Category Archives: blogs

david-and-goliath

Ogilvy PR: The Bigger they are the harder their blogs fall

Is “David” (TC Public Relations) going to slay Ogilvy Public Relations Worldwide (“Goliath”)? It really doesn’t matter. We are two different types of public relations agencies that cater to different clients. However, today when I went to Ogilvy’s blog 360 Digital Influence, it had not been updated since December 9, 2009, almost one month since the post you are reading. As I was typing this Ragan Communication came out with the article “Do Communication Group Leaders Walk the Walk on Social Media?”

In fairness, they could look at my blog and draw an accurate conclusion that I only blog a few times a month. Why? Because the purpose of my blog is to force me to stay engaged in the media and let clients and prospects know that we have experience in blogging. One of our account executives did Twitter training for a customer and completely turned it around from a dead media to a proactive one for this business. So, while we do it for our clients with great success, I see my blog as a personal exercise in the media that helps me sell our services. While LinkedIn is the network I am most actively engaged in, if someone asks me about Twitter Grader or Twellow, I can share some practical information on what those are about.
However, the PR laugh that Ogilvy does not want to get is when they set themselves up with a blog title that includes the words “Digital Influence” as it becomes as stale as month-old bread.
The public relations industry will always be about reputation management. So when our industry engages in new media, we too need to guard our reputations and encourage our clients to understand if you get into social media to win, you need to play the game.
On a related note, I came across this YouTube media interview about Tiger Woods reputation management after it was damaged last month.
One thing it teaches me is that TC Public Relations reputation needs to be protected whether we are engaged in traditional or new media. I learned a lesson from Ogilvy, I too need to let outsiders see more of what I do and in the most positive light online.
sma-logo

Is Blogging a Book Author’s Way to Freedom of the Press?

Too many books are like the millions of sperms reaching out for that egg. So exactly how many is too many? Here’s one response that puts the number at 190,000. Actually, I prefer what the New York Times website had to say on the topic. Why does this matter? Because the majority of new books are never promoted. Who’s at fault?

While I don’t want to make my friends at the Society of Midland Authors (SMA) my enemies, I say the author is the main villain. That’s because the author usually puts in the greatest investment of time and effort into a project and does not always think about how their books will get in front of potential readers. That’s why this week, I’m presenting a program for the Society of Midland Authors called, Blogging for Authors. For those who attended the program and saw my Power Point presentation (dowload here) and those who did not, I’d like this post to point to what I talked about as well as a few other ideas.

First, I don’t believe that blogs will save the world. However, they can save your book. Why? Because every book has a unique audience. And traditional public relations cannot handle the demand for the 100,000 plus books that come out every year. Rather a blog is a tool, and even a free tool, that can help you build readership.

One of the blogs I pointed out in my presentation is called Greek Tragedy maintained by Stephanie Klein. Reasons for using it as an model are:

  • Nice clean layout
  • The book covers are a good size
  • The links are set up for interested people to buy her books
  • Every post has several comments (details on this were explained in my live presentation, I saved some good stuff for the Tom-Ciesielka-in-person presentation)
  • The authors “About Me” page is engaging (it also “sells” by showing how much legitimate attention her writing garners)
  • There are several comments on a number of post which shows that she knows how to engage her followers

I also talked about Problogger written by Darren Rowse. Darren focuses on information about how to make money from your blog. Look, I don’t believe that you can spend money with any type of on-line marketing actitivity and make a pile of cash. It’s never been that easy and never will. However, your goal is to become more popular and authoritative, then you must think about “selling” who you are and what you’ve written.

Finally, not referred to in my live presentation is a link to badlanguage.net. This post walks through 18 tips on how to be a better blogger. Most of which I touch upon during my presentation. Why? No, I’m not a copy cat. Rather, the fundamental rules for building an audience through communication never change. It’s always been about coming up with a compelling message for the right audience and connecting with that audience. Think about the New York Times or Wall Street Journal. (I’m sure most SMA members would not want to seriously think about USA Today.) My point is that they took decades and lots of money to build up their name and audience. It’s no different for an author who is a blogger.

Here’s the difference: You could have a few articles about you and your book in the New York Times (nice for show and tell) and maybe found a few people who will be crazy about your book. However, with blogging, you can search for your audience and build a relationship with them directly. Something impossible with traditional media.

There’s plenty written about blogging and on-line marketing. I’m sure there are many, many Dummy books available. Which reminds me, did you know that Sex for Dummies is one of that series most popular titles? Seems like a bad idea to me. Do you really want those people procreating?

But seriously folks, if you’ve not started a blog, go to Blogger and start one for free. And if you have a blog, please leave me a comment. I enjoy blogging. However, one of my great joys is seeing others use blogs successfully to get their message out.

P.S. I was just reviewing my notes for tonight’s SMA program and found another great source for blog book tours for authors. Helpful information.

bmoller

Was Tom Funny Or Not on WGN-Radio?

Today at 2:30 pm Cental, Bill Moller (someone I’ve known from CLTV before it was broadcast in color) is having me on his WGN-AM program, The Money Show. We’re going to be talking about how blogs can help (and hurt) your career and business.

When Bill let’s me get a word in edgewise (he’s really a lot of fun), I’ll suggest that blogger newbies check out Blogger as a place to start the process. It’s a great way to test the waters and start a blog about anything you care to comment on regularly (like sharing cute and stupid pictures of cats).

I’ll also suggest that baby bloggers check out a source, technorati, for seeing what’s popular in the blog world at their top 100 blogs. My rule of thumb is to see what’s working and learn from it.

Finally, time permitting, I’ll put in a gentle plug for my company TC Public Relations. While I’ve created on-line buzz for my clients, it would be fun to get a little buzzy myself.

And in case you wonder what I do on weekends, I think this picture says it all. (For those who might be concerned, I volunteer as a clown at a nursing home)

The is Tom Ciesielka, reporting in advance from WGN-AM radio. Back to you Bill.