Tag: Social Media

What Do People Want to Read?

Where Do Their Interests Lie?

By Mitchell Slepian

We all know we are swamped by too much copy. Whether it be news, fiction, non-fiction, or social media posts. We can agree that social media falls between fiction and non-fiction. We all know people who swear by it and believe everything that’s posted.

Some of you know, for many years, I have been working on a graphic novel. It is taking too long. I need an illustrator. For those of you following, Marc, Alana, Anat, and the rest of the bunch, I thank you. There will be more soon enough. 

The questions on my mind are: What are people interested in reading, and how can I get them to read it? As a PR professional, I was taught that when pitching a journalist, I need to explain why a story is newsworthy and why readers will care. I remember creating the American Institute of CPA’s (AICPA) Economic Outlook Survey Index. The AICPA had an economic outlook survey. No one cared about it. Duke University and CFO Magazine partnered on one.  Several other universities had a survey I wanted ours to reach new heights.  At the time, we did it with North Carolina State University. I spoke to trusted reporters at Bloomberg, Dow Jones Newswires, and a few other media outlets. The journalists told me to create one index. I got approval and did it. I offered embargoed data to Bloomberg, Dow Jones, and The New York Times. All of them ran it. That was in 2011. The survey continues to run and gets top-tier media coverage. I have long left the AICPA. But now I was able to create something that people wanted to read.

I have been writing blogs on many topics, including but not limited to AI and how it is shaping our future, Coney Island, how people try to sit anywhere at shows and games at Madison Square Garden, Yankee Stadium, and other venues, the Staten Island Ferry, etc.

The Drop on the Cyclone, Luna Park, Brooklyn, NY

My blog about Coney Island and the Ferry got many clicks. The AI blog got several comments on LinkedIn. But one person read it. Weird.  I wrote about LinkedIn. People did read it. Did it reach the numbers of Coney Island and the ferry? Not even close. I know from my PR work that certain industry trades carry a lot of weight. Their circulation numbers are not high. But consistent placement in those outlets leads to top-tier media, such as The Wall Street Journal. 

The Ferry Sailing By the Verrazzano–Narrows Bridge

I know my blog posts are not at the level of the top trades and media. But I have a small but growing following. My AI post would have opened up new areas. Maybe we haven’t gotten there with AI yet. Or we are over exposed, and people are taking a break from reading about it. 

The Stadium

The question remains: are people more interested in things that are changing and reshaping our world? Or, would they rather read about the things they grew up with and are closest to?

Is AI Really That Smart?

Or Is It Just a Tool?

By Mitchell Slepian

We are all using AI. We are all worried about it. Will it cancel our jobs? Will it take over? How useful is it? Will we see AI-created art the next time we visit the Guggenheim?

We are the beginnings of a new phase. We could be a little further into it. The questions raised are is it smarter than us? There are many answers. To begin, we have seen so many industries change. At one point, there were a few news stations we’d watch on our TV sets. Then came 24-hour cable news programs. Now they stream and it is all over social media. We used to listen to music on records, reel-to-reelss, 8-track, the trusty old cassette, and then the “modern” CD. Now we listen to it digitally on our phones, laptops, Alexa, etc.

I just completed working on a video for an organization I chair. The producer used Speechify for the narration. Did it solve our needs? Did it create more work? Yes and No. Sure, it took the voice narrative and created a transcript. It saved time. Did it spell things right? No. Con Edison became “Khan Edison.” We didn’t have Star Trek characters in our video. I wish.  Did it spell people’s surnames right? Yes and No. A few times, it spelled a name correctly at the beginning of the video and butchered it elsewhere. Did it pronounce things right? Yes and No. It can’t capture ethnic accents.  It certainly provided a lot of help. But we wanted our video to sound authentic, with that Brooklynese and Staten Island sound. Was it useful to our process? Totally. What did we learn? The apps are super helpful. Are they foolproof? No. Should we continue to use and expand our use? Yes. 

There are tools like Grammarly to do grammar checks. Word does it. Do they get everything? No. These tools often make mistakes with proper nouns and trademarked names, and they are obsessed with the Oxford or serial comma. Some style manuals (APA and Chicago) use it. At the same time, some (AP) does not. Wordsmiths will continue to debate this. Do we need the clarity it provides, or should we save space?  Will AI learn this? Will it make suggestions to steer you in the right direction? I bet it will.

These tools suggest other words than what you wrote. Are they accurate? It is a mixed bag. You can run the same copy through the app multiple times. Try using different apps. It is like looking at multiple weather apps. One says rain. The says heat wave. These apps have similarities. It often gives different grades and suggestions each time. You can get a 100 on round two and a 94 on round three. I doubt that in the span of five minutes, it is being reprogrammed to catch new things. But it does clean things up and gives you a good idea of what needs improvement. It is up to you to use the tools to fix things.

AI works great when building press lists for PR pros. It can do a deep dive into a media outlet and pull up key contact information, deadlines, and submission requirements. It is great when doing research. It is great when doing background information on companies you want to do business with. Sometimes, using Google’s Gemini or X’s Grok, you get quicker results than searching a corporate website.

But when using it, you must verify. Do some quick research to make sure things are accurate. Proof it. Do not trust it 100 percent. It will always get better and become a more useful tool. Of course, we need to remember it is only as smart as those who programmed it. But in many ways, we are getting smarter by challenging ourselves to be more innovative.

Is LinkedIn Worth It?

Has It Helped You?

By Mitchell Slepian

LinkedIn officially launched on May 5, 2003. I remember joining it shortly after. I worked at Vonage. I was at my desk when someone called to do business with us. The caller mentioned she found me because she saw I was connected to a colleague of hers on LinkedIn. That was part of the platform’s original purpose – to provide connections. I really didn’t know the person she mentioned, whom she connected me with. But my eyes opened.

I began connecting with more and more people. I am careful with who I connect with. Many people probe your profile and try to scam you for money. They say they are recruiters and resume writers, and that they hold various professional credentials. They impersonate legitimate employees at companies such as Cisco, Johnson & Johnson, Pfizer, and many others. Those companies often post notifications on their websites to alert users to these fraudsters. They tell how they will write your corporation’s content and provide a fake copy as an example. They always ask for your credit card. I have never fallen prey to these shenanigans. Yeah, Facebook, Instagram, and X have scammers. But in my experience, LinkedIn attracts more.

I know many people who are obsessed with making new connections and are posting routinely. I do both. I always hope it’ll lead to bigger things. We all want that. Has it? Not yet. I hope.

Companies post. Of course, those who do it right build their business. It can be great for that. For the last year or two, I have had a Premium membership. I did that a few years ago and canceled. I decided to try it again. It gives you first dibs on its job board, InMail, and other good things, but only in limited ways.

But the question raised is, is it worth it? My views have increased. I post my blogs and corporate content, and I’m a top poster on the Nikon Z users’ page. For the most part, the same people like and comment. The bigger question is, do people read what you post? Meaning, I add links to things. I can pretty much see who is clicking on them. For the most part, the LinkedIn audience does not. I do better with emails, Facebook, and Instagram. 

People write about how to do better on LinkedIn. People talk about it all the time. Have I gotten any interviews by applying to roles on its job boards? Yes. Has it helped me land a job? No. Other job boards have worked better. Much better.

Bottom line, it is important to use LinkedIn. But one must not rely on it as much as some do. The key things are to use many of its competitors and be careful who you connect with on LinkedIn. The same goes for other sites.  Will I renew Premium? Probably. It does offer some pluses. Is it the best platform? No.

But I am sure I will see ‘ya on LinkedIn and the other sites.

How Much Harder Is It to Communicate in Today’s World?

By Mitchell Slepian

In today’s world, we have so many tools to communicate with each other. Does it make life easier? Yes. Does it make life tougher? Yes. Let’s sit back and think for a minute. We now communicate in person, by phone, text, chat, social media, and other ways. It’s not unusual to be sitting at your desk, whether it is in your kitchen or an office somewhere in the city, focusing on your assignment, as emails fly across your screen, your phone buzzes with countless texts, and people are contacting you on Facebook’s and LinkedIn’s messaging services. Does it make it easier? It can. Does it make it rougher? It can.

Many people get jittery as they enter the final stages of a project. As you’re launching it on your website, social media feeds, and to the media, you want it to be perfect. Once it’s been decided that the documents, graphics, etc., are final, the push begins. As you’re uploading to your project management software to start the distribution process, it’s often when it can get chaotic.

I like to remain focused, sit at my laptop, plug away, and be zoned in only on the project at hand.  Too many times, it’s at that time when everyone decides to weigh in once again. My Outlook account is full of emails. Thanks to today’s technology, you can see them jumping out at you. My phone goes crazy with countless texts. Then there are the people who decide to message you on LinkedIn or Facebook. Or use Slack or Snap. Does this help you? Yes and No. But in many cases, that’s what creates confusion and leads to mistakes. I have been telling people at the final stages of the project, let’s use one stage of communication. I prefer email. I make sure to tell people to remember to hit reply all. Most of the time, this works. It keeps people focused.

Respect – Has it Changed? Does it Still Exist?

By Mitchell Slepian

No, I am not talking about Aretha Franklin’s tune. Years ago, I worked for someone who, when it came to politeness and respect for others, had it down to a science. I remember in elevators, he would always wait for everyone to exit, especially the women. He held the doors for everyone and helped people with their coats and into their chairs.

I haven’t heard from him in a few years. But I doubt things have changed. His dad, who is long gone, was similar. There was a great scout leader who passed away a few years ago; he was an example of respect, particularly toward our campgrounds. We’d walk around the camps, and whenever he saw garbage, he’d pick it up off the trails. He’d be upset it was there. He taught us to keep our sites clean, and when we saw trash, we cleaned it up and disposed of it properly.

I try to follow their steps. But I have found that in today’s world, simple respect is gone. A few weeks ago, I was entering the gym. It was pouring outside. I saw a person dragging their heavy gym bag at the door and trying to exit. I held the door for her. She stood there for the next several minutes texting away. This has happened a few times—the same thing in elevators and at the doors of our office buildings. 

Cell phone addiction has cramped respect. People are too interested in seeing their friends’ latest memes or social media posts. But I think it was happening slightly before people’s best friends became their iPhones.  The trails of the places I hike are getting dirtier, and less people are wiping down machines in the gym after they finish using them. The list goes on.

More respect equals better productivity. People will likely be more motivated and happier. 

What’s the Best Way to Communicate: email, social media or texting?

By Mitchell Slepian

Email has been mainstream in business since the 1990s. As we know, we now have too many other ways to communicate, including but not limited to social media and texting. Remember faxing? Or snail mail? Both are still in play. 

As a chair of a community organization and a volunteer in a few others, we generally communicate our business via email. Several of us who are friends often have our own discussions via chat. But all official business is done via email. 

We have members who do not have email. They do not have computers. Some are senior citizens. But before we toss in the age factor, I have worked with people in their early 90s to create PowerPoints and run podcasts. They had no issues. Yes, I worked with people much younger who had no clue how to use email or other communication methods. So, age is just a number.

About two weeks ago, it snowed in New York City. It hampered some events. One started at 7:30 a.m.  ET. The other was supposed to begin at 9 a.m. ET. We wound up combining our groups. This recent storm was not the first time we have had to take that course of action. It will not be the last. We early birds sat around, and the folks from the later-starting group wandered in. Both groups have their latecomers. Snow delayed some of them even further. A day or two later, I suggested that when we know the weather will not be good, we send an email and make a robocall to let people know we are combining. Several people blasted this idea, saying some people don’t have email, and others don’t want to be bothered by a robocall. I made the case that email has been in play for a long time and that the call was coming from a number we all know. It should not register as a potential spam call, as carriers like to say.

I know people who text to landlines. I still have one. The texts usually arrive in gibberish. As chair of my group, generally start meetings (which are traditionally on Zoom, that’s another issue), reminding people you need to text their cell phones. Some folks love Facebook Messenger. Unfortunately, they do not realize Messenger works on Facebook. Many don’t know that you cannot email Gmail or send SMS messages from Messenger. Don’t get me started on WhatsApp. I think it works great and has its place.

Before I was chair, I was corresponding secretary. I created a form for people to send me via email when they donate. I can take their contact information off it and generate thank-you notes to distribute via email and traditional mail. It is still lovely to receive a personal, warm thank-you note in the mail. One of my chairs used to mail me handwritten notes with donor information. Sometimes he would wait weeks, and I’d get an envelope with 30 or 40 scraps of paper with contact information. This issue severely hampered our program.

The question has always lingered in my mind: What to do? I continue to use email and will call people. But the question will always linger on how to reach everyone.

All Good PR is Local

If You Open It, They Will Come

By Mitchell Slepian

Some of us remember the phrase, “All politics is local,” used by former House Speaker Tip O’Neill throughout his career. His dad reminded him of that in the ‘30s, after he lost his first election while running for a seat on the Cambridge City Council. He took his own neighborhood for granted. It has been said to be a great learning experience for him. For me, too.

Let’s jump out of politics and go to PR. Trust me, as a long-time practitioner who started in NYC’s government, the profession has its politics. The key thing to remember is that all good PR is local. It is the best way to build. We will jump from Staten Island, New York, to Edison, New Jersey, other parts of the USA, and end in Sicily, Italy.

Fresh out of college and while in grad school, I started volunteering on local and city-wide political campaigns in NYC.  I landed my first job as a staff member in NYC, moved on to the mayor’s office, and then went into the private sector. I watched each candidate and elected official fight it out and reach an agreement on local issues. It could have been infrastructure, for example, which district would get money for new sanitary and storm sewers or better bus routes.

After leaving politics and joining a tech PR firm, I represented the former Consumer Electronics Manufacturing Association (CEMA), now the Consumer Electronics Association (CEA). I was involved with this great organization for many years, both representing them and sponsoring their press room. 

Composed of leading electronics makers, such as Bose, Panasonic, and Sony, which, along with others, made great audio equipment for cars. There was a time before you used SiriusXM or your iPhone to get your music in your vehicle. You pumped up your Caddy, Jeep, Nissan, Ram, Vette, Toyota, etc., with great speakers and cassette players. Then we moved onto CD players and theater systems in the cars. The car audio market was huge.

We sent local car audio experts across the country to explain why you should upgrade your vehicle with their equipment rather than rely on the dealer models. Our spokespersons traveled to top and secondary cities and did local newspaper, radio, and TV interviews. They popped into the local auto shows. 

I remember when we had high-end cars with great sound systems and a spokesperson lined up outside of CBS’s studio in NYC. The story went national. 

Years later, I worked for Vonage, the company that brought internet telephony to consumers. We first launched local area codes in NYC and Edison, New Jersey. One of my roles was to write the press releases when we launched in new locales. I wanted to interest the local writers. Sadly, in today’s world, many of those great folks are gone. 

Vonage Device

Having watched some companies launch locally by saying, “We are now in Dallas, New Orleans, or San Diego…” I tailored the copy to make it sound like we were part of those cities. As soon as the releases crossed Business Wire and I personally emailed them to local reporters, we got coverage. Even better, retailers called and asked if they could sell our products in their stores. Civilians called to ask whether we were opening a store in their neighborhood and where to send their resumes.  The service was sold online, for the most part. But we did sell the devices that connected to the service in local and chain electronics stores. So, we did our local thing, which may have helped local stores increase their revenue and the number of people in the workforce.

Jumping to marketing tactics in Sicily. I recently returned from Sicily. I highly recommend it. The sites, people, food, and drink are incredible. During my tour, I was fortunate enough to visit Savoca, where Francis Ford Coppola filmed several scenes from “The Godfather.” 

While walking to the church where Michael Corleone and Appolonia wed, I saw a great local marketing tactic put into play by my local guide, a wonderful woman of British and Sicilian ancestry. She joined us for three days. Her intimate local knowledge was incredible. But her skills in helping people in small towns stood above it all.

As we walked to the church where Michael Corleone and Appolonia wed, we passed Dioniso, a great little store selling olive oils, spices, wines, and other great stuff. The store was not supposed to be open when we were touring Savoca. Our guide texted the owner and let him know she was bringing a crew of 45 people through town, and he might want to open. As we approached the store, we saw him opening the shop. She introduced us, and we did tastings and bought numerous items. He probably stayed open for just about an hour. He made many sales. Again, local marketing. Tell them we are coming and let them open; they will succeed.

Olive Oil from Dioniso

I remember so many calls from national reporters, particularly from the Associated Press or The Wall Street Journal, calling or emailing about things they read in the local news about the companies I worked for.  I have seen this with social media. I run several sites for local organizations. We get thousands of visitors. Viewers of our work have increased donations of memorabilia and money, as well as visits to our location. Bottom line: start local and remember it will lead to growth.

Francis Ford Coppola Statue in Savoca