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Posts Tagged ‘Ken Wheaton’

BCS Hires Former Bush Press Secretary Ari Fleischer

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There’s a war going on in college football: how should the top team be selected? As of now, it’s via the Bowl Championship Series, or BCS, which ranks teams based on the “USA Today Coaches Poll, Harris Interactive College Football Poll and an average of six computer rankings.” Fans of college football are getting more and more annoyed with this system, and are vying for a playoff system similar to NCAA basketball’s massively popular “March Madness” tournament.

The BCS has come under increased fire, last week in the form of Twitter backlash, as the @InsidetheBCS official Twitter feed was torn to shreds. As Advertising Age‘s Ken Wheaton noted, “If you know your product is universally loathed, Twitter is not the place for you.”

Now, the BCS has hired some high profile PR help to clean up the mess, in the form of Ari Fleischer Communications, “a sports public relations firm” headed by the former press secretary for President George W. Bush.

Meanwhile, a number of college football teams have also employed their own PR firms to ensure they are painted in the best light for the BCS. Is it just us, or should the college football championship be settled on the field, and not in the PR strategy room?

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Looking at PR Bloggers Who Have Bigger Audiences Than The Media They Pitch

Former Financial Times reporter and current Silicon Valley Watcher blogger Tom Foremski asks an interesting question: What happens when PR people have more traffic than the reporters they’re pitching?

He cites some of the big PR bloggers and since PR is more comfortable with self promotion, these folks often have larger audiences than many reporters. However, it’s not just about audience size, it’s about credibility. As Formeski pointed out, “having someone else write a story about your client, on a third-party site, where there has been no exchange of money, conveys far higher value to the story.”

Also, as Advertising Age‘s Ken Wheaton stated, it’s about who is in the audience. “Yeah, but that traffic’s mostly other PR people/ business insiders. Journalists have ‘consumers’ (and crazy old people),” he said.

[Ed note: At the request of Mr. Wheaton, we added the content of his entire Tweet.]

Obama Stategist on Use of New Media: “There Wasn’t Some Big Sexy Idea Behind It”

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Blue State Digital founding partner Joe Rospars was interviewed by AdAge‘s Ken Wheaton at the publications’ digital conference this week. Rospars’ Blue State Digital was the firm behind President Barack Obama‘s new-media effort during the campaign.

Rospar told Wheaton, “The interesting thing about the success we had with new media is that there wasn’t some big sexy idea behind it…It was about integration and integrating it with old media. And metrics played a role, but we had to make sure we were measuring the right things to gauge success, such as voter registrations, money raised and the number of people mobilized. This wasn’t the super-sexy fun stuff, but it was important.”

So there you have it folks: stay away from the “super-sexy fun stuff” and focus on integration, measurement, and more importantly measuring the right things.