PR Pulse:
Tips for Success
|
 |
What's a
strategic approach to media relations for elevating a company's thought
leadership while ensuring all messages are accurate? Byline articles are the ticket.
Explaining
a complex or sensitive subject can be
best accomplished in a byline article. This approach builds additional credibility for both the
company and author while ensuring you have control over the messages.
We recently helped newly-launched government contractor LegaLock
secure several prominent contributed articles for targeted media that reach the
company's key buyers.
Federal Computer Week
Mobile Data Poses Security Risk
Nextgov
Analysis: Still Struggling to Protect Remote Data
|
|
|
Young & Associates Focus
Light at the End of the Tunnel
With
reports that the recession may be lifting, Young &  Associates is seeing
some proof. Since the last newsletter, we've signed on a
Cincinnati-based law firm - Wolfe - focused on negotiating large-scale
outsourcing contracts. In the non-profit world, a niche specialty throughout
our 27 years, we are proud to be representing the Benedictine Foundation, a school for
children and individuals with developmental disabilities.
Telmetrics,
a project-based client that wanted to test-drive Young & Associates' services before committing to a longer agreement, recently joined the ranks of
our retainer clients based on the success of their media-based program.
We wish all of our clients - past and present -
and friends and family increased success and some relief in Q4 of 2009 and beyond,
as this year will likely go down in the record books.
|
 Marketing Minute
Off-the-Record is Never Really Off
In the hubbub of the Kanye West
outburst and the off-the-record President Obama comment erroneously slipping
out of an ABC anchor's tweet, old-school PR counsel stands firm even in today's
digital age. Fast-paced social media can often spur unintentional mistakes
caused by a reporter or a blogger not double-checking the facts or wanting to
be first to the scoop. Regardless of the media, some traditional PR tenets
remain for organizations and company spokespersons:
-
"Off the record" ain't
really so - Unless it's your mother who unconditionally loves you that's
writing or reporting the story, it's a good habit not to mention undisclosed
facts that you don't want to see or hear about later.
- Background check - Check out the reporter/media
outlet before you "sit down" for the interview. Do they have a hidden agenda or
have they recently written a piece with opposing views to yours? That's OK if they do and
you can certainly use it to sway them with solid counterpoints but if you are blind-sided
by not knowing the interviewer, the interview and article may be a disaster.
- Answer the question honestly - Never lie or fabricate
an answer because you don't know the response or are caught off-guard. It's
fine to say "I don't know" and follow-up with the facts.
- Let your personality shine - Reporters want to see
your personality come through and get to know the individual as well as the
organization. Rote corporate facts are a killer to any interview because the
reporter tunes out and is unlikely to seek future commentary.
|
My Two Cents
Where's the ROI in Social Media?
by Eve Sheridan, Vice President
Young & Associates
These
days, companies are either embracing social media in favor of increased
visibility and coupling it with other marketing activities, or they are
rejecting it as a trendy time-eater lacking proven ROI. Which camp is right?
Despite
minimal research on actual ROI dollars produced from social media, its impact
is undeniable and it can be a visibility powerhouse in tandem with a
traditional public relations program. From anecdotes of clients using Twitter
as a communication channel with industry influencers to news of the day getting
pushed to the top of people's minds through viral social media conversations,
this pervasive medium is proving itself in other ways.
While
research studies haven't yet knighted Twitter, Facebook, LinkedIn and other
tools, it's clear that people are no longer relying solely on print newspapers
and traditional online news outlets to get their news. In fact, some now
utilize social media exclusively for this purpose. Perhaps another way to
tackle this issue is to measure social media's influence by tying it to
PR/marketing campaigns to track additional eyeballs and relevant social
conversations, and employing test promotions specifically via social media
avenues. Sooner or later, research
studies will capture the value of social media, but for now, we'll have to rely
on primary research. From where we're sitting, it seems to be sticking around
for the long haul.
| |
|
|
|
