On the SIDE of Publicity

Combine traditional and social media for the ultimate buzz

2009-05-14T10:23:00.002-05:00

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.

Can you afford not to hire an "exposure" specialist?

2009-02-06T10:20:00.000-06:00

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.

50 Ideas on Using Twitter for Business

2008-11-09T21:00:00.002-06:00

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

7 Time-tested Ways to Dig Out from a Recession

2008-09-17T12:26:00.001-05:00

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/

Get Real, Be Real

2008-09-10T12:56:00.004-05:00

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

Lessons for all businesses taken from football team

2008-08-06T13:46:00.002-05:00

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.

A PR Debacle in My Backyard

2008-07-15T11:52:00.004-05:00

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.

A loss of journalistic MVP

2008-06-13T16:37:00.005-05:00

It's been awhile since I've blogged. To be honest, I've been doing what so many others have: monitoring the Presidential primaries, keeping tabs on the economy, watching the NBA playoffs and finals and enjoying time with family and friends.

While I know that most of my colleagues would disagree with me, I've come to believe blogging is best when written with heart instead of just typing. I live the same way with holiday gifts these days. Don't buy something just because the calendar says Christmas; if it moves you in June, give it in June. Everyday should be celebrated.

With that, I, like so many members of the media and any viewer who ever watched NBC News in the last 15-20 years, mourn the sudden and untimely passing of NBC News Washington Bureau Chief and moderator of "Meet the Press," Tim Russert. This was a man who embodied journalism at its purest form. He was well-studied and always asked the tough questions, and at the same time, showed unbridled passion for his work, democracy, favorite sports teams and most of all, his family and faith.

Russert's loss is one that will undoubtedly affect our entire country. His honesty and integrity, and love of life is something we need to witness and emulate more now than ever.

Rest in peace, Tim Russert.

What to learn from this week's national PR debacle

2008-03-14T17:32:00.002-05:00

Eliot Spitzer. Now when you hear the former New York Governor's name will you think about his legal cases against white collar crime when he was that state's Attorney General, his suit against the New York Stock Exchange former chairman, Richard Grasso or his link and fall related to a prostitution ring? In a world of "what have you done for me lately," it will undoubtedly be Spitzer's dealings with a woman at the Emperor's Club. He could have omitted poverty in the state of New York, but the fact that he was all about open doors and records yet hid his own $80,000 secret, has doomed this promising and up-and-coming politician from New York. In the famous words of Jay Leno to Hugh Grant, what was he thinking.

In this 24/7 news cycle, it's not surprising that Spitzer's dealings with a prostitution ring were discovered and outed. Whenever you do anything, there's potential for records revelations, telephone monitoring and snoop phone cams everywhere. So, does a politician have to make it easier by spending gobs of money and texting about his extracurricular activities?

My rule is to never say or do anything in public that you wouldn't want to share with your boss because chances are, he or she will find out if it's something that could hinder your career. Only in the most special of circumstances do I consider an interview that's off the record, really off the record.

If your career and family mean anything to you, think before you do something that damages your reputation. You may be able to get over a YouTube clip of you dancing on a bar in college, but anything else could come back and bite you many years later.

Have a Heart

2008-02-26T22:04:00.002-06:00

One of the most targeted publicity campaigns in February is for American Heart Month. Heart disease is the No. 1 killer of women in the United States, yet it continues to elude physicians who treat them. Not to take anything away from men, but their treatment and symptoms have been used as the gold standard for detecting the disease for decades and it's gratefully improved their care. Women are different (as if you didn't know!). Now it's time for women to step up and take charge of their health. Not feeling well? See a doctor, ask questions. If you don't understand, ask more questions. Women typically give with their heart. Make sure it's in good working condition.

Keep talkin' about yourself

2008-02-07T10:28:00.000-06:00

The economy is sluggish and the stock market is on a roller coaster ride. You might consider reigning in expenses. That's great if money is spent on things that do not net a return on your business, but don't make the mistake that many do when things get tight, and cut marketing and publicity.

When times get tough, keep reminding your target audiences that you're open for business and are as looking to grow with them. You may want to tweak your plan a bit, but don't cut it. When others are scrambling to recapture market share when the economy gets better, you'll be working hard and reaping the benefits of your publicity efforts that you put in place, today!

Super Messages

2008-02-02T18:01:00.000-06:00

What, if anything will draw you to watch the Super Bowl -- the game; the commercials? People throughout media land will critique the commercials, as it's the most expensive ad buy of the year. It amazes me each year that many focus more on production creativity, but leaves you wondering what the spot is advertising. If I'm paying that kind of money for a commercial, I want to be sure that people remember by product or service. So, when you watch the Super Bowl and its commercials, ask yourself when or if you chuckle at the ad, do you know what business it's pitching?

Coordinate publicity efforts with special days

2008-01-25T23:14:00.000-06:00

Super Bowl Sunday...Valentine's Day...President's Day...American Heart Month...

These and many more special days, many as noted by "Chase's Calendar of Events," may serve as the base of your next media pitch. Do you represent a gym or fitness center? Consider healthy living programs for your targeted audience and share the dates and times of the gatherings with area media scheduled to cover healthy heart care. Do you live in one of the home markets of the Super Bowl teams? Most any business can align itself with professional football's Big Game. Cook for a Super Bowl Party, demonstrate workouts for athletes who require the stamina of football players or if you're a furniture retailer who is providing incentives for purchases leading up to the big game, contact editors and let them know.

Your next best pitch may only be as far as the dates on your calendar.

Have a great 2008

2008-01-02T00:01:00.000-06:00

Happy New Year! As we settle into a new slate of days, the best thing you can do for this year's publicity effort is to plan ahead. Make a list of potential news and feature angles, schedule time to write and develop them, then present them to appropriate media. That may seem an overwhelming task, but "On the SIDE of Publicity" will provide tips and definitions along the way. Also, don't forget to visit publiside.com for input from journalists from around the United States about what they look for in quality, credible stories.