Shankman Discusses New Rules of Communication in an Era of Social Media
Recently, Peter Shankman, @petershankman, founder of Help A Reporter Out (HARO), the popular resource journalists can use to connect with marketing and PR professionals worldwide, made a visit to the Public Relations Society of America (PRSA) Southeast Wisconsin Chapter's meeting. Shankman is recognized globally for radical new ways of thinking about social media, public relations, marketing, advertising, creativity and customer service.
Shankman discussed how to use new social media tools effectively in the PR toolbox. Listed  below are some of his best marketing and public relations principles:
-Be transparent. It is crucial that after making a mistake, you admit it and actively find a solution to rectify the situation. Once the situation has been dealt with, you must move on and look to future endeavors. It is pertinent that you have a plan for both when you falter and succeed.
-Be relevant. It is imperative that the audience is kept in mind. Customers control the direction of your message, so listen to them.
-Brevity is key. The average American 18 to 45-years-old has an attention span of 2.6 seconds. That is 140 characters. Information must be brief and relevant.
-Top of mind. Don't be too forward about making business connections, however, continue finding ways to stay in touch so you remain top of mind.
Shankman concluded the meeting with some general thoughts to keep in mind when integrating social media into a strategic public relations plan:
-Social media is a key point-of-contact with customers. People respond to products and services on social media. Give them something good to talk about.
-Realize that social media is still evolving. Instead of embracing the brand (like Twitter), embrace the concept of quick and far-reaching communication. Look for new areas of involvement. Shankman used the example of the Poken, a social business card technology that allows individuals to connect, share and stay in touch on- and off-line. For more information on the Poken, see the sidebar below.
-Revenue will always trump "cool" and new technology.
-It is still crucial to have strong writing and grammar skills.
Article adapted from Jessica Vollrath's article for the BizTimes Marketing+PR bi-monthly e-newsletter. |
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The Poken :
What is it?
Poken is a "social business card." Using a poken, on-the-go business professionals can easily share contact details and online social networks in the real world, without swapping business cards. Poken allows you to connect to new contacts on social networks without having to search for them and you can easily download contact details to programs like Outlook.
How does it work?
Just hold two poken palms together -high4!- and you're instantly connected.
For more information, visit www.poken.com.
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Examining the Role of the CEO During a Crisis
Too often, executives are comfortable assuming they'll be OK when they face the media. In their world of daily priorities, spending 4-6 h ours with a media training coach isn't even on the radar, although it should be. Tony Hayward, Chief Executive Officer (CEO) of BP, is living proof.
Hayward's on-camera blunders and brash statements are reminders that a CEO cannot be all things to all people at once. After examining BP's transgressions and long list of verbal blunders, it's crucial for an organization to ask itself, does the CEO need to be the lead spokesperson in a crisis?
Some things to consider when deciding:
- If the CEO doesn't have strong verbal skills, he or she shouldn't act as spokesperson.
-Instead, let the CEO do what he or she does best: manage the crisis team and the company.
In the earliest hours, a well-trained PR person should take the lead while a crisis management team organizes. For a short- lived crisis, the CEO is one of the best choices for the news briefing to wrap things up. For a longer crisis, like the BP oil spill, the CEO should make appearances but should not carry the burden of being the lead spokesperson. The highest priority of the CEO should be to oversee the crisis team and manage the parts of the company that are still up and running.
Article adapted from "The Tony Hayward Effect" found in the summer issue of the Public Relations Strategist. |
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New! The Vollrath Associates Company Blog
"Have you had your VA Today?"
The Vollrath Associates company blog is live! Follow our blog for the latest information and trends in investor relations, public relations, marketing communications and environmental business practices.
To read the blog, visit our website at www.vollrathpr.com. Keep an eye on our Facebook and Twitter, @Vollrath_PR, for all blog-related updates! |
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Vollrath Associates Wins Two MarCom Creative Awards
Vollrath Associates won one platinum award and one gold award in the 2010 MarCom Creative Awards competition.
 In partnership with our clients' communications teams, Vollrath Associates won a platinum award for the Badger Meter 2009 Annual Report "Measure by Measure" and a gold award for Veolia Environmental Services North America's EcoSpeak, a nationally distributed quarterly employee newsletter.
Considered one of the largest creative communication competitions in the world, the MarCom Creative Awards is an international awards program that recognizes outstanding achievement by marketing and communications professionals.
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The Marcus Corporation Celebrates 75 Years at the NYSE
On Monday, November 1
The Marcus Corporation celebrated a milestone in what has been an extraordinary year. Members of the company's management team and Board of Directors commemorated the company's 75th Anniversary by ringing the closing bell at the New York Stock Exchange (NYSE). For the company, the event was a way to celebrate the past and look to the future.
"With our strong foundation, we look forward to many more years of growth and success," said Gregory S. Marcus, president and chief executive officer of The Marcus Corporation.
Our own VA team members, Marilyn and Jessica, joined the company on the trading floor. For more photos, view our Facebook page.
To view closing bell footage, visit The Marcus Corporation's investor relations website. |
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Wil-Kil Pest Control Sniffs Out Bed Bugs in Wisconsin
According to the Milwaukee Health Department, bed bugs are quickly becoming enemy number one. The tiny invaders have been making headlines and house calls across the country over the past year. Lucky for Wisconsinites, Max the "bed bug dog" is hot on the trail.
 As Wil-Kil Pest Control's furriest defender, Max is building a reputation and making quite a name for himself. Max, and the Menomonee-Falls based pest control company, were recently featured on the cover of the Milwaukee Journal Sentinel. A day later, the beagle's heroics landed him TV coverage on WFRV CBS 5 News-Green Bay.
Clearly unphased by all the media attention, Max continues to do what he does best: sniff out bed bugs. Max has a 97.5% accuracy rate and can tear apart a hotel room 15 times faster than his human counterparts.
According to Randy Allen, the southeast Wisconsin regional manager for Wil-Kil, the bed-bug-sniffing beagle is booked every day, two weeks out. Allen estimates that the company receives 20 to 30 calls a day requesting help with bed bugs from southeastern Wisconsin alone.
To learn more about the state of bed bugs in Wisconsin and find out what you can do to prevent them, read the full Milwaukee Journal Sentinel article here:
Milwaukee Journal Sentinel: Bed Bugs on the Rise
Click below to watch Max in action on WFRV:
Bed bugs on the Rise in Wisconsin |
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Kim Wall Says: Preserve your Brand for Generations
Kim Wall shares insights about brand longevity for BizTimes Milwaukee
 When Kim Wall purchased Baensch Food Products Co. in 1999, she understood that she was buying first and foremost the established "Ma Baensch" herring brand. Her top priority was and continues to be maintaining and building the brand. Wall has successfully increased market share by refreshing the brand, while staying true to the company's roots and customer expectations.
In a recent issue of BizTimes Milwaukee, Wall shared her wisdom on brand longevity, loyalty and what it takes to be successful in the publication's "Last Word" column:
"For your brand to survive and thrive, it is important to refresh your brand to suit the changing needs of the market, while keeping the qualities that made it successful in the first place. Even though customer needs change, product longevity and product quality will always be key factors in building brand loyalty."
"In this day of failing businesses, now is the time to capitalize on your brand's staying power. When you create a sense of security for your loyal customers, you're sending a clear message that yours is a brand that people can trust to be there."
"Discover what makes your brand unique and what keeps customers coming back. Then expand your brand through refreshing ideas. Combining established brand values with customer-focused marketing is the pathway to continuing growth and success." |
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