Category Archives: pr

Millennials: saviors of industry?

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Millennials, long believed to dwell only in the land of eternal youth and parental basements, are beginning to emerge, as predicted in 2014, as a major force in the real estate market … at least in Des Moines.

Recently portrayed on Saturday Night Live as text-obsessed navel gazers, millennials are beginning to emerge as drivers of the real estate market in several urban markets. - Photo courtesy of SNL

Recently portrayed on Saturday Night Live as text-obsessed navel gazers, millennials are beginning to emerge as drivers of the real estate market in several urban markets. – Photo courtesy of SNL

According to today’s report on NPR, Des Moines’ strong insurance and financial sectors, coupled with affordable housing and an educated workforce are leading these young, first-time homebuyers to the oft-promised American Dream: homeownership.

While this trend conflicts with the nomadic stereotypes foisted on an entire generation, other assumptions remain consistent. These new homebuyers are selecting homes closer to urban hubs than their parents, primarily to avoid that other American Dream: driving.

If this trend continues, millennials might not only be poised to breathe new life into several U.S. industries, including the housing market, insurance and possibly aiding the revival of America’s great cities.

So what’s the secret recipe for industry leaders, and especially real estate pros, looking for a way to capitalize on the millennials as industry saviors? A strong education base, plenty of affordable urban housing and a growing employment sector seem to be critical to this trend.

Looking out my own window into the world, I’ve got to wonder if Philadelphia‘s time to shine has finally arrived. With its solid university options, ample affordable housing and robust insurance industry poised for dramatic expansion in the next five years, the City of Brotherly Love and papal visits might well be poised for a renaissance of its own thanks to this emerging trend.

Trump organization gets it right on data breach communications

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Gage Skidmore / Foter / CC BY-SA

Donald Trump has jumped to the top of the Republican primary polls with an acerbic style that runs contrary to established political rhetoric. But when Trump International made the announcement yesterday that it was hacked, the PR effort was by the book.

And effective.

The Donald Trump Hotel chain says its payment data system was breached, potentially exposing customers’ credit and debit card information for more than a year. The chain posted a notice on their website and media coverage like this CBS report shows how to communicate a breach:

  • The facts about the breach: malware may have given hackers access to payment information between May 19, 2014 and June 2, 2015
  • The exposure: they have “not found any conclusive evidence that the information was taken or misused.”
  • Steps taken to correct it: they notified the FBI and financial institutions and hired an outside forensic expert to investigate.
  • Recommendations for customers and what it is doing to help: offering a year of complimentary fraud resolution and identity-protection services.

The Donald is in the crosshairs of many, so the New York Daily News and others took their shots, but coverage was once and done. As of now, they appear to have avoided what the IRS, Target and others have done – underestimate the extent of the damage in their initial reports, leading to multiple news reports and keeping the story alive.

AAMGA calls for action on NARAB in interview with A.M. BestTV

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On the left, John Weber of A.M. BestTV. On the right, Bernie Heinze of AAMGA.

Bernie Heinze of AAMGA speaks with John Weber of A.M. BestTV.

Eight months after the National Association of Registered Agents and Brokers Act (NARAB II) was signed into law, the federal government still has not appointed board to oversee its provisions.

In a conversation with A.M. BestTV’s John Weber, AAMGA president Bernie Heinze discusses this issue and the steps the AAMGA is taking to address this problem. Watch the interview here.

Will it all come out in the wash?

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I’m on my way back from The Clean Show, where there was tremendous interest in my TRSA-sponsored educational session, “Crisis Communications: A Practical Guide to Protecting Your Reputation.” Whether they were commercial laundry operators or others in the textile industry, attendees recognized the importance of communicating effectively in a crisis.

A massive, cylindrical washing machine

Space ship or tunnel washer? You decide.

Among the highlights of my presentation were:

  • Having a crisis response plan that includes communications protocols for media, customers and other key audiences.
  • Identifying a spokesperson who can represent the company well.
  • Dos and don’ts of media interviews, focusing on honest, open communications.
  • Preparing talking points that drive all answers in media interviews.
  • Incorporating social media in a crisis communications plan
  • The role of leadership in navigating a crisis effectively.

Following the presentation, TRSA hosted a press conference to unveil results of a new survey that reported business and consumer perspectives on service professionals wearing uniforms. The conference also unveiled the new TRSA animated video we developed with videographer Tom Donnelly.

Opening day on the trade show floor was eye opening with the size of the equipment and advanced technology used by the commercial laundry industry TRSA represents. For me, it was a valuable window into an important, far-reaching industry.

A large green banner depicting a women clutching plastic saying "sometimes I feel like I'm drowning in plastic."

The laundry industry has a bright green streak.

Know your audience: a content lesson from the middle of the woods

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Don’t appeal to empty seats—know your audience.

Recently, a minor controversy flared up on a Facebook page for an outdoors magazine. In a web feature on getting fit for hiking, the lede read: “Doughy is a lifestyle choice.” Huh?

On certain fitness blogs or emblazoned on across a “fitspo” meme, such a statement wouldn’t be out of place. But to the readers of this magazine it seemed an odd crack aimed at heavy hikers. Most of the comments below the related Facebook post were some variation of this, from a commenter named Todd: “LoL I am doughy and I out hike lean athletes any day of the week. It’s not all about the cover. Over weight people can have very good fitness.”

If commenters were not taking the magazine to task for shaming bigger hikers, they were confused by the very nature of the article. That is, they didn’t understand why a hiker would need these fitness tips. As commenter Katherine quipped, “I got in shape for hiking by… hiking.”

So what’s going on here (aside from insensitivity)? If we examine this from a writing and public relations angle, it becomes clear the magazine made a basic, yet extremely common mistake: they misjudged their audience.

Under ever-increasing pressure to produce more and more content, companies sometimes forget for whom they are writing. They seek out new formats and approaches to writing quick blog posts and features, often mimicking what works elsewhere on the web. Though this can lead to content that is more interesting to readers, writers and brands have to keep those readers in mind. You can adapt a form or approach to mesh with the information and tone your audience seeks from you.

So let this little hiker dustup serve as a reminder: next time you sit down to write a new blog post, article, white paper or other piece of content, ask, “who is this for and what do the want from me?”

Hotel reputation management in the age of the instant review

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Yelp, TripAdvisor, Hotels.com… The web has given travelers have so many ways to evaluate, select, book and review hotels. How do hotels manage their reputations proactively and honestly?


Hotels must actively manage their online reputations.
Unique Hotels Group / Foter / CC BY-SA 2.0

Our president Gary Kimball has some advice, which he shares with Hotel Business Review:

Hotels should look at how they are allocating their precious marketing and public relations dollars. This means comparing the value of social media buzz to advertising and print and broadcast media coverage. A review in a popular blog or traditional media like The New York Times or Travel + Leisure can do wonders in building awareness. But those readers may still seek online reviews before making decisions.

Read more at HotelExecutive.com.

Socially Irresponsible

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Some small business owners don’t believe in using experts for social media engagement and content development. They see the practice as novel and unproven – until it isn’t.

Such is the case of The Union Street Guest House in Hudson, N.Y. This picturesque small town inn quickly discovered the demonstrative impact of social media when comments about a fines-for-reviews policy hit the inn’s Facebook page and Yelp, the popular online review site.

According to an ABC News story resulting from the social media dust-up, the inn claims its “policy” was posted to its website as a tongue-in-cheek response to a wedding from years ago and should have been taken down. The policy in essence stated bridal parties would be fined $500, taken from deposit monies, for each negative review the inn might receive connected to a particular wedding or event.

A Google search for the inn's name brings with it a wealth of negative online content that will impact the business' bottom line.

A Google search for the inn’s name brings with it a wealth of negative online content that will impact the business’ bottom line.

Unfortunately, a simple Google search of the inn’s name now produces both a link to the inn’s website, as well as countless social media and news articles referencing this not-so-amusing policy.

The result is a Search Engine Optimization nightmare for the inn coupled with a runaway train of negative comments on its Facebook page (more than 200 at this writing; although it appears the inn may now be deleting posts from its Facebook page).

Since this firestorm hit mainstream media, the inn's Facebook page has been inundated with negative posts.

Since this firestorm hit mainstream media, the inn’s Facebook page has been inundated with negative posts.

The news coverage and social media firestorm – with only a half-hearted response from management that appears to have since been deleted  – have created a massive public relations problem to overcome. This isn’t the type of crisis you wait out. And without a strategy for responding to and recovering from this communications nightmare, The Union Street Guest House is likely to see a steep decline in business, assuming it has the wherewithal to survive at all.

Small businesses are successful because they do what they do well. Where they often fail is when they try to do something outside of their expertise.

By consulting with a social media professional or brand content specialist, small businesses can avoid errors – even tongue-in-cheek responses – that might not seem substantial at the time, but with an extra set of trained eyes, can be seen for the potential disasters they are and thus avoided. Alternatively, bringing in the professionals after a crisis has erupted is not optimal, but it can mean the difference between staying in business or going under.

Most freelancers or public relations agencies can find equitable arrangements with small businesses that won’t break the bank, and can avoid or attempt to correct business-ending mistakes.

For a free consultation on how working with a public relations agency can help protect and promote your business, please contact me at rhughes@kimballpr.com.

Employee Travel: Preparing for Summer Travel

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For Kimball Communications, summer is packed with conferences, workshops and events. Our employees attend conferences across the U.S., and since we cannot physically be together each day it’s important to have a plan before traveling. You, too, can keep everything running smoothly by following this simple, yet effective strategy.


Eelke de Blouw / Foter / Creative Commons Attribution-NonCommercial 2.0 Generic (CC BY-NC 2.0)
  • Prepare ahead of time. Have an internal meeting to go over everyone’s travel plans. Be sure you know when and where everyone will be throughout the summer. Keep a calendar of employee’s travel arrangements and daily schedules.
  • Stay connected. Technology is key. Skype, voice call, text and email will keep everyone informed.
  • Be aware of time zones. Remember, there’s a good chance you will not be on the same time zone. Schedule calls with each other appropriately.
  • Delegate tasks. Make sure all your bases are covered. Assign timely tasks to colleagues. This will ensure deadlines are still met and will simplify things tremendously.
  • Reach out to clients. Ensure clients are aware when you’ll be out of the office. It’s important to let clients know there will always be someone they can reach out to if a problem or question arises.

How do you stay connected during travel? Follow #KPRontheroad to see where we’ve been, and where we’re going, this summer.

Photo credit: Eelke de Blouw / Foter / Creative Commons Attribution-NonCommercial 2.0 Generic (CC BY-NC 2.0)

Don’t be a phony: Wikipedia and PR

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David Kracht / Foter / CC BY-NC-SA 2.0The PR industry extended an olive branch to Wikipedia this week.

Earlier this week a consortium of PR agencies released a joint statement on their intention to comply with Wikipedia’s terms of service. This may seem like an empty gesture, but it is considered a significant step towards resolving a conflict between the communications industry and Wikipedia’s vigilant volunteers.

If you are not familiar with this conflict, here’s the short of it: Edits to a Wikipedia entry by a paid representative of an individual or organization constitute a conflict of interest and violate Wikipedia’s terms of service and goals. However, PR pros and freelancers have been paid to edit entries for nearly as long as the online encyclopedia has been around. Read up on the 2011 dust up between a British PR firm and the online encyclopedia for a clearer picture of the relationship.

Though I generally disagree that someone involved with an organization is incapable of updating basic information about that company without falling susceptible to promotional urges, I understand Wikipedia’s policy. It helps keep entries honest, factual and balanced. But more importantly, I understand that it is a community with rules and guidelines; it doesn’t matter whether or not the PR industry likes them. We have to play by the rules or risk our clients’ reputations and exclusion from the community.

Plus, trying to control a conversation—whether through spin or ham-fisted encyclopedia edits—necessarily relies on subterfuge and dishonesty. That never ends well. Instead, PR pros need to make their clients a part of the conversation.

On Wikipedia, that means requesting an edit and making your case for it. There’s even a page full of resources for paid editors, including the proper channels for requesting a change. If you need to make a change to a client’s Wikipedia entry, start there.

For a bit more inside baseball on the relationship between Wikipedia and the communications industry, check out the entry on conflict-of-interest editing, WikiProject Cooperation and WikiProject Integrity. These—and the terms of service—are essential reading if you are considering editing a Wikipedia page for a client or employer.

To get a peek into how Wikipedia’s community of moderators and editors resolves perceived conflicts of interest, check out the talk section of the Cracker Barrel page.

There are as many opinions on this matter as there are Wikipedia pages. Where do you stand? Does editing Wikipedia entries for pay violate your professional ethics? Have you done it? Talk to us about it in the comments.

Get Heard With Fewer Words

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As people get more and more news from blogs, Facebook posts and tweets, content is becoming shorter and shorter. In fact, new guidelines put out by the Associated Press request that stories be no more than 500 words. Simply put, people want to read something short, sweet and to the point.


Fletcher Prince / Foter / Creative Commons Attribution 2.0 Generic (CC BY 2.0)

The same is true with journalists and editors. They get hundreds of emails a day, so chances are they aren’t interested in reading a long, detailed pitch and press release from you. They want to know the important facts as quickly as possible.

If your story isn’t getting heard, try making brevity and succinctness your focus. Here are some ways to do that:

Media Pitches:

  • Have a strong, attention-getting and short subject line
  • Make the media pitch a short and intriguing summary of the story in the body of the email
  • Be sure to focus on the timeliness and the local connection of the story, if applicable
  • Encourage interaction by providing multiple ways for the journalist to contact you, should they want more information

Press Releases:

  • Write more like a journalist, focusing on the news aspect of the story
  • Include the Who, What, When, Where, Why, and How in the first couple paragraphs – that way if that’s the only thing they read they still get the gist of the story
  • Always limit press releases to one page
  • Save them as PDFs so they can be universally opened and send them as an attachment to your pitch email
  • Attach pictures if you have them that journalists can use to go with the story

Another suggestion is to use your media contact database to its full potential; at Kimball Communications our database tells us an editor’s preferred form of contact. Some prefer phone, email or Twitter, this is a good thing to use in order to follow up with them and gauge their interest in your story.