Content has reigned supreme for decades, but now distribution is assuming the throne (or at least sharing it).

If you’re a marketer or small-business owner, you should be creating high-quality content that gets shared and ranks high in search engines. But with more than 750 million websites competing for people’s attention, how can you make sure your online audience is receiving your message?

The answer is effective distribution.

Most of us have heard that “content is king.” And it’s true — no one is going to read your message if it’s not intriguing. According to Chad Pollitt, director of marketing at DigitialRelevance, great content goes unread everyday, and tweeting or posting it on Facebook isn’t going to cut it. In this day and age, you need to create a distribution strategy to connect your content to a larger audience.

Here’s how to get started:Read full post...

I suggest that before taking that selfie, turn the camera around and look at what your audience is seeing.

POTUS, along with some other ruling “buddies,” decided to take a selfie at Nelson Mandela’s memorial service this week. Wow. This is one of the craziest displays of bad judgment of this news cycle — if not this year.

Or is it?

Statistics tell us that photos are the thing to share, so is it inappropriate to share a historic moment? Judging by the social media comments this photo generated, there are plenty of people on both sides of the fence. By the time we make up our minds, another display of public misjudgment will have no doubt come along and distracted us.Read full post...

Nurture your PR campaigns and plans through to the end … even if that means risking frostbite.

Long before LeSean McCoy rushed into the record books in Sunday’s Eagles-Lions game in Philadelphia, the game itself was already a legend in the making. A surprise snowstorm and a second-half comeback by the home team made a captivating story for sports fans across the country.

Now that I have thawed out from hours spent in the icy stands of Lincoln Financial Field, I realized that Snow Bowl can offer some valuable public relations lessons. Think hypothermia has made me delirious? Consider:

1. Be prepared for anything. Even the most carefully crafted plans could change. This is true whether you’re planning to launch an ambitious PR campaign for a product that suddenly isn’t ready for market, or if you game-planned for a few snowflakes and not a swirling snowstorm.Read full post...

I also never leave home without a good copy editor!

With all the modern ways of communicating, it still comes down to good writing. Tweets, blogs, web copy and infographics still require dynamic writing that engages your audience. The rules for good PR writing still apply in the social media era. Some say the demands of sound bites and 140 characters make good writing next to impossible. I say these “restrictions” compel us to hone our skills even more!

Public relations and marketing professionals have to communicate complex messages in less “space” to less attentive audiences. Are you up for the challenge? Here are a few quick tips to improve your writing:Read full post...

Make sure your trade booth staffers are on the lookout for media representatives and familiar with the schedule of media appointments.

Trade shows are an important component of most companies’ marketing initiatives. While participating in the show expo can be a valuable way to connect with customers and prospects at local and national levels, the promotional opportunities afforded by the event extend way beyond the exhibit booth. Boost your company’s return on investment and marketing success with a well-planned public relations effort to gain significant editorial coverage before, during and after the event.

Before the event

Start with pre-event publicity to maximize interest in and coverage of your activities through press releases, media alerts, invitations, and your company’s web site, newsletters and social media programs. Also take advantage of all the opportunities offered by trade show management, such as access to media lists and coverage in the event’s newsletter, show guide, website and social media.

Find out whether the show needs keynote speakers, panel discussion participants, presenters or authors of conference papers. Secure one of these opportunities for your business leaders and you’ll strengthen your industry reputation. Plus, you’ll form relationships with the trade editors, who will come to think of you as thought leaders and industry experts. Each speaking engagement offers the opportunity to send editorial advisories ahead of the event.Read full post...

A case study benefits designers because it highlights their firm and their work.

Much to my wife’s dismay, every time we walk into a building, whether it’s a restaurant, hospital or office, I look up.

The reason: For the past 20 years, I’ve handled public relations for the Ceilings Division of Armstrong, the country’s largest manufacturer of acoustical ceiling systems.

If you’re reading this at work, take a look up. Chances are there’s an acoustical or “drop” ceiling above you. Who would have thought someone could write about drop ceilings for 20 years?

Well, the reason I’ve been able to is that drop ceilings don’t have to be flat, white and full of holes anymore. They can have the warmth of wood or the sophistication of metal. They can be concave, convex or even serpentine. And they don’t have to be continuous, wall-to-wall ceilings to provide their acoustical benefit.  There are plenty of ceiling clouds and canopies that can do that just as well.

As a result, architects and interior designers can now create signature ceilings that make people look up as they enter a space. And that’s the basis for one of the most important, and my favorite, aspect of the Armstrong Ceilings program: case studies. Read full post...

After a slew of recent halftime scandals, network execs now bite their nails and hope the performer sticks to his or her script to avoid a PR nightmare!

Come Sunday, I — along with millions of other Americans — will be sitting on my couch surrounded by good friends, ice-cold beer and wings. My eyes will be glued to the nearest flat-screen to watch (and criticize) the Super Bowl halftime show. Aside from the advertisements, this spectacle is one of the main reasons many people even watch the Super Bowl. So it’s safe to say that the stakes are high.

Read full post...

Being proactive and using a different approach for each platform are key to social media crisis communication.

A powerful new weapon has been added to your crisis communications arsenal: social media.

Like all weapons, it can be used for good or evil. It can assure you of a swift victory over those who would defame your reputation. Or it can blow up in your face. Because social media can change public opinion — for better or worse.

In the old days, companies relied on traditional media to handle a crisis. In 1982, for example, Johnson & Johnson executed its revered Tylenol crisis communications plan, calling for a comprehensive recall of potentially poisonous product. J&J (and its PR agency) used traditional media outlets to spread the word. With the 24-hour news cycle was still in its infancy, the company reclaimed 70% of its market share within a few short months. Crisis averted.

Read full post...

Personalize your pitches, and give journalists what they need.

At the 2011 PRSSA National Conference in October, 1,200 students came together in Orlando, Florida, for a weekend full of learning about public relations, professionalism, social media, creative design and much more. In the midst of all of our sessions and events, one topic stood out above the rest — and no, it wasn’t about how to tweet or develop a Facebook strategy. It was about good ol’ fashioned media relations.Read full post...

Differentiate, brand, and build trust were some key takeaways from the PRSSA National Conference.

Picture this. You’re standing in a room with a thousand aspiring young public relations professionals. On your left, there are students eagerly tweeting away. On your right, there are students impatiently waiting to hear from the keynote speaker of the day. You move from room to room to hear more amazing speakers educate you on any type of PR — nonprofit, agency, healthcare, global, etc. Top that off with some sessions on media training, social media and crisis communications, and you are officially in PR heaven.Read full post...

"Perception is Reality" was this year's theme for the PRSSA National Conference.

You know that “aha!” moment? You’re brushing your teeth when a great new pitch idea suddenly pops into your brain, or luxuriating in a bubble bath when the perfect event is fully realized in your mind. Imagine how it would feel if these sparks of genius lasted two hours: complete euphoria. Mind-blowing. Life-changing. Welcome to the PRSSA National Conference 2011.Read full post...

The UD chapter of the PRSSA has come a long way in the past two years.

If you had told me a year ago that I would have been presenting at the Public Relations Student Society of America (PRSSA) National Conference, I wouldn’t have believed you. Two years ago PRSSA was not what it is today. Frankly, it was a pretty ineffective organization, filled with inactive, uncommitted members. People knew so little about it that most students probably could not have guessed what “PRSSA” even stood for.Read full post...

In a world of 24-hour information, quality PR work is crucial.

When the Baltimore Colts moved out of town under the cover of darkness in 1984, the team pretty much cemented its place in the Bad PR Moves Hall of Fame. But last week, Bally Total Fitness took a page out of the Colts’ playbook anyway, completing a sale of 171 of its clubs to competitor LA Fitness — without telling its members. Other than a vague, one-paragraph statement on both companies’ websites, and two days’ notice of an early closing on November 30, gym members were given no information about the sale, or what it would mean for them.Read full post...

Many crisis situations entail change, surprise or the unexpected.

“In many ways, individuals and institutions get measured by their capacity to deal with change, surprise and the unexpected.” — Bob Woodward

Many crisis situations entail change, surprise or the unexpected. How do we as public relations professionals respond effectively? How do we blend the proper doses of textbook theory, gut instinct and level-headed judgment?

Over the course of my career I have dealt with a variety of “urgent” situations: product liability, white-collar crime, race and sex discrimination, life-threatening negligence by healthcare providers, environmental issues, and corporate downsizing, to name a few.Read full post...

Part 2: Facebook PR Strategies for a Small Budget

Kohl’s department store has more than 4.8 million Facebook “likes,” a following largely built during a 2010 campaign that let fans vote for which 20 schools should receive $500,000 each. The company gave away $10 million, but gained a groundswell of good feelings and a legion of new fans who now receive the company’s updates every day.

But take heart — you don’t need a multimillion-dollar budget to build a Facebook following.Read full post...