Tag Archives: pr

This Guy Moves to Pittsburgh and You Won’t Believe What Happens Next

August 6, 2014

2 Comments

If you follow me on LinkedIn or Facebook or Twitter, you already know that I recently decided to become the Director of PR at Brunner in my hometown of Pittsburgh, PA. I was with Cramer-Krasselt for more than two years and can’t thank everyone there enough for the opportunities I was given and for everything I learned there. But having three kids under the age of 4 will force you to change your perspective on a few things, and for me, one of those things was the distance between my family in Chicago and the rest of my family back in Pittsburgh.

I’ve already started diving into our client accounts and new business pitches so before I get too busy to blog here (more on that in my next post), I wanted to give my new colleagues a quick primer on the new guy who won’t shut up in their meetings. And because I keep hearing that no one will read anything unless it’s a listicle and the headline piques your curiosity, here are 19 things you need to know about me:

  1. I have three daughters – a four-year-old (Annabelle) and two 7 month old twins (Kendall and Callan)
  2. Edward Snowden and I share the same former employer
  3. I was once profiled as a “Corporate Rebel”
  4. The only movies I’ve cried at are Rudy and Hoosiers
  5. I started Booz Allen’s unofficial Yammer community and helped take it to more than 7,000 members before it became an official corporate tool
  6. I listen to way too much 90s rap and R&B
  7. My daughter Annabelle had a Twitter account and was featured on FedNewsRadio before she was even born
  8. I used to have a Top Secret security clearance
  9. I went to college in West Virginia, but am a Pitt fan
  10. For the last 11 years, I’ve lived in DC and Chicago, but I’ve still made it to at least one Pirates, Penguins, and Steelers game every single year
  11. I can’t stand onions, mayonnaise, or sour cream
  12. You can almost always find some sort of gummy candy in my desk
  13. My wife and I met when I was a freshman in college and she was a prospective student
  14. I use sports analogies about as often as Pedro Alvarez commits an error
  15. I’m a big proponent of asking for forgiveness rather than permission
  16. I think we’ve forgotten that good PR is ultimately about relationships with people not likes, clicks, or shares
  17. If I’m not saying these things enough to my team, call me on it
  18. I ask a lot of my team, but one thing I insist on is honesty and candor
  19. Someday, I’m going to try out for American Ninja Warrior

If you’re reading this and you’re one of my new colleagues at Brunner, drop me a line, follow me on Twitter, connect with me on LinkedIn, or stop by my desk and let me know a little about you too!

Continue reading...

Consider the Roles Your Content is Playing Before Determining Its Success

April 16, 2014

6 Comments

Image Credit: Matt Becker

Image Credit: Matt Becker

“Can’t see the forest for the trees” –> An expression used of someone who is too involved in the details of a problem to look at the situation as a whole.

Remember this scene in Major League (great movie, BTW) when Willie Mays Hays keeps trying to hit the ball out of the park even though he’s the fastest guy on the team? His manager comes over and tells him to hit the ball on the ground and leg out his hits because that’s the role he plays on the team.

Or this scene in Miracle when Herb Brooks says he’s “not looking for the best players, I’m looking for the right ones”?

Makes sense, right? Anyone who’s ever assembled a team – sports, work or otherwise – knows it’s about the sum of the parts, not the individuals. A team of superstars is great for fantasy football, not so much in real life.

Maybe you’re not as big a fan of sports movies as I am. In that case, think about your group of friends. You likely have a friend you go to when you have something serious to talk about. That same friend may not be the person you’d choose to plan your bachelor party. You, like both of the movie coaches above, realized that each player or friend played a different role when viewed in the larger context of your life.

I share these analogies because I’ve had quite a few recent conversations with clients, colleagues, and friends who were obsessing over the performance of an individual blog post, Tweet, or Facebook status. What was the reach? What was the clickthrough rate? How many times was it shared? It made me want to ask about the performance of that lunch meeting with a mentor or that single in the softball game last night. Did you compare that lunch to other lunches you’ve had and kick yourself for not fully optimizing it? Did you swing for the fences your next time up because why accept a lousy single when you can crush the ball over the fence?

Very little in life can be measured in a vacuum. A home run is better than a single right? Then why not fill your team up with huge guys who crush the ball every time up? A crazy weekend in Vegas is better than a night at home playing trivial pursuit, right? Then why not head out to Vegas every weekend? Well, for starters, you’d end up with a team of players who do this and a life that resembles this. But it’s also because the success or failure of anything has to always be considered within the larger context. A crazy weekend in Vegas is great, but sometimes you just want to chill out at home. A home run hitter is great except when you need someone to run down that fly ball in the outfield. 

The same thinking applies to brands and their use of social media. Just because that cat GIF you posted reached more people and had more likes than the post where you talked about your organization’s community service efforts doesn’t mean it was any more or any less “successful.” Just because that Tweet of your staff party wasn’t retweeted 100 times doesn’t mean you should stop sharing that sort of content. Just like the home run hitter and the base stealer, each piece of content plays a different role in your overall strategy and needs to be measured as such. Your goals for that content should be driven by you, not by the social platform. In some cases, you may be trying to drive traffic to a website, or to drive shares of a piece of a content, or sometimes, it’s just to show a different side to your organization. Your social media content and conversations are not banner ads so stop evaluating them that way. 

Continue to be a slave to the metrics these social platforms use and you will soon become part of their business strategy, rather than the other way around.

Continue reading...

What Does Integrated Marketing Mean to the Future of the PR Professional?

April 4, 2014

1 Comment

This article originally appeared in the April edition of the International Association of Business Communicators (IABC) magazine, Communication World. 

For years, marketing, advertising, and public relations folks fought over budgets, scopes of work, ownership, and talent. It was an inefficient, yet accepted dance at organizations of all shapes and sizes. There was paid media, and there was earned media — and for the most part, everyone understood their role.

If only things were still this easy. Today we have Search Engine Marketing (SEM) Managers, Search Engine Optimization (SEO) analysts, Digital Analysts, Community Managers, Content Marketing Specialists, and way too many social media ninjas, gurus, and rockstars. There’s paid media, earned media, owned media, shared media, and something called omni-channel media. The traditional buckets of marketing, advertising, and public relations seem so quaint now.

Customers don’t care about your org chart, your P&L, or which of their agencies are managing which channel. They just expect you to move seamlessly and consistently from channel to channel and device to device, whether that’s using paid, earned, or owned methods. And increasingly, the clients don’t care about these artificial lines of demarcation either. According to a recent Forbes survey, 68% of CMOs and marketing executives put integrated marketing communications ahead of “effective advertising” (65%), when they were asked what the most important thing is that they want from an agency.

Some of the biggest marketing and PR agencies are already adjusting their business models and organizational structures to better optimize their efforts in this new environment:

  • Edelman has recently created a position – Global Director of Paid Media – responsible for defining their approach to paid media and for integrating it into their accounts.
  • Earlier this year, FleishmanHillard restructured to be more channel-agnostic, integrating paid, owned, and earned media. In 2011, they placed $250 million worth of ads in paid media. In 2012, that number increased to more than $1.2 billion.
  • Weber Shandwick created MediaCo, a new unit focused on content marketing, native advertising, and digital media buying.
  • Cramer-Krasselt, my employer, while traditionally seen as an ad agency, actually uses an integrated structure that aligns PR, social media, advertising, paid media, CRM, search, and paid media under one P&L that allows us to create seamlessly integrated campaigns across all forms of media.

PR professionals know, of course, that their job is to build meaningful relationships with their stakeholders. However, doing so today means reaching them through paid, earned, owned, and shared media — understanding how all of these channels work, the content each requires, and how to piece it all together into an integrated plan. Clearly, PR is no longer about just getting “ink” in print or pixels. It’s about developing multi-channel relationships with a variety of stakeholders. It means learning more about paid media and how to incorporate those costs into budgets. It means integrating social ads, sponsored content, and syndicated content into strategies from the very beginning. It means the PR pros with experience in paid, owned AND earned media are going to become much more valuable.

If the traditional practitioner wants to remain relevant in this multi-channel environment, he or she is going to have to stop looking at only media hits and impressions, and  start thinking through the entire customer journey across all channels. For example –

  • That reporter at the New York Times just called and said he’s doing a story on your brand! Will he blog about it too? Will he share it with his 100K Twitter followers and Facebook fans? Is your brand willing to retweet his story? How can you use your owned channels to drive more traffic to that story?
  • The blog content you’re publishing is relevant, valuable, and engaging yet no one is reading it. What’s the right syndication partner to increase your audience size? Should you use paid search links to drive additional traffic? How will the increased traffic impact your bounce rate?
  • What’s the hashtag for that event you’re planning? Should you even have one? How will you create shareable moments during the event? Who’s serving as the digital emcee?
  • Your brand is doing a large paid media buy with one of your target publications. How does this impact your pitch to the editorial staff? How segregated are their advertising and editorial teams?

Building and maintaining stakeholder relationships today is very different than even a few years ago.  Thankfully, the tools used to manage them have evolved also. The reach and influence of some organizations’ owned channels rival that of some traditional publications. Some publications offer sponsored content hubs that mirror the look and feel of their editorial content. The social media newsfeed has become a mishmash of sponsored and organic content and they’re often indistinguishable from each other.

Image courtesy of Flickr user Rasta Taxi

Image courtesy of Flickr user Rasta Taxi

Knowing when and how to pull these paid, earned, owned, and shared levers could make the PR pro a multi-channel quarterback because we best understand our stakeholders’ information needs, media consumption habits, and user journeys. As the lines between paid and earned media disappear, the PR pro has to be more proactive and get more involved across the entire marketing mix. Whether that’s being part of the creative team brainstorming the new commercial or working with paid media to create more effective media partnerships, one thing’s clear. The PR pro is going to have to figure out how to get more involved in other channels or risk being left out of the process entirely.

Continue reading...

You Become What You Measure

January 6, 2014

7 Comments

As we kick off 2014, we’re awash in PR trends and predictions. Here are six trends to watch in 2014. Here are 20 more. And another 10 more. But let’s look a little further ahead. And let’s start by looking at the implementation of standardized testing in our nation’s schools, the performance reviews of police officers, and the recent financial crisis.

These three seemingly incongruous industries are actually suffering from a situation that will soon face the PR industry as well. They’re all suffering from quant overshoot. It’s one of the four stages of the rise of the quants as described by Felix Salmon in his excellent “Numbed by Numbers: Why Quants Don’t Know Everything” article in January’s WIRED. In the overshoot stage, people stop thinking like people and start thinking like machines.

“On a managerial level, once the quants come into an industry and disrupt it, they often don’t know when to stop. They tend not to have decades of institutional knowledge about the field in which they have found themselves. And once they’re empowered, quants tend to create systems that favor something pretty close to cheating. As soon as managers pick a numerical metric as a way to measure whether they’re achieving their desired outcome, everybody starts maximizing that metrics rather than doing the rest of their job – just as Campbell’s law predicts.”

Salmon points to police departments that judge effectiveness on arrests and schools that focus their efforts on increasing standardized test scores as examples of the unintended consequences of yielding decision-making to quantitative data. What scared me as I read this article is that I see marketing and PR taking the exact same road. Quantitative analysis of big data is thoroughly disrupting our industry – everything we do now can be measured, analyzed and optimized. We use tools like Sysomos and Radian6 to track millions of social media posts. We use sophisticated algorithms to measure the specific level of influence people have among their friends. We use social network analysis to determine how messages flow from one person to another. We can even use cookies and web analytics to optimize the actual content that you see when you visit a site. And we’re only at the beginning. PR is going to get more and more data-driven, allowing us to become more efficient than we’ve ever been.

And that’s what scares me.

Image courtesy of Flickr user themadlolscientist

PR has always been more art than science and for good reason

Just because we can measure and optimize something doesn’t always mean we should. We’re abdicating our relationships and conversations in favor of statistical models and algorithms. Data has undoubtedly made PR more efficient and effective, but I worry that we don’t know when to stop. We’ve already stopped using Twitter to actually talk with people. Instead, we analyze the length, content, and timing of them to optimize their reach and shares. I’ve already seen instances where relationship-building Tweets like “Great article @reporterX – will be sharing that one around the office!” are shunned because they won’t impact engagement numbers. We’ve resorted to sharing “inspirational quotes” not because they do anything for our brand, but because they’ll get us more likes. We ignore reporters and bloggers who don’t measure up to some arbitrary influencer score. Where does it stop? Will it stop? Can we stop? 

PR can and should serve a critical role in the integrated marketing mix. PR should be the ones who help mitigate the impact of the overshoot stage and quickly move organizations into stage four – the synthesis stage, the stage where quantitative data is married with old school subjective experience. PR professionals should be the ones who help bridge this gap, not fall victim to the same over-reliance on data that doomed our financial systems or our schools.

In 2014, let’s make a concerted effort to not be a slave to data. To not let machines and spreadsheets dictate our conversations and relationships. To remember that public relations is still more art than science. To use data to enhance our decision-making, not make decisions for us. Let’s recognize that no matter how advanced the data gets, computers and algorithms will never be able to replace actual human interaction. Hopefully, PR professionals will still be able to do that in between analyzing their graphs and spreadsheets. 

*Image courtesy of Flickr user themadlolscientist

Continue reading...