Crain’s Detroit Business, one of Michigan’s most recognizable business publications, is undergoing a bit of a makeover.  While randomly clicking on some links shared via Twitter, I noticed that the blog portion of their site has been completely redesigned.  Take a look.

Get a closer look here.

It seems that the publication is now integrating additional community elements.  Users now have the ability to post wall messages on profiles, search blog posts by tags, “friend” reporters,  upload pictures and video, and track posted comments.

While Crain’s is well known for their weekly print editions, reporter blogs are quickly rising in popularity, generating more than 10,000 page views per month.  Additionally, there are very few hyperlocal sites with a strictly business-centric audience in the Metro Detroit area.  Adding more community elements could create a whole new dynamic and increase user participation.

However, I think they are missing something.   There doesn’t seem to be any links designed to help me share the site’s content with other networks.  For example, USA Today and The Wall Street Journal both have share widgets for posting to Facebook and Twitter.  Facebook Connect even turned me into a Huffington Post reader. Why not tap the power of other networks before creating you own?

What do you think?

Does building a community element guarantee more participation?  Do we really need a new place to connect?

The inaugural Module Midwest Digital Conference represented a great moment for Detroit’s social media community. Many of our local rock stars took to the stage with recognizable leaders in the digital industry and shared their knowledge of all things social media with attendees who were eager to learn.

With Module being hailed as a winner and a successful Startup Weekend in the bag, I think it’s pretty clear that fantastic things are really starting to happen in Detroit.

So, what comes next? How do we carry this momentum forward? How do we become more than just a blip on the radar?

To find some answers, I asked Jeremy Tanner, Ken Burbary, Adrian Pittman, Damian Rintelmann, Scott Monty, Shannon Paul and Chris Brogan how they think Detroit can take things to the next level.

I’m really taking their advice to heart.  But now I’m looking to you.

What would be your advice to Detroit or another up-and-coming social media community looking to create a name for itself?

Startup Weekend Detroit is well underway, and as a first time participant, I have been blown away thus far by the amount of creativity and innovative ideas that attendees have brought to the table.  I am also very lucky that an idea I pitched was well received, and I have great team working with me to bring the idea to fruition.

Here is Nikki Stephan and I with a brief overview of our new concept:

(Hat tip to @charliecurve)

Want to see what is happening…. as it happens? Follow the #SWD09 hashtag.

Startup Weekend Detroit is only a month away.  As a first time Startup Weekend participant, here are five reasons why I am excited to attend.

(1) This is more than just a networking event

Startup Weekend Detroit will be a great opportunity to meet some very talented, creative and motivated people.  However, we are not just getting together to exchange business cards or enjoy $2 drink specials.  We are trying to launch a company.

(2) Startup Weekends have already helped create some great concepts

While not all of them have gone to market, a lot of past Startup Weekend project ideas are just really freaking cool.

(3) My specialties will mean something

By participating in Startup Weekend Detroit, I can take my specific industry knowledge and put it to good use.

I’m a guy who lives and breathes marketing and PR.  But when it comes to software development or program architecture, I am totally lost.  This means that it will be my job to concentrate on getting the promotion engine running while the coding specialists and system admins are working their magic.  Full specialization at its finest!

(4) Detroit could use a bit of a boost right now

Between the Pistons, political snafus and layoffs, we really need some positive news coming out of this area.  Luckily, there are currently more than 25 people who feel the same way I do and are willing to donate 54 hours of their time to attempt something awesome.

(5) Bragging rights

The only way someone could come up with a more interesting story about how they spent their weekend would be if they could somehow incorporate the phrases “chainsaw bayonet” or “shark wrestling.”

We are attempting to brainstorm a compelling new idea and get a business off the ground three days.  Go ahead.  Try and beat that.

Are you intrigued yet?  Are you free March 27th through March 29th?  Then lend us your brain and your talent for a weekend…

As of this month, I have officially been with my agency for two years.  Having entered the field fresh out of college and with no real experience, I cannot help but think of all the valuable knowledge I have picked up over the past 24 months. I truly cherish every bit of it.

While learning on the go has definitely been an amazing (and sometimes challenging) experience, there are things I wish I would have known prior to getting my start in PR.  For instance, changing the focus of my undergraduate studies from communication and political science to PR would have been a big help (I did want to be a lawyer till about two weeks before graduation… obviously, that worked out).   However, I am thinking of more practical, or perhaps philosophical, advice that would have made me better prepared for the world I was about to enter.

If I had a nuclear-powered Delorean, here is the advice I would share with my former newbie self before I got started.  Maybe those of you looking to break into PR can learn something.

(1) You need to become a master storyteller

Being captivating and informative is now your job.  It will help you craft bulletproof pitches and develop copy that will raise eyebrows.  If you need a creative outlet, consider blogging.

(2) Relationships are priority number one

Every chance you get to attend a networking session or meet a reporter face-to-face, try and make it happen.  The ability to create, maintain and (eventually) leverage relationships, especially with the media, is crucial to your success.

(3) SEO is now your friend

Learn everything you can about tagging, keyword density and all the magical components that help optimize content and make it easier to find.  Your clients will thank you later.

(4) Read anything and everything available

There are so many intelligent people out there full of amazing thoughts and opinions about the PR industry.  Your RSS reader should basically be bursting at the seems.

(5) Learn whatever you can from those who have been in the trenches before getting behind a desk

Reach out to those who already know the ropes and can give you advice.  Offer to take a PR pro to lunch or out for a cup of coffee.  Ask them questions about what they do and why they do it.  You will be glad you did.  (Todd Defren over at PR Squared has a great post on this subject.)

(6) Perfect your elevator pitch

Know how to sell yourself, your capabilities and your agency/company to everyone you meet.  Even if they are not a potential client, they just might know someone who could use your help.

(7) Build a personal advisory board

Create a network of trusted peers and mentors both online and offline.  When you have a problem, a tough decision to make or a new idea you want to explore, you’ll often ask these people for their opinion.

(8) Understand that this business is more than just event planning and press releases

If you want an edge, learn about the “business” of doing business.  Explore discussions on finance, management, sales, accounting and other core functions of business operations.  Why does this matter?  Understanding those elements, and how they coexist with PR and marketing communications, will make you more valuable to your clients and your company.

If you had a time machine, what pearls of wisdom would you share with your rookie self before starting your career?

(image courtesy of 96dpi)

(This post was inspired by a presentation by Mark Winter and a recent article from PR Week – subscription required.  Hat tip to both of them.)

Many of us in the PR industry are certainly finding ourselves in a unique situation at the start of 2009.  We are faced with consumer confidence being at an extreme low, the economy feeling a slight pinch and companies of all sizes seeking to cut wherever necessary to stay afloat and healthy.  This economic perfect storm has led to many PR pros being asked, either directly or indirectly, to “do more with less.”

Those of us practicing in the Detroit region are certainly not immune to these conditions.  While a stack of clips and some media introductions used to translate into numerous pats on the back and a bunch of “attaboys,” times have most certainly changed.  Businesses around the state are nervous.  Cue the sweating.

It now rests on our shoulders to demonstrate the value of our services like never before.  We need to reach into our bag of tricks, tap into our available resources, revamp our efforts and showcase WHY our clients continue to keep us on board.  The last thing we want is for our phone to ring and the conversation to focus on “What have you done for me lately?”

If your ready to go above and beyond in ‘09, here are a few thought starters:

Think strategically

“Instead of doing 10 things great, I’d rather do six things awesome” – Mark Winter

When it comes to our role as a PR counsel, our plates can become full real quick.  The world of business still moves at the speed of light regardless of sluggish economic conditions and we can still be called upon to provide expert advice at a moment’s notice.  However, if our clients are all about value this year, how can we adhere to their expectations if we employ a shotgun approach to our services and dive into everything on a whim?  Are we using our time as efficiently as possible?  This begs the question:  In 2009, can we get more out of saying no than yes?

Look at what you plan to accomplish this year, set some measurable goals and confirm the client is on board.  Listen (seriously – really listen) to what they need and ensure that you are both on the same page.  It is now up to you to stay focused on those key objectives and hold both the agency and your client accountable.  That way, when new initiatives come up, you can make an educated decision whether or not it is in your best interest to get involved.

Become entrenched

Depending on the size of the client, PR typically has a defined “space” within the organization.  If may be your job just to focus on (x) and (y).  This year, break down the barrier and start identifying new areas where your expertise can be valuable.  Go beyond media relations or Web strategy and offer insight and advice on internal communications or the current CRM process.  Be everywhere you can and become indispensable.  Make your agency the last thing on your client’s mind if they need to review budgets and make cuts.

Take on a new role: educator

If you are totally in your element playing the role of a counselor, media coordinator and strategist, now is a good time to share your knowledge.  Offer to come to your client’s office and play the role of instructor for the day.  Discuss relevant topics such as media training or how employees can leverage LinkedIn.  Find what peaks their interest and empower them to implement new strategies internally.  Give them confidence to execute on their own.

If going to your clients isn’t an option, think about holding a public workshop.  Demonstrate thought leadership and provide a glimpse of just how knowledgeable and passionate you are about what you do.  Attract that next client by reeling them in with a great presentation on a hot PR topic.  There are a number of local Detroit creative firms and professional groups already hosting “how-to” seminars and cementing their position as thought leaders in the area using this tactic.

Experiment

Don’t rely on the same ol’, same ol’ this year. Mix it up and measure the results.  Get creative.  Take a risk.

How do you plan to show value this year?  What will you do differently, or better, in 2009 that will make your clients feel that you and your services are a great investment?

(photo credit – wetwebwork)

One of my favorite martial arts movies, Bloodsport, aired last night on Vs.  While the movie is by no means an Oscar contender, it does contain one of the coolest movie montages ever.  Jean-Claude Van Damme needs to be trained in the super-deadly arts in time for a secret full-contact tournament.  As a result, he must learn from his master how to do the splits, catch fish with his bare hands and set the table blindfolded… all in a reasonable time frame.

See for yourself (fast forward to 1:52 to skip the back story):

Awesome.

Montages became increasingly popular in movies throughout the ’80s and into the early ’90s. They were the perfect vehicle for moving the plot forward and turning the protagonist into an expert (boxer, fighter, ghostbuster, etc.), usually in less than ten minutes. If you needed to become good at something really quickly or reach your prime condition for a big showdown, a montage was your answer. It was also the opportune moment for playing a new single from a popular artist.

Wouldn’t it be great if we could apply montages to our professional and personal lives? I would love to learn everything about marketing in seven minutes, all to the beat of an awesome ’80s soundtrack. Maybe some Duran Duran? A short time later, I’m the next Seth Godin and ready to “take on my biggest challenge yet.”

But what about a montage for social media? If we could learn everything we needed to know about listening, engagement, conversations and communities in just a few minutes, could we all become “experts?” Or is there more to it than that?

You betcha. The real thought leaders possess traits that simply can’t be taught. Those who continue to inspire me are not just smart and perceptive, but passionate and helpful. We like them not just as experts, but as normal people. We trust them. That, unfortunately, isn’t something you can pick up from a montage… even with a catchy tune in the background.

Just for fun: some of my favorite movie montages

Rocky IV

The Karate Kid

Scarface

And who can forget – the Montage song from Team America: World Police

Since Forrester recently announced that the majority of corporate blogs suck in eyes of consumers, it’s pretty amazing to think that even with all the available knowledge and advice on blogging shared by marketers, PR professionals and Web strategists, businesses still don’t get it.

However, having recently finished my first graduate-level marketing class this past semester, I saw a tiny ray of hope contained in my textbook: advice on blogging is slowly infiltrating traditional business school discussions and influencing future decision makers.

While most of the blogging concepts mentioned were extremely broad and incredibly consumer focused (sorry B2B firms, not your time yet), the fact they at least made an appearance was comforting.  Even though I initially expected an entire chapter devoted to social media (note: in my dreams), I had to settle for a little section about blogging under the title “Etiquette Tips for Marketing Professionals.”   Here is a short excerpt.

All companies have Web sites, and a growing number also operate corporate blogs.  Usually written by trusted employees to present a human face to customers, company blogs can serve as useful forums for touting new products, squashing rumors and fielding customer complaints.  But bloggers who write about their companies unofficially, in personal blogs, should be careful about what they say.  Indiscretion has cost more than one outspoken employee a job.  Here are some guidelines for bloggers, especially those who want to write about their workplace, boss or colleagues.

1. Think before you write, and don’t post anything you wouldn’t want to see in the newspaper.
2. Check your facts before you post.
3. Make sure you don’t confuse free speech with irresponsible speech.
4. Ask yourself whether your readers really need to know the content of your post.
5. Don’t post when you’re angry.  You’ll say things you may regret.
6. Don’t respond to reader comments when you’re angry, and never say something you wouldn’t say in person.
7. Never name names.  Even if you use pseudonyms, supporting detail can identify the people you write about, as it did in the case of at least one fired blogger.
8. Avoid pranks and hoaxes; they will misfire.
9. Don’t make the mistake of thinking a negative blog about your firm or industry will help your career.  It won’t.
10. Accept that if what you write is negative or controversial, you won’t remain anonymous for long.

It’s not great… but it’s a start.

I think number five can be debated.  Readers want more than just useful information when reading corporate blogs; they want a blogger with passion.  And sometimes when you really love what you do, you get angry.  As long as you’re not conflicting with number three, and posts are constructive versus direct attacks, you should be ok when it comes to taking a stance or voicing an opinion.

When it comes to number seven, I think that falls back to number one.  Don’t post what you wouldn’t want public.  Are you seeing a whole checks and balances trend here?

For the next edition, here are a few basic thoughts I would include:

• Corporate messaging doesn’t have a place in blogging.  Adopt a conversational tone when posting items.
• Focus on creating content that helps your customers, not selling them products.
• Don’t rehash press releases or company announcements.  Produce original content.  That’s what brings readers back.
• Be genuine.  Consumers aren’t expecting to hear all your secrets.  They just don’t want to read “half-truths.”

Maybe this is the ideal method to “catch em’ while they’re young” and persuade future executives to view social media programs (like blogs) as viable communications tools?  I look at it this way: even if they’re not running the program, they could be the one who has the final say on the creation a corporate blog or the direction of the content.

If you could give a few pointers to a future executive who might just be managing a corporate blog in a few years, what would it be?  What basic advice would you give to help them create a blog that doesn’t suck?

photo courtesy of mpclemens