360PR Blog

It’s September and summer vacation’s clearly over.  Most of us have it engrained from the day we start kindergarten, backpacks on and lunchboxes in hand, that September means business.  This September’s no exception – and we’re thankful for that.

In one week at 360, we’ve had three client events spanning a range of product categories:  an event to introduce Stonyfield Farm’s YoBaby Meals featuring Stonyfield CE-Yo Gary Hirshberg and Boston Mama’s Christine Koh; a car seat safety briefing by Dorel Juvenile Group at the ABC KIDS Expo (#abckids on Twitter); and, a Snuggie fashion show during Fashion Week emceed by Ross “The Intern” Mathews from The Tonight Show.

A model wears one of the new Snuggie designs on the runway during Fall Fashion Week in New York.

We have two more events and multiple tours still to come this month, and we’re just one agency.  Multiply that by hundreds of agencies and brands with launches planned in September.  Imagine being a reporter or blogger on the receiving end of it all?  In fact, we’re hearing from bloggers that they’re being inundated with invitations – increasingly, it’s gotta be something pretty special to pull them out these days.

And at ABC Kids Expo in Las Vegas, editors from the leading parenting books were moving at a rapid clip, covering more ground with fewer staff.  Some were breathless.  It was interesting to see traditional media outnumbered by bloggers, and refreshing to see marketers spending after a cautious start to the year.

If September’s any indication, it’s going to be a noisy fall.  And it seems consumers are finally ready to listen – especially if the price is right!

Filed under: 360 Public Relations, Consumer Marketing, Events and Conferences, Media and Press, PR Industry by LauraTomasetti - No Comments →

We are about to dive into a new book for our 360PR Book Club. There is nothing better than reading up on public relations and social media while lying on the beach! Well at least everyone in our office thinks it’s exciting…

We are considering three books this summer, ranging in focus from how social media is taking over PR to why flash mobs actually work. Here are our picks for the summer session of the 360PR Book Club:

Putting the Public Back in Public Relations: How Social Media is Reinventing the Aging Business of PR  

By Brian Solis and Deirdre Breakenridge

Putting the Public Back in Public Relations focuses on how PR professionals have the opportunity to make PR succeed more powerfully with social media and Web 2.0 It seems like we have been doing this for a while, but maybe Solis and Breakenridge will give new tips and tricks to seasoned PR professionals.

Twitter Power: How to Dominate your Market One Tweet at a Time

By Joel Comm

As PR pros we’ve been using Twitter for a long time, but we are always open to hearing how to make Twitter work harder for our clients. Twitter Power discusses through case studies and best practices, how to build a brand via Twitter.

And Then There’s This: How Stories Live and Die in Viral Culture

By Bill Wasik

And Then There’s This highlights the phenomenon of viral culture, including the creation of flash mobs, memes, and other Internet sensations such as guerilla marketing and political blogs. The theory of why certain phenomenon take off and others are left in the dirt is important for all PR people to understand. Wasik may have some new insight that will help on our current campaigns.  

Let us know what’s on your book list this summer – for business or pleasure!

Filed under: 360 Public Relations, Books, PR Industry by Admin - 2 Comments →

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 →

So I’m just a wee bit late in the game with this post.  Hey, we’re busy with client work, a good thing right?  The New York Times published an article over the holiday weekend, Spinning the Web:  P.R. in Silicon Valley.

While some in the PR industry scoffed at the article (read Edelman’s rebuttal), there was at least an element of truth and a lesson or two to be learned by reading about the galavants (including bikini-clad client meetings) of Silicon Valley publicists.  Plus, let’s be honest, it was a fun, lighten-up, summertime read.

So here’s the true part:  PR is still about relationships.  That’s true whether dealing with influencers online or off, and it’s one of the reasons why PR practitioners are better equipped to lead brands into social media than other specialists who focus on transaction-based marketing.

There’s no denying the powerful combination of relationships + social media in the successful launch of Wordnik.   But it’s not simply ‘who you know.’  The nature and quality of the relationship is key.  How deep does the relationship run?  Is it truly two-way and built on mutual respect?  Will it last over time?

The Edelman blog brought to light another important point:  to reap the benefits of a sustained PR effort, you need a strategic approach, not just a whisper in so-and-so’s ear.

Filed under: Media and Press, PR Industry by LauraTomasetti - No Comments →

What would Chuck Norris do?  Or, as many of us at 360PR asked on Friday, how would MC Hammer reinvent something, or Donald Trump improve efficiency?

Our agency participated in a hands-on professional development session on Friday (courtesy of The Loeb Group) that focused on “Tools to Boost Our Individual & Collaborative Creativity” — and there were plenty of tactile toys and doohickeys supplied to prime the pump.

PR practitioners are generally quick, creative thinkers. But foosball tables and yoga balance balls aside, creativity is not simply a byproduct of an office’s environment.

Filed under: 360 Public Relations, Consumer Marketing, PR Industry by Admin - 2 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 →

Last week, I traveled down to New York for the Gift Guide Show Media Event put on by Propel Media Events.  Editors from some of the top national consumer outlets were out in full-force with eager eyes looking to identify the “latest and greatest” gift ideas for the upcoming holiday season.

While “value” was the name of the game for most media in attendance, I was pleasantly surprised to learn that higher price tags did not necessarily turn-off the media.  This left me wondering – is the recession coming to an end?

Just one year ago it seemed like a gift suggestion of more than $100 was practically a lost cause. But now, perhaps, consumers are ready to push through all of the doom and gloom that the recession has reaped.  In fact, consumer confidence appears to be on the rise – USA Today recently reported that consumer confidence in the month of May is the highest it has been since September 2008!

While we are definitely not out of the recession completely, the good news is that our moods are lifting and consumer goods companies have a positive outlook towards a boost in holiday sales in 2009 – and we as publicists can help keep the positivity coming.

Filed under: Events and Conferences, PR Industry, Retail by Admin - 1 Comment →

The final nominees for the 13th Annual Webby Awards were announced earlier this week, an occasion that slightly resembles the feeling of Christmas morning to me. While I technically don’t get to rip open any wrapping paper, clicking through the entries definitely produces a certain gleeful feeling

Webby Awards are handed out in over 100 categories including websites, interactive advertising, online film & video, and mobile. I spent some time browsing the entries and found that media companies have taken some of the limelight this year. I also find it pretty ironic that the website of the esteemed awards for the worldwide web doesn’t even have a simple search bar.

The New York Times got the most nominations (13) overall in categories such as best newspaper website and best political & business blogs. In addition, NBC.com received 12 nominations. It was somewhat bewildering to see that the newspaper category featured mostly UK websites – Guardian.co.uk, Independent.co.uk, and TimesOnline.co.uk, etc. But, I was happy to see that the website of our local Boston Globe, Boston.com, received a nomination for best use of photography for their Big Picture online feature – a personal favorite.

Consumer brand initiatives from companies like Nike, Volkswagen, Patagonia, Sony and Victoria’s Secret were represented in many categories. And brands in the kids and parenting/family space took multiple nominations, including the Disney Interactive Media Group, a 360PR client, for Pirates of the Caribbean Online, Disney Family.com and other properties. On the gaming front, Destructoid, GameSpot, and The Escapist – all top-notch editorial sites – were nominated in the games-related category.

If you’re looking for a little entertainment during your lunch break, check out some of the nominees for yourself. In addition to the judge-selected winners, the public has a chance to vote in the “People’s Choice” awards in each category. Voting ends April 30th, so be sure to cast your votes here.  The Webby Winners will be announced on May 5, 2009 – mark your calendars!

Filed under: Internet, PR Industry, Video Games by EliciaBasoli - No Comments →

I spent a day in New York this week judging entries for the 2009 SABRE Awards (for Superior Achievement in Branding and Reputation), which are the brainchild of Paul Holmes , longtime industry observer and editor of The Holmes Report .

Entries were up this year, a bit surprising since everything, it seems, is down. I take that as a sign that a) we’re all looking for a little recognition, maybe even more so in turbulent times, and b) the PR industry isn’t ready to lay down for anyone or anything. Sure, we’re talking about PR people, the eternal optimists (at least on the bright, shiny consumer side of the business). But it’s hard to think of another industry that’s so vital today. Back to the awards…

I was blown away by the quality of entries. Any CEO or CMO who still questions the value of and ability to measure PR should have the opportunity to read a few of the SABRE entries. Business results – from driving downloads, sign-ups and traffic to jumpstarting or reinvigorating sales – were well documented, with many achieved solely by PR. The best programs were the ones that went beyond "creating awareness" to define tangible objectives and, consequently, were able to clearly measure results, mapping PR activity to business success factors.

A few other things that stood out: campaigns that took risks – going beyond established "best practices" to employ new methods of engaging the target, particularly online; at the same time, comprehensive brass tacks campaigns that were flawlessly executed – there’s something to be said for going beyond the big splash to mind (and mine) the details of story development and delivery; and, the more focused campaigns – the ones that honed in on a very specific audience segment, rather than casting a wide net to see what gets caught – often plenty, but not necessarily what you need.

Net-net: brands should expect more than coverage from PR and, likewise, they need to give their PR teams access to business-driving information – not for the sake of award entries, but to be able to shape meaningful, impactful campaigns and to be accountable, both for today and for setting up the next campaign. The awards are the icing on the cake, an encore, and, to borrow an oft-used phrase, it’s a thrill just to be nominated!

Filed under: PR Industry by LauraTomasetti - 1 Comment →

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 →

Kudos to MillerCoors for leveraging the “economic crisis” to their advantage in a smart, tasteful, 1-second ad during the Super Bowl for its Miller High Life brand. If you have yet to catch a glimpse of this fleeting spot, you can do so on the web – though keep in mind that outside the context of the Super Bowl’s extravagance, the wit and message may be lost.

With companies like Coke, Pepsi, GoDaddy.com, and Frito-Lay’s Doritos paying $3 million for 30-second ads (not to mention competitor Bud Light brewer Anheuser-Busch’s seven game-time spots), the Miller High Life ad is more a subtle economic statement than a frugal budget decision.

Based on the buzz on Twitter, which accounted for 67% of the online reaction to the Miller High Life ad, the ad was a huge success, transcending the gratuitous violence and disdain for corporate America that permeated other ads. The 1-second ad’s implied restraint created synergy with the High Life brand, sending a clear message the company had taken the “higher road.”

In a company press release, High Life senior brand manager Kevin Oglesby confirms that the commercial was in fact a strategic move: “Just like our consumers, High Life strives to make smart choices. One second should be plenty of time to remind viewers that Miller High Life is common sense in a bottle.”

While the fiscally-prudent card is an easy one to throw down in today’s climate, is it truly altruistic or more opportunistic?

Furthermore, what effect does this have on the advertising industry – especially if brewing companies with deeper pockets (compared to the auto industry) are scaling back?

You be the judge: In New York alone, media companies account for more than 160,000 jobs and $15 billion in wages.

Filed under: Consumer Marketing, Media and Press, PR Industry by Admin - 6 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 →

There are some bright spots in the marketing sphere in 2009, according to Ad Age.  PR is one of them.  Sure, they focus on crisis PR and public affairs (it’s a good time to dust off that crisis plan, or get one if you don’t have one).

But the article also suggests that some marketers may favor PR in 2009 over traditional advertising.  PR has a real opportunity in the area of social media, in particular.  Let’s face it, social media is about relationships, so who better than PR people to manage a brand’s foray into social media?

In any case, nice to read about the “bright spots” for a change.

Filed under: Media and Press, PR Industry by LauraTomasetti - No Comments →

I was catching up on reading over the holidays (which seem like forever ago), and came across this really useful post from CopyBlogger:  27 Common Misused Words.  I got the first few right…and read on hopefully (I hope I’ve used hopefully correctly).

CopyBlogger adeptly clarifies for us when to use farther and not further, premier and not premiere, who and whom…and the list goes on.  While I fared pretty well, I’m not telling which blog posts I’m going back to edit.  Thankfully I can correct the past online.  I’d never make it as a print journalist.  Just think of the finality of your words – oh, the pressure!

“I’m a good writer” is the phrase I’ve heard most often in interviews with candidates embarking on (or continuing) their PR career.  But CopyBlogger’s post is a reminder of how often words are misused.  You can’t rely on spellcheck for everything, and in PR words count.

Filed under: Media and Press, PR Industry, Pitch tips by LauraTomasetti - No Comments →

I’m optimistic about 2009.  I’m encouraged by the number of clients, some of whom have been with us several years and others new, who are asking how they can best leverage PR moving into 2009.  I don’t see PR budgets going away, but I do see those dollars having to work harder and smarter.

New Year’s Resolution #1:  Know the full scope of marketing for your clients.  If you’re not part of cross-functional planning already, ask what promotions are planned, what’s happening online, in the channel, etc.   What are the key periods Sales is focusing on and what are the potential pain points?

While agencies have talked a good “integrated marketing” game for years, PR still often seems to be siloed.  CMOs can’t afford that right now – they need all marketing streams to come together and to amplify and leverage each other.  I’m not suggesting that every promotion is PR-able, or that in every ad or SEO campaign lives a potentially broader campaign with implications for PR, but if you don’t ask you can’t add value – and opportunities could be missed.

New Year’s Resolution #2:  Make PR actionable.  Awareness has to convert to action at some point, immediately or as part of a stepped approach - driving traffic online or to retail, getting consumers to download a coupon or join a community or make a recommendation to a friend (just a few examples).

New Year’s Resolution #3:  Be accountable.  Now more than ever, there’s a need to measure PR’s impact, and there are a growing suite of tools to help.  We’ve been very pleased with Radian6, for example, which enables us to measure social media activity (including the number of comments about a brand or topic in a given period).  That’s just one example.  Beyond the tools, the key is dedicating staffing resources at the start of a campaign to measure every step of the way – not just as a wind-up, when the campaign is wrapping.

It’s going to be some time before we see an economic turnaround.  In the meantime, we can focus on what we can control – making sure PR operates smarter, asking the right questions, and is both actionable and accountable.  Those are the three resolutions I’m starting with (the list of personal ones is much longer and I’m not sure as achievable).  I’d love to hear others.

Filed under: 360 Public Relations, Consumer Marketing, Measurement, PR Industry by LauraTomasetti - 3 Comments →