Word of Mouth Manual II :: Free Download

This morning on Twitter, I received a tweet from Todd Defren (of Social Media News Release fame) with a link to a free e-book: Word of Mouth Manual II, by Dave Balter, founder and CEO of BzzAgent.

Imagine you’re back on the school bus, on the way to your high school.  Towards the back of the bus, the “cool kids” are eagerly poring over a hidden object.  You overhear one of them saying, “It’s really expensive, but I figured out how to get a free one.”

Sharing the e-book this way is word of mouth marketing at its finest. So . . . if you’re interested in the topic of word of mouth marketing, download and read this free e-book. Share your thoughts here.

Photo Credit: Spot Mirror, uploaded to Flickr by daveham

Corporate PR Leaders Sought for Interviews

This fall, I’ll be teaching a Corporate PR course at Georgia Southern University. As the end of the summer nears, I’ll be looking for Corporate PR leaders to interview (via Skype, most likely) on a variety of topics for 10-15 minutes each . . . I want the students to hear from practitioners who are working in Corporate PR or Corporate Communication departments. (We offer a separate course in PR Firms.)

Potential topics will be:

  • new media
  • employee communication
  • government relations
  • community relations
  • investor relations
  • global corporate communication
  • issues management
  • crisis communication.

If you’re interested in potentially being a guest speaker, please drop me a line; let me know who you are and where you work. And it would be great if we could connect on LinkedIn. I plan to get a schedule put together in August.

Thanks!

 

Photo Credit: Vintage Telephone Earrings, originally uploaded by yourtricolor to Flickr

Ice Cream Social [Media]

Once again, the folks at Common Craft have provided a creative and simple explanation for us . . . this time, Sachi and Lee Lefever use an ice cream factory in the mythical town of Scoopville to demystify social media. Enjoy!

 

Social Media in Plain English from leelefever on Vimeo.

(PS — My current favorite ice cream is Bruster’s butter pecan, filled with tons of salty toasted pecans. What’s yours?)

Juxtaposition

 

Note: The following article is based on a reflection exercise faculty members participated in at Poynter Institute’s Teaching Diversity Across the Curriculum conference last week in St. Petersburg, Fla. In small groups, we went to Listening Posts across the city, where we were instructed to observe a culture unlike our own. Dennis, Kym, Earnest and I went to Cho Lon Oriental Market and Mekong Vietnamese Restaurant on 34th Street.

If I were to use one word to describe what I saw and heard today, it would be juxtaposition. There was Trang brand coffee sitting next to the Café du Monde chicory coffee on the shelf in the Cho Lon Oriental Market. A TV showed the Vietnamese version of a telenovella, complete with Vietnamese subtitles, in the corner of Mekong Vietnamese Restaurant, right next door.

We saw something in the refrigerated section that intrigued us. It was something spiky, about the size of a spaghetti squash, in a mesh bag. Kym asked the proprietor what it was. The fruit was durian. It tastes wonderful, but it stinks, he warned us. He even told us of a hotel he went to that warned guests not to bring this fruit into the building. Kym was bold and bought some of the packaged stinky-fruit cookies on the shelf.

Do you want Edible Beef Blood? Try the frozen food section. Dried Black Fungus? That would be in aisle one next to the rice noodles. Pocky? Now, Pocky was something I’d heard of. That’s in the cookie and candy aisle.

Hello Kitty products sat next to Hello Panda items; none of my colleagues (including me) ever heard of Hello Panda.

In the restaurant, our friendly and helpful server had bleached blond spiky hair, pierced ears and multiple tattoos. Dennis and Earnest changed their initial orders based on our server’s recommendations after we started ordering. I tried the Hot and Sour Soup; it was sweet and spicy, and tasted quite a bit different from the soup of the same name at many Chinese restaurants. I think the lemongrass added a different flavor; I liked it a lot.

A couple came into Mekong with their toddler. “Would you like a high chair?” the server asked. “No, a booster seat would be fine,” was the reply. They ordered lunch. It came with scissors on the plate. As I got up to leave, I felt compelled to talk with them. “What kind of food did you order that needs scissors?” I asked. Both the husband and the wife laughed. “It’s to cut up the noodles for our son.” As I walked away from the table, I realized why they needed scissors. No knives are served with a meal in a Vietnamese (or any other Asian) restaurant.

Next time you’re in St. Petersburg, I’d definitely recommend stopping by Cho Lon Oriental Market and Mekong Vietnamese Restaurant on 34th Street. Take your time while you’re there and get to know the people. You’ll be glad you did.


Photo Credit: King of Fruits, o
riginally uploaded to Flickr by Hanoi Mark

We’re All Journalists

At a Poynter Institute seminar kickoff today, about a dozen faculty members from Statesboro to San Luis Obispo and from Miami Beach to Toronto gathered to discuss “Teaching Diversity Across the Curriculum.” In Poynter’s words, “If tomorrow’s journalists are to report and write about a dynamic, increasingly diverse society, they’ll need guidance in the classroom. Whatever the course, there’s a place for teaching diversity — issues of race, ethnicity and gender — across the journalism curriculum.”

What do journalists stand for? Here are many of the ideas we brainstormed, in no particular order:

  • Truth, justice & the American way
  • Accuracy
  • Ethics
  • Fairness
  • Completeness, over the long haul
  • Honesty
  • Self-awareness
  • Integrity
  • Mensch (a Yiddish term)
  • Currency (being current)
  • Relevance
  • Accountability
  • Power (as journalists, we have it and must use it wisely)
  • Power of storytelling
  • Understanding (by the journalist, of the people and their issues)
  • Balance
  • Principles
  • Love of storytelling
  • Love of writing
  • Love of reading
  • Transparency
  • Empathy

Do you know an excellent story when you read one? What makes a story excellent? Here are some of our thoughts. Again, these are in no particular order:

  • Transports you
  • Universality
  • Passion
  • Rich characters that you care about (even if you don’t like them)
  • It’s about people
  • Tension à resolution
  • Something new
  • Gripping, through use of quotations and anecdotes
  • Great words
  • Anticipation
  • Balance
  • Visuals through wordcrafting
  • Opens new vistas for us
  • Structure
  • Seamless scene setting
  • Sense of time and place
  • Compelling
  • Imaginative / creative
  • Permanence
  • Discipline

Seminar leader Lillian Dunlap shared a formula with us, which I’ve graphically represented below.

Stay tuned for more as this weeklong seminar progresses.

If Only I’d Known . . .

Back in the dark ages (two years ago), Todd Defren of SHIFT Communications wrote a pair of blog postings about the state of public relations education for undergrads. He wrote about The Trouble with Undergrad PR Programs and Fixing Undergrad PR Programs. Since I teach public relations at Georgia Southern University, this topic piqued my interest. I wondered if his thoughts and research from two years ago still held true today.

If you are a recent PR graduate (or current intern), I’d be quite interested to learn a few things:

  • What’s something you learned in your PR education that you’re applying on a regular basis at work now?
  • What’s something that you wish you had learned more about?
  • And, what’s something that you didn’t really learn anything about in your classes that you’re expected to do on a (fairly) regular basis in your new career in PR?

Comments from recent grads and those who hire recent grads are quite welcome!

Photo titled “graduates” originally uploaded to Flickr by SuzanneK