- Vegas (for a tradeshow)
- Your boss'/client's house (for a meeting)
- The bathroom (to cry)
- The event venue of a fraternal order
- The bookstore (to buy an adult magazine that features your business/client)
- A reporter's house
- A town you've never heard of (for a tradeshow)
- A cab line
- The most expensive restaurant you'll ever dine in
- Somewhere in your boss'/client's car
- Fedex Kinkos (where you will arrive 1 minute after the package drop off deadline and plead for some to take your delivery so you won't get fired)
- A farm, data center, manufacturing plant or other location where your company's product or service originates from
- A video editing suite (where you will stay for hours... and hours.... and hours)
- The airport (not to travel but for a meeting)
- A ridiculously expensive hotel (where you will have a room that you will not use because you will be working all night)
- A drug store (for antacid)
Monday, November 7, 2016
Thursday, October 27, 2016
The second reason is that companies are seeking a quick way to buy relationships with media so they can accelerate their growth. Unfortunately, this is a wrongheaded approach and doubly so if it comes at the cost of hiring a great storyteller.
Companies, especially start-ups, frequently miscalculate their importance in the market. They’ve invested so much time, talent and treasure to developing their products, routes to market, partnerships, etc., they believe they've created the "next big thing." They may have, but getting a reporter to believe that is a tall task. Reporters need facts, data, third party validation, customer stories, etc. to be convinced. They also need to see a company consistently deliver over time.
A company who hires a candidate or agency with existing media relationships in their category can certainly expect that a reporter will more readily take their call but if they don't have a strong, convincing story to tell, that advantage quickly evaporates.
The key to success in this approach is transferring the trust a reporter has in the new hire or agency partner to the company brand. To accomplish this, the PR professional has to be able to credibly deliver a story that resonates with the reporter. Reporters will take the call because of a preexisting relationship with the PR representative but if they can't deliver something newsworthy, they won’t write. Not only that, but the company's brand and the PR manager's or agency's relationship with that reporter will have been damaged. Just like Persian kings, they will kill the messenger if they don't like what they hear.
The PR agent’s relationship that was an advantage for the company no longer exists and the company will quickly find it has to make a new hire because media will no longer take their calls.
Wednesday, October 19, 2016
Don't buy a video. Buy video assets. #SIC16— Rival IQ (@RivalIQ) October 19, 2016
Treat a video as an introduction. It's leading to another step. #SIC16— Rival IQ (@RivalIQ) October 19, 2016
Real estate at the front end of your Facebook videos is invaluable. More than 5 sec of viewership is a rarity. #sic16— Jess Columbo (@JessColumbo) October 19, 2016
Vimeo is a platform for hosting artistic works, but it has no reach. #SIC16— Tony White (@anthonynwhite) October 19, 2016
The first thing to do after you decide you want to do a video, ask yourself what's the video for? #sic16— Rival IQ (@RivalIQ) October 19, 2016
Tag everything. Use it to understand the good, the bad and the ugly. Measure the whole journey. #SIC16— Rival IQ (@RivalIQ) October 19, 2016
Mobile has blown up many of the ways we've been measuring #SIC16— Ken Gillgren (@kengillgren) October 19, 2016
1000 new mobile apps are submitted to iOS and Android stores everyday #SIC16— Ken Gillgren (@kengillgren) October 19, 2016
1000 new mobile apps are submitted to iOS and Android stores everyday #SIC16— Ken Gillgren (@kengillgren) October 19, 2016
Red Bull TV mixes planned events and capturing spontaneous moments #SIC16— Ken Gillgren (@kengillgren) October 19, 2016
Types of videos: (1) Sneak peek/behind the scenes, using narrative style, e.g. Coca-Cola On the Ground series #SIC16— Ken Gillgren (@kengillgren) October 19, 2016
It's the golden age of context! From your phone's contextual data we know where you are, what you're doing, what music you like. #sic16— Jess Columbo (@JessColumbo) October 19, 2016
Branding & advertising must change to build trust. Authenticity, not artifice. Purpose, not personality. Faith, not Fear. #SIC16— laurel mcjannet (@mrsmcj) October 19, 2016
Importance of cross-platform identity: 53% of people who own two devices switch between them to complete tasks or activities. #sic16— Jess Columbo (@JessColumbo) October 19, 2016
"People don't buy what you do. They buy why you do it." Brands need to live their values day in, day out. #SIC16— laurel mcjannet (@mrsmcj) October 19, 2016
"There are 5 million apps in the world today...and we spend 80% of our time in a total of 5 apps." #sic16— Jess Columbo (@JessColumbo) October 19, 2016
WeChat provides a glimpse to the future. In China chat is like the internet is to us. #sic16— Melissa Milloway (@MelMilloway) October 19, 2016
"Apps are replacing the web and are becoming the best way for customers and businesses to connect." #SIC16— Seattle Interactive (@seattleinteract) October 19, 2016
Content is necessary for engagement with millennials - not just ads. #SIC16— Brittany Mosley (@StellaLibretto) October 19, 2016
When we get to 2020, 6 billion people will have a smartphone #SIC16— Seattle Interactive (@seattleinteract) October 19, 2016
2/3 smartphone users have downloaded ZERO apps this month. #sic16— Melissa Milloway (@MelMilloway) October 19, 2016
How to get into people-based advertising? Start with retargeting #SIC16— Pamela Lamon (@PamLamon) October 19, 2016
80% of consumers want a personalized experience. Only 20% believe they are getting relevant ads #SIC16— Pamela Lamon (@PamLamon) October 19, 2016
"What about all of these other places where our consumers live?" Games, comic books, etc there are other mediums we miss. #sic16— Melissa Milloway (@MelMilloway) October 19, 2016
Tuesday, October 18, 2016
Seattle Interactive Conference 2016 is underway and there are many key takeaways for communication professionals. Below is a curated tweet stream of all the most important information shared at the conference.
(As of 4:30 p.m., 10/16/2016)
Design cannot save failed content. Neither can post production or technology. #SIC16— Blulink Solutions (@blulinktweets) October 18, 2016
Great stories can be told on smaller budgets. Storytelling doesn't need to be complex to be effective. #sic16— Melissa Milloway (@MelMilloway) October 18, 2016
Don't use stock photos, think ahead about the visuals you want to use. Use authentic images, show authenticity. #sic16— Melissa Milloway (@MelMilloway) October 18, 2016
Facebook Live is too new for best practices, but needs at least 7 minutes to reach optimum audience. #sic16— Kristina Bowman (@Kris_Bowman) October 18, 2016
Everyone is focusing on video everything - but PEW study shows that millennial actually prefer to READ their news vs. watch it #SIC16— Natasha Jarmick (@NatashaJarmick) October 18, 2016
Only 52% of Americans could recall who published an article they read from a feed. This is not good for newspapers. #SIC16— Emily (@EmilyGoll) October 18, 2016
Trust on desktop = content, depth, look, illustrations. Trust on mobile = speed, meet expectations, give the next step #sic16— Charlene Marsh (@charlenemarsh) October 18, 2016
The Power of Honesty: People make decisions based on emotion. Make sure to answer "Why" they want to engage with you. #SIC16— Tim Rager (@TimRager) October 18, 2016
Definitely true. As long as it's not creepy or invasive, customers really appreciate #personalization. #digitalmarketing #SIC16 https://t.co/Qf2y6jb07v— Garrigan Lyman (@GarriganLyman) October 18, 2016
There had to be 1 guy @ #SIC16 wearing a 3 piece suit. Tomorrow I'm mixing it up w/flipflops, speedo and a bow tie #workit— Jason Humeniuk (@VanMortgage) October 18, 2016
#SIC16 PR metrics should be tied to Business goals, not "impressions" on a release. Don't report sloppy numbers. ~ @rebekahiliff @AirPR— Brian Crouch (@BrianCrouch) October 18, 2016
Marketers and PR folks who are critical thinkers will have the most impact for brands. @seattleinteract #SIC16 "Can PR be automated?" pic.twitter.com/zCmbN6EyU9— cponeill (@CPONEILL) October 18, 2016
Struggle to get executive buy in? Speak their language, show the benefit, bring a solution to a problem and come with confidence. #SIC16— Rival IQ (@RivalIQ) October 18, 2016
We need to "start looking at the quality and not the quantity" in the pitches. - @rebekahiliff #SIC16 #PR #mediarelations— Bo Jungmayer (@njung23) October 18, 2016
One of the biggest mistakes that #marketers make: Not using the data from their analytics. When you get feedback, use it! #SIC16 #marketing https://t.co/juazRvFML2— Garrigan Lyman (@GarriganLyman) October 18, 2016
"The vehicle is as important as the idea itself." @alapera from @buzzfeed at #sic16 @seattleinteract pic.twitter.com/laX2TGwF5P— Perry Sjogren (@PerrySjogren) October 18, 2016
Media buyers, take notice: Podcast listenership is increasing, says @larjmedia. #SIC16 @tinanole pic.twitter.com/BQl1LMuV87— Garrigan Lyman (@GarriganLyman) October 18, 2016
“After 2 minutes of video, 60% of your audience is gone. Average podcast is listened to for 22 minutes. 22 minutes!” No ADD here. #SIC16— larj media (@larjmedia) October 18, 2016
Who's doing AR right? Google Translate, Yelp, Best Western, and (of course) Pokémon Go according to @IndigoSlate #AR #SIC16— Cara D'Amato (@ccdamato) October 18, 2016
Consuming news media in AR and VR will immerse us into the journalist POV. Better than paper? #SIC16— //OK (@OuthornK) October 18, 2016
More than 84% of communication will be visual by 2018. Gen Z uses Snapchat more than they text. #SIC16— Ethan Parry (@EthanParry3) October 18, 2016
Tuesday, October 4, 2016
Wednesday, September 14, 2016
Increasingly PR pros need to understand that articles need to be treated like data points that add up to something much greater than their “feel good” impact that comes from seeing the company's name in print.
- Database your and the competition’s coverage - every piece if possible but at the very least a representative sample from key publications, websites and other outlets. Only by looking at coverage in a consistent way over time will you be able to identify the factors that have the greatest impact on your business data. Capturing your competitors coverage gives you a way to benchmark yourself against industry performance.
Databases can be as simple as an Excel spreadsheet or a more complex online system but be careful to distinguish between content collection or monitoring systems and a measurement solution. Content collection systems can help you populate your database and may offer some services to meta tag that coverage with message pick-up, tonality, competitor mentions, etc. but unless you have customized your database to align with your communications goals, you’ll be overwhelmed with data that offers very little value.
- Meta tag based on how you are spending your PR program dollars. If you are spending money to drive product reviews or executive visibility or trade show briefings, you'll need a way to evaluate what coverage resulted and the quality of that coverage based on the goals of those programs. Your database should allow you to identify the factors that drove coverage so you can gauge how those programs are performing, not just in driving coverage but also where they contribute to business performance.
- Start integrating your data into marketing reviews. Only by taking the time to review what you've collected against business data will you start to uncover the impact. It may take several review cycles before patterns emerge as you isolate various factors. Don’t over commit to how quickly you will be able to show value from the measurement program. You may need 6-9 months to get the database structured correctly and find correlations with other marketing and business data.
- Value quality over quantity. Many measurement projects start as an attempt to perform a coverage census – namely, capture every single mention of the company or organization. Instead, look to perform a survey by capturing a representative sample of coverage and focus your resources on improving the quality of insights you are deriving from your database. That could mean improving the meta tag structure to allow for better correlations or spending more time teasing out insights or streamlining the project to focus on only the high value programs so you can better tie those results to the business impact.
Tuesday, September 6, 2016
But getting customers to agree to provide a reference can be difficult for a number of reasons. Customers often cite the belief that your product or service offers them a competitive advantage, a desire to control how their brand is presented to the world or managing the volume of reference requests as factors preventing them for participating. For the individual who fields your reference request, it can also involve securing approvals from multiple layers within the company (departmental leads, the executive team, corporate communications, legal, etc.). At the end of the day, asking a customer to share their success story requires a significant effort and a whole lot of trust.
So, what can PR pros due to lower the barriers for the customer participation while establishing the strong relationship with the buyer necessary for securing a case study? By starting with small asks that are easier to fulfill, you can demonstrate your value while you build a relationship with them.
Here are 4 ways to get customers involved, starting with the ideas that take the least investment on their side:
- Ask for customers to participate in social media - Social media remains a simple way to get customers engaged and offers many opportunities to build stronger relationships. Start by asking customers to share your news. Often times this type of request significantly lowers the internal barriers that your buyer faces. They can use their personal social media channels vs. the company channels to promote your product or service which reduces the internal approvals required. They can also support you without having to share details about their specific implementation. You can amplify that support on your social channels and point reporters to it. Once a level of trust and participation is established, you can
- Write a guest blog post for them - This can be another easy ask of customers especially if you offer to ghost write it for them. If you make your buyer sound like an expert in their field while laying the foundation for future sales, you both benefit. Blog posts don't have to be about a customer's specific implementation, either. Your buyers can lend their credibility by establishing the need for your product or service; outlining key buying decision factors; or reviewing specific features and functionality.
- Logo usage - Asking a new customer to use their logo on your website and press materials might seem pretty straightforward but starting here can be risky. What if the customer says "no?" A company's logo is an extension of their brand and many like to keep tight control over its usage. Being told you can't use the customer logo makes all future requests for support more difficult. Some vendors don't ask at all, either in their haste to take advantage of the new customer win or as a deliberate strategy to avoid being told "no." For PR pros trying to decide how to move forward, it comes down to your organization's level of comfort with asking forgiveness vs. asking permission. If you use a customer's logo in presentations to media without asking, your sales and executive teams may end up having an uncomfortable conversation later when your customer discovers the unauthorized use. Work with your sales leaders, customer relationship teams and executives to develop an approach that best fits your organization's relationship with customers and appetite for risk. The best path forward may be some hybrid approach.
- Event participation - This can be a larger ask but if you are willing to invest to get the buyer to attend, it can yield tremendous benefits. Even if the customer doesn't participate directly in meetings with the press, video of stage presentations at the event can be repurposed with reporters without requiring additional participation of your buyer.