We've posted before about what journalists want from PR people here.
PRNewser recently published a great post on the topic and we thought we'd share, without any commentary (which is very hard for PR people to do ;-).Want More tips? Give us a call or drop us a line at PRCheckup@Remedypr.com
The entire team is excited to share that we won one of the highest honors in the public relations industry for a project we put together with SPY eyewear.
Not only did we come home with a Bulldog PR gold medal, but we did so in the Best Consumer Product Launch category, ahead of household names such as Volvo.
You can see the full press release on Sporting Goods Business by clicking here.
There are a few things that really make this award special for us. The first is that the campaign leveraged smart, creative thinking, and a candid approach to dealing with the media. Not a massive budget spend or flashy stunt.
The product we focused on combined our expertise in both consumer lifestyle PR, and consumer tech, two areas our team is deeply entrenched. Lastly, both Oakley, one of the biggest brands in this space, and Electric Visual, were launching similar products at the same time as SPY was during the Outdoor Retailer trade show (the largest event of its kind to date - the outdoor industry's equivalent of CES combined with MacWorld). Oakley is known for producing pretty extravagant stunts and media events. Their display at the OR Show for their version of this product was definitely eye-catching.
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It’s tax time and as our collective team prepares their own personal taxes, we wanted to share some strong similarities between planning for tax time and launching a public relations or social media campaign.
1. Choose the right tax provider based on your budget and situation.
Some people have straightforward taxes that can easily be prepared through one of the tax software tools available for purchase.
Perhaps you don’t need an outside PR resource. You may be fine purchasing a media list online, distributing it through one of the available free or paid newswires and then having your internal marketing team make follow-up calls on their own.
Or, you may need a team of two… or 20, to help you.
Look at your brand's individual needs and choose support accordingly. Don’t get hung-up on who a brand has worked with before so much as the results they’ve delivered for brands with a similar cache’ or budget close to yours.
Bill was interviewed on this topic recently, but in essence, ask yourself ‘is your brand the iPhone of your industry?’
Look for the firms that have worked with brands that have less media appeal than yours or have done more with fewer resources. Ask for examples of unique placements and executions that also fit within your budget.
If you show up at your accountant’s office on April 14 with a box of receipts and statements, well…
Your accountant may know you’ll be coming in that day, but without knowing all of your financial details from the last year, you’re leaving them in a very difficult situation. Things may get missed.
The same thing happens all the time to PR firms when being approached by potential clients. Public relations firms frequently receive requests for meetings or for custom proposals within a week’s time, usually without adequate documentation as to what it is they’re really looking for, an accurate timeline and estimated budget.
Providing details well in advance allows the PR firms you’re looking at will have ample time to put their best foot forward and you’ll have a chance to kick the tires on them as well.
Last minute requests tend to receive work that is often rushed and often flawed. If you tell a PR firm today you need a proposal for a six-month plan next week, what does that say about your own team’s internal planning?
Similarly, the sooner you start a project, the more time you have to adjust if things don’t go as expected.
If you think you can do your taxes better than a professional tax preparer, then why did you hire them in the first place?
Similarly, treat your public relations firm, consultant or that ‘marketing ninja’ you found on LinkedIn,as a part of your team and trust in their opinion. It’s their job to create programs and strategies that work for editorial coverage.
Would you like to chat about this more? Feel free to drop us a line or take our PR Check-up to gauge the health of your own brand’s marketing efforts.
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The public relations industry is rife with brands generating press releases that are, at best, fluff, and at worst... well, they're just bad.
Either they're poorly written, written for the wrong audience or simply lack merit.
A recent piece on MuckRack (disclosure, it was written by one of our agency directors) focuses on this.
And if you like it, please share it on LinkedIn too!
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Numbers don’t lie, but they often don’t tell the whole story.
We live in (and have been for a while) a metric driven world when it comes to marketing. Often the metric involves measuring quantity over quality (yes, you can measure quality). We've seen more tangible results from PR placements in regional newspapers than we have in national ones, but that’s a topic for another time.
Yahoo! once claimed that a streamed Bills versus Jaguars game resulted in more than 33 million streams.
Impressive!!! Right? Maybe?!?
In reality, those 33 million streams were 15.2 million unique viewers and 460 million minutes of football. The live stream actually averaged less than 2.4 million viewers per minute, compared to an average of 10 to 20 million viewers through traditional broadcast and cable for most NFL games.
Should we mention that the stream was set on auto-play for Yahoo!, Tumblr and their other properties… and that views were counted as long as the window was open for three seconds.
That means that if you went to Yahoo! to look up the number for your local dog groomer or search news on mortgage rates, you may have been counted as ‘watching’ the game.
Who cares about why they watched it, as long as we have the impression numbers to show for it 😉
This is one of the chief reasons we don’t compare PR/editorial value to ad value and I’d be hard pressed to tell you at home broadcast/cable views are the same as streaming views on a phone, tablet, etc., whether in the home or not. They're all different. They all have value, but those values are different as well.
Yes, impression numbers are incredibly important in our world, but impression numbers alone shouldn’t be how you measure the success of your campaign.
For those that feel we're calling out digital ad agencies unfairly here, I’ll put the focus on the PR/media relations industry. A tried and true (and lazy) method of measuring a PR program’s success is impression numbers. How many people saw X on TV last night, or subscribe to that magazine, etc. If a client asks, for impression numbers, we happily pass them over, but with the caveat that we don’t believe for one second that X number of people actually saw the article with the client in it.
While we won’t be so bold as to call this a fact, it’s the truth. Impression numbers don’t equate to recognition, brand message retention or in the case of Yahoo!’s auto-play of the football game, intention.
In reality, impression numbers are estimates of how many may have been in the vicinity of your message. And nothing more.
Numbers alone don’t tell the story of a campaign’s success and unfortunately, as the media landscape continues to fragment and more brands leverage the tools at their disposal, almost all marketers are having to do more to achieve the same or even less results as they saw the year before.
Any marketing / PR / advertising person that doesn’t tell you this upfront isn’t necessarily lying, but they’re not telling you everything they know either.
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Marketing Makes Beer Taste Better
We're going to see a bubble burst in the craft beer world. When? We're not sure. But we're sure it's going to happen.
Much like dot-coms, yoga studios, snowboard and surfboard shapers, too many are springing up and there's not enough demand or differentiation for the long term.
What's going to help them succeed? Better branding, public relations and an overall excellent marketing strategy that lives outside the brewery.
In modern brewing, Saint Archer has led the charge with their marketing. Don't believe us? What do you think the apparel sales is at your local brewery? Now look at this article from Shop-Eat-Surf highlighting the sales of Saint Archer's logo sold on t-shirts and hats (btw - it helps that their apparel is quality, not the discount t-shirts many breweries sell). If you're not a subscriber of that newsletter, here's a snippet.
Some people love Saint Archer. Some don't. What they've done right, among other things, is develop a brand identity that lives beyond beer. Ask your favorite small to mid-sized brewery what their apparel sales are, in the brewery, each month.
We've worked with some of the biggest and smallest brands in the industry, including Saint Archer, June Lake Brewing, Pabst, Primo and Guinness. The one thing they all did well when we worked with them was to develop an identity that lived outside the brewery.
As of December 2015, there were nearly 600 craft breweries in California alone and 240 in the planning phases! Some will content to be small batch brew pubs, nano breweries, etc., and there's nothing wrong with that. For those looking to grow and thrive through distribution, it's going to take more than great taste to separate them from the pack.
Our most recent newsletter in The Craft Beer Attorney's B5 Newsletter hits on that. If you don't subscribe, here's a PDF of it. Double click the image if it opens too small on your screen.
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The energy at a company when one of their assets goes viral is… well, contagious 😉 and it’s easy to get caught up.
Almost since the phrase was coined and long before Remedy was started here in San Diego, clients and potential clients have asked PR and marketing firms to help take a video or infographic viral. And usually, the firms sigh…
In reality, we do feel you compelling web videos and infographics are worth creating. But before you add one into your marketing plan with the hopes of breaking a million views on YouTube, you need to be realistic with what your content is and if you have the resources for it to be done the right way (Spoiler Alert: There is no right way, but there are guidelines that can help).
With all the buzz around the #XMASJAMMIES video from the Holderness family, we thought it’d be appropriate to use them as an example if you’re looking for your own brand’s video or image to go viral in 2014.
But first, if you haven’t seen the actual video from the Holderness family, you definitely should check it out here.
As of right now (a week after it was uploaded) this video has more than 8 million likes and 25,000 ‘thumbs up’ on YouTube, in addition to incredible editorial and Facebook impressions we don’t care to count.
When creating a video or infographic you want people to watch or share, as yourself “will people outside my company and core user group really care about this?” and if the answer is no, reconsider. This is a good rule to consider for any marketing campaign when going outside of your industry’s endemic media.
The Holderness’ video was fantastic. It was professionally produced, well written, funny by most people’s standards and had great visuals. It drew you in and waited until the end to even mention their new video production firm. They’re selling their brand, but paying attention to what an audience on the web wants first.
What didn’t it have? A true celebrity endorsement. While the family has been in the media before, they’re not Hollywood A-listers. They’re attractive and their kids are cute, but they by no means have the pull or network of Angelina Jolie and Brad Pitt.
Again, web videos are great tools and a fantastic way to help spread key messages about your brand and their success should not be judged by views alone. However, if the end goal for your video IS to have a massive amount of views by a broad audience, ask yourselves the following three things:
1. Is our content compelling? Honestly… is it? Or is it just selling? Go back to the tips we posted here for ideas.
2. Will people outside of our core user base find this interesting and worth sharing?
3. Do we have the financial resources to afford a creative agency that can produce a video or the in-house capabilities?
Most agencies will tell you, regardless of if they’re a San Diego PR firm or an ad agency, allocating enough resources to the firms budget is imperative if you want the job done right. This isn’t because these agencies simply want your business (although we all do) and can’t work on shoestring budgets (many of us can). It’s because when you rely on shoe strings for heavy lifting, sometimes the results are disappointing.
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