by admin | Oct 21, 2020 | Blog
In public relations, there’s a lot of talk about a company’s brand and its messaging – the ideas and public image of the institution and its representatives. The value cannot be overstated.
Messaging and branding give a company its identity, making it appear “human” in the eyes of people. It gives anyone interacting with a company or organization an identity they can latch onto and work with.
A loyalty to your messaging and branding as a company is important. However, things are changing. If you’re an individual, even a CEO, the rules are not quite the same.
I want to direct you to the Twitter feed of Elon Musk, CEO and Founder of Tesla Motors, SpaceX, and other companies that revolutionizing their respective industries: http://www.twitter.com/elonmusk
Did you notice anything? Elon is in touch with the companies he runs and the branding of those companies, but he is operating outside that sphere as an autonomous person.
Be it a Karl Marx meme that he drunkenly puts out to make people laugh, or his ill-advised tweets about Covid, he is just being himself. He talks about his products and his brands when they are doing something interesting, but he also posts stupid photos, trolls his followers with snarky comments, and sometimes says inflammatory things intentionally to get a rise out of people.
Basically, he is your crazy uncle on Facebook. And that’s fine, because his engagement level is through the roof.
He has 39 million followers and each of his posts earn thousands of replies, retweets, and likes. Elon is in touch with the times and realizes that corporate branding is great – but not for people. He comes off as a genuine individual, and that’s what makes him so popular.
I look at the Twitter feeds of other CEOs and business magnates and they tell a different story. I see nothing but links to blogs with bland statements, on-brand messaging, company news, and the occasional nod to a competitor.
It’s boring. It feels pre-planned and doesn’t contain anything worth seeking out and engaging. Sure, these business people (who I won’t point out specifically) do have followers and people who engage them, but it’s almost assuredly no one outside of their immediate sphere.
Their engagements are low, and their image is that of their company. No one sees them as a separate entity, a real person.
Yet, despite how popular social icons like Elon Musk — and others, such as “crazy” billionaire Richard Branson – are, most others still choose to play it safe, opting not to express their personality.
Granted, there is some risk of saying the wrong thing, making someone mad, etc. But, in the case of Elon (and probably Branson as well), short of saying something overtly racist or homophobic, or short of a criminal scandal of some kind, their brands will march on because the public views them as genuine characters. Their flaws are part of their charm of being a regular person, which is something people value.
If you want to draw attention to yourself (and thus your company), you can’t be afraid to just be yourself. Don’t overthink it. Just go for it.
Remember, the President of the United States of America is a reality TV star and WWE Hall of Famer who wrestled another Fortune 500 CEO in a Hair vs Hair Match at the Battle of the Billionaires. That’s a fact. Google it.
It’s fair to say the formalities of banal corporate speak and a bland, “proper” image don’t resonate with the public like they used to. Don’t be afraid to separate yourself from your corporate brand – the followers, engagements, and media interviews will follow if you reveal yourself to be a genuine person with interesting things to say.
And if you can’t take the first steps, a good agency and marketing team will help you make it work.
by Jodi Amendola | Oct 14, 2020 | Blog
Many healthcare, life sciences and healthcare IT marketers may not realize it, but virtual events (such as online-only conferences) are not new. They’ve actually been around for roughly a decade – starting right about the time broadband connections became ubiquitous.
But you never heard about them? That’s not surprising, because they were pretty much treated as “less than” events. They were the sort of thing organizers would do when they didn’t have the resources to pull off a live event such as HIMSS, and organizations would participate in when they didn’t have the budget or personnel to attend live events.
Then came the COVID-19 pandemic and suddenly virtual conferences and other digital-only events started looking a whole lot more attractive, even to the big players.
That’s the world we live in for now. With many states restricting attendance at indoor events to a maximum of 50 people, it’s unlikely that we will be gathering together face-to-face anytime soon.
As someone who has walked countless concrete floors in countless poorly ventilated halls in countless cities across this great nation, I can tell you that’s not all bad news. My feet have never felt better as an adult, and my shoes have lasted far longer than they usually do.
Of course, even if the ability to hold in-person conferences and other events has been curtailed that doesn’t mean the need has gone away. And suddenly, almost overnight, virtual conferences (and other virtual events) have gone from fighting for scraps in marketing budgets to being front-and-center in many organizations’ plans.
Since it appears we’re going to be stuck in COVID-19 limbo for the foreseeable future, savvy marketers will want to learn the best ways to take advantage of these virtual events opportunities. Fortunately, I addressed this very topic in a recent post for the Forbes Agency Council blog, which you can read here:
https://bit.ly/33y3zEy
In it I cover not only ways to maximize the benefits of virtual conferences but also other types of virtual events such as webinars, various forms of content and even video conferences.
Instead of pining for the days of stale, overpriced sandwiches, never-ending, never-moving taxi lines and nondescript hotel rooms where previous guests clearly violated the “no smoking” rules, give the post a look. And afterwards, if you find you need some help in executing some of these ideas for virtual events, give me a call or shoot me a note. My Zoom is always open.
by Chris Currington | Oct 7, 2020 | Blog
Whenever asked to come up with a marketing plan, many people refer back to the “The Four Ps of Marketing” and use them as the basic foundation to develop an integrated strategy.
During the COVID-19 pandemic, a lot of healthcare and health IT companies have had to totally rethink the four Ps—whether they know it or not. And, they’ve had to do this as fast as possible while trying to save lives—of frontline workers and infected patients—while remaining relevant and profitable.
Here’s an example. Currently all eyes are on the biopharma industry to see how quickly they can develop a vaccine that will effectively stop—and hopefully eradicate—the coronavirus.
- The “P”roduct here is the vaccine, and there are many companies testing theirs to see which offer the best and safest results.
- But have you also noticed a lot of the “P”romotions that these companies have been making in the national news? So far, none of them have been paying for these promotions—and that’s an important point of clarification—not all promotions are paid.
- There are also a lot of national arguments on the “P”lacements of the vaccines. How will the vaccine be distributed and who will be first in line to receive it? How will they know it’s available and where to get it?
- And of course, we’re also hearing a lot or rumblings about the “P”rice of the vaccine. Will it really be free (someone has to pay for it) or will there be a hefty cost when people pull up their shirt sleeves?
Because we’re in a pandemic, the whole healthcare industry has had to deal with its effects on their individual products and services. Here’s a recap of a few observations of what’s been happening.
Product
Because of COVID-19, many—if not all—health IT companies have had to take a very hard look at their products and solutions and how they can help health workers deal with and provide care to those in need.
Some of the products are back-end solutions that integrate with technologies such as EHRs—to provide faster service and track results. Certain companies may deal more directly with healthcare coordination or how data is being used and sent, while others may provide community-based services to those who are most vulnerable. And as mentioned above, many are dealing with therapeutics that help in delivering care to those affected with the virus.
Placement
Directly related to the product or solution is where and how it will be used. This will have an effect on how it will be marketed and determine the channels for those efforts.
Right now, in healthcare, certain products (think thermometers, COVID-19 tests, ventilators, etc.) are moving very quickly all around the world. But it takes sophisticated logistical operations to get equipment where it needs to be.
But this also affects how the public is informed and how the product gets used. For example, we’ve heard several instances of how someone may be feeling symptoms related to the virus but has absolutely no idea about where to go to get a test.
Promotions
This is probably the most confusing and difficult of The Four Ps to navigate during the pandemic. With so many companies wanting—and deserving—earned media placements, many news outlets are overwhelmed with requests. Having the right relationships with the media, and offering them true, compelling and factual stories is key to making sure products and solutions receive the attention they deserve.
Paid promotions are an obvious possibility, but with so much information “out there” companies will need to be very analytical, specific and targeted to reach their audiences and cut through the noise. Social media is also a good option to promote a product or solution, but knowing the right channel and frequency are keys to getting attention, followers, likes and shares.
Price
The most compelling of the Four Ps to the consumer of a product or service is the price! Remember all the fears about toilet paper and hand sanitizer shortages, and efforts to control supply and demand?
Many healthcare and health IT companies—in order to meet needs and create a common good for care delivery—provided their solutions for free. But they can’t do this forever because they’ll go broke. And, in an unstable economy, pricing dilemmas will surely consume many of these companies’ time—while trying to maintain and salvage relationships with clients and customers.
As has been demonstrated time and time again, The Four Ps of Marketing create the formula for a winning strategy and a profitable company. During the COVID-19 pandemic, many companies have had to revisit all the Ps to make sure their product or solution gets where it needs to be or does what it can do for health workers.
Products, places, promotions and price are now more relevant to healthcare delivery—and saving people’s lives—than they have ever been before.
by Brandon Glenn | Sep 23, 2020 | Blog
Nobody expects perfection, and certainly not on the first attempt.
That’s why we always anticipate that the written content we produce for clients will need at least one round of edits – and maybe more. The editing process is without a doubt a key component of content development, ironing the rough edges of copy into smooth, on-message prose that shares the right message with the right audience.
Especially in the world of public relations, in which we write on behalf of clients instead of ourselves, I find that the editing process often contributes key insights that improve the quality of the final written content, whether it’s a byline, press release, case study or other deliverable. It’s that previous point – that public relations professionals are employed to write in the voice of their clients, not themselves – that makes the give-and-take of the editing process so critical.
To understand why, I like to think back to my reporter days, when everything I wrote appeared under my own name. Because my name was at the top of every article, all of this content was written in my own voice. The challenge was to get my own words out of my own head and onto the page.
Public relations is an entirely different animal. Nothing I write appears under my name, and everything I write is done in the client’s voice. That’s where the guesswork comes in. Because I’m writing in a voice other my own and I can’t possibly get inside another person’s head, all public relations writing, at least to some extent, is guesswork.
Now, it’s important to note, that as a PR firm, our job is to reduce that guesswork as much as we possibly can, whether it’s through interviews, background research, asking intelligent questions and the like. But, no matter what, because the content we are writing is in someone else’s voice, in the end PR writing remains based on guessing. The editing process is when clients get their opportunity to evaluate that guesswork and massage the copy into something that resembles their company’s own voice.
Despite its inevitability, though, the editing process can sometimes be painful, fraught with misunderstanding, miscommunication, ambiguity and delays. To help ease the pain and improve efficiency, here are three tips to make the editing process go more smoothly.
Tip 1: Practice safe version control: When we send written content to a client, it’s fairly common that three or more individuals (someone from marketing and a couple of subject matter experts, for example) would like to review and edit the piece. That’s fine and very much encouraged. What’s not fine is when all three individuals send back their own edited copies of the document, which can lead to a lot of confusion and inefficiency. In many cases when this happens, one SME’s edits will contradict the other’s, leaving the PR professional to sort out a way forward while potentially wading into the client’s internal politics. To avoid this situation, practice safe version control. If you’re going old-school and emailing a Word document around, send it to one person at a time, and incorporate the first person’s edits before sending it on for review to the second. Alternatively, online tools such Google Docs allow for simultaneous editing and can help overcome the problem of contradictory edits.
Tip 2: Minimize comments in the right-hand margin: Resist the urge to click the “Comment” button in Word or list comments and suggestions in the body of an email. Nothing else results in so much confusion and ambiguity in the editing process as when the right-hand margin of a document is littered with comments. The writer must read those comments, think about their meaning, actually understand the meaning, potentially go out and obtain some new information, adjust the article’s text in a way that (guessing again!) the author(s) approve of, then send the article back to the client who must review it a second time. If the writer guessed wrong or misinterpreted a comment, rinse and repeat. Perhaps surprisingly, in my own experience, the most difficult part of this process is simply trying to interpret what the commenter is asking the writer to do. Instead of taking the time and effort to describe the changes the writer should make, why not just…
Tip 3: Embrace track changes: Here’s a scenario that describes editing nirvana: In the second half of a sentence, the writer said “A” but the reviewer prefers the sentence to end with “B.” So, ensuring that Word’s “Track Changes” functionality is turned on, the reviewer simply goes into the document and types his “B” directly over the writer’s “A.” The result? No confusion, no ambiguity, no questions, a sentence that reads exactly how the reviewer likes, and no more guessing on the writer’s part. Plus, the writer can now review the document and learn how to adjust copy for next time. And all it took on the part of the reviewer was a little more time and effort compared to leaving a comment.
The editing process holds the potential to bring about complication and confusion that exasperates writers and reviewers alike, but it certainly doesn’t need to. Follow the tips above boost the efficiency and accuracy of your content-creation process while removing the pain from editing.
by Ken Krause | Sep 16, 2020 | Blog
Whenever I get award entries (or PR proposals for that matter) to review, I am always struck at how much confusion there is between what constitutes a strategy versus a tactic.
Generally what I will find is that the strategies and tactics are mixed together in some sort of strange PR stew that is like covering seasoned beef with strawberry jam. Both are tasty on their own, but together they just don’t quite work.
This confusion becomes more evident on entry forms that ask for deeper details. If all the competition is asking for is some company details and 300-word description of why whatever you did is award-worthy you don’t have to spend a lot of time separating strategy and tactics.
If, however, the entry form asks for 500 words on strategies around the objectives, then another 500 words on the tactics/execution you used to achieve the objectives, well, you’re going to need to understand the difference. Or find someone who does. Or hope the judges don’t understand it any better than you do.
Basically, the strategy is the overall plan of action – the big picture of what you intend to do. The tactics are the actions you take to get it done.
In baseball, for example, the strategy in a close game might be to advance a runner on first into scoring position (i.e., second or third base for those not familiar with baseball lingo). Doing so will give you a heightened opportunity to add a run to your total (at least in theory; SABRmetrics has shattered a lot of those beliefs in recent years).
HOW you advance that runner is where the tactics come in. You could lay down a sacrifice bunt. You could have the hitter try to bunt for a hit. You could do a hit-and-run, where the runner on first takes off for second and the hitter tries to hit the ball behind him to the right side. You could have the runner on first steal second while the hitter covers him with a swing and miss.
All of those are valid tactics or ways of getting the runner to second. Which you use depends on your personnel and a whole bunch of other factors.
Now let’s talk about PR award entries and why it seems so difficult to tell the two apart. Let’s say one objective of the program is:
“Company A was losing sales to larger competitors, so it needed to create a larger-than-life image to overcome this hurdle.”
How did they plan to do that? The strategy was to use PR to increase its visibility in the marketplace without the huge investment advertising would require. But here’s where it starts to go wrong.
The next sentence in the “strategy” section will talk about how Company A started issuing press releases and thought leadership pieces on a regular basis.
No, those are tactics. They required specific actions from Company A or its agency. The same is true with launching a media relations or analyst relations program. Those, again, are actions the company took.
Again, strategy defines what needs to be done on a broad scale – in other words a business issue. Tactics describe the steps you will take/are taking/have taken to accomplish the strategy.
Here are a few more quick examples that will help stratify the three areas – goals/objectives, strategy and tactics – in your award entries and other materials:
Goals/Objectives
- Increase share of voice
- Improve company reputation
- Establish new market
- Attract funding
- Position for sale
Strategies
- Create a thought leadership program
- Engage subject matter experts (SMEs) in developing content
- Improve understanding of what media outlets clients/prospects rely on
- Gain a better understanding of what product features/benefits are important to customers/prospects
- Make messaging more concise/easier to understand
Tactics
- Issue X number of press releases for the year
- Write byline articles on these specific topics
- Develop a media list
- Media-train SMEs and other company spokespeople
- Apply for awards/speaker opportunities
The beauty of understanding the differences is that award entries then practically write themselves. They tell the story of how you started broadly, then worked your way through the process to achieve the results.
Taking that little bit of extra time to think through what is a strategy versus a tactic isn’t always easy. But it’s worth the effort – especially when you receive that happy notification that you’ve won the award you were targeting.
by Stacy State | Sep 9, 2020 | Blog
In mid-May we talked about the emergence of a new normal in public relations and marketing as a result of the COVID-19 pandemic. Media coverage of the virus has become all-consuming in the intervening four months.
Over 100 million pieces of news focused on COVID-19 have appeared. In just one sampled day, 340,000 came from 30,000 media outlets. As the lingering epicenter of the crisis, the United States produces one third of all global daily coverage.
Even as pandemic fatigue sets in among the American population, our collective obsession with the virus and its toll never wavers. Potential vaccines linger on the horizon bringing hope. However, even aggressive projections place their availability 5 to 6 months away. COVID-19 isn’t going anywhere anytime soon.
The brands and products that most easily resonate with Americans these days are those that fulfill critical needs, both physical and emotional. So, unless you’re selling hand sanitizer, outdoor entertainment, or any type of toilet paper, how do you keep your brand in front of your customers?
By making your brand feel critical.
The Five Things That Matter
Brand Messaging
Gone are the days of simple promotions. In today’s world the only messaging that stands out and feels genuine is that which tries to connect with people on a human level. The mixture of isolation, fear of the unknown, and an overwhelming sense of community and empathy has hot-wired most Americans to see the world differently in a very short amount of time. It has crystalized the things that matter and those that don’t. To matter, your messaging must account for this shift in thinking.
Social Media
The isolation of social distancing has caused 32% of Americans to spend more time on social media as a way to stay connected to their friends and family. Leveraging this groundswell of attention, paired with appropriate messaging, is the key to remaining relevant and to gaining new audiences. Make your brand into a trusted news source that offers important information during this time of need. Engage your followers in a conversation that proves valuable.
Virtual Events
Our need to connect with one another is fundamental. While physically isolated, virtual events have skyrocketed 1000% during the pandemic. These events are a collective backbone offering education, networking, and collaborative opportunities. It cannot be overstated how important these events are for socializing your brand’s presentations, white papers, and case studies. These webinars and virtual roundtables serve as important touchpoints with your existing customer base and essential engines generating new client leads.
Email Campaigns
Email remains another reliable and consistent communication vehicle. Since the beginning of the pandemic email open rates have improved 8% with a corresponding click-through increase of 22%. Incorporating the critical elements mentioned above into a comprehensive email campaign can help drive the success of your brand’s overall marketing strategy.
SEO & Lead Generation
The consistent theme here is Americans are turning to alternative tools to stay connected. Social media, virtual meetings, email, and the Internet have replaced most traditional in-person communication. Internet usage has surged 70%. A clever SEO & lead generation plan will plant the seeds that flourish long after COVID-19 has disappeared. Providing evergreen content that engages customers and answers core needs remains the heart of successful lead generation. Whitepapers, eBooks, and blog posts will always matter. And SEO drives their visibility.
The world has changed. People have changed. It’s impossible to know for how long. But for now, connecting with people requires embracing this new normal. The five keys listed here will help your brand lead as we all step into this brave new world.
