Seven months later…

Time sure does pass quickly these days.  Nearly seven months since my last post, I realize that visitors to this blog get a pretty inaccurate picture of where I am and what I’m doing.

I’ve noticed that the majority of traffic comes via Twitter.  It’s humbling to know that people are actually interested in clicking through to find out more about me.  However, I’m pretty sure that my credibility is diminished upon arrival.  Therefore, I’m going to make a conscious effort to update more regularly and reinforce my street cred. 

First, I’ll give a little update on my whereabouts. Since moving back to Toronto last fall, I’ve landed on the digital consulting team at High Road Communications.  With that move, I achieved what I’ve been working towards for the past two years — my first real job.  I can’t begin to express how grateful I am for all the personal and professional support along the way.  In my young career I’ve met a load of great people that have shown blind faith in helping me along the way.  I hope one day I can return the favour.

Side note to all of those PR grads just entering the field… 

Sure the economy is in a downturn, but my situation is proof that there’s still opportunity out there.  Here is my advice in a nutshell:

• A unique skill set is a marketable skill set
• Networking really does work
• Almost crossing the line between persistent and annoying is not crossing the line

It’s called The Big Apple for a reason

Earlier this week, the FHNY interns went head to head in a mock “new biz pitch” for one of FH’s new clients. The assignment allowed me to realize the skills I’ve developed over the summer and establish a benchmark for my professional presentation skills. The whole process was intense – long hours and competition among peers. I couldn’t have loved it more.

Wrapping up my internship over the next couple weeks, I realize why this internship receives nearly 500 applicants each session. From the AT&T iPhone 3G launch to the launch of several limited edition Reebok shoes, the breadth of client work and the size of accounts have been unbelievable. While the tasks are menial at times, there is great value in the program.  Media training with Morri Berman, the Omnicom Internfest and the intern RFP project are the most memorable.

My summer working with FH in NYC has been the opportunity of a lifetime.  Sad to go, I’m happy to take the next step along my career path.  Watch out Toronto, I’m in a New York state of mind. 

No Yelp for Canadians

Shortly after I posted about Yelp and how great it is, I realized it’s not yet available for Canadians! According to the Web site, Yelp is only available in the US, with intentions to eventually move abroad.  Very disappointing.

Anonymity is no longer an option

The effectiveness of earned versus paid space, especially on Facebook, is hot topic in PR.  So, today I decided to click on a Facebook banner advertisement. It took me to a flog. No profile information from the author, no previous entries and an unusual amount of positive feedback on the day of the post. I tried leaving a comment… my browser crashed.

Being one of two interns on FH New York’s Digital team, I spend a lot of time online searching for key influencers.  Most often, this time is spent in the blogosphere.  Since contact information is essential for outreach, looking to a blogger’s profile is one of the first things I do.  It’s developed into a habit, whether searching blogs for work or leisure.  In a way, it has become a benchmark for credibility.

More recently, I’ve noticed that I’m much more critical of information coming from anonymous sources. In fact, unless the topic of conversation is celebrity gossip, I often skim right over them.  Don’t get me wrong, the proof is in the pudding, and content wins above all else.  However, even ambiguous descriptions and locations are great for giving some sort of context.  In a space where building a sense of community is necessary, complete anonymity is no longer an option.

Yelp, I can find it

Whether you’re looking for a bakery, ice cream parlor or bike rental kiosk, Yelp can help. 

For those of you who aren’t familiar with it, Yelp is “a user-generated database of customer reviews of local businesses, first launched in October 2004. Users rate and leave reviews for local businesses, participate in forums, and can generally get social around local businesses.” (TechCrunch, July 2008)

In other words, social media at it’s finest!

I only learned about the Web site a few months ago.  Being digitally aware, but less inclined to try every new thing, I didn’t pay much attention.  That has all changed since I moved to New York.  Now, I use it for everything.  I even used it to find the perfect Country dive-bar to take my dad to during his visit.  The bar, and Yelp, delivered.

Generally, I use Yelp at home to map out different destinations, then hit the road.  However, this is no longer necessary, if you’re a lucky owner of a new iPhone.  The free application is one of many that are taking social media to the next stage – mobility. 

How has Yelp helped you?

Tweetin’ to my own beat

I’m new to twitter.  As with any new online tool, I try to jump in head first.  This never works.  I’m too aware of the customs and expectations of online communities. 

When I signed up earlier this week, I was really excited to greet my dear old friends, @comMARICAtor, @ilovecpstyle, @rlangdon, @meganramsay and @raweiss.  All digitally-savvy PR grads living and working in Toronto.  (I wouldn’t have even realized that I graduated if they weren’t tweeting about it!)

I figured Tweeters (Twitter users?) probably frown upon using Twitter like a chat room.  That sparked my search for a breakdown of the rules.  

Surprise, surprise… I found some really great Twitter tips online.  Most amusing and informative were, “The 10 rules of Twitter (and how I break every one)” on Scobleizer and “Advanced twitter: don’t tweet like a n00b” on LikeItMatters.

Check them out, tell me your #1 tip, then follow me!

For the love of writing

I haven’t posted for a long time. In “blogger-years,” if such a thing existed, nine lives worth of silence. 

I’ve decided to break the silence, for the love of writing. 

Earlier this month, I moved to New York City, to pursue a public relations internship with Fleishman-Hillard.  In the three short weeks I’ve been here, I realized that I actually enjoy writing.  Not spin, not fluff, but good old-fashion PR.  (Well, old-fashion in the new sense, considering that I am writing digital communications.)  It’s funny how reading and writing have transformed into a wonderful creative outlet, since I finished school.

Moving forward, I will be breathing new life into this blog.  As I navigate through my twenty-somethings, I find that my thoughts are random and frequent.  Expect to see this seep into the tone and direction of this blog. 

Redefining PR: strategies, tactics and all

Spokesperson training has existed as long as PR itself. 

As William Wray Carney suggests in his media relations textbook “In the News,” one of the most basic principles is to “provide information form a credible source.”

Todd Defren, experienced PR blogger and father to the social media news release, would agree.  His most recent post describes a “social media engagement” between one of his clients and an industry blogger.  Long story short, he suggested one of his clients “get involved in the Comments section” of the blog. 

In his post, Defren explains that this approach defeated several unsuccessful attempts to get the blog’s author, Gina Trapani, to write about his client — NEAT Receipts.   

At first, my red flag went up.  With all sorts of online conversations attacking floggers and ethically questionable online activity, I was caught a bit off guard.  However, as I read on, I began to develop an understanding of what made this practice acceptable.  The key being spokesperson training and disclosing who that spokesperson is and what they represent. 

Defren and his team’s ability to identify this online conversation, and approach it correctly, led to a “big-time profile of a NEAT Receipts customer in the cover story of the March edition of Fortune Small Business.”

This success story demonstrates the potential that lies within social media.  The modern blog, a mere six years old according to wikipedia, is hardly new media anymore.  However, the adoption of social media tools within PR strategies are continuously redefining the medium and its abilities. 

As PR professionals continue to get a handle on the new bells and whistles afforded by social media, success stories like Defren’s become valuable resources. In effect, redefining the tool as a resource within itself.

As PR bloggers are being looked to as the experts, and their blogs as classrooms — how do you feel this will help or hinder the public relations profession?

Inside PR at Centennial

Today was an exciting day for Centennial College’s public relations students as they joined dynamic podcasting duo Terry Fallis and David Jones for the taping of Inside PR’s 100^th show. 

At the front end, students were encouraged to contribute with comments and opinions about big picture issues in public relations.  Compelling student comments and insightful answers by Mr. Jones and Mr. Fallis offered great insight into ethics, ideals, and future trends in social media and public relations in general.

Needless to say, 50 minutes of taped discussion passed quickly. 

Reflecting on the experience, my classmate, Tara Young, and I agreed there was common sentiment among the 40-member student body that made up the majority of the podcast’s audience. 

1. It’s difficult to muster up the courage to get up and speak into a mic.
2. It’s difficult to formulate a value-added question or comment. 

Tara and I concluded that these obstacles are largely interrelated.  Once the light bulb goes off, and you figure out something great to add to the conversation, it’s much easier to get up in front of any audience. 

I eventually mustered up the courage to ask Mr. Jones and Mr. Fallis a question related to ethics and social media.  Before asking the question, I had an idea of the direction the discussion would take.  This was the main reason for my hesitation.    

As we have recently learned during in-class interviewing modules, it’s common practice for interviewers to ask questions to which they already know the answers.  Their intent being to get their source to tell the story. 

But, do the same rules apply in the realm of social-media?  Is it common ground to raise issues to stir up conversation? Or, should questions always be extended out of genuine need for an answer?