Speaking at a social media workshop

I had the pleasure of speaking at a Hartford Business Journal event sponsor conference sharing how companies can gain valuable exposure for their sponsorship using social media. Here’s a quick clip of the presentation along with some of the tips I pointed out:

• Choose the platforms that reach your target audiences
• Don’t bite off more than you can handle
• Cross-promote content
• Social Networking & blogging are the #1 activities on the web
• Whether generating word of mouth or word of mouse, the same rules apply:
• Be relevant
• Be timely
• Be unique
• Build relationships
• Offer added value
• Reach consumers on their terms

Kate
@kottavio

The Face (or lack thereof) Behind the Tweets

I recently attended and presented at the Social Media Conference presented by the Connecticut Valley Chapter of PRSA.  Among the topics discussed at the conference was who should be the voice behind corporate tweets, the company itself or a company representative?

Several attendees expressed that hectic schedules often prohibit upper management from taking on the role of tweeting for their brand.  This led me to question if these should be the people tweeting or if a generic account representing the brand was adequate. 

A Case for Human Interaction

Would you rather learn about a company from an insider/brand ambassador or from a source simply known as ‘the company?’

Starbucks has Brad as the voice of its tweets.  Brad is personable, informative and works to build relationships with customers via Twitter.  He has in excess of 450k followers.

Express has Lisa as the voice of its tweets.  At last check, Lisa had in excess of 10k followers.  She’s the company’s CMO, has a distinctive brand voice and engages directly with consumers.

As evidenced by their volumes of followers, Lisa and Brad epitomize the power of relationship building.  They offer consumers a level of comfort that wouldn’t be achieved from interacting with a corporate Twitter account that lacked a personal voice.

The question is, if Lisa and Brad are real people, what happens if they leave the company?  Does the brand have to start from scratch with a new Twitter account?  Would consumers transfer their loyalty to the new brand ambassador?  If so, at what rate?

These are good questions — if only I knew the answers!

A Case for the Brand Itself

Brands don’t change voices.  They don’t have to recreate their Twitter handle when an employee leaves or risk one employee’s voice or personality turning off potential consumers.  But can a brand build relationships as effectively as the Lisas or Brads of the Twitterverse?

Are statements like ‘we launched a new service’ as compelling as a brand ambassador cheering for the new service? 

Dove Chocolates has a Twitter handle that represents the brand itself as opposed to a brand ambassador.  At last check, the account had in excess of 2k followers, considerably less than Lisa or Brad.  The account still retweeted and @ replied followers, offered brand facts and company news, but the follower count indicates it was not as well received. 

So, what determines the success of a corporate Twitter handle?  Is it solely the voice behind it?

From a management perspective, the brand itself is more practical to maintain – but is it a viable route?

Danielle Cyr
@DanielleCyr

Co-Communications Wins 2009 Commercial Record BEST OF Readership Poll

Co-Communications, an award-winning, full-service public relations & marketing agency, located in Farmington, CT with headquarters in Mount Kisco, NY, has been recognized with a First Place, Gold Award in The Warren Group’s Commercial Record BEST OF Readership Poll in the Public Relations category.

The Commercial Record conducted the readership poll on its web site from July 31 – September 11, after which the readers’ votes were tallied to see which companies came in first, second and third place. Co-Communications was listed among twelve other public relations agencies in the poll.

“We are thrilled to receive this recognition from a reputable publication and its astute readers,” said Jessica Lyon, Vice President of Co-Communications. “It is a great honor to have our dedication to publicizing our real estate clients acknowledged.”

Jodi Gutierrez, VP of Property Management for George Comfort & Sons and On-Site Property Manager of High Ridge Park Corporate Center in Stamford, CT, has been a client of Co-Communications for four years: “I believe the longevity of our relationship speaks to the firm’s ability to truly ‘spread the news.’ Thus far in 2009, Co-Communications was able to secure 120 varied media placements for High Ridge Park.”

Editorial Extinction vs. Editorial Suicide

In my journalism department at Southern Connecticut State University, I learned about the key role of fair and balanced news reporting in our society.   We were “watch dogs” in training…junior members of the “unofficial fourth estate.”

This training extended beyond the classroom and was emphasized (and by ‘emphasized’ I mean tattooed on our minds and hearts) within the journalism community through associations such as the Society of Professional Journalists.

A critical piece of fair and balanced reporting is a solid editorial wall – a clear division between editorial and advertising.  In PR we refer to editorial as “earned publicity.”  Not paid for like advertising, but acquired through merit.

This is the holy division between what lies on either side of the wall.  Editorial is information readers can count on, not information someone has paid for.

When I was in j-school and a working reporter/editor the biggest threat to this wall were media conglomerates (perhaps they still are).  But now a new, powerful threat has emerged – from within.

On a daily basis I am running into editors that double as ad reps and responses from reporters stating that they only cover advertiser stories.

Sadly, newspapers across the country are closing up shop or dramatically cutting staff.  Clearly, this “pay for play” trend is a survival tactic.  But will it stand the test of time or just buy some time?

This old watch dog thinks we are trading the brick wall for a house of straw.  Watch out.  The wolves are coming.

Jessica Lyon
@JessLyon

Is Synergy Part of Your Strategy?

Marketers, branding strategists, advertising agencies and PR pros alike probably wish they didn’t see it.  I speak from experience when I say it makes me twitch a little.  And I know it confuses consumers more than it benefits them. 

So what is this annoying little blemish that irks us all and ages us prematurely?  The case of the confused brand. 

Your brand has an identity (of note, the use of ‘an’ indicates singularity)

Yes, brands can represent different things to different people.  Starbucks can represent convenience to some and quality to others.  Different values aside, it doesn’t mean each market needs a different version of your logo.  Or that your Facebook and Twitter should appear so dissimilar that the consumer questions whether or not the same brand/product is being represented. 

So just where do these little differences hide?

Logos:  It doesn’t matter if the logo has been completely revamped or if the colors were darkened by 15%.  The most recent version of your logo should appear on all marketing materials, publicity and advertising.  Honestly, it should even appear on your internal communications.  I don’t care if you are putting your logo on meeting notes to share with your colleagues.  Just cover your tracks and make the correct version appears on everything.  When on deadline, it doesn’t take much for the wrong logo to sneak out on a communication.

Boilerplate:  Boilerplates change.  It’s a given.  But it helps to use the same version on all communications.  For the sake of consistency, why not use it to describe your company on its Facebook page and extract a couple of sentences for its Twitter bio?  The more variations on a theme you draft to describe your company, the more opportunities there are for brand confusion. 

Colors:  Today, I was happy, so I made by Twitter background smiley faces.  Then I got mad, so I made it red.  Then I was tired, so I put blankets on it.  You get the idea.  If it’s your personal account, have at it.  Lace it with unicorns and rainbows for all I care.  But if you represent a company, could you kindly keep to the brand identity?  A strong identity is quite advantageous to your brand, so limit the little indiscretions that weaken it!

Tagline:  This one is always entertaining.  Often, companies have taglines, but use a variety of succinct phrases to describe them in different circumstances.  Can’t we just use the tagline so its value isn’t diluted?  ‘Have you had your break today’ didn’t become legendary, nor did ‘The milk chocolate melts in your mouth – not in your hand’ from being part of a family of taglines – they were stand alone phrases heard consistently and frequently throughout the brand’s stratosphere.

Brand Name:  I would imagine most of you are laughing at the mere mention of this, but of late, I’ve had this conversation a few more times than I would ever care to.  Use your brand’s proper name at all junctures.  Those little variations can dilute the value of your brand at an alarming rate.  That is simply senseless! 

The next time you go to expand the channels through which you communicate about your brand, take a close look at how you are packaging your brand in its context.  The little things can have a big impact on brand value!

Danielle Cyr
@DanielleCyr

In addition to blogging for Co-Communications, I also blog for the PRBreakfastClub.  You can view this and other posts from me at http://prbreakfastclub.com.

Danielle speaks at PRSA-CVC SM Conference

My wonderful and brilliant colleague, Danielle Cyr, presented at the Public Relations Society of America Connecticut Valley Chapter Social Media Conference recently. She so astutely spoke to the importance of social media in public relations and how agencies can leverage SM to garner results for their clients.

Here is a video clip of Danielle speaking to one of the (what I consider) difficult aspects of Twitter. You must interact and engage with many different parties (journalists, peers, clients, etc.) while maintaining your branded voice and never turning any of your followers off. Check it out!

Kate Ottavio
@kottavio

PR Tips in a Changing Media Landscape

As the old adage goes, “with advertising you pay, with publicity you pray.” We PR folks recite this often enough – to clients, colleagues, industry newbies, and sometimes just anyone who’ll listen to our grumblings. Here are four (hopefully) helpful tips to increase your odds of success when dealing with the media:

Find a way around. If it means going through a back door, side window, or even a fire escape – so be it. Be creative and think about what makes your news newsworthy to others. What one outlet finds relevant or interesting may not appeal to another. Multiple angles are often required to maximize exposure.

Example: V organization is hosting W event in X town that honors residents from Y & Z.

Beyond coverage in X town’s media outlets, Y & Z may also be interested since someone from their area is being recognized. If the honorees have an especially compelling human-interest story, decide if there’s enough fuel for national coverage. What about V organization? Are there relevant trade publications that might go for a pre-event story or post-event case study? Don’t forget media that covers W events. You get the idea.

Make yourself a one-stop shop. Today’s changing media landscape has left shrinking news staffs with more responsibilities than ever before. They’re overwhelmed, overworked, and trying to adjust to new industry realities. Want their attention? Make it worth their while. Bend over backwards for those that may cover your story – it’s worth it in the end. Be a resource. Suggest roundup stories or trends pieces where your client can serve as one example. In all cases, gather as much of the relevant story material as possible ahead of time so your neat little package can be sent on a dime. Offer doable interviews and bust your butt to beat their deadline.

You don’t have a right to coverage, although you may very well deserve it. If you’re not flexible, consider taking gymnastics and get out of PR – pronto.

Don’t pester (too much). There’s a fine line between being a helpful nudge and an annoying nuisance. In this age of spam blockers and caller IDs, one wrong move and the door is not only closed, but also bolted. Sending email after email of “Like my pitch? Wanna use it?” is a sure way to seal that door forever. Research your media contact before pitching to learn their interests and coverage topics. Always be quick and to the point. Offer new, relevant information in your follow-up attempts. When you do get someone on the phone, take hints and pay attention to tone. If you sense they’re in a rush, ask if they have a second to speak or if there’s a better time for you to call. Should a journalist deem your first conversation a mistake, they’ll make sure it doesn’t happen again. And if you offend a blogger, well… forgetaboutit.

Be grateful – and heartfelt. Reporters and journalists are people too. When one comes through for you in a big (or small) way, be sure to thank them. Take a minute and shoot a quick email or send a handwritten note with one or two specifics on why you felt they did a good job. Always be sincere. If their story has made a positive impact for your client (especially true for non-profits), tell them. It’s a great relationship builder … and a nice thing to do.

Any more tips? Leave a comment…

@kleebass

One of our own wins a 40 Under 40 Award

Tomorrow night, Co-Communications Vice President Jessica Lyon will be honored with a 40 Under 40 Award from the Hartford Business Journal at this 13^th annual event.

Photo credit: J. Fiereck Photography and Hartford Business Journal

Below are some highlights (which you can also find on HBJ’s website) displaying how Jessica earned this prestigious honor.

Storytelling is in Jessica’s bones. She began her professional career as a journalist at Hometown Publications (now Hersam Acorn) as a general assignment reporter with 10 coverage areas. Within a year, she was editor of their largest circulating newspaper, the Stratford Star. Her articles garnered two Mark of Excellence Awards from the Society of Professional Journalists. Fulfilling a dream of being “behind the camera,” Jessica filmed and edited an award-winning documentary, “BETA GIRL,” which documented a year-in-the-life of Jennifer Platt, the only female photographer at Connecticut’s News Channel 8. Her work in public relations has been recognized by industry peers with six Big W Awards from the Ad Club of Westchester and three Mercury Awards from the Public Relations Society of America. A vice president at the age of 26, she opened and led the Connecticut office of Co-Communications.

Not only is she committed in her professional life, Jessica also gives back to the community. She has “served as a delegate in the Society of Professional Journalists National Conference; media chairwoman for the Rett Syndrome Research Foundation and Sara Taccone Foundation for the Arts; and, off-campus representative for the Southern Connecticut State University Media Board. She also spent four years volunteering for the revival of the Stratford Shakespeare Festival Theatre (Hartford Business Journal).”

Congratulations to Jess for her well-deserved award!

Does My ‘Evolve or Die’ Theory Apply to PR Pros Too?

In addition to blogging for Co-Communications I am a member of the PR Breakfast Club, a group of PR pros in the tri-state area who lend their commentary on social media, public relations and communications to a lively blog.  A few weeks back, I blogged about whether or not traditional media was destined to ‘evolve or die.’ This week I decided to explore whether or not my theory was relevant to PR professionals.

Before I get chased out of my profession by my superiors, I want to make a few things very clear:

• I have great respect and admiration for the arsenal of long-standing media relationships PR veterans have built and maintained.
• I willingly admit there is much that I can learn from my superiors successes (and, admittedly, from their struggles as well.)

Now that we’ve laid some ground-work. . .or covered my backside, whichever you find more appropriate. . .let’s get to the reason for making myself perfectly clear (other than abiding by the Co-Communications mantra, ‘Make Yourself Perfectly Clear.’)  If veterans of the PR industry don’t evolve, can they survive?  Or will the die-off like the newspapers we sorely miss?

Who Thinks of These Things

The impetus for this post may surprise you.  It stems back to a #PRSA breakfast in Connecticut at the University of Hartford back in April.  I was listening to the editors of the East Hartford Gazette (link), New Britain Herald (link), and Valley Press (link) discuss the evolution of their industry and how PR pros could help them.  It was a great discussion.  Until that fateful sentence fell on a silent room and nearly dropped my jaw to the floor.

A woman who professed to having worked in PR for more than two decades stood to ask a question and the first thing she said was the last that I heard:

I never want to hear someone say they are following me.

I was fairly new to Twitter at the time, but I knew the statement didn’t make sense.  Did she really think she could survive in PR without embracing social media?  Or at least try integrating it into her professional life.  I was stumped (and I’m pretty sure I heard @kottavio gasp in horror.)

It’s a New Media World. . .Jump In, or Jump Ship

I may loathe Facebook but I know well-enough that if I can’t claim a minimum of basic proficiency with it, I’m done in this industry.  Same with Twitter (which I love, for the record,) YouTube and LinkedIn.

So, how do those who have invested decades in an industry that has nearly turned upside-down overnight, acclimate to the new media world of PR circa 2009?  Never mind ‘do they.’  Can they?

The good news is that the old rules have relevance in the new world.  Relationship building – albeit in the virtual rather than physical world –, follow through, strategic planning and results still matter.  They’re just slightly different than they used to be.

Face it.  Whether it’s a strategy for sending news releases to newspapers or for acquiring followers on Twitter, neither will be successful without a well-thought-out and carefully executed plan that demonstrates a solid understanding of how this isolated act impacts the bigger world.

Despite the relevance of old rules and tools, there is a need for adaptation.  (Even I need to adapt.  I may be decades younger than those I’m referencing, but I didn’t think I was training for a career in virtual PR during my education.)

It’s tragic, but I think those who choose not to adapt and evolve have no choice but to jump ship.  Particularly, in light of those graduating from college with PR degrees that encompass social media education and the volume of reporters transitioning from jobs at print pubs to careers in PR.  Both know the value of a strong digital/social product and how it can ultimately inspire the rise (or resurrection) of a dying breed.

Witnesses, Participants and Not-So-Innocent Bystanders

As a member of the PR generation deeply immersed in a social media world, I ask both my peers and superiors, who is the change agent for converting industry veterans to new media dynamos?  Should we witness their demise and bear the loveless label of not-so-innocent bystanders?  Or are we the change agents, despite our limited base of industry knowledge?

I think we are obligated to be the change agents.  We need to learn about building and maintaining media relationships from the pros, and we can gain a lot of knowledge to apply to our social networks.  Somebody (us again) needs to look at the ‘old media’ results and devise and implement a strategy for converting them into equally-valued cornerstones of the new media world.  It won’t be easy, but it has to be done.  And we aren’t all graced with the powers of Samantha to prescribe an instant-fix.  (And please don’t tell me that reference predates anyone reading this post.  That realization might break me.)

With our mission set, how do we act upon it?  Implement it?  Or, my favorite part, build the strategic plan for executing it?

Danielle Cyr
@DanielleCyr

What did you get out of that PR internship?

I fear we might have crossed into dangerous territory with the internship. Neither of my parents, even my brother for that matter, had internships. And after I completed three internships, one while at school amidst serving as president of the student-run PR firm on campus and performing other abilities only caffeine could help me survive, they all thought I was nuts! There I was senior year of college feeling like a failure because I didn’t get that fourth one in before graduation. Sad, but I think my three was minimal compared to what some of my peers were doing at the same time.

So why do college students take on the internship? Why do we hire them?

About five to ten years ago, resumes were good. Resumes today are hyped on something much stronger than even the coffee I drink. I feel like college and even some high school students are putting this major responsibility of an internship (or five) on their plates without considering what they really can get out of it…thinking quantity, not quality.

So here are my tips on what college-aged public relations interns should get out of an internship if they work for it:

• Media list building: You should walk away knowing how to build a media list and at least know how to use one tool to do so (I learned on Bacon’s), and for goodness-sake what the term “beat” means.
• Learn how to be an awesome researcher: Research, research, research! What an intern might think of as a tedious task of looking up decorating vendors for an event, is actually a major help to the account coordinator who is eyes-deep in trying to control the budget for this event, so the client doesn’t go out of business (dramatic, I know…but I’m just saying).
• Interacting with media: This is a tough one because every agency and corporation is different; but if you really rock, your supervisor might give you follow-up calls or maybe even pitching to do. There are a lot of debates surrounding this (and I can’t say I completely disagree), but interns did follow-up calls at each organization I interned with.
• Events/meetings: Again, if you really rock, your firm or company might bring you along to a client meeting or an event. Jump on these opportunities! Watching pros do their job with effortless composure is fascinating for a spaz college intern ßlike me.
• A portfolio: You should walk out of the office you interned at (not before offering to stay on for free for more hours) with a number of writing samples (always ask permission before using anywhere else, such as for a job interview or classes). Media advisories, pitches, press releases, media summary reports, even internship journal entries about your accomplishments and improvements are great.

Obviously, this list can most definitely be added to. What do you think should be added? Stay on? Be removed? I’m taking what I learned from my internships as well some of what we assign our interns at Co-Communications.

To those students actively looking for an internship – please seriously consider each internship opportunity that presents itself. What can you give to the organization and what can it give you? Make the experience you gained from an internship a real selling point in your first job interview rather than just a line-item on your shiny new resume.

Kate Ottavio
@kottavio