While a public divorce and paternity scandal (it’s rumored that the late Robert Kardashian isn’t the birth father of Khloe Kardashian) has kept the Kardashian name in the news, another PR and branding crisis may be looming. In recent news, the NY Post reported that the Kardashian brand is tarnishing — and fast. According to the article, “Ratings for the family’s reality show have plummeted, sales of magazines with Kim Kardashian’s mug go unsold, and her products are unmarketable, insiders say.” In fact the article continues to share some startling statistics that may just prove that the Kardashian brand is in trouble.

These include:

· E!’s Kardashian TV franchise — “Keeping up with the Kardashians” — suffered a 14 percent dip in Nielsen ratings, from 3.5 million viewers per episode last season to 3 million this season.

· Circulation at Us Weekly, In Touch, Life & Style and OK! dropped about 18 percent when a Kardashian was on the cover in December, publishers said.

· Skechers ditched Kim as the face of the company in 2011 — they’ve replaced her with a French bulldog.

In fact, 500,000 consumers have signed an online petition to boycott companies that partner with Kim Kardashian at BoycottKim.com. The site claims Kardashian has “made a mockery of American culture.” And while I can’t disagree, I also can’t stop watching.

This begs the question—what can be done to help save the seemingly toxic Kardashian brand? The answer may lay within the successful mastermind behind the brand, Kardashian mother, Kris Jenner. Kris manages all of her daughters’ careers and is president of her own production company, Jenner Communications. She’s proven that she’s a marketing and branding genius. From controlling the news to making sure consumers are left wanting more, Jenner has positively and continually exposed the Kardashian brand.

It will be interesting to see if the Kardashian brand is sustainable— where will it be in three years? What creative marketing tactics will be used to salvage the brand? Will the Kardashian brand find news way to connect with its audience, fans, and customers? What do you think? Are you ready for the Kardashian brand to retire? Please share your thoughts in the comments below.

A while back I jokingly joined a Facebook group called, “I Work in PR and My family and Friends Have No Idea What I Do,” partly out of curiosity, but mostly because it’s true. Chances are the description will strike a chord if you work in the industry:

“They know we spend all day at an office and that we are very busy, but no one we know understands what it is we do all day. We are equally unable to explain it to them.”

But that’s all about to change, hopefully.

It’s no secret that public relations has a PR problem. Forget the tension with the media (it’s high time to declare a truce and move on…but that’s another post); I’m talking about the fact that – while a myriad of definitions are floating around – existing descriptions are neither intuitive nor able to encompass PR’s ever-evolving scope of work.

PRSA’s definition of public relations was last updated in 1982. Over the course of the past 10 years, the organization has assembled two special committees to explore modernizing the definition of public relations, but recent discussions, blog posts, tweets and mainstream articles have called for more decisive action. Public relations professionals, having grown tired of lack a de facto industry definition and unhappy with current descriptions, want to both modernize the definition and increase its value.

So late last year the Public Relations Society of America (PRSA) decided to tackle this conundrum with its “Public Relations Defined” initiative, setting out to answer the question, “What is public relations?” After collaborating with partners in allied associations and calling for open submissions, PRSA unveiled its three definition possibilities this past week:

1. Public relations is the management function of researching, engaging, communicating, and collaborating with stakeholders in an ethical manner to build mutually beneficial relationships and achieve results.
2. Public relations is a strategic communication process that develops and maintains mutually beneficial relationships between organizations and their key publics.
3. Public relations is the engagement between organizations and individuals to achieve mutual understanding and realize strategic goals.

We’ve got until January 23 to review, react and comment, and then the collective feedback will be aggregated and analyzed for use in a second “Definition of PR” summit. The goal of that meeting will be to produce three final definitions, on which the profession will be invited to vote, and then the final definition is slated to be announced at the end of February. For more information, annotated versions of the definitions and to leave your thoughts for consideration in the process, click here.

Do you think the definitions above are on track? If not, how would you better define PR? We’d love to hear what you think in the comments below.

1. Get organized. Yes, we’ve got to stay on top of the action, but it’s time-consuming to constantly troll the Internet in search of relevant news for Facebook and Twitter feeds. Instead, bring the news to you with an aggregation service such as Netvibes, which offers a personalized, real-time dashboard that syncs with multiple devices for easy access anytime, anywhere.
2. Get acquainted. You wouldn’t make it a habit to walk up to strangers asking for favors (or maybe you do, but that’s an entirely different blog post…), and the same goes for journalists. Develop a rapport with reporters before you need anything from them – read their articles (c’mon, people, this should be a given), follow people with similar hobbies, start conversations, etc. – and there’s a better chance they’ll be open to reading that next pitch.
3. Get creative. More publications are using freelancers, although many of them aren’t listed in media databases, so it can be difficult to track down these elusive writers. But thanks to the popularity of personal branding, there’s a good chance you can do a quick Google search and find out which social networks they’re using, along with other helpful information on how to best contact and pitch them.
4. Get inquisitive. As much as PR is known for being a communications-heavy profession, sometimes it can feel like a one-sided pursuit (does anyone answer the phone anymore?). But by developing – and nurturing – a network of trusted colleagues in your social sphere, you’ve always got a trusted resource with which to crowdsource research, pose questions and get a flood of feedback. Veterans are often more than happy to share wisdom, knowledge, and even war stories, with those who will listen.
5. Get real. Finally, as much as we operate almost entirely online nowadays, at our very core, humans are social creatures – and we crave face-to-face interaction. Social media allows us to expand our reach like never before, but there’s still nothing like a firm handshake and a genuine smile - be it with colleagues, mentors or members of the media. Leverage networks initially to expand your circle, but don’t forget to carry over those new connections into real-world interactions (try meeting up at industry events, local meet-ups, etc.), which can translate into offline working relationships that are both rewarding and enduring.

What are other ways that you’ve seen PR pros effectively utilize social media? Feel free to share examples and suggestions in the comments below.

Apparently, following last week’s episode of the Jersey Shore, A&F executives thought it was “terrible, terrible news” that The Situation was sporting a pair of A&F sweatpants. Execs were so distraught that they immediately asked “What are we going to do it about this?”

Of course the most obvious solution would be to compensate Mr. Sorrentino (as well as other cast members) for NOT wearing their brand of clothing and to issue a public statement about the request. OF course! Oh and coincidentally, the timing of the statement resulted in its reference during yesterday’s A&F earnings call during which the retailer’s Chief Executive Mike Jeffries chuckled, “Is no one going to ask about the Situation?” Hmm….

This PR flack thinks this was pure brilliance. Issuing a public statement requesting that perhaps one of THE most well-known reality casts stop wearing their brand has only drawn increased attention to their label of preference. This strategy had their story leading off all the national morning shows, including The Today Show, feature coverage in the Wall Street Journal, and all the top national dailies, as well as features in all the celebrity rags and fashion trades. On top of that, The Situation, and A&F are also nationally trending topics on Twitter today!

Well played, Abercrombie. It will be interesting to see if these reality stars bite and if so, what other brands will jump on the anti-Jersey Shore bandwagon. I guess the old adage holds true – any publicity is good publicity…???

What do you think about this PR strategy? Share your comments below.

1. What is the value you offer to customers/users that no one else can provide?
   When launching any product the media and influencers covering the market will want to know what makes you unique. Be sure to do your market research and have at least 2-3 differentiators you can point to that set you apart from the competition.
2. Who are your competitors? (Note: everyone has them)
   Competition comes in many forms. Direct competitors like Microsoft and Apple are to each other for example, and indirect competitors that are in a position to capture your market. These may be smaller players entering the space, with similar products, or larger players like Google that have a potential to erode your market share with a future offering currently in development. Reporters will ask and if you don’t have competitors in mind, they will find them for you. Be sure to know your position in the market and defend it with your differentiators.
3. Have you beta tested? What references/user benefits/highlights can you talk about?
   Reporters and influencers will be interested in hearing about your product from your company spokesperson, but they will want proof that your product serves a real customer need. Hearing actual use cases from your customers adds needed credibility and increases your chances for positive coverage. Be sure to build positive relationships with your customers and have 2-3 in your back pocket that you can offer to the media as needed.
4. Do you have an articulate spokesperson?
   Media training is an essential component to ensuring your launch messages are heard and understood. Be sure your company executives are well trained and prepared for media interviews and can convincingly articulate key messages concisely, enthusiastically and consistently. If not, consider holding a messaging session to refine messages, followed by media training for your key spokesperson. This should take place well in advance of the launch date.
5. Can you confidently demo the product to media?No matter how articulate your spokesperson is, if the product has bugs in it and isn’t ready for primetime, your media coverage will certainly suffer as a result. Be sure to build a solid demo, highlighting the strongest features of your product, well in advance of launching. If your product is difficult to demo in a short time frame, consider building a product video demo/or screencast that can be sent to media to insert into their posts or articles.

Were these tips helpful? Are there any other questions you would add to the list? We look forward to hearing your thoughts in the comments below.

Image Credit: cosmobc

- Social media is a tactic tied into a larger communications strategy. Key word: strategy. Have one. Actually, have more than one, because it’s important not to lose sight of the fact that there are different communications strategies across different parts of your business. Communicating with customers about a service issue is not the same as trying to sell to a prospect or get the attention of a journalist. Make social media a part of how your business communicates. But don’t tell me your “social media plan” replaces solid marketing and PR.

- Marketing has changed in that marketers (and others, like politicians) now have to talk with their audience, not just at them. One of my favorite quotes on this is from Forrester analyst Josh Bernoff in the book Groundswell: “Marketers don’t understand channels where you have to talk and listen at the same time.” That was in 2009, and I think that while many marketers are now understanding that they need to be on social channels, they still don’t know how to start actual conversations that lead to valuable interactions between their business and its audiences.

- New marketers (and PR execs) make their audiences feel important. You can only do this by building a two-way relationship. That means that you listen as much as you “talk,” even when the “conversation” gets uncomfortable (i.e., complaints about your business or products). Be prepared to handle both your brand champions and your detractors – but always let them know how important they are by talking with them. Ask questions, recognize them, make it clear in your content (Twitter updates, Facebook posts, videos, what have you) that you’ve listened to them. Need an easy example? Think Old Spice. People watched, listened, shared because they were a part of it – feeling important and recognized – even if but for a second.

- Share great content. You’ve heard this a zillion times -  but maybe it’s more important to say share interactive and meaningful content that others will want to share as well. Oh, and it should be relevant to your business, whether it’s meant to be a revenue-generator, a branding campaign or simply an awareness builder. A favorite example of mine is Life is Good Radio. It’s sticky content that ties in perfectly to their culture and company mission. If you don’t know how to build good content, get help. Seriously – without it, you are not marketing in today’s world.

- Remember, it’s not that complicated. It’s just changed. Quite simply, you can’t dance if you don’t stop leaning against the wall hoping someone will talk to you. You have to start the conversation. If you don’t know what this means, you probably shouldn’t be in marketing in the first place.

What are your best tips for “new” marketers and social PR?

When CareerCast posted a list of the top ten most stressful jobs this week, listing “Public Relations Officer” as the second most pressure-filled career (behind commercial airline pilots), it certainly sparked conversation in the social media sphere. From shout-outs of appreciation by those who made the list to cries of indignation from those who were excluded, there’s no doubt that the list had a polarizing effect on people from every professional path.

With a sluggish economy and an all-too-high level of unemployment, it’s no surprise that job stress is a hot topic. And yes, although I am biased, I do agree that a 24/7 news cycle, infinite avenues of information, smaller budgets, higher stakes and intense deadlines all contribute to PR’s virtual rollercoaster of thrills, chills and spills from one minute to the next. But – while lists such as these do provide a certain sense of validation – they also seem to miss the point.

Any job, regardless of field, is inherently stressful. Why? Because stress is subjective. For every person who shudders at the thought of getting up and giving a presentation, there’s a natural performer who lives for the chance to take to the stage. Sure, CareerCast cites high levels of responsibility for protecting a client’s image, public speaking opportunities, competitiveness and super-tight deadlines as the reasoning behind PR’s #2 ranking on the list. But for people who thrive on a fast-paced environment and who have a propensity for thinking quickly on their feet, it can be a career that is as rewarding as it is challenging.

So what are the pros, according to us PR pros? Check out this list of our top five reasons why PR, as a career path, is still worth considering:

1. Variety is the spice of PR life: It can vary day-to-day and hour-to-hour (heck, even minute-to-minute), so if you’re looking for a career that will ward off boredom, PR may be a great fit. Particularly for us agency folks, we get exposure to a number of different companies, industries and challenges, bringing something new and exciting every day.
2. Ability to go both broad and deep: From high-level strategy to media relations, drafting a press release to representing a company at a conference, PR pros have the opportunity to flex numerous mental muscles. But as with every team, you’re only as successful as the sum of your parts, so each member plays a vital role leveraging his or her natural “sweet spots.” For example, one person might be a big-picture thinking and a fountain of ideas during creative brainstorms, while another loves getting into the nitty-gritty of tactical elements of a campaign.
3. There’s room for everyone: Yes, we are known for being master communicators and bringers of creative ideas, brainstorms and attention-grabbing antics, yet the most successful PR pros also know how to put their money where their mouth is and measure success in the form of analytics and metrics. Because what some dismiss as “fluff,” actually contributes to the bottom line, and we can prove it
4. Access/interaction with execs: Regardless of where you’re at on the career totem pole, PR pros get excellent exposure to and opportunities to collaborate with senior executives as client companies when, normally, it requires years, if not decades, to secure a spot amongst the C-levels. We not only get the chance to be active participants in shaping the communications strategy of a company, but also get the added gift of learning firsthand about leadership
5. High risks can translate into great rewards: Sometimes a solid communications strategy can be the determining factor in bringing a company back from the brink when its reputation is at stake. And while, yes, these crisis situations can certainly be stressful, there’s nothing more rewarding than being able to play a sometimes-critical role in helping to save or shape the future of an organization

But enough from us; we’d love to hear from you – what are your favorite parts of the PR gig?

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.

According 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.

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.

Last weekend I was invited to be a speaker at PR Advanced: Be The Change event at Boston University. I was excited for the opportunity to sit on a panel with executives from other PR firms, notably Fleishman-Hillard and Edelman. Other speakers included executives from the likes of IBM, MTV, APCO Worldwide and the Boston Celtics.

The first thing I noticed about the event was the energy from the students. I sat in on a few working sessions before I spoke, and I was impressed with the students and their ideas. In one session, the students were divided into groups and assigned the task of designing, with as little resources as possible, an out-of-the-box campaign for Of Rags, a sustainable fashion organization. I watched the students brainstorm together and then present in front of the judges – and I was impressed with the number of ideas, the professionalism of the presentations and the ability to show creativity and solid plans with only a half hour of prep time. In addition, none of the students in the room had ever met each other before, and yet they presented as cohesive groups. Some professionals don’t even work together that well!

During my panel session, the moderator asked some basic questions about a career in PR, what the Boston PR industry is like, hot upcoming markets for PR and so on and so forth. Students asked questions and we answered them with both large and small agency viewpoints. Questions came through about how agencies decide who to hire, what would get the attention of a recruiting manager, what a typical day is like (answer: that’s the best part about agency life, there is no typical day), etc.

It was a pleasant panel and I think that the students appreciated the insights – or at least, the follow up conversations and thank you notes I received indicated so. If you’re a student or a new professional entering the PR industry, what questions do you have that we can help answer? If you’re already a professional in the industry, what’s one piece of advice you would give to students and new recruits so they can indeed “be the change” our industry needs to survive and thrive?

Big companies with deep pockets are notorious targets for lawsuits. So when the news broke surrounding the truth in advertising of Taco Bell’s ground beef mixture, I wasn’t quick to make assumptions. Yet, nor was I surprised to learn that said kibble was a mix of beef and other things. In response to the crisis, did Taco Bell bring it? I, for one, think so. We welcome your opinions, too.

Five Things Taco Bell Did Right

1. Delivered a rapid response – The company took immediate steps to address the allegations. Taco Bell was able to quickly realize that anything other than a direct and swift response would have appeared dodgy and run the risk of lending credence to the claims. This is not to say it’s not appropriate to take pause and assess your crisis. But remember the operative words are “pause” – then take action.

2. Harnessed key resources – If you’re a brand with big financial resources, there is no better time to call in the big communications guns then during a crisis. Taco Bell used their deep pockets to produce and run full page ads in major daily newspapers, launch a YouTube video and an online campaign on Google, Yahoo, video and other search engines and social media networks. Even without beefy finances, you should still have a go-to list of resources you can tap when in crisis – whether it’s an emergency fund, industry experts, colleagues and/or clients.

3. Disclosed details – The touchstone of the company’s ad campaign was “setting the record straight,” starting with an attention-getting, tongue-in-cheek headline, Thank You for Suing Us. The ad copy aimed to answer the questions on everyone’s minds, starting with, WHERE’S THE BEEF? By sharing the information that everyone wanted to know, Taco Bell succeeded in getting the public’s attention and, for many, erasing any doubts over the company’s integrity.

4. Avoided spin – As communications professionals, we have a keen awareness of the spin cycle. Amidst digital media and social networks, current generations are quicker to question corporate propaganda – they actually expect transparency. Taco Bell didn’t try to dress up, distract from or skirt the issue. They put their middle-aged, native Australian CEO on video to “set the record straight.” So when you’re faced with a crisis, big or small, think of this example as you consider the merits of authenticity.

5. Showed R-E-S-P-E-C-T – Although I’m not a long-time Taco Bell watcher, I can see from their website, Twitter feed, and Facebook page that the company is proficient and prolific in their public communiqués. The myriad exchanges on these social networks capture a balance of brand and product promotions and one-on-one discourse with customers and fans. Providing a link to a Spanish language translation of the website is another proof point for thoughtful communications. And, just today, the company put icing on the cake (ahem, or toppings on the taco) by thanking fans for their support with a goal of rewarding 10 million free tacos to its Facebook community. Lessons learned here? This should be an easy one – after all, the customer is – unequivocally – king.

Some insightful points I noted from her webinar:

• We’re tastemakers — we’re all consumers who help dictate styles and trends. It’s important to share your brand experiences (positive and negative) in a way in which you can also share insights for other brands or clients. Turning your experiences into a helpful marketing or PR lesson helps raise your profile as a smart marketer and brand influencer.
• Read every single day. Then use social media (ie: Twitter, Facebook, etc) to show your community what you’re thinking. This will help elevate your expertise in the areas in which you specialize. Don’t just share links – provide commentary on each piece.
• Don’t ignore the opportunity to build your personal brand because it lasts forever — it’s like a live resume.
• Be authentic — there’s tremendous opportunity via social media to “do what you do and do it well” – that is, showing reporters, clients, prospects that you are paying attention, engaging, and have valuable insights so share.
• Speaking of sharing — make sure to tie in business marketing or PR lessons to elevate content and position yourself as a smart marketer. You want to be an influencer not just a participant.
• Make your own rules — social media provides a great testing ground because everyone is exploring. Encourage your company or clients to try some innovative new marketing or PR ideas by testing the waters yourself. Post a thought provoking question that you know will spark debate. Write an unexpected blog post. Involve customers in a marketing campaign. Take some chances and share what you’ve learned to encourage your marketing team to innovate.

After the webinar, I started really thinking about Christine’s thoughts — about how convoluted PR and social media have become (and how much it doesn’t have to be). PR isn’t changing — it’s already changed. And will continue to change. Social media has the power to drive authenticity and build brand loyalty, but you need to fully understand how to effectively use social media as a PR tool — a communications tool. Bottom line: PR and social media need to be giving a lot of strategic thought. They don’t just “happen,” at least happen well, by signing up on a popular network. And a PR agency with the know-how, skills, and proven success is just the thing to assist a brand in doing so.

And then I made a connection.

I immediately thought of a company I “liked” and have been following on Facebook for the last few months after reading a feature article on Boston.com. This brand has not only enthused me daily, but has been one of the most creative fashion brands I’ve seen on Facebook — EmersonMade. As stated on her Facebook page’s company overview: EmersonMade offers a one-of-a-kind and compelling shopping experience that believes in celebrating the uniqueness of the individual, the joy of being alive and all the smallness that makes up the Big Beautiful.

And the brand delivers just that.

If social media is an opportunity for a company to break the mold and create unique content (content being the key) — EmersonMade achieves this. She makes her own rules. Her updates are interesting, fresh, and relevant. She has tapped into what her followers want and keeps doing it. From Facebook to Twitter to her company blog—she not only leaves me wanting her beautiful products, but I always find myself marveling her creativeness, thinking, how did she come up with that?

And there is absolutely no comparison with big fashion brands like Zara, BCBG, Madewell (to name a few). Their approach is, well, boring. They seem to not understand that social media is not about how many fans you have or just showcasing your products — it’s engaging your target audience. Not in an average way — but in an ingenious way. A way we have never been afforded until now.

Christine’s final words of her webinar have stuck with me: Be an innovator. Thinking outside the PR box. Adopting social media in ways to support innovation. Trying new ideas. Taking a chance and making it pay off because as Christine stated, this will lead to greatness.

So my fellow tastemakers — what are your secrets to influencing your social communities? Do you have a favorite brand that nails it? Or is there a brand that you wished could give you more? Please share your thoughts in the comments below. And thanks for reading!

However, the real buzz involves the egregious PR blunder by Phusion Projects issuing a press release regarding being unfairly blamed for the Central Washington University incident. The company clearly states that they have “taken a unique position and made a conscious effort to reject the social media marketing tactics that other companies embrace – including many of our competitors. There is no company-sponsored “Four Loko” Facebook page or YouTube channel.”

BrandChannel didn’t buy this statement. The brand guru resource launched an investigation into Phusion Projects bold statement and after some sleuth work— revealed some interesting social media marketing campaigns involving Phusion Projects. The article uncovers how the brand tried scrubbing its former marketing messaging on Fourdrinks.com and then points to a former “Four Shots” gallery screenshot (below) where drinkers were asked to show their “happy-face” by uploading photos with Four Loko. When questioned, the manufacturer blamed its interns for the creation of such highly professional sites.

The article continues to find more contradictions in Phusion Projects statement—finding several dedicated Facebook pages— while not technically “company sponsored,” some were issued by paid marketing representatives (aka college students) of the manufacturer. Some of these pages have since mysteriously vanished.

As much as Phusion Projects would like us to believe it has consciously distanced itself from social media and marketing to minors (hmm, bright colored cans in a variety of fruity flavors), it’s clear from BrandChannel’s thorough research that the company was involved in an orchestrated “viral” campaign. In fact, on YouTube a general keyword search returns over 5,000 results—many of them showcasing people chugging or shotgunning the drink. Four Loko music videos are incredibly popular– one by Gwop Gang has racked up over 1 million views.

In a digital age where businesses are desperately trying catch social media marketing fever, yearning to connect with their consumers through Facebook, Twitter, and YouTube—Phusion Projects found success; however, this brand’s apparent social media denial—perhaps an attempt to clean its image—is perplexing. Maybe to help counteract its negative perception, it’s time for the brand to create its own “official” Facebook page and YouTube channel. The power of social media could be valuable to Phusion Projects. It could allow them to take accountability for their out-of-control, harmful product and help prove they uphold responsible business practices.

So fellow social media hounds– what do you think about Phusion Projects social media marketing decisions? What could they have done better? Do you think there’s anything left to salvage from the Four Loko brand? Please share your thoughts in the comments below.

* Source: The Daily Record, 10/26/2010

It’s true – email is a very effective and efficient way to communicate and is certainly the preferred method of communication these days for most, but I also think it has put a stigma on picking up the phone. Many people dread talking to people they don’t know. But as PR people, we pitch. We pitch reporters every day to share ideas for coverage. While we always believe our idea is the perfect fit for a certain reporter, the reality is that reporters get hundreds of email pitches a day and they often have specific assignments they are working on. We all know this, but how can we get our ideas covered if we don’t pitch?

Most reporters are pretty clear they only prefer to be contacted via email but I have to imagine they like to use the phone sometimes as well. It’s just like receiving a hand-written letter in the mail vs. an email – it’s personal and flattering. One of my colleagues sent around an email today saying that she had spoken with a reporter ON THE PHONE and he said “it’s nice you wanted to have a conversation with me.” It was so great to read this email and be reminded that it is ok to pick up the phone and call someone. What is the worst that can happen? Your idea is rejected – so you tried, you got feedback and you learned. Once you do decide to pick up the phone, just be prepared with your 30 seconds and don’t waste a reporter’s time. Just as you are short and sweet in email, the same goes for the phone.

So what do you think? How often do you call reporters? Should more reporters be open to phone pitching? I know that I will be picking up the phone more often…go on, challenge yourself!

In July I gave a presentation at T3PR titled, “Driving your online footprint: PR experts as influencers.” My focus was on how a new breed of PR experts have fast become influencers in their own right through the power of social media and personal brand building: why it matters, how it’s indicative of our changing industry and how the reputation of today’s PR executive matters more than ever.

While PR executives are traditionally the man behind the curtain, the invisibles, the ones who quickly put the right person/product/client in the spotlight – in front of influencers like the media – and then get the heck out of the way, the rise of social media has allowed PR executives to become influencers themselves. Companies aren’t just hiring them to do PR, but to be their web-celeb spokespeople, red carpet correspondents, marketing analysts, brand-to-customer ambassadors or even video/TV stars.

PR executives in general – most of whom may never be on BravoTV – have both an opportunity – and a risk – to show how we really think. It has always been my belief that if you simply talk to reporters and hold your own in a conversation (that is, not just pitching when you want something but rather, an overall practice of sharing thoughts and insights on the products you promote, the industry you’re in, the articles reporters are writing, or business in general) – you will gain a greater amount of respect and ultimately, be more successful in working with them. And over the last few years, several of our industry colleagues have paved the way for “Flaks with Brains.” Some are newcomers, some are veterans – but their use of social media has raised awareness of public relations executives as strategic thinkers – sharing valuable insights beyond the confines of a client’s boardroom.

And that’s great. But what does it mean for the traditional list of influencers that a PR team might compile and pursue? These days, the lines are blurring. A lot of business people blog – especially PR and marketing executives. Every day a new list comes out of marketing influencers, top PR blogs or “Most Powerful Twitter Users.” And even if the folks on those lists are PR industry colleagues, they might be important to your client because of their social media clout.

I know because I’ve experienced this phenomenon from two sides in the last six months. On one side, we had a client who asked us to connect with, promote to and otherwise engage industry influencers on their behalf. A handful of these influencers were people who own PR or social marketing agencies that we often compete against, but whose founders are building powerful personal brands – writing books, speaking at conferences, topping every social media power list – that they are now seen by many brands to be as influential as reporters and analysts. Suffice it to say, our strategy in such cases is not to pitch these folks in the way we would pitch a reporter. It takes a different approach, one that’s just as thought out and maybe even more personable than pitching media. (In an honest side note – sometimes having a client ask you to pitch fellow PR colleagues feels a little bit like The J. Geils Band lyrics in “Love Stinks.”)

I’ve also been pitched by PR reps lately – but usually it’s a very personal approach by a fellow industry colleague that doesn’t feel like a pitch, so much as someone asking for a favor (smart). More recently, I was pitched by a well-known, global PR agency, citing my influence in the blogosphere and asking me to interview their client to help raise awareness of an upcoming show. The pitch “encouraged” me to write about the event and interview the CEO on my blog (which one, btw? #PRtip).

My first thought: “That was a long and impersonal pitch.” My second thought: “That was weird.”

But maybe it’s not so weird. Had the pitch been more specific, I could probably better understand why this firm thought I was worth pitching as a blogger for this particular client. And I might even have found interest in writing something.

All that being said, I’m sure this is happening more and more – PR pitching PR. I can see more clients wanting agencies to pitch marketing and PR influencers who actually work for other agencies but are also strong voices in the social marketing sphere. If you have a client who sells to PR and Marketing audiences, it’s bound to happen.

So how are you building your influencer lists? Do you include PR and marketing bloggers – those who are also industry colleagues – in your outreach? Do you approach them differently than you would a journalist? We’d love your thoughts – and advice to PR pros looking for the best way to break into this new foreign territory.

I, on the other hand, was hoping for a real look at the behind the scenes world of celebrity publicity —which is seemingly chic and glamorous and something I’ve always been interested in. Instead of getting insight I could sink my teeth into —I got shallow, poorly acted Hollywood drama queens. I can’t help but feel let down as I was, in fact, hoping that this show would stand apart from its predecessors and really dive into celebrity promotion, publicity strategies and best practices.

I wanted to see how the firm handles big name events, the ever-changing celebrity social media landscape and maybe a crisis or two (and we know there’s plenty) for their superstar clients.  I wanted to see the day-in-the-life of a tireless PR maven — who would share new ideas and insight into the inner workings of the Hollywood PR scene.  But the more I watched, the more frustrated I became. The show loses complete focus of what PR truly is— connecting with others in a valuable and meaningful way—and who PR is truly about—the client. Instead Command PR chooses to take us down a rat hole of wasted money, poor self-images and bad attitudes.

Aside from the lack of PR focus—the show portrays one of the most ridiculous work environments I’ve ever witnessed. 99.9% of those of us in PR have never been exposed to anything like the office environment or behavior this show depicts. In the first episode, Cheban makes and pays for a lip injection appointment for one of his new employees—and when she refuses to get the permanent procedure—he bluntly states “you’re homely — no offense. But this is, like, Hollywood. You need to step it up.” Cheban also spends part of the episode stressing over his own physique — ultimately trying to “freeze” his back fat off.  Absolutely ridiculous. I guess when there isn’t enough drama in your reality show you have to create it and that’s seemingly what they are doing with The Spin Crowd.

PR industry outsiders they wonder — is this what PR is all about? An industry so far removed from reality, common sense and respect? An industry where your looks count for everything, you don’t need to be professional, respect others, work hard, think on your toes or strive to impress your clients? Let me answer for all of my fellow colleagues and the other 99.9% of PR professionals out there – THIS IS NOT PR. At PerkettPR, we work tirelessly for our clients – we know it’s about them, not us. We think. We listen. We ask questions. We constantly look for more ways to innovate. We challenge ourselves with new projects and ideas. We consistently measure our worth in how happy our clients are, how much respect we garner from the press and how our results stack up at the end of each quarter. And we work in a healthy, encouraging, and motivating environment.

So fellow PR professionals, if you had the bad fortune of tuning in and wasting a half-hour of your lives— tell us what you think about the show. Please share your thoughts so we can dispel some of these complete myths about our profession. We are especially interested in hearing from other celebrity PR firms. Do you think this is the way celebrity publicity should be depicted on TV? Are you offended or OK with it? Is there any truth to this? Anything redeeming about this program we missed behind the self-tanner?

With college graduates flooding a still challenging job market, I couldn’t help but reminisce about my early days as a fresh-faced, energetic PR coordinator for a large national agency based in Boston. Those were the days! It’s both astonishing and amusing to realize how much PR tactics have changed since then. I remember spending countless, neck-kinking hours reading the broadsheets and weekly hard copies and manually cutting and pasting print coverage into neatly organized clip books for my clients.

And who else remembers printing and collating those expensive, full-color press kits with a meticulously edited pitch letter on the client’s letterhead then sending it in the last drop-off of the night by FedEx for the media VIPs on your target list? In some ways, the art of media relations was more about a compelling mailing presentation and who-you-know than it is today. The best PR executives prided themselves on their relationships with key media contacts and bolstered those relationships with coffee or lunch meetings or exclusive invitations to industry or client events.

Pitching processes have changed a lot over the years as well. As recently as a few years ago, I worked for a hospitality PR agency where we literally taped photo slides to calendar listings, and mailed them by the hundreds. Today, we’d be hard pressed to generate the sheer number of calendar listings and news briefs accompanied by photos that regularly appeared as a result of this mass mailing. Yet, in technology PR, we’d never dream of such broad net pitching.

Sure, we’re still looking to generate hits, and we do, but we go about it a little differently and a lot more carefully. With the likes of the Bad Pitch blog sharing the latest ill conceived, poorly written, audacious pitches, you’d just be plain foolish to spam your media contacts or send file attachments without permission. Those of us who’ve been in the business for a while understand that good media relations requires a lot of research and very targeted, personal pitches. This method absolutely takes more time and effort and requires a more narrow focus on fewer media targets, but the results are well worth it.

Thinking about the old school method of media relations, one has to wonder if our industry has lost some valuable strategies along the way to the digital age. As these outdated pitching methods have given way to the online press kit, email communications, and 140-character pitches via Twitter, have we forgotten the basics of good media relations?

Personally, I think there’s something to be gained by recalling the archaic methods of PR’s past to remind us of the foundation of our livelihood. Here are a few of my favorite tips from Rafe Needleman’s Pro PR Tips Blog that reiterate that the Old School lessons learned are still pertinent today:

• Stay on target: Study your target. How hard is it to read his/her stuff before you pitch? (#10)
• Don’t Nag: 90% of the phonecalls I get are people asking if I got the press release they emailed. Yes, I got it. Did I read it? Maybe. Do I care? You’d know already. Oh, wait. Here’s something new and even more annoying: A phone call from a PR person telling me she will be emailing me a press release later. Argh! Just send it! (#82)
• Anything you say… Remember…Anything you say…can be used against you. Or for you. Assume that your phone call, email, IM, or Twitter message is on the record. We sure do. Want to be off the record or anonymous? Agree to it beforehand. (#110)
• Three Degrees of Lame Lesson: If you’re going to ship a presentation in a clever package, the message should fit the medium. (#118)
• Circle Jerks: Don’t blast a ton of people with the same crap. Pick and choose your media targets, and write personal notes to them. (#127)
• The Only Rule: Ryan Block said it best: “Pro PR Tips can always be summed up as: Do your homework and be courteous.” (#100)

I’m not suggesting we regress to faxing press releases, or spend our clients’ money wining and dining editors, but by keeping in mind the hands-on approach and results of those old school methods, we find the key to better and lasting media relations today.

Do you still rely on the core foundation of traditional PR tactics you learned in your first jobs or have you morphed these tactics into something new and better today? Do you consider yourself a traditionalist with digital communications skills or do you consider yourself a digital communications professional with a background in PR?

Share your perspectives on “old school” vs. new media techniques for capturing the attention of important media targets. How has our profession’s media tactics evolved and where will it go next?

Extra Bonus Question: What’s the name of the “Old School” character pictured above.

At last week’s PRSA T3PR conference, one of the audience questions to me was whether or not today’s “marketing celebs” overshadow their clients. The question was asked with the comment, “I know a lot of the marketing ‘Twilebrities,’ for example, but I don’t know any of their clients.”

My reply was that I didn’t think it was an issue – that maybe you are not the client’s core audience and therefore the marketer hasn’t promoted any of his or her client news to you. You may know the marketer because he or she talks about marketing, business, PR, social media – all things you would want to be paying attention to as a fellow marketer. But, if their client sells widgets and you don’t buy widgets, it makes sense that you wouldn’t know the client. In fact, dare I say the marketer might be doing a bad job – over-promoting his or her own work to the wrong audience – if you did know all of his or her clients. Wouldn’t it get annoying if they talked so much about their own work – instead of promoting to you what you find valuable, such as shared insights, experiences and – when the time or circumstance is right – client news, products or services?

Here’s an example. A year ago I had a conversation with Jason Keath, founder of SoFresh, a social media conference for marketers. At the time, he was consulting for several companies on marketing and social media. I paid attention to Jason because he’s a fellow marketer and I was interested in his posts about marketing. I learned about some of his client work as well – but to this day the only client of his I remember is one that I was personally interested in (because it involved shoes). Likewise, I follow other industry colleagues and competitors because I’m interested in their marketing and PR insights, not necessarily because I’m interested in their clients’ products and services. I remember the ones that do apply to me – something I would buy or use – but I pay attention to the marketers because I think they have smart things to say about marketing, PR and social media opportunities and challenges.

Some, like Kelly Cutrone of People’s Revolution, I learned about and began listening to because she’s a PR veteran and I am interested in learning from her. Now, as a lover of fashion, I also happen to pay attention to her client work. But even if I weren’t a fashion fiend, I’d follow what Kelly does because I value her stories and experiences in PR.

What do you think? Are today’s influential marketers overshadowing their clients?

PS – Just for fun, my headline’s a nod to an SNL skit. Who knows which one?

Photo Credit: Michael Halsband

• It’s about YOU – PR professionals aren’t just "flaks," we’re tastemakers — choosing to work with the best and brightest upcoming brands, products and services. Embrace your role as an influencer and share your thoughts, insights, opinions – we have a better chance than ever to show how intelligent we really are.
• Build your personal brand – YOU are your personal brand  and guess what – it lasts forever. Put some care into making sure it’s a brand you’re proud of. Great examples of personal brands include Gary Vaynerchuk, Julia Roy and more.
• Do what you know and do it well – especially in PR! Bad pitches are now public – often the subjects of a reporter’s wrath – so “do what you already know how to do” but do it well because the footprint you build now will stay with you forever.
• Share, Share, Share (with your networks) — the difference between simply being a member of a social network and being an influencer is sharing valuable content. Think about how you can help others.
• Write a book — or at least a blog! PR executives need to be great writers and that means doing it well and doing it often. Blogs also give you another platform for sharing insights and opinions – embracing that role as a tastemaker -  as do Twitter, Facebook, LinkedIn and other social networks where you can be a resource with answer, opinions and thoughts. The point is to write – it keeps your skills sharp and increases your credibility as a PR professional.
• Don’t say you are (just) in PR — our role has changed and we are so much more than PR pros now. Know the new terms used to describe our profession and make sure you are referring to all of your expertise, as it has now evolved to include digital and social media marketing, for example. As a leader, you should recognize when to change your messaging to meet the growing demands of our industry. You’ll notice many of the best-known PR leaders don’t even have "PR" in their company descriptions anymore. Some do – but regardless, all the strongest marketing influencers today include terms such new media, social media and digital marketing in their expertise description.
• Make your own rules (within reason) – be bold and innovative. Take risks. Try new things – the best PR and marketing often comes from throwing out the old rules and making your own.
• Remember it’s all about you (but really it isn’t) — we are all well versed at building relationships online and off and we continue to find new ways to leverage our communication skills for the better good of our companies and clients. Building your personal brand is important, but remember; you are doing all of this for the betterment of your clients and ultimately positive exposure for them. Your own influence on social networks is becoming directly related to how successful you will be with generating buzz for your clients.

Thanks to all who attended the session on Friday and for all the #TechPRSA tweeting. It was a great event!