What the ‘New PR’ Looks Like
By · CommentsAnyone still practicing “press release PR” is having a tough time these days as the “new PR” has forced them to build their own audiences, generate their own content and take a hyper-targeted, mobile-aware and abbreviated approach to communications.
I recently lead a panel discussion on the topic, “Public Relations in a Social World,” during the Mid-Atlantic Marketing Summit held at Gannett/USA TODAY headquarters in McLean, Va. Here’s what the new PR looks like:
Organizations need to build audiences and in essence “become the media” via their own blogs and social media accounts. We just can’t rely on the traditional (overworked, under-staffed) media like we did in the past. If you do a really good job with this, the traditional media might even become a competitor that could scoop the news you’d rather share directly.
The traditional church/state lines have blurred with some media outlets, as they weave paid content into the mix to make ends meet. This creates challenges and issues regarding labeling the content, so be aware of this emerging issue.
Target your content via hyper-specialized media outlets/blogs, niche publications and hyper-local sites such as Patch. This approach is usually more effective – and more realistic – than the big hit in the daily newspaper.
PR now takes into account four forms of media: paid, earned, owned and shared. We need to seamlessly integrate them into the PR plan, along with a smart use of hashtags, video and photo content, pitching with Twitter and wisely incorporating tools such as Vine.
Of course traditional PR strategies and tactics can’t be ignored, and your content delivery will fail if you come off as too promotional. Make sure a PR pro who understands journalistic principles is guiding your program and don’t forget to update that old crisis PR plan and make sure it addresses mobile and social media.
Thanks to a great panel for sharing their insights (seen in the photo, left to right): Kevin Dando, director of digital marketing & communications, PBS; Paul Mackie, director of communications, Mobility Lab; Mike Smith, CEO, MSBD; Elizabeth Shea, president and CEO, SpeakerBox; and me.
Jeffrey Davis, a partner with Baltimore, Maryland PR firm Sawmill Marketing Public Relations, has been invited to serve as an expert panelist for the upcoming “Social Slam: Building Your Social Media Toolbox,” presented by the Public Relations Society of America, Maryland Chapter. Details:
Social Slam: Building Your Social Media Toolbox
April 25, 2013
8:30 a.m.
Erickson Living Corporate
Catonsville, MD
Gain a better understanding of social media in 2013! Let the experts guide you through the ins and outs of the top social networking services. Panelists will share how they strategically use social media and create effective content, as well as new trends and best practices for a successful online presence.
Panelists:
Linda Bernstein, Social Media Coordinator with City Paper
Jeffrey Davis, APR, partner with Sawmill Marketing Public Relations
Roswell Encina, Director of Communications with Enoch Pratt Free Library
Mitch Case, Baltimore Office of Promotion & The Arts
Moderator: Tim Parsons, Director of Public Affairs, Johns Hopkins University Bloomberg School of Public Health
For more information and to register, visit the PRSA Maryland Chapter website at www.prsamd.org
Buzz attended yet another new business meeting the other day and had one more glimpse into how some companies are dealing with crisis communications – and it’s not by updating their existing plans!
Nope. Buzz will now call it the “Eric Clapton response.” When the topic of crisis communications comes up, the confident exec extends a fist and calmly knocks on the (wooden) conference room table, saying something along the lines of “we’re in good shape there and really don’t need a crisis plan, but let’s talk about your publicity services.” This was the second time in the span of a week Buzz has heard this response.
Yikes! That means when the crisis does occur (and, yes, all companies experience at least one unplanned situation at one point or another in their lifetimes) Buzz will be called upon for his expertise, but without a plan in place. Talk about expensive!
One more piece of advice from the Clapton song, “Knock on Wood.” Here’s the first line:
“I don’t want to lose this good thing that I’ve got. If I do, I would surely, surely lose a lot…”
Eerie, isn’t it?
Maryland PR firm Sawmill Marketing Public Relations has been named strategic partner for the upcoming Mid-Atlantic Marketing Summit set for April 19, 2013 at Gannett/USA TODAY headquarters in Arlington, Va.
Featuring some of the top thinkers and speakers in marketing, the conference themes will focus on emerging technologies and trends in marketing communications.
Topics will include: metrics, mobile, social media, multi-platform campaigns, online video campaigns, experiential advertising, B2B, business development, and much more. This summit will explore the disruptive technologies that are creating a major shift in how marketing and business development professionals reach their audiences and decision makers.
You should attend if you are a CMO, advertising, public relations or marketing executive, entrepreneur, investor, technologist, brand marketer, creative director, researcher, media planner, business development executive or publisher. For more information and to register, visit www.mamsummit.com
The recent coverage
here in Baltimore of the Berger Cookies “administrative goof” could actually turn out to have a silver lining for the local firm as people have been reminded of these wonderful cookies from coverage in the local media as well as seeing the empty shelves where these yummy sweets had a temporary leave of absence.
It’s always flattering to be asked your professional opinion by a respected reporter that served as the concluding paragraph in this article published on the front page of the Baltimore Sun.
In my experience as a newspaper reporter, the best quotes came outside the boundaries of the “formal” interview. On the record whether they realized it or not, my interviewees were more relaxed and able to provide good material while waiting for the PR assistant to show up, or walking to the elevator when the interview was over.
This is a time-tested media technique we now call the “awkward silence.” You’ve answered a question, the reporter looks down at his or her notepad, but the next question doesn’t appear to be coming. Seconds feel like days, so you decide to break the silence. That’s when you’ll likely go off track and make a statement that doesn’t quite fit your plans for the story.
If you answered the question, you answered the question. No need to dilute it just to fill space, so part of your media training should include recognizing and knowing how to deal with this tactic. Better to stumble in your conference room during a private media training session vs. when the cameras are rolling.
We recently conducted a crisis communications summit for the communications team of an international organization that highlighted best practices on crisis communications plans, including the integration of social media as a key engagement strategy.
It was a session filled with great conversation and the sharing of experiences, anecdotes and thoughtful questions and answers that all contributed to one of the best summits we have conducted.
However, we were struck with the old adage of “the more things change, the more they stay the same” when the 
day ended with participants talking about ongoing challenges with their leadership when dealing with the media – from media training to being accessible to a reporter to staying on message – and most everything in between.
We know of no simple, easy or pat answers to successfully dealing with this challenge other than to stay the course, keep trying and be ready to immediately implement a back-up scenario if the challenge becomes an insurmountable barrier to communicating effectively with the media.
Seven Years of ‘Social Content Integration’
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This year we’ll mark the anniversary of our decision in 2007 to add social media to Sawmill’s suite of services (media relations, media training and crisis communications were the original three). As an early adopter and one of the first PR firms to go in this direction we gained a lot of attention for the move, and the Baltimore Business Journal later marked the occasion with a news story (left) about Sawmill’s role in this emerging trend, headlined: “PR firm trying to get its clients face (book) time with new media”
Back then, we didn’t quite know what to call it and wound up with the moniker “Social Content Integration.” Now everybody calls it Social Media, but we like the original name and that’s what it still says on our agency materials. Since the beginning, we’ve never viewed social media as a separate strategy or tactic. Instead, we believe the content should be integrated with traditional communications and that the emphasis should be on solid and authentic exchanges and not on automated or gimmicky Facebook or Twitter promotions.
‘Tis the Season for Holiday Cliches
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e of my favorite blogs, “You Don’t Say,” by Sun copy desk chief John E. McIntyre, offers a preview of worn-out holiday cliches that editors and reporters – and press release writers – will be tempted to use in the coming weeks.
If you’re thinking of leading off your piece with “‘Tis the Season…” or “Yes, Virginia,” John has a news flash for you: we’ve seen it already. Same goes for “white stuff” (are you listening, AMS certified meteorologists?), “Christmas came early…” for good news stories and references to “The Grinch” in stories about holiday thefts. It’s a list worth reading (and checking twice).
Image: George Eastman Hous
Sawmill Partner Joins Arts Foundation Board
By · CommentsBALTIMORE, Md. (December 3, 2012) — Susan J. Anthony, partner, Baltimore PR firm Sawmill Marketing Public Relations, has been elected to the Northern Baltimore County Arts Foundation (NBCAF) Board, established in 2006 to promote arts awareness and education in northern Baltimore County as well as to financially support an arts scholarship program for area high school students.
“I’m delighted to be involved with the NBCAF and to help them move their important mission forward,” Anthony said. “I hope to increase the Foundation’s awareness among other arts/cultural organizations through introductions and similar activities as a strategy to accelerate its growth.”
NBCAF key fundraising activities include the annual Dinner with the Artists and the Gunpowder River Artfest held each June.
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