In media relations 101, you learn that an effective way to secure local PR coverage is to provide a local perspective to a national trend. (For example: National health care reform passes. Local Company contacts Local Newspaper to explain how the legislation will impact their company. That’s localizing a national story.)

That concept applies online, too. See a national story where you can offer a valid perspective? Reach out to bloggers who might be interested offering that angle to their readers. Nothing too earth-shattering — just a slightly different approach.

By looking at effective traditional tactics through a slightly different lens, we can elevate our communication efforts. In fact, we’ve seen this in action twice this week. And with that, I give you a prtini “Double Shot:”

• Spokespeople. Traditionally, brands would hire an actor, athlete or other celebrity to serve as spokesperson for their product. Example: Michael Jordan and Nike, William Shatner for priceline.com or Mark Whalberg for Calvin Klein. We may be seeing a new trend emerge: Established brands are turning to online influencers to fill this role. Virgin America partnered with Gary Vaynerchuck. Firethorn Holdings hired Sarah Evans as “correspondent” for its new product launch. She’ll be interviewing major celebrities at high-profile events, like the BET Awards and parties in the Hamptons.
• Product launches. This week, Ford hosted a virtual reveal event, unveiling the 2011 Expedition first on Facebook. While Ford integrated advertising and PR to drive attention to its Facebook page, the motor company bucked the traditional auto-show debut (where it would break the news to traditional media) and took its message directly to its fans (read: potential buyers) in a forum where word would spread quickly.

That said, most of us (my clients, you readers, the companies we work for) don’t have budgets like Ford or Virgin America, nor the ability to sponsor an event in the Hamptons. Even so, we should recognize the creativity and innovative thinking behind these strategies and brainstorm if/how similar concepts could work for us.

How do you think small- to mid-size businesses can apply lessons from these recent developments?

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The concept of a town hall meeting is nothing new. Ancient civilizations meeting in the town square offered some early iterations of this group meeting. When I worked with a public school district, we often held public meetings to provide taxpayers and parents important updates, and to offer a platform to collect feedback and input. Especially when working on controversial issues (like school levies), maintaining order, without stifling dialogue, can be a challenge.

Fast-forward to today’s ultra-connected society, where Twitter, UStream, LifeFyre and other online platforms provide an opportunity for organizations to host virtual townhall-style meetings. Whether you’re hosting a traditional meeting or incorporating online tools, there are some consistencies that will lead to a more effective, productive use of everyone’s time.

HOW TO: Host an Effective Town Hall Meeting

Before the Meeting

1. Create — and stick to — an agenda.
2. Identify a strong moderator. This person needs to have a good grasp of the subject matter, and demonstrate the ability to keep the conversation on topic.
3. Hold a pre-meeting with the moderator and other key participants/panelists to discuss potential questions or problems and how to most effectively respond. Also use this time to make sure everyone is comfortable with whatever technology is being used.
4. Encourage attendees to submit questions ahead of time. For example, create a place on your website where people can submit topics for discussion.

5. If the goal of the meeting is to collect feedback and input, create a list of questions that will spark dialogue.

During the Meeting

1. Welcome attendees and thank them for participating.
2. Introduce the moderator, as well as other representatives who will be responding to questions.
3. Make the agenda available to everyone — either show it on a screen for an “in person” meeting, or for virtual meetings, provide a link.
4. Explain the main purpose for the gathering.
5. Be clear about the length of the meeting. (Have a pre-determined end time.)
6. If you noticed common themes among the questions submitted in advance, open the meeting by responding to those first.
7. As needed, remind people of the ground rules. Make sure as many people as possible have the opportunity to have their voice heard. Don’t let a “vocal minority” dominate the conversation.
8. Pay attention to answers and ask probing follow-up questions to continue the conversation.
9. If a topic requires a more in-depth discussion — particularly if it only impacts a small group of people — offer to take it offline to avoid dominating the discussion.
10. Take detailed notes about issues that require follow up.

After the Meeting

1. Assign follow-up responsibilities and deadlines to make sure nothing slips through the cracks.
2. Create a public wiki or some other tool for people to continue asking questions and providing feedback.
3. Thank participants for joining in the conversation. Even better if this can be done one-to-one via email or direct message, for example.
4. Distribute a post-event survey to respondents to determine what worked well and how future townhall meetings can be improved.
5. Communicate when ideas from the meeting are implemented. People need to know that you really listened and are responding.

Let’s think of this as a starter list. What other suggestions would you offer?

Did you participate in the inaugural #chatmixer this spring? We brought together participants from 20+ PR/social media/blogging-related Twitter chats for one big, huge Twitter party. In one hour, we saw 8,000 tweets sent, and more importantly, people made new connections, new chats were discovered and created, and we received many requests for a follow-up event.

Drum roll please …

The next #Chatmixer will take place Thursday, July 29 from 8-9 pm ET.

Thanks to our friends and #u30pro moderators David, Lauren and Scott for letting us “borrow” their normal timeslot and working with us to create an even better event!

Not sure if you should participate in #chatmixer? You absolutely should if:

• You feel like you’re chatting with the same people over and over and want to expand your network.
• You want to connect with other people who work in PR, social media, marketing and related fields.
• You want to discover some new, smart people to learn from.
• You don’t want to miss that awesome party everyone will be talking about.

We’re still finalizing the exact questions for the conversation, but be ready to discuss:

• Knowing when to draw the line when offering opinions about clients, potential clients or your employer
• Collaborating with different departments and different ages
  
• Your office in 10 years

What other topics would you like to see? Leave a comment here, or share on Twitter using the #chatmixer hashtag. As we get closer to the date, we’ll have more details to share. But, in the meantime, save the date and start suggesting questions.

Years from now, this week’s Old Spice social media campaign will still be used as case study. Aside from the obvious lessons about social media engagement, there’s another equally important lesson that we shouldn’t lose sight of: A company’s culture and its willingness to take calculated risks will shape its social media engagement — and success.

Recently, I’ve had interesting, ongoing conversations with a number of friends who work for PR/marketing/advertising agencies about the cultural collisions between social media and “traditional” communication. Lots of complaints about long approval processes. For example, it takes days just to get a blog post approved. All tweets need to be scripted and approved by the agency powers that be. How is that engaging, timely or relevant?

Companies need to put their best foot forward online. That makes sense. But, how can companies do this and still be social, not scripted? Don’t forget, we live in an age where quickness equals relevancy.

If Old Spice can pump out a couple hundred videos in just two days, should it really take that long (or longer) for a smaller company to churn out one blog post? Or, one Facebook update? Or a few tweets? This Old Spice campaign never would have worked if management had to approve every single video created, tweet sent or Facebook update posted.

So, what’s a company to do? 3 tips to get started:

1. Hire the right employees. If someone will be representing your brand in social media, make sure that person possesses the right mix of skills. Just because they’re good at traditional PR, doesn’t mean they’ll excel in this new landscape. Likewise, just because they write a popular personal blog doesn’t mean they can effectively manage social media to achieve business-driven goals.
2. Train your employees. Social media is constantly evolving. Help your employees understand the goals, their role, how you’ll measure success, and how to do their jobs well. Encourage them to read thought-leader blogs, attend webinars or conferences, and network with other social media-types. Provide opportunities to test new tools. Reward out-of-the-box thinking. Position them for success. Don’t just throw them into the deep end and cross your fingers.
3. Create social media guidelines. Establish guidelines to create some boundaries for appropriate and inappropriate behavior and content. If employees get into a “gray” area, they need to understand who to ask. But, if they’re within those boundaries, don’t be a bottleneck. Make sure these guidelines also articulate the approval process, what to do if/when a crisis starts to peculate, and how to live up to the company’s brand standards.

What would you add to this list? How has social media changed your corporate culture? What is your company’s social media approval process? Is it helping or hindering your engagement and effectiveness?

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Last week, I blogged about #WhyWeCelebrate, asking you to join with us to honor the troops during the Independence Day holiday. Showing the true power of social media, you came through. In an incredibly overwhelming way. I want to share a recap of the effort in hopes that nonprofits and cause-marketers can learn from our experience. If you have specific questions about the campaign’s implementation, please email me heather [at] gebencommunication.com.

An Idea is Born

My husband Mike and I were at happy hour last week, chatting about how we wanted to do something more than watch fireworks and go to BBQs to celebrate Independence Day. Family members on both sides have served in the military, so honoring the troops is important to us. And, that’s where #WhyWeCelebrate came originated. The goal was simple:

To encourage people to remember why we celebrate and to honor the people who serve in our country’s military.

Generating Support & Building Community

Because we came up with the idea on June 29, we didn’t have much time. That night, I co-moderated #pr20chat (a weekly Twitter discussion about technology’s influence on public relations). At the end of the conversation, I announced that I was working on a last-minute July 4th project and asked for volunteers to help. I posted the same message on my Facebook wall. From there, a small committee was created. They received one email, explaining the goal and outlining how they could help. Rising to the occasion, this group became the arms and legs of the effort — championing the cause and helping us to spread the word.

Campaign Tools

• Twitter account
• Twitter hashtag
• Facebook community page
• Social media release on Pitchengine.com

From Wednesday, July 1 — Friday July 3 we introduced the idea and suggested ways to get involved. Mike and I also blogged about it and shared it on Facebook. People began sharing tales of loved ones in the military, lessons from grandparents who were vets, and what freedom means to them. They were sharing stories, posting videos, writing heartwarming stories on the Facebook wall, and using the Twitter hashtag … a lot. And it grew from there:

• The Department of Defense used the hashtag multiple times throughout the weekend.
• The Ohio National Guard partnered with us to get a video clip of “Happy July 4th” messages from military currently stationed in Iraq.
• The National Army Museum tweeted with the hashtag.

Mission Accomplished

Like I said earlier, this was an idea cooked up during happy our on a random Tuesday night, so we didn’t create measurable objectives. Even if we had created objectives, this would have far exceeded them. Some stats showing the impact of #WhyWeCelebrate:

• Approximately 330,000 impressions (this is a very rough estimate, using backtype.com figures)
• Approximately 390 tweets
• 8 blog posts
• 50+ Facebook posts
• 200+ Facebook fans

Looking back, there are probably some things we would have done differently — namely, getting an earlier start. More time to plan would have enabled us to get more people involved in the planning and initial promotion, as well as partner with established military groups.

All in all, I’d call this a success. This campaign caused more than a few people to reflect and show appreciation. With that, I want to leave you with this quote, which comes from Steph Majercik’s brother, a soldier currently stationed in Iraq:

We are over here, fighting for what we believe all people on this planet should have. Basic freedoms, fighting to stop a force that once before took these freedoms from these people.

That’s why we celebrate. To everyone who helped make this a big success, our heartfelt appreciation. Thank you.

A couple months ago, I was on a panel about public relations. One of the panelists called Twitter “bunk.” Another panelist said “no one” reads the newspaper, so traditional media clips have zero value.

Here’s the thing: They’re both wrong. And, they’re both right. Sort of.

If you check out the top of my blog, you’ll notice it says “Collaboration. Integration. Social Good.” I incorporated that into the design to let readers know a little about what I believe in and focus on, and to help me keep stay focused on areas that are important to me and my business. For the purposes of this post, let’s focus on integration.

The panelist who finds no value in Twitter works in a very niche market. Her clients aren’t on Twitter, so I can see how she gets little value out of it from a business development perspective The anti-traditional media person focuses a lot on SEO. He’s not a PR person in the pure sense of the word. He’s an online marketer. So, for what he’s doing, I can (sort of) see how he doesn’t place a lot of value on newspaper clips.

There are lots of communication professionals who take these extreme approach to their craft. But, that’s a problem. Why does it need to be one way or the other? Aren’t the most effective communication strategies a mixture of traditional and new strategies? Let’s take the “newspapers are dead” example. Getting a clip in traditional media is still valuable, even if it doesn’t always deliver the big bump that it used to. But, if you alter your perspective a bit, and think of the clip as the beginning — not the end — you’ll create additional value. Along the same lines, I’d be careful about focusing all your efforts on Facebook and Twitter. It’s just not a smart business decision.

Consistency and repetition are key to creating and building a strong brand. There are lots of tools available in the communication toolbox to support organizations’ business goals. Why limit yourself to just a couple? Instead, take an integrated approach to communication, and understand how your online and offline tactics can work hand-in-hand.

This weekend, we’ll all be attending fireworks and picnics to celebrate Independence Day. That’s fun (who doesn’t like fireworks, right?!), but there are lots of people who aren’t here to partake in the 4th of July festivities. Regardless of political your affiliation, we’re all indebted to our armed forces. Ever since my brother served in Iraq and Afghanistan, I have a much greater appreciation for patriotic holidays. Earlier this week, my husband (you may know him as @30Lines) and I got to thinking: What could we do to remind people to take a couple minutes to remember Independence Day and the military who fight for our country?

And, that’s when #WhyWeCelebrate was born. The goal is to use social media to keep the “why” of Independence Day in the forefront of our minds. But, we need your help.

#WhyWeCelebrate: Get Involved

• Join the Facebook page and post photos, stories and anecdotes to tell us what Independence Day means to you.
• Follow us on Twitter @whywecelebrate and share a memory or words of appreciation using the #WhyWeCelebrate hashtag
• Thank a veteran and/or current member of the military and share their story online.
• Blog about your relationship with a member of our armed services, or how someone you know has been impacted by war.
• Share links on Facebook, Twitter or your social network of choice from newspapers and blogs around the country that articulate the true meaning of Independence Day. Remember to use the #WhyWeCelebrate hashtag so we can all see!
• Post photos and videos from your community’s July 4th celebration.

If we can each recruit 10 people to participate in #WhyWeCelebrate, and get them to tell 10 of their friends, that’s a lot of people we can touch very quickly. It’ll be amazing to see how to builds over the weekend. And, for people with family in the armed services, I know this bit of appreciation will mean the world.

This is very much an evolving project. If you have ideas about how we can get more people involved or what we can do to make it bigger and better, I’m all ears. Send suggestions and recommendations to heather at gebencommunication.com. In the meantime, feel free to start tweeting, blogging and Facebooking about this. And, let’s see how many people we can get to join in!

With fewer dollars to go around — and an increasing number of deserving causes asking for support — businesses are forced to make tough decisions when it comes to their community giving. Getting the most “bang for the buck” has to be part of the decision. In fact, 90% of businesses seek business benefits from their corporate giving. The top goal? Enhancing/strengthening the corporate brand or reputation. And, that’s where PR and social media can be especially valuable.

With that in mind, I delivered the following presentation to IABC Utah. It offers tips, advice and case studies to help companies strengthen their community relations efforts by integrating PR and social media. For your viewing pleasure …

I’m not one of those people who set out to “own stuff.” In fact, my husband — who has always had that entrepreneurial spirit — had been telling me to start my own company for a while, but I never listened. (I’m sure he’d tell you that’s not all that surprising.) But, finally, last year, I decided it made sense to start my own company. And now, I can’t imagine doing anything else. As I celebrate a birthday this week, I’ve spent some time reflecting on the past year. And with that, I give you 30 lessons from an “accidental entrepreneur:”

1. Just because you never thought about being an entrepreneur doesn’t mean you can’t be a successful business owner.
2. Get a really, really good accountant.
3. Treat your company like a client.
4. Assemble a talented team.
5. Understand your strengths and weaknesses.
6. It’s ok to say “no.”
7. The importance of networking can’t be overstated.
8. Self-promotion isn’t a bad thing. It’s part of the game — just don’t over do it.
9. Play nice.
10. There’s no such thing as a 9-5 entrepreneur, but the freedom and flexibility of entrepreneurship totally make up for it.
11. Be explicitly clear with customers about expectations and payment. Contracts are your friend.
12. Don’t hold grudges. It’s not worth it.
13. Sometimes picking up the phone is the best way to avoid or resolve conflict.
14. Say thank you. A lot.
15. Not every potential client is a good fit.
16. You’re not a good fit for every potential client.
17. Learn how to draw the line between the personal and professional.
18. Do well by doing good.
19. If you say you’re going to do something, do it.
20. Work with people, companies and causes you believe in.
21. Trust your instincts. If something doesn’t feel right, it probably isn’t.
22. Take calculated risks.
23. Try new things. Some will work, some won’t. But, it’s all part of the learning experience.
24. Outwork the competition.
25. Maintain a laser-like focus on your strategy and big-picture goals, but be flexible enough to improvise when necessary.
26. Plan, but don’t overplan.
27. Appreciate people who mentor and advise you. Return the favor. Pay it forward.
28. Money doesn’t have to be the end goal, but, remember that you are running a for-profit business.
29. Lots of smart people have good ideas, but not everyone can figure out how to make money. If you can, embrace it!
30. Be quick. Be smart. Be relevant.

What would you add?

Photo credit: clevercupcakes

Some PR people like to tout the size of their rolodex (or whatever contact management system they prefer)? Especially with the proliferation of social media – and how easily we can see connection quantities – we place a lot of importance on network size.

Here’s the thing: That’s important, but it’s not the most important factor in determining how effective someone will be in generating media coverage

A quick story to illustrate my point, based on a recent conversation with a prospective client.

Client: We’re talking to [insert PR company}, who told us that she has the local editor on speed dial and knows all the TV anchors.

Me: Are you looking only for local media coverage or do you want coverage on blogs and outlets outside this market?

Client: We want some coverage here locally, but we think we have the potential to expand into multiple markets.

Me: Then I don’t think someone’s rolodex of local contacts is really all that important. You need someone who has demonstrated the ability to find the news in a story, identify the right reporter at the right outlets, pitch the story in a way that pique’s the reporter’s interest, and then can work with you and the reporter to facilitate a story that aligns with your overall communication goals, while giving the reporter the information needed to write a compelling story that readers will want to read. This ability to think strategically and creatively, do the necessary groundwork, and deliver strong results has nothing to do with contacts on speed dial.

The person understood my point, and now we’re working together. Don’t get me wrong: Contacts do matter. It can be easier for a PR person to get a story placed if he/she has a pre-existing relationship with a journalist or blogger. But, it’s impossible to know every writer at every publication. Especially when dealing with an agency environment that has clients in multiple industries – it’s just not feasible to have meaningful relationships with every reporter.

In the past month, I’ve secured coverage for clients in BusinessWeek.com, Women’s Wear Daily, Glamour, LATimes.com, Huffington Post, Web Worker Daily … all without the benefit of a pre-existing relationship with the reporter who wrote the story. Businesses looking to hire a PR person need to find the person who can create a solid pitch to grab the reporter’s attention and secure solid media coverage — not just the person with the longest contact list.

Am I right or wrong? What do you think?

Photo credit: renaissancechambara