Posts Tagged ‘conversation’


BurrellesLuce Complimentary Webinar: Leveraging Breaking News to Boost Your Brand

Thursday, September 20th, 2012

BurrellesLuce Complimentary Webinar w/ Todd Hartley - Leveraging Breaking News to Boost Your BrandBurrellesLuce Complimentary Webinar: Leveraging Breaking News to Boost Your Brand

Register Now!

When: Monday, September 24, 2012

Time: Noon EDT

When news breaks in your industry, what should you do? How do you own the conversation, promote your expert, and develop business relationships that convert to revenue?

Join BurrellesLuce and Todd Hartley, CEO of WireBuzz for this informative 60-minute webcast, “Leveraging Breaking News to Boost Your Brand.”

During the webcast you will:

  • Learn tricks to maximize breaking news opportunities by combining a press release with a rapid-response video.
  • Learn how to optimize social media engagement and search results for breaking news.
  • See case studies implementing this strategy.

And much more…

Register Now!

Moderator: Johna Burke, senior vice president, marketing, BurrellesLuce

Space is limited. Sign up now for this free webinar, “Leveraging Breaking News to Boost Your Brand.” If we are unable to accept your registration, an on-demand presentation will be available for review after the event at www.burrellesluce.com.

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Todd Hartley (@TheToddHartley), CEO of WireBuzz, has spearheaded digital marketing campaigns for seven of the largest national talk shows and created the first video medical encylopedia on the internet. His agency, WireBuzz, specializes in developing fast video content production for press releases, search engine optimization, and customer lead generation.

2012 Counselors Academy Conference Keynote – Groovin’ to Your Own Beat: How to Build Your Business by Merging Your Personal and Professional Selves

Tuesday, May 15th, 2012

Colleen Flood*

The 2012 Counselors Academy kicked off on Sunday, May 6, 2012. The evening’s keynote session featured Jay Baer, president of Convince and Convert, and Gini Dietrich, CEO of Arment Dietrich. The duo asserted that “it’s difficult to tell a client they need to be using the Web if an agency principal doesn’t believe it themselves.”

How to Build Your Personal Brand into Your Professional Brand
During the session, Baer and Dietrich discussed “how revenue follows capabilities and capabilities follow beliefs” and presented agency leaders with best practices to “finally ‘get off their duffs and start becoming social’ in order to build their businesses.”

Here are some key takeaways from the presentation:

  • If an agency has several employees, why not tweet under the agency name?
  • Videos create a human being behind the brand. We remember personal stories and want to do business with the people we know.
  • Network – social media connects you with people you cannot connect with in 3D and helps with national recognition.
  • Agencies need to spend time on leadership campaigns (e.g., blog posts). Tech has made us all self-servers of information and we want to find the answers ourselves when it’s time.
  • Can a junior staffer handle social media? Social media is not something you should delegate and you can’t outsource your voice.
  • People will remember your “branding.” So, give away what you know. Remember, “giving away a list of ingredients doesn’t make you a chef.”
  • Figure out your circles. Listen and find opportunities to be helpful. The best way to be helpful is to setup searches. People buy from people they like and trust. Your client wants to work with you!
  • Commit to social media regularly – say, 20 minutes a day – and fill in the “tiny gaps in your day.”
  • How do you measure social media success? Understand how it pays off in terms of leads, new business, and client retention. Listen. Assess the conversation. Engage. Measure and then improve.

The audience also had the opportunity to ask a few questions. One question focused on “what PR firms should stop doing and start implementing instead.” The answer? Stop chasing the hot new thing and start having policies in place for brand ambassadors.

How are you “groovin’ to your own beat” and “merging your personal and professionals selves to build your business?”

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*Bio: Colleen Flood has been a sales consultant with BurrellesLuce for over 12 years and is eager to become a more integrated part of the social-public relations community. She primarily handles agency relations in the New York and New Jersey metro-area. She is not only passionate about work, but also about family, friends, and the Jersey Shore. Twitter: @cgflood LinkedIn: Colleen Flood Facebook: BurrellesLuce 

Tough Talks, Insights for Creating a Win-Win-Win: Alan Cohen, Acts of Balance, Interview With Johna Burke, BurrellesLuce, at the 2011 Counselors Academy

Friday, September 23rd, 2011

Transcript –

JOHNA BURKE: Hello, this is Johna Burke with BurrellesLuce, and we’re here at Counselors Academy. We’re joined by Alan.

Alan, will you please introduce yourself?

ALAN COHEN: Absolutely. My name’s Alan Cohen, and I’m president of Acts of Balance Executive Coaching and Training based out of New York City. And I work with public relations executives and PR firms to help develop more effective leaders, and I work a lot with communications skills and team-building.

BURKE: Great. Alan, you did a session on tough conversations for PR practitioners and agency owners here. Can you give us a couple of your insights as far as how people can set up and then have those tough conversations?

COHEN: Absolutely. One of the most common things that I see in my practice is people really avoiding having those tough talks. And in avoiding them, they actually make the situation even bigger and more volatile. We largely like to be people pleasers, and so we avoid having the conversations that may be unpleasant, may provoke some strong emotions. But what I do is really help develop people to think, to plan in advance, to go through a multistep process to really think about how they’re interpreting the situation, to really align their values with having the conversation and to really, really plan it out so that the conversation will develop into a real win-win-win; a win for the individual having the talk, the–a win for the person who’s being spoken to, and really a win for the relationship overall. It’s really about a collaboration. So as leaders, we need to have the courage to have the difficult conversations. And leadership is not always easy, but it’s important that we stay in integrity by really addressing the situations that are causing us discomfort.

BURKE: Alan, thank you so much. Where can people connect with you online and in social media?

COHEN: I’m at actsofbalance.com, and my Twitter handle is actsofbalance.

Or you can join my Facebook fan page, also Acts of Balance.

BURKE: Thank you so much, Alan.

COHEN: Thank you.

PR Week Measurement Roundtable Q&A Takeaways

Thursday, July 7th, 2011

Valerie Simon

Questions And AnswersOn Wednesday, May 4th, I had the opportunity to attend the PR Week Measurement Roundtable, along with some of my BurrellesLuce colleagues.

The roundtable focused on the constantly evolving role of measurement in the PR industry. Bernadette Casey, senior editor at PR Week, and Johna Burke, SVP of marketing here at BurrellesLuce, hosted the event. The breakfast provided attendees the opportunity to network with more than 25 senior leaders in measurement and featured a Q&A with Jason Forget, corporate reputation manager for GE Energy, among BurrellesLuce clients and friends.

In a quest to become a “gold standard communicator,” measurement is a key component of PR and marketing activity. In fact, 70 percent of the day at GE Energy is spent doing media monitoring and analysis.

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A Personal Success Story for Using Twitter to Connect with Clients

Thursday, April 14th, 2011

Do you check-in on Foursquare or Loopt or post to Twitter when you are out shopping or eating? A recent MediaPost story, Users Register Social Network Comments While Shopping, reported one-quarter of customers share their experiences while at a physical store, as taken from a study by ListenLogic.

So you shared, now what? You might find a friend gave a tip or is also in the store. But, perhaps, you expect or want more. I recently found a couple organizations taking advantage of online sharing by working to engage their customers. 

If you are a home owner, you know the nightmare that involves going to a hardware store. Even if you know what you need, you can’t always be sure you’ll find it. Nor can you always find someone to help you. I recently went to my local Home Depot (Home Depot is a BurrellesLuce client) with my brother, who was willing to be my handyman for the day. We had not one, but four people ask if they could help us. We were both really impressed, so I checked-in on Foursquare, and posted to Twitter about the experience.  A Twitter friend commented on how Home Depot has recently been working to upgrade its service.  Ryan at Home Depot replied to both of us and commented on how they (Home Depot) were glad to hear we noticed the service. Wow! They noticed.

Home Depot In Store Service Tweet Exchange with Debbie Friez

I had a similar experience when I was in downtown Minneapolis recently, and I stopped into the Macy’s store to see what was new. I learned the Macy’s Flower Show was going on in the auditorium, so I commented on Twitter I was hoping to come back and check-out the show. Macy’s replied and asked me to send them a picture if I made it to the show. I did, and they asked to confirm my location. When I did, they asked me to stop by their executive offices for something special, which turned-out to be a $10 gift card, which I promptly used.

Macy's Flower Show Tweet Exchange with Debbie Friez

A recent Mashable post outlines how all organizations can learn 9 Digital Marketing Lessons from Top Social Brands. My favorite is #3- Listen and Respond – which is exactly what Home Depot and Macy’s did. I was impressed that both organizations were monitoring social media and saw my tweets on a weekend and encouraged me to engage in more conversation and then asked me to take additional action. They were simple gestures, but they made me feel special, so I shared the stories with several friends. How easy was that for a lesson in customer service and word of mouth?

I believe we can all do a better job of using social media tools to connect with clients, prospects, or even friends. How is your organization using Twitter to engage clients? Do you have any tips or examples  for the BurrellesLuce Fresh Ideas readers?