15: Brian Solis of FutureWorks PR

This week David and Paul talk to Brian Solis, a PR executive who has been writing the PR 2.0 blog here and author of a social media manifesto that nicely pulls these technologies together. We spoke about ways that PR pros can get smarter about using the new media tools, how the role of listening has become more important, and ways that comments can help drive blog and Web site traffic. How do you teach old PR dogs the new Web 2.0 tricks? We even talk about the role of faxed press releases, just to mix things up a bit.

Download the podcast here. (15:05)

For some balance, you can read a somewhat opposite viewpoint on social media here.

14: Do CMP layoffs presage IT print media’s demise?

This week, Paul and David reflect on upheaval at CMP, which laid off 20% of its workforce last week and shuttered some print publications. Paul Believes this is the beginning of the end of print publishing in the IT media market and notes that the economics of online publishing in that area are now weighted toward using freelance and blogger contributors instead of full-time staff.

David notes that technology companies are becoming more aggressive about launching their own online and even print publications, and that some of the senior editors who have lost their jobs in IT media will be moving over to work for vendors. Paul and David agree that these custom publishing operations are legitimate targets for PR people to place their clients. Now that everyone can publish easily to the Web, the definition of a “media company” is becoming fuzzier.

In Cheers & Jeers, Paul praises Oovoo, a new videoconferencing service that sent customized video messages to journalists and bloggers as part of its launch campaign. But he directs a raspberry at Dell Computer, which sent a cease-and-desist notice to Consumerist.com, an action that ultimately backfired on Dell. But he commends Dell’s openness in blogging about the mistake and even linking to underground photos of unannounced Dell products. My, how times have changed!

Listen to the podcast here (right click to download): 15:05

13: How to get noticed at BusinessWeek

This week our guest is Jessi Hempel, Innovation Department editor at BusinessWeek. As a top editor at one of the most influential business publications, Jesse gets more than her share of PR pitches, and she shares her insight on what works best. Her new blog is already becoming an important source of feedback and advice on the topics he covers. A tip: she’s made several new contacts with PR folks posting comments on her blog. Tha’s a great way to build a relationship!

Jesse also talks about what works and what doesn’t in interviews with executives, how BusinessWeek editors are managing the balance between online and print reporting and the importance of blogs to her as an information source (she even reads them before The Wall Street Journal!). Listen in for this insight into the thoughts and practices of one of business journalism’s most prominent reporters.

Listen to the podcast here (right click to download): 19:20

12: All about selling to CIOs

This week. the talk is about the IT buying process and mis-perceptions thereof. Paul’s been spending a lot of time with CIOs recently and has some observations to share about how they look at vendors. David actually spent some time working in large IT organizations. Both agree on a few things: CIOs look for trusted partnerships more than products; they rely on their peers and staff for advice on what to buy; and the best route to the CIO’s office is up from the lower levels in the organization. In other words: stop focusing your pitch solely on CIOs because that’s a lousy way to actually reach them!

In Cheers and Jeers, David applauds Google’s acquisition of Feedburner while Paul puts in a good word for Facebook as the young people’s social media site that most deserves marketers’ attention.

Listen to the podcast (right click to download): 14:09