Category Archives: pr

Predictions, Wishes and Thoughts on 2010

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As we look ahead to 2010, how can public relations help a business grow? It is an interesting time as PR agencies and departments have slimmed down and limped through the recession. We’re now looking forward to an economic recovery and the massive changes that social media has made in how we do business.

With that in mind, here are five predictions, wishes and thoughts on how public relations will look in 2010.

  1. Social media will further blur lines between PR and marketing, as advertising agencies, PR agencies, brand consultancies and other marketing agencies all recommend and implement social media strategies. As a result, we may see in-house PR departments combine with marketing functions and their job responsibilities may become broader. More PR agencies may merge with ad agencies or form strategic partnerships with digital experts. Lines will keep blurring.
  2. As social media grows as part of public relations strategies, the focus will be on measuring return on investment. By 2009, most PR pros had jumped in with both feet, so 2010 will be the year to understand the impact of social media on sales, brands and image. I think PR pros will have to answer those questions or there will be backlash from company leaders who want to see ROI.
  3. Relationships will still matter. Relationships give PR pros the best chance of success in the industries where they have expertise. Online networking is a great way to broaden existing and develop new relationships, but lets not forget the personal (phone calls, meetings) relationships we have developed, cultivated and maintained for years. They still work.
  4. PR will grow in importance as the economy recovers. Just as consumers are being more careful with where they spend their dollars, businesses will look for the most cost-effective way to communicate their brand, improve their image and reach their audiences. PR is cost effective and I can see it taking budget dollars once spent on advertising. But the dollars will only go to those PR agencies and in-house staff who are industry experts, can adapt to new communications realities (social media) and demonstrate ROI.
  5. I saved the obvious for last: Social media will continue to be an increasingly important part of public relations. As tired as I am with seeing and hearing “social media” in every article, presentation, plan and conversation. PR pros need to keep learning and finding way to use it more effectively.

Happy New Year.

The Logo That Appeared Out of Nowhere

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When you’re a small public relations agency trying to promote yourself, often you just take what you can get. And that’s what we did with our identity, web site and invisible self-promotion. I’ll admit it, it’s been tough over the last 15 years to find the budget or time to do what we preach to our clients.

Then our strategic partnership with Bailey Brand Consulting (www.baileygp.com) set them to work on giving our 10-year-old (yes, it looked it) website a facelift. We sent the copy and “assets.” They sent a site map and we approved it. And then I get an email one day from my old friend Reg Pierce. Attached was a logo. Our new logo and something I never asked for or expected.

By juxtaposing a speech bubble with the letter “K,” Bailey combined two simple elements to create a mark that captured the essence of what we do. So I did what any small PR agency would do when their logo is redesigned by a branding heavyweight like Bailey – I approved it with no changes. It became the anchor on the new website, which also is great (www.kimballpr.com) and even scored a Silver when Bailey submitted it to the Creativity Awards (http://www.creativityawards.com/past_competition.html/winners39/CAA39 winners.pdf).

We have great clients, we get them results and now we have an identity that speaks to who we are.

PowerPoint Sucks. You Don’t Have To

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I attend a lot of conferences, many devoted to marketing and communications professionals, and I am amazed at how many speakers fail. Often they are professional communicators who are failing at communicating. Hmm…if you can’t stand up in front of 50, 100 or 200 people and deliver, why would anyone want to work with you.

 

You know good speakers when you see and hear them. They engage you so you’re watching them, not a screen. They appear to be real experts who leave you with messages you remember and can use. Unfortunately I often sit in an audience and see people who don’t know their material, read from a script or speak in a monotone voice that turns your attention to your Blackberry or watch. Get me the hell out of here!

 

Of course, the most egregious villain in public speaking failure today is PowerPoint. You know the drill. The speaker turns from the audience, stands sideways and becomes glued to a screen where their unreadable PowerPoint slides bore you to death. They engage the screen, not you.

 

For starters, here are a few tips:

 

  1. Know your material. It’s okay to reference some notes to stay on track, but you should be able to give your presentation and speak to each point as if you are having a conversation with a colleague. It’s not just a matter of practice, it’s a matter of speaking about what you know – and know well.
  2. Engage your audience. Begin by knowing who they are and what they’re interested in. Speak to what their interests are.
  3. Limit the PowerPoint if you use it at all. A few words or pictures to orient the audience is enough. A video is great. But no one can read or cares about little tiny words or numbers. It puts them to sleep and take attention from the main attraction – you.
  4. Practice and practice again. Until you have actually delivered your whole presentation, you don’t know how you will do. Before the first time I deliver a particular presentation, I do this in my hotel room the night before, learn where I stumble and what I should adjust.
  5. Get training if you need it. Content is crucial but not enough when you have hundreds of people in a crowd. You’re a professional communicator, so act like one.

 

We all know why people speak at conferences. It’s good exposure for you or your company that you hope will result in greater exposure, new business leads or maybe a new job. Take advantage of the opportunity.