PR Clients PR Clients Archives - CarsonPR

Many of the social media platforms like Twitter, Instagram, and Facebook are still useful media. And business networks like LinkedIn are very powerful, if you know how to use the tools effectively. Are you experiencing “APP Overload?” Confused what is the best platform to use in your pr marketing strategies campaign? You’re not alone.

Vine App

Vine App

It hasn’t been 2 years since marketers and advertisers were finally understanding how to use them in social media marketing, and now we need to learn all over again how to reach targeted customers. Let me explain. These social media platforms I mentioned are continually expanding their capabilities to be more productive. One in particular is Twitter. Two years ago they created a new app called Vine. The purpose of Vine was to give marketers, like Coco Cola, Dunkin’ Donuts, Target and publicity firms a way to post short videos (6 seconds in length). It was great for the first 18 months. Then competition from other platforms like Instagram, Facebook, and YouTube created their versions of short video formats marketers could use. But not all is lost. Still today, Vine has about 4% of all videos posted. This can be an effective platform for PR Clients when combined with others.

Allison Stern, founder at Tubular Labs commented about the decline-using Vine saying, “I assume that brands are having this platform fatigue”. I think that best describes what is currently happening with this app overload.

If you want to post something that is happening now, then you need to look at Periscope. That’s another Twitter app, which has become popular because it is a live video streaming app. They have a few cool features. When you tap the video (screen) it sends little “hearts” across the screen. It is their way of acknowledging, “likes” to compete with Facebook. Originally Periscope was developed in 2014 by another company and named it Bounty. Then in February 2015 Twitter saw the value and purchased the app, renamed it Periscope. To understand how fast this app became a hit, in less than 6 months of its release, Periscope had 10 million accounts.

So before you abandon any of your social media apps, just keep posting videos on all platforms, and write short Tweets, blogs and keep your brand in front of customers through all the different social media platforms, today and whatever develops tomorrow. Need help getting your social media campaign going, if so, call George Carson at 949-477-9400.

Miss CA 2015

Miss CA 2015

Steve Garvey

Steve Garvey–LA Dodgers

Eric Dickerson

Eric Dickerson, NFL Hall of Famer

As pr professionals we are given the task of promoting a pr clients event, but then sometimes asked how can we get more people to attend the event from previous years. This year we worked on a local RV Show that is sponsored by the Recreational Vehicle Industry Association (RVIA) at the Fairplex in Pomona, CA. As in the past few years working with this consumer event, we looked at having some sports legends meet and greet visitors. Knowing that many RVers enjoy different sports, and a lot of them will park their RV at the stadiums the night before, we decided to bring some of the greats in Baseball and Football. Our local publicity plan for the 63rd RVIA California RV Show included having the opening weekend (Oct.9) of the 10-day be kicked off with Miss California USA doing the opening. Then on Saturday and Sunday we had Steve Garvey (LA Dodgers), Jim Abbott (Angels) with sports host Roger Lodge, and an NFL Hall Famer, Eric Dickerson draw a large crowd for the first three days. Also, we had lots of media cover the event a couple of days prior to the opening. This week we had other media attend that included a Chinese TV station. The coming weekend we are having another local TV station plus two radio stations (including Vic the Brick) doing live broadcast. And to make the final weekend of the show be successful, we have Rick Harrison (TV reality star on Pawn Stars) do a meet and greet. We did keep the focus on the introduction of the 2016 model RVs from over 45 manufacturers so visitors who attended the show would know what new features they can expect to see at the show. The sports legends gave people another reason to see their favorite athlete while shopping for their new RV.

There are many ways to give some “punch” to an event, and if you understand the audience that will be attending, it is best to tie-in something that will attract them to the show. Publicity is more than sending out press releases, or having a press conference, we look at publicity as a means to communicate a message to a client’s customer. Keeping this in mind should open your creative juices to find that “hook” to give your next event the punch it needs.

If your company is planning an event, give George Carson a call. There’s a good chance you will be pleased to see what he can do to make it more exciting and eventful for your customers. Call him at 949-477-9400

If you answered yes, then maybe you never considered blogging as a vital component to the digital world we live in. Or maybe you feel that blogging is for people, not business. If that’s the case, you are ignoring something that can increase your company’s visibility and traffic, which could lead to an increase in sales. It is still amazing how many PR Clients do not understand the power of blogging.To Blog or Not

So why am I asking such a question if the simple answer is to say, “blogging is important and not something of the past.” Well, glad you asked. There are different approaches to blogging and where your blog is located. No, not a geographical location, but where your blogs are posted. For example, is it part of your website, or just hanging out there? Blog posts are usually more powerful if directly linked (part of) to your website. PR Clients should have an on-going blog program.

Another reason to keep blogging is to stay in touch with your customers, and to build credibility with potential customers. Unlike having a Facebook (business) or Pinterest, or Instagram accounts (which I feel are all still powerful when incorporated properly into your pr marketing plan), blogs allow you to express an opinion, talk about market conditions and have customers make comments. It’s a way to keep in touch with your market and get feedback as well. Hey, this is a better way to know about your customers than having it become a negative review on Yelp.

Blogs should not be a sales pitch, nor be a bragging area about your company. The big difference from other social media where you would show and tell about a new service and products, blogs should be more informative. Talk about your industry and what might help improve it. You can mention that your new product has helped shaped a market or industry, but don’t go into a sales pitch. The content you write is important and using links to credible sites help re-enforce a statement. Make sure your content is relevant to your industry, and not political.

Another reason to blog, it can give your business an identity, a personality. People like to know that a company has “people” running the business and not robots. And of course, blogging does improve your search engine rankings.

Lastly, how often should you blog? If you are just starting out, I would recommend the first 4 months you blog at least twice a week. Then, after that, cut to once per week. If you have the time to blog more often, go for it.

So I ask, will you be blogging anytime soon, or are you still in the mindset that this too will pass?

Need help with your blog program, or how to make a social media campaign successful? Then stop reading this blog and give George Carson a call at 949-477-9400.

How do you make the 62nd California RV Show successful?

Being the 62nd annual show makes it a real challenge to get existing customers excited about something they have known about for this many years. And finding new customers isn’t easy.

First you need to understand the audience, what it is that will create their interest to attend the RV Show and what can you do to make it more of an event than just a typical RV show. After knowing these critical facts youLogo--CA Show then build around these findings to create a successful California RV Show. It is important for the media and publicity teams to work together by exchanging information to develop a campaign that will have the greatest impact. The PR Client in this particular case is the RVIA (Recreational Vehicle Industry Association). Unlike other RV shows, this is produced by the manufacturers association, not the dealers. The RV dealers are represented by displaying the manufacturers new RVs for 2015. Interested customers can talk directly to the manufacturers representatives to learn about the RVs, while the purchasing must go through the dealers.

This year’s show had several challenges. Among them was the size: over 1200 new RVs with 21 dealers that counted for 800,000 sq ft of space. To create some excitement we wanted the customers to know more about

Gayle Anderson and George Carson

Gayle Anderson and George Carson

what to expect at the show to create the “desire” to attend. To do this we worked with Gayle Anderson at KTLA, channel 5. Her solid following of viewers and her personality to make things interesting gave the show the needed publicity exposure prior to the opening. We presented to Gayle what is different. Things like Genesis Supreme RV building a 19 foot Toy Hauler at the show, a slalom challenge by Airstream, retro RVs like Winnebago’s Brave, and how roomy a Mercedes Class B Van is with a murphy bed. The local publicity helped many RV companies create the interest among potential RV buyers as well as those who might not have considered RVing but now see how much fun it can be.

OLYMPUS DIGITAL CAMERA

Tom Gaither and Josh

A few days later we had KCAL 9/CBS chief meteorologist Josh Rubenstein report the weather live from the California RV Show. Josh was great. He interviewed Tom Gaither, director of the show and many different manufacturers from Fleetwood, Leisure Travel Vans, to 5th wheel manufacturers. Josh even went inside a custom class A motor home built by Show Hauler.

AC Green and George Carson

AC Green and George Carson

To give the show added enjoyment we had former baseball greats like Steve Garvey, Ron Cey, Chuck Finley and Randy Jones do a meet and greet sessions on different days. AC Green, former Lakers player, also known as Iron Man was there on Sunday to sign autographs with fans. And to rock the show, Bret Michaels the lead rock star in the band Poison gave the crowd a fun time signing his name on most anything his fans handed him.

This is one way to create a publicity campaign and make it successful.

There are a lot of conversations (noise) in social media. If you just try to follow only a few like Twitter, Pinterest, LinkedIn, Facebook, you will get drowned in all the conversations. So if this is overwhelming to you, then lets look at how to make people listen.

bigstock-Businesswoman-With-Big-Ears-10623491First of all, building a social media network is very important for pr clients. Before starting any social dialogue, these are some of the questions you need to ask when doing your conversations. Does it stimulate your customers to do the action you desire? Is it building brand loyalty? Are you creating any dialogue for people to interact with your conversation?

Major brands are using “conversations” to further build their pr visibility and brand. Companies like Coke, Pepsi, Microsoft, Apple among many others are aggressively “talking” to their consumers. But are their customers really listening? Some of these brands use Facebook and Twitter to get people to participate in contests, or engage them into a discussion. These pr marketing strategies are good, if understood. Sometimes the results are very small when you look at the overall numbers these social media have in comparison to those people responding. Does this mean they should not continue their publicity campaign? Of course not. You need to have a plan, just like a marketing plan, or media plan, you need to develop a publicity strategy of where, when and the topics you want to start. Just because the immediate followers or those responding might be small, you are developing a massive exposure about you and your brand. And the same is true when you ran a print or TV campaign. The exposure is always greater than those directly involved in your message. This is part of building a brand.

I read a recent article by Barry Levine that sums it up  “ Social media conversations are a whisper not a shout.”

That means you need to know who are your customers, know what they like on social media, what they enjoy Social meida-penguinsdoing and how often do they engage in the social media that you want to connect with them. Seems like a lot of research, and it is. But once you have learned this about your customer, then you can begin the “conversation.” With that said, it is important to have a true conversation, not a sales pitch, nor how great your company or brand is. Just like you would discuss a topic with a friend, keep your conversations friendly, and point out the good and bad about something. Get people to interact. That’s why so many brands use contests. Unfortunately, that is now getting overused and should be done on a limited basis, not become your main reason to have the conversations.

In summary, are conversations being heard? They can be if you are active in conversation with your customers and start topics that they would like to discuss. Remember, postings are good in social media, but that isn’t building a brand unless you get people involved in conversations. Then the word will spread beyond the social platforms, that’s how to create the buzz in the industry.

If you are ready to continue the conversation, give George Carson a call at 949-477-9400.

When you ask a friend if they use social media, they first think of Facebook, or Twitter. Ask if they use these social media for business and the answer is “no.”

Social meida-penguinsNow if you ask a business owner, such as a pr client, what is social media, they will answer, “people who use Facebook and Twitter to gossip about their lives.” Is that what social media is to you? Is there something wrong here? Yes, businesses still have not learned how to ride this powerful media wave to their advantage. B2B are very slow in accepting that social media can become their best source for increased revenue. If social media is not part of your publicity campaign, then it’s time to re-think your plan.

You already know about Linkedin. But did you know this is one of the best forms of social media for any business. So are Google+ and Twitter. Facebook is slowly becoming a business source and that is affecting Facebook’s core customers, individuals. Many people have moved on to other social media, like Pinterest, Instagram, Foursquare and a host of others. PR clients can really benefit from a well-planned social media campign.social-media-ages

I saw an article by Amber Mac who identified 5 simple tips for B2B to become successful using social media. Amber’s tips:

1-  Invest in a strategic plan. Have an objective, goals laid out before taking the social leap. And be consistent, this is a Mon-Fri assignment, not a on- shot project assignment.

2-  Build the right team. It is necessary to have reliable people, or person do the postings. They should know your overall plan to be effective.

3-  Select the right tools. This is where you need to learn about Linkedin and how to make the best of it. Also, look into Instrgram, which can be a plus for your business. And Google+ will help increase your rankings and visibility.

4-  Include content marketing. These are blogs, photos, videos and other content to educate your potential customer.

5-  Embrace partner amplification. Whether your partner is an outside vendor, or internal staff, engage in their social media. Share posts, photos, leave comments.

Keep in mind that social media is a digital form of face-to-face conversations. Done correctly you can take advantage of using these large networks to increase visibility, increase customers, and increase profits. The tips mentioned above can be applied to any social media.

Use these 4 guidelines to target prospects:

• Current and intended customers. Know the company types, and specific names.

• Job titles are important. Be sure you know all the variations such as “VP”, and vice-president.

• Industries. Know what industries you want to approach. Don’t go after too many, target only two in the beginning, then expand your target.

• Know the location you want to reach. Meaning, local, national, or international.

As I mentioned earlier, Linkedin should be on top of your business social media list. Once you master that network, the other social media will be much easier to implement a campaign. If you need help in creating a social media campaign, give George Carson a call at 949-477-9400.

  • February 21, 2014
  • Posted by George Carson at 1:24 PM
  • Comments Off on Social Media for B2B: How to make social media successful
  • PR Clients

PR Clients always want the best visible coverage from the media. So how do you get this coverage?

Getting Television and Print Coverage

Getting Television and Print Coverage

First you need to plan your publicity campaign. That means you need to establish what is newsworthy, set a target date to make this announcement (press release), be prepared to follow up to all the news media the release was submitted, and have a spokesperson(s) be ready to meet the press. Sounds simple, but this is not an easy task. Knowing the reporters and the media is very critical in getting a story published or aired on broadcast television. PR Clients must rely on their pr agency to direct how and when such a story will be presented. It is the agency’s expertise that will make this happen. Many times pr clients feel that their point of view about their product or service is superior to the competition and cannot understand why “they” are not getting the media or reporters to take notice. For this reason alone, it is important for pr clients to trust the direction, recommendations of the pr agency, if not, it is possible the pr client could create a negative impression to the media and nothing will happen.

We recently had two pr clients that wanted major media coverage. One was for the California RV Show that recently happened at the Fairplex in Pomona on Oct. 11 through 20. The other was Grande Bakery whose 50+ years in business was forced to close due to the city of Santa Ana using eminent domain to take their property for road expansion. We established a strong pr campaign that highlighted the objectives we developed for each pr client. The results were excellent.

The California RV Show had a full week of coverage from KTLA’s Gayle Anderson, plus CBS chief meteorologist Josh Rubenstein, Telemundo TV, various print media and several bloggers writing about the event. You can read more about this publicity campaign in my blog dated October 22.

Grande Bakery required a different type of approach. Knowing this decision by the city was going to impact the lives of the Gallegos family who owned the bakery for over 50 years, and the employees (many who worked there for over 30+ years) and how it was going to have an effect on the community who supported and relied on their goods for over three generations, was our focus. Our timeline was short. We only had three weeks before the city was to take possession of the property so we had to move fast and smart. Our first article appeared in the OC Register with interviews by Tony Gallegos and Ralph Gallegos. This was followed up a few days later with NBC and Telemundo doing interviews. Less than a week later a follow up story with OC Register, NBC TV, plus Telemundo and Excélsior Newspaper created more media attention that generated many calls to the office of Loretta Sanchez. Everyday another media will pickup the article and do their story angle as did OC Weekly’s Gustavo Arellano in today’s online news.

Having a solid campaign that gets your message to your audience is how to get the attention of the media. Knowing when, how and what to do is the pr agency’s responsibility. Give your pr agency the freedom to create the campaign you need and trust their decisions will help you gain the awareness you desire. If your company, event or product needs more visibility, consider a solid publicity campaign. If you need help developing the campaign then give George Carson a call at 949-477-9400. We know how to “make things happen!”

Our company was appointed as the publicity agency for the recent 61st California RV Show in Pomona at the Fairplex. The goal was to increase attendance from previous years, which was about 20,000 people. We analyzed what the show had done in the past and made recommendations. This was a challenge because the show runs 10 days.

One of the first items on our list for this PR Client was to generate a lot of news media attention, which was not done in previous RV shows. Another element was to establish a partnership with a charity, we choose the American Diabetes Association (ADA) Orange County. I now wanted the event to have a personality who is an RVer and is a diabetic. This lead me to contact Bret Michaels. Bret is a Type 1 diabetic, and last summer had a successful show called “Rock My RV”. What a perfect match! After contacting Bret Michaels and telling him of our goal to help raise money for the ADA, he immediately wanted to participate.

George Carson and Bret Michaels

The California RV Show, our PR Client still needed other “attractions” to keep people coming all 10 days of the show. Having unique RVs on display would give the consumers something to see while shopping for their favorite RV to purchase. I contacted three of the Rock My RV owners from the show whose RVs were completely re-built. The three RVs included Tapout, Gypsy RV and the Luxury RV. Now we had a foundation for the publicity.

We first focused on the new RVs having Gayle Anderson from KTLA do interviews with various manufacturers reps from Fleetwood, Winnebago, Airstream, Diablo Toy Haulers to describe their products. We also had interviews arranged with the owners of the Rock My RVs and did an entire segment on Glamping. That’s a new term used to describe “Glamours Camping.” Other media coverage include CBS chief meteorologist Josh Rubenstein who did interviews while reporting the weather during his morning segments. ABC did an interview with the director, Tom Gaither, and we had the Hispanic news media, Que Buena radio and Telemundo TV do an interview with the first Hispanic owned manufacturer of RVs, Pablo Carmona of Genesis Supreme in Perris, California.

Bret and Punkass from Tapout throwing T-Shirts

TV news media coverage began 5 days before the show opened. Other news coverage in print and radio also began early and continued throughout the week of the show. Our publicity enhanced all the ad placement resulting in a 39% attendance increase over last year. Having a plan and knowing how and when to implement that plan is critical to getting maximum news media coverage.

If your business or event needs a boost, contact George Carson at 949-477-9400 before your competition does!

How many times a day, or a week have you or your pr clients used search engines? And of those times, how many were repeated searches, such as the weather, traffic, places to eat, sports results of your favorite teams, currency exchange, etc?

If this has frustrated you by re-doing these searches, even bookmarks are not reliable, because you need to go through all those bookmarks to find what you want, then read on!

Google’s Next Big Thing

Google is now “leading the pack” again with something they call Google NOW. This unique tool is the future that Google hopes to one day replace search engines, or at least that’s what they would hope for. Why? To put their competition out of business, of course.

If you are a publicity firm, or a pr client, then this could be an asset for you when doing all those searches. For example let’s look at traffic. It will automatically update in real time, the traffic situation by giving you alternate routes on the spot! You need to let Google NOW know your route, which is one of the many things you need to input into their database. Some concerns are the privacy of Google knowing your habits, your likes, and places you frequent. Well, stop worrying, they have been collecting this for years. Same is true with Yahoo, MSN and any other searches you have done over the past 10 years.

So take hold of these new innovations that keep changing our lives by learning how to use them to your benefit. Remember, change is the only constant in our lives, so trying to fight change can be a waste of time and energy. And if you want to know what else Google has planned, well it is called Google Glass. Check it out and see what is planned for the near future.

You can read more on this topic and the viewpoint from other reporters like Cris Crum who has a good perspective on how Google NOW may change your way of using Google in the near future.

Want to learn how to use street smart marketing and web marketing through publicity, then give George Carson a call. He can get your company going in the right direction.

Everyone could use help when looking for a job, especially knowing how to be a good interviewer can make all the difference. That’s whay I am going to tell you about this great new product.

A new iPhone APP titled “Power Resumes and Interviewing” gives a quick study for those who want to improvejob readiness, soft skills their softs skills. What are soft skills? Well, it now has become a very improtant issue when HR people interview a person. These are the skills that we are not taught in school. These are job readiness skills, things like how to communicate better, what to expect at your job, how to interview,  writing a business email (that doesn’t have happy faces or typing in all lower case), and a lot more great information.

Having these skills will help you find a job and the 30+ cards in the APP deck for Power Resumes and Interviewing is an excellent source. If want to make sure your soft skills are at the level you need, go visit the website. Better yet, go to the iTunes store and by a set of these cards today, it’s only 99 cents. This could be the best investment you make!

For those who want to really get the jump on your competition when looking for a job, be sure to see the demo of video lessons that get right to the core of the information without all the fluff. Contact at info@businesssoftskills.com to learn how to purchase these lessons. Good luck with your job hunting.