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By: Tiffany Whitaker
Communications Ally
In April our Grand Poobah, Samantha Scott, APR, gave us (me and Alex Fernandez, our Internet Marketing Strategist) the incredible opportunity to attend the 2013 Social Fresh East conference in Tampa, Florida. The event included numerous guest speakers presenting a wide range companies. From JetBlue to ESPN to author and marketer, Chris Brogan, we were inundated with insights, thought provoking concepts and marketing advice from top strategists in the industry. Here of a few highlights from segments and that inspired me:
Don’t worry about content, worry about “Youtility”
In Jay Baer’s segment, Youtility: Why Smart Companies are Helping, not Selling, he talked about a kind of marketing that was so useful, people would pay for it. In a world where everyone is on social (your Mom, your sister, your grandparents, your best friend… and your favorite hang-out), companies are competing for attention. Mr. Baer, a best-selling author, asked, “Are you more interesting than my wife?” That’s the level your content needs to be at!
So, what is “Youtility”? In summary, it’s content that educates, informs, helps the customer… it answers the consumer’s questions. Did you know B2B customers contact a sales representative after more than 70% of the purchase decision is already made? He offered up a great example executed by Hilton Hotels and their activity on Twitter. A customer of Magnolia Hotel, a competitor, on Twitter asked where there were some good local restaurants in the area. Hilton Hotels responded with helpful suggestions. Do you think the chance of that customer checking for a room a Hilton Hotel will increase on their next visit? Most likely.
Remember, Youtility is not a project; it is a process that never ends.
If Content is King, Connection is Queen
Ted Rubin, a leading social media strategist, provided insight into content creation, building relationships, and connecting. In his segment, Content Creation is the Ultimate Fan Advocacy, Mr. Rubin pointed out a common question we (social media advocates) hear from potential clients all the time, “What is the ROI of social? He went on to explain that the answer is… actually another question.
What is the ROI of Trust? Loyalty? Social media is a means of building relationships with your customers and to do that we must provide emotionally connected content! So, how do you connect with people in a way that builds a relationship? Build trust. With interaction as a foundation, a company must be true to their word, authentic, genuine and consistent. He referenced Saks and how they hug their customers instead of just handing them a bag after a purchase. On social media, look to embrace your customers, hear them, and aim for ongoing engagement. “Relationships are the new currency… honor them, invest in them, start measuring your ROR.”
Remember, social is not the relationship itself and just “being on social” is not enough to build relationships.
Don’t be Data Rich and Insight Poor
The Campbell Company’s leader of social media and digital marketing, Adam Kmiec stresses, “Don’t measure data if you’re not going to do something with it!” And you should be doing something with it. Mr. Kmiec’s segment, Building an Insights Driven Social Organization, focused on insights, not data. We must turn data into insights and insights into action or it’s useless.
So, how do you accomplish this? He advises finding the right platform to measure (and we know there are so many that is a feat in itself) is the first step. Decide what you want from the model/platform (part of the planning process we’ve stressed so many times before). Then, choose the one that will get you the right data so that you are capable of gathering the insights you need. Leverage those insights by turning them into action. Simply, capitalize on strengths and improve where weak. Identify missed opportunities and take advantage of them moving forward.
Remember, having the numbers isn’t enough. That’s just the start. Use them to determine what’s working (and what isn’t) and then implement plans to enhance your efforts moving forward.
Hungry for more?
For more insights and advice on maximizing your social media efforts, visit our NEW website , follow us on Facebook, or give us a call at (239) 221-2858.
By: Samantha Scott, APR
Grand Poobah / Owner
WOOT! Oh, sorry… that was our excitement sneaking out. I am so pleased to share with you the news from the recent Florida Public Relations Association Southwest Florida Chapter 2013 Image Awards… We won four Awards of Distinction and a Judges’ Award!
From L to R: Matt Mernin, Alex Fernandez, Tiffany Whitaker, Samantha Scott, APR and FPRA SWFL Chapter President, Jessica Clark, APR (photo courtesy of Full Circle Productions)
This is the sixth year in a row that our firm has been honored for outstanding communications campaigns bringing the award tally to twenty-four. We won Awards of Distinction for the following programs: West Marine’s Fort Myers Flagship store grand opening, Blue Ridge Harley-Davidson’s Grand Reopening in Hickory, North Carolina, international publicity efforts on behalf of Specialists in Reproductive Medicine and Surgery and the company’s second annual food drive benefiting Community Cooperative Ministries, Inc. (CCMI), the CAN IT! Campaign. The Judges’ Award was also given in recognition of the CAN IT! Campaign.
An Award of Distinction highlights an outstanding public relations program while a Judges’ Award signifies maximum client exposure was achieved through the public relations program for the least amount of money.
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 fpraswfl.org.
Congrats to all the entrants and all the winners! We were among great company and so proud of all of our fellow chapter members, entrants and winners.
By: Samantha Scott, APR
Grand Poobah / Owner
In this week’s blog I’m going to focus on some internal things we can all do to better our chances of customer/client satisfaction and positive interactions with media – i.e. PR or public relations. In the end, we (businesses and business owners) are only as good as our teams or staff, and that’s in more ways than one.
“You’re only as strong as your weakest link.” – unknown
Internal Communication & Teamwork
Your staff, or team as we call it, is made up of individuals, each unique in his or her strengths and each playing a vital role in the success of your business. If you have great people then you probably provide excellent service or products for your customers (hopefully), but what are the internal communications like? Are the individuals talking to each other and forming a unit or working independently without knowledge of the others’ efforts?
Internal communication is often overlooked, but is equally important as external communications, or publicity/PR efforts. If your team isn’t on the same page, the message you communicate outwardly most certainly won’t be cohesive either.
Media Relations / Training
Scott Fischer, President & CEO of Scott Fischer Enterprises doing interviews with media at one of his stores, Rocket Harley-Davidson.
Maybe your staff is working together and your internal communications are strong. That’s great! Are they ready to speak about the business before media or other audiences? Media training is important for the spokespeople for the business (CEO, President, board, Executive Director, etc.), but also for staff.
We love journalists, but also know they like to pop up unexpectedly or sometimes go by a business to do an interview without notice. If your staff haven’t been trained on how to answer questions or who to defer media representatives to, you could run into a problem.
Alternatively, who’s responsible for your media relations? Is there a designated person within the company who handle media inquiries, distributing news/news releases, etc.? If not, establish that now (or consider bringing in an outside resource, such as a PR firm) so you’re prepared before something newsworthy comes up or media relations is needed.
Customer Service
An example of positive customer feedback on Thunderbird Harley-Davidson’s Facebook page, one of Scott Fischer’s other stores.
Customer service is critical to a business’ success and can set it apart (positively or negatively) from competition. Is your staff living up to your expectations? Do you even know? Even if you’re not in the retail business, don’t assume your staff is adhering to high quality customer service. Know for a fact.
There are many ways to monitor this and to enhance it (even if you are on the ball). Consider doing secret shops, adding customer service surveys to the check out or post service process, ask for feedback and/or reviews. If your staff is doing an great job, reward them and try to develop new goals with incentives for reaching them (i.e. half day off paid if you receive 5 positive comments within a month, etc.). The positive impact outstanding customer service will offer could lead to positive word-of-mouth and possibly new business, so be sure to keep an eye on this and reward those employees who are excelling.
Reputation & Reputation Management
You’ve got a great team, they’re talking to each other and collaborating, they’re ready for media AND they’re providing outstanding customer service. Great job! Now, are you tracking that and your business’ reputation online? Monitoring customer feedback goes beyond asking a customer about their experience or reviewing a comment card. People are sharing their opinions online. If you’re not listening or paying attention to those opinions, you could end up paying for it in the long run.
There are many review sites such as Yelp, Yahoo! Local, Google Places and more that are general, covering all industries, and even more for specific, niche industries such as travel (TripAdvisor) or health (RateMyMD.com). Make sure to claim or set up your business on these sites and monitor what’s being said about your business. Respond to both the positive and negative comments. Learn from them, reward staff based on them, and grow from them. Better yet, get your team involved in asking for reviews on these sites and engage them in the process too.
Moving Forward
If you’re interested in setting your team up for success, or just have communications questions, give us a call at (239) 221-2858 or email us at info (at) getpushing.com. We’re happy to help!
We’d like to welcome Tiffany Whitaker as our newest team member! Tiffany joins the PTE team as a Communications Ally. She’ll work with clients on public relations projects, reputation management and media relations and her background is predominately in communications in the Southwest Florida.
Tiffany has administrative skills as well as marketing, social media and public relations experience including front-line customer service, public speaking, training and presentations, responding to press inquiries, networking and building strong relationships with partners and vendors.
You can welcome her to the team by emailing her at Tiffany(at)getpushing.com or by calling 239.221.2858.
By: Annette Venditti
Communications Ally
The new year is nearly upon us and we suggest taking some time away from opening gifts and eating sugar cookies to create your 2013 New Year’s Goals & Resolutions list for your personal and business needs. Each new year is the perfect time to focus on that “to-do” list that is still not done and add some creative items as we move into the new year.
We have put together 13 suggested Goals & Resolutions for 2013, so feel free to borrow these ideas as well as add a few of your own personal favorites:
1. Get Healthy: Personal & Business – We all know one of the first items on everyone’s list every year is to get fit and healthy for the long-term. Keep this one on the list for your own personal health but try a take on getting your business healthy too. How do you do this? Take a good look at your office space and determine if the layout and items in your office are supporting or hindering a healthy and productive environment. Ask your team about ways to improve working conditions like updating office chairs and adding healthy food and drink options for all to enjoy in the new year and beyond.
2. Review & Refresh: Set Goals – Review business goals you set in 2012 and determine what has been achieved and not achieved. Then, set new goals. Create a plan for these newly revised goals with your team to take ensure these goals are met and delivered in a timely manner. Record and track this list as you and your team work on them and follow-up after each is completed to discuss results, lessons learned, etc.
3. Stay Accountable: Support your staff in developing and putting systems in place. Make sure everyone is held personally accountable to making any approved changes that will keep the team motivated and highly productive. Remember to celebrate success often and review, but also measure the one’s that flop to learn how to change the process in the future.
4. Tools & Assets: Revise & Refresh – Have you read your website lately? How about your Facebook page or printed hand-outs/information packets for cultivating new business? Review all your current assets to revise and refresh them over a scheduled period of time so they will be ready for your next big meeting. Don’t forget about updating staff photos and business cards as we do look different after a few years go by and that scratched out, re-written title on your business card is just not good anymore.
5. Measure. Monitor. Reward. - Set up a procedure with all tasks and projects to consistently measure, monitor and reward those involved. These can be used as quantitative date or analytics in your final client report too. Putting checks and balances into place is a great way to see how things are going and to see what worked and what needs to change the next time around.
6. Explore New Media & Technology - Ask your staff – and yourself – to read and research new media and technology on a consistent basis. Things change rapidly and there are always new and better tools and solutions for doing business for you and for your clients.
7. Make The Right Connection: It doesn’t matter who your audience is, but you need to know to whom you’re selling to and make a point to connect with the right people, not just people in general. Most consumers and B2B buyers alike respond to content and ideas that speak to their interests, so take time this year to make that personal connection and let them really know who you are too.
8. Are You Listening? - At every meeting with staff and clients alike, keep in mind the most important concept is listening. Make it your mission to listen more than anything else next year and then use what you have learned to speak and clarify your points and understanding of the task at hand. (You might also review our recent blog on the passive act of communication – listening, too!)
9. Planned Escapes - Everyone needs a physical and/or mental health break during a busy work week. Try setting aside time to grab lunch with co-workers or meet after work for a early evening stop before heading home, just leave your work discussions at the office. These scheduled mini-breaks are proven to keep our minds and bodies in a more relaxed state allowing us to return to work refreshed with increased levels of productivity. On a personal note, make time for a couples or family “stay-cation” over the year, a week or weekend away with your loved ones will be sure to add years to your life and substantially increase your happiness and productivity levels.
10. Pay It Forward: Giving Back - Are you and your business involved in your local community and with your local non-profits? If so, keep up the good work and if not, this is the year to pay it forward and use your successes to reward those who are in the most need. Find organizations that matter to you personally and contact them to find out how you and your business can contribute and volunteer.
11. Seek Answers: Get Educated – Are there areas of your business where you and your staff are feeling you need more information to become better and more efficient? Take the time to commit yourself and your team to continuing education in your specific field of business. Check into local seminars and groups where you can join and share in discussions and feedback. Don’t forget about online media for more educational tools and group discussions.
12. Expand Your Network: Personal & Business - Are you and your business taking full advantage of business networks like LinkedIn? If not, this year is the year to create a LinkedIn page for your business and yourself where you can make connections with individuals and organizations who may work in the same profession or live nearby. These connections will afford you valuable insight into creative solutions and ideas for increasing productivity, new work tools and networking resources for cultivating and meeting new, potential clients. You will also find this business networking platform adds to your social circle as well as you will find new friends within your connected circle.
13. Big Picture View: Don’t get trapped in the tasks themselves and end up forgetting about the big picture. Be sure to schedule meetings during a project and allow updates on each aspect so there is no loss of view or vision for the end goal. Sometimes walking away for a moment allows our brains to stop and breathe so we can then easily see the issues and solutions
Go ahead and start building your 2013 Goals & Resolutions list today! If you need help with any of your 2013 goals, feel free to contact us. We’re just an email or a call away.
We were able to collect 1,178 items for CCMI through the help of our donation locations and generous donors!
It is with great excitement and appreciation that we share the results of our 2nd Annual CAN IT! Campaign. Through the support of our multiple drop off locations and the many donors who contributed we collected
1,178 items for CCMI!
Today we dropped it off! It took three vehicles and a lot of volunteers, but we did it! (pictures here 
)Thank you all for your support! We look forward to collecting even more next year.
From all of us to you and yours, Happy Thanksgiving!
By: Alex Fernandez
Internet Marketing Strategist
I can remember the morning very clearly. It was mid-fall 2011. Samantha walks in 
with a new flavor of Starbucks coffee, and a new idea for a PTE food drive called “CAN IT! Putting Hunger in its Place this Thanksgiving.” The idea was to partner with CCMI of Fort Myers and put heels-to-the-ground, gathering donations through a grassroots effort. Together, the PTE office generated more than 500 can donations for CCMI in just six short weeks.
Well, CAN IT! is back, baby – and better than ever. As the (ehem, braggadocio) REIGNING CHAMP from last year, with 175 food donations, I wanted share what I took away from CAN IT!
A couple of my friends and neighbors really floored me with their generosity and willingness to pay it forward. One of the first neighbors I talked to was a friend of mine that happened to be sitting down next to me for lunch. I told him about our goal of 500 items. He explained that he was hit hard by the recession and really didn’t have any extra food or money to buy food donations. However, he DID help in a big way, by talking to some of the other residents in my condominium building. Spreading the word was just as helpful to the cause as donating.
If you cannot donate, then please be sure to share this blog entry with some of your email or social media contacts! Every share counts!
Another memorable conversation was with the owner of a local sandwich shop. I told him about CAN IT! and how we were trying to collect food donations for CCMI on thanksgiving, and hastily committed to getting a donation ready. The morning of the food donation, he had two cases of cans ready to donate. It’s amazing to see local businesses contribute so selflessly.
Probably most memorable, was one of our “office neighbors” who rallied their entire office and brought well over 30 food donations. The morning before Thanksgiving, he told us about how he and other close to him had experienced hunger first-hand in the past, and how much they approved of the CAN IT! food drive.
Alex at CCMI on drop off day with the more than 500 cans of food!
So for 2012, we have upped our goal. We are hoping to secure at least 1,000 food donations for our local CCMI food kitchen. What’s great about CCMI is that all donations will be dropped off at the local Fort Myers CCMI and taken directly into their facility, where it will be prepared for those in need.
Please visit the CAN IT page on our website, for donation ideas and drop-off points throughout Fort Myers and Estero. As new drop-off locations open up, we will update our website and share on our Facebook page, so be sure to like or subscribe for updates.
With pantries full of food you’ll never eat, BOGO deals at local grocery stores, and a generous and compassionate community to help spread the word, there is no need for hunger this season! If you want to get involved, by either donating OR opening a food donation location, contact us at (239) 221-2858 or info@getpushing.com.
By: Annette Venditti
Communications Ally
Are you responsible for drafting news releases?
Do you find yourself wondering if you are including all the correct elements, formatting it properly and making it truly newsworthy?
Is the headline grabbing the reader’s attention?
My focus this week is on tips for drafting news releases. Yes, even those of us who have been writing releases for years, might be surprised and find some things you did not know or were not including in the past.
Have you read a great news release recently? If not, take the time and do the research; read some news articles and news releases and find those that stand out based on their headlines, writing styles, etc. Keep them for future reference in your work file. Especially look at ones that are in the same industry as your company and benchmark them.
- Organize Your Story: Draft all the details in an outline form and review them to be sure they are in the correct order for the reader. This is key when talking about an event, as you need to describe all the event activities in chronological order, how to get tickets who to contact for information, and who the event benefits, etc.
- Headline Matters: The headline must communicate your subject matter instantly (should be one sentence and brief as possible) and convey why the content is news and interesting. Write several headline options and mix and match them until you are satisfied with the result. Finding the “call-to-action” in your story is key to a killer headline, so take the time needed to write the best headline for your news release.
- Speak Their Language: Avoid marketing jargon and overused words; just write naturally so your audience can really understand what you are telling them. Search engines DO understand synonyms so to avoid repetitive words, use them with confidence. Using a variety of words will give your content a more natural feel, and have it more relate to your readers.
NOTE: Use the AP Stylebook as your guide for proper formatting and grammar in a news release format.
- Facts & Contact Info: Remember to include all the story and/or event facts simply stated for the reader and don’t forget to include detailed contact name, phone, email, and a website link.
NOTE: Be sure to include working links to websites and emails where the reader can click and connect to get more information easily.
Use this set of tips to get you started towards being the one in your office that writes better news releases. For more resources and tips visit the following links:
- To read and reference news releases posted online visit: http://www.prnewswire.com/news-releases/
- For information on formatting a news release visit: http://service.prweb.com/learning/article/format-press-release/
Still have questions or need help? Contact us!
By: Samantha Scott, APR
Grand Poobah / Owner
Do you have an event or story that you would LOVE the media to pick up, but you’re not sure how to get their attention? With so much going on in the news on a day to day basis, it is important that your event or story stands out from the crowd. Here are some key points to getting your newsworthy event written and noticed!
Writing a Pitch:
There are two types of pitches:
- A pitch based solely on a client’s request, product, service, company, etc.
- A pitch in response to a journalist’s beat or current event. Writing a pitch based on a client or client’s product/service is fairly basic. It’s like writing a news release. You need to include the 5 Ws (who, what, where, when, why & how) and clearly explain why it’s of interest to the media’s audience (readers, viewers, visitors).
Pitching the Story
There are three types of pitching categories: Cold, Warm and Hot.
- Cold – This is where you’ve never spoken to the journalist before and/or you’re not sure they’re the right person to speak with.
- Warm – This is where you know it’s the right journalist for the topic, but you haven’t spoken to them and the story isn’t related to a current event.
- Hot – Lastly, this is where you know the journalist and you have a positive relationship with them or the pitch is based on a topic the journalist recently wrote about, a current event or both.
When pitching a story, keep the recipient’s perspective in mind at ALL times. Is it convenient for them? How are you helping them? Are you giving them everything they need (a quote, access to more information, images, video, etc.)?
Email Pitching a Reporter:
The first paragraph you write is to help build a relationship with the journalist. Show you know the media outlet and the reporter/their beat. This is where tying into a recent article of theirs is appropriate. The second paragraph elaborates on what the story idea is all about. Give just enough info to get them to ask for more. The third paragraph explains and justifies the reason why the story is important and why their readers/viewers will care. The fourth paragraph is your last and should act as a closing with a call to action. This is where you offer value-add like interviews, additional info, etc.
TIP: Always remember to provide your full contact info (name, email, phone, cell phone, etc.)
The Key:
Pitching is about positively placing a client in the media, but it is also about helping a journalist. Today, with trimmed staff and resources, publications and TV stations are nearly always looking for resources. If you can frame it appropriately and it’s timely, pitching can pinch hit for them, establish a relationship with the journalist/outlet and make a client happy.
NOTE: Remember to proof (ask someone else to proof it too) MANY times before sending it and consider your timing. Don’t send it first thing, last thing or at lunchtime! Keep it short and simple!
These points are a guide for you to use and reference as you develop your own writing and pitching style. Follow these guidelines as you move forward and get YOUR next story noticed by the media in the most professional, clear manner. Happy pitching!
If you have questions or need a little help getting your next pitch out, you can always contact us for help.
By: Samantha Scott, APR
Grand Poobah / Owner
In honor and celebration of the 4th of July I thought we’d cover 4 Tips for Working with Journalists this week!
- The first thing to keep in mind is that journalists, whether print, TV or even bloggers, are just people – like you and me. For many people unfamiliar with working with media, making a pitch call or coordinating an interview can be nerve wracking. Before you make a call, take a deep breath and try to relax. Think of the call as if you were simply calling a colleague. I promise, they won’t bite.
- Do your homework. One of the biggest pet peeves I’ve heard from journalist colleagues is getting pitches that so off topic from what they cover. Newspapers have a contact list that offers what beat or topic each reporter covers. Most news stations have something similar available or they can send it to you if you ask. Bloggers offer a clear description of what they cover (generally in the blog title) in their about section. Just remember how irritating it is when you get spam mail that has nothing to do with you (i.e. food discount for a restaurant located in another state). That’s how they feel when you send them a news release on something they don’t cover.
- Be respectful – of the person and their time. Journalists, believe it or not, aren’t there to make our lives easier. Their job is to cover news and share important things with their readers and/or viewers. Keep this in mind when you get frustrated when a story you pitched isn’t picked up. Also, consider their time as equally valuable as yours. If you need to call a journalist, the first thing out of your mouth after “hello” should be “do you have a moment to talk?” They could be on deadline or headed into a meeting. If you’re respectful they’ll appreciate it and you can determine a better time to call – when you might actually be able to seal the deal and get your story on their radar.
- Foster relationships! One of the most important parts of working with media is fostering relationships. Going back to point number one, journalists are people. They don’t want to be or feel used – just like you don’t. When a new editor joins your local newspaper, shoot them an email or call them just to welcome them. Be sure it’s clear you don’t want anything. Connect with reporters based on their interests. Say hello when you see them in public or at networking events. The more they see your face and/or your name, the more of a connection you have – which also translates into a higher likelihood that they will review your releases/stories when the come into their inbox.
A little bonus tip: Research journalists who are active in social media – Facebook, Twitter, Pinterest, LinkedIn, etc. Some prefer to be pitched or communicate that way. Conversely, they sometimes share interview requests/their needs on those platforms.
Working with journalists doesn’t have to be scary or hard. Keep these 4 tips in mind the next time you send a news release or work with media and it should be a bit easier. Best of luck!
If you have questions or need a little help getting your message out, you can always contact us for help.
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