Blog
HRB’s Week in Review – March 12th
What a busy and uplifting week it has been at HRB as we finalize trade show booth plans for a Connecticut client preparing to attend the National Agri-Marketing Association convention in Kansas City, April 21-23.
We’ve published the schedule of our 2010 seminar series for Cedar Rapids and the Quad Cities on our Web site so you can see what’s coming and sign up at any time. The subject matter includes topics on Web and social media, public relations, branding, media buying, strategic planning and more.
A large media outlet client is getting plans together to launch its new brand internally and externally, so we hosted an office brainstorming session to generate ideas.
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Much PR work being done for several clients – generating media lists and researching editorial calendar opportunities on our Web-based Cision PR software.
Three new TV spots for our Mexican restaurant client were wrapped up and distributed to all stores nationally and will begin airing locally next week.
For our rugged tablet PC client, we finalized banner ads targeting applications and product features.
A save the date email went out for an April seminar being planned for our subsoil stabilization client in Iowa City. Invitations are being printed and will drop early next week. Brand identity package (letterhead, biz cards, envelopes) are being finalized. Brochure is in client review. Web site design is in the works – design is approved. They are very happy with their new look.
No, we’re not in trouble with the law. But we’ve been interviewing and meeting with law enforcement training officers for the past two weeks in order to develop a strategic marketing plan for a training client in the Corridor. Also researching trade pubs, trade shows and associations to prepare for our upcoming client presentation.
We’ve almost got final approval for a new animated video for a medical devices client.
For our large engineering/architectural client, we are finishing the templates for the new brand look. Working on a corporate brochure and presentation folder as the next step in the re-brand process.
Want help with a marketing project or campaign, please contact HRB.
Jim Thebeau
Partner/CEO
Follow me on Twitter @JimThebeau
Connect with me on LinkedIn: www.linkedin.com/in/jimthebeau
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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?
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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.
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.
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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.
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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.
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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.
