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We’ve done it again! The entire team at PTE is excited to share we brought home some gold from the Local Florida Public Relations Association (FPRA) Image Awards today!
Susan, Annette, Samantha and Alex after winning the Award of Distinction
Alex Fernandez and Samantha Scott, APR received an Award of Distinction for their social media efforts on behalf of Cruise Naples. Work included creation of a social media campaign involving a custom-designed blog, Facebook page, Twitter account, Flickr, YouTube and video series, Foursquare and many other online communication efforts. All efforts exceeded campaign goals and showed marked growth in traffic to Cruise Naples’ accounts and website.
The Florida Public Relations Association is a statewide organization designed to promote professional and ethical public relations through professional development and community involvement. For more information about the local chapter, please visit www.fpraswfl.org.
We are excited to share we’ve recently expanded our team! Please join us in welcoming, Susan Frantz!
Susan is our Online Communication Assistant. She will coordinate social media and online communication efforts on behalf of PTE’s clients in Florida and around the country. From Facebook to Twitter, LinkedIn, Pinterest or YouTube, she’ll work closely with Alex to service all of our clients’ online communication needs.
Prior to joining Pushing the Envelope, Frantz worked in the marketing field for a variety of industries including retail and sports management, most notably the Orange Bowl. She is currently studying at Florida Gulf Coast University to obtain her Masters in Business Administration and already has her Bachelors in History from Rollins College and Masters in Education in Sports Administration from the University of Miami.
Want to congratulate her on the new gig? Shoot her an email at susan(at)getpushing.com or call (239) 221-2858!
By: Annette Venditti
Communication Ally
- Your welcome.
- Hello, is this you’re seat?
- The choir singers’s handled that song very well for their first try.
- Roses Bakery Shoppe is the best in the district.
- (The sound they heard was very distant).
- The little girl loved being outside (especially in the summer), she really enjoyed the warm sun and the sound of the birds in the trees (it was her little secret.)
Can you find the grammar mistakes in the sentence examples above? Some are easier than others, right?
The act of writing is a skill we’re taught in grade school, starting first with mastering all the letters of the alphabet, then forming words, phrases and ultimately complete sentences. We were taught the rules of proper grammar, but as writing has become something of a lost art, the rules have become a bit vague.
Additionally, today’s technology has largely affected our writing skills. I have seen, more often than I’d like to admit, the use of 
“text-like” writing in emails and printed materials… abbreviations, no capitalization and other grammatical offenses seem to abound.
I often look at my own writing and wonder why it doesn’t look quite right. I write daily in the form of news releases, blogs, emails, Facebook posts, etc. It’s proof that even in this age of technology, the skill of traditional writing is still prominent – in personal and business applications.
So, let’s brush up on some of the grammar basics. Here are some quick tips to help you avoid some of the most popular grammar mistakes.
Grammar Tip #1
The use of “your” in place of “you’re” is a common mistake that can easily be missed by spell check or even a proofreader.
In my examples above, the first sentence should read: You’re welcome.
“You’re” is the contraction (sound familiar?) for “You are”
So based on this correction then the next sentence should be: Hello, is this your seat?
Grammar Tip #2
The use of possessive “s” and plural possessive “s” is also a common mistake found in writing samples and printed materials.
The rule here is if you have a word that is singular possessive, like a noun or name, you place the apostrophe BEFORE the “s”.
Rose’s Bakery Shoppe is the best in the district.
BUT when you have a plural possessive noun, like a group of people or things, the apostrophe goes AFTER the “s”
The choir singers’ handled that song very well for their first try.
Grammar Tip #3
This grammar issue is a bit more confusing so here are the rules for the use of brackets or parenthesis in a sentence.
When a complete sentence is enclosed in parentheses, place punctuation in the sentence INSIDE the parentheses, like this.
(The sound they heard was very distant.)
If only part of a sentence is enclosed in parentheses (like this), place punctuation outside the parentheses.
The little girl loved being outside (especially in the summer), she really enjoyed the warm sun and the sound of the birds in the trees (it was her little secret).
For all your future writing project needs, always take the time to read through your finished piece a few times as well as ask someone else to proofread for you as a second pair of eyes can make all the difference!
Check out these sites and bookmark them for your future reference; these are great tools to use daily as a great checking tool for all your grammar and grammar rule needs. Go forth and write!
Grammar Girl: http://grammar.quickanddirtytips.com/
The Purdue Owl: http://owl.english.purdue.edu/owl/section/1/5/
Grammar Bytes!: http://www.chompchomp.com/menu.htm
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By: Annette Venditti, Communication Ally
I love writing. I have been writing since I was young, first in diaries and journals and then in my sketchbooks and school notebooks. I love the creative process, the ability to create a place and a story that can entertain, educate and paint a picture for everyone to enjoy.
I have now entered the world of blog writing where I get to use my writing experience as well as share ideas 
and information with a wide variety readers – and I love it! My challenge has been realizing that the blog platform is not just about the story and the message you are trying to send to your readers, it’s also about the technical process of getting your information to your existing readers (and prospective ones), and get them to share it in the most effective way possible.
Here are some tips on blog writing that incorporate my old school process of writing and the new school of SEO for capturing your audience and ensuring they come back to read every post.
Make it Web/Search Friendly
SEO (Search Engine Optimization), the organic process of leveraging keywords and content development, is important to blog writing as you want the content to appear first on all search engine platforms. Did you know if you rank top in a search, your content and brand’s level of expertise is perceived to be higher and people assume that you are the better choice?
For some tips on writing SEO-friendly blog posts, check out Mashable’s article.
Using smart keywords within the title and text of your blog is an effective way to develop this strategy. Keywords are actually made up of 3 to 5 words, or key “phrases”. Refine them by starting with the more obvious (i.e. company name, brand, services/products) to the more detailed topics and categories that relate directly to your blog site and add them in a natural writing style throughout the blog content. Don’t forget about creating tags as they also help organize your content for search engines giving you much better results.
Make it Easy to Access
Not everyone is going to remember to check your blog daily or weekly. Make it easy for them to remember or get the information directly. This includes have an RSS feed option set up so your readers can get your new blog posts directly in their email or sending email updates, including links in your newsletter, etc.
Content
The second element is your blog content, which should always be original, engaging and educational (informative) each time you post. Content in a blog is meant to be conversational allowing the reader to get a sense of who you are and what you represent. Add photos, videos (with links in the descriptions to the product or item referenced) and links to other sites throughout your content which enhances the blog overall.
Consistency in your blog’s style and message, one that supports and reflects your organization’s identity is the goal. Make sure it’s clear what your blog is about and commit to sticking with that topic or genre.
Proof It!
Always proofread your content (better yet, ask someone else to proof it before you post) as there is nothing worse than spelling and grammar mistakes when reading a blog online. Don’t just trust spell-check as many grammar mistakes are skipped when running this on your content. For more on kicking-up your grammar skills; check out our recent newsletter!
Blog writing can be fun and easy, but be sure to stick to best practices. There are many resources out there to help you make your blog the best it can be. If you have questions for us on this topic, feel free to post a comment and thanks for reading our blog!
The Internet marketing and social media world continues to change rapidly. In fact, communications in general is ever-evolving. That’s why it’s so important for us to continue our education. Part of that is participating in trade organizations like FPRA, going to seminars like Social Fresh, and also formal education.
Today, we’d like to announce some very special news of this genre… Alex Fernandez, Social Media Strategist at PTE has earned is Internet Marketing Masters degree!
We’ve always thought pretty highly of him, but now Alex is well versed in the advanced academic studies of Internet marketing, search engine optimization, e-commerce, and the psychology of the online consumer. His studies included key areas such as online brand development and consumer behavior / analysis, website usability testing, social and mobile marketing, website conversion optimization, search engine marketing strategy, Internet public relations and more.
“I wanted to obtain a competitive edge in my niche area of social media marketing,” Alex commented, “and the most ‘current’ education possible, considering that the online environment is ever-changing, coupled with my work at Pushing the Envelope, I’ve gained that.”
Alex helps clients communicate effectively through social media and other online platforms by developing fully integrated marketing strategies that enhance a brand’s presence. He has led both regional and national internet marketing campaigns in several industries, including travel, tourism, healthcare, hospitality, education, technology, and more.
If you’d like to pick his brain or learn about how we might be able to help your Internet marketing or social media efforts, contact Alex at alex(at)getpushing.com or (239) 221-2858. He likes high fives, pats on the backs and plus 1s on Google too!
Guest Post By: Alex Fernandez, Social Media Strategist at PTE
Creating social media awareness can be the difference between success and failure for any social media marketing campaign. It’s great that you’ve started to leverage social media, and you may have some great content ideas – but you have to let the world know that you’re here! Ask yourself: do your employees and customers have multiple chances to learn about your social media involvement each time they interact with the brand?
The array of opportunities to communicate that you’re using social media is only limited by your creativity. Still, there are several basic steps all should follow when getting started. Here are a few to consider:
Internal awareness comes first. This step is often overlooked, especially with larger companies. In the early stages of a social campaign (when accounts are being created): audience sizes are very small, and it’s not set in stone who will be doing what. Internal awareness solves this issue. Your initial social media advocates should be people working within the organization. Have a meeting with your leadership team to talk about how to spread the word, include social media as a topic in your next newsletter, email links to your social assets and ask for involvement – anything to get the word spreading internally.
Integrate with other communications. Social media should be treated like any media – it needs to be leveraged strategically. While there are many nuances to social etiquette, communications should still be aligned with your overall marketing strategy. Think back to when BestBuy started their Twelpforce campaign: BestBuy launched a 24/7 Twitter-based customer service platform, and created awareness for the campaign with a fully integrated ad campaign, including TV, print, and online display ads. If a large-scale campaign is out of the question, adding social icons and links to your website’s homepage and E-communications is a great start. Social media links should also be included in your email signature.
Add social cues to your print materials. This goes hand-in-hand with integrated marketing communications, but speaks more to attracting the offline world to your social media. For example, if you are having trifold brochures, postcards, POS materials, direct mail, or business cards printed, be sure to make sure they have URLs, social icons, or QR codes (a common practice targeting smart phone users) to promote your social media assets. Having these cues on your print materials provides a tangible reminder of your online community.
If your brand is leveraging all of the above means for creating social media awareness, then you are off to a great start! If not, implement some (or all) of the above strategies, and think up a few new ones while you’re at it!
Should you need assistance with your social media awesomeness… [shameless PTE plug] feel free to contact us!
www.getpushing.com | (239) 221 – 2858 | info{at}getpushing.comThis is part 2 of a 3 part series on the 2010 Florida Public Relations Association (FPRA) Annual Conference. We’re highlighting some of the primary sessions offered as part of the 4 day event held in Naples, Florida.
Hallett's "social media meat grinder" - what goes in, goes out... to the customer
Social Media in the Trenches & Across the Globe
Presentation and Slides By: Josh Hallett of Voce Communications & Hyku
Representing the likes of Disney Parks, Playstation, CBS, Yahoo!, ebay, Intel and my personal favorite – the NFL, Voce Communications and Josh Hallett know what they are talking about in terms of social media.
One of the sessions that stood out right away for me, I was looking forward to hearing Hallett’s thoughts on measurement implications and strategies for social media in the public relations landscape. He didn’t disappoint.
Every plan or effort in business (and life, really) should have a strategy. Social media is no different and, as we’ve been hearing a lot of recently, listening is key – from the beginning. Hallett emphasized that doing a conversation audit and asking the questions in the beginning can help secure a strong direction for social media endeavors. However, the listening shouldn’t stop there. We must, as communication professionals, listen at all times and respond to queries, issues, comments, etc.
In the timetable below, Hallett discussed an example plan for implementing the strategy. It doesn’t all have to be done at the same time. In fact IT SHOULDN’T. Starting at a manageable pace and measuring along the way ensures your social media efforts can be sustained. Get bogged down or behind in the beginning and the plan is likely to be ditched – by your team or your boss.
Use a timeline to plan out additions to your strategy and test/measure.
Getting the material out involves the “4 Ps”:
- Preparation – discovery and planning (calendar, editorial content, etc.)
- Publishing - the actual sending out of material (use the network efficiently & consider “shelf life” – Twitter is seconds, Facebook a little longer, blog longer, etc. Don’t forget our cross contamination concept either!)
- Participating - watching, flaggin and responding (this would be where you listen & engage, remember that part?)
- Performance – measuring and more measuring (Web analytics, engagement through likes & comments, sentiment PLUS revenue, authority & share of voice/market)
Getting started in measurement:
- Set measurable goals
- Align measurement tools
- Stats tracking sheets
- Benchmarking
- Report frequency
- Measure, rinse, repeat
As Hallett referred to and Deirdre Breakenridge noted, measures and communication are changing. Our methods and tools are changing and the audience is in control. The old measures aren’t as valid. We don’t have to throw them out completely, but new tools should be introduced and utilized too.
Hallett’s “Blender Model for Measurement”:
- OLD
- Traffic
- Circulations
- Hits
- Placement
- Message Penetration
- Delayed Response
- Spread
- NEW
- Links
- Subscribers
- Posts
- Search Listings
- Word of Mouth
- Instant Response
- Velocity
- PLUS
- Share of Voice / Influence (results on search)
- SEO (ranking in search, page ranks, key wording)
- Risk Avoidance
- Audience Value
- Conversions/Sales
- Efficiencies/Comparisons
- Insights
Social Media programs are multifaceted... Be sure to take this into account.
Measurement TOOL Recommendations:
Some are pricier than others, some are free and some aren’t for you. Consider the size of your company, budget and involvement in the medium before moving forward with any of these.
- Radian6 (sentiment)
- CoTweet (Twitter management of multiple accounts – FREE)
- Google docs (excellent for team collaboration – FREE)
- Yammer (more team & client collaboration, no email needed)
- WordPress (blogging – paid & FREE options)
- Flickr (photo sharing – FREE)
- Viddler (video sharing with branding & analytic options)
- YouTube (video sharing with branding options, limited analytics – FREE)
- Ping.FM (content automation – FREE)
- Spredfast (content automation)
- Bit.ly (link shortening & tracking – FREE)
- Tiny.cc (link shortening & tracking – FREE)
- Google Analytics (Website traffic tracking – FREE)
What tools are you using? What plans have worked for your company or are you considering for the future?
See all our conference photos in our gallery. Or, check out the FPRA gallery for ALL the images.
· The blender model for measurement
o The old:
§ Traffic
§ Circulations
§ Hits
§ Placement
§ Message penetration
§ Delayed response
§ Spread
o The new
§ Links
§ Subscribers
§ Posts
§ Search listings
§ Word of mouth
Yesterday marked the second day of the 2010 FPRA Annual Conference, but it was the first day I attended. The opening keynote was none other than PR and Web 2.0 leader, Deirdre Breakenrdige! You may recognize her from the book “Putting the Public Back in Public Relations” or her #prstudchat on Twitter – or one of the many other things she’s involved in.
While the entire conference is a knock out, packed with information for all PR professionals to grow on, I was particularly excited about this session. And, per PTE style – have laptop, will travel – I took notes to blog on the session for you (who couldn’t attend)!
Below are excerpts from the presentation. For more notes and reviews, be sure to check out the main FPRA blog.
PR R(e)volution: When Traditional Communication Meets Social Media
The Evolution of Communication
We are reinventing our industry. We’re moving away from complacency of communication to this new social media (SM) power. Before, most marketing/PR/advertising professionals used a “spray and pray” method of reaching audiences – sending messages out into the masses. Those broadcast messages don’t exist in the SM landscape and we’re now (or should be) more focused on interaction, engagement and relationships. This new media has given us a direct connect to the end user (target audience) that we never had before.
It’s very simple: Meaningful communication = valuable resource
PR can lead to earning new found recognition. With SM there are choices for how a business can tell a/their story. It’s no longer just press releases. Using connections has more power and resonates more. Instead of an ad, it’s someone the target audience trusts telling them about it.
Deirdre broke down the various online storytellers. These are the bloggers and people will influence online. They are independent, but often have the power of a national publication. However, depending on the level or category they fall into, there are pros and cons…
- Online audience/storytellers
- Primary newsmaker bloggers – 300,000 followers (equal to NYT, they offer a heavy first hit of coverage, but move on quickly)
- Secondary (magic middle) – influencer with less following, but still packs a PR punch. They have a loyal audience.
- Tastemakers – fewer followers, but they take the story from the beginning to the end and really sell it.
Here’s the key – consumers drive and control their communication. We have to listen 1st before we start sending our messages. This is something we as PR/marketing/advertising professionals have been hearing more about recently. It’s really common sense though. How can we know what our consumers want if we don’t ask and/or listen? With SM we can.
The Hybrid Factor – Blending Traditional PR and the New World of SM
- A hybrid exists in the middle. It’s the best of the past, traditional PR, and the new, social media.
- Traditional – audiences reached through impressions
- SM – audience reached through engagement
- The Strategy Wheel – by Deirdre Breakenridge
Characteristics of the Hybrid PR Professional:
- Social media “expert” (there really is no such thing as a SM expert, as we’re all continually learning, but someone who has a good command of the tools)
- Sociologist
- Market analyst/expert
- Web marketer
- Customer service representative
- Relationship marketer
- Viral marketer
- Conversationalist/listener
- Research librarian (as we are always learning, we’re also always looking for new information, tools and tips to grow ourselves, our companies & colleagues)
On the way to becoming a hybrid PR professional, there are a few questions to consider for your organization/clients:
- Have we evaluated our recent communications?
- What’s working for us traditionally?
- What’s working for us online?
- What’s not working?
- Have we listened/monitored the social media landscape?
- Are there places that it would make sense to engage?
- Who are we looking to reach?
- What’s the best type of content to share?
Don’t forget your guidelines!
Anytime a company is engaging in SM it’s imperative that ALL parties are on the same page. From who will manage it, to scheduling and what can/can’t be said online, the SM policy is critical to real SM success.
Policy development should be done in the beginning! It coincides with your strategy and planning and should include security and legal aspects. For instance, what if an employee leaves? Do you have their passwords? What if trade secrets are released on negative comments are being made? Have a plan in place!
SM policy examples:
- Complete online database of SM policies – Social Media Governance
- Corporate example, fully viewable for everyone – IBM
- Mashable’s 10 Must-Haves for your SM Policy
Want more? Here’s Deirdre’s bio:
Deirdre Breakenridge is President and Executive Director of Communications at Mango! A veteran in the PR industry, Deirdre leads a creative team of PR and marketing executives strategizing to gain brand awareness for their clients through creative and strategic PR campaigns. She counsels senior level executives at companies including ASCO, Hershey, JVC, KRAFT, and Michael C. Fina. Deirdre is an adjunct professor at Fairleigh Dickinson University in Madison, New Jersey, where she teaches courses on Public Relations and Interactive Marketing for Global Business management program. She is author of four Financial Times/Prentice Hall business books: Putting the Public Back in Public Relations, PR 2.0: New Media, New Tools, New Audiences, The New PR Toolkit, Cyber Branding.
- Contact:
Deirdre Breakenridge
President and Executive Director of Communications
Mango!
dbreakenridge@marketmango.com
@dbreakenridge
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The FPRA (Florida Public Relations Association) Annual Conference is coming to Southwest Florida, Naples in fact. Packed with TONS of – you guessed it – PR tips, trends, news and related material, I’m especially excited to attend as it’s my first time being there in person!
I’ve only enjoyed the renowned speakers (think Deirdre Breakenridge, Peter Shankman, etc.) and taken tidbits away before, but it was vicariously. You see, as a group of communicators I’m proud and thankful to say FPRA does a great job of sharing the information and knowledge offered through their events. (For those of you who are members of other organizations you know why this is such a big deal. It’s often not the case. What is said in the conference stays there. Stagnant.)
One way of sharing is via blogging. Common sense for most computer savvy people in this day, but it’s not just the main keynote speakers/topics that are covered – almost all the presentations are reported on by some attendee or another. This year, one of those will be me!
As a reader of the blog posts of past, I’m happy to help those of who might not be able to attend – whether for time, cost, other or all of the above. Rest assured, you can still benefit from this conference and fellow bloggers like me will be helping you all along the way.
So, be sure to BOOKMARK the BLOG page and visit it throughout conference (August 8-11).
For a complete list of bloggers (thus far) click HERE.
For details on conference, registering & the schedule click HERE.
In Southwest Florida? Check out the local chapter site too.
Mashable, reporter online of just about everything to do with social media, recently coordinated the first annual “Social Media Day” on June 30. Excited about this event as we do so much with these communication tools, PTE participated and helped spread the word.
As a result, The News-Press was interested in the topic and came out to cover the event, held at Firepit City Grill in Gulf Coast Town Center. Plus, a number of us were included in the article published in today’s paper. Check it out in the business section or online.
Don’t forget – if you’re social too – we’re on Facebook, Twitter, Linkedin & FourSquare. Talk to you soon!
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