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The Wall Street Journal

January 4, 2021 By Debbie Bayes

Why the Work Phone Call is Back in Vogue

Coffee mug with an iPhone while working
Image by Derek Robinson from Pixabay

Surprisingly, the phone call has become a popular method of business communication by young people while working remotely as The Wall Street Journal reported in The Resurrection of the Office Phone Call. Apparently establishing more rewarding connections to decreasing digital carbon emissions are among the advantages of phone calls over video meetings, emails and texts.

During the pandemic, millennials discovered the benefits of communicating with colleagues, mentors, clients and prospects by phone and phone traffic has shot up. The work call provides an effective method for one-on-one discussions without concerns related to using Zoom such as what to wear, whether your background is tidy and appropriate or if the lighting is good.

A phone’s portability is another plus. You can talk while getting fresh air or moving around inside instead of being stuck in front of a computer.

When I started in public relations, reaching out to the media to pitch story ideas and guest recommendations by phone was a mainstay. However, once email became universal it has generally been the preferred method when initially pitching producers, writers, editors, influencers and bloggers.

I often find a hybrid approach of calls and emails is most effective during the follow-up process and cuts back on the number of emails exchanged. Once a media professional is interested in an idea, a phone call is an efficient way to build a rapport while confirming details concerning a proposed interview, product feature, or bylined article. Also, connecting on social media is a good idea to learn more about them and share their work.

With growing concerns about the environment, CBS This Morning’s “Eye on Earth” correspondent shared our reliance on IT for remote work negatively impacts the planet. We may not be commuting as much, but sending 100 emails leaves the same carbon footprint as driving a mile in a car. In fact, the BBC’s Smart Guide to Climate Change says making video calls over the internet has a much higher carbon footprint than do mobile phone calls.

More rationale in support of phone conversations was explained in an article in Scientific American. It discusses a paper slated for publication in the Journal of Experimental Psychology by Professor Nicholas Epley at the University of Chicago Booth School who studies social cognition and Assistant Professor of marketing and psychology Amit Kumar at the University of Texas. Their research indicates people should consider talking rather than typing to forge better connections and more satisfying interactions.

Another study with young children cited in The New York Times showed that telephone communication was just as effective as being able to touch and see a parent. “The clear implication is that you don’t need to literally see your loved ones and friends to feel your bond with them,” psychiatrist Dr. Richard Friedman writes in a recent op-ed.

As the iconic song reminds us, “Everything Old is New Again.”

Contact us to learn how we can help promote your brand with our hybrid approach and other effective strategies to amplify your marketing in 2021.

Filed Under: Consumers, General Articles, Journalism, Media, Public Relations Tagged With: 2021 integrated marketing, BBC, Business communications, CBS This Morning, media relations, millennials and work, pitching journalists, Scientific American, The New York Times, The Wall Street Journal, working remotely

November 10, 2015 By Debbie Bayes

Blatant Promotion – WSJ Columnist Features His Own Book

Article and ad for new book by Jason Gay
The Wall Street Journal, Sports, D5, November 3, 2015

Did you read The Wall Street Journal and see this on page D5 in Sports on November 3? Take a moment to click on the photo to see it better. In the print edition there was a column about a new book on the upper right hand side and an ad for the book on the bottom.

First, I found it strange to read an entire column by sports columnist Jason Gay touting his new book, “Little Victories: Perfect Rules for Imperfect Living” and secondly, it’s odd to see an ad for the book on the same page.

Seriously WSJ? A journalist was given carte blanche to use his column to promote his new book plus display an ad for it on the same page. Was he given a pass since he covers sports and not breaking news or business? I have no idea but think it’s a conflict of interest for a journalist and a news outlet the size and stature of The Wall Street Journal.

His column “The Best Victories Are the Little Ones” was laced with sarcasm and wit, so it was as usual a fun read. For example, citing his mother’s feelings about his new book he writes, “My mother has proclaimed it to be “Not bad.” In describing his new book he writes, “It’s a life guide for people who hate life guides” and “I want it to make you laugh – a lot.”

I enjoy Jason’s columns as they are usually light-hearted fare for this subscriber who is not well-versed in the world of big-time sports or knows a thing about fantasy football.

I get it. The lines between editorial and advertising are blurring with native advertising, brand journalism, branded content, sponsored content and paid posts all becoming more popular. Even Blurrier Lines on NPR’s On The Media show explores this trend.

Unfortunately we read about cuts everyday at news organizations grappling with how to stay profitable, figure things out and grow their audiences in the digital age. However the WSJ is not your neighborhood weekly where highly promotional pieces may appear that are sold as part of an editorial/advertising package.

Your thoughts? I’d love to know.

 

 

 

Filed Under: General Articles, Journalism, Media, Public Relations Tagged With: journalism, Native Advertising, News Media, On The Media, PR, The Wall Street Journal

November 21, 2013 By Debbie Bayes

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.

 

Filed Under: Consumers, Marketing, Media, Public Relations Tagged With: earned media, Entertainment Weekly, Farhad Manjoo, Federal Trade Commission, FTC, Native Advertising, People, The Wall Street Journal, Time Inc.

August 7, 2012 By Debbie Bayes

Shopping Online, at Stores or Both

A retail store is open for business.You can’t beat shopping online for the convenience it offers busy consumers. However, savvy retailers are now finding ways to integrate their online operations with their brick-and-mortar outlets. The opposite is also true with some online businesses opening physical stores. These changes are giving consumers more opportunities to save time and money along with the advantage of buying exactly what they need.

A recent article by Stephanie Clifford of The New York Times, discussed the growing integration of the online and offline experience offered by retailers so they are profitable while remaining relevant for shoppers. Since the Internet has become an integral part of everyday life it has increased our desire for immediacy. Realizing this fact, Walmart, the Container Store, Sears, Apple, and Nordstrom, allow items purchased online to be picked up at their local outlets. With this option, customers avoid shipping fees and the time incurred between making a purchase and redeeming it.

Transformations affecting retail businesses abound to keep up with consumers’ desires. Those which were online-only for years have augmented their operations with physical outlets and other brands found in mass retail outlets are introducing company-owned stores.

An example of each is below:

The popular Greek-style yogurt, Chobani, which is sold at grocers in the U.S., just opened its first retail location in New York City’s trendy Soho area, stocking items in addition to yogurt and giving the brand its own unique presence.

Athleta, Gap Inc.’s line of stylish athletic wear catering to active time-pressed women, began as a catalogue and online business in 1998. Its first retail store opened in San Francisco last year and then added 20 outlets where classes in yoga, Pilates, running, plus others are offered. Athleta plans to double the number of stores in the near future expanding along with the increasing desire for active woman to remain fit and embrace sports as discussed in this Wall Street Journal story.

Retailers are fulfilling consumers’ desires whenever possible. Whether it’s during a 2 a.m. online search for a little black dress or while browsing at the mall for an espresso machine, factors such as the online and offline shopping experience, the buyers’ values and the products’ features, are all important considerations for today’s marketers.

{Image by londoneye, iStockphoto}

Filed Under: Consumers, Marketing, Retailing Tagged With: Athleta, brands, brick-and-mortar stores, Chobani, Inc., online shopping, retailers, shopping habits, The New York Times, The Wall Street Journal

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