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For the past week we’ve been busy executing a marketing plan that has required evaluating and identifying emerging trends. Today I read a great article—”Who Should You Listen To: Customers Or Competitors“—that deals with this very thing. I couldn’t have said it better myself and I appreciate Bnet’s Martin Drayke for posting it.
Enjoy!
I like prepping my clients to meet with and talk to media. They are excited that media are interested in their message and I’m delighted to have offered the right story idea to the right media contact.
After the interview, I will review the resulting story (both broadcast and print) to determine how effective the messenger (the client) was. For example, I’ll evaluate whether:
1. The spokesperson was on message
2. Key messages were shared in quick “soundbites”
3. The reporter/story was fair in how it represented the client/project
4. We could have improved the end result. If so, how?
5. Etc.
Sharing the results with a client is a delicate thing. The best way to avoid a bad interview is to equip spokespeople to be the best that they can be BEFORE an interview: to educate them with real-life examples of other peoples’ interviews. And I like to use some really entertaining ones! Now I’ll admit that this is a lot of fun for them and for me. Thankfully, YouTube provides an excellent and seemingly never-ending source for examples.
To this end, I’ve set up a Robin Tracy Public Relations page on YouTube so that I can ID and categorize my faves—and there are some doozies out there! You can find this Web page here (don’t expect much right now. I’m just getting started). More importantly, though, I’ll house video links and educational commentary on each example for traninig purposes on a new webpage here at RobinTracy.com.
I can’t wait to see how this develops. In the meantime, feel free to forward links of your favorite media blunders and homeruns to me at TClement@RobinTracy.com.
Today is MLK day—A day to remember and honor the contributions of Dr. Martin Luther King through service. As a result, my kids stayed home from school and challenged my “work-day schedule.” No, no…I’m just kidding!
Actually, I have experienced, enjoyed and admired Dr. King’s dream and the results of his work in many ways. For example:
My formative years were spent out West and then we moved to the segregated South—in the midst of its notorious turmoil. It was a shocking transition and I credit my parents for NEVER buying into or particpating in the racism that was prevalent and acceptable in those days. They set an amazing example of acceptance and stressed the importance of human dignity at at time when it would have been easier to just go with the flow.
Just today, I attended my son’s high school swim meet and cheered on one of his best friends, who happens to be black. This young man and his siblings live in my neighborhood and ride the bus with all three of my children. Wow, what an amazing and wonderful change I’ve witnessed—and, sadly, he did not. Because of this, his ”I Have a Dream” speech is more powerful today than it ever was.
Additionally, as a woman, I enjoy more business opportunities and protections in the business world than my mother or grandmother did—the result of Dr. King’s (and others’) work on my behalf. And, I didn’t even have to request his help! Thank you Dr. King!
I always cringe when a company spokesperson—often “the face” of the brand—messes up publicly in a BIG way. For me as a public relations practitioner, it’s like a train wreck I can’t turn away from. Yesterday’s commentary on the earthquakes in Haiti by Pat Robertson was one of those moments—but with a double whammy: As a follower of Christ, I am deeply saddened that this man’s comments will, in some way, represent my faith.
I’ve watched the video and Robertson looks preparedfor this speech. In other words, it may not have been—as I initially suspected—a shoot-from-the-hip, “Fire! Aim! Ready!” comment (which can get even experienced spokespeople into some really hot water!). Of course, my first thought was, “Didn’t he seek any counsel before he said that? And if so, what did they say?”
So from both a professional and faith perspective, I truly appreciated the Huffington Posts’ Andy Borowitz’s blog entry: “Pat Roberston, ‘A Public Relations Nightmare’ Says God.”
I have often conducted spokesperson training in preparation for media interviews. We talk about how to represent the brand, the initiative and the organization well. We evaluate both friendly and hostile perspectives through real-life examples.
Now, if God were conducting spokesperson training, He would likely use this as an example of how NOT to represent His brand.
Yesterday afternoon the NBC/Tonight Show with Conan O’Brien/Jay Leno/Late Night drama was all over the news. I was making a late afternoon snack when I watched FOX’s Shepherd Smith share the “breaking news” of O’Brien’s “People of the Earth…” public statement. (No need to rehash the details, but if you missed it you can read it here).
Because I have several clients that fall into the entertainment niche, I was thankful that I wasn’t conducting any pitching efforts on their behalf this week. Wow! (I said to myself) This story will eat up ALL the entertainment (and business and legal) news story space for at least a couple of days.
From a media relations perspective, it was a great example of how the “News of the Day” can undermine even the best laid plans—This will be a good one to share with clients (I said to myself—again).
But, before I could even begin to form an opinion of O’Brien’s public dissent, media outlets, bloggers, Twitter and Facebook friends refocused on an even bigger story: the tragedy surrounding the series of earthquakes in Haiti. It was and is real news deserving of our attention!
While either one of these stories would serve as a great example of a how breaking news can absorb all available news space, yesterday provided a unique example of how one big story could be eaten up by an even bigger story—within only three short hours!
For some organizations, this horrific moment in history will become an opportunity to shine. News media will make way for relevant and amazing stories of humanitarian outreach and aid from the good folks at organizations like Samaritan’s Purse, the Red Cross and others.
I for one am glad. Those are the news-of-the-day stories I want to see right now!
We represent who we are and what we do—personally and professionally—all the time. Passively and actively. How we talk to people, how we behave when we are relaxed or under stress.
I’ve been working with a client that has spent the last four months in transition. Through it all she has been steadfastly focused on ensuring that her organization was (and is) well-prepared for the ripple effect of EACH corporate decision—and some of those have been uncomfortable. Her purposeful and thoughtful approach to each facet of her work has served her and her organization well.
I’ve admired her dedication, tenacity and professional sense of humor, all along. But it is her continued focus on protecting her organization’s brand, while balancing the very real and human needs of those being impacted, that continues to impress me. From a public relations perspective, she represents her organization well at all times.
Like the image of a photo captured on film, I wonder if others would recognize their personal PR in the negative?
This morning I was pondering the term “Web 2.0″ and wondered 1) Is “it” here and 2) if so, what are some good Web 2.0 sites? First, though, I needed to review a current definition of the term (technology changes, maybe the meaning of 2.0 had changed, too):
Wikipedia calls it “Web applications that facilitate interactive information sharing, interoperability, user-centered design and collaboration on the World Wide Web” and Backbone Magazine calls it “online social platforms to link individuals to each other and, increasingly, to connect companies to partners and clients. The real point, though, is that Web 2.0 happens when the talk goes from a monologue to a dialogue.” OK.
A quick Google search for “Best 2.0 Web Sites” delivered some great resources. SEOmoz—a Seattle-based company with an international presence that provides consulting, Internet marketing and search engine optimization services—has compiled a list of sites as part of an annual Web 2.0 Awards program.
Though I was disappointed to see that the most recent list is from 2008 (appears SEOmoz no longer does the awards), the list of sites was interesting. More importantly (for me), their system of ranking based on Usability, Usefulness, Social Aspects, UI & Design and Content Quality was most helpful in understanding the elements of a 2.0 Web property.
Canada’s Backbone Magazine compiles an annual Pick 20 list of top Web 2.0 pioneers and ebizMBA.com lists the Top 15 Most Popular Web 2.0 Websites as of January 2010.
Getting back to SEOmoz, though. From a branding and marketing perspective, the annual award seems to be a brilliant idea. It should have been a a great way to: link themselves with industry leaders and innovators, share their industry expertise, establish/build/reinforce credibility, build brand and product awareness and, ultimately, generate sales. I’m guessing that didn’t happen or the program required too much resource and couldn’t be justified. Nonetheless, wouldn’t it be interesting to know what actually came out of the effort?
With my 2010 goals properly identified—including daily blogging—I searched for “stuff my blogs need.” For example, I needed to add Google Analytics code to a new blog I had created. But I couldn’t, for the life of me, figure out how to do it.
With a quick Google search I found “Blogger Extraordinaire” Andy Wibbels (rhymes with “nibbles”) and his blog, which is simply titled Andy Wibbels. Andy gave the quick and easy answer I needed.
Of course I wanted to trackback to his great blog. But, I couldn’t figure out how. No worries, though. He had an answer and now I (THINK) have done that.
I’m all about keeping it simple! Andy, thanks for posting information that is easy to understand and follow. I’m a fan!
I am not sure if any of the mobile blogging options are worth the hassle. Any thoughts?
This new iPhone Blogger app should help me meet my New Year’s resolutions. Here’s to blogging on the go!!
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