ZB Group

Consumers

By

How Podcasts Amplify Brands

podcasts While the Olympic swimmers have wowed us from Rio, Katie Couric, Hillary Clinton, Fortune and Bloomberg Media have plunged head first into waters of a different sort this summer – podcasting. Why the big interest now?

I wanted to find out more about them myself and did by attending a breakfast event this morning hosted by the Princeton Chamber of Commerce. David Bevins, COO of Connoisseur Media, a company which owns more than 30 radio stations in the U.S. and produces podcasts, discussed the brouhaha surrounding podcasting.

You may be surprised to learn that 6 billion podcast episodes were downloaded last year. *

Appearing on a podcast or hosting your own could make perfect sense for your PR strategy.

Podcasts, which are digital audio files, came on the scene about 10 years ago. Since smartphones are ubiquitous, (80% of consumers have one*) they are a convenient way to learn about favorite hobbies, stay informed or be entertained whether exercising, waiting on line, shopping, relaxing at home or commuting.

Subscribers download podcasts from iTunes, Google Play, Stitcher, via an RSS feed or from another provider, directly onto their mobile devices and listen when and where they choose. Most podcasts also offer the option to stream or listen online. There are thousands of niche topics to choose from depending on a consumer’s interests.

Podcasts fit beautifully into our on demand at-your-fingertips world, so everyone is getting into the game – small business owners, major media companies, universities, politicians, news personalities, professors, health & fitness influencers, celebrities, major brands, you name it.

Here are seven benefits intrinsic to podcasts highlighted during this morning’s presentation:

  • Versatility – share news, expertise, information and entertain.
  • Loyalty – listeners enjoy their favorite podcasts and hosts, so engagement is high.
  • They make information personal.
  • Connectivity with consumers to help develop trusted relationships.
  • Portability for on demand technology.
  • Easily woven into a social media marketing strategy to enhance digital presence.
  • Can be featured on websites, blogs or newsletters for an inside look into a business, brand, leaders, cause, event, industry trends, etc.

To learn more about podcasting from a business perspective, professional podcaster Steve Lubetkin has co-authored The Business of Podcasting, He says in The Talking Points podcast of which he was a guest, that a goal of podcasters should be to attract the right listeners to your subject matter and not to be concerned with acquiring a mass audience.

Some like NPR and Wharton have been at it for a while. I learned that NPR’s “Fresh Air” with host Terry Gross is the most highly downloaded podcast. Knowledge@Wharton produces many podcasts featuring CEOs, Wharton faculty and experts on business trends, breaking news and market research.

This summer Bloomberg debuted the “Game Plan” podcast exploring the workplace with two of their reporters as co-hosts. Fortune launched “Unfiltered” with Digital Editor Aaron Task as host featuring in-depth conversations with business leaders and the Katie Couric Podcast with big names in the news, politics and pop culture chatting with Katie just began.

Debbie Galant, former New York Times Jersey columnist and current publisher of Midcentury Modern on Medium, launched a new podcast, In the Attic about the things we acquire and the importance they hold in our lives (or not).

On August 12 the “With Her” podcast was launched featuring Hillary Clinton as a co-host with former journalist Max Linsky as a lead up to the November election.

Podcasts, whether as a host or by being a guest on one, are another effective business communications tool to consider in this digital age.

*Source – Connoisseur Media

By

Use PR To Tell Your Story and Build Relationships

How PR is Earning Its Place in 2016 was the subject of a recent article in Advertising Age. As reported, the changing media landscape is putting public relations in the limelight. Marketers realize the benefits a well-crafted PR campaign can reap for brands and services in an environment where consumers may choose to opt-out, skip and block their clients’ messages as they strive to grab their attention. Plus, many of the online ads purchased, people don’t see as reported in the WSJ on January 25.

One aspect of PR is media relations which focuses on working with journalists to garner positive earned media placements for whatever it is you’d like to promote such as your brand, services, new product, book or event – and build relationships. Your news is incorporated into stories in the form of TV or radio segments, digital pieces, newspaper or magazine articles or blog posts, which may also be shared on the outlet’s social media platforms or on yours. Earned media has valuable credibility because it’s reported by independent third party news professionals and sources who your audience knows, follows and trusts.

With that in mind, below are examples of how PR can help to tell your story. These represent recent media coverage we arranged for Stuart Friedman, the CEO of Global Context, who leads and founded a cross-cultural communications firm to help businesspeople work successfully with those from other cultures and Bart Jackson, CEO of Prometheus Publishing, creators of BartsBooks, and host of The Art of the CEO radio show.

Major Market Radio Interview – WCBS Newsradio 880, CEO Radio

Ray Hoffman, left, with Stuart Friedman at the WCBS studio in Manhattan
Ray Hoffman, left, with Stuart Friedman at the WCBS studio in Manhattan

CEO Radio is broadcast within the New York metro area featuring the experiences of chief executives and entrepreneurs. Ray Hoffman, host of CEO Radio, interviewed Stuart Friedman at the station. The interview, edited into nine different one-minute news features, aired December 14, 2015 – December 23, 2015. Each on-air segment is repeated four times a day. Listen to the full interview and the one-minute excerpts at the WCBS website.

Digital Marketing Communications Publication – Campaign U.S.

Stuart Friedman’s comments were included in the piece 20 Ways To Embarrass Yourself Around the World where he discusses what NOT to do in China and what TO DO in Sweden.

New Jersey Newspaper – The Cranbury Press

An Innate Craving To Create Things for the Good is the title of this half-page print story featuring Bart Jackson which was also posted online.

Community & Media Organization – Trenton 365

Bart Jackson, left, with Jacque Howard in Princeton, New Jersey
Bart Jackson, left, with Jacque Howard in Princeton, New Jersey

Jacque Howard’s Trenton 365 is a community building program promoting civic engagement. He interviewed Bart Jackson for his radio show Trenton 365 which is heard in the Delaware Valley Region.

Bylined Article – NJBIZ

Bart Jackson’s article, In Praise of Folly, was published in the NJBIZ “Industry Insights” blog sharing his thoughts about adding humor to the workplace.

Reach out if you’d like to learn how we can help your company, organization or brand get the attention it deserves, boost its image, grow business and build relationships in 2016 using public relations.

By

Hear All About It,The Latest News About The News: April 10 at Rutgers University

Television news studioOn Friday, April 10 Rutgers University’s Journalism & Media Studies Department is hosting a free conference that’s open to the public Quality Journalism in the Digital Age to celebrate it’s 40th anniversary. Media professionals from NBC News, CBS News, NJ Advance Media and a number of university journalism professors will be among the more than 15 speakers.

A recent Pew Research Study shows that with even with the popularity of social media and the myriad of sources consumers can turn to for news, local TV news tops the list as the go-to source for residents.

I found that really interesting and wouldn’t have thought that to be the case.

The study’s results and relevance for New Jersey residents are explained by Philip M. Napoli, a professor of journalism and media studies at Rutgers, in the March 14, 2015  Nieman Journalism Lab’s Weekly Digest.

New Jerseyans like myself get most broadcast news from New York City and Philadelphia based stations, two of the top five media markets in the country. The stations do report NJ news but much of it is NYC or Philly focused.

It’s actually great on one hand since we have a lot of media options but on the other hand it’s not so great if local TV news is a primary source for residents’ news since we have a tiny number of NJ TV news organizations based in NJ.

Several local newspapers, websites and radio stations originate in New Jersey but not local TV. As the article explains, “The only city in New Jersey that has a small cluster of local TV stations to call its own is Atlantic City. For the rest of New Jersey, local TV news means news originating from New York or Philadelphia, or from a statewide cable news network such as News 12 New Jersey.”

The timely topic of local news is among those that will be addressed at the April conference. The others are:

  • What does the notion of quality journalism mean in the contemporary media environment?
  • Has the definition been changing over time?
  • How should we go about measuring quality journalism?
  • What are the most prominent challenges and opportunities associated with producing and sustaining quality journalism in the contemporary media environment?

With the fast changing media landscape it will undoubtedly be a lively informative discussion.

 

 

 

By

5 “Lessons” for Brands from My Alma Mater

My alma mater, Syracuse University (SU) is actively cultivating and growing its “brand” among many different audience segments both offline and online. I’ve seen this as a member of the Central New Jersey SU Alumni Club and as a follower on SUs social media channels. The ability to attract qualified students, top professors, ongoing alumni support and interested firms to hire their graduates is vital for colleges and universities today and for the future. Using SU as an example, below are five ways to help your brand or organization be a standout in its “class.”Syracuse University logo and mascott

1. DESIGNATE EXPERTS TO SPEAK WITH THE MEDIA 

Weighing-in on trends, news, research or current events in the media helps build awareness and credibility for your brand or organization in the minds of consumers.

SU’s professors are often quoted and interviewed in the news media. Robert Thompson, Director of the Bleier Center for Television & Popular Culture at the S.I. Newhouse School of Public Communication, is the most well-known and has been interviewed by hundreds of media outlets, however, many others also comment on newsworthy topics. Rick Burton, a professor of sports management, was recently quoted in NBC News online about Michael Sam the college football star’s recent announcement that he was gay and David Van Slyke, a professor of business and government policy at the Maxwell School was interviewed for a piece by the radio program Marketplace about a bill that has President Obama’s support to raise the minimum wage to $10.10 by 2016.

2. GIVE BACK

Giving back to the local community or partnering with a nonprofit on a worthy initiative demonstrates that your brand cares about others, fosters an emotional connection and camaraderie.

There are many ways SU and its students give back in the Central New York area where the school is located including Can It! an interfaith initiative for the area food bank , the Give 5 Campaign and the SALT Near West Side Initiative.

Cities across the country celebrate SU’s founding with National Orange Day when alumni clubs organize community service projects to help those in need, the infirm and the environment.

3. CREATE SPECIAL EVENTS, BOOK SPEAKING ENGAGEMENTS 

Planning and implementing original events or securing speaking opportunities at scheduled ones attract attention to your brand, involve customers, foster goodwill and showcase expertise.

SU organizes events and presentations such as these in major U.S. cities:

  • Live game-watching events at local restaurants for alumni, SU parents and fans to cheer on The Orange while enjoying refreshments. Shakers, decals and other SU promotional items are available to take home.
  • Business networking events
  • Presentations – experts from various specialties share information and tips to help alumni perfect skills, learn about industry trends and offer career advice at organized events
  • Trips to see Broadway shows and local attractions  – this provides ways for alumni to mingle and enjoy themselves during group outings

4. CULTIVATE A SOCIAL MEDIA PRESENCE

Decide which social-networking platforms make sense then engage frequently with your communities and followers by asking and answering questions, sharing news, posting light-hearted photos and famous quotes or by hosting helpful Twitter and Facebook chats.

SU is active on Facebook, Twitter, YouTube, Google+, Pinterest and LinkedIn. They have several Twitter handles for specific followers such as @SyracuseU, @Cuse for athletics and @WorkingOrange where alumni offer careers tips and answer questions.

Use photos and hashtags to spread awareness and encourage sharing. SU does this with its #OrangeNation hashtag. It had fun with #BeatDuke before the basketball game on Feb 1 and with #OrangeLove on Valentines Day. Vice President Joe Biden (an SU law grad) tweeted a picture of himself wearing a Beat Duke t-shirt which was re-tweeted and shared many times online.

5. KEEP BRAND LOYALTY ALIVE & WELL

It’s important to maintain customer loyalty and relevance over time as SU does by helping alumni get involved and keep abreast of news and events on many levels. 

  • Online via ‘ Cuse Community
  • In-person by inviting alumni to athletic events at the Carrier Dome, alumni weekends and at reunions on campus
  • Locally by joining alumni chapters around the country and participating in events.

When I got home from a February 1 alumni game-watching event I flipped open my college yearbook and there was a picture of legendary basketball coach Jim Boeheim smiling from the sidelines at a game just as he does today.

GO ORANGE!

{Image courtesy of “Creative Commons Syracuse University Oranges Mascot” by Pics to Pin.}

If you’d like to find out how we can help your brand stand out among its audiences with cost-effective tactics like those above, please contact us.

By

How PR and Media Relations Help Cut Through the Clutter

Cutting a ribbonThere are numerous ways to engage consumers so they will think favorably about your brand, product, service, business, specialty or new idea.

In the “old days” the separation between the advertising and the editorial or production sides of a magazine, TV, radio program or industry trade publication were clear. Today, not so much.

Consumers are now deluged with “native advertising” which are paid messages that blend in with content and are presented as advertorials, sponsored blog posts, promoted tweets, Facebook ads and the like.

It’s easier for consumers to differentiate between the program content vs. the commercials on TV and radio shows than it is for them to know whether they’re reading a paid native ad or not.

So what should you do when planning a communications campaign?

The key is to understand what you’re buying and how the consumer will perceive your message.  Consumers today are savvy and more wary of paid messages than of those that are unpaid.

Time Inc. recently announced it’s planning a big push into native advertising already running with its People and Entertainment Weekly brands. Farhad Manjoo, a technology reporter for The Wall Street Journal, worries that the lines between advertiser-sponsored or commercial content and independently reported content are blurring as legacy media and news and other sites embrace native advertising as a new source of revenue. His concerns are explained in this video and in his column today, “Why ‘Native Ads’ Muddy the Water for Web Surfers.”

The services provided by PR and media relations professionals cut through the clutter to communicate our clients’ messages in the “unpaid”or “earned media” arena which I believe will become even more valuable in today’s increasingly commercial environment. We’re skilled at uncovering what’s newsworthy and unique about our clients and then convey this information in a way that appeals to the media professionals whose audiences would be interested.

Our clients don’t pay and therefore don’t control the space or air time where the messages, interviews, surveys, videos, photos and other content appear, therefore the impact is more genuine and meaningful. Let’s hope that these opportunities for media coverage continue to exist in the future without having to pay for them.

So what do you think about the growth of native ads on the Web? Is this a good thing or not?

——

UPDATES:

The F.T.C. held a public workshop today (December 4, 2013), “Blurred Lines: Advertising or Content?” to examine “native advertising.” They’re concerned that sponsored online ads can be misleading and will be taking a harder look at such practices. Here’s the story as reported in The New York Times.

The New York Times plans to start its native ads in January as digitally only. Click here for the details.