360PR Blog

The 2010 Bell Ringer Awards were bustling last night – nothing like a roomful of PR people with cocktails waiting to be recognized!  The awards cast a spotlight on the leading-edge campaigns of the past year by New England-based firms.

The lifetime achievement award was presented to Larry Weber, a reminder of the caliber of talent, entrepreneurship, and innovation that has come from the Boston PR community over the past 20+ years.  ”PR has always been the influence of opinion through the use of content,” said Weber, commenting on the opportunity for PR in today’s content-driven digital world.  It was a simple but inspiring statement.

360 was in great company and our team was truly honored to be recognized with 13 awards, including five gold Bell Ringers.  Garnering six awards, our launch of Dorel Juvenile Group’s AirProtect^TM car seat safety technology was among the most gratifying.  That campaign helped educate millions of parents on the very real dangers of side impact crashes and what can be done to help protect children.  And campaigns for Allrecipes and Snuggie® were just plain fun, in addition to meeting their very real business objectives.

You can read a full list of the winning campaigns on the Publicity Club’s site.  Congrats to the more than 40 agencies, companies and organizations recognized at the 41^st Bell Ringers!

Filed under: 360 Public Relations, Events and Conferences, Industry Organizations, PR Industry by LauraTomasetti - 4 Comments →

I’ve walked through Copley Place and the Prudential many times. But, instead of grabbing a bite to eat in the food court last Friday, I speed-walked through the mall to the Hynes Convention Center for the first annual Penny Arcade Expo East (PAX East). It was quite a sight…over 60K gamers, many fan boys and girls in full costume, descended on Boston and captured the attention of the Pru “suits” on their lunch break, as well as the local media. Multiple features in Mass High Tech, the Boston Globe, Boston Herald, Xconomy.com and others chronicled the success story that was PAX East.

Held for the past four years in Seattle (PAX West), PAX organizers decided to branch out to the East coast and Boston was a natural choice – as a HUGE college town, Boston is filled with gamers! Thousands of attendees and about 70 hardware and software companies, including 360 clients Turbine and Immerz, crammed into the tiny Hynes Convention Center for a sold out show. And I’ve heard that in 2011 the event will be held at the much larger Boston Convention & Exhibition Center – the open space will provide more room for the nerd herd to really spread out next year.

The gamers are gone, for now. But it’s clear that PAX East was a milestone event for Boston, the first gaming event of its size to be held in our backyard. While Massachusetts has long been known as a leader in various technology sectors, in recent years the gaming cluster has really started to shine becoming a key growth area for the state.

According to a 2009 survey by the Mass Tech Leadership Council, the state’s video game makers, which include industry heavyweights Harmonix and Turbine, take in $2 billion in revenue per year.  There are over 70 companies in MA dedicated to games, employing over 1,200 people. There are also multiple local organizations dedicated to fostering the community, including the New England Games SIG (of which I participate as a steering committee member), the Boston Post Mortem, and the MassTLC Games Cluster.

Did you get your game on at PAX? What did you think? We at 360 can’t wait until next year! Check out some photos of the 360 team at PAX on our Facebook page.

The 360PR team at PAX East - Elicia, Stacey, and Amanda

Filed under: Boston, Events and Conferences, Industry Organizations, Media and Press, Video Games by EliciaBasoli - 2 Comments →

The life-size cardboard cut-out of Edward stopped me in my tracks as I walked the aisles at Toy Fair in New York this week.  ‘Twilight’ was one of the newer licenses dotting booths at the annual toy industry show.  Mattel has cast the Twilight stars – Edward and Bella – as Barbie dolls.  Mattel also unveiled the newest Barbie career dolls: News Anchor Barbie and Computer Engineer Barbie, as voted by fans and getting good buzz at the show.

Anniversaries were another dominant theme at Toy Fair: Etch a Sketch and Slinky celebrate their 50th and 65th (wow, I’m old!); Hello Kitty is 35; and Hasbro introduced a round Monopoly game board in honor of Monopoly’s 75th.   The makers of Rubik’s Cube (a 360 client), which turns 30 in 2010, have rolled out a campaign to empower America’s youth to solve the cube – check out the Rubik’s Facebook page we just set up for the You Can Do the Cube campaign.  You CAN do it!

Our friends at the Toy Book were offering to tweet show news for exhibitors.  Simply stop by Toy Book’s booth at the Javits with your 140 characters and the editors will tweet it out.  Social media made even easier.  You can read all the tweets from the show at #toyfair.

Looking at the appointment schedules our teams booked up for clients, it was striking just how many more bloggers made it to the show this year.  That added some welcomed immediacy and a real-parent perspective to the Toy Fair news stream.  (Love to read your post if you want to leave a link here.)

And here’s one of my favorite Toy Fair images - one that caught the attention of FOX Busiiness – the New York City skyline sculpted out of Bendaroos (a 360 client):

Filed under: Consumer Marketing, Events and Conferences, Industry Organizations, PR Industry, Retail by LauraTomasetti - 4 Comments →

Research doesn’t easily wow me, but this particular study did.

I’m referring to the research presented by Dr. Nora Barnes from The University of Massachusetts Dartmouth at last Friday’s SNCR conference in Cambridge, MA.   Her study compared the adoption rates of social media from 2007 and 2008 between the 200 largest charities, the Fortune 500, the Inc 500, and the top US colleges and universities.

This study reveals that use of social networking, blogging and video blogging has increased dramatically. Video is up 38%, social networking 47% and blogging.

What’s really remarkable are the differences between sectors.

Charitable organizations are outpacing the business world and academia in their use of social media. In the study, a remarkable 89% percent of charities are using some form of social media including blogs, podcasts, message boards, social networking, video blogging and wikis.

 Also, charities are far and away “out-blogging” everyone. 57% of charities have blogs.  The Fortune 500 has the fewest number of blogs at 16%, followed by the Inc. 500 with 39%. Colleges and universities are blogging at 41%.

My initial reaction was to question how this could be happening when clearly top companies have many times the staff and money resources of non profits. Then I remembered that no matter the depth of your organization or the size of your budget, everyone can have an equal voice on the internet. What matters is the power of your brand.

[Read more →]

Filed under: Digital PR, Events and Conferences, Industry Organizations, Social Media by CindyGordon - 1 Comment →

This week, the 360PR team took on Vegas for the 7^th annual ABC Kids Expo.  This year was my first trip to the show, and I was overwhelmed with the sheer magnitude of juvenile product companies exhibiting.  Anything you think a baby or parent-to-be would need/want was there…and then some!  Stainless steel baby bottles, eco-friendly cloth diapers, and multitudes of edgy, cool baby furniture were just some of the many highlights. 

It’s always a blast to look at the latest designs and fashions for baby (everything is just too darn cute!); however, the most important feature when little ones are concerned is always safety.  

The timing for ABC Expo was perfect, as Saturday kicked off National Child Passenger Safety Week, which is a nationwide effort sponsored by NHTSA (National Highway Traffic Safety Administration).  To start the week, car seat check events were held throughout the nation on Saturday.  I was lucky enough to attend a local event sponsored by Safe Kids.  I met the inspiring and dedicated folks behind Safe Kids, including the Training Manager and Technical Advisor, Lorrie Walker (pictured below).  Safe Kids reports that a whopping 4 out of 5 car seats are installed incorrectly. 

The theme of child safety continued, as we held a car seat safety briefing at the Safety 1^st booth at ABC Kids Expo.  The panel discussed the danger of side impact crashes for children and new innovations in testing methods and technology to protect our kids on the road.  We had a great turn-out – including top-notch editors, bloggers and industry advocates.  This briefing also caught the attention of NBC Las Vegas, as they broadcasted live from our booth to report on the Safety 1^st Air Protect Side Impact Technology for their morning show – which meant a 3AM wake-up call for me.  In true Vegas fashion, the streets were bustling at that hour anyway!

Filed under: 360 Public Relations, Events and Conferences, Industry Organizations, Media and Press, Parenting by Admin - 1 Comment →

Guess what the first and last topic was on the first day of Blogher? Right. That FTC stuff. Disclosure was the main message from the Blogher founders.  Blogher requires its network of 2,500 bloggers to aggregate product reviews to a separate review blog and note that reviews are sponsored.

But is disclosure enough?  Do we need or, let me rephrase, want “compensated reviews”?  If a product or service is truly break-through and relevant to the audience, and the outreach is well timed and appropriately targeted (if I can put in just a small plug for PR), reviews get written and for the right reasons.

There was a lot of discussion throughout Blogher Business about how bloggers “add value for marketers.”  But most blogs weren’t started as a marketing platform, and even as they’ve collectively evolved to be a viable channel for advertisers online, the audience needs to come first.  If it doesn’t, we all lose.

A group of bloggers we have a heck of a lot of respect for launched an initiative this week called Blog with Integrity, inviting bloggers to take a pledge of a code of conduct – totally voluntary and completely about raising the bar back up in the blogosphere for mom bloggers and all bloggers.

So what about us PR peeps?  Almost a decade ago, The Council of PR Firms set forth a code of ethics by which members firms (including 360PR) agree to conduct business – to help ensure PR with Integrity.  ”In communicating with the public and media, member firms will maintain total truthfulness and accuracy… the sources of communications and sponsors of activities will not be concealed,” reads an excerpt.

Social media, and PR’s prime-time role in social media, have raised the stakes.  We need to strive to be authentic, accurate and transparent in every interaction with bloggers, journalists and analysts every day.  What would our moms say?  Just because you can do something, doesn’t mean you should.

What are your thoughts?

Filed under: Blogger Relations, Digital PR, Events and Conferences, Industry Organizations, Internet, Marketing to Moms, PR Industry, Social Media by LauraTomasetti - 6 Comments →

The last BIG blow-out E3 Expo was held in 2006. But, in ’07 and ’08 the event was downsized significantly and became invite-only for many in the video game industry.  This year, however, the Entertainment Software Association (ESA) reinvigorated the E3 of old, leading to a 840% increase in attendance compared to 2008 with 41,000 game industry executives and journalists in attendance….and, it was a blast!

The press was out in full force and ranged from consumer media, to traditional gaming outlets, fan/community websites, podcasters, and TV/video crews. If you google “E3 2009″, you’ll get a mere 25 million results – i.e. lots of buzz.

One of the big stories of E3 included Microsoft’s announcement that Xbox Live will soon integrate with Facebook and Twitter. And the use of Twitter itself surrounding the event was a big deal compared to E3 ’06, with many attendees and journalists tweeting about the event (#E3). In fact, our gamerDNA client launched a new website last week – TweetMyGaming.com – which aggregates conversations about video games happening on Twitter in real-time.

And, yes, even the “booth babes” were back this year. But, was there anything missing? Yes. Companies were not giving away as much swag to attendees – but I did get a free IGN.comT-shirt, which made me a happy camper

The ESA announced that E3 2010 will take place June 15 – 17 at the Los Angeles Convention Center – hope to see you there!

Filed under: Events and Conferences, Industry Organizations, Social Media, Video Games by EliciaBasoli - No Comments →

I need to start with a disclaimer.  There’s no way around it, this is a self-serving post, but hopefully still of some interest.  360 went 10 for 12 at last night’s New England Publicity Club Bell Ringer Awards.  That’s an enviable batting average even here in Red Sox Nation.

A glance at the list of campaigns by 360 and other award-winners, including our friends at Cone and Kel and Partners, speaks to the awesome national work that’s emanating from Boston.  As traditional media have downsized and shifted more and more to contributors working virtually, and social media has sprung from all corners of the globe, physical proximity has become less relevant.  But that’s a whole other post.

Back to the red carpet and a look at some of our “stars” accepting awards…

Crock-Pot cookers Brittany & Merideth

Team Xenith Caitlin & John

A jubilant Stephanie with a shiny award plaque for Ball Jars and Mike in his WowWee afterglow

360 took home top honors in several categories, reminding us of the great clients and brands we’re fortunate to work with:

Best Consumer Product/Service Publicity Campaign for Ball® jars

Best Special Event Series for Stop & Shop®

Best National Television News Placement for Crock-Pot® slow cookers on The Rachel Ray Show

Best Regional Television News Placement for Xenith’s X1™ football helmet on WBZ-TV/Boston

Best Feature or Commentary Placement for WowWee’s Alive Cubs™ in TIME Magazine

Best Response to Breaking News for WowWee’s FlyTech™ Dragonfly

[Read more →]

Filed under: 360 Public Relations, Boston, Industry Organizations, PR Industry by LauraTomasetti - 4 Comments →

I’m heading to the West Coast next month to the Society of New Communications Research‘s annual NewComm Forum.  Besides being excited about tagging on a weekend in wine country, I can’t wait to sit in on the conference sessions. 

I’m joining Susan Getgood on her panel covering Blogger Relations, along with other SNCR award honorees from the blogger relations category.  NewComm Forum 2009 will feature sessions on the culture of Facebook, a social media measurement “master class” with Katie Paine, a “Twitterville” session with Laura Fitton (a.k.a. Twitter/Pistachio), a social media crisis communications session, and roundtables on social media management best practices and other hot topics.

Check out the full agenda.  SNCR is on the cutting-edge of all things social media - I learned a ton going to their fall conference in Boston.  If you’re budgeting time out of the office and travel this year, NewComm Forum is one of the best tickets to keep on your short list.

You can also participate in SNCR’s annual Tribalization of Business Study on the use of communities and social media in business.  All who participate get an early, free copy of the results.

Filed under: Blogger Relations, Digital PR, Events and Conferences, Industry Organizations, Internet, Measurement, Social Media by LauraTomasetti - 3 Comments →

Last weekend 47,000 people showed up in Anaheim, CA for Expo West , the world’s largest natural products show. Amid current economic instability and questions regarding the value of organics, the industry seemed to answer any skepticism with a resoundingly impressive show that included 10% attendance growth over last year’s event.

Going into Expo West, this turnout certainly wasn’t a guarantee. With consumers watching their grocery dollars more than ever and food safety scares resulting from the salmonella outbreak that has sickened hundreds and may be involved in nine deaths, organic and natural food products seemed especially vulnerable.

On March 3 The New York Times published It’s Organic, but Does That Mean It’s Safer? , reporting that the organics space is not immune to food insecurities since several organic products were part of the massive food recalls.

In response to concerns and to reaffirm the value of organics, The Organic Agriculture and Products Education Institute (Organic Institute) launched “Organic. It’s worth it.” – the non-profit’s first national consumer education and marketing campaign.

[Read more →]

Filed under: Food Industry, Industry Organizations by Admin - No Comments →

Today, I think most clients in most industries would agree the trade show is about PR – selling happens elsewhere.  We’ve seen clients pull out of a variety of shows in recent years and for good reason.  But the right approach around the right show can still prove valuable.  It takes a different approach, one that’s less and less about what happens on the show floor.

The big outlets typically have their stories researched and written – and often out – before the curtain goes up, like The Associated Press’ coverage of Toy Fair earlier this month.  Helping press and bloggers build their story remotely, weeks in advance of the show, is key to being part of feature coverage and the show buzz.

At CES, which is an extremely tough show for media and bloggers to traverse, you can’t count on everyone making it to your booth.  The preview events held the days leading up to CES are a hit with media and add minimal cost (and some let you participate without being an official exhibitor).  Mini-events within the main event, such as the “Silvers Summit” at CES, are another way to break through, putting the product story in context of a larger trend.  Check out USA Today’s CES story that ran on Day 1 and featured some Silvers Summit exhibitors.

Other shows, like Housewares (next month in Chicago), have seen media attendance steadily dwindle.  If media are going, there are fewer of them having to cover more ground.  That can make freelance relationships very valuable, as well as in-persons with press not traveling to the show.

Another trade show challenge?  Timing.  Take Toy Fair, for example.  Manufacturers debut the “hot holiday toys” for the coming season just six weeks after last holiday season and, in most cases, months before the new toys are on shelf.  How useful is February-timed coverage of a product that’s not releasing until August?  Sure, it can help to prime the pump.  But you’ll need an encore.  If budget allows, do more than mine the leads coming out of the show.  Time your biggest PR activity away from the show clutter and closer to your product’s release – when the resulting coverage will be truly meaningful for sales.

It’s easy to get swept up in the hype around trade shows.  But a trade show should be seen for what it is and not more – part of a comprehensive PR strategy, not THE strategy.

Filed under: Events and Conferences, Industry Organizations, PR Industry by LauraTomasetti - No Comments →

A quick note:  The following article was published in The Publicity Club of New England‘s January Newsletter.  If you’re local and not a member, the Pub Club is a great resource.

Just before the holidays, I had the pleasure of hearing Talbot’s CEO Trudy Sullivan speak about the company’s reinvention. Rather than more talk of belt-tightening and cutbacks, Sullivan remarked that marketing continued to be “priority spending” for Talbot’s.

Sullivan and many other executives recognize they need to continue to tell their brand story in a down economy. Budgets are tighter all over, but consumers, investors and others are still listening. A brand or organization that goes dark or curtails communication while competitors forge ahead can easily be forgotten, or at least set back.

Without knowing, the PR industry has been preparing for many years for what lies ahead in 2009. We are faster, smarter and more precise as an industry in pinpointing audiences and creating actionable awareness. Now, more than ever, PR has an opportunity to add value. Here are just a few thoughts on how:

Asking questions to leverage and amplify other marketing. CMOs know their budgets have to work harder, and PR should not operate independently. Is there a SEO campaign that PR can contribute to? Are there promotions PR can help fuel? Rather than creating a free-standing PR event, is there something already funded that PR can get behind? Thinking about PR more broadly can extend its value.

Redefining and repositioning to be relevant in a down economy. One could argue in this economy there is a need to step up communications, in order to ensure relevancy. How is your brand or organization relevant in a down economy? PR people are masters at positioning and storytelling and can help.

Creating a deeper connection. Consumers are still spending, though spending more thoughtfully. What value-added content can your brand or organization provide that will deepen the connection with your target audience? PR is accustomed to going beyond the tagline to tell a fuller story and create more context and that can result in a more meaningful connection.

Leveraging social media. PR firms are playing a lead role in helping clients navigate the social media waters, where there are seemingly endless opportunities for brands to reach and activate their targets. Social media is fundamentally about relationships. The “R” in PR has never been so important.

Being a resource to leaner editorial staffs. From The New York Times to Mashable, editorial staffs are significantly leaner heading into the new year, making a good PR person more valuable than ever.

Preparing for the worst. There is no time like the present to dust off that crisis plan or talk with your PR team about developing a plan if you do not already have one to communicate with stakeholders around financial or other issues.

Measuring – even when they are not asking. Of course, no one will know PR’s value if it goes unmeasured. Even if clients and internal teams are not asking, stay out in front with dogged measurement of results. Monitor Web traffic, downloads, key word searches, sales, reach, share of voice and more at key points throughout a campaign.

While 2009 may not be a banner year for the PR industry, there is plenty potential for a silver lining.

Filed under: Industry Organizations, PR Industry by LauraTomasetti - No Comments →

As many non-profits operate with limited budgets in such a tough economy, to take advantage of social media is a no-brainer.  Many of these tools (Twitter, FaceBook, etc.) are absolutely FREE to use and can be a huge help to non-profits looking to spread the word, interact and gather feedback from various audiences.

This point was made crystal clear during “Thriving and Surviving in Uncertain Times: Digital Marketing Techniques for Non-profits” (#NGOSM09), an event that was hosted by the Council of PR Firms and held at the (awesome) Boston Museum of Science yesterday. A few of us at 360 attended and the speaker line-up included agency execs like 360′s own Laura Tomasetti, Carol Cone of Cone, David Almacy of Waggener Edstrom and local non-profits including The Museum of Science, The Boston Center for Adult Education, and Everybody Wins! USA.

I pulled together a handful of key tid-bits from the session that I thought were worth calling out:

[Read more →]

Filed under: Cause-Related, Digital PR, Events and Conferences, Industry Organizations, Social Media by EliciaBasoli - 3 Comments →

So says Kel Kelly of Kel & Partners, who moderated a PubClub of New England panel on the topic last evening a couple doors down from 360 HQ.  Kel, who is absolutely hilarious, made arguments against the notion that Web 2.0 is a passing fad.

Here are a couple of quick examples from the panel of marketing/PR success stories in the Web 2.0 world that we live in:

1) Timberland’s online campaign that helped to plant more than 585,000 trees since kickoff.

2) The winning entry to an online video contest held by Kronos, an expert in workforce and employee management.

3) Finally, have you ever had this talk with your DENTIST??!!

As social media continue to grow, let’s see what marketers will do next.  While I wait, I will be planning which 10 of my friends will fall victim to the Whopper Sacrifice.

Filed under: Events and Conferences, Industry Organizations by Admin - 2 Comments →

“This could possibly be the Christmas that the Grinch stole,” said Talbot’s President & CEO Trudy Sullivan at the Boston Chamber’s Women’s Network Breakfast December 10.  The Grinch is also apparently stealing our time too – I’ve been trying to get this post up since the morning I heard Ms. Sullivan speak.

Ms. Sullivan, a fashion industry vet (she headed Liz Claiborne and J. Crew before recently taking the top post at Talbot’s), likened today’s economic conditions to the Blizzard of ’78, which for New Englanders immediately conjures an image of seemingly impassable four-foot drifts of snow.  “You know you’re going to have to dig out when the storm is over, you’re not looking forward to it, but you’ll do it, one snow shovelful at a time,” she said.

Amid forecasts of a double-digit downturn in specialty retail, Ms. Sullivan and her team are investing in marketing, not cutting back. “The highest priority spending for us is anything that touches the consumer – marketing, how our stores look, merchandising.”  Talbot’s smartly recognizes that no matter how dark the economy appears, it has to take steps to keep existing customers and attract new ones.

One of the things sure to emerge from this economic snow storm is a savvier consumer.  That creates an opportunity for brands to step up and assume a leadership role in helping consumers make more educated purchasing decisions.  Marketing can help, by telling a fuller brand story and going beyond the tagline to offer tangible tools and tips on brand web sites, via direct mail, through editorial and spokespersons, and more. [Read more →]

Filed under: Events and Conferences, Industry Organizations, PR Industry, Uncategorized by LauraTomasetti - No Comments →