Archive for the ‘PR/Marketing’ Category

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Fall in love this February

Monday, February 18th, 2013

imagesLove is in the air this February and as you scramble to pay your credit card off from that super-exclusive restaurant, the big heart of chocolates and flowers you presented to your Valentine this month, another relationship you must also think about is the one with your client’s audience.

Similar to a loving relationship, a client’s relationship with its audience should be handled with care, attention and open communication. To help your client continue its positive position in the market, here are five “love-filled” recommendations to help your client receive the “TLC” from its target audience.

  1. Keep your promises – Nothing upsets a customer more than a company that doesn’t provide reputable services and products it advertises. Recently, the 13th annual Harris Poll Reputation Quotient released its top 10 most and least reputable companies, which included Amazon and Apple in the top five. These companies are dependable and provide exactly what they advertise – good products and good services.

  2. L-I-S-T-E-N – This may sound simple, but listening is crucial to establishing a long term relationship with your client’s audience. If a company listens to feedback, complaints and questions, it’s more likely to deliver exactly what a customer wants and needs, and will better prepare the company to keep its promises.
  3. Be honest – Transparency is key. Whether you’re in a relationship with your boyfriend, wife or customer, an honest and open relationship will alleviate any mishaps, arguments or worse – lawsuits.
  4. Apologize – Hopefully, after years of arguments, men have this down to a science. Apologizing is essential to keeping a long and happy relationship when you know you’re the one who messed up. If your company is in the wrong, apologize, apologize and apologize again. In Carnival’s recent mishap, the Cruise line not only took responsibility, but refunded its stranded passengers in full, offered them a credit for a future cruise and paid them $500 for their travel back home
  5. Be a gift-giver – What customers love more than a company that keeps its word, is a company that gives freebies. Whether you advertise through coupons, giveaways, contests, Groupon or LivingSocial, if your company has the means and funds to do so, offer a giveaway or contest. It excites your customers, you’re able to interact with them on a positive level and keeps them coming back for more.

Following these simple guidelines won’t just help you snag the woman or man of your dreams, it will also help your client snag loyal customers and repeat purchasers.

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A Picture’s (Still) Worth a Thousand Words

Monday, December 17th, 2012

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In the age of social media, messaging can build a business or destroy a reputation in an instant. Sadly, many people overlook the simplest (and first) form of communication – a photograph.

The power of an image is more dominant now than it ever has been. In fact, research reveals that 10 percent of all shots taken since the dawn of photography happened in 2012.

Recently, TIME Magazine organized its top 10 photos of 2012. At TPRM, we were proud that one of our own, Parrish Ruiz de Velasco received accolades for his Texas Twister photograph, which earned him a spot on the top 10 list and some instant fame on TV.

There was a much broader message than winning accolades, though. TIME reported that more people are now communicating through images and photographs.

Social media tools such as Instagram and Pinterest are captivating audiences one photo at a time. And bystanders are becoming “unofficial reporters” using cell phone cameras to capture images and videos of breaking news.

To adapt to the new “now” generation of the rushed, impatient “Millennials”, PR professionals and advertisers must adjust how they deliver their messages. Images are not only required to accompany any text that’s sent to the public or journalists, it’s demanded. Social media accounts, YouTube videos and interactive ads are the new norm.

While good PR professionals understand the command of an image, exceptional PR pros utilize this powerful messaging tool to create an influential connection between clients and their target audience.

As companies look to the future for the next trending advertising and PR tool to get their messages across, the age-old saying still holds true: a picture is worth a thousand words.

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How to lose a client in one day

Wednesday, October 3rd, 2012

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One of my favorite movies of all time, as girly as it may be, is “How to Lose a Guy in 10 Days.” Actress Kate Hudson stars in the role as a successful magazine writer who “spun” a story to get a result most women don’t want – to get dumped. Like most PR professionals, we can clearly relate to the story, because we don’t ever want to take the risk of “getting dumped” by our clients.

It seems lately, however, more PR professionals are getting the boot because of their social media antics. For example, a PR pro recently took to the social sphere to post a not-so-politically-correct opinion on his client’s account. We’ve all made mistakes in our careers, but which ones are forgivable and which ones will have your clients saying:

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Here are a few quick ways you can “lose it” and lose out:

• Reacting (instead of acting) to a situation – It’s been said time and time again, “think before you speak.” But in the case of social media, think before you WRITE. When a customer’s harsh words or a fan’s rant boils your blood, don’t jump the gun and say the first thing that pops into your head. Take a deep breathe, put a plan together, review the company’s messaging, ask team members for their thoughts, etc. Such as the case of the Kansas City Chiefs Twitter account replying to a fan to ‘get a clue’, you don’t want to make a lasting comment just because one follower was momentarily upset.

• Expressing your opinions via your clients accounts – Whether you do it on purpose (which we would hope not) or do it on accident, expressing your personal views and opinions is by all means NOT acceptable. Your client’s customers don’t care who you’re voting for, what cool event you’re going to see, and in the case of Chrysler, why you feel Detroit has the worst drivers on the planet. If you’re the main contact for your client’s Twitter / Facebook page, always check that you are on the correct account before you post. You may think it’s a silly reminder, but people have been fired over these “oops” moments.

• Ignoring your surroundings – Many PR professionals forget that social media accounts aren’t solely for brand marketing and posting information about the company alone. It’s more than that. You must interact with fans and followers on an emotional level, follow the day’s topics and facilitate conversation, but more importantly be on top of breaking news. Hours after the tragic shooting in Aurora, Colorado, the National Rifle Association tweeted a harmless good morning to its followers, but weren’t very careful on its phrasing of the greeting.

• Always thinking you’re right – It’s human nature to make mistakes, but the worst thing you can do is not learn from them. Or worse, not correct it. If you made a mistake, own up to it and apologize whether it’s to your boss, client or the millions of fans on the company’s Facebook / Twitter accounts. As in the case of Celeb Boutique, after its international PR team blindly posted about a trending topic (that just so happened to be about the Aurora shootings), the company immediately owned up to the mistake and apologized.

• Using hashtags for anything – Hashtags can be a tricky Twitter tool for many PR professionals. They can invite fellow Twitter-users to start up a conversation with you about the latest services and products your company offers, or they can be a big waste of time if you don’t research what’s trending and how to appropriately use them. In the case of McDonald’s hashtag woes, the company originally started a hashtag to share heart-warming stories about people’s experiences at the fast food chain. It quickly went south when people expressed their own horror stories.

Whether you’re new to the PR world or a veteran, you can avoid these traps and pitfalls of the social media world and keep your client happy and impressed. And remember, if you have doubt, always get a second opinion!

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The ultimate test on multitasking

Friday, September 21st, 2012

multi_tasking

In today’s niche business world, it’s not uncommon for one PR agency to represent multiple companies from the same market. For example, in the auto industry you may not only represent an auto manufacturer, but a NASCAR race team, an aftermarkets parts business or even a charity that’s sponsored by a car company.

Every good PR professional knows how to give each client the proper attention they deserve while in the comfort of their agency’s office. But what happens when multiple clients from one industry attend the same event year-after-year, such as SEMA, the Goodwood Revival or the Pebble Beach Concours d’Elegance, and expect the special one-on-one time you give them each day? It’s no easy task.

Here are a few key tips to keep in mind when managing your clients, their business associates and yourself during an event.

  • First and foremost, create an action plan for you and members of your team attending the event. Divide up the main points of contact for each client so they feel like they are getting that special one-on-one time they need.
  • Organize a check list for each client at least one month prior to the event. This time allows your team to review interview opportunities, clear up scheduling conflicts and add any special opportunities that might get journalists’ blood pumping.
  • Pitch, pitch and pitch again. Make sure journalists take this time to kill two birds with one stone and interview multiple clients of yours while they are all in one location.
  • Balance the interview schedule with an excel sheet that is routinely updated. And allow a 30 minute time block between each interview in case questions run long or you have to travel a bit to get to your next interview / client. It’s always better to be too early than too late.
  • Track your numbers. Journalist numbers, client numbers, colleague numbers. You should have everyone’s contact information in your phone, on an excel sheet and within the outlook invitation. This missed step could cause you a huge headache on-site.
  • Draft a media booklet recap for EACH client – and bring extra copies. This media booklet will be you and your client’s best friend. Be sure to include on each sheet:
    • Journalist name
    • Media outlet with background information
    • Schedule and location of interview
    • Key talking points to address during the discussion

    (Smart tip: when scheduling interviews make sure your client has a hard copy and digital copy, i.e. an outlook invitation with the details. Your client will be able to access his / her schedule on-site or at the hotel.)

  • Travel light and arrive early. It’s always a good idea to get the lay of the land (in comfortable shoes) before clients or journalists show up. Being “in-the-know” allows you to be your client’s “go-to” gal or guy.
  • Schedule a time to meet with each of your clients – separately. Prior to any event, it’s always a good idea to meet with each of your clients and discuss the media booklet, answer any questions or concerns and provide a tour of the event grounds.

And lastly, the best advice one can give is to breathe. No matter how much you’ve prepared, there will always be hiccups and scheduling errors. Whether you are by yourself or with a team member, be confident in your multi-tasking skills and impress that client!

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A New Year’s Resolution to stick to in 2012

Friday, January 6th, 2012

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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?

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Back to the Basics

Monday, 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.

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Sink or Swim? Participating Across Social Media Channels

Monday, 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.

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THE INFLUENCER: Does one person really make a difference?

Tuesday, 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.

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The PR Golden Rule: Always Keep Your Promises

Friday, 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.

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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.

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Helping your journalists make the video leap at events

Tuesday, 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.

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