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Product Description
This book is intended for scholars, researchers, and academic leaders who have a passion to share their knowledge outside their classroom, laboratory, or institution; who want to make a difference; and who believe that the information they possess and ideas they offer are important for a wider public. Pitch Perfect is a practical guide to communicating your knowledge and research to broader audiences.

How do you get yourself heard amid the volume of news and information in today’s 24-hour news cycle, and get your message across in an environment where blogs and Twitter vie with traditional media? To break through, you need to amplify your ideas and make them relevant for a wider public audience.

Bill Tyson – who has been successfully advising scholars and academic leaders on media relations for over 30 years – shows you how to undertake early and thoughtful communications planning, understand the needs and workings of the media, both traditional and digital, and tell your story in a way that will capture your audience.

Bill Tyson is strategic in his advice, no less so when discussing how to engage with such social media as blogs, Facebook, Twitter, YouTube, podcasts or wikis.

Whether you are working on research or a new initiative that has public implications, or have a story that deserves wide telling; whether you want to address funders’ requests for communications plans to promote the programs they are supporting, or whether you want to know how to publicize your new book; this practical guide offers insider advice – complete with case studies – on how to communicate your message.

An appendix lists key media in North America, Australia, and the UK.

Pitch Perfect: Communicating with Traditional and Social Media for Scholars, Researchers, and Academic Leaders

In an effort to improve its brand in the minds of customers, Bank of America (BAC) has increased its spending on digital marketing — but decreased its investment in traditional outlet including television and print.

Photo courtesy of petermcmahon.com.au

“We’re not abandoning any of those forms of media,” BoA head of marketing Claire Huang told an audience at Advertising Age’s Digital Conference. “But we’re realizing that digital not only allows you to provide information, you can have real, live connections. It’s not just a flat little square box you have two seconds to look at.”

Huang was responding to a query from panelist Tim Armstrong, the CEO of AOL, who also talked about his firm’s branding activities. “When I first started at AOL, a lot of people gave me advice to remove the AOL brand from the company,” Armstrong said. “I talked to a lot of different partners, and the fact is there’s a tremendous amount of goodwill behind the brand, which was so unexpected. So we made a decision to stay behind the brand.”

The two companies said the solution was to publish more online content (although using different methods). BoA is increasing its digital presence by harnessing internal efforts like new texting, Twitter, and webcasts rather than spending more on online advertising.

“Traditional advertising of digital like search and banner ads has shrunk a little bit,” Huang said. “We’re actually making our own content because we have the content experts.” For example, Merrill Lynch (a unit of BoA) hired Charlie Gibson to talk about retirement planning on a panel discussion that was webcast from the company’s website.

Armstrong also addressed concerns that such arrangements may cast a shadow on the journalism industry. “My belief is that when you hire a great journalist, you’re hiring their network, and not just their Twitter network; journalists are networks themselves,” he said.

AOL has recently hired many journalists from those recently laid-off by traditional outlets, and the company may be a reporter’s haven. Still, Armstrong added that AOL is also planning content in response to reader requests — a tactic that contrasts with the traditional model of journalism in which the editor and reporter are the experts.

“Content has been historically done in a vacuum,” he said. “So we’re continuing to work on it, so two months from now AOL will be very accurate at producing content. The investments we’re making for improved use of technology for content will be a long-term net positive. I think we’re a great place for journalists. We have church and state at AOL.”

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Most business are apprehensive about using social media as a marketing strategy because they have been used to using traditional marketing plans for their, well, marketing.

To most old school entrepreneurs, social media appears to be shaking things up all too violently. It’s changing the way people treat marketing and advertising as a whole.

How is that so?

Well, for one thing, results don’t always mean money anymore. Although it is your ultimate goal to generate profit from the strategy, you look at the broader scope and target better customer experience and brand loyalty too.

Another change social media marketing has brought to advertising industry is that it eliminates the need for a long testing period before you can actually track for results and decide on whether the plan is feasible or not.

Thanks to the many tools available in social media, strategies can be tested and tracked in real time. Results can be obtained as the trial period is in process, therefore, no or go signals can be given before a full-scale campaign is launched. It saves businesses the time and the effort.

Another good thing about social media marketing is that it’s easier to target who you want to reach. Knowing who your target demographic is and where they usually hang out at makes producing marketing materials much easier. Well, it’s better than blindly posting an ad hoping it reaches who you want it to reach, right?

Also, the most important reason why social media marketing is shaking things up is because the consumers themselves have changed the way they perceive businesses. They want businesses to reach out, relate, and talk to them. Traditional marketing can’t do that, but through social media, businesses can.

These are my thoughts, now I want to hear yours. What do you think, how is social media changing the way marketing is done?

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When you look at raw data, the trends become clear. Social Media Sites are squeezing out traditional media in terms of time, advertising and audience, said Magid Abraham co-founder and CEO of ComScore said in this video from the DLD conference in Munich.

In terms of advertising impressions in the US, sites like Facebook and Myspace account for more than 20 percent. The Long Tail of the Internet is largely being aggregated by social media sites that offer a platform for the huge number of small content generators, he said. This is putting pressure on portals and the traditional media in terms of advertising because their shares of both time and page views are declining.

So what is the way forward? Instead of trying to challenge these sites, traditional media should find a way to benefit from the attractive platforms offered by social media, Abraham said.

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