March 5th, 2009
Knowing what people are saying about you is square one for a public relations campaign. Instead of going insane trying to monitor every single source in-house many businesses and agencies use a media monitoring service. There are hundreds to choose from; some free, some paid. So before settling on a service, be sure to ask these questions.
1. What exactly do we need monitored?
Magazines? News? Blogs? Social Media? There are more outlets than ever before to keep track of, so it’s important to know how your organization relates to each. For most, news monitoring is the core coverage. Today, most newspapers publish stories on their websites before the traditional print version can be distributed. In addition, online monitoring will catch clips from tons of online news sources that don’t have traditional print versions. Therefore, it’s most efficient to monitor news online. Keep in mind live TV broadcasts are rarely broadcast online, so its good to set up monitoring through closed caption feeds as well.
Most organizations today will also want to monitor social media. No matter what your business, chances are someone is talking about it online. It’s good to monitor as many forms of this type of word-of-mouth media as possible – including forums, groups, message boards, blogs, consumer-reporting type sites, and as many social bookmarking/sharing sites as possible.
2. What is covered in the ’subscription’?
This is an obvious one, but it’s important to ask exactly which sources or websites the service covers. Many services have a pre-built list of sources, but will add any specialty sources upon request. Pay attention to geography as well – if you are a smaller local company you could end up paying for overseas monitoring you don’t need. Conversely, if you do business world-wide make sure to get the details on which foreign sources are monitored and whether the service has multi-language capabilities.
3. Can we customize the service features to fit our specific needs?
Do you want clips from all news sources or only from a list you’ve already decided is most worthwhile? Do you want to know about every single mention of your search terms, or just the ‘important’ stories? Should the clips be delivered to several people? How many copies? How should they be delivered-once a day or as they come up throughout the day? Do you want to see everything or would you rather they be packaged into an edited brief/report?
You get the picture. The better services will take into account your specific wants, needs and budget and customize your account.
4. What is the average ‘turn around time’?
If a story is published in a small neighboring town’s paper today when will we get the clip? Traditionally formatted clips can take up to 3 weeks to deliver from the time of publication. Online clips can be delivered in almost real-time. Depending on the story and source an immediate response might be required.
5. What is the service’s missed clips rate and ‘clip accuracy’?
Screw-ups happen, and no matter which service you use it won’t catch 100% of what is published all the time. Traditional services with human readers will deliver more relevant clippings, but are more likely to miss a story here and there. Automated online monitoring will catch much more, but will be less effective in determining between valid and irrelevant stories. The key is to strike a balance. The good services will have an element of both-perhaps using an automated service to pull stories first and then having human editors quickly sort out the erroneous stories before delivery.
Tags: media analysis, media monitoring, newspapers, online news
Posted in Guides, Media Relations | 2 Comments »
March 2nd, 2009
This morning anyone who visited the Skittles Brand homepage (www.skittles.com) was probably a bit surprised to find themselves suddenly on Twitter. With a new slogan “Chat the Rainbow” Skittles linked their homepage to the Twitter search results for Skittles
Its generating a lot of buzz – and prompted everyone on twitter to try to get onto the skittles homepage by tweeting something about skittles. Pretty brave when you think about it, with apparently no means of moderating the tweets Skittles has opened the door for open communication on their company homepage.
We like the idea…its a great PR stunt – get people talking about your brand in a completely new, trendy and different way. However there is real potential for this plan to backfire. First of all, Skittles isn’t active on Twitter, neither is its parent company Mars. For a social media strategy to work long-term it’s got to be a 2-way conversation, which isn’t happening at all here. What they’ve done is pull up a stream of anyone using the word ‘Skittles’ in their tweet. Because of this there have been a few incredibly inappropriate tweets showing up – including offensive language and links to ‘adult’ sites. Furthermore, what happens when the initial “wow” factor wears off and people aren’t tweeting about skittles every second?
Skittles also should have thought about the Fail Whale a bit before launching this. Twitter, although getting better on this front, is notorious for not being able to support the amount of traffic it draws on a regular basis. Especially with all the buzz surrounding this…is it worth relying on Twitter to keep your homepage up and running?
It’s a great PR stunt, but is it a good social marketing strategy? We’re not sure…
Tags: corporate, pr campaigns, PR Stunts, Skittles, Social Media, Twitter
Posted in Media Relations, Social Media | 1 Comment »
February 25th, 2009
Social Media is like a shiny new toy for PR people. It’s all the rage and everyone seems to be jumping on the bandwagon. If you’ve read other posts on this blog then you’ll know that we are big fans of utilizing the web and various social media platforms for public relations purposes. We’re excited these strategies are getting the attention they deserve, and to see where they take the industry. That being said, PR Channel isn’t quite ready to jump ship on the classic PR strategies.
The gold standard for a PR person is landing your client an on-air TV appearance or interview.
When trying to land a TV interview it’s important to remember the visuals – they need to grab the viewer’s attention. A lot of PR firms seem to forget to plan for visual content before they approach the producers/execs. In a multi-media world PR people can’t expect to be able to rely on a well-written press release – audio and visual elements have become standard tools of the trade.
Producers across the board say that when deciding whether to give an on-air interview its a bonus when a firm includes a list of available audio or visual elements in their press kit and mention the visual strengths of each.
Think of it as a grown-up version of show and tell. As a kid, you were way more likely to pay attention if a classmate brought in something really cool for you to look at while he talked. PR firms would do well to remember this, because not much has changed – people still like to be presented with something visual. Watching two talking heads is incredibly boring, and you should coach your clients on how to ’show’ while they spread their message. Here are a few tips we’ve come across for making sure the interview is a success.
- Have something the interviewer can actually see and touch. This is a big plus, as it ads a realistic element that audiences will appreciate. If you aren’t sure what to bring, bring everything you’ve got and ask the producers what you should include-they’ll have a pretty good idea of what works and what doesn’t. Just stay away from signs or brochures, its a little cliche and the audience won’t be able to read them anyway.
- Don’t get too promotional – its fair game to bring your products, but don’t wear a company shirt and constantly mention your web address etc. If you want current promotions/issues mentioned make sure the host or interviewer brings them up, same goes with your contact information. Audiences don’t respond well to sales pitches.
- Keep moving. If appropriate do a demonstration, have ’stations’ set up, have your visual elements nearby and ready etc. Try to avoid just sitting there with nothing to do but talk.
- Know your facts. Its part your job as a PR person to make sure your client knows the correct stats and sources to back up their statements. The last thing you want is your client to get stumped on a question about one of their visual elements.
Tags: interview, marketing, Media Relations, press release, Social Media, television
Posted in Media Relations, PR Blunders | 2 Comments »
February 20th, 2009
In public relations its necessary to master the basics and keep up with emerging trends. Perhaps that is why there are so many books written on the topic. Do an amazon search for public relations and over 150,000 titles pop up. However, every once in a while there is a book that is recommended in organizations, on forums, in the classroom, and within professional networks over and over again. When that happens you should check it out, whether you’re still in school or a seasoned veteran. Here are 6 books (in no particular order) that you shouldn’t miss.
Impact – Ken McArthur
- “Some people spread a simple message that is so compelling that their voice is not solo for long. People rally around their message and spread it like wildfire.” This one is all about how to make an impact in a crowded marketplace. The book is very easy to follow with step-by-step lists and bullet points, but with relevant stories thrown into the mix as well. With an emphasis on online marketing the book is more practical than conceptual…which is why it’s on our list.
How to Win Friends and Influence People – Dale Carnegie
– “This grandfather of all people-skills books was first published in 1937. It was an overnight hit, eventually selling 15 million copies.” This one is a classic and it’s been called the PR person’s bible by more than a few. The techniques and strategies presented in the book are just as relevant today as they were more than 70 years ago. Stop what you are doing right now and go read it.
Can We Do That?! – Peter Shankman
– “What would you do to get your business noticed?” A funny, insightful look at some of the more ridiculous PR campaigns of the past and why they worked or didn’t. If you are looking for a How-to book, move on – it’s not this one. But the book is entertaining to read and can motivate you to get creative and develop inspired ideas of your own.
The New Rules of Marketing & PR – David Meerman Scott
– “This excellent look at the basics of new-millennial marketing should find use in the hands of any serious PR professional making the transition.” Out with the old, in with the new. New Rules focuses on how PR has changed with the advent of online marketing, blogging and social media. It’s a great overview of new terms and strategies that will bring everyone up to speed in terms of PR online.
Writing Effective News Releases – Catherine McIntyre
– “Would you like to have your business featured in hundreds of newspapers and magazines, and on radio and television stations around the country?” Catherine McIntyre provides practical advice and step-by-step guides to writing releases that will get you placed. There are also plenty of real examples to learn from – all in all a must read guide.
Guerrilla PR – Michael Levine
– “The manifesto for waging a street-smart publicity campaign with no- or low-cost strategies from one of Hollywood’s most successful publicists. “ This one is an oldie, but goodie. It covers all the basics (except Internet – which wasn’t a factor when the book was written in 1993). The conversational style and logical organization make it a great reference, but the witty advice and real-life examples and stories is what makes this a must read.
Did we miss your favorite? Let us know in the comments…
Tags: guide, influence, PR books, pr campaigns, resources, sales
Posted in Guides, Inspiration | 7 Comments »
February 18th, 2009
It all started when Facebook changed their Terms of Service to effectively say that anything you share on Facebook Facebook now owns. The fallout online and in various social media circles over the privacy issue was huge. Several Facebook groups popped up protesting the changes, one with over 64,000 members. Various websites and news sources picked up the story, including The Consumerist, NY Times, Chicago Tribune, CNN and MSNBC…just to name a few. Also, it was one of the most talked about topics on Twitter, it even prompted twitterati like Peter Shankman (@skydiver) to tweet things like ‘Ouch: Facebook to 170 million users: “We own you, bitches.” ‘
Despite blog posts from Mark Zuckerberg and co. attempting to explain why the switch was made the outrage continued. The posts actually made very logical points. The problem: It’s our guess that the majority of those people so angry about the changes didn’t bother to read them.
Well, yesterday Facebook went back to their old Terms of Service…at least for now. They are still planning a change, but this time they are asking for input from users, using the newly created Facebook Bill of Rights (currently at 42,210 members and growing rapidly). A much smarter strategy from a public relations standpoint. If there was anyone left doubting the importance of social media and it’s role in public relations this should serve as their cue to embrace it.
Tags: Facebook, PR Blunders, PR mistakes, Social Media, Twitter
Posted in PR Blunders, Social Media | 1 Comment »
February 17th, 2009
The terms are used almost interchangeably by some people, especially those in the growing social media/blogging for business area of expertise. So, what exactly is the difference between public relations and marketing?
We think it boils down to the fact that marketing is all about the sale, and while this is (hopefully) an outcome of PR efforts it isn’t necessarily the main goal. Good PR is based on the idea that any sort of success is derived from a mutual satisfaction between companies and their customers/clients. This leads to more relationship management and conflict resolution type activities, with the PR person acting as a sort of go between for those involved, fostering goodwill along the way.
Marketing, on the other hand, is focused on the sale and ‘the bottom line’. Remember those persuasive talks assigned in speech classes? That’s marketing – it’s more about playing up the good, downplaying the bad, figuring out what people want and how to get them to think they want your product or service.
So why do companies focus so much time and energy on public relations if marketing’s domain is to influence actual sales? Because when all other factors are equal consumers will buy from the company they like more, the one with the better reputation. Some have referred to marketing as PR’s evil twin, always focused on the money and sometimes undercutting the efforts of PR – and the line between the two gets blurred when PR people start focusing on ‘image’ and the way a product is presented.
The truth is you need both, and it’s probably a better idea to keep them at least a little separate. Marketing is essential to any business, it drives sales. But what happens when a communications-related crisis pops up? Personally, we’d rather have someone on deck trained in crisis management to do damage control and repair professional relationships than leave the task to a component of our sales force.
What do you think?
Tags: marketing, PR, reputation management, sales
Posted in Guides | 1 Comment »
February 11th, 2009
Press Release are a tried and true component of any PR campaign, but many PR people are continuing to write (and publish) press releases the “old” way. The advent of social media, online newspapers and ‘google’ as a verb means that optimizing your presence online is more important than ever. By writing and publishing press releases the same way as before, more traditional agencies are not taking advantage of the search engine optimization (SEO) potential that could greatly improve the position of their websites and releases in the search engines’ results.
Another advantage of an SEO Press Release is that even small businesses or Do-It-Yourself types can afford to write and submit these. In fact, if you write the release yourself there are several places to submit it that are 100% free.
The main idea is to write your press release so that it will rank well in the search engines for certain keywords. By ranking well you’ll get backlinks from other sites and higher rankings for both your press releases and actual website, resulting in more traffic. Check out this hub from Christine OKelly for detailed info on How to Write an SEO Press Release.
Once you’ve got your press release written it’s time to publish it. Instead of pitching it directly to reporters or editors, submit it to a few of the many online distribution services available. These services will automatically distribute your release to thousands of outlets and put it up on their website. The cost associated with the service varies based on levels of exposure, but there are several options that allow you to publish for free. Check out our list of distribution services on the PR Dashboard for ideas on where to start.
Tags: online news, pitching, PRdashboard, press release, seo
Posted in Media Relations | 2 Comments »
February 9th, 2009
A new survey, Online-Reputation Management, from Weber Shandwick reports that 67% of top execs feel that their company’s reputation is vulnerable online.
This isn’t news to many PR/Online-Marketing people that work ‘in the trenches’. The social nature of today’s internet allows for many more potential reputation damaging situations, and the fact that execs seem to be sitting up and taking notice is great. The report shows that a majority of execs are worried about e-mails that can end up in the wrong hands, in fact 87% of execs admit to having accidentally sent or received some type of electronic message – and about 27% admitted to doing it intentionally.
Aside from rogue emails and traditional media outlets, companies (and their PR people) should be paying attention to their reputation in social media circles. Especially in rough economic times, when layoffs are at high levels and pensions/compensation often suffer, employees are more likely to be dissatisfied and perhaps be tempted to bad mouth their employers online. Only about a third of execs admitted to knowing about an employee engaging in this type of activity and their response to the problem is to pay attention to employee satisfaction surveys, attempting to resolve the issue before the employee takes action.
Perhaps the most alarming section of the report was that only 10% of execs consider building relationships with prominent bloggers is an effective strategy for online reputation management. Depending on the industry this could be a mistake, bloggers and online personalities can wield a great deal of influence over their readers and having a good relationship with them could lead to great PR opportunities – or at least help to avoid potential online reputation crises.
Online reputation management is an increasingly important component of any company’s PR efforts. While execs obviously realize this, they need to include newer social media strategies, as well as their more traditional strategies, in their efforts to manage the brand’s reputation online.
Tags: corporate, media monitoring, reputation management
Posted in Media Relations, Social Media | 6 Comments »
February 6th, 2009
Here it is…the last post of our Advice series! Just a few more helpful tidbits – then a few extra job hunting resources and more places to go if you aren’t completely overwhelmed by now 
“I’ve talked with many recent grads throughout the interview process. Many are missing solid and relevant writing samples for the position they are applying for – but not having gotten your first job yet should not be a excuse. Rather, grads need to find a way to use and sharpen their writing skills. They could volunteer to write news releases or even offer to write or produce an entire website for a local nonprofit. Or they could help a friend or relative get the word out about their business. The idea is to simultaneously grow your portfolio and find a great first job.” ~ Rachel Hunt DPR Group
“Stay current! The media landscape and consumer behaviors are rapidly changing so I always look for applicants who are up-to-date on the latest media news, familiar with the newest media outlets (both online and offline) and understand what consumers are reading, watching and talking about. My clients are very diverse but they all value us for being ahead of the curve with our expertise and so I look for people that can bring that same mind set to the team when I am hiring. Let potential employers know that even as a recent grad you bring value to the table as someone in the know and on top of trends. I personally subscribe to a large number of daily newsletters, alerts and feeds to stay on top and recommend it highly as way to ensure you’re always in the loop. “Embrace Digital! The digital media space is expanding by leaps and bounds and any recent grad will surely be spending a huge amount of their career working with digital so it is essential to get involved and get confident early on. With all of our clients we make sure digital is a part of the media-mix and with many we execute digital tactics that go well beyond the traditional digital campaign. An ideal candidate for me is someone who sees the value in digital and is willing to constantly learn, try new things and grow in their expertise. If you haven’t had the opportunity to work directly in digital yet there are excellent case studies, seminars, resources and information online to learn from – and the great thing about digital is that it is changing and evolving everyday and there are no hard and fast rules. I think recent grads actually have many advantages over more senior folks in PR because the industry is changing so much right now. They bring fresh perspective to traditional media and, more often than not, they have an innate knowledge and willingness to learn in digital media. Additionally, success is no longer guaranteed by how big someone’s rolodex of contacts is so recent grads have the opportunity to jump into a more level playing field to make new connections and possibly change the game for all of us! In the past 6 months I’ve interviewed and met numerous recent grads, hired several of them and watched them absolutely kill it for our clients with their hard work, fantastic ideas and willingness to always learn, try and grow.” ~Victoria Shaw VP, Integrated Public Relations | AMP Agency
The public relations professionals we reached out to also gave us several resources that grads can take advantage of during a job hunt:
PR Open Mic – An ad-free and nonprofit social network for PR students, faculty and practitioners worldwide. Kristin Maverick, Director of Communications at CarrotCreative says “It’s easy and free to join, they host events and offer a platform to promote yourself and your skills.” She also pointed us to Path101, a career discovery destination that offers an advice column to connect with PR pros and experts that answer questions directly.
Also check out the IABC Student Connection, specifically the article Adventures of a New PR Professional by Rebecca Armendariz, and Ned Lundquist’s weekly newsletter featuring jobs for communications professionals.
If all the advice we stock-piled still isn’t enough for you check out these blog posts from various PR pros:
What Young PR Pros can do NOW to Help Their Job Search – from Angela Moore of Starfish PR
10 Places to Find Jobs on Twitter – from Drew Gneiser via the Daily Axioms Blog
5 Tactics to Land a Job Using Social Media (Plus Tips to Do it Right) – from Kelly Rusk’s Web2.What?
Advice For Graduating College Students – from Amybeth Hale
Landing a Great Job – Tips for Success – from Vojtech Horna’s Blog CzechPR
Tags: blog, internships, jobs, networking, resources
Posted in Advice For The PR Grad | 3 Comments »
February 6th, 2009
We’ve received a few more great suggestions recently:
First up is BurrellesLuce, a top-notch media monitoring & analysis service. Someone also suggested MyMediaInfo – a site that has information on media contacts, editorial calendars and outlet profiles.
And now our favorite new addition -MatchPoint. This just launched tool is a search app that helps PR people find the reporters/bloggers that are most appropriate for their specific pitch. Now there are absolutely no excuses left for badly targeted pitches.
Keep the suggestions coming, we’ll try to post them to the PR Dashboard as soon as we get them in!
Tags: media analysis, media monitoring, pitching
Posted in Site Updates | No Comments »
