I’m with the seagull.
As my Mom will attest, I wasn’t big on rules.
Since starting the blog back in 2008, I’ve strived to offer perspectives that you won’t find in the Communications 101 handbook.
This is the time of year when I reflect, calling out what I consider to be the 10 best posts of the year (so far).
It’s madness to think that the Federal Trade Commission has the chops, resources and will to make sense of sponsored content. The agency’s announcement of an “enforcement policy” on native advertising only supported this viewpoint. The FTC wants native advertising to fit in a tidy box; but the reality is that it’s messy. This post examines the messiness — including the issue of paid content surfacing in the Google news feed.
The FTC’s enforcement policy on native advertising can’t keep up. This post shows how sponsored content in Mashable skirts the rule and mimics editorial content. Publications seem to have adopted the theory that the more they can fool the reader, the more clicks come to the content.
When the government asked Apple to unlock a phone used by a terrorist in the San Bernardino shooting, Apple went on the offensive drawing a line in the sand with a Customer Letter. This post breaks down the letter from a communications perspective.
This post had been percolating in my mind for some time. Speaking at the Holmes Report Innovation Conference provided the needed nudge. This post explains that PR should developing content that aligns with what journalists value, not what internal stakeholders value. While the relationship between PR and journalists is never going to be a perfect fit, such an approach stands to diffuse much of the friction in the relationship.
The typical process that guides a company in evaluating PR agencies and ultimately choosing a winner is broken. It was broken when I participated in my first new-biz meeting — wicker furniture, of all things; we did not win — in 1983. It’s still broken today. Here’s my take on actions that would help companies better evaluate prospective PR agencies.
I’ll publish the rest of the list next Tuesday.
I hope you’ll check it out.