Presentation from PRSA International 2008 by Heidi Sullivan and Jay Krall of Cision and Jason Falls of Doe-Anderson.

1. Not All Blogs Are Created Equal Heidi Sullivan, Director, Media Research, Cision Jay Krall, Manager, Internet Media Research, Cision Jason Falls, Director, Social Media, Doe Anderson

2. “ It’s now possible to address small audiences cost-efficiently, audiences that could never have been served in print.” Paul Gillin, The New Influencers Finding Your Niche

3. How to Find 10 Blogs Relevant to Your Campaign ■ Initial Research Google Blog Search Technorati ■ Traditional Metrics Unique Visitors per Month RSS Subscribers E-mail subscribers

4. Two-mile-high urban termite mound to house planet's swarming humanity

8. Social Metrics

9. Crisis Management When should I respond?

15. “ Bloggers are technically raising the bar for old school media members by telling public relations professionals and media database companies that the old way of doing business is the old way of doing business.”

16. JasonFalls Just reached out to Cision to find out if their information-gathering is part of the PR blacklist/bat pitch problem. Will report back. JasonFalls Emailing a different person at Cision in hopes of a response. TDefren Just got an email from Cision. They've updated @ ginatrapani 's email contact info. JasonFalls On the phone with Cision!!!! YAY! Very good conversations, too! JasonFalls Cision had a team meeting this morning to discuss the issue. They're responsive and have corrected the Gina oversite. More on SME later.

17. Where did Cision get the email? Why was there not information indicating the appropriate way to reach Gina? Heidi Sullivan of Cision spoke with Jason on Tuesday. The answers, candid and forthcoming, are such: “ Having her personal email listed was our mistake,” Sullivan said. “Our practices are to always contact the journalist first. If we’re able to verify the information from a public source, we do. Unfortunately, a research editor didn’t read through the information about which to use to pitch her properly. We found it and fixed it. We also had a huge team meeting to address that and make sure our researchers are very cautious on what they’re utilizing. We had the wrong email address listed. If we have an error in our database, we strive to correct it immediately.”

18. “ Had they not reached out to me, I could have posted angry Tweets or blog posts about Cision and made the company look bad. Kudos to them for the transparency and honesty in the presentation and in dealing with me.”

19. If you are going to act, ACT NOW!

20. Q: How do I determine what type of involvement I should have with social media?

21. Q: How do I determine what type of involvement I should have with social media? A: Ask yourself: How does my target community consume news?

22. Psychographics: Breaking out the Jim drinkers from the Jack drinkers

25. Social Media Benefits - Supplemental to Your Campaign - More Direct to Consumer - Cyclical Nature of the Web - Immediacy

26. Social Media Outreach: COMMUNITY IS KEY

27. The Pitch vs. Community Engagement Establish Authenticity: Comment, Reach Out, Participate!

29. Keep In Mind – There’s More Than Outreach

30. Not All Blogs Are Created Equal Heidi Sullivan, Director, Media Research, Cision [email_address] Jay Krall, Manager, Internet Media Research, Cision [email_address] Jason Falls, Director, Social Media, Doe Anderson [email_address]