Social media is all the rage, but when setting out on a publicity mission, other tactics should not be left behind.
While numbers of users, readers and viewers have shuffled among mediums during the last year-plus, there is still value in generating media attention in local newspapers, television and radio news shows. The most important thing is to target outlets that most frequently reach people who are interested in the information you have to share.
Social media is a highly effective forum for publicity and marketing, however it should be used with your organization's or product's key messages in mind. All elements of media should be used consistently and complementarily.
Thursday, May 14, 2009
Friday, February 06, 2009
Can you afford not to hire an "exposure" specialist?
This post started as an answer to a question posed by a colleague on LinkedIn. I then realized it's what people need to know when they seek a qualified service provider. Read on and enjoy...
How can you not afford to hire an ad/publicity specialist? After all, would you do your own plumbing, produce your own car or make your clothes? Many of us barely know how to thread a needle!
Whether it's a full-service agency or small graphics design firm (or sole proprietor who works in publicity!), you will find your perfect match by talking and most importantly, listening to your prospects. Can they relate to you and your business? Do they speak about solutions and not just spew industry jargon?
Understand at the outset that ad/graphics/publicity businesses will not offer all of the tools in their arsenal without an agreement already in place, but they should provide nuggets of their knowledge during the "getting to know you" stage.
Much like when you find a mate, you have to feel chemistry with a firm with which you are going to work closely to best promote your business.
Shop around. Ask other businesses how they found their service providers and how they came to the conclusion that the person or people they chose were the right fit. Check out websites and testimonials from people who have already worked with your prospective firm. People love to talk about their businesses and if another enterprise helped them get to the pinnacle of success, they'll share it.
Remember that the "exposure" business is not an exact science. What works for one may not be effective for another. The business climate of the day or the offerings of different clients will produce different results. The goal is to be persistent and consistent.
How can you not afford to hire an ad/publicity specialist? After all, would you do your own plumbing, produce your own car or make your clothes? Many of us barely know how to thread a needle!
Whether it's a full-service agency or small graphics design firm (or sole proprietor who works in publicity!), you will find your perfect match by talking and most importantly, listening to your prospects. Can they relate to you and your business? Do they speak about solutions and not just spew industry jargon?
Understand at the outset that ad/graphics/publicity businesses will not offer all of the tools in their arsenal without an agreement already in place, but they should provide nuggets of their knowledge during the "getting to know you" stage.
Much like when you find a mate, you have to feel chemistry with a firm with which you are going to work closely to best promote your business.
Shop around. Ask other businesses how they found their service providers and how they came to the conclusion that the person or people they chose were the right fit. Check out websites and testimonials from people who have already worked with your prospective firm. People love to talk about their businesses and if another enterprise helped them get to the pinnacle of success, they'll share it.
Remember that the "exposure" business is not an exact science. What works for one may not be effective for another. The business climate of the day or the offerings of different clients will produce different results. The goal is to be persistent and consistent.
Sunday, November 09, 2008
50 Ideas on Using Twitter for Business
Thanks to Chris Brogan for 50 Twitter Tips.
We really can’t deny the fact that businesses are testing out Twitter as part of their steps into the social media landscape. You can say it’s a stupid application, that no business gets done there, but there are too many of us (including me) that can disagree and point out business value. I’m not going to address the naysayers much with this. Instead, I’m going to offer 50 thoughts for people looking to use Twitter for business. And by “business,” I mean anything from a solo act to a huge enterprise customer.
Your mileage may vary, and that’s okay. Further, you might have some really great ideas to add. That’s why we have lively conversations here at [chrisbrogan.com] in the comments section. Jump right in!
50 Ideas on Using Twitter for Business
Posted using ShareThis
We really can’t deny the fact that businesses are testing out Twitter as part of their steps into the social media landscape. You can say it’s a stupid application, that no business gets done there, but there are too many of us (including me) that can disagree and point out business value. I’m not going to address the naysayers much with this. Instead, I’m going to offer 50 thoughts for people looking to use Twitter for business. And by “business,” I mean anything from a solo act to a huge enterprise customer.
Your mileage may vary, and that’s okay. Further, you might have some really great ideas to add. That’s why we have lively conversations here at [chrisbrogan.com] in the comments section. Jump right in!
50 Ideas on Using Twitter for Business
Posted using ShareThis
Wednesday, September 17, 2008
7 Time-tested Ways to Dig Out from a Recession
This may apply to you, courtesy of John Jantsch, the creator of Duct Tape Marketing:
It’s times like these that send many small business owners on a quest for the magic recession fighting marketing tip. Today I would like to share my top seven quick fix marketing strategies with the caveat that you understand nothing beats building a marketing system based on a narrowly defined ideal customer and core message of differentiation.Small Business Marketing Blog from Duct Tape Marketing, Sep 2008
Read the whole article to get John Jantsch's tips: http://www.ducttapemarketing.com/blog/
![Reblog this post [with Zemanta]](http://img.zemanta.com/reblog_e.png?x-id=e56821a4-8523-476c-b54f-0d181572834a)
Wednesday, September 10, 2008
Get Real, Be Real
One of the best blog posts I've read in some time is posted by MyCreativeTeam about social media and how public relations has always been about the relationships that social media help to build. Read it here: http://www.my-creativeteam.com/blog/?p=828
Wednesday, August 06, 2008
Lessons for all businesses taken from football team
I have been pretty vocal about my disdain for the way the Green Bay Packers have handled their relationship with future Hall of Fame quarterback, Brett Favre.
I thought that both sides did themselves a disservice by the way they aired their dirty laundry in the media. This was an issue that began percolating at least three-years-ago when Ted Thompson joined the Packers as general manager.
You can fault Favre for a lot of things, but changing his mind about wanting to play ball is not one of them. He excited people worldwide and brought them into the Packers' fan fold for 16 years. In a matter of months, Thompson made moves sans honest communication with his players, and whether it was in the interest of the team or just to put his stamp on it, he managed to alienate the only three-time MVP in the National Football League.
These things just don't pop up. They evolve. A business' leader, in this case, Thompson, who is supposed to be an organizational head, is responsible for keeping the lines of communications open between the organization and its employees. In this case, hostility set in on between Thompson and Favre. Things festered, and because they weren't tended to immediately, tempers and emotion took over. It became a media debacle with reporters capitalizing on every word, which until this past week, were exchanged via reporters.
There should not have been a buyout offer which was essentially made to keep Favre retired and before that, there shouldn't have been an interview with Favre and FOXNews' Greta Van Susteren to speak his side. The animosity between the two should have been diffused early-on within the family/team confines of the Green Bay Packers. They may have ended up as they did today -- apart and at odds. At least there would have been respect in that parting, and as an outsider looking in, I don't see that.
As Favre returns home to Hattiesburg, Miss., and possibly another team, a relationship that should have endeared fans and been a part of Packers lore for generations is torn with little chance of being sewn together, at least until there is new management in place. The Favre family, which gave so much of itself to people in the communities in and around Green Bay may be irrevocably damaged. There is division among Packers fans who help sustain the "company," and it could affect how the 2008 season is played out.
An ugly business divorce didn't have to occur between Brett Favre and the Green Bay Packers, and it doesn't have to happen to your organization, either. Even if you're not a football fan, take the following lessons to heart in your own business: ALWAYS be honest and forthright; air out your differences; engage a mediator if necessary; do what it takes to snuff fires when they start to smolder. As a result your brand is likely to remain unscathed, and while you may continue to agree to disagree, respect will overrule bad blood. Everybody will be better for it.
I thought that both sides did themselves a disservice by the way they aired their dirty laundry in the media. This was an issue that began percolating at least three-years-ago when Ted Thompson joined the Packers as general manager.
You can fault Favre for a lot of things, but changing his mind about wanting to play ball is not one of them. He excited people worldwide and brought them into the Packers' fan fold for 16 years. In a matter of months, Thompson made moves sans honest communication with his players, and whether it was in the interest of the team or just to put his stamp on it, he managed to alienate the only three-time MVP in the National Football League.
These things just don't pop up. They evolve. A business' leader, in this case, Thompson, who is supposed to be an organizational head, is responsible for keeping the lines of communications open between the organization and its employees. In this case, hostility set in on between Thompson and Favre. Things festered, and because they weren't tended to immediately, tempers and emotion took over. It became a media debacle with reporters capitalizing on every word, which until this past week, were exchanged via reporters.
There should not have been a buyout offer which was essentially made to keep Favre retired and before that, there shouldn't have been an interview with Favre and FOXNews' Greta Van Susteren to speak his side. The animosity between the two should have been diffused early-on within the family/team confines of the Green Bay Packers. They may have ended up as they did today -- apart and at odds. At least there would have been respect in that parting, and as an outsider looking in, I don't see that.
As Favre returns home to Hattiesburg, Miss., and possibly another team, a relationship that should have endeared fans and been a part of Packers lore for generations is torn with little chance of being sewn together, at least until there is new management in place. The Favre family, which gave so much of itself to people in the communities in and around Green Bay may be irrevocably damaged. There is division among Packers fans who help sustain the "company," and it could affect how the 2008 season is played out.
An ugly business divorce didn't have to occur between Brett Favre and the Green Bay Packers, and it doesn't have to happen to your organization, either. Even if you're not a football fan, take the following lessons to heart in your own business: ALWAYS be honest and forthright; air out your differences; engage a mediator if necessary; do what it takes to snuff fires when they start to smolder. As a result your brand is likely to remain unscathed, and while you may continue to agree to disagree, respect will overrule bad blood. Everybody will be better for it.
Tuesday, July 15, 2008
A PR Debacle in My Backyard
Yes, this is a sports entry. Any business person who reads this, however, can learn what not to do when working to keep images positive ones among its target markets.
No matter which way you look at it, the highly documented feud between the Green Bay Packers and its former All-Star quarterback, Brett Favre, who wants to come out of retirement to start for the team on which he achieved successes beyond measure, is a mess at best. The Packers have one of the most storied franchises in the National Football League. Calling it storied these last couple of weeks is an understatement, as the club and its retired quarterback argue through the media about his desire to return to the game.
In reading columns and listening to comments from friends and colleagues in the Florida media (Ira Kaufman, The Tampa Tribune: http://tinyurl.com/577zhs, http://tinyurl.com/6lshmk and David Whitley, Orlando Sentinel: http://tinyurl.com/5hvbf3), what is becoming the Packers worst handling of a public matter in team history, could become the greatest publicity hit for another team.
From the outside looking in, this feud resulted in a lack of communication and stirring emotion that has built up during the course of the last three years. It is unproductive and damaging to allow frustrations to fester in an organization for three days let alone three years. I believe it was the Packers responsibility as an organization to work to repair its cracking relationship with the record-setting Favre, who played hurt, in mourning and with family stresses on his shoulders, during the years. This situation should not even be on the map, internally or in the media. No one wins in this situation unless you count the victorious ego in the end. You've got a public divided and a beloved team and quarterback at odds with little chance for reconciliation as I write.
From this fan, it's sad. As a publicist, it's unnecessary and damaging.
No matter which way you look at it, the highly documented feud between the Green Bay Packers and its former All-Star quarterback, Brett Favre, who wants to come out of retirement to start for the team on which he achieved successes beyond measure, is a mess at best. The Packers have one of the most storied franchises in the National Football League. Calling it storied these last couple of weeks is an understatement, as the club and its retired quarterback argue through the media about his desire to return to the game.
In reading columns and listening to comments from friends and colleagues in the Florida media (Ira Kaufman, The Tampa Tribune: http://tinyurl.com/577zhs, http://tinyurl.com/6lshmk and David Whitley, Orlando Sentinel: http://tinyurl.com/5hvbf3), what is becoming the Packers worst handling of a public matter in team history, could become the greatest publicity hit for another team.
From the outside looking in, this feud resulted in a lack of communication and stirring emotion that has built up during the course of the last three years. It is unproductive and damaging to allow frustrations to fester in an organization for three days let alone three years. I believe it was the Packers responsibility as an organization to work to repair its cracking relationship with the record-setting Favre, who played hurt, in mourning and with family stresses on his shoulders, during the years. This situation should not even be on the map, internally or in the media. No one wins in this situation unless you count the victorious ego in the end. You've got a public divided and a beloved team and quarterback at odds with little chance for reconciliation as I write.
From this fan, it's sad. As a publicist, it's unnecessary and damaging.
Subscribe to:
Posts (Atom)
