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PR Best Practices Set Good Example for Social Media Strategy
If businesses and marketing managers would approach social media the way public relations professionals approach developing a story and pitching it to editors, they would get a much better return on their investment.
So what do I mean by that? In marketing and advertising you can say whatever you want, however you want, because you’ve paid for the right to do so. In PR, you have to say what the editor wants to hear and ultimately what the reader or viewer wants to hear to get your message across. We use talking points and corporate speak, even though we try to limit that, so we’re not completely “pure.” But we are trying to tell a story and engage the reader in a thoughtful and helpful way. In social media, key messages, blatant boasting (even not-so-blatant boasting) are killers to the conversation.
And that’s what social media is really… a conversation.
No matter who we are, where we work, we all have agendas and topics we are passionate about. We all have opinions. So ultimately, we all have conversations we want to join. If you’ve already figured out why you should be involved with social media, the next step is creating a strategy. Think about the outcome and decide what types of questions you will need to ask yourselves to make that a reality. Some examples:
- What types of people would be interested in our conversation?
- Where are they at?
- What are they talking about?
- Is it appropriate for us to join that conversation and, if so, when?
- How do we provide value to the conversation?
- What is the best way to get their input into our product or service without offending?
What PR and social media should attempt to do is earn trust. When credible and transparent you can do this. If you think about your social media tendencies and what keeps you following someone or removing them from your friends list, you can create a strategy that is right for your business…and not offensive to potential customers.
Shelby Kraus
Vice President, Public Relations
Account Manager
Henry Russell Bruce is a strategic marketing and Internet marketing firm that uses research, brand-building, advertising, media buying and planning, design, public relations, Web design and strategies to help clients grow market share, generate new business, create brand loyalty and measure marketing results to build and support its clients' brands. HRB, founded in 1973, has offices in Cedar Rapids and Davenport, Iowa. For more information, contact HRB.
Social Media Make Muffins Disappear
As we all learn more about the power of social media we are also learning about the best uses of it. Not every type is right for every business. We’ve seen businesses make mistakes of trying them all on for size and ending up with a mess.
It is just like public relations, advertising or marketing, there are strategies and tactics that work well for certain audiences as well as what you are trying to sell. One of my favorites and one of the most effective social media campaigns is the Intern Hero campaign orchestrated by Little Debbie (a brand of cookie- and cake-based dessert snacks from McKee Foods Corporation headquartered in Collegedale, Tenn.)
Wanting to reach the college demographic, Little Debbie decided to reward our nation’s interns and to promote Little Debbie Muffins. It created a campaign that caught on quickly. The summer of 2009, Little Debbie gave out 200 large sampler boxes of Little Debbie muffins to currently employed interns in the continental United States.
All they had to do is take a picture of themselves with a sign asking for muffins. Little Debbie put up a Twitter page, Facebook page as well as a blog where they posted these antics.
In the end, “everyone” was talking about it. People were blogging about it. That means people were reading about Little Debbie muffins. And, when you go to the store this week, you just might buy Little Debbie muffins.
The success of this campaign came from the fact that it was simple, targeted, viral, and fun! These are all elements that are needed to make any social campaign a success.
Now, I’ve not tried the muffins, but Little Debbie is a staple at my house. My favorite is the Swiss Cake Rolls – what is your favorite?
Shelby Kraus
Vice President, Public Relations
Account Manager
Henry Russell Bruce is a strategic marketing and Internet marketing firm that uses research, brand-building, advertising, media buying and planning, design, public relations, Web design and strategies to help clients grow market share, generate new business, create brand loyalty and measure marketing results to build and support its clients' brands. HRB, founded in 1973, has offices in Cedar Rapids and Davenport, Iowa. For more information, contact HRB.
Press conference brand down the tube!
Unfortunately, it is us communications and public relations professionals (and CEOs) who need to take the blame for blackening the brand of the press conference. During the 80’s and 90’s we over indulged in the press conference to a point, now, where they come across trivial – unless there is a crisis.
So, when is the right time for your company to have one? In my experience, it is when the story is going to make the news no matter what and you need to control the message.
In this instance, Tiger Woods’ advisers did a good job (although it was very non-traditional in nature) of consulting him. Toyota would be a bad example; only because it waited. Press conferences and commercials after three weeks in the media is too late to save your reputation. By now, the media has held court and we, the jury, have already decided on our verdict.
Whether live or video, press conferences have become rather unimportant most of the time. Gone are the days when anyone cared about your company launching a brand, an anniversary, or a change in leadership (unless your Chrysler or some other major corporation).
Use due diligence when considering a press conference and if you deem it appropriate, please make it meaningful. Here are some tips:
- Consider the time of day – make it convenient for the media.
- What else might be happening that day to divert the media’s attention? Schedule accordingly.
- Provide beverages and food.
- Invite appropriate attendees, don’t leave it to happenstance.
- Rehearse with the speakers the key messages they need to convey.
- If appropriate, demonstrations are wonderful – we are a visual society.
- Tape it for other uses and viewings.
- Provide all subject matter on CD or DVD to the journalists.
- Follow up with media and invitees not in attendance.
We are a media overloaded society and journalists are spread thin. So, unless there is an announcement with huge affects or a crisis, consider stepping away from the press conference and return its good name with the media.
Shelby Kraus
Vice President, Public Relations
Account Manager
Henry Russell Bruce is a strategic marketing and Internet marketing firm that uses research, brand-building, advertising, media buying and planning, design, public relations, Web design and strategies to help clients grow market share, generate new business, create brand loyalty and measure marketing results to build and support its clients' brands. HRB, founded in 1973, has offices in Cedar Rapids and Davenport, Iowa. For more information, contact HRB.
No Comment
Itsuo Inouye / Associated Press
The fire storm the last few weeks over Toyota and its recalls has certainly been in the forefront of everyone’s minds. I’m not even an owner of a Toyota, but cannot help looking warily at those driving one and wonder if it will break away and head right into me. Behold the muscle of the media.
If the media has the power to make me anxious about the company and its product that I don’t even own, then Toyota should step carefully. So why doesn’t Toyota get that? Why don’t they understand that the worst move ever in a crisis situation is to stay quiet and even worse to say, “no comment.”
A golden rule of public relations is to never stay quiet in these situations and especially never say, “no comment.” It is one of the first things taught to me by Elinor Day during PR class at Mount Mercy College.
I mean if you think about it, how do you feel when a company has had a misstep and they come out and tell you upfront, get you the facts first, apologize and tell you a plan to remedy the situation? Even if you’re mad, don’t you often feel less so? Doesn’t the anger dissipate quicker?
And doesn’t the media go away faster?
So here are some basic rules of engagement if you ever find your company is in a crisis:
- Accept and involve the public as a legitimate partner
- Plan carefully and evaluate your efforts
- Listen to the public’s specific concerns
- Be honest, frank and open
- Coordinate and collaborate with other credible sources
- Meet the needs of the media
- Speak clearly and with compassion
And, if you’re wondering if Toyota’s brand is damaged or if I will buy one…no comment.
Shelby Kraus
Vice President, Public Relations
Account Manager
Henry Russell Bruce is a strategic marketing and Internet marketing firm that uses research, brand-building, advertising, media buying and planning, design, public relations, Web design and strategies to help clients grow market share, generate new business, create brand loyalty and measure marketing results to build and support its clients' brands. HRB, founded in 1973, has offices in Cedar Rapids and Davenport, Iowa. For more information, contact HRB.
What’s your story?
Greetings!
My name is Shelby Kraus and today is my inauguration into the blogosphere. Although I am an avid follower of many different communications, branding and marketing blogs, I haven’t delved into writing one…until now. I may be a blogger novice, but am a veteran of 18 years in the public relations arena. So, it is nice to “meet” you and I look forward to sharing many thoughts and ideas with each other about public relations.
Over the years, I have worked with many professionals and they all had a different idea of what is public relations and what it can do for them or their company. Does every type of business or organization need PR? The answer is … yes. It can come in many different shapes or levels, but ultimately it is always necessary to share your story in a way that is relevant to your audience.
Let me say that again. Ultimately it is always necessary to share your story in a way that is relevant to your audience.
A challenge for any communications or public relations manager is crafting a message that will win over the CEO and a journalist. A tough assignment for sure. In the end, relating your news to how it benefits a customer or prospect should always win the day. It can be hard to convince a CEO or a V.P. of marketing and sales on that approach, after all they want to increase profitability. To show a tie between public relations and sales, a PR pro you should always be thinking how to measure results. Some common ones include:
- Clips reports
- Advertising equivalency measures
- More progressive agencies measure public opinion or audience sentiment – this includes time-consuming focus groups, polls, surveys
- Benchmarking results established with research
- “Share of voice” measurements, comparing press results to the results competitors generate (who has more mentions)
- Campaign tools that are offered by Cision and other PR applications
A story. Every business has one. Make it relevant to your audience and measure its effectiveness and you’re golden. What’s your story?
Shelby Kraus
Vice President, Public Relations
Account Manager
Henry Russell Bruce is a strategic marketing and Internet marketing firm that uses research, brand-building, advertising, media buying and planning, design, public relations, Web design and strategies to help clients grow market share, generate new business, create brand loyalty and measure marketing results to build and support its clients' brands. HRB, founded in 1973, has offices in Cedar Rapids and Davenport, Iowa. For more information, contact HRB.
