Blogging, is it Right For You?

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The Power of Blogging

As I write these tips on Publicity and Marketing, I realized few companies may not fully understand if this media is right for them.

There are a lot of things to consider if your company is interested in creating a blog site.

It must be understood that blogging is like a daily newsletter. A short version of course. If your company doesn’t have the time or staff to dedicate in writing and producing a monthly, or quarterly newsletter, then blogging might be too much for your company to handle.

One solution is to hire a professional company to do your blog site. In m any instances, companies are doing just that.

I came across a company, CorporateBlogging.info that offers a 14 step guide if you are considering a blog site.

These are valuable tips that all companies should read. Why? Because it tells you about the art of blogging and how it can be a benefit if you are prepared to take on the task…or hire a pro.

The article gets deeper into the distinctive features of blogs. It is a must read for new and seasoned bloggers that are in the business community. It mimics much of what we believe.

Since I can’t get into a lot of the details, go check them out.

How does this all relate to Publicity? Remember, publicity is everywhere! Blogging is quickly becoming the main source for information and that my fellow students, is publicity. Blogs let you control what is said, and how soon you want that information to be released.

But having a blog site alone will not get you famous, or your company recognized. Blogging is an art. It requires more than writing. In the business world it takes a lot of “back-end” work to get your messages to reach the right people, companies and media…that’s the most important reason of hiring a professional company who knows Web and Blog Marketing.

So is blogging right for your company? It depends on how far you want your company to grow, and if you are prepared to handle the task.

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How To Make a Better Image

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Know your core strengths

A new client called us to help them create and improve their company’s image. This is a typical call for us. For over 25 years we have been helping clients like this re-position themselves through a branding program.

Our team of strategists and designers are already working on the client’s campaign.

We will begin with a corporate brochure that will include several insert sheets for them to distribute at upcoming trade shows.

The logo is a well recognized image and we prefer to use the existing design. What was missing was a coordinated effort of the parent name with all the other brand names that the company has acquired over the past few years.

At this time I cannot reveal the name of this company, but they are in the food business and have good consumer recognition, it just hasn’t been positioned properly to compete with other industry companies.

As we are developing the plan, the client has immediate needs. That’s why we are working on the collateral materials. We have the "core" program in mind and are using this to work from. All other campaign elements such as pr, marketing and ads, will use the core identity as the common thread to establish the branding and positioning.

Sometimes a company needs to be reminded what their main (core) business is all about. Too often, as companies grow, or aquire others, they loose sight of their main business. This usually causes a decline in sales and reduced market share.

Need help in establishing a branding program? We’re here to help you as we have for dozens of clients for the past 25+ years. Call us, and we’ll show you how to make a better image.

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Talk, Talk, Talk

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Know what you’re saying

Communication. That’s what Advertising and Publicity are all about.

The better you can communicate, will improve your chances of getting your message in front of reporters. Communication, as you know, is how you use words. It is in the writing, and in the speaking.

Although reporters like to write their own stories, they are more receptive to someone who has presented their story in a well-prepared manner.

That’s why you should never think you know it all. As long as you are alive, be willing to learn from others. I’m sure we can all improve our communication skills.

Reading books, or listening to tapes on "How-To" will help guide you. It is the actual doing that makes your talents sharper. Learning these skills will also improve your image.

After writing your release, or story, or articles have someone other than a co-worker read it. Listen to their comments. See if what they say makes sense and “consider” making changes to your article.

This type of input can provide you valuable insight to improve your writing. Don’t be afraid to make changes. And don’t get caught up in the creative side of your writings. Remember, you are writing for the readers, not for yourself.

These few tips should be helpful. If you need more guidance and want help in writing your first series of releases, or an article, give me a call. And together we can get your company noticed!

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Reporters and Emails

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Publicity is Everywhere series

I read a PR article yesterday about how editors, reporters are getting a lot of emails from high schoolers on celebrity sightings to behind-the-scenes stuff. And they send it from their high school.

That’s one way to get noticed. But is it the best way?

I have to agree with Dan Janal, I doubt it. Dan further says it can only benefit you if the email you send to the reporters’ ties into a well-known celeb like Brad Pitt or Tom DeLay.

Dan did an interview with TJ Walker, who is a media trainer, on this subject. Unfortunately, you need to purchase the CD to hear the full interview. But I think you get the message that "everyone" wants PR, even high schoolers to everyday people.

Some are more creative in their approach; others will resort to traditional methods.

Whatever works for you go with it.

Still I recommend that you work with a PR firm, or a professional to jump-start your campaign. Then if needed, you can have that person or company become your guide in a lesser capacity. Don’t take on a campaign if you do not have the proper staff or plan to maintain the campaign. This too can get you PR, but not the positive type. Because if a reporter should contact you for more info, or to do an article and you are unable to respond in a timely manner, well, you just blew your chance to be in the spotlight.

So consider a pro to get you through the first phases of a real aggressive pr program. It is well worth the cost and the exposure.

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Publicity at Parties

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Publicity is Everywhere series

To continue with my belief that publicity is everywhere, I was listening to the radio this morning and a talk show host Bill Handel on KFI (in LA), mentioned " helpful tips" at holiday office parties.

Bill discussed how to act, how to be conservative in drinking, and which parties (considering there are more than one at your office) do you attend. This is all PR. Why? Because it is how you act, what you say, and how drunk you get is what your bosses, and supervisors will judge you on.

He went on to explain that most raises for next year, bonuses and promotions are determined at holiday parties. So as you now can see, PR is a major part of YOU when attending office parties.

And you thought PR was only reserved for a company. Think about it for a moment. People make up companies. Yes, they may have a logo, or a catchy tag line, but it is the interaction and communication with the people in a company that really presents a company’s image, branding!

So be on your toes at the next holiday office party, because it could be your only opportunity to "promote" yourself.

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Publicity Goes Nuts

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Publicity is Everywhere series

You can find publicity everywhere, just read the daily papers. I saw an article about the NUT GROWERS ASSOCIATION in a legal battle about the farmers wanting to opt-out of paying into the California Pistachio Commission fund for advertising.

This is publicity on the wacky side. Maybe not for the nut growers, but believe me, when this stuff gets publicity, why can’t your company?

That’s why it is more critical now that you develop a publicity plan, better yet your overall advertising and marketing plan should include publicity.

If you are not sure how to write a plan, then seek some professional help. The money you spend will be a wise investment.

When you finally get that plan together, have a schedule of press releases and articles to submit for publishing. It is this coordinated effort with your advertising that will generate a positive image and help build your brand.

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Packaging and Publicity

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Publicity is everywhere!

We were recently asked to do a creative package design for a Burrito Manufacturer. The assignment will consist of 6 different flavored items, from Beef and Bean, to Chili and Beef.

Our company has been involved in the package design industry for over 25 years. Most of the work has been in the Snack Food industry. Other industries that we have created packages for are: auto sound systems, car polishes, health products, automotive accessories, sports products (shoes, ear plugs, apparel) and many others.

Why am I telling you this and how does it relate to PR?

Nice that you asked.

Designing a package directly relates to publicity. It is how a company becomes positioned for that product. It is how customers will view you. The package tells a lot. The design and the construction work hand-in-hand.

You need to have an understanding of the market…ok, sounds like a marketing lesson, well it is both marketing and pr. Knowing the customer (whether it is a B2B or consumer) your package will have an impact of their perception of your company. So why not take advantage of this marketing lesson and make it a pr effort as well. How?

Another great question. You do this by the graphics and images placed on the package. Then you do a series of press releases and write an article about the product and its new package and how it will affect your market.

I can’t get into all the specifics in this short blog, but you see the direction I’m taking. PR is everywhere. You just need to know how to take advantage of it and how to use it properly.

Do you need some help with your project to know how to incorporate it into a pr effort? Give me a call. We’re here to help you make a better impression.

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Good Morning PR People!

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Publicity Needs to Keep Going

Another week, and the Holidays are quickly approaching. But that shouldn’t be a reason to keep your publicity inactive.

PR is a full time effort and you should have a plan to keep it going when your schedule gets hectic, like the holidays.

One way to keep in the loop of things is to be active within the PR industry. If your company has a dedicated PR person, then they should belong to some of the PR Associations. Choose one that is in your area, or join a national organization if you need that type of exposure.

You should also subscribe to different PR newsletters. For example the Bulldog Reporter is a good choice. It has been around for years. And now the online version makes it easier to quickly keep in touch and see what "tips" can help your program.

Then again, if this is too much to handle, it might be a good reason to seek a professional firm to coordinate your publicity and other marketing projects. This will allow more time for your key people to do what they need to keep the compaqny growing and be profitable.

So keep busy, but also keep in mind that while things may get hectic, it’s always a good reason to keep that PR machine going.

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Press Releases

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There is always more to know

It seems we keep learning something new about press rleases and how we should write them, send them, etc.

I came across another PR pro that I think mimics my feelings about doing releases. His name is John Jantsch.

One thing I believe was good advice is he feels that you need to be consistent sending at least one release per month.

The neat thing he said, is to print a few hundred of the releases then send these to your clients and hottest prospects. Why? Because after awhile, these clients and prospects start recalling that they saw your releases somewhere, and typically people believe they read it in a publication.

It can also help you get media attention.

John commented that this may sound silly, but I personally think it is "smart marketing"!

It’s good to see other PR pros giving tips to help companies know that pr is not all smoke and mirrors, but consists of strategy and planning.

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Marketing

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Have a Plan to be Successful

Marketing is a very general term. It can mean different things to different companies. To many consumers, it means telemarketers calling you at crazy times of the day (when eating diner), or to bug you about a ballot poll.

But to the business community selling professional services or products, it is How You Reach potential customers. It is the methods you choose to get the message out about that new product.

Marketing is an art. It requires careful planning, just like publicity. Once a strategic plan has been developed, you then need to implement the plan. The media sources you use will become the vehicle for the plan. Driven wisely, your marketing can have positive results.

So what’s the secret to a successful marketing plan? Use a professional company to give you the outside objectivity and guidence. If not then your working with blinders and will only see what the company sees…and that’s tunnel vision marketing.

Get on track for the next year. Time is money and it too can be spent poorly if you don’t plan wisely!

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