• How PR Firms Can Rule the Marketing World

    By Paul Roetzer | Posted Feb 13, 2010 | 5 Comment(s) | Filed in: Public Relations

    I’ve spent more than 12 years in the public relations industry — long enough to realize three irrefutable facts:Marketing-Jumble

    1. The industry is full of remarkably gifted communicators and strategists who care deeply about their clients, organizations, audiences and peers.
    2. Everyone has his or her own definition of PR, and therefore, the industry is in a constant identity crisis.
    3. PR professionals are their own worst enemies.

    As budgets continue to shift to content marketing, search marketing and social media, PR firms have an opportunity to assume unparalleled levels of leadership and influence in the marketing mix, IF they can expand their services and consistently deliver measurable value to their clients. Consider the following:

    • Social media participation is nothing more than relationships and communications through online channels. That’s what PR pros do — build relationships and enhance communications with audiences (employees, media, customers, prospects, vendors, partners).
    • While advanced search engine optimization (SEO) is both an art and science, and reserved for brilliant minds like Rand Fiskin and Danny Sullivan, most core SEO concepts and methodology can be easily learned and executed as part of a larger content strategy. Plus, platforms such as HubSpot create a low barrier to entry for PR firms interested in integrating basic SEO services (i.e. keyword analysis, on-page optimization).
    • It seems to be universally accepted these days that “content is king” in the new marketing world. Content marketing requires strong technical and creative writing skills, business acumen, marketing savvy and strategic thinking. Again, a perfect fit for the capabilities of top PR pros.
    • Content management systems (CMS) have made Web development and management far less complex. Websites have become communications and content distribution vehicles. As a result, professionals who understand brand positioning and buyer personas, as well as the content and social media strategies, should guide Website design and content. PR firms and Web developers are a natural fit for future mergers, acquisitions and partnerships.

    7 Tips to Advance PR Firms

    So what can PR firms do to secure their place at the head of the table?

    1) Accept that Perception is Reality.

    All of us in the industry know that PR is so much more than media relations and publicity, but noone but us cares. PR is, and always will be, perceived as an industry of publicists. Deal with it and move on.

    Expand your knowledge, capabilities, accountability and value, and evaluate how you position your firm in the marketplace.

    2) Become Measurement and Tech Geeks.

    We don’t all need to be on the cutting edge like Steve Rubel, but if a firm isn’t investing significant resources in technology, employing tech- and social-media savvy pros, and holding itself to strict measurement standards, it probably won’t be around much longer.

    3) Hire, Train and Advance Hybrid Professionals.

    With the wide-spread availability of free training and resources (e.g. Inbound Marketing University), there is no excuse not to develop hybrid professionals trained to deliver services such as: content marketing, social media consulting, blogging, search engine optimization, pay-per-click advertising, mobile marketing and Website development, as well as evolved forms of publicity, brand marketing and crisis communications.

    See 10 Traits of an Emerging PR Pro for more on hybrid professionals.

    4) Stop Charging Excessive Retainers and Hourly Rates.

    Seriously, think about the emerging firms coming up that have superior knowledge and capabilities in the high-demand areas of search, mobile, content and social. Do you really think the status quo is sustainable?

    5) Drive the Disruption or Become Obsolete.

    Disruptive Innovation can hurt, if you’re not the one doing the disrupting.

    This term, made famous by Harvard professor and author Clayton Christensen, and commonly talked about in technology circles, is going to be a very real issue for PR professionals.

    A few things to keep in mind about disruptive innovation in our industry:

    • It often comes from the outside, and once you realize what is happening, it’s probably too late.
    • Agencies will fail, and “experts” will become irrelevant. And this will be good for the industry.
    • Opportunities will arise for PR firms and professionals, and new career paths will be defined.
    • The underdogs and innovators will become the leaders.

    Disruptive innovation is already happening in PR, and it is going to change everything, including: pricing and service models, measurement methods, providers, tools and platforms, higher education, industry accreditation, budgets and organization charts.

    6) Be Remarkable. Think Content and Community.

    Have a vision, and breed a culture of innovation. Believe in something greater than yourself and your agency. Bring value to the community, publish great content, take a position, be unique and dare to fail.

    7) Stop Making Excuses. Start Taking Action.

    Change isn’t easy, especially in larger firms with huge overhead and a history of complacency. If you’re a rising star in a big firm, push for change, but don’t give your life to a hopeless cause. Know when it’s time to walk away and go to an organization where your efforts, energy and vision are valued.

    An Incomplete List of Innovators You Should Know and Follow

    There are professionals (some are outside disruptors) driving change in the PR industry that we admire and learn from daily. Here are some of the top minds who work tirelessly to advance their ideas and beliefs, and help evolve the PR profession:

    Follow the complete list here: https://twitter.com/paulroetzer/pr-innovators

    Have more? Add them in the comments section, or let me know on Twitter: @paulroetzer.

    Related Posts

    Paul Roetzer is founder and president of PR 20/20, a Cleveland-based inbound marketing agency and PR firm. He can be found on Twitter @PaulRoetzer

     Subscribe to receive the PR 20/20 blog by email or RSS feed.

  • How to Land a Job in PR

    By Tracy DiMarino | Posted Oct 28, 2009 | 8 Comment(s) | Filed in: Public Relations

    Six months ago, I was sitting in a college classroom at Ohio University anxiously awaiting graduation. It was an exciting time, yet also scary and frustrating.

    Ohio University sign

    I couldn’t wait to move on with my life and put all my education to the test. But, at the same time, I had no job lined up and like the rest of my classmates, I was facing the grim truth of today’s economy: many companies aren’t hiring and worthwhile PR and marketing jobs are few and far between.

    With this reality, I knew I needed to do something different – something that would make me stand out from the rest of the job candidates. So, I came up with my own personal job-search strategy and stuck to it.

    • Be present and learn as much as I can.
    • Meet people in person and truly interact.
    • Create relationships that aren’t based on finding a job, but rather on common interests.
    • Participate in conversations about the industry.
    • Become visible online.
    • Let people really get to know me.

    Now, I’m not saying this strategy is golden or perfect, but it worked for me. (I was hired a month before graduation to start work when classes were finished.) And, I think there’s some strength to it.

    Instead of sending out millions of resumes and cover letters, scouring job sites and calling HR departments, I devoted my time to building sustainable relationships (with both people who were and were not hiring). In doing so, I hoped that people would notice, remember and contact ME when a job was available.

    Think inbound marketing for the job candidate.

    To my surprise, this strategy made the job hunt more fun. It turned looking for a job from a headache to a learning experience. And, by focusing my efforts on building relationships, instead of finding a job, I was able to meet many people I otherwise would not have, while gaining valuable insight along the way.

    So, here’s my advice to all you job hunters out there from someone who recently went through it herself. 

    Intern / Volunteer

    Experience in the industry is important. Internships and related volunteer positions offer great opportunities to learn and grow. Therefore, accept these roles, even if they aren’t paid. (Yes, I worked an entire summer for free.) Soak in as much information as you can. Ask questions and try new tasks. This is your chance to develop your skills.

    Be Well-Rounded

    While PR/Marketing experience is a plus, it shouldn’t be the only area you focus your time. Pursue other interests. Groups and clubs can open your eyes to new perspectives and can offer a job candidate a fresh angle to discuss in job interviews. I learned some of my most important life lessons from my volunteer work with Give Kids the World, The Saint Bernard Project and Camp Quality Ohio. Without these experiences, I wouldn’t have the same outlook on perseverance, positive thinking or determination. Take lessons learned from unrelated experiences and apply them to your career goals.

    Participate on Social Networking Sites

    Get out there and mingle with people online. Learn how to use social networking sites such as Twitter, Facebook and LinkedIn. Engage with professionals in the industry. Ask questions and share your perspective. You have something to offer, so let people know.

    For starters, clean up your Facebook profile, beef up your LinkedIn page with job descriptions and recommendations and check out the #PRStudChat hashtag on Twitter. Here, professionals and students alike are sharing ideas for landing that first job, as well as informative blog posts and articles.

    Read Blogs

    Speaking of blogs, read them. Get up-to-date on who’s influential in the industry and what they are talking about. Educate yourself on new trends and you will be one step ahead of other job candidates. Some blogs to get started with are:

    Also, consider starting your own blog about a topic you’re passionate about. This isn’t something I did, but it’s a great way for employers to stay connected and get to know you, while providing you with an outlet to show off your writing skills.

    Go on Informational Interviews

    A great way to show you’re interested in a company and the field, in general, is to request informational interviews. Unlike traditional interviews, informational interviews are held even when a company is not hiring. Their purpose is for the prospective job candidate to ask questions and learn about the company and industry.

    Schedule as many of these as you can. There are plenty of industry professionals who would be willing to meet with you. Take advantage of them and get started meeting people. Just remember to send a thank-you note after the interview.

    Find Professional Clubs and Organizations

    Seek out professional clubs and organizations in the city that you live or want to work. Usually these groups are populated with industry professionals. Join the groups you can and become active. Don’t be afraid to talk to people and ask questions.

    For example, Cleveland has a Social Media Club, which is open for anyone to join. Through it, I had access to local people discussing and interested in the same items as me. Check out your local PRSA chapter or American Advertising Federation chapter and see if they offer programs, lectures, etc. that students can attend.

    Network

    People within the industry are usually the first people to find out about job openings. Therefore, forming ongoing relationships with industry professionals is a great way to know who is hiring. Whether online, at informational interviews or at events, learn how to network effectively.

    Be sure to send thank-you letters to everyone who helps you in your search. Remember, that they are busy professionals and they didn’t have to help you. Follow up with contacts after your first meeting. Email them blog posts or articles that they might be interested in from time to time. Keep in mind that in order to form a relationship, it has to be mutually beneficial. Offer value and people won’t mind helping you later.

    Be Yourself. Don’t Be Afraid to Let Your Personality Shine.

    Most importantly, be yourself. Sure, all of the suggestions above can help, but in the end it’s your personality that’s going to be the deciding factor… so let the world have it. Shine.

    What do you think? Job candidates, share with me what’s worked for you in the search. PR professionals, what advice do you have for professionals looking for a job in PR? Post your recommendations in the comments section below.

    Tracy DiMarino is an associate consultant at PR 20/20, a Cleveland-based inbound marketing agency and PR firm. Follow Tracy on Twitter @TracyDiMarino.

     Subscribe to receive the PR 20/20 blog by email or RSS feed.

    Photo Credit: JimmyWayne

  • PR Industry’s Worst Enemy: The Irrelevant Aristocracy

    By Paul Roetzer | Posted Sep 4, 2009 | 1 Comment(s) | Filed in: Public Relations

    So after nearly a decade in the PR industry, I finally reached a tipping point this morning:

    Mr Magoo


    “I’ve been pitching media over 35 years. It’s true I use a news release format and yes, it’s one size fits all approach. But I have to tell you it works. By saying that you need to have the pitch a certain way to me is a fairly close minded way to be.” 
    — PR Gone Bad: How to Anger Bloggers and Hose Your Client


    Yup, after years of fighting against the negative perceptions created about our profession by what I have come to call the “irrelevant aristocracy,” one post from Jonathan Fields (@jonathanfields) put me over the edge.

    I don’t care what worked in 1980, 1990 or even 2000, and neither do clients, bloggers or mainstream media. None of that matters anymore.


    The PR industry is evolving from the outside in through disruptive innovation. Firms and professionals relatively unknown to the old guard, and ignored by the trade media and so-called experts and gurus, are introducing industry-changing philosophies, services and technologies, while the PR aristocracy (both individuals and firms) battle to stay relevant.

    Relationships and communications remain the foundation of the PR industry, but they are being fostered through social networks, Websites, self-published content (i.e. blogs, status updates, videos, case studies, eBooks), mobile apps and the media (mainstream and social).

    Our industry’s future depends on its ability to adapt, deliver measurable and meaningful results, and develop hybrid professionals who are capable of providing consulting and services across multiple disciplines, including: PR, Website development, search marketing, advertising and branding.

    It’s time for agencies to start demanding more from themselves, and for organizations to start demanding more from their agencies.

    If you’re a PR person, please take a few minutes to read Jonathan’s post in its entirety. It’s worth the time.

    PR Gone Bad: How to Anger Bloggers and Hose Your Client 

     

    Paul Roetzer is founder and president of PR 20/20, a Cleveland-based inbound marketing agency and PR firm. He can be found on Twitter @PaulRoetzer

     Subscribe to receive the PR 20/20 blog by email or RSS feed.


    Image courtesy of Market Oracle.

  • Top PR Firms Fail to Make the Grade Online

    By Paul Roetzer | Posted Jun 17, 2009 | 6 Comment(s) | Filed in: Public Relations

    PRWeek recently released the 2009 Agency Business Report, ranking the top 156 PR firms in the industry by 2008 U.S. revenue totals.

    According to the report, “Total growth for all companies that filed this year and last was 6.8%, notably down from the 15% of like firms in 2007.” And these numbers don’t even account for the 48 firms that submitted rankings last year, but did not do so this year.

    Meanwhile, Forrester VP and principal analyst Shar VanBoskirk reports that interactive budgets, including: mobile marketing, social media, email marketing, display advertising and search marketing, will reach $55 billion by 2014, at a compound annual growth rate of 17%.

    So what are the top PR firms doing to capitalize on the explosive growth of interactive marketing, the incredible influence of the social Web and the oasis of opportunity in content marketing?

    Well, considering that 61.5% of PRWeek’s top PR firms don’t even have a blog, it appears the industry at large is struggling to integrate social media, SEO and other interactive strategies.

    WebsiteGrader.com Highlights and Agency Scores

    To get a true feel for how PR firms are performing online, we ran PRWeek’s list through Website Grader, and pulled scores for each agency. The scores are on a 1-100 scale, with 100 being the best. Reports for each agency were run the week of June 8, 2009.

    As we wrote in the Dawn of the Inbound Marketing Agency, the social Web has given savvy PR firms the ability to dramatically expand their service offerings in the areas of content publishing, social media, blogging, search marketing, pay-per-click advertising and Website development, but apparently there is much work to be done in order for that to become reality.

    While a number of the top firms have strong Website grades, it’s clear that collectively the Websites are below average (49.1/100), and firms are failing to grasp the importance and impact of blogging (96 out of 156 do not have blogs).

    Website-Grader

    WebsiteGrader.com Scores (1 – 100 Scale)

    Website Grader is a free SEO tool that measures the marketing effectiveness of a Website. It provides a score that incorporates things like Website traffic, SEO, social popularity and other technical factors. It also provides some basic advice on how the website can be improved from a marketing perspective. A score of 49 means that of the more than 1 million URLs scored in Website Grader, 51% have scored higher in terms of marketing effectiveness.

    All sites were graded using the Website Grader tool within PR 20/20's HubSpot account during the week of June 8, 2009.

    • Avg. Website Grade (all firms) = 49.1
    • Avg. Website Grade (top 10 firms) = 77.7
    • Avg. Website Grade (top 50 firms) = 60.0
    • Avg. Website Grade (top 100 firms) = 56.1
    • Grade of 90 or better = 6 (3.8%)
    • Grade of less than 75 = 130 (83.3%)
    • Grade of less than 50 = 78 (50.0%)

    Alexa Traffic Rank

    Alexa is an online service that measures traffic for millions of sites on the Internet in a similar way to Nielsen television show ratings. The lower the number, the higher the volume of traffic to a site.

    • Avg. Alexa Rank (all firms) = 4,493,700
    • 22 firms (14.1%) in the top 1,000,000
    • 11 firms (7.1%) in the top 500,000

    Blogs

    Website Grader shows how blogs currently rank with Technorati. PR 20/20 checked each of the 156 sites independently to confirm whether a blog was hosted on the domain or not. Therefore, only blogs hosted on the agency’s primary domain as either a subdomain (blog.agency.com) or subdirectory (agency.com/blog) are included in this report.

    As with Alexa traffic rankings, the lower the Technorati ranking, the stronger the blog.

    • No blog found = 96 (61.5%)
    • Blogs in top 500,000 Technorati ranking = 2 (1.3%)

    Google Indexed Pages

    This shows the approximate number of pages that have been stored in the Google index. Search engines tend to like lots of fresh and relevant content, so the more pages, the better.

    • More than 1,000 = 7 (4.4%)
    • Less than 100 = 67 (42.9%)

    Inbound Links

    Search engines view each inbound link as a vote of confidence for your site, and they have a direct impact on how your site ranks in the search engines. The more links, the better.

    • More than 1,000 inbound links = 40 (25.6%)
    • Less than 100 = 30 (19.2%)

    Website Grades for PRWeek’s Top PR Firms

    Following are WebsiteGrader.com scores for the top 25 firms in order of 2008 revenue totals, according to PRWeek’s Agency Business Report. 

    1. Edelman — 98
    2. Waggener Edstron Worldwide — 78
    3. Ruder Finn — 94
    4. APCO Worldwide — 73
    5. Qorvis Communications — 74
    6. Schwartz Communications — 86
    7. ICR — 67
    8. Text 100 Public Relations — 91
    9. DKC — 40
    10. Taylor Global — 76
    11. WeissComm Group — 28
    12. Gibbs & Soell — 51
    13. Padilla Speer Beardsley — 89
    14. PCGCampbell — 18
    15. Outcast Communications — 53
    16. Peppercom — 88
    17. Davies — 23
    18. French/West/Vaughan — 72
    19. PainePR — 28
    20. Allison & Partners — 63
    21. RF/Binder Partners — 45
    22. Capstrat — 84
    23. 5W Public Relations — 74
    24. Coyne Public Relations — 62
    25. KCSA Strategic Communications — 42

    Download the complete Website Grader report (PDF file) with scores for all 156 firms. The report includes: PRWeek ranking, URL, Website Grade, Google PageRank, Alexa Traffic Rank, Technorati Blog Rank, Inbound Links, Bookmarks, Google Indexed Pages and Blog Presence.

    About the PRWeek Agency Business Report

    Holding company figures: The 2009 rankings do not include the majority of agencies owned by the following holding companies: Interpublic Group, Omnicom, WPP Group, Havas, and Publicis Groupe.

    Data: Revenue is defined as fee income earned in the US, mark-up on billable items, and, when applicable, advertising commissions up to 10% of fee income. Revenue from subsidiaries and affiliates was not included if there was less than 50% ownership, while n/a denotes not applicable, where the agency did not submit the figure.

    Visit PRWeekUS.com for additional information.

     

    Paul Roetzer is founder and president of PR 20/20, a Cleveland-based inbound marketing agency and PR firm. He can be found on Twitter @PaulRoetzer

     Subscribe to receive the PR 20/20 blog by email or RSS feed.

  • 8 Crucial Elements to PR Education

    By Tracy DiMarino | Posted Jun 15, 2009 | 0 Comment(s) | Filed in: Public Relations


    “Insanity is doing the same things over and over again and expecting different results.” — Albert Einstein

    Unfortunately, the majority of colleges take this approach with PR curriculum.

    In our post, “10 Public Relations Trends That Will Change The Industry Forever,” we discussed how inbound marketing, such as Internet-based services, the social Web and search are changing the face of PR. As a result, PR education must also evolve.Graduation hats

    Times have changed for graduates. In addition to traditional media relations, graduates are expected to be well versed in all things social Web and SEO related. However, most curriculums have not adjusted their teaching methods to accommodate these changes.

    To create PR pros for the 21st century, educators must bring the social Web into their classrooms, while simultaneously taking their classrooms to the Web. As a recent college graduate, I discussed this topic with some of my peers and gathered their suggestions on how to adjust PR education to fit today’s industry. Here are a few of their responses:

    1.    Make Twitter a Part of Classroom Discussions

    Twitter can drive participation, especially in large lecture classes, where a few outspoken individuals can dominate the conversation and time constraints prohibit everyone from sharing their opinions. In this situation, Twitter can provide an outlet for all students to express their opinions and share resources.

    An example of this can be seen at my alma mater, Ohio University, where a professor designated the hashtag #ouj412 for his Journalism Ethics class to encourage classroom participation. While I was not part of the class, below is a snapshot of the conversation:

    OU Twitter Stream

    2.    Share Classroom Resources Via Social Bookmarking Sites

    Social bookmarking sites, such as Delicious and StumbleUpon, are an ideal place for students and instructors to share relevant articles and blogs about classroom topics. Storing the information in a centralized location online makes it readily accessible to all students 24/7. It also enables students to share content with each other and encourages active learners.

    3.    Incorporate Blogging into the Lesson Plan

    Educators should substitute blog posts for some traditional-writing assignments. For example, instead of having students write a two-page opinion paper about an industry trend or concept, why not have them write a blog post? Writing blog posts on a regular basis familiarizes students with the platform and its features. Also, by encouraging students to subscribe to and comment on each other’s blogs, students will learn how to participate in the blogosphere.

    4.    Use Wikis for Group Projects

    Group projects typically involve collaboration. As a recent college graduate, I remember all too clearly emailing a document to multiple group members for their feedback and then having to consolidate each person’s edits into one final paper. Wikis can simplify this process by enabling multiple people to edit the same document, saving valuable time for everyone involved.

    5.    Substitute eBooks for Textbooks

    The growth of eBooks online is making the purchase of textbooks less important. eBooks are published regularly so they often include new trends that textbooks may not, and using eBooks exposes students to the formats, layouts, etc. that are most effective in displaying content online.

    Here are some example eBooks that I’d recommend to PR students and professors:

    6.    Create a Class YouTube Channel

    According to Nielsen’s Three Screen Report, the use of online video is up 53-percent in the last year. Instructors should dive into this trend and incorporate online videos into the classroom. With a YouTube Channel, instructors can post videos of lectures online for students to access after class, have students create their own videos as part of class projects and upload related videos created by others as secondary resources.

    7.    Encourage Networking With Industry Professionals

    Social networking sites, such as Twitter, Facebook and LinkedIn are a great way to network with industry professionals. By teaching students best practices, they will begin to build their personal online brand and make connections that could lead to a job.

    8.    Teach the Basics of SEO

    In today’s world, people go to Google first to find information. According to TechCrunch, 85 billion searches were done on Google in the last year, indicating the importance of search today.

    Therefore, before a research project, instructors should teach the basics of search engine optimization in determining the strength of a Website. While students are searching for information, they will begin to take note of what sites appear for which keywords and how optimized sites typically rank higher. They can also use this information to determine how strong a particular source is based on the SEO factors such as inbound links and traffic.

    In addition, instructors could have students incorporate keywords into assignments (press releases, case studies, etc.) so students are skilled in creating optimized content.

    By making small tweaks to their teaching style, educators can help students build networks, locate and share information and, become familiar with the tools that are changing the PR industry. With an education revolution, more students will fit the description of an Emerging PR Pro, making them more qualified job candidates.

    So, what do you think about the future of PR education?

    What should students be learning about in class? Tell me some interesting ways classrooms are incorporating social media.

     

    Tracy DiMarino is an associate consultant at PR 20/20, a Cleveland-based inbound marketing agency and PR firm. Follow Tracy on Twitter @TracyDiMarino.

     Subscribe to receive the PR 20/20 blog by email or RSS feed.


    Photo Credit: Jeco

  • The Press Release - Past, Present and Future

    By Laurel Miltner | Posted Jun 3, 2009 | 0 Comment(s) | Filed in: Public Relations

    Press Releases.  These concisely written news announcements have been a mainstay of public relations since the industry as we know it existed.

    The press release was invented in 1906 when the Pennsylvania Railroad had an accident and its PR consultant, Ivy Lee (often considered the Godfather of PR), sent out a statement to media representatives, inviting them to hear about the accident first-hand.  While I admit I’m not 100% clear on this, I believe it was sent out by mail.  He invited the media to travel to the scene of the accident by train.

    Think about how communication has changed since 1906.antique phone

    • Mail delivery became more reliable due to advents in transportation, such as the mass production of the automobile and airplane.
    • Telephones and telephone service were adapted and improved and, therefore, became more widespread until they were adopted by nearly every home in America. 
    • Cell phones came into existence and people could talk on the phone anytime, anywhere. 
    • The Internet connected the world. 
    • Smart phones gave people the ability to access the Internet anytime, anywhere.

    Yet, for most people, press releases really haven’t changed that much . . . unless you count media distribution via wire service and email.

    It’s time for the PR industry to rethink the press release, and remix our old friend into a powerful tool once again. 

    With the advent of new technologies, companies now have the ability to: A) create, publish and leverage their own content, and B) reach media in a much more personal, authentic and targeted manner. As PR pros, it’s time to accept that the role of the press release has changed, and adapt our services and campaigns to reflect this shift.

    For example, at PR 20/20, we write optimized press releases — press releases that announce company news and are optimized for search engines. We use a wire service to send the news online and provide links back to the company’s site.  This serves two purposes:

    1. If a reader is interested in more information, they can follow the link to the company’s site (where we may host multimedia content like photos, video and audio files, and ask people to share information via social tools).
    2. By embedding links in the release that is syndicated online, the company’s site authority with Google and other search engines has the potential to increase.

    Other PR pros are embracing the social web by turning news announcements into Social Media News Releases (SMNRs). These include multimedia content and offer readers a way to share the information through social tools.  Wire distribution services will even send out your SMNRs online.

    Recently, our friends at HubSpot released the findings of months of research on press release distribution as it stands today.  They compared the success rates of SMNRs vs. optimized press releases1.  To be clear here, by success I mean syndication levels, or how many sites picked up the releases in full. 

    Not surprisingly, HubSpot found that more sites syndicate optimized press releases than SMNRs.  This makes sense because without the multimedia content, it is easier to post the information.

    Many people disagreed with HubSpot’s apparent promotion of optimized releases over SMNRs, arguing that the point of SMNRs isn’t necessarily syndication, but sharing and encouraging interaction with the news.  That’s fair.  But, I agree with HubSpot’s logic that if you’re going to have people interacting with your news and sharing your content, wouldn’t you rather have it hosted on your own site?

    That being said, here are my three main thoughts on the Press Release of the Past, the Present and the Future:

    The Past: Traditional press releases, sent out via mass distribution and on the wire in hopes of getting press coverage, don’t work.  Or, perhaps more accurately, they rarely do. 

    The Present: Optimized press releases offer a great tool to spread company news (that most people won’t care about enough to share) online and give your site some SEO credit through inbound links.  They can, however, become cost-prohibitive and don’t offer incredible results (average number syndication per release was about 7 after 3 months – Rebecca Corliss, please correct me if this is wrong.  I had to do some math.).  Also, there is a fair chance that Google and other search engines will begin limiting the SEO credit they offer to sites that post nothing but press releases.

    The Present & The Future: When you have news, new ideas or other content that is actually interesting enough to share through multimedia content like videos and photos — content that people would actually want to interact with and share — host it on your own site.  Put it in the style of a SMNR if you want, but put it on your site.  Then, share it with your social network and let them do the rest. 

    Side note: It’s rather difficult to complete a post like this without talking about new resources with which many PR pros are finding success.  For example, Pitch Engine is a website that hosts SMNRs for many companies, and allows journalists (or any possibly any interested party) to receive feeds of news releases in topics of interest. 

    A lot of people love Pitch Engine and find tons of value in the service.  While I can see the benefit of housing information in a place where media reps know they can find it, I can’t let myself ignore the importance of hosting your best content on your own Website.  Maybe a combination of both is key, especially as Pitch Engine and similar services gain in popularity with media and other influencers.

    So… what do you think about the future of the press release?

    • PR pros – how do you handle press releases and news announcements with your clients?  How do you see this evolving in the next year?
    • Journalists/media/analysts/bloggers – where do you look for news announcements?  What kinds of press releases (if any) catch your attention?  How do you want companies to share their news with you online?
    Laurel Miltner is a consultant at PR 20/20, a Cleveland-based inbound marketing agency and PR firm. Follow Laurel on Twitter @laurelmackenzie.

     Subscribe to receive the PR 20/20 blog by email or RSS feed.

    1HubSpot referred to these as “traditional” press releases in the report.  Because they included keywords and links, for all intents and purposes they can be considered optimized press releases.  (Have you ever seen a footnote in a blog post before?)


  • Despamming Publicity Campaigns

    By Christina | Posted Mar 11, 2009 | 0 Comment(s) | Filed in: Public Relations


    Strong communications and relationships with the media are at the core of every successful publicity campaign. 

    It’s not about the numbers — contacts in your media database, emails sent, pitches made — but rather it’s about the quality of the connections you create.

    Today’s transparent social Web, combined with the evolution of email into a spam machine, makes it more important than ever for PR pros to tailor their campaigns and reach media contacts with information targeted to their beats, blogs and interests.

    Bad PR Exposed

    Forrester Research VP Josh Bernoff recently published a post on the Groundswell blog examining three examples of publicity spam, as well as an informative follow-up post on email titled, “Three quarters of the PR email I receive is irrelevant. Why?”

    As the mass market catches up to technology and social media, the acceptable ways of distributing information are increasingly targeted and personalized. Unfortunately, this concept isn't always perceived as a sound strategy for generating publicity, even though it can lead to stronger opportunities.

    Do This and Don't Do That

    There are several simple concepts involved with starting to despam your campaigns. In homage to author David Zinkzenco’s "Eat This, Not That" healthy food choices section in Men’s Health magazine, below are "Do This, Don't Do That" recommendations to create effective and social Web-acceptable publicity campaigns.

    • DO: Create a targeted media database, based on solid research, social networks and media relationships. Consider a news wire service if mass distribution is required.
    • DON’T: Create a mass media database adding as many contacts as you can find; or adopt a “see-what-sticks” attitude.

     

    • DO: Introduce yourself to key media contacts, ask them how they prefer updates, and give them the opportunity to opt-in and/or subscribe to your company’s blog or media room feeds. In short, run permission-based publicity campaigns.
    • DON’T: Place your release on wires without checking out distribution policies, or post the same news to multiple wire services.

     

    • DO: Compose a press release that is clear, concise and relevant.
    • DON’T: Produce a solely promotional release using various gobbledygook words.

     

    • DO: Provide links in the email body so recipients can voluntarily access supplemental documents, relevant Websites, photos, videos and further information. 
    • DON’T: Attach documents, photos, videos or other large files to your email without request from the media.

     

    • DO: Compose personalized emails containing the release information when appropriate.
    • DON’T: Send form emails to individuals that appear as personalized greetings.

     

    Integrating these recommendations into your publicity campaigns not only keeps your clients’ best interests in mind, but also gives you the chance to experience the benefits of permission-based marketing.

     

    Christina Capadona-Schmitz is a PR 20/20 consultant, who has been with the Cleveland-based inbound marketing agency and PR firm since March 2006.  She can be found on Twitter @christinacs.

  • Will Traditional PR Firms Survive?

    By Paul | Posted Mar 4, 2009 | 0 Comment(s) | Filed in: Public Relations

     

    I recently read the PRWeek article, “Efficiency Is Crucial in Agency Review,” which provides further proof that the traditional PR agency model is shifting, possibly towards the inbound marketing agency model of value-based pricing on services designed to build Website traffic, inbound links and leads.

    According to the article, “Agency reviews in the last several years have often led to clients consolidating their PR firms, but today's deepening recession has accelerated this trend as clients seek to cut budgets and economize.”

    While PRWeek concentrates on major brands such as Coke, Pfizer, eBay and Philips, the lesson apparent in the article is that organizations of all sizes are expecting more results on tighter budgets.

    Here are a few of the more telling excerpts from the piece:

    • “The recession has acted as a catalyst, pushing clients to stretch their agencies across more disciplines.”
    • “Traditional advertising isn’t a particularly healthy field, so that’s not a good place to broaden services.” (Jerry Swerling, director of PR studies and the USC Annenberg Strategic PR Center and management consultant)
    • “I’m seeing clients saying they don’t feel like they’re getting as much bang for their buck.” (senior level source at procurement firm)
    • “. . . Some clients are responding by eliminating AOR agencies and working with firms on a project basis. . . .”

    Is it time for the Inbound Marketing Agency?

    In September 2008, we published a blog post titled, “Dawn of the Inbound Marketing Agency,” stating that a mass-market revolution had begun that threatens to make traditional PR agencies obsolete, and spawn a new generation of industry leaders and influentials.

    “If you’re a PR firm, you can’t ignore or resist where the market is taking us. It’s time to expand our knowledge and services. Think critically about the value we deliver to clients. Consider the state of MSM, and the future of our industry.”

    Here’s a snapshot of the inbound marketing agency from the original post:

    • Staff: Expert copywriters (as most PR professionals are), who function as Internet marketing consultants. All employees/consultants are heavily engaged in social media.
    • Services: Content marketing, social media, search engine marketing and Website development, as well as evolved forms of publicity, brand marketing and crisis communications.
    • Pricing: Value-based instead of prohibitive hourly rates. 
    • Results: Truly measurable and meaningful outcomes, including: inbound links, Website traffic, leads and sales.
    • Infrastructure: More agile, scalable and tolerant to risk than most traditional PR firms.

    Is it possible that the recession has accelerated the need and demand for these agencies?


    Read the full post: “Dawn of the Inbound Marketing Agency”

    Paul Roetzer is founder and president of PR 20/20, a Cleveland-based inbound marketing agency and PR firm. He can be found on Twitter @paulroetzer.

     Subscribe to receive the PR 20/20 blog by email or RSS feed.

  • Finding the PR Firm That's Right for You

    By Paul | Posted Jan 22, 2009 | 0 Comment(s) | Filed in: Business, Public Relations



    I did a guest post yesterday on the HubSpot Internet marketing blog titled, "7 Things to Know When Hiring a PR Firm."  Here's a quick introduction: 

    "It's no secret social media and inbound marketing are changing the role of PR firms.

    While many traditional PR agencies were built upon the ability to generate editorial coverage (or publicity) through mainstream media (TV, radio, newspapers, magazines), the leading digital/online PR firms are social-media and SEO savvy, with proven track records for generating website traffic, inbound links and leads..."

    Read the full post.

     

    Paul Roetzer is founder and president of PR 20/20, a Cleveland-based inbound marketing agency and PR firm. He blogs here, and tweets there.

     Subscribe to receive the PR 20/20 blog by email or RSS feed.

    Follow me on Twitter: @paulroetzer 

  • 10 Public Relations Trends That Will Change The Industry Forever

    By Paul | Posted Dec 7, 2008 | 11 Comment(s) | Filed in: Public Relations



    In January 2008, we published a blog post on the 8 Public Relations Trends to Watch in 2008.  That post became the most popular page on our Website, was cited on the Wikipedia Public Relations page, created tremendous speaking opportunities and generated thousands of visitors.

    That is the power of blogging and the social Web (aka Web 2.0). Every business, and every professional, has the ability to influence audiences and affect change like never before with self-published content.

    So while the original post is still relevant, a lot has happened since January. In particular, we recently wrote about the Dawn of the Inbound Marketing Agency, a new breed of PR firm that I believe will supersede traditional PR firms, and possibly challenge the dominance of advertising agencies, as marketing budgets continue to shift toward Internet marketing.

    In essence, the social Web, and all the tools and services it continues to spawn, has forever changed the game. There are PR firms that will adapt to meet the growing mass-market demand for Internet-based expertise and service, and there are many that will not.

    So here’s an updated look at 10 PR trends driving the revolution: 

    1) Inbound Marketing

    Inbound marketing refers to permission-based marketing strategies in which consumers choose to learn more about you by conducting a keyword search online, subscribing to your RSS feed, downloading your white paper, opting into your email newsletter, watching your videos, listening to your podcasts, visiting your social network or commenting on your blog.

    Check out our guest post on the Hubspot blog to learn about the 4 Ps of Inbound Marketing.

    2) Content Marketing

    Inbound marketing is powered by content. In order to grow smarter and faster than the competition, organizations must continually publish multi-media content online through blogs, podcasts, videos, optimized press releases, case studies, white papers, eBooks and by-lined articles.

    Content marketing, which requires expert copywriting and strategic planning, is the single largest growth opportunity for PR agencies.

    3) Social Web (aka Web 2.0) & The Decline of Mainstream Media

    The social Web of consumer-generated content and mass collaboration (i.e. blogging, micro-blogging, forums, social networks, photo and video sharing, social bookmarking) is no longer a trend. Rather, it is an integral and powerful part of our lives.

    However, as mainstream media’s (MSM) ability to reach and influence publics declines, demand for social Web strategy, consultation and services will explode.

    4) Search

    Through content marketing and the social Web, organizations have the ability to reach and influence consumers directly at the exact moment they are searching for products, services and knowledge.

    In essence, they are granting you permission to market to them, but you have to be there. This is accomplished through content marketing and search engine optimization (SEO), which will become a core competency of inbound marketing agencies.

    5) Measurement

    Advertising equivalency and media impressions have long been the PR industry’s means of measuring success. And while these numbers tend to satisfy the C-Suite, what really matters are search engine rankings, inbound links, Website traffic, leads and sales. These highly trackable metrics are how firms should, and will, be judged.

    6) Web Software Solutions 

    New online software (mostly developed by companies outside the PR industry) has made it possible for firms to dramatically expand their services (e.g. monitoring, measurement, SEO, content distribution, Website development, pay-per-click advertising), and in turn provide more measurable value to clients.

    7) Next Generation Leaders

    The next generation of PR industry leaders and influencers, who are already emerging, will come from Generation X (ages 28-43) and Generation Y (ages 18-27). They will be extremely tech-savvy, fully immersed in the social Web, highly tolerant to risk and motivated to separate themselves from traditional wisdom and conventional solutions.

    Data from Forrester Research Technographics® surveys, 2008.
    For further details on the Social Technographics profile, see groundswell.forrester.com.

    8) Value-Based Pricing

    Traditional retainers and high hourly rates are too restrictive for the mass market, and once organizations (small and large) realize there is an alternative, demand will skyrocket for firms that deliver value-based pricing.

    9) Mobile

    I don’t pretend to comprehend the full impact of mobile marketing on our industry and business at large, but the geniuses at Google do, and they recently wrote about it on their blog post: The future of mobile 

    And, just as I'm getting ready to publish this post, I see this article from PRWeek: Omnicom opens mobile-focused firm in New York.

    10) Website Development

    Website development must be driven by buyer personas, visitor behavior, content marketing strategies and SEO.

    Inbound marketing agencies will become the preferred providers for Web development services, with the technical design and programming still delivered by the experts (possibly outsourced, or brought in-house).

    So what do you think is next?

    Agree? Disagree? What do you think will change the PR industry, and how will agencies adapt? Share your thoughts and ideas here, or publish your own posts on the topic and drop us a link.

     

    Subscribe to receive the PR 20/20 blog by email or RSS feed.

    Follow me on Twitter: @paulroetzer

     

    Paul Roetzer is founder and president of PR 20/20, a Cleveland-based inbound marketing agency and PR firm. He blogs here, and tweets there.

PR 20/20 Blog

The PR 20/20 public relations and marketing blog features trends, news, resources and technologies for underdogs and innovators.

Home | Subscribe

Connect with PR 20/20

Inbound Marketing Gameplan

Download Free eBook