Dominate Press Headlines … Without A Press Release

Posted by Joe Panettieri

Imagine generating worldwide headlines, driving 1.5 million visits to your Web site (in a matter of hours) and creating a media frenzy — without hosting a press conference, issuing a press release, or sending any story pitches to the media. Cynthia Gordon, VP Of New Media Partnerships at Universal Orlando Resort, did exactly that when it came time to announce a Harry Potter “Theme Park within a Theme Park.”

Gordon is among the confirmed speakers we’re working with on an upcoming event in Miami. And she has quite a story to share about Web 2.0 marketing strategies. Sure, Gordon was fortunate to be promoting two glowing brands — Harry Potter and the Universal theme parks — during a recent launch event. But it would have been easy for her to tarnish both brands with lame executive briefings. As each new promotional idea popped up, Gordon glanced at a reminder she had written on her office white board. The simple statement read: “What would J.K. Rowling do?”

The New Rules of Marketing and PR

Posted by Joe Panettieri

Greetings from Dublin, Ireland, where I’m covering a Cisco partner event. During the flight here I read a few more chapters of a rather compelling book, “The New Rules of Marketing and PR.” It should be required reading for everyone in high-tech media — from editors to reporters to PR to marketing folks. The author, David Meerman Scott, describes in detail how blogs, wikis, podcasts and other new media are changing the rules of PR and marketing. Let me give you a few prime examples.

Right now, I’m sitting in a conference room waiting for a Cisco press briefing to begin. A few other reporters here have laptops, but most are carrying pens and paper. How old school. By the time today ends, I will have posted multiple blog entries on TechIQ, while my media rivals are still formulating what to write about today’s event. And through big content distribution networks like SeekingAlpha.com, our coverage reaches millions of Google and Yahoo visitors every day.

The examples don’t end there.