Tag Archives: marketing

Blog Notes: Life in LA, Fuel, Marketing & Food Trucks

Posted on March 4, 2013 by | Leave a comment

roundup5Blog Notes is a weekly helping of blogs recently reviewed on PR Newswire for Bloggers. Would you like your blog reviewed? Tweet PR Newswire media relations manager Christine Cube at @PRN4Bloggers.

The Daily Truffle is a Los Angeles social diary and has been called “the most knowledgeable blog about life in L.A.,” by the Hollywood Reporter. The site receives more than 100,000 unique visitors monthly and features more than 20 contributors. “The Daily Truffle is known to be the first port of call for anything trending or about to trend in the L.A. tastemaker circuit,” the blog says. The blog speaks frankly about its status: ”The site has no office, no phone number, and doesn’t take meetings. Intel is submitted through upwards of 100 friends of the Truffle, loosely known as “Truffle Hunters.” Read the full review from PR Newswire for Bloggers here.

Fuels America is an initiative to demonstrate the value in having renewable fuel in the fuel supply. According to its blog, renewable fuel is “more important than ever – driving economic growth in communities that need it, improving our nation’s energy security and attracting millions in new technology dollars to invest in America’s future.” Put simply, this blog talks about the benefits of consumers pumping renewable fuel into their cars — it saves money, saves the country money, creates jobs, and protects the environment. Read the full review here.

Danny Brown is a blog geared toward social media marketing. It’s written by Brown, chief technologist with ArCompany and an award-winning marketer and blogger. “This blog talks about everything from social media, PR and marketing to making the most of the various online tools and communities,” the blog says. “It’s aimed at everyone.” Brown continues: ”The blog also looks at how you can combine marketing, PR, customer service and more with social media, and begin to change the way you and your clients or company does business. It offers suggestions, solutions and idea starters for you to take away and use for your own needs.” Read the full review here.

There’s a movement underway in the food industry. We’re talking actual movement here. Food trucks are all the rage in cities across the country. And Mobile Cuisine delivers “every must-read street food, food truck, food cart and food stand story bubbling up across the web.” Today on Mobile Cuisine, you can read about writing a food truck business plan, 5 Street Food Styles Any Food Truck Can Add to Their Menu, and Vote for the 2013 Food Truck Taco of the Year. There’s even an interactive map where you can search street food carts in your area. There also are resources and articles on how to make food trucks safer and more sustainable. Read the full review here.

Christine Cube is a media relations manager with PR Newswire and freelance writer. You can follow her @cpcube.

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CES 2013 – Technology Everywhere & PRN is Here!

Posted on January 7, 2013 by | Leave a comment

ces ma and natMy colleague, Natalie Bering (@nataliebering), and I (@malcolmatherton) are on the ground at CES 2013!

1.5 million square feet of electronics goodness.

150,000 expected attendees.

2 PR Newswire employees.

Over the next few days we will be bringing readers of Beyond PR insights into consumer electronics trends and their impact on reaching audiences, marketing communications best practices, and more.

Tweet Natalie or Malcolm with any questions, topic ideas, or requests for pens or screen cleaners….

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3 Basic Perceptions of Content You Should Have For Successful Marketing

Posted on April 24, 2012 by | 7 Comments

Adrian Parker (left), Brett Relander, Eddy Badrina, and Victoria Harres

When you bring three people together for a panel, who don’t know each other, chemistry is almost impossible.

I lucked out.

On April 3rd PR Newswire teamed up with the Business Development Institute to bring together three experts on content marketing in Dallas to share knowledge and thoughts on the subject. I had the pleasure of being the moderator for the event.

I expected good conversation from the group. What I didn’t expect, and have never done before, was to be taking notes as much as the audience while being on stage.

Although not planned, and completely at different points during the forum, each of our three experts made statements about how content should be perceived.

I took notes mentally and on paper and in the end I had a new perception, or perceptions that really help me in my approach to content.

Content As Food 

This came from Eddy Badrina, co-founder of Buzzshift: “You have to create/share content people actually want. Think of content as food for the mind. People want to be fed good content.” Brilliant, and so true. The most successful content marketers share information that is truly useful to people.

Eddy also said we should remember there are three types of content to share: (1) created content, which you create yourself or pay someone for, (2) contributed content, which can be attained from guest bloggers, and (3) curated content, which you do not own but can add context to when you share.

People want content that has value, but you don’t necessarily have to create it or own it to benefit from it. I myself share a lot of content on Twitter that I did not have a hand in creating, but I do curate what I find valuable, and hopefully the audience appreciates that.

Content As Opportunity 

Content gives you the opportunity to engage with your audience, an audience that may become customers, according to Brett Relander, co-founder of Tactical Marketing Labs.

If you post an intriguing and informative blog or video you audience will comment. They become engaged and you have the opportunity to respond and add strength to that relationship.

Guest blogging is one opportunity that should not be overlooked. Some may scoff that putting content on online property you do not own diminishes the value to you. Not so. Guest posting gives you access to audiences you would otherwise not be able to tap, and if you link back to your own property, say in your byline, then you will hopefully lead that audience back to where you might engage them further.

Content As a Service 

Adrian Parker said content should teach, illustrate and inform. It should be word-of-mouth worthy. Hence it is a service you are providing to your audience.

“Content is the currency of social media,” said Adrian, and oh how right he is. Look at all the most successful people doing content marketing. They are excellent content creators.

One might say that the content creators will inherit the Internet. Or perhaps they already have.

Adrian gave us one last bit of advice, to not look at content life in a straight line. Think of it in a cycle: distribute, post, and repurpose. Good content can always be repurposed because there is always an audience that did not receive it before. Just make sure you update for relevance.

In this blog post I’ve tried to follow the advice that Eddy, Brett and Adrian gave. I’ve tried to share information that is useful, that feeds, that opens the doors to opportunity and that serves our audience.

Let me know if I succeeded.

Victoria Harres is Director of Audience Development at PR Newswire, the main voice behind @PRNewswire, and a frequent speaker and writer on social media for business.

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5 Keys to Developing Your Organization’s Online Voice

Posted on March 8, 2012 by | 1 Comment

Brett Simon, Thomas Hynes, Victoria Harres, Christine Cube: Four people, one team, one consistent voice on @PRNewswire.

I regularly have people say that they know their business needs to be “doing social media,” but they just don’t know what  to say.

“I don’t want to make the mistake of making my organization sound silly,” they say, often with a pained look on their face.

Truth is, they have good reason to be concerned.

An organization’s online voice is what people “hear” from a brand through blogging, tweeting and community conversations. It’s what people engage with. It can give a brand a human connection to its audience. Or, if inappropriately done, it can confuse, or worse — irritate the  audience.

The latter, of course, you will avoid, and you can do it by keeping a few key things in mind.

Authenticity

People speak of authenticity quite often when talking about how brands should represent themselves online.

This may seem like a no-brainer, but it’s really much more than just being ‘verified’ on Twitter. It’s about being genuine.

Think of the last cocktail party or networking event you attended. Remember the people who came across as trying to be someone they’re not?

Don’t do that.

Your online voice should represent who and what your organization really is. This gains trust. And trust is not an option when building a credible voice.

Humanity

Your online voice should not sound like messaging from your legal department, and you certainly should avoid traditional PR and marketing jargon. It should represent the things your organization stands for and promote those things that benefit the business, of course, but you must say it in a human way.

Also, don’t forget those little human details like owning your mistakes with dignity and humility, and sharing some of the details of everyday life. But take care you don’t overdo the latter.

Remember, people want to connect with people. They want to have intelligent conversations. They want to know if they comment or reach out to a brand online that they will get a real human representing the organization responding in a genuine manner. A human manner.

Reflection of Culture

Every organization has a unique internal culture. It may include skateboard races with the CEO on Friday afternoons, or perhaps high standards of corporate social responsibilities.

Your culture should be reflected in your online voice. This is your organization’s “personality,” and it goes hand-in-hand with presenting a human identity online.

Credibility

Credible sources get respect. Respect gets you meaningful relationships. So be a source of useful, reliable information, and keep that content flowing on a regular schedule.

Remember that it doesn’t have to be all your own content. Promoting or linking to credible content (with appropriate attribution, of course) from other trusted sources would also gain you credibility.

Finally, don’t forget that part of being credible is being responsive. You can’t just be a megaphone of information. Traditional marketing is good for that.

If you want to have a strong voice online you must engage and be responsive to your audience.

Consistency

Whether you are writing a blog post for your company blog, a comment on an industry community site, posting a video to YouTube or a tweet on Twitter, your brand needs to have consistency of voice.

This gives your audience a sense of trust and comfort when connecting with you online. If you have an industry authoritative voice on your organization’s blog but a mostly silly and not very credible voice on Twitter, it will confuse people and certainly hurt your credibility.

Is it really that simple to create a credible voice for your organization online?

Yeah, pretty much.

Sure, there are lots more granular things to think about (details, details), and you may prioritize things a bit differently, but the five key points above will get you a long way to a strong online voice and a meaningful relationship with your audience.

Victoria Harres is Director of Audience Development for PR Newswire and the lead voice on @PRNewswire64. 

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How Public Relations Tactics Can Drive Top Line Business Results

Posted on March 7, 2012 by | 2 Comments

We use social media-friendly multimedia press releases to promote ebooks, white papers and events.

Public relations and communications pros are tasked at the highest level with keeping their brands visible, building mindshare and engaging their customers and prospects. But more and more these days, generating leads and driving revenue are the primary goals , which represent a real departure from traditional PR outcomes.

Reaching target audiences is essential to these efforts, and today’s PR tactics offer communicators the opportunity to develop traction with their audiences – and generate viral buzz – when used to create outcomes that traditionally have not been PR’s domain.   Here’s a look at some tactics, and examples.

  • Storytelling, with a purpose :  People share news and information voraciously on social networks.  Using a  friendly and informative storytelling approach when creating content enables brands to capitalize upon the opportunities to develop earned media credibility that viral sharing offers.  Embedding a specific call to action — such as offers to purchase items, download content or register for an event – within the content turns the from informative to transactional.
  • Multimedia:  We know that press releases with multimedia drive better results.  If you have multimedia assets available, use them to create a compelling experience for your reader.   In this example, PR Newswire used  a social media-friendly multimedia press release to promote an ebook.
  •  Press releases – There are times in the year when the press release editorial calendar dries up and you’re struggling to find new angles to promote to maintain visibility. White papers, webinars, articles on a website, blog posts and more are all excellent sources of ‘news’ when the editorial calendar hits that inevitable lull.  In the days of old, press releases were used simply to generate press; today, it’s a whole new world.  If you’re creating content for your organization, issuing a press release to promote a blog or draw attention to white papers  will keep your brand top of mind  on non-“news” days, bring you new audiences to engage with, and drive traffic to your website or blog, all while still helping you tell your stories.  We’ve been using press releases to promote blog posts, and as a result, have more than doubled blog traffic and subscribers.

PR is a cost-effective customer generation channel

It might be useful to look at this from the marketing perspective. Every marketer is looking for cost-effective ways to generate new customers.   Well guess what? Established public relations tactics – like press releases – are incredibly cost-effective when you think about the cost-per-lead (CPL ) .  For example, when we distribute a press release nationally to promote our own content, we see CPLs as low as $17.

And the bang for the buck doesn’t end with the great CPL – using press releases to promote content helps build your brand as a thought leader and expert in your particular industry or subject matter.  Maybe not as immediately quantifiable, but still worthwhile.

Creating a brand stream

Using content in marketing and communications is an effective means of building thought leader prowess within your industry.   It is also a terrific way to maintain control of your brand’s positioning in the otherwise uncontrollable Internet landscape.  But maintaining a stream of brand communications requires a constant flow of information that can be easily discovered, shared and acted upon.  Adding distribution as described above is a simple way to achieve this.  Whether it’s a white paper, a webinar, a blog post or simply driving traffic to your website, when you regularly issue a press release to drive visibility of this content, you will maintain a continual brand stream within natural search results, on thousands of websites, and numerous social networks.

So, even if you have no ‘news’ to share, consider how your organization might benefit from distributing content over an established online distribution network, and don’t forget to offer a meaningful call to action for your readers.

Author Rachel Meranus is PR Newswire’s vice president of marketing & communications.

Learn more about using PR Newswire’s online press release distribution network.  Utilizing the different options available from PR Newswire, you can  reach thousands of websites, search engines and social networks with your content.

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Tips for Effective Brand Journalism

Posted on February 22, 2012 by | 3 Comments

Recently I attended Social Media Week in New York. And one subject I heard a lot of people talking about was brand journalism. To some, those might be contradictory terms. But like journalism, marketing and advertising is about telling stories. And the most successful brands are those who tell their stories the best.

Or as Dan Abrams pointed out during his keynote, “All companies are media companies.” Basically, everyone has a story to tell. If you’re selling cars, lobbying for policy, or marketing a pre-existing brand, it’s all story-telling. Somewhere in every company’s strategy is the core message of what it is they do. Whether you call it brand journalism or content marketing, communicating message is just as important as any other business function.

Now, truthfully, it’s a little bit easier to find the story in the field of journalism. The only interests to keep in mind are the facts. And now before you take me to task in the comment section, I’m by no means saying journalism is easy. The process, however, is pretty straight forward.

Selling your brand’s story can be a little trickier. For one, people don’t always trust advertisements. Nobody wants to be “sold” something. Still, companies have to get their messages out there. So what’s to be done?

First of all, brand journalism should be transparent. Nobody likes being tricked. People like it even less when said trickery is aimed at their wallets. Brands that aren’t up front about what they’re selling will see their message tarnished. Their sales will probably take a hit, too. Commercials and marketing and advertising are all accepted. Sneakiness is not.

Second, a quality message will always be embraced. Take for example this Old Milwaukee advertisement starring Will Ferrell. We can see it’s a commercial. We know it’s the beer maker’s message. Still, the piece is a quality product. (Not to mention REALLY funny!) Old Milwaukee is obviously trying to sell cans of beer here. But, it’s also a great video. Personally, I’m not watching this because I like Old Milwaukee beer. Truthfully, I’ve never even had an Old Milwaukee beer. I’m watching this video – over and over again – because it’s a quality piece.

Finally, and most importantly, any PR messaging, be it marketing or advertising, should be beneficial to whomever it’s being offered. There’s nothing worse than being spammed by a pitch that doesn’t relate or resonate. Or as Amy Vernon, VP of Strategy at Hasai, says, “The best kind of PR is the kind that’s helpful. It’s not the profession of PR that gets vilified. It’s the B.S. that does.”

There might be a more graceful way of saying that last part. But you get the message.

Author Tom Hynes is PR Newswire’s manager of blogger relations. And as you may have guessed, he has a twitter account.

Learn more about how valuable content is the currency that fuels social media presences and conversations for brands.  Download our free whitepaper: Content: Marketing Currency That Accelerates Performance

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Becoming a Social Media Maestro

Posted on December 12, 2011 by | 1 Comment

Recently, we hosted a webinar with our friends from AdAge, Dell and Zendesk. The goal of the hour-long session was to help folks ‘Become a Social Media Marketing Maestro.’ By listening to your ‘social echo’, integrating social media into business practices, recognizing the value of good content, and overcoming the challenges inherit in real-time marketing, just about anyone can master this new way of doing business.

In my opinion, the most important thing to do is to listen. I hear a lot of people say, “I’d use twitter. But I don’t have anything to say.” First of all, that’s probably not true. But secondly, Twitter can (and should) be used to listen. No matter what industry you’re in, someone (a potential customer?) is probably talking about it on twitter. It’s basically free market research. And it’s happening in real-time.

But as Adam Brown from Dell was quick to point out, “Listening doesn’t mean a hill of beans if you’re not engaging with your audience and acting on it.” And the only way you can ‘act on it’ is by making social media an integral part of your business. At Dell, they’re embedding social media across the fabric of their entire organization. Their goal is to have all of their employees interacting in social media, representing their brand positively in everything they do. And it appears to be paying off. According to their research, every one of their Facebook fans is worth about $240 in sales.

Still, social media is a daunting arena. There are 572,000 new Twitter accounts every day. Every 4-6 days, 1 billion tweets are sent. And after all, not everyone is Dell. So how do you stand out from that crowd and get heard? According, to Tiffany Maleshefski of San Francisco’s Zendesk, the key is good content. “Think like an editor. It’s competitive out there. Write in headlines.” And forget the hard sell of traditional marketing. As she said, “If you’re good, people will pay attention to you.”

Now obviously, there’s going to be trouble out there. Someone somewhere is going to inevitably say something less than flattering about your brand. They’re called trolls. And they can’t be avoided. What can be avoided, though, is being in the dark about anything being said about you or your brand. What can be avoided is not having a strong strategy in place to successfully engage with that feedback. Criticisms can often lead to growth. You just have to make sure you’re in the right place to hear it.

To read more on the matter, check out our recent white paper.

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Advertising Blogs: Mad Men (and Women)

Posted on December 9, 2011 by | 2 Comments

Working as the blogger relations manager for PR Newswire, I come across my fair share of great blogs that cover a wide variety of subject matters and interests.  And as you might expect, some blogs are better than others. With that in mind and in an effort to highlight the better ones, I do my best to review one of these blogs every day.

This week my focus is on advertising blogs. To be honest, I am fascinated with advertising. And that’s not just because Mad Men is my favorite show. (Though, it is.) Advertising is a very subtle and complex art.  It’s part psychology. It’s part research. It’s part writing. Oh, and let’s not forget, it’s part buying stuff! Advertisers seek to know what motivates consumers. And these blogs seek to know what motivates advertisers. So with that in mind, let’s proofread our copy, check once more with the focus group and enjoy this brief roundup of some of the best advertising blogs I’ve seen lately.

The Inspiration Room is the online home for the advertising industry’s best and brightest work. The site draws from all over the world and hopes to deliver great examples of quality work. If I were to pitch this blog, I’d put my best foot forward and go with blue-ribbon material. Because getting something on here means it’s awfully good.  Check out the full review here.

Adverblog is one of the original advertising blogs. Started by Martina Zavagno, one of the blogs goals is to highlight her colleagues work in the field. In fact, the site accept submissions of great work to be featured. That’s definitely something to consider when pitching to them. Check out the full review here… It was written by PR Newswire’s Senior Editor, Mary Varano. Great job, Mary!

Adrants is a blog headed up by an industry veteran. He’s not afraid to tear apart a campaign he finds annoying. But he also has his finger on the pulse of the changes, individuals and work defining the advertising world. If I were to pitch this blog, I’d keep in mind that he’s been in the business for a long time, and isn’t afraid to say what’s on his mind. And if somehow you were able to be one of the things he likes, I’d count my lucky stars. Check out the full review here.

Agency Spy is the go-to resource for EVERYTHING to do with the advertising world. Plus, it’s run under the Media Bistro network of blogs, so you just know it’s a quality site. If I were to pitch this blog, I’d look for anything to do with advertising. Whether it’s brand campaigns or personnel announcements, this blog has it all. Check out the full review here.

Adland has been blogging about advertising since 1996, which makes it not only one of the oldest advertising blogs. It makes it one of the oldest  anything blogs.  If I were to pitch this blog, I’d also look for pieces on advertising that highlight quality work. However, you should know your stuff. This site is run by professionals who love to talk advertising. But be warned, that includes stuff they like, and stuff they don’t like, too. Check out the full review here.

That’s all for now. In the meantime, if there’s a blog I should be reviewing, drop me a line or a note in the comments, and I’ll take a look. Until next time…

Author Tom Hynes is PR Newswire’s manager of blogger relations. And as you may have guessed, he has a twitter account.

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The New Media: You & Me

Posted on May 9, 2011 by | Leave a comment

What is the changing role of the journalist?  What is the changing role of the PR professional?  How are marketing tactics evolving?  Are PR and marketing converging?  What is brand journalism and are brand journalists really journalists?  Is there journalism on Twitter?

These are the kinds of questions that I see in my Twitter feed and in the blogs I follow on a daily basis.  They are in fact the basis for the name of this blog, Beyond PR.

I have one answer for all of these questions.

It  is based upon the virtual obliteration of the traditional roles in the news and information cycle.  These were once pretty well defined.  There was first of all the source, maybe a government official, a celebrity, a corporate spokesperson, an event driven newsmaker or just the randomly discovered “man on the street.”

The source would be discovered and debriefed by the writer, the author, the journalist.  The re-packaged information was then delivered to the editor who was the curator of what news and information would pass to the next step in the process based on some knowledge of both what the audience wanted and of what they needed to know.  The last player was the reader, the consumer of the information whose input in the whole process was largely expressed by the outlets he or she chose to buy or watch.

Source → Writer → Editor → Reader

These roles were fairly distinct.  No more.  We are now all of the above.  That is true whether you’re an activist on the streets of Cairo or the voice of the Bronx Zoo cobra.

Your job title may be reporter or editor or it may be public relations manager or marketing manager or new media coordinator or social media specialist.  The skills needed to assume these positions are becoming one and the same and the functions of these jobs are looking more and more alike everyday.  You can’t hang one of the traditional roles on any of these, at least not if they are going to effective.  They all have to be able to identify what is important or interesting, be able to communicate about it and to listen, read, consume.  What they all are is communicators.

What is most interesting is the changing role of what I described above as the seemingly passive reader.  The distribution path that news takes now in fact starts with the reader.  The cliché is “the news finds you” but in reality you determine whether or not it can find you.

Whether you call it news or information or content, it has become unbundled.  It may still be packaged by editors or curators of publications and Web sites but the most effective curation has become individualized.  So the end user has become the starting point for the dissemination chain.

Search has done a lot to expedite this.  Content has been separated from its masthead, and the digital equivalent, and rises and falls based upon what the end user wants.  Social has made us all curators.  I bundle news from media organizations, favorite brands, and old college friends all under the masthead of my Facebook and Twitter pages.

I am reminded of a character in the Martin McDonagh play “The Cripple of Inishmaan.”  Johnnypateenmike knocks on the doors of residents in his small village and announces to them he has “three pieces of news.”  He needs to secure some consideration for his efforts as source, author and curator of that news, but after getting perhaps a piece of bread and a glass of wine, he reveals three pieces of gossip.  They of course have to be good, or no one answers the door next time.

This was set in 1934.  We digitalized that process.  And we’ve linked in everyone.  We gather, we curate, we broadcast and we do it on our own network.  How big, how influential is that network?  Well, your stuff of course has to be good.

Author Ken Dowell is PR Newswire’s Executive Vice President, Global Social Media Strategy & Audience Development.

Image courtesy of Flickr user Side-2

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The View from Hispanicize: Engaging Hispanic Consumers

Posted on April 15, 2011 by | Leave a comment

Team CaliEnte, winners of the PR Newswire at Hispanicize Engagement Scavenger Hunt with their prizes, Sprint Hotspots and Flip Videos.

If the need to drive Social Media programs from a PR perspective wasn’t evident before, the Hispanic PR & Marketing community surely brought it center stage at the Hispanicize conference last week in Hollywood, CA. Engagement from creating new Hispanic communities via digital platforms including Twitter and Facebook to how broadcast network portals connect with their audiences from TV screen to online screen, were hot topics.

CNN en Español Planning Producer, Felipe Estefan, was awaiting live audience feedback on his Twitter account – while presenting at the Hispanic Media Trends panel – to illustrate how he is using social media to better produce segments that connect with the network’s viewers. Marcella Sarmiento, Partnerships Planning Manager for AOL Latino, discussed how the portal is specifically engaging Latina women through their specialized content area- “Tu Voz en Tu Vida” (website name translates to “your voice in your life”) which aims to enable Hispanic women to connect and help each other locally for positive change.

The engagement theme continued with strong conference focus on the rapidly expanding trend of Latino bloggers as potential “brand ambassadors.” Our PR Newswire Multicultural Markets team tested the Latino marketers’ content engagement interests by creating a Scavenger Hunt during the conference. Participating teams had to search for attendees, speakers and sponsors, take photos or videos and post content to a specially created Facebook fan page. We partnered with Sprint and Casa Cristina to ensure participants had fun prizes as a reward for their engagement. Here is the page link to view all the new content including postings of the Team photos on Reuters’ Times Square sign in New York: http://www.facebook.com/home.php#!/prnewswireathispanicize2011

The conference also provided us an opportunity to introduce our own Hispanic market engagement platform, ARC Latino. Here’s a peek at our latest client service – we’re pretty excited about it!

Click the image for a demo of ARC Latino

Latinos are online in stronger numbers than ever and driving digital attention. From a practical communications standpoint experts agree that organizational PR strategies will continue needing off and online programs in order to reach the broadest number among your targeted audiences. But the point has now clearly been presented that an actual strategy is needed for Hispanic online communications in Spanish, English, Spanglish or any cross between.

Cristy Clavijo-Kish is Senior Vice President of Multicultural Markets for PR Newswire. Follow her on Twitter via @latinomarketing, connect with her on LinkedIn or send an email to multicultural@prnewswire.com.

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