InsidEPR

Start-ups: Strategies for Generating Sales

Jeannette Bitz, who was recently promoted to managing partner, will make a presentation on What Every Start-up Needs to Know about Public Relations to the East Bay Innovation Group (eBIG) on July 13, in Pleasanton.  The presentation is designed for start-up companies preparing to launch themselves and their products into the market.

Bitz will discuss how the right PR strategy can help start-ups generate sales by clearly differentiating them from their competitors, communicating the business benefits of their product, and building relationships with the relevant press, bloggers, and analysts.  She will lay out the key elements of a successful launch and also look at the changing media landscape and how it is affecting PR today. Real-life examples of PR campaigns for start-ups will illustrate which PR strategies work and which don’t. To learn more go to startup PR.

When and Where:
6:30- 9:00pm July 13, 2009 
Four Points Hotel by Sheraton
51521 Hopyard Rd
Pleasanton, CA  94588

To register for this event, visit: register@ebig.org or https://www.123signup.com/register?id=jqybf

The Upside of Down

By Suzanne Panoplos

Recent IPO events in the tech sector such as Solarwinds (SWI) and Opentable (OPEN) in addition to an increase in M&A activity across all industries seems to have brought new hope to those talking and writing about the economy. It is almost as if some economic prognosticator has seen his shadow and confirmed that there is only 6 weeks left until we officially begin to emerge from the recession.

Despite the positive outlook, we continue to be barraged with negative statistics ranging from a national unemployment rate that is 9.4 percent (California is at 10.9 percent), to pay cuts, mandatory shutdowns and forced vacations. We hear daily about the suffering across all sectors – from the automotive industry to farmers to every day workers like you and me. And, although layoffs seem to have peaked at the beginning of this year, a substantial number of companies have continued to shed employees over the last few months.  Tech Crunch even has a tracker that monitors this activity.

I turned to a few of my contacts in the venture community to get their views on that burning question – when will it all end?  I am sorry to report that the information I gathered was not very enlightening; in fact, the venture community seems to be polarized on the topic.  One venture capitalist (VC) commented that he thought that the outlook was very positive, even in the short term, and indicated that there are quite a few deals that are “getting done”.  Another VC was extremely pessimistic, indicating that we have at least another 12 months of weathering the current storm.
 
I think it boils down to one fundamental truth that we can be sure of – nobody knows.  However despite the gloom and doom, I was determined to find a silver lining in this whole economic debacle. If you look closely enough, there are positive signs everywhere.

Various non-profit organizations report that voluntarism is up between 20 – 30 percent over the last year. It would seem as if unemployed workers are finding positive outlets for channeling their talents and time. Additionally, public libraries across the country have recorded a 30 percent surge in library usage over the last 12 months, give or take a percentage point depending on your location. And, the Consumer Confidence Index, an indicator that examines spending and savings activities to determine consumer confidence, posted a significant increase in April and an even larger gain in May with an index of 54.9.

Full economic recovery -- okay maybe not.  But, if you are like me, you will continue to look for the gems among the ashes because I believe that optimism is the only way we can move forward. To quote former President John F. Kennedy, “When you have seven percent unemployed, you have ninety-three percent working.”

Go Molly! Ride in RED...

By Chelsea Irwin

Engage PR supports Molly Miller in red to support her participation in the AIDS/Lifecycle 8. Molly is currently riding 565 miles from SF to LA!

Who needs a bullet train when you have a bike? We miss you and we’re all cheering for you!

Will Facebook Upend How Companies Reach Their Customers?

By Jeannette Bitz

Last week BusinessWeek published an interesting “Viewpoint” about Facebook upending advertising. The author, Jonathan Yarmis, the founder and principal analyst at Yarmis Group, argues that Facebook and other social networking sites can actually help bring something that advertisements lack: credibility. Yarmis focuses on Facebook because of the $200 million investment in the company and how the social networking site might make money with the traditional advertisement model. He argues that it’s not about how these sites will leverage the traditional advertisement model to survive. Instead, it’s about how will advertisers, who have been so reluctant to join the “Web 2.0” world, survive without leveraging the power of these social networking sites? He also notes that in the Internet era it’s getting more difficult to track what kind of ROI a corporation is getting on its ad spending. One interesting stat included in his story:

“Internet click-through rates have fallen precipitously as clutter has replaced clarity. These days an ad has performed exceptionally well if at least 1 in 10 people who see it click on it. Much of the time click-through rates that once approached 3 percent are more like 0.3 percent.”

 

 

How can social networking sites help? Most of us who are under the age of 65 likely participate in Facebook, Twitter, LinkedIn, or MySpace. The general thought had been that these sites are used to share our most thought-provoking ideas and favorite photos, or just to stay in touch. In fact, these sites are becoming a trusted online community of friends, family, and colleagues where we can get an honest opinion on topics or products that we care most about.

 

Keeping up with the Media.com

 By Chelsea Irwin

Like advertising, media is changing at a rate so fast that even the experts need to put in extra hours to keep up with it. A smart communications team, for example, should no longer invest all its energy in the print edition of The New York Times or Wall Street Journal. Why? 

In the last three to five years, the vast majority of people have started reading their news online. According to an annual report from Journalism.org, this trend is not fad – it is becoming a way of life… similar to taking planes instead of trains and cars instead covered wagons. Consumers are attracted to the following aspects of online news:

Blogging Influences Business Press

By Stephanie Look

With the move to more online and user-generated content, the importance of building relationships within the blogosphere has proven to benefit clients looking for visibility with the business press.  GigaOM, for example, has established a partnership with BusinessWeek, running three weekly columns, two of which focus on green tech and VC news.  The Wall Street Journal and The New York Times has also begun to syndicate content with major industry blogs, including GigaOM, CNET, Tech Crunch, Venture Beat, and major trade publications owned by IDG. 

Engage PR has always underscored the importance of R in PR – building relationships with reporters allows us, and our clients, to become trusted and ongoing resources.  For example, Engage PR client, Kineto Wireless, first began engaging with GigaOM bloggers in 2006 and over time has been seen as a go-to resource for several wireless industry trends and topics GigaOM covers.  In March, the mobile community saw the launch of The VoLGA Forum, an industry forum dedicated to helping mobile operators migrate to LTE.  Catching GigaOM’s attention, blogger, Stacey Higginbotham, turned to Kineto, a VoLGA Forum member, as a resource for her article—where coverage, in turn, was also featured in The New York Times (“In the Race to LTE, Kineto Talks Up Voice”).

Engage PR has a successful track record for helping clients form relationships with industry influencers and garner coverage in tier one blogs and IDG publications; more recently, this has proven beneficial to influencing the business press, as seen by Engage PR clients on multiple occasions. The Times has run articles that Nominum (“Forget Net Neutrality, ISPs To Serve Up ‘Address Not Found”) and Zeugma (“Zeugma’s SmartMeter and the End of Unlimited Broadband”) originally wrote for GigaOm.

New Social Media Not Helping Sales?

By Megan Atiyeh

The above headline caught my attention recently.  The destinationCRM article, based on a study by sales consultancy ES Research (ESR) Group, states that companies are not seeing increased sales from the use of social media.  Are we really surprised to learn that social media tools are not a replacement for a solid sales strategy?  I doubt it, but it got me thinking about how these tools are being used for PR purposes and some of the common misperceptions about the roles of new media in sales and marketing strategies.

(Graphic attributed to SFGate.com)

The terms new media and social media are often used interchangeably, but are they really the same thing? Sites like Facebook, YouTube, Twitter, and LinkedIn get thrown into the same category but in most cases have very different applications when it comes to sales and PR strategies. Clients often associate the two, but the term “new media” has a much broader application than its primarily “social” counterpart and can be used very effectively to complement traditional sales strategies.  For example, leveraging YouTube for a product launch is an example of how “new media” can be used to quickly and efficiently disseminate information to a wide variety of constituents. 

Many of our clients are now posting customer testimonials or product demos on YouTube in conjunction with a launch (ConSentry - Fayetteville State University Case Study, ConSentry - Technicolor Case Study, Harris Miller Discusses the Xangati RPI System). What was once done in person or via a desktop meeting application can now be made readily available for sales people targeting current customers and prospects and for PR to share with the media and analyst communities.  More and more the media wants to see complex topics boiled down to a few key takeaways, and they are always looking for ways to tell a “visual” story.

Are you harnessing the social aspect of “new media” to help your sales teams reach customers in a new way and build your brand?   

What’s Hot and What’s Not

By Frank Bauch

High-Tech PR is an ever-changing battlefield. To succeed in the technology industry, more so than in any other field, our clients are required to display constant innovation and an understanding of the latest market trends.

Our job as a PR agency is to take the pulse of our target audiences and use that information to pump life into our pitches and press releases. We need to know what’s hot, and what’s not, at any given time:

1. Tweeting: Reporters are flocking to Twitter in droves, and at least for the immediate future, they will continue to use the newest media craze. Most of these reporters get hundreds of emails every day, in addition to dozens of phone calls that they don’t have time for. But if you are the one PR pro who can respond to a reporter on Twitter, you’ll certainly stick out in her mind. Maybe in a few years we will be so inundated with tweets that it won’t be as effective, but for now, Twitter is an excellent method for responding to reporters.
2. Tightening IT Budgets: We haven’t seen the end of the down economy just yet. So as chief financial officers are forced to make difficult decisions and IT directors continue to seek methods to reduce their budgets, editors and reporters are facing similar battles searching for creative ways to save money with online editorial material, new media content and syndicated features.

1. Stimulus Package: Contrary to the wise words of the late Notorious B.I.G, it seems that lately the more problems we come across, the more money we see. Fans of the broadband stimulus package say the new funding could bring internet access to every home in America. Critics say companies are spending before they decide how best to use the funds...

As former journalists, four Engage PR employees put pitching into perspective

By Gail Farrell, Frank Bauch, Stephanie Look and Caitlin Cassady

Public relations professionals work closely with their clients and the press on a day-to-day basis. Sometimes having a background in some form of journalism helps give PR an interesting point of view....

 Photo attributed to Journalism Guru

I got my first job at Business Week and Electronics because “You write good English, and you’re sane.”  (The previous incumbent had lacked in both departments.)  I learned a lot, eventually becoming Boston bureau chief of Electronics, but I wasn’t satisfied. I could write about anything but knew nothing in depth.  Becoming a hi-tech PR account executive, and later a PR writer, let me focus on only a few clients. Thanks to my background, I know what makes a good story, I’ll tackle any topic, and I still ruthlessly edit everything for quality. And I’m still (I think) sane!  - Gail Farrell, Writing Director

I think working in broadcast news has given me perspective on just how busy the life of a journalist can be...

Is your PR driving business your way?

By Jeannette Bitz
Part of my role as a partner at Engage PR is business development. It should go without saying that one of the most important aspects of business development is keeping your current clients happy and helping them expand their visibility and succeed beyond their expectations.

In times like these, every PR dollar needs to be well spent, so when I approach new prospects I ask them “Are you happy with your press coverage and your PR overall?”  Many reply, “My boss has a relationship with the contact at the agency.”  But when I follow with “Okay, but is your PR helping drive sales?”, I’m always surprised by the silence at the other end of the phone. 

PR 101, or Learning on the Job

By Gail Farrell
I’ve been in PR for ages, but I never studied PR.  Instead, I learned my first PR lessons on my first job as an editorial assistant for Business Week and the now-defunct Electronics.  One early lesson was “Poorly written press releases can be both subjects of derision and sources of entertainment.”  Particularly dreadful examples of mangled grammar and scrambled thought were read aloud to hoots of laughter.  Simultaneously I learned “Know your publications.”  Why did a ball bearing manufacturer keep sending press releases to Electronics? 

Another lesson was “Never whine to a reporter or threaten to pull your company’s advertising when your completely un-newsworthy story doesn’t make it into the publication.”  I didn’t actually tell the PR guy he had wasted my time with a worthless story, and I resisted the very strong temptation to tell him to stop whining and grow up.  I just said that the magazine had more important stories to run that cycle.  As for advertising, I said that pulling it was his company’s business decision and that advertising didn’t influence editorial decisions. 

Are we really ready to cut the cord?

By Chelsea Irwin

I had no problem abandoning my landline phone service a few years ago – I mean, I couldn’t even remember my own number half the time. As soon as mobile phones became reliable and convenient (and not just REALLY LARGE phones that made you look cool in middle school), there was no need for a landline.

Carol Wilson recently wrote in Telephony about a similar phenomenon that is happening with cable and online video. Her article got me thinking - am I ready to end my TV service to watch “my shows” on the Internet? I do watch some shows online: The Office, 30 Rock, Hannah Montana. (Am I joking about Hannah Montana? You’ll never know.)

This fad is much like the mobile phone situation. At first, everyone had a mobile phone, but needed the peace of mind that a landline was still available. (What if you flush your mobile phone down the toilet? Did that happen to me? Perhaps….)

Bottom line: while we all like to watch TV online, we aren’t ready to completely cut the cable cord.

My prediction: most people will be “so over cable” in five years. Thus, cable will be the next landline.

EPR secures slideshow in eWEEK featuring influential security experts

By Stephanie Look

It’s important to evaluate how the media landscape is changing across the range of media outlets—from trade press, to business press, to the blogosphere.  One thing they all have common is the integration of more visual and multimedia content on their websites.  This presents new challenges for tech companies to develop more graphics, charts, and video elements in their marketing materials—resources not found in your traditional whitepaper or press release, circa 2006. 

However, understanding this media trend and knowing what resources generate most interest from reporters allows us to create new opportunities versus simply following topics on an edcal.

Slideshows help reporter and publishers increase the number of site clicks—keeping advertisers happy, without taking away from the editorial value.  Knowing this, EPR took advantage of this trend and successfully pitched eWEEK an editorial slideshow that would offer...

Applying social networking for business uses

By Stephanie Look

The uptake of social networking is obvious.  Today, sites like Facebook and Twitter are being leveraged for various business uses, enabling people to connect and sustain professional relationships in real-time.  Whether they’re engaging with clients, partners, or the media and analyst communities, people are leveraging Facebook and Twitter to help spread the latest news, events, updates, and requests for resources in the industry.

What is compelling about social networking in a business environment?
On the client side, using social networking and new media is another way to target customer prospects.  Gartner predicted that by...

Free Cab Rides? Our Helper of the Month

By Neila Matheny

 

To relieve my colleague Kevin Sugarman from the rigors of writing the “Tool of the Month” column, we will be changing up the schedule to include a “Helper of the Month” post every other month.

Since today is St. Patrick’s Day, many more adult beverages will be...

Engage PR has Moved!

By Chelsea Irwin

Engage PR is now operating in a new office at 1321 Harbor Bay Parkway, Suite 201, Alameda, CA 94502. Only the place has changed. All of our phone numbers and email addresses remain the same.

Check out the new place:

Please update your contact information:
Engage PR
1321 Harbor Bay Parkway
Suite 201
Alameda, CA 94502
510.748.8200
510.748.8201 (fax)
www.engagepr.com

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Yes, We Do Need a Broadband Stimulus Package

By Neila Matheny

Ever since the stimulus package was first mentioned, there has been intense debate.  From the roadways to the information superhighway, everyone has had an opinion.  Many have opinions about the broadband section of the bill, and some believe that the U.S. doesn’t need a broadband stimulus.  Yet from my experience in speaking with rural service providers, I have formed the exact opposite opinion.  We do need a broadband stimulus package.

 

I live in San Francisco, so I have a variety of broadband options available. In my apartment alone, I have both reliable wireless and wireline options at my disposal. However, there are a lot of places in the country that don’t have those options.  Sometimes, they don’t even have one reliable way to get phone service, much less Internet access.  

How PR Can Help You Take Advantage of a Bad Economy

By Jeannette Bitz

During the first seven weeks of the New Year I’ve spent quite a bit of time meeting with my clients and prospects. During these discussions, everyone has asked about the state of PR and of our business, especially because the economy shows no signs of recovery.  Companies often look to cut PR or eliminate PR entirely in an effort to help the bottom line. A CEO of one of the prospects that I met with a couple of week’s ago asked, “Why should I spend money on PR when I know who my customers are and they know me?”  He was right. His business is doing quite well. The company has a mixed product set and one particular solution that is ideal for businesses that need to cut costs. When we dug further, however, it turned out that there was an audience that was not aware of the business.  We’re fortunate, since he’s giving us a shot at doing a project for the company to reach this audience.

If you’re evaluating whether to invest in PR, check out this video slideshow with the top five reasons to do so.

Engage PR Wine Tour 2009

By Allison Kuhn

Earlier this month, the EPR team took a trip to Sonoma County for a day of wine tasting and good food. The trip was an all day event and included stops at three wineries along the way. We also stopped off for a delicious meal at El Dorado Kitchen in downtown Sonoma.

Our first stop was at a small winery...,

Be Careful What You Say

By Becky Frost  

Remember that old adage, “be careful what you say and how you say it”? Well, I wonder if the people over at Heartland Payment Systems have been thinking that as of late. Recently, as the country basked in the news of the inauguration, Heartland quietly announced what could be one of the biggest data breaches to date.

 As a PR person, my red flags went up when I read the news of the breach.  I thought it seemed too coincidental that the company chose to go public with the bad news on a day when news outlets would be focused on the new administration.