Wal-Mart Blog Gets 600,000 Monthly Views, Richard Edelman Tells Beet.TV — PR Pros Gather at PRWeek’s Annual Awards Gala as New Media Changes the Biz

By on 03/11/2007 12:50 PM @beet_tv

View a transcript of this interview

Social media, online video and even virtual offices in Second Life have become mainstream elements of public relations over the past 12 months. The very practice of PR has changed as smart practitioners have created platforms of influence outside of the traditional media channels. And, some have learned how to effectively "join the conversation" of the blogesphere.

Many of the industry’s leaders gathered at the annual PRWeek awards at Manhattan’s Tavern on the Green.  I was there with my camera. Julia Hood, Editor in Chief, introduces the segment. 

I spoke with Richard Edelman, who heads the world’s largest independent firm. Richard has long been on the forefront of embracing the Internet and emerging technologies. He spoke with me about his firm’s use of social media for clients including Adobe, GE, Microsoft, Nissan and Unilever. He stated the imperative for transparency.  There has been some controversy over the past year over some some of his firm’s work, but he is very proud.

He told me that the Wal-Mart blog has become well established and is getting some 600,000 page views per month.

He also said that efforts in MySpace have been gone well, including the page for Unilever’s Axe men’s fragrance which as 80,000 registered "friends".

I also had the opportunity to speak with Mary Stutts, who heads corporate communications for Genentech. Mary is also keen on using new media to create platforms outside of traditional media.

Closing the segment is my chat with Aedhmar Hynes, who head Text 100, one of the world’s most innovative public relations consultancies.  She offers advice about weighing options for embracing new media. 

Edelman Gets Kudo’s by PRWeek for its Work for MySpace

MyspaceedelmanHere’s the citation from the judges: MySpace had already been established as the online community of choice for most of the youth culture when Rupert Murdoch’s News Corp. purchased the site. Edelman was faced with the challenge of maintaining the site’s anti-corporate image while also making it seem like a viable place for advertisers and investors, and facing the issue of security and safety on social networking sites that had become a heated topic in the media. Edelman used the site’s ongoing entertainment and social awareness programs to show that MySpace had maintained its roots and leveraged current advertisers to demonstrate its effectiveness as an advertising platform. Edelman was also able to shift the dialogue about the safety issue surrounding MySpace through work with educators and parents. Judges agreed that this campaign was a "great example of managing a cultural phenomenon."

Andy Plesser

(Full disclose: my firm Plesser Holland is the PR agency for PRWeek, the industry’s leading trade publication. )

, , , , , ,
 

Recent Videos
image
Technology Informs Cannes’ ‘Creative Nexus': UM’s Cohen

Do technology and creativity mix? They do if you are attending this year’s Cannes Lions International Festival of Creativity. “Cannes has evolved over the last couple of years to be this nexus of creativity,” Universal McCann chief investment officer David Cohen tells Beet.TV in this video ...

image
Mobile Video Advertising is Priced at 50% Discount, MMA’s Stuart

Mobile video advertising is pricing at half of what it should be says Greg Stuart, CEO of the Mobile Marketing Association, in this interview with Beet.TV.  He cites data from a just completed two year, $2 million research study undertaken by the MMA with several big brands.   Unlike other forms of ...

image
Mixpo’s Tillinghast Sees Big Upside to Interactive Video as Display Banners

Mixpo, the Seattle-based company that creates custom, interactive elements for pre-roll ads for big brands and publishers, sees much bigger opportunities for interactivity in video ads that appear as banners, says Charlie Tillinghast, former President & CEO of MSNBC.com, who became CEO of Mixpo earlier ...

image
comScore Readies Measurement Tool for Connected TV’s

Responding to a dramatic increase in video consumption on connected TV’s, comScore is readying a measurement tool to tabulate views on the devices and will roll it out this year in the U.S., says Serge Matta, CEO in this video interview with Beet.TV.   He says that comScore is already measuring OTT ...

image
Tim Armstrong’s Goal of “Open” AdTech Dominance: “Open is the New Black,”...

In a  keynote address to some 500 leaders of the adtech industry gathered in New York by the investment bank boutique LUMA partners, AOL CEO Tim Armstrong shared an expansive  view on the sale of AOL to Verizon and the future of AOL.   He spoke about the future of an open, interoperarable tech stack ...

Jon Steinberg, DailyMail
DailyMail’s Steinberg: The Threat to News is the Media Agencies

It’s not porn, it’s not file sharing, yet many media agencies equate news with these unsavory categories – and they are keeping their distance and limiting ad spend. The threat to news is not the lack of journalists, it’s the way news is seen by advertisers, primarily by the ...

image
David Bell: “There Will be Roadkill in the Lumascape”

At the upcoming Cannes Lions Festival in France next month, a vast numbers adtech companies will be vying for attention but there will be an inevitable winnowing.   Consolidation will continues with the growth of larger, open platform technology companies.  “There will be roadkill in the ...

image
Being a Change Agent = Reading Trends, Simulmedia’s Dave Morgan Says

The ad market should brace itself for huge digital transformations in the next few years. Changes that have been afoot for sometime now are on the cusp of hitting the market hard, says serial entrepreneur Dave Morgan, Chief Executive Officer for Simulmedia, who talked about these shifts in the ad ...

image
China’s Search Giant Baidu in Strategic Alliance with Taboola

Baidu, China’s largest search engine, has entered into a strategic investment with content recommendation company Taboola, the companies announced today.   Terms of the agreement were not disclosed. The deal gives Taboola a giant foothold in the Chinese market which does not widely use content ...

image
Video Ad Trust Is A Mess: Coull CEO Watkins

Through initiatives like the Media Ratings Council defining what truly constitutes a “viewable” ad, the industry has come a long way to eradicating fraudulent practices. But the spectrum of viewable ad-measuring platforms spawned by the search for accuracy means video ad sales are still in a ...

image
Xaxis Deal ‘Critical’ To AppNexus’ Future: CEO O’Kelley

Last year’s deal in which WPP’s Xaxis programmatic unit divested its ad-serving technology to ad tech outfit AppNexus was forged in the snowy hills of the Swiss Alps. “For five years, we had a good relationship,” AppNexus CEO Brian O’Kelley tells Beet.TV in this video interview. ...

image
Nielsen, eXelate Will ‘Co-Build Products From Day One': Zagorski

Media measurement firm Nielsen and programmatic ad tech outfit eXelate had already worked together for five years before the former’s acquisition of the latter this March. Now they are working on the same journey. “We act as their data management backbone, taking a lot of their offline data and ...

loader