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Uriah Av-Ron works for Oasis PR and is based in Tel Aviv, Israel. You can contact him at uriah@oasis-pr.com.

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Newsroom lessons for digital marketers

Written on
Nov 13, 2009 
Author
Uriah Av-Ron  |
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Newsroom lessons for digital marketers

newsroom_small.jpgADOTAS – Much of what I have learned about digital marketing is by reading online (with the rest lined from trial and error). That’s probably why many of my commentary pieces in Adotas are based on the works of others.

While catching up on my summer reading (I’m a slow reader), I ran across Chris Lake’s great piece in Econsultancy entitled “25 things journalists can do to future-proof their careers.” While reading it I thought, “I don’t want to be a journalist!” But Chris gives some great advice for any person or marketer that wants to succeed in the coming years.

That’s why I want to share with you my favorite and most relevant among Chris’s points with my own spin added (after all, I am a publicist), though I would encourage you to read Chris’ original post linked above.

1. Listen. I think listening is one of the most important point Chris makes. With social media, it’s so easy to give our opinions in comments or via Twitter. Sometimes it’s important to take a few minutes to think things through and even run them by someone else before posting a comment.

I recently had a journalist I was working with bullied by another journalist because the second journalist thought that the first one copied his story without giving him credit. Had the second journalist read my email (I pitched both), this situation could have been avoided.

2. Participate. After listening, the next most important point Chris makes (IMHO) is to participate. Every marketer should be following the most relevant blogs and newsletters in their industry and commenting when relevant. Companies should establish a commenting policy so that multiple employees don’t comment on the same post.

Regarding participation, there is one point I’d like to add –- play nice. There is no reason to attack someone just because you don’t agree with their post or comments. You’ll be more effective in convincing other readers that your point is right if you write your comment in a polite and diplomatic way. Or — as someone’s grandma used to say — if you can’t say something nice, don’t say anything.

3. Do it now, don’t delay.

4. Network. As Chris wrote, it’s important to get closer to your people. Online, offline, social networks, wherever.

5. Write about your passion. This is important from two perspectives. First, if you try and write about something which you’re not really passionate about, it will show.

And second, writing can build your portfolio and your status as an expert in your field. Who doesn’t want to be considered an expert in a field about which they are passionate?





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