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Lee Odden

PRSA 2008 International Conference Round Up

Lee Odden on Oct 29th, 2008     Marketing PR Conferences, Online Marketing, PR Conferences, Public Relations

Over the weekend, Online Marketing Blog posts as well as my interactions on Twitter took on a decidedly “public relations” flavor with TopRank’s involvement at the 2008 PRSA International conference.  The event is now done and everyone should be back in the swing of things back in the office.

Nicole and Mike from TopRankMarketing.com
This year TopRank had 2 speaking slots (a workshop and a panel) plus Account Manager Mike Yanke and Media Relations Associate Nicole Leach stayed busy attending sessions, keynotes and blogging.

PRSA 2008
The theme of this year’s event was “The Point of Connection” and I think the reference served the interests of attendees well. Social technologies were top of mind for attendees, speakers and the event itself with all the blogging, Twittering and real world networking going on. PR professionals from across the globe converged on Detroit to learn, recognize their peers, conduct business and most of all to connect.

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PRSA 2008: What’s The ROI On Your Press Release?

TopRank Online Marketing on Oct 28th, 2008     Marketing PR Conferences, Online PR, PR Conferences, Press Release Optimization, Public Relations, SEO

Greg Jarboe at PRSA 2008

Working for TopRank Online Marketing, which offers both SEO and public relations services, I always enjoy attending sessions that focus on both.

In part, it’s an excellent feeling to know that the SEO services we integrate into our online PR programs are ahead of the game in many ways, and in part because there is always something new and of value I can continue to offer to our clients.

That was my exact feeling when attending the PRSA session “What’s The ROI On Your Press Release.”  This excellent session was presented by:

  • Greg Jarboe, President, SEO-PR
  • Laura Sturaitis, Senior Vice President Media Services & Product Strategy, Business Wire
TopRank Online Marketing

PRSA Session: Current Consumer Trends & Communicating with Green Media

TopRank Online Marketing on Oct 28th, 2008     Marketing PR Conferences, PR Conferences

How To Leverage Current Consumer Trends & Most Effectively Communicate with Green Media

At TopRank Online Marketing, many of our clients are intrigued with the prospect of going to market with green messaging. We match their excitement like most firms do when faced with the prospect of communicating an honest-to-goodness good story with so seemingly tailor made for results.

Is it really enough to announce that you’re going green, however, if your objective is to receive coverage?

The session “How To Leverage Current Consumer Trends & Most Effectively Communicate with Green Media” illustrated ways we could help ensure our clients do it right.

Presented by Annie Longsworth of Cohn & Wolfe and Sandy Skees of Communications4Good, the session dispelled the myth that it is simply enough to announce yourself as green in order to achieve increased media coverage.

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PRSA 2008 – Media Myths & Realities

TopRank Online Marketing on Oct 27th, 2008     Marketing PR Conferences, Online Marketing, Public Relations, Social Media

PRSA Session - Media Myths & Realities

“Every company on earth, every client you have, every person you meet has to become involved in social media right this very second.  This is especially true if you are in PR.  If you are not sharing your messaging via social channels  – and I mean, like yesterday – you are hopelessly behind the times and yours, or your clients messaging, is likely to go nowhere.”

Is this really the case?  For those of us that have not been leveraging social media as heavily as others in our field, is the game over?

In the PRSA conference session Media Myths & Realities, Nicholas Scibetta, Global Director, Global Media for Ketchum let us know, thankfully, that those just getting started in social channels are not quite sunk yet.

Lee Odden

PRSA 2008 Detroit Conference Photos

Lee Odden on Oct 27th, 2008     Marketing PR Conferences, Online Marketing, PR Conferences, Public Relations

Cars As with most conferences, we like to take a few photos and the annual Public Relations industry event, PRSA International conference is no different. Held in Detroit this year with attendee goals met and sponsor goals exceeded, there is a feel of optimism both about the city as esposed my Detroit mayor Ken Cockrel and by PRSA President Jeff Julin.

I personally started the conference on Saturday with a 4 hour workshop on SEO for Public Relations which included results of our Journalist Use of Search Survey. At 10am today I’m on a panel with Peter Himler, Rob Key and David Bradfield.  Here are a few of my favorite photos from the first 2 days of PRSA 2008.

PRSA President Jeff Julin
It wouldn’t be a proper PRSA conference roundup without a photo of PRSA President Jeff Julin

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PRSA 2008: Word of Mouth Online or Off – What’s The Difference?

TopRank Online Marketing on Oct 26th, 2008     Marketing PR Conferences, PR Conferences

Can you truly measure the effect of word of mouth in marketing, whether it be online or offline?  If so, which is more effective?  Further, if so, what exactly can we as marketers do with it?

These were the bold questions set forth by Jeffrey Graham,  Executive Director, Customer Insight, New York Times, in the day one PRSA International Conference Session “Word of Mouth Online or Off – What’s the Difference?”

The session’s formal agenda began with the stunning, though entirely unsurprising, admission that word of mouth, while noted as critical towards any marketing campaign’s success, is rarely accounted for in a campaigns budget.

The answer for this is surprisingly direct, in addition to being a complete cop-out: it simply cannot be measured.

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PRSA 2008: True Tales of Social Media Measurement & Analytics

TopRank Online Marketing on Oct 26th, 2008     Marketing PR Conferences, Social Media

How do you measure something that seemingly cannot be measured?  For example, how much do I love this little guy here who answers to the name of Clark:

Session 2 001

And how much does this same little guy hate, just hate I tell you, taking a bath:

Session 2 002

In both instances, it’s as wide as my arms can go.  So how can we analyze it?

That was the question Katie Delahaye Paine, CEO of KDPaine & Partners, and Shonali Burke, Consultant with ABC, sought to answer in the PRSA Session “True Tales from the Social Media Measurement Trenches – Using Research to Learn & Improve Our Programs” – an excellent session bookend by a social media case study on The American Society For Prevention of Cruelty to Animals (See!  You were probably thinking I was just showing off pictures of my new puppy!)

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