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Young & Associates Focus
Young & Associates Welcomes New Clients
With the launch of our a la carte services earlier this year, Young & Associates continues to add new client projects, including a start-up in the government technology space.
In May, Young & Associates joined forces with YellowSpaces, a new local search engine focused on relevant searches, to unveil its iPhone local search application iLPS, yielding strong reviews. Also in Q2, Telmetrics, an advertising call measurement powerhouse, engaged the agency for targeted thought leadership activities to increase brand exposure in the local search arena.
And this past month, we teamed up with a former Department of Justice security veteran to help launch his critical new business venture LegaLock, the nation's only provider of a secure transcription solution meeting federal IT standards.
While the summer may be vacation or down-time for some, our agency is hopping!
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Marketing Minute
Social Media is Key, But Don't Abandon Traditional PR
Social media has quickly become an integral part of the marketing and PR mix but savvy executives realize they can't abandon the traditional PR that provides a proven and lasting foundation for success. There are many ways to have your cake and eat it too by striking a balance.
To start, establish an aggressive traditional media relations program with measurable objectives, which includes regularly pushing out company news and trend ideas. Smart companies know you need to pound the pavement with tailored pitches and strategic media outreach to get real ink, print and online. Give your media program extra mileage by weaving in social media elements, such as:
· Creating a conversational tweet on your Twitter page on your latest news along with a shortened link to the full press release.
· "Following" priority reporters on Twitter to keep tabs on their current interests or even stories in the works.
Leverage thought leadership activities--a hallmark of any best practice PR program--on Facebook. Post links to executives' published byline articles, white papers and blogs on your corporate Facebook page to encourage "Fans" to continue visiting and stay connected with your brand on multiple levels.
By using the traditional elements of a solid public relations program as the foundation, coupled with social media, companies will continue to reap the benefits of an integrated and strategic marketing program that reaches the most important audience--your customers.
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My Two Cents
Role of PR When the Reporter Forgets
by Meggan Manson, Principal,
Young & Associates
When a reporter contacts our clients directly for comment on a news item or trend, the clients often rejoice, but we as PR professionals may grimace. Certainly, it is good news for everyone because it means we are doing our jobs: positioning clients as thought leaders and helping them develop relationships with reporters. However, there are some risks to talking to press without PR counsel. We don't suggest turning down an opportunity to talk to a valuable reporter but remember a few key points.
1) Let your PR professional know and, when possible, delay interview until your PR counterpart can participate. It provides an opportunity for us to assist in messaging delivery during the call, follow-up with the reporter, reiterate key points and ensure your comments are sourced. Remember - we are your sales arm with the media, you should not be.
2) Share your ideas and marketplace trends with your PR partner first. We can unlock new opportunities in other media and ensure that your angle/position is appropriately conveyed during and after an interview.
3) Put it on the calendar. While scheduling seems like a hassle, it helps keep things official. Often quick calls here and there can lead to off-the-record conversations, where you may be misquoted, misrepresented or left out altogether.
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