Public Relations

Why do Videos go Viral?

Posted on June 20, 2012 by James Rognon in blog 4 Comments

Everyone tends to know someone that is a YouTube expert. It seems everyone gets an email telling you to check out the latest awesome online videos. Now I don’t know about you, but I would love to make a living watching YouTube videos.

The number of videos uploaded and the number of videos watched on YouTube are astonishing. Did you know that there are 72 hours of video uploaded to YouTube every minute? And that there are over 3 billion hours of video watched each month on YouTube? But what is even more surprising is the amount of the videos shared using social media. If you do the math, 500 years of YouTube video are watched every day on Facebook, and over 700 YouTube videos are shared on Twitter each minute.

Fortunately, YouTube actually has a professional, Kevin Allocca, who watches uploaded videos. Kevin Allocca is a YouTube trends manager who was also featured on one of the famous TedTalks. On his segment, Allocca discussed what makes videos go viral. I’ll admit that whenever I start to hear about these “viral discussions” I always roll my eyes because everyone claims they have the secret to do it. However, Kevin actually tells you how to do it–which really reveals that in all honesty you can’t. So, seriously watch this video.

As a summary, Kevin says that less than a tiny tiny percent of YouTube videos have more than one million views. The videos that are actually in the minuscule viral video percentile tend to have three things in common. These videos have:

• Taste makers helping them
• Communities of participation
• Unexpectedness

Breaking down the list, taste makers are people like Jimmy Fallon or Opera. These people can introduce your video to a much larger audience than the average individual. Next, a community of participation means that people like it, share it, and do something else to interact with the video. These first two items really can be encouraged with your basic public relations efforts. A good social media marketing effort can also encourage results, but only with experts who know what they are doing.

The last item, unexpectedness, is really the most important key in this formula. No one can plan on “going viral,” and no one can expect it to happen. No matter what anyone says, they can’t make your video go viral. All you can do is create great content that is not only fun to make but worth making too.

Seven Apps for PR Pros on the Go

Posted on May 9, 2012 by Kellie Englehardt in blog 3 Comments

Public relations professionals are often on the go and looking for new ways to manage their time. There are thousands of smartphone apps designed to make working and life in general easier. Here are seven recommendations that can help both communicators and other business professionals who are on the go.

Flipboard – Free

Ever wish all of your favorite social networks and websites could be viewed in one place? With Flipboard they can. Flipboard combines everything you enjoy reading and puts it into a magazine format for easy reading. This is perfect for public relation pros that need to keep up with both social media and the latest news. Flipboard is able to help you keep your eye on Facebook, Twitter, LinkedIn, Tumblr, Instagram, Flikr and more.

HootSuite – Free

Social media has become a major part of most public relations campaigns today. HootSuite provides an app that can help you manage all of your Twitter, Facebook, LinkedIn and Foursquare accounts in one simple location. It allows you to send or schedule updates in advance, along with helping keep track of the latest stats and important keywords being used.

InstaPaper — Free

See an article you would like to read, but don’t have time for it at the moment? InstaPaper is a simple solution to help fix this problem. By simply hitting save in your web browser, you can view the reading material later and in an offline environment. You can even use the app to look at articles your friends have posted to Facebook, Twitter, or Tumblr.

Dropbox – Free

Forget a file that you need to work on? Dropbox is a great solution for storing all your documents, photos and videos. Once Dropbox is installed on your computer you can simply “drop” the files you need into the program for later access. Dropbox also makes it easy to share files with others.

Evernote – Free

Evernote is a great resource for gathering content beyond your desk. It helps you keep track of notes, voice memos, snapshots, ideas and more and then lets you sync them with your computer. It’s perfect for helping organize things that need to be reviewed later.

Keynote – $9.99

All of Apple’s iWorks programs are available in app form. Keynote is particularly helpful if you are putting together a lot of presentations. The app is very intuitive and makes it easy to design an attractive presentation even when you are away from your desk.

AP Stylebook 2011 – $24.99

No public relations arsenal would be complete without an AP Stylebook. Now it’s available in app form for any questions you might run into on journalistic style. It offers easy search function, the ability to create your own custom entries, note taking and bookmarking features.

What are your favorite apps?

[Podcast Update] Former News Reporters Discuss Public Relations, How to Get Your Business in the Press

Posted on February 15, 2012 by Pat Parkinson in blog 1 Comment

Next time you’re preparing to announce to the local press that your company has hired a new director, one word of advice: Don’t.

Do not issue press releases about your latest store opening or how much your company grew in the past 12 months. Nobody cares!

While gaining coverage in the local media requires effort, getting written about in the newspaper or talked about on television is much easier with a strong pitch. Community newspapers are read more often than national publications in some neighborhoods, and local articles about your company will drive leads and position you as an expert in your industry, which could elevate your online public relations campaign.

I sat down last week with Lendio spokesman Dan Bischoff, and Patrick Wiscombe, a radio producer at KNRS in Salt Lake City. The podcast was originally slated to be 30 minutes. By the time we finished chatting, however, we had spoken for more than an hour about ways businesses can get the attention of local reporters. Listen to the podcast now here.

You needn’t be a news junkie to convince reporters to write about your business. But you must understand the media just enough to seem a bit savvy. Knowing who the journalists are in your area and the beats they cover is a great start.

Part one of the podcast has tips for localizing regional and national news stories, and ideas for making your press release more appealing with the addition of photographs, video and sound bites. We discuss the value of being mentioned in the local press and ways to brainstorm newsworthy topics that reporters in your area will find interesting.

The conversation will continue in part two which will be available at http://www.lendio.com/blog/ on Feb. 27.

Let me know if you have been successful using any of our tips. I’d also love to hear other advice you have for small businesses trying to court local reporters.

New StyleGuard Software Keeps AP Style Skills Sharp

Posted on December 19, 2011 by Pat Parkinson in blog 5 Comments

The Associated Press is making it easier to use AP style in your writing with its release of a tool that edits copy for you.

As a student of the “AP Stylebook” (the journalist’s bible) I know that “more than” is preferred to “over” when writing about numbers.

Over … generally refers to spatial relationships: The plane flew over the city. More than is preferred with numerals: Their salaries went up more than $20 a week.

A job title is only capitalized when it appears directly before an individual’s name, and there is no such thing as “first annual.”

An event cannot be described as annual until it has been held in at least two successive years. Do not use the term first annual.

Reporters across the globe use the “AP Stylebook” as a go-to guide for spelling, punctuation and solid reporting principles. There are tips for business and sports writers, and a section about media law explaining the difference between libel and slander. The alphabetical listings include everything from advice for using abbreviations and acronyms to explanations of the Yukon and Zionism. Updated regularly, and with a focus on staying politically correct, skimming through different editions provides a fascinating glimpse into the spirit of the respective times.

The new style-checking plug-in is not free. However, for online PR pros who are wondering what the fuss is about, AP style is as important for public relations as it is for journalism. Reporters mock those whose grasps of the stylebook are weak. Many journalists already harbor aversions to PR “flacks.” Publicists and spokespeople are shifty and deceptive, they say.

You overcome that perception, strengthen your pitch and increase your credibility when you do not mistake further with farther or misspell adviser in your press release. When identifying places, Chicago stands alone. But Portland, Ore. includes a special state abbreviation, one perhaps unique to The Associated Press. It’s all in the stylebook. And more journalists will respond if you use AP style in your writing.

But learning every entry in the book has consumed green eyeshade-wearing copy editors:

“What’s the difference between disinterested and uninterested?”

“Is login one word or two?”

“Does Veterans Day have an apostrophe?”

Some entries seem random, others abstract. Must I really spell OK with two capital letters — not “okay” as the stylebook warns?

Stealing a phrase from my brother, many of the best reporters become “simplicity mongers” in perfecting their craft. There is an order to news writing that readers understand, which lets journalists stay credible and relevant.

Writing copy that is free of style mistakes may get easier with last week’s release of StyleGuard, a program that edits writing according to “AP Stylebook” guidelines. The program initially works only in Microsoft Word. But AP officials may roll out a Mac version in the next few months.

Mashable published this statement from an AP product manager:

“AP StyleGuard speeds up checking AP style on potential problems, since the user does not need to find the relevant listing in the stylebook, and it adds much deeper coverage by pointing out possible corrections the writer didn’t even think to check,” Colleen Newvine said. “AP style is constantly evolving, so if we didn’t have a listing previously or if our guidance has changed, AP StyleGuard helps keep the user up to date.”

But the tool could bring unintended consequences, just as spelling and grammar checkers have created hordes of language dunces.

“Interesting,” veteran journalist Charles Trentelman replied when asked about StyleGuard, “making people lazier and lazier and writing more homogeneous.”

Others lodged cautions on Twitter. According to @ProfNet:

“StyleGuard is a useful tool but it’s not a substitute for the skills you develop as a knowledgeable writer.”

Indeed.

For updates on StyleGuard follow @APStylebook on Twitter. I pointed out a few of my favorites, now let’s hear from you about “AP Stylebook” entries. Which rules do PR professionals commonly break?

Pros Provide 14 Online PR No-Nos

Posted on September 7, 2011 by Pat Parkinson in blog 2 Comments

Are you tired of Internet press releases falling flat, frustrated because they receive just a few thousand headline impressions? Are you dying for just one reporter to call and ask about your company? Maybe your business has a new CEO or adopted a highway to clean up trash, and nobody knows. You need some online PR.

Businesses have options for marketing themselves online – social media, webinars, email marketing, press releases, infographics design, the blogosphere. Still, deciding where to begin a campaign is tough.

I won’t tell you where to start, but here are 14 tips from some pros for what not to do when it comes to online public relations:

1. Stay silent

Being antisocial will never get you noticed.

Reach out to bloggers who write about your industry, said blogger Jacqueline Gikow, who writes about public relations. “Seek out thought leaders who have influence in your field, and then build a rapport with them,” she said.

Online PR is all about “who you know,” she added. “So do whatever it takes to become popular short of sullying your reputation under the bleachers during halftime.”

And don’t hesitate to jump into the discussion.

“One-way messaging in online PR and social media is always a mistake. No one cares when you retweet a good review of your product or announce your newest charitable cause. At best, you’re speaking to the converted,” said Jasmine Bina of JB Communications. “Instead use social media monitoring tools like Hootsuite or SentimentMetrics to see whose talking about your industry and then jump in the conversation with something valuable to say. If what you have to say is interesting enough, people will check you out on their own, and that’s the best and most natural path to discovery any company could hope for.”

2. Assail fans and followers with promotions

One sure way to decrease your Facebook fans and Twitter followers is bombarding them with sales pitches. People follow people, not products, according to Danielle Inez, owner of the Memphis-based diPR Agency.

“If the business comes across as detached from its supporters and solely focused on its bottom line, the supporters will learn to tune out the tweets and status messages,” Inez said.

Only strong content will engage readers.

“If you aren’t offering a message that starts a conversation or incites a reaction, you may as well be talking to cyberspace,” Inez explained.

“Hard-sell” messages interrupt online discussions, said Robert McEwen, president of Zing USA.

“The most fundamental principle to remember when devising online PR strategies is that companies are entering communities, and joining conversations within those communities,” McEwen said. “Social graces matter. No one would barge into a cocktail party conversation by asking loudly and abruptly, ‘Hey, anybody here want to buy a car?’ The intruder would be regarded as gauche and given the cold shoulder. If, on the other hand, one overhears a conversation in which the participants are discussing automotive warranties, for example, and the newcomer can add value to the conversation with fresh information, knowledge, or perspective on the same subject, his comments likely would be welcome.”

Closing a deal shouldn’t always be the top priority.

“What you must do with your content is show worth to your audiences,” said Jerry Sullivan of New Jersey-based Framework Media Strategies.

3. Lose control of social media

To protect your company’s image carefully monitor your social media marketing plan. Some say you should prevent employees from unwittingly posting embarrassing updates by banning applications like TweetDeck and Hootsuite, which integrate multiple social media streams.

Too often employees sign into their personal accounts while also tweeting and Facebooking for the company, said Sal Vilardo, owner of Prolific Studios.

“All it takes is a simple slipup and a major brand posts something about getting trashed over the weekend and sleeping with someone. While your brand may get some PR from the accident, ultimately there will be twice as much damage control that needs to be done afterwards,” Vilardo said.

4. Refuse to share

Operating an effective online PR campaign means making it easy for your messages to be shared throughout Facebook, Twitter and the rest of the Web. Businesses miss out when they don’t include easy ways for press releases, webinar invitations, newsletters and blog posts to be passed along.

“I’ve even gotten several emails from a high profile, profitable fashion company that will send screenshots of their fashion blog but neglect to hyperlink anything. The results speak for themselves: tweets at the wrong brand name, 100 people checked into a foursquare location with no mention of the brand hosting the event because they didn’t make a special location for the party and press releases with no placement impact because the reporter couldn’t access the site being promoted,” said Sarah Kunst, an online PR specialist who works with startups in New York City.

5. Disregard PR tools

There are many public relations tools available online. No matter your budget, you’ll find ways for submitting press releases, viewing editorial calendars and monitoring what is said about your business.

“The power of the press builds a brand, enhances a company’s reputation, drives traffic and accrues high-quality links,” said Dan Bischoff, director of communications and public relations for Utah-based Lendio. “But to do it right, you need the right tools.”

For submitting press releases consider Vocus, PRNewswire, PRWeb, Free Press Index, PR.com or PitchEngine.

Check out HARO, Reporter Connection, MyMediaInfo, MatchPoint or PressWiki for media contacts and editorial calendars. And for monitoring online activity related to your company try Social Mention, Viral Heat and alerts from Google and BackType.com.

“One negative comment, status or review can spread quickly and tarnish a brand,” Bischoff said. “Monitoring negative and positive things said about a brand online is crucial to public relations today.”

6. Press releases are just for journalists

Phillipa Gamse, author of the soon-to-be-published “42 Rules for a Web Presence That Wins,” said businesses do not do enough to leverage their press releases.

“They tend to include their press releases on their websites (good), but without building in links and calls to action to the products and services that are being promoted,” Gamse said.

Because press releases contain keywords, they are often the best indexed pages on a website.

“So there are a lot of visitors who are not reporters, but are interested in the subject matter,” Gamse explained. “The press release page will be the first page of the site that they see, and if they can’t immediately find how to get what they’re looking for, they’ll leave.”

7. Have a weak pitch

Edward Yang, managing partner at Firecracker, had these three no-nos for somebody trying to convince reporters to cover a story:

Don’t attach anything to your email pitches. Either they will end up in spam folders or editors won’t open them for fear of viruses. Cut and paste directly into the email.
Don’t pitch to the wrong editors. Make sure the contact you’re going after is covering the right area. Individualize your pitch by targeting a specific reporter by name. Explain why your story is important for their readers.
Sounding arrogant or threatening is a sure way to get blacklisted.

8. Limit your outreach to newspapers and magazines

Too often businesses ignore the strong potential of online PR by concentrating too much on seeing their names in print. Traditional mediums like newspapers and magazines have taken a hit as consumers turn more to the Internet.

“That is the biggest hurdle I have to face daily in my business as a PR professional,” said Tom Kidd of Pres Pak Public Relations. “In order, people take their information from TV, the Internet, radio, newspapers and magazines.”

9. Offend writers

Bloggers are important for spreading your message. No longer are traditional media outlets the only places for news. But this new breed of journalist can be touchy.

“One of the primary tasks I’ve been tasked with doing cleanup for with companies is blogger outreach and networking. Because the nature of the beast is so different … it doesn’t take much for a blogger to take offense to a poorly designed pitch,” said Jaime Palmucci, of DEBUTANTE MEDIA. “ The primary error made time and time again? Addressing a BCC list as ‘Dear Blogger.’”

Personalize your approach. Nothing will get your pitch rejected more quickly than blanketing reporters and bloggers with the same email touting why this story is right for them. Tailor the material by telling them how their readers would benefit from the article.

You may even establish yourself as a credible source in your industry by regularly emailing reporters and bloggers new and creative angles.

10. Shun social media

Clients might tell you they don’t think social media will benefit their public relations campaign. But even a modest presence on Facebook and Twitter may help with everything from SEO to managing your company’s reputation.

“Even if your Facebook page isn’t getting a whole lot of traction or attention … the more unique and fresh content there is about a company out on the Web, the more the search engines will rank that company higher in related searches for their types of products and services. For this reason alone, I find having a social networking and online blogging strategy to be crucial for B2B companies,” said Jennifer Green, a senior vice president at a mid-sized public relations firm in Dallas. “The B2B space is one of the most rapidly growing areas in social networking. I am not only seeing this with Facebook accounts, but also bloggers that are following specific business industries.”

11. Tweet recklessly

For businesses it’s challenging to create content that stands out. But don’t just throw out a bunch of stuff hoping that something will stick.

It’s easy to go overboard with social media, blogging and podcasts, said Martin Jones, managing partner at Boston-based March Communications.

“Given the sheer volume of information online, how do you produce content that stands out and actually generates visitors, sparks conversations and is shared with others? Become more strategic and deliberate in your approach,” Jones said. “Rather than tweeting 20 times a day, select a few influential people to start a conversation with. This will snowball into greater visibility far more quickly than reckless tweets that will inevitably get tuned out.”

12. Skimp on online press resources

Rather than linking journalists to wire service press releases about your business, make it easy for writers to learn about your company by having as much information as possible on your website.

“Companies should make it as easy as possible for their most important journalist contacts to get what they need with one or two clicks,” said Nora DePalma, principal of O’Reilly/DePalma in Alpharetta, Ga.

13. Diss your critics and the competition

Social media makes it easy to fire off zingers about the competition or a disgruntled customer. A word of advice: Don’t.

“It’s better to spend time and money promoting your products and services instead of tearing down your competitor,” blogger Kimberly Gauthier said.

14. Avoid spell check

Whether writing a press release or speaking to your followers on Facebook, your company will not be viewed as an industry leader unless your content is well written and free of silly mistakes.

Spelling and grammar are key. As is making sure your writing contains no exaggerations or hyperbole.

“Don’t boast without backup,” said Maria K. Todd, president and CEO of Mercury Healthcare International, Inc.

Hopefully a few of these tips work for your business next time you have sizzling content or a hot scoop. Of course the list is not complete. Please use the forum below to comment about other PR no-nos.

Online PR on a Shoestring: How Tweet it is

Posted on August 25, 2011 by Rick Wahlquist in blog 1 Comment

Peter Shankman, entrepreneur and founder of HARO (Help a Reporter Out), recently sent out a tweet to Morton’s The Steakhouse. Shankman frequents Morton’s and as a joke sent a tweet before jumping on a plane from Florida to New Jersey. The tweet read, “Hey @Mortons – can you meet me at Newark airport with a porterhouse when I land in two hours? K, thanks. =)”. Somebody at Morton’s saw the tweet and the company kicked it into gear by meeting Shankman at the baggage claim with a tuxedo- clad waiter who had a Porterhouse in hand.

Kudos to Morton’s for being on top of their social media and having the wherewithal to capitalize on a public relations opportunity. Would Morton’s have done this for the average Joe Six-pack? Maybe, maybe not, it doesn’t really matter. The point is that Morton’s understands the importance of customer service and utilizing social media to boost their online public relations.

Morton’s scored a PR home run. Shankman has more than 100,000 Twitter followers. He also put up a blog post titled “The Greatest Customer Service Story Ever Told, Starring Morton’s Steakhouse”. The story received huge attention and was even mentioned on Good Morning America. The cost for this PR campaign was likely less than $500.

How connected are you to your customers? If one of your clients tweeted about you, would you see it? Would you react in a timely manner? Managing your online brand lets you capitalize on opportunities to create evangelists for your company.

For the cost of a steak and the waiter’s time, Morton’s received huge media attention, brand exposure and online traffic, which created a tremendous boost for the company’s SEO. So how does this relate to the plumber or dry cleaner around the corner? No matter what your business, it is essential to connect with your customers wherever they are. Staying engaged serves not only your clients, but your business as well.

What is your business doing to connect with customers through a social media marketing strategy?

Making it Rain: Public Relations and Media

Posted on August 10, 2011 by Lori Gilson in blog, Uncategorized 8 Comments

Yesterday we hit a PR home run. We got one of our clients featured on eight different segments of a highly-viewed morning show. Piece of cake, right? Well, if you know what you are doing, yes, it can be. But even with the best story, it is sometimes hard to get a reporter to bite. If you want the attention of the media, we recommend the following five easy tips:

Tip No. 1: How good is your story? Really, be honest with yourself.

Not every story deserves coverage. However, every company has a story that does deserve a strong public relations campaign. Don’t just talk about yourself, identify what is truly unique about your company.

Good example: Company XYZ was the first company to ever invent, offer, provide… and we anticipate that it will be the best product, ever. The press loves to report on “firsts.” If a company develops a new category of goods or services, it is considerably easier to attract the media’s attention.

Poor example: Company XYZ grew 200% last year and hired Mr. Fantastic. Yawn. Unless Mr. Fantastic is as famous as Steve Jobs, nobody cares. New hires and growth are not ground breaking, nor interesting.

Tip No. 2: Be a good story teller. A really good story teller.

What makes a good comedian? Have you ever heard two people tell the exact same joke, and one comedian will be hilarious, and the other dry? Why is this? Delivery. It is all in the delivery.

Be passionate. Be Funny. Be real. Be you. If you are passionate about your story, others will be, too. Think about what moves you about your company. If you don’t know, talk to your employees, clients, or shareholders. Or, hire a good PR Firm. A strong PR company will spend time interviewing you, and through a discovery conversation, will identify a number of exciting pieces.

Tip No. 3: If at first you don’t succeed, well, you know the rest.

In our recent quest to get RunLikeAGirlRetreat.com some great PR, we got shot down. At first, everything was going great. The reporter was interested in the story, and thought it could make a great piece. Then he presented it to his producer and BAM, we were history.

We went back to the drawing board, and thought about how we could change the story to make it more interesting. We worked on the message and proposed new segments. We resubmitted, called, emailed, and practically stalked Fox 13. Through our tenacity, we were able to garner the interest of the reporter, again, and shortly after, we were on the schedule.

Just because you are told “No,” doesn’t necessarily mean your story is bad. It might just mean that you need to change it a little, and follow up… a lot. Don’t give up.

Tip No. 4: Start a relationship with the media. (Easy fella, not that kind of relationship!)

If you want to have a friend, be a friend. Right?

Well, the same goes for networking in the media industry. Develop relationships with reporters, editors, and producers. These folks are pitched hundreds of stories every single day. If they have a relationship with you, the chances of your email getting buried in their inbox decreases dramatically.

Don’t know where to start? Follow them. Comment on their articles or blogs. “Like” them on Facebook, and comment on their posts. Follow them on Twitter. Retweet their tweets. Start having real dialogue. When they are live on location, visit them. Say hello. Bake them cookies. Send them fan mail. Seriously. Treat them like your very favorite neighbor. The end result: you will make new friends, and be featured in stories. Win, win.

Tip No. 5: Think like a producer.

You are now as cool as Steven Spielberg, well, almost.

Producers are all alike. Whether they are producing a movie, newscast, commercial, television show, or documentary, they think in terms of viewers. They understand what makes someone sit back and enjoy a show. They want their stories to be interesting to a large audience, because they want a large audience.

Producers are held accountable for the number of viewers, so they are very selective in the stories they air. Who is your audience? Think big.

That wraps it up. Evaluate your PR campaign, and implement the tips above, and I am sure we will be watching you on CNN in the very near future. Go, get ‘em!

Add press releases to your marketing arsenal

Posted on June 23, 2011 by Rick Wahlquist in blog 1 Comment

According to the pew Internet and American Life Project, 75 percent of Americans get their news online. Researchers at Nielsen/Net Ratings claim that Yahoo and Google News have larger audiences than CNN or BBC. This dramatic shift in news consumption requires a shift in strategy in order to reach your audience. How can a website compete in this space and get heard? The answer many businesses have discovered is the optimized press release.

Graphic courtesy of Austin Post

The optimized press release is the perfect way to boost your company’s online presence because it not only delivers branded news, but contains embedded links to your website. This means when a public relations firm publishes your release online, it makes people more aware of what you are doing while embedding links which effectively generate higher search rankings for you.

In addition, many have discovered the power of combining press releases with infographics, which are visual representations of information. This is due to the change the virtual space has had on the way people read. Instead of a text heavy paragraph, people now want information served up with illustrations. People spend more time with infographics than press releases and they are more inclined to share graphics with friends.

The optimized press release is the new weapon for success online. If you have not implemented a consistent press release campaign, you can be certain that your competitors have. In today’s fast paced online world it is harder and harder to be in front of your customers and prospects. By establishing a strategic online marketing plan that includes regular press releases you can stay ahead of the pack and beat out your competition.

American Marketing Association taps PRMarketing President

Posted on April 19, 2011 by Pat Parkinson in blog 3 Comments

The American Marketing Association in Utah this week welcomed Lori Gilson as its newest vice president of community relations and charitable affairs. Gilson is the president of Bluffdale-based PRMarketing.com.

Gilson said she is busy forming a committee for the AMA, which will focus on helping charities and small businesses market their wares.

“I want the AMA to become very involved in the community in assisting small businesses and charities with marketing,” Gilson said.

PRMarketing.com formed in January as an offshoot of Bluffdale-based SEO.com. Both companies are owned by entrepreneur Mike Mann.

For Mann, giving to charity is a top priority, Gilson explained.

Countless non-profit organizations have benefited from the Internet marketing services provided by Mann’s Grassroots.org, she said.

“[Mann] basically gives everything back to charity and so that’s always been important to our company,” Gilson said.

Once her committee is formed, Gilson said the panel will put together its 2011 goals.

“I believe that entrepreneurs are the spirit of America and I want to support them and help them become successful,” she said.

Meanwhile, Gilson said she spends much of her spare time in her garden. She also loves running and eating sushi.

‘To blog or not to blog’

Posted on April 12, 2011 by Pat Parkinson in blog 5 Comments

Experts say blogging still one of the best ways to reach new customers

Bloggers were surprised this week when an editor at The Huffington Post tweeted that the online newspaper was ending its popular Download Squad blog. Though puzzled, bloggers insisted the move was not a sign that theirs is a dying art form. In fact, a blog on your company’s website is still one of the best ways to show potential customers that you really know what you’re talking about.

Download Squad was part of the prolific Weblogs, Inc., which AOL purchased about five years ago. According to a Mashable report, the network also included the popular TechCrunch and Engadget. Download Squad was known for its timely reports about the release of new desktop software and bloggers speculated that the advent of cloud computing chewed into the blog’s bottom line.

Regardless, my background is in newspaper journalism and as the papers I wrote for claw for a bigger audience online, editors are embracing social media, electronic editions and, yes, blogs, to reach those who haven’t had ink on their fingers in years.

Blogging is tough. If you’re not willing to work hard to produce quality content, don’t bother. After the Download Squad downfall, PRMarketing.com asked some bloggers about their secrets for success. Here is what we were told:

Stacy Acevero is a blogger for Vocus/PRWeb. As the company’s social media community manager, Acevero said companies must have blogs for interacting with customers.

“ I don’t think blogging is going away anytime soon, although social media seems to be a substitute for customer engagement, it is a supplement, not a replacement,” Acevero said. “Company blogs allow you to position your company as the expert in the field and provide more than just short tweets of information.”

Blogs influence when creativity is paramount.

“Blogging involves much more commitment, a deeper thought process, and the ability to come up with something that is useful to your audience — a huge benefit of writing blogs. This is why blogs are so effective,” Acevero said. “Our blogs are appreciated by our dedicated readers as tutorials and jumping off points for PR pros and small businesses just dipping their toes in the business world, and they find us to be a valuable resource.”

Your blog must have original content and posts that are updated often.

Mike Sprouse is the chief marketing officer for Epic Media Group. His company started a second blog after its first project became successful. Sprouse said every company needs a blog.

“Our blog has very positively impacted our business and it allows us to communicate to a segment of the business population who are most receptive to our message. I think something that is very en vogue these days is to basically substitute a company blog for a Facebook page. In my opinion, this is a bad idea,” Sprouse said. “I want traffic coming to a property that our company manages, not to Facebook. I want to build our brand, not someone else’s.”

The number of visitors to the company’s blog has increased 500 percent in the past six months, he added.

Shannon M. Wilkinson at Reputation Communications in New York City said blogging helps convince journalists and prospective clients that the company has experts on staff. Now guest blogging is a top priority:

“After having established a voice and experimented with approaches to blogging that work for me, I am now preparing to expand the readership of the blog by participating in other, relevant blogs and inviting guest bloggers to post,” Wilkinson said.

But company blogs cannot be too promotional.

“Blogs can be invaluable for companies, but only if they are written to help readers. If they are just written to market services and products, they are a waste of time,” Wilkinson said.

Michael Feiman is president of PoolDawg.com, Inc. He said the company uses its blogs to “show our customers that we’re much more than just another website that sells pool cues and billiard supplies.”

“We currently have two blogs that we manage, each with a different purpose,” Feiman said. “The first is our company blog that talks about the goings on within the company as well as product news and industry information. The second is a blog for our mascot Frank, a ceramic bulldog that travels to pro and amateur events. Frank’s blog is written in Frank’s ‘voice’ and we upload pictures of him with players and fans. In both cases, we use blogging to show our company’s personality. Because the web can be such an anonymous place, it is vital for companies to create an emotional connection with their customers. Blogging is one of the easiest ways for us to do this.”

Kelly Daugherty is the managing partner of Smashing, a line of golf and tennis apparel that launched in March. Daugherty began blogging about the company’s products nearly two years ago.

“Our blog has been the single most effective marketing tactic we have used to date,” Daugherty said.

The company posts new articles about three times per week.

“Our blog is unique because we are honest. We don’t cover up any problems — as a matter of fact, when something goes wrong and we blog about it, we get
the highest traffic to the site,” Daugherty said.

Chase Fitzgerald is the social strategist at MAXBORGESAGENCY in Miami. The primary goal of a blog should be driving traffic to your company’s website, he said.

“With the correct keyword research and content mix, you should be able to drive traffic to your site through successful [search engine optimization] practices and leverage your social media presence,” he explained.

Companies should research how customers are finding their website today.

“Are they using terms like ‘affordable’ as opposed to ‘inexpensive’?” Fitzgerald asked. “Language in your blog post must mirror how the majority of people are finding you now. After you hold a strong stance in a few desirable keywords, take on more.”

Keeping fresh content on your blog is the best way to bump up your rankings in search engines, he added.

“Add polls or quizzes as blog posts that users will share through their social channels. This will encourage readers’ friends to come to your blog as well,” Fitzgerald said. “With each sentence you write, ask yourself ‘Would I share this?’ If the answer comes close to ‘No,’ stop writing.”

Ferris Stith manages the blog for PostcardMania.com. The firm is currently redesigning its blog for its 40,000 subscribers, most of whom are clients or potential customers.

“I’ve found that our blog is a great tool for real-time marketing education and posting news, updates, etc. I think it’s important for companies to have a blog if they have a relevant topic, angle or niche for their blog,” Stith advised. “Don’t just have one to have one. Figure out what the purpose of the blog will be for the company and then gear all your actions, posts, content, design towards achieving that goal.”

Candace Talmadge is a blogger at Talmadge Writing Services. She warned that an effective blog is a serious time commitment.

“To blog or not to blog, that is one question,” she said. “So don’t start unless you have the interest and resources to follow through.”

Even more critical is where to blog, she said.

“An ongoing blog on a company’s Facebook page is far more likely to be seen by new potential customers than a blog on a company’s website. Or be a guest contributor on a heavily trafficked site related to what your company does,” Talmadge said. “My point is to blog where the customers are, and use other social media like Twitter to talk about the blog, when appropriate.”

Jim Etherington is vice president of the Advocacy Group Inc., which is based in Washington, D.C. The firm handles campaigns for political and corporate clients.

“We do not have a corporate blog of our own, but do encourage our small staff to blog elsewhere. I, for instance, have a personal blog and try to guest blog on other sites as frequently as possible,” Etherington said. “Corporate blogs can be good when regularly updated with useful, fresh content. If your audience is already coming to you for information, such as product information or updates, a corporate blog allows a degree of control over brand identity.”

When used as promotional tools, however, company blogs fall short.

“Guest blogging on other sites is a better way to get in front of new audiences and demonstrate credibility as an industry leader,” Etherington said.

Alexis A. Moore is vice president of Town Center Realty Group in El Dorado Hills, Calif. Blogging can be extremely effective for Realtors, she said.

“I find that readers find the businesses faster from the blog sites more frequently than web sites because of the availability to keep updating them easily on a daily, weekly and monthly basis. It allows more key words to be utilized to increase traffic,” Moore said. “It allows businesses to engage and interact with the audience easily and with simple posts, images and key words. The repetition is key.”

David Howard is a marketing consultant in Alameda, Calif. For corporate blogs, “content is definitely king,” he stressed.

“Managing a blog is a way to create that content, and get it indexed. So, yes, companies need blogs. Creating blog articles that are useful also gives readers something they can share and re-post to friends on social networking sites,” Howard said. “Blogging about topics relevant to your business gives customer prospects an alternate avenue to your online presence – from the search bar, to your article, and back to your website and your product and services list. It can be a back door way to get people into your business.”

Companies that blog well become thought leaders.

“Demonstrated thought leadership builds and enhances the reputation of the firm and the stated author of the blog, typically a technical executive or senior executive,” Howard said. “Learn how to ghost write for executives. Pick a niche – high tech, biotech, health care, whatever — and learn the language and how senior execs speak to their audience. Focus on the niche … When writing, think about how your content might be re-purposed or condensed across other online presences, such as Facebook, Twitter, LinkedIn, etc.”

Finally, Lisa Ann Schreier, a blogger at The Timeshare Crusader, said “too many companies are blogging for merely the sake of blogging, without having a plan in place about what to say, who to say it to and of course how to respond to comments.”

Corporate bloggers must know their audience, be authentic and blog regularly, she said.

Great advice, but there is so much more to know. Please join the conversation by commenting about what works and doesn’t work for your company’s blog.

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