Mike’s Points

There’s a good variety of other points to explore below. Some PR- and work-related, others are personal, but still worth your time to visit.

Advertisers Turning GPS into Marketing Tool, MarketingVox (actually, at BrandWeek, but MarketingVox found out about it courtesy of MediaBuyerPlanner.)

PR strategies threaten freedom of the press in Quebec: survey, Colin McKay/CanuckFlack

Why I don’t have a MySpace.com account, reason 847, Peter Shankman/PR Differently

A View No One Needs to See, Bob Frantz/FrantzRantz (courtesy of ToledoTalk). Like the next one, this one is personal. I was at World Trade Center I 10 weeks to the day before Sept. 11, 2001, for a client’s news conference. While there, it was not uncommon to look down from Windows on the World (site of the news conference) and see small aircraft flying below.

An Unwanted Journey: Don Spencer’s Battle with Cancer, Don Spencer. Don is, at times, detailed in his description of what he is going through, including the medical details.

This one is a bit personal. I found out about Don’s business blog when he linked to one of my posts about corporate blogging. After reading his profile, I wished him well in his fight against cancer. My bother, after some treatment, successfully fought off colon cancer a couple years ago. And, last Nov. 5, my dad finally succumbed to cancer and died, after a battle that started in 1977, and resumed in the early 1990s until he died.

– Mike

There will always be a need for traditional journalism. Can you really imagine a world without the local newspaper — daily or weekly? Or, even a “USA Today“? What about the local AM talk radio station. And, then there’s the local and national TV news broadcasts and shows.

The local and national media — depending on your clients or employer — will play a vital role in your media relations and overall marketing communication efforts.

There’s also a wealth of trade media — again, depending on your clients or employer.

And, of course, these “traditional” media have online versions.

Of course, as we’ve realized in recent months and years, other forms of media have evolved.

Blogs. But, not just blogs, but trade blogs, local blogs, and a wealth of niche blogs.

And, then there are a wealth of groups and online forums, plus chat rooms and other “social media” that I don’t know about.

And, then there’s the growing — or better said, changing — product placement opportunities.

Isn’t this a great time to be in public relations!
– Mike

Technorati tags: media, social media, PR, public relations, opportunity

A couple or so weeks ago, there was a bit of discussion about how to charge clients for social media and other services. Media Guerrilla had some good points. And, even our ol’ buddy, Ms. Strumpette had an opinion.

While those are worthy discussions — and Mike Manuel offered some possibilities, rather than only criticism — I think we should look at client billing another way: How do we communicate the results we achieve for what we charge clients?

David Tebbutt made a comment in this direction on the Strumpette blog.

What our clients are paying us for are results, not hourly work and supplier costs.

They are paying us to get them positive media coverage.

They are paying us to pursuade customers, prospects and other key influencers.

They are paying us to lay the foundation for their sales personnel.

They are paying us to counsel them and implement sound strategy in times of crisis.

They are paying us to keep their employees informed, educated and aware of their news and information.

The process to accomplish the above and other services doesn’t really matter . . . as long as it’s done ethically, honestly and cost effectively.

Ethically and honestly are pretty much cut and dry, with only a few gray areas.

Cost effectively depends on the results achieved. If we achieve or exceed the client-desired results and those results out-benefit the costs, the project was done cost effectively.

So, communicating those results to clients — at least the results we can control — is our responsibility. That is done by on-going and regular project and campaign reports. Not billing reports, but actions taken and the results: 10 stories in targeted media with a circulation totaling 1 million people. Improvement in the perception of the company by its market. More employees involved in the company. Increase in traffic generated to Web sites. Increase in sales leads (such as the “bingo cards.” And, yes, I know those are dinosaurs, but still often used.).

Actual sales from our work is definitely another area to measure. However, from my experience, that’s an area that requires a good deal of open communication between client and agency.

At the end of the day, it’s about giving our clients value — as they perceive and require it — for the money they pay us. Otherwise, clients will take our services in house or to another agency.

– Mike

Technorati tags: public relations, PR

If you are looking for a new way for a company to blog and/or are a history buff, read on.

Wells Fargo’s blog — Guided by History — is not new, but worth a good look this week. Earlier this week — April 18 — marked the 100th anniversary of the great San Francisco Earthquake & Fire.

Being a financial institution, there are some limitations for a Wells Fargo blog:

The banking/finance industry in the US is among the most heavily regulated in the world, and among the most attacked by hackers. As a bank, there are regulations that prevent us from obtaining your personal information—hence the restrictions in our blog comments that prevent you from submitting your full name.

If you have time, take some to browse the site and learn about the 1906 quake, and learn about being prepared for emergencies and disasters.

Interactive tour: From the Wells Fargo archives, view the effects of the earthquake, path of the fire, and other cool stuff.

Information about events of the week in San Francisco: Earthquake Conference, marketing the time — 5:12 a.m. — when the quake beagn, the day’s parade, among many others.

Topics and information to prepare for today’s disasters.

There are tones of photos and several podcasts, plus first hand accounts and other historical information.

Just goes to show that there is more than one way to corporate blog.
– Mike

Technorati tags: corporate blogging, Wells Fargo, San Francisco Earthquake

Updated 4/20: It looks like O’Brien’s is definitely out of the Capital Hilton; though a fund has been set up to help continue the free Walter Reed/Bethesda military dinners once O’Brien’s find a new place.

At least somewhat to his credit, Capital Hilton GM Brian Kelleher did answer questions — though some were left blank — about the Hilton-O’Brien’s situation.

Again, thanks to Fuzzilicious Thinking for keeping up with the whole affair.

Could this be a PR-blogger case study in the works?

A big headache for Hilton Hotels started late last week. To summarize, Fran O’Brien’s Steak House, a restaurant located at the Capital Hilton (includes Hilton’s reply in all this) has opened its doors to patients at Walter Reed Army Medical Center and Bethesda Naval Medical Center for a free dinner every Friday night since sometime in 2003.

Now, Hilton has not renewed O’Brien’s lease — “For strictly business reasons related solely to the inability to reach a new lease agreement,” according to Hilton. Plus, it has stated (on its Capital Hilton site and in e-mails to some milbloggers):

“The hotel has offered to host and sponsor the May 5, 2006 dinner and expressed interest in working closely with Walter Reed so that the Friday night tradition can continue. Furthermore, the hotel is in discussions with one of the sponsors of the Friday night dinners to continue their support of the dinners.”

Ultimately, Hilton’s decision to continue with terminating O’Brien’s lease, renegotiating it, or actually finding a way to continue the Friday night tradition will be a business one. This blogstorm among milbloggers might not have much affect on Hilton, its bottomline and reputation. Or, it just very well might.

That’s the judgement Hilton management — PR counsel, too — will have to make in what it decides and how it responds.

In the short-term, it looks like the blogstorm is really brewing up a lot of ill will toward Hilton.

Fuzzilicious Thinking has been following this nearly from the beginning, with posts April 12 (several updates), April 13, April 14, April 15, April 16, and a few more I didn’t link to.

One very interesting post at Andi’s World (found courtesy of Ms. Fuzzilicious) gives some insight into Hilton’s perspective on blogs:

This situation has highlighted the power of MilBlogs. When I asked [Capital Hilton GM Brian] Kelleher if he was familiar with MilBlogs, he responded, “oh yeah.” It wasn’t so much his answer that convinced me we were having an impact, it was the tone of his voice. My guess is that he didn’t know what a MilBlog was this time last week. Kelleher also admitted that he is being inundated with email, so thanks to everyone for applying the pressure.

Personally, some version of Friday night dinner tradition needs to continue for the patients and visitors from Walter Reed and Bethesda. It’s the least that can be done to say thanks to these men and women who are willing to sacrifice themselves, their families and their lives in military service. If Hilton doesn’t step forward, it’s a great opportunity for another restaurant in the DC area.

Professionally, this just shows that, while it is impossible to be familar with all of the niche blogs that might affect your business, every company needs to be monitoring all of the blogs and be ready to respond.

Point to ponder: Just think, a few years ago, the issues involving Hilton, O’Briens and military supporters would have at best reached maybe 20, 30 or 50 people via word-of-mouth communication. Now, thanks to the collective power of bloggers and their readers — and the media that have picked up the story — it’s reaching hundreds of thousands, likely even millions of people. If it wasn’t for the milbloggers supporting O’Briens, would the traditional media have picked up this story? Likely no.

– Mike

Technorati tags: PR, public relations, Hilton, military blogs, milbloggers, blogstorm

Sorry for the cliched title. (How can it really be new while also being improved?)

Just added some PR-related links. I’ve had some of these on my Bloglines feeds and hadn’t gotten around to updating the links here. Now, that’s done.

I also added a couple new categories. By definition, PR pros are generalists. We’re nosey. We’re curious (or should be) about almost everything. Afterall, I don’t think doing PR only for PR firms would get you very far.

So, I added some blogs I’ve been reading.

One is NAM’s ShopFloor blog, which I blogged about on Thursday and other times. Any other good association blogs that should be added? Let me know.

Also, I added a list of military bloggers (a/k/a milbloggers). These are just some of the many I’ve been reading since January for a client research project. I’m listing them now because the project is over enough to list them and not make it look like I’m trying “purchase” their feedback just by linking to them. I’ll likely add more in the future, but these are definitely worth checking out. The list includes milbloggers who are active military, family of military and supporters of the military.

Finally, I expanded the list of Toledo-area bloggers and sites of interest.

So, what are some of your favorite non-PR/marketing blogs?
– Mike

Technorati tags: links

Much more so than businesses, associations can benefit greatly from blogging and the power of word-of-mouth marketing and communication.

I’ve said it before, and the National Assocation of Manufacturers blog proves it again. Apparently, NAM had a particular opinion on the Department of the Interior’s Mineral Management Service 5-year lease plan. And, through various recent blogs, voiced its opinion and encouraged members and readers to voice their opinion.

Boy, did they ever! According to head blogger and Sr VP-Communications Pat Cleary today:

We learned yesterday that the Department of Interior (DOI) received 25,000 comments on the Mineral Management Service 5 year Lease Plan. According to DOI, almost 24,000 supported the NAM position favoring environmentally-safe exploration.

Now, I’ve not researched the pros and cons of the proposal and don’t want to get into a discussion about NAM’s viewpoint.

The main thing — from a PR and WOM viewpoint — is the influence NAM has through its blog.

Communicating and providing value for members are two big objectives for associations. And, a good blog helps accomplish both.

Just ask NAM.

– Mike

Technorati tags: association blogging, NAM, National Association of Manufacturers, PR, public relations, WOM, social media

While I’m not asking which came first — the goodwill community gesture and then PR efforts to get coverage, or the PR team suggesting community goodwill to get coverage — but I am asking if both are legit and good practice.

Ultimately, yes . . . but there is a fine line.

My rationale follows what I think our homeless and others less fortunate feel towards charity. I’m assuming (though I’ve not found any stats to back this up) that charitable giving increases around Thanksgiving, Christmas and other holidays at the end of the year. This is because the spirit of the season puts people more in the mood to give (making themselves feel better vs. 100% altruistic motives) and the last-minute, end-of-the-year tax deductions.

But, regardless of the reason, if you are on the receiving end, you are still grateful. It’s just that you likely wish people would give more during the other months of the year.

The same rationale can be used for a company or organization’s community goodwill. Yes, they should make monetary and in-kind (products, services, time, etc.) contributions to their communities simply because it’s the right thing to do.

However, if those in marketing/public relations can spur more community goodwill despite the ultimate goal being to get coverage, then that’s still ultimately beneficial to those on the receiving end.

The danger comes in being overly aggressive in seeking media coverage because of the goodwill. While you may at times do community goodwill with the ultimate goal of getting coverage, if you make it look obvious, you may wind up here, rather than here.

(updated 3:22 p.m.)
Point to ponder: Don’t think you have to publicize ALL goodwill gestures your company or client makes. There are times — like assisting in the relief effort following a natural disaster — that no matter what you do, you’ll look bad in trying to publicize the efforts in the media. If you must, consider other audiences like employees and customers, and communicate to them via newsletters, internal communication vehicles, etc.

– Mike

Technorati tags: public relations, PR, community relations, ethics

I’m not a big fan (though have wavered at times) of citizen journalists. With a major in journalism and my early career in newspaper journalism, I’m skeptical, and fear for the lack of set standards and guidelines.

That said, there is a very interesting story on blogs and CJs from CNET’s Australian operations.

In referring to CJs (referred to as “outsiders”):

They don’t have qualifications. They often don’t have all the facts. What they do have is perspective. They aren’t disproportionately swayed by the events of the things they discuss. An outsider often points out simple contradictions that insiders can’t see or perhaps can see but defend irrationally. On the other hand, outsiders can also be barking lunatics.

The entire story is a good comparison of the “outsiders vs. insiders” of journalism.

Then there’s today’s Wall Street Journal article (subscription required) — courtesy of Editor’s Weblog (links to exerpt; no subscription required). The “Baltimore Examiner” — or X — is a new free newspaper competing against the “Balitmore Sun.”

One of the two big takeaways is the “big charade” of how newspapers really make their money:

“What I think is interesting about this economic model is its concession that newspapers are really about the advertising stream anyway,” [Dean of the Philip Merrill College of Journalism at the University of Maryland] Mr. [Thomas] Kunkel says. The little-known secret of most papers, he says, is that income generated by selling the paper barely covers the costs of attracting and keeping readers. “So what the freebies are saying is ‘Heck, let’s stop the charade.’ “

The other key point reflects how the Internet has changed our reading habits and expectations:

As more people, especially younger ones, get their news free from the Internet, they are less inclined to equate free news with “cheap” or “insufficient,” says Mr. Kunkel, the Maryland dean. “The audience cares not a whit whether they’re paying for it or not,” he says. “They read it if it’s good and don’t if it’s not.” And if readers truly begin caring less if their news is free or not, that may also break down the traditional resistance of advertisers to free publications.

But, back to citizen journalism for a minute and why I don’t think a concerted, coordinated effort will work:

> Lack of set guidelines and accepted standards.
> Lack of dependability (primarily because the citizens will have “day jobs”).
> Lack of a reliable, regular pool of CJs, or a large enough pool to pull from so you don’t need regular contributors.
> Lack of financial incentive (i.e., payment for stories) for people to be CJs on a regular basis.

Now, I just need the rest of the newspaper industry to follow the Examiner’s lead, and let me simply get the “Toledo Blade,” “Wall Street Journal,” “New York Times” and “Chicago Tribune” by request.

Or, at least let me access their online versions and archives free of charge.

– Mike

Technorati tags: citizen journalism, journalism, newspaper business

For your surfing, reading and thinking pleasure, check out these other great points:

USA Today widens story pages, CyberJournalist.net

Is “Blog” a Dirty Word For Business People?, Ryan McGrath/PR Linker

Pull quotes: highlighting the actual meaning?, Colin McKay/Canuck Flack

All About Authenticity, Edelman-Talk Shop (Phil Gomes)

And, last but certainly not least:
Joining Converseon, Constantin Basturea/PR meets the WWW

– Mike