How to be a Good PR Client

in /by

In the client/service business, there’s always a lot of discussion about how the vendor can treat the client well, what constitutes good client service and how to yield valuable results. But it’s also important to think about what it takes to be a good client – like any relationship, it takes two. As the economy picks up and marketing budgets return, PR, marketing and social media agencies are adding to their rosters again – so it’s a good time to take a look at what it means to be a good client, in order to get the most out of your agency investment.

First, it’s important to understand why being a good client matters. Being a good client means you’re taking your investment seriously and that you’ve thought about your ROI. It also means that you understand a PR firm can’t work in a vacuum – you have a responsibility as a client to work with your agency as a partner – to provide resources and information, to participate in the process, to ensure decisions are pushed through in a timely manner, and to give thoughtful and productive feedback.

Make the Right Investments

Too often, companies want to invest as little as possible into PR – and yet have great expectations. They compare themselves to other companies who invest 10x what they do into PR and marketing, and expect the same level of awareness, which is unrealistic. The bottom line is that you get in what you put out – both financially and from a time perspective. PR is not only about good communication and strategy, but it’s about the time available to execute on that strategy. Promoting something in one place or only one time is much less effective than a continual stream of information – and having an agency get information out in a consistent manner means they need the time – and the budget – to do so. Yes, good – even great – things can happen on smaller budgets. Just be sure you aren’t expecting $35,000 results on a $5,000 budget.

Check Your Expectations

This is especially important for companies that want “quick hits” – that is, they expect an agency to quickly place really big feature media hits or social media campaigns that drive action – such as buying a product or downloading an app – and don’t want to “waste time” on trend pieces, market overviews that include competitors, product reviews, social media campaigns or other “less important” outlets like blogs. They don’t want to listen to the agency’s counsel on why other elements of PR matter just as much as media relations.

The truth is, a big part of PR is helping to establish, build and promote a brand – not just your product, but a credible and likable entity that people want to do business with and that they trust. This doesn’t happen overnight, or even in one week. Many companies don’t think about brand credibility as it relates to PR – or they don’t really care. They just want to launch a product or service, get media coverage and expect the world to want to buy from them. But for long-term success, it’s necessary to understand PR’s valuable role in building thought leadership alongside product promotion, and to stop comparing yourself to the 500 pound Gorillas in your industry. Unless you’re Apple, Twitter, Microsoft or Facebook, stop expecting your PR agency to get feature articles about you on the cover of Fast Company or Wired when you just launched a week ago (even Twitter, founded in 2006, didn’t land there for a couple of years). In 99% of cases, it’s not realistic. And when your agency gets you in a trend piece that also features those 500 pound Gorillas, respect the process – it’s all a part of building your industry credibility.

Be Respectful

Like any good relationship, an agency/client one is best when there is mutual respect, open communication and a sense of equality. Remember you hired a PR agency to help your business succeed, and you must trust that they are going to do that – understanding they are there as a helpful partner, not an adversary. If you talk openly and frankly with your agency, tell them the real story – including the fact that you do indeed have competitors, or when something goes wrong with the product or service that you offer – and bring them into planning early, they can do a better job. Withholding information, berating your account team when something goes awry, or never taking the agency’s counsel does not make a good, trusting partnership. Even the best PR teams can run into situations where a strategy didn’t work – and was out of their control – like your broadcast coverage being canceled because war broke out and dominated the news.

In the end, any good investment is worth protecting, and that includes the relationship with your PR firm. Make it a positive one and you’ll get more positive results.

 

Persuasive Picks for the week of 04/11/11

in /by

White HatPR Is Not A White Hat SEO Technique
This post from Nichola Stott on SearchEngineWatch expands on the dangers of using press releases as an SEO strategy that could ultimately “backfire and possibly damage your clients’ reputation.“

5 Top Marketing Blogs by Entrepreneurs
I’m always on the look-out for new blogs to add to my newsreader, and this post from ReadWriteWeb‘s Danny Wong provides some noteworthy alternatives to the traditional marketing streams out there.

13 ways to get your clients to think like a blogger
Continuously creating new content for a blog can be a daunting task for some. This post from Arik Hanson provides numerous tips to jumpstart your brain and get the words flowing.

Facebook and Email are NOT distractions, but necessities!
This “energetic” post from Peter Shankman schools readers on how to properly use Facebook and email for business rather than seeing them as distractions.

How to Measure Your Facebook Engagement
This SocialMediaExaminer post from Facebook Diva, Mari Smith provides a wealth of information on measuring your Facebook page’s level of user engagement.

Persuasive Picks for the week of 04/04/11

in /by

Chrysler TweetThe 7 Worst Twitter PR Fails
The Huffington Post‘s Catharine Smith compiles an entertaining list of the top Twitter-based PR blunders to-date. Prepare to cringe and learn!

Managing elephant-sized social media blunders
Reuters small business writer Deborah Cohen shares an informative Q&A with global brand strategist Jonathan Salem Baker that contains helpful tips on managing social media blunders like this week’s “elephant hunting” video released by GoDaddy CEO Bob Parsons.

Top Companies Still Bashful About Social Media Presence
Frank Reed, managing editor for the Marketing Pilgrim, starts off a new blog series with this entry that highlights a recent Ad Age report that revealed less than half of Fortune 50 companies promote their social presence on their corporate homepage.

Report: Social Media Worth the Time
There’s no doubt that executing a well thought out social media strategy takes time. However, you need to stick with it and be consistent in order to reap the rewards. Inc.com‘s contributing editor Courtney Rubin shares some interesting stats around this topic and small business.

Getting real about social media budgeting
This post from Rich Karpinski on BtoBOnline suggests that Salesforce.com‘s recently announced acquisition of Radian6 might be a turning point for marketing teams to really focus on their social spending, and he provides highlights of last year’s Altimeter survey from Jeremiah Owyang to show what an aggressive social budget looks like.

Define Trust. Not So Easy, Is It?

9 Comments/in , /by

Yesterday I presented at the Social Media & Community 2.0 Strategies Conference in Boston, where I was lucky enough to have some great folks attend my session. They asked thought-provoking questions and provided insightful feedback – which is always appreciated. One of my industry friends, Michael Pace, asked me a question at the end of my presentation, and it sparked a longer discussion among some of us after the event.

What is trust?

Michael said that he keeps hearing all the social media “gurus” at conferences like this, SXSW and others, talk about “trust” in their presentations, but no one seems to define it. He has a “three-pronged” idea of trust – which if we’re lucky, he’ll post in the comments here – but no one in the room could agree on one solid definition of trust, and how brands build it. Do people really trust brands? What does that entail? How is it earned, and how is it lost? Michael is focused on customer service and support at work, and thus, it’s a question he ponders on an ongoing basis. The topic definitely made for a lively discussion around branding, marketing, customer service, customer care and social business.

I said that I thought trust was sincere intent followed by consistent, related action. If a brand tells me something, and consistently backs it up, I trust them. It’s not so different from my personal relationships, really. You can make all the promises in the world, and say all the sweetest things, but if your actions don’t reflect your words, I won’t trust you.

Chris Brogan wrote a lot about trust in his book, “Trust Agents.” He uses phrases and words like sincerity, adding value and being truthful in regards to trust. I don’t know if he answers “what is trust” specifically, rather he and his co-author Julien Smith, seem to define its attributes. But what is its definition? Chris, if you’re reading (which would make my day), Michael and I thought you’d be the perfect person to ask …

Dictionary.com uses words such as reliance, which I thought was interesting, as well as confident expectation.

So what is trust? Is it sincerity? Action? Commitment? Faith? How do you earn it? Better yet, how do you keep it? For something that is so often discussed, so hard to earn, so easy to lose, and really super hard to gain back once you’ve done so, you’d think we’d all have a pretty definitive answer.

I would love to hear your thoughts on this subject, readers. Thanks, as always, for visiting and commenting.

McDonald’s PR Push– Da-Da-Da-Da, Are You Loving It?

3 Comments/in /by

In an effort to change the longstanding career image of the low-paying, dead-end work also nicknamed the “McJob”—McDonald’s has announced “National Hiring Day”– a massive hiring spree on April 19. The fast-food giant is hoping to recruit 50,000 Americans—both full and part time– in a single day at nearly 14,000 U.S. restaurants. Yes, 50,000 jobs– a number that is roughly equivalent to a quarter of the new jobs created in the entire U.S. in March.

McDonaldsAccording to the press release, McDonald’s wants to use the nationwide recruitment to educate potential applicants that the “McJob is one with career growth and endless possibilities.”

With a two week-long PR blitz and ambitious ad campaign launching yesterday—McDonald’s will be showcasing the employees of McDonald’s, hoping to prove that working at the fast-food chain is indeed a desirable employment opportunity. According to Ad Age, “the campaign will appear in print magazines such as People, Us Weekly, Ebony and various ethnic publications, on the fast feeder’s social-media and digital channels, local radio spots, and as point-of-purchase, in-store marketing and on packaging on certain items.”

Interestingly, TV will not be a component for the campaign. “We found that print was the best medium to communicate the story about the brand and the opportunity people have here,” said Tania Haigh, marketing manager at McDonald’s USA.  In addition as part of the social media push, short videos starring employees of varying ranks– from cooks to corporate– will reveal why they love their jobs, in an effort to promote a positive image of working at McDonalds.

Whether the campaign gives the company a competitive advantage or brings McDonalds to the top of the hot jobs list—the company’s goal of redefining the McJob and offering 50,000 jobs in the midst of high unemployment, does raise some questions—is this an image-boosting PR stunt?

Whether you’re loving or hating it— what are your predictions for this campaign? What are some of the campaign missteps? And what do you see as their best moves? Please share your thoughts in the comments below.

Persuasive Picks for the week of 03/28/11

in /by

Phil Collins Rolling Stones Cover7 Social Media Lessons From Phil Collins
Marjorie Clayman guest posts on Jay Baer‘s Convince and Convert blog with this entertaining post that draws parallels between Phil Collins‘ career and social media best practices.

Do You Need a Social Media Detox?
Creating a balance between social media responsibilities at work and personal time can be a tricky task, and sometimes it can be overwhelming. GigaOm‘s Om Malik shares this fun info-graphic from Column Five Media that might help determine if you’re in need of a Social Media Detox.

15 Services to Manage Your Social Media Activity
If my previous pick found you in the need of a detox – but quitting cold-turkey isn’t in the cards – then perhaps one of these social media management tools can ease the flow of the information fire hose.

With +1, Google Search Goes Truly Social — As Do Google Ads
Google launched its anticipated “response” to Facebook’s Like button in the form of its new “+1” button which will appear in Google search results and later as a standalone button that can be added to individual websites. Get the full rundown via this TechCrunch post from MG Siegler.

Our Choice: The Funniest April Fools’ Jokes
Seeing that this work week ends on April Fool’s Day, it’s only fitting that I top off the picks with Mashable‘s selection of online pranks from the likes of Google, YouTube, LinkedIn and ThinkGeek.

If Your Social Content Isn’t Brand-Relevant, It’s Just Noise

1 Comment/in , /by

In the PR industry, we’re paid to make people take notice. Notice of products, services, people, companies. Notice of articles, comments, updates, events. And it’s not always easy – it’s a crowded world out there and “breaking through the noise” is a big challenge. Social media has opened up the options for promotion – we’re not tied only to third parties, such as media, to spread the word. We can create, share and promote our own content more than ever – and ask fans, customers, and followers to validate such content through “liking” it, sharing it, commenting on it, etc.

The biggest mistake we see in this type of promotion is a failure to connect the dots. Too many companies are so busy providing status updates and ad hoc content just to fill a page (or justify someone’s job), that they aren’t thinking about an integrated strategy. There’s also a lot of unrelated content posted by businesses that doesn’t seem to support the brand, the products or the company’s mission. Even if you are just trying to entertain your community and be conscientious to not over-promote to them, you should still make sure you’re posting content that makes sense. Otherwise, it’s just unnecessary noise.

The old ABC adage – Always Be Closing – doesn’t apply to social media and community efforts by brands. Of course you don’t want to be overly-promotional in your networks, or you’ll turn your fans away. They don’t want to be marketed to – they want to be talked with. And that means sharing interesting content that’s helpful, entertaining or intriguing in some way – but it should still tie to your brand.

One good example I saw recently was by the Life is Good company on Facebook. As a company that sells “optimistic apparel & accessories,” they are constantly posting inspirational quotes and images. They’re lucky in this aspect because it ties to their company’s mission. Recently, I noticed a post with a link to “Life is Good Radio.” I thought it was interesting that an apparel company took the time to create an online radio station. But when I listened, it made total sense – the songs were all upbeat, inspirational and happy. The station reinforces the company’s mission – optimism. Music provides that emotion for many of us, and the company describes the programming as “eclectic and reflective of the company’s positive outlook.” They nailed it.

When thinking about your social media and marketing content, how do you ensure it ties to your brand or company’s mission? Are you considering the tone you’re setting with the content you share? Are you taking the time to train anyone responsible for growing social networks and community on your behalf, so that they are fully aware of that tone/sentiment, and so that they know how to tie interesting and engaging content to your brand?

Here are a few tips:

  • Post content that gets people thinking about an issue, topic or trend that ties to your business. Content should relate to your business in order to help brand recall. If a customer remembers your brand when thinking about an issue, you’ve won. For example, as a parent, I’m always thinking about ways to keep my children healthy. Say I follow a company on Facebook that makes children’s iPad apps, and they post 10 tips for helping my child to build a strong memory. I’m going to remember that brand as helpful and resourceful, and oh yeah – I should probably check out their app.
  • Post content that gets people to engage with you. It’s all well and good to post a funny dog video but it’s even better – especially if you sell products to dog owners – to get people to answer a question about the video on your Facebook page – spending more time exposed to your brand, logo, messages, etc. – and likely to come back again to see what other people’s answers are to that question (enforcing that sense of community around your brand).
  • Post content that makes sense. This seems obvious, but if you work for or represent Chrysler, Tweeting that people in Detroit don’t know how to drive is … well, just stupid. Even if it was your personal opinion. Social media doesn’t mean you have to share every thought. Especially if you want to keep your day  job.

 

 

Persuasive Picks for the week of 03/21/11

in /by

Pepsi RefreshPepsi Refresh: Social Media’s Pearl Harbor or Waterloo?
This post by Chris Yeh on the Agency Collaboration blog responds to Bob Hoffman’s “scorching” Ad Contrarian post with a fresh and insightful view on the highly publicized Pepsi Refresh campaign.

Why I’m Glad I Went to SXSW (Despite My Reluctance): One Virgin’s Experience
Fresh off the heals of our own @missusP’s post about her first-time SXSW experience comes this entertaining recap from MarketingProf‘s Ann Handley. And yes, this is the second week in a row that Ms. Handley has appeared in our picks…let the rumors begin!  😉

Three social media marketing techniques that brands should probably ditch
Econsultancy tech reporter Patricio Robles provides a short list of social marketing techniques that brands should consider avoiding when deploying new campaigns.

Why Social Media is Perfect for Small Businesses
TMCnet.com contributing editor Gary Kim shares the results of a recent American Express survey that revealed that word of mouth is still one of the primary ways small businesses gain new customers – which is also one of the benefits of a properly executed online social strategy.

Facebook Questions Goes Where Quora Can’t
Quora certainly rocked the “buzz meter” in the beginning of 2011. ReadWriteWeb‘s Mike Melanson shares highlights from Facebook‘s announcement of its newly enhanced Questions feature that will make it more valuable to users.

Business Lessons Learned from Kelly Cutrone

3 Comments/in , /by

Kelly CutroneBefore I read Kelly Cutrone’s New York Times best seller, “If You Have to Cry Go Outside: And Other Things Your Mother Never Told You,” I caught a few episodes of her reality show, “Kell on Earth” documenting her fashion PR firm, People’s Revolution. While I wasn’t completely impressed with the operation as documented on the show, it piqued my curiosity and made me want to learn more about the PR icon and her road to success.

After reading the book, I have a lot more respect for what she’s been able to build at People’s Revolution, given her early struggles with both her personal life and her career. In my opinion, Kelly’s most important lessons aren’t just about PR – they are about life and what we expect our lives to be. She talks a lot about discovering yourself and having a chance to transform your ideals time and time again, before you can become successful.

There are some valuable business lessons here we can all learn from, no matter which end of the PR spectrum, industry or stage of your career.

  • Awaken your soul: You shouldn’t expect that if you do everything your parents/the media/your friends tell you to do you will be happy. You have to listen to your inner voice and find out your own desires within your soul; without any outside expectations for who you should be and what should make you happiest in life.
  • Life is unpredictable: You need a strong foundation to support the twists in the road and need to be able to adjust your plan accordingly. Kelly credits her “tribe” with helping her get to where she is today. She went from nursing student to training nurses for NutriSystem, to publicist, to homeless and unemployed, to tarot card reader and musician, among other things, before achieving her current position on top of a very successful fashion PR business.
  • Know your place in the pack (no matter what business you are in): Leaders steer the direction and protect the pack, teachers teach, hunters hunt, etc. “Knowing your place in the pack doesn’t mean restricting your contributions; it just means keeping your entitlement in check,”  My takeaway is that we are all part of a bigger team aiming to reach a common goal; we all have to pull our weight, and if every manager explained business teams and org charts this way to fresh faced interns or new employees, they may take more advantage of the lessons others in “the pack” could teach them. And in turn, worry less about entitlement and more about achieving success for their own future potential.
  • Develop your own personal brand –– and be who you truly are: Kelly is dressed in all black all the time, and this is how she is most comfortable in her own skin. She has made this and her no-nonsense approach to client service, her personal brand. She knows that if clients are looking for something other than what she offers, they will go somewhere else to find representation, and that’s ok with her. If you try to be someone or something you are not, you will fail. Decide what your personal brand is and what you can offer your clients that is unique and refreshing and stick to that.
  • Use the phone: Kelly reiterates what we all already know. In today’s digitally-inclined, socially-networked world, too much time is spent detaching ourselves from real relationships and emotions. We are obsessed with apps and devices that are supposed to make us feel more connected when in reality, they are making us more isolated from forming real relationships. We need to spend more time on the phone, not less, to show our human side and make more human contact, not less.
  • If you have to cry go outside: This isn’t just about showing over-the-top emotions in the workplace, but rather a lesson on balance. We all need to realize that work isn’t life, and you need to have a sense of balance in life outside of your job to put that into perspective. You learn this as you progress through life experiences, overcome challenges and manage a crisis – or 12 or a hundred. You gain the experience needed to improve your place in the pack and handle the situation no matter how tough it is.

Did you read the book? What did you think? What was your top takeaway from it that you will apply to your career? Please share your comments and any other lessons learned below.

 

Persuasive Picks for the week of 03/14/11

in /by

Lady GagaThe secrets of Lady Gaga’s social media success
Simon Owens highlights the path of Lady Gaga’s success with all things social including some pretty jaw dropping stats via this post on TheNextWeb.com.

5 Questions (and Answers) About Social Location Marketing
MarketingProf‘s Ann Handley shares a short Q&A with “Social Location Marketing” author Simon Salt, who explains why location-based marketing will continue to be relevant and worthy of consideration as part of your overall social strategy.

How Do You Know if Social Media Marketing is Working?
Ira Kalb challenges a recent post from BNET blogger Jeff Haden, where he suggests that “social media marketing is a waste of time” and “doesn’t produce tangible results.”

Most Marketers Clueless About Social Media Conversations
This SocialMediaExaminer.com post from Amy Porterfield highlights the results of the 8th annual Alterian survey, which found marketers admitting to struggles when it comes to customer engagement across multiple social platforms.

Facebook ‘Likes’ more profitable than tweets
Mashable‘s Sarah Kessler breaks down the findings from a recent Eventbrite study that used “in-house social analytics tools to track ticket sales on the site” to determine that Facebook “Likes” drive more sales than Tweets pointing to the same event.

Photo source: AllieIsWierd.com