Good News Gal

Communicating Without Walls: How PR is Influencing the Digital Landscape

The Rochester Chapter of PRSA is hosting the 2011 Northeast District Conference in Rochester, NY on Wendesday, September 28th. The theme of the conference is "Communicating Without Walls: How PR is influencing the digital landscape."

I will be presenting "PR in a Social World: Top strategies for gaining visibility in the Digital Age"  where I will share the PR tools, platforms and tactics needed to communicate effectively in the Digital Age with the people who matter most to your organization, product, service, cause or brand.

There are many great presentations planned for the day including a media panel.

To register for the conference, click visit here.

I hope to see you there!

What can businesses learn in terms of effective crisis communications management from BP’s response to the oil disaster?

I was featured in an article that ran in the Democrat and Chronicle newspaper where I shared my thoughts and insights on BP’s recent public relations push to issue an apology through an advertising campaign for the largest oil spill in U.S. history. I also expressed the importance of making sure that your business has a communications plan in place for a crisis.

It’s evident that in creating its TV ads, BP was following the often-successful crisis playbook by casting its CEO as the face of the crisis. However, BP’s apologetic ad campaign failed to shift focus away from criticism of the company and missed the opportunity to relay pertinent information about their cleanup strategy.

There are some key elements that I feel should be included in a crisis communication plan to make it successful. Those include: 

• Responding immediately through a public statement. If you don’t comment on the crisis, others will. You run the risk of their message(s) being heard over yours.
• Apologizing publicly and taking responsibility for your organization's actions and/or failures.
• Discussing your resolve to fix the situation and sharing a concrete plan for what you plan to do next.

To view the full article article click here.

Who says we've taken Twitter too far?

doonesbury

Measuring social media

On November 17, the Rochester Chapter of the American Marketing Association hosted a breakfast with David Berkowitz, Director of Emerging Media and Client Strategy at 360i, a digital marketing agency, as the keynote speaker. David shared his insights on ways to measure social media and the “Key Conversation Indicators” that his agency uses with their clients.

During his presentation, David touched on some of the ways large companies are measuring social media that are also mentioned in his blog post from yesterday titled "100 ways to measure social media."

Some of the metrics that David mentions are what I am using to measure social media for my clients and find quite effective depending on the size and scope of the PR campaign. They include:

• Mainstream media mentions & connections
• Growth rate of fans, followers, and friends
• Second-degree reach (connections to fans, followers, and friends exposed - by people or impressions)
• Influence on consumers reached
• Demographics of audience reached through social media
• Impact on other offline behavior (e.g., TV tune-in)
• Downloads & Upload
• Comments, TrackBacks, & Retweets
• Change in search engine rankings for the site linked to through social media
• Ratings
• Links ranked by influence of publishers
• Leads generated

How are you measuring social media?

Looking for exposure? Hire a reporter!

The New York Times published an interesting article yesterday titled, "As Coverage Wanes, Los Angeles Kings Hire Own Reporter."

In response to the declining number of media outlets able to afford to send reporters out to cover stories, the Los Angeles Kings hired their own personal beat reporter, who had previously wrote for The Los Angeles Daily News, to report on the team's Website. A Kings spokesman said the team had given "a multi-year commitment and complete autonomy to post reporting or commentary" on their website. The King’s personal reporter will also travel with the team to cover all of their games.

The story stated that “after years of trimming jobs, pages and travel budgets, many big-city (news)papers no longer provide regular coverage of every local sports team, and sending reporters on road trips has become rare.”

The Kings aren't the first to lead this emerging trend. Major League Baseball has a beat reporter assigned to each team and to write for its website. 

Could the role of the PR practitioner evolve into reporting as newsrooms' reporting structures radically change due to staffing and budget constraints? 

I think a great place to start reporting is on your company (or client's) blog. Social media tools such a Twitter and Facebook have made it extremely easy to push out content and attract followers to your blog site. These days, a blog plan / social media relations is critical to an organization's marketing success and should be included in the company's overall PR and communications strategy. Social media is dramatically changing the newsroom and how journalists gather story ideas and research, therefore, we must change the way that we making information and company news available.

To read the full article, click here.

The lessons that Wal-Mart learned when they opened the doors to the media

Recently, the Rochester Chapters of the AMA and PRSA hosted a seminar where Steven V. Restivo, the Director of Corporate Affairs in the Northeast Region for Wal-Mart Stores, Inc., spoke on rebuilding corporate reputation.

Many of us wondered for years what strategy Wal-Mart would use to combat all of the negative press that competitors and activists generated through the public attacks on the company and staged protests, and how they would attempt to position themselves positively in the public eye.

It's hard to believe that at one point in time Wal-Mart operated 4,000 nationwide with no PR or public / corporate affairs in place. How did they do it?  Well after 40 years of taking the backseat on PR, the company recently (like 6 or 7 years ago) had no other choice but to implement a VERY aggressive campaign and infrastructure that would allow them to continuously communicate all of the positive aspects of the company. They literally had to pick up the phone and open the doors to the media.

Some of the immediate and key initiatives that Wal-Mart drove through its PR efforts were:

• an infrastructure that could field 700+ media calls per week
• a media hot-line based out of Bentonville, AR
• assigned a media director to every state
• built a community relations campaign that supports more than 100,000 local community organizations and donates over $300 million to charity
• jumped on the media's green bandwagon

I have plenty more to say about Wal-Mart’s attempt to rebuild its reputation on the RAMA blog. Click here to view my blog post. There, you will also find a copy of the Power Point presentation that Mr. Restivo used during his presentation. The most valuable information that I took away from the presentation was the lessons learned.

The lessons that Wal-Mart learned through its efforts to rebuild corporate reputation:

• If you aren’t willing to tell you story and tell it effectively, others will
• Its good practice to survey your customers about their perceptions and experiences in order to effectively manage your reputation.
• Don’t think reputation will take care of itself
• Nurture your story by telling the positive
• Be transparent and open to the media
• Use your greatest assets – your employees – to tell your story as the local spokespeople
• Use consistent, tested messages

52 Days Until Reach Out Tour '08!

I was delighted to receive BlogHer's official invitation to The Reach Out Tour '08. BlogHer is taking the show on the road to six different cities down the East Coast and across the South.

The single day events will incorporate elements of the annual conferences such as offer informational sessions, learning labs, interactive conversations with local bloggers, and networking. The Tour will take place over two weeks beginning on October 11th. The six tour cities include Boston, Washington DC, Greensboro, Nashville, Atlanta, and New Orleans.   

The BlogHer community continues to be very successful in in featuring the truly amazing things women are doing online.

I hope to see you in Boston on October 11th!

The Nation's First African American Female Orthopaedic Surgeon to Speak on a Popular News Topic

i have the privilege of working with America's first African American female orthopedic surgeon and author of God Spare Life, Dr. Claudia Lynn Thomas, as her publicist. Today, Dr. Thomas will present at  Howard University Hospital’s quarterly Grand Rounds as the Visiting Scholar. She will share her personal testimony on “How God Intervened in the Life of a Physician.”

During her talk, Dr. Thomas will explore the relatedness of spirituality and medicine and the role that the mind and spirit play in the healing of the body - a topic that has peaked the interest of those in the medical field and also of the press. The Washington Post recently published an interesting article on this very topic - click here here to view.

In my opinion, Dr. Thomas delivers a powerful message. Her remarkable story about the struggle to rise above societal expectations as a woman of color and how she has learned the value of faith has been told (and continues to be told) all around the country. She also lectures on diversity issues, on how to achieve diversity in the workplace, as well as the healing power of faith.

Dr. Thomas' lecture will begin 9:00 am at the Tower Auditorium, Howard University Hospital in Washington, DC.

A book signing will immediately follow her lecture. Claudia Thomas' autobiography, God Spare Life, was published by Windsor Media Enterprises in July 2007. For those of you who know Yvonne - that's her publishing company.

Click here for more details on the event.

   

Remembering Tim Russert

The tragic news of Tim Russert's unexpected death brings a tremendous amount of loss for the news media and news-viewers alike.

A devastated Tom Brokaw, former anchor of “NBC Nightly News” and longtime friend and colleague of Russert, announced Tim’s death on Friday afternoon.

Brokaw describe Tim as “a beloved colleague and one of the premier journalists of our time.  ....Tim loved his family, his faith, his country, politics, he loved the Buffalo Bills, the New York Yankees, the Washington Nationals. ....This news division will not be the same without his strong, clear voice. He'll be missed, as he was loved, greatly."

Tim's passion and enthusiasm for his family, politics and public policy was admired by many. He truly represented everything that a journalist should be.

Promoting A Major Motion Picture

I had the pleasure of meeting with Peter Cuneo, former CEO and current Vice Chairman of Marvel Entertainment, Inc., during his recent visit to Rochester, NY. Mr. Cuneo was the keynote speaker at the Rochester Chapter of the American Marketing Association's Marketer of the Year Awards ceremony. I spearheaded the PR efforts for the event.

Mr. Cuneo shared how the strategic marketing of characters as celebrity brands helped lead the way for Marvel's success with super heroes like Spider Man, X-Men, Iron Man and the Incredible Hulk.

The Internet has brought significant change to the entertainment industry particularly how major motion pictures are marketed. Web 2.0 has made it easier for companies like Marvel to reach their targeted audiences through social media sites like MySpace and YouTube.

Movie trailers are no longer just for movie theaters to play before the featured presentation. Entertainment companies like Marvel are placing their movie trailers in the online space, and have been hugely successful by doing so.

The trailer for "The Incredible Hulk," an action-packed classic of one of the most popular superheroes of all time, was released online on April 30th for a June 13th movie launch. The Hulk is currently the single most watched trailer in history as it has been viewed online by over 14 million people, according to Mr. Cuneo. This was one of the few marketing and PR initiatives that the company has in place for the Hulk until late May. Iron Man is currently capturing the media's and market's attention.

You can view The Incredible Hulk movie trailer right here. Join the 14 million plus people that have watched it.

One last interesting tidbit that Mr. Cuneo shared is that Marvel spends almost as much money in promoting the release of the DVD as it does for the actual release of the film in theaters.