What’s All the Hoopla?

No, I am not a huge fan of the press release as the “be all and end all” of how to get coverage for your business. Back in the day, press releases were used for real news. Stop-the-presses sort of news. It has evolved into a tool that PR and non-PR folks use and abuse on a daily basis for announcing everything from the launch of a new feature on an old widget, to sounding the alarms about the company’s latest $1K contribution to a local playground. You have to ask yourself, is this news? It’s a tricky question, especially in the ever-changing new media landscape. No, not everything is actual “news.” But editors and writers are hungry for information in the form of tips, expertise, and knowledge. They want to engage their readers more often and in more dynamic, real-time ways. So essentially think of your business as being a content provider for journalists in the form of fresh copy and interesting images. Do not underestimate the power of images and video for promotional purposes. If you must send out that press release, however unnewsworthy, at least include some high-resolution images or video. It will increase your chances of pick-up and force you to see your media assets in a whole new way.

The answer to that common small business question is a resounding N-O! In my humble opinion, one communications strategy should not be expected to pick up the slack for the rest of your outreach because of lack of money. The bottom line is that it’s easier to get the media interested in you if there is already at least a little awareness out there about your product or service. I recently consulted with a start-up consumer company that manfactures high-end kitchen accessories. They spent the first year of their business creating a media buying strategy in national consumer (some vertical) publications. Yes, it was very expensive. But in the end, they experienced a steady increase in sales over time. After several ad rotations in a variety of magazines, they were ready to turn to PR and say “bring it on home.” The good news for their publicist was that awareness had already been built with some of the magazines he was tasked to pitch story ideas to. But let’s be clear. Editorial and marketing departments are very much separated in the world of magazines and newspapers. I don’t believe you have more of a chance to get a “hit” if you advertise with a certain publication. However, if you’re company is rapidly growing and customer response is high due to effective media buying, you’re establishing important benchmarks that you can use to help pitch to publications with large circulations. Another advantage to advertising with major publications (if you can get over the sticker shock) is that you’re putting your product directly into the hands of decision-makers that do have some access to editorial. So don’t be surprised if your cool item does find its way to a writer or contributing editor who also a celebrity. Sometimes it happens, sometimes it doesn’t. The basic idea is that PR is an extremely effective tool which can work beautifully in conjunction with a fleshed-out marketing and advertising program.

I’m really excited about a new business venture that I’m engaging in with two really great women– Emmy Award-winning video journalist Suzanne Menuet and Amy Clark. Next month we’re launching Biz Buzz Video, a video production company specializing in creating 1-2 minutes videos for websites. The great thing about our approach is that we’re not interested in marketing speak, talking points or infomercials. What we’re eager to help people do is to help introduce themselves and their companies to a wide audience by just being themselves, telling the story of the company and talking a little bit about the products and services they offer– all in a short video that people can view from their desktop. The idea is that people are very savvy about being sold to. What most consumers want is just an honest, direct introduction to the products, the company and the people behind it all. And there’s no one that can do that better than the people who make it all happen. So look for more about video production services, and ask yourself if your website is ready to make the next big leap to video.

If you’re a small- to medium-sized business, I bet you’ve asked yourself, “What is the difference between PR, Marketing and Advertising, anyway?” The idea of integrated communications is simple: use a variety of communications methodologies which complement each other in order to meet business objectives. But if you’re not quite sure which direction to follow, here’s an elementary rundown of the differences between these main three areas of communications.

MARKETING
In businesses big and small, generally the marketing dept. is the dept. that allocates resources, a.k.a budget, to communications programs that will help sell products and services. PR and advertising programs almost always fall under the marketing umbrella. Other areas of marketing include promotions (contests and giveaways), events, trade shows, webinars, social media, sponsorships and more. When you think “marketing” think of any activity or process designed to help sell!

According to Dictionary.com, Marketing is defined as: The activities of a company associated with buying and selling a product or service. It includes advertising, selling and delivering products to people. People who work in marketing departments of companies try to get the attention of target audiences by using slogans, packaging design, celebrity endorsements and general media exposure. The four ‘Ps’ of marketing are product, place, price and promotion.

Investopedia Commentary

Many people believe that marketing is just about advertising or sales. However, marketing is everything a company does to acquire customers and maintain a relationship with them. Even the small tasks like writing thank-you letters, playing golf with a prospective client, returning calls promptly and meeting with a past client for coffee can be thought of as marketing. The ultimate goal of marketing is to match a company’s products and services to the people who need and want them, thereby ensure profitability

The folks at PRDiasters.com just came out with their top ten “disasters” of last year. Among them, Whole Foods CEO John Mackey’s fake internet postings; FEMA using staff to pose as fake reporters; Cartoon Networks blinking electronic devices placed under bridges in Boston to promote “Aqua Teen Hunger Force” and more. You know, you just have to have a sense of humor about this stuff.

While a lot of my professional energy is spent on client work and PR, I’ve been very excited about some recent writing assignments that have come my way. For instance, I just filed a story for Austin Woman Magazine for their February issue featuring author and professor Barbara Trepagnier who wrote a fascinating book called Silent Racism: How Well-Meaning White People Perpetuate the Racial Divide. Barbara, a late bloomer in the academic world, is a lovely Southern white lady who embraced this area of sociology as a natural extension of her studies in feminism. She also admits she is racist. Let me explain… here are some of the highlights she describes:

• Race awareness in well-meaning white people—including racial progressives—is both sorely lacking and a crucial piece of the racism puzzle.
• Well-meaning white people who are passive around others’ racism encourage it, whether or not they intend to.
• Slavery and segregation have been transformed into a less obvious structure: institutional racism.
• Race awareness entails understanding three facets of racism: the history of racism in the U.S., how institutional racism operates, and insight into one’s own silent racism and passivity.
• Both silent racism and passivity in well-meaning white people are instrumental in producing institutional racism.
• Throughout U.S. history a small group of white Americans has stood against the racist institutions of their day.

Again, look for the interview in the Feb. issue of Austin Woman Magazine.

OK– I don’t want to be accused of pimping my client’s products on this blog, so I make it a point to let people know about things I TRULY love after I’m done working for them or especially if I’ve never even met them. In other words, I ain’t makin’ a dime if I say that:

1) I’ve discovered the best kitchen mat in the world. Seriously. This is a million dollar idea. I don’t know about you, but I spend a lot of time in the kitchen, and someone finally figured out a way to make a beautiful, shock absorbent, bacteria resistant kitchen mat. The guys at Let’s Gel are getting a lot of attention. They were featured in the New York Times gift guide this year; they’re being used in the test kitchens at Bon Appetit, Paula Deen’s got one; Ina Garten’s got one; and it’s already been on HGTV’s “I Want That!” Get one, or get one for the chef in your life. They’re also at Bed, Bath and Beyond.

2) This is the craziest thing I’ve heard of lately. After seeing “Blood Diamond” I put a halt to buying (or asking my husband to buy) diamonds of any kind. I just don’t know where they’ve actually come from, and I really don’t want blood on my hands, or wrists or earlobes. So it was a complete shock that I also had to worry about another love of mine… chocolate. Did you know that most of the chocolate we consume has links to child slavery in parts of Africa? That’s right. So what’s a conscientious chocolate lover to do? Well, visit StopChocolateSlavery.com and learn where you can get slave-free, fair trade, and organic chocolate products. You really do have a number of choices, so make them wisely.

3) Check out Firefly Children’s Boutique in NYC or online. They have great, unique clothes, gifts and toys for the hip kid at unbelievably reasonable prices. I particularly love their selection of wooden toys, puppets and fashion for kids.

4) In 2007 I celebrated my 20 year high school reunion. It was great to see old friends and just catch up on what everyone was doing. I was super-impressed with how diverse and brilliant all of our careers seemed. Again, I would not just tell you I liked something just because I’m fond of the person. I am genuinely impressed with this stuff.

- Geo Toys: Founded by my close friend Bob Galinsky, he set out to do what no one had done before… create an exceptional geographically accurate puzzle for continents. Each of his Geo Puzzles has puzzle pieces in the shape of countries. Bob has the US, Africa, Asia, Europe and South America as well as other fun geography-based toys. I was recently at Whole Earth in Austin, Texas and was happy to see his toys front and center! Way to promote world peace… piece by piece!

- Thank You Bear is a remarkable and simple children’s story written and illustrated by one of the coolest kids in my senior class… Greg Foley. Greg and I had some classes together in high school, and he contributed artwork to our newspaper (of which I was editor). After graduation, he went to the famed Rhode Island School of Design and then pursued a fantastic design career in NYC. And with endorsements from David Bowie, Karl Legerfeld, David Byrne and more, Greg wins the uber hip award from me. Now I just need to get him to sign a copy of Thank You Bear for my son!

- Julia LaShae was in my cute little circle of girlfriends in high school. She was super smart, a total doll and one of the nicest people I remember. It was people like Julia that made high school tolerable and even fun. So when I heard that she was a jazz singer in New Orleans, I was so thrilled and not at all surprised. I’ll never forget that sultry fire engine red satin dress with elbow length gloves she wore to prom. Girlfriend knows how to sing those classic tunes from the 20s, 30s and 40s. Buy her CD.

Well, that’s it for now… I’m always going to share information on products, pursuits and people I love. Enjoy!

Happy New Year, everyone! We all know that the business of publicizing and promoting your business is always on your mind. In November and December, however, PR sometimes has a tendency to run aground in the swirl of holiday activities, last minute accounting, and the rush of media surrounding retail trends. So here are five down and dirty ways to kickstart your resolution to pay much needed attention to the communications program that will take your business to the next level:

 1) READ: Whether your business is targeted to general consumers, or a more select audience, make a list of the top ten print publications that your customers read. Think about everything from websites to national magazines and subscribe to them. When you take your morning coffee or tea, spend just ten to fifteen minutes browsing these publications so you can get an idea about what your customers are reading about and, as a result, buying.  Don’t forget to figure out which print journalists in your hometown are the best match to report about your product and resolve to really spend some time reading their articles throughout the year so when you’re ready to pitch, you know who you’ll be dealing with.

 2) WATCH: Do the same thing with television. Think about everything from one-hour documentaries on TLC, A&E or The Discovery Channel to your local weekday morning new shows. Cultivate the mindset that you’re not just interested in telling people about your service or product but, rather, you’re giving them information that you can use.

3) ACT: In other words, fake it ’til you make it. Believe that you can be a valuable spokesperson or resource on anything and everything related to your industry. This not only makes you a more attractive interviewee for journalists, it can force you to really pay attention to the core messages of your business when you may be on camera at the drop of a hat. Remember to dress the part, take care of yourself, and get enough rest. Like in every area of life, being happy and healthy are major attractors to getting what you want, when you want it.

4) WRITE: Even if you don’t know how to get started in starting or revamping your communications program, it all starts with the basic raw materials: copy. Sure, you may not be a great writer. But you need to have at least a few rough drafts that you can hand off to a pro once your ready to get going. Take a swing at writing a one-page professional biography on yourself, then ask your executive team to do the same. If your stuck, start off with a list of ten questions that need to be answered about you and the company including:

• What are some of your professional highlights from the last ten years?
• Why did you decide to get into this industry?
• What was the genesis for starting the company?
• How has business changed over the last few years?
• What makes you qualified to be in this industry?
• How are your products/services unique?
• What are some things that partners say about you?
• What are some things that customers say about you?
• How have your products/services evolved over the years?
• Where are you from, and where did you go to school?
• How many employees do you have and what are your plans for growth?
• What sorts of media coverage have you received in the past?

Once you answer some of these questions, categories, stories and fact sheets begin to emerge. Then simply hand off what you’ve generated to a writer, and you’ve got the beginnings of a basic press kit.

5) COMMIT: It goes without saying that you can’t do it all alone. The most successful people are that way because of the people they surround themselves with. Do not trust communication with the media, developing important talking points, or sending out a press release to your office manager. If you can not afford a full-time or part-time in-house communications pro, negotiate a contract with a respected PR consultant who can at least help you navigate these sometimes tricky waters. Make a commitment to yourself and to the health of your business to take that first necessary step to work with a communications professional, even on an hourly consulting basis. It’s an investment you can not afford to scratch off your budget. 

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OK– I admit that I can be an overachiever. That’s why I need to add a SIXTH way to get your PR on in 2008.

LEARN: I know we’re all pressed for time, but there are a LOT of great PR/Communications/Marketing blogs out there that are literally giving away trade secrets for FREE. I absolutely love that so many smart and talented people are sharing years of experience through the wonderful world of social media. Expand your business know-how and check out The Bad Pitch Blog for a funny inside scoop on good PR practices gone bad. Also, try visiting The Buzz Bin for intriguing posts on marketing, social media, PR and all things related to communicating who you are.  And I’ve recently discovered The Viral Garden, a really information-centric blog for those interested in learning more about how to incorporate and utilize social media for small businesses, among many other things. And if you’re itching for some interesting insight into the mad world of the ad world, stop by HeeHaw Marketing. You’ll dig it.

I Just came across a pretty nice website outlining the elements of a responsible press office. For the basics on how to construct a press release or media advisory, check out the International Information Programs site from the U.S. Dept. of State. There is also some very helpful info on the before, during and after of crisis communications, setting up a press conference, event planning, ethics and more. Sure, your business may not be the State Department, but isn’t it interesting to see how the other half lives?

I just wanted to take a moment to acknowledge some really great communications pros who have influenced me and with whom I’ve worked over the years. I’ll be acknowledging more people later, but this is the short list.

When you’re looking for talented PR, Marketing, Branding, Events pros, everyone has a unique set of skills. Sure, most of us can bang out a press release when asked, but when you’re hiring someone, it’s really important that you “click” as well. That’s the secret ingredient to a great relationship.

Phil West of Luminaria Media & PR has been a friend and colleague since 1996. He’s smart, savvy and with an extensive background as a journalist, he’s gotten some great national media “hits” over the last few years.

Nettie Hartsock of Nettie Hartsock Communications is hands down one of THE best social media experts I’ve ever met. I’ve bombarded her with questions more than once, and the depth of her experience and her ability to help clients strategize about how to properly use the blogosphere has upped my own PR game significantly.

Cyndi Hughes of Hughes Literary Services ia just about the best go-to lady for all things books. Whether you have a publisher or not, Cyndi can help you navigate through marketing, publicity, book signings, you name it. She’s also a great editor!

Peggy Hubble of Vollmer PR was my mentor in the mid-90s and now operates a successful branch of Vollmer PR in downtown Austin. As the former PR Director for NBC News (among many other impressive titles) she is a seasoned communicator who is absolutely fun to work with. She’s had some great arts, entertainment, technology, non-profit and corporate clients throughout her career, and she delivers.

Jenny Medford at Websy Daisy is a no-nonsense small- to medium-sized business web designer. She has a great client roster, is fast, friendly, reliable and affordable. She’s a wonderful resource if you need a website for a new business, or revamping an old one.