The Audience Rules…and that’s that!

All good stories are tailored to an audience. Know your audience. Write for them and only them.

Read at Frause:

Social media and traditional public relations really aren’t all that different. Yet many organizations still struggle quite a bit in navigating the landscape. Sure, there is plenty to keep track of with seemingly constant technology challenges and ever-changing platforms. But in my mind, there is one difference between public relations and social media that is more important than all the rest. The editor.

To get straight to the point, the biggest missed opportunity for organizations in utilizing social media is they don’t put themselves in the shoes of an editor.

PR professionals have traditionally played the role of ambassador between clients and the media. Every media outlet has its own specific audience and the journalist’s goal is to meet the needs of that audience as best as possible. For example, Wired Magazine knows exactly what its audience wants and does an amazing job of creating content to match. The result is a well-read, powerful and influential magazine (and one I know several of our clients would kill to be featured in).

The role of PR folks is to take our clients’ messages and shape them into appealing, topical, and timely stories and news. Then we tailor those messages for the journalist and his/her specific audience. When we do our jobs well, the idea sells and our clients’ messages make it into the media and in front of the readers they want to influence.

The challenge with social media is that organizations control their own Facebook, Twitter, YouTube and blogging pages. Who is the gatekeeper with independent power to shoot down story ideas or edit articles to make them a better fit for the audience? I think you know where I’m going with all of this. Not surprisingly, lots of folks miss this step or do a poor job of it.

Want another way to think about all of this?

Your Facebook page doesn’t belong to you. Neither does your blog or any of your other social media properties. They belong to your audience. And if you are not giving your audience what they want or need, they won’t pay attention to you. However, figuring out what they want and need is a completely different subject. A good starting point is realizing that pushing every boring morsel of information about your company’s product or service is not a great idea.

Just remember: it isn’t all about you or your organization. The sooner you start thinking about the needs of your audience instead of the needs of your own marketing department, the better off you will be.

What Not to Do: 4 Things PR Pros Should Never Say to a Journalist, and Vice Versa

Found on PR News Online:

Sometimes it’s good to go back to basics in the School of Media Relations. I am reminded of this after receiving a dozen emails this week and a few phone calls from PR professionals that were (to put it nicely) off target.  Having been on both sides of the business, media and PR, I know  the relationship between the two is an important one. Even in this social media age when it’s seemingly easy to bypass the media and go straight to the customer, we know the value and saving graces of a good public relations professional.  And the mistakes go both ways.  So, below (and tinged with some sarcasm for effect) are some playbook rules for both PR pros and journalists. Please add to the list, as I know there’s more to say here:

 4 Things You Shouldn’t Say to a Journalist:

1. Did you get my email about [so and so] joining the company?

** I might have, I might not have. But if I’m interested I’ll let you know.

2. I was wondering if you got the press release [on our new product]…

** If you sent it to me, I got it and if I’m interested…(see #1)

3. Can I see the story before it runs?

** Um, no. We are journalists.

4. You might not be the right person for this pitch, but…

** Then find the right person!

 

And…..

4 Things a Journalist Shouldn’t Say to a PR Pro:

1. Leave me alone, I’ll get back to you if I’m interested.

** That’s just rude and unprofessional.

2. Put me in touch with your CEO and maybe I’ll write the story.

** Threats get you nowhere (legally).

3. I would prefer it if you were not present during the interview.

** There’s nothing wrong with PR being in the room (or on phone) during a call.

4. Thanks for being such a great flack.

** It’s the last word that irks. The first six are good.

The majority of journalists and PR pros understand the rules and don’t break them.  It’s the Rule Breakers we need to worry about for the good of both professions. So, what  No-No’s would you add to these lists?

What not to do: No, they don’t need stories

I feel that the best way to learn how to do something is by contrast. With that, I present What Not To Do. This blurb was found at Annoying PR:

The Story Teller

To PR folks looking to send story ideas: no thanks. We’ll come up with our own stories, thank you very much. Adding “story idea” to the subject line of an email is a quick way to get it sent to the trash bin.

Please, update strategically

More great advice brought to you by PR Daily:

What were you doing yesterday?

Tweeting and updating your company’s or client’s Facebook page, I hope.

On Twitter and Facebook, Tuesday is the best day of the week for engagement, according to a new report from Yesmail. Unfortunately, the brands in the study most often tweeted and updated their Facebook pages on days when engagement among followers was at its lowest.

Are you making the same mistake?

Yesmail, a company that makes email-marketing software, tracked and analyzed the Facebook, Twitter, YouTube, and email campaigns of leading retail brands during the first quarter of this year. The brands studied include Abercrombie & Fitch, Gap, H&M, J. Crew, and Ann Taylor. (You can download the study here.)

The study examined the campaigns—which is a generic term for tweets, Facebook updates, and YouTube videos—and compared the days and times when brands are most frequently using these platforms against engagement rates among consumers.

Engagement in this study refers to Facebook “likes” and comments, retweets on Twitter, and views, comments, and ratings (likes and dislikes) on YouTube.

The study emphasizes that it’s important for companies to test the success of the times and days on which they communicate on social media, but that retail brands will see the most engagement from tweets and Facebook updates on Tuesdays. Meanwhile, YouTube videos garner the most views, comments, and ratings on Mondays.

Jason Warnock, vice president of market intelligence and measurement at Yesmail, said the findings apply across industries, not simply to retail.

“We’ve looked across other verticals, and we’re seeing the same things,” Warnock told PR Daily. “Marketers should pay attention to what their competitors are doing on these channels and what consumers want from these campaigns.”

Facebook

Although Facebook updates get the most engagement on Tuesdays, brands posted the majority of their content to the social network on Fridays. As a result, the deluge of Friday updates had created what Warnock calls “messaging madness.”

“Too much happens on Friday,” he said.

The second-busiest day among brands on Facebook was Wednesday, followed by Thursday and Tuesday. The least busy days were Saturday and Sunday.

This chart shows how often brands updated Facebook on specific days, as well as the level of engagement they garnered:

Updates between 10 p.m. and midnight Eastern Time were “an engagement gold mine,” according to the study. The likely reason, the study noted, is because many of these brands are popular with college students, who are often awake and online during these hours. For the most part, brands in this study were not taking advantage of this time slot.

Meanwhile, 1 a.m. to 4 a.m. ET was the least-engaging time on Facebook.

The most common time to update Facebook among the brands studied was from 11 a.m. to 1 p.m. ET.

In terms of frequency, the five most-engaging brands studied—Ann Taylor, Limited, Ralph Lauren, Eddie Bauer, and Banana Republic—posted Facebook updates 20 to 32 times per month. The five least-engaging brands averaged 54 updates per month.

The most-engaging content included pictures and videos. Sharing links in status updates is seeing declining rates of engagement, the study noted.

Twitter

On Twitter, meanwhile, the days when brands saw the most retweets were Tuesday, Wednesday, and Thursday (with little difference among them), yet 20 percent of tweets are sent on Fridays, which is the least-engaging day, according to the study.

Most tweets were sent during regular working hours, even though the most-engaging time is during early morning hours, from 5 a.m. to 6 a.m. ET, and 7 a.m. to 8 a.m. ET.

The five most-engaging brands tweeted 45 to 70 times per month, whereas the five least-engaging brands averaged 95 to 115 tweets per month, according to the study.

YouTube

Posting a video to YouTube on Monday will garner the most engagement, according to the study. Tuesday is the second-most-engaging day for YouTube videos. Similar to Facebook and Twitter, most videos are uploaded on Fridays and Thursdays. Few videos go live on YouTube on Saturday, even though the study shows strong engagement occurs that day.

As for time of day, 68 percent of YouTube videos were uploaded from 11 a.m. to 7 p.m. ET, whereas—and this is surprising—the 2 a.m. to 3 a.m. ET time slot saw the most engagement. From 6 a.m. to 7 a.m. ET is the second-most-engaging time for YouTube videos in this study.

A key finding for brands on YouTube is that the length of a video is pivotal.

According the study, 33 percent of the top-performing YouTube videos were less than 30 seconds long; 28 percent ran 60 to 90 seconds; 17 percent were 120 to 180 seconds long; 11 percent lasted longer than 180 seconds; fewer than 10 percent ran 90 to 120 seconds.

Across all three platforms, email campaigns can help boost engagement, according to the study.

(Image via)

Building for Budding Success

While this was not about the practice of public relations as a job but for the promotion of one’s company, it was still happily read at She Takes on the World:

Image courtesy of Shutterstock

As business owners, we know that publicity is worth its weight in gold because it is a more credible form of marketing in contrast to advertising. Since publicity isn’t paid for directly by the company or person and advertising space is, PR specialists can’t control the size of a write up the way advertisers can.

When your product, service, name, or company is in ink or featured on TV or the radio, it can generate great attention, which is why billions of dollars are spent using PR firms every year.

Follow these steps to create a strong list of media contacts to get the attention you deserve:

• When targeting different publications, sending out mass email pitches and press releases is a no-no because it is considered “PR spamming.” Each pitch sent out needs to be tailored to meet the audience of the publication.

• Email pitches and press releases should have subject lines relevant to the pitch because you want to make sure the email gets opened. The pitch or press release is one of the most cost efficient ways to generating publicity when you have a targeted media list. Keep it short and concise. Don’t use flowery language unless completely necessary. Media professionals want news; not to read the greatest piece of literature since Tolstoy.

• Make sure press releases follow the correct format.

• Contact one reporter/journalist at a time. In your pitch, reference an article the journalist/reporter wrote. Recently, I was putting a publicity campaign for one of my new products. I sent out four pitches to four different publications and landed three feature story interviews.

• Make your media contact’s job easier by telling them how your company can help their audience or why your company is relevant to a certain trend. If the contact doesn’t use it right away, they may call on you in the future, when a certain trend becomes popular.

• Ask clients how your product or service has helped them. Ask for testimonials. Incorporate case studies and testimonials. This will make your release more believable and newsworthy.

• Never send a pitch or press release as an attachment, unless the journalist or reporter asks for it. Send all text in a plain text email.

• Make sure you follow up in a timely manner.

• If possible, address the editor by his or her first and last name

Remember, journalists find many of their stories from regular people and businesses, so it is your job to pitch them accordingly. Just don’t make your news self-serving.

Garrulous, I am.

(Property of Shutterstock)

“I have made this letter longer, because I have not had the time to make it shorter.”

–Blaise Pascal

They say that empty barrels make the most noise. When fighting an intense bout of writer’s block, many us find out just how empty we really are. Have you ever thought about how hard it is to say what you really mean suscinctly?

Often times, to figure out what is truly important in a pitch, a press release or any kind of writing really, sometimes, you have to burn through the dross to get to the real point. Writing takes time and dedication.

As children we are all taught the 5 Ws and an H: Who, Where, What, Why, When and How, as we get older and begin to fluff papers, exam answers and reports, somewhere we lose these basic, yet important rules in order to fill space. I know that I have. Something so elementary is actually quite important to the writing process, especially for the aspiring PR rep. It’s ok to embrace it without feeling childish.

If it takes writing a book and then stripping it down to the basics until I can do this instinctively, then it’s just what I’ll have to do. Take the time.

They don’t want to hear it!!!

I am one of the most talkative people in the world. I mean, I can ramble. Like seriously, I can go on and on and on and on…..see? Somewhat kidding. Anyway, this was found at Pro PR Tips:

Tip #98: Make it snappy, Sweetheart

Emailing a pitch? Put your company or product name in your first paragraph. Better yet, first sentence. Best: first word. I’m not reading to the end of your pitch regardless, so why take chances?

Olivia says, “Short and sweet. What great advice!!!” 

Starting…

Originally posted on PRSay:

So you’re thinking about starting your own PR firm. It’s a little nerve wracking, no doubt, but there’s never been a better time to launch. With the economy rebounding, bonus checks and tax refunds on the way, nothing should hold you back from taking the entrepreneurial plunge.

Of course, there are many considerations to contemplate before quitting your job and taking that plunge. Let’s explore.

It’s A State Of Mind

Optimism, confidence and a small dose of fear are perhaps the most important qualities for anyone starting their own firm. When I started FRAUSE in 1998, it took me a while to acquire these assets, especially confidence. I knew I could make the jump; but things like paying the bills without an income and putting food on the table were worrisome.

As a matter of fact, it took me 10 years between knowing I was ready and actually doing something. What pushed me over the edge was a piece of advice I received from a long-time colleague and friend who said, “Just do it. You won’t believe how many friends you have out there who want to help until you actually commit.”

He was right.

Colleagues, friends and strangers come out of the woodwork when you confidently decide to start your own business. One friend gave me office space for seven months. Another gave me a computer to use until I could pay him for it. Many more spread the word that I was in business. And best of all, the phone started ringing.

Hundreds of “start your own business” books line bookstore shelves. I didn’t read one. The business training I received at Hill & Knowlton and DDB, plus a certain level of intuition, was more than enough to set me on the right track. Here are a few key factors every aspiring PR agency owner should keep in mind:

• Relationships Are Key. Assuming you have solid professional skills, your contacts and relationships are your most important new business asset. Work them like there is no tomorrow.  Start dialing and emailing for dollars immediately; but not while you are in the employment of others. It is unethical and could be illegal.

• The 30-60-90 Rule. Generally, it is going to take approximately 30 days to attract your first client(s). Unless you ask for an advance upfront (some clients will pay a month retainer in advance), your first invoice to clients won’t go out for 60 days from your launch date. If all goes well, you will start seeing cash flow in 90 days. And, once cash starts following never let it stop.  In short, you will need at least 90 days of cash and short-term credit staying power. You don’t need long-term credit or capital if you do this right. I started my business on $72 and a Visa card with a $6,000 limit. I have never borrowed a dime to finance the agency.

• No More Than Two Owners. Years ago I thought I needed partners to make an agency work. While partners may bring business and professional skills, plus some level of anxiety reduction, they cut into your ability to maximize opportunity and freedom. I say go it alone. Or if you must, maintain at least 50 percent equity in your firm.

• Resist The In-Home Starter Office. Resist the temptation to start your business at home. The PR business is all about personal relationships with clients and employees.

• Hire A Good Bookkeeper. You have plenty to do in launching your firm without having to worry about aggregating time reports, doing the billing and paying the taxes. Utilize the skills of an expert bookkeeper to help set up your books and pay the bills. You will also want them to create your balance sheet, profit and loss statement and statement of cash flows. Those three reports are a must-have for all business — new or old.

• Don’t Worry About Size. Based on your business vision, size might matter; but don’t focus on that at the expense of more pressing matters. To maintain a healthy business, you must grow with a sustainable profit of at least 7 percent annually. And you’re ready to hire a new employee when your wage expenses (salary and employment taxes) are about 45 percent of fee income.

Big Rewards Await

There are a myriad of additional details and concerns to consider before you open your doors, but don’t be afraid to take the plunge. Owning and running your own firm can be hugely rewarding; especially in providing you an opportunity to hire, train and work with some of the best and brightest.

You’ll know you have made it when a new client calls and tells you that you just won the business. That’s when reality hits and you have to perform. At that moment, you’re finally in charge.

Going Solo

While this was originally posted on a Fashion PR site, I am not sure that I would like to work solely in fashion. 

Article found at PR Couture:

As a fashion PR professional, you typically have three options when it comes to working in the industry. You can work on multiple client accounts for a fashion PR agency (either your own or for someone else), in-house for a single brand, or work as a freelance fashion PR practitioner, also known as being an independent contractor. Lucky for you, I have done all three, and there are certainly pro’s and cons to each arrangement. However, this article is about what to do once you have made the decision to go out on your own.

Setting up your business

As an independent contractor, you forgo the security of a steady paycheck, health insurance, and paying taxes just once a year for freedom. The freedom to set your own hours, work with the clients you want to work with, execute the PR strategy you believe will be most effective and be paid your full bill rate. While it can appear quite lucrative at first to be paid a full $100 an hour, rather than an annual salary that is less than half what your agency actually charges for your services, remember that those pesky estimated taxes you must now pay quarterly require about 30% of every dollar you make be tucked away. When you add in additional costs like health insurance, cell phone bill and renting a conference room or workspace, well, it adds up quickly! However, nothing beats taking a nap when you are feeling uninspired and staying up until 3 am when you are, and you are of course now able to subtract things like the square footage of your home office and your internet bill from your taxes. It may be worth setting up a few appointments with a financial planner, accountant and your local small business association in order to make sure you are prepared for the proactive organization required for freelance work.

Figuring out your services

What are your strengths? Do you have incredible media contacts at all the monthlies or are you every fashion blogger’s BFF? Are you handy with html or great at event production? At the start of your freelance career, don’t make the mistake of trying to be or do too many things at once. Put your own gifts through a brand exercise and clearly identify your brand promise, differentiators and yes, even your 30 second elevator speech. Immerse yourself in the wealth of knowledge that exists for entrepreneurs online like IttyBiz, Design Sponge’s Biz Ladies series and Freelance Switch and learn as much as you can about the business side of things.

Build your brand

Don’t skimp on your web site, business cards or blog. If you are going to be asking people to give you money to represent their brand, show them you understand the value of a strong company image. In this day and age, a WordPress blog can be optimized to function as an affordable CMS tool for all your needs and make it so you can handle all those pesky updates without having to pay out of pocket. Your internet presence, done correctly, can give off the impression that you, madame or miseur, are quite a bit larger that life. After all, no one needs to know just how late you stay in your cupcake pajamas, nor do they care, when you are bringing home the results for the bacon flavored lip gloss.

Creating Referrals/Affiliates

Consider joining a local networking or business referral group like a BNI, your local Ladies Who Launch chapter create your own. I am really not one to enjoy the early AM schmoozing with bad coffee in hand, but took a friend up on an offer and joined a local group when I first started freelancing. Just coming in as a guest led to my first lifestyle client, a high-end personal training gym, than I worked with closely through the next year.

Also, find strategic partners. In PR, this probably means finding a print and web graphic designer or small design shop, a videographer, editor, photographer etc. Expanding your service offerings is great for business and knowing you have several other people out there pimping your services to potential clients in need can only help. Perhaps you can even split costs on a few things or host an event together.

Getting clients

Without clients, the world stops spinning, flowers wilt and fairies die.

I decided to go freelance when the agency I was working for divided into two new agencies. I was offered a job at one and an offer to work as a contractor for the other, trouble was my favorite clients were split up, going to different agencies! Negotiating with my bosses allowed me to keep working on the accounts I was most invested in as a contractor for both. Incidentally,  the former director of PR decided to open up her shop focusing on lifestyle fashion clients, and so I did work for her as well.

Even if you aren’t transitioning from an agency, send emails out to all the PR shops in town and explain who you are, your background, and what accounts you think you could help out on. You could do the same for event planners. Certainly send out an email to your network letting them know of your new plans and don’t neglect Facebook- you never know when your best friend from seventh grade’s mom just happens to to know someone who knows someone. To pick up some quick work, consider signing up for an account onElance. Offer your press release skills, your bio writing abilities as well as consulting services.

Work your [buns] off

Seriously. There is no one that will ever care about the success of your business more than you. This often means working late, going out to events to meet new people when you would rather stay in bed and eat pie, and having to be responsible not only for keeping your clients happy but keeping your business happy, which means time out for invoicing, taxes, and on occasion, running out for printer ink at 2 am. The biggest indicator of success is word of mouth and when it comes to clients, you really are only as good as your last hurrah – so push yourself creatively, stylistically, and keep focusing on client goals and satisfaction and you might find the freelance life a pretty fine place to be.

 

It’s the little things

For graduation, I treated myself to a photo shoot. I got all gussied up prior to my big day and sauntered about campus with a camera shutter following close behind. On the day of the graduation, my photographer was there too; yelling my name from the crowd, trying to get my attention so she could have that perfect shot. The shot of me walking with my classmates, proud of our four-year accomplishment, sitting among them, waiting in line for my diploma and then finally the moment of being handed my prize.
She did it all. Bounced around my family making sure to get shots of everyone on attendance so that I could not only look back at my college graduation with fondness but to have pictures to aid my memories.

While her service was impeccable and the shots, more beautiful than the stock photos you find already placed in picture frames, they are not what impressed me the most. I was completely won over by the presentation of my pictures.

In conversations prior to our sessions, she told me that she would give me the pictures on a flash drive. When the drive came it was in a perfect little wooden box with a sliding cover with her company name and logo on it. As I slid the top away I was greeted by a small, beautiful dark-wood object, also with the company name and logo on it that I soon found was my flash drive. Accompanying these little wooden treasures, I found a thank you note detailing her pleasure in working with and sharing a special time with me, all handwritten. The notecard, of course, had her company insignia.

The entire experience was new and fun for me but the presentation of my actual product was simply the fudge icing on the moist chocolate cake.

There was so many computer-generated details that come with event based public relations. Flyers, press releases, promotional materials, thank you notes and lists. I plan on giving my clients the same experience that I received. I will send a special package of some kind with a beautiful flash drive inside with a thank you note, all bearing my logo in the most elegant and inviting way.

Not only does something like this leave you with warm fuzzy feelings when you receive the work that has been done for you but it also shows great attention to details, that the person working for you has thought of everything. A great reason to work with them again and again.