The Matchbox.

Apr. 24

Keyword Crazy

Over the last six months, on behalf of clients, I have participated in numerous meetings with SEO firms on improving online rankings, increasing web site traffic, etc. No doubt many are masterful and have proven track records at their trade. But, much to my chagrin, many also talk about SEO press releases. I am not opposed to an SEO strategy that incorporates keywords into press releases. Certainly any savvy PR pro knows that keywords and SEO hyperlinks are an important element of a well-crafted press release campaign. But, for the SEO professionals presenting, the purpose of the press release was not to convey an important corporate message but rather to push out the organization’s top 20 keywords.

In several examples presented, I was shocked to see that the headline and first paragraph or lead repeated the same phrase six separate times, resulting in utter nonsense. As a journalism school graduate, I am dismayed when I see organizations distribute keyword laden messaging and pass it off as a press release. Ultimately, you are damaging your credibility as an innovative thought leader and maddening the folks that can help you push out your message – the media.

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Apr. 13

What Does the Future Hold for PR?

The flying car unveiled at the New York Auto Show and Google’s project glass topped headlines last week, making me think are we that far off from a Jetsons-like era and more importantly what is next for PR?  In 10 years, will the press release still exist?  Will Twitter or another social site be the preferred method for distributing news to reporters?  Will mobile devices be our primary (or only) tool for consuming news? I don’t know for sure, but I guarantee there will still be a need for public relations practitioners.

The value a good firm provides its clients goes far beyond distributing news releases.  It begins with strategic communications counsel, thoughtful planning and insight and reaching goals that align with the organization’s overarching business objectives.  The tools used – a press release, blog post, social media channel – are less important.  It is the skill and thought process behind the tactics and the savvy professional or firm that really makes PR invaluable.  Those in PR have an uncanny ability to look at a company as a whole (its products, offerings, brand awareness) and quickly assess its ability to effectively communicate with customers, partners, investors, media, etc.  This is not always easy to assign to a marketing department or other team within an organization.

Plus, PR pros are known for multi-tasking, meaning we are most likely to succeed at navigating our flying car while communicating with clients through our Google glasses.

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Apr. 04

Boil Down Your Elevator Pitch

I took a trip to DC this past weekend, which involved multiple airline flights and conversations with my fellow travelers. Inevitably our discussions turned to our types of work. What I found interesting was that many of the so-called elevator pitches I heard were vague and jargon-filled. I had to ask additional questions to clarify. Today’s company descriptors must be understandable and relatable on the first pass. Otherwise, companies may miss out as potential buyers move on to a company they understand.

Basic company descriptors serve as the messaging foundation for all other corporate materials and communications vehicles, so taking the time to get them into shape is critical. Following are three tips for a great elevator pitch:

1)   Keep it concise – You may be tempted to describe every aspect of your business in great detail, but putting a carrot out first enables prospects to develop the level of interest needed to focus and absorb those additional details later—and to ask questions about particular areas of interest.

2)   Cut out the jargon – Don’t assume that everyone knows all the acronyms and industry terms. Use simple terms so the crux of your business comes through clearly.

3)   Include the main differentiators – Go beyond stating your company’s industry and explain what you bring to the table. Why do customers choose you over competitors?

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Mar. 26

The Value of Contributed Bylines – Not a Sales Pitch

The wide acceptance and use of byline or contributed articles continues to grow thanks to the vast amount of content online outlets need and still shrinking news staffs. Almost all online outlets accept some form of written thought leadership and PR professionals that don’t take advantage of this opportunity are missing the chance to demonstrate their company’s expertise and position on marketplace issues.

While some dismiss much of what is ghostwritten by PR professionals (thanks to a few bad apples – every profession has them), I wanted to offer our own byline best practices.

1) Always start with a thought-provoking premise. Ideas that are counter to traditional opinion or practice are valued.

2) Stay away from direct or even lightly veiled sales pitches. Media outlets – and the people who follow their content – appreciate some “how to” advice (especially in the industry trade media), but make sure it offers some commentary on why things should be done one way over another.

3) Don’t regurgitate PowerPoints. Bylines need to include unique market perspectives—not just the marketing talking points.

4) Try to extend thought leadership opinions beyond your niche market. While execs are likely to have a lot of thoughts about their own market, stretch your expertise to complementary topics so the guidance doesn’t appear so one-dimensional.

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Mar. 16

Pinning and PR, A Look at Pinterest

By now you’ve probably taken a look at Pinterest, the popular photo-centric social media site that lets users organize their favorite things through virtual “pinboards”. Many publishers, bloggers and retailers have taken notice of the site’s rapid growth and are adding Pin It buttons to their websites. Etsy, Aeropostale and Real Simple are a few examples.

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What does this mean for your PR efforts?

Social media channels should be prioritized based on your key audiences. So far, Pinterest has attracted more than 10 million monthly visitors and has successfully captivated the coveted female 25-44 demographic (according to comScore), known for major buying power. If this is your target audience, Pinterest may be right for you.

Just remember, Pinterest is visual and graphics should always outweigh any text included within pins. If your next PR campaign or product launch has a strong visual element, create a special pinboard to accompany the news. Or pin videos or photos from an event.

Additionally, Pinterest can be used as an extension of your website or your press room.  Logos, headshots and important company images are all appropriate items for pinboards.

Today, any online site or social medium with eyeballs will turn into a PR vehicle. While clearly important for BtoC companies, it remains unknown whether Pinterest will drive attention to BtoB organizations. With the site’s high growth rate, it is certainly one to watch.

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Mar. 09

Should We Give Journalists a Break?

We frequently seem to serve as the mediator between our clients and the media — specifically, circling back with a reporter or contacting an editor to make corrections to a story. This issue came under a microscope this past month with a major client advance in which reporters wanted the news early, demanded the interview ASAP, and needed to write the story in time for the official announcement so they could break the news.

Some of the stories included minor inaccuracies the day the news was announced and the complaints from our clients began. Of course, as PR professionals we expect this and strive to proactively fix errors as soon as we see them. But in the age of 24/7 media where journalists are fighting not only with other online publications but with social media (tweets of the news, Facebook comments), is it fair to expect them to be Johnny-on-the-spot covering the news and also get every fact and word right?

I sympathize with reporters today. Their job role is no longer confined to research, interviews, writing, fact-checking and reporting. Now, they need to speed up that process ten-fold, take on three times the workload with shrinking newsrooms AND in many cases promote their own stories via social media channels, as well as respond to comments on their respective sites. Whew. And yes, do I get frustrated sometimes that the same mistakes are being made, sure. But guess what, they are human and in the age of digital — mistakes can easily be fixed.

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Feb. 22

Deconstructing the PR Meme: 3 Misconceptions of PR

Lately I’ve seen job-focused memes spreading like mad across Facebook—ranging from veterinarians to tech support professionals—humorously conveying what various people believe those in the given profession actually do. The “public relations consultant” one gave me a good laugh with many of the common assumptions around PR pros. With this in mind, here’s my run-down of the top three current misconceptions regarding public relations.

1) We are “people” persons – I cannot tell you how many times I’ve heard this odd descriptor.  Sure, we like people, but so do teachers, doctors, retailers, interior designers and most other professions that involve working with others. At our core, PR pros are effective communicators who specialize in helping companies clearly convey their value proposition and industry leadership in a way that cuts through the clutter—whether by writing or speaking—and engages them with their target audiences.

2) We are glamorous – I’m not sure where this one originated as most PR pros make an effort to work behind the scenes and generate the “front-and-center” attention for their executives/clients. In between generating strategic messages and pitching relevant interviews for on-deadline reporters, we’re coaching company spokespersons for future interviews and generating multi-pronged social media campaigns to keep our clients top-of-mind. Creative? Yes. Always on the go? Yes. Glamorous? No.

3) We spend all day on Facebook and Twitter – This one is actually true sometimes, but not because we’re commenting on how adorable our friend’s kid looks in a T-ball uniform or tweeting about the drama of Rihanna and Chris Brown’s musical collaboration. The truth is that 21st century public relations requires constant monitoring of and participation in a company’s social media platforms. By keeping a close eye on all activity throughout the day, we’re ready to comment on the latest industry news, respond to comments and if necessary, put out fires before they spread.

 

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Feb. 16

Thought Leadership – Playing Outside Your Comfort Zone

One of the primary goals of a strong public relations program is to increase the organization’s marketplace visibility and credibility. In almost all cases, that includes thought leadership and helping establish company executives as experts on relevant subjects through media interviews, byline articles, a social media presence and speaking opportunities. While all executives are happy to talk about the issues that make their products, services and companies relevant – and some even tweet about it – many have a hard time extending into peripheral areas that would open the door to additional avenues for visibility.

With the many opportunities available in today’s content driven world, it pays to step outside your comfort zone into related topics—and that requires close contact with your PR team. Understanding customer pain points, the rationale behind new solutions, hot industry issues and competitor viewpoints are all key areas of discussion for the PR team to use in developing an impactful thought leadership strategy and related content. Also, the PR team needs quality time with the company’s thought leaders – on a quarterly conference call, annual planning meeting or for individual media opportunities – so they can better understand their style and perspectives. It is time well invested as it helps ensure a roadmap of sustainable and relevant thought leadership opportunities that position the organization as a credible resource on the industry’s most pressing issues.

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Feb. 10

PR Spinners: Fact or Fiction?

PR professionals get blamed for a lot (and some is likely deserved). But a main and often loud complaint is that PR people spin tall tales that are completely devoid of facts. Based on years working alongside both internal corporate PR professionals and agency account teams, I can tell you that that the root cause typically lies with corporate execs failing to share the truth. Surprisingly, we are often expected to promote a company’s products, services and other announcements without receiving the complete facts surrounding the events. Then, when another source uncovers the truth and the clichĂ© phrase is uttered—“What a PR nightmare”—we are expected to clean up the mess by spinning a positive story.

Yes, sometimes total disclosure hurts (even when you aren’t dealing with a crisis situation). But how can an organization expect a well-laid PR strategy and flawless execution when the facts aren’t presented to their PR partner or internal communication department? We can often mitigate unnecessary negative press by offering alternative strategies or another viewpoint of the story that still positions the company in an honest light. Ultimately, it’s our job as both truth seekers and spinners – dare, I say – to demand the facts needed to inform our strategies and enable us to spin a positive story angle that holds water.

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Jan. 13

Making Good on Resolutions: Accountability

Along with ringing in the New Year with raised glasses to the promise of success in 2012, many of us already have and/or will make annual resolutions. In business, these resolutions are often achievable but many of them never come to fruition. Why? The old adage “out of sight, out of mind.” People commonly get distracted after the New Year’s momentum dissipates. To avoid this scenario and establish accountability for your resolutions, here are a few tips for keeping your eye on the prize.

  • Put Pen to Paper:  Develop a plan of action, with realistic and specific benchmarks that lead up to your ultimate goals. This ensures you don’t get lost in the forest and allows for resolution (pun intended) of any hiccups along with way without derailing the overarching results.
  • Gain Consensus:  Your goals may be important to you—even to your entire department—but take a moment to ensure they relate to your organization’s overall focus or somehow contribute to it.
  • Get Management Buy-In:  Aligning your goals with the organization’s overall mission is important, but securing an official nod from management means they are now invested in seeing the results come to life.

While setting annual goals is certainly the first step toward achieving them, a real commitment is needed to proceed forward with a plan and assume accountability for sticking to it. Wishing all of our clients, partners and friends a successful 2012—we look forward to seeing your resolutions come to be!

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