barking up the wrong tree
DESCRIPTION
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.TRANSCRIPT
TREE
BARKING UP THE WRONG
DAVID CAMPBELL CREATIVE DIRECTOR
Why PR people should care more about search than social media
Reason #1
Reputationmanagement
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
Mediarelations
91%THE PROPORTION OF JOURNALISTS THAT
USE SEARCH TO RESEARCH STORIES
SOURCE: TopRank Online Marketing Survey on Journalists Use of Search, October 2008
9%THE PROPORTION OF JOURNALISTS THAT USE
SOCIAL BOOKMARKING TO RESEARCH STORIES
SOURCE: TopRank Online Marketing Survey on Journalists Use of Search, October 2008
0
25
50
75
100Socia
l bookm
arks
Podcasts
Mic
ro-b
loggin
g
Blogs
Search
SOURCE: TopRank Online Marketing Survey on Journalists Use of Search, October 2008
SOURCE: TopRank Online Marketing Survey on Journalists Use of Search, October 2008
HOW JOURNO’S USE SEARCH
82%TO LOOK FOR STORY IDEAS
SOURCE: TopRank Online Marketing Survey on Journalists Use of Search, October 2008
59%TO VERIFY PRESS RELEASES
SOURCE: TopRank Online Marketing Survey on Journalists Use of Search, October 2008
91%TO FIND NEW SOURCES
SOURCE: TopRank Online Marketing Survey on Journalists Use of Search, October 2008
Reason #3
Communityrelations
THE HON NICOLA ROXON MP
Minister for Health and Ageing
MEDIA RELEASE
22 May 2009
Alert Level Raised to ‘CONTAIN’
The Chief Medical Officer, Professor Jim Bishop, has today advised me that it is appropriate
to raise Australia’s pandemic alert level to CONTAIN.
This is effective immediately.
The raising of the alert level to CONTAIN recognises that Australia has a small number of
swine flu cases and at least one human-to-human transmission. The aim of this phase is to
contain the spread of the virus within Australia.
Steps already taken against swine flu - such as border protection measures and the
identification and follow up of cases - will continue under this phase.
The CONTAIN phase assists the Government to respond appropriately as the situation
evolves around the country.
Moving to CONTAIN does not mean implementing all measures in that phase under the plan.
It is important to remember that while the official alert level has been raised, there are still
only a small number of confirmed cases in Australia, and the symptoms people are
experiencing are relatively mild.
One of the most effective ways to protect you, your friends and family from the flu (whether
seasonal or pandemic) is to practise good personal hygiene. That includes regular washing of
hands, covering your mouth and nose when coughing or sneezing and staying at least one
metre from anyone who is unwell. People who have the flu should not go to work or school
or attend other public gatherings.
Further information call the Influenza Hotline on 180 2007 or visit
www.healthemergency.gov.au
Media inquiries only – Minister’s office 02 6277 7220
2.7 millionTHE NUMBER OF GOOGLE SEARCHES IN AUSTRALIA FOR
‘SWINE FLU’ IN THE LAST 30 DAYS
166
