Is it possible to stay on top on trends in today's accelerating online landscape — and must we become Pokémon marketing experts now?
Hi. I’m Jerry Silver.
I’m a professional PR advisor based in Stockholm, Sweden.
I write advice on PR, online psychology, persuasion techniques, and
media logic. Use these tactics and ideas to improve PR for your business.
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The other day, Anne signed up for my email list. After leaving her email address, she was taken to a landing page where I asked her to share her biggest challenge in digital marketing and communications.
Like many others before her, Anne decided to share. Her biggest challenge was to keep up with the accelerating pace of today’s online landscape. How can anyone today keep up and stay on top of things?
Anne shares her frustration with hundreds of other readers who have answered that same question over the years. We become neophiliacs, always looking out for the next thing.
Do we have to become fucking experts on Pokémon marketing now, she wondered.
I think it’s time to deal with this fear of missing out.
We need to talk about your broken relationship with PR.
Journalism, as we know it, is going to hell in a handbasket.
It’s serious, of course. Journalism is the Fourth Estate, and we all depend on the freedom of the press and its willingness to tell important stories.
Communication as a profession, on the other hand, is doing just fine. The media logic is constantly evolving, and so are we. Obviously, there’s going to be some friction as communications and journalism sometimes overlap. Against such a backdrop, let me pose this rather naïve question:
Is there a way for journalism to let go of the idea that PR is a problem and instead focus 100% on finding new solutions to their problems?
The annoying corporate habit of mindlessly promoting irrelevant press releases with unclear call-to-actions.
“The press release is dead,” some say.
Well, calm down. Businesses will have to issue official statements to the general public in the future, too. Neatly packaged information (aka “content marketing”) is great, but businesses must also keep their audience up to speed with what’s going on.
However, there are two common PR practices for press releases that drive me crazy. I plead with you, communication professionals of the world, please stop doing this:
I rarely answer unscheduled phone calls even though my phone rings all the time. Here's why — and what I do instead of talking on the phone.
So this tweet has been doing the rounds on social media lately, and quite a few dear friends have decided to put their “lives” in my hands:
And yes, tagging me is totally fair. Ever since getting my first mobile phone, when it comes to unscheduled phone calls, I’ve not been the most available person in the world.
There's an invisible Follower Contract between influencers and their followers. If you could read such a contract, what would it say? And what happens when you breach it?
Why do people follow other people?
Most businesses aren’t paying much attention to the why question. Instead, they focus more on the how — how do I get people to follow?
What most businesses are forgetting about their followers is that there’s an important time displacement:
People follow other people (present) as an act of faith (future) based on trust (past).
Or, in another way of putting it:
There’s an invisible contract between the influencer and the follower. Now, if such a contract were visible, what would it say? And what happens when you breach it?