My call with Jenny Hamby is less than 2 hours away and I’m having a hard time pulling myself away from the research about the future of PR.

Getting ready to present motivates me to run down the latest, the freshest, the most provactive research.

And, most of the time my audiences comment: "Wow! I’ve never heard that before!"

Yes, I am into marketing PR shock therapy.

So, what will I reveal today on the call?

(Sorry, Jenny for breaking the news here first – I’m scooping your exclusive.)

Here’s the deal . . . lots of places, sites and people – like an international PR publishing standards group that’s organized to pioneer structures for distribution and reporting, Wikis, Yahoo! groups, Crispy news, feeders of all sorts – are trumpeting the arrival and imminent overthrow of traditional PR by new media.

Well, that’s exciting, edgy and controversial now isn’t it?

But, how is this way out there PR space ship relevant to Jenny’s seminar promoter audience?

Like most marketing . . . it depends – on your where you want your news to go and who you want to read it.

If the pick up receptor is tuned into tags, diggs and media – and your audience is too, check out this Top Rank blog post for a list and primer of  new media resources.

If, however, the news receiver:

1. suffers from technophobia – like many writers I know
2. doesn’t know how to read blogs or search for Technorati tags
3. has no clue how to open up multi-media files
4. doesn’t know about You Tube
5. thinks an iPod is for teenagers and mp3 is a motor oil
6. actually spell checks and follows a style guide
7. works from a computer that has no speakers
8. might be techo-savvy but needs to be trained on how to interpret the social media format
9. appreciates stories written in a traditional news format
10. prefers to receive plain text email or faxes

. . .  then there’s no point in going all out to fit your news into a format that doesn’t fit their preferred style. They’ll tune out before they ever tune in.

Last week I tested out a social media release format modification. Here’s a simple website with everything reporters needed to cover the event – except downloadable images. Because of design copyright concerns, we wanted to keep track of who requested what.

Results?

Every reporter we called wanted the images emailed – and nobody clicked that link. If we’re going to use this system going forward, we’re going to have to be the ones to train the media on how social media works and how the format can enhance their lives – save time, give resources, etc. Do we have time for that? Do they have time for that?

Real live writers (good ones) appreciate a press release that’s more storytelling than writing – that’s why so many of our press releases run verbatim.

On another project, following the new social media format for PR web releases brought the intended results: high search engine rankings, blog pick ups and a quick spike in pages visits.

Until the two types learn to interpret each other’s languages and technologies, the safest bet is to approach each press release project with the end receptor in mind, whether it’s a search engine, blogger, consumer, jounalist or mass-media outlet. Don’t get out that shovel just yet old school PR’s going to be around for awhile – at least in the local markets.

Adding audio to web sites is a proven way to convert more traffic, close more sales and build trust.

Here’s how to record and post audio to your site, your email, your blog, your podcast, etc. . . .

Audio Acrobat (30 day free trial/$19.95 per month) simplifies the process with an intuitive interface that allows you to easily record audio or video. Recording audio using your phone is as easy as leaving a voicemail message. When you’re finished recording,  you choose how to publish the file. Options include downloading the file to your computer (recommended), generating HTML for a website or newsletter, getting a text link or redirecting the user to a site to download.

Thinking of podcasting? This service even publishes your podcast for you.  Here’s an Audio Acrobat recording I made a few minutes ago. Click the link to listen.

As you advance, you may want to download Audacity‘s free audio editing tools. 

Do you host teleseminars? Check out  Audio Acrobat’s conference call recording guide.

Studying Internet marketing is addictive, distracting and time-consuming.

Maybe that’s why I love it so much.

What did I download today?

The better question is "WHY did I download what I did today?"

What did I want/need/expect/receive/_________?

Listening to experts talk is like taking a vitamin or doing a mental marketing workout.

If you’re an idea generator, this is superfuel food for your thought.

Is that good?

Well, yes and no.

There’s a ton of free information out there. Even though the cost of acquisition is nada, your time is worth considering.

Think about how much time you can afford to invest every week in learning more stuff. Continuing education is important and is a must build-in to your schedule.

To make the most of your time investment, inventory your skills and decide what you need to know more about.

Need to know more about copy writing, affiliate marketing, list building or viral marketing?

Check out the free calls at www.thesuccessintensives.com.

The online calendars at www.internetmarketersnetwork.com and www.imnewswatch.com both report on what’s coming up in terms of teleseminars, products and special offers.

At www.gurudaq.com, you can track the stock of who’s making what and find out what’s selling.

Although you don’t often have the chance to preview information products before you buy them, you can ask questions about user experiences in forums.

Finding a friend who’s bought gobs of gurudom stock is one way to get a first-hand perspective.

Another is to follow your gut and stick with one expert you feel connected to – like me. )))

Then, it’s a matter of using what you get.

Recently, I talked with another info junkie who’s figured out a way to merge his studies into his personal life. He listens to information product mp3s on his iPod and records his ideas on the digital recorder he keeps in his pocket. Transcribing and prioritizing ideas into action plans is his way of making all this work.

I have to admit I admire the guy. And, I’ll confess my family is used to me walking around with a headset listening to teleseminars at night.

I’ve even been know to listen to one call on a headset while another broadcasts from a speaker phone on our home line.

Hearing my kids comment on the teleseminar content is amusing and insightful. If a presenter can break down their ideas so that an 11 year old gets it – and wants to try it – it works for me.

Most of the time, I glean a few brilliant insights that in total add up to a greater awareness that keeps me current and edgy.

The push, push, push to make millions isn’t what I’m after.

I’m after gathering and infusing knowledge.

If I make millions, that’s okay. But sometimes the process is as much fun as the payoff.