There’s a major misconception in terms of how PR placements actually come about.
We had one agency partner – who we thought was pretty savvy – ask us why we “couldn’t just blast email some mommy bloggers” and get quick results. He wasn't as savvy as we thought...
What most PR agencies won’t readily admit is that the media landscape is changing and there’s more competition than ever for placements.
Even so, the good stories can rise to the top, but often it will take some solid effort unless you're the iPhone of your industry and simply bleed PR.
We’ve outlined below some select examples of great PR placements we’ve had happen for a few clients during the last two years and how long it took to see them happen. If you're not regularly dealing with the media making pitch calls, may find some surprises!
Example 1: New Product Launch - National Men’s Magazine Website
Freelance journalist was a trusted friend of someone at the agency who we spend time with during non-work activities frequently. Literally put the product in his hand and a month later, he filed his story. It didn’t appear online for FIVE more months.
Example 2: Financial Client’s New Office - Major Market Regional Newspaper
New office openings are rarely news in bigger markets, but this client offered something in this market that few firms do. After researching who at this paper would be interested, in an email, we highlighted what we had to offer and sent it off at the appropriate time. The result was an email interview which took months to complete (due to slow responses by reporter), which was incorporated into a feature story. There was more to it than that, including the client being misquoted multiple times in an early draft. (again, this was an email interview). Thankfully we were able review ahead of time (which rarely happens – you should never ask a reporter for this) and we corrected it. Four months after our initial email went out, the piece appeared online and in print, and the local office's phone rang with some impressive people on the other end.
Example 3: Client's Industry Announcement - Trade Publication
While we have a great relationship with the people managing this industry trade publication, an indutry where our client is a force, we should add, that doesn't mean that the editors of this site will drop everything just for us or our client. Even though the announcement wasn’t fluff, their staff was quite busy at the time and it took a few days for them to get back to us and later, run a feature. While the announcement was important, it wasn't "drop everything" important.
Example 4 - Consumer Technology Launch / Major National Magazine
Again, the journalists at this outlet we've known for years and have a great relationship with. They almost always return our calls and emails with some sort of response... a rarity these days for most PR people. At the end of Q3 2015, we gave the team at this very respected magazine an early look and one of a limited number review units that we had available (one of 15 at the time) to try out. In all honestly, this is the next generation of a class-leading product in its category, a PR person's dream and one that is a brand that is frequently covered. At the beginning of Q2 2016, they’ve finally decided they will cover it and we’re working with them now to triple-ensure they have what they need.
Example 5 - Financial Client / Leading National Newspaper
The client at the time was a 20+ year old, independent financial firm. Mid-sized... not the biggest, but not the smallest. In our first month of media outreach (which was our second month of working together), we cold called and emailed roughly 20 financial reporters at the major newspapers around the country. One reporter, who had never heard of our client and never worked with us before, requested an interview with their CEO, who was quoted in a story that appeared roughly a week later. Want to know which paper? Hint: It’s a journal named after a street with walls… in Manhattan.
So from the above, which were we the most surprised about? Truth be told, all of them, but Example 1 the most. It took months for a story to appear online… even after the journalist - a dear friend of someone at the agency - filed it.
Which placement do we brag about the most? Example 5... Wall Street Journal in less than two months? That's PR gold!
And it was Example 3, a regional publication, where the client saw the most traction.
The reality of the current PR world is, unfortunately, that there are multiple variables affecting when and if your brand will receive coverage, and they’re often out of the PR team’s control. As we’ve said before, reporters are not parrots and on a micro-level, they all have their own needs, so research into what each one wants from you before moving forward.
Like this tip? Please share via the LinkedIn button below. Wondering if your PR program is healthy? Reach out for our complimentary PR Checkup at PRCheckup@Remedypr.com.
How do PR hits happen? What's the anatomy of a PR hit?
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We're regular contributors to The Craft Beer Attorney's B5 Newsletter and our most recent column is probably our best yet.
The article centers around the planning required when it comes to PR and media relations campaigns.
Can we see success with minimal planning? Definitely.
But honestly, you'll probably get the best bang from your buck, from us or any other sort of marketing agency, by planning well in advance.
If you don't subscribe already, we've pasted it below for you to check out!
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We've been published in AdWeek before on our thoughts that too many brands put out press releases when the news just isn't there to promote. It's all about the channel and audience. Sometimes you can say 1,000 words with an Instagram photo and sometimes, you can have your CEO issue an open letter that clearly states your position and forgo any follow-up interviews, calls, etc.
That's exactly what Apple did with their most recent customer letter involving the FBI and cyber security. Although it's billed as a an 'open letter to its customers', in reality, it's a press release for a global audience of journalists, fans and anyone else who happens to be checking Facebook on February 17, 2016.
Here are the highlights from a PR/marketing perspective:
We added the red... this is a message to everyone, not just Apple's customers. BUT, it was smart of Apple to position it otherwise.
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This is what Apple says the issue is.
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Essentially, the FBI may be saying this is easy to do and fix, but according to Apple, it's far from the case.
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From a public relations / media relations standpoint, this was very well done. Now it's the government's turn to respond.
Want to win in public relations in San Diego? You may need Remedy communications.
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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.
Do Super Bowl Ads Work? A Lesson in Public Relations, Advertising, Creativity And Consistency
This has nothing to do with our personal politics, so please send your hate emails elsewhere 😉
Love him or hate him, The Donald is dominating the media. Why?
He’s disruptive. His message is very different and the way he communicates compared to his competitor’s political brands stands out.
It’s that simple.
Trump is harsh compared to what we’re typically seeing from political candidates. He’s loud. He gets aggressive and isn’t afraid to take risks.
Will this help The Donald become the next U.S. president? I have no idea…
BUT, his message is so different, often so outlandish, that it’s resonating with many people across the country. If elected, can he do what he says he’ll do? Again… no idea. In most cases our government is a pretty slow moving machine
That said, even if Donald Trump doesn’t make it any further in the political race, he’s left an impression, raised his awareness and inspired many to await his next move in business, entertainment or in politics.
Sounds like a marketing win to us.
Questions about the health of your PR or marketing campaign? Drop us a line atPRCheckup@remedypr.com. A consultation is always free!
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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.
Do Super Bowl Ads Work? A Lesson in Public Relations, Advertising, Creativity And Consistency
Numbers don’t lie, but they often don’t tell the whole story.
We live in (and have been for a while) a metric driven world when it comes to marketing. Often the metric involves measuring quantity over quality (yes, you can measure quality). We've seen more tangible results from PR placements in regional newspapers than we have in national ones, but that’s a topic for another time.
Yahoo! once claimed that a streamed Bills versus Jaguars game resulted in more than 33 million streams.
Impressive!!! Right? Maybe?!?
In reality, those 33 million streams were 15.2 million unique viewers and 460 million minutes of football. The live stream actually averaged less than 2.4 million viewers per minute, compared to an average of 10 to 20 million viewers through traditional broadcast and cable for most NFL games.
Should we mention that the stream was set on auto-play for Yahoo!, Tumblr and their other properties… and that views were counted as long as the window was open for three seconds.
That means that if you went to Yahoo! to look up the number for your local dog groomer or search news on mortgage rates, you may have been counted as ‘watching’ the game.
Who cares about why they watched it, as long as we have the impression numbers to show for it 😉
This is one of the chief reasons we don’t compare PR/editorial value to ad value and I’d be hard pressed to tell you at home broadcast/cable views are the same as streaming views on a phone, tablet, etc., whether in the home or not. They're all different. They all have value, but those values are different as well.
Yes, impression numbers are incredibly important in our world, but impression numbers alone shouldn’t be how you measure the success of your campaign.
For those that feel we're calling out digital ad agencies unfairly here, I’ll put the focus on the PR/media relations industry. A tried and true (and lazy) method of measuring a PR program’s success is impression numbers. How many people saw X on TV last night, or subscribe to that magazine, etc. If a client asks, for impression numbers, we happily pass them over, but with the caveat that we don’t believe for one second that X number of people actually saw the article with the client in it.
While we won’t be so bold as to call this a fact, it’s the truth. Impression numbers don’t equate to recognition, brand message retention or in the case of Yahoo!’s auto-play of the football game, intention.
In reality, impression numbers are estimates of how many may have been in the vicinity of your message. And nothing more.
Numbers alone don’t tell the story of a campaign’s success and unfortunately, as the media landscape continues to fragment and more brands leverage the tools at their disposal, almost all marketers are having to do more to achieve the same or even less results as they saw the year before.
Any marketing / PR / advertising person that doesn’t tell you this upfront isn’t necessarily lying, but they’re not telling you everything they know either.
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Wait, do they? Of course not! Or so we hope.
But are too many brands / PR types / consultants / etc. sending out releases when they shouldn't be... to people they shouldn't be sending them to? Definitely.
Inspired by Scott Stratten's 'QR Codes Kill Kittens' video and book (video below if you haven't seen it), our own Bill Byrne was asked to pen a short piece on the press release glut that has journalists vocalizing their disdain for PR professionals and brands wondering why its become increasingly harder to secure media coverage.
https://youtu.be/ukzY4v_aOEE
At Remedy, we love writing press releases... when they're appropriate. But sometimes, all it takes is a well written pitch to secure you that great article, TV feature, Instagram post from someone with more than 100k followers, etc. Press releases are a tool... and a tool we should use correctly.
With potential clients constantly asking us 'how much for a press release' and many companies offering press release services that will guarantee millions of impressions, we've come to the unfortunate realization that this trend of over promoting non-news items may get worse before it gets better.
Just because we can send out a press release, doesn't mean we should send out a press release.
And sometimes, the lack of a press release doesn't mean a journalist won't find your story any less newsworthy.
You can see the full article below or via this link.
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.
More than 20 years ago, The Boss showed that he was able to do more than just strum a guitar and write great rock & roll songs. It turns out that one of New Jersey’s most notable musical exports also had a good handle on the future of media.
Right now, we’re seeing many brands scrambling to provide content for their various social and traditional media channels, and then become disappointed when that content doesn’t generate the amount of likes, shares, comments, etc., that they feel would make the production of that content a success.
The issue? We haven't been telling the whole truth.
Marketers and so-called social media experts have been preaching for years that ‘content is king’ and now with social media, making sure that you have a presence on every digital channel available. The reality is that’s not the entire truth. See our previous post on Meerkat for more insight on this one.
As social media matures, we’re seeing a cultural reset of how people use it and how they follow brands and individuals. Whereas people tended to be ok friending and liking hundreds of people and brands on Facebook, they’re curating who and what they follow on Instagram.
People have more options now and are less willing to waste their time.
Consumers have more options than ever before. It’s not enough to just to create content, it needs to be good content… content worth sharing and watching.
It doesn’t matter if you’re on 57 social media channels or just five. If you're your content isn’t endearing to your audience, they will find something else to watch.
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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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We contribute a public relations and social media column fairly regularly to the Craft Beer Attorney's Beyond Brewing - Business Basics Bulletin (aka B5) newsletter. The San Diego IABC is hosting a social media event at a local brewery, which reminded us we haven't shared this column with our blog readers before.
While the craft beer industry is thriving right now, many experts are saying it will soon become fairly saturated in a way similar to the dot-com/bubble burst we've seen in the technology industry. Regardless of if this is true or not, as more breweries open up in crowded craft beer markets (such as our home base of San Diego), marketing these beers is going to be a major key to their success. However, unlike the heavy lifters and heavy marketers at CrossFit, a lot of small to mid-sized breweries just don't seem to get it.
That said, we wanted to share our social media section from the B5 newsletter that includes some easy to follow tips to consider (and if you don't want our commentary, you can download it here).
Don't worry about Jimmy Fallon making fun of your brand. Appropriate hashtags are... well, appropriate! Feel free to throw a fun one in or one that yo want others to pass around, but for the most part, you should hashtag with words and phrases your potential consumers or current consumers are searching for.
This isn't a plug for Shirts On Tap, but it's incredibly important. However, rumor has it Saint Archer is killing it in apparel sales. Why aren't you?
See point 1 above.
You don't need to think that hard about this one. Would you click on a Twitter link that said "I just uploaded 34 photos to Facebook?"
We love to say "take the 'me' out of social media" because it's how all brands should operate online. A friendly bartender is engaging. They don't simply stare at you and wait for you to make the first move.
Again, you can download the full list here. We have a pretty extensive background working with brands that target particular lifestyles (including beer brands). Want to chat? Drop us a line!
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This has nothing to do with our personal politics, so please send your hate emails elsewhere 😉
