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Archive for the ‘Leverage’ Category

The New PR: Building Images and Reputations in 3D

Wednesday, June 9th, 2010

Your Move!

Posted by Tom Gable

In researching new approaches to reputation management and brand building for the upcoming fifth edition of The PR Client Service Manual, it has become more clear that PR is taking on an increasingly important leadership role in strategic planning and intelligent execution of the most complex communications programs. We are evolving to what I’ll call the three-dimensional chess model, or image-building in 3D.

The PR profession continues to master new tactics and tools that go beyond the flat two-dimensional approaches used in most programs. The concept is to go high, wide and deep in creating images with the substance to break out of the competitive clutter for maximum impact.

Only PR has the capability to strategically and intelligently integrate the many disparate channels of communication and move image in the right direction over the long term. The 3D approach can create extraordinary image momentum and ROI as the game pieces move in an intricate orchestration toward ultimate victory: building reputation as desired.

The importance of adopting a 3D approach has been reinforced by experts at many recent conferences, including the recent Counselors Academy spring meeting. A key message: don’t fall in love with your tools; figure out how to work them strategically for maximum impact.

Envision all your target audiences and their sources of information. What channels do you need to use to ensure they get the right information in timely, strategic fashion to support your program goals? Where do you build your positions of strength and support? As the plans unfold, can you envision five moves ahead, ten and twenty or more?

Analyze the key milestones in your program – the known deliverables, activities, encounters, events, presentations, financial news releases, analyst meetings, government conferences, etc. What exists? Then, look for the holes, the gaps. What exists? More importantly, what doesn’t?

The approach is essential in building new brands, launching new products or technology or positioning and repositioning organizations.

Why does PR lead and not other marketing, management or communications disciplines? Given a fact-based, no-hype approach, it’s where strategy, core values and communications intersect to build a depth of awareness and credibility that paid media can’t deliver.

For a brief case history, Gable PR used the old 2D model several years ago to introduce disruptive technology into a crowded field where all competitors sounded alike: issuing a launch release and holding a press conference at the major trade show of the year. The results weren’t spectacular.

Using the 3D model for a more recent similar challenge, Gable PR established an 18-month plan to manage the flow of information, build relationships and connect to multiple audiences and through different channels. The client had a brilliant scientific advisory board. To begin laying the foundation and also getting critical feedback, SAB members began vetting the technology with some of their respected peers in business, technology and academia.

With the initial relationships built understanding in place, the agency began educating the media – without asking for coverage – six months before launch, preparing for when the client would blast out of the stealth mode with power and momentum for long-term branding. Select media were pointed to academics for background. Analysts were pointed to academics and media for validation. The agency pitched exclusives to media in different categories (dailies, financial media, trades, blogs, etc.). The bottom line: the client exploded onto the scene with major coverage online and in dailies, trades and financial media the first day of the biggest industry conference of the year. The instant buzz at multiple levels and through highly credible channels drove interest from potential investors and strategic partners.

The momentum built from there with a series of academic papers, presentations, speeches and presentations at financial conferences. The client was acquired within two years – ahead of its exit strategy.

NEXT – Nine ways to botch positioning and branding with PR

Tags: branding, creative, marketing, planning, positioning, PR, reputation, research, results, ROI, value
Posted in Authentic PR, Brilliant Counsel, Client Service Results, Clutter Busting, Horizon Management, In the Beginning, Leverage | No Comments »

The Future of PR and Social Media – Strategic, Integrated, Coordinated, Human

Monday, May 24th, 2010

No Magic Beans

Posted by Tom Gable

In listening to several gurus of social media at the Counselors Academy Spring Conference May 21 through 23 in Ashville, NC, a key theme emerged: there are no magic beans from social media to plant and instantly grow attention, engagement and business success for any organization. New technologies and applications will continue to emerge almost daily. The challenge still becomes to be smart in setting standards, goals and objectives, then integrating all the tools for precise execution over the long term.

The stage was set with the May 21 keynote by Brian Solis, principal of FutureWorks. A few key points lifted from his talk included:

Adopt the new KISS – keep it simple and share.
The is new measurement on the way: resonance. How long a message stays alive – the long tail.
Social media is the slot machine for attention. Become like a journalist. Be relevant.
What you share is important. There are no official audiences anymore.
Be creative. It increases your influence.
Social media is all about sociology and psychology. Social media is an emotional experience.
Measure. Work backward from what you are trying to make happen.
Integrate the tools into your strategic plan. There is no single tool or tactic.
Bottom line: engage.

A breakfast panel the next day delved into “Listening and Brand Monitoring in the Social Space.” Moderator was Carrie Kandes, vice president Marcus Thomas. The panelists: Eric Israel, Attensity; Ken Miner, Spiral 16; and Amber Naslund, director of community, Radian6 Technologies

Each stressed the importance of listening before doing. This included monitoring the depth and breadth of the conversations. Amber proposed that social media is the new phone. She said technology will continue to change so told counselors to avoid having obsessions with the “tool thing.” How do the tools fit?

Business is becoming more like politics. Every consumer has a voice to be considered. Companies need to position themselves to be able to react internally and externally to conflicting voices and outside complaints.

Ken said that like any other business tool, social media monitoring needs to be part of a process. Set standards. Define goals and objectives before you begin, he urged.

Once you start monitoring, how to use the data? Being strategic is not just an automated process with algorithms. Smart analysis and interpretation requires human brain power. Look at things in context and connect the dots in your process of brand monitoring, tracking trends and looking for blue water opportunities.

But attention not enough. What is needed to compel people to do something?

The panelists warned that brand monitoring can be a time sink. Decide what you want to achieve and how much time to invest before you launch a full scale listening program. Be strategic – consistent advice from the days Edward Bernays first launched integrated plans to change reputations and drive new behaviors.

Tags: branding, creative, marketing, media, planning, positioning, PR, reputation, research, results, social media
Posted in Brilliant Counsel, Client Service Results, Clutter Busting, Horizon Management, In the Beginning, Leverage, Social Media | 4 Comments »

SD Kicks for Kids; Chargers’ Cause Marketing PR Campaign Scores

Friday, October 2nd, 2009

Kaeding Kicks for Kids

Posted by Krista Rogers

In light of our San Diego Chargers’ first of many wins for the 2009 season, we thought it would be appropriate to highlight some of the other ways the team is scoring points off the field and within the community.

For the second time, the San Diego Chargers are teaming up with The Ronald McDonald House to help raise funds for the non-profit organization that provides on-site housing for families with hospitalized children. Ronald McDonald Houses around the U.S. offer families a way to stay together, in proximity to the treatment hospital, and be comfortable and cared for during their stay.

Two of the Chargers kickers – Pro Bowl place kicker Nate Kaeding and one of the NFL’s top punters, Mike Scifres – have joined forces in a cause marketing campaign called SD Kicks for Kids that exemplifies all that a successful cause marketing campaign should entail.

The basic premise of the campaign is to have donors pledge a certain amount of money per kick for each of Nate’s field goals and Mike’s punts inside the 20 yard line. For example, if you pledge $10 per field goal and Nate kicks 20 field goals this season, you will have pledged $200 at the end of the season. In addition, donors will receive other perks from their giving, including being entered in a raffle to win a pizza party with Nate and 20 of your friends at the end of the season. Immediate rewards for giving

While the Ronald McDonald House may not have a direct correlation to the football team, the two joining forces together is original, creates a sense of community, brings people who may not normally follow the Chargers to pay attention to the games, and connects football fans with a cause they may not previously been aware of.

Cause marketing campaigns are a great way to create positive buzz about your company and create support for the non-profit organization; it truly is a win-win situation. Gable PR encourages its clients to participate in cause marketing campaigns to give back something to the community that’s been good to you. Here are a few tips to consider when engaging in a cause related marketing campaign.

1. Be original: Although contributing to The Ronald McDonald House isn’t groundbreaking, tying the success of the Charger’s kickers with donations is innovative and ties the pledge to something that’s both fun and easily measurable. The more novel your strategy, the more interested the media will be in covering your efforts.

2. Pick a cause that is significant to your brand or your target audience. In this example, the Chargers are reaching out to the local community and Charger fans.

3. Get the word out! Let people know what you are doing and take initiative in creating buzz around your campaign. Spread the word through public relations, public service announcements on television and radio, scoreboard mentions, email blasts, billboards and cost-free communication networks such as Twitter, Facebook and YouTube.

4. Reward giving: While just donating may be rewarding enough for some people, instant perks such as receiving an exclusive membership into “Nate’s Locker” after every game (an e-newsletter with get an email update from Nate sharing his take on the game) and an official Kicks for Kids magnet reminds people that you recognize their donations. Reminders of the donations and a quick thank you will go a long way toward enhancing the relationship.

5. Set Goals: Set realistic goals and share with the community when you have reached them. Having a tangible goal and seeing it achieved will make the people contributing feel good about their donations and your organization. Be specific about how the money is going to be used. SD Kicks for Kids has a FAQ page that answers all of those questions. It’s best to be conservative in setting your goals so you can announce early victory!

5. Celebrate: Let the world know when you have achieved your milestones and say thank you to the people that have made contributions. In some cases, it may be appropriate to hold a media event to hand over the check for the money raised directly to representatives of the cause (how about Kaeding and Scifres in uniform handing a check to the Ronald McDonald character at the 50 yard line during half time of a nationally televised game?). With creativity, a company can generate positive media attention and continue the push to make more people aware of the cause.

Tags: cause marketing, community relations, creative, media, news, PR, reputation
Posted in Authentic PR, Brilliant Counsel, Client Service Results, Hype Free PR, Leverage, Team Play | 1 Comment »

Newspaper Web Sites: More News, Faster; PR Opportunities Abound

Wednesday, September 23rd, 2009

LA Times Home Page

Posted by Tom Gable

BIOCOM hosted a panel discussion today on “Social Media 2.0,” with Terri Somers, BIOCOM director of communications and former Union-Tribune life sciences reporter as moderator. The panelists: Mauricio Minotta, Director of Communications, The Salk Institute; Peter Pitts, partner and director, Global Health, New York, Porter Novelli; and Shari Roan, life science reporter for the Los Angeles Times.

The most compelling insights for the PR profession came from Roan. In a few minutes, she provided an incredibly succinct description of where newspapers are going in evolving from old to new models and incorporating social media to drive change:

The Web site is now their main product, not the print edition.
Most readers come from the Web.
As a result, the L.A. Times now reaches broader, more diverse audiences.
The Web site has 10 to 15 times more content than the print edition, which has its obvious production and distribution limitations.
They have more than 100 blogs, so can cover issues and ideas that wouldn’t typically get into the newspaper because of the size of the news hole.
With blogs, there are more opportunities to tell your stories and also stimulate comments, which help gauge public interest.
The blogs provide short snippets of news and are not fully reported out. They try to be fast in getting out the news and then provide links to stories or sources with more detail.
The beat reporters, such as those in sports, use Twitter to provide up-to-the-minute coverage. This has been valuable in covering breaking news, such as the recent fires near Los Angeles.
Twitter is used to Tweet on headlines and link back to the Web page.
Social media has made journalism more of a two-way street; they can engage with readers.
With an unlimited news hole on the Web, there is a greater need for visuals, including video.

Thanks to Roan for these important insights, including the latter. PR professionals, many of whom came out of print journalism (including yours truly), tend to think in terms of the printed word. Creating a visual communications strategy with Web sites, Facebook, You Tube, Flick, Twitter and all other tools and tactics can provide new power to any program, particularly those with difficult stories to tell in print but that can be covered in a three-minute video.

Tags: blog, creative, facebook, media, news, newspapers, PR, social media, Twitter, writing
Posted in Authentic PR, Brilliant Counsel, Client Service Results, Clutter Busting, Hype Free PR, Leverage, Social Media | No Comments »

PR in Social Media: Not a Campaign, a Relationship

Friday, August 7th, 2009

Building Relationships

Posted by Krista Rogers

PRNewswire hosted a recent panel discussion about media, public relations and the impact of social media. One of the quotes that struck a chord with many attendees was from Becky Carroll, President of PETRA consulting.

Becky said, “Social media is not a campaign, it is a relationship.” Heads were nodding throughout the room and flashing thumbs quickly tweeted and retweeted her words.

A campaign has a distinct beginning and end, she said, where as having an effective social media presence is about communication and building relationships. Social media is not a tactic to check off of your public relations to-do list. It provides a platform to connect with those current supporters of your organization and find new ones.

In one example, Becky cited Coca-Cola currently, with over 3.5 million fans on their Facebook Page, where Pepsi has less than one-tenth that, around 250,000. The main difference? The human approach versus a corporate one.

Coca-Cola’s fan page was started by two men, Dusty Sorg and Michael Jedrzejewski, who simply enjoy the beverage and had no relation to the company. They care about the brand and are Coke brand advocates. Coca-Cola eventually approached the men and asked to partner with them on the fan page. Coke did not try to commercialize the fan because; its PR team understood that for social media to be successful it must remain authentic. The people who read and post on the page do it because they love the product and not because they are paid to post. Being involved on the Coca-Cola’s Facebook fan page doesn’t leave a feeling of being “sold.”

Companies often fail in their social media initiatives because they are trying to sell themselves rather than create an open forum for discussion and interaction. Many post corporate messages and re-packaged press releases on their social media networks. They don’t interact with their followers. For instance, Coca-Cola’s page has over 1,700 pictures that fans have uploaded from around the world to share with Coke and the Coke-loving community. Pepsi’s page only has 52.

Being involved in social media means relinquishing control and cooperating and engaging with your audience. As all the social media gurus note (Robert Scoble, Shel Holtz, Chris Brogan, Seth Godin, etc.), to be effective in social media requires an organization to open up to what others are saying. Listen closely and respond in an open conversation with a human voice. By getting beyond the one-way communication model, organizations can enjoy sustained interaction with their fans and expand the fan base, while letting traditional PR strategies such as media relations and news releases handle the heavy-lifting in an ongoing campaign.

Tags: blog, branding, creative, facebook, positioning, PR, reputation, social media, Twitter, YouTube
Posted in Authentic PR, Brilliant Counsel, Client Service Results, Leverage, Social Media | No Comments »

Using Twitter for PR Research, Guerrilla Marketing, Crisis PR

Wednesday, July 29th, 2009

Posted by Tom Gable

While many people view Twitter as a frivolous tool for inane rambling about one’s largely uninteresting personal experiences to unknown followers who don’t really care, it can be a powerful and valuable research tool for PR. With a little work, Twitter can become a news junkie’s delivery and intelligence-gathering service to:

Keep on top of breaking news in various industries and topics of interest
Identify gurus in the space; sources of good information
Track a client’s competitors
Keep up on activities in your town
Watch trends build before your very eyes
Find fun resources

We were searching for new experts and sources in different fields of interest for Gable PR and its clients, including clean tech, renewable energy, certain areas of biotech and the life sciences and crisis PR, among others. We had set up Google, Yahoo, The New York Times, Washington Post and other news trackers and blog alerts. We also use Lexis/Nexis on focused searches. To ramp up the flow a notch and try to track the immediate flow of information available on Twitter, we checked posts by various social media gurus (@briansolis, @chrisbrogan, @problogger, @tdefren, etc.) on search applications and began testing Tweetbeep.com to search for Tweets on any given topic.

As seen in the screen shot below, I receive regular email alerts to Tweets on the topics of my choice, in this case algae. I can scan quickly for items of interest. If I find a gem, I click through to the original Tweet to check the person’s previous Tweets and credentials. This has helped our firm find experts in many fields – the pro-active Tweeters spreading knowledge and helping others learn. Most include links to other sources. Those on top of their game are inevitably fast at pointing to breaking news and important trend stories, academic papers, government studies and company releases.

TweetBeep Alert Via Email

For PR, we use the Twitter research capability to track trends in any given industry and find articles of interest to Gable PR clients and some of the non-profit organizations we support that are trying to grow new industries in our region. You can see buzz building on hot topics in real time. Those at the top of the Twitter totem pole in any industry are inevitably the first to Tweet on breaking news. Then, re-tweets soar, soon to be followed by blog posts and links from technical, academic and organizational Web sites to the original sources. We have been alerted to stories on new technologies from Australia, New Zealand, England and India, among others. The Twitterverse almost bursts with excitement in any given field as news spreads and more people respond.

Beyond the News

Beyond news, Twitter tracking can provide alerts to changing laws and new opportunities. We are working with some startup companies in algae biofuels, renewable energy and trash-to-energy. Keen observers we follow from Washington found new guidelines from the Department of Energy and other government agencies on how to apply for grants related to the stimulus packages. We quickly forwarded the information to our clients, who in turn filed for grants to advance their technology.

The Twitter tracking does create volume control problems. At the bottom of the Twitter food chain: the hangers-on who spend their lives just retweeting and never offer anything of original value. They can be days and even weeks behind the flow, which makes it easier to determine the riffraff not to follow.

For managing the flow in following different industries or categories of interest, use another application such as Tweetdeck (screen shot below) or Seesmic. With Tweetdeck, you can set up Groups and arrange your followers accordingly. I have different industry niches, plus Wine, San Diego, News, PR, Directs, Replies and Favorites. As shown in the screen shot below, Tweetdeck pulls the incoming Tweets into the designated columns for easy scanning.

Speed in Crisis PR

Twitter can be helpful in crisis PR — the canary in the mine shaft. Agencies and clients can track emerging stories, analyze the flow of comments and join the conversation in real time while advancing the other components of a crisis plan. We also like it for competitive research, which can sometimes trigger guerrilla marketing. We once found news from a client’s competitor that made certain claims about technical superiority of its product, which seemed vastly over-stated. We alerted our client, who concurred. So we called key media to suggest they might consider checking with different companies in the industry to get a true picture of the technology. Long story short: our client and other companies were included favorably in most coverage and fared far better than the Hypemeister, who lost media credibility.

Helping the Community

That’s on the incoming side of the news deluge equation. On the flip side, think about how to return the favor and become a positive force in the Twitter community. Share information you’ve found through your own news tracking, Blog readers, news aggregators and other services. Become a smart editor and provide your followers with information and ideas they will value, plus a surprise or two (links to parodies in the Onion, bizarre lists, evocative quotes and funny videos, such as “United Broke by Guitar”).

While others are Tweeting about their lunch or observations about the weather or their state of mind, you will be helping make the world a more connected and better communicated place.

Tweetdeck Columns

One more screen shot try

Tags: creative, Crisis PR, issues management, news, PR, reputation, research, social media, Twitter, viral
Posted in Authentic PR, Brilliant Counsel, Client Service Results, Clutter Busting, Crisis PR, Hype Free PR, Leverage, Social Media | No Comments »

United Broke My Guitar — Video Goes Viral, Drives PR Response (and Album Sales?)

Wednesday, July 15th, 2009

YouTube Screen Shot

Posted by Krista Rogers

“Viral marketing” is often mislabeled as a strategy or a technique, with the assumption that you can force something to become popular. When something goes viral, it is organic and gains popularity through word of mouth, the click of the forward button or a simple retweet.

A perfect example of is the recent YouTube video of a budding country star scorned by an airline. David Carroll, lead singer with Canadian band Sons of Maxwell, has called out United Airlines with a music video, “United Broke My Guitar.”

On March 31, 2008 at Chicago O’Hare airport, Maxwell watched helplessly from inside the plane as his $3,500 Taylor guitar was thrown around by United Airlines baggage handlers. His attempts to be compensated by United were met with a lack of concern, denial of responsibility and resistance. After a few months and countless attempts to negotiate a fair compensation, Carroll decided to take matter into his own hands. He wrote a song about the disaster and collaborated with Curve Productions to launch the first of three music videos designed to hit United hard for both its baggage handling and failure to provide reparation.

His first video – a lively country song called “United Breaks Guitars” – was produced for $150, posted to YouTube on July 6 and went viral with incredible velocity. When I first viewed it on Wednesday, July 8, it had received 300,000 views in two days. By Friday, the number soared to over 1.5 million views. As of July 15, it has had over 3 million views. The video featured Carroll singing a catchy country tune about the disaster while faux baggage handlers threw guitar cases and baggage in the background. A series of United customer service people then popped into the video to reject his claim. The video was soon covered by CNN, LA Times, Chicago Tribune, San Diego Union-Tribune and many more.

The coverage finally drove a favorable response from United Airlines, which couldn’t ignore people all over the world humming “United Breaks Guitars,” laughing at the airline and recalling their own horror stories online.

“This has struck a chord with us, and we’ve contacted him directly to make it right,” said Robin Urbanski, a spokeswoman for United, trying a musical one-liner to possibly lighten the response. She said that she “loved the video.” The airline also called Carroll to apologize and ask if the carrier could use the video internally as a training tool and to help change its culture.

The exposure also helped generate attention for Taylor Guitars, which was sending Carroll free replacements. David Hosler, Taylor Guitar’s vice president of customer service and repair, told the media that they had done national marketing campaigns before, but the viral video exposure “is way over the top. It’s unique.” Bob Taylor, guitar company president, is building on the buzz. He posted his own video on YouTube with tips on how musicians can keep guitars safe while traveling. As of this morning the video has already received 35,713 views.

Carroll’s story shows that with creativity, compelling content and a sense of humor, an individual can use the growing power of on-line video and the immediacy of the Internet to right a wrong, with perhaps an even more important outcome for Carroll: generating interest in his music and Sons of Maxwell band.

Tags: Crisis PR, humor, news, reputation, social media
Posted in Client Service Results, Crisis PR, Leverage, Social Media, The Light Side, jargon | 4 Comments »

Got ROI? Or how much for 5,000 bags of dead bugs?

Monday, June 29th, 2009

Posted by Erin Koch

A few weeks ago, we received an unusual package here at Gable PR World Headquarters: a sealed plastic package filled with chocolate covered grasshoppers. Of the many things we receive in the mail and via delivery each week, this really jumped out. The payoff?

This past week, The Wall Street Journal venture capital blog explained the (highly successful) stunt: a company called GotVMail was rebranding itself as Grasshopper Inc., and trying to reach entrepreneurs (many of whom were recently out of work) with their call-forwarding and phone answering services. The packaging that came along with the chocolate covered locusts included a link to a Web site and a video on YouTube.

But here’s what really made our antennae stand on end: as reported by the WSJ blog, the cost of the bags of bugs (mailed to 5,000 influencers) was $67,353! The return on the investment: 150,000 views of the video, nearly 1,000,000 people reached via Twitter, and even requests to show the video at conferences. More importantly, the phones and in-boxes at Grasshopper Inc. are buzzing (or humming as the case may be).

This is an excellent example of the exponential power of a creative idea, leveraged with good PR (Gable PR had fun in leveraging ideas for two very different clients — Proflowers and Digital Microwave; consumer or B2B, creativity works). $67,000 spent on advertising would have amounted to little more than a shrug. Yet the same amount invested in a creative PR idea yielded fantastic results and media and blog coverage that spread across the land … like a plague of locusts.

Photo by Jurvetson

Tags: creative, direct mail, humor, marketing, media, promotion, stunt
Posted in Client Service Results, Clutter Busting, Leverage, The Light Side | No Comments »

Leveraging Twitter: Authentic Voices Lead to PR Success Story

Wednesday, June 3rd, 2009

PRSA Silver Anvil

Posted by Erin Koch

Ever heard of Anvil? You will soon. (Actually you just did.) The Canadian metal band, active since 1978, is on the verge of a major breakthrough with the release of a documentary on their history: Anvil! The Story of Anvil.

How did a band that toiled in relative obscurity for over thirty years suddenly rocket into the public consciousness? The answer is Twitter or, more precisely, the authenticity of Twitter. As reported last week in this delightful story on American Public Media’s Marketplace, the release of the film has been promoted heavily by celebrities with significant numbers of followers on Twitter. VH-1 provided DVD copies of the film to its stars: John Mayer, Joel and Benji Madden (from Good Charlotte), and others. The celebs watched the DVD, enjoyed it, and tweeted about it to their thousands of Twitter followers who are themselves talking up the film and going to theaters to see it.

Why did this work? And what are the lessons for PR agencies’ use of Twitter and other social media? The key was the authenticity of those promoting the film. VH-1 did not request that its stars provide positive reviews and did not provide monetary compensation. They simply provided the product, and let the reviews speak for themselves.

This is precisely the appeal of sites such as Twitter and Facebook: personal thoughts, impressions, and recommendations direct from people that the target audiences know, trust, or just admire.

Agencies that make use of these social media as conduits for authentic voices will be successful. (And their programs are likely to receive awards, such as the Silver Anvil – the industry’s highest honor, photo above.)

Tags: humor, marketing, movies, news, social media, Twitter, viral
Posted in Authentic PR, Client Service Results, Leverage, Social Media, The Light Side | No Comments »

Archive for the ‘Leverage’ Category

The New PR: Building Images and Reputations in 3D

SD Kicks for Kids; Chargers’ Cause Marketing PR Campaign Scores

Got ROI? Or how much for 5,000 bags of dead bugs?

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