Summit Takes a Look at Future of PR, News Media

If you're interested in knowing how the future of journalism and PR is changing, here is a great piece and synopsis of a pros conference. It impacts small business as much as corporations, but also means that small business has the same opportunities as big business with big marketing budgets. Creativity will go a long way in marketing your business in the future.

Media Relations Summit Finale: PR Pros and Journalists Envision a Brave New Relationship in Web 3.0 Future By David Copithorne, Principal, Aquarius Advisers

Dan Abrams, MSNBC's principal legal analyst, set the tone for the final day of Bulldog Reporter's Media Relations Summit 2009 Tuesday when he told keynote attendees that the rules of the media relations game have changed for good. "These days, every business is a media business," said Abrams, who is also the founder of a new advisory service leveraging a database of 2,500 mainstream- and social-media experts to help businesses navigate the new media environment.

Reporters and editors struggling to feed the web 24-by-7 must collaborate with businesses creating their own media as digital technologies break down the old adversarial relationship between journalists and professional communicators. The result is a brave new world where best practices in PR, marketing and journalism are already being radically redefined, Abrams said.

Walls tumbling down — between old media and new media, journalists and PR people, companies and their customers, and within organizations of all sizes—was a recurring theme voiced by speakers from the ranks of both the media and PR throughout the day.

Read more.....

Follow me on Twitter: @SmallBizPRXpert and if you want to learn DIY PR visit SmallBizPRMadeEasy.com and join my unique program!

Theory Wastes Time, Focus for SMB

There are so many ways to market your business today, mostly thanks to the Internet. Chris Nastav has made some great points on Small Business Daily about many of these online networking opportunities and, I agree, that many have become quite a fad. One that has some business owners spending hours a day simply managing their social networks and not their business.

I truly believe in face-to-face networking and have been doing it since I started my business nearly eight and half years ago. I was so intensely focused that I would be off to some kind of networking event every day, even spending some days at a breakfast, lunch and happy hour. Then came the social networking sites and everyone and their dog was all over each and every one of them. I was exhausted and took a step away from it all and what I realized was that I was taking the “bowl of spaghetti theory” to networking – this is the complete and total antithesis of what I preach about marketing.

Instead of being targeted with my time and energy by attending events and utilizing social networks that would, well, work for me, I was flinging everything I had in about 10 different directions – much like taking a bowl of spaghetti, throwing it up on the wall and seeing what sticks.

What I was doing was wasting a lot of time. Since then, I’ve knocked myself down to only attending key events with key organizations and knocked my social networking focus down to four top sites. (Seriously, who are these people who have ALL DAY to do this?)

I use the networking approach here because it’s something everyone can understand. You’re in such a hurry to drive business that you aren’t being targeted or probably even all that effective.

Networking is one of the best ways to market your business, but unfortunately so many small businesses take this same approach in their overall marketing. Small business owners think they should be advertising so they do…every where they can but fail to reach their audience and say what they need to say. This carries over to direct mail, direct email, branding, public relations and even utilization of social networks.

Here are some things to ask yourself and discover how effectively you’re marketing and running your business.

* Take a step back – make a list of everything you’re doing to market your business. Now cross off the ones that have not yielded any kind of return whatsoever.
* Define where your customers are – What networking groups/organizations are they part of? What media do they read? Make a list of who your customer is; really define them in every way. It will lead you closer to them.
* Define what it is about your business that customers should be interested in. Make a list and begin to develop brand statements that quickly and concisely communicate to your customers; create interest. These should be used in every marketing element you utilize. In public relations we call them key messages. In networking it’s your elevator pitch.
* How can you position yourself and your business utilizing 30 minutes to one hour a day and two additional hours a week on networking? Remember, you have a business to run and your time is precious.
* Finally, take hold of your marketing opportunities by outlining time each day to commit to creating interest and awareness in your business. Make sure it’s targeted, communicates your business effectively and reaches your target audience.

When you really tighten your target audience you will become much more effective in generating sales and business. Example: If I advertise or get publicity in a health-oriented publication for my (hypothetical) organic food business I’m more likely to increase sales and fast. Makes sense, doesn’t it?

Don’t stretch yourself too thin and get caught up in what you think you should be doing, or what trends seem to saying you should do. Zero in on what works for your business. Put time and energy where your customers are and they will find you. Your business will become successful because you put effort into being focused, targeted, efficient and effective.

KFC Achieves Major PR Score, Misses Mark in Delivery

For those of you who read my blog(s) regularly you know that I harp on one thing....Are you prepared for PR? Are you fully prepared for what can happen to your business virtually overnight with one major national media story?

This week KFC (part of the Pepsi Co. brands) scored BIG TIME when Oprah announced that KFC was giving her viewers the opportunity to get a free bucket of their new grilled chicken two-piece meal by printing off a coupon from her website.

What I deemed a "brilliant" marketing moment for KFC quickly turned into an ugly nightmare of lines, angry customers, TV crews and bad PR for the company. Every company wants to get the attention of Oprah and she obliged, but your business MUST be ready on all fronts for the attention major PR opportunities like that can have on your business.

Here's where KFC missed the mark, and what you can learn from them:

1. Prepare, prepare, prepare - No one goes to battle without a plan, and I can guarantee that if a Colonel were really running the business the battle plan would have been very clear to all. Preparation isn't just for the corporate office but, in this case, all of your "franchises" and spinoffs. Even vendors, retailers and all business partners need to be fully aware of your marketing plans or when a BIG media story might be coming out.
In fact, you might consider doing a video or conference call, webinar or go around to each major store personally to walk them through the program

2. Communication IS THE KEY - Clearly KFC failed to effectively communicate to its stores around the country what the plan with Oprah was, why the company was doing such a HUGE promotion and, most importantly, the steps each business needed to take to manage crowds, additional publicity in local markets and general customer service.
KFC totally blew it! It was easy to see that local stores were completely overwhelmed and TOTALLY under-prepared.

3. Test before implementation - In my industry there are plenty of agencies out there that come up with "brilliant" ideas and then are surprised that the concept flops when they implement to the public. Terrible! Think about every time that you've seen a major company implement a program and watched it flail and then fail. I learned this a long time ago in the radio business and still believe in the importance of testing....ANYTHING - a promotion, product, marketing campaign, anything and everything should be tested before implementing and turning it lose on the public.

4. If you screw up, admit it - It holds true in relationships and with the public. Customers lose faith fast in companies that fail to communicate with them appropriately. At the worst their perception of your brand goes down and so do your sales, until you can regain their faith. KFC should have immediately delivered a statement to their upset customers across the country yesterday, but I believe that they should have contacted Oprah and apologized for being completely under-prepared. I will tell you one thing, I doubt that she'll work with them again any time in the near future.

5. Finally, the most unfortunate outcome of the KFC situation is, in my belief, going to be the strained relationship between the corporate office and local franchise stores. The company now needs to do some serious damage control on the inside to regain the respect of the store owners who make the company what it is. After this debacle....I highly suggest a paid vacation for all to the Caribbean and small group sit downs with executives where they can share their experience and input. It's a band-aid but it's a start.

Get Small Biz PR Tips on Twitter

In the last month I've discovered the beauty that is Twitter. I find it is such a great and simple way to communicate with those following me. I really like it because I can get all of my news headlines in one place.

In fact, if you follow me @SmallBizPRXpert then you will get regular tips on understanding and DIY PR. Plus you'll get blog updates. So, get on Twitter follow me, Ashton and Oprah!