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When it comes to media relations there are a few best practices every company should follow. Below are a few tips to help you with your publicity efforts. We hope you find these useful.

-         Always return phone calls and emails to the media right away – the news waits for no one! Even if you don’t have an answer at that moment, let the reporter or editor know you received their message and you will work on getting them a response right away.

-         When thinking of news story possibilities ask yourself the question: “Why should the reader care?” Is something that is “news” to your company going to be important to the average reader?

-         Make sure you are familiar with the publication’s audience and your story is relevant to that outlet; make sure the reporter you are contacting covers that beat.

-         Make sure your contact database is up-to-date.

-         The media receives hundreds of emails a day, so make your subject line punchy, and put the most important facts at the top of your e-mail.

-         Do not include attachments besides photos and artwork; make sure all the information is in the body of the e-mail.

-         Check the news for local breaking news before contacting the media. If there is a major news event happening, wait for a better time to contact them.

-         Be conscious of reporters deadlines, newspaper reporters are busy trying to reach deadlines in the afternoon, and TV reporters right before the news airs. Contact them when it’s a convenient time for them to talk.

-         Read publication editorial calendars and stay apprised of current news and try to think of ways to incorporate your business.

-         Plan ahead: Keep in mind that long-lead publications such as magazines look for and draft editorial content 3-4 months in advance of publication. Strategic media planning is helpful in outlining opportunities for long-lead pubs.

-         Keep your website updated with the most up-to-date information. Your website is available 24 hours a day, so make sure it is fresh and current!

-         Don’t try to oversell your story. If a reporter doesn’t seem interested don’t push it. It’s much more important to keep a good relationship for future story ideas.

If we can help you with your media relations initiatives, please call us at 239-267-2638. For a full list of PR services, visit: http://prioritymarketing.com/services/pubrelations/pubrelations.html

A recent Advertising Age article titled How to Get the Social-Media Generation Behind Your Cause describes a generation of 20-somethings who support or denounce a cause by “hitting the ‘like’ button on Facebook or posting a hashtag on Twitter.” According the featured study, there are strategies for getting this target market behind your cause, but the article may leave you wondering “Why?”

Why should you focus your marketing efforts on the so-called Social-Media Generation, which according this article has little time and money to give for the businesses and causes they follow?

The first answer is your 10-year plan. If you plan to be around at least another 10 years, the math is simple. This generation will be entering their 30s, getting married, advancing in their careers and having children. Win their hearts through cause marketing now, and you are far more likely to earn this socially-conscious generation’s business in the future.

The second answer we’ll call “inter-generational marketing,” whereby you reach parents and grandparents through their Social-Media active adult kids. Research shows both Baby Boomers and Generation Xers crave close connections with younger generations, especially children and grandchildren. In other words, don’t underestimate the power of the “like” button. You never know who may take notice.

Have you thought about folding the Social-Media Generation into your marketing efforts? What do you think about the strategies suggested in the Advertising Age article? We’d love to hear your thoughts!

Technology changes things rapidly. The moment a new tech tool comes along it’s almost instantly made obsolete by a better one taking its place. With this innovation comes the opportunity for do-it-yourselfers to publish, print and post without the technical support of a professional marketing team. However, the technology doesn’t guarantee results. So, yes, you can do it yourself. The question is… Should you?

One thing technology doesn’t come with is a marketing degree, never mind the experience necessary to strategically use new technology to a company’s advantage.

Yes, you can start a blog, but do you really need a blog? Do you know what to put in your blog? Do you have time to maintain a blog?

Yes, you can maintain your Facebook page, but do you know how the page’s capabilities changed since yesterday? Do you know how to use it to enhance search engine optimization? Do you know when to use it for sales and when not to?

Yes, you can build your own website, but do you wonder why your website comes up on page 1,002 when you Google your company’s name? Do you know who is visiting and why? Do you know how long they are staying and why they left? Do you know how easy it is for a competitor to copy it?

Yes, you can purchase your own advertising, but do you know how much you could save if a professional media buyer negotiated the price for you? Do you know how to manage the design process and get the ad to the publication on time? Do you know if the ad will work because it has the right headline, graphics and call to action?

These are just a few of the questions do-it-yourselfers should ask, and Priority Marketing has the answers. With more than 25 years of experience in providing top-notch advertising, marketing and public relations services, one of the benefits we offer clients is the knowledge and understanding necessary to achieve results. We apply this hard-earned expertise each and every day, staying on top of new technologies, opportunities and trends through hands-on work, industry publications, networking and seminars.

We also have established relationships with vendors, advertising reps and the media, personal connections that open doors to better results and cost savings for clients. We know what questions to ask every step of the way, what details to pay attention to and when to step back and look at the big picture.

While following new technology and innovations is vitally important, the advantages of having Priority Marketing on your side will never become obsolete.

Do you have a do-it-yourself marketing experience to share? We hope it was successful, but if it wasn’t, we can help turn it around for you. Call us today, 239-267-2638.

Several of us from the PM team just returned from the Florida Public Relations Association Southwest Florida Chapter’s media breakfast. The expertly staged “production” featured a “cast” of local media players including Mei-Mei Chan, president and publisher for The News-Press Media Group; David Sendler, editor-in-chief for Gulfshore Life; Osvaldo Padilla, managing editor for Florida Weekly; Matthew Bernaldo, interactive assistant news director for Waterman Broadcasting; Jean Gruss, editor for the Lee and Collier region of the Gulf Coast Business Review; and Amy Tardiff, station manager and news director for WGCU-FM Public Radio.

Chan played the starring role in this morning’s production, sharing her personal and professional journey. She provided FPRA members and guests with her insight into the effect that new media is having on traditional media and the unique challenge that newspapers are facing and how The News-Press has evolved to meet the changing landscape of mass media.

Following Chan’s keynote performance, the production’s other media professionals introduced themselves, shared insights into their current media climate, offered advice to public relations professionals, and responded to questions.

Many of the key points shared today by the media experts mirror the counsel we provide our clients. This includes the importance of keeping your website updated with fresh, accurate content. In addition, several of the panelists cautioned the audience on “overselling” a client’s services and products on social media sites. This is one of the many reasons why at Priority Marketing, our team creates a social media content plan and schedule for our clients, so that our approach is strategic rather than “overkill” for the benefit of not only the media, but the entire target audience.

While a number of PM team members have worked in the media, it is always refreshing to hear from our media colleagues and to better understand their current business climate. Not to mention that as “supporting cast characters” in public relations, we welcome the opportunity to grow and foster mutually beneficial relationships with the shared goal of producing a good story! For more information on the media relations and social media services we provide, visit http://www.prioritymarketing.com/ or call 239-267-2638.

As seasonal residents return north and tourism winds down, many businesses make one of two major marketing mistakes. They either don’t change their marketing approach, or they eliminate marketing entirely. Avoid these mistakes and become aware of the opportunities presented by the summer slowdown to boost your business year-round.

Understand the big picture
The most common mistake businesses make is to halt all marketing efforts during the slower summer months. At the very least, you should be evaluating your marketing efforts from the previous season and planning for the upcoming season. Summer is a great time to take a step back and gain a clear understanding of the big picture. What worked for you this season? What worked for your competitors? Are there new tactics you should try next year? Consider doing a summer market research project to aid your planning for 2011.

Don’t cut the budget
There is a strong argument to be made for keeping your brand top-of-mind during summer months, whether you get an immediate boost in business or not. You can even do this with out-of-town customers easily and cost effectively through e-mail marketing and social media. Of course, if you’re competing for local customers during the summer months it’s absolutely essential to continue your marketing efforts to capture market share. Just be sure summer marketing efforts are highly targeted for the greatest cost efficiency. Those who continue to advertise during the summer months will stand out easily since other advertisers have dropped out entirely for the summer months. There is simply less “noise” and competition for people’s attention.

Avoid a “scattergun” approach
Even in the summer months, some businesses still employ a “scattergun” approach to marketing, placing ads anywhere and everywhere with catchall messaging that doesn’t speak to anyone in an effort to speak to everyone. In most cases, the target market should be more carefully defined. You can more effectively compete for summer business by understanding the demographics and characteristics of the year-round residents who remain in Southwest Florida and continue to be active customers. Focus on them with the appropriate media and message. This strategy may be applied to seasonal marketing efforts as well. The “scattergun” approach is rarely the most efficient one, any time of year.

Build your network
If your business slows down during the summer months, see this circumstance for the opportunity it is. Spend your time wisely by employing high-touch strategies such as networking to reconnect and enhance relationships with referral sources such as vendors. In addition to developing relationships within your industry, reach out to the community. Engage in summer public service projects while you and your staff have time. Start with nonprofits that are experiencing a decrease in summer volunteers. If the high touch approach doesn’t suit your business, you can still use this time effectively by updating your contacts and mailing lists to get them ready for next season’s promotions.

Invest in your marketing “infrastructure”
Another benefit of summer slowdown is the opportunity to “renovate” your marketing tools. If you’ve ever visited Disney during the scorching summer months, you probably got a great deal on tickets. Once you arrived you also noticed many rides under renovation. The timing is far from coincidental, and you should be making the same infrastructure investments during the summer months when traffic is lighter. Give your office or store a facelift, or revamp your website. Now is a great time to invest in new tools such as a blog so you can test these new technologies and tactics.

Get proactive to save time and money
Finally, think about what you can do ahead of time to avoid the last-minute rush in creating your seasonal marketing plan. Draft blog posts surrounding seasonal events now with plans to “tweak” them prior to posting. Create a budget, filling in as many line items as possible in advance. Take photography and draft key messages to facilitate creative campaign development when it becomes necessary. Schedule a meeting with Priority Marketing now to discuss what can be done prior to the pre-season rush to your ensure year-round success.

What are your summer marketing plans? We’d love to hear them, along with your thoughts on these tips!

We’ve said it before, and now we have a few more new stats to back it up: How you use social media is more important than how much you use it. According to the world’s leading marketing and media information company, Nielson, having an ad on Facebook or a Facebook page with lots of fans isn’t necessarily as powerful as having both. According to Ad Age’s review of the Neilson’s findings, Neilson: Facebook’s Ads Work Pretty Well, ad recall and intent to buy increase exponentially when users see a Facebook ad and see their Facebook friends are fans of the same company. Fascinating, isn’t it? This is one example in the rapidly growing body of research on Social Media that our team diligently follows. The bottom line is anyone can open an account on Facebook and Twitter or start a blog. In fact, 91% of businesses surveyed report using Social Media to market their products and services. However, results are best achieved through a strategic approach that takes the new science of Social Media into consideration. At Priority Marketing, that is what we do. We are strategically applying our knowledge of Social Media to achieve our client’s marketing goals each and every day and enjoying measurable results. It truly takes a team of dedicated professional to stay on top of this rapidly evolving new media and implement tactics effectively, and we encourage our clients to take full advantage of the valuable expertise we’re building in this area. Do you have a new Social Media stat or success story to share? What is your biggest question about Social Media marketing? Leave a comment and we’ll be happy to help you.

The oil spill in the Gulf of Mexico is a reminder of how important it is to have a crisis communication plan in place. Is your company prepared for the unexpected? What are the key elements of your crisis communication plan? We want to know your thoughts – leave your comments and join the discussion!

Every day we see examples of companies that have attracted the media spotlight without seeking it. For better or for worse, the story almost always alters people’s perception of the company or brand being featured. With proper planning, these situations can be managed and may even be transformed into opportunities to enhance public image.

That is why every organization should be prepared with a crisis communication plan. If you don’t already have one, you need one now, and if you do have one it may be time to update it by incorporating social media tactics.

Toyota is an example of a company in the media spotlight right now that is using social media to its advantage. While the company has received harsh criticism, its public relations team is clearly at work, proactively addressing the automaker’s recall issues.

On the social media front, Toyota is using Twitter, YouTube and Digg to disseminate information to customers, address critics when appropriate and uphold the brand image that has been so finely crafted over the years.

On Twitter, we see Toyota issuing official statements to customers regarding its transgressions and federal penalties. At the same time, we notice positive stories unrelated to the recall continue to be disseminated, reminding customers that the recall isn’t all there is to say about Toyota, and it hasn’t stopped the industry giant in its tracks. Far from it, the company continues to make announcements regarding is racing sponsorships, the release of new vehicles and more. A customer who decides to follow the recall situation on Twitter will get an infusion of positive messages along with facts about Toyota’s recall.

On YouTube, Toyota is able to deliver its own message about the recall without being edited by the media. Again, the company puts a positive spin by emphasizing the many interesting facets of this occurrence – the participation with NASA and the engineering perspective.

Digg provides Toyota with a way to consolidate all the outside messages about the recall for customers. They have links to articles in the electronic media, both “print” and video. It also provides an interactive forum, where, through Dialogg LIVE, spokespeople like Toyota US President Jim Lentz can address the day’s issues with an online audience.

While Toyota has received criticism for its handling of the recall, and it remains to be seen how the issue will ultimately affect public opinion, this case study is one worth following.

If you’d like more information about developing or updating your organization’s crisis communication plan, including the use of social media, turn to the experts at Priority Marketing.

In last month’s blog, we emphasized the importance of photography as part of your media tool kit. Professional photography is ideal, but it isn’t always practical so we’d like to offer some tips for the non-professional photographers within your company who may find themselves responsible for capturing images that will appropriately represent your brand.

First of all, we’d like to suggest appointing a staff photographer for a couple of reasons. Specifically assigning this duty ensures someone is responsible and accountable for having the camera charged and ready. They should be responsible for asking the question, “Do we need photos of this event, person, meeting, etc.?”

Practice makes perfect and over time your staff photographer will become practiced at using the camera to achieve better and better images. Reading the owners manual is also an important step since cameras vary in their features, settings and icons. Fortunately, today’s high quality digital cameras, when used properly, do most of the work. Here are a few additional pointers to enhance results:

A Heads Up on Composition
Great photographers spend years perfecting their sense of composition, but the first step is just becoming aware of everything in the shot. Most of us have taken a really nice photo of someone only to realize later that there was a palm frond, lamp post or door jam directly in alignment with the top of their head. That’s just one example of a common problem with composition. The solution is for the photographer to develop a new habit of looking beyond the subject of the photo and actually seeing the background as well. Often a different angle or slight change of location will improve a photo greatly. Remember to pause and think about the composition of the photo and search the background for unwanted images before snapping your final shot.

Lighting the Way
Lighting is another major component of photography. Even with the best flash, photographers should plan carefully for the best lighting. If possible, plan outdoor photo sessions for the early morning or late afternoon. With the mid-day sun directly overhead, it is difficult to overcome the shadows that will naturally form. If you are planning to shoot a stationary object that can’t be moved, such as a building, choose a time when the sun is shining onto the façade. For example, a westward facing building should be photographed in the afternoon when the sun is in the west. In the morning, the sun will be behind the building in the east, casting it in shadow. Know the settings on your camera, and don’t be afraid to try different lighting options indoors. Often turning off florescent lights and turning on your camera’s flash will produce a more flattering outcome.

How to Pose
Not everyone feels natural in front of the camera, and it is the photographer’s job to coach the subject in the art of posing. If the subject is staring into bright sunlight, congratulate yourself on choosing good lighting, but it may cause them to blink a lot. Ask the subject to close their eyes and then open them on the count of three when you shoot. Encourage them to sit up straight. Is their head tilted too far up, or maybe it’s too far down? Be their mirror and look at every detail, from the way their clothing rumples to the way their feet are positioned. Success lies in avoiding unflattering details like stiffly crossed arms, a crooked tie or stray hairs.

Try Try Again
Photographers often feel rushed. The people in the photo are busy with other business priorities, ready to get back to the food and dancing at an event, or simply tired of posing. However, that’s exactly why you should keep trying until you get the photo you need. Once this photo opportunity gets away from you, there may not be another one. The best photographers engage the subject in the process. They put them at ease by making them laugh and explain why they want a few more shots. Make it clear you want to make them look good, and they are more likely to cooperate. Check the preview of each shot before taking another so you can correct composition, lighting and any other issues to get the best photo possible.

Imagine the phone rings, and it’s a reporter with great news. They are covering a hot topic that affects your industry, and they want to use a spokesperson from your company as an expert source. The deadline is 5 p.m., but all they need is a quote and a headshot.

Maybe this hasn’t happened to you yet, but you need to be aware that it could. This is a realistic scenario, and an example of why photography is such an important part of your media relations tool kit. Many managers think about photography on an as-needed basis, and unfortunately they are caught unprepared when a valuable opportunity such as this comes along.

In this case, headshots are at issue. All company spokespersons should have a current headshot available in a digital format that can be quickly disseminated to the media. Getting an appointment with quality photographers can take days or even weeks so don’t wait until you need it. Snapshots taken by a staff member on the fly may suffice, but how will that headshot look printed next to the professional image provided by your competitor?

Other photography essentials vary from company to company. For some companies, having quality photography of their products is absolutely essential. For others, having individual headshots of the entire staff may be important. Take stock of your company’s photography and determine what you need to bring the collection up-to-date.

Format is also important. If you haven’t already had old photographic prints scanned, do so now, and make sure you have high resolution files. The higher the resolution the better, since it is much easier to make an image smaller than it is to make it larger.

Also, be proactive and think about photography in everyday situations. Are staff members planning to attend a fundraiser, volunteer event or social activity? Be sure someone photographs them in the act! These photos can be used for newsletters, Facebook updates and more. They add a personal touch to the story that resonates with customers. You might be surprised to see them in a montage about your life at an award ceremony someday!

Of course, professional photography is ideal, and sometimes it is essential, but there are many times when it isn’t practical. Luckily, today’s high-quality digital cameras allow novices to achieve acceptable results with a little training. Our next blog post will offer some tips of the trade to ensure every photo taken by your staff is the best it can be.