Posts by Jon Newman

College athletic departments are now on the “social” clock

Yes, that’s a picture of two of my prized possessions — a Rutgers helmet and football signed by Greg Schiano for my 50th birthday. They are proudly displayed in my office. I have a great deal of respect for the man and what he did for my alma mater’s football program. I could write about how he got a raw deal the last few days, and how I hope he gets a shot to prove that he’s a great college head coach.  But this is not that blog post.  No this is addressed to all the college and university athletic department …

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#AskJon: How can I prepare my CEO for a TV interview?

So, I recently had to work with my daughter, who is working on a project, and coaching her through being on television. And, not to say that CEOs or 17-year-old girls meet somewhere, but the premise is pretty much the same. You want to start with a couple of different basic premises, either the old who, what, when, where and why, and how to communicate those things right off the top, or think about what are the three things, no matter what the reporter asks, you want to communicate. And then you work with your CEO to make sure that …

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#AskJon: Why is my content marketing strategy failing?

So, the main reason that we find that content strategy fails for clients is because they didn’t take the time to plan out, not only their strategy, but what their goals and audiences are on the front end. So, if you’re seeing and not getting the results that you’re hoping for, take a step back and revisit a) did I set out goals to begin with, b) do I have audiences that we’re really writing for and c) do I have an amplification strategy that really makes sense for a) and b). For example, you can write the best content …

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#AskJon: What makes video content marketing a great tool for business, big or small?

First of all, it’s a lot less expensive and time intensive than it used to be. For example, we’re shooting this with about an initial investment of two to three thousand dollars worth of equipment that we don’t have to keep on buying over and over again. Plus, even if you’re looking at an outside videographer, those costs are a lot less expensive than it used to be. I’m shooting this video today, but we’re also shooting three or four other videos that you’ll see in the coming weeks. So we’ll knock these out in about an hour. Some interesting …

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#AskJon: How can PR specialists use brand journalism?

So, I’m talking to all you fellow PR folks out there when I say, you know and I know that at the heart of it were all storytellers. In the good old days, we told that story through the media. When there were tons of media to pitch, and there were tons of outlets out there. Well, there are fewer media to pitch and much fewer outlets out there, and it’s becoming harder for us. But, technology has enabled us to become our own publishers. So, PR folks can take the stories they want to tell, publish them online, control …

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#AskJon: Is brand journalism only for big brands?

The short answer to that question is no. Small brands and small organizations can be really good brand journalists, but you do have to ask yourself a couple of questions. Number one, do you have the time? Number two, do you have the content? And number three, do you have the manpower? It is a step beyond blogging or driving traffic to a website, or your website. It’s more creating an ongoing relationship with people and your potential customers to talk about brand and what you’re all about, as opposed to a product. So, if you don’t have the time …

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#AskJon: What is the difference between content marketing and brand journalism?

Marketers throw around phrases like brand journalism and content marketing almost interchangeably these days, but there is a definite difference between the two of them. Content marketing was born more in the b2b space, and it’s more about folks and companies giving out information, primarily custom information, like white papers or reports or offers. And those are designed to drive you to a landing page ask you to give them custom information about yourself, like email addresses and your job title. And, in exchange, you get a download of that information. Your email address then goes in the database, where …

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#AskJon: What do “off the record” and “embargo” mean?

So, “off-the-record” and “embargo” are phrases that have been used historically in dealing with the media. Both of them are sort of losing their place in the 24-hour news cycle. Steve Bannon recently got into big trouble because he thought that he was off the record but never mentioned that to a reporter he was talking to, and what he thought was a personal conversation ended up being the headline of a news cycle. So, off the record is when you’re talking to a reporter and you don’t want to be quoted, you go, “I want to be off the …

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#AskJon: How much does it cost to work with a PR firm?

So this is gonna be a bit self-serving, but I think it will be helpful to people who are considering working with a PR firm. We are just like any other professional services firm. We bill by the hour and we have hourly rates. So, the first way is, we bill you by the hour, with no limit. And, you hope that you’re getting a good value for that. And we know that we can bill as much as we need to over a period of time in order to get the job done. The second is, the same way …

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#AskJon: What’s your stance on employee involvement on social media?

This is a really big thing for us and for our clients. And, what we say to our clients is, first of all, there needs to be an overarching strategy. And employees need to understand that they can’t go off willy-nilly and be tweeting or posting stuff on Facebook without going back to the main communications head and saying, “hey this is what I want to do,” and making sure it fits into the strategy. The second thing, and the most important thing, is use your employees as the way to get the news out. Even if you have 15 …

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