ZB Group

Public Relations

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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.

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Let’s Resolve this in the New Year

Whenever I read or hear the word flack to describe a public relations practitioner of some sort, I cringe. Yes, I have a sense of humor but those of us working in the communications business deserve better and it shouldn’t be perpetuated. Years ago it may have been more common for press agents for movies or theater to be called flacks but I think it’s outdated and derogatory.

Words describing public relationssThe PR field today encompasses a proficiency and understanding of a rapidly changing media environment and a variety of tools available to ensure success. Designations such as public relations representative, PR pro, PR executive, PR practitioner, PR specialist, communications expert, media relations pro, spokesperson, communications strategist, press secretary or publicist are much better than flack.

When PRSA decided it was time to update the definition of PR it gathered feedback from members, academics, students and the public. It announced this winning definition in March 2012:

“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

Flack should be replaced with a better alternative. 

Here are a few examples to illustrate my point:

A column started last year on Talking Biz News is written by a New York based PR person with the pseudonym Frankie Flack. The column is well written and makes fair points but I hope they reconsider the blogger’s pen name.

There’s a blog written by another PR professional simply called “The Flack.”

PR Newser is a MediaBistro site which is often tongue-and-cheek. A recent post discusses a Yahoo! Education piece about the sunny career outlook for PR pros but it refers to PR pros as flacks and reporters as hacks. (!)

There are a zillion types of PR people many of which specialize in one area or another for agencies, nonprofit organizations or entrepreneurial shops. Others are employed as in-house counselors, editors, writers and internal communications executives by large and small businesses.

Regardless of the type of marketing communications that we practice, we all have one thing in common – we work diligently on behalf of the companies or clients we represent to achieve their desired goals and deliver measurable results.

So let’s bid adieu to flack.

Happy New Year.

 

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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.