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Brian Cross
Digital communicator taking part in the conversation.
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Mar 15, 2010
Thanks for the comment, Mike. Yes, if agencies continue to control what is said, it is the same issue. The companies need their own voice, a true authentic voice. Agencies can help direct that voice to the conversations where it will be heard, but the very definition of transparency would hinder them from doing the speaking.
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Thanks, Faith. You are exactly right. How many mice can we catch? That's the ROI question, now isn't it? We are working hard on coming up with a model that hopefully can help guarantee a good catch! We appreciate your comment.
Toggle Commented Mar 4, 2009 on You're Wasting Your Money at Elastic Thought
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They are a non-profit, so the call line is a help line to the community, so the social media channels would be to look for other conversations where they could reach out and help. Thanks for commenting!
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Thank you for the comment, Scott. The bandwidth issue is always important, right? Big agencies often tout their "reach." I posted an article about this earlier: The key point here is that smaller agencies network together and create "sister" agencies and other formal networks of agencies. Seems like it would be a bit disjointed until you see how large agencies work. City vs. City in the P&L game makes the "all under one roof" argument not so appealing. Whereas each city (or even each practice group) is grabbing for every dollar they can, the smaller agencies are looking at their niche and are more apt to share better with their "sister" agency. Now, I've seen it on both sides, and neither is perfect. But the point is, the smaller agencies networked together are not that far behind the global footprint of the larger agency. I like your point on the riskier strategies. Do you see that the larger agencies are more adverse to trying riskier strategies?
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Thanks, Matt. Interesting points. There is a lot of talk about bypassing the journalists and talking straight to the general public. But you bring up a good point about using the conversation and relationship tools to better build relationships with the journalists themselves. In a way, a commentary that it isn't the tools that is hurting PR. It's not social media, but rather, their own internal way of working. What's even more interesting is that you hint that the personal brand of the individual PR "flack" and their relationships may be more credible and more valuable than the "brand" of the PR firm. Thanks for commenting!
Toggle Commented Dec 20, 2008 on PR 3.0 - Regaining Credibility at Elastic Thought
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Thanks, Alan. Was talking to someone about how advertising is not doing well on social networks. I was making the distinction that "display ads" on social networks are not doing well. Companies (and their agencies) that provide useful tools, and create strong, helpful, engaging communities continue to do well.
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Thank you for all the comments and help in this area. It's gotten a lot of attention, and I'm working to put something together that may help the community out in this area. Martin, very interesting point about the 1/3 of comments positive that weren't there the day before. I've used your tool a bit and like some of the features. Dan, I hope someone takes you/us up on your request! Laurent, I've seen some of this in behavioral studies and tracking "click-streams." Interesting to bring that measurement up here. Could be useful! David, thank your engineers for me. they help me out a lot when needing to show some real-time metrics to potential clients!
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You're exactly right, Dennis. It is about two-way dialogue. It should be a conversation. However, businesses will most likely want to get something out of the conversation. Just like anyone would. For example, "I'm going to go in and have a conversation with my boss about getting a raise." It's a conversation where two sides will speak and converse and (hopefully) be open about all the parameters, but in the end, you have a goal of getting a raise. As it is for business. That goal might simply be good will and good customer service. But often times, it's to increase sales, etc. So the "message" in this piece should probably be "goals of a conversation." Thank you for reading and leaving that comment, Dennis. Conversation, indeed!
Toggle Commented Dec 9, 2008 on PR 3.0 - Regaining Credibility at Elastic Thought
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