Ketchum Vice President Global Research Network Joanne Puckett goes On the Record...Online at the 2008 PRSA International Conference about viral buzz and discussing ROI with PR agency clients.
Ketchum is one of the nation's leading public relations firms. A unit of advertising giant Omnicom, the company operates through more than 20 offices in the Americas, Asia, and Europe. Its practices include brand marketing, corporate, food and nutrition, health care, and technology. Clients have included FedEx, Delta Air Lines, and Johnson & Johnson.
3:00 – Dr. Pepper’s Guns ‘n Roses Chinese Democracy Challenge.
4:35 – Joanne Puckett discusses the relevancy of Internet meme tracking to the practice of PR.
5:33 – Manufacturing viral content.
7:22 – Eric Schwartzman asks Joanne Puckett if she agrees with BusinessWeek Columnist Jon Fines’ prediction that social networking and marketing don’t mix.
10:20 – Joanne Puckett on leveraging Internet phenomena for marketing and PR.
12:14 – Joanne Puckett on the challenges of achieving social media ROI.
14:15 – The difference between measuring new media and social media in public relations campaigns.
15:53 – Top line summary findings of Ketchum’s Third Annual Mediums, Myths and Reality Survey
22:30 – End
Eric Schwartzman (@ericschwartzman) is the founder of online newsroom software as a service provider iPressroom (http://www.ipressroom.com), and creator of the New Media PR Boot Camp, which has been attended by more than a thousand public relations and marketing executives from the private, public, government and nonprofit sectors. In addition to advising clients on best practices for online newsroom design, deployment and management, Schwartzman offers a portfolio of new media training courses to accelerate the acquisition of social media communication skills.
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