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San Jose Mercury News Opinion Page Editor Barbara Marshman and Orange County Register Opinion Page Senior Writer and Columnist Steven Greenhut go On the Record...Online to discuss the personality of their newspapers opinion sections and their predictions for where opinion journalism is heading in the age of citizen journalism and social media.

Show notes:

4:03 - Marshman on her daily responsibilities at the SJ Merc.

4:48 - Greenhut on his daily responsibilities at the OC Register.

5:27 - Marshman on the key to a successful PR pitch, and the best way to reach her.

8:10 - Greenhut identifies the OC Register's editorial philosophy.

9:41 - Greenhut on what warrants an editorial board meeting and the process of coordinating one.

12:12 - Marshman reveals some typical mistakes PR practitioners tend to make when attempting to coordinate editorial board meetings.

16:31 - Greenhut on the SJ Merc editorial section's "off the record" policy.

17:30 - Marshman discusses the value of going off the record with the opinion page.

20:50 – Marshman's future outlook on the influence of editorial opinion.

24:51 - Greenhut on the challenges of being a part of the newspaper business today.

25:50 - Greenhut discloses the mistakes the newspaper business has made in response to today's changing media landscape.

29:24 - Marshman on the pressure blogs impose on mainstream opinion journalism.

31:14 - Marshman on what newspapers have that user-generated sources don't.

35:53 - End

This podcast is hosted by Eric Schwartzman of Schwartzman & Associates, one of the best Los Angeles Public Relations Agencies. Eric is also founder and chairman of PR Software as a Service provided by iPressroom.

This is an excerpt from a Social Media Training Workshop I led at the Strategic Media Relations Conference & Workshop in Singapore.

This particular audio recording is about podcasting. The session was attended by government officials of Singapore, non-profit organizations, academic institutions and other influentials in the region.

SchI talked about  podcasts of Disneyland, Ecast, JupiterResearch, IBM, Simon & Schuster and the LA Opera, amongst others, and reveals their strategies, objectives, drawbacks and the tactics they utilize to attract listeners and establish a loyal audience base.  

SHOW NOTES:

05:28 - Companies that utilize podcasts to fulfill their marketing and communications goals.

06:27 - IBM’s podcasting efforts.

08:46 - Guest interviewees on Simon & Schuster’s podcast, SimonSays.

09:57 - Why Virgin Atlantic’s podcast was subject to so much criticism.

10:41 - How Purina builds a loyal audience base for their podcast.

11:08 - The challenges TV Guide’s podcast will have to overcome.

11:38 - Whirlpool podcast and the direction it took.

12:41 - The secret behind the success of Disneyland’s podcast.

16:20 - The effectiveness of the LA Opera’s Behind the Curtain podcast, which I created, in fulfilling the Opera’s PR and marketing goals.

22:50 - SEcast’s podcast and the company’s objectives and success using the podcast.

29:45 - How Trend Micro used their podcast to reach a niche audience and humanize their brand.

32:32 - Associated Production Music’s Film & TV Music Podcast, which I created, and the direction the podcast has taken.

38:17 - Schwartzman on the importance of having a podcast host with a likable personality.

39:22 - How to generate community involvement with a podcast.

39:59 - Importance of psychographics as opposed to demographics for the subscribers of a podcast.

41:54 - Rising importance of electronic media for print publications.

43:19 - How to select subject matter for a podcast and the development and creative process for making a podcast.

47:20 - End.

Coca Cola Director of Communications Ray Crockett goes On the Record...Online with Eric Schwartzman of online PR service provider iPressroom to discuss Coca Cola’s adoption of new media and challenges facing the company’s communication strategy.

This podcast was recorded at the 2007 Public Relations Society of America International Conference in Philadelphia.

Ray Crockett is the Director of Communications for Coca Cola, the world’s largest beverage company. He acts as the key spokesman for the company.

Show Notes:

3:13 - Crockett on reaching consumer audiences, which have become fragmented.

3:58 - Crockett explains integrating new media channels into Coca Cola’s marketing/communications campaign.

4:20 - A day in the life of a Director of Communications at Coca Cola.

5:00 - Crockett on how he sees social media impacting his responsibilities as director of communications.

5:29 - Crockett on whether social media outreach should be the responsibility of public relations.

5:57 - Crockett reveals the single-greatest challenge of working for Coca Cola.

6:58 - Crockett on his greatest PR achievement at the Coca Cola.

8:02 - Crockett on how Coca Cola responds to claims that soft drinks are unhealthy.

8:49 - Crockett shares his perspective on negative publicity about high-energy drinks.

10:18 - Crockett on the challenges of marketing Coca Cola to the international community during this period of war.

11:31 - Crockett on what Coca Cola’s iconic logo symbolizes.

12:10 - Crockett on targeting regional consumer interest in order to maintain global dominance.

13:26 - Crockett on allegations of racial discrimination within the company.

15:01 - Crockett on multi-cultural communications.

16:34 - Crockett gives advice to aspiring PR professionals on scaling the corporate pyramid.

17:45 - Crockett on the key character traits he looks for when recruiting employees for PR jobs at the Coca Cola Company.

18:24 - End

Schwartzman is also the managing director of Los Angeles PR firm Schwartzman & Associates.

Coca Cola Director of Communications Ray Crockett shares about the adoption of social media management, challenges facing the company’s corporate communications strategy and the secrets of successful public relations.

This podcast was recorded at the Public Relations Society of America International Conference in Philadelphia.

Ray Crockett is the Director of Communications for Coca Cola, the world’s largest beverage company. He acts as the key spokesman for the company.

Show Notes:

3:13 - Crockett on reaching consumer audiences, which have become fragmented.

3:58 - Crockett explains integrating new media channels into Coca Cola’s marketing/communications campaign.

4:20 - A day in the life of a Director of Communications at Coca Cola.

5:00 - Crockett on how he sees social media monitoring impacting his responsibilities as director of communications.

5:29 - Crockett on whether social media outreach should be the responsibility of public relations.

5:57 - Crockett reveals the single-greatest challenge of working for Coca Cola.

6:58 - Crockett on his greatest PR achievement at the Coca Cola.

8:02 - Crockett on how Coca Cola responds to claims that soft drinks are unhealthy.

8:49 - Crockett shares his perspective on negative publicity about high-energy drinks.

10:18 - Crockett on the challenges of marketing Coca Cola to the international community during this period of war.

11:31 - Crockett on what Coca Cola’s iconic logo symbolizes.

12:10 - Crockett on targeting regional consumer interest in order to maintain global dominance.

13:26 - Crockett on allegations of racial discrimination within the company.

15:01 - Crockett on multi-cultural communications.

16:34 - Crockett gives advice to aspiring PR professionals on scaling the corporate pyramid.

17:45 - Crockett on the key character traits he looks for when recruiting employees for PR jobs at the Coca Cola Company.

18:24 - End

Photo by Jeremy Bishop on Unsplash

Forrester Research Vice President & Principal Analyst and Co-author of Groundswell: Winning in a World Transformed by Social Technologies Josh Bernoff goes On the Record...Online to discuss his book as well as the messages he will by keynoting on at The Digital Impact Conference on June 8 & 9 in New York City.

Show Notes:

1:16 - Digital Impact Conference in NYC, June 9-10

4:11 - Bernoff defines a Groundswell.

7:04 - Bernoff reveals how social technologies challenge institutional power.

9:05 - Bernoff categorizes social media participants.

10:53 - Bernoff defines the acronym P.O.S.T., and how it is spliced into an ideal marketing strategy.

12:21 - Bernoff on the Social Technographics Profile.

13:25 - Bernoff shares the mistake most organizations make participating in groundswells.

15:23 - Bernoff's biggest surprise from evaluating social media research data.

17:30 - Bernoff on how corporate culture affects a company’s adoption of social media.

23:20 - Bernoff on achieving social media objectives and effectively measuring awareness and ROI.

26:01 - Bernoff on whether or not organizations should create a forum for dissent on their company website.

29:19 – End

This podcast is hosted by Eric Schwartzman of Schwartzman & Associates, one of the best PR Agencies Los Angeles has to offer. Eric is also founder and chairman of PR Software as a Service provided by iPressroom.

Forrester Research Vice President & Principal Analyst and Co-author of Groundswell: Winning in a World Transformed by Social Technologies Josh Bernoff about the impact of digital media on marketing and public relations.

Show Notes:

1:16 – Digital Impact Conference in NYC, June 9-10

4:11 - Bernoff defines a Groundswell.

7:04 - Bernoff reveals how social technologies challenge institutional power.

9:05 - Bernoff categorizes social media participants.

10:53 - Bernoff defines the acronym P.O.S.T., and how it is spliced into an ideal marketing strategy.

12:21 - Bernoff on the Social Technographics Profile.

13:25 - Bernoff shares the mistake most organizations make participating in groundswells.

15:23 - Bernoff’s biggest surprise from evaluating social media research data.

17:30 - Bernoff on how corporate culture affects a company’s adoption of social media.

23:20 - Bernoff on achieving social media objectives and effectively measuring awareness and ROI.

26:01 - Bernoff on whether or not organizations should create a forum for dissent on their company website.

29:19 – End

Photo by Bernard Goldbach.

Cisco Systems Senior Director of Corporate Communications Maureen Kasper discusses social media management best practices, digital organizational communications and the collapsing walls between internal and external communications.

Show notes:

0:28 - Intro

4:25 - Kasper on how social media impacts her job responsibilities.

6:35 - Kasper discusses her biggest challenge to getting Cisco’s internal team to adopt new media and social media tools and technologies.

9:34 - Kasper reveals two big opportunities that social media gives internal communicators.

13:59 - Kasper shares Cisco’s objectives when using social media.

15:14 - Kasper on Cisco helps its employees blog responsibly.

16:46 - Kasper‘s biggest surprise about how organizations are using social media.

18:50 - Kasper on the separation between internal and external communications.

20:58 - End

Photo by Leonardo Rizzi

Show notes:

0:28 - Intro

4:25 - Kasper on how social media impacts her job responsibilities.

6:35 - Kasper discusses her biggest challenge to getting Cisco's internal team to adopt new media and social media tools and technologies.

9:34 - Kasper reveals two big opportunities that social media gives internal communicators.

13:59 - Kasper shares Cisco's objectives when using social media.

15:14 - Kasper on Cisco helps its employees blog responsibly.

16:46 - Kasper's biggest surprise about how organizations are using social media.

18:50 - Kasper on the separation between internal and external communications.

20:58 - End

BusinessWeek media business columnist and contrarian Jon Fine on the state and future of the news gathering business, social media and productive relationships with public relations representatives.  

3:10 - Fine on the PR/reporter relationship.

5:17 - Fine on the digital distribution of the news.

7:26 - Fine describes his BusinessWeek column "Media Centric."

8:26 - Fine's policy on embargoes.

12:40 - Fine on whether or not newspapers will survive.

15:30 - Fine on whether or not video on demand poses a challenge to cable and broadcasting.

26:23 - Fine on corporate adoption of new media.

28:40 - Fine on the appeal of social networks.

30:15 - Fine shares his opinion on the credibility of mainstream media blogs.

33:28 - End  

Note:  There is some drop out that occurs during the interview which omits a word or two here and there. You'll hear it when you listen.  We think it was a RAM problem that we've corrected for future podcasts.

Photo by Samson on Unsplash

0:29 - Intro

3:10 - Fine on the PR/reporter relationship.

5:17 - Fine on the digital distribution of the news.

7:26 - Fine describes his BusinessWeek column "Media Centric."

8:26 - Fine's policy on embargoes.

12:40 - Fine on whether or not newspapers will survive.

15:30 - Fine on whether or not video on demand poses a challenge to cable and broadcasting.

26:23 - Fine on corporate adoption of new media.

28:40 - Fine on the appeal of social networks.

30:15 - Fine shares his opinion on the credibility of mainstream media blogs.

33:28 - End