A New Year’s Resolution to stick to in 2012

January 6th, 2012

calvin-and-hobbes

As we celebrated the ball dropping on December 31 – in what some believe is the “last year” of our existence (according to the Mayan calendar) – we can’t help but look forward.  It’s human nature to envision a fresh start, a new beginning and of course keeping (or trying too) our New Year’s resolutions.

One promise that companies should put at the top of their marketing resolution “to-do” list is to stay away from 2011’s top 23 most overused words.  These words seemed to crop up like weeds in marketing and PR materials throughout the country.  Yes ladies and gentlemen, be prepared to open your dictionaries and/or thesaurus’ because we are in desperate need of diversity.

According to PR Daily’s article, there are 23 “buzzwords” you should avoid, including number one on the list, which appeared an incredible 776 times in a 24 hour time period!

  1. leading (776)
  2. solution (622)
  3. best (473)
  4. innovate / innovative / innovator (452)
  5. leader (410)
  6. top (370)
  7. unique (282)
  8. great (245)
  9. extensive (215)
  10. leading provider (153)
  11. exclusive (143)
  12. premier (136)
  13. flexible (119)
  14. award winning / winner (106)
  15. dynamic (95)
  16. fastest (70)
  17. smart (69)
  18. state of the art (65)
  19. cutting edge (54)
  20. biggest (54)
  21. easy to use (51)
  22. largest (34)
  23. real time (8)

So the next time you or a co-worker starts working on the next big press release, collateral material or on-line ad, think to yourself…do you want to be another statistic or an original?

Tags: , , , , , ,
Posted in PR/Marketing | No Comments »

Word of Mouth Marketing (WOMM): Let’s give ‘em something to talk about

December 8th, 2011

Word of mouth travels fast.Think back to the last time you booked a hotel or wanted to try a new restaurant. Did you ask a friend about places they stayed while traveling or read online reviews about a local hot spot?

Today, people are spreading their opinions about products and services more quickly than ever.  They’re using a larger variety of mediums, reaching a much larger audience and developing trust-filled relationships with other consumers. When making decisions, consumers are looking to others, like themselves, for experiences and opinions. With an increase of technology at our fingertips, word of mouth (WOM) has exploded across the virtual world, greatly extending the reach of consumers’ opinions.

Recognizing that WOM is an increasingly powerful tool, PR and marketing professionals have begun leveraging this natural habit the form: Word of Mouth Marketing (WOMM).

WOMM takes place when a brand or company gives people something to talk about as well as a venue through which they can easily communicate. By introducing a new product or announcing a partnership between with a charity or celebrity, the organization is handing consumers something to buzz about. Some companies also create blogs or forums where people who are interested particularly in their brand can converse.

So how do consumers get wind of these buzz worthy bits? WOMM is often an extension of a PR or marketing effort, such as a news article, blog, commercial or magazine ad. The best WOMM efforts are usually fully-fledged campaigns.

For instance, when Burger King decided they were in need of some extra buzz, they launched the “Whopper freakout” campaign. During this campaign, Burger King discontinued the Whopper, crossing it off all menus, and installed hidden cameras to capture the responses of loyal customers when they came to realize that their beloved burger was no longer available.

This campaign generated discussions, fired up emotions and demonstrated the value that Burger King brings. At first, customers were disappointed and frustrated when their favorite meal was missing, creating a huge amount of buzz. Then, after the hoax was revealed and customers were relieved, even more buzz spread exposing the campaign and welcoming back the beloved Whopper. Quarterly sales saw a huge increase as well (once the Whopper was reintroduced).

WOMM campaigns are usually bold and seemingly outrageous, creating a large amount of Facebook statuses, tweets and hashtags, and face-to-face conversations that include the brand.

So why spend should organizations spend time and money on WOMM? More than 50 percent of purchasing decisions are made based on WOM, making it the strongest influence on a consumer’s decisions. Launching a WOMM campaign is an offbeat way to generate publicity about a brand and shape shoppers’ choices.

Tags: , , , , , , , ,
Posted in Uncategorized | No Comments »

Back to the Basics

November 14th, 2011

How to Get Hired

Times are tough. Companies aren’t hiring. New graduates are trying to land that “dream” job or at this point, any job at all. Here are a few resume tips for those “newbies” trying to break into the PR world.

1. Address the name of the person in the cover letter
Hiring managers do not necessarily want to be known as “sir” or “madam,” and even worse “to whom it may concern.” Do your research. Pick up the phone and find out who is doing the hiring. Yes, there are some recruiters that make it their mission to stay unknown, but make sure YOU try.

2. Be Consistent
Everyone has a certain style or specific format that they’d rather use on their resume, which is fine. The bottom line is that the same format needs to be used throughout the entire resume. If you’d rather abbreviate the months, then do it consistently. If you like circle bullet points better than diamond bullet points, then pick one and stick with it.

3. Not a time to be Pinocchio
You are trying to break into the PR business, but there’s a difference between enhancing your resume and flat out lying. One thing to remember is that the PR world is really (REALLY) small. With social networks like Facebook and LinkedIn, it’s even smaller. Don’t lie because you will eventually get caught.

4. PROOF PROOF PROOF
Make sure your mother’s brother’s wife’s niece reads it. You don’t want to have an unnecessary comma or period hanging around.

5. Don’t tell me you’re an effective communicator. Show me.
The cover letter and resume are your chances to show the employer that you know how to communicate. Yes, even the resume can tell the recruiter that you know how to communicate by your word choice and action verbs.

6. Follow directions
Be thorough when applying for a job. Some companies just want a resume while others require 3 writing samples, a resume in a PDF format and a cover letter in the body of the email. Give them what they want. If you can’t follow this simple task, it’s apparent that you won’t be able to follow directions in the workplace.

7. Keep it short
Time is of the essence. Recruiters really don’t have the time or desire to sift through a four-page resume. Unless you’ve worked with Prince William and Kate and it somehow relates to the job position, don’t bother sharing. Employers don’t need your life story; so, don’t say what you accomplished in high school.

8. Formatting
It’s best to save your resume in a PDF to retain formatting and prevent editing, unless the employer requests something else. Make sure the file name includes your first and last name. Companies receive hundreds of resumes and need to be able to quickly identify yours. Also, it should not read “Juliet Swanson vs.1.” It should read something like “Juliet Swanson_Resume.”

9. Learn how you’re “linked” in the PR world
It’s much easier to get your resume seen if you know someone on the inside. Research your LinkedIn account and see if there’s someone who is connected to the company you’re interested in. A personal recommendation gets your resume moved to the top of the stack.

10. Get your resume “tailored”
Not every single PR/marketing/advertising job is the same and neither should the resume you send out to each job. Different job positions require different skills and responsibilities. Make sure you highlight the right ones according to each job description. It shows recruiters you understand what they are looking for in an employee.

Tags: , ,
Posted in PR/Marketing | No Comments »

Sink or Swim? Participating Across Social Media Channels

October 10th, 2011

sink or swim

The rapid growth of social media communication has some people excited and others nervous. Many professionals are hesitant to stick their toes in the shallow end while others dive in head first. Regardless of your perception of social media, it is becoming increasingly vital to an organization’s success.

So, where does the fear to participate come from? Some business executives find social media too risky and are scared of losing control of the conversation. They’re reluctant to expose their brand to the “critical” masses and afraid that if they put their brand out there for all to give their two cents, then ‘Negative Nancy’ will take over and they’ll never be able to rope the conversation back in.

However, opening up conversation about your brand to include social media users can foster positive feedback and use a web of connections to get your name out there. The perceived risk that accompanies engaging in the world of social media can be worth taking if you participate in the right ways.

Beware of sharks

Consistently reinforcing your message and purpose with Facebook, Twitter, blogs and other social media venues lowers the risk of losing control and increases your brand awareness. Will someone, somewhere eventually say something negative about your brand? Yes. But the upside to having these negative comments said in the social media conversation is that there are people out there who can and will defend your brand as well.

Picking up speed

Getting comfortable with putting your brand out there is just the beginning. Engaging your fans, followers and bloggers is the next step and perhaps the biggest reward when entering the social media pool. Instead of just tacking social media on to your list of things to do, leverage your followers and bloggers to do some serious footwork for you.  For example, companies can implement Facebook contests and invite their fans to get involved for the chance to win a prize. Another option is to tweet questions and links for your fans to weigh in on. These strategies get your fans actively participating with your brand.

Headed for open waters

When growing your online presence, it’s important to keep in mind that it’s not usually about selling. The most influential and successful social media efforts are focused on the bigger conversation.  For instance, Pampers created an online community called Pampers Village where current mothers or mothers-to-be can access educational resources regarding situations encountered from birth through childhood.  There’s no shopping cart for diaper purchases. Focusing their online presence on being a resource for mothers has instilled trust in consumers while still promoting the Pampers name.

On your mark, get set, swim.

Participating in the social media world doesn’t mean you have to be glued to your smart phone but spending time effectively and accurately representing your brand will help you define your organization.  Social media communication is quickly evolving from an extension of technology to the center of business relationships. Don’t get left sitting on the side of the pool.

Tags: , , , , ,
Posted in PR/Marketing | No Comments »

THE INFLUENCER: Does one person really make a difference?

September 27th, 2011

influencer

Every industry has their “experts.”  None are more dominant than in the PR world, however.  There are branding experts, social media experts, publicity experts, etc.  The list goes on and on.  They seem to be springing up at conventions, seminars and PRSA meetings across the country.  As people continue looking for the “next big thing” in their industry, companies are noticing who’s stealing the spotlight and who’s shaping opinions.

Now, the big question is, can one or even a few of these “influencers” help a company connect with the correct target audience?  Companies who hire PR firms want one thing: to tell their story, in a way that resonates, whether it’s to a niche community or global business leaders.

Traditional brand building creates attention through ads, publicity, appearances and articles.  Working with key influencers can create buzz about your client in specific circles of interest.

Which method is worth the time and money?   The best answer is a combination of both.

Traditional brand building is good for reaching the masses.  This means that you spend your money sprinkling your message over a massive group of citizens.  The good news is that this method can make a huge impact quickly.  What is the downside?  You must hope that the message gets to the one or two consumers who will buy or use your product/service, and then hopefully, they will spread the word further to their friends.

Today, it’s critical to take the next step.  An influencer could be the new game changer your organization needs.  The influencer, whether it is a small group of people or just one expert can hit your immediate target audience to penetrate any confusion created in a mass audience.  This targeted approach can get the job done that traditional brand building can’t do alone.

A good influencer not only has credibility, but has a creative spark.  They look for trends and spread the news to their wide bandwidth of followers.  People rely on these influencers for things that will be hot the next couple of years.  They are experts in building a brand and creating interest in a particular product or service.

For example, a popular social media influencer is Peter Shankman.  He is the founder of HARO (Help a Reporter Out).  His expertise is prominent through media interviews, as well as seminars across the country.  And the tech world wouldn’t have made such fantastic strides over the past decade without Apple’s Steve Jobs or Facebook’s Mark Zuckerberg.  These people see the next big thing and go after it.  This in turn builds brand identity for their company, stimulates innovation and creates real value.

No matter how a company chooses its course of action, one thing is certain; influencers should be embraced along with traditional PR tactics.  They could be the ultimate weapon in building and selling a concept, idea or even a brand.

Tags: , , , , , , , , , , ,
Posted in PR/Marketing | No Comments »

The PR Golden Rule: Always Keep Your Promises

September 16th, 2011

We’ve heard these since we were kids:

  • Do unto others as you’d have them do unto you.
  • Never tell a lie.
  • Play nice with others.
  • Respect your elders.
  • Work hard.

And most importantly, always keep your promises.

agreement

These were the values instilled into us – “the golden rules” of life by parents, friends, church and even relatives.   These are the glue that hold together society.

In this day and age, the golden rules of life become blurry in the business world.  The Better Business Bureau (BBB) was set up in 1912 to combat fraud and dishonesty, but sometimes morals and values slip through the cracks when dollar signs are waived in front of executives.  The BBB even offers a list, called the “Standards of Trust,” which includes one very important rule: “Honor Promises – abide by all written agreements and verbal representations.”

Nothing is more perturbing to a customer than to have a written or verbal agreement with a company for a particular service (or product), and then when the bill shows up, you paid it, but they were not rendered.  Starting to sound familiar?

This is similar to relationships between companies and their clients.  No matter the service or product offered, it is crucial to follow through.  Nothing spreads faster than negative reviews, especially with the ability to connect through social media, blogs and email. It has been said that for every one great compliment, there are about 10 negative reviews.

Interestingly, telecommunications companies are among the worst offenders.  With increasing competition you would think they would wise up before the end up out of business.

Yes, word of mouth can be your worst enemy…or your best friend.  Have you ever gone shopping, received phenomenal service and got a great bargain?  You wanted to shout it to the world.  You were more likely to share the secret with a friend and they would share it with their friends.  And those contacts were more likely to use your reference because they trust and appreciate your advice.

Same goes for bad products and services.  Even failing to offer great service just once can lead to a string of individuals who will never use that company ever again.  That wronged person might even tweet or Facebook about it…yes, we’ve all been guilty of this as well.

PR professionals can help their clients from becoming a recurring item on customer’s “never again” list.  By advising them to keep their promises holds them accountable.  They can either be rewarded with more business or harmed by awful reviews.  In this economy, no one can afford a bad review.

Tags: , , ,
Posted in PR/Marketing | No Comments »

Planning Southern California’s premier automotive event

August 15th, 2011

The most prestigious award of the day, Best of Show, was bestowed on a 1931 Bugatti Type 51 from the acclaimed Nethercutt Collection, located in Southern California.

The most prestigious award of the day, Best of Show, was bestowed on a 1931 Bugatti Type 51 from the acclaimed Nethercutt Collection, located in Southern California.

The key to a great event isn’t just timing and location; it’s a mix of exciting activities, unique experiences and creativity.  During the 29th Annual Dana Point Concours d’Elegance, the staff was faced with the task of not only introducing a major component, the inaugural Dana Point Vintage Automobile Auction to the Concours, but also promoting multiple activities over a three-day weekend in the epicenter of the collector car world: Orange County.

The 2011 Dana Point Concours d’Elegance successfully accomplished its goals by offering a one-of-a-kind event with a blend of distinct vehicles, including a 1931 Bugatti type 51 coupe, 1927 Bentley 6.5 Litre BX 2416 and a 1937 Mercedes-Benz 540K special roadster.  Besides the exclusive Private Collection Tour, there was also an elegant selection of renowned automotive fine art by notable artists from around the world, including many members of the distinguished Automotive Fine Arts Society.

With more than 8,000 attendees flocking to the breathtaking golf links of the St. Regis Monarch Beach resort, many automotive events can take cues from this occasion, including the upcoming Pebble Beach Concours d’Elegance, scheduled for Wednesday, Aug. 17, to Sunday, Aug. 20.

To offer a few insightful do’s and don’ts learned during the Dana Point Concours, the following tips can help anyone create a successful event.

For starters, establish what you want out of a location, such as scenery, exclusivity, size and atmosphere.  Highly-populated settings, unique areas, well-known stores or high-volume traffic locations should all be considered when picking a venue.

Sometimes out of the way locals get snubbed by tourists who don’t want to waste the travel time.  The Dana Point Concours was located at the world-renowned, exclusive Monarch Beach Resort.  If tourists weren’t swayed by the shiny metal, the hotel’s European atmosphere and glamour definitely helped.

Promoting the strongest areas of your event to specific, target audiences is also a must.  You wouldn’t promote an invitation-only event through the media, or not announce an activity that’s free to the public via a news release.

During the Dana Point Concours, many people were unaware of the Private Collection Tour because of the limited number of spots available.  When offering tickets to anything, the more people that know about it, the more likely the show will be sold out sooner.

Speaking of your target audience, they will remember effortlessly the best and worst part of your event.  No matter how big or small the activity, there are bound to be a few hiccups.  By offering an event that is different than the normal gala or dinner will spark some positive notes among visitors, especially if it was an original AND fun event.

For example, the Dana Point Concours d’Elegance was masterful in laying out the vehicles on the golf links.  You didn’t see the same car or motorcycle twice and the vast greenery definitely set the tone.

Come up with something unique that most other companies similar to yours wouldn’t think about offering.  For example, the Dana Point Concours introduced their event in Southern California where a Concours doesn’t exist.  They also presented smaller activities, such as the Private Collection Tour, surrounding the Concours that gave enthusiasts a chance to see some of the best collections in Southern California.  During any other normal automotive event, they wouldn’t have had the chance.

And last, but not least, don’t forget the bathrooms and food stations!  An event can make for some grumpy guests if you don’t organize the bathroom locations and food areas.  If it takes 15 minutes to walk to the first port-a-potty or buy a burger, chances are people will not take that lightly.  Spread it out and offer a variety of food too.  You never know who’s a vegetarian, meat-lover, vegan, or just plain picky.

No matter the style, size or list of activities, any event will be successful as long as planning and preparation are introduced at the beginning stages.  After all, you want your guests to experience the delicious food, not the line to the one bathroom.

Tags: , , , , , , , ,
Posted in Dana Point Concours d'Elegance | No Comments »

Helping your journalists make the video leap at events

July 12th, 2011

video camera

The game of public relations and marketing, as we’ve suggested dozens of times, is as much about helping the media spread your word faster and better as it is simply informing journalists.

To that end, most journalists will readily take advantage of the opportunity to use video footage, whether it’s raw or processed. Video of your product in action or your representatives in an interview will make the rounds quickly on both the Web and on TV, where cable networks are desperate for the latest content.

But the reason we’re not entirely inundated with video media boils down to the cost and hassles involved. Good video takes a crew, which costs money – way more than most editors are willing or able to spend for most content.

Luckily, you can maximize the way you help your journalists in one fell swoop by providing a video crew on site at a product unveiling or demonstration. Although you’re responsible for fronting the costs of the video crew, the benefits are endless thanks to the proliferation of online media sharing. It only takes one YouTube video to take your product to an entirely new level.

Setting the scene

Once you’ve decided to hire a crew (they’re cheaper than you might think), it’s imperative that your let journalists who may or may not be attending your event know that they’ll have unfettered access to these assets. Journalists who might be on the fence about attending your event could simply need to know that they’ll come home with impressive visuals to change their minds.

Alternatively, you might want to consider simply providing journalists with an HD video camera and a tripod. This way, they can set up interviews as they see fit. You’ll have an HD camera to use for your business and you’ll save a bundle, although this situation would certainly limit the professionalism and creativity journalists often need for their audiences.

Either way, you’ll want to make the crew easy to use during the day of the event. Alert journalists both prior to the event and on the day of that they’ll be able to direct their own scenes. A sign-up list might be necessary if you have lots of demand.

If you have the resources, you can provide the journalists with some editing, but they’ll more than likely be satisfied with a USB thumb drive filled with raw footage (and this is a great opportunity to use your own branded USB thumb drive).

No hassle, more benefit

At the risk of sounding like a cheesy bank tagline, we’ll conclude with this: What better way is there to promote your product on the most heavily used and most rapidly-growing medium than to provide journalists with easy access to a video crew or video camera?

The upfront costs are low enough that, once you’ve tried video, you’ll wonder why you’ve never made the leap before.

Tags: , , , , , ,
Posted in PR/Marketing | No Comments »

Working with press in the field

July 5th, 2011

the media

We don’t always encounter members of the media in a textbook environment where we know what to expect. When pitching stories or simply answering questions on the phone, most conversations take the same path. The same is true at trade shows, where our goal as public relations professionals is to make the most of our limited face time with those who can spread the word about our product or service.

But what happens “in the field?” To be certain, “in the field” is a vague way to describe just about any situation where you might have a number of unexpected and hard-to-predict variables, even at your own event where you’re calling the shots.

If it’s your own event, you’ll want to provide journalists with the tools to do their job. Sometimes, it’s as simple as handing out pads of paper and pens. Even though most journalists carry their own, even the most seasoned reporters occasionally leave these basic tools at home. Moreover, it’s a great opportunity to hand out a branded pen or a branded pad, which will further cement your brand identity and help you convey a particular message. Most situations also require Internet capability and power outlets for laptops or phone chargers. At some events, you might even want to keep a few more common power cables on hand in case you know your crowd will need to spread a message immediately.

The facility you use might be temporary, so it’s worth considering such factors as air conditioning, heating and even wind resistance. We’ve seen events where tents literally blew over with members of the media inside. That’s not the kind of impression you were hoping to leave, was it?

Predicting the unpredictable

If you’re not responsible for the event itself and you’re unable to set up a media center, you’ll still want to look at how best to approach your audience.

Scout out the location ahead of time, even if it’s just via satellite view on Google Maps. Know what to expect so that, if necessary, you can be a tour guide of sorts. If you’re going to make representatives available for interviews, you’ll want to find a location suitable for voice recorders or video. In other words, find somewhere with limited wind and an appropriate background. Be prepared to tell your journalists where to meet, but don’t assume they know their way around.

Likewise, having suggestions on where to charge electronics or even where to catch a quick break will not only help your journalists, they’ll appreciate the help.

In other words, be prepared for the unexpected in any situation – especially in the field, where just about anything can happen.

Tags: , , , , ,
Posted in PR/Marketing | No Comments »

Grab the popcorn and make a PR video that works!

June 29th, 2011

YouTube

Video is a marketer’s best friend now that Internet bandwidth is such that nearly anyone with an advanced mobile phone, let alone a computer, can watch a shiny, high-definition video in the comfort of their own home or while on the go (hopefully not while driving).

But just because we can make videos doesn’t mean we should simply record something with a $100 Flip camera and then post it up to YouTube. Besides the obvious lack of professionalism in producing anything that isn’t cleanly finished – even something designed to look avant-garde – your video needs to properly convey a message. In other words, you can’t simply expect to flip on a video camera, wander around your office and product, and think it’ll be all over the Web within minutes.

For starters, you’ll want to invest in someone with some video editing skills. Gaining them yourself isn’t a bad idea, but sometimes it’s best to find a partner truly skilled in your line of work.

From there, you’ll want to figure out what your video should cover and who it should reach. An outline will help you ensure you don’t miss anything, while a general idea of your intended audience will make sure you don’t miss your mark.

That’s the easy part. Now you need to put it together!

Playing filmmaker

Think of your video as a short movie. You don’t need Guy Ritchie or the late John Frankenheimer to create a masterpiece, although BMW sure thought they did about a decade ago. A pioneer in the world of online video marketing, BMW created a series of eight films produced by various directors starring Clive Owen. With a huge budget, the automaker created a new genre – the product placement-heavy online film. With the ability of social media to take something viral – to spread it across a wide audience – the possibilities are even more endless today.

What made those BMW films so successful was that they had a compelling story with great visuals and a terrific soundtrack. Like a press release, a good video tells a story – it entertains and informs. Unlike a press release, a video is considerably more resource intensive to put together.

A big budget won’t hurt, but great videos can also be done on the cheap. Rhett and Link, a pair of independent filmmakers, made a storm a few years ago when they began creating entertaining, low budget ads for small businesses. Underwritten by a consultancy, Rhett and Link travel the country creating comical ads that, while they might not always paint the prettiest picture, certainly engage audiences and build enthusiasm. They’ve been so successful that their efforts have spawned their own brand new TV show on IFC.

Your videos don’t necessarily need to follow their gritty style, but they should grasp audiences in a similar way by telling a story – like a mini-movie with a real plot. Good visuals, an appropriate soundtrack and, beyond all, an engaging storyline will ensure your success.

Otherwise, you might wind up with a Hollywood flop of your own.

Tags: , , , , , , , ,
Posted in PR/Marketing, Uncategorized | No Comments »

« Older Entries