Tag: social media

Surveys, Petitions And Polls—Oh My!

Posted on by lauren

The results are in: When looking for a unique angle to promote a client, sometimes it helps to ask for the public’s opinion. Including an omnibus-style survey, social media poll, or even a petition with a slight political bent in your campaign can significantly change the story angle, as well as help the news spread like wildfire. However, each platform requires a little technique. Here are some tips for getting the public to work for you:

Try an online survey. Asking provocative questions via online survey is an easy and affordable way to get a quick sample of public opinion. By asking the right questions, you may be able to put a fresh spin on an over-exposed topic. You might only need one strong question to get the compelling results you need to move the media.

Read the fine print. Nothing’s worse than having great survey results that don’t meet an outlet’s criteria for publication. As easy as online surveys are to conduct, often times, the methodology employed by omnibus polling companies isn’t strict enough for consideration by major outlets. Do your due diligence and make sure you’re not limiting your client’s news by using a survey that isn’t up to par.

Set your budget. Petitions and polls are another creative option for your client to engage with the public. Depending on how large you want your soapbox to be, it may pay to spring for a third-party app to use on social media sites. There are apps for all price points and varying degrees of visibility. Care2, a popular petition website, allows for free and paid petitions to help promote your cause. If you have access to a large budget, Wildfire by Google is another company that provides high-quality content for use on Facebook, creating campaigns from start to finish.

Have a preparedness plan. When you open a public forum, especially one like a petition, be sure to have a plan in place if public opinion takes an unexpected turn or if your petition is lacking respondents. These developments can impact the media’s interest in your campaign and having a contingency plan in place can help move attention from negative to positive.

Overall, adding a survey, poll or petition to a campaign is an interesting way to add depth to a PR plan. Not only does it allow the company to hear valuable public opinion about their industry and company specifically, but it allows them to speak to different media audiences. When looking to break from the routine press release, consider adding one of these tools! Have you used something similar recently? Tell us about it in the comments.

Should PR Own Social Media?

Posted on by Dorothy Crenshaw

The rise of social media has been a boon to many communicators, from public relations professionals, to digital marketers, to SEO specialists. It’s also spawned countless land grabs and turf battles, since we all want a piece of the pie.

Successful social media campaigns can puff up reputations and fatten our bottom lines. But budget grabs and salesmanship aside, should PR own social? Should advertising? The debate continues.

The truth is, social media is a tool that works best being integrated across marketing communications and customer service lines, so technically, no entity should stake a proprietary claim. But a gatekeeper is necessary.

There are the ways in which PR professionals are best qualified to influence and manage social media.

Here’s the case for PRs:

PR pros are content creators. Storytelling is in our DNA. Most, if not all, PRs know instinctively how to craft a story or message so that it’s a conversation, not a one-way commercial pitch.

We listen. Every good PR program starts with monitoring. It’s the foundation of a social media outreach as well.

We’re relationship builders. This one has been given too much weight in recent conversations, but it holds true that relationship-building, traditionally with journalists and influencers, is a core PR skill. Translating this to direct customer/follower contact can be tricky, but many of the same principles apply.

PR owns reputation management. Clearly, social media crosses over from brand engagement to reputation, and not just when things go wrong.

Yet there are ways in which the typical PR practitioner’s skills and experience can fall short:

Direct customer contact.  We’re accustomed to communicating through the intermediaries of media or even bloggers. Crisis chops aside, direct contact is NOT familiar and may even be distasteful or overwhelming to many with traditional PR background.

Media production. Though there is wide variability among firms, many PR agencies lack direct experience in critical aspects of content development for social platforms, including video, images, and other content for sharing and syndication. Yet, most, if not all, is easily outsourced.

Measurement. This is typically the biggest weakness of our industry, and the only true concern that clients should have. But it’s a big one. To realize the power of social media, a full grasp of analytics and success metrics, and how they’re linked to specific campaign goals, is critical, and most PR pros haven’t “grown up” with the measurement sensibility.

We’re not there yet, but as a recent CARMA survey shows, we’re on the way. Our slice is getting larger, so save room for dessert.

 

Get Your Blog In Shape

Posted on by Marijane Funess

Is your blog flabby? Is its content the equivalent of junk food? As with other spring rituals, getting your content in shape is a worthy exercise. Ask yourself these questions and then choose a shape-up plan that works for your particular blog.

Is it carrying a “spare tire”? You need sharper editing. If you are the sole assignment editor, writer and copy editor, you may have become too close to the content and need some outside eyes to do incisive cutting. It only hurts for a minute, but the rewards for sleek, new posts are worth it.

Are your topics stale or the content equivalent of “empty calories”? Overhaul your Editorial Calendar! Really take some time to look at the next 3-6 months with a keen eye to topicality, seasonality, annual posts worth revisiting and some futurecasting to help you come up with fresh, dynamic themes. Consider assigning guest bloggers to keep things interesting.

Having trouble “fitting in” the time? Get organized and set aside an hour to plan, write and edit each piece. This may mean blocking out writing time on Outlook or having Siri remind you “time to blog” – any way that you do it, make it scheduled and rigorous as you would a physical exercise routine.

Does your blog need a new look? Something as simple as a font change can help liven its look. If you have had the same graphics and colors forever, though, it may take a bigger change to keep your blog fresh and appealing.

Whatever changes you undertake to improve your posts, set some realistic goals and recognize that just like losing weight or saving money, goals take time and hard work. Set some and get to it!

8 Ways To "Socialize" A PR Campaign

Posted on by Dorothy Crenshaw

Social media can be like a “secret sauce” for public relations programs. Even if it’s not the main ingredient, it adds flavor and power to a traditional program. The key is integration. Here are some simple steps for extending a PR campaign through social media.

Define your goals. At times companies feel pressed to make a deeper commitment to social media, yet they haven’t identified their objectives.  Do you want to drive and monetize traffic to a website? Enhance reputation?  Get the attention of influentials? Each will inform a different set of metrics, as detailed by measurement expert K.D. Paine.

Start by listening. Sure, you’re already using tools to monitor the conversation if your brand is being discussed. What if it’s off the social radar? There are relevant industry issues, trends or competitive activity that can help inform a strategy. Sometimes what you learn can even translate into quick visibility. A Google Alerts for your industry’s hot topics can help identify the right bloggers and media, and it might also let you jump on breaking news with your own commentary or content.

Join the conversation. Even if you have a robust content marketing program, one of the easiest ways to attract more views is to become a member of relevant online communities. All it takes is time and continuity.
Optimize your PR content. Don’t forget to enhance press releases. Use more video and images; it serves two needs by being more searchable and more compelling to journalists and bloggers.

Build new relationships with social platforms. Twitter, with its liberal follow model, is unbeatable as a social tool for reaching influential media and analysts. Check out Muck Rack, which organizes all journalists on Twitter into “beats,” build your own lists, or join relevant Twibes to engage users. You can also use relevant LinkedIn discussion groups, or start your own.

Create more content. Of course, creating content is where many programs stall. If a corporate opinion blog is too much to take on, consider aggregating industry trends or issues once a week, linking and giving credit to other sources. Or, set a goal of commenting weekly on industry blogs. If that’s too much, arrange to guest blog for a trade publication or content site on a regular basis.

Reuse, recycle, repurpose.  Remember that an industry speech can be easily converted to a bylined article for a trade or business publication, which can then be republished as a blog post. In some cases, all you need do is shorten or reformat, and add a topical lead.

Anticipate feedback.  The “command and control” messaging days are gone. Socialized news announcements and content will attract public feedback.  Have a plan for responding to engaged users, and be ready with a fully “socialized” issues and crisis plan if your brand is vulnerable.

An earlier version of this post appeared on the Marketing Executives Networking Group’s MENGBlend blog.

12 Days Of Christmas (or holiday of your choice) PR Edition

Posted on by Marijane Funess

Fellow PR practitioners, clients, and media, it’s time to revisit the famous gifts from the “12 Days of Christmas” song. Here’s this year’s “ripped from the headlines” spin on the evergreen list.

Twelve drummers drumming. An awesome gift this year, when at least twelve top drummers from Charlie Watts to Max Weinberg gathered on 12.12.12 for the concert to benefit Superstorm Sandy survivors.

Eleven pipers piping: Not quite 11 states where you can legally pipe “pot” but marijuana did become legal in Colorado, Washington and New Jersey. Counting California, definitely a trend.

Ten lords a-leaping: The lords are leaping in London, trying to stay ahead of social media. It seems the UK’s House of Lords has summoned senior figures from Facebook and Google in their ongoing investigation into media convergence, media power and how it might be regulated in the future.

Nine ladies dancing: Many more than nine ladies (and men and kids and YouTube cats) were entranced by this year’s dance craze, — “Gangnam Style” — the most viewed video on YouTube. Note to self: How can we “borrow” for clients?

Eight maids a-milking: A statistic sure to make Mayor Bloomberg a little sad, cow’s milk consumption is down this year, trailing soda (and beer and bottled water, too.) I feel a Dairy Board RFP coming our way.

Seven swans a-swimming: As long as they’re not “black swans.” We in PR love new phraseology to have “pun” with, but this term, emerging after Superstorm Sandy, is downright scary. It means “a surprise event with a huge impact that can’t reasonably be anticipated based on historic records.”

Six geese a-laying: All we really want to know here – are any of them laying the proverbial Golden Egg, and can it save us from the (proverbial) Fiscal Cliff?

Five golden rings: A perennial favorite – contemplating why awful jewelry commercials fill the airwaves this time of year? Can’t the PR firms for Jared, Pandora and Kay help influence the scary bad creative for their clients?

Four calling birds: Maybe the calling birds can call the Angry Birds and create a new game!

Three French hens: Wisdom from French hens (women) have dominated book publishing this year, from staying thin to raising children. Here’s the latest advice on living la vie en rose, demonstrating that some trends have real staying power.

Two turtle doves: For centuries doves have symbolized peace, and they’ve long been a part of Christmas and weddings. But the association we like best is the brilliant PR campaign that’s still going, but always morphing, the Dove Soap Real Beauty initiative, recently highlighted for its creativity here.

And a partridge in a pear tree! As it turns out, partridges may alight on pear trees (likely for holiday photo opps), but they don’t actually live there. However, if you Google this, you will get upwards of 600,000 results, which I imagine other PR pros are trying to spin into something this time of year as well.

Cheers!

PR Pros, Know Your Media

Posted on by Marijane Funess

So you call yourself a PR whiz. And, no doubt you’ve hit upon some winning strategies, crafted some clever messaging and delivered a hard-working plan. But, now, it’s time to deliver, so ask yourself – how well do you (or the staffers actually implementing media relations) actually know your media?

Because today’s “media” is as much mobile apps as it is TV, movies, music and video games, it’s easy to forget about what some might consider “yesterday’s news.” That’s the stuff proffered by industry verticals, newspapers, talk radio and the morning shows.

But have you compiled a clip report for a client lately? Most still look for a healthy serving of media results in those categories, and you would be doing a disservice to dismiss the importance of traditional – actually “tradigital” media.

Herewith, then I submit to you a lighthearted “Know Your Media” quiz so you can test your skills. No worries, it will not be graded!

1. In the New York area, you can actually listen to two different journalists with the first name of Kai. One reports for a national financial program, where, were he to interview your client, it would be a major media score. The other “flies high,” but most likely won’t be covering anything you offer. Name one or both of these reporters (extra credit for naming outlets!)

2. “Access Hollywood” has an affable co-host whose softball style makes a great interview for the right kind of client. He’s related to a former president, a correspondent for a national morning show, and a model/actress. Name this example of serious entertainment nepotism.

3. We all love to read Gawker, that punishing overlord of ‘snarky snark” but heaven knows we don’t want a client in the column. Name the editor whose wrath we all want to avoid.

4. Jeff Zucker, the architect behind arguably the most popular morning show format today (and always coup-worthy when placing a client) is being tapped to revive a challenged, yet still formidable, all-news channel. What is it? For extra credit name a reporter who has left and one who remains.

5. “Oh, don’t bother with The New York Times,” says… NO CLIENT EVER! The Times remains “all the news that’s fit to print,” and we want some coverage there! Here is your challenge; you have a stylish new tech product. Who’s beat is best – Damon Darlin or David Pogue? Discuss!

We would love to hear your responses as well as any interesting inclusions for our next round of “Know Your Media.” Answers will appear in next week’s “TGIF” blog if not by you!

Social Media Must-Haves (for first-time PR clients)

Posted on by lauren

Behind every great company is a great social media plan. I’m being slightly facetious, but there’s no denying the importance of a strong digital, as well as traditional, PR strategy. The two are complementary, and for first-time PR clients, there are definitely some must-have elements we recommend when implementing a new social media plan.

Twitter- There was a time when Twitter was a social media “consideration.” No more! Brands are reckoning with its power every day, as are political candidates: How else would #horsesandbayonets be the top trending topic? Twitter allows companies to share news at a viral rate, as well as communicate with followers in real time. The creation and maintenance of a twitter presence is one of the simplest ways to set a new client up in the digital space. Additionally, the limited-character format forces clients to be creative and selective in what they share, providing them an opportunity to think differently.

Facebook- Easily the most widely used social media platform in the world, Facebook is another integral part of a new client’s social media strategy; “friending” is not just a social pastime! The same sharing of information we enjoy on a personal level carries into Facebook on a professional level, and since pretty much everyone is on Facebook; it’s one of the easiest ways to connect with potential customers. Additionally, apps and advertising have made it easier than ever to position new clients in the most successful way.

Blogging- Although blogging is arguably one of the more time-consuming elements of a social media strategy, it’s also a powerful way to showcase your client’s expertise in their industry. By creating highly credible content that’s interactive and shareable, your client is not only using a new platform to reach interested audiences, but extending into new audiences thanks to sharing, endorsements and guest blogs.

LinkedIn- LinkedIn is essential for any professional; so it makes sense for a company to have a LinkedIn presence as well! LinkedIn helps people understand what your company is about, and can even provide insight into your company culture. Viewers can see past and present employees, as well as job openings, recommendations and more. LinkedIn is a great way to present your client to the business community and will also help them internally as a recruitment tool.

These are just a few elements, but there are a variety of other networks that can be included in your new client’s social media strategy; just make sure the medium matches your client’s specialty. What other elements do you consider to be “must-haves”? Leave it in our comments!

Blog Roll: Blogs I Read And Why

Posted on by lauren

There’s no better way to wind down after a long week than to catch up on some reading – blog reading. Sure, I love a great magazine or newspaper, but blogs provide just enough content to keep me interested and they also help me with my job in Public Relations. Blogs have become a go-to source of information from different points of view unhindered by editorial boards or media policies, that’s why their perspective is often so fresh and different. Here are some of my favorite blogs to read and why:

NYC PR Girls
I largely attribute my choice to pursue a career in PR to this blog (in New York, nonetheless; nowhere else is PR so fast-paced). Aimed at young professionals, it offers tips on PR fundamentals, style, professional development and even guides to NYC. I find that I always pick up something new from this blog, it’s definitely a must-read for PR girls (and guys)!

Smart, Pretty and (less) Awkward
The concept is simple: Author Molly Ford includes a tip on how to be smarter, prettier and less awkward in every post, accompanied by a meaningful quote. Some tips include fun factoids, beauty quick-fixes, how to handle unusual social situations and organization pointers. Every so often Molly will even include coupon codes; always exciting. The blog posts are short, sweet and leave my day a little brighter; a definite pick-me-up!

THXTHXTHX
Leah Diedrich’s mother taught her to always write thank you notes, so she does – to everything. From foods to cities, the good and the bad, Leah writes a handwritten thank you note to all of it. Some of it gets outlandish, but always heartwarming and sincere. Leah’s perspective reminds me to never take anything for granted and to think of everything as a learning experience. I also try and write handwritten thank you notes in my career whenever possible.

PR Newser
When it comes to industry news, PR Newser should be a bookmark on your browser. PR Newser blends pop culture, current events, jobs and relevant research findings into one entertaining blog. It’s a great way to catch up what’s going on that week without flipping through as many sources. Also, posting content about a wide range of PR, advertising and marketing firms gives readers the opportunities to peep into other careers—great for professional goal setting!

Are there any other blogs that get you through the day? Tell us about some of your favorites!

Tuesday Tips: 8 Smart Tech Tips For Fall

Posted on by lauren

As a PR agency person, it seems like you’re always plugged in: every device must be wifi-enabled, emails come at all hours of the day and smartphones are almost a necessity! Technology can make our lives easy and convenient, but you need to be smart! Here are 8 smart tech tips for the fall:

Make relevant updates. Smart phone operating systems update every few months, and updating can do wonders for your phone’s productivity. Check to see if your phone is due for a system update; Android recently updated to Ice Cream Sandwich and Apple’s iOS 6 is making its debut in a few short weeks.

Change your passwords. Yes, really. Changing the passwords for all your accounts can be daunting, but it’s imperative to change them periodically for your safety. Keep passwords in a safe, secret place to make the process less overwhelming.

Out with the old. Back in college I would rid my computer of old files after every semester. This is a habit I still keep, even after graduation. Eliminate unused documents to help your computer run faster and more efficiently. This can apply to smart phone and tablet apps, as well.

Clean up your social media accounts. Now’s a good time to untag yourself from those less-flattering Facebook photos, remove inappropriate posts and update your LinkedIn profile. This is especially important if you’re looking for a job or internship.

Back up your data. We never remember to back up our information until it’s already gone. Pick up an external hard drive to have in case of a tech emergency!

Be wary of location-based apps. The information you enter on location-based services can reveal a lot of private information. Be sure to change your privacy settings if you have the option.

Get a backup battery. App usage can drain battery power on mobile devices, especially our phones. If you find yourself relying on apps, make sure you have a backup battery in case the other one runs out of juice.

Start a (good) digital footprint. In PR, having a small but positive digital footprint is a great way to build credibility. Be active on social media, start a blog, etc., the options are endless!
These tips are a great starting point for anyone using technology but for tech enthusiasts, what other tips can you think of? Leave pointers in the comments!

Are We Too Old To "Get" Social Media?

Posted on by Dorothy Crenshaw

Cathryn Sloane’s recent post arguing that social media managers need to be 25 or younger was a bombshell.

Not so much because of her youthful myopia; that’s not rare. Or even the (somewhat shaky) thesis that because her peer group grew up with social media and used it socially to start, they understand its business potential better than the more seasoned among us.

No, it was the emotional response to the post. It clearly struck a nerve among the 40+ crowd, among other segments. More than 500 comments have been logged since Friday, with plenty of sidebar discussions raging all over the web. The tone of the posts ranges from snarky to truly nasty and insulting.

My question to my peers is, “Why so defensive?” It’s one person’s opinion, and objectively speaking, it’s not even particularly well articulated or argued. Many would say it’s just linkbait. A digital-native version of “Don’t Trust Anyone Over 30,” truncated for these recessionary times. So why are so many social media professionals of a certain age so up in arms?

Maybe because there’s something there. Of course, no one agrees in arbitrary age limits, and practical business experience is undeniably valuable. But there’s also value to one’s point of view. That can’t be bought or earned on the job. It’s in the DNA.

Do you have to drink the social Kool-Aid to understand it? Yes. That’s why the claim that the 25-and-unders understand it best because they were “first” isn’t the strongest argument. Those working in social media – at any age – are likely to be power users.

Yet I’d posit that one’s very relationship to technology is equally important, particularly in positions like community manager (not what Sloane specified, but perhaps what she meant) and in social content generation targeted to twentysomethings.

It’s that relationship to all things digital that is likely to be more intimate and more organic for a younger person.  Multimedia producer Bobby Rettew (who graduated in 1997) says this about the 18-34 generation.

Gen C uses technology as their oxygen where networking online is critical with the need for instant gratification. They are and will be multi-focused in work-life. Technology is completely embedded into their daily life and their physical space and technology are well integrated.

Of course, I can think of 40-year-olds who are completely enmeshed with digital technology, but ask yourself this. Would Mark Zuckerberg have created Facebook as a 30-year-old, or even a 25-year-old? I doubt it. And need I remind anyone that Steve Jobs, the most iconic of the Baby Boomers, was a college dropout who started Apple at the tender age of 21? (the same age as Bill Gates when he founded Microsoft with Paul Allen)

My point isn’t that Sloane is right. In many ways she’s wrong, or at least naive and narrow in her view. But, as the writer Neil Gaiman said to a group of new graduates recently, “People who know what they are doing know the rules…You do not. And you should not.” Gaiman’s comments were about testing the bounds of the possible in the arts, but they can apply as well to social media. Sometimes experience can work against you, particularly when it comes to new and innovative ideas.

So, let’s give Cathryn Sloane a break. By our vitriolic reaction to her post, we may be revealing as much about our own biases and shortcomings than we are about hers.