Don't Fix What's Not Broken

First off today, big thanks to Chase Squires,  Senior Public Affairs Specialist with the University of Denver.  I posted his press release in yesterday's post as a great example of being proactive with your public relations efforts and press releases. 

A second big thank you goes out to Republic Airlines for leaving well enough alone.  For those of you not following the Republic Airlines/Frontier Airlines saga, there was a bit of good news earlier this week. 

Most residents of Denver are very familiar with the cute and fuzzy Frontier animals.  The bear, the fox, the rabbit and others, created by Frontier several years ago as part of a massive advertising and marketing campaign.  Under the slogan "A whole new animal," Frontier literally created a monster of a campaign that attracted followers and fans worldwide.

Yet all of that was in jeopardy once Republic Airways purchased Frontier.  There were rumors and rumblings that the animals would be, in blunt terms, put down, to make way for a new marketing campaign designed to rebrand the newly combined airline.

This made people, well, upset.  And we're not just talking industry experts, or employees, or frequent Frontier patrons.  I'm talking about people, like myself, who never fly Frontier, or for that matter, rarely fly at all.  It wasn't about the sale of Frontier, that was most likely inevitable to keep it viable.  It wasn't even about the success of the campaign, which, by most accounts was successful, but didn't do a lot to keep the struggling airline from nearly going under.

The fact was, we simply liked the animals.  Certainly, there might be better marketing campaigns out there, and Republic will have to look at ways to attract more travelers.  But by saving the animals, Republic didn't just give a tip of the hat to a very unique and somewhat successful marketing campaign, they made a brilliant PR move as well.

This article from Denver's 5280 magazine's blog illustrates this point well.  

Why Saving the Animals Is Smart PR

"You don’t need an expert in public relations to tell you that Republic Airways scored big in deciding to preserve the brand of its recent acquisition, Frontier Airlines. The outpouring of online support at places like the Save the Frontier Animals Facebook page said it all. Nobody seems too upset that Republic’s Wisconsin-based Midwest Airlines’ brand would be replaced by a Frontier airplane with a badger, Wisconsin’s state animal, on the tail."

Of course, as always, click on the link to see the entire entry.  But back to the point.  Frontier had a lot of issues, but the animals campaign wasn't one of them.  It was one of the few efforts that Frontier made that could be considered truly innovative and a marketing stroke of genius.

Now, will the animals bring in more travelers?  Will it help lower prices?  Will it make going through airport security any easier?  Will it fix the economy and lead to droves of Americans hopping flights across the country this summer?  Most likely, no. 

But Republic understood one thing when it chose to save the animals.  They understood that, despite some of Frontier's failings, the did have at least one thing going for them; brand recognition.  Show most people a commercial of a talking rabbit or talking dolphin or singing penguins, and they'll probably be able to tell you almost immediately, it belongs to Frontier.

In simpler terms, it wasn't broke, so Republic decided not to fix it.  From a marketing standpoint, it will be interesting to see how the animals are integrated into Republic's message and other established campaigns.  But from a PR standpoint, it couldn't have been a bigger homerun.

Particularly from a Denver and regional angle, the animals represented a brand that was easily recognized and represented the brand and the region in an entertaining way.  In other words, the campaign was ours, it belonged to us.  Even if we didn't use Frontier regularly, if at all, we still valued and revered Frontier as ours.  It was one of the few Denver-based airlines and serviced our region for many years.

Had Republic come in and started making wholesale changes, including getting rid of the animals, it would have smacked of an outsider thinking they know better than the local yokels.  It doesn't matter if the campaign was probably created by an East Coast firm (although I don't know that).  What matters is that Frontier was, and is, a big part of the Denver community, and the animals were a part of that community outreach.

Had we lost the animals, it's likely it would have angered many in the Denver area and surrounding region.  That and the fact that the animals are a nationally known entity, it would have been a huge mistake for Republic to scrap the animals.  For once, it seems, a national company made the correct choice, and the good PR that is resulting is a geat way to start a new venture.

What This Means To You:

As small businesses and non-profits you can learn something from Republic's decision to keep the animals.  Take a look at your organization.  Certainly there are things you'd like to fix or change.  But take a moment to identify the things that really work.  Look at your image or your branding.  What immediately comes to mind when people think about your organization?

Creating an image or brand recognition can be difficult to do.  But once you have created that element, there's no reason to change it, unless your organization undergoes a significant change in direction or philosphy.

Once again, I will point to Apple for this example.  Apple has created their brand recognition and image based on catering to a select audience.  Yes, they are outsold by Microsoft and Dell, but they see no need to change their direction.  As a Mac guy myself, I would be angered and disapointed if they went the route of PC's and started opening up their platform to outside software.  I like the fact that Apple is proprietary and so user friendly.  If they changed, they'd be just like every other computer out there, which would negatively impact Apple's bottom line.

Of course, this means you have to create an image for your organization.  If you don't have one, create one.  This can come in the form of a marketing campaign, a public relations push, even a social media campaign.

Start With Social Media:

In fact, a social media campaign is probably the best place to start.  Using your various platforms, you can begin creating an image or campaign that can become immediately recognizable.  You could use a character (like the Frontier animals), or a tagline or slogan or a style of writing or video production.  There are a million different ways to create your image and grow brand recognition and loyalty. 

Using social media is just one of the ways to create buzz about your new image, but it's also the most accessible to small businesses and non-profits because of its low cost.  Clearly it's more affordable than paying for a large advertising and marketing campaign.

So go out and find those traits that are working within your organization and start building on those positives to build your image and brand.  If you're a deli, become the home of the world's best Rueben.  If you're a garage, maybe Arty the Auto becomes your spokeperson.  Make sure your image and brand reflects the type of audience you're trying to reach and then go all out to spread the word. 

Of course, your PR efforts should also reflect your new image and also develop brand recognition. Just make sure that once you've built your image and brand, once it's working to attract attention, don't go back later to try and fix what ain't broken. 

A Different Kind of Release

Not too long ago, I talked about reaching a different kind of audience.  We've also detailed putting together a great press release and media pitch letter.  Today, we combine the two to talk a bit about a different kind of press release.

As you know, the typical press release focuses on a particular story or event associated with a small business or non-profit.  Generally, your press release lets reporters, producers and editors know about an event your hosting or of some achievement.  Sometimes it's used to promote a new service or product or maybe just to tell a good story about you, a staffer or something your organization has done.

But there's another kind of press release that isn't pitching a particular story or event.  Instead, this kind of release lays the groundwork for future pitches and stories.  I call it an organizational release, it can also be called a proactive release, and it can be very effective if created, and used, correctly.

The Proactive Release:

What is the proactive release?  To begin with, it isn't promoting a specific story.  In reality, you're simply promoting your organization, or, more accurately, those working within your organization. 

I've talked about "Rabbi" lists before.  That's my name for it, everyone calls it something different, but they mean pretty much the same thing.  Every now and then a journalist gets in a bind.  They have to cover a story in a very short period of time and in order to do a good job, they need a couple of things;

1.  An expert to provide background information
2.  An expert to provide expert analysis and be an interview subject

In these cases, the journalist usually has very little time to hunt down an "expert".  This is when they turn to the "Rabbi" list.  If they don't have someone who fits the bill in their list, they'll start asking around the newsroom to see if anyone has an expert that meets their needs for that story.

These lists are built over time in various different ways.  Sometimes, journalists simply run into an interview subject that impresses them.  Sometimes they meet over drinks at an event, or in line at the grocery store; anywhere could provide an opportunity to find an expert. 

But as a small business or non-profit, you can't just leave this kind of thing to chance.  This is where the proactive release comes into play.  It's literally an effort to be added to a journalists' expert list.

I received this release on Monday from a friend working at a local television station in Denver.  Take a look at it.  As he mentions in the email, this is an excellent example of a proactive press release: (A note, there was a D.U. logo at the top of the release, it simply didn't transfer over into the blog.  Always be sure to attach your logo to any release you send out.)

Experts List
For Release: April 12, 2010
Contact:  Chase Squires
Phone: (303) 871-2660
Chase.Squires@du.edu

 Republic to announce fate of Frontier Airlines’ brand
University of Denver experts available to discuss branding, airline industry, labor

DENVER – With the parent company of Frontier Airlines, Republic Airways, preparing to announce the fate of the Frontier brand – and the airlines popular animal mascots – and the creation of a single, new brand to cover Frontier, Midwest and Republic airlines, University of Denver (DU) experts are available to discuss these developments with reporters.

Maclyn Clouse: The Sorensen Distinguished Professor of Finance at DU’s Daniels College of Business. Professor Clouse has extensive media experience and is comfortable talking with reporters. Frontier CEO Sean Menke was an Executive MBA student of Clouse, and Clouse has studied the financial structure of Frontier in depth.  He is particularly adept at explaining complex financial situations in lay terms and in presenting explanations that help readers and viewers understand the various ways changes in the Frontier brand and company will impact airline travel both in Colorado and nationally.

Cynthia Fukami: Professor of management at DU’s Daniels College of Business and an expert in labor union negotiation and conflict resolution. She can directly address the positioning of the Frontier pilots, flight attendants, ground personnel, and how they might play this out in the public eye. Here’s a link to a recent interview she did regarding two large grocery chains (Kroger and Safeway) and the grocery workers union potential strike. Her comments are on the article’s fourth page: http://www.westword.com/2009-12-03/news/new-ufcw-local-7-president-kim-cordova-has-flour-power

Andrew Goetz: Chair of the DU Department of Geography, Goetz is an expert in transportation, including airline travel, and can talk on the state of the airline industry, sustainable pricing and competition and what these changes mean for the industry as a whole and the traveling public, as well as what this means for the airport. He is co-author of the book Denver International Airport: Lessons Learned.

Greg Wagner: Lecturer at DU’s Daniels College of Business.  He is also a 30-year veteran of the ad wars, serving as creative director at four D'Arcy and Leo Burnett offices: St. Louis, Chicago, Detroit and Denver. His Budweiser commercials were featured during the Super Bowl in the late 1980’s and he can talk about advertising, promotions, campaigns and controversial messaging. He led successful campaigns for Budweiser, P&G, GM, Amoco, Six Flags, the USA Ski Association, First Alert, Budget Rent A Car, Michelob, and more. He can talk about how changing a very successful brand (and marketing campaign) will affect consumers.

About D.U.

The University of Denver is committed to improving the human condition and engaging students and faculty in tackling the major issues of our day. DU ranks among the top 100 national universities in the U.S. For additional information, go to www.du.edu/newsroom.

Chase Squires
Senior Public Affairs Specialist
University of Denver
University Communications
2199 S. University Blvd., MRB 122
Denver, CO 80208
Chase.Squires@du.edu
(303) 871-2660
Follow us on Twitter, www.twitter.com/uofdenver
Join us on Facebook, www.facebook.com/uofdenver

A couple of things to note here.  First, as you can see, the release was sent out in response to a current news event.  In this instance, The University of Denver used this news event as a way to promote specific experts on their staff.

However, as a small business, you don't necessarily need to wait until there's a news event to make this kind of pitch.  You could do it at the beginning of the year, with follow up emails quarterly to update newsrooms on staff additions or changes. 

For instance, let's say you are with a non-profit that specializes in conflict management.  You could send out a proactive release that details certain members of your staff and their expertise.  You could also outline specific instances where you, your staffers or organization could act as experts on various topics.

Even if you have a very small business, with maybe only two or three individuals, you can still send out a procative release to let journalists know about your area of expertise.  I don't care if you run a theater, a real estate company, a deli, a salon; it doesn't matter.  What matters is that you're letting journalists know about your abilities to act as an expert in certain situations.

Putting it Together:

Building a proactive release is a little different than building a more traditional release.  Here are some tips on putting together a proactive release that will improve your chances of getting on that ever-elusive "experts" list.

1. Target your best experts - If you're going to promote these individuals as "experts" they had better be real experts in their specific area.

2.  Don't Be Narrow -  Yes, an expert is generally an expert in one specific area or practice, but don't make their expertise so narrow that they are rarely needed.  For instance, if I'm a doctor, I can speak about a number of different issues regarding health care and medicine.  However, If I only feel comfortable speaking about knee injuries, then my useage is going to be limited to instances involving only knee injuries.

3.  Keep It Simple - When putting together bios for your experts, you don't need to get into their entire history.  Focus on their area of expertise, their experience and what they can comfortably speak about.

4.  Put it in Perspective - When sending out a proactive release, it can certainly help when there is an actual news event to hang your pitch on.  But even if you don't have a single news event, you can still provide examples and scenarios where your experts will be useful.  Identify the kinds of stories each of your experts can be used effectively.  You can put this information in the opening paragraph, or include it in each of the individual bios.

5.  Be Available -  Being on an expert list only works if you're available at a moments notice.  You'll see that in the D.U. release, they provided a series of contact options.  When you send out a proactive release, include several different ways to get ahold of either yourself or one of the experts.  Journalists will turn to you in a jam, but if they can't get you on the phone quickly, chances are, they won't try again.  Ideally, your primary contact is a single individual who can get ahold of the expert and act as a liason with the journalist to schedule the interview or phone conversation.  Remember, though, that if you don't come through for them, your name will likely be taken off the list.  You really only get one chance at this, so don't blow it.

A Few Final Thoughts:

This kind of release isn't very difficult to put together and can be sent out at various times throughout the year.  I always tell clients to put a proactive release together as they're putting together their media kit.  It's the kind of information that can, and should, be included with the kit, and also can act as a separate release. 

Depending on the size of the organization, your release can be as short as a single page, or as long as a small booklet (although, again, the shorter the better). 

Also, don't discount the power of photos with this release.  While the D.U. release didn't include any photos, if you have an expert that is particularly photogenic, add a photo.  It doesn't guarantee they'll end up on the expert list, but it doesn't hurt.

One final note.  If you DO get added to an expert list and you get a call from a newsroom for an interview, remember, the interview isn't about your organization, it's about the particular news topic.  Don't be a salesperson, be an expert.  You'll get your exposure, just make sure they spell your name, and the name of your organization right.

As a small business or non-profit, getting on the experts list is one of the best ways to build relationships with reporters, producers and editors.  Once they trust you as an expert, you'll get called more often and before you know it, you and your organization are household names in your town.  And that's better than any kind of general PR effort, news story or traditional release. 

That's the kind of advertising and free publicity money just can't buy.

Taking it to the Next Level.

I always wanted to be a radio talk show host.  Not just any kind of radio talk show host, but a SPORTS radio talk show host.  When I was in college, I remember driving around and listening to the big sports talk personalities in Denver debate the merits of Dan Reeves and John Elway and arguing whether Bernie Bickerstaff was building up, or tearing down the Nuggets.

The idea that I could actually get paid to sit behind a mic and discuss football or basketball or baseball...well, it was like a dream job.  I finally did make my way into talk radio, although as a producer.  And while I did sit behind the mic., it was as a reporter and anchor at KOA, not as a talk show host. 

I'm okay with that.  I got closer than most others, and I did get my moments to live the dream from time to time.  I don't think I'm that different from most folks.  I think at some point almost everybody wished they had a pulpit like a talk radio show to espouse their opinions, their thoughts their ideas.  A lot of us simply want an opportunity to reach out to others and engage in conversations, make connections.

Social media helps millions of people do that everyday.  More than that, social media allows millions of people live the dream of being an honest-to-goodness radio show host.

Just like technology has made movie directors of us all, social media has the power to transform us into anything we want to be, including talk show hosts.

Ramp It Up!

For most small businesses and non-profits, diving into the social media world can be intimidating.  But the more you work at it, the more you involve yourself in the social media environment, the easier it gets.  At some point your Facebook, your Twitter your Foursquare or Digg reaches a point where it's not enough. 

This isn't to say that these platforms stop being effective.  As long as there are millions of new people signing up online every day, there are millions of potential customers or donors or volunteers you haven't reached yet, and your social media platforms are still a fantastic way to reach these new people.

But like buying a new car, at some point, you want something more.  So you add a booming sound system or flashy new headlights or some kickin' rims and tires just to, you know, get attention.  Your social media efforts are the same.  At some point, you not only have the ability, but the desire to ramp it up a bit.  You want to add a few bells and whistles to your campaign.

There are a number of ways to do this.  Obviously, we've talked about video, but you should be incorporating video into your efforts already.  So what else is there?

Blogs are a great way to start adding bells and whistles.  Some start using blogs right away when they start a social media campaign, but even the blogs can be spiced up a bit.  Whether you're using Blogspot, Blogger, Wordpress or some other program, each of them offer free widgets or add-ons that give your readers some fun extras and make your blog more interactive, more pleasing to the eye.

You can start to micro-blog, which is a smaller, faster version of a more traditional blog.  Generally, these blogs include a video component along with some short comments.  These are blog posts that you can watch within two to three minutes and the copy is generally a thought or idea that explains the video or puts it in context.  There's usually a link attached to the source of the video.

This kind of blogging has become a staple among the under 30 crowd and is proving to be very, very useful and effective in promoting products and services.

Another new element of blogging is Vlogging.  This is a video blog, and it's kind of like having your own public access tv show.  Vlogs have become more popular as well, because they provide the viewer a face to go with the words and thoughts and ideas.  Think of the original online Gossip Girl, or Lonely Girl incarnations where it was a single person pouring their souls out online to anyone who would watch them.

Think of those public access tv shows about knitting or crafts, or, my favorite, Bob Ross and the Joy of Painting.  People are putting how-to blogs online all the time now.  Showing others how to create something is a great way to attract attention. 

All you need is a camera and a recording program in your computer.  The best vlogs tend to be shorter, two minutes or less and provide something interesting, fun or useful.  One of the most enjoyable vlogs I saw was one put up by a friend who lives in LA.  She shot video of herself driving all over L.A. and commenting on the things she saw.  I found it very enjoyable.  It didn't change my life or even my day, but it was certainly fun to watch.

And that's the point, vlogs are fun to watch.  They are intriguing, they are fascinating, mostly because you get to see the person behind the words, thoughts and ideas.

Radio, Radio:

And then there's the podcast.  Most of you know what a podcast is.  But for those who don't, here's a very short primer.  A podcast is a radio show, a recording you make of yourself or others, talking about something, performing music, a dramatic reading, discussing politics, sports, anyting.  You take that recording, package it as a singular broadcast and then post it online for anyone to download. 

There are entire podcast networks out there you can post to, or you can simply post it on your website or blog. 

Just like blogs, your social media platforms, vlogs or anything else you do in the online evironment, you have to provide interesting, fun and useful product to get people to listen, watch or read.  Podcasts are no different.

Go online and type in podcast and see what comes up.  You'll find podcasts on health care, love, romance, car maintenance, home repair, travel; basically anything under the sun.  If you can talk about it or write about it or think about it, it probably exists on a podcast.

If you own a deli, why not do a podcast on quick and healthy meal preparation.  Or if you own a cleaners, why not do a podcast on the best ways to clean your clothes; tips on getting tough stains out, keeping those slacks unwrinkled during travel, how to do your own cleaning on a wool sports jacket.

The point is, you can become the talk show host you always wanted to be.  Talk radio doesn't have to be only about politics or sports.  One of the most popular talk radio shows on the air today is a show called "The Car Guys."  They simply talk about car maintenance.  That's something we can all relate to.

It's Easy To Do!

Just like video production, many small businesses and non-profits worry about the equipment they need to produce a vlog or a podcast.  But there's no reason to fret.  Unless you're working on a computer that is very old, most computers today have easy to use video components.  You simply have to get an affordable camera and plug it in. 

Most operating systems today have built in programs to take in video and allow you to do some basic editing.  Most laptops have cameras built-in, as do a majority of the desktops nowadays.  Even if you don't have a computer with a camera, you can shot video on your phone and email the video to your computer.  Once you have the video, it's as easy as posting it to YouTube and then using the HTML code to imbed that video in your blog or vlog or website.

You can record something at 1pm and have it posted on your social media sites by 1:10 at the latest. 

Podcasts require a little more equipment and investment in time, but still, they aren't a massive undertaking and can provide a huge boost to your social media efforts. 

To produce a quality blog, all you have to do is buy a simple computer microphone.  You can pick up a cheap microphone at any computer or office supply store.  You can spend as little as $15 or as much as $75, depending on what you plan to do.  Like most products, the more expensive the mic., the better the sound quality.  But for most podcasts, you don't need professional quality.  You just need something that will record you clearly.

I will say that the cheaper mics will often pick up background or ambient sound.  It's worth it to pick up a mic. around the $30 range.  These tend to cut out the background noise better and will last longer.  If your computer has a built in microphone, then you obviously don't need to buy a mic.

As I mentioned earlier, most computers have programs built in to allow you to record audio and video.  If, for some reason you don't have a program already bundled with your operating system, you can download some easy to use, free programs online. 

Sound Recorder, DJ Studio; both are good, free programs.  Right now, Audacity is the most popular free download and is very easy to use.  You can download that program and within minutes be recording your very first podcast.

Apple, Microsoft, bloggr, Blogspot and Wordpress all have podcast tools to help you take your recording and publish them online.  Suddenly, you are the star of your very own talk show.

Get The Word Out:

Just like blogs, vlogs or your website, podcasts have to be promoted.  You can't just put it out there and expect people to just find you.  By adding tags to your podcasts, by promoting it in your groups, on your various platforms, by tweeting each new edition and telling others about your podcast, you'll start to get a following.

You have to make your podcast available on podcast networks and post it everywhere you can.  The more places people can see your podcast, the more people will listen and hopefully subscribe to your podcast.  This also holds true for your vlog and blog as well.

Creating the product is actually easiest part of blogs, vlogs and podcasts.  Getting the word out is really the hardest part.  But if you approach the promotion of your blog, vlog and podcast like you promote your other platforms and website and business, your efforts will find success.

Podcasts and vlogs can reach an entirely new audience and bring people to your organization in droves.  They may be looked at as just bells and whistles, but they can also be beacons, a spotlight to attract the myriad of viewers, readers and listeners to your doorstep.

So get out there and ramp it up, and hopefully you'll be busier than ever before.  Good luck.

Keeping Tabs

We've talked a lot about the tools you need to make your public relations and social media efforts successful.  Finding the right platforms, using video, targeting the correct audience, having a conversation strategy and staying interactive are just a handful of the things you need to do to make social media and public relations work for you.

But let's assume you've been doing all of these things and you still haven't seen a measurable jump in sales or traffic to your site.  Is it time to throw your hands up and say, "To heck with it!" and walk away?  We say emphatically, no!

There are a number of reasons why your efforts haven't garnered the kind of attention you hoped it would.  Kind of like when a car breaks down, it could be anything.  Sometimes it's as obvious as having a bad battery.  But sometimes it's just a hose leaking, or a fuel pump needs replacing or maybe your cellinoid is acting up (can you tell I've had car troubles recently?). 

The point is, every campaign, every effort can be tweaked to capitalize on your outreach efforts.  Rarely do you have to do a complete overhaul.  Often it's just a matter of tweaking your content or targeting a new demographic.  Sometimes, you also just have to have a little patience.

Rome Wasn't Built in a Day:

One of the biggest issues I run across with clients is time.  Many put up social media sites and then, 1) never really maintain them, or, 2) believe that just having an online presence will turn their fortunes around overnight.  This isn't the case.  It takes a little time.  You can be online every day for a month and you won't see a major spike in sales or traffic to your website.  But, just like laying a foundation for a building or a business, it takes time and nurturing to grow into the behemoth you want it to be.

Here's a simple tip that small businesses and non-profits should remind themselves every time they take time to update and manage their social media and public relations efforts:


•  The average social media and public relations campaign can take three to six months to truly show a return on your time and efforts.

Now, does this mean that you should just sit back and "let it ride" for three to six months before you make any changes to your campaigns?  Absolutely not.  Analytics are very useful for finding out who is going to your websites, where they're coming from, what they're doing while they're there and where they go after they leave.  Analytics programs are a very valuable aspect to your social media outreach, and should be used liberally.

Unlike public relations, which often has more tangible, immediate results, social media is like trying to herd cats.  One moment you think you're headed in the right direction and then things might suddenly change.  This is why you have to stay on top of it so much.

One problem with Analytics is that they generally only give you information on a few specific online sties such as your web page or your blog.  They don't really give you info. on your Twitter or your Facebook or your other efforts.


This article from The Daily Bloggr discusses the gap between traditional analytics and how you can really figure out the return on your investment or ROI for social media.  As always, click on the link for the entire article and to see the 10 tools.

10 Social Media Monitoring / Analytics tools for Measuring Social Media

Social Media ROI ? That’s a weird term to many of us, right ? Many think that there is no ROI to Social Media, and while this topic is up for debate, I’m saying – yes and no.
No because, we know that we don’t get social for the game sake. And yes because, there are brands and products who needs numbers and obviously results, for getting social.
Many brands are jumping into the social media bandwagon these days and are experimenting with things, that’s a fact. Many a times, knowingly or unknowingly we have engaged with them as well. So it makes sense for them to monitor it and see what the results are like.
Having said that, monitoring social media is not the regular analytics stuff, that’s where many go wrong.

I completely agree with the article when it comes to ROI for social media.  It's not like a traditional marketing or public relations campaign.  When dealing with PR, you can take real numbers and plug them right into your ROI statistics.  For instance, if you spent $1,000 on a public relations push and wound up with an article in your local paper and a spot on the local 10pm news, then you can look at the advertising numbers for those outlets and get a definitive ROI number.  Let's say it costs $1,200 to advertise for .30 seconds on the 10pm show, and $500 for a half page black and white ad in your local paper.  Then you essentially received $1,700 in print and broadcast advertising for you $1,000 investment.  This is easy stuff.

But with social media, it's not so cut and dry.  Certainly platforms like Facebook have started offering some weekly traffic statistics.  And Twitter has "Twitter Counter" which keeps tabs on visitors, followers and tweets.  But those don't delve nearly deep enough to give you a complete picture of the success of your campaign.

So often, it comes down to a gut feeling.  Do you feel as if your campaign is reaching the people it's supposed to?  Can you see a rise, even if slightly, in web traffic and sales?  If so, perhaps your efforts are paying off.

I have always advised clients to find out where their customers are coming from.  This is simple marketing 101, but so often I discover not enough small businesses and non-profits are doing it.  Getting direct feedback from the people who walk through your door will give you an immediate sense of who is responding to your social media campaign. 

I'm a big fan of "Social Mention," "Scout Labs" and "MAP" that are noted in the article above.  All three are very effective and easy to use.  Yes, some of these programs cost.  Not a lot, but there is a money investment nonetheless. 

However, there's an even easier way to check to see if your efforts are paying off.  Perhaps the best way, for me, to tell if a campaign is working is to simply look at the sites and see who is participating.  You will often get a number of fans and followers who will never post a comment, but who might check your site regularly.  However, take a look at who clicks on the "like" buttons, see who is actively involved in responding and participating in conversations.  Check regularly to see how many new fans or followers or friends have signed up in the past week. 

These numbers don't have to skyrocket, there simply has to be a rise in the bar.  If last week you had 100 friends or followers, and this week you have 108, that's okay.  That's 8 new people who took enough interest to join you.  Those eight people might have a number of other friends who will also take interest. 

Here's another item:  The more active you are in your social media efforts, the more likely it will be that you'll gather followers and friends at a faster rate.  There IS a cause and effect dynamic here. As the old saying goes, you have to be seen to be noticed.  And by being active, you'll be seen.

There are a few other issues that might be hampering your social media efforts. 

These are some of the biggest mistakes most small businesses and non-profits make when diving into the social media scene:

1.  You have no call to action - Every outreach effort has to have a call to action.  It might be as simple as, "Go to our website" or it could be something along the lines of "Do something to protect your posessions, we can help".  Either way, you have to motivate your viewers.  You have to give them a reason to actually do something like click on a link or buy a product or service or donate.  Too often organizations just put up information and leave it at that. 

2.  The content isn't appropriate -  When I was working on the Senior Olympics campaign, the client wanted to put content up that dealt with elderly medical issues in the attempt to push a healthy lifestyle as a way to avoid such medical issues.  This was off base.  People interested in participating in the Senior Olympics are already aware of the medical issues of growing older.  They wanted to see and hear stories of how participating in the S.O. could enhance their already active lifestyles.  We changed the content and suddenly interest rose significantly.  You have to make sure that the message and content you put on your platforms is appropriate for the audience you're trying to reach.  You wouldn't put Pat Boone up on a site designed to attract the under 30 crowd, would you?

3.  The content isn't interesting or useful -  Again, simply putting up information for the sake of posting is a bad idea.  Video is almost always interesting.  Articles that relate directly to the issues your followers are dealing with can be helpful.  You are now providing a service and becoming a resource for your friends and followers.  This builds brand recognition and loyalty, and those are things that can't be measure in any ROI sheet.

4.  Your efforts are too "salesy" - We don't go online to be unundated with sales pitches.  We go online to keep tabs on friends.  We go online to have fun.  We go online for information.  The magic of social media is that, if done right, you don't actually have to do any "selling" at all.  You generate a word of mouth campaign and your friends and followers do the selling for you.  People will always put more stock into something their friends tell them than something a salesman tells them.  You want people to see you as a resource, again, not as a salesperson. 

5.  You're targeting the wrong audience - If you're product or service is better suited to middle aged women who are college educated and married, but your on sites or in groups that are dominated by 22 year old students, then you're in the wrong place.  Sure, the site or group with the 22 year old students may have 7,000 members, while the one with middle aged college educated married women only has 900 members, chances are, you're going to get a lot more bang for your efforts in the room with a smaller membership than the larger one.  This is because the smaller membership sites or groups will be much more interested in your product or service.  As I mentioned in a previous entry, sometimes it's not about quantity, it's about quality.

6.  You're preaching to the choir -  This happens a lot with social media efforts.  You find a group or site that is ideal for your product or service.  You sign up and initially your traffic and sales might spike up.  But after a while, you see your numbers start to fall.  An example of this is a client I'm working with now. 

This client deals with spay/neutering issues.  So far their efforts have been targeting people who need their pets spayed or neutered.  But that demographic is pretty limited.  And, after a bit, you find that you're talking to the same people over and over.  But there are millions and millions of pet owners and animal lovers in the U.S. alone.  This is a fertile audience that just keeps growing.  Why not tap into this larger audience and spread the message among them?  While not all pet owners need to spay or neuter their pets, they probably know someone who does.  By targeting this larger audience, you stop preaching to the choir and you get your message and your call to action out among people who can, and will, help you spread that message and call to action.

Take a moment to look at your efforts.  Now take a look at the list above.  Are you doing any of these things?  If so, don't get discouraged.  These are all common mistakes and they are all easily fixed.  Start tweaking, start making some changes that will bring in new followers, new friends, a new audience. 

If you do this, you won't need a fancy analytics program to tell you what you'll already know; that your social media efforts are paying off big time.

Perfect Pitch

The press release is dead, or at least some folks would like you to think.  With the advent of social media and networking, businesses are investing more time and money into creating spaces on platforms like Facebook and Twitter and Digg and focusing their attention on maintaining and growing those sites.  Of course, this means fewer and fewer resources allotted to public relations efforts.

Give me your best pitch, baby

As usual, I'm left carrying the flag for public relations, in all of its many forms.  From media relations, to community outreach to even the lowly press release.  In previous posts, I went over how to build a basic press release.  But there's one element, I believe, is way more important than your press release; The Pitch Letter.

You have to get them to the release first:

You don't have to spend hours upon hours crafting a press release.  It has to look good, it has to have the basic information and it has to present an interesting picture of your story.  But, and here's the frustrating part for so many small business owners and non-profits, many journalists never even get to the release itself.  They take one look at the subject line, read the first sentence and quickly move on.

So what are you supposed to do if journalists either never even look at the release or, if they do, spend all of three seconds reading the first sentence or two?  Your best bet is to capture them with a pitch letter.

Actually, letter is a bit of a misnomer because it's not so much a letter as it is a paragraph.  Three, four sentences designed to grab the attention of the journalist and intrigue them enough move on to read the release. 

Think of it like this...the release is there to provide information.  Information that journalists can use as they're writing their story, your story.  If your story gets picked up, journalists will be able to refer to the release for quotes, background information and details.  No, this doesn't make the release obsolete, or mean it's dead, it just means that the release isn't your primary sales source.

It's the pitch letter, or paragraph, that will ultimately sell the story.  So how do you put together a pitch letter?  It's as simple as 1, 2, 3 (with maybe a 4 and a 5 thrown in for good measure). 

Writing the Pitch Letter:

Writing the pitch letter doesn't have to take forever and it shouldn't cause you to pull a brain muscle thinking of how to put it together.  Here are some tips to writing a solid, effective pitch letter that will improve your stories' chances:

1.  Make your first sentence a grabber - Make a statement, introduce a captivating concept or story.  For example, instead of writing:

"A Brooklyn man says his auto security system helped police arrest a suspect in a string of auto thefts."  you should write:
"Brooklyn police say a revolutionary auto security system could help lower auto-crime rates nationwide."

The second sentence is stronger and makes a bold statement.  Of course, your statement has to be true.  You can only write that second sentence if a Brooklyn police officer actually made that statement.  If so, you can go with it.

Here's another example.  You decide which is better.

"A man who survived for seven days lost in Canyonlands, Utah survived after being stuck under a boulder and cutting his hand off."


"John Templeton knew that cutting his hand off would be the only way he'd survive after being lost in Canyonlands, Utah for seven days."

I posit that the second sentence is a much stronger opening sentence than the first one.  Here's why.  The first sentence takes perhaps the most compelling aspect of the story and buries it at the end of the sentence.  Meanwhile, the second sentence places it right up front, along with the individual's name, providing an instant character. 

While they both give some facts in the first sentence; he was lost in Canyonlands Utah for seven days, the second sentence uses more active tense.  This makes for a more interesting sentence as well.

This first sentence is perhaps the most important aspect of your entire pitch.  Remember, you're not writing an essay or a news story.  You're writing a simple paragraph designed to give information and grab attention, so make that first sentence as strong as possible.

2.  Keep It Short and Simple - This is a, um, a different version of the KISS that I learned in school, but it's essentially the same thing.  Simple is better.  It's always better.  You don't have to pack all of your information into your paragraph, just the pertinent stuff.  Remember, you don't want to put more than three facts in any sentence, more than that gets confusing.  You want the journalist to be able to quickly grasp the concept or focus of your story.  When you start to get beyond three or four sentences, tops, then you have to ask yourself, "what can I cut to shorten this?"

3.  Provide a Call to Action - This isn't like, come on down, or we'd sure like to see you at the event.  It's more like, "John Templeton is available for interviews on Wednesday at either your studios or at his home."  You have to let the journalists know exactly what you are offering them.

By stating that you have interview subjects, when they're available and specific locations, the journalist is now thinking of potential interviews, logistics, timing.  You have put the idea of an interview into their head.  Offer up a couple of interview subjects and let them know that you can also assist in rounding up any other interview subjects they may want to talk to.  You are making an assumption that they will do the story and that they'll need to talk to someone.

You can also state something like, "You can set up your cameras at the starting line of the race and we will grant you access to all areas of the event."  Again, you are assuming they will cover the story, which isn't an awful thing. 

4.  Give specifics - You don't want to give too many facts, that's what the release is for.  But you do want to give them some specifics, and not just about the story.  If you have an event you want covered, you need to provide some information that will grab interest beyond just the opening sentence.  Let the journalists know about potential interviews (as mentioned above) but also let them know about particular visuals, locations, times, anything you might think would be of interest to the journalist and, most importantly, make their job easier.  You can put this information in the last sentence or two.

5.  Let them know where to find you - It's all good to tell the journalist about the story and some facts, but none of that does any good if they don't know when, where or how to get ahold of you.  Your release should have contact information at the top, but this is such important information, it's worth putting in the pitch letter as well.  This is as easy as saying, "I can be reached at any time at..." then give your phone number and email address.

First Impressions...

Remember, your pitch letter is your first contact with the journalist you're pitching your story to.  Four sentences might not seem like a lot, and it may seem like a lot of pressure to place on a single paragraph, but writing a good pitch letter is a key element to the success of your story's success.

One final note.  Because the pitch letter is so important, this is an area where rewrites are probably a good idea.  One trick journalists use when writing their stories is to read their copy out loud.  This works with a pitch letter as well.  Write your pitch letter a day before the pitch if possible and then revisit it before you send it out.  If the first sentence doesn't sound strong enough to you, or grab your attention, then rewrite it.  Most of the time, it's not about doing a total rewrite, it's about rewording the sentence you have already.

So there you have it.  The pitch letter, while very important, doesn't have to be so difficult it prevents you from pitching your story. 

Focus on your release, but don't forget your pitch letter, otherwise, the entire story might just be forgotten as well.

Build It, And They Will Come...

Okay, so it's baseball season and I just couldn't resist that classic line from "Field of Dreams."  Who doesn't get chills up their spine when they remember that deep, booming voice of James Earl Jones giving the speech about baseball marking the passage of time and telling Kevin Costner to just build that damn ballfield.

I suppose the comment is just about being ready, or about putting your energy out to the universe or about taking risks.  I don't know, and it doesn't really matter.  Because this entry isn't about baseball or James Earl Jones or a baseball field in the middle of some Iowa cornfield.  It's about lists.

The List is the thing:

As small businesses and non-profits build their organizations, one of the first things they do is start building lists.  Lists of competitors, lists of potential clients and donors and volunteers.  They build lists of vendors and local officials and potential partners.

Sadly, one of the lists they don't build, is a press list.  If you've been following this blog, you know the importance of having a press list ready to go whenever you feel like picthing a story or in case anything goes wrong.  And yet, I ask you, have you started to build your press list yet?

If the answer is no, don't feel bad.  You're in good company.  Ask most small business owners and non-profits, they'll give you the same answer.  And it's understandable because building a press list can be intimidating.  But it doesn't have to be.  Here's why:

For most small businesses and non-profits, the more you interact with the press, the more relationships you'll build.  The problem is, this takes time.  But as active small business owner and non-profits, you watch the local news broadcasts, listen to the radio and read the newspaper.  If you do this, you probably have noticed certain reporters that cover certain beats, whether it's business, crime, community, etc.

As you follow the daily news, take note of these reporters and what outlet they're with.  Write their name on a slip of paper, or on your computer, in your phone.  Don't look now, but you've started to build a press list.  Really, it's that simple.

Here's a simple five step program to building a basic, local press list:

Step 1.  Identify your outlets - Regardless of what city you live in, there are local news outlets that you depend on to deliver your daily news.  In Denver, we have one major newspaper (RIP Denver Post), five major television outlets, and two to three news/talk-oriented radio stations.  We have four or five legitimate neighborhood papers, two business oriented magazines and two specialty magazines.  That's 14-15 media outlets in the immediate Denver area that small businesss and non-profits can pitch stories to.  This isn't counting outlets in the surrounding suburbs (neighborhood papers), Boulder, Fort Collins, Longmont, Colorado Springs, Pueblo and a slew of Western Slope towns.  As a small business or non-profit in Denver, I'd focus on the immediate 14-15 outlets and grow from there.

Step 2.  Get the digits - Now you have your outlets identified, the next step is very easy.  Find their websites and note their phone number or email address.  Most media sites have a "contact us" page with this information.  Put the phone numbers email addresses next to the right outlet and you're halfway home to having your first press list built.

Step 3.  Make the call - Now you have the numbers, you have to make the phone calls.  This isn't as hard as it sounds.  You're not making a pitch, you're simply asking for information.  Identify yourself as a small business owner or non-profit and ask for a newsroom phone number and an email to send press releases to.  More often than not, the person answering the phone will give this information willingly.  Sometimes this information is available on the websites, but it never hurts to call and confirm the information.

Step 4.  Send an E-mail - This is like a follow up phone call when making a pitch.  Only you're not pitching a story, you're asking for more information.  Email the newsroom asking for the names of the assignment editor (television), city desk editor (newspaper), Executive producer (TV and radio).  If you don't hear back from the email, call the newsrooms and explain that you need the names of the individuals to send press releases to.  It's likely they'll tell you to just send all press releases to the newsdesk.  Don't give up hope.  This is where your list of reporters comes in handy.  Call again and ask to speak to your reporter, or ask for their email.  The reporter will amost always direct you to their producer or the executive producer.  If this fails, at least you have the information to every newsdesk in the city, and that's a huge start.

Step 5.  Start organizing - I put my press lists in Excel formats with names of the outlets, phone numbers, email addresses and a notation section for comments.  As you continue to follow the news and, hopefully interact more with the media, you'll get individual names and email addresses for reporters producers, etc. More often than not, newsrooms have very structured email addresses.  For instance, at KUSA, when I worked there, the email addy's were first name, then dot, then last name then @ then the name of the station.  In this case, all you needed was a name and you could figure out the email addresses for individual journalists.  Keep adding names, phone numbers and email addresses and before you know it, you'll have a very large and thorough press list built.

It's just that easy:

You can do all of this in a fairly short period of time.  Take one weekend afternoon or a weekday afternoon and you can complete this in two to three hours, four tops.  And believe me, this will be time well spent.

You can even cut down on this initial time investment by simply gathering the newsroom direct line and email address.  This is a fine way to start as well.  One thing to keep in mind is that turnover happens in newsrooms, particularly local newsrooms.  This means every four to six months or so you'll need to contact the newsroom just to make sure the phone numbers are the same and the emails haven't changed.  You can also take this opportunity to ask again for the assignment editor's name, or the Executive producers name.  Hey, it never hurts to ask.

So there it is.  In just a few hours, you can build a press list that gives you at least initial reach into your local newsrooms and give you a step up on your competitors when it comes to conducting your next public relations pitch.

Now go forth and build, my friends, for if you do, they will come.

Of iPads, Tiger and Choices

It's that time again, friends.  Time to look around and take some lessons from some of the high-profile stories making the news today.  No, I'm not talking about Opening Day in baseball, although I am a huge baseball fan (Go Rockies).

I'm talking about two stories, one that made the headlines in a big way over the weekend and another one that will be dominating the news in about three days.  I'm talking iPads and Tiger.

Small businesses and non-profits can learn a lot from both of these stories, from marketing, image building and reconstruction, to developing brand loyalty and crisis mitigation.  These are all very VERY important aspects of growing your bottom line.  And the beauty of it all is that these entities (Apple and Tiger) are blazing a path wide enough for everyone to follow.  Another added benefit is that you can learn from their efforts without suffering similar growing pains and without spending your life savings achieving success.

First, the iPad:

To be clear, this isn't a review of the iPad.  In fact, for our purposes, the the iPad itself isn't the focus of our lesson today.  The story of this past weekend, as more than 700,000 freshly-minted iPads landed in the hands of eager consumers, wasn't the device itself.  No, the story is actually Apple and how it has cornered the market on new technology buzz and nearly fanatical brand loyalty.

I have to confess, I'm a Mac guy.  I've always used Macs, I always will.  However, I'm not getting paid by Apple to endorse any products.  With that said, I didn't buy the iPad this weekend.  Not just because of its $600 price tag, but because if we've learned anything from the iPhone, this alpha version of the iPad will be obsolete by Christmas.  Plus, versions two and three will likely be significantly improved and enhanced.

Still that didn't stop nearly a million people from gobbling up the latest Apple gadget.  Which leads me to the question, "why?"  Why would people be willing to shell out that kind of money for a product they KNOW will be gathering dust on a shelf within a year?  This is the magic of Apple.

Apple learned some time ago that you don't necessarily have to outsell your competitors in order to thrive and be successful.  All you need to do is create a base so loyal, they will pay hard earned money for your products until the day they die.  PC's continue to dominate the personal computer market, meaning Microsoft outsells Apple products by a significant margin worldwide.

But Apple isn't trying to sell to everyone.  Much like certain auto manufacturers or furniture makers or home builders, Apple has a specific audience and they focus all their efforts and budget on targeting that market with their product development and outreach efforts.

While Microsoft and PC's are generally viewed as better products for business, Apple targeted the creative market.  Their base consists of individuals who tend to be slightly more affluent, working in a creative field and college educated.  But then Apple went beyond just the demographics of their audience.  They went for the "cool" factor.

Apple focused on aesthetics over basic function at times, meaning even when a product failed miserably, at least it looked great.  Of course it helps that they have had way more hits than misses in their long history.

Since Apple started in an age well before social media, they had already built a very loyal following by the time Facebook and Twitter took over the scene.  But they have taken advantage of both social media and their loyal base by effetive use of outreach and interaction on various platforms and using various methods, including video, direct email, newsletters and, of course, one-on-one interaction with customers at schools, their stores and at community events.

They also know that even though Apple users are outnumbered nearly two to one worldwide, their base is very vocal and passionate.  This means Apple has supporters and voices in chatrooms all across the internet, talking up their products, their services and their organization as a whole.  Now, all it takes is a simple rumor (like iPhones will be available on the Verizon network in the Fall of 2101) to create huge buzz and keep the companies name in the headlines.

Loyalty Can Work For You Too!

As a small business owner or non-profit, you can learn from this kind of branding and brand loyalty to grow your business.  You have competitors, it's a natural state of business.  Take a look at who your competitors are marketing to.  See who they're talking to online.  Are they targeting a specific audience?  Are they trying to target everybody?  Either way it can be a boon to you.

You can target specific audiences, both in your pr efforts and your social media efforts to help build your brand, your identity and customer loyalty.  You don't have to be the biggest seller to be successful, you simply have to grow a very loyal base; people who will always come back to you for their needs.

A loyal base will also help your social media efforts explode.  These people will talk about you to their friends, their social media groups, their entire network of contacts.  It used to be a satisfied customer would tell a few people about a good experience and that would be it.  But now, these same people are reaching thousands of others through their Facebook, Twtitter, LinkedIn, etc.

This kind of thinking is why so many "cottage industries" like microbreweries are so successful.  Coors and Budweiser significantly outsells beers like Sam Adams or Buffalo Gold, but these beers and their breweries thrive because they have done such a good job at targeting their audience and then going after them aggressively and in a way that the targeted audience relates to.


And Now, A Little Tiger:

Some time ago, I posted about how well I thought the Tiger Woods press conference went.  At the time, I mentioned that I thought he did everything he needed to do in order to mitigate the damage from his, ahem, "issues".

I opined that day that I thought Tiger's image would rebound nicely, that he would recover and that once he began play again, all would be forgotten, if not immediately forgiven.  I proclaimed that he would make the talk show rounds, go on Oprah, say he was sorry and that we could all move on.

I was wrong.  Not in the fact that I thought the press conference was well handled and served its purpose, I still believe that Tiger's conference met its goals and was successful in putting a human face on a previously mysterious athlete that often seemed more automoton than human.

Here's where I, and Tiger, missed the mark.  There's still information out there to be had, still secrets to uncover, still scandals to leak.  One of the surest ways to ensure that the media, and the public at large, will be talking about you after a crisis is to withhold information.

During his press conference, Tiger met nearly all of the requirements for handling a crisis.

1.  He apologized
2.  He took responsibility
3.  He offered a solution and a timeframe to enact the solution

The problem is, he missed the fourth and key piece to any crisis communications effort; he didn't fully come clean.  Because there is still a story to be told about what really happened that night and the events leading up to the incident.  Plus, Tiger remains mum on the status of his relationship with his wife and kids.

This means reporters will continue to dig in an effort to uncover the sordid details of Tiger's married life.  Agree or not with the ethics of this, the fact remains that had Tiger come clean with everything, given details, appeared with his wife during an interview and "set the record straight" reporters simply wouldn't have anything else to write about.  At least not if Tiger told the truth.

Don't Just Go Halfway:

That key element, the one where you give all the pertinent information of a crisis is the difference between a story simply going away, or at least limiting the amount of time it exists, and a story hanging around for a long, long time.

On Thursday, Tiger will play his first round of the Masters Tournament.  Questions will surround him and the pressure will be on.  But it didn't have to be that way, at least not in the magnitude it is right now.  He could have spent his time dealing with the pressures of the tournament and answering questions about golf, instead of fielding queries about last weeks GQ tell-all article.

This is important to keep in mind anytime you or your organization faces a crisis.  If you only go halfway in handling a crisis, the results could be disasterous.  And that's a lesson best learned by Tiger's mistake rather than doing it yourself.