PR 2.0 Works Instantly
I love this story.
In talking about PR 2.0, I've focused on del.icio.us, Technorati, digg, etc. But canny use of Instant Messaging is also part of the new way of doing things. Here's a quick case study...
A few weeks ago, the SHIFT team that handles Kaspersky Lab reached out to Internetnews.com regarding a Kaspersky report on wi-fi and war-driving. The reporter, Andy Patrizio, was intrigued --- but naturally, he wanted more. In addition to interviewing Kaspersky, Patrizio also wanted a wireless security expert to flesh out the article. But his deadline was that day, and he wouldn't file the story without two opinions.
While the Kaspersky team was listening in on the interview, they used IM to contact the SHIFT team on the CipherOptics (wireless security) account. The CipherOptics team got to Patrizio through his own IM account, while he was interviewing Kaspersky. He agreed "instantly" to the new interview opportunity. Thanks to the lickety-split hand-off between the two account teams, Patrizio interviewed CipherOptics execs approximately 5 minutes after he finished with the Kaspersky Lab interview.
The result: Andy posted the Internetnews.com article later that day featuring commentary from executives at both Kaspersky and CipherOptics.
It boggles my mind how much today's media pros need to juggle --- storylines, tools, relationships, challenges. Stories like these are the equivalent of a Cirque du Soleil performance!
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Comments
You know I actually like the old blog's design better.
I don't know what message you were trying to convey through the design, but I hope you got it. I certainly don't see it.
I do see the "edgy," though. I think my definition would be more "weird." But it's your blog not mine.
Congrats on the move.
Posted by: Owen | June 16, 2006 05:59 PM
Hi Owen -
OK, I'll take "weird." Appreciate the comments. It's a work in progress.
There was a lot of debate about the image...we were goin' for a bit of a double entendre with the "What are you looking at?" line, i.e., not just the edgy, Taxi Driver line but also a legitimate question: "What ARE you looking at? - we're curious."
I dunno. I voted for a picture of my English mastiff but got outvoted! ;)
Posted by: Todd Defren | June 17, 2006 12:30 AM