How do you guarantee the success of a pitch more times than not? Link it to a hot-button news topic. Even better, pitch a story about an emerging trend—those gems of leads that give journalists insight into something on the verge of explosion.
A sixth sense for the next hottest trend is an asset whether you make the news, report the news or want to be the news, but not a talent everyone possesses or cares to cultivate. If you’re limited to the traditional five senses, Google Insights is a tool worth bookmarking. Not only does it provide links to top stories by keyword, but you can use it to predict trends by category, season, location or time frame.
When it seems like “there’s an app for that” for just about everything, give this one a try to find the hook for your next winning pitch.
Posted in Communication tools, Public relations.
By Maura O'Neal
– January 19, 2010
For people who grew up with technology, this entry may not mean much. And let me make it clear, I’m a huge fan of technology.
Twenty years ago I was a little shocked at the cost of my first fax machine, but I quickly learned how much it was really worth. My first computer cost an arm and a leg, but man, could I do some great stuff. The acceleration of the design process was amazing with technology, from layout programs to PDFs (though I staunchly believe that design is diluted by the fact that anyone, with or without an understanding, can whip out collateral, yuck). And honestly, I can’t remember how much time everything took and what I did before the internet. I love technology.
That said, I am a hold out about a few things. Holiday (yes, Christmas) cards, thank you cards, birthday cards, letters. I know, e-cards save energy, resources and time, but they aren’t the same. I like the hand-written word. There is something wonderful about handwriting and personal notes. I appreciate an e-card or that someone cares enough to shoot a thank you email, but I may always be a traditionalist for a hand- written note; it just feels good. I like papers, envelopes, ink and layouts. I like holding it in my hand and setting it on a table for a few days to appreciate it.
It’s something to think about when you interact with your clients, too. The handwritten note still says class, something a little extra.
After all that, as ironic as it may be, happy holidays to you and all the best in the New Year.
Posted in Uncategorized.
By Laura Holloway
– December 24, 2009
Any company that is trying to reach a core audience – such as members of an association that really need to know how you and your company’s solution can help them reach the next level of success – will toy with the idea of going to a trade show. For those of you who have been to trade shows, you know they can be overwhelming, massive, intimidating, draining, and costly.
I just traveled to San Diego to support one of our clients, Pedal to Properties, as they took the national stage at the National Association of REALTORS conference, the biggest show for realtors this year. Pedal to Properties, based in Boulder, is franchising its concept – great technology, green practices and optional bike tours to homes for clients – so it was time to go see if this concept would resonate outside bike-friendly Boulder.
Going was a big decision for the Pedal to Properties team as they had to do a pre-show marketing push, pull together bikes to get to San Diego, build out a booth space, pull together marketing materials in short order, and even map out tours in and around the conference center and downtown San Diego via their signature bikes. After spending a couple days in the exhibit area with the Pedal to Properties management team, including Matt Kolb, founder, and Tim Majors, president, U.S. operations, I’d say the results were stellar.
You’d see a person walk up, soak in the message, laugh, and walk away. More frequently, though, you’d see the Realtor smile and say ‘what a great concept.’ And then the dialogue would begin. Once people realized there is so much more than “just bikes,” they began to see why this franchise has so much potential. In just a couple days, this group pulled in hundreds of leads, people who are ready to open a franchise, and some great attention from bloggers and media covering the event. See here and here if you don’t believe me.
Posted in Marketing, News stories, Public relations, Social media.
By Patrick Hyde
– November 16, 2009
This is not a groundbreaking technique, but it will make your e-mailed press releases and other communications look more professional. Sometimes the simplest techniques are the most important …
While most professionals realize that you can send out an email to multiple people without showing every recipient’s email address to everyone receiving the email, I’m guessing (from the emails that I receive anyway) that some people don’t think about the practice. Unless there’s a reason to share every recipient email with every recipient, it looks more professional to hide all the emails. Simply paste all the email addresses in to the “BCC” line instead of the “To” line; send the info to yourself in the “To” line.
I get emails at least once a week where every recipients’ email address is in the “To” header. Not only can it make that header ridiculously big (emails going out to 20 or more people for example), but you shouldn’t be sharing everyone’s email address with everyone else, especially if the information is sensitive or of a competitive nature.
For example, I got an email last week from a contact at an association to which my client belongs. That email included every email address in the “TO” list, telling me exactly which of my client’s competitors were vying for the same opportunity as I was – no secrets there.
Use “BCC” when sending emails out to more than five people. It looks cleaner and more professional and keeps your address book private.
Posted in Uncategorized.
By Laura Holloway
– November 16, 2009
The Henne Family and their infamous balloon
Last Thursday, Oct. 15, most of the country watched as a UFO-shaped, home-made helium balloon scurried across the Colorado skies with a six-year-old boy supposedly inside. We have learned since that there was no boy in the balloon. He was eating snacks in the attic while his father grasped for fame, hoping to land a reality TV show. While this story seems too strange to be true, it reveals much about the news cycle and the news value of a story.
1. Timeliness: The “balloon boy” story broke on TV and was immediately swept into headlines with frequent updates. To increase the likelihood of your event or story getting coverage, make sure there is a tie to a hot headline or a holiday, monthly observance.
2. Visual Interest: A UFO-shaped balloon flying through the sky is a great visual. What about your event? Add actions to your event that are visual in nature. If you are hosting a dance for seniors for example, stage a king and queen crowning ceremony to add visual interest.
3. Self-promotion: The Heenes got so much attention so quickly because they called a TV station (even before they called 911, which should have been the first clue that this was a hoax). But, this self-promotion led to the great visual that captured our eyes. If you have a great event, reach out to the media so that the public will know about it.
4. Follow up: The event was over, the balloon crashed and little Falcon Heene was back in the arms of his parents. Then the real story came out. Make sure that you follow up your events with coverage too. Gather the photos you took and send them to local papers that will accept submissions. If you raised funds or gave awards, send a press release to let everyone know. Post on your blog about how the event went. Often this post-event coverage can be even greater than the pre-event listings.
While the strangeness of the Heene balloon boy story is something hard to replicate, we can capitalize on some of the positive communication skills they employed. The dishonesty the Hennes displayed is the largest communication no-no, but their timely, visual story was well covered due to self-promotion and follow up.
Posted in News stories.
By Heather Hutchinson
– October 21, 2009
David Letterman began his show last night by telling a story* to the audience. He told of getting into his car to find an envelop that contained evidence of his sexual relationships with female staff and a letter requesting $2 million in return for not publishing that evidence. In an awkward moment met with uncertain laughter and clapping from the audience, Letterman admitted that he has had sex with female staffers. As a result, the potential blackmailer no longer has a leg to stand on. Letterman effectively took the wind out of his sails.
Getting out in front of bad news with the truth and addressing it on your own terms is important. Whether it’s a poor quarterly performance report, employee misconduct or any other potentially damaging news, it’s vital to directly address the information with the truth. It remains to be seen whether Letterman saved his job and reputation, but the blackmailer has been caught and the threat of extortion removed.
*Go to YouTube.com and search for “Letterman Confession” to view the tape from his show.
Posted in Public relations.
Tagged with Public relations.
By Maura O'Neal
– October 2, 2009
Ever since I was legally old enough (is there such an age?) to subscribe to magazines, I’ve been a glutton. I love them and the stories, topics, trends, photos, personalities, across a huge spectrum of industries, they deliver. And they’ve always — even today — been a screaming bargain as subscriptions are a pittance of the cost of production and distribution.
This fascination has not waned. In fact, it has only intensified as our business success depends on knowing what’s going on in consumer and business trends and trying to apply these trends to our customer needs. I pride myself on not being myopic too, as perusing magazines from a mix of industries, appealing to many vertical audiences, sharpens my senses for trends applicable in different disciplines. So each month, Utne Reader, Money, Worth, Fast Company,
Fortune, Governing, Cooks, Surfing (hey, I’m being a good uncle as my nephews are on the pro tour) and others land in the mailbox. At work, a flurry of PR and client trade magazines hit the desk also as we must, to be effective, try to stay current, or on good days, a step ahead of our clients.
Each has something of interest to offer. My latest best read is Fortune Small Business, and not just because they featured a couple recent clients, CEO Challenges and Pedal to Properties. Fortune Small Business is applicable to both our small business and our clients’ world, many of whom are risk-taking entrepreneurs who seem to grow despite the economy. Bottomline: if you dont’ already, subscribe to a publication or two — even far-flung-outside-your-arena pubs such as Surfing. For less than $15 and a dozen issues a year, you’re guaranteed to see one design, idea or topic that could be applied to your field.
Posted in Public relations.
By Patrick Hyde
– September 17, 2009
These days, everyone is throwing around the term ROI, or Return on Investment, as if it were the be-all and end-all of measuring success. But what does it mean for PR agencies? The truth is, there is no universally accepted way to measure ROI for a PR campaign.
The most desired and attractive form of ROI from the perspective of senior management and shareholders is a direct monetary return in dollars, resulting from increased sales, increased share price, increased membership in organizations, increased funding, etc. However, it is narrow and unproductive to view ROI of PR in these terms because many marketing and corporate communication activities have specific campaign objectives not directly linked to sales or share value. In addition, PR campaigns are often long-term and integrated with other forms of communication so that ultimate financial impacts are difficult or impossible to specifically attribute to any one form of communication.
For example, one of our clients organizes a month-long bicycle- and pedestrian-friendly celebration. Our job is to make people aware of the objective and the events going on throughout the month and to make sure people sign up to partake in the culminating event. There is no measurement of sales or dollars that would signify a successful PR campaign. We measure success by the number of people getting involved throughout the month, the number of times the event is mentioned in the media, the number of photos and stories that are published and the number of people who sign up for the main event. However, certain elements can hinder these measurements, such as weather and gas prices, so numbers may not increase each year, even if the PR campaign is improved upon.
The objectives of strategic PR and corporate communication can and should extend beyond achieving immediate financial targets. If objectives are clearly established for PR (as they should be), ROI is best described as the achievement of those objectives, whatever they are. ROI may be a percentage increase in awareness, an increased level of support, a decline in complaints or criticism, improved comments and recommendations by analysts or a more motivated workforce.
Posted in Public relations.
Tagged with Measuring PR.
By Michaela Bouck
– August 25, 2009
