Archive for Baltimore PR agencies
What the ‘New PR’ Looks Like
Posted 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 led 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.
Sawmill Named ‘Strategic Partner’ for Mid-Atlantic Marketing Summit in Washington, D.C.
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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
Berger Cookies ‘Administrative Goof’ Has Potential Silver Lining
Posted by: | CommentsThe 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.
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.
Sawmill Partner Joins Arts Foundation Board
Posted 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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Sawmill Named PR ‘Agency of Record’ for Mid-Atlantic Marketing Summit in Baltimore
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BALTIMORE, Md — Sawmill Marketing Public Relations has been named PR and social media agency of record for the upcoming conference, Mid-Atlantic Marketing Summit – Intelligence & Insights on the Future of Communications, taking place Oct. 18 at the Pier 5 Hotel in Baltimore.
The summit, first held in McLean, Va. this past Spring, is the region’s premier event in marketing, technology, communications and media. The inaugural event brought together a sell-out gathering of nearly 400 advertising, marketing, communications and media executives to discuss high-level marketing and communications issues through a series of panels, keynotes, presentations and networking.
The event is co-produced by two of the most respected news organizations of their kind in the region: Potomac Tech Wire, a source for technology news and co-producer of Digital Media Conference East, and Capitol Communicator, covering marketing and communications news.
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, PR, and much more.
The summit will explore the disruptive technologies that are creating a major shift in how communications professionals reach their audiences and decision makers. Attendees will include Chief Marketing Officers and executives in advertising, public relations or marketing, as well as entrepreneurs, investors, technologists, brand marketers, creative directors, researchers, media planners and publishers.
To register, visit www.mamsummit.com
Media Relations Tip #9: It’s About Relevancy and Newsworthiness
Posted by: | CommentsIn putting together a by-lined article pitch to an industry trade publication for our client AHC-Greater Baltimore, I have been reminded of the many panel discussions by reporters that most of us have attended through the years. Almost without exception, at least one reporter on the panel wearily requests, “please do your homework before you pitch me — know my beat as well as the types of stori
es I cover.”
With those words clearly in my head, I’m fine-tuning my pitch in anticipation that the lucky editorial recipient clearly sees, and therefore immediately agrees, that my article idea is both relevant and newsworthy.
Then all I’ll need to do is deliver on the promise.
An Important Definition of News from the 1st Viscount Northcliffe
Posted by: | CommentsA recent return visit to the Newseum (a must see and see again, IMO) I discovered this quote carved into a wall: “News is what somebody, somewhere, wants to suppress,” from Lord Northcliffe
, a British newspaper publisher who died in 1922.
Based on that quotation, what was true in Lord Northcliffe’s day is even more so today, yet harder to accomplish given the amount of traditional and online sources of news and information.
Given the opportunity, how would he edit that quote today or would he say “stet”?
What Does Your Community Relations Program Say About You?
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We are firm believers in the important role community relations has in an organization’s public relations program. The issues, causes, activities and groups you support nearly always communicate your company’s essence and values.
For example, the Parks and People Foundation is an organization that we have supported in a variety of ways for many years. We believe in what they do and what they stand for and want to do our part to help them fulfill their mission. It’s that simple and also that important to us.
Media Relations Tip #23: Prep Before You Get the Call
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I was recently quoted in Wearables magazine about how to prepare a company for publicity. Here is a condensed version of one of my answers:
Q: What is the best way for a business to generate and leverage PR opportunities?
A: You need to be prepared ahead of time to tell your story. That means having your company’s key messages and talking points in order well before you receive the phone call or email asking for a comment.
The PR team should help the media do its job by having information about your company and products readily available, and today that means having a current and easily accessible press section of your website that’s stocked with bios, product fact sheets, recent press releases and images. One of the most important elements of a press room is the press contact – not a generic “info@companyname.com” email address, but a real name, an actual person’s email address and their telephone numbers. That’s typically one of the media’s top complaints about press rooms – there’s no real person to contact when a reporter is on deadline and needs to know someone is available and working to get a response.
Finally, you need to keep your press releases up to date. If the date of your most recent press release was nine months ago, it communicates a lot about what’s going on at your company – or not – whether you like it or not.
