Posts filed under ‘Dealing with social media’

We’re Back: And We’re Talking About Something More Important Than Social Media!

Realtors and every other type of businessperson — including PR people — are buried in articles, workshops, lectures and conferences about the importance of social media. And there’s no denying the importance of taking part in the digital world that’s taking over everything.

But social media doesn’t always work.

 

In-House Public Relations communications presentation to Realtors

In-House Public Relations’ Doug Fenichel, APR, asserted that thinking strategically about communicating what sets you apart will bring in business.

I know: heresy.  But even if you use the right  key words, optimize correctly, add video and put the links on every social medium you can think of, social media might not work.  The reason is simple: If you’re not addressing the right people with the right message at the right time the way they want to get it, your communications just won’t be effective.

Social media mavens sometimes forget to tell you this. But we talked about it in a great discussion with some Realtors at Century 21 Worden & Green in Hillsborough, N.J., the other night.  The participants ranged from one woman who used email but didn’t want any other part of Web 2.0, to a young guy who was really into social media — yes, they both could have been stereotypes for users of social media.

In between were a lot of folks trying to figure out how to use Facebook, Twitter, Linked-In, Trulia, Active Rain, their own websites and other digital tools effectively.  There are plenty of places to find how-to guides to figure out the specifics, so we took on the bigger picture.

I asked each person  how they were different from other Realtors and  how they were using that difference to generate business. Most hadn’t thought about it that way. I gave them 10 questions to consider before embarking on any communications initiative and I assured them that the goal in communications today was to engage customers. That’s thinking strategically and such strategies are best executed with a mix of tactics including social media.

You can see the slides and the 1o questions here: http://www.slideshare.net/dougtheprguy/what-makes-you-different-12872274   A strategic approach to communications, such as I’ve described in these slides, is what public relations people specialize in.

Those of us in real estate and  homebuilding are reinventing ourselves as the market begins to come back to life. The communications strategies you used before the crash won’t work. It’s more important than ever to think about how you’re communicating and know what you want to get out of those communications…and those 10 questions gave the folks at Century 21 the tools to start thinking about that.

What makes you different? How are you communicating that to generate business. And how do you know it’s working?

May 9, 2012 at 10:10 pm

So Who Made You An Expert?

Back when I was a reporter, covering the U.S. District Court for the Tulsa Tribune, the late Judge Allen Barrow used to shake his head whenever an attorney introduced an “expert” witness. After listening to all the qualifications, Judge Barrow would sigh theatrically and ask the witness where they were from. “Well,” he’d say after hearing the answer, “I guess that’s about 25 miles. Did you bring a brief case?” The witness, of course, would say yes, and Barrow would say, “Well you came more than 20 miles and brought a brief case. I guess that makes you an expert.”

Experts were important, however. During one trial, the expert witness turned the court into an economics classroom for two weeks and swayed the jury. The result of that trial is that you can run to the ATM if you’re short on cash. (If you really want to read about the case, click here.)

In today’s frenetic, media-hyped marketplace, your expertise should be a major part of your reputation and business strategy.  Demonstrating your expertise can lead to a jury verdict in your favor. In the marketplace, that’s a sale.

Establishing your reputation and expertise is something advertising can’t do, but it’s a key part of the public relations toolbox. Your PR counselor can work with you to establish your expertise.   Do you have academic credentials or years of experience? Have you ever published an article in a trade journal or been quoted in a newspaper story? Do you teach about your area of expertise? You, too, may be an expert.

Sharing your expertise with the right people in the right way improves your reputation and credibility. It’s a way to establish a relationship and trust. Those who accept your expertise will be more likely to do business with you. How you present your expertise will have a lot to do with the decision they make.

If nobody knows what an expert you are, it’s time to tell them. You’ll need to do it in a credible, entertaining way. The good news is that you don’t have to travel 20 miles and carry a briefcase.

Talk to your public relations counselor about establishing your expertise. Or call me. You can ask me what make me an expert when we talk. I’m definitely going to ask you that question.

September 23, 2011 at 12:22 pm

3 PR Lessons For All Businesses Observed While Spending Hurricane Irene In A Paramedic Truck

Natural disasters are strange times for me. I am a homeowner who is concerned for his home and family, a paramedic and a firefighter who is concerned for his brothers and sisters and wants to do what he can to help the victims of the event, and I’m a PR guy ready to help his clients prepare for the disaster and recovery from it. I always enjoy watching what others are doing and saying during the storm.

So having spent all of the storm weekend on a paramedic truck or a fire truck (up to about noon Monday) here are some observations:

  • Kudos to the public officials who got people out of harm’s way, knowing full well they were going to be criticized no matter what they did. They stayed on message with laser-like focus. While that message may have seemed obvious, everyone from governors to local officials transmitted the same message, the presentation was well orchestrated and consistent and it was presented across a variety of media. As a result, lives were saved. Even away from the most devastated areas, people were better prepared for flooding and power outages because of the focus on the message. And to those now complaining the dangers were oversold, well, I’ll be polite: Go find something better to do with your time…like help those without power and with basements full of water bail out. Or help those whose homes and businesses were destroyed rebuild. If nothing else, just stop and pay your respects to those who lost loved ones.   Are there messages here for how you run your business? Definitely: A simple message consistently and forcefully delivered at all levels of an organization will yield results. But someone will still bitch about it.
  •  If anyone still doubts still doubts that social media is main stream, look at the wide use it enjoyed during the storm. Many governmental entities, including the county and township in which I live, used a combination of Web sites, Twitter and Facebook to keep constituents up to date on information from road closings to dam bursts and evacuations to dealing with tainted food. News organizations gathered and used audience pix and videos. And the hospital where I’m a medic used text messaging, emails and Web sites to assure the staff was up to date and keep all of its EMS vehicles staffed and on the road. If all these organizations know they must use social media, don’t you think you should make sure you’re using the same channels to engage your audience?
  •  How did your crisis plan work? Did your employees know what your company was doing in preparation for and in recovery from the storm? Did your customers know? Did you have a crisis plan? Every organization should have a plan of what to do when it is threatened, whether by a competitor, a person’s deliberate or accidental action or a natural disaster that threatens its ability to provide whatever service it provides. If your crisis plan didn’t address the preparation and outcome of this hurricane, or if you winged it, maybe you should contact a public relations practitioner to help you better prepare for the next literal or figurative storm.

 Hurricane Irene gave us all stories to tell our friends and relatives. But it also should serve as a teaching moment. None of us want to see another Irene. But we will. And before we see a hurricane identified by the National Weather Service, we’ll likely see our businesses rocked by a figurative storm. Here are three lessons that can be applied.

Good luck.

August 30, 2011 at 12:53 pm 1 comment

Whole Foods Serves Some Crisis Management Lessons

If you think you’re immune to a crisis just because you’re not the biggest player around and you try to do things right, take a look at the controversy Whole Foods is dealing with. 

The store is well-known for having ethnic and special foods (disclosure: I shop there because it has products that meet some personal dietary needs). On its shelves are halal products, which are foods that meet Islamic dietary laws. When the company decided to promote those products to people who celebrate Ramadan, a period during which Muslims engage in rituals, including dietary practices, designed to encourage patience, spirituality, humility and submissiveness to God (Muslim friends – jump in here if my description is inaccurate), an employee apparently wrote an email to his bosses questioning the idea.

I’m not sure how those goals can be bad, but apparently the employee was afraid that right-wing activists might have a problem with promoting something associated with Islam. His email somehow made it into the Houston Press  and on to Twitter, where it was taken as an official statement that the company was backing away from the promotion and – boom – Whole Foods found itself in crisis mode. 

Libba Letton, a spokeswoman for Whole Foods, Tuesday told me the company became aware of the issue because it monitors its online presence and because of the tweets.

“Folks brought it to our attention and we immediately sat down and figured out what happened,” she said. They quickly tweeted that the promotion was still on and reached out to those who had tweeted to tell them the promotion was not being cancelled. Libba and her colleagues also started calling newspapers where the story appeared. As the word spread, they began fielding calls from the media.

The fast reaction quelled the crisis before it got legs. It was still a story, but the company’s response circulated so quickly that the story was the Whole Foods’ plans to continue the promotion despite the rumor. The company’s blog continues to include lots of information about preparing for the holiday. The rapid response kept the issue from hurting Whole Foods, but Libba thinks it’ll be kept alive for a while by those who only listened to the initial, erroneous reports.

“It’s inconvenient,” she said. “We’ll have to continue to educate people about it on individual levels.”  

A crisis is anything that threatens an organizations reputation and its viability as a business. This certainly threatened Whole Foods’ reputation, but because of the company’s quick response, the damage was minimal.  There are lessons here for the rest of us:

  1. You will have a crisis.
  2. You need to be ready. Libba adds that you must act immediately. “Social media is so much faster than anything else,” she says.
  3. Assume that anything in writing – email, memos, correspondence – will wind up public, even (maybe especially) if marked “confidential.” Keep that in mind before you send counsel or opinions by email or paper memo.
  4. Social media is a two-edged sword. You must stay on top of what others are saying about your business. Your public relations team, whether internal or external, will have tools to help with that. Your PR team also can make sure that you’re ready when a crisis does hit.
  5. (Maybe 4A) There’s nothing wrong with asking colleagues and members of your network to let you know if they see or hear anything about your company. Part of Whole Foods’ early warning system was tweets and calls from people who saw the original postings.

Public relations practitioners are experts in social media and its role in creating and quelling crises. If you and your PR counselor haven’t discussed situations like the one that hit Whole Foods lately, use this column as a conversation starter. And if you need some crisis prevention and management advice, feel free to contact me.

Finally, to our Muslim friends: “Ramadan Mubarak.”

August 11, 2011 at 11:39 am 1 comment

Blogging is a great tool for small business owners

If the various ways of communicating and engaging on the Internet has “democratized” (is that really a word?) the media, it also has “equalized” (OK, a little better, but I hate ize words) public relations and business communications. One person really can run a worldwide business out of his or her basement.

While public relations used to be something used only by the largest companies, the craft’s ability to engage people means that small business, whether they know it or not, are engaged in PR. With that in mind, I had a great time the other night meeting with a group of small business owners at the Mendham (NJ) Business Association about blogging. The slides I created and presented are on Slideshare and  you can see them here.

Blogging is a great way to engage your customers, clients and even employees. I found some of the reasons people weren’t blogging interesting:

  •  “I have nothing to say.” Of course you do! You’re a business owner, which means you’re knowledgeable and passionate. You could write every day about your customers, tips on doing whatever it is you do or issues in your field that impact your clients (or customers or whatever you choose to call them).
  •  “I don’t know anything about the Web.”  Sites like WordPress and Blogger make it simple and tell you everything you need to know.
  • I don’t have the time.” So who does? Keeping your posts short is one of the keys to good readership. And if they’re not perfectly composed but the info is interesting, who cares?

Blogging is one of those activities that’s easy and fun. It’s just another habit to develop. We talked about the need to be honest and authentic, but when you’re speaking to business owners in a small town, that’s usually a given.

Let’s watch for some new blogs from businesses in Mendham, N.J.

July 22, 2011 at 8:06 am

Crisis Communications: Not Just For the Big Guys

More than three-quarters of companies recently surveyed by one of the nation’s largest public relations firms say they expect to have a crisis within the next year, according to PRWeek.  More than half of them agree that the rise in digital communications and new media make a crisis more likely and more difficult to manage.

While the Burson-Marsteller study, as reported in PR Week (I’ve posted the brief article here), is talking about large companies, it’s an issue smaller companies should think about, too.  Digital media and social networking make it possible for even a sole proprietorship to play in the big guys’ sandbox. What small businesses often don’t realize is that if they play in that big-guy sandbox, they must accept some big-guy liabilities.

Because In-House Public Relations is new and small, I talk with a lot of small businesses. They’re thinking about increasing sales. Very few want to talk about crisis management. Increased sales activities, however, means increased exposure (I know: It’s a problem you’d love to have).  I’m aware that small business people don’t often have time or money for a full crisis plan, but I try to at least have a conversation about crises:

  1. Being a small business in today’s Internet-driven business climate means more people are seeing you. That means you’re more vulnerable. An angry customer or employee, an innocent mistake, a problem with materials you use and you’re in the soup.
  2. Just because you’re small doesn’t mean you’re any less vulnerable. The wrong tweet or Facebook posting can land you in hot water. And you probably don’t have the financial cushion big companies have to ride out a crisis.
  3. Take a few minutes and develop a mini-plan:
    1. Understand what a crisis is: Anything that can threaten your reputation and your business.
    2. Have a list of who gets called ASAP. I tell people to put me on the list, along with the lawyer, insurance agent and financial counselor.
    3. Set up a way of monitoring what’s being said about you on a daily basis in the social world. That can be as basic as a Google alert or as complicated as monitoring and participating in social media channels. Don’t neglect traditional channels either.
    4. Think about your worst nightmare and have a plan – at least in your head – of what you’d do if it happened.
    5. Make sure someone else knows about this miniplan in case YOU are the crisis.

 It’s not much, but at least it starts the discussion.

 I’d love to hear from entrepreneurs and small business people: Have you thought about crisis management? If you’d like some help thinking about it, call me.

July 7, 2011 at 10:29 am

From Inkhouse.net: How PR is Getting Better.

I write about things I think are important in public relations, and sometimes that means commenting on bad moves by my colleagues. I get tired, however, of the wholesale and unsupported criticism of public relations. Beth Monoghan wrote a great piece about how public relations is improving. It appeared in her blog ( http://www.inkhouse.net/inklings-blog/) and in PR Daily.  Thanks, Beth, for giving me permission to republish this. It’s definitely worth a read. 

In the early days of my PR career, I stood in the mailroom with a stack of a hundred or so cover letters sending out blast faxes to newsrooms as our press releases crossed Business Wire.

That same period saw me making late-night runs to Logan Airport, where the very last FedEx pickup happened around midnight as I rushed to get five boxes of press kits—which we’d been stuffing that evening—to Las Vegas in time for the opening of NetWorld + Interop the next day.

Inevitably, we’d outsource the press kits, receive them in the late afternoon, and discover all too late that a page was missing, so we’d take them all apart and redo them ourselves.

I can’t remember the last physical press kit I’ve seen or the last fax I’ve sent to a reporter. Today, our addiction to email and social networks has fundamentally changed the way in which PR professionals connect with reporters.

We used to call pitching “smiling and dialing” when I was just out of college, but caller ID put a quick end to stalker-style PR. And that is a good thing. It means that relationships, research, and quality content matter now more than ever.

Though many can argue the inherent lack of wisdom in 140 characters, the need to cut through that din with thoughtful, compelling, and divergent points of view makes public relations a more exciting profession. We have to be more creative and know our facts like never before. So, without further ado, here is my list of the six ways in which I believe PR has changed for the better:

1. Blast emails are going the way of blast faxes.

No one has ever liked bulk mail. I remember building long lists of reporters’ email addresses so we could send out our press releases when they crossed the wire. Inevitably, the mail merge wouldn’t work and Jane would receive a message that began, “Hello, Frank.” Thankfully, this is (almost) a thing of the past. We don’t allow blast emails at InkHouse. They don’t work. Personal emails related to a reporter’s area of interest have always been the best route, and today it’s the only route.

2. Quality content matters.

We used to struggle for the press to tell our clients’ stories in the words we’d like them to use. Today, the opportunity for quality content is practically endless. Companies have vast opportunities to seed, syndicate, and curate their own points of view and position themselves as thought leaders. However, the only way to do this is to have something interesting to say that is truly different. It’s not enough to agree with your peers.

3. New channels.

Between press releases we used to rely on trend stories, customer case studies, speaking engagements, and awards to maintain momentum and buzz for our clients. These tools are still important, but social media and blogging open up new channels every day. There might be a community just for cloud-based customer service that is eager for content. You may have a blog post on mobile travel technology for executives that Forbes wants to publish. Or maybe your point of view on the Groupon IPO is so unique that you are lighting up Twitter and the LinkedIn Groups about daily deal sites. Opportunities are out there, and they can drive real engagement, conversations, and even traffic. Good PR people know how to find them and how to engage in them.

4. Relationships matter more.

Media relations has always been about relationships. I have always believed that PR professionals should treat journalists as clients—we should help source information and experts even when it does not benefit our own companies or our clients. Social media has made relationships easier, which is the good news. However, you have to participate to be in those conversations. Yes, Twitter does matter for PR professionals! It’s a different kind of relationship, but suddenly PR people have instant access to real-time information about reporters’ stories, opinions, and deadlines. If we pay attention, there are volumes of useful information. The trick is organizing the onslaught into something easily perusable; I highly recommend Twitter lists organized into TweetDeck columns!

5. PR drives SEO.

It’s no secret that reporters aren’t using the wire services as news sources. In a recent conversation, Jon Swartz of USA Today said that he hasn’t looked at Business Wire or PR Newswire in more than five years. However, the wires do provide an important source of search engine optimization juice. Of course, this assumes that you are maximizing your keywords terms in your press releases, but if you are you can do your company or client a great favor and drive some traffic.

6. We can measure results.

I remember the days when we provided reports on circulations, which we multiplied by two-and-a-half to get impressions. We were mirroring advertising measurement models, and we knew that it wasn’t an appropriate comparison back then, but it was all we had. Today, there are lots of ways to measure PR success: Klout scores, Technorati Authority rankings, engagement through social channels (Facebook, Twitter, LinkedIn), name your favorite new social measurement tool. My favorite tool is Google Analytics and its handy annotation feature. We can show how PR achievements—press clips, blog posts, conferences, keynotes, Twitter chats, you etc.—drive traffic. We can also see which PR activities are driving traffic through the top referral sites.

Beth Monaghan is a principal and co-founder of InkHouse Media + Marketing. A version of this story originally appeared on the InkHouse blog.

 

June 30, 2011 at 2:07 pm

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