Mesh Day One

The Mesh Conference opened in Toronto yesterday – and it delivered everything that attendees had been hoping for. Thoughtful presentations and discussions by notable speakers. And lots of attendee participation in the discussion and interaction between sessions.

Noteworthy:

Om Malik

  • “Reflecting on the abundance of information being added to social media everyday: When information is free, context is more valuiable. People are looking for what it means. People confuse writing opinion with writing for context.”
  • It’s tough to malke a living off adwords. We need a new advertising paradigm. CPM doesn’t make sense on blogs. The advertising is seriously lagging in its approach to blogs.
  • At a certain point, most bloggers will ask, “what am I getting out of this?” And at that point, most will begin to look for a financial return on their efforts.
  • The story never ends. Mainstream Media does not always have the space to update stories; as a blogger, I can always update the story. (Canadian journalist and blogger Mark Evans pointed out that he is able to provide more context in his blog than his is able to do in his newspaper stories.)
  • “Web 2.0 is not a technology; it’s a way of thinking.”
  • Michael Geist

    • Michael opened his presentation with a series of slides showing the cascading effect of his blog postings about a perceived conflict of interest between the Canadian Recording Industry Association, the Canadian Motion Picture Association and other advocates of a Digital Rights Management-based copyright regime and Member of Parliament Sam Bulte, then-Parliamentary Secretary to Canada’s Minister of Canadian Heritage.  These groups hosted a fundraiser for Bulte just four days prior to the 2006 Canadian election. Geist’s posts that the industry’s fundraising for Bulte suggested a too cozy relationship between a senior policy maker and a group advocating a policy position became viral in the blogosphere and broke through into mainstream media coverage. Bulte, running for re-election in a seemingly safe Liberal seat, was defeated. The controversy that enveloped Bulte as a consequence of Geist’s postings played a part in her electoral demise. (I must confess, I don’t totally agree with Michael Geist’s positions on the substance of copyright reform. However, I applaud his integrity and courage in making his point.)
    • Geist expects that the newly-elected Conservative government will introduce new copyright legislation this autumn. Ironically, he thinks that backers of copyright reform may actually look back wistfully at the copyright legislation introduced by Bulte and the then-Liberal government. He believes the Conservatives are tilting toward the DRM-based regime advocated by the recording and movie industries.
    • “DRM-based policies are failing Canadians. … Some of these reforms aren’t about copyright; they’re about market control.”
    • “What is more longtail than Canadian content?”

      Two excellent presentations to kick off Mesh.

    Getting a job in PR: Do something beyond the routine

    Chris Clarke has posted about getting his first PR job. Straight out of school. With my firm, Thornley Fallis, a big-city PR agency.

    In his post, Chris says:

    I owe this opportunity to one thing and one person. The thing is blogging and new media. Without it, there is little else that sets me apart from the rest of the students in the field of PR in Toronto (or anywhere else in the world for that matter). The person is David Jones. He took a minute to read a comment I left on his blog many months ago, corresponded with me through email, agreed to speak to my program, volunteered to help our program organize a trip to visit a number of PR firms in Toronto, and was kind enough to invite me to Toronto for a sit-down meeting with him. David did more for me than most teachers I had this year in college, and I can say with total confidence that he’s taught me more than many of them, too. So David, thank you so much.

    The thing that intimidates me the most about this little PR adventure is that there really is no blueprint to follow. I can’t point to any other successful bloggers who happen to also be students of public relations programs who have taken the big step into the agency world right out of college and succeeded (although I have a feeling I’m not alone in this thinking). That won’t deter me, though. It hadn’t occurred to me until just now, but I hope to be a model for future students who might someday be in the position I’m in right now. Hopefully, they can point to me and feel confident that they can do a good job too. It’s a big responsibility, though: my success will certainly be a deciding factor in hiring future bloggers at Thornley Fallis. It might be a deciding factor for other firms thinking of hiring PR students with blogs. I guess I’ll just have to wait and see (and make sure I don’t screw it up for the bloggers!)

    Chris ClarkeChris is right in his assessment of the important role played in his recruitment by David Jones (who showed the very best qualities of a senior PR practitioner in reaching out to students of PR and in doing so gave us all a standard to live up to) and Chris’ decision to blog.

    What Chris may not remember is that he sent us his CV and applied for a position with our firm in February. At that time, his CV revealed him to be a university graduate who was rounding out his education with studies in public relations at Fanshawe College. He had been involved in a range of extracurricular and community service activities. A bright young student looking for a first job in his chosen field. One of the dozen qualified applicants we hear from each month.

    But Chris didn’t stop there. He used his time in school to begin to pursue his passion for blogging. And he began to interact with established bloggers. Not just David Jones, but also many others including A listers like Joseph Jaffe.

    So, Chris didn’t fade from our consciousness after we had reviewed his CV. Instead, he set himself apart from all of the other people who sent us CVs by distinguishing himself. We followed his blog. And when it came time for us to recruit a new staffer to work with us in our expanding social media practice, it was a no-brainer to call Chris.

    But is this something new or exclusive to blogging? Not at all. Savvy young people have known for years that high grades and university degrees are not enough to land the best jobs after graduation. The very best people distinguish themselves by doing something out of the ordinary to make them remarkable to recruiters in their chosen profession.

    For Chris, it was his student PR blog. Others I have hired over the years have distinguished themselves while students in a number of other ways: handling communications for a community cause; preparing a branding and marketing program for a student pub; being actively involved in a political leadership campaign (yes, politics can be an admirable thing, if engaged in for principled reasons) or: working as an intern in a newsroom or PR agency.

    And in each case that I recall, the person didn’t just go through the motions to assemble CV credentials. They excelled in their extra activity, producing outstanding results and earning the respect of the people they worked with.

    And that’s what Chris did. Student PR isn’t just a blog. It is a blog with thoughtful posts that probe the nature of best practices in the emerging social media.

    In this Chris has truly established himself as a model for others.

    We’re looking forward to his arrival at Thornley Fallis. There are no guarantees of success. But we’re hopeful that we can provide an environment where a promising young PR practitioner can and will excel.

    Welcome aboard Chris!

    Blogger Relations: The Importance of Transparency Underlined

    I just had the experience of being checked out by a blogger that one of the consultants I work with had contacted via email. And this definitely underlines the importance of being transparent, truthful and straightforward in any blogger relations initiative.

    Recently, one of my colleagues at Thornley Fallis, Keelan Green, sent an email to the authors of The Torch, a blog he had been reading for the past month. The Torch had featured a number of posts that discussed Canada’s moves to replace its fleet of tactical transport and Search and Rescue aircraft. Keelan identified our firm as the Canadian public relations firm for Alenia and Lockheed Martin, two of the companies whose C-27J and C-130J aircraft are being considered for this purpose. Keelan offered to provide the authors of the Torch with the same information that we provide to mainstream media. He also provided the URLs for www.c-27j.ca and www.c-130j.ca, the Canadian websites that provide information on both aircraft and their suitability to Canada’s needs.

    One of the The Torch bloggers, Paul Synnott, was prompted by Keelan’s email to take a close look at us on his personal Blue Blogging Soapbox blog. He did a pretty thorough job researching our online presence and quoting both from Keelan’s email and relevant passages from some of my earlier blog posts.

    Happily, we seem to have passed his test for transparency and genuine commitment to blogging and the conversation it supports. in fact, he concludes that we are “A savvy firm not afraid to embrace a new and changing landscape.”

    Public relations practitioners should accept that this level of scrutiny of our actions and how they line up with previous statements will become routine in the blogosphere. What we have said and done is not buried in paper files or hard-to-search microfiche. It is in fact easily and readily available to anyone who knows how to use a search engine.

    The bottom line: Avoid shortcuts. If you conclude that the blogosphere is important to you, establish your own voice first. Go ahead, contact the bloggers who you think are the most influential. But let the rest of the world see that you are prepared to say in public what you private encourage an intermediary to talk about.

    Cabinet Minister Promoted, Keeps Blogging

    Yesterday, Neville Hobson pointed out that David Miliband, the blogging Cabinet Minister, had been promoted in Tony Blair’s Cabinet Shuffle. Miliband posted to his blog that, “I’m now Environment Secretary – so this blog will no longer exist at its current URL and I’m afraid this means we can’t post any more comments on this site. … But I’m very much hoping this won’t be the end of my presence on the blogosphere…please keep an eye out.”

    Well, good news. Within seven hours, Miliband was back in business at his new blog address.

    A politician worth watching. Both for what he does as a Minister and as a blogger who explores the potential for social media to better connect government with its constituents.

    Losing a valued colleague: A Peril of Blogging

    David JonesDavid Jones is leaving Thornley Fallis. He has been recruited away from us by another firm that wants to upgrade their expertise in social media.

    That’s a bummer for Thornley Fallis. David is a good friend and a very smart guy. We will miss him.

    Dave, Terry Fallis and I have spent the past year exploring the possibilities of social media. We have learned by doing. We have learned a lot from one another. We have learned by meeting and talking to others who are on the leading edge of developing social media. 

    And as we have exchanged views and learned from other practitioners of social media, our own profiles have been raised. We have come to “know” and “be known” to people we have never met in person. This really came home to me when I first approached a fellow blogger at a conference. As I was about to introduce myself, he said, “I know you. I’ve seen your picture on your blog and I read you all the time.” (Nice compliment; totally unexpected)

    So, I should not be surprised that another firm has swooped in and made David an offer he could not refuse (It’s all positive; no severed horse heads involved.) In exploring and engaging in social media, David has raised his profile and engaged in conversations with respected bloggers and podcasters like Shel Holtz, Neville Hobson, Joseph Jaffe, Colin McKay and Robert French. He has acquired a positive reputation beyond our traditional geographic area of operation and, in our small world, an element of celebrity.

    Our experience defines the new normal for PR practitioners who engage in social media. Every time a consulting firm like Thornley Fallis encourages its employees to share their experiences and smarts through a blog, we increase the likelihood that we will lose those people to other opportunities. David’s not the first blogger to be scooped up by a bigger firm. He follows a path that in the past six months has been well trod by other high profile bloggers like Jeremy Pepper and Steve Rubel.

    So, will Thornley Fallis stop encouraging our consulting team to blog and explore social media? Heck no!

    We’ll accept that this increased risk is just part of the entry fee to engage in social media. And we’ll understand that it’s better to spend a year learning and exploring with a guy like David Jones than it is to spend a decade of the safe same old, same old practise of techniques we long ago mastered.

    For PR consultancies, it’s grow or die. And we must learn to grow. We will learn to deal with this aspect of blogging.

    And after all, one of the great things of consulting is that we get to hire or join our friends. And Dave’s a good friend. So, you never know what the future may bring…

    Dave, I and all the gang at Thornley Fallis wish you every success at your new gig!

     

    Linkworthy

    Blog Tools

    • Darren Rowse has compiled a list of blog tools (he added another 12 on May 1 for a total of 67). A useful reference resource.

    Moneyball Theory of PR

    • Marcel Goldstein makes the case for recruiting outside of narrowly defined PR credentials. Read his post, not for the analysis of impact on compensation trends, but for the pure joy of a person who recognizes human potential. 

     

    I've been blogtipped

    I’m blushing. We all write hoping that someone finds what we have to say useful, thought provoking or entertaining. Thanks to Chris Clarke for reading and blogtipping me.

    And, yes, Chris, your tip is bang on. I do have to post more often. The past month has been hectic. The clients I work for and the people I work with have taken all my time (which I’ve gladly given) and blogging has suffered. However, things are settling down and I’m hoping to post more frequently.

    Thanks for the blogtip!

    Blogtipping: Canadian Entrepreneur

    A blog I like: Canadian Entrepreneur by business author, Rick Spence.

    Rick Spence

    Things I like:

    1) Rick posts frequently about marketing, one of the functions that studies tell us entrepreneurs hold for themselves, but do not always understand.

    2) Rick knows his stuff. A former editor of Profit, the Magazine for Small Business, he has been covering business for longer than he likes to admit. And now he is an entrepreneur himself. Living the dream.

    3) A Canadian writing about Canadian small business! The U.S. has a much more vigorous blogging community. Rick is one of the pioneers in Canada. Keep going Rick.

    Tip: Rick please enable Trackbacks. I frequently want to continue the conversation on my own blog, but Canadian Entrepreneur provides no way for me to ping back to your posting.

    Blogtipping

    Easton Ellsworth has a great suggestion:

    Calling all sentient bloggers: Monday, May 1, 2006 will be Blogtipping Day. (Perhaps the first Monday of each month can be Blogtipping Day – let me know what you think.)

    What’s blogtipping? It’s where you forget yourself for a few minutes and think about another blogger. It’s a win-win. All you do is this: Say three nice things and offer one simple tip.

    Sure appeals to me. So, tomorrow and the first day of every month, I plan to “blogtip.”