Debunking Three Myths of PR

I am often surprised at the perceived, somewhat-magical powers of public relations professionals. Poof! Call a news conference and have every station attend! Poof! Make that ugly legal issue disappear! And while you’re at it, can you write something that doubles my earnings this year?

Granted there are a number of things with which a public relations professional can assist a business or non-profit organization. But there are also a number of things that they cannot do. And the key, my friends, is the “wisdom to know the difference,” to quote the Serenity Prayer. So, allow me to bestow some of that wisdom on you by taking you through these three myths of public relations.

  • All we have to do is call a news conference or pitch this story to the media! Yeah, not so much. First of all, the days of “calling a news conference,” unless you are someone of high profile with something interesting to say, are over. I’m not sure if they were really even there to begin with. Nonetheless, the press cannot/will not/should not be summoned to hear about your awesome new product, award, tremendous accomplishment, etc. Secondly, let me make one thing really clear … and if you remember nothing else from this article, please remember this: It is not the news media’s job to provide you with free advertising or a forum from which to tout your organization. Today, the media is looking for content that will engage audiences who have many, many more choices than ever before. It may be hard news or an investigative piece; it may be soft news or a feature. They are walking a delicate balance of being objective reporters who must adhere to management’s call for bottom-line results. The key to making a connection with a reporter is to make your business or organization a subject matter expert and offer interesting and timely topics and opinions over the course of time. It’s a relationship. And that’s where a PR person comes in handy.
  • Make that issue disappear! Okay, really? Ever see a dog working frantically to cover up his mess in the backyard? There’s no real disappearing, and I don’t care how much you pay for “reputation management,” that stink is going to linger. A crisis is never a matter of “if” but “when.” Be prepared with solid messaging and proactive crisis management – again, this is where a PR person can really help you work through potential crises and what you want to say. Tell the truth, tell the truth, tell the truth. And tell the truth. Quickly. The issue won’t disappear, but it won’t be quite as stinky for quite so long.
  • Show me the money (and the ROI)! Do I look like Jerry McGuire? Nevermind. But it’s sometimes difficult to connect the dots between a company’s return on investment on public relations, but it’s not impossible. It’s also not cheap. It starts with a strategic public relations plan that includes research, planning (including defining measurable objectives), implementation (the strategies and tactics) and evaluation. It’s important to obtain initial research like customer surveys (of all your clients, not just the happy ones), communications audits, etc. before the PR fun begins. No, that survey you did three years ago won’t work. You think you know your clients and don’t need to ask them what they think? Good luck with that.

Another important thing research provides is the information necessary to create messaging that will resonate with your audience – potential customers, donors and, yes, the media. This messaging should also be reflected in all of your marketing efforts, from website, social media and presentations to collateral materials (which is how a lot of us PR pros end up overseeing marketing efforts or working in tandem with marketing as well). And you should be willing to use as many evaluation tools as you can, from Google analytics to Facebook Insights to paid monitoring services that not only track where your company appeared in the press, but the perceived value of that placement. Another survey after 12 months helps measure your progress as well. It may seem like unnecessary minutia, but (trust me, here) it’s the difference between success and disappointment.

If you decide to hire a public relations professional, think of them as a “trusted advisor” – like you would an attorney or accountant.

That means they aren’t there to tell you how wonderful your business, product or organization is; they are there to provide thoughtful, objective advice based on their education, experience and expertise. Typically, an hourly rate of service (in the Indianapolis market, $125 an hour seems to be the average) is determined for a certain number of hours per month along with an anticipated scope of work that goes along with those hours. Your strategic communications plan follows and, “Voila!” you’re on your way to a successful relationship with a public relations professional.

#GivingTuesday Provides Non-Profits Way to Engage Public

Over the years, we have all experienced the swell of shopping “holidays” taking over the days following Thanksgiving — beginning with the frenzy of “Black Friday”, then shifting to a less-crazed (though still considerably profitable) “Small Business Saturday” and “Cyber Monday.” The retail industry has long benefitted from this surge in seasonal shopping. But we, as Americans, can do so much more with our wallets than just shop. We can give as good as we can get — hence, #GivingTuesday.

Pickett & Associates is helping two area non-profits with their “Giving Tuesday” promotion this month in preparation for this “National Day of Giving,” the Tuesday following Thanksgiving — this year December 2. We hope to harness the potential of the season of giving to benefit these folks who we work with throughout the year. It’s a counter-narrative to the holiday shopping sprees; #GivingTuesday is an organizing principle to remind us all that the spirit of the holiday season should be about community and not just consumerism. We’ve created a series of customized visuals as well as enlisting those benefiting from the organizations to tell their story throught “unselfies.”

Partnering with #GivingTuesday gives charities, non-profits, families, businesses, and individuals the tools and resources to harness the power of giving during the holiday season. If you have afavorite charity — perhaps you serve as a board member or service provider — pass along this link:  www.givingtuesday.org. It’s a wealth of promotional toolkits, useable graphics, informative webinars, and sample initiatives can be freely used to make a campaign successful. Over the past three years, #GivingTuesday has gained momentum, and with the help of it’s founding partners (including The United Nations Foundation) has been joined by over 10,000 organizations. Collectively, #GivingTuesday and its partners are transforming the way people view personal philanthropy. #GivingTuesday is about ordinary people coming together to give what they can in a smart, effective, and informed way for more meaningful results.

Social media is key to making sure that the #GivingTuesday message grows and helps people engage in meaningful ways with the core idea. It’s also one of the best ways to celebrate giving and to share your organization’s story, mission and values. By launching an involved and creative social media campaign, including fun incentives and personal stories, you can inspire greater giving to your cause.

#GivingTuesday does not collect any percentage of monies raised, and serves only as a call to action and organizing tool. It is not a donation platform, but rather a community of organizations and individuals who all believe that by encouraging creative giving and amplifying small acts of kindness, we can change our world for the better.

Avoid These Website Blunders

There’s little doubt that a website has become an integral tool of doing business in the 21st Century. It’s estimated that 80 percent or more of all buying decisions — including finding service providers — begin with an Internet search.

Thinking about a new company website in 2014? If you expect 21st Century results – like potential customers and clients finding your company on the Internet – avoid these five big blunders that will sabotage your website.

You spent too much

You’ve spent $15,000 on a website, which seems quite reasonable compared to the $25,000 you probably spent a decade ago. And after that kind of cash outlay, you’re going to lay low on your marketing spend because you can’t afford anything else. Unless you are a large corporation with multiple locations, have the need for exceedingly secure purchasing transactions or more money to spend than what you know what to do with, the need for a $15,000 or even $10,000 website is questionable. A website professional who is familiar with one of many content management platforms (WordPress or Joomla are both good ones) can create something both amazing and functional for a fraction of that cost. Building a beautiful website and not doing anything with it (like a marketing strategy that includes back links from your social media site, other industry partners, blogs, etc.) is like buying a luxury car and leaving it in the garage – you really don’t reap the rewards and no one knows you have it. You must budget for a marketing effort that will drive folks to the site. Yes, if built properly, as detailed below, you will receive organic searches through Google and other search engines. But businesses need to be cognizant of driving traffic to that site through measurable marketing program.

You didn’t spend enough

(aka, “Your nephew developed your website during his spring break.”)

Not that there’s anything wrong with your nephew or his technological prowess. However, it’s highly unlikely he’s creating a website that is in line with your measurable objectives of success for your business. There’s a big gap between, “This is cool” and “I generated 50 percent of my business from my website.” While a student is capable of building a website, it’s doubtful that it will be cost effective in the long run.

What is SEO again?

Search Engine Optimization (SEO) is the way in which websites are detected by search engines (like Google, Bing and YouTube) and placed “in order.” So if someone is searching for “widget maker Carmel Indiana,” they are provided a list of closest results. Typically, those companies landing closest to the top have the best chance of attracting potential customers.

The best way to achieve this goal is to 1) do keyword research before creating your website 2) create specific website titles and meta descriptions and 3) (really important!) regularly update the content of your website with blogs and social media interaction.

Laymen’s translation: When you look at your “about” page on your website, the URL at the top shouldn’t say, www.widget.com/about … It should say something that describes your company (that the search engines can find) like, www.widget.com/custom-widget-production-carmel. Likewise with your meta descriptions – these should be filled in with unique, page specific info. Confused? Theoretically, this is why you are going to hire a professional to do this; but if your professional tells you it’s not needed, get a new professional. And don’t fall prey to random solicitations of companies promising a front-page ranking!

Mobile, shmobile … really, who uses their phone to look at my website?

According to a Pew 2012 survey, 31 percent of mobile Internet users mostly go online using cell phones; and mobile traffic is estimated to increase by 3.5 percent per month. The good news: You don’t have to have a whole separate mobile site built! Using a platform like WordPress or Joomla, a mobile plug in is as easy as a flip of a little (free) button.

You’re an Internet Tease

You don’t want a lot of information on your site — you want potential customers to contact you. Just tease them with some superficial information, make them download even more superficial white papers to get the information they seek, and then put their contact information in a database so you can send them incessant emails until they unsubscribe.

You know better than this, right? This just isn’t the way folks want to engage with companies any more. They are looking for valid content and information — and so, by the way, are the search engines. Regularly updated informational content — including case studies, white papers, blogs and videos — are the way to attract customers. And remember, the content needs to be informational, not just pushing your products!

Managing Multiple Social Media Accounts

So, Pat, how do you do it?

Well, I eat right, get plenty of sleep, exercise and take that daily vitamin per the doctor’s orders. Oh, wait, you mean how do I manage all those social media accounts?

Well, that takes more than a vitamin.

If you are a company that wants to connect with and engage your customers, you are undoubtedly using multiple social media and Internet marketing platforms. A majority of my clients are running Facebook, Twitter, YouTube, LinkedIn as well as email blasts through MailChimp or Constant Contact. How do you keep them all straight, or know who’s doing what?

First back to basics. Let’s hope you have created a strategy and determined measurable objectives for your business on which your social media presence is based. Then, social media accounts are easy (and fun … no, really they are!) to use to promote products/services, to gather customer feedback or establish a general presence. However, managing multiple sites can be tricky and overwhelming.

There are several different sites you can use to help manage multiple online accounts. Many offer free trials of their services (usually for a period of 30 days). Other sites are free up to a certain number of gigabytes or they have a set fee per month. No matter which plan your business decides to use, it can help you be less stressed online. Each of these sites helps you to improve productivity and see all of your accounts on a single dashboard.

  1. HootSuite: Our manager of choice here at Pickett&Associates. It’s compatible with Facebook, Twitter, LinkedIn, Google+, Foursquare, WordPress, MySpace, and also features the App Directory which allows you access to YouTube, Constant Contact, Tumblr, Flickr and Mailchimp. The free profile allows up to 5 accounts and the $8.99/month profile features unlimited accounts! A word of caution … if you have chosen to “link” accounts (does your Twitter push to Facebook?), don’t “double post.” Only enter your post at the “primary source” for your feeds or you will end up with (annoying) duplicates.
  2. TweetDeck:  compatible with Twitter, Facebook, LinkedIn , Google Buzz, Foursquare, and MySpace. This site is free and allows you to manage unlimited accounts!
  3. Media Funnel: compatible with Twitter, Facebook, LinkedIn, Tumblr, WordPress. $5.95/user/month for the basic package which includes up to ten accounts.
  4. SproutSocial: compatible with Google+, Facebook, Twitter. The standard packages starts at $39/month.

There are many other ‘platform’ sites you can use to manage all of your online accounts. Make it easier for you or your business to interact with customers and get the most out of your social media experience!