07.02.09
Posted in PR Tips & Tricks at 4:46 pm by Emily
A lot of people seem to be confused as to what Public Relations (PR) is and how it can help their business. Definitions tend to be wordy and confusing, which is kind of ironic considering the industry focuses on communication and thrives off individuals that keep written communication short and concise.
We recently found a simple definition of PR on the PR In Your Pajamas blog:
PR builds awareness and credibility for your company, product or service…
Awareness is built by sharing company news or information through your key influencers (let’s say reporters and bloggers), in order to reach customers, potential employees, joint venture partners, investors and anyone else who needs to know about you.
Credibility is built when the reporter or blogger writes about you in the paper, magazine or blog because they are an objective third-party reviewing and hopefully, singing your praises.
The whole point of PR is to spread the news of your company and give it credibility. Whether it’s through an event, securing media coverage, keeping current clients informed or winning awards, the entire industry is focused on two things: awareness and credibility.
In the learning center of CafePress, PR Manager Marc Cowlin explains PR by comparing it to Advertising – a related, yet different method of gaining visibility:
Public Relations v. Advertising
Advertising
- Paid Placement
- Controlled - you have complete creative control
- Will run as often as you are willing to pay
- Creates Visibility
- Media-savvy consumers know it’s and ad, and tend to be skeptical
- Easy if you have $ to spend [easily millions of dollars for a nationwide ad campaign]
Public Relations
- Free Placement
- Journalistic Slant - a journalist can write what they want - no matter how you position your story
- Usually only runs one or two times per story (there are exceptions)
- Creates Credibility
- Viewed as a third party endorsement
- Time consuming, not easy, no guarantees
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06.30.09
Posted in Uncategorized at 2:23 pm by Emily
It’s become common knowledge that the newspaper industry is collapsing. Major newspapers that have been around for hundreds of years have ceased printing and continue the newspapers online, because that’s where the audience is. It makes sense. By ceasing publication you can lower the cost of printing…but what about all of the writers that still need to be paid? Is online advertising enough to keep them employed? What happens if online readership drops?
A recent article in the Business Insider took a look at eleven newspapers that have moved to purely online production since 2007. Of those eleven, only three websites have maintained or increased unique visitors. This does not bode well for newspapers with the solution of just moving online.
To compete, newspapers need to think outside the box a little more than they seem to be. In May, Rupert Murdoch stated that online access will change within a year, with newspaper websites charging for access. While I know this is likely going to happen, and probably necessary, the consumer side of me doesn’t want to pay. Personally, I don’t read just one paper. I jump around from site to site, reading whatever articles catch my interest. Newspapers charging for content will probably discourage me from reading them completely.
Another solution to the falling industry was presented in Connie Schultz’s recent column in the Plain Dealer. She writes:
Journalists are not broken, but the business model that used to sustain the work we do is toeing the cliff. The Internet poses challenges we never anticipated. The question is: What will save us?
David and Daniel Marburger think they have the answer: Change the federal copyright law. I think they are right…
A panel discussion about newspapers’ future sparked David’s idea on how to save them.
“I heard [Plain Dealer Editor] Susan Goldberg talking about how revenue from online advertising is pathetically low and newspapers can’t recoup their investment. As soon as she said it, the wheels started turning. You have all these free riders like Daily Beast and Newser and local television stations aggregating your stories online while diverting readers and advertisers from your site. And they’re doing it for a fraction of the cost of the newspapers that generated the original copy…
The contrast between the business models for aggregators and originators is dramatic: Newspaper publishers need the same number of journalists to produce one newspaper or 400,000, which is The Plain Dealer’s Sunday circulation. Advertising revenue depends on producing and circulating 400,000 newspapers. While advertising has declined, production costs have not…
The Marburgers propose a change in federal law that would allow originators of news to exploit the commercial value of their product. Ideally, news originators’ stories would be available only on their Web sites for the first 24 hours.
I think this solution might actually help newspapers competing for online readers. It would still allow readers to jump around between papers without costing a fortune, and it would give the newspapers something unique to offer.
Click through to read more details about the solution in Connie Schultz’s column.
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06.19.09
Posted in PR Tips & Tricks at 11:53 am by Liz
I recently stumbled upon “on the PR path,” the blog of Shane Arman, an aspiring publicist. On his blog, Shane writes advice for other students based on his experiences working toward a career in PR. As a junior in college, he is a year older than I am, and when I read his blog, not only do I relate, but I have also found some valuable insights. As a fellow college intern, I can vouch for the importance of the things he writes about.
I found his entry on interview preparation to be particularly helpful. We all know the value of doing your homework before an interview, but what he does is above and beyond the call. He prepares intensely, scouring the company website and rehearsing questions, writing them up with talking points. Having been to my fair share of interviews recently, I have to say that there is nothing worse than having to ask what the company does. Talk about
He also instructs readers on the importance of follow-up. With the market flooded with applicants as it is now, it is more important than ever to distinguish yourself from the pack. 1-3 weeks after sending a resume, begin politely and persistently following up with your contact, ask to set up an interview. Be persistent, but don’t be a pest.
Another thing he touches upon is the importance of communication and building trusting relationships. As someone who has gotten every job and internship through personal connections, I second that! You may think that a friend is just a friend and you may not thoroughly enjoy every repeat conversation with family friends, but those connections are so important. It has become nearly impossible to get hired anywhere that you do not have personal connections.
Along the same vein, once you have cultivated those relationships, don’t be afraid to utilize them. More often than not, people are so happy to do whatever they can to help, and as much as it might not seem like it, everyone has been there. Everyone in the working world was once a broke college student looking for work, and they are happy to help.
This focus on personal relationships is more important than ever, and even more relevant to a career in Public Relations. PR is all about relationships. It’s right there in the name! If you are going to focus on one thing in a job hunt, or even just in life, in the preparation of possibly needing to call in a favor someday, it should be relationships. Anyone who is in PR knows that every connection, no matter how small, is an opportunity, and as Shane wisely writes, ” Building and maintaining relationships the right way can really advance your career in ways you have never imagined.”
To read more of Shane’s blog, visit ontheprpath.blogspot.com
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06.17.09
Posted in PR Tips & Tricks at 2:28 pm by Emily
It’s no secret that we love The Bad Pitch Blog at Three Girls. They recently asked their readers for advice regarding things you should never say to the media, and we thoroughly enjoyed their top 10 picks! For those business owners out there managing your own media relations, here are Three Girls’ favorite things to never say to the media:
This is off the record.
The bottom line is that if you don’t want to see it published, you shouldn’t say it in the first place…
– Via Zena Weist, Gavin Heaton and Donna Papacosta
You should be interested in this because (the competition) covered it in their last issue.
Local coverage can build into a national story. But trying to sell a story’s news value using a competitive outlet is stupid. Any media outlet worth pitching will pass.
– Via Brandon Carter
Did you get my: e-mail, voicemail, news release, press kit?
They got it. Figure out a better way to discuss the story by adding new, specific value to the pitch.
– Via Becky Mochaface and Jen
You don’t cover this beat? Can you forward my pitch to the person who does?
It’s not a reporter’s job to forward your pitch. Some will do so unprompted, but never ask them to do it. They’re telling you to do more homework. Thank them for the insight.
– Via Griff
Can I review or edit this before it gets published?
No you can’t. This question pisses off some editors…
– Via Celeste and B.L. Ochman
Read the rest of the things to never say to the media at http://www.docstoc.com/docs/3234187/Top-10-Things-You-Should-NEVER-Say-To-The-Media.
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06.16.09
Posted in Uncategorized, Internet at 1:34 pm by Emily
According to an article posted on Adweek.com, there is hope for the magazine industry…but not for another four years. The article forecasts that “the U.S. consumer magazine industry will recover modestly by 2013, but only after falling sharply in the near term, tamped down by the economic downturn and continued shift of readers and advertisers from print to digital…”
More and more readers will continue to abandon their subscriptions as a way to save money in the weakened economy, which is already taking its toll on circulation. Less circulation = less advertising money. Print advertising is already plummeting, and is predicted to continue to fall to 22.8 percent according to PricewaterhouseCoopers’ Global Entertainment and Media Outlook: 2009-2013.
For magazines to survive, they need to focus on their websites – increasing site traffic through features, like video or mobile sites. The digital advertising sector is growing rapidly, and is predicted to continue to expand, but not enough to make up for the print advertising decline. Publishers’ online creativity is vital now more than ever, although it is not likely that it will be enough to offset the dollars being lost in print.
So what does this mean for media relations? There’s been an obvious shift from print to online coverage. With magazines continuing to close, the number of outlets to seek client placement in is diminishing. At Three Girls we’ve noticed the change – even large publications we send client samples to are forced to give the space up for advertising, and will instead include the product or service on their website.
It’s important for business owners to understand that online coverage can actually be better than print coverage. A piece on the Internet generally links directly to the client’s website, which makes it even easier for consumers to make an impulse purchase, or click through to the client’s website and think about it for a few days while leaving it up on their computer.
Internet coverage also lives forever. Once a magazine is printed and read, it’s thrown away or recycled. Once a story online is read, it lives in the site’s archives, so when a future consumer is interested in something specific, they can do a search and might find the article about our client’s product. Chances are, if they go to that much effort, they’re more likely to remember what they read or be interested in buying whatever it is the client is selling.
Lastly, given the current state of the magazine industry, Internet coverage seems more reliable. Magazines are struggling to stay in business. Consumers aren’t buying them like they used to due to less discretionary income. Magazines are focusing on their Web Content more to try to bring more visitors to the site, which can increase their online ad revenue (they can charge more for advertising if they have a larger audience).
Regardless, Internet coverage can’t hurt – especially now. Three Girls believes print coverage is still worth pursuing, but we think it’s important that business owners understand there is a lot of value in online placements, too – especially as the media landscape continues to change.
You can read the full article from Adweek about the magazine industry at http://www.adweek.com/aw/content_display/data-center/research/e3iecfa450e38f03b77850372973b234ad2.
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06.09.09
Posted in PR Tips & Tricks at 2:46 pm by Emily
Yesterday after work, Erika took Liz and me fishing at a nearby lake for a while. Although we caught nothing but moss, the experience actually got me thinking about how fishing is a little bit like PR:
- Have everything set up before you start: It is common sense that you wouldn’t start casting before the fishing line is on the pole or the bait is on the hook. Similarly, make sure your website is live before reaching out to the press. Anticipate items they might want – have high-res images and samples ready in case they’re requested.
- The bait you use matters: While fishermen probably have favorite brands or types of bait, an advanced fisherman will tell you that fishing without the bait is a waste of time. When pitching to the press, make sure you have a hook. Without something that catches the journalists’ eye, pitching is a waste of time – like fishing without bait.
- If you’re not catching anything, try a different angle or target: If the fish aren’t biting, you can try casting in a different location – whether it’s a few feet over or a different lake/river/stream entirely. If the media isn’t responding to your pitch, try approaching it from a different angle, or think about what other media targets might be interested in your story idea.
- Timing is important: Experienced fisherman fish when the fish are more likely to bit. As a novice, I don’t know exactly when this is, although I would guess early morning or dusk. Similarly, experienced PR professionals approach media professionals when they know they’re working on a particular story. Large magazines are beginning to think about Holiday gift guides, so this would be a good time to approach them. Online targets would be interested in Father’s Day. If there’s a specific target you want your company in, think about which issue the story would be in, and when they’ll be working on it (lead times for outlets vary).
- Listen to people that have done this before: Liz and I had no idea what we were doing, so we asked Erika questions and listened to what she said. In the PR realm, you can listen to people that have done this before by reading their blogs and/or contacting them to see if they offer consultations. Three Girls offers a variety of resources for businesses interested in DIY PR – including consultations, pitch writing services and media research.
- Anyone can do it, but it takes time: As with fishing, anyone can do PR. It just takes time to do it. Pitching your story or casting your line might only take a few seconds, but preparing to pitch/cast and repeating until you hook a fish or reporter can take much more time and focus.
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06.03.09
Posted in Uncategorized at 9:53 am by Randee
In a recent article on Ad Age Daily, titled “Marketers Fear Consumer Frugality May Just Be Here to Stay,” Nat Ives explores the difficulties marketers currently face due to the economic recession and how these problems might even last longer than the recession does.
According to the Bureau of Labor Statistics, 5.7 million Americans have been out of work since the recession began in December 2007 and 16% of United States employees are currently living on reduced pay. As a result, people in this country have been tightening their belts. The United States is the richest country in the nation and our spending habits definitely show just how aware we are of this. We are big spenders and I think when people are used to splurging and blowing their paychecks. Without giving it a second thought people pull out their credit cards.
When a recession hits, families have no choice but to cut back. Some have no savings whatsoever and when there are so few jobs in this recession, savings would are a nice thing to fall back on.
“The recession has had a big impact on people’s psyches mostly because people have what they want and what they need confused,” Ives says.
This is probably a result of the economy and the advertising world that we live in. We are a materialistic society and people probably don’t need as much as they think they need. Studies show that this new frugality is not just hitting consumers but it’s also giving pause to retailers such as Home Depot and Whole Foods and even to the country’s largest advertiser, Procter & Gamble.
Discussing declining department store-sales, P&G Chairman A.G. Lafley told an investor conference May 28, “My belief is some of that’s gone forever,” he said.
“And it’s gone forever because [the consumer] has changed her pattern of shopping.” Ives argues that Americans might eventually shake off the recession but keep saving and spending more responsibly. “We’ll borrow only when we must. We’ll pay bills and debts immediately. We’ll save up before we buy big things.”
New England Consulting Group reported last week that people buying more store brands now don’t have any plans to trade back up, and that recession-induced shopping habits are likely to persist long after the recession ends. All of this has left many marketers trying to come up with new strategies such as lowering some prices, offering multiple product lines at varying price points and giving reluctant consumers reasons to buy by tying into causes such as environmentalism. These are all great strategies but some people still won’t buy when they don’t have the money.
Eldar Shafir, professor of psychology and public affairs at the Massachusetts Institute of Technology, doesn’t think that permanent frugality is here for the long-term.
Shafir says, “Some of the frugality will persist but if the economy gets glamorous again, don’t expect all the penny pinchers that we have during this recession to continue to stay this way, it just won’t happen. People adjust to context very quickly and for most people this has not been traumatic, just worrisome and troublesome.”
I think her point is that if the recession had been traumatic for an individual, they might be more likely to change their habits in the long-term.
Consumer behavior has changed before and can again, said Neil Howe, founding partner of Life Course Associates and co-author of books including “13th Gen” and “Millennials Rising.” “We think there’s a significant generational change taking place now,” Mr. Howe said. “The new generation coming into rising adulthood, this new millennial generation, is much more oriented to planning, looking ahead and taking a more sober and conventional approach. They’re much closer to their parents. That’s being accentuated by the recession.”
Ives claims that there will be beneficiaries as consumers seek a new equilibrium — and plenty of marketers trying to help them. Home Depot, which cut prices between 5% and 50% on about 1,200 items last fall, said those cuts and the marketing touting them is permanent.
“We have always offered customers that value, and we needed to look at better ways to showcase that for the consumer,” said Jean Niemi, a spokeswoman for Home Depot. “You’ll continue to see that, even if the economy does pick up.”
“Marketers such as P&G may win on some fronts but not others. It’s not clear, for example, how many people who traded down from premium-price Tide will come back once the recession clears,” Ives says.
Mr. Lafley indicated in the trade conference, the company expects its mass-skin-care brand Olay to keep many of the women who recently traded down from department-store shopping. Retailers are trying to catch the new current; some are in better positions than others.
“All the companies I that I follow say they believe the focus on value will last,” said Meredith Adler, analyst at Barclays Capital, who covers companies from Family Dollar Stores to Whole Foods.
For just about everyone with something to sell, there’s an angle to pursue beyond simple value. “The younger kids are growing up with more of a value sense,” said Deborah Wahl-Meyer, the former Chrysler CMO now based at Media Link, a media representation and advisory firm. “It’s not just about money and things; it’s about meaningful things and relationships. So I think we’re going to see a lot more push toward that.” “It’s really the next challenge for business,” she added. “You look at what’s driving innovation now. People are looking for better solutions.”
Somewhere between a third and half of consumers expect to stick with various money-saving strategies even after the recession ends, according to big monthly tracking surveys by Retail Forward, the retail-consulting firm. “There already was the coalescing of a trend to think about simplifying lifestyles,” said Retail Forward senior VP Mary Beth Whitfield. “It was tied into more environmentally friendly consumption patterns, but they were already thinking about consuming less or becoming more conscious when they did consume.”
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06.02.09
Posted in Uncategorized at 3:47 pm by Emily
There’s been a lot in the news lately about the changing media landscape, especially with the decline of newspapers. The San Jose Mercury News recently wrote an article about a less-reported declining medium: local television stations. The article, titled “Bay Area Stations Feel the Squeeze,” reported that revenue for San Francisco Bay Area stations is down nearly 15 percent in the first quarter of 2009 compared with the first quarter of 2008. They’re fighting to stay alive through layoffs and running more hours of news (half or more revenues come from newscasts), requiring smaller teams to increase production.
I found a few things interesting within the article. First of all, it mentioned that the “sweet spot” audience – viewers 18 to 49 who are most sought by advertisers – has decreased almost 12% in the past year. The article says this is because most viewers in that range are choosing to get their news through other media – especially with the rise of video online. As someone within that demographic, I agree that getting news online is much more convenient, and I think that with the immersion of Digital Video Recorders a few years ago, sitting down to watch the news became less of a priority. With an easy way to record a favorite show, viewers are less constrained by TV schedules. That means that pre- and post-prime time newscasts are probably watched less often, because viewers aren’t physically sitting there to watch. And what’s the point of recording the news when it’s going to be out-dated by tomorrow, or even a few hours later? News has a much shorter shelf-life than all the other TV shows, which makes it much less likely that viewers will record it.
Another interesting part of the article discussed reaction to the decline. Almost all newspaper reporters have been writing about the decline of the newspaper. The number of stories about the decline of TV news within the TV newscast is minimal. In fact, the article I read was in the newspaper, not on TV. The article reported that researchers looked at a nine-year period of 26 major newspapers and news programs of seven major broadcast networks (ABC, NBC, CBS, etc) to compare reporting. The papers ran 900 stories about the decline of print and TV audiences. The networks only broadcast 60 stories about the decline, most of which were about newspapers. I find the different responses to the decline fascinating. Is this some sort of strategy? Do newspaper reporters think they can get their audiences back if they write about it, and do news producers think the problem will fix itself by ignoring it?
Ultimately, I think both newspapers and TV news shows need to somehow adapt to the changing audiences. While they might be able to hang on for a few more years, what’s it going to look like 20 or 30 years from now? Will newspapers even be printed? Will there be TV newscasts? Audiences care about convenience, and it’s easier to go online to read/watch news for free and when you want it than it is to wait for the 6 o’clock news to come on or subscribe to a newspaper. Advertisers are going to go where the audience is. As someone within the “sweet spot” audience, I can tell you I have no desire to watch TV news programs. I get my news online – both from newspaper websites and a variety of blogs. The “news shows” I watch on TV itself are for entertainment – such as the Colbert Report – and I rarely watch them live. Newspaper and local TV station owners are going to need some creativity in reaching the “sweet spot” and increasing revenue.
You can read the entire story on the San Jose Mercury News website.
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Posted in Uncategorized at 10:56 am by Randee
“The Bad Pitch Blog” is one of our favorite blogs here at the Three Girls Office. Public Relations often involves writing and distributing pitches about products, companies, or individuals to members of the press in order to secure media coverage. Writing a great pitch is somewhat of an art form because in this day and age reporters are bombarded with press pitches from publicists left and right. If you don’t have a good pitch, your client is not going to stand out in the reporter’s eyes and if your client doesn’t stand out then you aren’t going to get as much press coverage. Simple as that.
On May 31, Richard Laermer wrote a post on “Bad Pitch Blog” offers advice to businesses and clients for writing the best pitches possible. He says that it’s no coincidence that some companies and products receive constant media coverage, while others never see the light of day. While a solid, innovative product has a lot to do with the coverage a company or product receives, there are other crucial factors affecting a successful media campaign. Below are the top four reasons that companies become media darlings.
1. Creativity (when a straight product pitch won’t cut it)
It’s all about how the story is pitched. Since there are only so many latest, most innovative, sexiest companies or products, creatively positioning a pitch can be the difference between getting coverage and getting a dial tone.
For example: RLM formulated a pitch for a lip balm. Instead of pitching the gooey product as its own story, we used a dermatologist as a spokesperson, and pitched a TV segment on keeping your skin healthy during the cold, dry winter months. As the dermatologist was giving tips, she worked in the lip balm as a great preventive measure and therapy for dry lips. The producer was happy because she had an expert giving her audience free advice and our (thrilled) client got a brand mention on live, and then viral, TV.
2. Uniqueness
When a product is groundbreaking or entirely unique, media coverage is pretty much guaranteed.
3. Timeliness/current events
Timeliness is always a big factor in securing optimal media coverage. For example, there is no better time to pitch a digital camera than December for the holiday Gift Guides.
In addition to leveraging reoccurring events such as holidays or seasons, using current events like a really unusual election (read: recall) can also pay nice dividends. For instance, we pitched a “career expert” client so that she could give commentary on life-changing careers as she promoted her new book.
4. Relationships
At the risk of sounding self-serving, which I risk every day, a good PR firm with established relationships is a key component to placing a story. As with anything in business, strong relationships will take you far. Developing mutual trust and respect with producers and editors will not only increase the chances that they will take a call from a PR pro, but it also increases the likelihood that they will cover stories that have less “headline appeal.”
Yes, of course, these four factors do not guarantee media coverage (or lack thereof), but understanding them will increase your chances of being the next big thing.
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05.22.09
Posted in Uncategorized at 2:15 pm by Randee
I’m admittedly a makeup addict. Not just your run of the mill makeup addict, but the kind who will forfeit purchasing groceries to buy a new $25 Christian Dior Mascara. I didn’t say it was an addiction to boast about, but let me tell you it sure as hell beats popping bills or drinking a handle of vodka every afternoon. It’s a lot more fun and makes you look hotter, what’s not to love?
I could write a blog post telling you about my collection of makeup, but in lieu of this, I will be talking about the holy land in which all makeup addicts unite: Sephora.
Sephora is a chain of beauty stores that got its start in France in the 1960s. It has since become a world-wide phenomenon. They have stores all over the United States, Europe, Canada, the Middle East, Asia and even plan to open another in Puerto Rico by the end of this year. WOW!
Benefit, Clinique, MAC, Bare Escentuals, listen up! You want to know why your business has hit a plateau? Sephora is stealing it with their ingenious marketing strategies.
Sephora has set up a points reward system where you sign up online and they track how much money you spend at Sephora. It does this through the Web site and in-store purchases. You collect points based on how much money you have spent at Sephora.
After you collect a certain number of points, you get free gifts. Unlike free-standing makeup counter free gifts, this is based on a culmination of purchases, not one individual large purchase. This is a great incentive for people, because they don’t feel like they have to spend a huge amount of money every time they walk into a Sephora store.
Sephora also allows you to save your points so you can get bigger free gifts when something is offered that you would really like to try. Sephora also offers a variety of free gifts, not just one general free gift for everyone. You can pick which one you want. They usually offer something for men as well: face wash, cologne, after-shave gel, and hair products. This is a great marketing tactic because they tap into another one of the target markets that their competitors usually avoid when it comes to free gifts.
Also, some of my favorite companies such as Benefit, never offer free gifts. Sephora offers free Benefit gifts as well as gifts for many other companies! They offer special promotional deals over email at least once a week. Some are good for email orders only but don’t worry – Sephora offers free shipping on online orders over $50! You can save time and gas money spent getting to the nearest Sephora and get your products delivered in about 5 days.
Everyone online order comes with three free small samples. You can pick from over 20 choices!
Recently, Sephora offered an awesome promotional deal for Benefit babes. If you bought $60 worth of Benefit products on Sephora.com you got $120 worth of free Benefit products that came in this cute little bag. All of the products were full-size and offered two different colors for differing skin tones that you could choose at the time of your $60 purchase.
It’s little deals like this that don’t just get people in the door, but keep their business. Sephora sends me emails a few times a week with the perfect products for my skin tone, hair type and color, eye color, and skin type. How cool is that?! When I first got an email about this, I forgot I had filled out all of this information online! They let me know when all the sales are going on and remember all the products that I have bought in the past to keep me up to date on my favorite brands and any new products or sales that might be happening!
The customer service both in and out of the store is excellent. They are quick to respond to any queries over the Web and I know I will always get a smile when I walk in the store. Some of the smaller makeup counters are suffering not just because of their lack of free gifts and overpriced products but because of their pushy over-the-top sales tactics that I just don’t fall for.
I’m a makeup expert, so don’t try and trick me, ladies. I do my research before I go into the store, so I usually know what I want. And what I want, is to shop at Sephora.
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