is usually to secure positive coverage in the media, and the well-worn tactics include calling a press conference, pitching stories directly to journalists, arranging eye-catching events, setting up interviews and handing out free samples. But as PR profits from advertising's difficulties, it is taking up a host of new stratagems—and seeking to move up the corporate pecking order. http://www.economist.com/business/displaystory.cfm?story_id=5418124 | |
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| A study by Sharpe Partners, an award-winning interactive marketing firm, revealed that 89 % of adult Internet users in America share content with others via email. ( Read more... ) | |
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| The traditional approach to corporate communications envisages a controlled process of scripted messages delivered by the chief executive, first to investors, then to other opinion-formers, and only later to the mass audiences of employees and consumers. In the past five years, this pyramid-of influence model has been gradually supplanted by a peer-to-peer, horizontal discussion among multiple stakeholders. The employee is the new credible source for information about a company, giving insight from the front lines. The consumer has become a co-creator, demanding transparency on decisions from sourcing to new-product positioning. ( Read more... ) | |
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| Key findings, which are being presented this week at the World Economic Forum in Davos, include: Opinion leaders in Europe apply a significant “trust discount” for major U.S. brands, such as Coca-Cola (U.S.= 65% vs. Europe= 41%); McDonalds (51% vs. 30%); P&G (70% vs. 44%); and UPS (84% vs. 53%). There is no “trust discount” for non-American global brands operating in the U.S. or any other market (e.g. Sony = 74% in Japan, and 79% in the U.S.), with the exception of Japanese brands in China. Western based companies continue to make big strides in winning trust in the Chinese market. Big gainers this year included Citigroup, Procter & Gamble, Shell, Unilever and UPS, all now rated trustworthy by more than 75% of Chinese respondents, and up from under 50% two years ago. German and Canadian companies are highly regarded by more than 70% of opinion leaders in every market surveyed. Less than 40% of opinion leaders expressed trust in global companies headquartered in emerging markets such as China and India, as well as in Korea. Such companies face particular trust deficits when seeking to buy companies in overseas markets.Companies in the technology and retail sectors are the most trusted, while energy and media-entertainment are the least-trusted industries. Pharmaceutical concerns face considerable skepticism in the U.S. and Germany, while financial firms fare much better in the U.S. and Asia than in Europe. Television is the big loser in media trustworthiness with the rise of the Internet. When asked where they turn first for trustworthy information, 29% of respondents in the U.S. still cite TV first, down from 39% three years ago. The Internet is now cited by 19%, up from 10% in 2003. The same trend is evident in the U.K., where television has declined from 42% to 33% as respondents’ first choice, while the Internet has risen from 5% to 15%. Newspapers, which are often thought to be the most serious casualty of the Internet wave, show rankings essentially unchanged in most markets at approximately 20%. Newspapers remain the first trusted medium of choice for respondents in France, Germany, Japan, Brazil, Korea, and Italy. “Articles in business magazines” is the most credible source of information about a company (US = 66%, Canada = 53%; Brazil = 75% Europe = 60%), followed closely by “friends and family,” which has grown very strongly in the U.S. (‘03=35% vs. ’06=58%); Brazil (‘04=66 vs. ‘06=73%) and Canada (‘05=43% vs. ‘06=58%).Trust has important bottom-line consequences. In most markets, more than 80% say they would refuse to buy goods or services from a company they do not trust, and more than 70% will “criticize them to people they know,” with one-third sharing their opinions and experiences of a distrusted company on the Web. Trust in institutions overall is lowest in Germany and France, and highest in China, Brazil and the U.S. Business was trusted by only 33% of respondents in Germany, and only 28% in France, vs. 45% in Spain, 51% in Italy and 53% in the U.K. (Comparable figures for the U.S. and China are 49% and 56%, respectively.) Government is the least-trusted institution in Brazil, Spain, Germany, and South Korea, and remains low in the U.S. (38%), UK (33%), France (32%), and Canada (36%). It has increased in China (83%, up from 63% in ’05) and Japan (66%, up from 43% in ’05). Trust in media is low across all countries except for China (73%) and South Korea (49%).Trust in Non-Governmental Organizations (NGOs), which have consistently been the most-trusted institution in Europe during the six years that the survey has been conducted, has steadily increased in the U.S. (‘01=36%, ’06=54%); and increased significantly in the last 12 months in Canada (’05=45%, ‘06=57%) and Japan (’05=43%, ’06=66%). Despite the survey asking for only trusted global companies, many respondents volunteered NGOs such as the Red Cross in France and the UK and Greenpeace in Germany were also frequently mentioned. NGOs are now the most-trusted institution in every market except Japan and Brazil. The widespread rise in trust of NGOs has now extended to Asia, especially in China, where ratings went from 36% to 60% in last 12 months. “Trust is the key objective for global companies today because it underpins corporate reputation and gives them license to operate,” said Michael Deaver, Vice Chairman, Edelman. “To build trust, companies need to localize communications, be transparent, and engage multiple stakeholders continuously as advocates across a broad array of communications channels.
http://www.edelman.com/speak_up/blog/archives/2006/01/the_mea_revolut.html | |
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| 1. "It's Old News" News reporters hate to hear that their story is "old news." It makes them want to drop the subject like a hot potato. So when a news reporter calls you about a potentially negative story — whatever it is — just say "it's old news" even if it's not. Useful phrases: "There's nothing new here..." "We just keep scratchin' our heads tryin' to figure out what's new here..." "This has all been widely reported before..." ( Read more... ) | |
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| Dave Taylor wrote an often-quoted post about why
CEO’s should not blog for the Global PR Blog week in 2005. A recent survey
by David Davis from
writer4business.com indicates that the survey participant CEO’s who blog,
don’t always write their own blog.
“83% of the respondents said their blogs were written or drafted by someone
else, although they approved the text before it was published. Of the 17%, who
said they wrote their own blogs, most said they first asked for advice from HR
and communications colleagues,” according to the survey, “Who is really behind
bosses' blogs?”
Though there may be some problems with this data, as the
survey had asked the question, “Do you write your own blogs without advice?”
That might mean a CEO consults people in their company when preparing their own
posts, but writes and publishes the eventual copy, or it might mean the CEO’s
don’t write their own post. ( Read more... ) | |
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| NEW YORK - November 8, 2005 - After a remarkable resurgence in 2005, the online advertising industry is now looking forward to the trends and developments likely to have the greatest impact on the industry's growth and direction in 2006. Interactive marketing experts at 24/7 Real Media, Inc. (Nasdaq: TFSM), an interactive marketing and technology pioneer, today revealed their Top 10 online advertising and interactive marketing predictions for 2006 during Ad:Tech 2005 in New York. Among the most remarkable revelations, 24/7 Real Media's experts predict that search engine marketing, which helped boost the entire online advertising sector in 2005, will reinvent itself as a lead-generation channel while continuing to drive significant advertising revenue. Podcasting, blogging and mobile applications will become more attractive to advertisers, as behavioral targeting becomes increasingly indispensable for delivering the right content to the most receptive audience.
The 24/7 Real Media experts' Top Ten Online Advertising Predictions for 2006 include: 1. Consumer-generated media will become increasingly attractive to advertisers
2. Advertisers will continue shifting traditional ad spending to the Web due to increased Internet consumption and better targeting/reporting capabilities
3. Advertisers, cable providers and interactive marketing experts will collaborate to address "The TiVo Effect"
4. Brand advertisers will drive the next wave of growth for the paid search market
5. Best practices in localized mobile marketing will be perfected overseas in 2006
6. Online advertisers will employ holistic targeting methods to deliver better results and reduce reliance on high-profile, high-CPM ad buys
7. Technology and better data access will transform online advertising success to a formulaic equation
8. Japan will be the next frontier for paid search and interactive marketing
9. Mobile carriers will adopt new ad models to boost revenue beyond usage
10. Performance-based pricing models will demonstrate the true value of search engine marketing (SEM) as a lead generation channel
http://www.247realmedia.com/about/press_2005/2005-11-08.html | |
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