1) Apple innovates every aspect of their business, not just products, through a process of identifying constraints, generating ideas, prioritizing solutions, and rapidly implementing improvements. 2) Apple excels at managing customer impressions of their service, even when service issues arise, through focused teams that innovate all touchpoints with customers. 3) Apple creates a consistent brand experience across all interactions by identifying and commonalizing themes, qualities, and touchpoints to connect different experiences into a cohesive whole.

1. .BIZ BUILDER
BUILDING YOUR BUSINESS WITH INTEGRATED MARKETING COMMUNICATIONS
June 2012
Premier Issue
In This Issue:
Apple’s Marketing Magic:
Brilliant Ideas to Borrow from
Steve Jobs
Epic PR Fails: Belvedere Vodka
F**ks Self Over Agency’s Date
Rape Ad
Netflix to Customers: Up
Yours—Why Phony
Corporate Apologies Backfire
THE DECLINE OF TRUST
in Corporate America
Stephen M.R. Covey &
Greg Link on Rebuilding
the ROI of Trust

2. Are you trending on TV?
Becoming the focus of broadcast coverage, whether internally or by happenstance,
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3. Welcome
Then jump right into our premier issue! It’s the only
.BIZ Builder...Vol I, Issue I June 2012
Published by:
monthly online e-magazine dedicated to sharing CommPRO.biz
what’s new and what’s working to grow your business
using PR and integrated marketing communications. Editor-In-Chief
Brian Pittman
Each issue reaches thousands of business
professionals. Chief Creative Officer / Designer
Todd Fabacher
You’ll find plenty of advice, tips and more—ranging
from our exclusive interview with Stephen M.R. Covey Publisher
and Greg Link on the value of trust to a nearly a dozen Fay Shapiro
articles showing you how you can win more positive
Chief Strategist
press, publicity and marketing value. The best part? Bruce Merchant
The digital magazine is just one part of our .BIZ
Marketplace...check out: Contributors
.BIZ Channel Partners
• Agile Engagement: From PR Newswire
Marketplace • Critical Now: From Critical Mention
• Marketing Nightmares: From
BigFrontier Communications Group
Online resource for marcom
BIZ GIGS
micro-projects and gigs. View .BIZ Bloggers
• Hiring Hub - Marie Raperto
A no-fee RFP and project
Project Bidder • IR Therefore I Am - Gene Marbach
bidding site. View • Social Media Zone - Vick Flaugher
• The Pulse
This new online directory connects
• Great Marcom Minds
BIZ Finder buyers and sellers of integrated
marketing communications. View .BIZ Blog Contributors
• Mark Faust, Echelon Management
Job Board A free job board, connecting job
• Ann Voorhees Baker, Publicity
seekers with hiring firms. View Pros.net
• Laura Alvarado, O’Neill &
Associates
.BIZ Builder is the first stop on your journey to • Evan Weisel, Welz & Weisel
business growth. “Flip” the page and get started! • Scott Harris, Mustang Marketing
• James Lukaszewski, The
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Brian Pittman CommPRO.biz, LLC
222 East 34th Street Suite 1201
New York, NY 10016
View our Media & Sales Kit

4. 9 14
18 24
TRUST
INC.
2

5. CONTENTS
{6-7} { 18 - 22 }
HOT News Trends: Trust Inc.: The Decline of Trust in
Six Top “News You Can Use” Headlines of the Corporate America - And How to Fix It
Month (an Exclusive Interview with Stephen M.R.
Covey and Greg Link)
{ 9 - 11 } { 24 - 25 }
Appleʼs Magical Marketing Prowess: Trust or Bust: Edelmanʼs Trust Barometer
3 Brilliant Ideas to Borrow from Steve Jobs Shows Trust in Media Trumps Trust in CEOs -
And What to Do About It
{ 12 - 13 } { 26 - 30 }
OWS Infograph: Occupy Wall Street Is PR Primer: Everything You Need to Know
Back - Is Your Corporate Reputation Ready? to Successfully Pitch the Press
{ 14 - 16 } { 32 }
Marketing Nightmares Channel: Great Marcom Minds: Cause Marketing
Belvedere Vodka F**ks Self Over Agencyʼs Works: Tideʼs “Loads of Hope” Program Is a
Date Rape Ad Good Model for Companies
{ 34 - 35 }
.Biz Marketplace Advice: RFP FAQ for
Businesses: How Do I Create a Strong RFP
for Stellar Agency Work?

6. CONTENTS
{ 37 - 42 } { 58 - 61 }
Cool Tools: 10 Favorite Social Media Critical Now Channel: Local News
Tools for Business Beyond 6 and 11 - How Business Can Benefit
{ 44- 47 } { 62 - 64 }
.Biz Marketplace Advice: Six Must IR Therefore I Am: Learning from Honest
Have Qualities to Look for When Hiring a PR Abe: Six Leadership Lessons from a Model
Firm Communicator
{ 50- 52 } { 66 - 68 }
Say Hello to the New Marketing Mix: Social Media Zone: 10 Social Media
Why PRʼs Role Is Increasing In Todayʼs Must-Doʼs for the Rest of 2012
Economy
{ 53 - 56 } { 70 - 71 }
Agile Engagement Channel: Why Hiring Hub: Difficult Conversations: 5
Arenʼt Businesses Listening to Target Steps to Help You Manage Them at Work and
Markets Online - Why It Matters & How Itʼs Beyond
Done
{ 72 - 76 }
Netflix to Customers: Up Yours!
Why Phony Corporate Apologies Backfire

7. 37 48
61 72

8. HOT News Trends
CEO Reputation Greatly Impacts Consumer Images of
Companies, Weber Shandwick Survey Finds
MarketWatch
Two-thirds (66% ) of consumers say their perceptions of CEOs affect their opinions of
company reputations, according to Weber Shandwickʼs “The Company Behind the Brand:
In Reputation We Trust - CEO Spotlight” research report. Execs, like consumers, also do
not overlook the importance of a leaderʼs reputation – they attribute 49% of a companyʼs
overall reputation to the CEOʼs reputation. Executive leadership is critical to burnishing the
overall reputation of organizations today, particularly when it is estimated that a large 60%
of a companyʼs market value is attributed to its reputation. The report explores the
importance of executive leadership and communications to helping reverse the tides of
waning trust in companies.
Report Reveals 60% of Companies Say Social Media
Marketing Improves Customer Service
Brafton
A report from thinkJar and Sword Ciboodle found that 60% of companies in the U.S. and
the U.K. are using social in part to improve their customer service. In addition, 60% of
companies polled are using both Facebook and Twitter to answer questions from
customers and address feedback. A full 85% use at least one of the two channels. Larger
companies that field a substantial number of queries from customers have found that
social can help alleviate the strain of call centers or other parts of the business dedicated
to customer service. And 40% said they have been using social media marketing as part of
customer service for at least two years, while 53% said they have implemented it in the
last two years.
2012 Media Survey: Journalists Expect to See Online
Newsrooms on Company Websites
Social PR Scoops
TEKGROUP released the results of a national survey highlighting the importance of
creating a content rich and up-to-date online newsroom. Close to 100% journalists said
online newsrooms are a must. More than 50% of journalists said they are visiting your
online newsroom once a week and 64% on a monthly basis, that number should motivate
company newsmakers to deliver fresh content and package it in a way that is organized
as well as user-and social media friendly....
6

9. Mobile Marketing Boosts Profit for 84% of Small
Businesses
Business 2 Community
A study conducted by Web.com (Network Solutionsʼ parent company) among 500 small
business owners showed an overwhelmingly positive response to mobile marketing. of
those surveyed, 84% saw an increase in new business activity after engaging in mobile
marketing, and 69% “somewhat or strongly agreed that “mobile marketing is key to my
small business growth in the next five years.” The top two reasons business owners invest
in mobile marketing, according to the study, are: to provide better service to existing
customers and to attract more local customers. The study also found that 61% of small
businesses are not currently promoting their business through mobile search.
Google+ a Ghost Town as Brands Decamp for
Pinterest
Ad Age
Google+ launched brand pages six months ago. But rather than challenge Facebook and
Twitter for mindshare, Google is a distant fourth to Pinterest, with its “pin it” button now
appearing alongside Facebook, Twitter and email buttons on prime web real-estate such
as eBay and Amazon product pages. Even the platformʼs “best” brands havenʼt put a ton
of effort into building out the pages. Nissan was lauded late last year for having one of the
best new Google+ brand pages. But its content is pulled from Facebook. “The bottom line
was that it was pretty bleak in its traffic,” said Brandon Kleinman, director of social media
and strategy at TBWA/Chiat/Day. Consensus is that Google+ is an empty city where the
masses go to set up a profile but seldom return.
CEOs Gone Wild: Rise of Corporate America Scandals
Tied to Perceived Lighter Corporate Governance
CNBC
Four years after the financial crisis exploded and resulted in a regulatory clampdown, bad
behavior is back in corporate boardrooms and C-suites, generating embarrassing
headlines and posing the threat of even more rules. Whether itʼs resume-padding at
Yahoo, improper relations with female subordinates at Best Buy or questionable loan
dealings at Chesapeake Energy, several high-profile CEOs have helped bring back
memories of PR scandals past that destroyed companies and hammered investors.
For some experts on corporate governance, the rise in scandal comes as executives
mistakenly think the coast is clear after the increased corporate oversight following the
credit implosion in 2008.
7

11. Appleʼs Magical
Marketing Prowess:
3 Brilliant Ideas to Borrow from Steve Jobs
By Mark Faust, Founder, Echelon Management
9

12. No doubt about it: Apple is the brand of team. People don’t come into their
the decade. Even after the passing of positions and say, “Here is what I’ve
Steve Jobs, Apple retains an emotional learned in B-school” or “This is how we
connection with consumers. So what is did it at my other company” they innovate
the magic behind the companyʼs solutions to compensation, motivation,
marketing prowess? As a growth customer responsiveness, financing,
inventory…you name it, they innovate it.
consultant and executive coach, Iʼve
worked with Apple as a client and have
Every brain at Apple has a Jobsian ability
some insight on these questions. to see the greatest constraints of the
process over which they are responsible.
For starters, Apple uses three key Just like classic innovation strategy, they
strategies that any business leader or prioritize the top constraints to growth.
marketing professional can implement. They always have the top two or three
These strategies were borne out of Steve opportunities prioritized for improvement.
Jobsʼ relentless pursuit of innovation. Next, the Jobsians facilitate a team-wide
They are: 1. “Innovating Beyond cooperativeness around generating a
Product,” 2. “Service Impression great quantity of ideas/solutions and the
Management,” and 3. “Brand leader or a solutions team prioritizes
Experience.” Letʼs explore each of these ideas for action and standardizes
and review some takeaways for helping improvements in rapid fashion.
to grow your own business:
Is anything about this innovation process
really new, or distinctly Apple? No. Peter
Strategy 1: Innovating Drucker penned this process down a half
century ago and warned us that it isn’t
Beyond Product about the personality at the top, but the
A plethora of print exists around Apple’s character and belief that there has got to
innovative products, but what is just as be a better way…and most importantly
important yet infrequently discussed is that the key is your implementation of the
Apple’s strategy of applying the simple, scientific process, of
principles of innovation into every other identification, prioritization, collection and
aspect of the business. I’ve worked with implementation; i.e., innovation.
Apple as a client, I’ve interviewed dozens
of execs and dozens of their larger
customers and distributive channels and Strategy 2: Service
what struck me as the theme that is so
often missed by the media is that Apple
Impression Management
innovates on business and management The second Apple strategy that you can
as much as they do on product. employ in your company is continuous
improvement in Service Impression
Jobs’ attitude of “There has got to be a Management. The fact is that your
better way” permeates every facet of his service can stink, but with excellent
management of the process,
10

13. communication, honesty and focus on experience when interacting with your
the customer you can still out impress company? How can you create themes
the competition. You probably have more and commonalities amongst these top
service challenges at your company than touch points? Create commonalities
you would like, and while someone around sounds, color, shapes, quality of
needs to focus on reducing those voice, emotion, and every modality you
challenges, take a note from Apple and can identify. Set up innovation teams to
innovate on how you can turn every improve and meld these touch points into
service disappointment into an hooks that connect to other high quality
opportunity to lock your customers into a experiences.
relationship for life.
If you apply the science of innovation to
The fact is that managing the impression all areas of your business the fact is that
around service quality is more important you can probably create millions of
than the competitive advantage or dollars of value for only tens of
disadvantage that your service quality thousands of investment. I consistently
actually has. While Apple doesn’t tolerate see our clients go through
poor service, they do leverage the transformations that improve their bottom
Service Impression as a manageable line when they apply principles that
process and as a part of their brand Steve Jobs and Apple apply in business.
experience. You should set up teams to Send us a note or give us a call and we
analyze and innovate all the possible will send you our book that is a
service impression points that your Presidents List of Innovation Ideas and
customers have. Focus on where your Opportunities for Growth.
team can create moments of wow, even
when they may be around your handling The Apple magic isn’t Jobs or anything
of a complaint process. You don’t have to else that can’t be duplicated; it is the
be the best service provider, but you do process of innovating ALL of the
have to make the best impression. business, not just the product. What top
areas of your business need innovation
Strategy 3: Brand in order for you to grow?
View on CommPRO
Experience
You’ve walked into the Apple store and Mark Faust is the
called service support and you notice a founder of Echelon
certain consistency around every aspect Management. A growth
of the experience. From the color of their consultant, executive
t-shirts, to the tone and confidence of coach and national
their voice, there is a uniqueness and speaker, he is the author
quality that makes you feel good. It’s all of “Growth or Bust:
been said a half dozen ways from here to Proven Turnaround Strategies to Grow
Sunday, the question is, what are the top Your Business” and can be reached at
two-dozen touches that your customers Mark@EM1990.com.
11

14. p y
c u
o c
Tweets are actually INCREASING
IBMʼs approach to its 100th
Anniversary is an example of
aligning CSR with business goals.
Click Here to View
November 22, 2011
to
May 22, 2012
69.7 million
Total Media Mentions

15. Occupy is not going away. Quite the opposite, considering the
elections will give OWS a boost. It continues to grab traditional
media headlines and gain support online—with OWS related
tweets actually increasing since last November to 271,7333
tweets a day about OWS, according to recent Sysomos data.
...and so are traditional Media Mentions.
This means corporations who may
be targeted must now add OWS
contingencies to their corporate
crisis communications plans.
Consider Wells Fargo. When
OWS hit it on Oct. 11, 2011, its
positive sentiment rating was
55%. It now has a 85% favorable
sentiment in social and traditional media.
Watch Videos

16. Belvedere Vodka F**ks Self
Over Agency’s Date Rape Ad
By Steve Lundin, Chief Hunter and Gatherer, BIGfrontier Communications Group,
Author, Marketing Nightmares
14

17. Need proof that corporate trust, played of “who hid the salami” is
reputation and revenues are inter- indicative of the backbone most
connected? Look no further than this agencies display when it comes to
classic example of another corporate owning up: nonexistent.
reputation gone south.
It didn’t take long for Omnicom Group’s
Poor Belvedere Vodka – they learned the Arnell, Belvedere’s Agency of record, to
hard way that while sex sells, rape make it clear through an Ad Age
doesn’t, when they green lighted an ad statement that they “did not do that
that ran in March featuring a woman ad.” Hmm – one less person of interest
being choked because she wouldn’t “go in the “investigation.” The New York
down smoothly” on a (presumably) Observer asked the question: “Who is
vodka lovin’ kinda guy. The backlash responsible for Belvedere Vodka’s sexist
against this ad was predictable – and ad?” And then answered it with the
fodder for a week of discussion by all theory that all signs point to Last Exit,
the advertising pundits and “correctness Belvedere’s digital marketing Agency of
watchdogs” who were offended – Record. Last Exit couldn’t even gasp out
outraged – insulted – demeaned – a “no comment” on the issue, in step
dismayed and disgusted; everything but with Mission Public Relations, Belvedere
what the ad intended: amused. But Vodka’s PR agency.
that’s not the issue here – offensive ads
get published every week. The issue is Mission not only wouldn’t confirm if Last
where the ire-fueled public spotlight Exit was involved – but whether or not
always seems to fall: on the client who any of its Agencies were involved; given
paid for the ad and not the agency that enough time they might even deny that
thunk it up. Belvedere itself was involved. Maybe
the whole thing was an April Fool’s joke
True to form, within minutes (or was it by a competing vodka company.
seconds) of the Twitter and media
outburst over the ad, Belvedere Vodka Well, nothing loosens a stiff upper lip
yanked the offender and fell on its sword faster than a lawsuit – and to make
for a very public evisceration. Company matters even more interesting, the
President Charles Gibb stated, “It should creative geniuses (aliens maybe – at this
never have happened…I am currently point) behind the crime misappropriated
investigating the matter to determine the “forced sex” photo used in the
how this happened and to be sure it ad. The image was lifted from a video
never does so again.” that actress Alicyn Packard and her
boyfriend posted on “Funny or Die”
Investigation? How about asking the under their Strictly Viral Productions
CMO which of the Agencies thought the channel.
ad up and the CFO how much it cost?
You don’t need CSI here – this should be Try and make it through video, anti-viral
the shortest investigation in history. But is a more appropriate description. The
it’s not, because the shell game being only thing forced in Strictly Viral’s
15

18. production was the humor: In the year it the agency skulks around in the
had been posted it received a 53% background – waiting to peddle their
rating – with 14 die votes. It’s quite stellar services to the next willing
possible that it was actually seen by less victim. Sometimes, they are flushed, like
than 30 people until the incident; this Asian Longhorn Carp, to the surface,
puts it in the realm of not so funny, and the world gets a quick peek at their
antiviral, and virtually un-watchable. I scaly backs and pasty, quivering
would imagine that most of its views underbellies. Agencies tend to shy away
(outside of friends and family) probably from the light of day, preferring to
came from the publicity raised by its practice their arts in a dark corner –
misuse. As a matter of fact – that may be rising only to trumpet success while
the only reason to watch it (spoiler alert) keeping a shovel handy for the failures.
– you have to wait to the end to catch
the “rape” scene. Whoever penned and published the
Belvedere blunder could probably garner
The lawsuit charges “infliction of a brief modicum of respect were they to
emotional distress,” (wait a second – stand up and take the public lashing,
that’s the viewers) along with image giving the client a respite from the
thievery. Alicyn will probably receive whipping block, before heading into
more publicity for her 53% funny work court. If the lawsuit actually moves
by virtue of someone else turning it into forward, and isn’t settled behind closed
what she couldn’t: viral. She should doors, we may get to witness a
send Mission PR and the currently discussion of the aftermath of a
anonymous Agency a thank you check marketing disaster as told by all
from her settlement with Belvedere. It’s participants involved. A carnival like that
good karma to remember those who should be run live on the “Daily Show,”
helped you on your way to the top. with commentary by an appropriate
expert. I nominate Homer Simpson, only
While no Agency is named in the lawsuit, he would be on an equal plane with all
it’s just a matter of time before an the parties involved.
attorney deposes someone at Belvedere
who will finally give up the name of the View on CommPRO
culprit. But why hasn’t this “media
criminal” turned him/her/themselves Steve Lundin is the
in? The heat from the witch/man/creative chief hunter and
hunt is just going to build – can wanted gatherer
signs on the USPS site be long in of BIGfrontier
coming? Communications
Group, a Chicago
At the core of every marketing nightmare based media strategy
is a marketing person/team – either in- firm. His new book, “Marketing
house or out-house, who sold someone Nightmares,” is slated for publication in
with a checkbook on an idea. Invariably, October 2012.
it’s the client that takes the bullet while
16

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20. TRUST
INC.
The Decline of Trust in Corporate America
– and How to Fix it!
An exclusive interview with Stephen M.R. Covey and Greg Link, by Brian Pittman
Can you put a dollar value on trust? Can
lack of trust sink a business? Is
Corporate America facing a decline in
trust? Absolutely, asserts Stephen M.R.
Covey, recently featured in Trust Across
America’s “Top 100 Thought Leaders in
Trustworthy Business Behavior” list.
“Lack of trust kills a company’s
productivity, perception and profits,”
says the co-founder of CoveyLink
Worldwide and son of Stephen R. Covey,
author of the Seven Habits series.
18

21. “A perfect example is Enron, which lost
its market value and reputation due to Stephen: A command-and-control
misdeeds that led to public distrust in approach, for starters. It leads to
the company,” adds Covey, co-author decreased speed and increased costs,
of “The Speed of Trust” and “Smart as well as less energized, engaged and
Trust” with Greg Link, his partner at happy people. Ironically, it also leads to
CoveyLink. less control. But when an organization
creates a high-trust culture, it becomes
Here, the two discuss the declining state self-monitoring and reinforcing of trust,
of trust in Corporate America in general, weeding out violators, and can become
and share how businesses can rebuild, a more effective form of “control” than
protect and promote their valuable additional rules and policies.
reputations as the economy turns
around: Which brands have high-trust
corporate cultures?
Is this apparent decline of trust a Stephen: Warren Buffett of Berkshire-
legitimate concern for business? Hathaway operates on a premise of
Greg: It should be the primary concern “deserved trust,” which allows for faster
for any business owner today. Take a deals at less cost, and helps them
look at the Edelman Trust Barometer and operate at a higher efficiency—with what
you’ll see we are experiencing the lowest two Stanford professors called “the
level of trust in the 11 years since it lowest ratio of corporate overhead to
started. Last year, there was a 20% drop investor capital among all corporations.”
in the level of trust Americans had in
business! Tony Hsieh, of Zappos, operates with
trust, both with customers (free shipping)
The financial crisis was a big contributor. and employees (no call center scripts).
Before that, the Enron crisis kicked the They grew from $0 to $1 billion in
century off wrong. Corporate revenue in the same decade that
malfeasance became a big part of the everybody else had bankruptcies and
news and it hasn’t gotten better. Madoff problems. I asked how he did it. He said:
and more recent examples of fraud and “I trusted my employees and my
misuse all of have conspired to create a customers.” He wrote a book called
heightened crisis in trust. The result is a “Delivering Happiness” that illuminates
fear-based economy. Consumer how he developed a high-trust culture.
confidence drives the economy—and My tip to all business owners is to read
that’s driven by trust. To rebuild that the book and apply those principles.
trust, we must focus on changes within
our corporate cultures. Similarly, Nordstrom’s policy and
procedures manual is a post card. One
What fuels low-trust corporate side offers one simple rule: “Use your
cultures? best judgment.” That high-trust culture
translates to happy customers who
19

22. reward them with the highest customer In the old days, you could squelch bad
satisfaction scores in the industry. news. For example, you might withhold
facts from the press in a product recall.
Pierre Omidyar founded eBay on the That doesn’t work anymore. Social
premise that people are good, enabling media and the Internet are holding
them to create a business in which leaders accountable. This is illustrated
buyers and sellers have learned they can by “The Arab Spring.” That dynamic is
trust a complete stranger. Leaders from happening in organizations where
Google, SAS Institute, Southwest customers and employees have
Airlines, Virginia Mason Medical Center, information and can communicate
W. L. Gore, IBM, Whole Foods, Four instantly with companies. That’s part of
Seasons and other businesses also what’s driving the “voice of the
operate on the explicit premise of trust customer” movement.
with employees and customers.
Can you give me an example?
How do customers reward these Greg: The “United Broke My Guitar”
companies? YouTube video is an example. He kept
asking United to pay his claim, then he
Greg: They vote with their wallets. If
wrote the song and it has seen almost
you’re not practicing trustworthy
12 million hits.
business and embracing CSR ideas,
you’re in trouble. We found 91% have To keep this in perspective,
refused to do business with a company that is over one million
they don’t trust. Also in our book is a more than the population
stat showing 87% of people have sought of Greece.
out a company they trust. They’re
looking for reasons to believe in your The game has changed for the better
business. and social media has given people a
voice by which they can express who
Can social media help build that they want to buy from (businesses they
bridge to trust? trust) and who they don’t want to buy
Greg: Social media is a dramatic driver from.
of this behavior of seeking out
trustworthy businesses. The business What have been PR and
mindset in the past was informed by a marketing’s role in all this?
military command-and-control mindset. Greg: In the past, senior execs and
Despite all of the examples of “release communications departments worked
style” management where you empower hard to manage the story and all
and trust people, many tend to revert to communications. It was all overly
command-and-control and try to controlled. Nothing is more detrimental
withhold information. You see that when to a brand than getting caught managing
companies face crises. information. For example, it wasn’t the
20

23. Watergate break-in that cost Nixon, it PepsiCo and Amex are taking the charge
was the cover-up. on this. They’re good examples.
Not many businesses are dealing with But we all have a responsibility in
break-ins and cover-ups. business to help create and
No, but when you abuse your employees communicate credibility, which will help
and customers, the communications build trust in business overall.
department is on its heels in damage
control trying to spin bad news and How exactly do we do that?
mitigate it. Bad news spread faster than Stephen: Building trust comes down to
good news. This is the downside of your credibility and your behavior, as
social media for communicators. We Greg said. In the book, we identified five
saw it with the FedEx Christmas delivery actions shared by high trust
video, in which an employee threw a leaders. One is extending trust to others.
packaged computer monitor over a The first job of any leader is to inspire
customer’s fence. That video saw 8+ trust. The second job is to extend trust.
million views. Leaders need to be smart about it,
because there is risk in trusting. But
there is also risk in not trusting—in fact,
not trusting is often the greater risk.
What we call “Smart Trust” helps us find
the sweet spot and develop the
judgment of how to wisely extend trust
in a low-trust world.
Greg: Let me add some more detail.
This reinforces why it’s important to Here’s a snapshot from the book
respond with open communications—as outlining steps for building trust:
FedEx did with its YouTube apology.
1. Build a platform of personal
Why is CSR is becoming credibility. It all starts with YOU. Behave
increasingly important? in trustworthy ways. Talk straight. Be
Greg: Communications doesn’t drive transparent with employees, customers,
behavior. Instead, behavior drives external communities and beyond. If you
communications. Recently, there has build a platform of personal credibility,
been a push for businesses to be more you become a model of trust for others.
of a corporate citizen. People are more
aware now of environmental, employee 2. Influence stakeholders to take the
and other abuses. The expectation of same stand. The best way to influence
behaving in trustworthy ways is others is to make the economic case for
spreading, and CSR is becoming the trust and social responsibility. We cite a
repository for that. Companies like Watson Wyatt study in the book that
reveals: High trust companies
21

24. outperform low trust companies in total How does this apply to small
return to shareholders by THREE times. businesses and entrepreneurs?
Greg: The only difference is the
Also, in the last 13 years of Fortune’s segmentation of roles. With small
“Great Places to Work” listings, 67% of businesses, you are the corporate
the criteria to get listed involves communications department and
employee and customer surveys tied to marketing and operations and the CEO.
trust. In that time, Fortune’s “Best Places But the same principles apply.
to Work” have outperformed the market
by 286%. Can you give an example of an
3. Declare and then act on your intent. entrepreneurial company that
You build trust when you tell practices “High Trust”?
stakeholders what you intend to do and Greg: An example is Zane’s Bikes, which
then do it—versus just issuing a PR had $13 million in sales. He did it by
statement. So declare you’re committed trusting customers. He doesn’t ask for
and then behave consistently to that ID when people tested bikes. He said, “I
declaration. trust you.” Sure, there is a risk to trust.
That’s why we call it “Smart Trust.” The
Too many PR statements tie themselves risk for Zane’s Bikes is he loses five
to CSR, for example, when there are bikes a year. But he sells 5,000. Again,
actually no programs in the company to the same principles apply regardless of
support them. business size:
✓Believe in trust
How can we contribute to what ✓Start with yourself
the book calls a “Renaissance of ✓Declare your intent
Trust”? ✓Do what you say
Greg: It starts individually as business ✓Lead by extending trust
owners and managers. The more
These steps apply to CEOs, corporate
companies behave in CSR ways, the
communicators, small business owners
more confidence people will have in
and even politicians. Follow these
doing business with them. That can help
actions and you will build—and rebuild—
create a “Renaissance of Trust” globally.
trust. View on CommPRO
This can be challenging when you
consider other business cultures. For Brian Pittman is a partner
example, in India, it can be customary to
pay bribes. You have to draw a line in at CommPRO.biz, where
places like that and not pay them. he focuses on editorial
Ultimately, it comes down to avoiding and content issues while
“spin” and instead “behaving out” in helping to build the
high trust ways. community.
22

25. Click Here to Learn More

26. Trust or Bust
Survey Shows Trust in the Media Trumps
Trust in CEOs - And What to Do About It
Edelman earlier this year released the global findings from the 2012 Edelman Trust
Barometer – the firm’s annual trust and credibility survey. The results show an overall decline
in trust globally, with steep declines in the levels of trust in government and business.
Incredibly, trust in the media topped trust in all other institutions except NGOs, and the
media was actually the ONLY institution to see an increase in trust.
So what does this mean to you? Sure, business experienced generally less severe declines
in trust, but has its own hurdles to clear – notably that CEO credibility declined 38
percent, its biggest drop to date.
The good news is a rise in credibility and trust of regular employees, at its greatest increase
since 2004. The lessons for businesses:
• Don’t rely on your CEO to be the only face of your organization, particularly during times of
crisis.
• Instead, look for ways to activate your employees and connect them with customers and
the community via ambassador programs, social media, featuring them in media and ad
content, and engaging them more deeply.
• Work to rebuild trust in the CEO through candid, meaningful dialogue via internal
communications.
24

27. Credibility returns to low of 2009
Business: from license to operate to license to lead
Source: The Edelman Trust Barometer. Methodology: Online survey in 25 countries.
30,000+ respondents. Ages 18+. College-educated In top 25% of household income
per age group in each country report significant media consumption and engagement
in business news and public policy. Informed publics were surveyed online.

28. PR Primer
Everything You Need to Successfully
Pitch the Press
By Ann Voorhees Baker, CEO, Publicity Pros
26

29. Media relations doesn’t always have to services, and perhaps industry-specific
be the purview of seasoned PR veterans. websites or e-list services, as well.
There are basics that any business Requests from the press go out via tools
owner can review to help drive publicity. like Profnet and HARO (Help a Reporter
Much of media relations best practices Out). A request is likely to generate many
are based on common sense, but the more fit-the-bill responses than the
rapidly and constantly changing nature of reporter needs. In fact, on some of these
online publicity demands periodic services, we occasionally see a request
reassessment. Here’s Part 1 of “A summary appear for a second time one
Review of Media Relations Basics.” or two days after it was first posted, with
Newbies will find tips and tricks that they the notation “FULL STOP” added.
may not have learned yet. Old timers can Meaning, “Everybody, enough! Stop
check their known skills and practices sending me information. I’ve got what I
against this review, and possibly pick up need!”
some new info or exorcise some bad
habits along the way:
Proof and rehearse your
FIRST THING FIRST: media pitch at least once.
Consider setting it aside
DEADLINES and then revisiting it later
Honoring deadlines is something we before sending it.
learned about with grade school
homework assignments, but in the world
of publicity, the rule of thumb is slightly So it’s not only important to be on topic,
different: Never stick to a deadline – courteous, concise, and provide the right
BEAT it. Beat the heck out of it! information or expertise that the
reporter’s looking for – it’s also important
Just like everything else in this world, not to be the twentieth person to do so.
competition for publicity gets stronger A reporter will stop searching after he’s
every day – and avenues of found what he seeks. All others who
communication multiply and broaden. follow, even though they might have
Whereas a reporter in the old days used submitted on point and before deadline,
to put out a few phone calls to find will lose out because they weren’t the
sources, now he posts his search on first to hit the mark.
private services that PR firms scan
multiple times a day, plus public online So be smart and be quick. As soon as
you possibly can, after you get notified of
a PR opportunity, send your pitch on to
Use sites like ProfNet
and Help a Reporter Out the reporter. The early bird gets the
(HARO) to be a source worm, and a whole flock of birds is
for stories reporters are swooping down behind you at all times,
working on. so strive to be not just early, but first.
27

30. And do not submit after the deadline,
even if you have your own seemingly Here are five quick tricks of the trade to
very legitimate reason for submitting late. make sure your pitch is letter perfect:
It’s just bad form to send in a pitch after a
stated deadline. Plus, you sound 1. Make sure your spellcheck function is
apologetic no matter how you couch your turned on, even if you feel you don’t
excuse. You’re likely to annoy the heck need it, and force yourself to look over
out of the reporter, and bottom line – the draft for those wiggly red and
you’re being disrespectful of his time and green underlines. Fix the errors
process. Not a good way to build a good highlighted for you.
relationship. Better luck next time. Let 2. If you know you tend to miss errors
this one go. when they’re on a computer monitor,
print out your pitch on paper and proof
AND NOW, THE PITCH ... the paper copy.
3. Read the pitch aloud when proofing.
PROOFREADING IS A MUST 4. A good practice is to proof and correct
So, ideally, you’ve found a great the pitch once, then set it aside and do
opportunity for yourself or one of your some other work for 10 or 15 minutes.
clients, you’re way ahead of the stated Then proof again. You’ll be more likely
deadline, and now you’re sitting down to to see errors with your fresh eye.
write out your fabulous pitch. But before 5. If spelling, grammar, or punctuation
you hit ‘send,’ make sher you’ve checked are not your strong suits, ask
it owt. someone else to proof your pitch
before you send it off.
Jarring, isn’t it? When you see a glaring
typo, it really distracts you – and let’s be GIVE YOUR PITCH SOME
honest, it colors your opinion of the
writer, does it not? PUNCH
What about making your letter-perfect
Typos and misspellings and grammatical pitch stand out among all the others?
errors are common, human mistakes, not One way is to tell a story, not just relay
the biggest deals in the world, but when facts. Here’s an example of a storytelling
you’re sending a pitch to a journalist, you pitch that caught one editor’s eye:
should do everything in your power to
avoid them. Your pitch is like your
“She strode into his office, extracted a
resume, business card, or the sign on
the front of your office; it’s your first face document from the files on her arm,
and your first attempt at making a good and wafted it onto his desk, her
impression. On top of that, you’re elegantly manicured fingers trailing
sending your pitch to a journalist, by across the paper. Looking down at the
definition a wordsmith more likely to folders and papers strewn over his
notice these errors. Do take the time to desk, she curved her lips in an ever-
proof your pitch before it goes out. so-subtle, glossy red smirk, one
28

31. eyebrow raised just a touch. Languidly
she raised her gaze and met his eyes. The pitch went on to describe a scene
where a surveyor, on a job, had stepped
He drew in his breath. around a city corner and into the middle
of a dope deal. He went instantly from
No! He couldn’t take it anymore! He working to trying to talk his way out of
swept his arm violently across the being shot. This was the beginning of a
desktop. Papers, files, notebook, pitch about an engineering firm’s safety
phone – all crashed onto the floor. training for its urban surveyors.
“Alexis!” he hissed, rising up out of his
seat, nostrils flaring, heart pounding. One way to make your
pitch stand out is to tell a
He reached for her, grabbed her by
story, not just relay the
the arms. He shook her. “Alexis! I facts. This is called a
can’t stand it even for one more “narrative pitch.”
minute!”
If you can write about a real person or
His mouth inches from hers, he stared incident to highlight your product or
straight into her eyes. service, go ahead and tell your story, like
a story. Just get the subject’s permission
“Alexis… Alexis. No more paper, for first, or change the names to protect the
the love of God! No! More! PAPER!!” innocent!
This was a lead-in for a pitch about a BE HONEST
professional organizer. It told the story of In an effort to be interesting or eye
one client, an exec who couldn’t stand catching, sometimes publicity
the mess on his desk and in his office professionals kinda-sorta end up
anymore. One day he snapped. After his stretching the truth. Don’t get caught in
outburst, he called the organizer and is this trap! Repeat the following mantra: I
now happily efficient and nearly paper- am what I yam and that’s all that I yam.
free.
That’s what Popeye the Sailor Man used
Here’s another example, a one-liner that to sing. He wasn’t handsome, rich or
told a story in a heartbeat, and caught a glitzy, but he was honest and true and
reporter’s interest: strong and whaddaya know, he was the
star of the show! And – he always ate his
“The lone surveyor stared down the spinach! (I know, anyone younger than a
barrel of a gun.” Boomer is scratching her head, asking,
29

32. what the? Popeye the Sailor Man was a crowd” came to your store opening, or
cartoon character of the 50’s.) that you are a “leading expert” in your
field? Can you back this up? If a
reporter were to ask you “Really? How
Even though the running many attended your opening, exactly?”
joke is that PR is all or. “So how many books have you
about spin, remember
written on your topic?” Could you
that it should spin the
truth and nothing else. answer with the truth and still feel OK
about your claim? If so, fine. But if
honestly you’d feel a little ashamed,
Popeye’s mantra was and is a good one then tone it down a bit.
– don’t try to be what you’re not, don’t
posture, and do be proud of who and • Use the sweat test. Lawyers employ
what you actually, really are. Good for this when crafting their arguments for
life, and yes, good for morally powering an appeal: If saying it makes you
your PR activities at all times. sweat, it’s a no go. People won’t
believe you if they can see Nixonian
Remember this cardinal rule when you’re beads of perspiration popping out on
drafting a PR pitch and it’s threatening to your upper lip.
slide down the slippery slope from
positive optimism to positive bull. Don’t Editor’s Note: There are more tips in Part
cross the line and pretend to be more or 2 and Part 3.
different from what you really are. Even
though the running joke is that PR is all View on CommPRO
about spin, always remember that it
should spin the truth, not anything else.
Here are some good ways to test your
pitch to make sure that a positive spin
doesn’t turn into a “Twisting of the Truth”:
• Look for absolutes in your pitch: Do
you say words like “best” or “first” or Ann Voorhees Baker is CEO of Publicity
“most popular?” If so, ask yourself if Pros, specialists in “All Things Publicity”
you can back up your claim. If so, fine. for small business. For more information
If not, substitute a more truthful word. about Publicity Pros, contact
Ann@PublicityPros.net or visit http://
• Look for overly enthusiastic publicitypros.net.
adjectives: Do you say that a “huge
30

34. Play
Cause Marketing Works:
Tide’s "Loads of Hope" Program a Good Model for Companies
By Lisa Williams President, MEDIA Forte Marketing
If you’re looking for wider reach, online follow a similar approach, is a
engagement and positive brand campaign that helps a major brand do
building, then cause marketing efforts well by doing good—and if the program
can be a great way to complement has a robust online presence, it will also
your wider branding program. contribute greatly to your search engine
marketing initiatives.
For example, one campaign we like
here at MEDIA Forte Marketing is the Click through to see how Tide is pulling
Tide “Loads of Hope” campaign, in this campaign together on its microsite
which Tide representatives and here. The campaign is also doing a
employees go into communities—such great job in social media, with over 2.6
as those with Hurricane Katrina victims million Facebook likes here and over
or wherever there have been disasters 94,000 talking about Tide and the
—and do people’s laundry. They also program at any given moment online.
give a dollar every time a Tide bottle is
View on CommPRO
sold to that particular cause. In
addition, they sell T-shirts and donate
100% of the proceeds. The end result
for Tide, and for your business if you
32

36. RFP FAQ for Business:
How Do I Create a Strong
RFP for Agency Work?
By Laura Alvarado, Director of Marketing, O’Neill and Associates
A request for exercise will help inform the components
proposal, or RFP, is a and language in your RFP. Feel free to
document drawn up by a share your objectives within the RFP, as
company that wants a product or well.
service and outlines the specific criteria
it is looking for. As a result, the company 2. Organization is key
will receive proposals from vendors or It is imperative that you lay out the
firms that are interested in the work. components of your RFP in a logical and
understandable way. For example, if you
Sending out an RFP for communications are looking for public relations support,
or public relations work can be a great digital marketing implementation and
way for organizations to find a firm that graphic design help, outline the specifics
can address these needs expertly and of each in three separate sections. The
cost-efficiently. However, if it is not done benefit to a well-organized RFP is
correctly, a company may miss the receiving well-organized proposals. This
opportunity an RFP presents – finding way, you can truly compare apples to
the best fit and most qualified agency to apples and the selection process will be
get the job done. Following these eight a lot less stressful. Sections of your RFP
simple steps will allow your company to should include:
put together a strong RFP that will yield
fruitful results: Introduction – Explain why you are
publishing the RFP and what you hope
1. Know your needs to accomplish.
Before you begin putting together your
RFP, figure out what your company Qualifications – Lay out your specified
wants to accomplish and how an agency criteria for the firm and its expertise.
can help. List your business goals and
lay out how you see a communications
program furthering those goals. This
34

37. Scope of Services – Be clear and time when it comes to evaluating the
realistic about what you need (public submitted proposals.
relations, social media, etc.).
6. Know your budget
Process – Share the steps you will take Many companies do not feel
in the selection process and the timeline comfortable stating their budget in their
you will follow. RFPs. Even so, you need to keep your
budget in mind when compiling your
3. Be concise RFP, and be aware of the “going rate” for
When it comes to RFPs, the shorter the communications services. If you cannot
better. Be explicit and direct with what afford “everything but the kitchen sink,”
you are asking for. Include enough don’t ask for it. Make sure you are being
background and explanation for realistic with your request and set
clarification purposes. If an agency is priorities. If you ask for more than you
doing its due diligence, it will dig deeper can afford, be prepared for sticker shock
into your company history, philosophy, and be ready to sacrifice certain line
products and services and anything else items.
it needs to know to submit a
comprehensive proposal. 7. Be rational
In addition to keeping your budget in
4. Set realistic timelines mind when detailing the strategic scope
The larger the scope of services you are in your RFP, be aware of your current
requesting, the more time an agency will resources, you staff availability and
need to respond. If possible, give timeline limitations. For example, if you
agencies at least three weeks to submit ask for media training services for your
their proposals. Also, give yourself senior staff, make sure they have time in
enough time to thoughtfully evaluate their schedules.
each proposal that comes in. If you have
a hard and fast start date, work 8. Be available
backwards and figure out the best time Make sure you include your contact info.
to issue your RFP. If an agency is considering your RFP, it is
likely they will have questions.
5. Be explicit with your selection
criteria View on CommPRO
Decide internally what the winning Laura Alvarado is director
agency will look like. In the RFP, share of marketing at O’Neill
the criteria that is not negotiable. For and Associates, led by
example, if you want an agency that has former Massachusetts Lt.
proven successes with national public Governor Thomas P.
relations campaigns for nonprofit O’Neill III, and serves
organizations, say so. This way, you can clients in energy, financial
automatically exclude companies who services, transportation, healthcare, hospitality,
education, technology and real estate
do not fit the qualifications and save development.
35

39. By Vicki Flaugher, Social Media Zone
COOL TOOLS
10 Stellar Social Media Tools for Business
We all love our online gadgets and tools.
Some help us breeze through the day. We selected tools due to
Some help us look like social media their convenience and
superstars, whether weʼre marketers,
entrepreneurs or business execs. Some are novelty. We like how they
just plain fun. Practical or not, tools help. streamline social media
We scoured the Web and asked our friends
efforts and so will you .
and colleagues about their favorite social
media tools—especially those that help looked at a few of these online resources
businesses with their marketing and through the lens of the Sysomos MAP
communication needs. We took the work we listening tool to monitor some of the online
know you need to do in these areas and buzz about them. We think work should be
looked for ways to make that easier. We efficient AND fun—and these tools will
added in some sassy alternatives, focusing certainly do the trick to help you grow your
on affordability and usability. And finally, we business and online buzz."
37

40. 1. SlideRocket Make Your Presentations Take Off
PowerPoint presentations can get dull. Not
only do dull presentations lack impact in the
boardroom—but they also get no traction
online. Enter, SlideRocket. The presentations
you share on social media and at your next
meeting will never be the same. SlideRocket
in an online tool with free and premium
pricing that makes presentations more
engaging. We like its ability to embed social
media feeds and Web information into
presentations. It’s also mobile-compatible
and hosts a library of professional templates.
If you haven’t already, maybe it’s time to take
a ride on Slide Rocket.
2. Dropbox Manage Your Files on the Go
Working on the go can be challenging. We
all like to be un-tethered from our desktop,
but working in the cloud isn’t a “dream” yet.
Security concerns can drive the legal team
crazy. Meet the solution: Dropbox. It handles
big files, a variety of media types, and can
be accessed from just about anywhere with
an Internet connection. It’s compatible with
Windows, Mac, Linux, iPad, iPhone, Android
and BlackBerry. You can be social by inviting
team members, clients and others to access
files through the secure site to a permission-
controlled folder. For working on the go,
Dropbox rocks!
38

41. 3. Sprout Social Get It All Together
Multiple accounts with multiple people
working them can be a logistical
nightmare. It’s one thing to be able to
monitor mentions in social, but what about
rolling that out to an actionable client lead
management system? Sprout Social
includes features such as dashboard
analytics, scheduling, management,
mobile, location check-ins and CRM. You
can schedule updates, assign tasks, add
contacts. With a 98% favorable sentiment
rating, Sprout Social will help you get it
together.
4. Socialize Your Stuff Social Media Meets Direct Marketing
Ever wish it were easier to send social
media blurbs, posts and updates out to
your email list? Socialize Your Stuff
offers different ways of socializing your
stuff. You can push Facebook updates to
your email list. You can create and
manage social content. You can run
group promotions and you can use your
email list to drive social interactions.
Finally, you can allow resellers,
franchises, independent consultants, or
internal sales people to select and then
publish your end-user content to their
email lists and social media accounts.
Pretty powerful stuff, if you ask us.
39

42. 5. Loop Lingo Monetizing Communication
Every pro is faced with the social media
ROI question. Loop Lingo just might be the
tool you need to present a stronger bottom-
line correlation to the C-suite. Loop Lingo
lets you offer point-of-sale incentives to
customers who share your message via
their social media networks. You can
integrate your e-commerce functions with
your campaigns, on either a product-by-
product basis or a multi-product program.
You can track your success with a few
easy clicks of a button. Do you think your
client or CEO can appreciate that kind of
lingo? We certainly think so.
6. Paper.li Online Twitter Newspaper with Global Appeal
Want to broaden your social media
footprint and thought leadership? Paper.li
will allow you to create an online pub
based on a specific Twitter user, #hashtag,
or Twitter list. Paper.li’s are generated
daily, with entries pulled from sources you
select. It’s an easy way to compile
corporate Twitter accounts, aggregate
hashtag conversations, and become a go-
to aggregator of industry information.
40

43. 7. Letter Pop Social Media Created Newsletter
For hardworking pros tasked with
publishing massive amounts of information,
Letter Pop can help ease the strain. It lets
you create beautiful newsletters by
importing social media content, laying out
the content via easy-to-use templates, and
then publishing the final result to your
social networks. It’s a drag-and-drop, click-
and-edit content machine that’s hard not to
fall in love with at first look. It’s easy to use
and the results look great, too—so what’s
not to love? You can even enable
comments on your publication,
transforming it into an additional
engagement vehicle for your fans.
8. Kwanzoo Catchy Campaigns via Social Channels
Kwanzoo helps you put the “wow” into
audience engagement. If you’re looking for an
affordable and easy option for creating high
quality creative, polls, surveys and more, then
Kwanzoo lets you create multiplatform
campaigns that can be deployed on a
website, blog or affiliate site, or even a mobile
landing page. It creates code to run on an ad
network. Your campaign can be installed as a
new tab on a Facebook page or as an email
template and supporting landing page. Add in
the analytical tools for tracking your ROI
success and it’s hard to imagine a more
engaging way to put the sales back into your
communications.
41

44. 9. ifttt.com Recipe for Success
You know blasting out the same thing
across social channels isn’t ideal. But
you also face restrictions on how much
time to allocate to social media.
Consider ifttt.com, which stands for “If
This Then That.” It lets you create
recipes for blurb publication that keep
your stream fresh across channels.
Simply set up sequences you prefer
and they launch automatically once
triggers and tasks are performed.
Channels served include dozens of the
big social channels.
10. Feed Rinse Sorting Out the Noise Channels
As professionals, we all read a lot of
media. We scour the latest industry news,
keep up to date on what our competitors
are doing, and set up feeds for our own
media mentions. As a result, our RSS feed
management system gets overloaded.
Enter Feed Rinse. A better, more targeted
choice than less filtered options (like
Google Reader), Feed Rinse can load
feeds, set up filters, “wash” the feeds, and
then export them. You can share these
feeds on your site or for your own
enjoyment on your mobile device. It takes
the noise out and lets you take action
worth taking based on updates that matter.
We like that.
View on CommPRO
42

46. Six Must
Have
Qualities to
Look for When
Hiring a PR Firm
By Evan Weisel, Principal & Co-Founder, Welz & Weisel Communications
Companies hire a public relations firm outside counsel to add or supplement
for all kinds of reasons: to build brand what is already being done.
recognition, create awareness for its
products and services, help with So, as you get serious about reviewing
messaging and positioning within target prospects for the job, what do you look
markets, and ultimately build programs for? You will likely get proposals from
that drive leads to support the sales dozens of contenders that claim they are
force (whether direct or indirect). In the best choice. So how do you
addition, many organizations just do not differentiate among public relations
have the time to implement and execute firms? The decision should come down
a comprehensive public relations to whether the agency exhibits strong
program in-house and need to turn to grounding with respect to six, essential
qualities:
44

47. 1. Retention not get caught up in a numbers game.
Too many firms still commit to X number
You don’t hire of briefings and articles, X number of
employees press releases, and X number of…well
expecting them to anything. What happens in this scenario
stay less than a is the firm is not focused on attaining
year. So why results that align with the overall
would you want company objectives or have a positive
to bring on a firm impact on the business.
that can’t keep a
client for any Are there enough senior
longer? Let’s face members working on
it: If a firm has a your account, or is the
history of accounts agency attempting to
that turn over
assign junior members
within 12 months
that is a negative after the account win?
“churn and burn” rate
you don’t want. What Instead they are determined to hit the
you need is a long-term, promised numbers, regardless if it helps
strategic partner, not a firm your business or not. Ultimately, a solid
that promises the moon to and respected public relations firm will
prospective clients in hopes of deliver impactful results that help your
landing them and then promptly organization’s brand and bottom line –
drops the ball. Clients may not stick both in numbers and quality.
around for decades – agreements end
for many reasons that have nothing to 3. Staff
do with performance issues. But, you do Get to know the public relations team
certainly want to see continuity within members who will work your account.
the client roster, as opposed to a Are there enough senior members on
revolving-door situation. board? Or, is the firm attempting to
assign mainly junior members to you?
2. Results While we employ many junior staffers at
In the end, it’s all about results. However, our firm, they’re part of a team managed
seek results that are both quantifiable by seasoned professionals, who came to
and qualitative, with demonstrated ROI. us with proven track records. Watch out
Getting ink and visibility in places that for the “Bait and switch” – meaning ask
your customers do not read or visit is for the team that will work on the
worthless. The value for a company is account to be in the pitch meeting. Too
visibility in front of the right audience – often in our industry firm’s bring in senior
prospective buyers. One of my pet talent and replace them with junior
peeves is promising a certain number of staffers.
articles, awards or speaking slots. Do
45

48. Insist before signing on with a firm that messaging strategy for your business
all or most team members meet with you category.
to gain insight into their backgrounds,
especially related to your industry sector. An agency worth its
Another important detail to ask retainer should offer a
prospective firms: How long do people broad range of services
stay at the firm? You certainly don’t want these days.
a constant flow of new team members
working on your campaigns that cost
extra time and money to bring them up 5. Services
to speed on your account. Any agency worth its retainer should
offer a broad range of services. No one
4. Track Record/ can afford to be one dimensional in
today’s environment so the best
Experience candidate should demonstrate strong
Does the public relations firm have performance levels in deploying
experience serving clients within your integrated programs that include
industry? Do they know your market traditional public relations (press
sector (consumer, technology, releases, media pitches, award
healthcare, etc.)? Don’t be fooled with a nominations, guest editorials, etc.),
proposal around the false idea that social-media strategies, content
“Public Relations rules apply across the development, and thought leadership
board, regardless of a client’s particular activities.
industry sector …” because every sector A public relations campaign can take
is very different and this type of thinking shape in the form of Twitter feeds, blogs,
only leads to a cookie-cutter approach, podcasts, webinars, white papers,
or worse, not getting results. For bylined articles, case studies, contests,
example, if your company is looking to trade show appearances, speaking
sell into the government, does the firm engagements and/or mega-media
you are looking to hire understand the events, among other formats. All require
nuances of this very unique sector? a public relations professional who
Think about it: When you’re going out to understands how to integrate these
eat, do you pick restaurants that have multiple platforms.
Thai, Mexican and Italian food on the It is important to note that it is not
menu? I hope not. That would speak to a enough for a PR person to know how to
kitchen attempting to please too many utilize both traditional and digital media.
diverging palates. Similarly, every A true professional can skillfully weave
industry sector is totally different so the right messaging within so the
expertise in your industry is valuable. resulting media reporting is on-point and
Hire public relations professionals who elevates corporate executives quoted as
really understand how to execute a high-profile experts/thought leaders. Any
young public relations firm employee
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49. can send a tweet, for example but it competitors. If you hear a firm say, “We
takes a combination of written-word can manage the conflict of interest issue
skills and modern-media savvy to as we will employ an entirely separate
transform the tweet into an outlet for team for your company,” that simply will
optimal messaging. not work well for your needs. It indicates
that the contender public relations firm is
6. Creativity willing to compromise working in the
best interest of its clients simply for
We like to point out that most public expanding its own revenue base.
relations firms offer the same basic core
services. What separates great firms It’s not easy to find the right firm but we
from good firms is creativity – coming up can agree that these are six traits to
with programs that are memorable and consider before signing on the dotted
set your company apart. The biggest line.
“hits” we have generated for our clients
through the years have come from View on CommPRO
proactive, thought-provoking campaigns
that we created from scratch. Have the
agency provide examples and case
studies of their creative programs.
I also have one additional point to the six
listed above which is to be sure to
screen the client roster for competitive Evan Weisel is co-founder/principal at
conflicts. Obviously, you should never Welz & Weisel Communications, a
hire a public relations firm already leading tech PR agency. Follow the firm
committed to supporting one of your top on Twitter: @W2Comm.
47

51. View On
Marketplace

52. Say Hello to the New Marketing Mix:
Why PR’s Role Is Increasing
In Today’s Economy
By Scott Harris, President and CEO, Mustang Marketing
50

53. The business world has, by and large, from economic instability, tightening their
responded to the recent recession with budgets, being careful with their money
renewed enthusiasm and grit. Many and what is attached to the company
business owners have taken an “it’s not name, and investing only in mediums
over ‘til it’s over” attitude and doing that practically guarantee a solid return
whatever it takes to keep their company on investment (ROI).
afloat and, in many cases, successful. As
acceptance that things have changed PR, when blended with an
permanently has grown, optimism for the overall marketing plan, is the
future becomes more widespread.
Strong companies have maintained or
most cost-effective marketing
embraced this more aggressive format there is.
approach, looking to all the newest ways
PR, when blended with an overall
to make and save money while
marketing campaign, is the most
conducting good business.
cost-effective marketing format
The social media boom has been great there is. Ads and direct mail pieces
for some businesses, but it’s not always are easier to control – no third party
the latest developments that can bring (e.g., editors) judging the value
your company back to a successful of your work and deciding if it will
trajectory. Public relations, or PR, though run or not. PR doesn’t come with
often overlooked, is a huge facet of the same costs, but typically comes
marketing that has seen itself move with more credibility. Studies show that
higher on the priority list. most of us trust editorial (which is where
PR is classified) more than we do “ads.”
The recent economic decline marked, in Ads are often (maybe too often) about
my opinion, a paradigm shift in American hype and catch phrases – all designed to
business. This isn’t merely a slump we grab attention. PR, of course, does the
are recovering from, but a directional same thing, but often comes as more of
shift that requires a change in a reward – a published press release for
perspective and attitude. It is this change a company’s new hire or 30th
that brings PR to a new, more significant anniversary, or an editorial space
and more crucial forefront. because a good article was written, or
getting called for a quote because you’ve
As president and owner of a marketing proven yourself a reputable source.
company for the past 25 years, I have
always believed in the power of PR, and PR also captures attention in a way that
do feel that its role has only become advertising does not – it creates content
more powerful in the last three years. where ads are ignored, tuned out,
This is not because the rules of PR have deleted or dismissed under the
changed – in fact, the approaches, goals knowledge that it’s “paid media” by the
and overall value of PR have stayed very company being advertised. Yes, PR
virtually the same. The difference comes can be bought, but it generally comes
from the business owners, still shaken from a third-party source: a newspaper,
51

54. magazine, radio or TV station, etc. It is PR has the power to reach people in a
not immediately connected to the way ads both cannot and do not, and
company itself, giving the piece far today, when the name of the game more
greater authority – and audience. Quite than ever before is ROI, PR has the solid
simply, the tendency is to believe PR and track record.
doubt ads.
When handled correctly – that is, when a
When a company is actively and company gets consistent, positive media
consistently visible through various attention and not simply one flashy front-
positive PR measures, it creates an page space a year – the result is trust
image of trustworthiness and legitimacy and authority, two characteristics most
(this works the same way with negative business owners would love to gain in
PR pieces, as felt recently through BP, their audience. This has always been
Goldman Sachs, JPMorgan, etc.). This true of PR, but it has never been more
translates to name recognition in your necessary on such a widespread level.
audience, and reliability to editors who The economy has demanded a lot of
will return to you for column opportunities change in the way business owners run
or article quotes. their companies – take comfort in the fact
that this is a good change.
There are limitations, however. PR is not
“free marketing” and does not create a View on CommPRO
direct call-to-action – it is not a sell piece.
And it can’t magically wash away big Scott Harris is CEO of
mistakes and it does work independently Mustang Marketing, a
of, or instead of, a good comprehensive marketing, advertising and
marketing campaign. As I said, good PR communications firm based
is often the result of good company work. in Thousand Oaks, Calif.

55. Why Aren’t Businesses Listening to Their Target
Markets? Here’s Why It Matters & How to Do It
By Sarah Skerik, VP, Social Media, PR Newswire, for the Agile Engagement Channel
Content is the cornerstone of today’s opportunity for communicators,
communications strategies, but if the businesses and brands in general.
content is off the mark or isn’t seen
by the intended audiences, your
efforts were for naught. That’s why
we consider listening, targeting and The Benefits of
distribution to be key fundamentals
for a truly agile approach to
Listening
communications. Today, we’re going Let’s say you monitor social channels
to dig into listening. Listening is truly for discussion about “PR” and “social
the foundation of agile engagement – media.” The screen above is a grab
and it’s essential for ANY business from our monitoring dashboard that
seeking attract, engage and retain shows the popular subtopics within
customers and brand followers that broader discussion.
online.
If we’re tuned into what our
Here at PR Newswire, we use the audiences are saying and what
term “Social Echo” to describe the questions they’re asking, we should
way messages reverberate around be able to influence the direction
and are amplified by our audiences. these conversations take. And, of
As messages enter the stream of course, “tuning in” really means
conversations, they’re shared by listening. But listening is a pretty
people in networks, sparking other broad term, so let’s break it down a
discussions. And today, social bit.
conversations can make or break
brands and products. Buzz is a First, it’s imperative that
powerful thing. But that’s not the only communicators and businesses in
general understand what audiences
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57. are talking about, and what
questions they ask. Doing so will
enable you to communicate in their
context. Failing to do so means you
run the risk of being the corporate
equivalent of “that guy” with the
demonstrated knack for saying the
wrong thing at the wrong time.
Identifying hot-button issues and
recurring industry complaints is
another important exercise. In
addition to identifying opportunities
for the brand to be the hero, doing
this on an ongoing basis helps you to
either avoid risky areas or meet them
head on and mitigate the risks,
depending upon whatever is
appropriate for the objective. It
reduces surprise.
Listening will also reveal to you the
language uses – the keywords your
audiences use when discussing you
segment and services – enabling you
to literally be on the same page,
which also delivers search benefits.
Where to Listen
Twitter – In addition for specific
mentions, keep an eye peeled for
discussions around new and
established hash tags for your
sector. Making lists of key influencers