Today marks the 40^th anniversary of Earth Day, a day set-aside for citizens of the world to take a moment and think about important topics such as global warming, ozone depletion, & our own interaction with the planet.  These are some weighty issues to say the least, especially as we seek to preserve the Earth for future generations.  So, for those of us in the field of PR & Marketing, as we go about our daily activities today, there are any number of ways that we can contribute to help on these fronts.

Specifically, as communicators we can each play a vital role in Earth Day in a number of ways:

1)   We can use our skills to showcase what our clients are doing for the environment: Use this as a story angle to help your clients get more press, showcase the efforts that they make locally to improving the environment & being a good corporate citizen; while earning points with their target audiences.

2)   Make our own businesses Green: There are a range of things that we can do in our own offices to help with the environment.  From maintaining a paperless office, to using recycled materials, adopting new energy efficient equipment, turning off our computers at night, & sorting our trash into recycle bins.  While each of these are small modifications, together they can add up to help make a difference in the overall well-being of the environment.

3)   Introduce Green communications tactics: By using new tools that allow you to communicate online, you can tell your story directly to target audiences with rich audio & video content through tools such as Podcasts and Webcasts.  These tactics can help to reduce the number of trips spokespeople or executives need to make, in the process reducing carbon emissions, & reaching broader audiences with your message.

Of course, there are many ways to go Green, do you have other tips for folks in PR & Marketing to consider adding to the list?  Just go ahead and share your ideas in the comments section below!

Here’s the long and short of it: there are no rules with online media.

Sure, take a moment to digest that because it goes against just about everything we’re typically conditioned to think.  We’re used to “best practices” and guidelines.  Think about it in terms of traditional media where there are a wide variety of rules & guidelines.  For instance, typically newspaper articles are a few hundred words in length; for television outlets the news department always tries to find a local angle on a story; while in the land of radio stories are usually told these days by a reporter, often syndicated, that at best feature a quick sound bite.  And accordingly, with each of these different arenas there are certain rules of the game if you will for for gaining traction for your particular story; however in the online space we have a blank platform through which to tell our stories.

This platform extends beyond the simple press release or website, but today expands into the mobile space and allows any organization to create rich media that is on-message and helps to tell its story.  This is vastly powerful space - organizations can now share video of their events, conversations with executives, and insights from their latest research with global audiences with ease.  A pretty powerful development that has come of age in the last few years, but as organization’s go to implement these types of tools they are often faced with questions in regard to the “right” way to do things…which is where we enter new & uncharted territory.

That said, the online space brings with it a double-edged sword because on one hand there are no rules, and on the other hand well, there are no rules.  Since there are no right or wrong way ways to leverage this space, it is most important that you think strategically about how to integrate these outreach efforts, how to brand them accordingly, and how to keep them professional and polished - just like you would do with any other piece of marketing collateral.

The bottom line is online space can be a powerful new venue to tell your story.  While there aren’t any rules per se, you’ll be able to think of plenty of new ways to include these types of options in your PR & marketing plans, and find opportunities to leverage your efforts and tell your stories.

The PR business is changing from an industry that once relied on traditional content producers, into a field that is leveraging new tools and crafting unique audio and video content itself.

Prior to the internet boom, if you had a story you wanted to tell you had a variety of options from local & network television, to radio, newspapers, and a wide variety of periodicals.  So, your best bet was to craft a news release and start pitching to the respective outlets that you were targeting.  Along the way you would find a number of different reactions from the standard “We’ll get back to you…” to the “That’s not something we would be interested in,” or “Send me more information.”  Ultimately, if your story was accepted by an editor or a reporter, the final message was in their hands.  You could only provide them with the information and coordinate an interview - from there it was up to them what would make the final cut.

While those were the rules of the game, for professionals who pride ourselves on helping our clients to tell their stories that created a pretty vulnerable and uncontrolled situation.  Now, before I go on, of course I recognize that that type of situation still exists and that there are many talented individuals that still pitch and provide great results for their clients.  However, with the advancement of the internet, the ubiquity of an internet connection from the PC to the cell phone and new gadgets such as the iPod and the iPad, a new channel to reach audiences has emerged.

It is this new channel, via the internet, that has ushered in the winds of change for the PR profession.  Certainly, many have dealt with the client’s website, and added outreach efforts such as e-newsletters, and promotional e-mails for campaigns.  But today, with the plethora of digital devices that allow consumers to easily download & tap into content, new avenues have emerged that allow us to directly distribute unique audio and video content that tells our stories.

In the process, PR professionals have gone through the shift from pitching & booking to creating & producing.  The result is that our industry has become revitalized & exciting new opportunities have presented themselves to help tell our stories and reach niche markets.  From iTunes, to YouTube, Twitter and Facebook, PR pros are the ones that are navigating the new online space and making sense of it for organizations and their initiatives.

Both leading up to, and of course, after Apple’s January 27th iPad announcement the interwebs were, and have been, a buzz about the tablet device that will now debut in less than a week.  It’s certainly been an interesting development to observe, and follow, as the implications could potentially run far and wide - both for the computing industry, as well as those in the content creation business.

Personally, I think the iPad taps into the power of the iPhone platform but serves it up in an even more tangible size and for that matter a size that will likely in time become more palatable to a wider breath of audiences.  The iPad unlike the iPhone will have no expensive cellular contract or service usage agreements, it will simply work on any WiFi connection, or those users that wish can opt in to a month-to-month data service with AT&T.  In terms of the interaction, since the web’s introduction it has been a point & click type of world, but the iPad will change that it, and it will morph into a hands-on environment.  We’ll be able to look past the device and become fully consumed with our music, movies, and of course text-based content - or more poignantly those delineations are going to continue to become harder to make.  We’ll see magazines with embeded Podcasts, and electronic books that offer videos about their subject matter, and newspapers that will strike us more as the local television channel than the traditional paper.

In the process, this iPad-ization of content is going to further drive consumption, alter the media landscape, and change the dynamics of how we navigate and interact with this mass of content that is now before us on the internet.  This change is also going to have a profound effect on how, and where, ad dollars are spent…adding bonafide and beautiful digital versions to popular publications such as Wired, ESPN The Magazine, GQ among others.  Already, there has been some discussion as to the number of adverstisers that have signed on with the likes of Time Magazine and The Wall Street Journal to take out full-page ads in the upcoming digital editions.  So, effectively what this means is that advertisers will now have a broader spectrum to choose from when building their marketing mix; now the options will include outdoor & event-based, traditional broadcast & print (national, regional, & local), web (banner & text), and now graphical digital editions of mainstream publications.

Beyond advertising, more importantly for communications professionals this move toward tablet computing continues to break down the traditional barriers to sharing and distributing a story, a spokesperson, or a campaign message.  Further, as the computer shifts from weighty laptop or stagnant desktop, the power shift for content distribution and consumption continues as platforms like the iPad will make accessing content easier, more intimate, and ubiquitous.  The iPad and its successors will ultimately become yet another powerful avenue for our clients to consider when planning their campaigns, to target their message and showcase their unique content. For instance, this is an avenue whereby a client can develop and publish an App that showcases their brand and messaging, or simply develop their own unique audio and video content that the consumer can access from their device.

Of course, as this trend continues we’ll be monitoring it here at The Media Backpage.  The question, however that remains, is how will you leverage The iPadization of Content for your clients?

Tear down those walls. In today’s social media infused PR & Marketing environment it’s no longer to your benefit to only publish content to your campaign website. No, in fact in today’s iPhone wielding, Twitter, & Facebook obsessed world it’s to your advantage to Syndicate your content to as many platforms as possible.

Such a concept of sharing content used to be a dirty thought, as you wanted to control your content and simply drive audiences directly to your website. However, while that is still true today, the strategy for obtaining and reaching consumers of your content has shifted; and the focus is now on spreading your message as widely as possible and having the audience further disseminate your content and propel new eyeballs in your direction. As audiences become more and more fragmented it is increasingly important to share your content and extend its reach in order to help meet the increased diversity with which content is consumed.

Sharing your content and syndicating it benefits your campaign in a number of innovative ways:

• By increasing the availability of the content, creating more pipes that lead back to your website & allowing you to reach broader audiences.
• Engaged audiences take ownership and will proactively share your news, and spread the message on their own to their own friends and contacts.
• Allows target audiences to opt-in and manage both when & where they interact with your information.

Beyond these aspects, there are other advantages, not the least of which is having the opportunity to syndicate any type of content from the latest news release, to a Podcast interview with your spokesperson, or simply a link to a related article via Twiter. The benefits are endless and will allow you to maximize coverage for your efforts.

Amidst the latest news of impending tablet like devices, including Apple’s newest creation, lies a new and important path for communications campaigns and the practitioners that coordinate these efforts.

First, in terms of the technology, the day of the E-Reader is upon us. Both the Amazon Kindle & the Barnes and Noble Nook experienced extremely successful holiday sales to wrap up 2009. While 2010 is staring off with numerous competitors announcing their own E-Reader efforts at the annual Consumer Electronics show, and mounting speculation as to what Apple will unveil in this space later this week.

The growth of this “reader” type of device in an arena already crowded by Notebooks, Netbooks, iPhones, & Blackberries is interesting; and yet it is an evolution of those devices. The e-reader, despite its name, I believe will extend beyond just electronic forms of books. This type of device, when done correctly will allow for easy consumption and navigation of content on a sizeable screen, in a format that is easier on the eyes (no backlight or optional backlight) and unites a variety of content types including audio, video, & text.

Specifically, with the web’s maturation we are now observing two different types of internet audiences… the first being the desktop/laptop space in which you interact with the web, collaborate with colleagues and essentially get work done. For most of us, that categorizes the vast majority of our day…but the second audience is more concerned with consuming content that is available online from the comfort of their family room, or along their commute. We saw the early evidence of this type of behavior with the iPod and subsequent similar devices; but the shift that has been observed in the past several weeks suggests that we are about to head in a direction that revolutionizes this media consumption in an easier to use and more portable format that that of a 13” or 15” laptop. This new type of device will make it easier to spend that down time “away” from the computer consuming any type of content that you can imagine.

All of that said, this technological shift simply underlines the importance for communications campaigns to seek to disseminate and Touch customers in any number of ways. While the devices continue to evolve and offer each of us new ways to be entertained, with the old phrase in mind “content is king,” it is increasingly important for those of us in the communications business to be content-minded. In doing so, we will be able to use these new types of outreach tools to produce content that can accompany our PR & Marketing campaigns and capitalize on these technologies to reach broader audiences.

Over the past year, as a Nation we have witnessed a financial meltdown, which has been unlike any other series of events that many of us have lived through. Millions have lost jobs, and confidence in the market has eroded. Certainly, it is normal for the market to have fluctuations and for corrections to take place from time to time, but the last year was beyond what anyone including the “experts” had envisioned. The repercussions from these recent events run deep and have impacted millions; leaving many wondering what tomorrow will bring.

As organizations look to the future and to moving forward beyond the financial crisis, and as markets strengthen and projects move forward, perhaps the most important component to the recovery is Communications. I do not write that flippantly, nor because it is the arena in which you or I practice. Instead, in order to get our Nation back to work, and to ease everyone’s concerns we must leverage the opportunities before us in today’s new media landscape to openly and honestly communicate and share the direction that our organizations and clients envision. Whether that means sharing notes and information via today’s social media tools such as Twitter, or Facebook, or doing a periodic Podcast interview with members of the C-Suite, or doing a media tour to promote events and campaigns.

Utilizing these tools affords us the opportunity to share where our organizations (and our client’s) are heading with both internal and external audiences. Further, sharing our message will help to ease people’s fears, and instill confidence in the greater business environment and to our customers.

While the news these days is often about the high unemployment rate and the many negative aspects to today’s economy, despite those headlines, there are millions upon millions of hard working people heading to their jobs every day. They are our colleagues in research and development, customer service, shipping & management and collectively they are doing great things and helping their organizations move forward. As for us, as communicators, PR flacks, & marketers it is our role to shine the light on the positive stories and demonstrate to our communities both locally, domestically, and abroad that we are holding our heads up high and moving the economy forward.

As communicators we manage and implement new strategies that best fit our goals and as marketing and communications have gone through various cycles we’ve adapted our strategies to deal with the latest tactics.  Whether that means having a daylong conference, doing a media tour, producing a tri-fold brochure, or taking a weighty campaign and making it make sense in a one-minute radio or television spot.  Regardless of the medium, it’s our job to tell the story and leverage new communications platforms to find ways through which we can deliver our messages.  With that in mind, I thought I’d take a look at the latest communications tool, which of course has been getting a lot of attention, Twitter.

While I realize that many organizations have already started thinking about and integrating Twitter into their communications campaigns, there are many that have yet to fully delve in.  So, for those that are still leery let me share a few quick ideas about how Twitter can be beneficial for your next program.  First off, the basic premise of Twitter is to share with essentially the World, what you are doing, or thinking, in 140 characters.  Now, I know your first reaction might be that it seems like we have finally reached that point where we’re boiling everything down to the lowest common denominator, and you’re probably wondering how can 140 characters help me communicate about my campaign.

Well, I would argue that upon a closer look and once you’ve taken some time to explore the Twitterverse you may actually realize it is filled with potential and be of a different school of thought.  I know, you’re thinking exactly how that could be, well Twitter allows you to give your campaign and active avenue through, which you can reach your target market and engage them in an open dialogue.  Perhaps, best of all, Twitter opens the doors to having a conversation with audiences that are located anywhere and about any topic.

So, how can you benefit by integrating Twitter into your next communications campaign?  Here are a few ideas, you will be able to:

• Develop an on-going dialogue about your campaign; sharing new information and keeping your brand in front of your audiences.
• Share message points with diverse and geographically dispersed audiences.
• Take an active voice in helping to answer questions in real-time.
• Monitor feedback and control your own message.

Beyond these key points, by utilizing Twitter you’ll be able to engage in a virtual dialogue, which will help hammer home your message.  Further, being active on Twitter will help you establish new relationships, strengthen existing ones, and perhaps most importantly share knowledge and information with new contacts who may even be potential clients.

So, think about it 140 Characters really is more powerful than you would have initially thought, right?  Tweet me @jasoncohen

On Tuesday night, as I began to unwind from a busy day I turned on WNBC to watch the local news, and caught Len Berman’s teaser about his upcoming piece on the New Yankee stadium.  I flipped around and made it back to NBC just as Berman’s sportscast was about to begin.  Berman raced through a litany of sports stories, all as readers, without any video highlights.  After those he then had a brief package on the New Yankee stadium.  Overall, the sports segment struck me as rather lackluster and very un-Berman like.

Fast forward to Wednesday morning, and I am reading a post on a popular Media message board, and I find out that Al Roker had sent a Tweet yesterday that legenday New York sportscaster Len Berman had ben forced out. Now, the subpar sports report makes sense.

But it seems ironic that the news of a popular New York broadcasting figure would first slip out via a new medium such as Twitter. Especially, given the fact that local outlets like WNBC are trying to stay prominent and relevant in the face of new online options that are distracting audiences. I think the smarter move for these outlets would be to further devlop these types of talents in an effort to connect with and retain local audiences.

Over the past few years we’ve seen the world of social networking go through a number of iterations — Friendster, MySpace, Facebook. While each seems to improve upon the last, in some shape or another, the concept remains the same - an online place to connect with those who we know in some capacity from our daily lives.  Typically, one would sign-up create a profile and connect with friends, beyond that the interaction has depended I suppose on how much spare time you had and what was offered on the particular site.

MySpace did a good job of becoming a venue for musical acts and comedians to easily have an online presence and interact with their fanbase, or to establish one.  Then Facebook came along and offered users not only the ability to connect with entertainment based users, but to also form groups about them, or causes that they were interested in, as well as opening up its service as a platform for various applications, which enhanced the user experience and offered users a wide variety of reasons to keep returning.

In the midst of Facebook’s rise, which has evolved as a growing platform for its users, a small project called Twitter was developing and taking shape.  Formed by Evan Williams, the same entrepreneur who earlier brought Blogging to the masses with Blogger (now owned by Google) the service simply asked users “What are you doing?”  That question became the springboard of invention and in many ways and altered yet again the communications paradigm and the world of social networking.  Now, instead of filling out a lengthly profile users could share with anyone that cared to listen what they were doing in 140 characters. (The same length as that last sentence, a nod to Inc for the idea see link below.)

After a failed bid to buy Twitter, in Facebook’s recent re-design, which garnered a lot of attention the social networking site poses the question to its users, “What’s on your mind?” Visually speaking, as a part of the re-design this question has taken on a central role to the Facebook platform and user experience.  While imitation is the sincerest form of flattery, I think it begs the question has Facebook’s time now passed?  Has our communications landscape been shifted and dwindled to 140 characters?

It seems to be working as Twitter has become mainstream in a sense garnering media attention from The Today Show, to athletes, and celebrities of all types.  In the process, communications barriers have been broken down and the world has become a smaller place allowing anyone to join the conversation and interact and follow any other member.  Often it is said that simple is better - and maybe that is exactly what Twitter is counting on.

Now, I’m just left wondering if the next social network will have us communicating in acronyms only…Let me know your thoughts on the Twitter and Facebook debate on Twitter @jasoncohen.

On the web:
Evan Williams discussed Twitter in this March 2008 article from INC Magazine