AirPR has raised a bit of a stir since it was launched with the proposition that startups, unable to spend the kind of money it costs to engage a public relations agency, can do better by connecting with an independent PR practitioner listed on the AirPR site. A sort of online dating service for startups seeking PR, AirPR is the brainchild of Sharam Fouladgar-Mercer, who last year raised $1 million in seed funding for the site.
In a Ragan.com post, Arment-Dietrich CEO Gini Dietrich outlined the pros and cons of AirPR. On the one hand, she wrote, it commoditizes the work of public relations, the 3-4-week timeframe from contact to Read More »
"Our position is that a perfect storm is coming," say Joseph Jaffe and Maarten Albarda as an attention-grabbing way to start a discussion about ZERO: Zero Paid Media as the New Marketing Model, the new book by the two authors published by Wiley in October 2013.
It may already be here, adds Jaffe: "In the book, we introduce several key arguments - business, economic, consumer, media and creative cases - any of which could, by itself, be enough to be the straw that breaks the camel’s back, but when combined presents a perfect-storm scenario."
In this FIR Interview, Jaffe and Albarda describe the central premise of ZERO to co-hosts Read More »
Content marketing in all its guises is designed to attract and engage a target audience. Ultimately, you want those audiences to do business with you, but you have to find and engage them first.
Those guises included everything from thoughtful articles injected into editorial streams via native advertising schemes to clever tweets deployed during a real-time event. I’m still on the fence about DiGiorno Pizza’s stream of tweets during NBC’s live telecast of The Sound of Music. PRNewswer’s Shawn Paul Wood thought they were awesome, they actually were clever, and they were consistent with the nature of tweets sent normally by the Read More »
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Above the fold
Lines drawn at FTC native advertising workshop
It wasn’t a hearing, just a workshop for the FTC to get more acquainted with the surging practice of native advertising (aka sponsored content). The the lines were drawn quickly and clearly, with representatives of the advertising industry Read More »
I hope all of my American readers enjoyed a warm, restful and rewarding Thanksgiving Day. My readers are among the most important parts of my life for which I gave thanks yesterday—along with my family, friends, and colleagues. I’m also thankful that the communications profession continues to provide so many opportunities for commentary, experimentation and significant contributions to employers and clients everywhere. The holiday didn’t stop me from accumulating the usual mix of stories during the week, even if the flow of news was a bit subdued thanks to the impending celebration. As usual, you can find all the stories I curated Read More »