Is “reach out and touch someone” dead?

Has our obsession with electronic devices become more alienating to family relationships than even the teen years?  And what are the implications for client/customer relationships?

Alex Williams’s cover story “Quality Time, Refined,” in the Style Section of The New York Times earlier this month, raised these questions.  The writer described one of the families featured in the piece, who happened to be from Huntington, New York, where my Long Island public relations firm is based, as exhibiting a toddler-like phenomenon of parallel play, with parents and kids each absorbed in his or her own hand-held or lap-nestled technology during “together time” on the family couch. 

The voracious appetite for amusement and entertainment -- both stimulated and satisfied by today’s technology -- presents opportunities and challenges alike to the public relations practitioner. The opportunity lies in the countless outlets eager for content; the challenge is directing the right traffic to your message.  Every day at Epoch 5 Public Relations, we form new e-relations—through Facebook, Twitter and Skype; with bloggers; by texting; and yes, with people we meet IRL (in real life) and talk to on the phone. 

Over the last decade, how we communicate and relate to each other has transformed at a dizzying pace. Thanks to Facebook, the very definition of “friend” has changed, seemingly irrevocably. But one thing remains the same: as human beings, we need physical contact, even if it’s just tapping each other occasionally, as one couple interviewed for Williams’s article does while gazing at their screens. 

Perhaps that decades-old AT&T slogan, “reach out and touch someone,” is not dead yet.  

Written by Kathleen Caputi

Giving your best performance on the blogging stage

Blogging is becoming more and more popular. But what’s the point of blogging when no one is reading? Think of blogging as a concert and you are the musician; you perform to entertain your viewers. Chris Brogan suggests a few ways to effectively perform your blog: 

 

Be Brief
If you can say it faster…do so. 

Appeal to Their Sense of Self
Can you tell a story that will help your audience think of themselves? 

Be Prepared
There’s no pressure in writing good posts. It’s your choice to produce good content. Think ahead by keeping a notepad with a few extra ideas. 

Be Respectful
Your audience is brilliant and you sometimes know something they don’t. Blog as if you’re just sharing this information with them, not lecturing them. 

Be Conversational (and yet Concise)
Talk as if you’re having a conversation with someone. Keep things tight and don’t fret over it. Practice by posting once or twice a day.

Performance
No matter how you view your blogging, you’re on a stage performing. It’s the same thing, sliced differently. There’s no reason to treat blogging differently. 

 

 

 

When the Flicks Come to Life

What a dramatic week – it’s been like watching non-stop re-runs of potboilers, romances and disaster movies – only these were real.  We had tragedy, intrigue, surprise finishes and even a kiss or two along the way.

First we had the unspeakable tornadoes that ripped through the South killing more than 300 people with scenes straight out of Twister.  Then we had Prince William’s fairy tale royal wedding, a real-life Cinderella meets Love Actually.  Finally, Sunday’s breaking news that Osama bin Laden had finally been killed was like Under Siege with elements of Black Hawk Down.

Like many of us looking for an escape, I love going to the movies.  Romantic comedies rank pretty high, but action thrillers that transform this Long Island publicist, wife and mom into a CIA operative or Navy Seal duty-bound to save the world, are what really fuel me to spend my hard earned money on a Saturday night babysitter. 

So it’s no surprise that Sunday’s news about the Navy Seals team that killed the most wanted man in the world, in a covert, swiftly executed, 40-minute firefight with no U.S. casualties, has left me captivated.  When the Hollywood version is ready, I’ll happily put down my eight bucks to be engrossed by every detail of how these fearless soldiers pulled off this perilous feat. 

Sometimes, it seems like there’s no fixed line between the output of Hollywood and the world’s newsrooms – add public relations with its own shaping of reality, and the lines are further blurred.  As one of my generation’s heroes, John Lennon, aptly said, "Reality leaves a lot to the imagination."

Written by: Audrey Cohen

William and Kate are an online hit!

Fan or no fan, today’s royal nuptials were hard to miss.  Here’s a quick media recap:

• Mashable reported that in the last 30 days there were 911,000 Tweets, 217,000 Facebook posts/status updates and 145,000 blog posts on Prince William and Kate’s wedding.
  
• Webtrends says that a whopping 65% of tweets, blog posts and Facebook updates came from the U.S., while 20% came from the UK. Canada is in third place with a mere 2.6% of social media buzz. This matches stats from Nielsen, which also says that the U.S. is the #1 source of Royal Wedding chatter.

• MSNBC was pleasantly surprised that Twitter was able to handle the largest amount of activity the site has ever seen without a glitch or bug.

• Mashable said the Royal Wedding attracted the most concurrent viewers on Livestream ever - Topping over 300,000 concurrent viewers by 6 a.m. EST this morning.

• Livestream expected to serve about 2 million viewers, surpassing the 1.6 million views reported last June for the 2010 World Cup.

• Google’s home page is a Royal Wedding theme, with a Cinderella-like illustration featuring a horse drawn carriage. Users can click the picture to receive the latest news and photos of the Royal Wedding.
  
• According to Gen Connect, William and Kate are huge social media buffs. Thus, they’ve dedicated a YouTube Page as The Royal Channel where fans can watch videos, send video messages of good wishes and even sign their virtual wedding book

Not your dad’s word of mouth marketing

Just look at word of mouth now!

For eons, marketers like myself have preached that word of mouth is the most powerful way to drive interest in brands, motivate sales and create loyalty.  But creating programs with strong impact that don’t break the bank has always been a stumbling block.

Then along comes social media, whose ultimate appeal is that it isn’t just another medium on which to advertise or otherwise promote. It’s really about blurring the lines between personal-social interaction and what for marketers essentially becomes commercial interaction when a product, service or cause gets involved.

News feed posts to tens, hundreds or even thousands of friends -- versus the passive approach of generic marketing messages – is unmatched for attaining word of mouth’s credibility, confidence and loyalty.  So, while Facebook and other channels are usually described as “social” media tools for personal contact, for marketers they could more accurately be defined as “word of mouth” tools for commerce.

Facebook says it has data showing the cause and effect between sharing on Facebook and revenue generation on e-commerce sites.  When someone posts about a purchase, the value of purchases by their friends on that same e-commerce site increase over the norm. 

According to Facebook, 18 of the top 25 e-commerce sites are using Facebook features such as Facebook Connect or the “Like” button.  In one example, adding a “Like” button on an e-commerce site resulted in a doubling of revenue generated by Facebook referrals within two weeks. 

Think back just a few years to the “toe in the water” days when most of us far understated what we thought would be the impact of social media.  A web site with billions of members, many of who actively influence purchase decisions of their friends?  You gotta ask – what next?    

    

 Written By: Andrew Kraus

Facebook and Politics

The last Presidential election, Obama owned the Internet, but not so next year.  An article in this week’s New York Times shows how Republicans have caught up with Democrats in using technology and social networks.  Before you know it, we may be deciding our next President via Facebook and Twitter! Click here to read the story.

Getting the picture…

According to Reuters, some 327 million royal wedding-related pictures will be taken on digital cameras next week when Britain's Prince William ties the knot with girlfriend Kate Middleton.  The article goes on to say that half the photographers at Charles and Diana’s 1981 wedding missed the iconic balcony kiss because they were busy changing film.

What a difference 30 years makes.  These days, nothing escapes the digital eye, especially since most pictures are taken straight from our cell phones.  But what makes us actually take so many pics?  Is it simply because we can, or is it the desire to share our images?

Professional photos of William and Kate will be plastered across the tabloids, yet onlookers outside Buckingham Palace will still want to post their images of the event.  In fact, Reuters predicts that of the millions of photos taken at the royal wedding, some 65 million will be shared on social media sites.

That’s a huge number.  And that’s why a public relations firm like Epoch 5 works with clients to make sure they use social media to its fullest.  Customers, employees and other audiences are accustomed now to sites where they have a voice.  Whether it’s for a major financial institution or the hot new restaurant down the block, people want to participate and be part of the discussion.  After all, the desire to be heard and counted is an old one — almost as old as the need to believe in fairytale weddings.

Small Businesses – Big Opportunities

Mashable says that no matter how large or small your company, social media offers unique opportunities.  Social media programs, like those offered by our Long Island public relations firm, Epoch 5 Public Relations, are enhanced when clients follow these six great tips:

1. Your Customer Knows Best

Find out what sites your customers use the most, and get on those sites. Use the sites that are important to your market, as they will become valuable to you.

2. Social Media Isn’t Necessarily Free

Though there generally are no fees when creating and using social media profiles, these sites do require time and energy. Consider these part of the cost of being active and engaged.

3. Don’t Measure Success by Follower Counts

It’s not about the fan and follower count, it’s about who’s engaged and committed.  An enthusiastic community beats hordes of unengaged followers.

4. Social Media Doesn’t Equal Self-Promotion

Don’t only tweet or post about your company, your news, or your services. Instead, focus on your customers. Offer advice, tips and information that have value to them.

5. Learn From The Experts

Take note of various social media campaigns or interactions that appeal to you. Learn from the work of others, but tailor their experience to your and your customers’ needs.

6. Get Help But Keep Your Identity

Although you may engage a social media consultant, you should be familiar with social media tools and initiate your own authentic interactions with your communities.

March Madness: A Social Media Slam Dunk

Once just a national phenomenon, March Madness today is also an on-line sensation.  As with so many major live events today, enthusiasts, as well as casual followers, not only watch on television, but also tune in on their laptops, cell phones, tablets, and other devices.

Millions of eyeballs nationwide are bouncing back and forth from screen to screen throughout a game.  They watch the action on the court and react to great plays or bad calls with the stroke of a keyboard, while scanning the Internet-based social arena to see the reactions of other fans.  Facebook and Twitter add a dimension to the traditional TV broadcast that you can’t get anywhere else.

Sometimes a little-heard-of underdog – like Butler College – makes it to the Championship Match.  For the second season, the Butler Bulldogs gave America one of the most exhilarating joyrides in college basketball history.  PR and marketing firms, similar to our Long Island public relations agency, have come up with numerous creative ways to keep fans engaged in this Cinderella story through social media. 

For example, Butler’s adorable English bulldog mascot – Blue 2 – has become something of a celebrity and his social media status has grown.  He tweets and has almost 5,000 followers and has his own Facebook page.  And Butler fans who couldn’t travel to Houston had a media pass to follow their team's every move, with players tweeting and posting messages to their followers.

Optimize Your Content For Social Discovery

Mashable writes that since take-off of search, publishers have turned to search engine optimization (SEO) to grow their audience and expose their content.  SEO is keeping Google users well fed with meta data, keyword repetitions, internal linking and more.

At Epoch 5, our Long Island Public Relations Firm, we work with our clients to optimize their content by offering a few, simple rules…

1. Write Better Headlines: Headlines must be kept interesting and feed people’s curiosity. Good titling boosts clicks, especially from social networks like Twitter where users won’t see a blurb or image.

2. Make it visual:

Add an engaging thumbnail image to represent your story. Now that sites such as Facebook automatically pull in your thumbnail when people share your story, it’s more important than ever to use engaging images.

3. Hold On to the Readers You Have:
Use your page’s real estate wisely. We tend to focus on drawing new audiences into our content, but it’s equally important to think about how to keep their attention once arrive to our site.

4. Create the Best Possible Content in the First Place:
Write original pieces. Now that content discovery is moving more and more into the hands of real people who are sharing, recommending and reading your content, there’s a limit to how much you can use repurposed or aggregate content.

Visit www.epoch5.com for more information

Tweets are in like a lamb…out like a cobra!

March came in like a lion, but did not go out like a lamb…more like a cobra, in fact!  The fixation on the Bronx Zoo’s missing cobra had us all “aTwitter.”  For real…though the Twitter feed @BronxZoosCobra was certainly fake – right?  According to Reuters, over 200,000 followers, including @MikeBloomberg and @SesameStreet, were hooked on the Tweets about the cobra’s exploits in New York’s man-made jungle.

The team at our Long Island public relations firm, Epoch 5, may not be hunting cobras but we are tracking Twitter feeds, looking for exceptional examples to share with clients.  These days, social media plans should consider the merits of micro-blogging, whether for brand building, urgent communications in crisis management or SEO.  And, in the case of @BronxZoosCobra, Twitter became a great marketing tool, drawing attention to one of New York City’s landmarks.

So, there’s some regret that the cobra was found March 31^st and that the funny, entertaining series of tweets will end.  Anyone know anything about March’s runaway lamb?

 

Improve Your Facebook Postings, Part 2

Mashable says that keeping an up-to-date social media presence is key to promoting a brand image. At our Long Island Public Relations firm, we encourage our clients to create a Facebook page for their business. As part of our services, Epoch 5 manages consistent, relevant updates and posts for your brand. 

Below are five more tips that Mashable suggests:  

6.  Ask Questions and Involve Your Fans
Ask them a question or for their opinion. The more questions - the more participation you will receive.

7.  Watch Your Post Frequency and Timing
Don’t overwhelm your fans with too many posts. Keep the posting to just once or twice a day to begin. Also, pay attention to when you post. Many people catch up on Facebook at the end of the day and during the weekends. Be patient and monitor activity. 

8.  Have a Unique Voice
Maintain a consistent brand voice. Find a voice and tone that represents your brand.

9.       Diversify your Content
Change up your content now and then. I.e.: Adding How-To’s, Trivia, Breaking News, Polls, Fill in the blanks etc.

10.    Track the Performance of Your Posts
Watch for numbers of likes, comments, and posts. Pay attention your trends and feedback to keep up with your Facebook strategy. Knowledge is power!

For more tips or questions about Epoch 5’s Services, please visit www.epoch5.com .

Elizabeth Taylor’s life offers many PR lessons

Liz Taylor lived much of her 79 years before the public eye on the screen and in the newspapers.  So, it’s not surprising that we can learn lessons in public relations and reputation management from her.

A Hollywood starlet of the old-time studio PR machine, she became her own brand.  Fueled by almost constant publicity, that brand served her well as a businesswoman, long after her acting days were over. With the PR value of her name and the glamour it portrayed, her brand was embodied by the fragrance line, White Diamonds and Passions, which rewarded her with an estate estimated in the hundreds of millions -- more income than she earned in all the years she appeared on screen. 

At Epoch 5 Public Relations, our Long Island public relations firm, we tell our clients that long-term PR that builds a reputation has to be grounded in substance.  Liz Taylor certainly had substance -- with two Oscars to her credit, courageous support for AIDS when few others dared even talk about it and her open admissions about battles with substance abuse. 

She was deservedly a person who women admired and men adored. These are the enduring memories of Elizabeth Taylor, not her multiple marriages, 69-carat diamond ring and addictions that fed the Hollywood tabloid tattle machine.

Improve Your Facebook Postings!

The higher up in your News Feed, the better! 

Mashable explains that keeping an up-to-date social media presence is key to a brands image. But – Just because you’re posting on your Facebook Wall, doesn’t mean the content is relevant. The most recent and relevant activity on any Facebook profile or Fan Page that you follow is listed at the top of the News Feed, which is your home page. 

At our Long Island Public Relations firm, we help manage and post on our clients’ Facebook walls. Epoch 5 serves as an administrator to help maintain consistent, relevant updates for your brand, as one of our services.

Below are the top 5 ways to optimize ways to enhance your Facebook News Feed ranking:

1.  Don’t Automate Your Status Updates

Don’t automatically feed your blog posts or your Twitter updates into your Page. Automated content doesn’t make it into News Feeds.

2.  Show You’re Human

Thank your fans for their replies, sharing their opinions and stories with you, wish them happy holidays, and be more communicative with them.

3.  Post More Photos and Videos

Videos and photos perform well on Facebook. They get into News Feeds and they grab people’s attention. Users choose to watch more than they read.

4.  Put Your Fans In Charge Every Now and Then

Post a question for a fan’s opinion – crowd source! This provides a sense of value and voice for your consumer and some of their decisions might help you in the long run.

5.  Target Your Status Update

Make good use of targeting. Be sure to set status settings for targeting by city/state or by country (for international companies) so that the message gets to the appropriate consumer.

Start using these tips and visit www.epoch5.com for further information and services.

Going green is good PR

Going green is good public relations.  Just ask Walmart, which found a clever way to “Save Money, Live Better” that doesn’t just echo the mega-retailer’s tag line.  Walmart recently reported that its California operations eliminated more than 80 percent of its waste that would otherwise end up in landfills. The comprehensive waste reduction program is now being implemented across Walmart's 4,400 stores, Sam's Club locations and distribution centers in the U.S., moving it closer to its global goal of creating zero waste.

Public Relations experts agree that recycling and other acts of commitment to the community can help you win customers and positively influence public perception of your company. Our Long Island public relations firm, Epoch 5 Public Relations, helps our clients implement giving back programs that do good, both for the community and the client. A business does not have to be as big as Walmart to practice good corporate citizenship, and small acts can speak volumes.

Springtime brings a host of opportunities to volunteer for a charitable organization.  Many not-for profits hold walks to benefit their cause, and a local business can sponsor a walk, or form a walking team, for example. Epoch 5 PR formed a team such for the National Multiple Sclerosis Society’s Walk MS on Long Island. Or you can volunteer your group to help out at a local soup kitchen, or at a Habitat for Humanity building project. Helping those in need is a great team-building activity. 

You depend on the larger community for your business.  Giving back to that community should be a part of every business plan.

The People Of Japan Need Our Help

Here’s how you can help support relief efforts by the simple click of your mouse on your favorite social media website, or even a quick text from your mobile phone.

Japan Earthquake: 7 High-Tech Ways to Help

Apple, LivingSocial, Zynga Use Social Media, Tech to Support Relief Efforts

In the aftermath of Japan's devastating earthquake and tsunami, technology companies across the Web are stepping up to support relief efforts in the area. Through gaming, texting, tweeting, Facebooking and more, small start-ups and tech giants alike are partnering with non-profit organizations to give people simple, high-tech ways to contribute to the cause.If you're looking for a digital way to donate to the earthquake relief efforts in Japan, take a look below...

ABC News - Japan Earthquake: 7 High Tech Ways To Help

Japanese Earthquake Shows Social Media as a Lifeline in Disasters

The first images to emerge within minutes of our world’s most recent natural disasters, first in Haiti and now in Japan, are eyewitness photos and videos delivered to the world via social networking sites, well ahead of most cable and wire news services and public relations agencies.  Eyewitness accounts delivered for the people, by the people on Internet sites like Twitter and Facebook, experiencing the destruction and devastation first hand.

But what is even more amazing is not just the delivery of the news about the damage and requests for assistance, but for Epoch 5 Public Relations, our Long Island Public Relations firm, is the exchange of valuable information and immediate response for those in need.  Google, for example, is offering a Person Finder service following the earthquake and tsunami in Japan.  Google Person Finder has previously been used to help people get in touch with old friends and family, and has now become a focal point and vital directory and message board for victims, friends, family and aid agencies unable to get in contact with or physically reach others, with meaningful information gathered in one place – a valuable solution for crisis management.  Social communications like Twitter and social networking sites like Facebook are at their best when big news is breaking.  Facebook pages like Japan Earthquake formed to offer people’s outpouring of support, links and sites on how people can help.  

Social media has swiftly become a lifeline in times of disaster and while many believe technology to isolate us from our fellow beings, is now unifying us as humans, helping to display our altruism and empathy for others in times of need. 

Does Social Media Sell Stuff?

You bet — studies show that consumers buy the brands they follow on social media. Digiday:Daily recently reported that according to a recent Comscore report, nearly one in four Twitter users (there are 15 million active accounts) follow businesses to find special deals, promotions, or sales. The story is much the same on Facebook: A study by Chadwick Martin Bailey and iModerate Research Technologies found that people are 67 percent more likely to purchase products from brands they follow on Twitter and 51 percent more likely to do so if they follow a brand on Facebook. In fact, 53 percent of retail transactions involving Facebook directly convert from Facebook to checkout  per Efficient Frontier...

Charlie Sheen: Public Relations Disaster or Master of Reputation Management?

Is Charlie Sheen a PR genius…or a PR nightmare?  Ask a reputation management expert and he’ll likely say Sheen has driven his career into a ditch.  Epoch 5 Public Relations, our Long Island public relations firm, would likely prescribe a strong dose of crisis management.   

But, ask a branding expert and, guess what…she’ll likely say that all the “made for You Tube” publicity surrounding the Two and a Half Men star’s outrageous behavior and obtuse pronouncements have boosted his stock as a TV sitcom actor.    

Notwithstanding the theories about what may be driving Sheen’s crazy antics and mangled metaphors, it’s hard to mistake his insistence on burnishing his unique identity. Do you have any doubt that he believes it when he says, “I am on a drug…it’s called Charlie Sheen”?  Try explaining that one, People magazine and TMZ.

While some media outlets may have hurried to complete his obituary – Slate having even called his routine “suicide by camera” -- let’s not forget how many heroes, celebrities and other Page Six notables have hit bottom only to climb back on top.  For Sheen, you don’t imagine him welcoming a high-priced public relations consultant for an image makeover.

Even if you’re as baffled as we are by his “winning” mantra, you have to be impressed with his consistent messaging, as in his “defeat is not an option” Tweets.  You’d be pushing your luck to bet against someone so seemingly masterful with the media.

r u redy 2 c ths

“E-Mail Gets an Instant Makeover” in the December 21^st edition of The New York Times reports that using e-mail is a sign that you are sliding downhill into old age – which could be anyone over 25 these days. Texting has become the communication medium of choice for those on the other side of the age divide – a punctuation-less wasteland, complete with a language all its own. 

Worrisome? Yes and no. Texting is instant gratification, often the hallmark of high levels of hormones surging through young bodies. But it has its place beyond trying to locate tonight’s hot spot. Texting is a valuable addition in the communications toolbox – especially when the communiqué needs to be read in real time. OK, and it’s also fun.

But for business use, e-mails still come way out ahead. E-mail gives you time to compose the important documents in the business world, shape the tone of the communication, and copy others with a need to know. They provide that very valuable “paper trail” when there is some dispute (did I really say paper?). Perhaps their biggest advantage is that they DON’T scream to be read upon receipt and DON’T demand an immediate response. What the kids don’t get is that most of us in the business world are busy working – serving clients, preparing briefs, making the donuts…whatever.

In the spirit of Christmas, I’d say: “Yes, Virginia, texting is awesome. But email lets you get more done – even if it’s not as fun.”

The Power of "Thank You"

Giving thanks at the Thanksgiving table is usually reserved for the big things in life – health, family togetherness, and the successes of the year.  But often it’s the small things that just make life easier that miss our “thank you” list.  As we’re driving in stop-and-go traffic on local roads, do we ever silently thank the Department of Transportation employee who first came up with the idea of a turning lane?  As we’re lugging two-weeks worth of clothes through the airport, do we bestow a blessing on the inventor of wheeled luggage?  Or how about the engineer who first said, “Let’s put a cup holder in the car.”

I imagine each of the people who first came up with these ideas had to convince the corporate bureaucracy that the idea was a good one and then fought long and hard to make sure that it happened.  In my fantasies about these unknown people, I imagine their frustration when their ideas were initially scoffed at and admire their doggedness in pursuing their concept until it was accepted.  I hope that these intrepid innovators got the proper “thank you.”  If not, here’s one from me.

Which brings us back to the importance of a “thank you.” What is it?  Well, it’s a time when you step outside of yourself and think, “Hey, someone else just made my life a little better.”  And, you don’t have to use the words “thank you” to show your gratitude.  As you walk into the office in the morning or into a store and see the window washer at work, try telling him how great it is to look out clean windows.  To rephrase Clint Eastwood, you will “make his day.”

I’ve seen the power of the “thank you” over and over at Epoch 5 Public Relations.  Clients pay us to do the work that we do and they expect us to do it well.  We should expect no more than a check in the mail, and we don’t.   But for clients who also say “thank you” when we have performed exceptionally well, magic happens.  We work harder to be sure to never disappoint and we work extra hours to show that their confidence is well founded.  A “thank you” energizes our efforts and breeds more successes.

Sometimes the “thank you” is in the form of a quick e-mail, sometimes a letter and sometimes it’s an elaborate bouquet or gift basket.  What matters is that it is a sign of appreciation.  It probably should be no secret that two clients for over 20 years, King Kullen and Daniel Gale Sotheby’s, say “thank you” often, through email, letters or, yes, even with a bouquet or gift basket.  The result: Everyone working on their accounts can be counted on to swim across Long Island Sound in January if it meant improved results for these companies.  Well, maybe not January, but you get the idea.

It’s right that we keep a perspective on life when sitting around that dining room table on Thanksgiving and remember the important reasons we are giving thanks.  But, let’s extend the giving of thanks to the hundreds and thousands of times all year long that our lives are better because someone else cared enough to do their job exceptionally well.  These people are all around us – we just don’t often see them because they haven’t been energized by the power of appreciation. 
Beyond our families and coworkers, we can spread the positive vibe of better service – and see a lot more smiling checkout cashiers – by remembering those two very powerful words, “Thank You.”

And, before I forget, thank you for reading.

How to Hire a PR Firm

There are good reasons to hire a public relations agency – the need for PR experience that you may not have, when a special project comes up, or after you downsize and  require outside marketing assistance to take up the slack.  Sometimes, however, hiring a public relations firm can seem like “a box of chocolates where you never know what you're gonna get."  With all due respect to Mr. Gump, there are ways to keep you out of the forest when scouting for PR support.


Know when to engage a PR agency:  Public relations to build a reputation, attract potential clients or customers, or stimulate referrals works best over a period of time, so make sure to plan for it early enough in your annual budget process.  However, for a crisis that is about to hit your company (usually in the form of a pending lawsuit), call in a crisis management PR firm at the earliest possible time – being well prepared for a crisis is the best way to survive bad press, employee panic and a downturn in business.

Know what you are hiring – an organization or a single practitioner:  There are many qualified single practitioners out there, but be sure to ask what they have as back up when they are not available, and how you can be assured that another client’s work will not make them unavailable when you have a deadline.  The advantage of an agency is that there is organizational depth – other professionals who can step up to the plate if a project needs immediate help.

Hire experience:  But not any experience.  Hire an agency that knows how to reach your market with a good strategy and a past history of successful programs for other clients. The experience doesn’t have to be in your industry, but it should be relevant.  In a world where “who you know” can help reach a goal faster, a political and business network is an added bonus.

Toadies need not apply:  A key value in an outside professional is their objectivity.  If your PR firm doesn’t challenge you with straight talk you may not want to hear, or provide demanding but valuable recommendations once in awhile, you’re being short-changed on an important advantage of turning to outside expertise.

Numbers matter:  Sometimes cheap is, well, just cheap.  An agency with years of experience and a staff of veteran professionals will certainly cost more than someone with just a few years of experience.  If it's judgment and direction you want, you will find that such an agency may be the better choice.  On the other hand, if you just need help sending out press releases, the beginner may be the choice for you.

Take the mystery out:  Not only should you have regular contact with your PR firm, you should be getting a report of how much time they have spent on your account.  Every professional maintains a log of time spent and what he or she is doing to achieve results. You should get a monthly report on how they managed their time.

Have reasonable expectations:  Good public relations isn’t going to cure bad management decisions, but good PR expertise is an investment that should pay off many times over.  Make sure that you and your agency both understand what the goals are and agree on how to achieve them.
Public relations professionals should be more than “ideas” people; they should be serious professionals who can provide timely, effective strategies that add to your success.  And nothing, not even a box of chocolates, tastes sweeter than success.

New Beginnings in September

Happy New Year!  It’s September – the real start of the New Year.  While watching the ball drop on a cold winter’s night is the official launch, it’s actually those first crisp September days that give us the feeling we have a chance at a new start.  September memories are all about newness — new lunchboxes, freshly sharpened pencils, and a new back-to-school outfit.  This is the year that we will really get good grades, make the team and make a new best friend.


After years of Septembers we finally climb to the goal of “graduation” — ready for the real world.  Or so we thought.  Of course, we never really graduate.  In fact, some of the most important lessons I’ve learned were not in K to 12 and beyond, but in that classroom we call business. 


Don’t let the urgent drive out the important:  When that deadline starts rolling toward you like a 20-wheel tractor-trailer, it’s natural to shift into overdrive and put all your effort into solving the problem at hand.  But, often the most urgent deadline is not the most important one.  If you get your adrenaline rush from meeting crisis after crisis, don’t worry — guaranteed there will be another crisis to tackle when this one is over.


Clients don’t care how much you know, until they know how much you care:  At Epoch 5 Public Relations, this is our mantra.  Our clients expect skills and knowledge, but they deserve more.  They deserve to have us think about and care about their business and their problems.  Firms that don’t put that extra effort into their customers or clients may make the grade, but never the honor roll.


Turn the page:  Yes, you’ve made a mistake — a big one.  It was a stupid decision and, if you were graded, it deserved an “F”.  But, it’s done.  Mentally reviewing it wastes time better spent on the next decision.  Turn the page and move on.  In business there are usually “make up tests.”


Sometimes you can learn more from an “F” than an “A”:  It may be a tired observation, but it’s still true — you can learn more from failure than you can from success.  Years ago, I was told that IBM asked potential customers to meet and tell them why they did not win a proposal.  Wow.  “Big Blue” taught me an invaluable lesson.  At Epoch 5, while we love those wonderful letters of appreciation from clients, it’s the occasional criticism that can make us a better agency.


“Don’t Sweat the Small Stuff…and It’s All Small Stuff.”:  Well, no, not exactly.  With a bow to author Richard Carlson, once you’ve mastered the fundamentals of your business, the thing that distinguishes you from the competition is the small stuff.  The thank you notes, the extra effort you’re not getting paid for, the attention to how your emails or letters look and sound…they’re all “just details.”  But details are the “extra credit” when a customer grades your performance.


“Even if you’re on the right track, you’ll get run over if you just sit there.”:  Will Rogers had it right.  If you don’t think your business changes, you are just not looking far enough down the track.  Planning to meet the upcoming changes needs to be done every year — and September is a great time to think about the New Year.
I suppose that if business celebrated a graduation, the closest thing would be a retirement party.  But for some of the most successful people I know, staying in school has more appeal.  As one said to me recently, “Why would I retire?  I’m having too much fun.”  I’m sure it has something to do with the possibilities of each new September.