Last week we published an open letter from a fictitious agency to a fictitious client, urging it to recognize new and daunting realities. We didn’t promote it in last week’s emailer because, frankly, we weren’t sure we should have published it. After all, we analyze tech media for a living. Dispensing business advice to PR agencies isn't something you ask us to do.
In 2017, clients will pose new and challenging questions to their agencies, questions that only tools can answer. In that spirit, we asked the folks at Jumpshot, a San Francisco-based analytics firm, to deliver usable insights in the following SWMS exercise.
Dear B2B client…
We’ve had something important to discuss with you for a while now. We’ve been struggling with not sounding whiny. But with a new year, a new Presidency and a new American era about to begin, what the hell -- it’s time.
Small business makes up most of US business. Yet there's such a small amount of media specifically dedicated to it. That's why knowing who the specialists are is so important. Here's a living document on who's who and how to reach them. No fancy formatting: send us what you know and we'll build a shared doc together.
Last month's layoffs at InformationWeek (UBM) and eWeek (Quinstreet) saddened PR with good reason. Who still writes 500-word articles about tech vendors -- the ones clients expect? Says UBM EVP Kelley Damore: "That's not the model we're in anymore. It has always been the written word, but now there's so much content out there... we need to rethink this."
Axios soft-launched yesterday. It's the publication Dan Primack left Fortune to join. You can sign up for its newsletters here. The web site debuts late next month. Pitching Axios will be difficult but not impossible. Think Quartz, Bloomberg Gadfly, The Atlantic, The New Yorker.
Fast Company senior writer Christina Farr teed off on PR last week. Stated her Nov. 23 Tweet: "PR needs to innovate in 2017: Press releases, embargoes, mail-merge all need to be a thing of the past. Not how journalists work anymore." Considering that Christina once worked in PR herself (Eastwick), her complaints carry extra weight.
It's hard to imagine the Wall Street Journal without deputy bureau chief Don Clark -- he worked there 23 years. But as of Dec. 15, Don is out the door, having accepted the buyout offered last month by WSJ parent company News Corp. Always quick to return an email, tech PR pros will miss him. Says Don: "That's what they've been telling me -- and it's gratifying."
AI is it in Silicon Valley these days. But what exactly is it? Is bot coverage a fad? Who are the influencers? And when can I buy a synth? We'll be producing a special report next month on AI edit, an influence map and all the goodies. Meanwhile, based on our conversations, one might want to consider the following...
Ever look up your first Tweet, or anyone else's for that matter? Examine enough of them and you'll see patterns. Most say what the person is doing or where they're going. Just for fun we looked up First Tweets from 30 tech media influencers. Here are eight of them. Your mission: match the First Tweet with the influencer who Tweeted them.