To Everything There is a Season (By Tori Brown)

If you haven’t already figured out by now, public relations professionals always seem to find a way to tie their client’s product or service in with what’s going on in the larger world. Sure, some of them stretch a bit, like the time we saw a press release about constipation and Valentine’s Day from a fiber supplement company. Yet, others know the key to being noticed is to figure out what the reporter is likely to be writing about, and then be right there when they need a source.

“But how will I know what a reporter is going to be writing about?” you ask. Just look at the calendar. Chances are the month or season will dictate several reporters’ choices or assignments on what to cover.

Smart marketers know that the media often recycles. And that means the same types of story ideas are reused year after year. How many times have you seen the same story about last minute taxpayers racing to the post office? We once read a story on how a national pizza chain promoted a new location (and got tons of free press) by delivering fresh pizzas to those weary late filers waiting in line.

Take a quick assessment of your own business. Is there a way to easily tie your business to a season or holiday? If not, try to think up some new novel ideas. If you’re selling Christmas-themed merchandise, why not try to do a “Christmas in July” sale? It’s easy, it’s fun and it’s just a little unusual- all things the press loves.

With a little effort, you can find using seasonality can be an advantage, rather than a restriction, to your public relations efforts.

 

Here are some tips to get you started: 

• Go where the people are: If you’re trying to introduce a new product in the summertime, don’t sit around in the mall waiting for people to come to you. Set up a stand at a concert or fair, or go to the beach to promote yourself.

• Be All-American: If your product is made in America, tie into holidays like the Fourth of July or Labor Day.

• Do some good: Charities always need help, but they especially feel the crunch around holidays. Donate your products, service or just your time to help out. Not only is it a terrific press opportunity, but you’ll feel great afterwards as well.

Tori Brown is an Account Executive with Marx Communications, a public relations and marketing communications firm that helps B2B companies and individuals build their brands. For more information, please contact Tori tori@marxcommunications.com or 203-445-2851. To boost your business and learn more about our coaching service, email wendy@marxcommunications.com.

Timing is Everything (By Martin Arnold)

In the world of promotion and marketing of high fashion there is a saying: “Front page news makes front page fashion.” What that means is that events occurring in the outside environment will impact what people will be wearing the next season. This concept extends beyond of the world of fashion and should be looked at as you market your product or service.

For example, a client who sells homeowners insurance uses the news media to remind people of the steps they need to take as the hurricane season approaches. Each May, the news media reports on the number of hurricanes that are predicted to hit the East Coast and the Gulf states. Because the client’s products tie in with the hurricane prediction story, the media recognizes that the client’s advice is a helpful source of information for their audience.  A designer of miniature lighted collectibles will take advantage of the Christmas season. Strawberry producers look for ways to get the media’s attention when their crops are in. Even the IRS uses seasonality. Each year before the tax filing deadline, the IRS finds heightened interest in the information it releases.Sometimes an event or a change in the environment offers an opportunity for promotion. A program that supports carpooling, for example, would be more likely to be publicized after a hike in the cost of gas or following a government report on traffic congestion. An environmental consultant will be more successful if he ties his news to statistical information about how recycling benefits the environment. 

The possibilities are endless. Seasons, holidays, events, trends, reports, unusual weather, just about anything that happens in the outside world can serve as a news hook for gaining product exposure and for building your reputation as an expert in your particular field.

To boost your business and learn more about our coaching service and ebook for entrepreneurs, email Martin Arnold mharnold@sbcglobal.net.

Using a Seasonal Marketing Theme (By Melissa Wall)

Some businesses lend themselves readily to a seasonal marketing approach such as tax preparation in April or heating system check–ups in Winter. But what if your business does not have an obvious link to Spring, Summer, Fall and Winter? Can you create one? 

All businesses have cycles – it’s just a question of when. So, rather than compete with a myriad of other firms all touting the same top ten tips at the same time, you might consider creating your own season. Look for connections between your natural business cycle and holidays, seasonal food items or activities, history, weather–related disasters, or social causes. Then create a marketing program that ties both your product/service with the selected seasonal issue. Try to pick a month where not much traditionally happens and there is less competition for media and customer attention.

Seasonal Ideas

1. Quirk works such as “Christmas in July”.

2. Create the “The Season for ….fill in the blank…”

3. Organize an event around a charitable cause such as a summer food drive when food banks are traditionally short of donations.

4. Play on the words “ four seasons” to actually mean all year round, such as “The Four Seasons of Hope” – Yankees Manager, Joe Torre, uses this tag line for his Safe at Home Foundation.

For more information about fostering connections with your customers through target marketing, contact Melissa Wall, Marketing With Distinction, LLC, melissa@distinctmarketing.com or 203–888–9995.

On Being an Adjunct Professor… (By Melissa Wall)

I’ve been an adjunct professor for five years. I teach Introduction to Marketing and Communications to students in the accelerated undergraduate degree program at Mercy College in White Plains, New York. It’s a private college in an urban setting and has both full–time and part–time students, many of whom are older adults looking to complete or enhance their education.

There are lots of reasons to be an adjunct – although money isn’t one of them. You could probably earn more per hour creating grande lattes at Starbucks. But nothing compares to the rush of seeing the light go on in a student’s eyes, or knowing that you influenced someone’s opinion about a subject that is close to your heart. 

Personally, I like the challenge of trying to cram 12 weeks of learning into eight and making the classes interesting enough to keep everyone awake for four straight hours. It’s also a refresher for me. I get to revisit the principles of marketing once a year and remind myself of what I need to do better. 

Certainly some cohorts are better than others in terms of interest level, and there’s always a broad spectrum of capability just as there is in any group. After only a couple of classes I can usually tell who will be an A, B or C student. And, of course, there’s no shortage of excuses as to why the homework hasn’t been done, so you can’t be soft touch! All things considered, teaching at the college level is a great way to give back to the community, and to the next generation, while enhancing your professional credibility. I encourage everyone to give it a try.

For more information about how you can improve your marketing efforts, contact Melissa Wall, Marketing With Distinction, LLC, melissa@distinctmarketing.com or 203–888–9995.

College Teaching is Rewarding but Beware of Seat-fillers (By Martin Arnold)

Teaching the workforce of tomorrow at the college level can be an educational and rewarding experience for those who take the time to do it. Adjunct professors comprise upwards of half the teaching staff at many colleges. If you are qualified, most schools would be interested in speaking with you about working as an adjunct. However, there are perils to consider though before committing to this route.The pay is low, the work load can be daunting and some students are problematic. Outweighing these negatives are the rewards of actually changing someone’s life and career to a more positive direction. Over the past 10 years we have instructed hundreds of college students in marketing, PR, communications and public speaking. Many still keep in touch and have gone on to outstanding careers utilizing these skills.

In every class of 20-25 though there are always one or two “clunkers,” we call them seat-fillers, with attitude issues that make one take pause. After all, university courses are expensive and voluntary so it is a mystery why a few attitude-challenged students even bother.

In that vein, there are sound reasons why some can’t attend class or fulfill their assignments. We understand work-related travel and outright illness can interfere. But beyond those reasons we have compiled the more “creative” excuses. For example, every semester we lose one or two grandfathers. What makes it interesting is that over the years we have never lost a grandmother (too sad). Grandfathers seem to be expendable.

Others include:

“I fell off the roof.”
“I had a serious infection from a ferret bite.”
“My aunt gave birth and I had to attend.”
“My friend had a traffic mishap and I had to be with her in the hospital.”
“My parents wouldn’t let me drive in the rain.”
“I have scheduled electroshock therapy.”

Despite some frustrations, helping tomorrow’s professionals achieve their goals is worthwhile. So if you ever have a chance to teach a class or present at one, grab the opportunity.

To boost your business and learn more about our coaching service and ebook for entrepreneurs, email Martin Arnold mharnold@sbcglobal.net.

What They Don’t Teach You in School (By Tori Brown)

What’s the main difference between taking a class on public relations and actually practicing it? Well, there are quite a few differences. For instance, how often do you have to take a mid-term in real life? However, the biggest difference comes down to clients. Face it, in school, you just don’t have them.

Granted, some schools have programs where students will run a PR or advertising firm, but those programs are few and far between. The majority of students’ “clients” are in fact, their professors. Without learning some basics of client service, students then enter the job world basically unprepared to deal with “real-life” clients.

So we’ve compiled a list of important rules to remember, whether you are new to your industry or just need a brush-up on continuing to provide your clients/customers with the best service possible.

• The customer is always right. We’ve all heard this one before. However, sometimes it is hard for a client to look at a decision objectively since they are so far immersed in the business. Try suggesting they take some time to think about an idea you propose to or try to bring it up another time. While this may help some clients realize your idea is brilliant, others will not budge. Don’t push them.

• Be accessible. I’m not saying your clients have to have your email, home phone and your significant other’s cell phone. However, DO check regularly whatever avenues you have given people to contact you, be it your cell phone or e-mail address. If you plan to be unavailable for a sizeable amount of time, then incorporate this into your answering machine or set up an automatic e-mail response. Leaving the name of someone else who can help or when you’ll be back is helpful too.

• Admit if you’ve made an error. There is nothing worse that trying to cover up an error, whether it’s something major or not. If your client finds out from someone other than you that there is a problem, you’ll no longer have their trust, and perhaps their business. If you fess up, you have the chance to right any errors, and that’s much more admirable.

Tori Brown is an Account Executive with Marx Communications, a public relations and marketing communications firm that helps B2B companies and individuals build their brands. For more information, please contact Tori tori@marxcommunications.com or 203-445-2851. To boost your business and learn more about our coaching service, email wendy@marxcommunications.com.

Ethical Practices: Where clichés and guidelines often fail (By Martin Arnold)

“Do the right thing” is a phrase popularized by noted radio psychologist Dr. Laura Schlessinger. On the radio it sounds easy, but in real life problems are far more complex. For example, if you are in PR or marketing and you are asked to promote a product that you personally oppose, such as cigarettes or alcohol, what is the right thing to do?

It is not illegal to support such products, millions of people purchase both every day. Moreover, there are other values to consider like the value of continuing to provide for home and hearth and your other on-going responsibilities. Sometimes one can negotiate a change of assignment, but not always. In such cases it comes down to the individual to make a hard choice that is the “right thing” either way.

“Just tell the truth” is another phrase one sometimes is advised to do in the face of an ethical dilemma. Like “do the right thing,” this also is not as easy as it sounds. In some circumstances there are serious legal risks, disclosure or privacy issues can come into play. At times though, public interest can override any of these issues and, if so, it comes down to the individual to make that hard choice.

We know of one situation where a crime was committed the effects of which threatened a large number of employees. Law enforcement officials did not want details of the crime reported. In that case the CEO risked jail time to advise employees what the situation was. Fortunately it turned out to be exactly the right thing to do, but it was not easy to see at the time. 

In another instance a gas leak from an industrial plant compromised homeowner property. Despite instructions from the legal department to keep mum, the spokesperson chose to admit publicly what had happened and that the company would take responsibility for damages. In that case the spokesperson was rewarded for his effort, but in a different company facing the same circumstances, he would have been fired on the spot.

Codes of conduct can sometimes be a help in these situations. Typically they cover an organization’s value structure, information flow, competitive practices, disclosure, privacy, conflict of interest and other principles. 

But whenever people set out to defraud, no code of conduct, statement of ethical principles or legal statutes are going to stop them. In our experience, companies like this are few and far between.

While correct ethical practices are not always easy to discern, there is one we think stands the test of time. If your contemplated action were to be reported on the front page of your local newspaper and you would be embarrassed about it, don’t do it!

To boost your business and learn more about our coaching service and ebook for entrepreneurs, email Martin Arnold mharnold@sbcglobal.net.

Marketing Ethics (By Melissa Wall)

Some people might say that marketing and ethics are a contradiction in terms. After all, aren’t we marketers responsible for all the advertising that “makes” people and their kids acquire stuff they don’t need….another fast food hamburger, another credit card and the latest must–have toy?We could argue about the social aspects of marketing, but no one is forced into buying anything. If there is too much trans fat in a product – don’t buy it; if you don’t like a company’s business practices, then buy elsewhere. Eventually a company gets the message. Without moralizing, ethics in marketing to me is more about conduct. It starts with a company that creates a product or service that does what it’s supposed to, is built and packaged responsibly so no one gets hurt using it. It’s about not cutting corners to inflate the bottom line. Today, companies that engage in questionable practices are at the mercy of bloggers, whose ramblings can spread quicker than you can say “viral marketing.”

Our Top Five Ethical Considerations

1. Bait and Switch. Deliver what was promised.

2. Exaggeration. Don’t inflate capabilities or results. Eventually, it backfires. 

3. Plagiarism. If you cite someone else’s idea, writing or prior work, give them credit. 

4. Pretexting. Don’t ask an advertising agency, PR firm or other marcom vendor to provide specific ideas about a campaign and then implement those ideas without hiring or paying the vendor, or use their ideas to find a lower cost provider. The original vendor legally owns those ideas and could sue.

5. Badmouthing the Competition. You can point out product differences but just not slam them publicly. It’s bad form and nobody wins.

Our personal favorite is number four, what’s yours?.

 

For more information about how you can improve your marketing efforts, contact Melissa Wall, Marketing With Distinction, LLC, melissa@distinctmarketing.com or 203–888–9995.

How Would You Hold Up Under the Microscope? (By Tori Brown)

Unethical public relations tactics and how to avoid them

It often seems that the field of public relations gets a bum rap. How many times have you heard the term “spin doctors” used to describe those that work in the profession? We’ve even heard people mumble “public relations” as if they’re ashamed, when asked what job field they are in. 

 

So why does the field of public relations have such a stigma attached to it? We believe much of it has to do with several dishonest, unethical practitioners giving the rest a bad name. Here are two recent examples:

• Edeman/Wal-Mart blog: In late 2006, Edelman, a large
  public relations firm, ran at least three blogs praising 
  its client Wal-Mart, all of which were fraudulently presented as being written by Wal-Mart employees or supporters. This misrepresentation led to a lot of negative press for Edelman and Wal-Mart, once the connections were exposed. We’re pretty sure that’s not the type of press Wal-Mart thought Edelman would get them when they hired the firm.

• Misuse of Wikipedia: We recently looked up something on the site, and found that the page was overrun with quotes and links attributed to people we had never heard of. Once we checked the links, we realized that many of these so-called experts were using Wikipedia as their own personal advertising tool, clearly violating the online encyclopedia’s terms. We tried to clean up the page a bit, but the very next day all the links were back. Not only was this irritating to us as readers, but it was flagrant misrepresentation to pass yourself off as an expert when you’re not. 

Of course, we can’t spend all our time cleaning up other folks’ lies, but we can make sure that we can operate in an honest, open way in our own public relations efforts. Here are some tips to keep in mind:

• Do not offer bribes to the press. Saying to an editor, “If you write a story on me, I’ll buy advertising space,” will probably lead to a quick end to the conversation. The advertising and editorial sections are most often run by completely different departments and have little to do with each other.

• If you make a mistake (An employee is hurt, a product is recalled, etc.) come clean. Staying silent only kicks people’s imaginations into overdrive and may fuel the fire. Having a crisis communication plan can help.

• Always remember to disclose your identify and relationships upfront. You don’t want reporters or consumers to dig them up later and discover conflicting interests. 
  

Tori Brown is an Account Executive with Marx Communications, a public relations and marketing communications firm that helps B2B companies and individuals build their brands. For more information, please contact Tori tori@marxcommunications.com or 203-445-2851. To boost your business and learn more about our coaching service, email wendy@marxcommunications.com.

Networking: Truth or Delusion by Martin Arnold

Do you really understand what networking is all about? Take this truth or delusion test to find out.

Anyone in business knows about the value of networking. While the word itself is overused, until a better term comes along, networking defines a valuable tool for business and personal success.

Expert in networking Dr. Ivan Misner, founder of BNI, the world’s largest and most successful networking organization, writes about the many delusions that surround the subject.

Label each one of Mark Misner’s 10 statements below “truth” or “delusion, and see the bottom for how well you did.

1. Networking is a fad.

2. If you provide good customer service people will refer business to you.

3. Word-of-mouth advertising is always working.

4. The best way to ensure referral success is to follow the Golden Rule: treat your referral source the way you would like to be treated.

5. It’s best to limit the number and types of networking groups to which you belong.

6. When you give referrals to others, you can expect them to give you referrals to you.

7. When one of your business relationships passes you a referral that means the prospect is ready to hear a presentation on your product or service.

8. If you join groups and organizations and become active, the members will get to know you and refer business to you.

9. It’s not what you know, but who you know.

10. You can network at any time, even at a funeral.