Show Notes

LInks to items mentioned in the podcast

Tuesday, April 02, 2013

FIR Interview: Steve Rubel, Chief Content Strategist, Edelman

Schick razorbombing

The race to take advantage of new ways that consumers read, watch and listen to content - and how marketers want to sponsor those initiatives - has led a giant public relations agency to name a senior executive to a new, content-centric post.

That’s how The New York Times reported on the appointment of Steve Rubel as Chief Content Strategist at Edelman, the global PR firm, in February.

In his new role, Rubel - previously the PR firm’s Executive Vice President of Global Strategy and Insights - is responsible for creating and cultivating best practices in content strategy from inside and outside the firm and for piloting new and innovative programs such as media partnerships that blend paid, earned and owned disciplines.

In this FIR Interview - the fourth time since 2005 that we’ve had the pleasure of talking to Steve on FIR - co-hosts Neville Hobson and Shel Holtz enjoyed a wide-ranging conversation with him in which he explains his thinking on a media ecosystem that, he says, is in a constant state of flux. He considers the evidence for, and pointers to, a rapidly-evolving communication landscape where content isn’t the only king.

"As more brands ramp up their efforts to become storytellers in their own right, some are choosing to bypass certain agencies in favor of working directly with media owners," he says. He believes this presents significant challenges and opportunities for PR firms as media firms move to disintermediate parts of the agency ecosystem - all in a quest for survival.

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About our Conversation Partner

Steve RubelSteve Rubel is Chief Content Strategist at Edelman, based in New York City. Since joining Edelman in 2006, Rubel has driven the firm’s thinking on the future of media and how content is produced, distributed, consumed and monetized across four screens.

Rubel works with teams across the network to help clients better understand and take advantage of the changes occurring in media consumption habits. He has provided strategic counsel to clients such as Adobe, Starbucks, Samsung, GE and many others. This work includes developing new approaches for partnerships between clients and media outlets.

Rubel is an industry thought leader on media trends, and has been a monthly columnist in Advertising Age since 2006. He has published two Clip Reports, which provide a look at the future of media. Rubel frequently speaks at conferences on media trends and has also been named to several prestigious lists, including PRWeek’s 40 Under 40. He was an early blogger on LinkedIn as part of their INfluencer Program and currently has more than 78,000 followers on Twitter.

Prior to joining Edelman, Rubel worked for 15 years in a variety of marketing communications positions in corporate, non-profit and small/mid-sized PR firms, including CooperKatz where he was an early pioneer in using social media in client programs. Before becoming an EVP in 2011, he served in a similar capacity in the firm’s Digital practice for five years.

Connect with Steve on Twitter: @steverubel.

FIR online communities
Share your comments or questions about this podcast, or suggestions for future interviews, in the online FIR communities on Facebook, Friendfeed and Google+. You can also email us at .(JavaScript must be enabled to view this email address); call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments; comment at Twitter: @FIRpodcast. You can email your comments, questions and suggestions as MP3 file attachments, if you wish (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

To receive all For Immediate Release podcasts including the weekly Hobson & Holtz Report, subscribe to the full RSS feed.

This FIR Interview is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years. Information: www.ragan.com.

Podsafe music - On A Podcast Instrumental Mix (MP3, 5Mb) by Cruisebox.

Posted by neville on 04/02 at 10:31 AM
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Monday, April 01, 2013

The Hobson & Holtz Report - Podcast #697: April 1, 2013

Intro: Coming soon - Steve Rubel interview, FIR Speakers & Speeches of London panel on content marketing with MarketingProfs’ Ann Handley, FIR Book Club with Andrea Weckerle, Bob LeDrew and Donna Papacosta on April 5;

Quick News: Google’s secrets of innovation empowering its employees, Google wants sponsored content out of Google News, BBC global survey shows evolving news consumption habits across multiple screens, language of social media permeates advertising; Ragan promo;

News That Fits: Flipboard now lets you publish your own magazine, what does that mean for you?; how Ford stopped a kerfuffle created by JWT, its ad agency in India, becoming a crisis; Dan York (visitor) and Michael Netzley (resident) share perspectives of Singapore, from Singapore; the Media Monitoring Minute with CustomScoop; listener comments; how social media can benefit a CEO in his first 100 days; Kred brings together 200+ influencers in London, introduces Kred for Brands;

Music from Harmony and Groove; and more.

Get FIR:

Messages from our sponsors: FIR is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years, www.ragan.com; Save time with the CustomScoop online clipping service: sign up for your free two-week trial, at www.customscoop.com/fir.

For Immediate Release: The Hobson & Holtz Report for April 1, 2013: A 92-minute podcast recorded live from Wokingham, Berkshire, England, and Concord, California, USA.


Links to websites, blog posts and other content we discuss in the show are posted as Delicious bookmarks to facilitate your connection with the discussions and sharing of that content.

FIR online communities

Share your comments or questions about this show, or suggestions for future shows, in the online FIR communities on Facebook, Friendfeed and Google+.

You can also email us at .(JavaScript must be enabled to view this email address); call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments; comment at Twitter: @FIRpodcast. You can email your comments, questions and suggestions as MP3 file attachments, if you wish (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

To stay informed about occasional FIR events (eg, FIR Live), sign up for FIR Update email news.

So, until Monday April 8…

Posted by neville on 04/01 at 12:31 AM
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Monday, March 25, 2013

The Hobson & Holtz Report - Podcast #696: March 25, 2013

Intro: FIR Interview with Steve Rubel set for this week, still time for your 10% discount for this week’s Social Media Measurement & Monitoring conference in London, Neville on panel discussion with Marketing Profs’ Ann Handley on March 27 and live as a Google+ Hangout On Air;

Quick News: Klout offers access to big data with launch of business dashboard for brands, the implications of the AP’s win in copyright battle with Meltwater, New York Times attempts a structured comment system, Amazon launches "Send to Kindle" button for web publishers and WordPress blogs; Ragan promo;

News That Fits: The end of the 30-second spot? You only need 5 seconds to tell your story, says ad director Trevor Beattie; Michael Netzley reports from Singapore on the logic of luxury in emerging markets; Coca-Cola asserts buzz doesn’t drive sales, then backtracks; the Media Monitoring Minute with CustomScoop; listener comments from the FIR Community on Google+; how social media improved writing; Dan York’s report; can PR find its way into a mobile world?;

Donna Papacosta interviews Andrea Weckerle about her book ‘Civility in the Digital Age’ on the Trafcom News podcast; music from the David Nelson Band; and more.

Get FIR:

Messages from our sponsors: FIR is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years, www.ragan.com; Save time with the CustomScoop online clipping service: sign up for your free two-week trial, at www.customscoop.com/fir.

For Immediate Release: The Hobson & Holtz Report for March 25, 2013: An 83-minute podcast recorded live from Wokingham, Berkshire, England, and Concord, California, USA.


Links to websites, blog posts and other content we discuss in the show are posted as Delicious bookmarks to facilitate your connection with the discussions and sharing of that content.

FIR online communities

Share your comments or questions about this show, or suggestions for future shows, in the online FIR communities on Facebook, Friendfeed and Google+.

You can also email us at .(JavaScript must be enabled to view this email address); call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments; comment at Twitter: @FIRpodcast. You can email your comments, questions and suggestions as MP3 file attachments, if you wish (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

To stay informed about occasional FIR events (eg, FIR Live), sign up for FIR Update email news.

So, until Monday April 1…

Posted by neville on 03/25 at 01:31 AM
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Monday, March 18, 2013

The Hobson & Holtz Report - Podcast #695: March 18, 2013

Intro: FIR Interview with Edelman’s Steve Rubel coming soon, FIR Book Review by Bob LeDrew of Civility in the Digital Age by Andrea Weckerle posted, 10 percent ticket discount for FIR listeners for Social Media Measurement and Monitoring 2013 in London;

Quick News: The technologies that matter from SXSW 2013 according to Altimeter, study reveals growing comfort with social use of smartphones worldwide, build a personal language phrasebook with Phrasebook for Google Translate, Facebook likes can reveal your deepest secrets; Ragan promo;

News That Fits: A critical look at the whole real-time thing; Dan York reports with brief commentary about Google Reader and a cautionary tale from Jeff Jarvis, Matt Cutts on SEO and authorship, new Flickr app for iOS, video and reports from IETF; The demise of Google Reader and FeedDemon RSS readers marks the passing of an era - discussion; the Media Monitoring Minute with CustomScoop; listener comments from the Google+ FIR Community; a look at some trends in design; Michael Netzley reports from Singapore on the Jollibee brand hijacking, and more; at least 10 mobile apps that help you maximize your content curation, sharing and networking at conferences;

Music from Akaisky; and more.

Get FIR:

Messages from our sponsors: FIR is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years, www.ragan.com; Save time with the CustomScoop online clipping service: sign up for your free two-week trial, at www.customscoop.com/fir.

For Immediate Release: The Hobson & Holtz Report for March 18, 2013: An 86-minute podcast recorded live from Concord, California, USA, and Wokingham, Berkshire, England.


Links to websites, blog posts and other content we discuss in the show are posted as Delicious bookmarks to facilitate your connection with the discussions and sharing of that content.

FIR online communities

Share your comments or questions about this show, or suggestions for future shows, in the online FIR communities on Facebook, Friendfeed and Google+.

You can also email us at .(JavaScript must be enabled to view this email address); call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments; comment at Twitter: @FIRpodcast. You can email your comments, questions and suggestions as MP3 file attachments, if you wish (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

To stay informed about occasional FIR events (eg, FIR Live), sign up for FIR Update email news.

So, until Monday March 25…

Posted by neville on 03/18 at 01:31 AM
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Saturday, March 16, 2013

FIR Book Review: Civility in the Digital Age, by Andrea Weckerle

Civility in the Digital AgeAndrea Weckerle was an FIR interview guest in January, 2010, discussing CiviliNation, the organization she co-founded to promote civil behavior online. Now, as part of that effort, she has written Civility in the Digital Age, a review of the issues affecting civility online and proposing a “30-Day Action Plan” for restoring civility to your corner of the digital world

In this FIR podcast episode, Book Review Editor Bob LeDrew reviews Civility in the Digital Age.

Get this podcast:

Civility in the Digital Age: How Companies and People Can Triumph over Haters, Trolls, Bullies and Other Jerks, by Andrea Weckerle.

Publisher: Que Publishing
Ebook and paperback (320 pages) editions
Published in the US: February 2013
ISBN: 978-0789750242

Purchase the book online at:

FIR online communities

Share your comments or questions about this review, or suggestions for future reviews, in the online FIR communities on Facebook, Friendfeed and Google+.

You can also email us at .(JavaScript must be enabled to view this email address); call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments; comment at Twitter: twitter.com/FIRpodcast. You can email your comments, questions and suggestions as MP3 file attachments, if you wish (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

To receive all For Immediate Release podcasts including the weekly Hobson & Holtz Report, subscribe to the full RSS feed.

This FIR Book Review is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years. Information: www.ragan.com.

Posted by shel on 03/16 at 04:27 PM
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Monday, March 11, 2013

The Hobson & Holtz Report - Podcast #694: March 11, 2013

Intro: Shel on a client assignment and Neville recording solo, welcome to new PR podcast The Echo Chamber from The Holmes Report, an experiment with this show includes some new voices;

Quick News: Cision University Programme for PR professionals, Pew study says Twitter sentiment is more negative than the general public, Pizza Hut and the 140-second job interviews at #SXSW, Facebook updates are seen by 1 in 3 friends study finds; Ragan promo;

News That Fits: Learning social media tricks from the big boys; Michael Netzley reports from Singapore on popular content on China’s Weibo platforms; op-ed with Ike Pigott: The State of Punditry; the Media Monitoring Minute with CustomScoop; listener comments; employees prefer face-to-face communication; Dan York reports on Google+ and Facebook changes, Google’s VP8 codec, ION Singapore, and more; the utility of Google+: voices from the Limerick Open Coffee Club, from Mark Lynch with Bernie Goldbach;

Music from Daniel Davidzon; and more.

Get FIR:

Messages from our sponsors: FIR is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years, www.ragan.com; Save time with the CustomScoop online clipping service: sign up for your free two-week trial, at www.customscoop.com/fir.

For Immediate Release: The Hobson & Holtz Report for March 11, 2013: A 76-minute podcast recorded live from Wokingham, Berkshire, England.


Links to websites, blog posts and other content we discuss in the show are posted as Delicious bookmarks to facilitate your connection with the discussions and sharing of that content.

FIR online communities

Share your comments or questions about this show, or suggestions for future shows, in the online FIR communities on Facebook, Friendfeed and Google+.

You can also email us at .(JavaScript must be enabled to view this email address); call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments; comment at Twitter: @FIRpodcast. You can email your comments, questions and suggestions as MP3 file attachments, if you wish (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

To stay informed about occasional FIR events (eg, FIR Live), sign up for FIR Update email news.

So, until Monday March 18…

Posted by neville on 03/11 at 01:31 AM
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Monday, March 04, 2013

The Hobson & Holtz Report - Podcast #693: March 4, 2013

Intro: Congratulations to Steve Rubel as Edelman’s new Chief Content Strategist, FIR Book Review coming from Bob LeDrew of Andrea Weckerle’s "Civility in the Digital Age", B2B Huddle scheduled for May 2: FIR will podcast keynote presentations, 10 percent discount for FIR listeners to Social Media Measurement & Monitoring 2013 in London, March 26-27;

Quick News: Nearly 60 percent of major brands are using Instagram, the decline of snark and the return of sweetness, is this the world’s first Vine press release?, Google unveils interactive site to show how search works; Ragan promo;

News that Fits: Yahoo’s telecommuting announcement and how it’s being communicated; Dan York comments on the Yahoo announcement, and reports on Evernote and secure passwords, on App.net’s free service level, collaborative music production at the International Space Station, and more; the agency pop-up store concept: what can JWT’s approach at SXSW teach PR firms?; the Media Monitoring Minute with CustomScoop; listener comments; Google+ rises for small and b2b businesses; Michael Netzley reports from Singapore on a new documentary examining the ideology of and propaganda in North Korea, and reports on an autopsy of a dead social network: Friendster; Dell gaining real-time intelligence into customer behaviors with social net advocacy tool;

Music from Second Saturday; and more.

Get FIR:

Messages from our sponsors: FIR is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years, www.ragan.com; Save time with the CustomScoop online clipping service: sign up for your free two-week trial, at www.customscoop.com/fir.

For Immediate Release: The Hobson & Holtz Report for March 4, 2013: An 88-minute podcast recorded live from Concord, California, USA, and Wokingham, Berkshire, England.


Links to websites, blog posts and other content we discuss in the show are posted as Delicious bookmarks to facilitate your connection with the discussions and sharing of that content.

FIR online communities

Share your comments or questions about this show, or suggestions for future shows, in the online FIR communities on Facebook, Friendfeed and Google+.

You can also email us at .(JavaScript must be enabled to view this email address); call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments; comment at Twitter: @FIRpodcast. You can email your comments, questions and suggestions as MP3 file attachments, if you wish (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

To stay informed about occasional FIR events (eg, FIR Live), sign up for FIR Update email news.

So, until Monday March 11…

Posted by neville on 03/04 at 03:30 AM
Hobson and Holtz • Show Notes • (0) Comments • Permalink

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