Persuasive Picks For Week Of 7/1/13

uncovering-true-insightsIt’s undeniable that social networks are embedded in our daily lives. Business2Community contributor Jeff Bullas thinks is worthwhile to put that in some perspective and see what the social media landscape looks like from time to time. In review, he posts 5 Insights Into The Latest Social Media Facts, Figures and Statistics to ponder.

If there’s a bible for the new media world, it’s likely The New Rules of Marketing and PR. MarketingProfs‘ Ann Handley sits down with author David Meerman Scott to talk about the revised and updated edition, What’s New With the New Rules of Marketing and PR, and whether the new rules are still… well, new.

status-update-tipsDo you want to know how to dramatically improve your social media response rates? Write better tweets and status updates. Shea Bennett AllTwitter co-editor explains  more in his post 10 Quick Tips For Better Status Updates On Twitter And Facebook [INFOGRAPHIC], courtesy of The Social Skinny.

Just writing your message online is not enough. In order to effectively persuade your readers, it is essential to understand how people consume content online. Austin-based writer and editor, Laura Hale Brockway summarizes a recent Nielsen Norman Group report, and subsequent Jakob Neilsen Alertbox Post:  “Website Reading: It (Sometimes) Does Happen.The report details how effective page layout and good information architecture can guide users to your content. Laura offers her take on some practical advice from the report in 13 writing tips for the Web via PRDaily.

The Perfect Pitch In PR – Not So Different Than Baseball?

With headquarters in Boston, the PerkettPR team is naturally composed of many sports fans. As we gear up to watch the Bruins win the Stanley Cup, keep an eye on the Red Sox and their unique manner of winning, and listen to the controversy over the New England Patriots‘ most recent player acquisition, we can’t help but think about how PR is often a lot like sports. It takes a team to win, but each player must be at their best and support each other. You’ve got to keep an eye on the ball, practice a lot, and analyze your plays in order to stay ahead of the competition. If your pitches aren’t quite right, you’ve got to recalibrate or sometimes pull the player. You’ve also got to deal with tough management decisions and sometimes you have to rebuild after a bad season where things didn’t quite work out the way you had planned.

In particular, we liken PR to baseball – how could we not with all those PR “pitches” – in the graphic below. What do you think – did we score?

ppr_pitch_tips_graphic

A lesson in social media missteps: Advice for Amy’s Baking Company

o-AMYS-BAKING-COMPANY-facebookBy now most of us have heard of the recent social media meltdown by Amy’s Baking Company Bakery Boutique & Bistro owners, Samy and Amy Bouzaglo.

The Scottsdale-based couple was recently featured on an episode of Gordon Ramsay’s “Kitchen Nightmares,” where, ultimately, the Bouzaglos were allegedly so difficult to work with that Ramsay fired them.

But what started as reality TV fodder unraveled into a crisis communications professional’s dream this past week, when they took to the company’s Facebook Page to respond to criticism and comments.

Instead of quelling the storm, however, the Bouzaglos only added more fuel to the fire. In their misguided attempts at defending their brand, they provoked exponentially more derision via comments on Reddit and negative reviews on Yelp.

The downward spiral continued (although many of the negative comments have been removed, highlights were documented in this Buzzfeed post) until Amy and Sam seemed ready to wave the white flag by declaring that their Facebook, Yelp, Twitter account, and website had been hacked.

But the next chapter of the saga started when, in an attempt to disassociate itself from the surrounding firestorm, the restaurant opened a new Facebook page and posted an update about the alleged hacking.

Strangely enough, though, the tone and content of the posts on the new page were very similar to the “hacked” comments on the original page. This has only incited further interest from Internet trolls who are still flocking to the page in droves (follower counts went from 2,800 to more than 100,000 at this writing) to follow the drama as it unfolds.

As the tirade continues to make news, many people are calling for the restaurant to close its doors. The incident has certainly sparked conversation amid the PR community about brands and how they handle social media, so we wanted to share a few takeaways on best practices for managing similar situations before they become a national debacle.

  1. Pick your battles. The Bouzaglos attempted to take on the entire Internet, it seems, by responding to every Facebook post and creating fake Reddit accounts to take on commenters there as well. Instead, had they prioritized and responded only to a select number, they could have avoided they angry mob that ensued.
  2. Don’t engage trolls. It’s a fact of our digital world that some people get their entertainment by being a thorn in others’ sides. Instead of feeding into this aggressive group, the Bouzaglos should have had the sense to step away and ignore these commenters, as nothing good comes from interacting with them.
  3. Keep a cool head. Online, as in real life, it’s a good rule of thumb to restrain yourself from knee-jerk reactions. Although the Bouzaglos were no doubt feeling attacked, defensive and angry, they would have done well to wait and let their emotions settle before resorting to name-calling, insults and other derogatory language. Remember, everything is permanent once it’s posted online.
  4. Finally, be honest…or be prepared to face the consequences. This is the golden rule of social media, PR and marketing. In the case of the alleged hacking, the last thing the Bouzaglos should have said was what they did: “Obviously our Facebook, YELP, Twitter and Website have been hacked. We are working with the local authorities as well as the FBI computer crimes unit to ensure this does not happen again. We did not post those horrible things. Thank You – Amy & Samy.” Consumers are very savvy and can sniff out the truth, so other brands would do well to heed this warning, as well.

Got any other words of wisdom for the Bouzaglos? We’d love to hear your thoughts in the comments below!

Tell your story – Storify

storifyWorking in an industry that’s constantly evolving, it’s imperative in PR to stay on top of the latest technologies, tools, and services. Whether it’s a social network (we love LinkedIn for networking and thought leadership opportunities) or a social media management tool (Hootsuite is on the top of our list)—we’re always on the look out for new and innovative ways to improve efficiency and enhance our client service. Being open-minded to new ideas, testing out new processes, tools, and services helps PerkettPR remain in the forefront. Did you know in 2008, we were one of the first PR firms to join and find value in Twitter? So, it’s no surprise that when I came upon social media curation service, Storify, I was eager to explore this social network that allows users to tell virtual stories using videos, pictures, tweets and more.

In PR, storytelling is pivotal. Every brand has a story. And it is how a brand creates a story for its target audience—one that features compelling content and meticulous thought – that makes it relatable and engaging; however the way we tell the story has evolved from traditional mediums like newspapers to the concise art of 140 characters. Storify extends our “storifying” abilities even more. Being in PR, this network is especially enticing as it gives us the control to creatively tell our clients’ stories – on our terms. Whether it’s showcasing client coverage, sharing videos, or promoting an upcoming event there are many valuable uses for this tool. Storify makes stories more interesting and authentic—bringing together many voices into one story—allowing a brand to build more trust and credibility with its audience. This network proves to be both interactive and social—giving stories depth and resonance—qualities needed in today’s social media savvy age.

In fact, Storify recently launched Storify Business, a premium service that allows companies to spread story content more effectively while building their brand presence. Some of the new specialized features include the ability to make stories private, more accurate analysis of results, real-time updates, CSS styling with custom story display, and enhanced technical support. We’re looking forward to seeing how marketers and companies alike embrace this new service.

Do you use Storify? Is it useful? What are some of your favorite stories? What additional features would you like to see to further boost your story? Please share your thoughts in the comments below.

What does a public relations agency do?

QuestionMarkNo, seriously! Perhaps you’ve come here looking for public relations help with your company or a job in the field, or maybe you simply stumbled across our blog (in that case, hello and welcome!). But either way, there’s a good chance you may find yourself asking that very question at one point or another.

And you’re not alone. There’s a reason we have a dedicated Facebook page about the fact that explaining what we do can be tough – even for us folks in the industry!

I can’t tell you how many times I’ve fielded questions from people about “ads” or “articles” at personal gatherings and family functions when the inevitable job topic arises. I don’t think I’ve ever described it the same way twice; the definition may start off the same, but it usually ends up taking different paths each time, based on the audience and the types of questions they’re asking.

And rather than give a tactical rundown of a ‘typical’ days’ worth of activities (e.g. writing a press release or pitch, tweeting, calling media contacts, brainstorming during a messaging session, monitoring client and competitor news), it’s oftentimes more effective to address the actual purpose of our job – meaning raising awareness, shaping a brand, influencing demand, generating leads, and much, much more.

So, inspired by a recent Forbes article on the topic, we decided to tackle the topic ourselves. See below for a sampling of some of the PerkettPR staff’s perspective on wrangling the ever-evolving definition of PR and what it is we’re doing here:

“One of my favorite quotes having to do with the definition of PR is from Reader’s Digest, attributed to M. Booth and Associates: “If the circus is coming to town and you paint a sign saying ‘Circus Coming to the Fairground Saturday,’ that is advertising. If you put the sign on the back of an elephant and walk it into town, that is promotion. If the elephant walks through the mayor’s flower bed, that is publicity. And if you get the mayor to laugh about it that is public relations.’ But even though this definition drives at the heart of PR, what we do encompasses a whole lot more than that!”

“On a daily basis our roles are ever-changing and hard to define – from media relations, crisis communications, social media, copywriting, event coordination, C-level strategy sessions, reputation management, videography, web design, customer service, infographic creation, etc. But the one constant is the overarching common thread between them that stays the same – the value we add by earning people’s attention though a thorough understanding of our audience(s), well-crafted stories and good old-fashioned communication skills.”

“Public relations is a form of marketing where I utilize my writing and communication skills to make the public understand my company’s product or technology. It is my job to spread the word about the product or technology in a positive way to keep customers coming back again and again.”

“When I started in this business, I thought of my job as creating awareness. And while I think that’s still true, the way we accomplish this has changed dramatically. Now I tend to think of PR as a form of content creation. Whether it’s creating news via press releases; visuals such as infographics or video; events like Twitter chats or Google Hangouts; or creating community via engagement across social channels; these efforts and the resulting content combine to create awareness for our clients. Regardless of how we define PR and the role agency plays, there’s no doubt we play an important part in our clients’ success directly and indirectly.”

“Defining PR is no easy feat – especially as its definition is constantly evolving. Good PR, however, is the process of building relationships, creating conversations, influencing the news while shaping a company’s brand perception. It’s how a company engages, discusses and fosters positive awareness with the right audience at the right time using the right medium. PR is powerful, and Bill Gate’s summed it up the best when he said, ‘If I was down to my last dollar, I’d spend it on public relations.’”

Got anything to add to our descriptions of the PR function? We’d love to hear your thoughts in the comments below!