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MyBallard.com, is a highly successful source of local news patterned after the West Seattle Blog; however, while Seattle residents in every neighborhood are aware of these two blogs, each neighborhood has blogs of its own that receive considerably less attention. Read the rest of this entry »

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Voice of San Diego is “is a nonprofit, independent and insightful online newspaper focused on issues impacting the San Diego region.” Their purpose is “to consistently deliver ground-breaking investigative journalism for the San Diego region, “ as well as to encourage and to equip citizens to become advocates for fair government and progress. (VSD, 2009) Buzz Woolley, a former businessman who now serves on the board of directors, founded the organization in 2004 to combat the corruption he viewed in local government. Read the rest of this entry »

In our June 30th Media, Money and Metrics class, we saw how the traditional RFI model of media describes the relationships between agencies, advertisers, the media and consumers. There is a three-way relationship between advertiser, media, and consumer. The advertiser gives media money in exchange for RFI. Media gives the consumer content in exchange for time. The advertiser gives consumer products in exchange for money. Finally, the agency is separate from this triangle and engages solely with the advertiser: the advertiser gives agency money in exchange for services. The common commodity exchanged, with the exception of the consumer-media relationship, is money. Read the rest of this entry »

It’s funny (perhaps even ironic) that so much of our communication ultimately boils down to numbers. Many of us asked at some point in our early education: why do I need to learn math when I want to be a writer/journalist/PR professional? And yet here we are, back at the numbers. The reason for this is that numbers don’t lie. They can certainly be manipulated, but numbers are tangible evidence of what works or does not work in our communication strategies. KD Paine says on page 12 of Measuring Public Relationships that “data at your fingertips saves time in deciding what media outlets to target.” Many people jump to use a new tool, such as Twitter, because it is trendy or seen as universally effective without understanding why or how it can work for their business. Social media is currently a popular trend, but it is not a panacea; in some cases, traditional advertisement may still be more effective. But, the only way to know what definitely works and doesn’t work is to analyze the numbers. Read the rest of this entry »

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