Tag Archives: PR

Look out! A Few Noteworthy PR & Marketing Trends for 2012

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With 2012 a whopping 3 days old, it’s time for—Out with the old, and in with the new! What better way to jump-start the New Year than to begin thinking about where and how you can improve your business? No matter how big or small your company is, these PR and marketing trends will show a strong presence this year.  So, get to know them inside and out!

Social Media Platforms

While traditional social media platforms such as Facebook and Twitter have held their own in PR and marketing, in 2012 we’re going to see a huge rise in Google+ usage and other social media platforms such as Pinterest. With the increasing popularity of these tools, companies can extend their reach and engage with their consumers more than ever before.

While Google+ was quickly adopted by techies, as Peter Pachal from Mashable states,

“Google+ has had favorable growth and many positive reviews, but it’s still relatively unknown among “real” people. And those that do know it have the distinct impression that it’s the social network for hard-core nerds. That’s something Google has to change if it wants people to use its service instead of competitors, and going mainstream has to be a primary goal in the New Year… and most of all it has to find its voice — its one-sentence description that doesn’t have the words “like Facebook” in it.”

So watch out in 2012 to see where the Google innovators take Google+, and how it’ll appeal to the masses, not just the “nerds.”

Pinterest on the other hand has proven to be a quick and easy way for companies to engage with their consumers, techies or not. Companies have become increasingly present on the Pinterest prowl and many have found that this platform is a quick and easy way to improve business. With Pinterest seeing a 4,000% increase in visits over a 6 month span, it’s no wonder why businesses are jumping on the bandwagon. Pinterest is an effortless way to collect your favorite images  (products, clothing, furniture, art, you name it, it’s on there!) and pin them onto inspiration boards. Just click your images, and you will be taken to the original site that pinned it and voilà, just like that a business can make a sale.

Reputation is Everything!

Maintaining a strong reputation online is going to be more important than ever this year.  With social media spreading like wildfire, it has never been easier for consumers to quickly voice their satisfactions or lack thereof. Instead of allowing negative feedback to impact your business, devote several hours a week to clear up any misunderstandings or complaints you may receive.  Keep those Facebook accounts clean by determining when and how you will deal with an issue. It’s the best policy to maintain responsibility and offer a resolution if one of your consumers is upset. Better yet, give that consumer a specific person and email to direct their concerns to. Not only will it help resolve their problem, but it also takes the conversation off social media. If you are proactively showing your followers that you are willing to fix the situation and doing it publicly, other followers will see that your company takes responsibility. Your responsiveness will NOT go unnoticed.

Specific Pitching

Let’s face it, people are not picking up their phones and they’re barely replying to email. So, as a PR professional, how are you going to stay ahead of the game when it comes to pitching?

A Few Rules of Thumb to Use in 2012

Take the time to build some meaningful relationships. Are you pitching mom bloggers or tech ninjas? Then you need to start following their blog, Twitter and Facebook and comment on their work! As we learned from BlogWorld 2011, bloggers respect and notice when you write meaningful comments and in turn will be more likely to recognize your name when you officially pitch them. Pitching editors and journalists? A little background research can go a long way. If you are writing a customized pitch, do your homework! Always mention a previous article in your pitch, it shows you took the time to read their work and therefore gives you more credibility.

With more and more agencies moving towards “niches,” it’s important that your media lists are continuously evolving and being updated. Starting from scratch with those bad boys? Start with the basics and go through all your media lists. Are they out of date? Are they relevant to what you’re pitching? If your company has moved away from representing clients from all walks of life, to specifically just food and beverage, then maybe it’s time to re-think having all those “other” lists.  If you don’t need them, throw them away.

Next, start building from the ground up. Even though it’s tedious to pull new media lists, you won’t be sorry if you take the time to do it right. You would be amazed at how far a few good media lists can take you. Lastly, once you’re ready to pitch those amazing bloggers, journalists and editors that you have cultivated relationships with, make sure you are using an attention-grabbing, quick and to the point, informative subject line (did you get all that?)

Follow Up? Yes Please.

Like we said, a phone call won’t cut it, so instead of wasting precious time. Get online! Using social media is a great way to connect with the people you’ve pitched. Second, don’t be afraid to send multiple emails. Oftentimes, journalists and editors are inundated with emails from people just like YOU (yeah, you). If you have done your research and you know your story is exactly what that writer covers, keep emailing them because they might’ve erased your original message. Don’t forget, nothing beats face-to-face interaction. Go beyond normal office hours (who are we kidding, we’re in PR) and take the time out of your schedule to attend events and meet the people you are pitching, this will make future pitching that much easier and fun!

 

 

In Hot Water? Crisis Communication on How to “Clean Up”

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It can happen to any company, you get into a situation over your head and need to react fast to fix a problem. Most of the time, we can detect potential issues and work to nip them in the bud before they explode, but what about the issues that we can’t plan for? A crisis communication plan is an important PR strategy to diffuse negative situations by showing a proactive attempt to alleviate a problem.

Why is it Important to React Quickly and Launch Your Crisis Communication Plan?

As crisis communication expert Gerald Baron says, “If you’re not quick, you’re not relevant” and he couldn’t be more right. Time is of essence when dealing with company crisis. For example, Sea World managed to promptly address the tragic incident where one of the park’s 12,000 lb. killer whales drowned a seasoned trainer.

What Worked?

Sea World did an excellent job of implementing a quick and effective crisis communication plan by releasing a company statement of what happened (although they changed the trainer’s cause of death later). In addition to the all-important statement, Sea World hit the social media platform running and addressed the situation on their blog and via Twitter. Sea World even suspended the @Shamu Twitter handle because of its controversial voice.

You Can Run, But You Can’t Hide!

Sea World did a great job of utilizing their President, Jim Atchison to address and ensure viewers and media that Sea World would not take the situation lightly, and would be conducting further investigation into the incident.

We’ve all seen it happen, (ahem… Tiger Woods). People and companies make poor PR moves to avoid a negative situation all together. Instead of taking responsibility, they hide to avoid public scrutiny, hoping the action will eventually be forgotten. Conversely, Sea World addressed the killer whale incident head on. In the grand scheme of things, Sea World’s responsive, hands-on approach saved their brand from a lifetime of negative publicity.

5 Steps to Crisis Communication

  1. Create a crisis team:  It is critical that this team consists of the most senior-level executives, public relations professionals, corporate communication and marketing departments, etc. Furthermore, a crisis is NOT the time, I repeat NOT the time to receive media training. Anyone on this team must be previously trained in dealing with the media and ready to address the hardest-hitting questions publicly.
  2. Monitor potential risks: CEO’s and top executives usually have a good idea of what kinds of risks their company might encounter, whether this stems from the state of the economy, to potential government regulation or even potential threats from competitors. Although these are mostly foreseen issues, there is always the chance that lower-level employees can encounter unique problems that your crisis communication teams needs to be aware of. Keep communication channels wide open, every employee offers valuable input. Think of potential risks as an ongoing project, if you continually monitor your risks, then you will always be in a good position to handle a problem if it arises.
  3. Pre-planned processes and protocol: If a crisis occurs, it’s imperative to have processes and protocol in place for quick reference. Who is your chain of command? Do you have pre-approved information and protocol set up to address the media? Crisis can happen at any time, will you be ready to address issues and answer questions on behalf of your company?
  4. Keep a close eye on social media: More than ever before, social media can be a blessing and a curse. In a time of crisis, companies need to consider the fact that traditional means of communication such as a press conference is not necessarily the most effective way to extend your message. Instead of sticking to traditional mediums, companies should think outside the box and remember that people get their information from a variety of sources these days such as, blogs, discussion forums, Facebook and Twitter to name a few….plan accordingly. Careful monitoring of company Facebook and Twitter accounts is key. Social media can be your quickest medium to media and consumers to address difficult questions, correct false assumptions and in general, be a voice of reason – since you know your company best.
  5. Q&A, role-play:  Companies can easily identify potential risks and monitor them, but there’s more to that. Role-playing can offer tremendous insight into how to deal with a company crisis. After identifying potential risks (see question 2), come up with dialogue to address each of those problems. If you have a good idea of what could happen, then you should be able to establish some dialogue on that issue. Think of questions the media might ask and come up with answers…you won’t be sorry you did this!

Getting to Know You. Reaching Out to Mommy Bloggers.

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As a parent, the first place you may go when little Suzy or Johnny gets sick or acts up (and you want to find out how to deal with it) is on the Internet.  If you do, you are not alone.

Blogs, in particular, are growing in popularity, and can be a great resource—whether, as a parent you are looking for insightful behavioral wisdom, observations on the joys of raising kids or helping your family to eat better—if not a great escape to hear from other moms and dads facing similar challenges.

But just as your needs for information vary, so too do blogs, in the ways that they provide it. The following are just a few examples of the types of blogs out there:

Continue reading →

Pterodactyl eggs in Cardiff?

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Usually, my commute to work is pretty uneventful. I gaze at the beautiful stretches of sand and blue water, I take deep breaths of the sea air, and I get ready for the day to come. Last week, I was confronted by a surprise of prehistoric proportion when I looked out my window while waiting at a stop light in Cardiff. As luck would have it, I had my iPhone ready and captured the scene with Instagram.

While I puzzled over the appearance of Pterodactyl eggs, a clue appeared that provided a much bigger perspective on an eye-opening grassroots marketing stunt.

Get a behind the scenes look at the Cardiff Kook Dinosaur attack in this video, or read all about it in the UT article.

Trilogy by Shea Homes Recognized Coast to Coast

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Zenzi Client, Trilogy by Shea Homes Active Adult Communities, has been getting a lot of press lately for its forward-thinking designs, great value and cutting edge green features.

A few articles this month, for instance, include:

Reporter Buck Wargo writes, “California-based homebuilder saw opportunity in the Great Recession using the down economy in Las Vegas as a chance to enter the market” in his article this month, “Shea Homes aims to make mark on housing with North Las Vegas properties” in the Las Vegas Sun.

Bob Koslow’s recent article, in the Daytona Beach News Journal, “State’s ‘green’ builders arrive: Newest trends in building technology to take center,“ quotes Jeff Gersh, Florida vice president for Shea Homes on green features available in Shea’s Florida active adult communities addressing growing demand.

“Blue skies, green homes: Energy Star-qualified active-adult builder attracts environmentally conscious homeowners,” writes Nathan Spicer in the San Francisco Chronicle this past weekend, in his article recognizing Trilogy at the Vineyards for its 100% Energy Star Qualification.

And the Las Vegas Review Journal included this recent article “Couples drawn to Shea’s active-adult lifestyle.”

Look for plenty more to come from this forward-thinking builder.

 

PR Lessons From Weinergate

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The Daily Mail is reporting today that Anthony Weiner told Porn Star Miss Ginger Lee to lie about their elicit messages and offered PR help in return.  But where was his own PR when he was denying he sent very personal pictures of his privates via his Twitter account the past few weeks?

 

Only a few days ago, Congressman Weiner reportedly emailed Lee, ‘The key is to have a short, thought out statement that tackles the top line questions and then refer people back to it. ‘Have a couple of iterations of: “This is silly. Like so many others, I follow Rep. Weiner on Twitter. I don’t know him and have never met him. He briefly followed me and sent me a dm saying thank you for the follow.” That’s it,” according to the Daily Mail. Continue reading →

Must Have Mobile Apps

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So I’m finally caught up with the times and own a smart phone (insert Android plug here). To the left is a quick visual of what I have gathered so far.

All jokes aside, smart phones have drastically changed anything and everything digital. They have made us more accessible, efficient and ultimately, more mobile in almost every social and personal endeavor. Here is my list of must have mobile apps:

  1. Yelp – Yelp is my food and entertainment bible. If I’m ever in a new town or just can’t decide where to eat or what to do, Yelp is my best friend. Yelp’s and its users’ ratings have yet to do me wrong.
  2. GasBuddy – Gas. Prices. Won’t. Stop. Climbing. Use this application to find the cheapest gas near you – where ever you are!
  3. USA Today – All news outlets now have their own mobile app. I particularly like USA Today’s because of its easy-to-read-on-your-tiny-phone-screen format and sharing capabilities straight from the app itself.
  4. Google Voice – You don’t need a smart phone for this app, but the Google Voice App makes managing voicemails a thousand times easier. My favorite feature – it transcribes your voicemails into text messages so you don’t have that annoying cassette symbol in the corner of your phone.
  5. Foursquare/Facebook Places – Initially, I was annoyed when people would check in where ever they went. But I admit it, I’ve become one of those people. Restaurants and shops offer some pretty nifty giveaways and deals for people who check in – try it out. It’s also kind of satisfying to oust someone as Mayor..
  6. Shazam – Don’t you hate it when you hear a song on the radio that you like and you want to know what song it is, but the radio hosts never says the name? Download Shazam, turn it on, hold it up to the speakers and Shazam will tell you the song name and artist in less than a minute.
  7. Pandora – If you haven’t heard of Pandora yet, you’re missing out. They created the “Music Genome Project” that creates playlists for you based on a song or artist. Create as many playlists as you like and take this limitless music player on the go!
  8. Drop Box – Drop Box is great not only on your computer, but now you can access your account mobile! I’ve ran into many instances where I needed to access personal as well as business files on the road. Drop box is THE cloud solution for file sharing and their mobile app is excellent for on the go business.
  9. Evernote – Evernote enables you to “Remember Everything.” It allows you to take notes and jot down ideas, experiences, store pictures, anything. It connects your account through all the mobile devices in your life so you’ll never forget a thing – theoretically.

 

Gazing Into The Crystal Ball: How to Prepare for A Crisis

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If we were still in 2010 would you have predicted:

…that Japan would experience an earthquake measuring 8.9 on the Richter scale, being called the worst crisis since WWII and rocking the country and world only a few months ago?

…that Charlie Sheen would seemingly go off the deep end?

…that much of Mississippi would be underwater with flooding, closing highways and being called a disaster in slow motion?

 

2011 has been a busy year already, illustrating the old adage, if it can happen, it will.

No one has the crystal ball to predict when a crisis will happen, or wants to think that it will… But individuals, corporations and countries can be brought to their knees in a very short time by the unexpected. And living with blinders on or ignoring the possibilities does not serve as protection.

We insure ourselves as individuals with life, health, auto, home and dental insurance, and develop living wills and trusts, and businesses insure themselves too.  But what many neglect is the importance of addressing, upfront, what could happen, and how the company should begin to quickly rectify the situation by having a team and plan in place.

Continue reading →

Federal Judge Topples ‘I Heart Boobies’ Ban

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Zenzi’s longstanding client The Keep A Breast Foundation takes an innovative approach to educating teens about breast cancer, with grassroots education and awareness program including the wildly successful ‘I Heart Boobies’ campaign. Recently, a Federal court case overturning a school district’s ban against the bracelets has resulted in incredible top tier national media exposure, including the thought-provoking article below.

Baby-pink ribbons they are not. But a federal judge in Pennsylvania has ruled that “I ♥ Boobies” bracelets — worn as breast cancer awareness accessories — are not lewd, either, and overturned a ban on them at a public middle school there.  After the Easton Area school board’s vote on Wednesday night to appeal the decision, school districts around the country are watching the case, in part to learn the fate of their own prohibitions against the bracelets. But the dispute could also set a precedent for administrators’ authority to determine what is too lewd or vulgar for their schools.

The Keep a Breast Foundation has been making the bracelets since 2004, said Kimmy McAtee, a spokeswoman for the foundation, a California-based nonprofit, but interest in them has been on the rise over the past two years. Their intent is to spark conversations among girls and women ages 13 to 35, Ms. McAtee said.

Read the full article in the New York Times here.

5 Ways to Attract A’s

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Even in a tough economy, you can attract your ideal “A” customers with a little planning and creative visualization.  When times are tight, it can be tough to turn down opportunities that would bring immediate financial benefit, but might not be a good fit for your business in the long term. Filtering out these “B” and “C” clients will save you time and resources while producing more meaningful and profitable relationships in the future. Use your imagination and visualize the perfect client roster with the help of these five strategies.

Read the full blog post here courtesy of our friends at Bop Design.