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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?

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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.

 

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New Chapters Abound for Books On TV and Radio Shows

Several books abound.How, when and where consumers buy and read printed books has definitely changed but turn on any television, radio, mobile device or computer and you’ll notice there’s no dearth of books or lively discussion about them.

Despite the growing popularity of e-books, e-readers and self-publishing, you may be surprised to learn that business for the publishing industry has been pretty good as it evolves to meet these challenges. Hear an interesting segment about the book business on NPR’s Greater Philadelphia station WHYY’s “Radio Times.”

So what does this mean for those in the PR business and for the clients we represent?

It means that even if you’re not a best-selling author with a new book such as John Grisham, Malcolm Gladwell or Elizabeth Gilbert don’t fret. Talk show hosts and producers may be interested in an interview for a variety of reasons.

Is the book timely or newsworthy? Will it offer ways to help people in their daily lives? Is it a memoir that will grab readers? Does it support a trend related to culture, food, health and wellness, the environment, fashion or our educational system? Will the author be speaking, performing, appearing at an event or doing a demonstration at a local public venue?

National television programs are either resurrecting former book segments or introducing new ones using social media like Twitter and Facebook to expand their reach and engagement with viewers online. Below are a few noteworthy media outlets and shows to consider however, many other opportunities exist for earned media exposure in both daytime and primetime.

MSNBC’s “Morning Joe”

This fall on MSNBC the “Morning Joe Book Club” launched reminding me of the neighborhood book clubs that many women currently enjoy. A new nonfiction book is picked upfront. Viewers are encouraged to read the book first and then tune-in later that month for a roundtable discussion with the author.

“CBS This Morning”

“CBS This Morning Reads” debuted last year to connect viewers with authors. They invite viewers to read, question and comment at their website about the books featured.

NBC’s “Today” Show

“The Today Book Club” launched last month. In keeping with its expansion into the social media arena as it’s done by adding Carson Daly and the “Orange Room,” their new book club features a Google Hangout where readers can personally interact with the author and readers.

The OWN Network

Oprah Winfrey relaunched her eponymous book club on the OWN network and in O, The Oprah Magazine, calling it “Book Club 2.0”  this time as an interactive, multi-platform reading club using social media.

NPR and Local Radio News/Talk Stations

Many local market radio stations interview guests on a variety of topics heard on-air and online. These segments are often repeated throughout the day or week. NPR affiliates and national programs feature both well-known and undiscovered experts and authors with in-depth discussions. Some of NPR’s national shows which feature authors include “Fresh Air,” “The Diane Rehm Show,” “Tell Me More,” “All Things Considered” and “MarketPlaceAPM.”

And who said book clubs are just for adults! NPR has a monthly book club geared for children’s authors and kids ages 9-14 called “NPR’s Backseat Book Club.”

The Daily Show with Jon Stewart

This popular “news” show on Comedy Central often books authors as guests even those that are about serious topics. Malala Yousafzai, the young Pakistani education advocate who was shot by the Taliban and wrote “I Am Malala,” appeared on October 8.

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It’s an exciting time for authors and their PR representatives to literally “spread the word” and engage with book lovers and readers.

 

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MEDIA MIX: THREE NOTABLE TRENDS

Media sources often highlight consumer trends however, here are three trends we’ve observed in the media itself that may influence your PR and marketing communications campaigns this fall.

1) DAYTIME TALK SHOWS KEEP TRYING

Daytime TV audiences are dwindling and the cancellation of shows hosted by Anderson Cooper, Ricki Lake and Marie Osmond are recent proof. It’s also uncertain whether Katie Couric’s talk show show “Katie” on ABC stations will be around for very long. However, CBS and NBC are betting that two seasoned personalities will help them entice viewers this year and next. Time will tell if these new shows will prevail in daytime when others did not.

“The Queen Latifah Show”

This new syndicated one-hour daytime talk show debuts on CBS stations in major markets on September 16 featuring Queen Latifah. She will be hosting a variety of segments including cooking, human-interest, fashion, beauty and celebrities. The website containing sections called “Latifah, Loving, Learning, Laughing and Living,” is up-and-running.

“The Meredith Vieira Show”

The popular former “View,” “Today” and “I Want To Be A Millionaire” host will not be off the airwaves for long. Her new TV talk show launches on NBC stations in 2014 but in the meantime, you can catch her on YouTube in a new online show that says it’s for women of all ages, called “Lives.” Obviously, she’s laying the groundwork to garner an audience before the TV show debuts. That’s a smart move.

2) ENGAGING NICHE AUDIENCES = SUCCESS

Celebrity Gossip Site

A site called Mediatakeout.com is prospering in the celebrity gossip arena by covering African-American celebrities and personalities. The site’s founder and owner counts TMZ as his biggest competitor. Click here for the story in The New York Times.

Spanish Radio Station

WSKQ-FM in New York known as “La Mega 97.9,” plays a mix of Latin music with up-beat pop and averages about 2.6 million listeners a week. Its audience is loyal, engaged and young. Advertisers have taken notice. Read about the station and what’s contributing to its success here. 

Small -Town Vermont Papers

Like father like daughters, I love this story!  Three sisters are enthusiastically working with their father to run local community newspapers that are prospering. The fact that print is a reliable source of news in the winter during snowstorms and shaky Internet connections does help.

3) MESHING THE “OLD” WITH THE “NEW” IS A WINNING FORMULA

Elle

Its September print issue is the biggest ever and the website is scoring lots of hits. Listen  to this CNBC interview with Kevin O’Malley, the publisher and chief revenue officer for his insight.

Forbes

Lewis DVorkin, Chief Product Officer of Forbes Media, sayes that long-form magazine journalism helped drive 2.5 million daily unique visitors to Forbes.com. In July, Forbes.com’s audience was up 55% in the last year. Discussed here, is how their dedicated staff and contributors cover all kinds of beats and Forbes’ success on social media platforms.

Over the Labor Day Weekend, NPR’s “On The Media” featured how some media outlets are making money in the current environment. Mike Perlis, the President and CEO of Forbes Media talked about the company’s use of advertorials, a large blogger network, e-newsletters, e-books and online education programs to help sustain and increase profitability.

Meredith

The company reported an uptick in advertisers for the print product, particularly in their food and parenting magazines. Details here in MediaDailyNews. 

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What Marketers Could Learn from The Ballet Russes

On a recent visit to Washington, DC, I spent several leisurely hours at the wonderful multi-media exhibition at The National Gallery of Art, “Diaghilev and The Ballet Russes, 1909-1929: when Art Danced with Music” which is now on view until September 2, 2013. If your summer travels take you to DC and you enjoy dance, art, ballet, music or European history don’t miss it! Admission to the museum is free but buy the $5 audio tour which is well worth it and take the time to see the film narrated by the actress Tilda Swinton.

This trailblazing ballet company was founded by Russian impresario Serge Diaghilev in Paris in 1909. Below is an image of a 1923 poster designed for the company.

The Ballet Russes Poster
Poster for the Théâtre Gaîté-Lyrique, Paris, 1923
lithograph
framed: 90.5 x 130 cm (35 5/8 x 51 3/16 in.)
V&A, London

I strolled leisurely through each room watching the different film clips of the legendary ballets that were interspersed between the beautiful sculptures, intricate costumes, artwork and original scenery on display.

Diaghilev and John Brown, New York, 1916
Diaghilev and John Brown, New York, 1916
photograph by Bain News Service
10.16 × 15.24 cm (4 × 6 in.)
Collection of Ms. Anna and Mr. Leonid Winestein

Mr. Serge Diaghilev’s (he is the man with the scarf in the photograph) zeal and innate PR savvy helped foster the notoriety of his company in Europe, the U.S. and South America.

Below are four strategies that worked for him a century ago and are still relevant for marketers and marketing communications practitioners today.

1. HARNESS INFLUENCERS

Without the help of 21st century social-media marketing tools, Diaghilev tactfully encouraged contemporary artists of his time such as Henri Matisse, Pablo Picasso, Leon Bakst and several others to design costumes and scenery. He tapped composers like Igor Stravinsky and Erik Satie to write the musical scores. With uncanny foresight and intuition Diaghilev understood the value of collaborating with these talented artists.

Diaghilev personally visited Matisse to convince the artist to move beyond his comfort zone and design costumes for his ballets one of which was “The Song of the Nightingale.” Picasso’s cubist influence is evident in the costumes for “Parade.” The front cloth for “Le Train Bleu” (The Blue Train) adorned with two large voluptuous figures was based on a Picasso painting as seen in the image below.

 

Front Cloth of The Blue Train by Pablo Picasso
Alexander Schervashidze, after Pablo Picasso
Front cloth for The Blue Train, 1924
oil on canvas
overall: 1040 x 1172 cm (409 7/16 x 461 7/16 in.)
V&A, London
© 2013 Estate of Pablo Picasso/Artists Rights Society (ARS), New York

2. CREATE WORD OF MOUTH

The “Rite of Spring,” choreographed by Vaslav Nijinsky, (also a star dancer of The Ballet Russes) is now celebrating its 100 anniversary but at the time it was groundbreaking causing an uproar among Parisian audiences. Unlike traditional performances danced by graceful ballerinas with pointed feet, these dancers landed flat-footed with unusual stomping movements often resembling modern dancers of today. The costumes sported bold, colorful geometrical designs.

The “Rite of Spring” ultimately gained widespread popularity in large part because it was so atypical and word spread of this “must see it to believe it” ballet.

Henri Matisse Costume for The Ballet Russess
Henri Matisse
Costume for a Warrior from The Song of the Nightingale, 1920
felt, velvet, satin and silk with paint, gold tinsel, studs and braid, and brass decorations
overall: 155 x 75 x 60 cm (61 x 29 1/2 x 23 5/8 in.)
V&A, London

 

3. BE INNOVATIVE

Diaghilev didn’t follow the crowd. Many of his ballets such as “Le Train Bleu” were revolutionary. Unlike the tutu wearing ballerinas often seen back then, the dancers in “Le Train Bleu” set in a French resort, conveyed leisure activities by simulating summer sports like swimming and tennis and athletic gymnastics-like movements. They wore modern, form fitting knitted costumes designed by Coco Chanel resembling the kind of outfits you might see worn by fitness buffs today.

The costume designed by Henri Matisse for “The Song of the Nightingale” with its color and artful design is unlike those normally worn by ballerinas in the early 1900’s.

 

 

 

 

 

4. RELATE TO YOUR AUDIENCE

The timeless theme of redemption is prominent in “The Prodigal Son” the emotional ballet choreographed by Diaghilev’s last choreographer George Balanchine. The film clip in the exhibition portrays a young Mikhail Baryshnikov in the leading role. Stories of personal redemption are as popular now as they were in Diaghilev’s time and still resonate with audiences worldwide.

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This exhibition has generated a lot of media coverage. To read or listen to Susan Stamberg’s report for NPR “Modern Movement: How the Ballet Russes Revolutionized Dance” click here.

My special thanks to the press office of the National Gallery of Art for supplying the lovely photos.

 

 

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It’s A Small Seamless World

Store, Online, Mobile, MediaYears ago we often associated the word seamless with women’s stockings but times have changed. Now whether we’re talking about a satisfying shopping purchase or access to the latest news, consumers want a seamless experience. Retailers, marketers and the media are all figuring out the best way to meet the “gotta-have-it-now” and “gotta-have-it-how-I-want-it” consumer mentality.

I’ve been thinking about this lately since the same word was discussed recently in two totally different settings. One was during the insightful Webinar, “Closing the Gap Between Retailer Capabilities and Customer Expectations,” presented by Susan Reda, Editor of STORES Media and Renato Scaff, Managing Director of Accenture’s Retail Practice. To access the Webinar citing the firm’s research results click here.

The other was during a lively breakfast meeting of New Jersey-based senior level communications colleagues a couple of weeks ago where we shared best practices and challenges in regards to measuring the results of our clients’ campaigns. The moderator, Ken Jacobs, explained that news and information consumption is now a seamless activity. People are using different types of methods and devices to keep abreast of what’s happening and its relevance to their daily lives. We talked about various ways to track P.R. and marketing campaign results in this new media and social-media environment which encourages sharing online and across social-networking platforms.

Even though the subject matter for the Webinar and the meeting were totally different, one of the main points was the same – today’s consumers want seamless experiences. Period. The delivery methods and distribution channels for retailers and the news media have changed immensely due to our interconnected, integrated world. Neil Blumenthal, co-founder of Warby-Parker, the trendy and popular prescription eyewear brand which launched online a couple of years ago also opened a flagship store in New York City. He believes the term E-Commerce will be obsolete soon with the convergence of e-commerce and bricks-and-mortar stores.

According to Mr. Scaff from Accenture, retailers need to Customize, Connect, Converge and Collaborate to become seamless and satisfy consumers’ needs. A few other takeaways discussed during the Webinar were:

  • Consumers are as price-conscious today as ever
  • The customer experience is everything
  • Free delivery is more important than getting same-day delivery with a fee attached
  • People like receiving coupons via email
  • Consumers want something back in exchange for their brand loyalty.

We’d love to hear your thoughts about seamlessness and how it’s affecting your role and business today.