September 26th, 2008 03:23pm
Carrie Skogsberg
We’ve mentioned it before, but the importance of being involved in community events is key when marketing your organization. The best face of your business is your own.
We saw this work in action yesterday at the Chamber’s Regional Business Expo. We had the chance to have a booth, network, and actually work the event since the Chamber is one of our clients. It’s always interesting to see how our business colleagues in the Rockford area interact with each other, sell their business and hopefully gain new clients. Opportunities like these are golden because you are meeting with potential clients face to face and have to give your pitch on the spot.
So how do you take advantage of events like these?
- Prepare your “elevator speech.” – Know how to explain what your company does in just a few sentences, and how you can help the person you’re talking with.
- Have handouts – make sure to bring fliers or brochures that visitors can take away. And DON’T FORGET YOUR BUSINESS CARDS!
- Network – It’s always helpful to bring another person with you so they can man the booth while you walk around and meet other people, then switch. Plus it’s always hard to stand on your feet by yourself at a booth all day! What happens if you need to use the restroom or grab something to drink?
- Follow-up – This is the most important part of the whole process. Send your new contacts a note or email telling them how happy you were to meet them, and how you hope to work with them in the future. Now they will have a face to put with the name and will remember you.
So next time the Chamber or another organization offers a chance to get a variety of leads in one day, take advantage and make the most of this great PR opportunity.
September 22nd, 2008 11:30am
Rebecca Kopf
In the previous column, I provided some initial tips to assist with you/your organization’s efforts to more effectively utilize media interviews. This column provides some additional insight that we regularly provide to our clients in media training sessions.
Don’t say what you don’t want to see in print or hear on air. When you are being interviewed, assume everything is on the record. This puts you in a safer situation and ensures that anything you want confidential remains so.
Organize your thoughts before the interview. Think in terms of bullet points as you answer the questions. Organize your thoughts for the reporter by stating, “The top (two or three) points on this issue are…” This alerts the reporter on what they should be listening for, and in some cases, provides them with an outline of how they may detail the story.
Always answer their question, “Is there anything you want to add?” In 90 percent of all interviews, the reporter will ask this question at the end of the interview. Take this opportunity to reiterate your key points or add anything that you did not get to discuss during the interview. I’ve seen firsthand how answering this question can make an essential impact on the story.
Realize you have ZERO control over the result of the story. Remember, each reporter has his/her own angle. It may be the story you want to see and it may not. Your only influence is the content you provide to that reporter.
Take these tips to heart and make the most of your opportunity during an interview as it provides you/your organization visibility to future clients and customers.
September 19th, 2008 05:09pm
Kylie Crull
Previously, we’ve blogged about some benefits of being a sponsor and community partner, but there is also another side to this relationship. The organization that is trying to attract dollars and support from organizations must also consider if those relationships will are mutually beneficial and appropriate for both parties involved.
Businesses know that being a good corporate citizen can result in increased brand awareness and sales. From a fundraising perspective, you need to examine what resources, besides money, a sponsor can contribute to your organization or event.
The New York Giants and Jets are currently negotiating naming rights for their stadium. Though this isn’t a sponsorship agreement, it is not just a business transaction either. The agreement is a strategic public relations and marketing move for both parties. Allianz, a Munich-based insurer and financial services company, was talking with Giants and Jets representatives regarding the stadium’s naming rights. Then it came to light that Allianz has ties to Nazi Germany. The public learned that Allianz insured facilities and personnel at Nazi concentration camps, and its chief executive in the 1930s was one of Hitler’s economic ministers. The public outcry made it obvious that Allianz Stadium will have challenges in a market where there is a large Jewish population. The Jets and Giants quickly made it known that negotiations with Allianz had ended.
This lesson can easily be applied to organizations who are trying to get sponsors for their programs or special events. Though your short-term goal is to raise as much money as possible, you must consider the long-term relationship and association you will have with any partnership you form during this process.
September 19th, 2008 11:06am
Carrie Skogsberg
When creating your PR and Marketing campaign, don’t forget that the United States is a melting pot of various cultures - cultures that may be buying your products. So when you are designing your messaging, find ways to reach out to them through their comfort zones.
Huggies recently launched a new campaign geared toward Hispanic mothers, an ever-growing population. They will appear at Hispanic festivals and create websites and parenting guides in Spanish. These are just a couple examples of how you can reach out to a specific ethnic group.
Other ways include researching ethnic media in the target area - reach out to them through the outlet they trust that comes from people like them. Use photos and videos of models and actors from the same ethnic groups to draw their attention, instead of always using white models. Talk to them in their language, and research their major cultural values to find what will tug on their heart strings the most.
Reaching out to the US mass media is reaching across hundreds of cultural barriers, but finding ways to connect with them will help diversify your brand.
September 12th, 2008 04:03pm
Carrie Skogsberg
This year’s Presidential election is by far one of the most exciting but confusing races. Because of the constant access to information through the power of internet and 24-hour TV news, everyone gets a voice, and once all of the voices are out there clamoring for votes, the audience can become extremely overwhelmed.
An article on the Public Relations Society of America’s website today showed the results of a study conducted by Northwestern University that says millennials are especially overwhelmed by all of the information they are hearing and seeing on the election. The study says marketers should shorten and simplify their websites and information to get the point across, and do it quickly. Millennials will only read so far into a page, and if they are going to click through to another page they want to have information with substance.
These suggestions can be applied to any message that is being put out to the public, whether it’s for an election with multiple issues or not. Driving the message home in a clear and concise way can avoid confusion and easily persuade audiences to make a decision.
So whether your target audience is senior citizens or young students, keep their tolerance for information in mind when designing a campaign that suits them.
September 11th, 2008 04:57pm
Bill Swick
Two things come to mind this week that are great examples of public relations acumen.
First we must give the usual nod to Apple. The hipster’s technology company held a press conference on Tuesday to announce its usual September sampling of new iPods. While nothing revolutionary was necessarily released, it still managed to create a huge buzz.
Then there was KFC. The chicken chain famous for its “11 herbs and spices” revamped the security protocol for its original recipe – which is hand written by the late Colonel Sanders himself on a yellowing sheet of paper. The original recipe was transferred to a temporary (“secret”) location much to the fanfare of on looking media and given the same treatment that we’d normally see for government secrets or priceless artifacts.
Both of these stories were picked up on heavily by the media and this just goes to show that if you present your story with a good angle to the media, you can find big returns. It’s true that both companies are household names and all they did was a little self exploitation – but don’t overlook the chance to turn an event or otherwise mundane business happenings into something a little bit more.
September 10th, 2008 05:04pm
Kylie Crull
There is nothing that can ruin your well-researched and thought-out marketing plan like an information leak. If details about the product leaks prior to its scheduled launch, you face the obstacle of catching media attention for a second time when the planned announcement occurs. Another challenge that occurs after information is leaked is that rumors with inaccurate details of the product can circulate. Both of these problems cause you to make quick changes to a marketing plan that has been strategically designed to peak public and media interest right before the launch.
Leaks can be avoided by having a high level of attention to detail during external and internal communications, and have anyone working on the project sign a confidentiality agreement. Share information on a need-to-know basis. Before Gillette launched its successful campaign for the MACH3 in 1998, employees who were closely associated with the project didn’t know the product’s name until a couple days before it was announced to the public.
While most people view leaks as a negative situation, sometimes leaks can be purposeful because of the publicity and attention they generate. Google’s new web browser, Chrome, was mistakenly leaked to journalists before its scheduled launch. Though Google reportedly had to alter the Chrome debut strategy, the media questioned whether the leak was a mistake or PR stunt. Sometimes leaks cause the product not to be launched at all. With our technological resources, it is not uncommon for music albums or novels to be leaked on the web. Much to the dismay of her legion of fans, it was reported that Twilight author, Stephenie Meyer has scrapped her follow-up novel after it was leaked online.
September 8th, 2008 01:08pm
Rebecca Kopf
I’m constantly intrigued by the myth that media interviews are difficult or unfair to the interviewee. “They misquoted me” is a common argument among those who are upset with a comment that appeared in print. What they really mean is that the quote was accurate but not in the way they meant it to sound.
It is not the reporter’s job to make an individual or company look good in an interview; their job is to provide the community with accurate facts, and in some cases, those facts may not be to your benefit. It is the interviewee’s role to sound as best as possible.
I’ve highlighted some initial tips that we regularly provide to our clients in media training sessions.
Listen to the question; answer the question. Listen to any interview and you’ll find the subject avoids (on purpose or by accident) the question that was asked. Individuals and companies automatically lose credibility when a straightforward question is evaded.
There are three general answers to any question. They are: 1) Here is the answer to your question; 2) I don’t know the answer to your question (but I can find out); 3) I am unable to provide you with the answer due to company or confidentiality issues.
Know your message points. You/your organization is being interviewed because of specific expertise. Know and express the key points you want to get across.
Talk in sound bites. Keep your answers precise. Whether it is an interview with broadcast or print media, there’s only so much space and/or time available to get your points across, so practice funneling your key messages into 10-second talking points (i.e. ‘sound bites ’).
Check back in to my blog next week for additional tips to assist in your media interview opportunities.
September 5th, 2008 08:35am
Carrie Skogsberg
It’s no joke that the US is seeing its share of major crises – from the housing crunch to the cost of food and gas, more nonprofits and people need help these days. So think about these issues as you plan your marketing campaign, because helping the greater good could also help your company.
We saw in the news this week that Weight Watchers is taking action through an effective campaign that will match dollars for pounds lost to be given to charities such as Share Our Strength and Action Against Hunger. The program is called Lose for Good. This campaign is such a great idea for two major reasons – people that want to lose weight but also enjoy giving back to people less fortunate will have another reason to join Weight Watchers, so their membership numbers should increase. The other reason is it puts Weight Watchers in a positive light as they give funds to charity.
Locally we have seen this through organizations such as the United Way when they encourage companies to have their employees volunteer in the community. Receiving news coverage for your company doing a clean-up day or volunteering in a soup kitchen shows your organization is committed to its community and that it offers a fulfilling experience for its employees. This is also an inexpensive way to boost your image because the only cost is man hours, and not extra budgeted funds.
So start by looking around your community to see where your organization can help, and possibly get some great PR. Volunteering or giving to a good cause will not only make you feel good, but will also make your company look good.
September 4th, 2008 03:38pm
Kylie Crull
There will inevitably be a time in your career where you will have to be the chosen one to communicate bad news about your organization or client. Bad news, such as layoffs or poor financial numbers, is different from a full-blown crisis situation because you can usually choreograph and plan the dissemination of your message. However, if bad news is communicated or handled improperly and unethically, a crisis situation is sure to follow, causing much more damage to the organization’s reputation.
Avoid the instinct to hide or cover up bad news; it will not go unnoticed. Attempts to hide things from customers, employees, stockholders and the media usually backfire. This will make you look suspicious and guilty, likely resulting in a more sensational story. Give straight-forward facts to the reporter. If they have to dig for information, the story will linger in the press as more details surface over time.
Also, avoid trying to play-down or disguise bad news by combining it with good news. This obvious attempt at “spin” will only insult your audience. Instead, end the news release with a positive statement on how the organization is taking action to resolve the negative situation. After you release the bad news, follow up with the media at a later date to give them updates on what steps have been taken and the positive results that have occurred.
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