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Posts Tagged ‘Lewis Dvorkin’

The Future of Content: Takeaways from the Council of PR Firms ‘Content Frenzy’ Event

CONTENT!!!

  • Content is the future of public relations—but do we really want to enter such a “shitty business?”
  • Content is the best way to reach the audiences our clients value most—but we can’t follow the media industry “over the cliff”
  • Our core competencies are in storytelling and earned media, and we should “think like editors”—but we have to demonstrate real-world value to our clients or we’re toast.

Confused yet?

The Council of PR Firms‘ 2013 “Content Frenzy” Critical Issues Forum was nothing if not contentious. During the event’s opening panel moderated by Ogilvy CEO Chris Graves, BuzzMachine founder/media critic Jeff Jarvis and WebbMedia Group CEO Amy Webb encouraged attendees to forget everything they thought they knew about “content” and stop trying to view PR as the new journalism, because:

His point? PR is all about “relationships”, not “creating more crappy content”, so we should stay away. And he didn’t let up.

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Is Steve Rubel the Future of Forbes?

forbes.jpg

The Edelman Digital executive and well-known blogger turned life-streamer is certainly a part of it, after the publication said in an editorial meeting yesterday that it would add, “thousands of outside contributors.”

Rubel writes a column for Forbes.com. But does he get paid?

Another Forbes.com contributor, Altimeter Group analyst Jeremiah Owyang, recently told PRNewser, “I’m not paid, but I feel it’s great exposure to my insights, which I can cross post on my blog. Win-win in my perspective, I’m happy with my relationship with Forbes and hope to continue it.”

Rubel said that he shares Owyang’s sentiment and highly values his relationship with the media brand.

Does the addition of a slew of outside content mean Forbes.com is going the way of Huffington Post, where just about anyone can get a byline? It seems like it, and it’s an opportunity for PR professionals to pitch their clients, and maybe even themselves as contributors.

Will the “thousands” of contributors change the quality of Forbes.com editorial? The site’s “chief product officer,” Lewis Dvorkin, called the new model, “incentive based entrepreneurial journalism,” and said it isn’t about trying to get people to give Forbes content with no reward.

Dvorkin comes to Forbes as part of their acquisition of digital news start-up True/Slant, which will now be integrated into Forbes.com in some manner.

A former Forbes.com writer told PRNewser that the publication, “Probably has seen its biggest days online, but [there is] obviously a lot of value in its proprietary lists so it’s not going to die for a very long time.”