Writers versus PR Professionals – where’s the disconnect?

Today’s prize for my “puzzled look of the day award” goes to writers that flame PR professionals for sending them releases and inquiries. Now, first, let me clarify that we are talking about information that DOES relate to their publication or blog, at least insofar as THEY have offered the researchers at the various database companies that all public relations firms utilize. (Whether or not Cision or Vocus properly does their due diligence isn’t something I can tout about as I don’t work for them.)

And, let me also offer up a pre-response rebuttal to anyone that uses the “do you know how much spam I get in a day” arguement because (a) we get over 200 pieces every 4 hours – which is not uncommon for those of us that are heavily invovled in social media and interactive advertising for our clients as we are forced to subscribe and leave our email for thousands of sites and advertisers and the like to do our appropriate job of finding AS MANY outlets to reach their clients/customers as possible, and (b) it really takes like less than a second to scan and see what is spam and what isn’t so how much time are you REALLY losing. Let me also add to those that love to banter back the whole “cost” issue (usually people that really don’t know anything about bandwidth or email server space, and 9 times out of 10 are freemail users who miss the point completely – yes, you AOL, HOTMAIL, and GMAILERS, this means you…) because a media outlet should be already invested in a surplus of backup and space due to heavy inquiry from PR as well as customers. But more importantly…

Here’s the crux. There is a symbiotic relationship between writers/producers and the public relations professionals that is often misunderstood and unappreciated from both sides of the fence. For media professionals that fall outside the “news” category, a large amout of your story ideas and delivery depend on the PR companies feeding you information in form of release, inquiry, or even direct access to the top dogs that you need quoted in your story to make it more impressive. That being said, I would think that part of your very job description and daily task would be to sift through thousands of emails and (for those old schoolers) faxes. So, why then if you get something that isn’t a good fit, do you feel the need to flame the sender? Even more to my point, if you are SO limited in your time, then how did you find time to send a mean email?

The bottom line is that you need us as much as we need you. And, many of you probably don’t know this, but we are also at the mercy of the companies that provide the tools to us. While our agency specifically does the best we can to funnel through every contact and look at their beat and also READ their publication, there are ti

Social Networking Sites Getting Love

Today, I was quoted in a great article written by Tim Gray of TechNewsWorld.

I had a wonderful interview with Tim and we talked about a bazilion things that center around social media and where it’s going. Some of my other points I shared were that (a) companies are now trying to embark on a social media plan, but most do not have a clear strategy that ties into their overall business plan, and (b) many companies want the cool “blogs” and “podcasts” but don’t want to do the work involved to maintain them (nor do they want to pay companies like ours to do it for them, and (c) companies come to agencies like mine and others that offer social media as a service, but immediately want to know how they are going to generate revenue off of it…and really don’t like the answer in most cases…there isn’t any to be had, but social media participation is an insurance policy you can’t afford not to carry.

Great stuff, Tim! I can’t wait for the article on the YouTube lawsuit!

The Revolution in Marketing: Social Media

Yesterday, I was lucky enough to speak at a conference created by Francine Hardaway and graciously hosted by Joan Koerber Walker of ASBA. The Revolution in Marketing Conference brought together some amazing speakers and attendees both locally and from afar, and most importantly proved that social media is indeed a part of outreach that needs to be given some attention and discussion.

There are so many things to discuss over the coming week with regard to this conference, but a specific highlight of course was finally meeting Chris Heuer, the founder of the Social Media Clubwho truly has grasped not only a vision of social media and it’s impact on business, but more exciting to me personally, the once again realization that this “new media” or “internet world” has completely changed the rules of business, entreprenuership, and the economy.

I was joined by many esteemed panelists including Allan Sabo, Pamela Slim, Max Fose, Celia Blackwood, Kevin Donnellan, and
Ben Gordon.

Last, but not least, Robert Scoble closed out the day with many quips from a blogging fanatic – most importantly, a point that I think many missed but really need to remember is to simply pay attention to your customers. Acknowledge them. Period.

I’ll have more in the coming days to chat about, such as a warning not to dislike ice cream or you may be sued, how companies should see blogs as insurance rather than cost centers, and of course why old schoolers tick me off.

Social Media: Blogging, Podcasting, Vlogging and the Like…

One of the most interesting parts about living in Arizona is this sometimes well underpromoted group of technology and marketing minds that have come from all over the country and are now trying to apply their years of experience and mindshare into a market that is sometimes well behind the times. When I say “come together” I mean it in the truest sense of the word. I’ve never lived in a marketg (and I’ve lived in many) where your competitors are actually sometimes your customers, and usually, your friends. People here in the “Valley” seem to have this true understanding of entreprenuership, and take it to heart. We actually care about each others success and honestly try to help. It’s fascinating, really.

Last week was a great example of this. The meeting of the first “Social Media Club” here in Phoenix took place. The room was filled up after a simple posting on the AZIPA list, which is another example of what I’m speaking of here today. Present were my competitors, my clients, colleagues, and friends from years of working here, ready to share their ideas on this “new” (I love that it’s NEW when I’ve been seemingly “blogging” since 1995) concept. It was interesting to see those that already utilize social media, and those that are seeking to utilize it, come together in a casual and open setting, with no rules, or much structure, or a high price tag.

So, the question that arose, and that will be addressed next week is “what is social media?” A great definition came that encompassed the concept that social media is simply taking different applications of technology that are more widely available, but sometimes utlized in different formats than originally intended, to communicate with a larger audience. Some thought it was specific to consumer communication, while others thought more along the lines of the technology itself.

So, what is it? In my agency, we blanket certain tasks/engagements as “Social Media” within our accounting system. That would include blogging, podcasting, vlogging, video emails, viral campaigns, and anything surrounding advertising or infiltration of social sites such as myspace or flickr. But, what do you think?

Let’s take the most obvious: blogging. We utilize blogs for many things. We use them for corporate communcations, consumer outreach, political fielding, media relations, public relations, and to help with our search engine rankings. So, where does it really fall?

My first “blog” was really an online diary that I used to have to write three times a week when I worked as the spokesperson for love@aol. Technically, these days, that would considered a blog. It had the ability for users to post comments, leave messages, and the readership was consistent and amazing. Who knew that OVER ten years later, people would be doing the same thing for “fun.”

So, shoot me a note. Chime in. Is social media only myspace communication? Do you thinnk it’s only for bloggers? Podcasters?

And, if you’re in Phoneix, We are now planning our second meeting to be held on December 14, 2006 from 6:30pm to 8:30pm at the Foundation for Blind Children’s Facility located at 1235 E. Harmont Drive in Phoenix. I hope to see you there!

Want your marekting to work? ANSWER YOUR PHONE!

Okay, so how many of you have worked with clients that swear marketing and advertising doesn’t work? How many have been told that PR didn’t increase their bottom line? And how many of you clearly know that it’s not YOUR part in the puzzle, but indeed THEIRS that unraveld the campaign and netted a loss?

We work with many small businesess in the retail and small service sector. And I know of two examples of times that clients recieved a great deal of foot and phone and email traffic to their establishments, and were completely lost because of one simple step: the client didn’t respond in a timely manner. Clue in, people – you have to respond to the customers. Duh.

You think it’s a rare example? It’s really not. This whole week, for example, I have been trying to reach maid and carpet cleaning services. Out of five companies contacted both by phone and email (cleaning servcies) on Monday with a follow-up call on Tuesday, I have recieved exactly ZERO responses. Sadly, I got the information for the services from online Pay Per Click ads, a direct mail insert, and a billboard. So, some poor agency somewhere is being brow beaten for sure about how they aren’t earning their keep, when really, the business is hurting themselves.

So, if there’s one piece of magic in advertising, marketing, and public relations today, it’s simply this: ANSWER YOUR PHONE!

Phoenix Company Gains Funding and National PR

Today was another win for one of our favorite clients. The Organic Bistro, creator of certified organic frozen foods that are gluten and dairy free, www.theorganicbistro.com gained funding to help them continue retail distribution. Why blog about them? For many reasons.

First, if you followed my last post http://amandavega.blogspot.com/ where I commented on how frustrating it is to local firms that engage with a company in it’s infancy only to be replaced by a ‘bigger’ firm when success arises, you will celebrate with me the fact that this client did exactly the OPPOSITE. We have worked with Callaway Consumer Products for quite some time now under very tight budget constraints. Along the way, we have had to work some magic in terms of hours dedicated to creative, marketing, and public relations. We have learned a lot about organic foods, the FDA process, and the complex dealings with becoming “certified organic.” Over the years, we have diligently offered this client full access to our services at a rate that makes my CPA cringe…because we believed in the products, and more importantly, believed in the company. Now that they have hit stores successfully, and are in three markets ahead of schedule, and gained funding…they are STAYING WITH US…and also staying true to their word and increasing our retainer to our standard rates. Thank you!

Secondly, we love this client as a great case study on how a small business can indeed gain national coverage if they are available to the press, have interesting stories to tell, and generally work consistently on messaging. With availablilty of products in only three cities, (and sold online,) we have secured national magazine press for them in “InStyle Magazine” as well as “Women’s Health.” One story is a feature on their product, while another is an article related to the health benefits of certain ingredients in foods.

I also praise this client for accepting and investing in a great web presence up front, and also believing in the power of the web for delivering information and also helping others. It’s been nice to not have to explain the power of email marketing, newsletters, blogs, online articles, offering free advice, and the general concept of making your website USEFUL to others.

The Organic Bistro gets a HUGE congratulations from me and my staff. Praise goes to them for not only gaining funding they deserve to reach a larger audience in need of their products (those with Diabetes and gluten allergies really benefit from their products,) but also for being loyal to those around them that have helped them along the way…(not just us, but family members, friends, the press, and countless others.)

We look forward to the day that our clients products aren’t just national news items, but also nationally found products!

What’s Great About Phoenix, and How Some Miss it, Entirely

It’s always interesting to me how everyone, including our local government, insists on selling Phoenix on it’s weather. It’s programmed in all of us to say, “it’s a dry heat,” and “it’s only hot three months out of the year.” That’s not true. At all.

So, you ask, why the heck do I live here now? Well, I’ll tell you, for me, the weather is awful, almost 9 months out of the year in some years (certainly 6 consistently.) (And yes, winters are awful in other places, but I don’t mind cold.) And before you flame, I do truly believe that our six months of beautiful weather is the MOST beautiful you can get away from the water…and I love it.

So, the bigges winner is that the business climate in Arizona, for SMALL/MEDIUM sized businesses is wonderful. I have never lived in a town where businesses truly work together to help generate success, even when it’s your competitor. I wish someone like McKinsey would do a case study on this phenomenon, seriously, because it’s in amazing. Any business would be lucky to at least get their start in a great business climate like Phoenix – where the struggle to get in front of customers and people that can help extend your reach are right outside your front door, always willing to answer an email, and usually willing to grab a drink and share thousands of dollars worth of intellectual property to help another.

I cannot tell you how many times I’m at an event speaking with someone that is seemingly my “competitor” only to get a great cross lead within months, or even a direct referral from them. Businesses in Arizona really do work together to help make each other successful. The owners and employees are empathic about networking, and generating leads for each other, and always connecting. You would never see this in my NY office, and certainly not in Southern California.

So, what’s my ache today about this? The fact that the few larger companies, or ones that gain a large amount of funding, finally, and even the universities and government here does NOT hire local agencies or contractors for the “large” jobs – whether that be advertising, or higher end technology development. Do some research on your own. Who did ASU hire to help “reinvent” their brand after Crow preached about how Phoenix will grow? (It wasn’t a local firm.)

Another group of companies, some of which my agency and my great competitors have done work for over the years at a ridiculous rate to help them get up and running, have just landed investment dollars. Great! We want to see them grow. However; now that they’ve “hit the big time” they’ve abandoned the “smaller” agencies (many of which are not small, and in fact have offices and reach on both coasts to help generate national PR/Web, etc.) for agencies out of town. The oddest part: it’s not agencies in the truly competitive cities like NY or LA. It’s other “small” towns.

So, some will say that I’m mad, because there’s one company in particular that we did some pro bono work for when they were about to file for bankruptcy, and it was some press coverage that got them the recognition to gain funding in the millions last month. Some will say I’m mad because WE didn’t get the job. But, I’ll tell you this…I’d rather some of the other agencies in town that do wonderful jobs (SoapBoxPR, Off Madison Avenue, Lavidge, CK, Moses Anshell, Resnick, to name a few) get the jobs. How can Phoenix truly grow, and keep attracting great talent, if they keep outsourcing to other small locales?

For more information on our services, and to look for the clue of who we are speaking about, go to www.amandavega.com

Phoenix Press Awards

So, today, I thought I’d hand out some awards. The local chapters of PRSA and AMA always give awards to those with the better firms, but I want to extend awards for MY reality when dealing with the press for my clients….

BEST TV PRODUCER: Brandy Aguilar, Channel 3, 3TV Health Producer

Why? Brandy Aguilar is a producer of the highest ethic and calibur. You would think you were dealing with the press in Manhattan when reaching her – she GETS it. She’s quick, responsive, and very, very helpful. If you send her a story idea that may not fit, she is happy to send it on to another producer, and to even give you contact information. She is always open to discuss story ideas and never gives you that TV producer “snot” that many offer up to PR professionals, as if you are BLESSED to be speaking to THEM. Thanks, Brandy, you’re the best!

Best Print Editor: Glen Creno, AZ Republic (He’s still there, right?)

Glen Creno is given an award because of his complete and utter honesty. I worked with a major developer last year and Glen was so candid about exactly why this client has a hard time getting press that is absolutely more than necessary. He gave five questions that he would like answered, and five responses he had recieved from previous agencies attempting to gain coverage for this client. He was more than happy to spend precious time with me on the phone, and make us realize that sometimes, it isn’t the agency, but truly the client that holds us back.

Best Freelance Writer: Kerry Duff

Kerry Duff isn’t afraid to ask questions. She has written about two of my clients and is always a joy to work with, not only because of her personality, but because of her lack of attitude. Rather than act as if she knows everything about the topic, but instead, she freely asks questions, with true interest. She is also very accessible, pleasant, and has quite a fun personality!

Best Ad Rep: Jeff Bowers, Foothills Magazine

When you are working in a full-service agency like www.amandavega.com, you not only deal with outlets in terms of pitching stories about your clients, but you also deal with ad sales reps to help you purchase space for your clients. Jeff Bowers has the KEY elements to being an amazing ad rep that you WANT to buy ads from. (1) He doesn’t call you about clients that clearly don’t fit the publication. (2) He doesn’t BUG you all the time if your clients do not have budgets. (3) He will help direct you to the appropriate editor for story ideas, AND even sometimes calls you to remind you of an upcoming item on the editorial calendar. (4) Jeff always includes you in invitations, even if you haven’t bought an ad in months!