The Matchbox.

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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Dec. 21

A PR Partner Wish List

The holiday rush is in full swing and there certainly is no shortage of new tools, tips and resources to help consumers make good purchase decisions and maximize their holiday shopping budget. So in the name of shopping and saving I’d like to offer a few tips for those marketing, PR and other business professionals shopping for external PR services.

1)   Make a list – While as a kid you made a wish list of what you wanted and sent a note to the North Pole, you should have a similar approach for your PR services.  Knowing what your must-have services are, e.g., news releases, media placements/interviews, bylines, social media, as well as your nice-to-haves, e.g., case studies, awards, speaking opportunities, will help you properly evaluate PR providers.

2)   Set a budget – Most people have a budget for their holiday spending so they don’t overspend and they can maximize their gift giving, decorating or party planning. Selecting a PR partner is no different. At a minimum you should be able to discuss a budget range that you can invest in PR. There is no use spending hours discussing your goals, and developing and sharing proposals if you aren’t ready to put a real dollar figure on the services.

3)   Have a deadline – For folks who celebrate Christmas, Dec. 24 is a drop-dead date for Christmas shopping. Knowing when you want your PR program to begin will help you and potential partners be more realistic about program ideas and proposal development will be more real time.

Best wishes for a successful 2012. Merry Christmas, Happy Hanukah and Happy Holidays!

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Dec. 16

What a Year!

First, let me start out by congratulating our client Emptoris – acquired by IBM yesterday. Fantastic news. This by the way, marks the 5th client acquisition in a year for Y&A. It has been an amazing year for the agency as we entered new markets (higher ed technology) and grew our foothold in others (daily deals, consumer technology). Check out our December newsletter for more news on the agency, our best advice for getting the most out of conferences and our own Jennifer Mirabile’s Wish List for Reporters – a must-read in my humble opinion.

Wishing everyone a fantastic holiday season and one where everyone can put down their iPhone or iPad for a few short days to reflect on what’s truly important in life. Good friends and family.
Happy holidays friends!

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Nov. 22

Ingredients for a Successful PR Product Launch

In the spirit of Thanksgiving, as I double check my menu, grocery list and turkey cook times, let’s talk about the ingredients for a successful PR product launch. Product launches are not a one-way ticket to media fame. The key to success is crafting and promoting a more comprehensive story about the marketplace trends and challenges that make the new product relevant.

So, if you are considering the impact a product launch will have on your media strategy and overall business visibility and sales cycle, there are a few key points to keep in mind:

Get the Bird in the Oven Early
Many companies wait until they have the biggest announcement possible to begin a PR campaign; however, it is valuable to develop media relationships prior to the launch so you can quickly get beyond the introductions and focus on the meat of the news. Pre-brief analysts to ensure you have 3rd party validation on the solution and the issues that make it viable. Also, beta test the product with key clients who would be willing to discuss their experiences with media and/or analysts.

All About the Sides
Build a pipeline of news stories around the launch timing so there are plenty of potential topics to address with key reporters, bloggers and influencers. Also, rather than narrowly focusing on the product features, plug the business benefits, key trends and industry challenges that make the product relevant.

The Big Event
Consider timing the launch around a high profile industry event – where you can sit down with reporters, bloggers and other influencers in person to help cultivate the relationship and story. Be ready to offer a multimedia demo and screenshots.
Just as turkey alone doesn’t make for a Thanksgiving feast, there is more to a product media launch than just the new bells and whistles.

From all of us at Young & Associates, Happy Thanksgiving!

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Nov. 14

Negative Social Media Posts: Turn that Frown Upside Down

Are negative posts on Twitter or Facebook keeping you down?  Don’t worry – there are ways to turn these comments into positive interactions.  In fact, acknowledging a customer or social media follower with a complaint can go a long way to rebuilding a relationship.

When a negative comment is posted on one of your social media channels, your first reaction might be to delete it. However, this is a frowned upon practice.  Unless the post is highly profane or threatening, the best course of action is to address it with a reply.  Responding quickly is imperative.  In fact, within a 24-hour period is suggested.

Even if you don’t have a solution to the complaint or issue, replying appropriately to show the individual you care is important. Oftentimes, a quick public response on Twitter or Facebook can lead to a more detailed solution and conversation on another channel. Perhaps email or even telephone in some cases.

Yes, we know this type of social media monitoring can be daunting.  How is it possible to have your eyes and ears open to social media conversations at all times?  Luckily, robust reputation management tools like Radian6 or free services like HootSuite or TweetDeck exist and can help you depending on your needs.

Remember, there isn’t a company or brand that exists that has not dealt with negative feedback on social media channels.  The important thing is that you properly respond, try your best to make customers happy and mitigate future criticism.

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