Posts tagged as:

PR

Are You Investing in Toilet Paper?

by Daria Steigman on October 19, 2010

Customer Service | PR | Independent Thinking | Steigman Communications, llcThis Saturday marked the 10th anniversary of the Baltimore Running Festival. It’s a terrific event, and I’ve run either the half-marathon or the marathon relay in 6 of the last 10 years (and drove up to cheer the runners another year when I was sidelined by injury). It’s also a money-maker for the city, bringing an estimated $25 million in revenues into the city this year alone.

It’s also all about community (see Community, Baltimore style).

Except for the Hyatt Regency. While the rest of the city was welcoming the running community, the Hyatt was shutting its doors. Or, more specifically, its bathrooms.

The hotel hired security guards to stand at the bathroom doors and turn non-hotel-guests away. I’m a big Hyatt hotels fan. I’ve stayed at this one in the past, but I’m certainly never staying there again.

I understand the challenging logistics of 10,000 half-marathon runners with a start line across the street. It’s a challenge for all the hotels, restaurants, and other public spaces nearby. But instead of hiring guards, why not beef up your cleaning crews, put your best public-facing foot forward, welcome runners, and invest in toilet paper?

Photo by Sharon Mollerus (Flickr).

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Empowering Employees Leads to Great PR

by Daria Steigman on October 14, 2010

Customer Service, Customer Experience | Independent Thinking | Steigman Communications, llcWhat’s one great way to generate good PR for your business?

Empower your employees to make your customers/clients happy.

A day after I wrote this post about how a company was chasing customers out the door, I had an awesome experience with empowerment done right.

I really wanted a protein smoothie. But the line at my local Robeks was out the door, and the place goes from super-efficient to super-slow when they get backed up. So I wandered into WholeFoods and spent about five minutes trying to identify something else I wanted for lunch. Eventually I settled on a flavor&fiber bar. (Bear with me, this really isn’t a post about my lunch selection.)

At the checkout counter, it turns out my little bar is rather pricey. I observed to the cashier that I apparently have a knack for picking out the most expensive protein bar in the place. She says, “You’ve never had this before?”  And then she comps the bar so I can try it. Just like that.

I [heart] WholeFoods.

Photo by Rosa Menkman (Flickr).

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Why Marketers Are Getting the Axe

by Daria Steigman on July 22, 2010

This recession has not been kind to marketers and other communications pros. Especially at the senior level.

Frankly, I’m not surprised.

Just look at how we typically refer to ourselves. Marketer. Public Affairs Specialist. Writer. Editor. Media Relations Manager. Videographer. It’s all task-based.

IABC has the word “business” in it, but our titles rarely do. And too often we haven’t made the case that storytelling is key to selling widgets (or sneakers, politicians, goodwill, or support for your cause). That communications is a core business function, as necessary to organizational success as product designers and the sales team.

We talk about transparency and authenticity. Our bosses care about sales, opportunity costs, and ROI.

I’ve heard a lot of hand wringing about how communicators don’t have a seat at the table. Yada, Yada, Yada. Feel better?

Now, what are we going to do about it?

The comments are yours.

Note: This post originally appeared on IABC’s Communication World blog.

Photo by Randy Son of Robert (Flickr).

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The Problem with Push Polls

by Daria Steigman on May 17, 2010

Push Polls Translate into Bad Marketing and PRI was on the receiving end of a push poll on Saturday afternoon involving Washington’s mayoral race. In case you don’t know what a push poll is, Wikipedia describes it as:

A political campaign technique in which an individual or organization attempts to influence or alter the view of respondents under the guise of conducting a poll… The push poll is a form of telemarketing-based propaganda and rumor mongering, masquerading as a poll… They are generally viewed as a form of negative campaigning.

The mayoral race in our capital city is shaping up as a two-man contest between an arrogant mayor with an interesting take on ethics and transparency (can you say paid Dubai junket?) and a  city council chair who’s real claim to fame is that he’s now “the other guy.”

But I digress. The poll asked one question: Which of the two would I vote for? I said I was waiting to see who else was running. Then I heard, “Vincent Gray for Mayor” and a hang-up. Then I got mad–and immediately called Gray’s campaign office to tell them so.

The problem with push polls is that they assume people are stupid. But we’re not, and the insult makes us mad. That’s poor marketing which will lead to bad PR. Plus, in my case, it has me questioning Gray’s judgment and his fitness to lead. How does that help his campaign?

Photo by Steve Weaver (Flickr).

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What Marketers Are Saying About Social Media

by Daria Steigman on January 22, 2010

Want to know how communicators are using social media? You could pose a question on Twitter or you could do a deep dive. MarketingProfs did the latter, surveying 4,763 marketers and others managing communications for their organizations. That included 3,285 who specifically said they are responsible for social media.

I don’t have a copy of The State of Social Media Marketing, but I did get a peak at some of the findings. There is some great data here:

  • 48.2 percent said their organizations have a social media presence. They are typically companies that have “very little to hide.” Companies in industries with strict regulations and major repercussions for leaking information (think drug makers, bankers, insurers) are less visible.
  • 60.8 percent who do social media said that it is not part of their job description.
  • Social media isn’t cheap: Most of those doing social media are mid- or senior-level people.
  • 48.8 percent said their company has no official social media policy; 12 percent said they have a restrictive one.
  • There is a correlation between culture and the success of a company’s marketing efforts. Employees who blog (independently) can spark new ideas and increase prestige.
  • All the measurement tools are helpful, but incomplete. For example, 52.8 percent of those surveyed said that paid analytics tools are “helpful but incomplete” (versus 66.1 percent of those using Google and other free tools). And approximately one-third of respondents (33.6 percent) said that the paid tools “enable perfect tracking” (versus 28.1 percent for those using free tools).

There is also a lot of data about the disconnects between the tactics people use a lot (i.e., what’s popular) and the tactics that are most effective. For example, the most used tactics on Twitter are driving traffic (72.1 percent) and driving sales (54.2 percent)—how’s that worked out for you lately? In contract, the most effective Twitter tactics cited involved two-way communications strategies and monitoring for PR problems in real time.

Photo by webtreats (Flickr).

Have you signed up to receive the Independent Thinking newsletter? Now’s the time! Once a month I’ll send you exclusive, subscriber-only content highlighting interesting articles I’ve found, as well as tips on marketing, social media, and how to grow your business. Sign up today!

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