In listening to a For Immediate Release podcast(my favourite podcast on social media), I found a very interesting discussion on Hillary Clinton's use of a blog to react quickly to news reports. Hillary's campaign blog responds quickly to public accusations, rumours and media reports (in this instance it was a report about her not having left a tip at a restaurant).
I look at this from my current perspective as a PR consultant and from the vantage point of my former career as a journalist and think it is fascinating. We are always racing to meet the next news-cycle. The question now is, when is the next news-cycle? Is it the next time there is a broadcast or paper, or is it the next time the topic is being discussed on the web?
Now, that half day, or day, typically used to manage a client's response and get it to media is too long. A blog strategy can respond in minutes. By the time media can publish/air the report it can be old news having been all over the Internet the previous afternoon and evening . If they want to still report on the topic, they must add to the information and forward the discussion. Now, either they use part of the blog content with the controlled message or they forget the story and move on. This cannot be achieved by a the traditional media release reaction. Often, by the time the next paper hits the stands public opinion has started to form and that's too late.
The podcast proposed the idea of whether this strategy is a good idea for corporate clients to use when responding to a crisis or ongoing event. My vote is a resounding yes.
A corporate blog used for reaction adds your voice to the discussion. It can show additional transparency (because you are not/should not be hiding the comments of others, negative or positive), and you give media a place to go to find additional information and a source for quick quotes.
Hillary Clinton's campaign uses her blog in exactly this way. She even takes it further putting promotional materials on her site that can be easily forwarded or integrated into other blogs, websites, e-mails... ultimately tapping into people like me, who have little to do with US politics other than monitoring it in the news, to help spread her message. On that note, here is her latest ad.
Wednesday, December 12, 2007
Wednesday, November 7, 2007
Trade Shows: An example worth mentioning
Clients often ask whether trade shows are a good idea. The answer is, it depends. Trade shows can be very expensive and and not guaranteed to bring in business. Like all marketing strategies you have to see if it makes sense for you and whether this is the best way to reach your target audience.
If you are going to do it, however, copy the best examples. A few weeks ago I came back from a long-term care trade show in Orlando. PointClickCare is now my example of how to do it right.
- A simple booth, but with four interactive demos - visitors don't imagine the product, they see simulated versions that take out the guess work;
- An abundance of neatly dressed staff who know their products inside out;
- No chairs, other than a few for visitors, to keep staff busy and looking alive;
- No clutter, no food, no loitering by other members of the team who don't need to be in the booth; and
- Candy!
But don't take them too seriously.....This is a photo taken by PointClickCare CEO Mike Wessigner of Heath Odem, VP Business Development (known fondly as the 'Booth Nazi'). Heath is wrestling with CTO Dave Wessigner in their hotel at 2:30am after a hard day on the trade show floor and a harder night on the town. At least it appears they are ironing their clothes for the next day!
Monday, October 29, 2007
Dove's Camapign for Real Beauty
Truly an inspiration to all of us in marketing. Another must watch video by Dove Self-Esteem Fund's Campaign for Real Beauty.
What is so exemplary is not just a powerful video, but the entire campaign package that includes everything from workshops and educator resources to a Girls Only Interactive Self Esteem Zone.
What is so exemplary is not just a powerful video, but the entire campaign package that includes everything from workshops and educator resources to a Girls Only Interactive Self Esteem Zone.
Friday, October 19, 2007
Using Facebook for Marketing
For those of us integrating Facebook marketing campaigns into many of our overall PR strategies, Social Media Optimization provides two interesting reports analyzing why Target’s Facebook Campaign was a success and Wal-Mart’s attempt with social media was not.
From my perspective, the interesting discussion to have with clients is their willingness to risk negative public sentiment. You can’t have a successful social media campaign if you fear open public dialogue. Unlike traditional PR, where a media release can control the message - at least until the journalist gets a hold of it - social media relies on unrestricted and uncensored conversation. This is why people trust it for better or worse.
It truly puts to test the PR saying “all PR is good PR”. Before clients embark on this strategy they must do some sole searching and see if this makes sense for them, and if it does, how would they respond to negative comments?
From my perspective, the interesting discussion to have with clients is their willingness to risk negative public sentiment. You can’t have a successful social media campaign if you fear open public dialogue. Unlike traditional PR, where a media release can control the message - at least until the journalist gets a hold of it - social media relies on unrestricted and uncensored conversation. This is why people trust it for better or worse.
It truly puts to test the PR saying “all PR is good PR”. Before clients embark on this strategy they must do some sole searching and see if this makes sense for them, and if it does, how would they respond to negative comments?
Wednesday, September 26, 2007
A new use of PR?
The sad story of Madeleine McCann, the little girl feared to have been abducted from a holiday apartment in Portugal, caught my attention.
The tragic story hits home because I have two little girls and Kate McCann’s public plea for her daughter’s safe return is something that makes all parents shudder. But as a PR professional, it is the race by seemingly average individuals, for public option that interests me.
Is it desperate or strategic?
It is not new for police and parents of missing children to use media to help with their search. We are also used to celebrities trying to sway public perception flanked by a team of image consultants.
What I found fascinating was a For Immediate Release podcast that discussed the McCann’s retention of a PR agency, media relations agency and advertising agency to manage their reputation in addition to helping find their child.
The idea of the general public (as opposed to businesses and notable figures) using professional media specialists, message developers and consultants to sway public opinion prior to the start of possible trial is thought provoking to say the least. I’m not sure, however, if it makes me proud or embarrassed of my chosen profession.
The tragic story hits home because I have two little girls and Kate McCann’s public plea for her daughter’s safe return is something that makes all parents shudder. But as a PR professional, it is the race by seemingly average individuals, for public option that interests me.
Is it desperate or strategic?
It is not new for police and parents of missing children to use media to help with their search. We are also used to celebrities trying to sway public perception flanked by a team of image consultants.
What I found fascinating was a For Immediate Release podcast that discussed the McCann’s retention of a PR agency, media relations agency and advertising agency to manage their reputation in addition to helping find their child.
The idea of the general public (as opposed to businesses and notable figures) using professional media specialists, message developers and consultants to sway public opinion prior to the start of possible trial is thought provoking to say the least. I’m not sure, however, if it makes me proud or embarrassed of my chosen profession.
Wednesday, September 5, 2007
Tough media interviews
We recently had an opportunity to have a client on the news to comment about a breaking business story. With good reason she was nervous. It was an emerging issue and not all the facts had yet been revealed. Additionally, she had stakeholders on both sides of the argument and couldn't afford to alienate any of them.
What do you do in this case? If you decline the interview media won’t come back to you when they need an expert. If you do the interview, you could get caught in a tough discussion.
There is no right answer but, if you are media-aware (if you understand the news process, what media are looking for, and why journalists ask certain questions) you are likely to come out looking like the expert you are.
Here are some ways to help navigate through such situations:
1) Remember, you are the expert: The reason media are asking you for an interview is because you are the expert. They aren’t looking to trick you. They are looking for insight to forward the story they are covering. Think about what you can tell them that they don’t already know.
2) Talking Points: Be prepared! You can be prepared even if you don’t know the questions ahead of time (and usually you won’t). Develop three to four one-sentence summaries of the most important points you want to make. Then, answer the questions you are asked connecting their question to your prepared answers.
3) Never Bluff! If you do not know the answer to a question -- say so. Equally, if you
can’t answer say so. Media resent a run-a-round. They almost always respect a clear answer as to why you can’t comment. Remember, all they are looking for is new information. So if you can’t tell them what they want, tell them something else that would be helpful. Try one of these: “This is not my area of expertise but from my vantage point the issue is……..”; “I don’t know anything about that so I couldn’t say but something I think is very interesting is …….”; “Due to regulatory restrictions I am not able to provide any information at this point but I can tell you……”; “This matter is currently in front of the courts and while I am not at liberty to speak about it now, feel free to come back to me in a few weeks and I’d be happy to discuss with you what I can.”
4) Don’t get quoted out of context: Being taken out of context can in large part be avoided by the interviewee. There are always journalists that look for the sensational version of a story but the vast majority aim to get it right (and fast). Help them by talking clearly, eliminate industry jargon (people tend to use even more industry-speak when they are nervous). Chances are if they got it wrong they didn’t understand what you said. Keeping responses short will also help. If you give them something too long they will have to use part of your answer to fit the space/time they have and it will be up to them which part to use. Because they are not experts in your area, they can select a portion that on its own is inaccurate or doesn’t make sense. Get in the habit of speaking with quick short sentences that don’t rely on a follow-up comment to make sense. This sounds difficult but with practice can indeed be mastered.
What do you do in this case? If you decline the interview media won’t come back to you when they need an expert. If you do the interview, you could get caught in a tough discussion.
There is no right answer but, if you are media-aware (if you understand the news process, what media are looking for, and why journalists ask certain questions) you are likely to come out looking like the expert you are.
Here are some ways to help navigate through such situations:
1) Remember, you are the expert: The reason media are asking you for an interview is because you are the expert. They aren’t looking to trick you. They are looking for insight to forward the story they are covering. Think about what you can tell them that they don’t already know.
2) Talking Points: Be prepared! You can be prepared even if you don’t know the questions ahead of time (and usually you won’t). Develop three to four one-sentence summaries of the most important points you want to make. Then, answer the questions you are asked connecting their question to your prepared answers.
3) Never Bluff! If you do not know the answer to a question -- say so. Equally, if you
can’t answer say so. Media resent a run-a-round. They almost always respect a clear answer as to why you can’t comment. Remember, all they are looking for is new information. So if you can’t tell them what they want, tell them something else that would be helpful. Try one of these: “This is not my area of expertise but from my vantage point the issue is……..”; “I don’t know anything about that so I couldn’t say but something I think is very interesting is …….”; “Due to regulatory restrictions I am not able to provide any information at this point but I can tell you……”; “This matter is currently in front of the courts and while I am not at liberty to speak about it now, feel free to come back to me in a few weeks and I’d be happy to discuss with you what I can.”
4) Don’t get quoted out of context: Being taken out of context can in large part be avoided by the interviewee. There are always journalists that look for the sensational version of a story but the vast majority aim to get it right (and fast). Help them by talking clearly, eliminate industry jargon (people tend to use even more industry-speak when they are nervous). Chances are if they got it wrong they didn’t understand what you said. Keeping responses short will also help. If you give them something too long they will have to use part of your answer to fit the space/time they have and it will be up to them which part to use. Because they are not experts in your area, they can select a portion that on its own is inaccurate or doesn’t make sense. Get in the habit of speaking with quick short sentences that don’t rely on a follow-up comment to make sense. This sounds difficult but with practice can indeed be mastered.
Monday, July 23, 2007
Scotiabank sets example with online strategy
Having a specialty in PR for the financial service industry I am always intrigued by creative ways to gain added exposure.
Scotiabank’s online strategy is setting a wonderful precedent in this area. The Money Clip podcast offers everyday practical financial advice. You can listen to it online, download it to an MP3 or print a transcript. It is a wonderful compliment to the Bank’s brand and is naturally integrated into their website. Once you listen, you are more than likely to browse the rest of the site…I know I do.
Also of note is a contest Scotiabank is using to build on its online strategy found at www.scotiabank.com/cda/content/0,,CID7895_LIDen,00.html
The contest is giving away $1,000 every month until December 31, 2007. Less original from my perspective but at least it drives traffic back to its online strategy.
Scotiabank’s online strategy is setting a wonderful precedent in this area. The Money Clip podcast offers everyday practical financial advice. You can listen to it online, download it to an MP3 or print a transcript. It is a wonderful compliment to the Bank’s brand and is naturally integrated into their website. Once you listen, you are more than likely to browse the rest of the site…I know I do.
Also of note is a contest Scotiabank is using to build on its online strategy found at www.scotiabank.com/cda/content/0,,CID7895_LIDen,00.html
The contest is giving away $1,000 every month until December 31, 2007. Less original from my perspective but at least it drives traffic back to its online strategy.
Tuesday, June 12, 2007
You Tube is serious PR:
I was recently pitching our services to a new company and trying to explain the merits of integrating a social media campaign into their marketing/PR plan.
Using You Tube as the most mainstream example, I found this potential client was skeptical of this strategy, putting us (politely) on the defensive – not good at anytime, especially when making a first impression! The feeling was that this was not mainstream (only for the young) and not for serious businesses.
Next time I face this uncertainty, this will be my response on how serious players are using You Tube and the various ways it can be applied as a communications tool:
Contests:
Fresh Burst Surprise: What would you like to do for a second time? A brilliant, thought- provoking and funny campaign set up to generate public discussion. It also includes an incentive (free T-shirt) to visit their website. Click here.
Heinz challenge for best commercial: The public votes on the best amateur commercial. Reward includes a significant amount of money and air time. Instructions are easy to follow and the rules are clearly defined. Click here.
Politics:
YouChoose ’08 – Face the Candidates on You Tube gives you all you need on how to vote. Here are two examples:
Barack Obama TV on You Tube: Shows recent speeches and other videos of himself with a link to his own website. Click here.
Senator Chris Dodd: Uses this as another method to air election ads. He also runs a Q&A session before one of the debates, an interesting strategy. He sets the tone and builds image by showing supporters cheering, etc. Click here.
Promotions:
CBS uses You Tube to promote its baseball coverage. Click here.
Apple uses this forum to advertise its Apple iPhone. Click here.
How To:
The ‘how to’ category can be applied to so many businesses and services today. It is also an easy way to create a video. Some that I liked are:
How to solve a Rubik’s Cube. Click here.
How to get You Tube Subscribers….And please note the correct lingo here: A channel = what you run on You Tube; Vloggers/Vlog = those who use this medium of communication/what is produced (not to be confused with bloggers/blog); Subscribers = people who regularly tune in (the idea is to get as many subscribers as possible!).
Click ">here.
Using You Tube as the most mainstream example, I found this potential client was skeptical of this strategy, putting us (politely) on the defensive – not good at anytime, especially when making a first impression! The feeling was that this was not mainstream (only for the young) and not for serious businesses.
Next time I face this uncertainty, this will be my response on how serious players are using You Tube and the various ways it can be applied as a communications tool:
Contests:
Fresh Burst Surprise: What would you like to do for a second time? A brilliant, thought- provoking and funny campaign set up to generate public discussion. It also includes an incentive (free T-shirt) to visit their website. Click here.
Heinz challenge for best commercial: The public votes on the best amateur commercial. Reward includes a significant amount of money and air time. Instructions are easy to follow and the rules are clearly defined. Click here.
Politics:
YouChoose ’08 – Face the Candidates on You Tube gives you all you need on how to vote. Here are two examples:
Barack Obama TV on You Tube: Shows recent speeches and other videos of himself with a link to his own website. Click here.
Senator Chris Dodd: Uses this as another method to air election ads. He also runs a Q&A session before one of the debates, an interesting strategy. He sets the tone and builds image by showing supporters cheering, etc. Click here.
Promotions:
CBS uses You Tube to promote its baseball coverage. Click here.
Apple uses this forum to advertise its Apple iPhone. Click here.
How To:
The ‘how to’ category can be applied to so many businesses and services today. It is also an easy way to create a video. Some that I liked are:
How to solve a Rubik’s Cube. Click here.
How to get You Tube Subscribers….And please note the correct lingo here: A channel = what you run on You Tube; Vloggers/Vlog = those who use this medium of communication/what is produced (not to be confused with bloggers/blog); Subscribers = people who regularly tune in (the idea is to get as many subscribers as possible!).
Click ">here.
Monday, May 28, 2007
Press releases are no longer the only way to get your word out
Media/press releases are no longer the only way to get your word out.
Here are some options to think about:
Media advisory: A shorter form of a press release. Used mostly for announcements (new hires, events, etc.).
Pitch letter/proposal: Correspondence with media explaining/selling the merits of a certain idea and why they should cover the story
Background meetings: Lunch or coffee with media can be used to educate them on certain ideas and plant seeds for new story ideas. They also allow media to get to know you. Hopefully then, when they do cover a story about your industry they will think of you.
Social networks: Social networks (i.e. Facebook) are huge. Create an official organization and business profile and see how fast your group of “friends” will grow. Jump into online conversations (but remember never to hide your true identity).
You Tube: A great way to repurpose videos or present a slide show on an emerging issue. More and more people are watching, rather than reading, the net.
Blogging: This has become so mainstream that even professionals services are finding this a great tool to establish creditability and forward important discussion.
So next time you want to get the word out on your company, organization or issue think of all the options available ….my perspective is that a combination of ways work best.
Here are some options to think about:
Media advisory: A shorter form of a press release. Used mostly for announcements (new hires, events, etc.).
Pitch letter/proposal: Correspondence with media explaining/selling the merits of a certain idea and why they should cover the story
Background meetings: Lunch or coffee with media can be used to educate them on certain ideas and plant seeds for new story ideas. They also allow media to get to know you. Hopefully then, when they do cover a story about your industry they will think of you.
Social networks: Social networks (i.e. Facebook) are huge. Create an official organization and business profile and see how fast your group of “friends” will grow. Jump into online conversations (but remember never to hide your true identity).
You Tube: A great way to repurpose videos or present a slide show on an emerging issue. More and more people are watching, rather than reading, the net.
Blogging: This has become so mainstream that even professionals services are finding this a great tool to establish creditability and forward important discussion.
So next time you want to get the word out on your company, organization or issue think of all the options available ….my perspective is that a combination of ways work best.
Wednesday, May 16, 2007
Thoughts from buzzcanuck.typepad.com on new media
Recently I wrote about the integration of new media in public relations campaigns. Here are sections from two entries from a favourite blog that give weight to my perspective.
April 18, 2007 http://buzzcanuck.typepad.com/agentwildfire/2007/04/facebook_toront.hml
Facebook - Toronto is the Social Media Capital of the World
Toronto, our beloved city, sometimes sufferer of inferiority complex and four decades of hockey disappointment, loser of two Olympic bids and a consolation prize of a B-listing World Expo....is (drum roll) The Social Media Capital of North America and Facebook Capital of the World. ...
Now I don't have all the historical stats but something of a "tipping point" happened in Toronto over the last few months that has caused Toronto to be virtually swathed in Facebook. ....
This is the "off the scales" type of stuff; essentially one in ten Torontonians are Facebookers. Walk through that subway car, I guarantee you you'll find at least eight Facebook friends. Head down to the Air Canada Centre for a Raptor game, chances are you'll find close to 2,000 people ready to join your Facebook group...go to The Drake, I guarantee you another 50 ... and its spreading like wildfire. ...
No U.S. city comes close to Toronto's Facebook dominance. Although varying definitions of census areas may explain some of the difference, Toronto's stats are charttoppers by any definition and Canadian cities fare exceptionally well across the board. ...
What's the "smoking gun" linked to Toronto's frenzy for Facebook?
- We have a large university educated population?
- We have a large creative class of knowledge workers who hang out on the net too often for proiductive living (true according to Ipsos).
- We are worldly, social people who seek out online social networks more than any other country (true according to comScore).
- We are connected online more than any other country (true according to Ipsos).
- We distrust central authority and like to receive our info and social exchanges from other people not broadcast media (true, according to Environics and Mood and Mindset).
- We live inside during 1/2 the year and either watch hockey or social network (true according to the flurries I saw the other day)?
- We have a large ethnic population who seeks out tribes of similar interest? (according to Canadian Geographic, 42% of Toronto's population is foreign-born)
- Gays and lesbians like to socialize online? (Toronto is recognized as a centre for gay and lesbian culture and one of largest and craziest Pride parades anywhere in the world)
- My Space did a really crappy job in Canada?
- We support underdogs? (Facebook only represents 10% of North America social media traffic vs. My Space's 80+%)
- 5% alcohol Canadian beer is making us behave differently than 4% alcohol U.S. beer? (true according to my last few St. Patrick's days)
- the CN Tower is jamming alternative social network signals to our neighbourhoods? (it's possible, right?)
- I don't know, but somehow Mike Myers, Karim Rashid, Rachel McAdam and Neil Young are involved....
By the way, in the time it took me to write this article, 71 more Torontonians have joined. It's spreading, are you ready to join this cult! If you are, drop by my profile and become my Facebook friend, won't you :)
April 18, 2007 http://buzzcanuck.typepad.com/agentwildfire/2007/05/user_generated_.html
User Generated Content - Spooking, Tipping and The Next Big Thing in 3 Years
Fifty-seven percent of senior executives in the media and entertainment industry point to the
rapid growth of user-generated content as one of the top three challenges they face today, according to the results of a research study released in April by Accenture.
Accenture's definition of user-generated content, for the purpose of this study, included amateur digital videos, podcasts, mobile phone photography, wikis, and social media blogs.
In addition, more than two-thirds (70 percent) of respondents said they believe that social media, one of the largest segments of user-generated content, will continue to grow, compared with only 3 percent of respondents who said they view social media as a fad.While those surveyed expressed concern about user-generated content, they are less apprehensive about the future.
According to the research, 68% of respondents believe that within three years their businesses will be making money on user-generated content, and 62% believe their companies will make money through advertising and sponsorships of social media. Other sources of profits cited were subscriptions (21 percent) and pay-per-play offerings (18 percent). However, a quarter (24 percent) of respondents said they do not yet know how their businesses will profit from user-generated content
The research also shows that 70% of respondents believe social media will continue to thrive, while only 3% say it is a fad. When asked which content type has the highest growth potential over the next five years, 53% named short-form video, 13% videogames, 11% full-length films, 11% music, 9% consumer publishing, and 4% business publishing.
I''ll let Sir Martin Sorrell, CEO from WPP have the last word here:
"Technological change and the consolidation of digital and non-digital business models will have a dramatic impact on the media and entertainment industry over the next five years. The winners will be those who can probe and analyze the changes and manage and merge on-line and the off-line most successfully."
April 18, 2007 http://buzzcanuck.typepad.com/agentwildfire/2007/04/facebook_toront.hml
Facebook - Toronto is the Social Media Capital of the World
Toronto, our beloved city, sometimes sufferer of inferiority complex and four decades of hockey disappointment, loser of two Olympic bids and a consolation prize of a B-listing World Expo....is (drum roll) The Social Media Capital of North America and Facebook Capital of the World. ...
Now I don't have all the historical stats but something of a "tipping point" happened in Toronto over the last few months that has caused Toronto to be virtually swathed in Facebook. ....
This is the "off the scales" type of stuff; essentially one in ten Torontonians are Facebookers. Walk through that subway car, I guarantee you you'll find at least eight Facebook friends. Head down to the Air Canada Centre for a Raptor game, chances are you'll find close to 2,000 people ready to join your Facebook group...go to The Drake, I guarantee you another 50 ... and its spreading like wildfire. ...
No U.S. city comes close to Toronto's Facebook dominance. Although varying definitions of census areas may explain some of the difference, Toronto's stats are charttoppers by any definition and Canadian cities fare exceptionally well across the board. ...
What's the "smoking gun" linked to Toronto's frenzy for Facebook?
- We have a large university educated population?
- We have a large creative class of knowledge workers who hang out on the net too often for proiductive living (true according to Ipsos).
- We are worldly, social people who seek out online social networks more than any other country (true according to comScore).
- We are connected online more than any other country (true according to Ipsos).
- We distrust central authority and like to receive our info and social exchanges from other people not broadcast media (true, according to Environics and Mood and Mindset).
- We live inside during 1/2 the year and either watch hockey or social network (true according to the flurries I saw the other day)?
- We have a large ethnic population who seeks out tribes of similar interest? (according to Canadian Geographic, 42% of Toronto's population is foreign-born)
- Gays and lesbians like to socialize online? (Toronto is recognized as a centre for gay and lesbian culture and one of largest and craziest Pride parades anywhere in the world)
- My Space did a really crappy job in Canada?
- We support underdogs? (Facebook only represents 10% of North America social media traffic vs. My Space's 80+%)
- 5% alcohol Canadian beer is making us behave differently than 4% alcohol U.S. beer? (true according to my last few St. Patrick's days)
- the CN Tower is jamming alternative social network signals to our neighbourhoods? (it's possible, right?)
- I don't know, but somehow Mike Myers, Karim Rashid, Rachel McAdam and Neil Young are involved....
By the way, in the time it took me to write this article, 71 more Torontonians have joined. It's spreading, are you ready to join this cult! If you are, drop by my profile and become my Facebook friend, won't you :)
April 18, 2007 http://buzzcanuck.typepad.com/agentwildfire/2007/05/user_generated_.html
User Generated Content - Spooking, Tipping and The Next Big Thing in 3 Years
Fifty-seven percent of senior executives in the media and entertainment industry point to the
rapid growth of user-generated content as one of the top three challenges they face today, according to the results of a research study released in April by Accenture.
Accenture's definition of user-generated content, for the purpose of this study, included amateur digital videos, podcasts, mobile phone photography, wikis, and social media blogs.
In addition, more than two-thirds (70 percent) of respondents said they believe that social media, one of the largest segments of user-generated content, will continue to grow, compared with only 3 percent of respondents who said they view social media as a fad.While those surveyed expressed concern about user-generated content, they are less apprehensive about the future.
According to the research, 68% of respondents believe that within three years their businesses will be making money on user-generated content, and 62% believe their companies will make money through advertising and sponsorships of social media. Other sources of profits cited were subscriptions (21 percent) and pay-per-play offerings (18 percent). However, a quarter (24 percent) of respondents said they do not yet know how their businesses will profit from user-generated content
The research also shows that 70% of respondents believe social media will continue to thrive, while only 3% say it is a fad. When asked which content type has the highest growth potential over the next five years, 53% named short-form video, 13% videogames, 11% full-length films, 11% music, 9% consumer publishing, and 4% business publishing.
I''ll let Sir Martin Sorrell, CEO from WPP have the last word here:
"Technological change and the consolidation of digital and non-digital business models will have a dramatic impact on the media and entertainment industry over the next five years. The winners will be those who can probe and analyze the changes and manage and merge on-line and the off-line most successfully."
Sunday, May 6, 2007
PR is so much more than media relations….
There are so many new and interesting mediums for PR, from e-mail blasts to Facebook profiles, which, from my perspective, make this such an wonderful time to be in the communications field.
One of our clients is the Zareinu Moveathon http://www.moveathon.com/, an event raising money for a world renowned school and treatment centre for children with special needs.
For their 10th anniversary they have created an event designed to attract the entire family (2km walk, 10km run, 20km bike ride, mechanical and inflatable rides, laser tag, paintball, Spiderman, Princess, food, live entertainment…..). Our job is to help spread the word.
The community will soon see the advertisements and media coverage but here is some behind the scenes work we are really excited about ….
- A new campaign has been introduced that celebrates its 10th anniversary and creates a deeper connection to the cause (see banner at the top of each page on website above) .
- A Moveathon Message Challenge is capturing the attention of young people in schools and youth groups around the city (see Moveathon Message Challenge on website above).
- Targeted email blasts are penetrating large groups from past attendees to Running Room regulars.
- Special Olympics Ontario-Toronto will be running a clinic at the event for children of all abilities attracting not just their athletes but families looking to educate and inspire their own children.
- Most recently a Facebook profile has been created http://www.facebook.com/profile.php?id=539131429. The result so far? 122 people in our group in the first two days!
This has been a wonderful opportunity to take advantage of so many of the new methods companies and organizations have to reach their target audiences. And something our office will be integrating a lot more of ….
There are so many new and interesting mediums for PR, from e-mail blasts to Facebook profiles, which, from my perspective, make this such an wonderful time to be in the communications field.
One of our clients is the Zareinu Moveathon http://www.moveathon.com/, an event raising money for a world renowned school and treatment centre for children with special needs.
For their 10th anniversary they have created an event designed to attract the entire family (2km walk, 10km run, 20km bike ride, mechanical and inflatable rides, laser tag, paintball, Spiderman, Princess, food, live entertainment…..). Our job is to help spread the word.
The community will soon see the advertisements and media coverage but here is some behind the scenes work we are really excited about ….
- A new campaign has been introduced that celebrates its 10th anniversary and creates a deeper connection to the cause (see banner at the top of each page on website above) .
- A Moveathon Message Challenge is capturing the attention of young people in schools and youth groups around the city (see Moveathon Message Challenge on website above).
- Targeted email blasts are penetrating large groups from past attendees to Running Room regulars.
- Special Olympics Ontario-Toronto will be running a clinic at the event for children of all abilities attracting not just their athletes but families looking to educate and inspire their own children.
- Most recently a Facebook profile has been created http://www.facebook.com/profile.php?id=539131429. The result so far? 122 people in our group in the first two days!
This has been a wonderful opportunity to take advantage of so many of the new methods companies and organizations have to reach their target audiences. And something our office will be integrating a lot more of ….
Sunday, March 25, 2007
How well should your PR professional understand your business and industry?
My perspective is that to do a truly good job we must understand a business and not just repeat information to media and other target audiences.
As PR consultants we have to be able to understand our client’s business well enough to come up with regular story ideas and be able to identify where they fit into the news cycle. Additionally, we need to understand where communications opportunities lie for the organization with the groups they are targeting. This can’t be done well without a solid understanding of the business and the industry in which the company operates.
Over the years I have learned that when I finally feel I truly understand my client’s organization, I should ask, “what don’t I know?” There is always a little more to learn. One test to see if you really understand the business and the industry in which it operates is the quality of story ideas that you come up with. If you think these ideas are interesting and the media does not, more homework is needed.
With this said, PR consultants – even if we are specialized – will inevitably encounter something we may not have heard of or fully understand. This is normal. What is important in a vital or time-sensitive situation is our PR ability and training. Whether for retail, environmental or financial services industry, the process is the same: identify the problem, figure out how this affects all stakeholders, and develop a strategy which will answer this problem as quickly and accurately as possible while safeguarding the reputation of your client. These are the skills that show true leadership in times when clients are most vulnerable and ultimately why we are retained.
My perspective is that to do a truly good job we must understand a business and not just repeat information to media and other target audiences.
As PR consultants we have to be able to understand our client’s business well enough to come up with regular story ideas and be able to identify where they fit into the news cycle. Additionally, we need to understand where communications opportunities lie for the organization with the groups they are targeting. This can’t be done well without a solid understanding of the business and the industry in which the company operates.
Over the years I have learned that when I finally feel I truly understand my client’s organization, I should ask, “what don’t I know?” There is always a little more to learn. One test to see if you really understand the business and the industry in which it operates is the quality of story ideas that you come up with. If you think these ideas are interesting and the media does not, more homework is needed.
With this said, PR consultants – even if we are specialized – will inevitably encounter something we may not have heard of or fully understand. This is normal. What is important in a vital or time-sensitive situation is our PR ability and training. Whether for retail, environmental or financial services industry, the process is the same: identify the problem, figure out how this affects all stakeholders, and develop a strategy which will answer this problem as quickly and accurately as possible while safeguarding the reputation of your client. These are the skills that show true leadership in times when clients are most vulnerable and ultimately why we are retained.
Sunday, March 4, 2007
It still surprises me how many people aren’t aware of Second Life (www.secondlife.com), an online world that is blurring the lines between what’s real and what’s pretend. And, more importantly, the power of this pretend world to impact the real one.
Players assume a make-believe “avatar” (your SL identity) that interacts in real time with other avatars in everything from nightclubs to retail stores. Within my first five minutes my character (and I) was speaking with two other avatars (whose real identities were from Mexico and Japan).
What is of interest to me as a PR professional is the ability for real organizations to test ideas and promote messages and products to the real people behind these fabricated identities.
Here are some examples of businesses already doing this: In the Reebok store you can buy a basic shoe template and customize it for your avatar. At American Apparel, in-store posters and clothing on display can be clicked on and you are directly linked to the AA website to order real clothing for yourself. The Telus store has a Motorola Q-a cell phone specifically designed for avatars. (Read more in Marketing Magazine at http://www.marketingmag.ca/magazine/current/opinion/article.jsp?content=20070212_68559_68559)
If I haven’t convinced you that this is a glimpse of what the not-so-distant marketing campaigns will look like, here is another fact: users spend almost US$1 million every day in the in-world currency, Linden dollars, which they buy using real U.S. greenbacks (US$1 = L$266). And they generate most of the content, designing then selling or trading their creations—anything from furniture to high fashion. What's more, they own the intellectual property rights, according to Canadian Business. http://www.canadianbusiness.com/entrepreneur/sales_marketing/article.jsp?content=20070212_142819_4792
Just when the marketing profession thought this world was covered we found another to conquer!
Players assume a make-believe “avatar” (your SL identity) that interacts in real time with other avatars in everything from nightclubs to retail stores. Within my first five minutes my character (and I) was speaking with two other avatars (whose real identities were from Mexico and Japan).
What is of interest to me as a PR professional is the ability for real organizations to test ideas and promote messages and products to the real people behind these fabricated identities.
Here are some examples of businesses already doing this: In the Reebok store you can buy a basic shoe template and customize it for your avatar. At American Apparel, in-store posters and clothing on display can be clicked on and you are directly linked to the AA website to order real clothing for yourself. The Telus store has a Motorola Q-a cell phone specifically designed for avatars. (Read more in Marketing Magazine at http://www.marketingmag.ca/magazine/current/opinion/article.jsp?content=20070212_68559_68559)
If I haven’t convinced you that this is a glimpse of what the not-so-distant marketing campaigns will look like, here is another fact: users spend almost US$1 million every day in the in-world currency, Linden dollars, which they buy using real U.S. greenbacks (US$1 = L$266). And they generate most of the content, designing then selling or trading their creations—anything from furniture to high fashion. What's more, they own the intellectual property rights, according to Canadian Business. http://www.canadianbusiness.com/entrepreneur/sales_marketing/article.jsp?content=20070212_142819_4792
Just when the marketing profession thought this world was covered we found another to conquer!
Sunday, February 18, 2007
Counter-intuitive statements are a great way to make a release stand out. Last year we launched the ‘Cut a Tree Campaign: The New Tree Hugger is a Tree Cutter’ for an Ontario seedling company. The idea was to illustrate the environmental benefits to cutting and replanting trees.
This week we had the pleasure of launching another such campaign. A little bit of Internet researched provided the fodder for a great Chinese New Year idea for Manchu WOK, a leading Chinese fast food chain.
Here is a portion of the release:
ARE YOU A PIG? BECAUSE PIGS HAVE EXCELLENT MANNERS
– Manchu WOK Expert Provides Etiquette Tips in Time for Chinese New Year –
Are you loyal, honest, trustworthy, and courteous to others? Then according to Chinese culture, you must be a pig! 2007 celebrates the year of the Pig and promises to be a prosperous one to those born under the sign.
February 18th, 2007 marks Chinese New Year and the year of the civil swine. Like any of the twelve Chinese zodiac signs, people born in that animal’s year portray some of their personality. The Pig, ironically, demonstrates excellent manners and tremendous fortitude and honesty.
But for those of us not born under the well-mannered mammal, here are some tips for Chinese etiquette during the holiday from an expert at Manchu WOK…..
Kung Hei Fat Choy! May this year be as creative as the last.
Monday, February 12, 2007
When I conduct a media training session I always say: “It’s your responsibility to make yourself understood, not the responsibility of others to understand you.” Yet, recently I was caught myself breaking this rule.
I answered a client’s question using industry jargon. He politely pretended to understand which only made the problem worse. A few days later, in our next conversation I realized we completely didn’t communicate in the previous discussion.
In this case, I was lucky to be able to explain. While I have learned my lesson, I thought this entry should be dedicated to some media relations jargon ….just in case.
Media release: This is not an ‘article’. Rather a short summary of what a journalist could write about. We generally keep our releases to one page and write it in story format including quotes. If a journalist wanted, they could cut and paste our release into their paper. If not, it will provide them with a good idea about what can be done with the idea.
Media advisory: This is a shorter form of a release that is generally used for announcements (events, management changes, etc.). It may or may not include quotes and it is supposed to just cover the basic who, what, where, when and why.
The pitch: This can be written in a cover letter to media or made verbally. It’s a succinct and compelling argument why media should cover the story. A good pitch is arguably equally or more important than the release.
Fact sheet: This is an informational document (one to two pages max) that should be dedicated to explaining one specific thing such as company highlights, tips, etc. A backgrounder is a form of fact sheet generally dedicated to further explaining an issue.
Media follow-up: I wish that after we sent a media release to journalists we could call them and they’d always answer their phones or, at least return our calls more frequently. The reality is that most media hide behind voice mail – perhaps because in addition to being on tight deadlines – they have PR professionals sending them dozens of releases a day. The follow-up, if you are able to ever get media on the phone, needs to be done skillfully. You better know what they cover before calling. You better understand news and why the story you are calling about is worthy of their attention. And, you better talk fast. There is about 10 seconds to make your point before they tune out and try to get off the phone. The tough part is that the less follow-up that is done, the less chance of a story being written. Follow-up is a necessary evil in our industry to help rise above the clutter….presuming of course, that your idea isn’t part of the clutter!
I answered a client’s question using industry jargon. He politely pretended to understand which only made the problem worse. A few days later, in our next conversation I realized we completely didn’t communicate in the previous discussion.
In this case, I was lucky to be able to explain. While I have learned my lesson, I thought this entry should be dedicated to some media relations jargon ….just in case.
Media release: This is not an ‘article’. Rather a short summary of what a journalist could write about. We generally keep our releases to one page and write it in story format including quotes. If a journalist wanted, they could cut and paste our release into their paper. If not, it will provide them with a good idea about what can be done with the idea.
Media advisory: This is a shorter form of a release that is generally used for announcements (events, management changes, etc.). It may or may not include quotes and it is supposed to just cover the basic who, what, where, when and why.
The pitch: This can be written in a cover letter to media or made verbally. It’s a succinct and compelling argument why media should cover the story. A good pitch is arguably equally or more important than the release.
Fact sheet: This is an informational document (one to two pages max) that should be dedicated to explaining one specific thing such as company highlights, tips, etc. A backgrounder is a form of fact sheet generally dedicated to further explaining an issue.
Media follow-up: I wish that after we sent a media release to journalists we could call them and they’d always answer their phones or, at least return our calls more frequently. The reality is that most media hide behind voice mail – perhaps because in addition to being on tight deadlines – they have PR professionals sending them dozens of releases a day. The follow-up, if you are able to ever get media on the phone, needs to be done skillfully. You better know what they cover before calling. You better understand news and why the story you are calling about is worthy of their attention. And, you better talk fast. There is about 10 seconds to make your point before they tune out and try to get off the phone. The tough part is that the less follow-up that is done, the less chance of a story being written. Follow-up is a necessary evil in our industry to help rise above the clutter….presuming of course, that your idea isn’t part of the clutter!
Tuesday, January 30, 2007
Last week I asked my daughter who was turning five what she wanted for her birthday. She said, “I want you”.
While seemingly an innocent and sweet statement it is actually heartbreaking. At five she should want the latest and greatest toy, her first sleep over or an extra large treat.
The challenge facing working mothers is not new and this is not a new version of the story. But that doesn’t make it hurt any less. So, for her birthday, she got her wish. I took the day off and volunteered in her class. I sang songs, read books, glitter glued crowns, printed capital and lower case letters and helped put on snowsuits. It was the best day, for both of us.
I don’t think working mothers need to change their career aspirations or leave their jobs. There are far worse role models for our daughters. What we do need to do more, however, is find ways to be more present when we are around: no blackberries, no scanning newspaper headlines or running errands.
Today on the way to school my daughter asked if, now that she is five, she can have her first sleep over. The answer? You bet.
While seemingly an innocent and sweet statement it is actually heartbreaking. At five she should want the latest and greatest toy, her first sleep over or an extra large treat.
The challenge facing working mothers is not new and this is not a new version of the story. But that doesn’t make it hurt any less. So, for her birthday, she got her wish. I took the day off and volunteered in her class. I sang songs, read books, glitter glued crowns, printed capital and lower case letters and helped put on snowsuits. It was the best day, for both of us.
I don’t think working mothers need to change their career aspirations or leave their jobs. There are far worse role models for our daughters. What we do need to do more, however, is find ways to be more present when we are around: no blackberries, no scanning newspaper headlines or running errands.
Today on the way to school my daughter asked if, now that she is five, she can have her first sleep over. The answer? You bet.
Monday, January 22, 2007
Return on investment (“ROI”). This is something our industry continuously struggles to illustrate to clients. How do you put a financial value on work that doesn’t always immediately translate into sales, membership, change of behaviour, etc.?
There are several ways our industry measures ROI. While none are ideal, some are better than others.
Some PR firms track impression – which means calculating how many people were potentially exposed to your coverage (its reach). This is done by adding up the circulation for that day or the number of viewers during the time the story ran. Often PR firms multiply this number by three to account for papers being passed-on or multiple viewers. But if the readers/viewers aren’t all your target audience or if they were not impacted by the article/segment, is this really a proper calculation of ROI??
Calculating advertisement values is another way our industry tries to demonstrate its worth. Basically, media coverage is measured (literally) with a ruler, and then compared against the cost of advertising: how much would the coverage have cost if it was a paid advertisement. It is said that the value of third party endorsements is three to 10 times as valuable as advertising (essentially, the value of someone else saying you are great rather than you saying you are great). Based on this, PR firms are known to multiply the ad value figures by anywhere from three to 10 times. Most agree this system is lacking. You also can’t buy front page coverage!
The Canadian Public Relations Society has a new Media Relations Rating Points (MR2P) system that is executed by News Canada www.cprs.ca/membership/e_mrp.htm. In my opinion, this is the best tool on the market. While it has its limitations, it does have some great advantages. Criteria for judging a campaign is supposed to be worked out in advance with your client. Then you enter a list of coverage received in a designated period of time. An ROI is produced by the program that gives the cost per contact (this is the quantitative analysis which allows you to compare with advertising). Then a percentage figure is given base on overall tone and whether the predetermined criteria were met. This qualitative side is a great compliment to the quantitative analysis and shows the true value of PR versus advertising. This doesn’t provide a measure, however, for services like crisis management where perhaps you’re paid to keep clients out of the news. We have had clients say they hired us as ‘an insurance policy’ – how would this system calculate the value of that? Nonetheless, it is as good as it gets and it is great when, like me, you deal largely with financial services clients who actually understand the term ROI and how to calculate it.
It is also very helpful for organizations that report to boards of directors or middle management who have to report to superiors – they will love you for this tool that can prove, as best as possible, how dollars are being spent.
There are several ways our industry measures ROI. While none are ideal, some are better than others.
Some PR firms track impression – which means calculating how many people were potentially exposed to your coverage (its reach). This is done by adding up the circulation for that day or the number of viewers during the time the story ran. Often PR firms multiply this number by three to account for papers being passed-on or multiple viewers. But if the readers/viewers aren’t all your target audience or if they were not impacted by the article/segment, is this really a proper calculation of ROI??
Calculating advertisement values is another way our industry tries to demonstrate its worth. Basically, media coverage is measured (literally) with a ruler, and then compared against the cost of advertising: how much would the coverage have cost if it was a paid advertisement. It is said that the value of third party endorsements is three to 10 times as valuable as advertising (essentially, the value of someone else saying you are great rather than you saying you are great). Based on this, PR firms are known to multiply the ad value figures by anywhere from three to 10 times. Most agree this system is lacking. You also can’t buy front page coverage!
The Canadian Public Relations Society has a new Media Relations Rating Points (MR2P) system that is executed by News Canada www.cprs.ca/membership/e_mrp.htm. In my opinion, this is the best tool on the market. While it has its limitations, it does have some great advantages. Criteria for judging a campaign is supposed to be worked out in advance with your client. Then you enter a list of coverage received in a designated period of time. An ROI is produced by the program that gives the cost per contact (this is the quantitative analysis which allows you to compare with advertising). Then a percentage figure is given base on overall tone and whether the predetermined criteria were met. This qualitative side is a great compliment to the quantitative analysis and shows the true value of PR versus advertising. This doesn’t provide a measure, however, for services like crisis management where perhaps you’re paid to keep clients out of the news. We have had clients say they hired us as ‘an insurance policy’ – how would this system calculate the value of that? Nonetheless, it is as good as it gets and it is great when, like me, you deal largely with financial services clients who actually understand the term ROI and how to calculate it.
It is also very helpful for organizations that report to boards of directors or middle management who have to report to superiors – they will love you for this tool that can prove, as best as possible, how dollars are being spent.
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