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Public Relations San Diego, PR Firm San Diego, a leading public relations agency in San Diego, specializing in social media marketing, event marketing, and digital publicity. PR for Tech, experts, craft beer, action sports, finance, consumer tech, bluetooth, beer, consumer goods, b2b, green, eco-friendly, craft beer PR, action sports PR, finance PR, consumer tech PR, bluetooth PR, beer PR , consumer PR, b2b PR, green PR, eco-friendly PR, real estate PR, Experts, craft beer marketing, action sports marketing, finance marketing, consumer tech marketing, bluetooth marketing, beer marketing , consumer marketing, b2b marketing, green marketing, eco-friendly marketing, real estate marketing, action sports PR, action sports marketing, best PR san diego, san diego best PR, san diego social media, san diego lifestyle PR, san diego bar PR, san diego restaurant PR, san diego restaurant social media, restaurant social media. https://instagram.com/remedy_pr/ San Diego Public Relations. San Diego’s Best Public Relations Consultants – Honesty results in public relations. bestprsandiego.com jpublicrelations, besocialpr, leaders in PR for action sports beer social media san diego, healthcare marketing, crossfit marketin
Numbers don’t lie, but they often don’t tell the whole story.
We live in (and have been for a while) a metric driven world when it comes to marketing. Often the metric involves measuring quantity over quality (yes, you can measure quality). We've seen more tangible results from PR placements in regional newspapers than we have in national ones, but that’s a topic for another time.
Yahoo! once claimed that a streamed Bills versus Jaguars game resulted in more than 33 million streams.
Impressive!!! Right? Maybe?!?
In reality, those 33 million streams were 15.2 million unique viewers and 460 million minutes of football. The live stream actually averaged less than 2.4 million viewers per minute, compared to an average of 10 to 20 million viewers through traditional broadcast and cable for most NFL games.
Should we mention that the stream was set on auto-play for Yahoo!, Tumblr and their other properties… and that views were counted as long as the window was open for three seconds.
That means that if you went to Yahoo! to look up the number for your local dog groomer or search news on mortgage rates, you may have been counted as ‘watching’ the game.
Who cares about why they watched it, as long as we have the impression numbers to show for it 😉
This is one of the chief reasons we don’t compare PR/editorial value to ad value and I’d be hard pressed to tell you at home broadcast/cable views are the same as streaming views on a phone, tablet, etc., whether in the home or not. They're all different. They all have value, but those values are different as well.
Yes, impression numbers are incredibly important in our world, but impression numbers alone shouldn’t be how you measure the success of your campaign.
For those that feel we're calling out digital ad agencies unfairly here, I’ll put the focus on the PR/media relations industry. A tried and true (and lazy) method of measuring a PR program’s success is impression numbers. How many people saw X on TV last night, or subscribe to that magazine, etc. If a client asks, for impression numbers, we happily pass them over, but with the caveat that we don’t believe for one second that X number of people actually saw the article with the client in it.
While we won’t be so bold as to call this a fact, it’s the truth. Impression numbers don’t equate to recognition, brand message retention or in the case of Yahoo!’s auto-play of the football game, intention.
In reality, impression numbers are estimates of how many may have been in the vicinity of your message. And nothing more.
Numbers alone don’t tell the story of a campaign’s success and unfortunately, as the media landscape continues to fragment and more brands leverage the tools at their disposal, almost all marketers are having to do more to achieve the same or even less results as they saw the year before.
Any marketing / PR / advertising person that doesn’t tell you this upfront isn’t necessarily lying, but they’re not telling you everything they know either.
San Diego’s Top PR firm for national results, http://www.prweb.com/releases/2015/12/prweb13112332.htm, San Diego Public Relations, San Diego Social Media, 4629 Cass St, Suite 120, San Diego, CA 92109 “San Diego PR” “San Diego Public Relations” https://plus.google.com/+RemedyprSandiego A leading public relations (PR) agency in San Diego,, event marketing, action sports and finance, San Diego Public Relations Agency, Action Sports PR, San Diego Social Media Agency, San Diego Event Marketing Agency, Social Media Marketing Agency, Craft Beer PR, PR, Public Relations, Social Media San Diego, Social Media Marketing Agency San Diego, Public Relations San Diego, PR Firm San Diego, a leading public relations agency in San Diego, specializing in social media marketing, event marketing, and digital publicity. PR for Tech, experts, craft beer, action sports, finance, consumer tech, bluetooth, beer, consumer goods, b2b, green, eco-friendly, craft beer PR, action sports PR, finance PR, consumer tech PR, bluetooth PR, beer PR , consumer PR, b2b PR, green PR, eco-friendly PR, real estate PR, Experts, craft beer marketing, action sports marketing, finance marketing, consumer tech marketing, bluetooth marketing, beer marketing , consumer marketing, b2b marketing, green marketing, eco-friendly marketing, real estate marketing, action sports PR, action sports marketing, best PR san diego, https://www.malakye.com/Features/IndustryNews/8919/BZ-Remedy-Communications-Offers-Free-PR-Checkup-For-Acti.aspx, san diego best PR, san diego social media, san diego lifestyle PR, san diego bar PR, san diego restaurant PR, san diego restaurant social media, restaurant social media. https://instagram.com/remedy_pr/ San Diego Public Relations. San Diego’s Best Public Relations Consultants – Honesty results in public relations. bestprsandiego.com jpublicrelations, besocialpr, leaders in PR for action sports beer social media san diego, healthcare marketing, crossfit marketing, sports marketing, crossfit PR, crossfit social media, PR experts, social media experts san diego, san diego PR experts. San Diego Public relations and social media. Experts in public relations based in San Diego. Bar public relations. Beer public relations.
Marketing Makes Beer Taste Better
We're going to see a bubble burst in the craft beer world. When? We're not sure. But we're sure it's going to happen.
Much like dot-coms, yoga studios, snowboard and surfboard shapers, too many are springing up and there's not enough demand or differentiation for the long term.
What's going to help them succeed? Better branding, public relations and an overall excellent marketing strategy that lives outside the brewery.
In modern brewing, Saint Archer has led the charge with their marketing. Don't believe us? What do you think the apparel sales is at your local brewery? Now look at this article from Shop-Eat-Surf highlighting the sales of Saint Archer's logo sold on t-shirts and hats (btw - it helps that their apparel is quality, not the discount t-shirts many breweries sell). If you're not a subscriber of that newsletter, here's a snippet.
Some people love Saint Archer. Some don't. What they've done right, among other things, is develop a brand identity that lives beyond beer. Ask your favorite small to mid-sized brewery what their apparel sales are, in the brewery, each month.
We've worked with some of the biggest and smallest brands in the industry, including Saint Archer, June Lake Brewing, Pabst, Primo and Guinness. The one thing they all did well when we worked with them was to develop an identity that lived outside the brewery.
As of December 2015, there were nearly 600 craft breweries in California alone and 240 in the planning phases! Some will content to be small batch brew pubs, nano breweries, etc., and there's nothing wrong with that. For those looking to grow and thrive through distribution, it's going to take more than great taste to separate them from the pack.
Our most recent newsletter in The Craft Beer Attorney's B5 Newsletter hits on that. If you don't subscribe, here's a PDF of it. Double click the image if it opens too small on your screen.
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Public Relations San Diego, PR Firm San Diego, a leading public relations agency in San Diego, specializing in social media marketing, event marketing, and digital publicity. PR for Tech, experts, craft beer, action sports, finance, consumer tech, bluetooth, beer, consumer goods, b2b, green, eco-friendly, craft beer PR, action sports PR, finance PR, consumer tech PR, bluetooth PR, beer PR , consumer PR, b2b PR, green PR, eco-friendly PR, real estate PR, Experts, craft beer marketing, action sports marketing, finance marketing, consumer tech marketing, bluetooth marketing, beer marketing , consumer marketing, b2b marketing, green marketing, eco-friendly marketing, real estate marketing, action sports PR, action sports marketing, best PR san diego, san diego best PR, san diego social media, san diego lifestyle PR, san diego bar PR, san diego restaurant PR, san diego restaurant social media, restaurant social media. https://instagram.com/remedy_pr/ San Diego Public Relations. San Diego’s Best Public Relations Consultants – Honesty results in public relations. bestprsandiego.com jpublicrelations, besocialpr, leaders in PR for action sports beer social media san diego, healthcare marketing, crossfit marketin
Social media (and public relations) are part of the marketing umbrella... in some ways they're advertising (dark posts anyone?), but if that's solely how you're treating them, you're making a huge mistake.
So we ask you, are you taking the me out of social media?
For example, do you like and share photos of others, or just your own brand? What about fans of your brand? Do you actively leave comments? Do you actively try to win over people who aren't fans of your brand? Are you being social or are you simply pushing your own agenda?
No one likes that person that only talks about themselves and this pertains to brands too. Trust us on this one!
When it comes to PR, remember, Press Releases Kill Puppy Dogs! Well, no, they don't... and while the releases are focused on your brand, think about what a journalist wants to know. After all, when it comes to public relations, what we really mean is media relations... dealing with journalists, bloggers, etc. These information gatekeepers are looking to find out if the story you want them to tell is worth telling to their audience.
Sound simple? It is. See this post for more on that topic. And the image? Wish we could take credit for it. It's from an article Bill was interviewed for by our friends at 2one5 Creative.
QR Codes, kittens, QR Codes Kill Kittens, San Diego Public Relations (PR) And Social Media”San Diego PR” https://plus.google.com/+RemedyprSandiego A leading public relations (PR) agency in San Diego, specializing in social media marketing, event marketing, action sports and finance, San Diego Public Relations Agency, Action Sports PR, San Diego Social Media Agency, San Diego Event Marketing Agency, Social Media Marketing Agency, Craft Beer PR, PR, Public Relations, Social Media San Diego, Social Media Marketing Agency San Diego, Public Relations San Diego, PR Firm San Diego, a leading public relations agency in San Diego, specializing in social media marketing, event marketing, and digital publicity. PR for Tech, experts, craft beer, action sports, finance, consumer tech, bluetooth, beer, consumer goods, b2b, green, eco-friendly, craft beer PR, action sports PR, finance PR, consumer tech PR, bluetooth PR, beer PR , consumer PR, b2b PR, green PR, eco-friendly PR, real estate PR, Experts, craft beer marketing, action sports marketing, finance marketing, consumer tech marketing, bluetooth marketing, beer marketing , consumer marketing, b2b marketing, green marketing, eco-friendly marketing, real estate marketing, action sports PR, action sports marketing, best PR san diego, san diego best PR, san diego social media, san diego lifestyle PR, san diego bar PR, san diego restaurant PR, san diego restaurant social media, restaurant social media. https://instagram.com/remedy_pr/ San Diego Public Relations. San Diego’s Best Public Relations Consultants – Honesty results in public relations. bestprsandiego.com jpublicrelations, besocialpr, leaders in PR for action sports beer social media san diego, healthcare marketing, crossfit marketing, sports marketing, crossfit PR, crossfit social media, PR experts, social media experts san diego, san diego PR experts. San Diego Public relations and social media. Experts in public relations based in San Diego. Bar public relations. Beer public relations.
>take the me out of social media, winning PR, best PR in san diego
We can think of a few reasons, the majority of which stem from a lack of understanding by many in terms of what we as PR people do. Here's the main one:
Your PR team cannot guarantee you editorial coverage.
The modern media relations pro is competing against more and more people for the attention of fewer journalists. Relationships and so-called "lists" help, but only somewhat. And unfortunately, those "lists" can be purchased, which leads more PR "pros" spamming journalists with off-base pitches that clog their inboxes and flood their voicemail systems. For example Susan Adams at Forbes has gone on record as saying:
The media landscape is constantly changing. What worked last year may not work next week. Even the online media world is changing. Some digital outlets will turn stories around in hours, some in months. We're also seeing that trade media, which typically did have the time and space for industry related announcements, are becoming overwhelmed.
Unfortunately, when it comes to brands spending on PR, it's hard to gauge the value of something that isn't guaranteed to work versus advertising, which at the least, you are guaranteed to see and/or feel (Note: We LOVE advertising, but the purchase of an ad doesn't guarantee anything other than the visibility of the ad itself."
On top of that, many of the brands we approach to partner with tell us they've had PR teams in the past, but they failed to deliver. Did they? Possibly. What we usually hear and see is that these PR teams showcase some really great case studies, but neglect to tell their clients that these results just don't happen overnight or for every client they work with.
So what's the solution?
We need to be honest with our clients and with ourselves.
We, as PR people, need to educate clients on not just the value of PR, but also how the PR world works. We can no more guarantee editorial coverage than you can guarantee a print ad will move the needle on your objective. As a whole, the PR industry has to do a better job explaining to clients the nature of what we do and how the media operates.
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Depending on who you ask, it could take $1,000 or it could cost you $7,500 (here’s BusinessWire’s take), depending on the time involved. And this doesn't factor in distribution via a wire service or PR firm.
That distribution and intended use of the press release is what you want to focus on, not the release itself.
If you’re sending out a press release via a wire service to add SEO value, that’s one thing. And depending on who you ask, that may not be as relevant as it used to be, at least according to these experts.
Good PR people know press releases are just tools and sometimes, unnecessary ones. We have one client, for reasons we cannot discuss, that does not issue formal press releases. That hasn’t stopped us from securing great media coverage for them in outlets such as CNET and Engadget.
How did we do it? We emailed particular reporters that cover this client's space relevant info (about four paragraphs) and a JPG of their in-store marketing collateral, and then let the story go from there. There wasn't a hard sell on our part because the story didn't warrant it. It was relevant to the reporters and they ran with it. Was it as groundbreaking as the iPhone 6z (Disclosure: We have no idea if there is an iPhone 6z on the horizon or not ;-)? No. But our news was relevant enough to warrant some great coverage on two outstanding news leaders in the tech space.
Getting back to the earlier question, and presumably how you found this post, are press releases worth the cost of producing them? The answer is that it depends on the release and your needs.
We also recently had a client in the New York Times, stemming from a press release we sent to a reporter. The release itself focused on trends and issues in their field and how our client could help. We didn’t use an excessive amount of buzzwords or over-the-top language to intrigue the reporter. Instead, we presented the facts, recent and timely developments and information how our client is working in this new situation. We didn't call our client "the best" or "the most innovative" or "paradigm changing". Instead, in the release, we presented the issue, recent developments and one way our client is contributing in a positive manner. The release was written in about three days (including client edits), sent to a reporter on a Thursday and we received interest the following Tuesday. The story ran about 10 days later.
The secret to securing great news coverage isn’t a killer media list or over the top press release. Simply put, it’s reaching out to the right reporters with a story idea relevant to their coverage topic.
Sound confusing? It really isn’t, but we’re happy to talk if you’d like to discuss more. You can reach us here!
