how to stay out of trouble without staying silent

How to stay out of troublewithout staying silentResults Oriented Web ConferenceApril 12, 2013

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Two paths diverged in a talk...Interactive:

Brisk talkCases from groupQ&ACocktails!

Lecture-yLeisurely talkQ&ACocktails!

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“IF I’D STOPPED BEING A JOURNALIST FOR JUST ONE MINUTE AND ACTED LIKE A HUMAN BEING ... NONE OF

THAT WOULD HAVE HAPPENED.”

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About me:

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Strate# drives:

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Today’s a$umptions

Talking about corporate / client communications Covering content marketing / social spaces Exceptions to every rule

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What brand journalism can learn from (the best of) traditional journalism

Accuracy Speed Precision Originality Good ledes Transparency Persistence Impartiality (really!)

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What brand journalism should avoid from (the weakne$es of) traditional journalism

Format blindness Arrogance Creator bias Faux objectivity Top-down ethos Community disengagement

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Rules Ideas for success

SPEAKEASY1) Don’t be boring

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2) Write for the audience

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3) Scheduled posts are dangerous

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4.) Only a jerk tries to profiteer on the pain of others

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5.) There’s a fine line between stupid and clever

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Editorial Lapse of Judgment BEST: Our July cover featuring Kay Bailey Hutchison’s head and a local model’s body.

WORST: In an April story on the mayor’s race, we sent former city councilman Max Goldblatt to an early grave. As his lengthy response proved, Max is very much alive, and we hope he stays that way.

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Be careful with humor

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Pegasus Ne' 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 they were, we wouldn’t spend so much timecovering them.Hypocrisy is always funny.Offbeat humor is best when it is on-topic.Inside jokes are good when used sparingly.

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SPEAKEASY6) Segregate personal accounts

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7) Manage control

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8) Don’t spam(Hashtag and direct)

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9) You aren’t in control

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10 )

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Your causes can hurt you – or help

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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.

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You don’t have to paint a target on your back

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11.) Commit

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12) Eat your own dogfood

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Or, just follow one rule:

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QUESTIONS?

Mike O!enPRESIDENT

MIKEO@YOURSPEAKEASY.COMWWW.YOURSPEAKEASY.COM

@MIKEORRENFACEBOOK.COM/YOURSPEAKEASY