Why Is Media Relations More Important Than Ever?
As you are in the throws of solidifying and moving forward on your business plans for 2010 I thought it would be a good time to offer an update on the current state of public relations and how it impacts marketing in today’s market.
While everything everywhere (especially in the field public relations) is rapidly changing (many magazines and newspapers have ceased publishing, the advent of Facebook and Twitter have added alternative means of communication, and bloggers have become a new brand of media, just to name a few) where does that leave public relations.
The answer is that public relations is truly more relevant now than ever. Our job as publicists is not only to be a clear voice for our clients, but also to teach our clients to become better communicators.
Media is not fading its expanding. Traditional channels of communication such as magazines, newspapers and television are still trusted sources of news and information. However, media has progressed not just into print and broadcast, but into social media (i.,e., Twitter, Facebook, blogging, online communities, etc.) To be clear, social media is not a replacement for media relations, but another great way to reach the media and potential customers.
So how does this affect your business? Today’s marketplace has become tight and ultra-competitive. It behooves any business to consider how they can increase their awareness and best improve their external communications. Embrace the new media and avail yourself and your business to an entirely new audience. But, don’t abandon the old tools of the trade, public relations as a third party endorsement is still invaluable.
Our industry is evolving, and change in this case is a good thing. As always, I welcome your comments and encourage you to pass these thoughts along. Here’s to a productive, successful year ahead.
Thursday, January 28, 2010
Thursday, December 24, 2009
Ready - Set - Go...Planning for 2010
Coming up with a plan for marketing your business has never been more important. As the year winds down, it is a time to think about how to ramp up for the coming year. Please consider the following tips and future trends.
Tips
- Draft an actual plan. It does not have to be fancy, but it should outline your goals for the year. It’s a great opportunity to take a holistic look at your business and think out of the box.
- Take time to understand and anticipate your customers’ needs in the coming year.
- Don’t let budget be an obstacle. You can’t afford to hold back. Now is the time to get noticed. Be creative with your ideas as they reign supreme.
- Be authentic and do what you do well. Customers will recognize quality, genuineness and superior service – no matter what.
- Share your knowledge with others, not only do you emerge as the expert but it will come back to you two fold.
- Layer your efforts. Consider the appropriate marketing tools for your specific business (i.e., media relations, social networking, email campaigns, affiliate marketing, joint promotions, etc.)
- Blend the old with the new. Take the marketing ideas that worked and carry them through. Infuse your plan with a few new disciplines. Marketing is a work in progress; do not be afraid to try new things.
Trends to watch for in 2010
Social Networking. This is obviously continuing and progressing by leaps and bounds. If you haven’t started, there is no time like the present, although you should assess how this technology will best serve your specific business. If you have dabbled or even more, think about tracking, analyzing and taking your efforts to the next level.
Online Video. It is another great tool (with user-friendly programs) to engage your customers, drive sales, encourage viral sharing, and build brand awareness. Remember to keep it short, streamlined and simple.
Localize. There is renewed focus on local businesses and local marketing. It is a great opportunity for small businesses to gain market share and exposure. You should consider the best ways to reach your customers on a local level. Additionally, there have been significant advances in local, mobile networking.
As always, please feel free to pass this advice forward. I welcome your comments and questions. Best wishes for a happy, prosperous new year.
Tips
- Draft an actual plan. It does not have to be fancy, but it should outline your goals for the year. It’s a great opportunity to take a holistic look at your business and think out of the box.
- Take time to understand and anticipate your customers’ needs in the coming year.
- Don’t let budget be an obstacle. You can’t afford to hold back. Now is the time to get noticed. Be creative with your ideas as they reign supreme.
- Be authentic and do what you do well. Customers will recognize quality, genuineness and superior service – no matter what.
- Share your knowledge with others, not only do you emerge as the expert but it will come back to you two fold.
- Layer your efforts. Consider the appropriate marketing tools for your specific business (i.e., media relations, social networking, email campaigns, affiliate marketing, joint promotions, etc.)
- Blend the old with the new. Take the marketing ideas that worked and carry them through. Infuse your plan with a few new disciplines. Marketing is a work in progress; do not be afraid to try new things.
Trends to watch for in 2010
Social Networking. This is obviously continuing and progressing by leaps and bounds. If you haven’t started, there is no time like the present, although you should assess how this technology will best serve your specific business. If you have dabbled or even more, think about tracking, analyzing and taking your efforts to the next level.
Online Video. It is another great tool (with user-friendly programs) to engage your customers, drive sales, encourage viral sharing, and build brand awareness. Remember to keep it short, streamlined and simple.
Localize. There is renewed focus on local businesses and local marketing. It is a great opportunity for small businesses to gain market share and exposure. You should consider the best ways to reach your customers on a local level. Additionally, there have been significant advances in local, mobile networking.
As always, please feel free to pass this advice forward. I welcome your comments and questions. Best wishes for a happy, prosperous new year.
Monday, November 30, 2009
The Art of (Client) Conversation
It can be tough to carry on a good conversation at a dinner party, social event, soccer game or online. Above all, it can be especially challenging in business. However, the impact of a productive, positive conversation with your customers can be very valuable.
I think it is an effective marketing tool that is underestimated and even often overlooked. The idea of give and take communication between you and your client has numerous advantages including building brand loyalty, encouraging first-rate customer service and providing another opportunity to promote your specialized services.
Whether it is via Twitter, Facebook, email campaigns, etc., keeping up a productive exchange gives you an ideal opportunity to learn about your customers’ likes and dislikes, preferences, buying habits, etc. The more you know, the more effectively you can sell and ramp up your own efforts.
So how do you engage your customers in discussion? Social networking is a great place to start. And, with its growing popularity and dedicated users, it makes communication an easy, non-invasive process. Email campaigning can be a successful vehicle as well. To be effective, be sure to be relevant, be a good listener, ask lots of questions and read between the lines.
Think about this when considering your current marketing efforts. Everyone likes to be heard and be understood. I believe it can do great things for your business. So, on that note, please feel free to pass this advice forward and email me back. I welcome your comments and am always up for a good chat.
I think it is an effective marketing tool that is underestimated and even often overlooked. The idea of give and take communication between you and your client has numerous advantages including building brand loyalty, encouraging first-rate customer service and providing another opportunity to promote your specialized services.
Whether it is via Twitter, Facebook, email campaigns, etc., keeping up a productive exchange gives you an ideal opportunity to learn about your customers’ likes and dislikes, preferences, buying habits, etc. The more you know, the more effectively you can sell and ramp up your own efforts.
So how do you engage your customers in discussion? Social networking is a great place to start. And, with its growing popularity and dedicated users, it makes communication an easy, non-invasive process. Email campaigning can be a successful vehicle as well. To be effective, be sure to be relevant, be a good listener, ask lots of questions and read between the lines.
Think about this when considering your current marketing efforts. Everyone likes to be heard and be understood. I believe it can do great things for your business. So, on that note, please feel free to pass this advice forward and email me back. I welcome your comments and am always up for a good chat.
Wednesday, November 11, 2009
Looking Inwards - A How-To On Marketing Your Own Business
Why is it so hard to market your own business? Does it feel too overwhelming, too vulnerable too personal?
It can be difficult to put yourself ‘out there.’ There are so many unknowns – who’s looking at my (website, blog, social networking pages), what type of image am I trying to convey, how do I show my personality without being to close for comfort? It can be a problem. Marketing your business (which by the way is an extension of yourself) does take one out of his or her comfort zone.
I thought this was a great topic to address, as it hits close to home for me as well. I have recently refreshed my website, began this blog, launched my own social networking pages, and re-evaluated and tweaked the marketing materials for my own business. As a publicist, I am in the business of promoting others, so looking at my own business was a daunting task.
However, I would like to pass my knowledge onto you, by way of a few thoughtful tips to get your started and refocused on marketing your business. Consider these ideas below when building your marketing plan.
-Identify your goals. What are your intentions with your marketing efforts? What do you want to achieve? And, what are the best vehicles to do so? Yes, there are so many new ways to market. Just make sure you are using the most appropriate methods for your specific needs.
-Be a good listener. Spend some time looking at other blogs, social networking pages and websites. See what’s out there and monitor the chatter. It should give you a good idea of what others are doing, where you fit in and how you can differentiate your business.
-Be useful and build loyalty. Think of this as a great opportunity to share your
expertise and your wisdom. Remember you are, in essence an expert in your field. Helping others will come back to you to two-fold.
-Be professional. It is okay and even encouraged to show a bit of your personality. However, as I have written about in previous blogs; be appropriate and professional, this is still business. First impressions and reputations still apply online.
-Self-promotion with a slant. It is suitable to use these new mediums as a platform to promote and gain sales, but make sure it’s not ‘all about you.’ That can be an immediate turn off. Be relevant and be of value.
-Build community. Encourage interaction between you and your readers. This back and forth will build a positive image for your business and encourage customer loyalty.
-Keep it fresh and integrate your efforts. Two thoughts here, first, keep your content pertinent; and second make sure all of your efforts are working in harmony. Everything should link together (your blog, website, email campaigns, etc.) and your message should be streamlined and consistent to get maximum exposure and results.
I am more than happy to field questions and always welcome comments. Please feel free to pay this forward. Finally, take a look good, hard look in the mirror and leap out of your ‘zone.’ Good Luck!
It can be difficult to put yourself ‘out there.’ There are so many unknowns – who’s looking at my (website, blog, social networking pages), what type of image am I trying to convey, how do I show my personality without being to close for comfort? It can be a problem. Marketing your business (which by the way is an extension of yourself) does take one out of his or her comfort zone.
I thought this was a great topic to address, as it hits close to home for me as well. I have recently refreshed my website, began this blog, launched my own social networking pages, and re-evaluated and tweaked the marketing materials for my own business. As a publicist, I am in the business of promoting others, so looking at my own business was a daunting task.
However, I would like to pass my knowledge onto you, by way of a few thoughtful tips to get your started and refocused on marketing your business. Consider these ideas below when building your marketing plan.
-Identify your goals. What are your intentions with your marketing efforts? What do you want to achieve? And, what are the best vehicles to do so? Yes, there are so many new ways to market. Just make sure you are using the most appropriate methods for your specific needs.
-Be a good listener. Spend some time looking at other blogs, social networking pages and websites. See what’s out there and monitor the chatter. It should give you a good idea of what others are doing, where you fit in and how you can differentiate your business.
-Be useful and build loyalty. Think of this as a great opportunity to share your
expertise and your wisdom. Remember you are, in essence an expert in your field. Helping others will come back to you to two-fold.
-Be professional. It is okay and even encouraged to show a bit of your personality. However, as I have written about in previous blogs; be appropriate and professional, this is still business. First impressions and reputations still apply online.
-Self-promotion with a slant. It is suitable to use these new mediums as a platform to promote and gain sales, but make sure it’s not ‘all about you.’ That can be an immediate turn off. Be relevant and be of value.
-Build community. Encourage interaction between you and your readers. This back and forth will build a positive image for your business and encourage customer loyalty.
-Keep it fresh and integrate your efforts. Two thoughts here, first, keep your content pertinent; and second make sure all of your efforts are working in harmony. Everything should link together (your blog, website, email campaigns, etc.) and your message should be streamlined and consistent to get maximum exposure and results.
I am more than happy to field questions and always welcome comments. Please feel free to pay this forward. Finally, take a look good, hard look in the mirror and leap out of your ‘zone.’ Good Luck!
Monday, October 26, 2009
The Marketing Melting Pot
As small business owners we have to wear a lot of hats and must master being a jack of all trades. After all, we have a lot on our plate: sales, marketing, accounting, human resources and customer service to name a few. Clearly, it can be a real challenge.
I thought I would take this opportunity to hone in on one vital aspect of managing a successful business - marketing. More specifically, I want to address the importance of integrating, diversifying and linking marketing activities together in a well-rounded, synergistic way. It is one area that with planning and strategy can be executed and mastered effectively.
Consider marketing as a big umbrella with online and offline public relations campaigns, advertising, direct mail, email blasts, newsletters, events, promotions, blogs and social networking pages all underneath. Now, don’t just focus on the power of one…but consider the great marketing potential that can be achieved by running several programs simultaneously, and having them connect together in one way or another.
By layering your efforts and maintaining a consistent message (which is key) you are gaining a greater reach, increasing your profile and building brand awareness.
Don’t put all your eggs in one basket. There are so many terrific marketing tools at your disposal. And now with the popularity of social networking, there is yet another creative, unique channel to reach out to your target audience.
This type of multitasking takes planning, but it is certainly one part of your business you can master.
Here’s a great article I came across that gives some specific tips on integrating your marketing efforts both online and offline.
http://bit.ly/29wS7T
I welcome your comments and questions on this important, yet often overlooked aspect of marketing your business. Thanks for taking the time to read this. Feel free to share this with others.
I thought I would take this opportunity to hone in on one vital aspect of managing a successful business - marketing. More specifically, I want to address the importance of integrating, diversifying and linking marketing activities together in a well-rounded, synergistic way. It is one area that with planning and strategy can be executed and mastered effectively.
Consider marketing as a big umbrella with online and offline public relations campaigns, advertising, direct mail, email blasts, newsletters, events, promotions, blogs and social networking pages all underneath. Now, don’t just focus on the power of one…but consider the great marketing potential that can be achieved by running several programs simultaneously, and having them connect together in one way or another.
By layering your efforts and maintaining a consistent message (which is key) you are gaining a greater reach, increasing your profile and building brand awareness.
Don’t put all your eggs in one basket. There are so many terrific marketing tools at your disposal. And now with the popularity of social networking, there is yet another creative, unique channel to reach out to your target audience.
This type of multitasking takes planning, but it is certainly one part of your business you can master.
Here’s a great article I came across that gives some specific tips on integrating your marketing efforts both online and offline.
http://bit.ly/29wS7T
I welcome your comments and questions on this important, yet often overlooked aspect of marketing your business. Thanks for taking the time to read this. Feel free to share this with others.
Tuesday, October 20, 2009
Communication 101 -- Kickin' It Old-School
Now that media is evolving into ‘social’ media, does that mean we neglect our social graces? Let’s think back to the basics – Communication 101. Blogging and social media contact for business requires the same level of careful communication and professionalism whether you are online or offline. We should all stop, take a breath and remember what’s important – a clear, concise message and a little communications etiquette, if you will.
Here are a few thoughts to consider:
Just because there is a lack of face to face contact doesn’t mean you shouldn’t use tact in your communication. You are still representing yourself and your business.
Take the time to put your best face forward. Collect your thoughts and make sure you are expressing them efficiently and effectively.
Remember, this is a give and take process – think about offering ideas and information related to your business that is educational for your viewers/readers/fans.
Finally, it’s okay to let your personality shine through your online communications, but don’t be too personal (if you know what I mean).
I welcome your comments and feedback.
Here are a few thoughts to consider:
Just because there is a lack of face to face contact doesn’t mean you shouldn’t use tact in your communication. You are still representing yourself and your business.
Take the time to put your best face forward. Collect your thoughts and make sure you are expressing them efficiently and effectively.
Remember, this is a give and take process – think about offering ideas and information related to your business that is educational for your viewers/readers/fans.
Finally, it’s okay to let your personality shine through your online communications, but don’t be too personal (if you know what I mean).
I welcome your comments and feedback.
Tuesday, October 13, 2009
I'm a 'PR' person - so why blog?
What in the world am I doing here? I’m a ‘PR’ person – so why blog? Why connect via social media?
Television, newspaper, radio and magazines have traditionally been effective channels of communication and powerful tools for PR pros. However, things are changing - rapidly. In order for businesses to realize the biggest bang for their promotional dollar they need to know what the Internet, email, viral advertising and social networking can do.
So why have I become a “Blogger?” What I want to do with this blog is to introduce you to blogging and social media through the eyes of a well-seasoned public relations expert. PR is all about getting the word out and these new applications simply offer a new platform. The Internet is a fabulous opportunity to put your business on the map, in a fresh, new way.
My goal is provide you with lots of practical, hands-on information for you to incorporate these new mediums into your marketing mix. I want to help you explore your options, talk about what works and doesn’t, and I want to expose you to the opportunities you have to move your business forward. I look forward to starting a dialogue, exposing you to new views and taking you on this journey.
Television, newspaper, radio and magazines have traditionally been effective channels of communication and powerful tools for PR pros. However, things are changing - rapidly. In order for businesses to realize the biggest bang for their promotional dollar they need to know what the Internet, email, viral advertising and social networking can do.
So why have I become a “Blogger?” What I want to do with this blog is to introduce you to blogging and social media through the eyes of a well-seasoned public relations expert. PR is all about getting the word out and these new applications simply offer a new platform. The Internet is a fabulous opportunity to put your business on the map, in a fresh, new way.
My goal is provide you with lots of practical, hands-on information for you to incorporate these new mediums into your marketing mix. I want to help you explore your options, talk about what works and doesn’t, and I want to expose you to the opportunities you have to move your business forward. I look forward to starting a dialogue, exposing you to new views and taking you on this journey.
Subscribe to:
Posts (Atom)
