Everyday, marketing and advertisements bombard our brains with messages. Driving to work, we hear commercials about local restaurants, while watching our favorite TV show, we watch tons of commercials about sales at department stores, and while at the airport, we see ads about luxury cars.
Although we hear or see these marketing techniques everyday, many of us zone them out eventually missing that “important message”.
With this said, what will marketing agencies do in the future to creatively send out a message so that the audience will listen? What will the future of marketing hold?
While many of us know that the essence of marketing is the internet, other trends will start to emerge in order to communicate a message that will be heard.
According to a recent study conducted by Anderson Analytics, marketing in 2008 with focus more on marketing concepts like “green marketing”, an emerging concept that 32% of 1700 marketers surveyed for the study believe was one of the trendiest marketing buzzwords. The study also found that 88% of marketing executives believed that baby boomers would be the top target audience for marketers in 2008.
Dilip DaSilva, founder of Exponential, believes that while there is a shift from marketing on TV to online, marketers will focus on online branding campaigns with more measurements and results in order to “guide their future media allocations” online.
Another trend that will continue to emerge is online virtual worlds where advertisers create environments on the internet to target their audience. One example is Coke Studios, an online community where Coke drinkers can go online and mix music.
Through many articles, studies and opinions, I think it is easy to say that the utilizing the internet is a tool that marketers will use for the next 10 years.
After that, what will marketers think of next?
Thursday, December 6, 2007
Tuesday, December 4, 2007
The paperless resume
So, we all know the importance and Web 2.0, the social media press release and new internet tools that PR pros should use to send out that important client message.
During my recent online quest to find out as much information as I can about the social media press release, I stumbled upon some more paperless ways to communicate a message. This time however, it is the PR pro communicating him or her self: the social media resume, or the new paperless resume.
In a blog by Bryan Person, some guy who works for monster.com, his reaction to the new social media resume “declares the death of the traditional resume” and he explains that using social media resumes provides so many things paper resumes don’t.
So how does this social media resume work and what can it provide?
According to blogger Christopher Penn who coined the term social media resume, start by using a blog that offers everything a traditional resume would. In his sample resume online, hosted by googlepages, Penn starts off with his welcome message as a video from youtube and provides a biography, contact information, links, a gallery of work and paper resumes available in pdf.
Believe it or not, it is time for the social media resume and the death of the traditional resume has come. Just like the social media press release, this resume is up-to-date, provides more information, is easy for the readers to view, will evolve over time and is environmentally friendly.
Good bye paper, hello social media resume.
During my recent online quest to find out as much information as I can about the social media press release, I stumbled upon some more paperless ways to communicate a message. This time however, it is the PR pro communicating him or her self: the social media resume, or the new paperless resume.
In a blog by Bryan Person, some guy who works for monster.com, his reaction to the new social media resume “declares the death of the traditional resume” and he explains that using social media resumes provides so many things paper resumes don’t.
So how does this social media resume work and what can it provide?
According to blogger Christopher Penn who coined the term social media resume, start by using a blog that offers everything a traditional resume would. In his sample resume online, hosted by googlepages, Penn starts off with his welcome message as a video from youtube and provides a biography, contact information, links, a gallery of work and paper resumes available in pdf.
Believe it or not, it is time for the social media resume and the death of the traditional resume has come. Just like the social media press release, this resume is up-to-date, provides more information, is easy for the readers to view, will evolve over time and is environmentally friendly.
Good bye paper, hello social media resume.
Thursday, November 29, 2007
5 tips for social media press releases
In my previous blog about Web 2.0, I mentioned the social media release (SMR): today, and tomorrow’s, press release. The SMR is currently receiving attention, and more and more companies are starting to use them.
Unlike the traditional press release that millions of PR pros have been using for the past 100 years, this press release offers more for the average journalist and contains modern ways on how to get your message out.
So how do you make a social media release?
Well these tips below will not only help develop the media release but also make it successful.
1. Use the right language.
Just like traditional press releases using the right descriptive wording helps to catch the reader’s attention. Now, writing the precise language helps the release be found through search engines. Instead of the importance of a press release being delivered, know it is important for it to be found.
2. Be brief and pithy.
Write facts with bullet points, use bolding for headlines and be brief with the content. This makes it easier for the reader to read and also enhances search engine optimization(SEO).
3. Embed multimedia.
According to Laura Sturaitis, Senior VP for BusinessWired, incorporating videos, pictures, audio and motion into the press release provides reporters with more than just words. It offers readers the ability to interact and receive more than one message.
4. Provide links.
It’s simple, putting links in the release is another non-linear way for the reader to receive information. Links also help increase SEO.
5. Utilize social search engines.
Search engines like Technonrati, make releases readily available and discoverable. Use Technorati tags in the release to help increase “findability” in any search.
For more information on how to right a social media release visit Shift Communications or download this template.
Tuesday, November 27, 2007
PR pros on Web 2.0
In a recent PRSSA lecture that I attended presented by Aurora Alert and Netra Ghosh from VisiTech PR, I learned how the integration from Web 1.0 to Web 2.0 developed a tool for PR pros.
Reading vs. blogs, companies vs. communities and 2-step flow of communication vs 1 step flow, all define the change from 1.0 to 2.0, that puts into perspective just how important 2.0 is.
According to research they found and presented in their lecture, today, the New York Times has about 45 active blogs thanks to Web 2.0. These blogs include writings about technology, fashion, books and baseball, and are being read by millions of bloggers everyday.
And the New York Times' writers are not the only ones creating blogs. According to VisiTech, everysecond 1.4 blogs are created but still, only 10% of CEOs from fortune 500 companies are blogging.
PRSA’s news publication Tactics, states in their November 2007 issue that Boston is the U.S. City with the most amount of bloggers followed by Philadelphia and Portland, essentially spanning the bloging world across the entire nation.
So what does all of this really mean for PR firms?
Not only does Web 2.0 bring things like blogs, RSS feeds and Pod/Vodcasts into the mix of PR and marketing communication, it also allows PR pros to utilize blogs to build trust, be personal, participate in a flow of conversation, appeal to the mass media and become knowledgeable in multimedia.
Even better, companies like Sun Microsystems, are creating a new kind of press release, to include the same traditional writing as original press releases, but now offer links and videos providing more information for reporters just by the click of a mouse.
So with all of this notion of Web 2.0 and the reaping benefits for PR pros, what will become of Web 3.0, 10.0 or maybe even 15.0.
Well according to VisiTech, websites like Twitter, Facebook and Blogger, will continue to grow in their efforts to communicate in a non-linear way.
Overall, the point taken from this lecture that every PR student should regret not attending: multimedia is key and utilizing up-to-date forms of press releases and communication tools through the web will help you strive in the PR industry.
Reading vs. blogs, companies vs. communities and 2-step flow of communication vs 1 step flow, all define the change from 1.0 to 2.0, that puts into perspective just how important 2.0 is.
According to research they found and presented in their lecture, today, the New York Times has about 45 active blogs thanks to Web 2.0. These blogs include writings about technology, fashion, books and baseball, and are being read by millions of bloggers everyday.
And the New York Times' writers are not the only ones creating blogs. According to VisiTech, everysecond 1.4 blogs are created but still, only 10% of CEOs from fortune 500 companies are blogging.
PRSA’s news publication Tactics, states in their November 2007 issue that Boston is the U.S. City with the most amount of bloggers followed by Philadelphia and Portland, essentially spanning the bloging world across the entire nation.
So what does all of this really mean for PR firms?
Not only does Web 2.0 bring things like blogs, RSS feeds and Pod/Vodcasts into the mix of PR and marketing communication, it also allows PR pros to utilize blogs to build trust, be personal, participate in a flow of conversation, appeal to the mass media and become knowledgeable in multimedia.
Even better, companies like Sun Microsystems, are creating a new kind of press release, to include the same traditional writing as original press releases, but now offer links and videos providing more information for reporters just by the click of a mouse.
So with all of this notion of Web 2.0 and the reaping benefits for PR pros, what will become of Web 3.0, 10.0 or maybe even 15.0.
Well according to VisiTech, websites like Twitter, Facebook and Blogger, will continue to grow in their efforts to communicate in a non-linear way.
Overall, the point taken from this lecture that every PR student should regret not attending: multimedia is key and utilizing up-to-date forms of press releases and communication tools through the web will help you strive in the PR industry.
Thursday, November 15, 2007
Dime Design
In today’s graphic design, one of the most important creative tactics that helps communicate the client’s brand is Web sites.
Although creating Web sites seems like they have become easier to produce because of increases in technology, there are still many simple things to remember during design.
With help from an article by Jakob Nielson, guru of web design, below are ten tips to consider when creating a Web site.
1) Choose one: liquid design or grid
Many Web sites on the internet have two different types of design in one, both liquid and grid. For consistency and organization, choosing one design style and sticking with it is better on the viewer’s eyes.
2) Focus on font selection, typography and color
One of the most important thing to remember when design a Web site is the viewer can be any age. Creating content using easy to read colors and fonts provide readability and legibility online.
3) Utilize style sheets
Using style sheets helps the Web site to have minimal problems when uploaded to the net. Style sheets keep files organized and are user friendly.
4) Write for online readers, not print
Approximately only 25% of text is read online. Cutting text down provides easy-to-read, scannable text.
5) Know your target audience
Create the Web site’s design around your target audience to appeal to them and provide the content that they are looking for.
6) Provide easy navigation
Use necessary navigation bars to organize the site and make it easy for readers to use. Don’t not make readers have to click more than three times to get to a final destination.
7) Usability is key
Make sure that they Web site is not only easy-to-read but also easy-to-use.
8) Keep load time low
Optimize and save pictures for the web by using specific file extensions and medium to low quality. This provides quicker load time on all pages.
9) Remember search engine optimization
Make the site easy to search for by embedding links into content, creating and using headers and titles on pages and utilize tools like Yahoo’s overture to keep track of your web site’s hits.
10) Create simple, modern Web sites
Use Adobe Flash to increase creativeness in a Web site. Simplicity is modern and using a tool like Flash sets your website about the rest.
Although creating Web sites seems like they have become easier to produce because of increases in technology, there are still many simple things to remember during design.
With help from an article by Jakob Nielson, guru of web design, below are ten tips to consider when creating a Web site.
1) Choose one: liquid design or grid
Many Web sites on the internet have two different types of design in one, both liquid and grid. For consistency and organization, choosing one design style and sticking with it is better on the viewer’s eyes.
2) Focus on font selection, typography and color
One of the most important thing to remember when design a Web site is the viewer can be any age. Creating content using easy to read colors and fonts provide readability and legibility online.
3) Utilize style sheets
Using style sheets helps the Web site to have minimal problems when uploaded to the net. Style sheets keep files organized and are user friendly.
4) Write for online readers, not print
Approximately only 25% of text is read online. Cutting text down provides easy-to-read, scannable text.
5) Know your target audience
Create the Web site’s design around your target audience to appeal to them and provide the content that they are looking for.
6) Provide easy navigation
Use necessary navigation bars to organize the site and make it easy for readers to use. Don’t not make readers have to click more than three times to get to a final destination.
7) Usability is key
Make sure that they Web site is not only easy-to-read but also easy-to-use.
8) Keep load time low
Optimize and save pictures for the web by using specific file extensions and medium to low quality. This provides quicker load time on all pages.
9) Remember search engine optimization
Make the site easy to search for by embedding links into content, creating and using headers and titles on pages and utilize tools like Yahoo’s overture to keep track of your web site’s hits.
10) Create simple, modern Web sites
Use Adobe Flash to increase creativeness in a Web site. Simplicity is modern and using a tool like Flash sets your website about the rest.
Tuesday, November 13, 2007
Go green, be green, stay green
Green, green, green. Once a simple color, now an effort put forth my multiple corporations and organizations around the world to keep planet Earth green, help save the environment and consume earth friendly products.
In the last couple years, green products have increased tremendously while more and more people are starting to become environmentally conscious.
Consumers are buying organic products like Kashi’s natural foods, organic lawn care like TruGreen and hybrid cars like Toyota's Prius. And companies are starting to drop subtle hints of becoming green in order to increase public awareness and tell the world “look, we are green!”
But are these companies that are starting to focus on sustainable living using it as a marketing tool because becoming green seems to be the trendy thing to do?
It seems as though going green is a great marketing strategy for companies to start increasing public interest in their products or business.
According to E Magazine, IBM has started recycling defective semiconductor chips, then sending the silicon to manufacturers of solar cells which saves money, reduces waste and contributes to the solar power industry. E Magazine gave IBM coverage because of their small effort in becoming a sustainable company.
Toyota’s new hybrid car the Prius, is named one of the best cars for sustainable living. Car companies like Toyota are discussed everyday in the media for their work in starting to make living environmentally friendly. All at the same time, Toyota’s trucks seem to be the complete opposite of a sustainable product making their Prius look like a minor change in the “save the planet” theme.
NPR recently recognized Georgia company Range Fuels for starting to develop a plant that will be devoted to making cellulosic ethanol- ethanol from waste. With this Georgia plant becoming first to start making celluslosic ehtanol, maybe other fuel companies will follow these sustainable footsteps.
Companies are starting to make minor changes in saving the environment that impacts the entire world. Companies are also utilizing sustainable efforts as a marketing tool which seems like a great idea because it benefits the consumer, the company and the planet.
However, while all of these small changes are a start, hopefully every company will start contributing significantly to going green, being green and staying green.
In the last couple years, green products have increased tremendously while more and more people are starting to become environmentally conscious.
Consumers are buying organic products like Kashi’s natural foods, organic lawn care like TruGreen and hybrid cars like Toyota's Prius. And companies are starting to drop subtle hints of becoming green in order to increase public awareness and tell the world “look, we are green!”
But are these companies that are starting to focus on sustainable living using it as a marketing tool because becoming green seems to be the trendy thing to do?
It seems as though going green is a great marketing strategy for companies to start increasing public interest in their products or business.
According to E Magazine, IBM has started recycling defective semiconductor chips, then sending the silicon to manufacturers of solar cells which saves money, reduces waste and contributes to the solar power industry. E Magazine gave IBM coverage because of their small effort in becoming a sustainable company.
Toyota’s new hybrid car the Prius, is named one of the best cars for sustainable living. Car companies like Toyota are discussed everyday in the media for their work in starting to make living environmentally friendly. All at the same time, Toyota’s trucks seem to be the complete opposite of a sustainable product making their Prius look like a minor change in the “save the planet” theme.
NPR recently recognized Georgia company Range Fuels for starting to develop a plant that will be devoted to making cellulosic ethanol- ethanol from waste. With this Georgia plant becoming first to start making celluslosic ehtanol, maybe other fuel companies will follow these sustainable footsteps.
Companies are starting to make minor changes in saving the environment that impacts the entire world. Companies are also utilizing sustainable efforts as a marketing tool which seems like a great idea because it benefits the consumer, the company and the planet.
However, while all of these small changes are a start, hopefully every company will start contributing significantly to going green, being green and staying green.
Wednesday, November 7, 2007
PR's tomorrow
“People do not have a full appreciation of public relations.”
Harold Burson, CEO of Burson-Marsteller, the largest PR firm in the world, stated the above quote during an interview about the future of public relations. This prominent, world-renown PR guru believes that tomorrow’s PR will not focus enough on the traditional history of business and that PR will no longer have a socially accepted definition.
So what does that all mean? Will people learn to not appreciate PR? What will the future of PR really hold?
Well, because I am a PR student and the PR industry’s future is essentially my future, I wanted to figure this out. I wanted to know what my future looks like and understand exactly what is in store for PR pros across the world. And, after some research I found some interesting opinions and facts that PR practitioners and students might want to know about PR’s tomorrow.
According to MarcomBlog, a well-known PR blog site, a blogger of the site recently attended the PRSA Northeast District Conference and found out some interesting facts about the future of PR. The first was that the PR profession will have more than 40,000 jobs by 2014 according to the Bureau of Labor Statistics. Also, he mentioned that PRSSA has 9,000 student members and college chapters, like CSU PRSSA, are continuing to grow. Also, this blogger believes that blogging and social media is a true component in keeping PR and marketing alive.
In another blog titled Bernaise Source, the blogger and business pro discusses his view on the recent Communications 2.0 PR Conference. During this conference devoted to discussing the future of PR, the talk of blogging and social media came up, noting that these two trends will be essential tools to PR practitioners in the future.
Clearly, there is no easy answer as to where PR will be in the next 20 years. However, I think that while PR will eventually merge with marketing, and both will use the internet, social media, blogs and multimedia as communication tools.
Media kits will all be digital, press releases will be paperless and pitch letters will become videos.
No matter what the PR future will hold, I think that people will appreciate PR’s tomorrow.
Harold Burson, CEO of Burson-Marsteller, the largest PR firm in the world, stated the above quote during an interview about the future of public relations. This prominent, world-renown PR guru believes that tomorrow’s PR will not focus enough on the traditional history of business and that PR will no longer have a socially accepted definition.
So what does that all mean? Will people learn to not appreciate PR? What will the future of PR really hold?
Well, because I am a PR student and the PR industry’s future is essentially my future, I wanted to figure this out. I wanted to know what my future looks like and understand exactly what is in store for PR pros across the world. And, after some research I found some interesting opinions and facts that PR practitioners and students might want to know about PR’s tomorrow.
According to MarcomBlog, a well-known PR blog site, a blogger of the site recently attended the PRSA Northeast District Conference and found out some interesting facts about the future of PR. The first was that the PR profession will have more than 40,000 jobs by 2014 according to the Bureau of Labor Statistics. Also, he mentioned that PRSSA has 9,000 student members and college chapters, like CSU PRSSA, are continuing to grow. Also, this blogger believes that blogging and social media is a true component in keeping PR and marketing alive.
In another blog titled Bernaise Source, the blogger and business pro discusses his view on the recent Communications 2.0 PR Conference. During this conference devoted to discussing the future of PR, the talk of blogging and social media came up, noting that these two trends will be essential tools to PR practitioners in the future.
Clearly, there is no easy answer as to where PR will be in the next 20 years. However, I think that while PR will eventually merge with marketing, and both will use the internet, social media, blogs and multimedia as communication tools.
Media kits will all be digital, press releases will be paperless and pitch letters will become videos.
No matter what the PR future will hold, I think that people will appreciate PR’s tomorrow.
Thursday, November 1, 2007
Media kits: PR's resume
Media kits. By definition a media kit, or press kit, is a resource created by a PR or marketing pro to help generate interest about a specific client and gain publicity.
Googling the two words gives you other definitions: a package of materials sent out in order to gain interest, an information packet about a business or product or a resource created by a publisher to help prospective ad buyers evaluate advertising opportunities.
Regardless of what marketing and PR pros believe a media kit means, they can all agree that they are an important tactic to gain publicity. And just like a resume, PR practitioners use media kits to tell a story.
But how do you stand out to publications when they receive millions of media kits a month?
First, start by standing out above the crowd. While the content of the media kit is important, creativity in packaging and presenting is even more important. With reporters reviewing media kits everyday, they want to see something different that jumps out at them.
Second, jam-pack the kit with useful information. Gail Z. Martin, entrepreneur and owner of a communication company explains that providing reporters with useful information like company bios and product information, helps reporters create accurate stories. Also, adding a CD to a media kit is a great tool in getting product pictures or company logos published with a story.
Finally, be up-to-date. While many of us are in the midst of the Internet age, providing multimedia press kits shows reporters a different kind of kit. Providing videos, pictures, blogs and websites with client information that would normally be in a folder, offers more information about clients or products in a more modern way.
When it comes down to it, PR pros ultimately want the coverage they deserve. Being creative, providing excellent press releases and company bios, and maybe even offer a multimedia press kit will definitely catch the attention of those reporters.
After all, providing a media kit is like sending a resume and reporters expect nothing but perfection.
Googling the two words gives you other definitions: a package of materials sent out in order to gain interest, an information packet about a business or product or a resource created by a publisher to help prospective ad buyers evaluate advertising opportunities.
Regardless of what marketing and PR pros believe a media kit means, they can all agree that they are an important tactic to gain publicity. And just like a resume, PR practitioners use media kits to tell a story.
But how do you stand out to publications when they receive millions of media kits a month?
First, start by standing out above the crowd. While the content of the media kit is important, creativity in packaging and presenting is even more important. With reporters reviewing media kits everyday, they want to see something different that jumps out at them.
Second, jam-pack the kit with useful information. Gail Z. Martin, entrepreneur and owner of a communication company explains that providing reporters with useful information like company bios and product information, helps reporters create accurate stories. Also, adding a CD to a media kit is a great tool in getting product pictures or company logos published with a story.
Finally, be up-to-date. While many of us are in the midst of the Internet age, providing multimedia press kits shows reporters a different kind of kit. Providing videos, pictures, blogs and websites with client information that would normally be in a folder, offers more information about clients or products in a more modern way.
When it comes down to it, PR pros ultimately want the coverage they deserve. Being creative, providing excellent press releases and company bios, and maybe even offer a multimedia press kit will definitely catch the attention of those reporters.
After all, providing a media kit is like sending a resume and reporters expect nothing but perfection.
Thursday, October 25, 2007
Crisis management: Fighting fire with water
Working in the field of PR or marketing, one of the worst case scenarios that we have all heard about is crisis management. Whether the crisis happens as a direct result to the firm or the firm’s client, as a PR and marketing pro, those two words definitely cause cringe.
Wikipedia defines crisis management as “the systematic attempt to avoid organization crises or to manage those crisis events that do occur.” In PR client crises can occur at anytime and handling the them with a successful management plan, can ultimately make or break a company’s reputation.
According to Nick Purdom of PR Week, “the PR industry has an important role to play in helping companies identify and manage risks that could damage their reputation.”
So how do you deal with fire and not get burnt? Fight it with water or don’t fight it at all.
Johnson & Johnson
Probably known as one of the largest company crises within the field of PR, Johnson & Johnson’s Tylenol tampering caused the company a 7 percent reduction in market share in 1982.
After Johnson & Johnson recalled the Tylenol bottles from every store, the PR crisis management team came into full effect. First, they re-introduced the bottles complying with the FDA and were filled with tamper-resistant caplets. They then offered a $2.50 coupon and gave consumers 25% off the purchase of Tylenol. Today, Johnson and Johnson is still one of the largest companies in the world and is known as handling the crisis management situation successfully.
Exxon Valdez Crisis
Unlike Johnson & Johnson, Exxon’s crisis of 1989 fought fire with, well nothing. According to the online interactive media lab at University of Florida, time is key in crisis management. Exxon waited too long to deal with the oil spill crisis causing their reputation and eventually their company by never taking responsibility. The company never communicated with the media or the public, never responded to the crisis and damaged their reputation because no PR crisis campaign was in effect.
After these two renowned crises occurred, it becomes very clear that as a PR practitioner it is best to handle a company crisis quickly and efficiently. Clearly, communicating with the media, giving something back to the public and providing future reassurance, can eventually lead to a successful crisis campaign.
Wikipedia defines crisis management as “the systematic attempt to avoid organization crises or to manage those crisis events that do occur.” In PR client crises can occur at anytime and handling the them with a successful management plan, can ultimately make or break a company’s reputation.
According to Nick Purdom of PR Week, “the PR industry has an important role to play in helping companies identify and manage risks that could damage their reputation.”
So how do you deal with fire and not get burnt? Fight it with water or don’t fight it at all.
Johnson & Johnson
Probably known as one of the largest company crises within the field of PR, Johnson & Johnson’s Tylenol tampering caused the company a 7 percent reduction in market share in 1982.
After Johnson & Johnson recalled the Tylenol bottles from every store, the PR crisis management team came into full effect. First, they re-introduced the bottles complying with the FDA and were filled with tamper-resistant caplets. They then offered a $2.50 coupon and gave consumers 25% off the purchase of Tylenol. Today, Johnson and Johnson is still one of the largest companies in the world and is known as handling the crisis management situation successfully.
Exxon Valdez Crisis
Unlike Johnson & Johnson, Exxon’s crisis of 1989 fought fire with, well nothing. According to the online interactive media lab at University of Florida, time is key in crisis management. Exxon waited too long to deal with the oil spill crisis causing their reputation and eventually their company by never taking responsibility. The company never communicated with the media or the public, never responded to the crisis and damaged their reputation because no PR crisis campaign was in effect.
After these two renowned crises occurred, it becomes very clear that as a PR practitioner it is best to handle a company crisis quickly and efficiently. Clearly, communicating with the media, giving something back to the public and providing future reassurance, can eventually lead to a successful crisis campaign.
Tuesday, October 23, 2007
Public Relations-ships
Relationships, we all know the word. In life we attempt to maintain hundreds of relations everyday from friendships to romantic affairs. Although relationships are part of everyone’s personal lives, relationships within the inner workings of professional lives are the most important kind of relations.
In public relations, becoming friends with the media and maintaining a symbiotic relationship can be a great strategy for all PR pros. But once that friendship is in tact, how do you relate to the media and maintain credibility?
According to lifetips.com, media relations is the relationship that a PR or marketing firm maintains with journalists and PR practitioners extend that relationship using the media. It’s simple; ultimately the PR pros and the media need each other and below are 10 tips to help maintain professional public relationships.
1) Don’t be afraid to call reporters and introduce yourself. Let them know who you, who your clients are and that they can call you anytime in need of a story. Be brief!
2) Tie the story to something local when speaking with the area media. This shows the media that you are trying to pitch to local audience building credibility within the region you work in.
3) Respect deadlines. According to an Rutgers-Newark, if a reporter is in the middle of deadline when you call him/her, call back. This shows that you respect their time and hard work.
4) Always act as a resource for the media and reporters. Don’t always expect reporters to publish your pitch, but when they are in need of a story, let them know they can easily come to you.
5) Never bash the media and always maintain a relationship, no matter what! Author and business speaker, Thomas Murrell states in a media relations article that instead of bashing or getting angry at the media because they didn’t quote you or publish your pitch, rethink how you approached them and communicated your message.
6) Follow-up on story ideas sent via e-mail. While you may have sent a press release to the media by email, calling them to make sure that they received it can show respect. However, do not call more than once after getting ahold of them. Respecting reporters time is a major component of media relationships.
7) If reporters publish stories, always follow-up and thank them. This shows that you appreciate their work.
8) Remember all information that a reporter will need when pitching a story. Sending them only a press release and not product or company photos might make them rule your story out.
9) Prepare clients for interviews with the media. How does this help with media relations? Getting clients ready for media interviews makes the interview process faster and quicker again respecting the media and reporters time.
10) When submitting a press release or pitching a story, write the reporter a note or personalized note when possible. This shows the reporter that you are trying to establish a credible relationship for the future.
For more media tips visit the below links:
http://www.indiaprblog.com/2007/01/15-media-relations-tips-by-pr.html
http://www.mediarelationsblog.com/111/six-tips-for-better-media-relations/
http://21stcenturymediarelations.com/category/media-relations-tips/
In public relations, becoming friends with the media and maintaining a symbiotic relationship can be a great strategy for all PR pros. But once that friendship is in tact, how do you relate to the media and maintain credibility?
According to lifetips.com, media relations is the relationship that a PR or marketing firm maintains with journalists and PR practitioners extend that relationship using the media. It’s simple; ultimately the PR pros and the media need each other and below are 10 tips to help maintain professional public relationships.
1) Don’t be afraid to call reporters and introduce yourself. Let them know who you, who your clients are and that they can call you anytime in need of a story. Be brief!
2) Tie the story to something local when speaking with the area media. This shows the media that you are trying to pitch to local audience building credibility within the region you work in.
3) Respect deadlines. According to an Rutgers-Newark, if a reporter is in the middle of deadline when you call him/her, call back. This shows that you respect their time and hard work.
4) Always act as a resource for the media and reporters. Don’t always expect reporters to publish your pitch, but when they are in need of a story, let them know they can easily come to you.
5) Never bash the media and always maintain a relationship, no matter what! Author and business speaker, Thomas Murrell states in a media relations article that instead of bashing or getting angry at the media because they didn’t quote you or publish your pitch, rethink how you approached them and communicated your message.
6) Follow-up on story ideas sent via e-mail. While you may have sent a press release to the media by email, calling them to make sure that they received it can show respect. However, do not call more than once after getting ahold of them. Respecting reporters time is a major component of media relationships.
7) If reporters publish stories, always follow-up and thank them. This shows that you appreciate their work.
8) Remember all information that a reporter will need when pitching a story. Sending them only a press release and not product or company photos might make them rule your story out.
9) Prepare clients for interviews with the media. How does this help with media relations? Getting clients ready for media interviews makes the interview process faster and quicker again respecting the media and reporters time.
10) When submitting a press release or pitching a story, write the reporter a note or personalized note when possible. This shows the reporter that you are trying to establish a credible relationship for the future.
For more media tips visit the below links:
http://www.indiaprblog.com/2007/01/15-media-relations-tips-by-pr.html
http://www.mediarelationsblog.com/111/six-tips-for-better-media-relations/
http://21stcenturymediarelations.com/category/media-relations-tips/
Thursday, October 18, 2007
For the love of money
For many of us, graduation is approaching and participating in the “real world” will soon consume our entire lives. Instead of working at D.P. Dough and delivering “the alternative pizza” to college students at 3 in the morning to earn some extra cash, a real job will come into play and being a broke college student will no longer be an excuse. It’s time to be a grown-up.
We all work hard in college in order to graduate and hopefully, will find a job in a specific area that we love and are passionate about. But will the love of a job suffice when it comes to salary? Will the starting salaries straight out of college be worth the effort and hard work in college?
Let’s hope it pays off.
According to an article on CNN.com, employers are paying more now to out-of-college students than the past couple of years. The National Association of College and Employees found that business majors received a 3 percent increase in starting salaries out of college since 2003 leaving their average starting pay at $40,630.
Marketing and public relations majors are different, however. According to the NACE, marketing grads will receive an average starting pay of $37,832 and public relations/liberal arts students will receive an average pay of $30,337.
The Wall Street Journal salary data breaks down technical journalism majors and provides starting salaries around $30,000 for students within the areas of news assistants, reporters, web-content writers, editors and PR pros. The data shows that TV news assistants receive an average of $25,000 to start and reporters fall a little short at about $24,000. The highest starting salary for journalism majors however, is web-content writing and design at $32,000.
So what are the highest paying jobs for student’s right out of college?
The answer: engineering and computer science, with a recent 15% increase in the last year at almost $52,000 to $54,000.
Before graduating and ending your school career, I guess deciding if working in your area of study for love, will rule over money.
We all work hard in college in order to graduate and hopefully, will find a job in a specific area that we love and are passionate about. But will the love of a job suffice when it comes to salary? Will the starting salaries straight out of college be worth the effort and hard work in college?
Let’s hope it pays off.
According to an article on CNN.com, employers are paying more now to out-of-college students than the past couple of years. The National Association of College and Employees found that business majors received a 3 percent increase in starting salaries out of college since 2003 leaving their average starting pay at $40,630.
Marketing and public relations majors are different, however. According to the NACE, marketing grads will receive an average starting pay of $37,832 and public relations/liberal arts students will receive an average pay of $30,337.
The Wall Street Journal salary data breaks down technical journalism majors and provides starting salaries around $30,000 for students within the areas of news assistants, reporters, web-content writers, editors and PR pros. The data shows that TV news assistants receive an average of $25,000 to start and reporters fall a little short at about $24,000. The highest starting salary for journalism majors however, is web-content writing and design at $32,000.
So what are the highest paying jobs for student’s right out of college?
The answer: engineering and computer science, with a recent 15% increase in the last year at almost $52,000 to $54,000.
Before graduating and ending your school career, I guess deciding if working in your area of study for love, will rule over money.
Monday, October 15, 2007
Color PR purple
Rocktober. We have all heard the word at least 100 times within the last week and we all know exactly what it means: the Colorado Rockies winning streak completely “rocking” the month of October.
Just last year this time no one would have ever thought that the Colorado Rockies would be in the running for the MLB World Series. And in October 2006, Colorado Rockies public relations coordinators were starting to develop campaigns to increase fan base for the 2007 season. Now, the PR pros for the Rockies can continue working on the current season and increase fan base, hopefully, for the World Series.
In case all you PR majors that are interested in pursuing a career in sports PR were wondering, the current PR team for the Rockies are: Irma Thumim, Rich Rice and Matt Chisholm.
So what exactly are these PR coordinators doing to maintain the Rockies’ name in the public and color Denver purple?
Currently, the purple PR team is pitching press releases announcing the game dates, winning stats and other important information in order for the media to inform fans. With the Rockies scattered through out almost every newspaper in the nation, this is an important time to pitch to the media.
Also, the PR team has worked with local politicians to encourage the support of the baseball team. According to the Denver Post, Gov. Bill Ritter and Mayor John Hickenlooper announced that tomorrow is Colorado Rockies Purple Tuesday, where everyone in Colorado wears purple. These politicians also officially named LoDo 21st street “Rockies Road”, to remind “denverites” that they are in Rockies country.
With the Colorado Rockies name currently in every newspaper and on every TV in America, I wonder what the team’s PR coordinators will do next to continue the Rockies’ publicity. I only hope that they continue to pitch releases announcing the success of the team and seek publicity for the 2008 season.
Tuesday, October 9, 2007
PRSS…whAt?!
Almost everyday I attempt to recruit CSU public relation students to join Public Relations Student Society of America (PRSSA). And everyday I repeatedly get the same responses. Some say they actually are in PRSSA and a paid member but don’t want to attend meetings. Others say that they can’t afford to pay the fee to become a member. And many say they don’t have time to participate in the meetings and events.
While all of these excuses seem to be fairly legitimate, it seems as though many PR students don’t get why the organization is helpful to their careers after college. And while their answers to my question silent me, I don’t have a second to really state why PRSSA is a helpful tool for PR students.
So here goes…
Networking
PRSSA allows you to network within the CSU community as well as the PR world off campus. This means meeting fellow PR students, professors within the Journalism Department, Colorado PRSA members and committee, PR pros and agencies and the many other PR leaders and experts. Once becoming a PRSSA member you receive emails and updates on current events, meetings with PRSA members and names of PR pros that live within Colorado.
Annual National Conferences
This year the annual PRSSA conference is held in Philadelphia and offers an opportunity for PR students to interact with PR practitioners from around the nation. This conference has guest speakers, resume classes, networking opportunities and social events. Not only is this a great way to travel around the nation, it also allows you to go beyond your community and expand your PR knowledge.
Writing Practice
PRSSA offers many writing opportunities for PR students to practice their writing, AP style and grammar skills. PRogress is a PRSSA’s official newsletter that is published once a month and talks about PR trends and issues. The PRSSA blog is a great tool for PRSSA members to practice online writing and interact with other members. Also, PR tactics is a newspaper put out by PRSA and accepts articles written by PRSSA members.
PR Jobs
PRSSA members get access to an online career resource center that contains job postings within the fields of PR and communication. Also, being a member of PRSSA allows you to put it on your resume. Many PR firms in the nation will not even look at a resume for a PR position if you are not a member. Having PRSSA on your resume shows credibility and commitment to the campus or community.
Joining PRSSA as a PR student in college opens the door to many career opportunities in the near future. Isn't that what college is all about?
While all of these excuses seem to be fairly legitimate, it seems as though many PR students don’t get why the organization is helpful to their careers after college. And while their answers to my question silent me, I don’t have a second to really state why PRSSA is a helpful tool for PR students.
So here goes…
Networking
PRSSA allows you to network within the CSU community as well as the PR world off campus. This means meeting fellow PR students, professors within the Journalism Department, Colorado PRSA members and committee, PR pros and agencies and the many other PR leaders and experts. Once becoming a PRSSA member you receive emails and updates on current events, meetings with PRSA members and names of PR pros that live within Colorado.
Annual National Conferences
This year the annual PRSSA conference is held in Philadelphia and offers an opportunity for PR students to interact with PR practitioners from around the nation. This conference has guest speakers, resume classes, networking opportunities and social events. Not only is this a great way to travel around the nation, it also allows you to go beyond your community and expand your PR knowledge.
Writing Practice
PRSSA offers many writing opportunities for PR students to practice their writing, AP style and grammar skills. PRogress is a PRSSA’s official newsletter that is published once a month and talks about PR trends and issues. The PRSSA blog is a great tool for PRSSA members to practice online writing and interact with other members. Also, PR tactics is a newspaper put out by PRSA and accepts articles written by PRSSA members.
PR Jobs
PRSSA members get access to an online career resource center that contains job postings within the fields of PR and communication. Also, being a member of PRSSA allows you to put it on your resume. Many PR firms in the nation will not even look at a resume for a PR position if you are not a member. Having PRSSA on your resume shows credibility and commitment to the campus or community.
Joining PRSSA as a PR student in college opens the door to many career opportunities in the near future. Isn't that what college is all about?
Monday, October 8, 2007
Seize first imPRessions
We have all heard of the saying “don’t judge a book by its cover” . Well this expression can mean a lot to people, unfortunately in the real world, especially as a marketing agency or public relations pro, your cover gets judged.
According to many statistics and research found on first impressions, in the first three to five seconds upon meeting someone, you are instantly judged. Naturally, fathers judge their daughters new boyfriend, the interviewee judges the interviewer and the prospective client judges the marketing firm or PR practitioner.
In an article I recently read from the entrepreneur section of about.com, the first impression process in the business world starts by being considered as a perfect company or person for the job. After a longer period of time, appearance starts to fade and personality, confidence and intelligence starts to come into effect. And last, but not least, the overall appearance can essentially make or break the presentation.
After reading the article it came clear to me that judging a book by its cover can sometimes be helpful in encouraging business pros to perfect their presentations to potential clients so that they can ultimately represent their company and their company’s reputation. In PR, the entire point of campaigns is to persuade the public to have an optimistic view and a great impression on the client’s company or product. In marketing, building a brand and positioning the over-all view and public perception of a company is what agencies do. So why not get judged and be judged?
In a speech that I attended last year for PRSSA, a couple tips for PR students that President of PRSA Colorado, Palmer Pekarek gave was not to wear perfume to an interview and make sure your coat is lint free. Although these tips seem extreme, selling your self and your firm to new and existing clients proves to them that you can handle the reputation of their company.
So when presenting to a prospective client or attending an interview, don’t wear perfume but smell clean, use a lint roller on your clothes, be confident but not cocky and succeed.
After all PR and marketing is all about the making their clients look good.
According to many statistics and research found on first impressions, in the first three to five seconds upon meeting someone, you are instantly judged. Naturally, fathers judge their daughters new boyfriend, the interviewee judges the interviewer and the prospective client judges the marketing firm or PR practitioner.
In an article I recently read from the entrepreneur section of about.com, the first impression process in the business world starts by being considered as a perfect company or person for the job. After a longer period of time, appearance starts to fade and personality, confidence and intelligence starts to come into effect. And last, but not least, the overall appearance can essentially make or break the presentation.
After reading the article it came clear to me that judging a book by its cover can sometimes be helpful in encouraging business pros to perfect their presentations to potential clients so that they can ultimately represent their company and their company’s reputation. In PR, the entire point of campaigns is to persuade the public to have an optimistic view and a great impression on the client’s company or product. In marketing, building a brand and positioning the over-all view and public perception of a company is what agencies do. So why not get judged and be judged?
In a speech that I attended last year for PRSSA, a couple tips for PR students that President of PRSA Colorado, Palmer Pekarek gave was not to wear perfume to an interview and make sure your coat is lint free. Although these tips seem extreme, selling your self and your firm to new and existing clients proves to them that you can handle the reputation of their company.
So when presenting to a prospective client or attending an interview, don’t wear perfume but smell clean, use a lint roller on your clothes, be confident but not cocky and succeed.
After all PR and marketing is all about the making their clients look good.
Tuesday, October 2, 2007
NoCo firms
Ah, Northern Colorado- a place where people are made for the outdoors, where mountains shade its cities from the warm sun and where thousands of people have resided within the last couple years. It seems as though Northern Colorado has a lot to offer to its citizens: modern housing and shopping centers, up-scale restaurants and entertainment and employment opportunities available at many corporations.
Although Northern Colorado seems to be a great location to live in, let’s face it, its no New York City. And this leads CSU graduates with marketing and publication relations degrees wondering where they will reside after their college career ends.
However, some of the NoCo marketing firms below that I have listed, might just help lead them into the right path.
Burns Marketing Communications: Recent winner of the ninth annual Torch Awards by the Mountain States Better Business Bureau, Burns Marketing is known as one of the largest marketing firms in Northern Colorado. Focusing on research, communications and PR, Burns Marketing has some of the top clients in the state including Inta Juice, Hewlett-Packard and Miramont Lifestyle Fitness. Burns Marketing is also known for hiring CSU seniors as paid interns who then become employees.
Almaden Marketing Group: Based out of Fort Collins, Alamaden Marketing focuses on graphic solutions, marketing and advertising for local clients. Alamaden Marketing client's include multiple dental labs and local indoor football team Colorado Ice.
HuebnerPetersen Marketing Communications: HuebnerPetersen Marketing, whose slogan is “we differentiate client brands for success”, is a marketing and PR firm based out of Loveland. HuebnerPetersen focuses on strategic brand positioning, communications and PR. Their clients include Jayco RVs, Vescent and Chief Buildings.
So, before packing your bags and heading to the big apple, consider starting a career with these top NoCo firms.
Other NoCo firms
Strategic Leadership Group
A-Train Marketing
Although Northern Colorado seems to be a great location to live in, let’s face it, its no New York City. And this leads CSU graduates with marketing and publication relations degrees wondering where they will reside after their college career ends.
However, some of the NoCo marketing firms below that I have listed, might just help lead them into the right path.
Burns Marketing Communications: Recent winner of the ninth annual Torch Awards by the Mountain States Better Business Bureau, Burns Marketing is known as one of the largest marketing firms in Northern Colorado. Focusing on research, communications and PR, Burns Marketing has some of the top clients in the state including Inta Juice, Hewlett-Packard and Miramont Lifestyle Fitness. Burns Marketing is also known for hiring CSU seniors as paid interns who then become employees.
Almaden Marketing Group: Based out of Fort Collins, Alamaden Marketing focuses on graphic solutions, marketing and advertising for local clients. Alamaden Marketing client's include multiple dental labs and local indoor football team Colorado Ice.
HuebnerPetersen Marketing Communications: HuebnerPetersen Marketing, whose slogan is “we differentiate client brands for success”, is a marketing and PR firm based out of Loveland. HuebnerPetersen focuses on strategic brand positioning, communications and PR. Their clients include Jayco RVs, Vescent and Chief Buildings.
So, before packing your bags and heading to the big apple, consider starting a career with these top NoCo firms.
Other NoCo firms
Strategic Leadership Group
A-Train Marketing
Monday, October 1, 2007
Show-off marketing
Recently, a new marketing trend has emerged. Instead of the typical advertising through commercials or magazine ads, or product placement, marketing firms are now starting to focus on a new kind of tool: trade show marketing.
Whether it is exhibiting at medical trade shows, health and fitness trade shows, RV trade shows, or spa trade shows, more and more marketing agencies are devoting client time and money into conferences and expos all over the world that result in success.
Why?
First, what better way to build client positioning and reach out to the media than debuting at exhibitions that fit your client’s products and services? Trade shows reach out to specific target audiences, show-off products for demonstration and allow companies to view competitors and network with experts within a specific industry.
According to TSNN.com, there are more than 15,000 trade shows across the nation showcasing products within over 100 different industries. Media attend shows visiting booths in order to write about the latest and greatest products within the industry allowing PR pros to pitch directly to interested publications. Also, trade shows provide pre and post-show lists offering marketing firms a chance to advertise to attendees before and after the expo.
So all you marketing pros, jump on the marketing band-wagon. Now is the time for trade show marketing.
Other Trade Show links
Trade Show Week.com- a website offering trade show directories, news and tips
National Product Insider.com- an article providing tips on how to save money
Springfield Business Journal- another article offering insight into the trade show world
Whether it is exhibiting at medical trade shows, health and fitness trade shows, RV trade shows, or spa trade shows, more and more marketing agencies are devoting client time and money into conferences and expos all over the world that result in success.
Why?
First, what better way to build client positioning and reach out to the media than debuting at exhibitions that fit your client’s products and services? Trade shows reach out to specific target audiences, show-off products for demonstration and allow companies to view competitors and network with experts within a specific industry.
According to TSNN.com, there are more than 15,000 trade shows across the nation showcasing products within over 100 different industries. Media attend shows visiting booths in order to write about the latest and greatest products within the industry allowing PR pros to pitch directly to interested publications. Also, trade shows provide pre and post-show lists offering marketing firms a chance to advertise to attendees before and after the expo.
So all you marketing pros, jump on the marketing band-wagon. Now is the time for trade show marketing.
Other Trade Show links
Trade Show Week.com- a website offering trade show directories, news and tips
National Product Insider.com- an article providing tips on how to save money
Springfield Business Journal- another article offering insight into the trade show world
Wednesday, September 26, 2007
“Joboritis”: The new senioritis
It has finally happened. Like many of my fellow peers that I have sat by in journalism classes for the past six semesters, I have actually made it to the final year of my college career, also known as 16th grade.
Naturally, I am filled with senioritis and find myself uncomfortably squirming in the tiny chairs in many of my classes. But this year is different than the final year of high school where graduation is a mere celebration into advanced schooling. This year, I am filled with something new, something scary and something inevitable: joberitis.
This awkward, yet intriguing, feeling pretty much tells me that after this year of school I have to become a grown-up, I need to look for a job.
There are many places online to look for a job: monster.com, careerbuilder.com and jobs.org. But do those sites really succeed in helping people find jobs that fit their background and education?
I recently have found a couple websites that can be useful in helping PR students and other journalism students search for the perfect job.
First, PRweekjobs.com is a great website to look for PR job listings that are updated weekly. This site provides information regarding job descriptions, location and pay.
The next PR job resource that I find useful is the PRSA job center. This site lets PRSA and PRSSA members take a first look at PR jobs available within a specific location. Also, becoming a member of CSU’s chapter of PRSSA provides advantages including networking and more access to job searching.
Finally, one of the best sources that will never fail is networking. A great website for professional networking is Linkedin.com, a myspace for grown-ups. Linkedin offers you networking capabilities with professionals in many different industries including PR and marketing.
Although many PR students might not have joberitis yet, these sites just might be the cure.
Naturally, I am filled with senioritis and find myself uncomfortably squirming in the tiny chairs in many of my classes. But this year is different than the final year of high school where graduation is a mere celebration into advanced schooling. This year, I am filled with something new, something scary and something inevitable: joberitis.
This awkward, yet intriguing, feeling pretty much tells me that after this year of school I have to become a grown-up, I need to look for a job.
There are many places online to look for a job: monster.com, careerbuilder.com and jobs.org. But do those sites really succeed in helping people find jobs that fit their background and education?
I recently have found a couple websites that can be useful in helping PR students and other journalism students search for the perfect job.
First, PRweekjobs.com is a great website to look for PR job listings that are updated weekly. This site provides information regarding job descriptions, location and pay.
The next PR job resource that I find useful is the PRSA job center. This site lets PRSA and PRSSA members take a first look at PR jobs available within a specific location. Also, becoming a member of CSU’s chapter of PRSSA provides advantages including networking and more access to job searching.
Finally, one of the best sources that will never fail is networking. A great website for professional networking is Linkedin.com, a myspace for grown-ups. Linkedin offers you networking capabilities with professionals in many different industries including PR and marketing.
Although many PR students might not have joberitis yet, these sites just might be the cure.
Monday, September 24, 2007
Media stocking
Being a public relations practitioner requires knowledge and background within many areas of the industry. You have to know how to write a press release. You have to develop an accurate media list to pitch too. You have to develop a pr plan and present it to the client. Most importantly, you have to be an excellent writer and know the workings of AP style.
Although we are taught many of these things in the classroom, one important thing might not be included in public relations curriculum is media stocking.
As strange as it does sound, media stocking does not literally mean hunting down the media and stocking them until they publish your press release. Instead, media stocking is the back end of public relations: tracking media coverage to provide measurements and campaign progress to clients.
As part of the final stage in public relations campaigns, keeping track of media coverage is one of the most important and forgotten parts of PR. Luckily for us, we have an essential tool that call help us in our media stocking ventures: media directories.
Cision Media Directory : Formally known as Bacon’s, Cision offers a wide variety of tools for PR pros. Cision services offer media monitoring, developed media lists and online evaluations of client coverage. Cision is a great directory because they locate all articles your client is mentioned in and send them to you within a month.
Gebbie Press: Gebbie press, in the PR world known as the modern edition of Mondo Times, offers PR pros media information from over 24,000 listings. Gebbie is perfect for the PR practitioner who needs an itemized list of media specific to their client all while receiving articles publicizing the client.
BurrelesLuce: Also known as Burrelle’s Media Directory, BurrelesLuce is similar to Cision but now offers more online interaction for PR pros. With press release blogs increasingly becoming popular, BurrelesLuce offers a virtual, online multi-media kit.
While media stocking can become easier with the media directory tools mentioned in this blog, it is important to remember that locating client coverage can take weeks if not months.
Happy stocking :-)
Although we are taught many of these things in the classroom, one important thing might not be included in public relations curriculum is media stocking.
As strange as it does sound, media stocking does not literally mean hunting down the media and stocking them until they publish your press release. Instead, media stocking is the back end of public relations: tracking media coverage to provide measurements and campaign progress to clients.
As part of the final stage in public relations campaigns, keeping track of media coverage is one of the most important and forgotten parts of PR. Luckily for us, we have an essential tool that call help us in our media stocking ventures: media directories.
Cision Media Directory : Formally known as Bacon’s, Cision offers a wide variety of tools for PR pros. Cision services offer media monitoring, developed media lists and online evaluations of client coverage. Cision is a great directory because they locate all articles your client is mentioned in and send them to you within a month.
Gebbie Press: Gebbie press, in the PR world known as the modern edition of Mondo Times, offers PR pros media information from over 24,000 listings. Gebbie is perfect for the PR practitioner who needs an itemized list of media specific to their client all while receiving articles publicizing the client.
BurrelesLuce: Also known as Burrelle’s Media Directory, BurrelesLuce is similar to Cision but now offers more online interaction for PR pros. With press release blogs increasingly becoming popular, BurrelesLuce offers a virtual, online multi-media kit.
While media stocking can become easier with the media directory tools mentioned in this blog, it is important to remember that locating client coverage can take weeks if not months.
Happy stocking :-)
Wednesday, September 19, 2007
Pitching friends
Let’s face it, pitching to the media is one of the most important aspects of public relations. Whether it involves calling newspaper reporters, emailing magazine editors or mailing press kits to TV producers, pitching isn’t as easy as it sounds.
As I mentioned in a previous blog, “The Real World: PR” , becoming friends with the media is a great tool used to make pitching easier.
But, how do you become friends with someone when they don’t want to be your friend? Pull their hair and tell them to be your friend like Celia in the Showtime series “Weeds”?
Oddly enough, no.
During the experience I have received in my internship, through tips I have heard from many PR pros and after reading an article by Jeff Crilley, author of “Free Publicity” , I have come up with a couple tips for pitching the media, or should I say pitching friends.
1) Research the publications and the journalist.
Pitching a press release about your client’s soy milk product to a sports editor at the local newspaper will not give you media coverage, however; pitching a press release about your client’s massage bed to a spa magazine will.
2) Kill them with kindness. :-)
So, you call an editor at a magazine to pitch your client and they instantly scream “umm no I can’t talk to you, is this a joke?! I have to meet deadline, but thanks for interrupting me”, what do you do? Continue to be kind and polite, because giving them attitude back won’t get you media coverage in the future. This allows them to at least feel some sort of guilt for being understandably rude.
3) Make follow-up calls in the morning on Monday through Thursday, no holidays.
Calling editors and reporters in the morning gives you a better chance to catch them in a good mood. Deadlines are usually in the afternoon, Friday’s seem to be the busiest day and holidays are the most stressful time of the year for everyone.
4) Get to the point.
Instead of rambling on forever about your pitch, only mention the most important parts. It is important that the media know you respect them. Being brief and getting to the point can show a tremendous amount of respect.
Following these key points while pitching to the media will not only help your client get media coverage, it might just add another friend to your professional Facebook.
As I mentioned in a previous blog, “The Real World: PR” , becoming friends with the media is a great tool used to make pitching easier.
But, how do you become friends with someone when they don’t want to be your friend? Pull their hair and tell them to be your friend like Celia in the Showtime series “Weeds”?
Oddly enough, no.
During the experience I have received in my internship, through tips I have heard from many PR pros and after reading an article by Jeff Crilley, author of “Free Publicity” , I have come up with a couple tips for pitching the media, or should I say pitching friends.
1) Research the publications and the journalist.
Pitching a press release about your client’s soy milk product to a sports editor at the local newspaper will not give you media coverage, however; pitching a press release about your client’s massage bed to a spa magazine will.
2) Kill them with kindness. :-)
So, you call an editor at a magazine to pitch your client and they instantly scream “umm no I can’t talk to you, is this a joke?! I have to meet deadline, but thanks for interrupting me”, what do you do? Continue to be kind and polite, because giving them attitude back won’t get you media coverage in the future. This allows them to at least feel some sort of guilt for being understandably rude.
3) Make follow-up calls in the morning on Monday through Thursday, no holidays.
Calling editors and reporters in the morning gives you a better chance to catch them in a good mood. Deadlines are usually in the afternoon, Friday’s seem to be the busiest day and holidays are the most stressful time of the year for everyone.
4) Get to the point.
Instead of rambling on forever about your pitch, only mention the most important parts. It is important that the media know you respect them. Being brief and getting to the point can show a tremendous amount of respect.
Following these key points while pitching to the media will not only help your client get media coverage, it might just add another friend to your professional Facebook.
Monday, September 17, 2007
Advertising season
It’s that time of year again. No, I am not talking about the transition of seasons when everyone is discussing how the campus trees are changing from summer green to autumn red. And I am not talking about the time of year where chocolate candies and people dressed as superheroes celebrating the dead, are running around town.
I am talking about football season, or should I say advertising season. The time of year where American’s consume more amounts of advertisements on Sundays than beer- alright maybe it turns out to be equal.
For example, after watching the Denver Broncos beat the Oakland Raiders on Sunday, I realized how brainwashed I felt because of the amounts of advertising I devoured. Lizards telling me to “save money with Geiko”, Peyton repeatedly explaining how digital cable is great for football fans, Budweiser telling me to take cans to the opera and Bronco cheerleaders telling me to eat McDonalds "world famous french fries".
According to TNS Media Intelligence, approximately $143.3 billion dollars a year is spent toward advertising and about $40 billion is spent toward TV advertisements. Although more and more money is spent each year toward advertising, approximately 65 percent of American’s believe that they are bombarded with too much advertising.
After reading statistics regarding the amount of money spent on advertising I couldn’t help but wonder if marketing and advertising really work. Are commercials increasing consumer sales or just annoying the target audience? Does what marketing agencies do for their clients really matter in business?
Although I am not able to answer these questions, I believe that Peter Drucker, 20th Century business guru, couldn’t have explained it any better: “Because its purpose is to create a customer, the business has two basic functions: marketing and innovation. Marketing and innovation produce results, all the rest are costs.”
I am talking about football season, or should I say advertising season. The time of year where American’s consume more amounts of advertisements on Sundays than beer- alright maybe it turns out to be equal.
For example, after watching the Denver Broncos beat the Oakland Raiders on Sunday, I realized how brainwashed I felt because of the amounts of advertising I devoured. Lizards telling me to “save money with Geiko”, Peyton repeatedly explaining how digital cable is great for football fans, Budweiser telling me to take cans to the opera and Bronco cheerleaders telling me to eat McDonalds "world famous french fries".
According to TNS Media Intelligence, approximately $143.3 billion dollars a year is spent toward advertising and about $40 billion is spent toward TV advertisements. Although more and more money is spent each year toward advertising, approximately 65 percent of American’s believe that they are bombarded with too much advertising.
After reading statistics regarding the amount of money spent on advertising I couldn’t help but wonder if marketing and advertising really work. Are commercials increasing consumer sales or just annoying the target audience? Does what marketing agencies do for their clients really matter in business?
Although I am not able to answer these questions, I believe that Peter Drucker, 20th Century business guru, couldn’t have explained it any better: “Because its purpose is to create a customer, the business has two basic functions: marketing and innovation. Marketing and innovation produce results, all the rest are costs.”
Wednesday, September 12, 2007
Wanted: Dead or Alive
In an article on Entrepreneur.com, author Mark Nowlan explains how news releases are now being posted online in blogs to attract a more diverse audience, causing many people to ask: are traditional press releases dieing?
So are they taking over the way PR firms are distributing information? Will press releases soon become only accessible online?
My answer: No.
Why? Because PR blogging is like online journalism, it merely adds yet another form of communication to the mix.
Although I believe press release blogs are a more modern way of distributing information about a particular company than traditional press releases, I do not believe they will take over news releases entirely. These blogs only add to the tools that public relations practitioners can use and there are many reasons why.
First, they help expand target audiences. Putting press releases online reaches a different, diversified audience than normal press releases, essentially killing two birds with one stone. As PR practitioners, we rely on the media to distribute client press releases in order to gain publicity. However, with blogs, the PR community now has control over who receives the information.
Next, I believe that web press releases can distribute information in a way traditional releases can not, by using multimedia. With these blogs, writers can now enhance news releases by using videos and photos to make the news more credible, by using hyperlinks that send readers to company background information, or by using audio to distribute quotes from the CEO or President of the company.
Finally, adding press releases in blogs is free and easy. By simply starting a blog, posting press releases and updating it weekly, information can be communicated by the click of a button.
To help those PR pracitioners wanting to post releases online, below are a list of distribution sources:
PRWeb.com
PRNewswire.com
Webwire.com
PRLeap.com
So are they taking over the way PR firms are distributing information? Will press releases soon become only accessible online?
My answer: No.
Why? Because PR blogging is like online journalism, it merely adds yet another form of communication to the mix.
Although I believe press release blogs are a more modern way of distributing information about a particular company than traditional press releases, I do not believe they will take over news releases entirely. These blogs only add to the tools that public relations practitioners can use and there are many reasons why.
First, they help expand target audiences. Putting press releases online reaches a different, diversified audience than normal press releases, essentially killing two birds with one stone. As PR practitioners, we rely on the media to distribute client press releases in order to gain publicity. However, with blogs, the PR community now has control over who receives the information.
Next, I believe that web press releases can distribute information in a way traditional releases can not, by using multimedia. With these blogs, writers can now enhance news releases by using videos and photos to make the news more credible, by using hyperlinks that send readers to company background information, or by using audio to distribute quotes from the CEO or President of the company.
Finally, adding press releases in blogs is free and easy. By simply starting a blog, posting press releases and updating it weekly, information can be communicated by the click of a button.
To help those PR pracitioners wanting to post releases online, below are a list of distribution sources:
PRWeb.com
PRNewswire.com
Webwire.com
PRLeap.com
Monday, September 10, 2007
"The Real World: PR"
While the end of the first month of school approaches upon us, I am starting to catch myself daydreaming about the most random things possible while professors are talking about important things I should be listening to. But let’s face it, we all do it.
I think about what I am going eat for dinner: ravioli with marinara or a bean burrito with cheese. What ridiculous, yet addicting, reality TV shows I will watch later: “Rock of Love” , “The Real World: Sydney” , or re-runs of “I Love New York” . And, most importantly, I think about what tomorrow will bring: more daydreaming or productiveness.
Today, however, was an unusual day. I started to thinking about my blog and what public relations trends and topics I could discuss this week. I wanted to make today’s blog simple and easy with a touch of my own personal knowledge on the subject. So here goes.
During my internship, I learn something new everyday that sometimes I don’t learn in class. I watch my boss, who did PR for 48 Hours, worked for some of the top PR firms in the nation and has won many PR awards, perform daily rolls as a practitioner and I see how herself, and her clients, succeed.
With knowledge gained from my PR internship and after reading blogs about succeeding in PR, including an article by fellow blogger Kami Huyse, I have created a couple tips that might not be taught through a PR class.
*Ask questions.
Many people think asking questions shows a sign of weakness, however; I believe it shows a sign of interest.
*Be the media.
Not only is it important to be friends with the media, it is also important to think like the media. Also, keeping track of every article your client is mentioned in, helps in learning which media to target. Cision, which was once called Bacons, is a public relations practitioner’s best friend.
*As a public relations professional, be confident and be able to back it up.
Public relations practitioners are attempting to build or recreate client’s images so the image of the actual practitioner needs to be credible as well. Having confidence in yourself and your campaigns can lead to success.
Although my skills and familiarity in the PR field are amateur, I hope these couple tips are helpful to some of those daydreamers out there.
Have any PR and marketing ideas or topics that you would like me to discuss? Please let me know!
I think about what I am going eat for dinner: ravioli with marinara or a bean burrito with cheese. What ridiculous, yet addicting, reality TV shows I will watch later: “Rock of Love” , “The Real World: Sydney” , or re-runs of “I Love New York” . And, most importantly, I think about what tomorrow will bring: more daydreaming or productiveness.
Today, however, was an unusual day. I started to thinking about my blog and what public relations trends and topics I could discuss this week. I wanted to make today’s blog simple and easy with a touch of my own personal knowledge on the subject. So here goes.
During my internship, I learn something new everyday that sometimes I don’t learn in class. I watch my boss, who did PR for 48 Hours, worked for some of the top PR firms in the nation and has won many PR awards, perform daily rolls as a practitioner and I see how herself, and her clients, succeed.
With knowledge gained from my PR internship and after reading blogs about succeeding in PR, including an article by fellow blogger Kami Huyse, I have created a couple tips that might not be taught through a PR class.
*Ask questions.
Many people think asking questions shows a sign of weakness, however; I believe it shows a sign of interest.
*Be the media.
Not only is it important to be friends with the media, it is also important to think like the media. Also, keeping track of every article your client is mentioned in, helps in learning which media to target. Cision, which was once called Bacons, is a public relations practitioner’s best friend.
*As a public relations professional, be confident and be able to back it up.
Public relations practitioners are attempting to build or recreate client’s images so the image of the actual practitioner needs to be credible as well. Having confidence in yourself and your campaigns can lead to success.
Although my skills and familiarity in the PR field are amateur, I hope these couple tips are helpful to some of those daydreamers out there.
Have any PR and marketing ideas or topics that you would like me to discuss? Please let me know!
Wednesday, September 5, 2007
PR in an advertising world
In today’s world, many business leaders and entrepreneurs constantly confuse the meanings of two very important, and now, co-dependent words: public relations and advertising.
According to the Public Relations Society of America, PR can be defined as an ongoing campaign to ensure a company, organization or product maintains a strong public image. The online dictionary defines advertising as a paid form of communicating a message by the use of various media.
As a public relations student at CSU and public relations intern at a local marketing company, HuebnerPetersen Marketing, I am starting to realize and understand the meaning of each term. Also, I believe that utilizing public relations and advertising within one firm will help lead to successful campaigns.
Just 20 years ago, marketing agencies and public relations firms were competing. Now, it seems as though public relations is rising, advertising is falling and agencies are realizing the importance of collaboration.
CEO of Edelman PR Worldwide said, “It’s the end of the era of advertising domination. Today, great brands are built with PR.”
According to the Public Relations Society of America, PR can be defined as an ongoing campaign to ensure a company, organization or product maintains a strong public image. The online dictionary defines advertising as a paid form of communicating a message by the use of various media.
As a public relations student at CSU and public relations intern at a local marketing company, HuebnerPetersen Marketing, I am starting to realize and understand the meaning of each term. Also, I believe that utilizing public relations and advertising within one firm will help lead to successful campaigns.
Just 20 years ago, marketing agencies and public relations firms were competing. Now, it seems as though public relations is rising, advertising is falling and agencies are realizing the importance of collaboration.
CEO of Edelman PR Worldwide said, “It’s the end of the era of advertising domination. Today, great brands are built with PR.”
Tuesday, August 21, 2007
This is me...
My name is Candace Marie Taylor and I am a senior public relations, computer mediated communications major. My hometown is Berthoud, Colo. (b-town what!!--- totally kidding) and I was born in Tucson, Ariz., a place I also call home.
Currently, I am an account assitant for CSU organization RamPR, and I am the webmaster for PRSSA. I am a public relations intern at HuebnerPetersen Marketing (a marketing firm out of Northern Colorado) where I coordinate many client accounts including Jayco RVs, Chief Builders and Vescent. My job description includes managing client trade shows, creating media kits and press releases, pitching to the media and conducting research.
When I am not working or in class, my interests include anything outdoors. I love to wakeboard, wakesurf and boat in the summer. During the winter I think about wakeboarding, wakesurfing and boating. Also, because I am 21 years old, I like to go to the bars, go out for sushi, hang out with my girls and attend as many concerts as I can. When I am lounging around at home I am usually watching the amazing shows Lost, Entrouage, Big Love, or Weeds.
During my weekly blogs I will be discussing the importance of marketing and public relations, their relationship and emerging trends within the business.
Professional websites that are useful for my work are:
http://www.mondotimes.com/
http://www.newyorktimes.com/
http://www.cision.com/
Personal websites that I enjoy viewing are:
http://www.youtube.com/
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