“Bad Apples in PR”

I am very happy to paraphrase and pass on a great blog post regarding bad apples in PR. (Note: the headline is in quotes because I am sharing it directly from PR Squared.

Here’s the deal.  The author (Todd Defren) of this post re-shares his frustration (which we all feel as PR professionals) about having to justify/rationalize our existence. 

He laments the few, but way too many, PR bad apples as much as reputable and respectable lawyers disdain the ambulance-chasing, bottom-feeders that led Shakespeare to write, “The first thing we do, let’s kill all the lawyers.”

The author also has interesting things to say about ROI and its misapplication to our industry. 

My perspective here:  It’s not that we want to be unaccountable or that meeting business objectives is not central to what we do.  It’s more that it is difficult, if not impossible or appropriate, to attempt to place a monetary, bookable value on retained trust or reputation, the crisis that never disrupts the business, or the lead that expresses initial interest while the actual sale is closed by other trained professionals.

It is easy to place lost value on such things (e.g., the value of Tiger Woods lost endorsement deals or Domino’s Pizza sales drop immediately after the online video event, etc.).   

So, please read an enjoy some thoughtful and seasoned perspective.  Any insights you have to add here or with PR-Squared are appreciated.

Post by Nick Vehr – 1.12.10

Recession Communications – Don’t Panic

Spending smart may be the best advice for any company in these economic times.  But, what does that mean when it comes to strategic communications?

Check out this post (March 15) by Todd Defren on his blog, PR Squared.  He shares a .ppt presentation he recently delivered titled “Marketing in a Recession“.  It is worth reviewing.

He shares that, “Brands that increase (marketing) during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than in good economic times.” Harvard Business Publishing, March 3, 2008.

Another interesting claim is that, “For the FTE cost of one senior PR pro, agencies will give you 5! – strategists, tecticians, writers, etc.”

And, he shares this really good “DO” and “DON’T” list:

• DO:
  • Listen
  • Blog
  • Hire a PR firm
  • Focus on SEO
  • Create & publish relevant content
  • Distribute content in places where buyers can be foun (trust good SEO to do the rest)
  • Measure
• DON’T:
  • Advertise
  • Pay-per-click
  • Attend events (unless you’re a speaker)
  • Protect your fiefdom (outsource vs. hire)
  • And, Don’t Panic!

I like this blog.  I find it particularly relevant to PR and strategic communications professionals.  I encourage you to subscribe.

Post by Nick Vehr – 3.24.09

New Year, New Media

Happy New Year!

I’m not too big on New Year’s resolutions (they usually only last about a week or two for me), but every strategic communications professional should resolve to better understand the application of new media to his/her clients’ integrated communications programs.

We do a monthly newsletter called March Forth.  You can read archived versions on our Web site.  Our first edition of 2009 is titled “New Year, New Media: Your Business and Social Media in 2009.” 

The newsletter is designed to touch on strategic communications issues that can help a business.  This issue is designed to encourage clients, friends and others to consider new media in their context.

There is little question that the use of social media will continue its rise in 2009, especially for consumers.  It is legitimate to question, however, how pervasive it will become and its application to B2B. 

Just take a moment to read Todd Defren’s post (PR Squared) on 12.15.08 after he joined 14 other gurus to discuss the future of social media.

Defren was commenting on an event held by Peter Kim , who shared an impressive .pdf titled “Social Media Predictions 2009” on his blog, offering deeper insight into the summary of comments shared on PR Squared.

The comments he shares are interesting for many reasons, not the least being the skepticism shared so openly.  These gurus seem not so certain about what 2009 will bring, with Peter Blackshaw suggesting on his blog that many of us may join the social media equivalent of Weight Watchers.

The pendulum always swings wide before settling into a smooth, narrow and steady sway.  It is possible that 2008 went wide with the middle being more clearly defined in 2009.  We’ll see.

Regardless, our clients need smart, pragmatic and creative advice on how to fully integrate social media into their programs to build reputation and strengthen relationships.

I resolve in 2009 to learn WAY, WAY more than I know now. 

Post by Nick Vehr – 1.2.2009