If you’re trying to win hearts and minds in a contentious political environment–or customers in a competitive marketplace–what you say may not be as important as who says it.

The storyteller has become more important than the story.

Whether you’re selling policy or product, the public grows uncertain when influencers argue. If you’re trying to compel someone to act…

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In this new episode of For Immediate Release B2B, Paul Gillin and Eric Schwartzman snag an exclusive interview with Josh Bernoff about why he left Forrester Research and what’s up to now.

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B2B News
Twitter stock took a hit as the company announced disappointing earnings and continues to struggle with increasing member activity.

Could Twitter become acquisition bait or, even worse, the walking dead?

It’s looking like a distinct possibility if this company doesn’t refocus its efforts on creating a great user experience. It’s too beholden to Wall Street right now.

Special Guest: Josh Bernoff

Josh Bernoff is well known to the community of social media aficionados as co-author of the best-selling book Groundswell and a highly visible Forrester Research analyst for many years.

Last year he left Forrester and struck out on his own, setting up a website called Without Bullshit that attacks jargon, corporate doublespeak and vacuous communications. Having read more than 10,000 press releases during his career, he has no shortage of material and he appears to have hit a nerve.

A recent post about 10 writing trips and the psychology behind them logged more than 100,000 page views in a little more than three days. Josh believes the companies that succeed will be those that are honest, forthright, original and personal in the way they communicate.

Josh is working on a book about how to write without BS. It’s a topic he’s passionate about, and that comes through in this interview.

Follow Josh on Twitter.

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About Your Hosts

Paul Gillin is a veteran technology journalist and a thought leader in new media. Since 2005, he has advised marketers and business executives on strategies to optimize their use of social media and online channels to reach buyers cost-effectively. He is the author or co-author of five books, including Social Marketing to the Business Customer (2011), the first book devoted entirely to B2B social media marketing. He is also a social media trainer and coach at Profitecture, a training firm for B2B companies and their channel partners.

Send Paul an email or connect with him on Twitter: @pgillin

Eric Schwartzman is a digital strategist with 15 years of experience selling and leading teams on the agency side in the development and delivery of innovative integrated marketing initiatives for multinational corporations, NGOs, federal government agencies and military commands. He is a frequent speaker at conferences all over the world on the topic of how technology is changing the way organizations communicate and the way people use media and information.

Follow Eric on Twitter at @ericschwartzman.

Eric’s expertise is in digital strategy, digital governance, content marketing, database marketing, user experience design, employee advocacy, education technology, digital multimedia production, B2B lead generation, search engine optimization and social media engagement techniques. He’s also the best-selling co-author of Social Marketing to the Business Customer.

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In this episode of For Immediate Release B2B, Paul Gillin and Eric Schwartzman interview SAP Head of Social Business Sarah Goodall and discuss the risks of relying on social networks to deliver news in a democracy, Sprinklr’s Get Satisfaction acquisition, Meerkat and Periscope.

Fair use is an essential tool for journalists, enabling them to draw upon copyrighted material in the name of the public’s right to know. But who decides what constitutes fair use in a medium that spans the globe? More »

Categories: B2B, PR podcast

Panelists Mitch Joel, President of Mirum, Digital Strategist Eric Schwartzman, Comply and Tom Webster, VP Strategy and Marketing at Edison Research discuss SnapChat, market research as content marketing, Uber in car advertising and more with host Bob Knorpp.

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The proposed Transatlantic Trade and Investment Partnership (TTIP) is one of the most popular topics of conversation on social media in Lithuania, according to a recent study I conducted to inform the digital communications strategy of the US Embassy to Vilnius for Ambassador Deborah A. McCarthy.

Our findings also suggest that recent data from Pew Research — which showed 71 percent of Lithuanians support a free trade agreement between the EU and the U.S. — has spilled over into a vibrant discussion on social media about the potential economic benefits of TTIP to Lithuanians.

Categories: B2B

Siegfried Fred Singer is an Austrian-born scientist who oversaw research for the tobacco industry questioning the health risks of smoking and a consultant to the fossil fuel industry who denies peer-reviewed scientific evidence of climate change.

Despite the fact that 97% of climate scientists agree that human activity is having a significant impact on climate change, only 50% of the general public holds the same view.

This disconnect between scientific consensus and public opinion is nothing new.

Businesses that oppose policy changes that threaten their interests have long used paid experts, faux public policy foundations and outright lies to create doubt in the minds of the public going back to the 1950s.

Numerous examples of these practices are exhaustively documented and analyzed in Merchants of Doubt, a book by Harvard professor Naomi Oreskes and CalTech science historian Erik Conway.

The book shows how a small number of politically conservative but academically respected scientists have been involved in campaigns to cast doubt on everything from the dangers of tobacco to evidence of an ozone hole to the debate over climate change, and how public relations executives used the now repealed Fairness Doctrine to convince media organizations give disproportionate attention to minority views in the interest of stirring up controversy.

documentary based on Merchants of Doubt is now in staged release and will be widely available this summer. Eric saw it and calls it the most important documentary he’s ever seen. Paul listened to the 13-hour audiobook and calls it “life-changing.”

Naomi Oreskes, an American historian of science who serves as Professor of the History of Science and Affiliated Professor of Earth and Planetary Sciences at Harvard, joins us to discuss how commercial interests use doubt to block change and how to know when science is being manipulated in this way.

Merchants of Doubt has been praised – and attacked – for telling with “brutal clarity” the unsettling story of how a loose knit group of high-level scientists with political and industry ties ran effective campaigns to mislead the public and deny conclusive scientific evidence that had withstood critical review by a jury of scientific peers with nothing more than circumstantial allegations.

The book also identifies parallels between the climate change debate and earlier controversies over the adverse health impacts of smoking in which big tobacco funded research intended to delay regulatory and legislative action by spreading doubt and confusion on the scientific consensus that smoking is dangerous to your health.

Follow Naomi Oreskes on Twitter.

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About Your Hosts

Paul Gillin is a veteran technology journalist and a thought leader in new media. Since 2005, he has advised marketers and business executives on strategies to optimize their use of social media and online channels to reach buyers cost-effectively. He is the author or co-author of five books, including Social Marketing to the Business Customer (2011), the first book devoted entirely to B2B social media marketing. He is also a social media trainer and coach at Profitecture, a training firm for B2B companies and their channel partners.

Send Paul an email or connect with him on Twitter: @pgillin

Eric Schwartzman is a digital strategist with 15 years of experience selling and leading teams on the agency side in the development and delivery of innovative integrated marketing initiatives for multinational corporations, NGOs, federal government agencies and military commands. He is a frequent speaker at conferences all over the world on the topic of how technology is changing the way organizations communicate and the way people use media and information.

Follow Eric on Twitter at @ericschwartzman.

Categories: gov2.0, PR, PR podcast

If you’re curious if and how the Latin America and the Caribbean private sector uses social media, this post is for you.

My firm just completed a comprehensive study for the IDB Group on private sector discussions on social media among local companies, financial markets, multilatinas and peer multilaterals in Latin America and the Caribbean.

This post features a summary of our findings.  Let’s get into to the data.

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