Why Your Marketing Plan is like A New Year’s Resolution
Article highlights:
- As with diet and exercise, consistency makes all the difference in marketing and public relations.
- Four realistic tips for daily implementation of marketing plans.
- Discipline and willpower are keys to weight loss and winning marketing plans.
If you sat down at your desk the first workday of the New Year, and vowed to do something bigger and better to market yourself or your business in 2012, you certainly were in good company. There’s nothing like the fresh start of a New Year for motivating us to tackle what seemed to be an overwhelming task last year. But, unfortunately, the odds may be stacked against your well-intentioned plan.
Read more on Why Your Marketing Plan is like A New Year’s Resolution →
Radio Stations – They’re Now Web Sites That Also Happen to Broadcast – Part 2
Article highlights:
- How radio stations have married social media and traditional media into entertainment powerhouses.
- Why social media is important if you wish to be a guest.
Yesterday I introduced you to Alex Hinojosa, former full-time radio personality and current Senior Campaign Manager at EMSI. Alex was working as a talk show host/executive producer in a major market, Atlanta, when I lured him away in September of last year, so he has an up-to-the-minute understanding of the changes radio has undergone.
I asked him to explain those, and how they affect people who use radio appearances as a core part of their marketing strategy. Here’s the rest of our interview.
Read more on Radio Stations – They’re Now Web Sites That Also Happen to Broadcast – Part 2 →
The 2011 “How We Learn From Others” PR Awards
Five of the Year’s Best Lessons From the Wild World of The Media
Article Highlights:
- Arnold Schwarzenegger’s head-on diffusion and Anthony Weiner’s denial and implosion.
- Lindsay Lohan’s cry for attention.
- Herman Caine’s affair denial that cost him his campaign and Newt Gingrich’s upfront admission that made the issue a non-starter.
Should auld acquaintance be forgot – and this year, there were a few that some media figures would certainly like to.
Now is the time the media looks back on the most significant stories of the year. Since we work with the media, we like to look back on the most significant stories in terms of PR. As comedian Jeff Foxworthy says, “You can’t fix stupid,” but what we can do is learn from others’ mistakes (and successes) to make better PR choices for ourselves.
Read more on on the year’s five best PR lessons from the wild world of the media. →
Is 2011 the Year of Social Media?
Two Ways We Know Social Media is Here to Stay
When it comes to the media, it takes a lot to really amaze me. It’s not that I’m a cynic. It’s just that I’ve been professionally involved with the media for over 21 years and I’ve seen its evolution. I’ve lived through the days when press releases were Xeroxed and sent in the mail with a postage stamp, through the times when the fax machine was king and finally into the age of the email blast through an electronic database. And while I’ve marveled at these technological advances that increased a PR professional’s speed and reach, none of them really floored me.
Until now.
How Small is Too Small?
Why Small Radio Station Interviews Can Be Just as Good – If Not Better – Than the Big Ones
There is no question that the activity of public relations is primarily a numbers game.
The predominant viewpoint is that a campaign that reaches a large audience is typically a successful campaign. But when you delve beyond the surface, you may be surprised to discover that there are still instances in which smaller can actually be better.
In radio, that is very much the case these days.
So much has changed in the world of talk radio, where the power of the station isn’t as relevant as it used to be, primarily because of three key elements: ratings, formats and the Internet.
Want To Promote Yourself?
The Secret is that it’s NOT all About You
Sometimes the harshest truths are the most important ones.
In public relations, one of the most important truisms revolves around the primary question that the media asks itself as it evaluates the potential stories it may cover: Who really cares?
They ask that question not out of rudeness, but rather out of a genuine desire to serve their audiences. Now, as consumers of the media, we may argue some of their choices of stories (I’m completely mystified with the media’s fascination with the cast of the Jersey Shore, but that’s just me), but we have to remember that the media’s revenue comes from the size and scope of their audiences. If they believe their audience wants to hear about a particular person or story, you can be assured they’ll cover it.
What is a 3-D PR Campaign?
How the Different Elements of Your PR Campaign Work Together
With all the movies coming out in 3-D these days, I started thinking about how a good PR campaign also has its own 3-D elements. Well, really, there are four types of media outlets today – TV, radio, print (offline and online) and social media – so you really need a 4-D strategy (a point I am sure I will be arguing online at some point with a smart-aleck physicist who takes issue with my science).
In PR, unlike movies, 4-D is the only way to go. I mention this because people frequently ask me which of the four media outlets I think is better. I try to explain that each one is effective in its own right, however, as the media feeds off of itself, the most effective PR campaign will include using all elements in a strategy that leverages a 4-dimensional approach.
What Are the Building Blocks of a Modern-Day PR Campaign?
Presenting the NEW Face of Public Relations
After 21 years in the PR business, it has become increasingly apparent to me that it’s time to drive a new milepost into the ground.
While the media has been specializing in reinventing itself every few business quarters, the business of marketing has been slowly evolving, trying to keep up with the changes. Regular readers of this column have seen some phrases making repeat appearances, such as social media, email blasts, online news outlets and other terms that refer to some of the technological advances that have hit modern marketing communications. As each of these new areas of outreach emerges, our tactics as PR strategists are changing with the times.
How Can I Supercharge My Social Media Efforts?
Why You Should Use Social Media to Build Your Opt-In Email Lists
By now, everyone knows that social media is a key component to any marketing campaign. At least if you’ve been reading these newsletters you do. But aside from the obvious benefits of outreach and awareness, there is something else you can be doing with your social networking campaign that can supercharge all of your efforts: build an opt-in email list.
I know from my own experience that social media marketing has enabled me to increase my email list by thousands, with those on the list continuously receiving my newsletters that carry my advice, tips and message.
So You Think You Have Social Media Covered?
Here Are A Few Reasons You Might Want to Think Again
I remember when the Internet first gained prominence and it became apparent that having a Web site was essential for any commercial enterprise.
Back then, Web designers were not plentiful and few people thought to hire a professional to create a Web site. They felt that ANY Web presence was better than none at all and they found people they knew to help them who were “into the whole Internet thing.”
What Can We Learn From the “Occupy Wall Street” Media Coverage?
If You’re Not Getting Your News from the Internet, You May Not be Getting All the News
For the last month or so, what began as a small group of protestors on Wall Street has become a national phenomenon. Satellite protests have popped up all over the country and the media is abuzz with coverage and opinions about the movement.
Whether or not you agree with the protesters, the thing that’s interesting to me as a PR person is how the story has grown and where its initial push began. The way it has grown is just another proving ground for why the Internet has become such an important source of news and why people executing PR campaigns should sit up and take notice.
Social Media is How the Big Boys Play
How Social Media is Changing the Way the Media Markets Itself
You don’t have to tell Kevin Reilly, entertainment president of Fox Broadcasting Company, that social media is a good way to market new shows. He already knows.
At the MIPCOM show, a TV and entertainment conference and market held in Cannes, France every year, Reilly said the network is using social media to build awareness of new shows with tremendous success. Reilly gushed over how social media has made shows hits like Glee and New Girl, almost before they even hit the airwaves.
Are Press Release Services Worth It?
Why Free or Low-Cost Press Release Services Might Not Deliver What You Really Want
Since the early days of consumerism, there is one catchphrase that is still difficult to deny: you get what you pay for.
In the PR business, I’ve had experience – as have some of my clients – with the free or low-cost press release services that seem to have proliferated all over the Internet. In fact, if you Google press release services, you’ll find a wide variety of them. Moreover, a reasonable number of them can deliver on the promise of getting your press release picked up by a good number of Web sites with hits that will show up on your Google and search engine profile. And, once in a while, a release on these services may indeed garner the interest of one or two sizable news outlets. Read more
So, How Many People Am I Going to Reach?
It’s a More Complex Question Than You Think
Irony has a way of sneaking up on you when you least expect it.
One of our clients was at a convention this week, and among his activities, he was hosting a panel on the digital revolution in the entertainment industry. While his credentials in the entertainment business are solid, he has yet to figure out how to operate his new Droid smartphone.
So one of my staff emailed him, pointing out the irony and the client emailed back, “I thought ‘digital’ meant they were going to talk about fingers!”
What Can I Expect From My Online Exposure?
It used to be that people went to a neighborhood coffee shop in the morning, with their morning paper under their arm, ordered a large coffee and sat down to read the news of the day. Nowadays, the paradigm has shifted just a bit. Today, they go to a Starbucks with an iPad or smartphone in their pocket, order a large coffee (just to have the barista tell them it’s not called large anymore – it’s called Vente) and sit down to check the headlines on their phone.
Years ago, if PR firms got a news placement for their client online, it was like a little bonus — a cherry to put on top of the sundae. Today, it is the very life-blood of PR, with online news coverage making up the majority of how people get informed today. Read more
So, What’s The Value of All My PR Efforts, Anyway?
How To Measure The Results of Your PR Campaign
I tend to use this space as a “how to” venue. I like to share my insights on how to get the media excited about you, your message, your products, your services and books. My hope is that the information I offer will enable you to generate media placements for yourself to further your public relations efforts.
However, I’m frequently asked about the value of PR in relation to the business goals it’s designed to enhance. People wonder what will happen if they’re able to achieve a picture-perfect PR campaign and get the media to notice them and generate coverage for them. They wonder if the upside is increased sales, or if it’s in the branding or maybe it’s just the increased exposure for their company or projects or their book.
The short answer is yes, but the long answer is a bit more complicated than that. First thing’s first. When we do a print campaign, for instance, we rate it based on the reach of the publications in traditional print outlets and online outlets. We use two key terms – circulation and visitors per month (VPM) – and while one of those terms is old and the other is new, they are based on the same principle. Read more
Social Media: Why the Number of Followers Matter
Last week, we talked about the fact that having great numbers with your social media outreach on Twitter, Facebook and LinkedIn was not as important as what you did with them. My point was that having good numbers alone was not the goal in and of itself, that you needed to serve those followers with great information so they have a reason to continue following you.
This week, I want to go back and focus on the importance of the numbers, because I feel I may have done that point a bit of a disservice. You see, the numbers of followers you garner will be the driver of your efforts and provide an instant way of establishing your credibility with audiences who may not have ever heard of you. Read more on social media: why the number of followers matter →
Why Social Media is More Than Just a Numbers Game
About a year ago, the big social networking news was that Ashton Kutcher set a record on the most rapid rise to having more than one million followers on Twitter.
That record, and five dollars, could have bought him a small latte at the Starbucks on Wilshire Boulevard. As I discuss the use of social media with people, too many times I get drawn down that same vortex of talking just about the numbers. And, don’t get me wrong – numbers are important. In social media, numbers equate to people with whom you can communicate directly about your message. In my business, numbers are a paramount concern and that’s why I take pride in the fact that my in-house team (the same team who work the social media network for our clients) has built my profiles to a cumulative 55,000 followers and rising every day. Read more on why social media is more than just a numbers game →
Why You Need To Use Social Networking?
Did you know that Sarah Palin hasn’t given a media interview in months?
It’s true. She doesn’t talk to reporters at all. Outside of her commentary stints on Fox News, she has no direct contact with any journalists in print, on radio or on TV. So how is it she constantly stays in the headlines? One word: Twitter.
Palin lets the world know what she thinks through Twitter feeds and then comments on them through other social networks, like her Facebook page. She is still mentioned as a potential presidential candidate and her name appears in the news almost every week.
Is there any better evidence that social networking is not a fad? Read more on why you need to use social networking →
Who Do They Trust? New Study Reveals Bloggers Drive Consumers More Than Celebrities
One of the key paradigms that is shifting in today’s PR world is the influence of bloggers.
Keeping in mind there are hundreds of thousands of bloggers on the Internet today, there are some who drive opinions far better than even celebrity endorsements. According to the 2011 Social Media Matters study by BlogHer.com, women who read blogs routinely trust implicitly the advice and recommendations they receive, especially if it is from a blogger they follow on a regular basis. Read more on bloggers driving consumers more than celebrities →
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