If you were buying native advertising from a media brand, you'd want that brand to make the native ad content as visible as possible, right? That's why we were surprised to discover this week that many leading media brands don't always ensure that their native ads show up in their own search results.
If you've been looking for a backdoor to "thought leadership" coverage in the Wall Street Journal, here's a good one for you -- the C-Suite special report series. The latest one ran this this week in print and online; the next one is due Feb. 23. The good news is, the focus is as wide as the Kansas plains; you could pitch damn near any executive profile and have a shot.
This time last year, David Pogue quit the New York Times after 13 years to join Yahoo, and Molly Wood quit CNET after 13 years to go independent. Molly intended to produce a podcast with former MTV VJ Adam Curry, and write a book on how intellectual property laws stifle innovation. She still might one day.
All PR pros value coverage. How many value face-to-face events? Too few, considering how important they've become. Most publications find more profits in events than in web advertising. Organizations of all sorts can elevate themselves as thought leaders by successfully recruiting well-known, compelling speakers. Social media has enabled fans of an event to promote it to the like-minded.
"The digital space is so cluttered with sites that silo women...like, 'Hey fashionista, this is your spot!'" says PureWow EIC Mary Kate McGrath. You always know exactly who's reading Vogue or Real Simple, Mary Kate says. Follow PureWow for a while and you'll see articles about cars, or beer, or "women's bodies beyond how to look skinny."
As curator of the Wired Innovation Insights blog, Mike Barton on the hunt for poignant contributed content that starts conversations. He gets between 20 and 30 submissions each day. His challenge: 90 percent of them aren't good enough to promote on the Wired.com home page.
Clickbait and native advertising may be remembered as 2014's big themes, but a third one -- the emergence of "agenda setter" publications -- will affect PR the most. The latest agenda setter is Backchannel, the "lithe, nimble center for meaningful, fun tech writing" launched this week and edited by former Wired and Newsweek scribe Steven Levy.
Longtime PR pros may think of Fritz Nelson as a veteran of Network Computing and InformationWeek -- and if they've been paying really close attention, as a freelancer for PandoDaily. Time marches on, and Fritz is actually into year two as EIC of Tom's Hardware and Tom's IT Pro -- sites that typically don't spring to mind, but ought to.
The following are whom we see as key application development reporters, and programmer/Tweeters who have large Twitter followings... many/most blog. Not a lot of enterprise-y folks per so -- that programming is often done by the Accentures and CSCs.
Now that Bay Area protestors no longer harass Google buses, "Silicon Valley culture" reporters can move on to feature and trend reporting. This is good news for PR; many pitches don't easily conform to traditional beats. Here's a quick rundown on Bay Area culture reporters you most need to read. We're open to your suggestions!