• Dave Satterfield of Sitrick & Co. said that he has texted reporters to answer questions and make clarifications  during major announcement events, while they were all in the room together
• The Vatican has been send text messages to followers and the media since 2003. Kevin Dugan of the Bad Pitch Blog said one of the reasons was to reduce the possibility of Vatican-related hoaxes being picked up by the media as legit.

This is not April Fools, and this is not a joke. The Tweeter in question, Justin Halpern, had already signed a book deal with HarperCollins. He’s got more than 700,000 followers for a Twitter feed he only started in August.

BTW, what did you do with your summer?

Here are a couple of gems from what is, absolutely, a very fun guy and his son:

• “Son, no one gives a shit about all the things your cell phone does. You didn’t invent it, you just bought it. Anybody can do that.”
• “I hate paying bills… Son, don’t say “me too.” I didn’t say that looking to relate to you. I said it instead of “go away.”
• The baby will talk when he talks, relax. It ain’t like he knows the cure for cancer and he just ain’t spitting it out.”
• “Just pay the parking ticket. Don’t be so outraged. You’re not a freedom fighter in the civil rights movement. You double parked.”

How this turns into a PG-rated CBS sitcom is a good question. “Stuff My Dad Says” isn’t likely to be half as funny, and “funny stuff that happens in my family” has been done, and done, and done, starting with “I Love Lucy” in the 1950s.

Of course, in today’s world, getting the deal, getting to make a pilot and even just getting to make a few bad episodes before being cancelled is an excellent way to a) make a living and b) leapfrog onto other projects.

Per my opening line: this IS a sign of the present and future. Life has moved online (duh) and mainstream, mass market communicators are finally taking notice. Look for more such crossovers on a TV, in a book, or on a movie screen near you.

After starting her blog in 2007, she says she was besieged with free product — full-size samples of everything she could possibly want. She describes being fairly journalistic about methodically trying the products and reviewing them. But more came in than she could handle and she gave a lot of it away to her friends and readers.

Then, the recession hit, and the companies a) got chintzy with the samples and b) wanted more out of sending a sample than the possibility of a post — they wanted guaranteed good coverage.

It’s a good post and worth reading for a firsthand account of how the other half lives. My value-add will be the PR perspective:

There are effectively no barriers to entry in blogging — anyone can be a waitress one day and “fashion and beauty blogger” the next (or both at the same time).

Pre-Internet, the barriers to being a recognized and influential writer were fairly high, which made it possible for PR to figure out who to deal with and what they were getting out of the arrangement.

Now, since anyone and everyone can position themselves as “influential,” PR has a lot more trouble to deal with. Accept anyone’s claim to legitimacy and you end up giving away your products, or set up barriers and get blowback like this.

In the ooollllddd days, you could hand out embargoed news and assuming you had a good relationship with the media, the news would sit in the can until the agreed-upon time. But the Internet and online media changed all that, for good.

In the tech news space, in particular, the embargo has become a cause celebre. TechCrunch, one of the gorillas in the tech media space, has been pushing for the death of embargoes for awhile, and their wish may be coming true. TechCrunch may be a little early in writing an obit, but in the end, they may be right.

For other tech journalists, however, it’s still something of an open issue — and one we’ll discuss next Wednesday (along with many other topics of interest to tech PR) on the PR University webinar, Tech Media and Trends PR Can’t Afford to Miss: Top Tech Influencers Reveal Best PR Practices for Reaching Consumers in Today’s Economy. Panelists include:

• Nancy Blair, Senior Assignment Editor/Technology, USA Today
• Spencer Ante, Computers Department Editor, BusinessWeek
• Jim Kerstetter, Executive Editor, CNET News
• David Lidsky, Articles Editor, Fast Company
• Tom Foremski, Author, “Silicon Valley Watcher”

How do I know we’ll be talking about this? Two reasons: it came up today on our pre-webinar prep call, and I’m the moderator and get to ask the questions.

I ran across an example of this that I wanted to share: TechCrunch‘s regular contributions to the WashingtonPost.com site. TechCrunch is one of the top online technology media outlets. It was founded by a non-media guy who has always proudly proclaimed his independent point of view. The Post, as you know, is one of the pillars of mainstream media.

But for the last several months, the Post has been running  articles from TechCrunch on its web site [I don't know if they are in the print version too]. These are in-depth pieces that definitely provide some heft to the Post’s technology coverage.

Anyway, the point of this post was just to note the continued blurring of the lines. This is not, I might add, cause for despair or hand-wringing — quite the opposite. Remember, if you get a hit on TechCrunch, it might make the Post too — a twofer! In any case, it’s just a matter of noting an evolution of the media and adapting to it.

Now that I’m older, wiser, and jaded, this seems like, duh, but back in my younger days, this really seemed like an issue to me. It was certainly evident that we journalists were largely steered to cover “acceptable” stories — city hall scandals, urban violence — while understanding that other stories — such as corporate control of the country, for instance — would not be career-building subjects.

So I left the media, did a half-dozen years of community service type work, then trended over to real corporate communications, figuring — seriously — that if you can’t beat ‘em, join ‘em. Just so you know, I don’t always sleep well with this deal with the devil, but mostly, I’ve found a way to make a living while doing relatively benign “corporate communications.”

Today’s sermonette is prompted by the item in the Times today about the Los Angeles Kings hockey team hiring “their own reporter” to write stories about the team on the Kings’ web site. The story assures us that “reporter” is being given “complete autonomy to post reporting or commentary.”

However, the story goes on to fret: “how sure can readers be of tough, impartial coverage when image-conscious businesses are paying for it?”

As if the Gray Lady herself, the Times, isn’t image conscious.

First of all, this story isn’t news — Major League Baseball has had the same set up for its teams for several years. Secondly, it’s a damn good idea in today’s world. It’s a world of instant publishing on a global communications platform. Why wouldn’t you post your own fresh content?

And this brings us to “credibility.” Every media outlet has a point of view — you just have to figure it out and deal with it, whether you are a media consumer or a PR person. So this is just one more example of a type of media to deal with. Like I said, it’s all just corporate communications.

Inside peek: How The New York Times handles its blogs

Excerpt:

In many ways, the Times’ blogs are no different from anyone else’s. But there’s one organizational trick they employ very effectively: Division of Labor. Times bloggers don’t work on their own. They don’t handle every aspect of their blogs. Who does what is divided up to bring specific expertise to bear on different parts of each post. The result is I can crank out more posts, and those posts are better overall, than if we writers did everything ourselves. I know, not everyone wants to have other people involved in their blogging. But there’s a reason people work in teams.

• Your press releases should contain a “keyword trifecta”: Your keyword search term should be in your headline and your first paragraph, and the keyword in your first paragraph should link to your web site. HT: Sarah Skerik, PR Newswire
• Be generous with your links — people often don’t want to include outside links because users may leave their site when they click on the link. But being generous makes you part of the conversation and is a win-win for everyone. HT: Debbie Weil
• Cowboy up! “Own your space and your authority” — meaning, be the communications expert and stand firm on what’s right and wrong in communications. HT: Skerik

And here’s the real bonus — a twit stream of tips and observations from the session — free!

Here’s an early warning sign that the Twitter rage may be short-lived: a 15-year old Morgan Stanley summer intern wrote an eye-opening research report for the firm about what he and his peers are looking for in information-entertainment.

“Teenagers don’t Twitter,” said the intern, Matthew Robson.

Other insights from a young man who already probably has a job for life:

• Teens don’t listen the radio
• Teens do listen to music online but are “very reluctant” to pay for it
• Newspapers and other print media are “irrelevant”
• Teens go to movies not for the content but for the companionship of friends

Miller

Young Times tech reporter Claire Cain Miller discovered the latest it-girl in Sili Valley PR, Brooke Hammerling, who, the story asserts, is at the forefront of a new trend because she is as keen on pitching influential bloggers and other industry leaders as she is on pitching the professional journalists in the mainstream media.

Holy Reporter’s Notebook, Batman — stop the digital presses!

Hammerling

Among Miller’s other “findings” in this 3,000-word stemwinder:

• That Ms. Hammerling is, among other things, obsequious to a fault, folding her strategic tent at the merest assertion of a different idea from her A-list client
• “In the new world of social media, P.R. people must know hundreds of writers, bloggers and Twitter users instead of having six top reporters on speed dial.”
• “Despite all these new channels, it’s still essential to know which mainstream publications to approach. If a start-up is seeking venture funding or new engineers … PR still looks to The San Jose Mercury News, VentureWire or TechCrunch to get the word out.”
• “She drops names like a boat anchor, so shamelessly, but at the same time, it’s, ‘Larry, Larry,’ and I think she’s lying and then I get on the phone and it’s Larry Ellison. She got him on the cellphone; I didn’t,” says a journalist who did not want to be identified.

OK — enough having fun at Miller and Hammerling’s expense. What are my takeaways?

• Yes, social media and the Internet have transformed PR and are making mainstream media relations less important and multi-channel PR more important.
• It’s still about a) who you know, b) who trusts you and c) whether you have a good story.
• Reaching out to other influencers in addition to journalists has been a PR tactic since, as a friend used to say, God got her ears pierced. I recall writing PR plans in the 90s chock full of such tactics, only it didn’t involve using Twitter and Facebook, it involved snail mail and in-person events. Tools change, strategies are more permanent.