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Posts Tagged ‘David Meerman Scott’

INTERVIEW: David Meerman Scott Discusses the Art of Newsjacking

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Last week, we offered ’5 Pitfalls to Avoid When Newsjacking.‘ While many PR folks appreciated the knowledge, we heard from others who were new to the term itself. And so, I issued a tweet to one David Meerman Scott, the guy who coined the word in the first place.

To my delectation, he responded in about two minutes (I may have squealed a little).

In his book Newsjacking: How to Inject Your Ideas Into a Breaking News Story and Generate Tons of Media CoverageScott touches upon this growing social media strategy with keen insight. He humored me with some great responses to a few questions about the growth of newsjacking, its benefits and drawbacks, and the magic of real-time decision making in the process.

Get your notebooks ready. His Q&A with yours truly is after the jump…

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5 Pitfalls to Avoid While Newsjacking

waffle-house-belgium-twitterAnyone remember this famous tweet? It happened during Team USA’s run in the World Cup. As you can tell, Waffle House got a little notoriety from that soccer success as well. This act of genius, according to a term coined by the great David Meerman Scott, falls into the “Newsjacking” category.

It has become a social media phenomenon that brands and people alike try to leverage for their benefit…with varying degrees of success.

To summarize, newsjacking is seeing a runaway story or a widely followed trend, riding on its coat-tails in the name of ‘brand awareness,’ and subtly exploiting that story or trend hoping to score exposure. It’s like photobombing an online conversation, and it works well if done properly. Then again, if it doesn’t, your brand will suffer.

Here is the latest 5 things list for your edification…

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The PR Industry’s Biggest Deadheads

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Marketing strategist David Meerman Scott and Hubspot CEO Brian Halligan just released their new book, “Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History.”

The authors provided PRNewser with an exclusive excerpt from the book, which we’ve posted after the jump.

Also, to coincide with the release, we thought it would be fun to compile a list of the PR industry’s biggest Deadheads. This list is according to our 100% un-scientific ranking system.

Click through to get the full story.

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The Most Used Press Release Buzzwords (Updated)

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This past April, online marketing strategist David Meerman Scott analyzed 711,123 press releases distributed by North American companies in 2008 through Business Wire, Marketwire, GlobeNewswire, and PR Newswire to come up with the most used press release buzzwords.

According to his analysis, “innovate” was the top word used.

Now, Adam Sherk, search and PR strategist for Define Search Strategies, part of The New York Times Company, has taken a look at PRWeb’s archives and come up with the top 75 terms used in releases.

Not surprisingly, “leader” and “leading” are number one and two, respectively. Full list here.

TechCrunch on The 10 Words They’d Love to See Banned From Press Releases

TechCrunch wrote another PR link-bait post, and we’re happy to take the bait. This time, it’s Robin Wauters, who sounds off on “10 Words I Would Love To See Banned From Press Releases.” Here is an excerpt from one of the press releases that led to Wauters’ post:

Delve Networks, a leading provider of video platforms, announces a strategic relationship with Akamai Technologies, Inc. (Nasdaq: AKAM), the leader in powering rich media, dynamic transactions and enterprise applications online, that will enable Delve to offer customers a comprehensive and innovative video publishing solution that includes video management and delivery including support of next generation variable bit rate streaming technologies.

As PRNewser reported back in April, David Meerman Scott has in a sense already done TechCruch’s work for them. Scott recently analyzed all 711,123 press releases distributed by the major wire services in 2008 and came up with the top ten most used buzzwords. There are some words that made both lists: leverage and leading are two of them.

The Top Ten Most Used Press Release Buzzwords

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Every company is a “leading provider of something” or they “leverage new technologies that will revolutionize ‘X’ industry.” This is the world of press release jargon, and as PR pros we – sometimes along with pressure from our clients – are to blame for it.

Online marketing strategist David Meerman Scott decided to conduct research on all of these so called “buzzwords.” From his blog:

I have just completed an analysis of all 711,123 press releases distributed by North American companies in 2008 through Business Wire, Marketwire, GlobeNewswire, and PR Newswire. The project looked at 325 gobbledygook phrases from a variety of sources, with the detailed analysis on the number of uses for each phrase done using Dow Jones Insight.

So, what were the top ten?

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