Communications 2.0

PR Poised to Have the Greatest Impact When Recovery Begins

Experts have predicted that this recession could permanently alter spending habits. Given the severity of the credit crisis, some are predicting that US consumers will back away from the large-scale lifestyle of recent years – maxed out credit cards, McMansions, and general overboard consumerism – even after recovery sets in. While advertising and marketing teams have used this climate to launch value-oriented campaigns and promotions, it is PR that is best positioned to have a long-lasting impact.
 
At present, consumers are taking a step back and reassessing their priorities and loyalties. They are researching even the most minor of purchases. As the relationship-builders of the marketing world, communication pros can help inform those decisions by reaching out to reestablish old relationships, as well as cultivate new ones. They can also help to make sure the right conversations are able to take place about their brands. Some iconic brands might not remain when we emerge from the recession, and that will also clear space for new relationships.
 
McDonald's, for example, is going on the offensive to gain popularity for its coffee. The McCafé coffee-line launch, the fast-food giant's largest marketing initiative in more than 30 years, is an integrated effort that leverages marketing, but it is also a “significant” investment into PR, according to the company. It began its campaign at the local level, reaching out regionally to build up a fan base and “learning” before its national launch. It also brought on ethnic minority-focused firms to help reach all audiences. Such tactics help to build a deeper relationship with the brand and ultimately increase customer loyalty. A key point to remember: consumers are listening very closely right now.
 
While splashy advertising campaigns can certainly be catchy, today's weary consumers are going to be more strongly persuaded by their relationship with a brand and third-party conversations. PR professionals should take this moment to reshape their brand's story in a way that will resonate long after things start to improve.

From the July 01, 2009 Issue of PRWeek

PR Must Increase Its Stake in Growing World of Mobile Marketing

PRWeek's sister publication, DMNews, reported this week on research from the Mobile Marketing Association, which found that while mobile marketing represents a mere 1.8% of 2009 marketing expenditures, the average mobile marketing budget is increasing 26% per year.

 

There are a wide array of new gadgets and platforms that could serve as hosts to future mobile marketing campaigns, including Palm's new smart phone the Pre or the next iteration of the iPhone. Coupled with the devotion that consumers have to their mobile devices, there's no limit to the prospects for outreach in this space.

 

PR has dabbled in the mobile marketing space, but it is still a tactic that the industry has not fully embraced. One of the primary dilemmas with mobile marketing has been the level of intrusion that it poses to consumers. However, PR pros are the most adept at navigating the opt-in communications world that we currently inhabit. Moreover, engaging consumers with messaging that is useful, fun, or educational, rather than spam, is the baseline for practicing PR today.

 

As such, the growth in mobile marketing presents an opportunity for the industry to truly plant its flag and establish on-the-go relationships with stakeholders. That means investing the time and energy to create best practices for targeting audiences, measuring the effectiveness of a campaign, and determining how a campaign transfers to mobile from other screens or the offline world. Especially in an uncertain economy, PR practitioners must be diligent in their efforts to claim ownership of this growing channel and the stream of revenue it can generate.

 

-PRWeek June 5, 2009

Why PR Matters in a Down Economy

This is a re-post of a PRWeek article, but it's so pertinent, I wanted to share:

Why PR matters in a down economy

Brett Turner

April 06 2009

Since October 2008, many people - clients, colleagues, PR pros, students, etc. - have asked me what they should do to survive in the economic downturn. The answers vary for each group and individual, but the basic facts remain the same. Here are my top 10 reasons why public relations matters, especially in a down economy:

Credibility: With public relations, unbiased decision-makers can tell your story for you. Be it traditional media, Web-based communications, word-of-mouth, etc., the personal nature of the communications between individuals adds a layer of credibility. Research points that it is more believable because the communicator is speaking honestly and is unlikely to have an ulterior motive (i.e. they are not trying to sell you something). Think about it: If an unbiased columnist writes that a certain widget works well or that a restaurant has great food, doesn't that resonate with you more than an advertisement or direct mail piece? What if you read this information on a blog or hear it from your best friend? Sources are trusted more than an ad, direct mail, salespeople, etc.

Value: Public relations provides better ROI than most other forms of communication. Sometimes a simple phone call to an editor can result in a story that reaches numerous people and is worth thousands of dollars.

Perception: No other form of communication can persuade and change public opinion more effectively than public relations. PR allows you to reach the masses, through multiple, mass-media outlets to tell your story. Think about most of the major decisions you've made in your life. How were they shaped? Most were probably based on a personal experience or had something to do with news articles or broadcasts on a specific topic. How did you shape your opinion in the recent election and what was your perception of the candidates? How were those opinions/perceptions formed? Probably through news outlets – web, TV, newspaper, etc. Public relations allows you to tell your story and tell it as often as you like.

Trust: Consumers are constantly looking for trustworthy sources now because there is so much negativity surrounding the economy. PR professionals are trustworthy sources for companies and consumers. If you are an executive or high-ranking manager on the corporate side, then you need to seek honest feedback from your communications team. And if you are working with an agency, then show them that you trust them with sensitive information. Sometimes it is difficult to hear the truth, but it will pay off to have trustworthy advice that can lead to positive solutions.

Message strength: Public relations allows you to say many things that you can't communicate in an advertisement or on a billboard. A feature story, press release, blog post, etc., can tell a much deeper and broader story. It can be addressed and written for different key audiences and incorporate multiple key messages, things that can't be done well in an advertisement, billboard, etc.

Relationships: Newspapers, trade publications, and TV and radio stations are suffering in this economy, too. They are short-staffed and underfunded. Therefore, there is a need for PR pros with solid editorial connections that can also work well with a newsroom staff, understand how the media operates, understand AP Style, and know what makes a good story for readers/viewers/listeners.

Short-term vs. long-term: Don't sacrifice long-term marketing objectives because of short-term financial problems. Public relations can help you weather the short-term financial storm by keeping your name, product, or idea/cause in front of the public. You don't have to have a big budget to be successful. Public relations will also help you meet your long-term objectives when the market recovers.

Facts & speed: These go hand-in-hand in this day and age. It is normal for people to believe the first thing they hear during tough economic times. People are often edgy and nervous. Many stories could have been communicated better and been viewed positively if companies would have communicated them up front and quickly. Make sure that you check the facts and that you use trustworthy sources — inaccuracy can be fatal when so much emphasis is placed on transparency – but don't forget that you have to be fast, too. You can't take 24 hours to respond. Just ask Alex Rodriguez of the New York Yankees. He was honest and forthright when he admitted to using performance enhancing drugs, but he still was portrayed negatively because it took him more than 24 hours to respond to a simple question.

Don't play hide and seek: As a former journalist, nothing is more frustrating than the fair-weather PR pro who is only there when times are good and nowhere to be found when times are bad. Too many companies, executives, and clients are hiding behind their attorneys or getting rid of their communications departments to cut costs. This is not the right approach. Be seen and be heard - in good and bad times. It will build trust, credibility, and relationships - and will pay you back tenfold when the economy improves.

Bite into market share: There is no better time than now to bite into your competitor's market share. By increasing awareness among your target audience in a down cycle when others are backing away, you stand a better chance to take business and customers away from the competition. It follows the same stock market principle of buying low and selling high.

If you follow these tips, then you can increase your market share and strengthen your brand awareness, as well as have an edge over your competitors. Times are bad. So invest when others aren't. By staying engaged with your audience through PR in down times, your company is building relationships that will grow and pay off even more when times are good. Will you be ready when that time comes?

Brett Turner is PR director of Jackson-Dawson Marketing Solutions in Greenville, SC, and president of the South Carolina Chapter of PRSA.

To Tweet or Not to Tweet

Twitter has become the hottest and fastest growing social networking site since.... well, social networking has only been around for a few years; we'll just say it is the hottest and fastest growing of them all. Millions of Twitterers are tweeting on a daily basis, keeping their friends, family, co-workers, etc. up-to-date with their every move: "Jimmy is getting a coffee"; "Jimmy is in the car heading back to the office with his coffee."

Now news outlets have jumped on the Twitter bandwagon as a way to expand their reading audience. Traditional outlets become instant social media outlets. Now they can micro-blog about their latest article. CNN tweeted today: "Afghan President Hamid Karzai praises Obama's new plan for the war in Afghanistan at a press conference in Kabul."  While NPR posted a tweet announcing  it will stream Obama's announcement about the auto industry.

Of course tech outlets, mainly bloggers, have been using Twitter as an extension of their own blogs for some time now. TechCrunch, CrunchGear, GigaOm and a slew of others tweet about their latest blog post on their respective blog sites.

Even celebrities and tabloid news outlets are tweeting. Everyone from Shaq, Ashton Kutcher and his wife Demi, to Britney Spears and Borat are tweeting about their daily lives. Access Hollywood's micro-blog featuring the latest celebrity headlines is powered by -- guess who...

Twitter allows users of all types to interact with their target audience, whether that audience is your friend next door, old college roommate, consumers of your product or fans of your work/art. 

From a business prospective, Twitter is basically a pot of gold- the ultimate way to capture and capitalize on the ever changing consumer appetite. Companies no longer have to hire expensive market research firms to understand their audience. They now use Twitter to get honest customer feedback, be it good, bad or just plain ugly. It is the best  market research a company can use and get this: it's free.

Twitter not only provides companies with customer insight; it allows them to interact with their customers and give them an insider's look into the company and its culture and ultimately build better customer relationships.

So to answer the question: To Tweet or Not to Tweet? I think we just did.

Happy tweeting,

@KLRComm

The PR ROI Conundrum

It has always been challenging for PR professionals to put an exact dollar amount on the return companies receive on their PR investment. There is always the age old tactic of determining advertising value equivalents of press coverage received and how that translates into receiving a return the financial resources dedicated to PR.  But, what about money in the bank? How do you know an article, promotion or any other PR strategy or result translated into actual revenue?  Customers rarely, if ever, let a company know their purchase was based on a positive product review or article. 

However, there are a few ways companies can at least get a good read on what they are getting back from their PR venture:

1. Return on impressions: How do impressions produced by PR activities drive behavior? You ultimately want your message to influence your audience to think and act in a certain way. You want to convey a message to your target audience that makes them aware of who you are and what you have to offer, especially if you want them to become aware of a new product or service. Once your target audience is aware, they will change their level of knowledge, understanding and behavior, which ultimately translates into sales. 

For example, you spend $100,000 to announce and promote a $50 product, and you receive 1,000,000 impressions through print, online and broadcast media. Typically, it takes four impressions to make one person aware, so 250,000 people are now aware of your new product. If only 10% of that audience  purchases your product, then you have received a significant return on your PR investment.

2. Media impact: You can also track media coverage against sales over time in various markets. This tracks patterns in sales by market and time frame and highlights what promotional tactics were being used so you can determine what is driving sales.

3. Audience influence: What type of outcome did you want to achieve with your campaign?  How have you influenced your audience's attitude or behavior? Companies can use surveys to determine the level of change and understand if their audience understood, retained or attended to their message. After this activity, did a company see a change in audience attitude, i.e. does your audience now intend to purchase the product?

Obviously, getting immediate monetary return on your PR investment is ideal, but you can also realize significant return over time. With the right data and measurement tools in place, you can easily solve the the PR ROI puzzle and understand what you're getting back from your PR investment.

Data and information gathered from the Institute of Public Relations

Macworld and CES

Well, we just returned from a long week of working two of the biggest technology trade shows in the industry. It was a week packed with long hours on our feet, lots of hand shakes, numerous media briefings, great dinners and press releases, press releases and more press releases!

Buffalo announced it is back in the wireless game with several new and cool draft- 802.11n products, including this little wireless USB dongle highlighted on Gizmodo: http://i.gizmodo.com/5131778/buffalo-draft-n-wireless-dongle-makes-your-netbook-look-huge

iPhone users were happy to hear about Buffalo's new LinkStation Pro NAS device at Macworld, which lets them access and download content stored on the device directly to their iPhone: http://www.crunchgear.com/2009/01/06/buffalo-releases-new-nas-with-iphone-support/

Targus also had some great new offerings. Its new eco-friendly Spruce EcoSmart laptop cases for MacBooks were a hit at Macworld: http://www.crunchgear.com/2009/01/06/eco-friendly-mac-bags-from-targus/

At CES, Targus showed off lots of new goodies such as its latest TSA checkpoint-friendly laptop bags, which make it so much easier to get through airport security; plenty of laptop cooling devices and other fashion-forward laptop cases - even ones for Netbooks. Check out what GearLog had to say: http://www.gearlog.com/2009/01/ces_2009_targus_new_laptop_bags_and_cooling_mats.php

All-in-all, the shows went very well, and despite the decrease in traffic, both were very productive and successful - and both will be back with a vengeance in 2010! It'll be here before you know it!

We're Back, But What's Happening To Trade Shows?

Happy 2009! It's been quiet over here with the holidays and simultaneously planning for MacWorld and CES. With the shows starting next week, it's time to get back online.

Sadly, this might be one of the last MacWorld shows.  Apple doesn't need it any more. The company has made its mark and has enough brand momentum that MacWorld, or any other trade show for that matter, isn't necessary to market the Apple brand. Steve Jobs isn't even doing the opening keynote this year! Adobe is out too, so what does this mean for the future of trade shows?

Attendance for CES appears to remain comparably strong, however. It seems to be the only major tech show that has survived the overall downfall. Sure there are plenty of great targeted shows like PMA for the photo market; FOSE for the security market and CEDIA for the home entertainment market, but for the technology market as a whole, we've seen COMDEX - the grand daddy of them all - come and go, and CeBit has been whittled down to less than a week (down from two!)

While tech is still a relatively stable market, compared to the ailing housing and financial markets, Apple's decision seems to mark the end of the tech trade show era. Companies no longer need them as a vehicle for marketing their wares. We are now in the age of social networking and all it has to offer, so companies can reach their customers via a more targeted and cost-effective medium. While nothing can ever compare to face-time with customers, partners, etc., in a down economy, companies are reluctant to bear the increasing cost of shipping, exhibiting and flying employees across the country without the guarantee of significant financial results.

I don't think trade shows will die-out completely, however. Companies should consider the more niche shows such as the ones mentioned above that focus on a specific issue or market rather than go for the expensive free-for-all types. They should also look to online tools to network with industry colleagues. Local meet-ups are also great ways to network on a personal level without the cost of a trade show (check out meetup.com to see if you can find something in your area). From a PR prospective, attending a press event like Digital Experience or ShowStoppers is also a highly effective way to get in front of your target media and audience without the huge expense.

Who Wants to Be Treated Like The Small Fish?

My guess is, not many- especially since you are investing a lot in your marketing communications initiatives in an effort to gain or maintain visibility, build your brand, increase sales and ultimately get a return on your investment as well as the best service your money can buy. Budgets are tight these days and so it’s important that, when it comes to your PR initiatives, you get your money’s worth.  

On average, companies spend $10,000 - $15,000 a month on basic public relations initiatives. But times are tough and companies still need to get the word out about their company, products and services without spending large sums of money on costly agencies, where despite the fact that the company may be paying a significant amount of its precious marketing budget, they are treated like “the small fish in a big pond”.

More often than not, you are competing with bigger budget corporations for the attention of your own PR representatives. An agency’s “you get what you pay for” mentality means you’re not getting the results you need so you can, in essence, grow together and develop a long-standing partnership. Big agencies typically assign junior account executives with minimal experience to allow higher paying clients to have the attention of the senior level executives.

Bottom line: you’re paying a lot of money to build brand awareness, enhance your company’s reputation, establish yourself as an expert and a “player’ so you can ultimately become profitable and the market leader. Hiring an expensive PR agency isn’t always the best solution.

Organizations should look to smaller, boutique firms that require lower retainers and operate efficiently, yet offer senior-level expertise and a personal touch so you aren’t spending a considerable amount of your budget just to be ignored and get little or no results.

Blogging Is the New Contributed Article

Launched in the ‘90s as an online diary or journal, blogs have transformed into an essential vehicle for communicating with your audience. Blogs are the focal point of new media as well as an important venue that has become essential to marketing communications efforts. From Twitter to corporate blog sites, each serves its own purpose in further launching companies and products into the limelight.

Blogs have become the new vendor contributed articles in this equation, expressing the same message points through a broader channel. Rather than submitting article after article to various publications in hopes of approval and exposure, companies can be in control of their own communications destiny. Virtually every aspect of corporate culture and product innovation can be shared with your target audience without prior screening from a third party publication.

Blogs allow companies to take some initiative in shaping an image or delivering a message. Whether it is publicizing goals, achievements, market opinions, new products or corporate culture, organizations are able to market themselves directly from their own website through a channel that drives their key messages while establishing them as an expert in their field. Strategically crafted posts can magnify key concepts and events to, not only inform existing customers, but gain the interest of new consumers.

According to a recent study by Socialtext, 64 of the Fortune 500 were blogging as of 11/15/08. These companies use blogs to educate and converse with their audience on products, research, trends and issues within their respective markets; offer an opinion, commentary or company prospective or thought leadership on a certain topic; or provide insight into the inner workings of the company, its history and activities. Everything from how-to’s, company news and educational articles to employee career experiences, tips and advice and product or partnership announcements are discussed in an effort to increasingly educate an organization’s target market, maintain expert positioning and enhance brand image while developing a community that encourages audience interaction and feedback.

We will definitely be posting items related to all of the above and encourage your feedback so we can get to know you better and you can get to know us!

The PR Blender: Mixing Traditional with Social Media

Traditional media has been the long-standing centerpiece of public relations —print, TV, radio and their online entities. But, with the advent of all things social media, from RSS, podcasts and wikis to Facebook, Twitter and YouTube, Digg del.icio.us and widgets, the tide of public relations and marketing communications has changed dramatically along with the flow of information and the audience it reaches.

A social media strategy is now an integral part of PR campaigns. The fundamental shift in the way businesses communicate key messages has engendered a new generation of influencers and means of communicating, allowing businesses to reach out from the computer screen and touch their customers, partners and investors.

This virtual interfacing can and will define a company’s marketing communications strategy and set the pace for all future outreach mechanisms while creating a culture of global interaction that brings a product or message to life. The tremendous impact social media has had on our daily lives and culture has changed the way we interact with friends, family, business associates, employees, etc. Now, you can put a face with an email and add a personal touch to a business correspondence or become a friend or business contact with anyone across the globe.

Furthermore, social networking has become one of the best tools for building buzz, establishing a corporate image or building a brand, offering the broadest reach imaginable in the shortest time possible.

Take, for example, the Starbucks' “Free Cup of Coffee if you Vote on Tuesday” promotion on Facebook and other Web sites. It reached millions of users-- almost a half a million Facebook users alone. Throughout the day today, I personally heard countless voters say they were headed to Starbucks with their “I Voted” stickers for their free cup of coffee. Some said they weren’t even coffee drinkers. The campaign built the brand, created a buzz and drove tons of traffic into every Starbucks across the nation.

Ben and Jerry’s had a similar campaign on Facebook: “Democracy Never Tasted So Sweet.” Customers received a free scoop of ice cream from the Ben and Jerry’s closest to their polling location, any time between 5:00pm and 8:00pm on November 4. More than 300,000 people became Facebook “fans” of the ice cream company.

These campaigns not only gave us the opportunity for some free coffee and ice cream, it gave the companies an opportunity to do what so many retail outlets need to do in this economy—drive store traffic and sales! It also gives organizations the ability to build a community of customers where everyone feels like they are a part of and directly involved with the movement.

That said, the past few years have shown just how crucial it is for PR efforts to target not one or the other, but both worlds of traditional media and new media, which ultimately helps you create a powerful, all-encompassing PR campaign.  The combination only heightens awareness while reaching your audience and influencers on their terms. There are new and exciting ways to use this to your advantage, and as a PR professional, I am excited for the continued exploration of the media and its impact on our daily lives and looking forward to what lies ahead.

Along with our strength in working with the traditional media, our social media expertise includes blogger relations, social media consultancy and developing awareness, branding and reputation campaigns on social media and networking sites such as Facebook and LinkedIN. We will also help you create and manage content for your own blog as well as podcasts and viral videos.