Posts Tagged ‘story’


PR News Media Relations 2010, Colin Moffett, Weber Shandwick, interviewed by Johna Burke, BurrellesLuce

Friday, December 17th, 2010

Transcript –

JOHNA BURKE: Hello, this is Johna Burke with BurrellesLuce, and I’m here at the PR News Media Relations Summit. I’m here with Colin.

Colin, will you please introduce yourself?

COLIN MOFFETT: Sure. I’m Colin Moffett. I work for Weber Shandwick, and I’m a senior vice president on the digital communications team.

BURKE: Colin, thanks so much. And what is your advice for people as far as that shift in mentality of now becoming the newsmakers? What are the tips and takeaways that you have?

MOFFETT: Yeah. I think it’s, you know, more than anything else, it’s a–it’s a shift in thinking. It’s a shift away from being, you know, more of a press shop, where you’re–where you’re trying to place information and get other people to tell your story, and really becoming a story you’re telling yourself and thinking like a newsroom and thinking like a channel and creating content, being–having an editorial process, thinking through the editorial calendar, you know, getting content out there in different ways, different types of content, getting it out over different channels and really getting it in front of the people you need to get it in front of, as well as using the media and–to carry that story. But really using the sort of entire media landscape to make sure that your story gets where it needs to get.

BURKE: It’s definitely a paradigm shift that we’re all in communications trying to get our head around.

MOFFETT: Mm-hmm.

BURKE: Where can people find you online and in social media, Colin?

MOFFETT: Sure. They can find me at Twitter @cmoffett, C-M-O-F-F-E-T-T, and I can talk to people there.

BURKE: Great. Thanks so much.

MOFFETT: All right.

Why Are Marketing and PR Professionals Using Geo-Location or Location-Based Social Media?

Thursday, September 23rd, 2010

foursquare2This past April, I asked if geo-location social media is the next big thing for PR? Five months later, some are still trying to figure it out. At a panel I recently moderated for the National Capital Chapter of the Public Relations Society of America (PRSA-NCC) I found some in the audience were very knowledgeable and just looking for additional tips, while others wanted to know how to login.

To summarize the panel: location apps (e.g., Foursquare, Gowalla and Loopt) serve as another way to enhance a consumer or stakeholder’s experience and interaction with your company, brand, or client. 

Tara Dunion, Consumer Electronics Association, looks to enhance the attendee experience at the International Consumer Electronics Show each January by creating an official location page on Foursquare and aggregating all the social media coverage on the website. (And they even plan to add additional locations for 2011). She commented that many exhibitors have multiple locations available for check-in, which also buys-into the game aspect of Foursquare.

Danielle Brigida says, The National Wildlife Federation wants to get you outside enjoying nature, so they employ Whrrl and Foursquare to help people share their experiences with others.  Whrrl works well for their needs because it allows the user to upload a picture to help tell their story.

A recent story on Mashable by Dan Klamm highlighted how universities and colleges can use location-based tools to promote the school, foster school spirit, drive revenue and promote the community. One idea included offering special badges for exploring places on campus.

However, not all location-based tools are gaining momentum. When Facebook Places premiered, Foursquare had a record number of new sign-ins because it connects with the new Facebook app. A few weeks later, few people are using Facebook Places. Dan Frommer explored the possible reasons on Business Insider, commenting, “Only 2% of My Friends Are Using Facebook Places…”

After the panel ended, I enjoyed brainstorming with others on how they might use these tools to help their organizations. How could you add geo-location social media into your PR toolbox? What questions do you have about the tools? Please share your thoughts with me and the readers of BurrellesLuce Fresh Ideas.

2010 Bulldog Reporter Media Relations Summit: Maggie Fox, Social Media Group, Interviewed by Johna Burke, BurrellesLuce

Friday, August 20th, 2010

Transcript -

JOHNA BURKE:  Hello, this is Johna Burke with BurrellesLuce, and we’re here at the Bulldog Media Relations Conference.  I’m joined by Maggie.

Maggie, will you please introduce yourself?

MAGGIE FOX:  Sure.  My name is Maggie Fox.  I’m the founder and CEO of a company called Social Media Group, and we are one of the world’s biggest independent social media agencies.

BURKE:  Now, Maggie, you just did a panel, and I was just wondering, you know, so many people are talking about social media.  For those people, perhaps, that haven’t quite started or don’t have a lot of traction yet, can you please share your couple of tips on how PR professionals and communicators can get going in social media?

FOX:  Sure.  Well, I think we have to recognize that social PR, that reaching out to people of influence and connecting with them in the hopes of getting them to tell your story for you is no different than traditional media relations.  It is not brain surgery, the approach is very similar. The only thing that is different is the language.  It is, you know, what they’re going to want from you, the way they’re going to want you to approach them, and kind of that human relationship piece, I think, is a lot stronger.  The other part of it is, you know, that the reality is if you want people to tell your story, you want people to talk about you, you want them to share your content, it has to be good.  So the notion that you are becoming a broadcaster, you’re starting to produce content of entertainment quality or asking other people to experience something that is really special is what’s always going to break through to us.

BURKE:  Great.  And where can people find you in social media, Maggie?

FOX:  They can find me on Twitter @maggiefox, all one word, or on the Web at socialmediagroup.com.

BURKE:  Great.  Thank you so much.

FOX:  Thank you.

Sales + Everyone = Success

Tuesday, August 17th, 2010

Valerie Simon

How do you get everyone – from your maintenance team to your CEO – participating in the sales process? During a special Twitter chat last Wednesday evening, Heather Whaling and Justin Goldsborough, co-moderators of Twitter’s #PR20Chat, and Beth Harte and Anna Barcelos, leaders of #imcchat asked this question to more than 100 participants. 

Here are a few takeaways every business should consider.Teamwork

Top down and bottom up, goals must be aligned.

AdamSuffolkU:  First step, make sure goals are aligned and input is asked/received from all-bottom on up

SuperDu:  It starts w/ CEO creating top-line strategic plan. ALL divisional plans & emp. objectives feed into that one plan

 jeffespo:  It should be the trickle up effect. Everyone knows the brand and wants to sell it and make more money.

Create a customer-centric team environment

BethHarte: If all employees understand the customer is #1, they will all work to make sure they work hard from top to bottom

LoisMarketing:  Communicate successes and celebrate at all levels. Make all staff aware of “wins,” new clients. Sincere appreciation. 

Transform employees into evangelists

kimbrater:  It’s more than the sales process, everyone has to internalize +evangelize the brand in order to sell it.

CASUDI:  everyone has to be in love with, believe in the product ~ everyone will have the desire to sell

IABCDetroit: Engage employees thru educational, relevant communications so they’re empowered to relay company message, align w/ company goals

Everyone can have an impact on sales

BethHarte: Sales starts the minute someone walks through the front door. Better hope the receptionist isn’t cranky/mean

rpulvino:  Everyone in the company is involved in sales in some way. Employees are the most important spokespeople for an organization.

And my respond: ValerieSimon: Education. When you take pride in, and understand your organizations strengths, you’re compelled to share the story!

Beyond 140 characters, I’d also emphasize that a strong and positive corporate culture is an investment that will not only pay off in increased productivity but sales. As I’ve mentioned before, I am a firm believer that everyone in an organization, regardless of title or department, should consider themselves a part of the sales team. Here are some ways organization can provides the training and follow-through to make the most of this extended sales force:

  • Make certain that ALL employees are educated on your products or services and the benefits of these services to your clients and customers.
  • Keep employees updated with a daily report of news for and about your organization, the competitors and the marketplace.
  • Create a simple process whereby all employees can easily submit referrals through to the sales team to close.
  • Share success stories. Recognize and reward those who are referring business, as well as the teamwork with sales that helped to win the new business.

Do you consider yourself a part of your organization’s sales efforts? What does your company do to harness the sales power of all your employees? Please share your thought with me and the readers of BurrellesLuce Fresh Ideas.

2010 Bulldog Media Relations Summit: Aedhmar Hynes, Text 100, Interviewed by Johna Burke, BurrellesLuce

Wednesday, August 11th, 2010

Transcripts -

JOHNA BURKE:  Hello, this is Johna Burke with BurrellesLuce, and we’re here at the Bulldog Media Relations Summit, and we’re here with Aedhmar.

Aedhmar, please introduce yourself.

AEDHMAR HYNES:  Hi, I’m Aedhmar Hynes and I’m the CEO of Text 100.

BURKE:  Aedhmar, you were just on the panel talking about the future of public relations, and I loved how you incorporated and said, you know, we really have to step away as PR practitioners from those tactics that give us that feel good that we’ve done a good thing and align our goals with the business objectives.  How do you counsel your team on how to be a bold–be a good consultant and align their PR objectives with the business objectives?  What you’re trying to serve?

HYNES:  Well, I think to a large extent, much of what we’re doing and have always done is really move a story based on the position of a brand or based on the positioning of a corporation.  And for me, I’ve always felt that it’s critically important to understand the context of what you’re doing in relationship to the overall corporation.  So really understanding what influences the success of that brand, which is much broader than simply the success of its product or the success of its people.  And looking at the context of that and making sure that as a communications professional you understand the influence of government, you understand the influence of Wall Street or finance.  Really, all of those things at a global level, even the understanding of cultures across multiple markets is critically important.

And a depth of appreciation and understanding of that as a context setter for what you’re trying to communicate, I think, is critically important.  And in knowing and understanding the context within which you’re working, I think, gives you the opportunity to be much more effective not only in communications, but in being able to counsel your executives in their own effectiveness in communicating their brand.

BURKE:  Great.  Thank you so much.  I think those are amazing insights that we all need to keep abreast of and take our ego out of the equation.  Where can people find you in social media?

HYNES:  Well, I’m pretty easy because I’ve got a very complicated name. And the spelling of my name is A-E-D-H-M-A-R.  And so if you use that as your search, then actually all of the places that I am in the social media pop up straight away.

BURKE:  Great.  Thank you so much.

HYNES:  You’re welcome.