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It’s that time of year again…awards season. And no, I’m not talking about the Golden Globes or the Academy Awards. It’s time to roll out the red carpet and start campaigning for your campaigns – PR campaigns, that is. While we all have good intentions when it comes to nominating our programs for awards, the demands of our day-to-day client work always take precedence and many times awards submissions move to the bottom of our to-do list. However, the marketing opportunities that come with winning an award can help shine the light on your agency, resulting in incremental new business, as well as employee recruitment and merchandising opportunities.

Here are just a few of the ways you can leverage a big win:

New business presentations and pitches: Differentiating your agency in new business pitches is a constant challenge for PR professionals. Highlighting an award winning campaign, particularly if there are elements similar to what your prospect is looking for, can turn your pitch into a BIG win for the agency.

Client outreach: Merchandising an award honor, such as Agency of the Year, to all of your existing clients is a great touch point, as well as an opportunity to create dialogue with past prospects, friends of the agency and industry trades.

Employee morale: Let’s face it, we PR professionals are always looking for a reason to celebrate, and nothing brings a company together in a better way than celebrating a big award! It's a strong morale booster, a great way to show the agency that hard work does really pay off and sets the bar high to inspire the rest of the agency to deliver quality campaigns.

Recruitment: As you look to recruit the best and brightest crop of young professionals, being able to share your latest award honors is another differentiator and a way to not only recruit employees but interns as well.

Industry media relations: Agencies are so busy promoting their clients’ programs that many times they forget to promote their own work. Award recognition gives you the chance to conduct trade media outreach, provide a case study that can be featured in an industry publication or even use your winning campaign to position your agency as a subject matter expert through an editorial or POV piece.

Agency website: There is no better way to attract the attention of a prospective client than with a big award win featured on your agency website. Agency of the Year, Campaign of the Year or just winning top honors in a prestigious category will set you apart from your competitors and is something you can call out on your website’s homepage.

Whatever the award, remember that winning doesn’t stop at the awards ceremony. Merchandise your victory to win new business, media coverage, happier employees and bragging rights.

--Stephanie Doherty, Vice President

What can your CEO learn from the Obama White House?

Check out my recent post in Social Media Today for "Five Ways Obama Is More Social Than Your CEO."

--Alex Nicholson, Director of New Media, @Alex20001

The Penn State child sex abuse scandal has dominated everything from mainstream news headlines, to sports talk shows, to even everyday conversation. The focus of this dialogue has largely been on how much the university has and may continue to suffer as a result of the scandal. But is it possible this crisis could be a potential opportunity for the Penn State brand to emerge better and stronger because of it?

To answer that question, check out "The Business of College Sports" blog for my thoughts on three reputation-management strategies for Penn State to successfully emerge from this crisis.

The Penn State Scandal: Crisis as Opportunity

--Jamie Singer, Senior Account Executive

I had the pleasure of attending last week’s Council of PR Firms Critical Issues Forum. The focus of the forum was on the world of social media. The event featured an excellent keynote speech by Obama’s former press secretary, Robert Gibbs, followed by a panel discussion with some leading practitioners and thinkers in this space, all cap-stoned by a moderated interview with Mashable founder Pete Cashmore.

Below are the most interesting insights from the day:

Observations

• The power of the Internet is not in its infinite nature, but rather in its ability to connect micro-communities.
• Social networking is not a new concept. Maryam Banikarim, CMO of Gannett, recalls the Iranian revolution of her youth, where folks were making cassette tapes and passing them out at mosques to help mobilize support and drive change. Same underlying logic, same desire, just different tools that existed.

Challenges

• Gibbs raised a concern that the “Amazon Model” of feeding you information based on past choices can actually be very polarizing – people will only be seeing and reading things like those they’ve seen before. He cautioned that we all need to be at least aware of both points of view to breed greater tolerance and acceptance.
• The massive volume of communication that goes on today means that we all have to work much harder just to keep up. There are many more implications for every communication today because of all the places and ways it can show up. There is no such thing as an “internal memo” anymore. People are becoming overwhelmed with worry about being left behind.
• Gary Hoenig, general manager of ESPN publishing, lamented that it’s very difficult with the immediacy of communication today to discern if consumer dissatisfaction is a “mosquito attack” or “nuclear attack.” The concern is how you determine how much energy or emphasis to place on these events when they are unfolding so quickly.
  

Predictions

• Cashmore’s optimism about the future of social media stems from the speed at which they have impacted the world. He is excited to see how embedded it will be a decade from now. In fact, in his vernacular, Twitter will become just like plumbing, it will be there as another regular communication tool that is used all the time and serves its purpose.
• When asked to comment on wikileaks and whether it’s good or bad, Cashmore’s viewpoint was that transparency is here to stay and we must adapt to it. In essence, that genie cannot go back in the bottle.
• When asked what Mashable will be writing about 36 months from now, Cashmore responded that he doesn’t know and that’s what’s so exciting. For example, is voice (as appearing on the new iPhone 4S) a fad or a trend? Who knows?
• If starting any company today or attempting to be the most successful PR firm in 2020, Cashmore’s answer was the same – be on the cutting edge doing something that is totally new. It’s easiest to grab the space and the most defensible position. Today, he would go to mobile first; that’s really the “new place,” whereas when Mashable launched in 2005 the Web was the “new place” to be.
• And finally, always embrace the next trend.
  

–Cici Gordon, Senior Brand Strategist

Hope for the best; prepare for the worst.

It’s an age-old saying that applies to so many aspects of work and life, but perhaps there is no better fit than in the realm of event planning. Events have become a staple in the PR arsenal, and when used effectively, they can be an extremely valuable tool for driving awareness and visibility for a brand. They can create news hooks, provide strong media visuals and deliver opportunities for direct consumer engagement. Yet, large-scale events can also be a headache for PR professionals because of the multitude of factors beyond our control that can – and often do – go wrong.

Below are some tips for navigating the inherent challenges:

Prepare for the Worst – It probably goes without saying that preparation is everything when it comes to event planning. You not only need to have a laser-like focus on every detail of your event; you also need to plan for the unexpected. Ask any seasoned event planner and she will happily bombard you with war stories of unexpected hurdles she had to overcome – water main breaks, lightning strikes, road closures. The list goes on and on. Take the time to anticipate the types of things that could go wrong – the “what ifs” of your event. What if the event materials get lost in transit? What if the teleprompter doesn’t work? What if the headsets fail? By anticipating potential hurdles and creating solid back up plans, you will save yourself from significant frustration on event day.

Choose Your Team Wisely – Strong event planners are a treasured find because they possess a rare blend of obsessive attention to detail and the ability to be flexible and adaptable in the face of a rapidly changing event scenario. Those two skills are hard to come by in one person, so when you find someone capable of both, you’ve struck event-management gold. It is equally important that the members of your event team have the ability to stay calm under pressure and think quickly on their feet. These skills will be essential on event day when issues arise that need immediate, creative solutions.

Partner with the Right Vendors – They are more critical than you think. The right vendors can make or break your event, so take the time to fully research and evaluate your partners. In 2010, just days before a major consumer-facing client event in Times Square, I awoke to news of a terrorist’s car bombing attempt about one block from my event site. As Times Square shut down and the area was evacuated, my event security vendor came to the rescue. Thanks to security officials' deep connections to the NYPD, they were regularly briefed by law enforcement, arming them with the most accurate, up-to-the minute information on the crisis as it unfolded. This allowed me to make informed decisions about the upcoming event and put my client’s fears at ease.

Manage Expectations – For clients or internal executives that haven’t been involved in large-scale events, having an open, honest dialogue ahead of time is key. Prepare them for the types of potential challenges and last-minute hurdles that might crop up so they aren’t caught off guard if bumps in the road arise and plans need to shift. And, if you are fortunate enough to have an event that goes off without a hitch, your accomplishment will be even more impressive.

Hope for the Best – Once all the preparation has been done and every last detail has been checked off the list, it’s time to take a step back, breathe deeply and hope for the best. Event day is always full of challenges and surprises, so prepare your team to expect the unexpected and focus on staying ahead of issues as they pop up. Staying nimble is the name of the game.

With the right preparation, you and your team will be able to tackle the many challenges thrown your way and execute a successful and memorable event that delivers great visibility for your brand.

--Amy Russ, Vice President

A recent Advertising Age article examined freakonomics – the law of unintended consequences – in marketing. The verdict: choice may not be all it’s cracked up to be. This isn’t a new claim but certainly one that’s worth re-examining, as today, consumers are faced with a host of products and services accompanied by varied promises. Logic suggests successful brands should focus on the promise that consumers expect from them – the promise that’s core to their business and that defines the product/service in the eyes of the target audiences – rather than get distracted by trying to be all things to all people. Innovation is crucial, of course, but the best innovation is often a natural extension of an organization’s “sweet spot.”

The value of focus – be it in product development or marketing strategy – is one that can easily be applied to PR campaigns. Something can’t mean everything to everybody at the risk of disengaging many. It’s important for PR professionals to work with clients to develop campaigns that resonate with a product/service’s target audience and avoid marketing to the masses. To ensure a campaign doesn’t evolve outside itself and stays on the straight and narrow, here’s some food for thought:

Josh Holloway (center) working with Cone client Nature Valley

Photo Credit: Getty Images

Stay true to the brand. For a consumer-facing launch, it’s crucial to identify a spokesperson who aligns with the brand DNA in order to provide natural and needed credibility. A strong example is a recent program we executed for our Nature Valley client with actor Josh Holloway. Known to the public as the rugged "Sawyer" from “Lost,” Holloway is an outdoor aficionado in his own right, which allowed him to share real-life stories with media and stress getting outside and visiting our national parks with our core audience – active consumers.

Less is more. When developing campaign messaging, it’s natural to want to fit in as many points as possible. But for an initiative to be effective, the true message points should be minimal. Three strong points for the overall program will provide clear and actionable messages that stick and provide just enough information to tell a story. Additionally, the more concentrated the core messages, the easier it is to ensure that copy is consistent across an integrated campaign that may involve POP, advertising, digital and social.

Concentrate on the core. Is your client marketing to a specific demographic? Make sure the media outlets you’re prioritizing align with the overarching marketing strategy. Coverage in the Wall Street Journal, for example, is great, but a post on a popular mom blog may be considered just as much of a “win” depending on the target audience and desired outcome. Sometimes, the best placement isn’t splashy but one that drives in-store results.

Engage strategically. Want to let Facebook fans in a specific geographic area know that a new product is hitting shelves? Leverage regionalized posts to target specific markets and track applicable consumer feedback in real time. Utilize Facebook Insights to see which PR efforts are driving social media traffic and engagement. When it comes to social media, every brand has a role to play, but it’s how it’s done that counts.

Communicate results. The benefit of a focused campaign? Tangible results that can be benchmarked en route to the finish. Select a few key media placements and ask your client to match up the dates with sales data. Many eCommerce companies use tracking tools like Google Analytics to directly correlate PR results and sales, and it’s time to bring more measurement into the CPG PR realm.

--Jessica Anselmi, Senior Account Executive

Contests are frequently inserted into marketing programs to reach and engage with consumers. If done right and within strategy, brands just might increase their social media followings, build loyalty among existing and new customers, drive sales and much more. There are many reasons contests should be part of your marketing strategy; however, with the flood of so many brands using the tactic, how does your campaign standout?

Here are five practical tips to make contests work for you.

Identify goals. Before you set out to host a contest, identify the objectives or it will be difficult to evaluate success in the end. Are you looking to engage with as many people as possible? Are you looking for quality entries/content? Are you looking for media impressions? Some contests (i.e., video contests) can result in creative entries and create a high level of engagement with consumers; however, the number of entries may be minimal in comparison to other contests with low barriers to entry. If you’re looking to secure impressions, explore ways to generate multiple waves of publicity and consumer engagement throughout the contest.

Make the contest call to action relevant to the brand personality, as well as your core audience. Before you set out to launch a contest, take the time to finesse the call to action. Determine the type of responses you want to get back from consumers and if the ask is brand appropriate. Successful contests usually ingrain the brand essence into the contest call to action, thereby ensuring entries are on-brand and target your core audience.

Content is key. Take a step back and determine how you want to leverage the content created by consumer entries. Do you want entries to go viral? Do you want them to be humorous? Do you want to pitch to media? Answering these questions will help frame how to structure the contest entry, judging and winner announcement process.

Offer a unique prize package. Everyone enjoys a free gift. Explore a prize that has an emotional impact (e.g., paying for someone’s college tuition or enhancing a community destination) or a one-of-a-kind prize and/or large monetary award. A compelling prize can certainly incent more consumers to enter and participate in a contest. It may even make your story more newsworthy to the media you’re pitching.

Think long term. Think about how the contest could play out or evolve in the next year or the year after. There’s a lot of equity in building on an ownable brand idea; however, look for ways to refresh program elements to keep the program feeling new. Also, continue to leverage and communicate with the consumer base acquired through the contest. Sustaining the momentum of the contest energy to create lifelong brand ambassadors is invaluable.

--Amelia Ott, Account Supervisor, @amott

This past weekend, we had the privilege of attending the 7^th annual BlogHer conference in San Diego, Calif. BlogHer ‘11 brought together leading female voices ranging from mommy, food and health bloggers, to journalists and corporate CEOs. With two full days of informative sessions, an elaborate expo hall and sponsored events,the conference offered insights into ways that bloggers want to connect with their readers, tools they’re using to push out content and how they want to work with brands.Through conversations with bloggers, listening to speakers and panels and spending time on the expo floor, we were able to take home several key learnings from this conference.

Blogs drive purchase decisions. It’s no surprise bloggers continue to influence purchase decisions among consumers, but this sentiment was wholly reinforced. According to the 2011 BlogHer Social Media Matters study, 80 percent of BlogHer’s audience has made a purchase based on a recommendation from a blog. This influence is supported by the trust consumers are putting into blogs they follow – feeling that they have a lot in common with the author. In fact, according to the same study, 73 percent of those surveyed said the blogger they follow “has similar opinions and attitudes,” 58 percent said they “feel they know the blog writer like a friend because we have so much in common” and 57 percent said “I have been reading the blogger I follow for a long time and we have similar taste.” These stats reinforce that it is increasingly important for brands to maintain strong relationships and look for opportunities with bloggers as they are undeniably trusted influencers for many consumers.

Facebook is the engaged modern mom’s media platform. Although bloggers continue to push out content with tools like Twitter and Google+, Facebook still leads as the most-used social media channel. It continues to allow bloggers to drive more traffic to their blogs and interact with their fans. When pitching or working with bloggers, look for opportunities to provide additional content for a blogger’s Facebook page, giving the blogger more content and providing another touch point for the brand.

Bloggers are open to being sponsored for blog posts. This emerging topic among bloggers came up again and again over the course of BlogHer, as many are looking for opportunities to work with brands on a paid basis. As brands continue to work with bloggers, it will be important to explore opportunities for sponsorship and content integration, as this seems like a direction that many well-established bloggers are moving toward.

Bloggers are communicating new technologies to their audiences. Several of the bloggers we chatted with are constantly pushing out new technologies and apps that would be useful to their readers. For instance, Desiree Scales, of The Bella Buzz, recently communicated a new app to her readers called Aisle 411, which helps people find the items they’re looking for, create and manage shopping lists, plan shopping routes, find product reviews and even earn rewards and dollars off for simply finding whatever it is they need. Be sure to research what tools bloggers are giving their readers to find new ways to offer up valuable content when pitching them.

Although experiential rules the expo floor, social elements extend engagement. Photo opportunities in a branded setting are still a good way for brands to get attention and interact with consumers – particularly at a crowded trade show. This year’s floor had everything from a Sesame Street stoop to an interactive bathroom. However, photo opps. alone do not create engagement, so across the board, brands used social media to extend consumer engagement. Gatorade offered green screen photos showing attendees getting doused with Gatorade - Bill Belichick style - and encouraged users to share the images on social media channels. Other brands offered photos with celebrities or icons, provided a hash tag and encouraged tweeting the photo to win a prize. Incorporating social engagement with an experience is a great way for brands to engage consumers, drive traffic to social media outlets and increase overall brand knowledge. As social media continues to thrive, you can definitely expect to see this type of engagement in the future.

The BlogHer conference was an eye-opening experience and it is not just for bloggers anymore; PR pros can definitely benefit from this informative conference.

Did you attend BlogHer11? Let us know about your experience.

--Emilie Valle, Account Supervisor, @Emilie_Valle
--Jessica Benjamin, Account Executive, @JessBenj

What is it that makes those Vuitton heels so much better than your average department store pair? The leather? Of course. Hand-stitched soles? Definitely. But there is something else about those heels that makes them rise above the mid-market brands – and that something is perception. Slip those suckers on, and instantly, I feel pretty. A pair of shoes just changed my state of mind.

How is that possible? It’s possible because an emotional response like that is exactly what luxury brands want, and it’s how they differentiate, not just in that moment, but over the course of many years. Luxury brands sell us on that differentiation through a consistent, careful, unwavering commitment to brand messaging. And, it’s the emotional connection they create that positions luxury brands for less of a hit during economic frailty and a quick recovery thereafter.

With a debt crisis looming, gas prices rising and many companies still feeling a little shaky after the last two years, how do luxury brands cheerfully bounce back so quickly? Well, for one, they don’t change – at least not at the core of their brand identities.

Here are a few of the ways luxury brands ride out good times and bad, the grunge years (gross!) and the “austerity” measures of today:

• Simple messages: Four Seasons Hotels and Resorts ads exemplify the power of a simple message: “When Life Feels Perfect.” It taps into the emotional connection, sets the foundation for your own perfect experience and delivers the brand message of warm, intuitive service. Across the board, luxury brands keep it simple, personal and emotional.
• Know your audience: There’s only one audience for luxury marketers and that is the top percent of wealth – no matter that one-third of luxury goods are purchased by the aspirational shopper. It’s the wealthy who stabilize this industry during tough times and they must stay engaged in the brand equity.
• Consistency: The first objective of any new luxury marketing campaign is to reinforce the brand ethos. If the campaign doesn’t reflect the core brand, it’s not going to happen. Saying no to an exciting partnership or denying access to an interested publication is a tough, and awkward, call to make, but if it’s not on par with the brand, you risk derailing the message. Luxury marketers know this and they stay the course and agree to only the best opportunities and the right partners.
• Personalized service: Some may say brick-and-mortar stores are a thing of the past, but personal contact is not something a luxury brand takes lightly. Even when exploring digital marketing, the digital experience must relate back to the core brand. If that app doesn’t have the same “inside circle” feel of the store, it’s not worth the risk.

From ad campaigns, right down to the glossy, ribbon-handled shopping bags, the luxury brand is steadfast and focused on the customer experience and creating that emotional connection. Then, it’s up to its marketing, ad and public relations teams to tell that story. Strutting down the street in $900 heels, oozing glamour like the latest magazine ad and carrying a silky soft leather handbag, I feel pretty. Oh, so pretty! Can your brand do that?

--Regan Dillon, Senior Account Supervisor

The producers of TLC’s “Extreme Couponing” might just be on to something. A recent study from lucid marketing found incentives go a long way in motivating moms to refer a brand or website to their friends and families. That's good news for companies looking to engage with moms and leverage their many relationships with like-minded friends.

Of the various incentives available, moms found coupons to be the most appealing; however, just throwing a coupon into the mix won't help brands build a meaningful relationship with this target. There are several ways to do it effectively:

• Online Contests: Drive product trial during online contests through couponing. It can be as simple as providing a downloadable coupon for every consumer who enters your contest. For those consumers who didn't enter, providing a coupon during the voting phase to reward them for getting involved and supporting their favorites can also be effective.
• Customized Blogger Content: Try developing creative contests, giveaways or promotions that will resonate with your target blogger's readers. You can then offer product samples and/or coupons as part of the prize package, making it a win-win for your brand and the blogger.
• Cause Promotions: Reward consumers who participate in click-to-donate cause promotions with a downloadable coupon. It’s a simple way to remind consumers that your product is tied to this meaningful call to action.

Today's mom plays a powerful role when it comes to creating strong word of mouth for a product or company, and when used effectively, couponing can be an effective engagement tool for marketers.

--Stephanie Doherty, Vice President

You can’t wait for it to come out…the big story you’ve been working on for weeks. The one your client is so excited about because it’s in the media outlet her CEO has wanted coverage in for years. The entire executive leadership team knows it’s coming, too, and they can’t wait to share it with the Board of Directors.

Then it runs, and as you read the story, you cringe:

• The CEO’s name is spelled wrong, and his age is off by 10 years
• Some crucial facts are inaccurate, including the name of the new product
• One of the key points of the story is omitted

You feel let down and you get that sinking feeling in the pit of your stomach. Instead of merchandising your success, you’re dreading that unpleasant conversation with the client that’s coming soon. It’s time to scramble! First, you contact the outlet to get the facts corrected online and request a written correction in the next print edition. Next, you have to assure the client the story will still have a positive impact. But, despite your efforts, deep down you know some damage has been done.

It’s an all too familiar – and modern-day – scenario in the PR world. One of the unintended consequences of downsizing in the media industry is that fact checking is no longer standard operating procedure. As recently as five years ago, I vividly recall fact-checking calls and emails for the bulk of stories I worked on with reporters. Now, I’d estimate that only one in 10 is thoroughly fact checked by the outlet – whether it’s a reporter from a traditional media outlet or a blogger. It’s not necessarily their fault because they have broader responsibilities than they had in the past – more beats to cover, more stories to file, fewer editors to help out.

Although a lack of resources is a major issue, it’s important PR practitioners not sit by and accept these inaccuracies. We work hard to pitch and secure placements for our clients, an activity core to the value we deliver. But factual inaccuracies and lack of clear messaging can wipe out, or at the very least overshadow, our hard work and the impact for the client.

We can’t eliminate these errors, but we can certainly do everything in our power to mitigate them. Here are some tips for working with reporters and bloggers to ensure your story doesn’t suffer from careless fact checking:

• Inform, but don’t overwhelm: Don’t give reporters and bloggers too many details – take the advice we give spokespeople and focus on the most important details
• Prep them before the interview: Adequately equip them with background information prior to interviews
• Clarify quickly: Follow up right away after interviews to clarify information that might have been unclear
• Don’t wait for a fact checker: Be proactive and confirm important facts via email – name and title of spokesperson, name of campaign, name of partners, goal of campaign, etc.
• Rinse and repeat: Reach out and ask if there are any facts they’d like you to confirm

What tips do you have for avoiding the inaccurate-fact blues?

--Marc Berliner, Vice President, @mberliner

When I finally found the time to order “The Social Network” on demand, what struck me most about Facebook mastermind Mark Zuckerberg was both his portrayed arrogance and his genius. But in spite of his undeniable intelligence, I don’t think he could ever have imagined how invaluable his creation would become to marketers.

Facebook is an increasingly important tool we use on a daily basis to connect and engage with consumers. I think it’s reasonable to say you’re way behind the eight ball if Facebook isn’t a consideration in your marketing strategy. But, just having a presence isn’t enough; in fact, recent research has clearly shown that all content is not created equal.

Consider the following when engaging with “fans” on your brand’s Facebook page:

• Your page is important to your consumer. Our 2010 Consumer New Media Study found traditional online tools, such as websites and email, lead the way, but social networks are the next most common channels Americans use to interact with companies and brands online.
• Timing is everything. Consumers are more likely to read your posts after work (good news for their employers). According to Buddy Media, companies that post content on their Facebook pages outside normal business hours see engagement rates that are 20 percent higher than average – Thursdays and Fridays see especially high traffic.
• Keep it brief. If the wild success of Twitter tells us anything, it’s that people like short and sweet, and the same is true for Facebook. The Buddy Media study also found posts with 80 characters or fewer have a 27 percent higher engagement rate.
• Some things in life are free…and everyone loves free stuff! According to our Cone study, incentives, such as free products or services, coupons, etc., are the biggest reason (77%) consumers choose to engage with brands via social media. Other things consumers are looking for include problem solving (e.g., customer service), the ability to provide feedback, and of course, entertainment.

When I started my first blog years back the best advice I was given was to keep it fresh, dynamic and interesting for my readers (albeit there were not many). The same practices can be applied to a Facebook page. As a marketer, I’ve learned the importance of posting often and with purpose. Facebook allows us to consistently engage with people that really care about a product, service or company, so we should use this unmatched tool to provide information that is meaningful, timely and relevant to our consumers and not just post for the sake of posting.

Simply put, since you took the time to “like” me, I want to make it worth your while.

--Lindsay Harrington, Account Supervisor, @LindsHar15

In another sign of the digital times, a recent survey* finds Americans spend 14 percent of their total video-viewing time online – averaging 42 minutes per day. Although consumers may be embracing new entertainment channels, this shift in viewing habits turns out to be another thorn in advertisers’ sides. Thanks to Internet-connected televisions, tablet computers, smartphones and DVRs, it’s suddenly much easier to escape brand advertisements. As a result, companies are looking for new ways to reach today’s sophisticated and technologically savvy consumers with their messages.

With all of the media clutter out there, consumers want more control over what, where and when they are marketed to, which has paved a shiny, new path for branded entertainment – a fusion of advertising, entertainment and marketing. This marketing buzz word, which has become ever-so-popular on the web, is a cheaper and more diversified way of reaching consumers (some say, even more effective) than the traditional 30-second TV spot, and companies are racing to jump onboard.

The expense of TV broadcast, combined with consumers spending more and more time online, makes branded entertainment an attractive option for marketers. According to a report from PQ Media, branded entertainment marketing is quickly becoming a staple for marketers and is expected to be a $38 billion industry by 2014 – growing at 9.2 percent annually.

The web has emerged as the biggest platform for this type of content, which allows consumers to “opt in” to brand messaging and allows brands to extensively track and monitor engagement. Mattel’s successful series “Genuine Ken: The Search for the Great American Boyfriend” aired on Hulu, which reported each new episode was one of its highest rated videos.

Branded entertainment can come to life in many ways: as a vehicle to launch a new product like Ford’s Rally America, which helped showcase the automaker’s newest line of vehicles; as an opportunity to bring back relevance to a mature brand like Mattel’s iconic Barbie franchise; or as a way to reach new consumers, as with the case of Denny’s ”Always Open,”’ an effort to appeal to a younger group of consumers and to lose its “old fashioned” diner reputation.

As brands explore this new world of branded web entertainment, it’s important to keep a few things in mind:

• Be Authentic: Branded entertainment shouldn’t come off as product placement. Consumers will know the difference (think “American Idol” and Coca-Cola). Make sure the opportunity is authentic to the brand and that there is a high level of transparency with consumers. The best way to do this is by being part of the overall storyline and showcasing brands as they would appear in the real world.
• Go Social: Social media are an integral part of branded entertainment – not an afterthought. Branded entertainment is one of the best opportunities to really engage consumers and keep them coming back for more. Ask consumers to vote on a webisode finale, give them incentives for “checking in” to view content or offer exclusive content for paying attention. The options are endless.
• Inform/Educate: Use this as an opportunity to communicate something new about the brand that consumers didn’t already know or reinforce brand positioning. Remember your target consumer is choosing to engage with the brand, so make it memorable.
  

-- Jodi Housman, Account Supervisor, @JodiHousman

* Source: Forrester Research, Online Video On TV Leads To Cord-Cutting By 2012 (March 2011)

One of the most interesting new media trends at this year’s SXSW was the evolution of the mobile 2-D tag. It’s grown up from a clunky, relatively unattractive tool, into something more sophisticated that marketers can customize and use to go deeper with their consumers.

Mobile 2-D tags are scan-able barcodes that can be printed on anything from products to advertisements to promotional materials. Consumers use smartphone apps to scan the barcode and are often rewarded with incentives, exclusive content or automatic status updates.

Infographic courtesy of Microsoft Tag

As you start thinking of ways to leverage new media technologies to help your clients, think about mobile 2-D tagging as a way to extend the conversation, educate consumers and drive new forms of online traffic. Below are some quick ideas on how mobile tagging can work for you:

• Tell consumers more about where your product came from and its environmental footprint
• Create menu-pairing options for a food or beverage
• Use mobile tags in a sweepstakes or as a contest-entry tool
• Tease a product, as Blake Mycoskie of TOMS Shoes did at his keynote
• Drive donations
• Create a gaming experience
• Provide schedules
• Leverage tags as a rewards vehicle, for couponing or driving retail engagement

--Alex Nicholson, New Media Director, @Alex20001

Leveraging a celebrity’s name and likeness to help promote a brand, new product launch or cause campaign continues to be a popular marketing trend. But, as USA Today pointed out, social media are giving smaller companies the opportunity to play in the “celebrity endorsement” arena, for smaller costs, while still reaching a vast audience of potential customers.

One such company is Purina ONE (client), which recently launched beyOnd, a new all-natural dog and cat food. To help generate awareness for the brand and the documentaries it ran to raise money for animal shelters, the brand partnered with animal-lover and active social media participant, Audrina Patridge. She leveraged her Twitter and Facebook followings by posting messages about the documentaries and new products. Not only did this reach her 1.36 million fans, but other celebrities re-tweeted the message, reaching even more potential consumers.

Another example of successfully using celebrities in social media is through virtual press conferences or events. Many smaller brands are taking what could have been an expensive, live event and hosting it from a studio, virtually. This way, consumers can interact with the host, who is often a celebrity, expert or panel of both, even if they aren’t in the same room. During these virtual events, consumers and media can interact with the hosts in real time, which often results in social media chatter.

For all companies, big or small, celebrities continue to help brands tell their stories, and if the celebrity is a natural and organic fit for the brand, the results can be priceless.

Some lawyers have a beef with Taco Bell’s beef…and – here’s a surprise – the fast food chain has thanked them for causing trouble.

A class-action suit filed by Montgomery, Ala., law firm Beasley Allen accuses the fast-food giant of false advertising, claiming several of its products are made with “seasoned ground beef” that doesn’t meet the USDA definition of meat. According to the suit, which the Los Angeles Times made public on January 24, Taco Bell’s “taco meat filling” only contains 35 percent meat – that’s less than the 40 percent the USDA requires – with the other 65 percent composed of spices, extenders, water and other add-ins in far greater amount than the USDA allows for ground beef.

Taco Bell’s Response

Rather than shy away from further controversy, Taco Bell went on offense, arguing its beef is better than plain ground beef, which it thinks tastes too boring to be served by a company committed to “thinking outside the bun.” Taco Bell insists its seasoned ground beef consists of 88 percent meat and 12 percent “not-so-secret recipe” – which it provides to consumers.

On January 25, the company took the first of several steps to communicate this message to its consumers. Taco Bell’s Twitter account pushed out a statement from Taco Bell President and Chief Concept Officer Greg Creed, explaining the “facts” presented in the lawsuit were “absolutely wrong.” The same went for Taco Bell’s Facebook page, and the online statement to which consumers were directed was updated with additional details on January 26. The company also announced it would place full-page ads “to share the truth about our seasoned beef” in national publications, including The Wall Street Journal, The New York Times and USA Today, as well as execute an outreach campaign to target its Hispanic consumers. The consumer outreach concluded on January 27 when Greg Creed posted a message on Taco Bell’s YouTube channel offering his side of the story.

Why the Response Worked

• Taco Bell utilized a psychologically effective message – “Thank you for suing us” – to counteract the allegations.
• Rather than defending its products from allegations, Taco Bell’s messaging went on the offensive by insisting its seasoned ground beef is actually better than plain ground beef. The company also promised to take legal action against those making false claims against the seasoned beef. This strategy transformed a perceived crisis into an opportunity.
• Taco Bell responded quickly. The company’s point-of-view was included in the Los Angeles Times’ initial report and became increasingly present as details of the controversy developed.
• Taco Bell’s messaging was consistent across platforms – including traditional media, Twitter, Facebook and YouTube.
• And finally, Taco Bell responded creatively and in good humor.

Close, But No Chalupa

Taco Bell fell short in one aspect of its response campaign: effective use of social media to engage its consumer audience. Although the company responded via its Twitter and Facebook channels only one day after news broke, the response did not resonate with social media audiences; following news of the lawsuit, social media posts regarding Taco Bell’s beef spiked to more than 16,000, but following the launch of the ad campaign response, posts only reached about 6,000. This most likely is a result of social media’s inherent nature, concerned more with providing a shock-factor than setting the record straight. By the time Taco Bell responded to its followers, the story was no longer relevant. Although its message could have remained the same, the company needed a flashier response – by social media standards – for the Twittersphere to once again cry, “Yo Quiero Taco Bell!”

--Emilee Ellison, Assistant Account Executive

In-person editor meetings and press events have always been an integral tool for introducing media to our clients’ new products and campaigns; however, shrinking editorial staffs, busier schedules and tighter program budgets challenge us as marketers to consider new and more efficient ways of presenting information to the media.

We know the average American spent 32 hours a month online last year, so it only makes sense to interact with media through the same channel. More and more, brands are taking the traditional editor meeting out of the hotel boardroom and onto a live-streaming webcast, hosting virtual press conferences. This format can effectively communicate your client’s key product and campaign messages and offer a number of other benefits.

Avoid travel and scheduling issues
While New York and Los Angeles will always be central locations for media, more and more, editorial staffs are made up of freelancers and contributors who live all across the country. Gathering your contacts in one place may prove more costly and time-consuming than you may have anticipated. Hosting an online event removes this barrier and can also attract attendees who would otherwise not be able to attend due to personal or professional conflicts. Writers and editors who may be on the road for business or away for a family trip are more likely to log on to a webcast for an hour in the middle of their busy travel schedules – especially if your product launch doesn’t always fall in a “convenient” time of the year.

Widen your reach
Most brands are eager to reach beyond traditional media and engage with bloggers and social media influencers. A webcast is a great way to present your client’s information to this audience through a medium they are most comfortable with and allows your brand to interact with hundreds of contacts at one time. This may also result in instant coverage for your clients, with attendees posting about your client’s product attributes or campaign details directly after – or during – the virtual event.

Offer more content
The options for providing content through this platform are endless. Encourage social media chatter through a live Twitter feed, deliver digital assets like photos and videos or engage in real-time Q&As with attendees from across the country. You can even provide media who were unable to attend with an archived version of the press event broadcast – something that media who attended could benefit from, as well, by having the option to revisit the information on their own time.

--Emilie Valle, Account Supervisor

By day, I’m a reputation management practitioner at Cone, and on college game day Saturdays, I’m a Wolverine. But after witnessing the events surrounding last week’s dismissal of the University of Michigan’s former head football coach Rich Rodriguez, I found myself caught in the middle of these colliding worlds.

In a world where perception matters more than reality, the growing perception has been that the Michigan “brand” is in a state of crisis – a crisis marked by three seasons of on- and off-the-field struggles for the winningest program in college football history, the football program’s first NCAA violations in its history and this most recent, tumultuous coaching transition. Since the university’s public break-up with Rodriguez, Michigan seemed a sad and lonely teenager without a date to the prom. After the university encountered what appeared to be a series of rejections from potential new head coaching candidates – including fan favorite Jim Harbaugh, Big Ten conference peer Pat Fitzgerald and “Michigan man” Les Miles – it ultimately closed one chapter of this transition with this week’s hiring of Brady Hoke.

But Michigan now must turn its attention to repairing the reputational damage created by the mismanagement of the Michigan brand from the outset of this transition process. The athletic department can begin to do this by applying a few best practices in brand management.

Control the story: Michigan must come off the sidelines to serve as the primary storyteller. Last week, Fox TV in Detroit prematurely – and, thus, inaccurately – reported Rodriguez’s termination, a story subsequently picked up by local media, blogs and even ESPN. Michigan’s voice was notably absent in the initial hours following this report, leaving a communications void to be filled with speculation, misinformation and panicked chatter from media, blogs and social network users. It wasn’t until several hours later that the university finally broke its silence to label the report as “media speculation.” That is, until the following morning, when Athletic Director David Brandon made official Rodriguez’s firing. But by not controlling the story from the outset, the Michigan brand became consumed by a toxic media environment marked by critical headlines like “Dave Brandon Fumbles Rich Rod Firing.” Looking ahead to the period following the Hoke announcement, Michigan must more effectively lead the conversation with a clear, consistent and forward-looking message.

Speed is critical: The athletic department must better meet the demands of the digital playing field. In this age of social media, we evaluate organizations on their abilities to address issues publicly in the “critical first minutes,” as opposed to the “critical first hours” suitable in years past. Michigan’s several-hours-delayed response to the report of Rodriguez’s dismissal suggests a lack of appreciation for the speed required to keep up in a world dominated by real-time tweets and status updates. Moving forward, Michigan must do a better job responding in real time to incorrect and rampant rumors and using its own social networking tools (e.g., Facebook, Twitter) to actively engage with stakeholders on their social media “home turf.”

Brand management is a full-time job: And Michigan’s newest brand “ambassador” must embrace this role. In a recent press conference, Brandon acknowledged, “I believe that Michigan Athletics is the front door to the University of Michigan in terms of the shaping of the brand and the image of the brand.” So, Hoke now faces the daunting task of not only serving as the new face of an embattled football program but also of a beleaguered brand. All eyes will be on Hoke to influence and, ultimately, change the current perceptions that this is a program out of control. Hoke’s introductory press conference was certainly a promising first step in embracing his new role as brand champion and beginning to rebuild the brand trust that this coaching transition eroded. Hoke’s fanaticism for Michigan was obvious during his remarks, and he made it clear that this new job is not about him, it’s about the team. But Hoke must extend this formula one step further – above all, it’s about the brand. Like Hoke so aptly put it, “This is Michigan for god’s sake.”

--Jamie Josephson, Senior Account Executive

Let’s talk ethics. Why? Because in today’s world, we need to keep this conversation alive as much as possible. And because considering ethics is like exercising a muscle – if you don’t do it every so often, your ability atrophies.

The recent Federal Communications Commission (FCC) investigation of “fake” news has certainly pushed the discussion of ethics, or lack thereof in some cases, back into the headlines. Questions from the U.S. Government in 2005 about the authenticity of video news releases spurred new allegations and legislation for the PR industry. For quite some time, federal guidelines have required sponsored segments or “pay-to-play” stories be disclosed by broadcasters; however, the Policy Council for the Free Press says they are not being enforced.

Even the Better Business Bureau, which aims to build trust, maintain a positive track record and advertise honestly, is under investigation for allegedly awarding "A+" ratings to businesses that paid an accreditation fee and "F" grades to those opting not to join the organization. These ratings, often promoted by organizations and their PR teams to build credibility and trust among consumers, can be a key decision-making resource for consumers looking for the right business to patronize.

Adding another layer of complexity to the discussion is the explosive growth of social media. This consumer-generated “24/7 media” did not start with rules – people made them up as they blogged, posted and tagged online. And, the FCC is still trying to keep up and enforce disclosure rules to prevent such tactics as astroturfing.

These recent developments are prompting more colleges and organizations to offer classes in PR and business ethics, host ethics hotlines and hold transparent discussions to explore the decision-making process. Indiana State University hosted a discussion for students with a fictitious scenario regarding investor relations. And at Cone, we host our own seminars and orientation sessions in communications ethics to help employees explore a variety of situations and the guidelines that can assist in making the appropriate ethical decisions.

We’ve all seen what can happen when brands suddenly change their iconic identities. Gap recently succumbed to a not-so-surprising defeat after attempting an update to its 20-year-old logo. After unceremoniously returning to the original, President Marka Hansen is being called into question for allegedly giving the go-ahead for the launch of the new logo against the counsel of her marketing team. Internal strife and lack of respect for its consumers’ opinions have turned fans against Gap as it prepares for the holiday shopping season.

Despites Gap’s obvious missteps, we know the world will keep turning and brands will keep revamping themselves. So what can brands learn from the debacle? Don’t assume your fans are as ready for a change as you are. Consumers’ brand loyalty is often linked to nostalgia and sudden changes can lead to estrangement. In fact, people are so protective of their favorite brands that a recent survey found 52 percent of Americans expect prominent companies to ask for the public’s input before making major changes to their logos, packaging or products. So, forego the shock factor and ease your audience into major overhauls.

One brand taking heed as it prepares for some big changes is Mattel. It seems Ken – Barbie’s longtime love – is feeling dowdy lately and has decided to get a little work done ahead of his 50^th birthday. To celebrate the makeover, Mattel is launching an online reality series to find the one man in America who best demonstrates “Ken-ability.” The eight-episode “Genuine Ken: The Search for the Great American Boyfriend,” hosted by Whitney Port of MTV’s “The City,” will feature eight men competing in various elimination challenges to find America’s best Ken. Visitors to the site can nominate and vote for the eight contestants and even download a mobile app. The site also integrates with Ken’s Facebook and Twitter pages.

Mattel hopes the series and website will help position Ken to a newer, more mature audience, while turning his 50^th anniversary and makeover unveiling into a newsworthy event. Either way, fans have the opportunity to join the brand in celebrating its heritage and looking ahead to the future.

Everybody needs a little makeover now and then, but however good the intention, sometimes things just don’t work out for the better. This week, after more than 20 years of standing behind an iconic, all-caps standard, Gap Inc. launched a new Helvetica logo that has drawn the ire of many, especially those with easy access to social media. Blogs and twitter feeds lit up with caustic reactions and relatively little support.

The minimalist redesign, which prompted a letter from Gap President Marka Hansen defending the change, was explained away as a natural evolution for the brand. She even encouraged additional feedback and logo suggestions via Gap's Facebook page – which, incidentally, has not been updated with the new logo – leading many to wonder if this wasn’t part of a larger marketing ploy. Perhaps Gap is stirring up controversy to create buzz for a future crowd-sourcing contest? Hansen won’t confirm or deny.

Marketing machinations or not, Gap seemingly failed to get the big “ah-hah.” The logo isn’t just about Gap. It’s also about all of Gap’s loyal consumers who now can’t even recognize a once-familiar face. Logos are a visual representation of a consumers’ relationship to a brand and advocates eagerly wear logo-emblazoned clothing like they would a merit badge, hoping some of the brand’s ethos will rub off on them. A drastic change is certain to evoke an outcry. Consider Tropicana. Only weeks after the launch of redesigned packaging, the brand cried mea culpa and returned to the old carton. Consumers were so turned off by the unremarkable design – many couldn’t even locate it on the shelf – OJ sales dropped 20 percent. Et tu, Gap?

Gap migh have done well to follow Pepsi’s example. Before launching its new smiley-face logo, Pepsi reached out to online influencers who were given a chance to review the product updates before they went live. This led to positive online conversations that helped shape the public reaction. And if unwilling to share the new logo in advance, Gap could have enlisted its PR execs to set the stage for the change. Clorox, who announced its first new logo in half a century, tied the unveiling to its greater emphasis on sustainability, providing a context for consumers to rally around. Despite what they think of Clorox's logo, consumers can’t fault the brand for improving its business practices.

Whatever the reasons for the change, or eventual outcomes, it seems Gap underestimated the power of its own brand and has taken a very public beating. With store sales already going south, the new logo has not turned out to be the panacea the retail chain was hoping for, but greater attention to consumers’ needs and wants in the future might be just what it needs to right the ship.

A few weeks ago, I was fortunate to attend GasPedal’s Word of Mouth Supergenius conference in New York City. It’s nice on occasion to step away from my day-to-day work and just spend the day learning. The big win comes when I get energized and inspired to try new things that can make me a better professional. That’s what the day represented for me, and there are nuggets I took away that all professional communicators can learn from.

Word of mouth (WOM) is nothing new. In reality, it’s one of the oldest communication channels in existence. But, with the decline of some traditional channels and the emergence of social media, WOM is increasing in importance and perhaps now easier to spark and facilitate than ever before. One only has to consider recent phenomena such as Zappos’ customer service, the Old Spice guy and Dos Equis’ Most Interesting Man in the World.

It’s easy for most of us to spot successful WOM, but achieving it is another story. It reminds me in some ways of when I hear people talking about creating a “viral video.” It’s tough to do when you’re assuming you can guarantee something will go viral, which we all know isn’t possible. It’s the same with WOM – it takes time, a thoughtful approach and a pinch of luck. But that doesn’t mean we shouldn’t try because WOM can be a powerful weapon in our ever-evolving communications arsenal.

GasPedal presented the “5 Ts” of WOM campaigns:

1. Talkers - who will tell their friends about you?
2. Topics - what will they talk about?
3. Tools - how can you help the message travel?
4. Taking Part - how should you join the conversation?
5. Tracking - what are people saying about you?
   

For most people, it would be pretty easy to sit down for 30 minutes and figure out nos. 1, 3, 4 and 5. But no. 2 is the special sauce.

If you can’t give your stakeholders something interesting, fun, unique and surprising to talk about – no matter how well you do the other elements – you won’t get WOM. You need something they’ll remember, you need to tap into some kind of emotional connection and you need to make it easy for them to share. That topic could be something inherent to your business (hot doughnuts coming off the conveyor belt at Krispy Kreme, Swedish Meatballs at IKEA) or something you create (Jones Soda’s unusual holiday-themed flavors). Regardless, you need to take a step back and consider it.

So think about it. What will get people buzzing about your company or product? How can you get the power of WOM working for you?

--Marc Berliner, Vice President

Throw out the old communications models. Consumers are taking back control over their purchasing decisions. Or at least seeking a second opinion.

Before deciding whether to purchase recommended products or services, more than four-out-of-five consumers (81%) will go online to verify those recommendations, even from the most trusted of sources. Increased skepticism of traditional media, technology advancements and growing online connectivity have American consumers turning to online influencers to confirm their opinions prior to making purchase decisions. Heeding this behavior shift, marketers began targeting consumers’ inner circles with word-of-mouth then social media campaigns as the new marketing tipping point for purchase decisions.

Today, these campaigns are no longer enough. Data from the 2010 Cone Online Influence Trend Tracker reveal consumers have added yet another step prior to reaching for the credit card – online verification. Thus, personal recommendations alone are no longer enough to guarantee a purchase, as three-quarters of consumers (77%) agree they are more likely to purchase products or services when they can find additional recommendations about them online. Among 25- to 34-year-olds, online verification is even more vital; 91 percent will go online to verify recommendations before making a purchase and nearly the same number (90%) are more likely to purchase products or services after finding additional online recommendations.

The tone of online information plays a powerful role in the purchase decision, often outweighing the initial recommendation. More than two-thirds of consumers (68%) agree negative product or service information found online can be a mitigating factor in deciding whether to purchase. Conversely, positive information reinforces purchase recommendations for a full 80 percent of Americans.

Online verification may not be required for every product category, but our research shows that there is a wide range of products and services that will be scrutinized via the Internet regardless of price point. Verification is now the deciding factor to drive consumers to that final purchase, and marketers who ignore this behavior shift will miss out on a golden opportunity to influence purchase decisions.

Be sure to check out our fact sheet, and let us know what you think. How often do you go online to confirm purchase recommendations?

When brands look to enhance and extend the reach of their messages, they often turn to paid media tools. Whether for a product launch, company news, an event or a new campaign, audio news releases, radio or satellite media tours and b-roll distribution help PR professionals reach key target audiences. Although these tools are tried-and-true, over the years, they have evolved to include “new school” tools to account for the prevalence of online media:

• Blogger SMT: Similar to a traditional satellite media tour, this technique offers a spokesperson to bloggers during which an interview* is conducted live using a video conferencing technology such as Skype.
• Multi-Media News Release: This enhanced press release is a package* that combines a traditional release with photographs and video and is distributed to both on and offline media, in addition to video sharing websites.
• Online Videos: A more visual and creative way to tell a story, clients hope these videos* go “viral” and get picked up by online media nationwide.

But, by no means should old school techniques be considered obsolete. They can still be just as effective as newer options. It’s important to really understand who the target audience is and to look at all the tools offered to reach it in the most effective way.

--Jennifer Newberg, Senior Account Supervisor

*Cone client

As any 21^st century PR practitioner will tell you, social media communications has taken on a role of greater importance when developing a comprehensive communications plan for your organization. But remember, establishing a social media presence means opening yourself up to potential attacks, warranted or not, from consumers who want their voices to be heard. To prepare yourself for this eventuality, you must develop a sound social media strategy comprising a careful mix of fact finding, message creation and strategic communication.

The new reality of an always-online, hyper-connected world is that there has been a major shift in how we help companies communicate with consumers. Blogger engagement and Facebook and Twitter strategies are no longer “nice to haves.” They’re absolutes! Three years ago, our proactive efforts primarily involved developing comprehensive communications programs that helped clients demonstrate their business actions to a core group of loyal consumers. We were able to create focused programs and engagement tactics that could be shared with stakeholders and media by following a planned schedule. Although that process still underlies the foundation of any solid communications platform, today it is critical to supplement it with a strategic and deliberate social media communications plan with a broader consumer focus.

It is important to take your time when crafting your online and social media plan. The best communications plans are structured to be implemented in a moment’s notice. And when done poorly, they can seriously damage your reputation almost overnight. Years of solid thinking and reams of messaging can easily be overtaken by scrambled, reactive efforts - often against attacks waged by just a few individuals with limited knowledge on the topic they’re vilifying.

So, what to do, and what not to do? There are a few critical things that must happen, especially when dealing with a consumer crisis:

Do:

• Monitor, monitor, monitor. It’s not enough just to be there. You must know what’s happening in your social media space.
• Respond, respond, respond - and quickly. The vast majority of online attackers can be easily educated and quickly appeased, and in some cases, might even become surprising allies. Ignoring commentary is the quickest way to start a firestorm, and responding fast can literally stop it in its tracks.
• Have a few clear key messages to reference. Keep messages factual and as objective as possible. Engaging in an online attack is not the time to “market” to the attacker.
  

Don’t:

• Ignore the comments. You don’t have to respond to everything, but when you see an opportunity to set the record straight, do so, and fast.
• Respond with the same message over and over again. Online communication should be authentic and come from a personalized “voice.”
• Patronize or antagonize. Be polite and respectful, but remain strong and confident.
• Shut down your Facebook page or Twitter handle. That will move the conversation into forums you can’t easily control.
  

Online engagement is an exciting opportunity to have a person-to-person dialogue in real time. With a solid online and social media communications strategy in place, you will be prepared for anything that comes your way, and more often than not, will come out on top.

--Lisen Syp, Senior Account Supervisor

When it comes to embarking on a media relations campaign and generating valuable coverage, I’m still surprised at how many in our profession prioritize their efforts and approach. I don’t know many folks who don’t consider themselves, or aspire to be, STRATEGIC.

Why is it, then, that too often strategy ends up on the cutting room floor?

• Focused media lists evolve into list with 500 contacts
• Quality coverage is sacrificed for quantity
• Coverage in a “cool” outlet becomes more important than coverage in the right outlet
• Speed is valued above thoughtful research and knowledge of the outlet and reporter
• Desperation for any result defeats dogged determination to get the big win
  

Sound familiar? It’s almost always the result of setting unrealistic expectations about impressions and coverage volume – sometimes by the client, sometimes by the agency and sometimes by both. Regardless of the reasons, we all feel the pressure to deliver results.

Sure, the media environment has changed. Non-traditional media play a more significant role, true “beats” have largely disappeared and the competition for coverage is fiercer than ever. But the basic tenets remain the same:

• Identify the business objective
• Define your audience(s)
• Solidify the message(s)
• Determine the best venues for reaching those audiences
  

Perhaps most importantly, though, make sure everyone – the client, stakeholders and the agency team – is aligned on the expectations. Collaborate on what success looks like, create a plan that maps to that success and then faithfully execute it. But be flexible and adapt to the situation. If something isn’t working, don’t toss away the strategy and just throw a bunch of stuff up against the wall to see what sticks. Think about new and creative ways to reach your goals.

The bottom line is we all want to be valued partners and counselors to our clients. And that sometimes means having courageous conversations about strategy, activation and results.
It can be uncomfortable, but we owe it to ourselves and our clients to ask the tough questions – “What’s important to you, quantity or quality?” – and give the unpopular opinions – “Oprah just isn’t going to care about this story.” Remember, be respectful and provide a rationale. They may not agree, but at least they’ll respect you.

--Marc Berliner, Vice President

Where would Susan G. Komen For the Cure be without the month of October or a pink ribbon? Where would Livestrong be without Lance Armstrong and a yellow bracelet? When it comes to branding, it turns out nonprofits and for-profits aren’t so different – at least in the eyes of the consumer. Whether the dollar goes to the beneficiary or the bottom line, a recognizable brand image is a powerful tool in a marketer’s tool kit.

Our 2009 Cone Nonprofit Power Brand 100 demonstrated that nonprofits who take a for-profit approach to brand management can reap the benefits of additional awareness and increased revenue. So, it shouldn’t surprise you that six of the top 10 nonprofit brands were also top 10 revenue earners. And, our latest research proves nonprofits can use the same principles of branding their own organizations to brand their causes, too. According to our recently released 2010 Cone Nonprofit Marketing Trend Tracker, traditional marketing elements, such as an association with a special event or time period, a memorable color, logo or icon or the involvement of a celebrity or other notable spokesperson, help nonprofit causes stand out in the minds of American consumers.

What else can nonprofits do to ensure their causes break through? Check out our sister blog, “What Do You Stand For?” for more insights. In the meantime, we want to hear from you. What are your favorite examples of a nonprofit that has done a good job branding its cause? What were the marketing factors that left an impression?

Disclosure vs. Style
No one wants to be the one who is made an “example” by the FTC - bloggers, brands and agencies included. However, the gray areas left by the FTC disclosure guidelines have many nervous. The truth of the matter is that if you are a blogger, brand or agency, and you already maintain a high standard of transparency, you are most likely covered. That means that giant red disclosure image you have on your blog, or are requiring bloggers to use, is the worst kind of unnecessary.

Image credit: LouisGray.com

Each blogger, influencer or online media maker has his or her own style, and it would be a real travesty if he or she ever had to alter that style to adhere to a set of government guidelines. Disclosing the blogger-brand relationships within the prose of a blog post or the dialog of a podcast effectively safeguards all parties involved in the eyes of the FTC. It also allows online media makers to keep their style as well as maintain an honest and enjoyable relationship with their readers.

The Elephant in the Room

So what if you are limited to, let’s say, 140 characters when telling your readers about a post in which you review or discuss a product that was provided to you by a brand?

This very tough question really has no good answer yet. The best Twitter solution presented so far has been to add a hashtag to a status update. WOMMA has a suggested list of different tags to explain different relationships. They include:

• #spon (sponsored)
• #paid (paid)
• #samp (sample)

An alternative would be to use the tag (client). This tag is used to disclose a relationship between a brand/company and the person tweeting.

Where do you stand when it comes to style vs. disclosure? As a blogger, do you feel you have had to change your style in regard to the FTC guidelines? Is there a good solution when it comes to using Twitter? We’d like to hear from you.

--Marcus Andrews, @Marcus_Andrews

It’s safe to say many of the media’s most influential editors and reporters are based in major markets like New York, Los Angeles or Chicago. And, while brands can be successful communicating with these reporters via phone and email, there is nothing quite like a face-to-face meeting between a brand representative and a reporter to foster a fruitful relationship.

Brands can take several approaches to these meetings:

• Deskside Tours – a brand representative travels to the offices of several media outlets over the course of a day. Reporters often find these convenient because they don’t need to leave their offices and may even feel more comfortable sharing their thoughts about what your brand is presenting. But remember, deskside tours can be time consuming for the brand representative who has to get from place to place.
• Editor Events - editors gather in one location to hear an announcement from a brand. This format allows your brand representatives to speak to a variety of people in one location, but limits the amount of one-on-one interaction. It’s valuable if there are a lot of products to share (that don’t travel well) or if there is a spokesperson who has limited availability.
• Lunch Meetings. Of course, there are always good old fashion lunch meetings, coffee and drinks. This is encouraged when brands want to foster a deep relationship with a reporter – maybe they are offering him or her an exclusive – or if the reporter is a new contact and the brand would like to build a more personal rapport.

When planning for these meetings, here are a few things to think about:

• What type of media are you trying to reach? If it’s high-level business media, a CEO or senior level executive should be a part of the meetings. If it’s a lifestyle editor, an industry expert could be valuable.
• Is the reporter in high demand? If so, you may need to get creative with your meetings or events. If you are launching a nail polish, try offering her a manicure at the editor event, or if it’s a fashion product, consider planning a fashion show.
• What do you need to be prepared? For face-to-face meetings, it’s important to have any available press materials, key messages points, background information on the reporter and his or her recent stories. It is also helpful to develop sample Q&A, anticipating any tough questions the reporter may have. If your spokesperson is new to media interviews, he or she may require media training.

While a lot of planning often goes into face-to-face meetings, brands often experience positive results and find, in the long run, they’re well worth the effort. I know I have!

--Jennifer Newberg, Account Supervisor

Customer service is more than just a 1-800 line or salesperson who helps you. As a marketer, I believe it is really about external brand communications and ultimately enhancing brand equity. Now more than ever, a small, isolated customer service incident can become a national PR disaster. For those companies who don’t make customer service a priority or handle situations the right way, it can cost them dearly.

It’s simple – failure to meet consumers’ expectations can damage brands. According to a recent study from Genesys, with research firm Greenfield Online and Datamonitor/Ovum analysts, U.S. companies lose an estimated $83 billion each year due to lost purchases and customers as a direct result of a poor experience. In fact, 71 percent of consumers have ended a relationship because of a poor customer service experience.

Consumers don’t want to feel like they are not being heard. These days, with the help of social media and other channels, consumers have a much bigger voice. This is something we saw with film director Kevin Smith and his recent Southwest Airlines flight experience. While Kevin has a slightly larger platform than most, he was still able to catapult his unpleasant flight experience to national news.

It is important for brands to set up the proper infrastructure to ensure communication is being trickled all the way down and to the right people. There is nothing worse than consumer-facing employees not being educated about programs or products that are heavily promoted through other disciplines (e.g., ads, POP, email newsletters). Some things to consider when developing a customer service strategy are:

• Ease of implementation
• Employee communications
• Pertinent information distribution across all appropriate channels
• Program-specific reactive responses
• Online conversation monitoring
• Direct-to-consumer communications, if appropriate

Brands should be willing to adapt to the times and be open to change. A plan that was well received for the last 25 years might still be outdated. At the end of the day, the ball is in the brands’ courts. If they choose to put emphasis on evaluating their customer service efforts, it may save them big in the end and win the hearts of consumers across the country.

-- Jessica Lappen, Account Supervisor

Almost 80 percent of new media users interact with companies or brands online. So, it's pretty much an imperative that your brand have a social media strategy in place. But that poses a puzzling question: Who should take the lead when it comes to developing your social media strategy? PR or digital?

2009 Cone Consumer New Media Study

A recent PRNews article lays out the argument for the PR folks, and our own director of new media, Mike Hollywood, couldn't agree more. "Our channel agnosticism affords us the luxury of looking at the entire media landscape before deciding which channels are best for our client's message AND audience."

Read his take on the debate and get tips for implementing your own social media strategy.* And be sure to tell us what you think. Who should own the strategy?

*Check out our updated new media research, the 2009 Consumer New Media Study.

Hanes’ decision to end its advertising campaign featuring Charlie Sheen, following the actor’s domestic violence charges, comes right on the heels of a flurry of other terminated celebrity partnerships stemming from the Tiger Woods scandal.

Given the recent spate of high-profile celebrity partnerships turned sour, many brand marketers are scrambling as they rethink their celebrity engagement strategies for 2010. But, before you hit the panic button, be sure to take a step back and carefully weigh the benefits and risks of celebrity engagement.

Celebrity spokespeople can be a powerful addition to a marketing communications strategy. Celebrities have strong influence with consumers and drive valuable media coverage and exposure for a brand. But there can be some risk involved. Keep in mind that celebrities are human beings – meaning they have plenty of flaws and are apt to make mistakes. While most celebrity partnerships go off without a hitch, those that don’t often end up splashed across news headlines, creating problems (and headaches) for brand marketers.

So what’s the best approach for maximizing value from a celebrity partnership while minimizing your risks?

• Do your homework – In addition to the basics of ensuring a celebrity partner is a good fit for your brand and your target audience, conduct a thorough background check to uncover any “skeletons” that may be hiding in his or her closet. If a celebrity has been tied to scandals in the past or has had previous run-ins with the law, be aware of the risk you are taking.
• Set clear parameters – When developing a contract with a celebrity, clearly outline your expectations and behaviors that will result in termination of the contract. Be sure to structure your contract in a way that gives you an out if the celebrity should engage in behavior that is not in keeping with your brand.
• Be prepared – Tiger Woods is a prime example that even celebrities with a squeaky clean image can be a risk, so prepare for the worst. Have a clearly defined action plan for handling a crisis involving your celebrity spokesperson. Determine in advance what key factors you will use in deciding your course of action. Be sure to identify the key decision makers and map out how you will communicate your decision. This will allow you to take swift action if the need should arise.
• Act quickly and decisively – In the hours following a scandal involving your celebrity partner, what you do – and don’t – say can have a significant impact on your brand. Hanes’ quick decision to pull its ad campaign sent a very clear message to consumers about its brand values to ensure the Hanes brand image stayed intact.

-- Amy Russ, Director

‘Tis the season to get skinny…and fast! The mother of all New Year’s resolutions didn’t disappoint in 2010, as “lose weight” tops the list again this year with 22 percent of consumers who made resolutions looking to shed some extra pounds.

Long on top of the weight-loss trend, fast food restaurants haven’t been shy about pushing lower-calorie/less-fat versions of their standard fare. This has been a boon for consumers who don’t want to make drastic changes to eating habits that may already include fast food indulgences. As counter-intuitive as it may seem, fast food diets can actually help some people lose weight, at least in the short term, if the products provide less fat, sugar, sodium and/or fewer calories.

The latest entrant into the fast-food diet wars is Taco Bell, who recently introduced its Drive-Thru Diet, featuring seven “Fresco” menu options with fewer than nine grams of fat. The campaign stars Christine, a woman who lost 54 lbs. in part by switching to Fresco menu items. Marketing is also supported by new media elements, including an online “Frescolution” pledge to eat less and exercise more, a Twitter contest and e-cards to invite friends to take the pledge. Taco Bell even joined forces with the NBA to promote the diet as part of a fit and healthy lifestyle.

The young campaign has already faced some harsh criticism, but by avoiding words like “healthy” or “weight loss,” Taco Bell is in the clear, at least from a legal standpoint. Marketing healthy foods or diets can be fraught with legal and ethical pitfalls. Below are some tips for authentically communicating your foods’ health messages:

1. Provide the facts (even the less desirable ones): Your foods may be low in fat, but are they high in sodium? Let consumers know the whole health-related story. And be sure when using testimonials to provide your consumers with details about dietary and lifestyle habits outside of your diet.
2. Avoid claims that aren’t substantiated with research: You could be opening yourself up to criticism, or even worse, liability if your claims are not founded on legitimate scientific research. Take the time to research your claims before slapping them on a Web site or billboard.
3. Provide context: There’s no official definition of “health food,” so be careful if positioning foods as healthy vs. unhealthy. Instead, be upfront about the foods’ nutritional contents and how they vary from typical offerings.
4. Engage a credible third party: Endorsement by a credible health expert can help communicate the real nutritional value of food offerings and convince skeptical consumers. Have a third-party expert serve as a spokesperson, or at least publicly sign-off on your products and promises, for your marketing campaign.

By now, most of us are familiar with the buzz-worthy KFC stunt at the United Nations in New York a few weeks ago. As part of KFC’s “Grilled Nation” campaign to support its new grilled chicken line, the chain has been lobbying the United Nations Secretary General asking that the “Nation” receive a seat at the U.N. table.

Image Credit: ZDNet.com

According to the tongue-in-cheek letter written by KFC President Roger Eaton:

“As Secretary-General, you have pledged to build a ‘stronger United Nations for a better world.’ We at KFC are confident that recognizing Grilled Nation will strengthen your organization and satisfy the stomachs of your many Member States.

While we realize that incorporating Grilled Nation into the UN is a long shot, we hoped to possibly squeeze a chair in between Grenada and Guatemala. We promise to make sure the mashed potatoes get passed to folks from all Member States.”

Okay. Funny, but no real harm.

Until a lighthearted sampling event turned into a security breach when an actor dressed as Col. Sanders was invited into the U.N. for an impromptu photo opp. with new president of the General Assembly, Dr. Ali Treki of Libya. According to KFC, they were spontaneously invited inside by a U.N. staffer. The U.N. is currently investigating.

The reason stunts are tried-and-true PR vehicles is because, when done properly, they can generate a ton of talk-value and buzz. And, the chicken chain and its parent company Yum! Brands are no strangers to outrageous marketing campaigns.

So, what should your criteria be when planning and executing a PR stunt? Here are a few tips to keep in mind:

• Harness the “wow” factor. Memorable events that break through the clutter are outrageous and unique. To create buzz and talk-value, don’t be afraid to think big and be bold.
• Connect the action/event to the brand. A unique, bold event can create a lot of buzz and excitement. But if there’s no brand connection (or a tenuous link), you’re going to lose awareness, create confusion and fail to generate value.
• Keep it simple. The most successful stunts communicate one strong message. Too many storylines dilute the message and leave consumers scratching their heads.
• Prepare, prepare, prepare. As they say, "hope for the best, but prepare for the worst." No one wants to put the lives and safety of consumers in danger for the sake of publicity.

With a predicted decrease in holiday spending this season, brands are reaching into their marketing coffers and pulling out social media strategies to help boost sales and maybe even beat the grim prognostications. It might just pay off, too. According to our client Deloitte's 24^th Annual Holiday Survey, nearly 20 percent of respondents plan to use social media sites to aid in their holiday shopping, largely to find sales, discounts and coupons or to research gift ideas.

But, what’s good for the goose may not be so great for the gander, or in this case, the über-luxury brands. The lifestyles of the rich and famous leave plenty of room for new media – our research shows new media users with the highest HHI are 10 percent more likely than the average population to use these sites and tools – but it's not necessarily in luxury brands’ best interests to develop social media strategies that overemphasize traditional sites, such as Facebook, MySpace or Twitter. The popularity of new media stems from its democratic, community-building traits that bring once-exclusive content to the masses. Something luxury brands, counseled to return to their elitist, indulgent roots, don’t want to see happen to their products.

Brands would do well to remember that when marketing the most luxurious of products and services, the same rules apply whether using on- or offline channels. Remain high-touch, and remain exclusive. Affluent new media users are 20 percent less likely to expect retail brands to use new media to solicit product or service feedback. They want to keep those relationships high-touch and interpersonal. Whereas the average user finds new media an ideal platform to voice opinions once difficult to express in a meaningful way, affluent consumerslikely expect a more direct, face-to-face, line of communication with their favorite brands. Also, whatever experiences luxury brands do create online, they should stillfoster a senseof indulgent exclusivity. Reserve them for only the most preferred customers to enjoy, and make sure they can share the content, but only among peers.

Although popular social media sites may not be the best channels for affluents, it doesn’t mean they still can’t be effective branding tools for luxury goods – among a different audience. Luxury brands need to maintain a certain cachet to hold on to their brand status, and a large Facebook or Twitter following from aspirational fans, perhaps future consumers, can bolster their posh positioning. But keep in mind, affluents and aspirationals are two very different audiences. Learn to play to the strengths of both, and social media have the potential to be very generous this holiday season.

When does a meeting need to be face to face?

Fast Company poses this question to our CEO Jens Bang in its online series "30 Second MBA," whichfeatures CEOs andother executive leadership sharing best practices for business management.

As he explains, a face-to-face meeting allows the participants to "express the emotionality behind the communication."

Who falls for these things?

USocial is a service that has promised in the past to bring its customers scads of Twitter followers and is now jumping into the business of bringing the masses to Facebook fan pages, according to a recent AdAge article.

Is it just me, or is paying for fans and followers in social media the equivalent of a band paying to pack the club it's playing tonight?

Think about it... OK, so the club is packed to the gills. The band comes on stage and starts to play. It's actually really good! But...no one in the club cares. Not a single toe tapping or head bopping in the crowd. At best, they politely sip their drinks, keep the chatter to a minimum and don't throw stuff at the band members. With every song, the band tries harder and harder to get the crowd groovin', but it receives no feedback, just blank stares and chirping crickets. When the concert is over, the people leave and go about their business.

The next day, not a single concert-goer tells a friend what they did the night before. No one goes onto iTunes and buys the band's songs, and the band can forget about getting any of those folks to come see it in another venue in the future.

In the end,  the band feels defeated and the members wonder if they can go on chasing the rock-star dream.

What should they have done instead? And how does this apply to building a social media following for your brand? Here's a better option:

1. Find the fans you have. Tell them where you're playing. Sincerely acknowledge their presence, and maybe even give them something special for attending your show.

Social Media Application: Use your existing marketing channels to promote your efforts in social media. Engage deeply with the early adopters as they are the key to your future growth. Make them feel special (because they are!) with exclusive offers or products.

2. Even if there are only a few people in the audience, put on the best show that you can -- something people will talk about the next day. Encourage them to spread the word.

Social Media Application: Create (or aggregate) content that wows your fans. Make it shareable. On Facebook, use the publisher to update your status and share photos, videos and stories. Don't underestimate the power of users "likes" or comments - their friends are listening.

 

3. Listen to your fans. If they don't like the song you just played, try something new.

Social Media Application: Engage. Solicit feedback. Silence is a good indicator that you are not hitting the mark. Establish metrics and keep an eye on the types of content and engagement that produce the most feedback from your fans. (Facebook Fan Pages have all of these measures built in.)

4. Understand that you'll be playing smaller venues for a while, but if you follow the above steps, you'll soon be packing them in.

Social Media Application: Be patient. Sustained organic growth of your follower and fan base will ensure you are reaching the most targeted consumers with the most appropriate messages. Don't fall for the easy way out of paying for your fans.

We’ve all seen an influx of consumer-generated contests during the last few years from leading brands such as American Express, Heinz, Doritos and Dove, among many others. Do contests still provide companies with the opportunity to generate brand awareness and engage with their target consumers? Yes…if done correctly. Here are a few best practices:

Make it a rewarding experience. What’s in it for me? That’s the question a consumer will ask when determining whether to participate. Interestingly, simple prizes, such as a year’s supply of free product, can work just as effectively as a big flashy reward like the $1 million in prizes Office Depot is offering for its national search for the best and smartest U.S. small businesses. In these challenging economic times, a cash prize of $1,000 can be a big enough incentive to enter.

Give them something to talk about: Consumers love to talk about themselves, their likes, their hobbies, and of course, their kids and pets. Know your target audience and develop a contest theme that taps into their interests. Most importantly, make sure it’s brand appropriate. For example, who better than Play-Doh to offer the chance to win a Playroom Makeover through a photo contest?

Understand your audience: How do you want to engage with your audience and what do consumers need to do to enter? Will your consumer take the time to write an essay, try her luck in developing a new ad jingle or simply want to grab his camera to snap a quick photo? Knowing your audience will determine how you structure your contest and what your consumer “ask” is.

Keep it simple: From the rules to the entry requirements to the language you use to describe the contest, the communication should be easy to explain and understand.

Provide multiple consumer touch points: The strongest consumer-generated contests provide multiple ways to engage with consumers – a call-for-entries period; interactive tools, such as widgets that allow entrants to share their entries and the contest with friends and family; and consumer voting opportunities, which enable followers to come back to your site to vote for their favorites.

-- Stephanie Doherty, Vice President

I recently stopped by a local sporting goods chain, which shall remain nameless, to shop for some workout clothes. While wandering around the store, I saw a sign on top of a T-shirt display advertising a cause promotion. “Buy any recycled T-shirt and $2 will be donated to the Charles River Conservatory,” a Massachusetts nonprofit advocacy group that is involved in the renewal and restoration of the Charles River Parklands.

My interest piqued, I quickly selected three shirts and headed for the checkout. To be sure I selected the right items, I asked the cashier if my Ts qualified for the donation. She gave me a blank look, and said, “Uh, I don’t know.” Despite my annoyance, I purchased the shirts anyway, but as soon as I got back to my computer I visited the store’s Web site for more information about the promotion. (What can I say? I work at Cone. I care about causes.) There was nothing on the homepage, nothing on the “Our History” page and nothing on the “Press” page. Only after I searched for the specific item did I see a small-print mention about the $2 donation.

A cause promotion activated at retail can provide a sales lift and traffic boost, but only if it’s done right. Companies, if you’re going to invest in a cause, you must also invest in the cause marketing. After all, what’s the point of a cause promotion if no one knows about it? A program that’s this hidden may even be detrimental, giving your consumers the impression it’s an inauthentic, one-off promotion that you don’t care about. Marketing, on the other hand, leads to increased foot traffic and sales, which lead to more money for the nonprofit, which lead to greater social and bottom-line benefits. Don’t worry that your customers will think poorly of your marketing efforts; 85 percent find it acceptable for companies to involve a cause or issue in their marketing.

But, marketing is more than a small advertising display and a buried mention on the Web site. It involves advertising, media relations and especially engaging your employees. Employees should be your biggest advocates. If they are unaware of the program or aren’t involved, they can’t help you promote and execute it. Help motivate employees by creating store-level incentives to locations that collect the most donations or sell the most products associated with your cause. Create toolkits and message guides so they know how to speak to the program and answer customers’ questions. Employees are your ambassadors, and you need to rally them around the program and the cause to drive results.

You can bet the next time I visit said sporting goods store, I’m going to ask about the promotion. So you better be ready for me.

For more tips on how to properly activate a cause promotion at retail, visit our Web site to read director Marc Berliner’s article, “Cash-Register Cause.”

Many of us probably remember this popular bumper sticker from the 1990s, urging people to do their part for the environment in their community. These days, for me, the slogan speaks to how brands should practice the art of media relations in the communities in which they do business.

The “Think Globally” piece is easy. Think about all of the things going on in the world – the economic crisis, the explosion of social media, drivers keeping their vehicles longer, swine flu (the list goes on and on) – and how you can leverage these trends and topics to insert your brand into the conversation. The media are fragmented – it’s more challenging than ever to get press for your company, product or service. So, find a way to hitch your wagon to something they are already interested in. Before you pitch, think about how you can link your story to a broader trend.

What brands still need to master is the “Act Locally” piece. Despite the proliferation of online media, including the presence of even local newspapers on the Internet (in a way, making all news global), it’s more important than ever to localize your story. A generic pitch simply won’t fly 99 percent of the time, even if the story is compelling and timely. Many local media outlets are understaffed, and they just don’t have the time to localize your story for their readers, viewers and listeners. Don’t bother pitching the Des Moines Register (Iowa), the local ABC affiliate in Springfield, Massachusetts or the news talk radio station in Waco, Texas if you don’t make the story relevant to their communities.

Here are a few ways you can do it:

• Localize your materials – Make sure your pitch, press release, media alert and any other tools you use make the story relevant to the community you are pitching. For instance, reference a local statistic that supports the story you’re pitching.
• Provide a local twist – Offer the media an opportunity to speak with a company representative in their market – a store manager, a district manager or a franchisee.
• Let them hear from your customers – Media want to put a human face on a story. Provide the name of a local customer they can interview to bring the story to life.
• Use a local “pitcher” – When possible, have a local company representative send out the pitch, press release, etc. Local media are often more receptive to contact from local people rather than someone at national HQ. That doesn’t mean you can’t help manage the communication – for national initiatives, create press material templates that local representatives can fill in and distribute to local media.

Sure, localizing your story does take more time. But, it’s all about getting the best results. A well-researched, customized pitch to 10 outlets will yield more results – and better stories – than a generic pitch that’s blasted out to hundreds of outlets.

--Marc Berliner, Director

It’s an exciting time for media relations. In the ever-changing online world, there are new, creative ways to communicate instantaneously. Consumers are rapidly gaining control of the various lines of communication and demanding companies maintain a constant online presence. How do we stay relevant and lead strategic communications programs?

First, let’s get rid of all our media descriptors. It’s not traditional vs. social media or old and new media – it’s all media relations. We need to increase our expertise in all areas.

Second, let’s not just tweet because it’s the hottest method at the moment. Let’s first determine how best to achieve our clients’ objectives, identify our key audiences and then recommend which channels of communication will most effectively deliver results. For example, Pizza Hut has strategically employed social media to achieve its goals of engaging consumers and increasing sales. On the other hand, let’s not have a creative tactic, but poor strategy. Does anybody remember the company behind Elf Yourself?

Third, remember that consumers are now the media. They can influence our purchasing decisions quicker than a long-lead magazine can roll off the press and become brand evangelists overnight. So remember, the next blogger you pitch could be your next-door neighbor.

Despite these changes, the important rules in media relations remain the same: stay transparent by expressing accountability and maintaining honesty. And, we still need to spend time building relationships – getting to know all media and becoming a valued, trusted resource to each contact.

--Maureen O’Connell, Senior Account Supervisor

You’ve seen the recent media hype around healthy eating, reaching as far as the White House lawn. From locavore Michelle Obama’s latest harvest and the sustainable farming craze, to restaurant calorie-count mandates, nutrition navigation in grocery stores and healthy eating in schools, nutrition trends are top-of-mind for everybody. And, there is no lack of media interest in health-related products, expert advice and educational tools to satiate an overweight America hungry for change.

Because consumers have been flooded with information and tools to make positive lifestyle changes, products making health and nutrition claims are under increased scrutiny and held to stricter standards by watchdog groups, public officials and the media. Any misstep in messaging could spur questions around authenticity and harm your brand image. So how do PR professionals leverage this healthy trend in an authentic and impactful way?

Here are some keys to success in health- and nutrition-related media outreach:

• Partner with a credible third-party spokesperson in the field of health and/or nutrition. If you’re considering a celebrity, be sure you look closely at products they have endorsed in the past to be sure there is no conflict of interest. For maximum impact and credibility, choose a spokesperson with scientific- and/or nutrition-related credentials who can easily answer tough health questions and bridge back to your product. (Oh, and message train, message train, message train!)
  
• Distinguish your fans from your critics, both in the media and within the industry. Before pitching reporters or influencers, research the articles they’ve recently written and determine if they have a positive or negative slant on either your product or brand, or on similar health claims or products. Unwittingly pitching a critic can result in negative publicity, so choose your battles carefully.
  
• Determine what differentiates your brand from your competitors. Make differentiating factors key highlights in your external messaging so you can shine where others fall short. When pitching reporters, pay close attention to how they position your competition and see where you can offer a better solution. (Be careful of your positioning though, nobody likes a mud-slinger!)
  
• Back your product claims with clear scientific data (published studies are preferred). There are many controversial products and services on the market that tout a health benefit but have been attacked in the media for lack of scientific evidence to support their claims. Avoid this fate by substantiating health claims with credible scientific evidence that proves the efficacy of your product. In addition, leverage new research and studies being published by your organization or by reputable stakeholders when pitching to add weight to your product’s claims.
  
• Remember, it’s all in the delivery. When it comes to nutrition, journalists aren’t focused on pedaling your product, but are looking for viable tips and tools that will truly help their readers live a healthier lifestyle. If your product doesn’t have them sold from the start, offer a less commercial approach through expert interviews or healthy eating tips, which lend support to your product and health message, but packages it in a more palatable way.
  
• Be as transparent as possible, and always be proactive. It is much easier to get in front of an issue relating to your brand and proactively present the facts than to react to harmful media coverage that misrepresents your brand. Perception is reality and this is particularly true in the healthy eating space.

-- Jordan Salvatoriello, Account Supervisor

Apparently, it’s not all gloom and doom for the newspaper industry. Amid continuous news of long-established papers being forced to fold, the city of Detroit is actually gaining a daily—The Detroit Daily Press.

This might be welcome news for media relations practitioners well-versed in the art of pitching traditional news outlets, but it hardly signals a return to business-as-usual for a media sector once dominated by newspapers. The landscape has changed. Newsrooms are cutting staff, closing bureaus and more and more, transitioning to “online-only” outlets.

Here are some quick tips for securing print coverage in these turbulent times:

• Don’t wait until Monday morning: The 24/7 online-news cycle means stories don’t have to wait for the work week to start
• Take advantage of news wires: Newspapers are losing staff and are often pulling stores right from the wire services
• Connect with reporters through new channels: Follow a reporter’s blog or Twitter page to see another side of the person you’re trying to pitch
• Consider paid PR content: Fewer staff doesn’t equal less news, meaning media may be more inclined to run with packaged content like a MAT release or satellite media tour (SMT)
• Have video content and b-roll available: Despite your efforts, not all stories will make it to print, but having video can improve chances of an online story

A couple of months ago, I got a flyer from a celebrity procurement company that advertised its clients at a discounted price. My first reaction was to laugh…how degrading, I thought? It is actually advertising people―human beings―as items on sale. My second thought was, goodness, times must really be tough. But my third thought, which is probably the most relevant to my daily life, was how can I leverage this humorous, sad and potentially advantageous situation.

Tough economic times have caused many companies to “update” existing products instead of introducing costly new innovations. (In fact, 75 percent of new products fail to earn more than $7.5 million during the first year of availability, according to Anne Berlack, EVP at Information Resources Inc.) But, it is marketing these updated products to which celebrities can often add the most value. So, as companies wonder, “How can I maximize the impact of the message I am trying to relay, bring credibility to this 'not-so-new' product and get it placed in the media?” a celebrity spokesperson may be the answer.

When deciding to use a celebrity spokesperson, there are some key questions to ask:

1. What is the product? What’s the messaging you are trying to deliver?
2. Who is your audience? Is it women, men or maybe teens?
3. What type of media are you trying to secure? Women’s publications? Local newspapers? Specialty Web sites?
4. What type of celebrity is most appropriate for the brand? An expert? An entertainer? An advocate?
5. How do you plan to use them? An event? A paid media tool (SMT, ANR)? Web site?

Once you have answered these questions, it’s time to think about who the right celebrity is. Some things to think about when doing this are:

1. Find a celebrity who has a connection with your brand. Try to find someone who uses your brand so messaging doesn’t seem forced. Look for someone who resonates with your target audience.
2. Conduct a background check. You want to make sure the celebrity you select does not endorse a competing brand, or doesn’t have any skeletons in the closet (note: It never fails, these always come out right before you are about to announce the connection between your brand and the person.)
3. Have options. Although you think one celebrity might be the perfect fit, others may not agree. If you have options, you can come to an agreement on someone who works for everyone.

So, as you think about ways to make a splash, with a product that isn’t so splashy, consider a celebrity spokesperson. And if you think you can’t afford it, remember that many of them are on sale.

-- Jennifer Newberg, Account Supervisor