Yes, that kind of "4 Tips for Job Interviews" may seem unsexy. After all it seems cool to be a thought leader on Salon about the state of the culture. However, information and insight on how to get things done positions and packages you as a type of expert. Experts will get assignments for work (although you might not be invited as a keynote speaker at TED Talks.)
In public relations, the specific demand is for how-to articles on social media. Recently I began discussing this development with Jack O'Dwyer, publisher of O'DwyerPR.
Here is what Jack has to say, an exclusive for this blog:
"Much of PR is under the thumb of legal these days. Telephone or in-person conversations with reporters are almost non-existent. Legal monitors and analyzes everything, putting a big damper on communications. So social media, where everything is electronic and stored forever, is getting a big play."
So, what should be the focus of your how-tos for social media? One major bit of education which needs to be done is explaining that high traffic doesn't necessarily mean much. The blog, tweet, Facebook post, or YouTube online video might be pulling in the numbers. But that doesn't necessarily translate into influence on a issue, boost in product sales, or new business for your professional services firm.