The Elves Are Leaving The Building

Happy Holidays and many thanks to all who've read and commented on the Buzzzz blog this year. We're taking some time to pause and celebrate the past year and welcome in the new one.

We'll be back in 2010 with more food for thought!

Dribble, Dribble, Dribble. . . The Worst Way To Get Your Story Out.

Oh, Tiger. It's all coming out now. Slowly. Painfully. Now we understand why you didn't step up to the plate and make a bold statement when the first scandal surfaced. Why you didn't take control of the situation at first.

But we still think you're handling it badly. Because you're not handling it all. You're not managing the information flow. You're letting the faucet drip and run . . . while you hide out in your house.

We only hope you're huddling with your PR team as well as lawyers and a marriage counselor.

We hope you're planning an intelligent strategy and setting your ego aside to do so.

And we hope you have learned some lessons not just about life, but about the press and ownership of your own image.

Wishing and asking that matters stay private will not make them so. As a public person who's made his millions in front of crowds, you should know that people want to know all about you. The good. The bad. The numbers. The reasons.

The PGA Tour won't do as some have recommended and bounce you from the Tour. You're a cash cow and they know it.

But, fasten your seat belt. Because if your PR advisors haven't told you yet, the bumpy ride you're taking now is far from over.

Should Tiger Woods Stay Silent?

Tiger Wood's current “situation” (as he describes it in his blog) is something he wants to keep private. He's just hoping it will go away.

Good luck with that.

Tiger's attorney says that Tiger doesn't have to talk to the police about it and that if he just sticks to the strategy of silence, this will “all blow over.”

What planet does this guy live on?

He's obviously out of touch with the blogosphere and how news and opinion travels worldwide via the internet. Maybe he doesn't understand the power of social media. What's said on the Web has a shelf life of, well, forever. Is he arrogant enough to think that the world's most celebrated athlete should follow his advice and not also consult someone who specializes in reputation management? Because this is a crisis management situation with no less at stake than the loss of fans and endorsements.

That's right. Tiger needs to call in a PR team. Not just the publicists who send out the good news. He needs someone who can advise him about how the media, his sponsors and the public are all analyzing the situation. His team needs to examine what the media is reporting and what's being said by the general public on blogs, YouTube and in chat rooms. But, most of all, he needs someone to give him more than legal advice. Much more.

We can all understand that Tiger wants to keep his private life private. While he's had lots of publicity over the years, he's done a pretty good job of sheltering his private life. But now he's been propelled into a new kind of spotlight. And not in a good way.

This feels foreign to him. He's never been attacked by the golf media – after all, they're in the business of reporting sports news. Even the general media has mostly reported his accomplishments. They've written puff pieces on the boy wonder who grew into a champion. They've published pictures of his photogenic family smiling happily.

But now the news media, the entertainment press and the tabloids have latched onto a story sparked by Tiger's late night crash. Even TV's Evening News broadcasts are quoting the National Enquirer's accusations. It's time to wake up and realize that there are many, many, many people out there digging for the why's behind the accident. There are literally thousands of trained and untrained journalists on the hunt.

Tiger needs to be told that although he has the right to remain silent, silence is exactly the wrong strategy to take.

In a recent issue of Media Post's Marketing Daily, a quote from marketing expert and author, Jack Trout, summed it up: "There's an old saying in the PR business that silence grants the point. And I think someone as visible as Tiger Woods can't stay silent. It supports all the stuff flying around. By not speaking, you grant whatever people want to cook up."

Tiger should get with his PR strategists and consider his options. So much depends on what really happened that night and what's really gone on with the supposed "other woman." One strategy could be to craft a carefully worded statement, then release it to the press and on his blog. Maybe he should consider granting an “exclusive” interview with one prominent and sympathetic media person. But, whatever approach is taken, he should come clean so that he can actually move toward silencing the din that's whirling all around him now.

If he had an argument with his wife, Elin Nordegren, he needs to admit it. What couple doesn't have a fight now and then?

If the rumors of an extramarital affair are true, he should apologize to his wife, kids and fans for his indiscretion, admit it was a mistake, that it's over, and vow to never do it again.

Most importantly, he needs to get out front with his position before the so-called other woman, Rachel Uchitel, goes public with hers (followed by the inevitable “tell all” book). She's in denial mode now, but any of the rumors are true, that could change quickly. After all, she's hired Gloria Allred. So, if she planned on remaining silent, Allred would have been the last lawyer she hired.

If rumors of an affair are false, he needs to definitely quash them PUBLICLY with a carefully worded statement. He's Tiger Woods, after all, and there are a lot of people who want to believe him. He needs to explain away any “meetings” that actually happened between him and the woman. He should address the “sexting” rumors and show some righteous anger at the accusations.

But, most of all, Tiger should not remain silent. When you're the world's highest paid athlete, you don't have that option. Some people want to support you. A lot of people want to believe that you've finally revealed a flaw.

Either way, Tiger's silence just prolongs the discussion. On the internet, all the news, rumors and innuendo will live virtually forever. Tiger needs to raise his voice and give everyone the straight scoop. His fans and supporters deserve to hear it.

The “situation” won't go away overnight, but the tsunami will begin to recede. It's the only hope he has of calming the storm and eventually regaining some of that privacy that he values so much.

Happy Thanksgiving!

Even a high energy PR team needs a day off now and then to pause and recharge its batteries.

But the holidays always seem to bring last-minute special event assignments and — sometimes — crisis management tasks. While good for business, such last-minute work can test the holiday spirit of even the most cheerful PR pro.

That's when it's time to do what you do best: think strategically and get organized. That can help even the most harried pro get through this season and still leave time for celebration.

Wishing everyone a joyous Thanksgiving! May the events you're managing be happy ones!

Press Kits: Are They Obsolete?

If you're thinking about moving away from having a press kit because you have a web site that provides information about your company, don't do it.

A press kit remains an invaluable tool for working with media to get that all-important editorial coverage. Even more importantly, it is a targeted tool to convey those points about your business that you want the media to cover.

At its very least, a well-structured press kit should contain an overview of your company, fact sheets about the company and its products, and a bio of you primary spokesperson.

Offer it on your web site and on CD, but don't neglect that all important paper copy. Media Relations is about helping the media, so be prepared to provide your press kit in any way that the media requests it.

After all, it's just good customer service — and the media is your customer.

The Importance Of Being Organized

Despite the changes that have occurred in PR over the last year with social media and other channels of communications, media contact remains the heart of what most PR people do.

Businesses want and need editorial coverage. They recognize that the public processes a news story about a product, service or location as an implied third party endorsement.

Yet, it's surprising how many PR folks don't use one simple approach that could help them generate more and better editorial coverage.

They don't keep track of their media interactions.

Some PR agencies and in-house PR managers have attempted to address this deficiency by contracting for computerized software programs designed to help their staff track and organize their media contacts electronically. But, like any computer program, if you aren't organized to use it, you don't regularly enter the relevant data. And, you won't have the most current information to refer to later.

The old-fashioned (and tried and true) notebook or looseleaf approaches are low cost and still popular for those agencies or businesses on a budget. Simple and easy, there's no new computer program to learn. Here's how it works: You speak with a writer and you simply take notes. Each time you have a conversation, you take notes and date them. Now you have a record – a log if you will – of every press interaction.

You can refer to this as you do follow up later (only the luckiest PR folks get a story on the first run). You'll know when you last spoke with the writer and what was said. And – heaven forbid – if you're hit by a truck on the way home one evening, your colleagues can continue your work simply by referencing your log.

Now, the written log is not as sexy as the software and, granted, the tracking software also does lots of other organizational things like sorting and identifying media. But, if you're a small agency with a few clients in just a few industries, chances are you're already aware of key media you need to know. And, strong editorial calendar research will yield you more.

The point is that organization is the key – no matter what methodology you use.

Organization will help you to be more productive as you free up that brain space and make more and more media calls. And, because pitching is often a numbers game, this will also help you to be more successful at generating coverage.

So pick a high-tech approach or take the low-tech road, but for heaven's sake, get organized.

As an organized PR person, you'll find you can be both more productive and more successful.

Communicating Through Multiple Channels: Talk The Talk, Walk The Walk

How do you manage your marketing communications?

We're living in a transitional time. Advertising, marketing, public relations – they're all evolving. The lines are blurring. While the end goal remains influence and persuasion, the tools and techniques — and the channels we use to deploy our messages — are multiplying and becoming more intertwined.

New opportunities to affect meaningful and influential communication emerge everyday. There's a proliferation of tools, an avalanche of techniques.

If you have a product and you want to market it effectively, you have to get on board the train of changing times. And, whether you're in strategic marketing, creative development, advertising or public relations, here are some questions you should be thinking about:

Do you push out your marketing messages via ads, press releases, text messages, e-mail blasts, direct mail, your Web site? Do you engage your audience via Twitter, Facebook, blogs, chat rooms or any of the many forums available today?

Are you serious about learning? Serious about evolving your approach to communicating your marketing messages? Do you take what you learn from audience engagements and fold that into strategic discussions? Do you see an audience member's comments or questions as an opportunity to learn?

Do you reach out and learn through interaction with others within your company who might touch your target audiences in ways different than you do? Do you see technology as a tool to help you learn?

Does your corporate culture focus on the top “creatives” as the wellspring of ideas? Do you say all the right things about everyone getting involved in the creative process, but never find the time to put that into action?

Do you value all your company's intellectual resources? Does your company use its human capital wisely? Are your employees encouraged (and trained) to think strategically at all levels?

Do you consider what your receptionist can bring to a marketing discussion? Your sales team? Any front line employee? Your Web designer? Your customer service department? Is the advertising department huddled together as an elite brain-trust talking among themselves — or do they reach out and seek others' input? Does top management involve PR professionals at the beginning of an issue or once the program is in place and it needs “publicizing?” Who's on your top strategic team? Is it a blend of several disciplines?

When managing your message, do you recognize that your message will probably need to evolve? Do you act on that realization?

Round and round we go. . .push, pull, collaborate, refine, engage, evaluate, consult, interact, share and refine again.

Effective communications and marketing hinges on the collection of ideas from many resources and the execution of ideas through multiple channels.

We live in fast changing times. Don't just talk the talk, walk the walk.

Don't Tease Your Audience. Update Your Blog.

A blog can become an important part of your PR strategy — but only if you keep adding fresh content to it.

The blogosphere is littered with abandoned blogs and blogs distinguished mostly by long droughts between new postings. Sporadic updating is akin to a date with a tease. You intrigue your readers only to disappoint by not delivering. Do this over time and you lose them completely.

Search engines thrive on fresh content. It's the key to search engine optimization and to moving your blog up the search listings. If you want your blog to be found and read, you have to feed it fuel so it can race to the front of the line. If you want it to engage your readers and build an audience that is engaged with your communications and gives you feedback, you have to add fresh content at least once a week. After you do, spread the word via email, Facebook, Twitter and however you can. In short, tell the Web world that you have posted something new.

Send out the bait and bring them in. Don't bait the hook and you won't catch a thing.

Fresh content doesn't mean a long posting. It doesn't mean it has to be Pulitzer material. It just has to be fresh, interesting and helpful to your target audience.

So don't be one of those businesses that starts a blog, then leaves the thing alone in the dark recesses of the Web. Give your blog the attention it deserves and update it every week to 10 days. If no one inside your organization has the time to do this, get with a good PR firm and bring them on board to communicate your voice.

The Perfect Press Release Versus Getting The News Out On Time

Issuing a press release is about more than communicating your news in a clearly written fashion. It's also about timing.

This is particularly important in product publicity when you are issuing a release in the pursuit of editorial coverage. Most product or service announcements are not big news. Unless you're Microsoft, your biggest hurdle will be convincing the media that your news is worth editorial space.

It's important for your press release to be clear. All the facts should be correct. The release should be straight-forward and not sound like an ad.

Yet one of the most important parts of issuing a press release is frequently overlooked. That's timing.

So write the release and move it through your internal review process quickly. Don't let it get stuck in an internal bottleneck.

No matter how well-written it is, it's only useful if you actually send it out to the media. If it's held inside so long that your news gets stale, it won't matter if your prose is Pulitzer Prize winning when you finally get around to releasing it. You won't get coverage and no one will see it.

So resist the temptation to polish and polish that release. If the facts are correct and the writing is clear, just get it out.

Check Your Facts Before You Boast About Client News

There's nothing more embarrassing than boasting about something to the media, only to have to take back the boast. It's even worse if you've bragged about a client's award or recognition, gotten publicity for that, and then been notified your facts are wrong.

Whether it's an ethical choice or an honest mistake, providing the media with incorrect news undermines the PR profession.

When the facts are uncovered, the media will think you tried to fool them, so it affects your credibility as a publicist. Sure, reporters should check their facts. But in these days of media cut-backs, maybe some decided to rely on you -- their (formerly) trusted source -- to give them the right info. They won't make that mistake again.

If you notified the client of the award, the client probably took your word for it and basked in the happy glow of recognition. But once it's discovered you subjected the client to a public correction, the client's confidence in you diminishes.

We all make mistakes in life, but for publicists those mistakes can often be, well, very public. And the consequences can far outweigh the “wonderful” editorial attention that the incorrect information secured.

So check your facts before you rush to capture that publicity. Because in both the short and long run, the only publicity that really helps your client is the publicity that's based on truth.

Working With The Media: They're Doing a Job Just Like You

If you want to get good publicity, respect the media.

That means answering their phone calls and acknowledging their inquiries. You can't have a “relationship” with the media if it's all one-sided. Someday, you'll want to make a press announcement that will cast your company in a good light. But don't expect great coverage if you've got a reputation for snubbing the media or treating them unprofessionally.

Like any relationship, media relations is a two-way street. There will be times when they ask you questions you don't want to answer. Before you rush to “no comment,” consider crafting a reply that shows you cared enough about their inquiry to actually think about it.

That doesn't mean you have to give away the store. “Acknowledging” a reporters inquiry is not the same as responding to it. You don't need to provide a direct response to the question at hand. But relationships begin with interaction and respect for each other, so step back and think about how you will respond.

Remember, the media is doing a job just like you. You might feel they are adversarial when they are being inquisitive. You could feel their approach is confrontational when they see themselves as aggressively pursuing a story. But you don't have to choose between fighting or taking flight with a “no comment.” You can interact with the media in an intelligent way that will build you some capital with them for when you need them to help you get a story out.

If you don't know how to do this, get with a good PR firm and get some advice and counsel and some media training fast. You'll be glad you did.

The World Of Social Media Is All Around You: Use It To Your Advantage

Everyday it seems another social media site is created. It might feel overwhelming as you try to keep track of the ever-changing landscape of the Web.

But in this age of online business, it's more important than ever to be aware of the changes that are taking place and learn how they can help you and your business grow.

“Social media” to many folks means Facebook, Twitter, and maybe LinkedIn. But, believe it or not, these three sites are just the tip of the iceberg.

There are thousands of sites out there that can be considered social media sites. These online communities offer a great opportunity to make connections through mutual interests in a personal hobby like golf, cooking, or exercise. You name the topic and there's probably a social media site for it. There are stand-alone sites and sites connected to the Web sites of niche magazines. Nearly every day a new community springs to life on the Web.

And, these new social sites offer great opportunities to expand your business.

Don't feel overwhelmed. It really only takes some time and old-fashioned detective work to connect to hundreds of communities where people are interested in discussing your interests. Take a few minutes each day to explore sites that might help you expand your reach. Maybe you'll even discover places where you want to buy some “targeted” advertising.

Tackling this ever-changing new dimension of the business world might seem like a daunting task, but its vastness shouldn't deter you from jumping in. View it as an opportunity to make more contacts, have some fun, learn, and share your expertise.

Your hard work might even turn up some new customers. The ball's in your court; the information is out there. It's up to you to take it and run with it.

The Conversation Turns Ugly Online. What's Your Next Step?

Facebook is an inexpensive and effective way of spreading the word about your products and company. It's a great tool for gathering input from your customers, for hearing what they have to say. But be prepared. What they have to say may not be all good.

With social media like Facebook and Twitter, you've got to be willing and prepared to receive and engage with folks about the good and the bad. The scathing criticism. The negative critique of your product. Even the unsubstantiated rumor.

When those kinds of comments appear on your Facebook page, do NOT delete them. Remember, social media is a conversation. It's an open forum that needs to be respected as such.

Don't ignore negative comments. (And, a word of caution here: you can appear to ignore negative comments because you're not paying attention, so keep a watchful eye.)

Think of negative comments as an opportunity. Step back, seriously analyze what the negative comment is really saying. Develop a strategy for addressing your critic. And jump into the discussion.

Don't be defensive. Realize instead that this is a great opportunity for you to demonstrate that your company really cares about what its customers think. If you're really interested in serving them better, this is the time to show that.

As you engage in an open, online discussion with your critic, you might just discover something that could be done better. When you do, take steps to improve your product or service, then go back online and tell your fans about it – and thank the critic for bringing it to your attention.

A critical comment could be the beginning of many interactions with your fans/customers as they see that you not only “talk the talk” of social media engagement, but “walk the walk” of truly engaging in a conversation. And, as other customers chime in with their unsolicited, positive comments about your company, you'll benefit from a third party endorsement that is invaluable.

Social Media... Leave It To The Professionals....

Your business is ready to develop a Social Media plan. You know you need one. But just how do you come up with a plan and then put that plan into action? Researching the efforts of similar businesses is a good place to start, as is doing a thorough audit of your own company's needs.

Your social media plan is an essential first step if you want your social media program to be successful. But you don't have the time or expertise to develop one. What are some options? Professional help? An intern?

Once the plan is formulated, who will implement it? Options again: professional help or an intern.

We're all cost-conscious today. So some companies opt for the intern. Okay, you won't get the benefits of professional experience and expertise, but it's certainly a cheaper way to go. An intern can post updates on your Facebook and Twitter pages and maybe even write a blog for you. Choose an intern who's enthusiastic about your product or the causes you support and the intern may fit seamlessly into your organization chart. Problem solved.

But, social media programs are not that simple. There's a lot to think about first.

Sure, college kids today have grown up with computers. As “early adopters” of social media, they can bring you a vast knowledge of the workings of social media Web sites. They probably feel way more comfortable with the medium than you do. They've been tweeting, using Facebook and blogging since those sites were launched. They probably even know of some sites you've never heard of.

But a knowledge of the use of social media doesn't necessarily mean a person is ready to be put in charge of your company's marketing message and reputation. Remember, while the intern may know “how” to interact with others on the social media sites, he or she is unlikely to know how to best utilize social media for you and your business. Life experience and business experience are just as important as social media experience.

Should you be thinking about bringing in the pros?

The heart of public relations is communications. A good PR team is experienced at working everyday to cajole positive editorial coverage for clients out of the media. They know how to forge and build relationships that produce results. Social media is just another extension of those kinds of communications, of conversations.

Writing comes naturally to PR pros. Engaging blog postings, Facebook updates and Tweets flow easily.

In addition to writing and communications, good PR professionals think strategically. That really comes in handy when a Facebook status update could be the beginning of a possible PR problem. Would your intern recognize when to address an issue or when to leave it alone? What experiences would your intern draw upon to handle the issue in your absence?

A good PR team will bring life and business experience to the table — plus they'll have made it their business to understand yours. That leads to strategic decisions and appropriate actions when the need for fast thinking arises. PR pros have been handling such challenges since long before the dawn of the Social Media era.

On the surface, an intern might seem like a logical and cost-effective way to maintain your presence on the Social Media landscape, but before you choose that path, ask yourself the big
questions.

Who do you want to represent your company when customers come to call? Would you send an intern out to represent your products to your customers face-to-face?

How would you have your company's spokesperson handle any important customer interaction?

Would you put your brand in the hands of someone who's inexperienced?

Would you rely on the counsel of an intern when making marketing or sales decisions?

Would you ask an intern to resolve an issue that could have important PR implications for your company?

Or would you rather entrust your brand and reputation to a seasoned professional experienced in the real world of PR and marketing?

Social media provides the biggest opportunity your company will have to reach people directly and make an impression.

Is that a job for an intern?

TEN THINGS TO CONSIDER BEFORE YOU LAUNCH A BUSINESS BLOG

Blogging for business.

It’s so easy to get into— and just as easy to get wrong. A business blog is a vehicle for you to develop relationships with consumers. To educate them about your products and services. To build a community of people who are involved in a conversation about your company.

Designing, maintaining and updating a blog should not be taken lightly.

Here are ten things to consider before you launch a blog:

1. Is your company ready to make the commitment to doing a blog?

2. Will the blog be an integrated part of your marketing program?

3. Do you have a plan for your blog? What do you want your blog to accomplish?

4. How frequently will your blog be updated?

5. How will the blog meet the needs of your customers? How will you keep customers coming back to the blog for more information or to interact with the company? What business-related topics are most engaging? Why?

6. What will be the tone and “voice” of your blog?

7. Will one writer provide postings or several? If more than one, how will you insure the “voice” is consistent?

8. Will you provide for “guest” bloggers? How will they be identified/positioned?

9. Is there sufficient in-house writing and marketing expertise to do the blog correctly?

10. Is it more cost-effective and efficient to contract with someone to write blog postings regularly?

CLIENTS AND PR FIRMS: RELATIONSHIPS NEED TO BE BUILT ON RESPECT AND TRUST

It's the age-old story of people who make their living selling their time.

PR pros pretty much know how long a particular kind of work assignment might take, but they also know that unexpected variables can shrink or stretch timelines. Clients who haven't worked with PR firms, often seem surprised about all the steps that consume time, as well as what it really takes to get good results.

For any time-based relationship to work, there has to be a basis of trust. Any good — and successful — business relationship has to start there.

Clients, you need to realize that the PR pro you hire wants to get good media coverage for you. It's in our blood. We live to secure strong, positive feature coverage. With pictures. We get a thrill every time we're successful.

If we're unsuccessful, we don't need threats to motivate us. We don't need to be verbally dressed down. Believe me, we're already beating ourselves up.

PR pros, you need to keep track of how you spend your clients' time. Yes, it's their time, not yours. They're paying for it and you're on their clock every time you work on their behalf. Guard that time as if you were paying for it out of your own pocket.

Remember, time is money in this business. Keep careful time logs of your activities for each particular assignment. Careful record keeping will pay off when you need to estimate time for similar future assignments. Tracking will also be your first line of defense if a client inquires about the time you've invested — or if a challenge about results rears its head as a prelude to a client seeking to avoid payment for services rendered.

PR is not a science and, most times, you can't predict results. You can have all your ducks in a row and be the best PR person in the world, but, in the end, you're not in control. A third party makes the decision on whether your news runs and when. It's an uncontrollable.

But you can try your very best. That's what professionals do.

How to avoid a future dust up? Before entering into an agreement with a client, be clear about expectations.

Are you being hired to write a press release and dedicate a set amount of hours to follow up and pitch to targeted media? Have you and the client outlined goals? Does your client trust you as a professional who will do his very best to achieve the desired results?

Or do you have a “results only” agreement? Do you have a clear understanding and mutual agreement that payment will only follow the appearance of coverage in specific media? In short, no story in USA Today, no check?

Either kind of arrangement is fair — if both parties are in agreement.

But few professional firms will work on a results-only basis and those that do charge a premium for getting coverage in your target media.

So what's best for you? We like to be partners with our clients and that means we establish a basis of trust. We're treated fairly and we treat them fairly. We work our tails off to get great results for them. And, most of the time, our results are so good that we go way beyond their expectations.

There's an atmosphere of trust and a commitment to performance. Everybody wins.

WHY WON'T THE MEDIA COVER MY NEWS?

You've taken a lot of time to put together a press release announcing the opening of your store. You've sent it to the local media. And, yet, not one reporter has called you. Not one media has covered your news. What went wrong?

Here are some tips for getting your news in the news:

Don't use exclamation points to proclaim your news. If what you're announcing is really news, the editor will recognize it.

Be sure your press release doesn't sound like an ad. Don't insult editors by sending them a press release that is really an ad in disguise. Put yourself in their shoes. Would you just turn this over to the sales department? What makes this news?

Check your grammar and style. Think of your release as a representation of yourself and your business. Put you best foot forward. Spelling and grammar count.

Get familiar with a media outlet before you send them your release. If your store is a clothing boutique and you send it to a golf magazine, chances are you've wasted your time and distribution money.

Send your release to the right person. Take the trouble to find out who is following your type of business and send the release directly to that reporter. The banking reporter is never going to cover your golf store, and unless you are announcing really big news, he'll just put your release in the trash.

Don't give a release to your ad rep and expect editorial because the ad rep says she'll pass it along to the editor.

Don't just send out the release and then sit back and wait to be called. Follow up and pitch your story. A release is merely a door opener.

Be flexible. Smaller publications may ask you to adapt your news to their style in order to consider publishing it. If they reach your target market, step up and do whatever they want to make your news fit.

If you don't feel comfortable writing a release or calling a reporter, hire a professional to do it for you.

RECYCLE YOUR MEDIA COVERAGE TO GET MORE PRESS

It seems like it's a no brainer. You get a big story and you tell the world, right? Amazing, but this kind of opportunity is regularly mishandled.

After all your hard work pays off with big-time coverage, it's no time to sit back and hope the world will notice. With all the news coming at people 24/7, you've got to give your news a little push to maximize its impact.

But, all too often, a company will simply bask in the glow of its excellent coverage. Top management is thrilled that they are profiled in a top magazine and millions will see it. So, they pat themselves on the back and maybe use a line or two from the editorial on their Web site or in their ads.

Good start. But so much more can be done. You can give an article extra legs and keep your name in the news for little or no cost, simply by taking these steps:

Blow your horn by distributing a press release to the local media. You don't get coverage like this every day and when the local media tells the community about your big-time coverage, you get additional exposure, plus increase your credibility.

Post the article and some compelling call-outs prominently on your Web site. Don't just bury your press release back in your Web site's press room. This is your time to shine!

Use an excerpt as a third party endorsement in your ads or on billboards. It makes your ad more credible to have someone else saying your product is great — especially if it's a well-known media outlet. But here's a word of caution: Be sensible about how long you use the praise you've received. After a year or less, move it off its prominent spot and stop using that same tired quote. People know when they see the same quote for twenty years running, that it's just recycled old news and not new accolades. So, don't hold yourself up to ridicule. Instead, press your PR folks to get more and better coverage each year and use the fresh stuff.

Send out an email alert (with the coverage attached) to your list of loyal customers, friends and employees. Whatever email lists you have. Ask them to send it out to their friends.

Tweet about it on Twitter and lead people back to your Web site to read it. Ask your friends and employees to re-tweet (RT) it to give it more traction.

Put it on your Facebook page and tell your friends how proud you are. Ask them to pass the word.

Create an “In The News” sheet for your press kit and keep it updated with the latest and greatest excerpts from articles written about your company. That way, each time you give a kit to a media person, that writer will know that other prominent journalists say you're great.

If the media outlet is big enough and the praise is strong enough, you may even want to create a “thank you” ad to let more people know that you're proud to be recognized in such prestigious media.

WERE YOU MISQUOTED OR DID YOU MISSPEAK?

Over the years, we've heard many people complain that they've been treated unfairly in the media. Newspapers, in particular, are favorite targets for complaints.

Have you ever said, “I can't believe he wrote that in the article” or “that reporter did a horrible hatchet job on me”?

If so, ask yourself: did the reporter really misquote you? Or did you provide the ammunition for that big old shot in the foot?

Ideally, clients set aside time to get a little media training before going into an interview. But, all too often, some feel they can handle interviews without any advice.

Those who get media training from us will hear the most valuable ten words for anyone suiting up to meet the print press: “don't say anything you don't want to see in print.” There are even different versions of this, depending on the media. Substitute “on TV,” online, or “on the radio” and you get the idea.

We've had clients express amazement when a reporter takes something the client says and actually reports it. At times like those, we always ask the client “did you say it?” It's amazing how frequently we hear, “yes, but I didn't think it would show up in the story.” In that case, we advise the client to direct his outrage inward — and not at the reporter. The reporter is just doing his job.

Let me say it again: in any interaction with the media, don't say anything you don't want to see in print. Think before you speak. Be prepared. Because if you blurt out something you should not have said, don't be surprised if you read it in the paper the next morning.

Mothers love to say, “put your brain in gear before opening your mouth.” Well, that's especially important when dealing with media. Reporters are trained to listen — and they listen keenly for quotes to spice up their reports.

So what do you do if a reporter asks a question that you really don't want to answer? Pause. Take a breath. Put your brain in gear.

As a society, we're conditioned to be polite and to answer questions directed to us. But, remember, you don't have to answer a question directly. You're in control of the words you speak. In an interview situation, you can construct and provide an answer tailored to communicate the message you want to get across.

If you have a position that will require you to meet the press from time to time, get some serious media training. A skilled media trainer can help you to learn techniques for interacting with the media, as well as how to organize and communicate your message in a clear, concise fashion.

Don't be disappointed with the article that follows your next press interview. Get prepared and “don't say anything you don't want to see in print!.”

“IF YOU BUILD IT, THEY WILL COME”..... NOT WITHOUT PROACTIVE PR

We've all seen the movie Field of Dreams, and heard that unforgettable line, “If you build it they will come.” Well, that's not necessarily true.

If you're looking for good media coverage ‑— and you want to be successful at letting the public know you're worth their time — simply building your business is not enough. Big companies with marquee names have failed over the years, simply because they thought that on name alone they would succeed and be profitable.

Sure, that big name or recognizable brand might get the media's attention when you're shiny and new. But without a multi-tiered, proactive public relations effort in place, that initial buzz will fizzle.

Press releases, follow up, relationships with the media, and the ever-evolving social media platforms provided by public relations can keep the flame of media interest burning. Frequency of coverage keeps your products above the crowded marketplace and will help the public realize that your business is something they should spend their hard-earned money on. The only way to succeed is to stay in touch with reporters and editors and keep your business name at the top of the media's minds.

As you read this you might be saying, “Hey just because we have a big name, doesn't mean we have a big budget. Can we really afford PR?” Good public relations is one of the most cost-effective ways to get your message out to the public. You'll get a big return if it's done right and, unless you have virtually no marketing budget, a PR plan can be designed for you. consider dropping one ad or billboard and underwriting PR. You'll be glad you did.

Remember, if you build it, you need a positive, ongoing PR campaign to let folks know you're there. Then, you can be sure they'll come.

KEEPING YOUR PR COUNSEL IN THE LOOP IS JUST GOOD BUSINESS

Your PR team can only do its best for you if you keep them in the information loop.

Your top PR executive or outside PR counsel should always be part of your key decision-making team. As part of the “in crowd,” PR can provide early insights on how the public or the media might perceive corporate policies or actions that are under consideration. That will save you PR headaches in the long run.

Use your PR team's unique set of skills wisely. Armed with the right info, they can take on any issue and develop a public information action plan that is strategic, proactive and on-point. They can also craft statements that can ensure your message is communicated in just the way you want it to be.

All too often in the corporate world, PR professionals are informed after decisions are made. They're seen as the mere packagers of messages, the writers of news releases. Or, even worse, they're charged with putting the genie back in the bottle when they hear some corporate news from media sources — and need to react. Then, they're left to scramble, shifting into a crisis mode to develop a credible, defensible position for the company. That's a waste of time and money.

If you want to maintain a good image, keep your PR team close to your decision-making process. They should be your strategic partners.

In the long run, that will make you a stronger, more credible company that's ready to handle any media salvo that may come your way.

FACEBOOK: GENERATING CONVERSATIONS THAT CAN HELP YOU GROW YOUR BUSINESS

A Facebook page is a great way to reach out and grow your customer base. Launch a Facebook page and you'll probably discover that your product or service has fans you never knew you had.

Here's an example: we launched a Facebook page for a small beach resort on April 20, 2009. As of May 13, 2009, 1,000 people had signed up to be friends of that resort. It was exciting to see people chatting online about how much they loved the resort and posting their plans to return there soon.

With a Facebook page, your happy customers will sell your product for you. It gives them a forum to express their thoughts about your product. And, in the event that they are unhappy with you, it gives you a public forum to respond and show what great customer service you provide.

Facebook is also a great way to alert folks to sales, events and other news. You can even make your Facebook friends feel like insiders by giving them such information first.

So get on board the social networking bandwagon and create your own forum for interacting with customers through a Facebook page. The conversation about you and your product is going on out there whether you know it or not. With a Facebook page, you'll soon learn how people view you and, armed with that knowledge, you can make product and service improvements that can generate even more enthusiasm for what you have to offer.

However, before you jump into the world of Facebook, be aware that a Facebook page is a different animal than your Web site. Unlike a Web site — which doesn't necessarily require daily care — your Facebook page will require daily monitoring and participation on your part. Facebook is only an effective business tool if you interact with your Facebook friends on a regular basis.

You must stay on top of your Facebook conversations. If you don't have the time, hire a professional to manage your page and act as the voice of your company.

WHAT? ME BLOG?

Have you ever considered a blog for your business? It's another way to communicate and interact with customers and potential customers. Think of it as another tool in your public relations toolbox.

What can a blog do for you? The freedom to immediately publish and communicate your messages. No waiting for the presses to churn out your news. No filters on the messages you want to convey.

A blog is a way for you to communicate directly with consumers. A way to jump start a conversation and put real meaning into the word "interactive." A way to help you learn more of what consumers are looking for in products like yours.

But to be successful, a blog must be well-focused, well-written and well-managed. You've got to feed it with regular, fresh content. Optimize it so it attracts automatic search engine indexers (Web crawlers).

Try blogging for your business and get the conversation going!

SOCIAL NETWORKING: WHY YOU NEED IT — EVEN IF YOU THINK YOU DON'T

Lately there's been a lot in the news about tweeting. No, the media isn't excited because spring is right around the corner and the robins are on the way. They're talking about Twitter, the latest social networking platform that's fast becoming all the rage.

If Twitter isn't already one of the tools in your public relations toolbox, then you need to come up to speed fast. In fact, Twitter co-founder Biz Stone said that “Twitter is the messaging service we didn't know we needed until we had it.”

Deep, huh? Well, like a lot of quips, it speaks volumes.

Shaquille O'Neal tweets about being at the mall – just like a regular guy. And he's using this simple tool to build his fan base.

Ashton and Demi go directly to fans with their news, short-circuiting tabloid reports.

Perez Hilton tweets observations about the Hollywood glitterati. Grows his number of blog followers.

Interesting, but not serious enough for you?

Dell can trace the sale of over $1 million in its electronics to its 2008 Twitter program.

One of the world's only profit-making airlines, Jet Blue, uses Twitter to inform and communicate with its customers.

Overstock.com is building its legion of bargain-hunting buyers with little tweets about its latest deals.

Lots of smart businesses are using Twitter to driver traffic to their Web sites.

Got your attention now?

Twitter is the newest part of a social networking landscape that includes blogs, Facebook, LinkedIn, My Space, etc. It's a micro-blog. Just 140 little characters that can pack a wallop. Think about how candidate Obama and his election team used Twitter to reach out to tens of thousands of people and build his base. That effort cost way less than expensive campaign commercials on TV. And it got results.

More and more, blogging and micro-blogging isn't just for kids or bored people obsessed with telling the world about their lives. It's a brave new world of “social media” that can be a useful business tool. You should embrace that world and make it part of your PR efforts.

Okay, you don't buy into the hype that social media is the end all and be all. I'm with you there. Like anything else, the early adopters are frenzied with enthusiasm. There are social media “gurus” so enveloped in the online world that they'd have you believe that people won't be getting their news any other way in the very near future. You can spend thousands going to seminars to hear social media evangelists – and they hope you do. After all, they're running a business too.

But if you're in the trenches of business every day, you know that we're in a transitional time for marketing. Publicists who only use the old tools of PR are heading the way of the dinosaurs. Ok, social media platforms aren't going to replace PR staples like press releases and good-old fashioned relationship-building with the main-stream media right now. But tools like blogs and Twitter are growing in importance as legitimate business communications channels.

Sure, it's troubling that news channeled through social media is often reported by folks who aren't trained like journalists. They have no boundaries, no ethical parameters, and no fact-checking rules. Their world is kind of like the wild, wild west. But, you can't deny that social media deserve a place in the PR toolbox. It's all about impact and influence.

So, put aside your prejudices and embrace social media as another communications channel. Only this channel talks back. And you have to listen. That provides a golden opportunity to interact directly with your current and future customers. It can also connect you to important media who are online and increasingly using social media to pick up tips and story ideas.

Social media fosters emotional connection – and that's the essence of relationships. It's people to people. One on one. Community. And, in the end, no matter what PR techniques or channels you use, your ability to educate and influence is directly connected to relationships and building a community of interest in your business and products.

If you haven't figured out how to network effectively online, then you need to do it soon. If you don't have the time or skill to do it yourself, then hire a PR firm that has the smarts and experience to help you. Build a following on Twitter, get a Facebook page, become LinkedIn, launch a blog, connect with bloggers interested in what you’re selling.

Oh, please. Stop thinking you already have a great online marketing program because you've got a Web site.

It’s not just about a Web site any more.

THE LITTLE RESORT THAT COULD: A SUCCESS STORY

This is a true story. The names have been changed to protect the innocent.

Okay. This is a true story, but changing the name of the client has nothing to do with innocence. We just don't think it's fair to share a client's name and budget with the world.

So while the results and statistics in this story are true, I'm just going to call our client the Little Resort That Could.

The Little Resort is not the kind of place that can afford to pay for a lot of advertising to tell the world it's there. But its managers believe in the power of PR. They looked at their budgets, squeezed them tight, and came up with as much as they could to fund PR.

Here's where perspective comes in. The Little Resort viewed their PR budget as a stretch, a very large investment for them. By PR campaign standards, it was very small. But we knew that something bigger and more important was happening here. The Little Resort was showing our team a vote of confidence and literally giving us their all.

The budget was in the $30,000 range. Spread over an entire year. Including expenses. Time to make every penny count.

Decisions, decisions. We could have come up with a big idea, dazzled the client and used the funds all at once. But would that give the Little Resort the most bang for its buck? We didn't think so.

We needed a better idea. Why not spread the funds over a year and generate a steady stream of publicity? And so it began.

Day in, day out, we encouraged media to report news about the Little Resort. We ran a tight and targeted media relations operation. Slow and steady wins the race, we told ourselves. Oh yeah. Pictures with captions helped too.

Big papers like The Washington Post, as well as small regional newspapers, bloggers and big online news sources responded to our message. Impressive awards followed. More and more people started booking vacations at the Little Resort.

Month after month, the results poured in. After a year, we counted them up: coverage 122 times in 45 different media. News about The Little Resort appeared 11 times every single month. Now that's frequency!

If the Little Resort had bought ads to get that exposure in those particular media, it would have cost them more than half a million bucks.

There was much joy at the Little Resort. The general manager liked the return on his investment in PR. The marketing director was thrilled with the exposure. The accounting department head nodded solemly and muttered words of appreciation for our thrifty ways. The owner applauded his staff for finding a cost-effective way to get the phone ringing and build business at the Little Resort That Could.

Best of all, the Little Resort rewarded its PR firm by extending its contract for another year.

Illustration Credit: Download-Free-Pictures.com

THE TORTOISE OR THE HARE: WHICH WILL YOU BE?

Publicity creates “buzz.” It informs people about your product and gets them talking about it.

It's easy to generate publicity if you can come up with a great idea (see IMAX dinosaurs below) — and get it funded. Make a big enough splash in the old sensory pool and people will start buzzing all over the place.

But the impact of a big splash is fleeting. A big splash occupies a single point in time. After its initial impact, it kind of floats away like the rings you see when a pebble is thrown in a pool.

People forget. They move on. But, you have to keep the buzz going.

In an ideal PR world, you launch with a big splash and sustain interest with a program of frequent news reminders about your product. But maybe your budget is small.

What can you do?

Consider the fable of the tortoise and the hare. Hare runs fast and, man, he's cool! But the slow and steady tortoise wins the race.

Most publicity work isn't about the big splashes. It's just plain grunt work. Nibbling around the edges of the news cycle, looking for a way in. But when you are proactive and you get your message reported repeatedly, you CAN make an impression. People become aware of your product and they talk about it.

You create buzz with frequency.

“But,” you ask, “can't I just do that with advertising?”

Well, yes. But not as effectively. Because it's all about the old subconscious.

View an ad and the wheels start turning deep down in the gray matter. You know you're being sold. Even if you're naïve, you're no dummy. An ad's an attempt to sell you something. Your brain gets the message loud and clear. Skepticism creeps in.

But your mind processes editorial differently – especially when it's in one of the softer news arenas like travel or product publicity. Your guard is down. You read an article and your subconscious is much more receptive to what it's learning: “Hey, this is interesting! Intriguing. Nobody's pushing me to buy. This resort might be worth trying. Picture looks cool.”

When a news source spotlights your product, that reporting is perceived as a kind of recommendation to give that product a try. It's subliminal and it's what's called the “third party endorsement.” It's invaluable.

It's also way more powerful than an advertisement.

When your news appears over and over again in media aimed at your target audience, that frequency has an impact. People get your message and the buzz not only begins, it's sustained.

Don't have the budget to make a big splash and follow it up with a strategic publicity program? If you have to choose, put your hard-earned bucks into a sustained program and pursue frequent editorial coverage.

In the Aesop's fable, the hare bolts far ahead of the tortoise in the race. But then he stops to nap. Similarly, a big splash project will get you a lot of publicity— but its impact may fade within days.

With a sustained PR program, you may not have the flair of the hare; but, like the tortoise, you can win the race.


Illustration Credit: Tortoise & The Hare by Milo Winter

WHAT A WASTE: PURSUIT OF NEWS COVERAGE WITHOUT A NEWS HOOK

You know how you feel when you're pressured to do something you don't want to do? Now think about the media. They feel that pressure every day.

You've got a story and you think the media should want to report it. Why? Because you think it's important news.

Not good enough. Unless you're the President of the good old USA, you've got some splainin' to do before you get your story covered.

Before you make that media call, spend some quality time thinking about why your story is newsworthy. What's your news hook? Why is your news of interest to others? What reader-friendly angle could the writer use? Think strategically — you may only get one chance to make your pitch.

Today, the news business is tougher than ever. Many media are short-staffed and stretched to the limit. So here are some tips:

Don’t call the media unless you have real news to report.

Don’t call the media to complain that they don’t ever call you or that a story contained news about your competition but not you.

Don’t call the media and ask them to publicize your sale — they’ll send you to the advertising department to buy an ad.

Do call the media when you have genuine news to report.

Do call the media after you have given serious thought to why your news would be of interest to the media and their public.

Do thank a writer for positive coverage when you get it.

A ROOKIE MISTAKE: THINKING YOU'RE ENTITLED TO EDITORIAL COVERAGE BECAUSE YOU BOUGHT AN AD

You've bought some ads in a publication and you've spent a good bit on them. So now you've got leverage. That publication has to give your company good publicity. You're entitled, right?

Stop now. . . because you're about to enter the editorial integrity zone.

Nothing offends a news editor more than hearing that you expect editorial coverage because you’re one of his advertisers — except maybe when you phone him to point out that you're an advertiser and the coverage his publication gave you should have been more positive.

There are plenty of “ADvertorial-driven” publications out there that will promise editorial if you buy an ad. Those are the ones you can influence with your buying power. You'll know who they are because they won't be shy about offering you ”a story” if you buy an ad. But it's very important to understand that their business model is not the same one being used over at the daily newspaper. We're talking entrepreneurs and marketers versus journalists. And journalists have a code of ethics when it comes to reporting the news.

If you want your news covered by your local paper or TV stations, you need to present it to them as news. News editors separate editorial and advertising.

Sure, somewhere in the back of their stressed-out brains they may be mindful that you're an advertiser. They may even recognize that your ad buy is essential to their financial well-being.

But they're honor-bound not to put that into their thinking process when they are determining which information is “newsworthy” and how they should report on it. And, remember, nothing gets them more upset than someone who implies that their editorial judgment can be bought.

Getting good publicity begins with being professional and knowing how to approach the press. Don't get off on the wrong foot by making a rookie mistake.

HOW TO MAKE THE BEST CHOICE WHEN SEEKING PR HELP

Penny wise and pound foolish. It's an old saying that has found new meaning when it comes to PR.

Here's an analogy: You're on trial for your life. Do you invest in a  lawyer with a track record of thinking strategically --  someone who understands how past court decisions can influence your case and knows how to navigate the tricky waters of the court system? Or do you save money by hiring someone who's hung around the court house for a while and seen other people win court cases? In court, it's your life. In PR, it's your business and your image.

PR is the pursuit of the free publicity that will do you the most good. That means editorial coverage in the media that are most likely to be seen by your potential customers.

PR's not just about writing a press release and sending it out into the world. 

Are you trying to influence the media to write about you? Or are you planning to use social media to get your news out? We're in a transitional time and the vehicles you use to reach your audiences vary. Before you hire anyone to do PR -- especially the lowest bidder -- ask some questions and be sure they understand how to reach the audience you most want to reach. 

Here are some of the most basic questions you should ask:

What will my press release look like?  Anyone can write a press release, right? Wrong. Professionalism counts and clear, concise and news-focused writing is important. Press releases that read like ads end up in the trash can in most newsrooms. Find someone who knows how to write a focused, professional press release and you'll capture press interest. Use someone who thinks a release is just ad copy and you're likely to leave the media with the impression that you don't need to be taken seriously.

What contacts do you have? Sending out a release is just the first step toward getting good publicity. Will your release reach the right reporters and editors? It does no good to send a release to the editor of the features section when you have a business story to tell. And, if your release announces a local event, a financial reporter isn't your target. 

 
What results do you expect? Will your release go out on the appropriate news wire and reach the audiences you want to reach? If you're trying to reach media read by consumers, a wire that targets business and industry media isn't right for you.

 
Will your release be constructed to attract search engine crawls? Internet exposure can extend your release cost-effectively. But, it's not just about keywords. Done right, the integration of keywords will optimize your chances of showing up on page 1 of a Google News Search. But your release also has to be crafted to engage readers after the search engine delivers you to that first page.

Professionalism, strategic thinking and accountability. When you hire someone to handle your PR, know what you're buying and don't be penny wise and pound foolish. 

SMALL BUSINESS OWNERS: LEVERAGE YOUR EXPERTISE TO GET PUBLICITY

Own a small business but can't afford to advertise? Good publicity is the best way to communicate your marketing message and capture the attention of potential customers.  If you're lucky, a reporter will stumble upon your business and determine it's newsworthy. 

But, it's more likely you'll have to work to get the media spotlight to shine on you. If you haven't got the resources to hire a PR firm to work with media on your behalf, you'll have to leverage your expertise by making yourself available to media as a "source." 

You know your business and what's happening in your industry. You should know the trends and what the top gurus in your industry are saying. And you should be aware of  how people in your town view your type of business and your competitors. 

Get to know the media who cover your industry. From time to time, they'll need background, insights or confirmation on industry news. They'll need a source who's accessible and knowledgeable. 

Be generous with your time. Be low-key in the promotion of your company and your pursuit of publicity.  As your name appears regularly in stories as the "expert" commenting on your industry, consumers will  become more aware of you and your business — and they'll come to you next time they want to buy. 

BIG IDEA. BIG RESULTS.

When new owners took over a faded IMAX movie theater, they needed a big idea to draw positive publicity and crowds.  The idea needed to connect to their business and to Myrtle Beach. It had to draw media attention and  appeal to both locals and the 14 million tourists who come to Myrtle Beach each year. Solution: Drawing inspiration from the movies that would open on the theater's first day — as well as Myrtle Beach's most famous amenity, the beach — we commissioned a 100-ton, 30 foot long, 15 foot high sand sculpture of a scene from the first movie that would be shown in the new theater. Results: Local, national and regional publicity. Instant crowds and attention. 10,000 tickets sold during the theater's first three days. "Best Theater Launch Award" from the Giant Screen Cinema Association. 

WE SPECIALIZE IN PR THAT DELIVERS

We love coming up with big ideas. We enthusiastically rise to the challenge of figuring out how to stretch modest and precious dollars into big publicity opportunities. We're proactive, high-energy and connected. Most of all, we're into getting the publicity you need to help you grow your business.  

Think  about it. . . You know you're being sold when you read an ad, but when you read editorial, you're more receptive to the message that's within. Editorial is simply better received and more influential. It's a no-brainer to make it part of your marketing mix.

Publicity is the most cost-efffective marketing you can do. Whether it's communicating your message to consumers through traditional media or engaging your target markets via social media, we can help. 

Let us show you how  affordable and effective PR can be. We'll make you a believer!