0
BARKING
UP THE
WRONG
TREE      DAVID CAMPBELL
          CREATIVE DIRECTOR
Why PR
people
should care
more about
search than
social media
Reason #1




Reputation
management
Sue Scheff is
destroying lives.
She is a con.
She takes kickbacks.
She is the biggest
fraud there ever was.
Is Barack Obama a muslim?
Reason #2




Media
relations
91%
                THE PROPORTION OF JOURNALISTS THAT
                  USE SEARCH TO RESEARCH STORIES

SOURCE: TopRank O...
9%
            THE PROPORTION OF JOURNALISTS THAT USE
           SOCIAL BOOKMARKING TO RESEARCH STORIES

SOURCE: TopRank O...
100




                                                                75




                                           ...
HOW JOURNO’S
USE SEARCH
SOURCE: TopRank Online Marketing Survey on Journalists Use of Search, October 2008
82%
                      TO LOOK FOR STORY IDEAS



SOURCE: TopRank Online Marketing Survey on Journalists Use of Search,...
59%
                    TO VERIFY PRESS RELEASES



SOURCE: TopRank Online Marketing Survey on Journalists Use of Search, ...
91%
                             TO FIND NEW SOURCES



SOURCE: TopRank Online Marketing Survey on Journalists Use of Sear...
Reason #3




Community
relations
MP
                                                XON
                                    COL  A RO
                     ...
2.7 million
THE NUMBER OF GOOGLE SEARCHES IN AUSTRALIA FOR
        ‘SWINE FLU’ IN THE LAST 30 DAYS
166
a


David
Campbell
david@fnuky.com.au

@davidjcampbell
Barking up the wrong tree
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Barking up the wrong tree
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Barking up the wrong tree

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With so much fuss over social media, I argue that the PR industry needs to put their world in perspective.

I delivered this presentation to the Digital PR conference in Brisbane on 28th May 2009.

Published in: Business, News & Politics
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Transcript of "Barking up the wrong tree"

  1. 1. BARKING UP THE WRONG TREE DAVID CAMPBELL CREATIVE DIRECTOR
  2. 2. Why PR people should care more about search than social media
  3. 3. Reason #1 Reputation management
  4. 4. Sue Scheff is destroying lives. She is a con. She takes kickbacks. She is the biggest fraud there ever was.
  5. 5. Is Barack Obama a muslim?
  6. 6. Reason #2 Media relations
  7. 7. 91% THE PROPORTION OF JOURNALISTS THAT USE SEARCH TO RESEARCH STORIES SOURCE: TopRank Online Marketing Survey on Journalists Use of Search, October 2008
  8. 8. 9% THE PROPORTION OF JOURNALISTS THAT USE SOCIAL BOOKMARKING TO RESEARCH STORIES SOURCE: TopRank Online Marketing Survey on Journalists Use of Search, October 2008
  9. 9. 100 75 50 25 ks ar m ok s st bo ca al d ci Po ng So gi og 0 bl gs - ro o ic Bl M ch ar SOURCE: TopRank Online Marketing Survey on Se Journalists Use of Search, October 2008
  10. 10. HOW JOURNO’S USE SEARCH SOURCE: TopRank Online Marketing Survey on Journalists Use of Search, October 2008
  11. 11. 82% TO LOOK FOR STORY IDEAS SOURCE: TopRank Online Marketing Survey on Journalists Use of Search, October 2008
  12. 12. 59% TO VERIFY PRESS RELEASES SOURCE: TopRank Online Marketing Survey on Journalists Use of Search, October 2008
  13. 13. 91% TO FIND NEW SOURCES SOURCE: TopRank Online Marketing Survey on Journalists Use of Search, October 2008
  14. 14. Reason #3 Community relations
  15. 15. MP XON COL A RO I d Ag eing EH ON N lth an TH Hea r for M iniste May 2009 ELE ASE 22 IA R MED e AIN’ opriat o ‘CO NT is appr sed t e that it t Lev el Rai advi sed m Aler s today op, ha . Bish AIN sor Jim CONT icer, Profes level to ber of f d i cal Of demic alert m all nu e is to i ef Me ia’s pan a s a sm s phas he Ch ustral ralia h m of thi T A a t Aust he ai t o raise t ely. i ses th sion. T media ecogn ansmis ive im AIN r an tr effect CONT -to-hum d the his is el to n T l ert lev one human ustralia. s ures a f the a t least ithin A n mea tectio ase. sing o s and a T he rai case virus w o der pr this ph e flu of the h as bor under tuatio n swin spread u - suc nue the si
  16. 16. 2.7 million THE NUMBER OF GOOGLE SEARCHES IN AUSTRALIA FOR ‘SWINE FLU’ IN THE LAST 30 DAYS
  17. 17. 166
  18. 18. a David Campbell david@fnuky.com.au @davidjcampbell
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