A new study has revealed that 90 percent of word-of-mouth interactions happen offline. Proving that as advanced as all of the Twitter, Facebook, blogs and message boards are, they will never replace the power of shaking someone's hand, looking them in the eye or bringing people together.

Many companies are getting caught up in the tactics of social media and word-of-mouth marketing, they jump in too quickly and get bogged down with all the technical details. However, it's important to remember to engage people first. A little old fashioned customer service goes a long way in creating buzz about your company.

Businesses shouldn't limit themselves to just talking with customers; they need to walk with them. Meet them on their level, participate with them and find out what makes them tick. The first step in any word-of-mouth movement is to gather insight, inside and out. By actually talking with employees or customers, a brand is able to open up and cultivate a more meaningful, real-life relationship. Make no mistake, we are not advocating for offline strategy instead of online, but rather pointing towards the fact that the two can, and should, work together.

How to strike the right balance:

• Connect in person: create something that allows people to meet online, but forces them to make real connections offline such as at an event or class held by your company.
• Go where the people are: meet your customers on their turf, they will be more receptive to your messages and you will be able to gather insightful, hands-on information.
• Build a relationship: engage in social media because it will help your relationship building strategy. Technology will always change, but the fundamental reasons why people use it will not. 

People are the killer app. Human interactions will always trump online interactions. This is fundamental and it will never change. The power of a face-to-face conversation, an open forum or an influential community service project will all make lasting impressions beyond the Twitter feed.

Article adapted from "Walk the talk: Bringing sexy back to offline word-of-mouth" by Geno Church for the June 2011 issue of PRSA Tactics.

IPOs Bring New Communication Needs

With a new resurgence in the markets, more entrepreneurial businesses and startups are considering going public. Beyond gaining shareholders and receiving funds from the initial public offering (IPO), companies looking to make this transition need to look beyond the IPO, have a strategic plan for communicating with shareholders and a strategy for making their formerly held private information public. 

The U.S. IPO market for Q1 rose 22 percent year-over-year with 33 companies raising $13.5 billion, according to Renaissance Capital.  "What we must be very careful about is that a lot of these folks don't have public company experience," said Tom Rozycki, SVP of CJP Communications.  Rozycki also advises that having some sort of public company experience is crucial, whether it's in the form of a board or a management team.

Other things that IPO first-timers need to keep in mind:

• Disclosure: call for increased transparency in company disclosures and earnings calls.
• Intelligence: public markets are becoming increasingly intelligent and will micro-analyze everything a company does.
• Preparation: businesses need to learn about and understand the types of individuals and groups they will be speaking to, as well as the messages that are going to resonate best with them.

While executives tend to view the IPO as the finish line, it's really only the beginning: it's the start of a long-term conversation with shareholders that requires ongoing attention and commitment.

Article adapted from "Small Businesses face a large comms task in going public" by Danielle Drolet from the May 2011 edition of PR Week.

Client News 

Milwaukee has just completed its most successful Armed Forces Week ever in terms of the recognition and participation of local businesses, organizations and for the first time, area restaurants. The public relations activities and media coverage for the Armed Services Committee were all donated and organized by Vollrath Associates. 

The week's events included a sold-out baseball game by The Milwaukee Brewers, a full invitation-only recognition dinner addressed by Governor Walker, well-attended luncheons hosted by Rotary, Kiwanis and Gyro Clubs, an Armed Forces civic dance and a golf outing. Concluding the week was a Harley-Davidson Ride and display at the Harley Museum.

Additionally, through the efforts of our firm, 10 restaurants participated for the first time, offering discounts and values to active Armed Forces members. We are proud of our role in this salute to the men and women in the armed services who give their time and some ultimately their lives, so that we may remain free to pursue our way of life here in America.

VA Takes Home a PRSA Paragon Award

Phil and Jessica at the awards   banquet.

Last summer's U.S. Bank Milwaukee Air & Water Show was a big production- in the skies, in the water and in the VA office. As a result of our hard work in the PR effort, the Vollrath Associates team was presented with a PRSA Paragon award for its behind the scenes endeavors.

The VA team came up with a dynamic social media campaign for the event, coordinated the weekend's activities and made sure the media didn't miss a minute of all the high flying action.

This summer's Air & Water Show is set for takeoff August 6-7.  Follow the Milwaukee Air & Water Show on Facebook and Twitter at @MKEAirandWater for the latest news and details about the event, or visit the official website.