2009 is done and dusted, all mistakes water under the bridge, our futures bright and sparkling with possibilities, promise and potential. It is with this spirit that I’m issuing my Ten 2010 Resolutions:
10. I will treat all people with respect, courtesy and kindness with the understanding that each person in the PR/Media/Analyst/Blogger ecosystem is at a different stage of development and maturity;
9. I will not re-tweet other people’s news just because I think it’s something I should do;
8. I will not rise to the bait when reporters decide to use the power of their pen (or keyboard) to get on a soap box and preach to PR people about what they should or shouldn’t do;
7. I will help our clients understand what is original news and what is “me too” news and how each should be treated differently;
6. I will work with our clients to help them put every announcement into context so that people understand why it matters and to whom;
5. I will ensure that my team understands the market and business objectives and our clients and how that determines how we create and shape programs;
4. I will become more vocal/less vocal about things that matter/don’t matter to our industry, my company and our clients;
3. I will become a better resource to reporters that need help understanding how technology works, how it fits into the network and how it can impact markets;
2. I will think more regularly beyond what my clients tell me they want to what they really need and what the market is ready to hear; and
1. I will create programs that enable our customers to reach target customers with relevant news, presented in a way that is meaningful and easy to consume by the media/analyst filter, which is supportive of the clients’ short and long-term business and market objectives.
Now you know what I’m going to focus on in 2010. If I don’t stay true to these resolutions, please let me know. As we all are, I’m still a work in progress.
What are your goals, resolutions, etc? Please comment and share your ideas for the New Year or tell me what you think of my Ten for 2010.
Wednesday, December 23, 2009
Friday, December 18, 2009
Evolving Your Media Relations for 2010
As I've just read my twelfth article summarizing the highlights of 2009 (because you just can't seem to avoid them this time of year, and I admit, I'm kind of a sucker for them), I've realized that 2009 has been quite a remarkable year for the technology press industry. There have been so many changes that have occurred with the press this year - moves, layoffs, budget cuts and publications redefining themselves. While some of this happens every year, I think 2009 will go down as a particularly harsh one for this industry.
Throughout the year, we have been asked by our clients how these changes will impact them and their ability to get their news across. Our simple answer has been to realize there are fewer reporters with more work to do, and as a result, you need to tailor the information you provide them so it is relevant and timely, and really, just make it easy for them to do their jobs. One client took this to hear, and took it to the next level.
Earlier this month, we helped one of our clients host a Press and Analyst Day at their headquarters for a two-day event that included announcements, executive and customer presentations, a tour of the site and some good old fashioned wining and dining. With employees, executives and customers available throughout almost the entire event for Q&A and casual conversation, the 28 press and analysts who attended were really able to get a good sense of the company, their products and the benefit they bring to the market. This client provided everything the press and analysts needed to know in one setting and made their jobs very easy to do. In addition, the client got to establish some relationships that will benefit both them and the press in the long run.
While it's certainly not possible to pull off a Press and Analyst Day on a regular basis, it can be an excellent tool to add to your communications arsenal. Building personal relationships are so important to this business and some of the traditional opportunities to do this, like tradeshows, are attracting less press than they have in the past. As you build out your 2010 budgets, you may want to consider doing standalone activities liek this for maximum impact for both you and the press.
Throughout the year, we have been asked by our clients how these changes will impact them and their ability to get their news across. Our simple answer has been to realize there are fewer reporters with more work to do, and as a result, you need to tailor the information you provide them so it is relevant and timely, and really, just make it easy for them to do their jobs. One client took this to hear, and took it to the next level.
Earlier this month, we helped one of our clients host a Press and Analyst Day at their headquarters for a two-day event that included announcements, executive and customer presentations, a tour of the site and some good old fashioned wining and dining. With employees, executives and customers available throughout almost the entire event for Q&A and casual conversation, the 28 press and analysts who attended were really able to get a good sense of the company, their products and the benefit they bring to the market. This client provided everything the press and analysts needed to know in one setting and made their jobs very easy to do. In addition, the client got to establish some relationships that will benefit both them and the press in the long run.
While it's certainly not possible to pull off a Press and Analyst Day on a regular basis, it can be an excellent tool to add to your communications arsenal. Building personal relationships are so important to this business and some of the traditional opportunities to do this, like tradeshows, are attracting less press than they have in the past. As you build out your 2010 budgets, you may want to consider doing standalone activities liek this for maximum impact for both you and the press.
Monday, November 30, 2009
Owning Your Online Identity
Facebook, MySpace, LinkedIn, Oh My! There are thousands of social networking sites today that enable you to create, and maintain, a personal space online. This ability allows us to reconnect with old friends, stay on top of what friends and family are doing, and learn more about topics of interest.
While this level of Internet interaction is exciting and generally beneficial, blending personal and professional contacts into the same social networking identities can be problematic. For better or worse, the way you are around your friends and family is different than the way you are around people you know through work. And while your best friend from college will be excited you saw U2 (Coldplay, Green Day, whomever) last Wednesday night, the client you have a meeting with on Thursday probably won’t be as thrilled.
Even more complications arise when you use social media to promote a social or political view. Most likely, your friends share similar views as you do on areas that matter most to you. But can you say for sure that your professional contacts do as well? You might want to believe that if your views aren’t the same, they will appreciate your opinion, or better yet, that they have to take you for what you are. But that’s naïve. They don’t have to take you for who you are, especially in today’s job market that features a dozen people just like you in your own zip code.
What’s the answer? Maintain a healthy separation between your personal and professional online identiies. Use different profiles to connect with friends and business contacts, or segment your contacts into categories that are relevant to how you know them. When you have something to share that might interest your business friends-- post to that group or profile. When you finally manage to get Aunt Pearl to share her brownie recipe, keep that info private to friends and family.
Let’s face it-- business is about putting your best foot forward. In today’s globally-connected marketplace, that first step might be online. With that in mind, it is critical that the professional image you create on social networks is the one that represents you in the best possible light and is the one your company, partners, customers, potential customers and influencers will want to be associated with when the relationship moves from online to in person.
While this level of Internet interaction is exciting and generally beneficial, blending personal and professional contacts into the same social networking identities can be problematic. For better or worse, the way you are around your friends and family is different than the way you are around people you know through work. And while your best friend from college will be excited you saw U2 (Coldplay, Green Day, whomever) last Wednesday night, the client you have a meeting with on Thursday probably won’t be as thrilled.
Even more complications arise when you use social media to promote a social or political view. Most likely, your friends share similar views as you do on areas that matter most to you. But can you say for sure that your professional contacts do as well? You might want to believe that if your views aren’t the same, they will appreciate your opinion, or better yet, that they have to take you for what you are. But that’s naïve. They don’t have to take you for who you are, especially in today’s job market that features a dozen people just like you in your own zip code.
What’s the answer? Maintain a healthy separation between your personal and professional online identiies. Use different profiles to connect with friends and business contacts, or segment your contacts into categories that are relevant to how you know them. When you have something to share that might interest your business friends-- post to that group or profile. When you finally manage to get Aunt Pearl to share her brownie recipe, keep that info private to friends and family.
Let’s face it-- business is about putting your best foot forward. In today’s globally-connected marketplace, that first step might be online. With that in mind, it is critical that the professional image you create on social networks is the one that represents you in the best possible light and is the one your company, partners, customers, potential customers and influencers will want to be associated with when the relationship moves from online to in person.
Thursday, November 12, 2009
5 Things that Your Agency Should Be Doing
With budgets tight and planning in full swing for next year, many companies are evaluating their PR agencies to determine ROI. As someone who has both managed agencies and now works for an agency, I thought I would showcase some pearls of wisdom: The five things that I looked for in an agency. Without a doubt, your agency should:
1) Make you look smarter. You are busy. You don’t have time for everything. Your agency should be coming up with ideas and being creative—in turn providing you the tools to do your job with great success, in essence, making you look smarter.
2) Know your industry. Most agencies can write a press release, or submit a speaking opportunity. But, those agencies who truly understand the industry in which their clients operate will be most successful. Knowing the right terminology and the right people to talk to allow for efficient and quality work.
3) Align their activities with your corporate strategic goals. Some people say winning any award is good, but make sure you’re asking the question, “How does winning this award positively affect my business?” If your agency doesn’t know the answer to that, then it might be time to look elsewhere.
4) Serve as strategic counsel. You want an agency that serves as an extension of your staff. One that you can listen to, that serves as your eyes and ears of the industry. You should trust them to give you an honest, well thought out opinion and go to them for a trusted, outsider view.
5) Be proactive. There’s nothing worse than constantly telling an agency what to do. A great agency looks ahead and presents opportunities and trends well ahead of the curve so that you have the best chance of making a splash.
So, as you’re planning for 2010, make sure your agency is doing the above, and if you find they aren’t, give us a call!
1) Make you look smarter. You are busy. You don’t have time for everything. Your agency should be coming up with ideas and being creative—in turn providing you the tools to do your job with great success, in essence, making you look smarter.
2) Know your industry. Most agencies can write a press release, or submit a speaking opportunity. But, those agencies who truly understand the industry in which their clients operate will be most successful. Knowing the right terminology and the right people to talk to allow for efficient and quality work.
3) Align their activities with your corporate strategic goals. Some people say winning any award is good, but make sure you’re asking the question, “How does winning this award positively affect my business?” If your agency doesn’t know the answer to that, then it might be time to look elsewhere.
4) Serve as strategic counsel. You want an agency that serves as an extension of your staff. One that you can listen to, that serves as your eyes and ears of the industry. You should trust them to give you an honest, well thought out opinion and go to them for a trusted, outsider view.
5) Be proactive. There’s nothing worse than constantly telling an agency what to do. A great agency looks ahead and presents opportunities and trends well ahead of the curve so that you have the best chance of making a splash.
So, as you’re planning for 2010, make sure your agency is doing the above, and if you find they aren’t, give us a call!
Thursday, October 29, 2009
SUPERCOMM or SUPERGONE
When I first sat down to write a blog about SUPERCOMM 2009, I started writing about all the things that went wrong this year that made the show…lackluster. To be fair, we had several clients tell us that while they had fewer meetings than they would have liked the quality of the meetings they had were good. The press and analyst community seemed pretty bored though with the meetings they had and the general quality of the news released at the show.
Part of this is a result of firms like ours that cautioned our clients about SUPERCOMM 2009’s viability as an industry news cycle and our counsel to make announcements prior to the show instead of at the show itself. After viewing several versions of the press list, and talking with editors and analysts about their attendance, we were concerned who from the press community was going to actually show up.
But instead of focusing on the past and bemoan what could have been, I wanted to provide my top ten ideas that can make SUPERCOMM relevant again.
Top Ten Ideas to Make SUPERCOMM 2010 Relevant Again!
1. Focus on a segment of the market and do it better than anyone else. Wireless, mobile and Ethernet are well covered with other events and the time when SUPERCOMM could be the “one” show are over. Applications and services are options for focus that will keep the content fresh as the market evolves. The equipment vendors need to rethink how they approach the show to align what their technology does with what the service providers want to offer.
2. Release the Service Provider Hounds! The US Telecom Association needs to do a better job promoting the show, and the benefits of attending, to its entire member base instead of focusing on AT&T and Verizon. As Carol Wilson of Light Reading points out in her blog "How to Save SUPERCOMM" neither AT&T nor Verizon need SUPERCOMM but other service providers certainly the equipment vendors would benefit from a more dense service provider presence.
3. Less focus on pleasing the gorillas. More focus on innovation and standards would help level the playing field with SUPERCOMM instead of focusing on the standard topics that appeal to the industry’s big vendors. In the past, SUPERCOMM did a fantastic job getting industry groups to run live interop and service demos. These programs allow smaller vendors to expand their presence and enables service providers to see combinations they might not have otherwise.
4. Start marketing now, I mean yesterday. I know there were some changes with show management but I didn’t receive any pre-show conference information until four weeks before the show and I’ve gone for the last nine years. The conference programming under Jason Meyers was strong and could have been used more effectively.
5. Show the love to those that came. SUPERCOMM could, and should, offer incentives to companies that helped make this year happen. Moving the show from June to October on short notice, changing the date structure to end on a Friday, was not popular. Folks that stuck by SUPERCOMM should get something, for you know, the effort.
6. Challenge Keynotes/Vendors to be Provocative. SUPERCOMM used to be a show where big news happened, the kind of stuff that got everyone buzzing. That was missing this year. SUPERCOMM should start working with key players to help them understand what it will do to ensure it a powerful industry news cycle next year.
7. Be honest. The SUPERCOMM 2009 website states “SUPERCOMM 2009 was a hit!” Sure, a base hit, but people want the show to be a home run. Trying to make this year out to be anything other than a small success is disingenuous and will do little to help people understand that SUPERCOMM understands the work ahead and what it needs to do to rebuild the brand.
8. Get the Press Back. Nothing creates buzz about an event than stories run on trusted industry news sites that starts with “Today at SUPERCOMM…..” SUPERCOMM needs to get the press and analyst community back to the show. While all the major publication had people there, no one had folks there in force.
9. Go Social. SUPERCOMM should set up its own new aggregation site and tap into the various social networks to drive awareness and promote the show, its participants and the conference programming. Many of the companies that exhibited and/or spoke have a presence on one or more social networks. To be fair, SUPERCOMM was on Twitter and Facebook but with only 125 Facebook fans, they are clearly not connecting.
10. Get regular input. SUPERCOMM needs to conduct a brand audit to understand what its brand identity is today and then develop an integrated marketing and messaging program that helps them become what they want to be. Without a concerted effort, based a realistic understanding of where they stand today in the minds of the industry’s decision makers with two key groups – the marketing folks that commit the spend and the operations and engineering folks that are looking to buy – SUPERCOMM is in danger of becoming SUPERGONE.
Part of this is a result of firms like ours that cautioned our clients about SUPERCOMM 2009’s viability as an industry news cycle and our counsel to make announcements prior to the show instead of at the show itself. After viewing several versions of the press list, and talking with editors and analysts about their attendance, we were concerned who from the press community was going to actually show up.
But instead of focusing on the past and bemoan what could have been, I wanted to provide my top ten ideas that can make SUPERCOMM relevant again.
Top Ten Ideas to Make SUPERCOMM 2010 Relevant Again!
1. Focus on a segment of the market and do it better than anyone else. Wireless, mobile and Ethernet are well covered with other events and the time when SUPERCOMM could be the “one” show are over. Applications and services are options for focus that will keep the content fresh as the market evolves. The equipment vendors need to rethink how they approach the show to align what their technology does with what the service providers want to offer.
2. Release the Service Provider Hounds! The US Telecom Association needs to do a better job promoting the show, and the benefits of attending, to its entire member base instead of focusing on AT&T and Verizon. As Carol Wilson of Light Reading points out in her blog "How to Save SUPERCOMM" neither AT&T nor Verizon need SUPERCOMM but other service providers certainly the equipment vendors would benefit from a more dense service provider presence.
3. Less focus on pleasing the gorillas. More focus on innovation and standards would help level the playing field with SUPERCOMM instead of focusing on the standard topics that appeal to the industry’s big vendors. In the past, SUPERCOMM did a fantastic job getting industry groups to run live interop and service demos. These programs allow smaller vendors to expand their presence and enables service providers to see combinations they might not have otherwise.
4. Start marketing now, I mean yesterday. I know there were some changes with show management but I didn’t receive any pre-show conference information until four weeks before the show and I’ve gone for the last nine years. The conference programming under Jason Meyers was strong and could have been used more effectively.
5. Show the love to those that came. SUPERCOMM could, and should, offer incentives to companies that helped make this year happen. Moving the show from June to October on short notice, changing the date structure to end on a Friday, was not popular. Folks that stuck by SUPERCOMM should get something, for you know, the effort.
6. Challenge Keynotes/Vendors to be Provocative. SUPERCOMM used to be a show where big news happened, the kind of stuff that got everyone buzzing. That was missing this year. SUPERCOMM should start working with key players to help them understand what it will do to ensure it a powerful industry news cycle next year.
7. Be honest. The SUPERCOMM 2009 website states “SUPERCOMM 2009 was a hit!” Sure, a base hit, but people want the show to be a home run. Trying to make this year out to be anything other than a small success is disingenuous and will do little to help people understand that SUPERCOMM understands the work ahead and what it needs to do to rebuild the brand.
8. Get the Press Back. Nothing creates buzz about an event than stories run on trusted industry news sites that starts with “Today at SUPERCOMM…..” SUPERCOMM needs to get the press and analyst community back to the show. While all the major publication had people there, no one had folks there in force.
9. Go Social. SUPERCOMM should set up its own new aggregation site and tap into the various social networks to drive awareness and promote the show, its participants and the conference programming. Many of the companies that exhibited and/or spoke have a presence on one or more social networks. To be fair, SUPERCOMM was on Twitter and Facebook but with only 125 Facebook fans, they are clearly not connecting.
10. Get regular input. SUPERCOMM needs to conduct a brand audit to understand what its brand identity is today and then develop an integrated marketing and messaging program that helps them become what they want to be. Without a concerted effort, based a realistic understanding of where they stand today in the minds of the industry’s decision makers with two key groups – the marketing folks that commit the spend and the operations and engineering folks that are looking to buy – SUPERCOMM is in danger of becoming SUPERGONE.
Friday, October 23, 2009
What You See is What You Get?
Over the last couple of months there have been stories in the New York Times and CNN focusing on the ethical relationship between advertisers and bloggers. First, the National Advertising Review Council called out two different blogger sites for their so-called product reviews and not mentioning the fact that these products were actually owned by the company running the site. More recently, the Federal Trade Commission announced blogger rules as part of revisions to the agency's Guides Concerning the Use of Endorsements and Testimonials in Advertising to address this specific issue.
Why is this important? When the line between journalistic blogger and advertiser is clearly being blurred, it is important for the organizations policing these types of activities to step up and do something about it for both the integrity of the site and for fair disclosure to the reader. Bias is what taints the blogger community in any industry and readers need to understand where a blogger’s bias lays. Readers can dig a little deeper and uncover the other relationships a blogger has that might impact their objectivity in their writing. This is something we did this summer when Connect2 called out a technology blogger for his rants against press releases and the way they are written. When we dug a little deeper we found that this blogger was also a marketing director for a company and was guilty of doing exactly what he was ranting against. In this case, the digging showed the irony of the situation, but it also highlighted his bias.
One of the ways Connect2 Communications has always measured the credibility of bloggers is by looking at the other ways they are credentialed in the industry. For example, they are a journalist writing for an industry publication or an analyst who writes his own personal blog in addition to the research work his does for his firm or the conference organizer sharing her thoughts on the industry as a whole. We believe when a blogger has another identity in the industry it lends more credibility to their work and you know that you are working with a more legitimate resource.
Bloggers are still a relatively new phenomenon in the world of press relations, but they are becoming a much stronger voice and relevant player within many industries. As a marketing manager looking for advocates within the industry, you need to be careful who you work with so you can be assured that what you see is really what you get.
Why is this important? When the line between journalistic blogger and advertiser is clearly being blurred, it is important for the organizations policing these types of activities to step up and do something about it for both the integrity of the site and for fair disclosure to the reader. Bias is what taints the blogger community in any industry and readers need to understand where a blogger’s bias lays. Readers can dig a little deeper and uncover the other relationships a blogger has that might impact their objectivity in their writing. This is something we did this summer when Connect2 called out a technology blogger for his rants against press releases and the way they are written. When we dug a little deeper we found that this blogger was also a marketing director for a company and was guilty of doing exactly what he was ranting against. In this case, the digging showed the irony of the situation, but it also highlighted his bias.
One of the ways Connect2 Communications has always measured the credibility of bloggers is by looking at the other ways they are credentialed in the industry. For example, they are a journalist writing for an industry publication or an analyst who writes his own personal blog in addition to the research work his does for his firm or the conference organizer sharing her thoughts on the industry as a whole. We believe when a blogger has another identity in the industry it lends more credibility to their work and you know that you are working with a more legitimate resource.
Bloggers are still a relatively new phenomenon in the world of press relations, but they are becoming a much stronger voice and relevant player within many industries. As a marketing manager looking for advocates within the industry, you need to be careful who you work with so you can be assured that what you see is really what you get.
Wednesday, September 2, 2009
Measurable Metrics that Matter Most
Try saying that five times fast.
Whenever we get ready for a pitch meeting, we debate the issue of metrics. Potential clients always ask, “so how can you tell if it’s working?” Some folks in our industry will tell you it’s about impressions or “eyeballs” if they like to metric around online stats. Some will compare the prices of advertising vs. the editorial space devoted to your company. Some will even try to claim that the number of press release pickups is what’s really important.
Well, I think they are wrong. Dead wrong, wrong as wrong can be. The measurements listed above are tactics, not metrics. A PR firm should have an internal goal that they will help generate up to XXX press release pickups for each release. To accomplish this, they can leverage Search Engine Optimization (SEO) techniques, post the release to various news aggregation sites, and Tweet about it.
The ad comparison I don’t really get as meaningful simply because it’s not an apple to apples comparison, or at least not a Granny Smith to a Golden Delicious comparison. Both advertising and PR have a role to play and sometimes they overlap when the marketing objective is brand or market pull. But an ad’s content is controlled and orchestrated while a news article is objective and unbiased. Both can move markets but the measurement seems false and simply a way to protect PR as it relates to a bigger advertising spend.
PR metrics should be about how the program or programs help a company achieve its business and marketing objectives. If your company’s marketing objective is to be considered a “thought leader” in your market, then the metrics should measure the program’s success in making that a reality. For example, if thought leadership is the objective, you might want metrics like:
1. Have three industry analysts willing to support company announcements with supporting quotes about the company’s leadership in ABC market.
2. Have the company’s Point of View (POV) included in part of four industry trend stories where it can articulate its opinion about a market issue or trend.
To make the first metric achievable, the PR firm might have to set up briefings with ten analysts over the course of six months to find people that believe in the company, understand the market and whose opinion can help shape the public debate.
To make the second metric achievable, the PR firm will have to know what reporters are writing about, and not writing about, certain subjects and how your company can help the reader better understand the issue. Then the PR firm has to set up an internal system that keeps them in regular contact with reporters and industry issues come up (think Broadband Stimulus, Net Neutrality or Hacker Days) so that your company is top of mind.
There are dozens of ways a PR agency will want to metric the programs they create for you, just make sure those metrics measure how the program helps your company achieve its market and business objectives, not theirs.
Whenever we get ready for a pitch meeting, we debate the issue of metrics. Potential clients always ask, “so how can you tell if it’s working?” Some folks in our industry will tell you it’s about impressions or “eyeballs” if they like to metric around online stats. Some will compare the prices of advertising vs. the editorial space devoted to your company. Some will even try to claim that the number of press release pickups is what’s really important.
Well, I think they are wrong. Dead wrong, wrong as wrong can be. The measurements listed above are tactics, not metrics. A PR firm should have an internal goal that they will help generate up to XXX press release pickups for each release. To accomplish this, they can leverage Search Engine Optimization (SEO) techniques, post the release to various news aggregation sites, and Tweet about it.
The ad comparison I don’t really get as meaningful simply because it’s not an apple to apples comparison, or at least not a Granny Smith to a Golden Delicious comparison. Both advertising and PR have a role to play and sometimes they overlap when the marketing objective is brand or market pull. But an ad’s content is controlled and orchestrated while a news article is objective and unbiased. Both can move markets but the measurement seems false and simply a way to protect PR as it relates to a bigger advertising spend.
PR metrics should be about how the program or programs help a company achieve its business and marketing objectives. If your company’s marketing objective is to be considered a “thought leader” in your market, then the metrics should measure the program’s success in making that a reality. For example, if thought leadership is the objective, you might want metrics like:
1. Have three industry analysts willing to support company announcements with supporting quotes about the company’s leadership in ABC market.
2. Have the company’s Point of View (POV) included in part of four industry trend stories where it can articulate its opinion about a market issue or trend.
To make the first metric achievable, the PR firm might have to set up briefings with ten analysts over the course of six months to find people that believe in the company, understand the market and whose opinion can help shape the public debate.
To make the second metric achievable, the PR firm will have to know what reporters are writing about, and not writing about, certain subjects and how your company can help the reader better understand the issue. Then the PR firm has to set up an internal system that keeps them in regular contact with reporters and industry issues come up (think Broadband Stimulus, Net Neutrality or Hacker Days) so that your company is top of mind.
There are dozens of ways a PR agency will want to metric the programs they create for you, just make sure those metrics measure how the program helps your company achieve its market and business objectives, not theirs.
Subscribe to:
Posts (Atom)
Posts
