How today’s media is changing Public Relations

The Huffington Post built a media empire from the digital zeitgeist.

 The Huff’s genius involved a nose for water-cooler conversation and an eye for resultant keyword searches. Its unreal ability to dominate the search by re-serving the public what it was already discussing allowed HuffPo to exit for a very real $300 million. 

 For the sake of comparison, Newsweek sold for $1. 

 Is Newsweek 300 million times worse than The Huffington Post? 

 Of course not. 

 But Newsweek never decoded that hidden strand of The Huffington Post’s DNA: Today’s winners no longer try to make news; they instead try to be nearby when news is made. 

 And here is the bedrock of where media is changing PR. For PR folks to be successful they shouldn’t try to be the news; they should try to participate in news.

Easy to understand, so how does that happen? We’ve represented many different types of client at NettResults – some have experienced spokespeople and some do not. Here’s what we have learned:

1 – if a company does not have a spokesperson then there needs to be a lot of news around new unique features or advanced product development that the user actually cares about.

2 – better (and less expensive for the company) to have a spokes person.

Next up – how do we get that spokes person to participate in the news?

Back to traditional PR – the ability of an agency to position that spokesperson with the media through introductions, interview and good old-fashioned face-to-face interaction. Through this process, the spokes person gains the ‘credibility’ of the media. Yes, vital – credibility. It doesn’t happen overnight and it is a distinct and almost contradictory PR action than the daily KPI of gaining publicity.

Once credibility has been obtained, it is the job of the agency to keep the media informed on what subject matter the spokes person has preferential insight to – most probably because of their corporate experience. This is how the spokesperson becomes an ‘expert’ in their area of business.

Then, later on in time, when the news is looking like it is approaching the subject that the spokesperson has claimed insight and credibility, it is the job of the agency to showcase that spokesperson. This could be as simple as a one-to-one contact (picking up the phone) or it may be more appropriate to showcase the spokesperson in a one-to-many communication (for example a press release).

Before the spokesperson is ready to reach out to the media and fulfill their spokesperson duty, it is the agency that has to create and curate timely content around the news.

It’s not rocket science, but it does take some medium term planning to achieve success.

Births, deaths and marrages...

My late grandmother used to have me read the births, deaths and marriages section of The Times every day after lunch (this was before I was old enough to go to school or too young to look after myself in school holidays).

I never really understood why she was so interested... but it turns out (yet again) my grandmother was more in touch with the mass media than I knew and understood exactly what the consumers of media are interested in.

The world's news reads very much like the announcements section of one of those old fashioned paper newspapers... all birth certificates, weddings and obituaries.

The long-form of Obama's birth certificate was all news worthy and took much of the press space until...
The Wedding took over. Whether it was the kiss, Pippa's dress or the Aston Martin, it was all we could talk about until...
The death of the century took over.

So I guess the question is - who's birth, death or marriage is coming next?

Top 10 most common myths about public relations

When it comes to teaching about Public Relations I often get students asking me questions that I think are really obvious. And then when I go to clients whom have not previously conducted public relations outreach, the questions and prior assumptions move the straight out strange.

So, with a little help from our friends at About.com, it is time to dispel some of these myths in hopes of helping students, business owners and others - avoid serious PR problems.

• Myth 1: Any Press is Good Press
• Myth 2: PR is All about Press Releases and Press Conferences
• Myth 3: Once You Break Through with Publicity, You're Golden
• Myth 4: Myth: Publicity is Free and Easy
• Myth 5: You Need to Hire an Expensive PR Firm
• Myth 6: Good Products Don't Need Publicity - - Only Bad Products Do
• Myth 7: Public Relations Can't be Measured and is Therefore Worthless
• Myth 8: PR Means Schmoozing and Controlling the Press
• Myth 9: Only Ex-Reporters Can Do It
• Myth 10: Public Relations is Spin, Slogans and Propaganda

There are many myths and misconceptions about PR that are not only wrong, but it many cases dangerously wrong. What else would you consider to be a PR myth?

Overused buzzwords in marketing

Last month, PR strategist Adam Sherk took 25 of the most overused buzzwords in marketing and PR—he compiled a list of the top 100 and ran them through PRFilter, a website from RealWire that aggregates press releases.

The results: “Solution” led the pack with 243 appearances.

Shortly after he published the post, PRFilter set the record straight: “Solution” did not appear in press releases 243 times; it appeared 622 times—and it was the second most common buzzword.

The most common word is “leading,” which showed its face 776 times—in one 24-hour stretch.

Here’s the full list—compliments of Adam Sherk and PRFilter:

1. leading (776)
2. solution (622)
3. best (473)
4. innovate / innovative / innovator (452)
5. leader (410)
6. top (370)
7. unique (282)
8. great (245)
9. extensive (215)
10. leading provider (153)
11. exclusive (143)
12. premier (136)
13. flexible (119)
14. award winning / winner (106)
15. dynamic (95)
16. fastest (70)
17. smart (69)
18. state of the art (65)
19. cutting edge (54)
20. biggest (54)
21. easy to use (51)
22. largest (34)
23. real time (8)

What's the word you use the most?

Video - is that what it's all about?

Hear it from NettResults' official spokes person:

Social Media from adorable baby to angst filled adolescent

Is social media about to experience growing pains?

According to people at Unica this year, social media is no longer the adorable baby everyone wants to hold, but the angst filled adolescent – still immature yet no longer cute – who inspires mixed feelings. All things social continue to hold intense interest, with 53% of marketers currently applying it to their marketing efforts. But as tactics rise and fall, a more sophisticated approach is emerging.

Instead of thinking tactic by tactic, marketers are beginning to think strategically across three major areas of social content: owned (what they create), earned (what customers create) and paid (what marketers spend money for).

And as far as NettResults is concerned, social media can be a grumpy old man - so make sure your have an integrated PR and SM campaign in place. Not only can SM be your friend and help you reminisce about good stories (helping you get the word out), it can also turn around and bite you in the butt in a crisis.

What do you think?

Raising expectations only to kill them...

Have you noticed how upbeat the ads for airlines and banks are?

Seth Godin points out that judging from the TV and newspaper ads, you might be led to believe that Delta is actually a better airline, one that cares. Or that your bank has flexible people eager to bend the rules to help you succeed.

At one level, this is good advertising, because it tells a story that resonates. We want Delta to be the airline it says it is, and so we give them a try.

The problem is this: ads like this actually decrease user satisfaction. If the ad leads to expect one thing and we don't get it, we're more disappointed than if we had gone in with no real expectations at all.

Why this matters: if word of mouth is the real advertising, then what you've done is use old-school ad techniques to actually undercut any chance you have to generate new-school results.

So much better to invest that same money in delighting and embracing the customers you already have. Then amplify these and use some solid PR to increase the exposure to testimonials and case studies... oh, and suddenly you have a snowball effect - happy customers, more PR, happier customers, better PR...

Maybe customer service and PR departments should be better aligned...

Rolling Stone breaks into Middle East

With the launch of Rolling Stone magazine into the Middle East, the BBC covers the story and adds some interesting overview of the Middle East media landscape...

Killer messaging for public relations

Following an outline written in Overpromise and Overdeliver, by Rick Barrera, NettResults uses the following questions to clearly define our client’s brand promise, and thus the message for the public relations we work on.

A winning overpromise — whether it’s brand-new or a rejuvenated version of a previous promise — isn’t born of a sudden flash of inspiration. If it is to truly differentiate you, it must be built piece by piece. Attention must be paid not only to the intricacies of products and services, manufacturing and marketing, but to all the constituencies that must be on board to achieve a break-through. That means current and potential customers, employees, shareholders, distributors and suppliers. After all, you will have to live with the overpromise for some time; align all TouchPoints with it; arrange the entire organization around it; and overdeliver on it. All stakeholders whose suggestions and support have an impact on your company’s success must be part of the conversation.

To begin the journey to a complete understanding of your existing brand promise, consider the questions that follow:

What is the essence of your business? Why was the company started? What was the founder’s vision? What did he or she plan to do better than anyone else? Are you fulfilling that vision now?
This first line of questioning is a way to get the coordinates, to zero in on the real reason so much of your life is being devoted to making the organization you work for work.

What are your brand’s most important attributes? What do customers think of when they hear your company’s name?
Customers’ attitudes have been influenced by word of mouth, by advertising and public relations, by their feelings toward the store where they bought the product or perhaps by a conversation with customer service personnel.

Why do customers buy your product or service? Why don’t they buy your competitor’s product or service?
Asking customers why they buy from you can help to identify the kinds of people who are best served by your product or service. Chances are, they won’t be the ones that were in mind when the brand promise was created.

Why don’t non-customers buy your product or service? Why do they buy your competitor’s?
Learning that some aspect of an overpromise, or of its supporting products and processes, is driving away a substantial number of potential customers should inspire some serious repair work.

What emotions do customers feel when they buy and use your product?
Pottery Barn’s overpromise is more laden with emotion than most because it sells products for the home, a place that people care about deeply. Pottery Barn’s overpromise acknowledges that furnishing and decorating a home can be stressful by presenting the company as a kind of home decorating mentor.

If your brand was a person, how would you describe him or her? In the same vein, how would you describe each of your competitors?
Think about the market in which you sell and your target customers.

How do your employees perceive your brand?
Nothing is more important to a company’s success than convincing employees to invest more rather than less, because what you are after is their discretionary efforts on behalf of your brand.

Putting It All Together
Here are the questions you really want the answers to:
What is your reputation?
What are you known for?
What one thing about your company most matters to customers?

Then build your overpromise around it.

If you don’t like the answers to these questions, you’ll need to think deeply about what you want to be known for in the future and how your overpromise will articulate that clearly to customers and potential customers. You’ll then be able to tackle the work of realigning each of your TouchPoints to overdeliver on your overpromise.

If you need to work on your message and your brand promise, then call us today.

25 Essential PR Bloggers You Should Be Reading

Many thanks for our friends at PRweb who have produced an excellent list of the top 25 blogs that PR pros should be reading.

As they say, keeping up with what’s new and interesting in public relations news is important. While a lot of the list are SM heavy, our personal favorite is Journalistics. If you just start following one new blog this month make it Journalistics.

You can view the whole list here.

Enjoy!

Get your Mojo on with PR

In Mojo - How to Get It, How to Keep It, How to Get It Back If You Lose It (by Marshall Goldsmith with Mark Reiter, 2010, ISBN-13: 978-1401323271) the authors explain exactly what Mojo is (and we though it was not definable). Mojo comes from the moment we do something that is purposeful, powerful and positive, and the rest of the world recognizes it. Mojo is about that moment and how we can create it in our lives, maintain it and recapture it when we need it.

They go on to explain, how our professional and personal Mojo is impacted by four key factors and the questions they ask: identity (Who do you think you are?), achievement (What have you done lately?), reputation, (Who do other people think you are — and what have you done lately?) and acceptance (What can you change — and when do you need to just “let it go”?).

And hence the most obvious segue into public relations. Every corporate client we are work with need to look at:
* What is the company?
* What has the company done lately?
* What do other people (customers, fans, voters, staff, competitors etc) think of the company?
* And, ultimately, when reviewing the media around that organization, what do you need to accept and when do you need to call the crisis communications team in.

De facto, Mojo = PR.

10 Tips on Arabic Culture For Successful Business in the Middle East

For executives who are looking to build business in the Middle East or professionals looking to move their career or job search to the Arab World, this video gives you a simple overview of Arabic Business Culture in 4 minutes.

Media Training 101

Why should you have media training?
What will it take to be a successful spokesperson?

All you need to know about media training in under 2 minutes...

10 Reasons to Fire the Client

I've wanted to write this article for a long time, but of course didn't want to offend any previous client. Now, thanks to The Bad Pitch Blog, I don't need to. A big thank you to Richard Laermer for listing the ten reasons:

10 - You don't trust them as far as you can throw them!
9 - Everything they demand is in direct contrast to what you know to be right.
8 - Client company is on its way down.
7 - You keep sitting in on meetings with them that are at once pointless and breathless.
6 - You get the creeps when an email from this client crosses your in-box.


5 - You dread their responses to your questions because you know, once again, they aren’t paying attention to you but instead, are following their own agenda.
4 - Getting their bill paid is tougher than the toffee at carnivals.
3 - The client keeps making you think about going into a new profession.


2 - You daydream about working with their competitor(s).


1 - The person paying you is sure that everything they do is fantastic, despite having no notion of what fantastic is. And no vision whatsoever.

Read the full article here.

And if you have more to add, we'd love to hear about them.

Five changes in journalism and what that means to the way smart PR agencies are working

Thanks to our friends at Burrelles Luce for putting the journo insight together. We couldn't agree more... in fact we believe that any good public relations agency worth their salt is changing the way they are working.

1. Long is now shorter. Rand Morrison commented that "Long is shorter than it used to be," at the Bulldog Reporter 2010 Media Relations Summit.

NettResults Takeaway & How Smart PR Agencies are Adapting: Be succinct. Understand your message and be able to share it in a compelling manner with a few key bullet points.

2. Slow is now faster. Stories break on Twitter live as events unfold. Getting a story right is challenged by an increase pressure to get it out.

NettResults Takeaway & How Smart PR Agencies are Adapting: Anticipate journalists' needs and serve as a valuable resource. Maintain an accurate, up-to-date, and comprehensive online newsroom or press center. A quick responses and immediate follow up is essential.

3. There is a need to be more resourceful with resources. Cuts in newsroom operations means that journalists are working longer hours, with heavier workloads and a heightened sense of concern regarding job security.

NettResults Takeaway & How Smart PR Agencies are Adapting: Passing along tips and information that will benefit the journalist (publication and readers), whether or not it is for a specific client, will be appreciated and help to build a strong relationship. Likewise, those who are able to help journalists save time by bringing together multiple resources have a distinct advantage.

4. The brand of a journalist is not always limited to the publication. Many journalists now have Twitter handles, Facebook pages, and personal blogs.

NettResults Takeaway & How Smart PR Agencies are Adapting: There are now numerous opportunities to listen, engage, and build stronger relationships with influential journalists.

5. Competition is more competitive. Social media has also increased the challenge of being the first to break a story or add a new and unique angle.

NettResults Takeaway & How Smart PR Agencies are Adapting: Exclusives are more valuable than ever. When you can't offer an exclusive, consider whether you have a special angle or resource to pitch. What value can you offer the journalist to help him or her provide unique value to readers?

What changes in journalism do you think are shaping killer PR?

How to - crisis communications - watch the video

Interview from last week aired by EO TV (Entrepreneurs' Organization)

Or link here

There is no such thing as bad publicity...

...except your own obituary - according to the Irish author & dramatist Brendan Behan.

It might seem contradictory that any kind of success might follow from scandal: but scandal attracts attention, and this attention (whether gossip or bad press or any other kind) is sometimes the beginning of notoriety and/or other successes. Today, the often-used cynical phrase "no such thing as bad publicity" is indicative of the extent to which "success by scandal" is a part of modern culture.

BP used to be British Petroleum. Then it reinvented itself as Beyond Petroleum, extending the enterprise beyond black gold and becoming a major investor in new energy technologies.

All that counts for little now that the full extent of the Deepwater Horizon catastrophe is becoming clear. BP is now the acronym for Bad Publicity.

No doubt, like in many crisis situations, within the first few frightening hours, BP's lawyers and public relations teams presented to BP's board their views on how the company should respond. It's clear that the lawyers won. "Shift the blame onto someone else." And that is indeed what BP did in the immediate aftermath of the story breaking. BP blamed their contractors.

So, the continued interest/disgust in BP, their actions and their disaster-prone crisis communications begs the question, when does bad publicity become detrimental?

The cost so far:
* BP has agreed to create a $20 billion fund to compensate those affected
* An alleged $50 million on a television advertising campaign
* About $1 billion off their brand value according to some studies
* More than $100 billion in market value
* Stock is worth less than half the $60 or so it was selling for on the day of the explosion
* Oh, and who knows what on-the ground cleanup and PR support is costing?

Three years after the cleanup operation has completed its work - what will be the perception of BP?

When will BP (or will it ever) break even from the costs occurred and the missed opportunity cost? We will probably never know.

Maybe there is such a thing as bad publicity or at least a cost for bad publicity.

How do you value bad publicity?

7 Tips for Tony Hayward to Survive the BP Oil Spill Congressional Hearing

If Tony Hayward, the CEO of BP, and ultimate person responsible for the BP Oil Spill in the Gulf wants to survive the present Congressional panel (heckler disruptions aside), he needs to not only get his message straight, but also get the delivery correct. Just like in any crisis communications situation he needs to work on:

1. Credibility – so that the panel has confidence in the message and believes in him.

2. Appropriate context – for the panel and ultimately the population of the US.

3. Right content – which is appropriate for the population of the US (and no doubt the viewers of the countless other international media following this event).

4. Clarity – so that the message is unequivocal.

5. Continuity – with previous and proposed BP marketing activity.

6. Simplicity – so that the message cannot be misunderstood or misinterpret.

7. Impact – so the media cover the story from BP's angle.

We also know from previous news reports that Mr Hayward is not a night owl (OK, I get he needs to be up early to do business back in Blighty). If I was him, I'd be spending a lot of long evenings anticipating what the panel (and journalist) are likely to ask and prepare my response and messaging in reply. I'd be spending my time exactly how a crisis communications spokes person should be preparing:

Anticipate – Prepare – Rehearse
Anticipate – Prepare – Rehearse
Anticipate – Prepare – Rehearse

While Tony may be one of the most hated people in America (has anyone run him head-to-head with Joran Van der Sloot?) if BP can get their crisis communications right, they could emerge a stronger and more profitable company.

What do you think?

5 Crisis Communication Keys for Smaller Businesses Learnt from the BP Oil Spill 2010

Yes, there is a lot we can learn from the recent BP Oil Spill and the Crisis Communications they have implemented, but for the small (er) company there are five simple foundations to keep in mind:

1 - crisis happens to businesses big and small - and don't think it'll be a calamity (such as a plane crash) - far less serious events lead to a crisis

2 - a crisis is not always your own doing - sometimes you get there due to activities outside of your company, from third parties or just bad luck

3 - speed is vital in a crisis - if you can't act quickly you create a 'media vacuum' that someone will fill - and it won't be pretty

4 - preparation - knowing what your message will be, who will say it and how it will be delivered, is the key to success. A proactive crisis communication plan and media training are not expensive - you can do it yourself or in today's market, ask a local PR agency to help you out - it'll cost little more than a couple of days of consultancy

5 - practice makes perfect - if you practice, or are experienced in dealing with the media, it will be a lot easier when there is a crisis. Getting media trained before a crisis is a vital investment.

10 Secrets to Killer Copy

Whether writing for PR or for business the universal truths we use when writing professional PR copy can be applied to emails, letters, business proposals, speeches and pretty much any written word in business.

We all want writing that’s compelling, interesting, and unique. We need writing that’s magnetic. In short – killer copy. Luckily a few simple techniques can make any piece of writing more compelling.

Here are NettResults’ top ten ways to help you write copy that draws the reader closer:

1. Don’t hedge
“Hedging” is when you go out of your way to cover every contingency in an argument. Example: “Nowadays almost all tech-adapt travelers have at least some sort if electronic book reader.” The hedges are “almost all” and “at least some sort.” These may be strictly true, but it’s soft, flabby wording that lacks impact. Instead: “Tech-adapt travelers love electronic book readers.”

2. Repeat a phrase

Repetition establishes structure and rhythm. Repetition taps into the part of our brain that loves rhyme and meter. Repetition pulls the reader into the flow of your writing. Repetition isn’t difficult to use. Repetition is annoying if overused.

3. No passive voice

Passive voice is when you switch the positions of the subject and object of a sentence. For example: “The man hit the computer” is in active voice; passive voice is: “The computer was hit by the man.” Notice how passive voice uses more words without adding information — usually a warning sign of flabby writing.

The wrongness of passive voice isn’t universal, but wouldn’t it have been killer if I had said that passive voice isn’t always wrong?

4. Brevity!

I don’t care how good your writing is, most people won’t read more than a few sentences. Today’s society affiliates with 140 characters. The best policy is to just write less.

5. Use short sentences

Short sentences are easy to read. They’re easy to digest. It’s easier to follow each point of an argument. Sometimes longer sentences — especially if divided up with dashes — are an appropriate tool, especially mixed in with shorter sentences to break things up. If you think short sentences are incompatible with excellent writing, read Stephen King. Or Hemingway.
6. Provoke, don’t solve

If you’re writing a report that is supposed to cover all the bases, this tip doesn’t apply. But if you’re trying to be persuasive, don’t try to handle every objection in one sitting. Your goal is to get the other person to respond: To ask you about a feature of your product, to challenge your assumptions about a competitor. Don’t solve every problem, leaving no stone unturned; leave them wanting more.

7. Eliminate trash adjectives

Most adjectives and adverbs don’t add information; they just take up space and dull your message. Example: “I’m very interested in quickly assessing all suitable software options.” Remove the adjectives and you get the same message, but sharper: “I’m interested in assessing all software.”

8. Be direct

Pardon me, dear reader, but if it wouldn’t be too much of an inconvenience, could I trouble you to do me the favor of applying your obvious considerable facility with the English language to just get to the damn point?

Flowery, respectful and qualified wording is appropriate when you’re asking a waiter to do you a favor without spitting in your food. But it has no place in killer copy.

9. Tell a story

I knew a girl named Sophie who couldn’t figure out why people couldn’t understand the benefits of her software. She had feature and benefit bullet points but they just weren’t sinking in. One day Sophie changed her tactics completely. She wrote up a one-paragraph story about how one of her customers saved $125k by using her software. After that, sales were a lot easier.

10. Write informally

Sure, informal writing isn’t “professional.” And yeah, using phrases like and yeah violates the brevity rule. But it’s usually smart to write like you talk. Being informal helps you come off as a real person.

‘course, it can git to be too durned much, s’don’t go ’round makin’ it hard to just plain understand what in blazes yur talking ’bout.

They say first impressions are most important, and often your written word will be the first impression someone has of you! So take the time and care to make it killer copy.

Do you have any suggestions?