How to stay out of troublewithout staying silentResults Oriented Web ConferenceApril 12, 2013
Two paths diverged in a talk... Interactive:   Brisk talk   Cases from group   Q&A   Cocktails! Lecture-y  Leisurely talk ...
SPEAKEASY
SPEAKEASY
“IF I’D STOPPED BEING AJOURNALIST FOR JUST ONEMINUTE AND ACTED LIKE A HUMAN BEING ... NONE OF    THAT WOULD HAVE        HA...
About me:            SPEAKEASY
Strategy drives:                   SPEAKEASY
Today’s assumptions  Talking about corporate / client communications  Covering content marketing / social spaces  Exceptio...
What brand journalism can learn from(the best of) traditional journalism  Accuracy  Speed  Precision  Originality  Good led...
What brand journalism should avoid from(the weaknesses of) traditional journalism Format blindness Arrogance Creator bias ...
Rules Ideas for success                          SPEAKEASY
1) Don’t be boring   SPEAKEASY
2) Write for the audience                            SPEAKEASY
3) Scheduled posts are      dangerous                 SPEAKEASY
SPEAKEASY
4.) Only a jerk tries to profiteeron the pain of others                             SPEAKEASY
SPEAKEASY
5.) There’s a fine linebetween stupid and clever                       SPEAKEASY
Editorial Lapse of JudgmentBEST: Our July cover featuring Kay Bailey Hutchison’s head and a localmodel’s body.WORST: In an...
SPEAKEASY
SPEAKEASY
Be careful with humor                        SPEAKEASY
Pegasus News humor guidelines (2006)Making fun of the arrogant and powerful is always funny.Making fun of the weak and pow...
SPEAKEASY
6) Segregate personal accounts                         SPEAKEASY
SPEAKEASY
7) Manage control                    SPEAKEASY
8) Don’t spam(Hashtag and direct)                       SPEAKEASY
9) You aren’t in control                       SPEAKEASY
SPEAKEASY
SPEAKEASY
SPEAKEASY
10 )       SPEAKEASY
Your causes can hurt you – or help                                 SPEAKEASY
A fight you can’t win Options (in order): 1. Be transparent; respond; be polite  and self-deprecating. 2. Keep quiet on th...
You don’t have to paint a targeton your back                                   SPEAKEASY
11.) Commit              SPEAKEASY
12) Eat your own dogfood                           SPEAKEASY
Or, just follow one rule:                       SPEAKEASY
SPEAKEASY
QUESTIONS?       Mike Orren         PRESIDENT MIKEO@YOURSPEAKEASY.COM  WWW.YOURSPEAKEASY.COM        @MIKEORRENFACEBOOK.COM...
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How to stay out of trouble without staying silent

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Transcript of "How to stay out of trouble without staying silent"

  1. 1. How to stay out of troublewithout staying silentResults Oriented Web ConferenceApril 12, 2013
  2. 2. Two paths diverged in a talk... Interactive: Brisk talk Cases from group Q&A Cocktails! Lecture-y Leisurely talk Q&A Cocktails! SPEAKEASY
  3. 3. SPEAKEASY
  4. 4. SPEAKEASY
  5. 5. “IF I’D STOPPED BEING AJOURNALIST FOR JUST ONEMINUTE AND ACTED LIKE A HUMAN BEING ... NONE OF THAT WOULD HAVE HAPPENED.” SPEAKEASY
  6. 6. About me: SPEAKEASY
  7. 7. Strategy drives: SPEAKEASY
  8. 8. Today’s assumptions Talking about corporate / client communications Covering content marketing / social spaces Exceptions to every rule SPEAKEASY
  9. 9. What brand journalism can learn from(the best of) traditional journalism Accuracy Speed Precision Originality Good ledes Transparency Persistence Impartiality (really!) SPEAKEASY
  10. 10. What brand journalism should avoid from(the weaknesses of) traditional journalism Format blindness Arrogance Creator bias Faux objectivity Top-down ethos Community disengagement SPEAKEASY
  11. 11. Rules Ideas for success SPEAKEASY
  12. 12. 1) Don’t be boring SPEAKEASY
  13. 13. 2) Write for the audience SPEAKEASY
  14. 14. 3) Scheduled posts are dangerous SPEAKEASY
  15. 15. SPEAKEASY
  16. 16. 4.) Only a jerk tries to profiteeron the pain of others SPEAKEASY
  17. 17. SPEAKEASY
  18. 18. 5.) There’s a fine linebetween stupid and clever SPEAKEASY
  19. 19. Editorial Lapse of JudgmentBEST: Our July cover featuring Kay Bailey Hutchison’s head and a localmodel’s body.WORST: In an April story on the mayor’s race, we sent former citycouncilman Max Goldblatt to an early grave. As his lengthy responseproved, Max is very much alive, and we hope he stays that way. SPEAKEASY
  20. 20. SPEAKEASY
  21. 21. SPEAKEASY
  22. 22. Be careful with humor SPEAKEASY
  23. 23. Pegasus News humor guidelines (2006)Making fun of the arrogant and powerful is always funny.Making fun of the weak and powerless is not.The misfortunes of innocents are never funny.If we can’t laugh at ourselves, we can’t laugh at anyone.Death is almost never funny.Small towns aren’t rinky-dink. If theywere, we wouldn’t spend so much timecovering them.Hypocrisy is always funny.Offbeat humor is best when it ison-topic.Inside jokes are good when usedsparingly. SPEAKEASY
  24. 24. SPEAKEASY
  25. 25. 6) Segregate personal accounts SPEAKEASY
  26. 26. SPEAKEASY
  27. 27. 7) Manage control SPEAKEASY
  28. 28. 8) Don’t spam(Hashtag and direct) SPEAKEASY
  29. 29. 9) You aren’t in control SPEAKEASY
  30. 30. SPEAKEASY
  31. 31. SPEAKEASY
  32. 32. SPEAKEASY
  33. 33. 10 ) SPEAKEASY
  34. 34. Your causes can hurt you – or help SPEAKEASY
  35. 35. A fight you can’t win Options (in order): 1. Be transparent; respond; be polite and self-deprecating. 2. Keep quiet on the topic but drown out with positive message. 3. Argue with people who hate you and people who pay you money. 4. Get off the field. SPEAKEASY
  36. 36. You don’t have to paint a targeton your back SPEAKEASY
  37. 37. 11.) Commit SPEAKEASY
  38. 38. 12) Eat your own dogfood SPEAKEASY
  39. 39. Or, just follow one rule: SPEAKEASY
  40. 40. SPEAKEASY
  41. 41. QUESTIONS? Mike Orren PRESIDENT MIKEO@YOURSPEAKEASY.COM WWW.YOURSPEAKEASY.COM @MIKEORRENFACEBOOK.COM/YOURSPEAKEASY SPEAKEASY
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