The professional services industry is increasingly relying on published thought leadership as a platform to recruit new clients.  Examples include webinars, articles, white papers and surveys.

We have observed that while many are happy to upload new content to their websites, few spend enough time exploring how to use web 2.0 to enhance their distribution and awareness.  To start, SLATES is a good checklist.

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Online corporate videos have been around for a while, but the production of thought leadership videos by Professional Service Firms (PSFs) that feature their clients and other business associates is a trend to watch.

Take a look at Govtube, an online (streaming) video by Bearing Point featuring US government officials and their thoughts on today’s political, economic and business issues.

It would be hard to differentiate Bearing Point’s videos from vignettes from CNN or CNBC.

We were suitably impressed. (more…)

Print and online media professionals all speak the same ‘lingo’ - or do they? We are told that netizens are more open, casual and collaborative. Here is one example.

Rafe’s the editor at CNET who covers Web 2.0. applications. He writes a blog that candidly lists a whole gamut of tips for public relations and marketing professionals.

Tip #109, called ‘The caveman pitch’, goes like this: “If you’re pitching me at a busy conference, and it’s late in the day, and especially if I have a drink in my hand, you should know that I’ve already heard dozens of pitches. My brain is full and I’m tired. Simplify. Even more than you usually would for a journalist. Or wait until the morning of the next day.”

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We all receive online newsletters from a myriad of businesses vying for our attention.  Some are appreciated, some are considered ‘junk mail’. Before you jump on the bandwagon and create your own, it is always good to first ask yourself four questions.

1. Am I addressing my readers’ specific interests?

It’s an online newsletter. So, there’s no need to write long essays.

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It seems that the webinars that technology companies once used to introduce their products are moving into more mainstream presentations, such as corporate announcements, executive forums and internal staff training sessions. Communications managers who are new to the use of webinars may question their effectiveness. Can they really lead to sales, for example?
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