An Educated View

New site - I've moved

2009-06-14T14:36:00.005-05:00

Please note that I've moved my blog to www.kaseyskala.com. Feel free to browse some older posts, and then head over to the new and improved sight. Thanks!

I've moved

2009-06-14T00:07:00.003-05:00

Please note that I've moved to www.kaseyskala.com You're welcome to browse some older posts, but my newest and brightest thoughts are over at the new site. I hope you'll join me!

Did you do your research

2009-06-13T21:54:00.005-05:00

So you just came with a great idea for your company. You just landed a new client and are anxiously awaiting to jump right in. Create a Facebook page, sign up for Twitter, maybe even start a blog. You start crafting the press release, you start contacting the media. Easy there, let’s pull back on the reigns a bit.

A common theme that I’ve come across in meetings and when talking with new clients is they all are thinking big picture. That’s fine, it’s good to think long-term. But all too often we come up with an idea and jump right in before we have a clear plan. I appreciate the passion and excitement, however, before diving in, it’s crucial that you sit down and do your research.

Why research matters:
- Know your client – Know what your client has done in the past, know your client’s plan for the future. How will your work or campaign meet each of these? Along with knowing your client, know the competition. Has your idea been done before? Maybe Competitor X ran a similar campaign that didn’t generate any results, so why will yours work? Be ready to give concrete answers on the to explain your rationale.
- Know your audience – One of the first things you need to know when promoting a product or service is who your market is. This is PR 101 - going after the wrong market will only waste your client’s time and money and make you look incompetent. Market research involves more than demographics – you have to understand the behavior, lifestyle and preferences of your audience. Knowing your target market will help you determine what your message is and how to design it in a way that your audience can understand and appreciate.
- Know why we should care - Why will the media care about this? Is there demand for this product or service? This combines the two reasons above - has it been done, if so, why are you doing it again?

Research is the nuts and bolts of any campaign. In sports, before a game you come up with a game plan. In PR, research is our game plan.

PR & tennis: Advantage, you

2009-06-09T06:00:00.002-05:00

There’s a million analogies out there. We’ve heard social media and PR compared to everything. So...I’m going to add to that list! This came to me at an odd time, but I thought to myself - PR is a lot like tennis. Before you scoff at this comparison, let me explain a little.

Tennis is a game that requires touch. It’s about positioning yourself and putting yourself in the right spot. Novice tennis players tend to come in and think it’s about hitting the ball hard, and as a result, often hit the ball long. The more you play, the more you realize it’s not about hitting the ball the hardest - it’s about putting top spin on the ball and hitting at angles.

PR is the same. It’s not about jumping right into things. It’s not about having a big budget and going for the home run. Successful PR pros realize that it’s often the little things that find the most success. A lot of folks come into PR and all they want to do is work on the biggest brand and come up with cute and comical campaigns. PR is about doing the small things to make your brand successful. It’s about coming up with unique angles to pitch, it’s about humanizing your product and interacting with your community.

Tennis is a game of thinking one shot ahead. Good tennis players aren’t thinking about the current shot - they’re thinking 2 or 3 shots ahead. They study their opponent, make him or her work, and it’s the third or fourth shot that scores the point.

PR isn’t about what you’re doing right now. PR is about what you’re going to be doing a week from now, a month from now, next year. Strategic planning requires the ability to understand how your current efforts are going to compliment your future efforts. Results aren’t going to be immediate, so be patient and persistent.

It’s not necessarily easier to play doubles. Just because there are two players on one team, it’s not necessarily easier. Pete Sampras and Andre Agassi are two of the best tennis players to ever swing the racket, but that doesn’t mean they’d be a great team. A successful doubles team requires communication and the understanding of each others skills.

An effective PR team requires different skill sets. One person may be good at media relations, one may be good at copywriting. If your team is full of people who are only good at one part of PR, you aren’t going to be an effective team. PR also requires the ability to communicate. Like tennis, if both players are scrambling to each shot, eventually you’re going to run into each other. Assign tasks and hold each team member accountable for their assigned duty. No one wants to work with someone who thinks they need to hit every shot. At the same time, not everyone is meant to be part of a team and some work better by themselves. It doesn’t make that person a better or worse PR person. Know and understand what your talents.

Tennis is often an overlooked sport. Let’s be honest, you don’t see a lot of kids wanting to become professional tennis players. You don’t get a pickup game of tennis going with your buddies. You don’t spend a Friday night attending your local high school tennis match. You’re not dropping $300 on tickets to a tennis match - unless it’s a major tournament.

Businesses often overlook the importance of having a talented PR staff. Our budgets are usually the first to get cut - although that trend is starting to reverse itself. How many times have you been the last to find out about something critical to your company? Like tennis, the general public (those who don’t play) have a big misconception about PR. They don’t understand its value until a crises occurs.

Like tennis, PR will never be the glamour profession that young kids dream of studying and practicing. But that’s alright. PR isn’t rocket science, but it’s a profession that’s vital to a company’s success. Tennis may never be a mainstream sport (at least in the United States). Again, that’s alright. Just remember, PR isn’t about hitting the ball the hardest. It’s about starting and maintaining a steady volley with your audience.

Random ramblings

2009-06-05T22:09:00.006-05:00

I got this idea from Peter King's Monday Quarterback. It's a bunch of short blurbs about a number of different topics I've been thinking about this week. Enjoy!

I get it, we all want to come up with the next “big idea” that catapults our brand into the mainstream media. We want to come up with the next Wii campaign (in my opinion, the best PR campaign in recent years). Focusing on the next “big idea” is great and all, but very few “big ideas” generate results that warrant all the time and focus that’s being spent. Instead, spend more time focusing on those “little ideas.” After all, it’s the little things that often separate a good campaign from a great campaign.

Mainstream media isn’t for everyone. Getting national coverage for your client may make you and your client feel great, but it may not get the results you’re ultimately looking for. I spoke with the owner of a local PR firm in Minneapolis who had a client who’s sole mission what to get on Oprah. He told this client that there was absolutely no chance of getting coverage on Oprah. The client refused to except this reality; and as a result, the firm dropped the client. If a client doesn’t think their product is the greatest thing since sliced bread, I question their motive. However, as a PR professional, it’s your job to educate the client on the proper channels and set realistic goals.

Most absurd article/statement I read this week - http://bit.ly/1bvMGE. Listen, I’m not taking anything away from these people. They’re extremely talented and are doing great things. But comparing them to Bill Gates and Michael Dell is absurd. Gates & Dell created an industry. These folks are creating products/services to break into an already established industry. Great to give recognition, but let’s not get too far ahead of ourselves.

Why isn’t the NHL promoting their stars? I’m not that big of an NHL fan, but I’ll catch game every now and then. Minnesota is the State of Hockey. Going to a Wild game at the Xcel is an absolute blast - fan or no fan. But ratings are down for the NHL. The days of Gretzky and Lemieux are gone. Why isn’t Sidney Crosby a household name yet? My mother knows Tom Brady. She knows Kobe Bryant. She knows Alex Rodriquez. But I guarantee you, she couldn’t name a single NHL player. We had all this hype when Crosby was coming into the league, but the buzz and hoopla has all but vanished.

If you run a non-profit or work for a non-profit and aren’t engaging in social media - or at least in discussions to start - you are missing out. It would take a while for me to think of a non-profit that wouldn’t benefit from social media. Having a strong online presence can make it easier for you to spread your message, recruit volunteers, raise donations and ultimately advance your mission. It’s alright to be hesitant. It’s natural to have concerns. But have an open mind - I promise it’ll work out.

There we have it. Short and sweet. What are some top-of-the-mind stories/thoughts you have going on? Any current events or topics that have gotten you thinking?

Do you rely too much on social media

2009-06-02T19:51:00.017-05:00

Let’s do a hypothetical “what if” for a second. What if social media went away, say tomorrow? Would you be able to sustain your client’s PR efforts? Would you suddenly find yourself void of any big ideas?

The reason I ask this is because social media is all the rage right now. I’m just as guilty as anyone of buying into the hype. I love social media - it’s the first thing I do in the morning. It’s also the last thing I do before going to bed. I love the ability to connect and learn from the many brilliant folks out there. However, if social media failed to exist tomorrow, what impact would it have on your work?

Are we forgetting the basics of public relations? I love the enthusiasm that social media has created. It’s great to see what social media is doing to the communications landscape. But we owe it to our clients, to our employers and most importantly, to our profession to be well-balanced. I understand that social media is the new trend and the way the communication field is going. However, if we focus solely on social media, we’ll be doing an injustice to ourselves by forgetting the core of what makes a successful PR professional.

I agree that it’s important for PR folks to get familiar with social media. Will everyone use it? No, just as it’s not for every business, it’s not for every PR person. There are a lot of other tools that PR folks should be focusing on during these leans times that I think are getting swept under the rug.

Basic HTML and SEO are two things that I personally need to learn more about. What about pitching? It’s a skill that is often taken for granted, yet is something that successful PR folks master. What about research? My opinion - it’s the most essential skill a PR pro needs to learn and practice. Social media is simply one part of PR. It’s like media relations, internal communications, community relations - one piece of a bigger puzzle.

Would you still be able to build relationships if a computer wasn’t in front of you? How would you network if the Internet wasn’t around? Could you still pick up a piece of paper and interview a client? Could you make your brand stand out without the glitz and glamour?

Listen, I’m all for integration of social media. I’m constantly trying to learn more each day. It’s a great tool for me to connect. Let’s enjoy the technology, but like the saying goes - don’t put all your eggs in one basket.

#followfriday - for blogs

2009-05-29T18:16:00.008-05:00

Here's a #FollowFriday Special Edition for you. Instead of profiling specific people, this Friday I'm going to profile a blog.

Little Pink Book

One of the main reasons I participate in #journchat is to find other like-minded folks to connect with. Each week, I usually walk away with at least 2-3 solid people to follow. A few weeks ago, I came across Florida native @SashaHalima with whom I quickly connected. She's possesses all the characteristics a successful and intelligent PR person should - engaging, thought provoking, ethical and passion. We have a lot of similarities in our thoughts and opinions, but it's a great compliment for me to hear the reasoning behind her views.

What I like about her blog is the fact that not only is it filled with high-quality information, it's visually appealing as well. For me, layout is an important aspect of a blog - her design blows mine away. But as we all know, flash only gets you so far. The Little Pink book is constantly updated with new & fresh posts touching on a variety of topics. In my opinion, it's clear that Sasha is very passionate about PR, current events, politics - it's a nice blend of intriguing information.

So go check out her blog, you'll learn quite a bit. For me, she's been a great "follow" and her blog is one of the first reads each morning. If you like it, head over to Arik Hanson's PR Reader's Choice Blog Awards and give her the recognition her work deserves.

Ethics - They still apply

2009-05-28T07:34:00.001-05:00

News travels fast. With the number of people online, your voice and message has a global reach the minute you hit send/post. The benefit of this is a 24/7 society that feeds on the immediate availability of news. But with anything, the risk has the ability to outweigh the reward. Case in point - NBA PR "fail"

What have we learned in the PR world recently?
- We've seen Dominos' image tarnish in a matter of minutes, if not seconds.
Respectfully, here is their response.
- The KFC mess via Oprah.
- And my personal favorite, KFC attempts to prank El Pollo Loco. Ouch, KFC has had a rough 2009 thus far!

With all these, we learned that word spreads fast. Especially when it's negative. But let's focus in on the recent PR stunt that the Golden State Warriors' PR head pulled.

Raymond Ridder, a 10+ year PR veteran, decides that public opinion about his employer (GS Warriors) isn't very positive. Forget the fact that they only won 29 games this year, but that's another issue for another time. So, what should a PR pro do? Let's go to the source of this negative opinion and try to "spin" the community's thoughts. That's ethical, right? After all, it's up to the brand (again, the Warriors) to shape public opinion. It's the job of the PR department to shape how our community (in this case NBA fans) is talking about us. We determine the message, we determine the response. That's how PR works, isn't it?

I understand that PR has changed over the years. Heck, it's changed drastically since I graduated five years ago. But I'm pretty sure this was Rule #1 in that 'Ethics 101' course I took. You know that class you dreaded because it talked about all those boring case studies. *Professor Menke, I really don't think the ethics course you taught was boring. I actually enjoyed it.

What this guy did (I won't refer to him as a PR pro anymore) is basically take all the work us honest and ethical PR folks are doing to clear our industry, threw it to the ground and spit on it. It's people like this Ridder character, and his actions, that cause our industry to be referred to as "flacks". Mr. Ridder, if you prefer to be called a "flack," by all means, we can arrange for that.

You've heard of Intel, right? Pretty big company. Let's take a look at their social media guidelines. Skip over the first section, although it is important, and go to 'Rules of Engagement."

#1 - be transparent. You failed there.
#2 - be judicious. He said he did it on his own, so maybe it didn't violate company policy.
#3 - write what you know. Ummm...I'd say you failed here too.
#4 - perception is reality. Ah, here we go. I like this rule. Well, you had no chance at following this basic guideline, err rule.

I think you get where I am going here. How can a so-called leader of an organization blatantly try to mislead and lie to its community and expect any sort of trust and support from said community? Posting anonymously and trying to "guide the conversation in the 'right' direction" is basically like telling your audience that you think they're stupid. That's what it comes down to.

If the PR industry has any chance of finally getting rid of the "flack" label that is associated with it, actions like this MUST stop. It's scary how often basic ethics are often overlooked in an effort to advance an organization's message. PR folks, you need to realize that the public will eventually call your bluff. Quit trying to be sneaky. Your audience will call you out. What Mr. Ridder should have done is engage his community, acknowledge the concerns and find methods to cure those concerns. Instead, the Golden State Warriors have a bigger issue than their losing record to solve.

Thank you

2009-05-24T10:16:00.014-05:00

We all lead busy lives. We live in a fast-paced society that is constantly on the move. We demand information that moves quickly. But for a few days this weekend, let's step back and give thanks to those that have made all of this possible. Let's remember those who gave their life so we could enjoy freedom and choice. Often times we have a sense of entitlement and take for granted that we wouldn't have what we do, or be where we are, without those who protect us each day.

To all the soldiers and those families that have a loved one serving, thank you. To those currently serving, be safe and remember that you are in my prayers.

How banks are handling the current crisis

2009-05-19T19:35:00.006-05:00

It’s no secret right now, but we are in the middle of the biggest economic crisis since the Great Depression. That’s obvious, right? So how is this impacting financial institutions and what are they doing to uphold their brand image?

First, let me give you a background on me. I’ve worked in the financial industry for the past five years and have an educational background in public relations and marketing. I currently work for a Top 10 U.S. financial institution. While I don’t claim to be an expert on anything in the financial industry, I feel I have a solid understanding on how things work.

From here on out, I’m going to refer to various banking institutions and financial companies as simply “financials.” Please note that this is referring to the company, not their actual “financials.”

What’s your opinion on financials right now? Pretty negative I would assume. And rightfully so. After all, they’re lying, misleading, stealing money from the government, etc. However, despite the economy going down the toilet, a lot of financials are doing great things from a PR stand point.

One thing you need to remember is the level of regulation placed upon financials. It’s this scrutiny that limits what a financial organization can talk about publicly. They have shareholders to protect, their brand, their consumers. Public or private, PR for financials is quite difficult.

With that being said, other than a few of the bigger financials (Wells Fargo, Bank of America, AIG, Goldman Sachs, JP Morgan), a lot of the financials are taking a more reactive approach. Normally, this is not the approach one should take, however; it’s appropriate in this instance. Keep in mind, this isn’t a traditional crisis communication plan that financials are utilizing. Again, protecting shareholders, brand image and consumers is the number one priority.

This isn’t to say that financials shouldn’t be proactive during the crisis. Managing your reputation and promoting your products and services is still vital for an organization’s success. Financials should still be continuing their traditional marketing and communication plans, but also realize that the coverage may not be what it normally would be in more traditional circumstances.

Like everything PR, the big push for financials is social media. A number of companies are actively engaging and building an online community. A few that come to mind are Bank of America (@BofA_Help), Wells Fargo (http://blog.wellsfargo.com/) and American Express (http://www.openforum.com/). Used primarily as a customer relations tool, financials are finally realizing that reaching their respective communities is requiring a non-traditional approach. Like traditional PR, though, Web 2.0 is pretty tricky for financials due to regulations.

Overall, I think the majority of financials are doing well with their PR. There are certain topics that they can’t avoid - TARP, but these topics are also ones that shouldn’t be avoided. You’ve heard it before, but these are unprecedented times. Money is the backbone of our society (that’s another story) so managing the reputation of
financials is critical to their future existence.

What are your thoughts? How do you see certain financials? What do you think is going well? What needs to be improved upon?

Last call? We haven't even begun.

2009-05-12T20:08:00.004-05:00

We heard it with Facebook and now it's the same argument against Twitter - how will it make money? You see, a lot of people don't understand Twitter. A lot of people think it's a fad that will simply go away. They don't see the benefit in Twitter. Well, I respectfully disagree.

The biggest reason I am on Twitter is the constant learning it provides. It's learning I can't get elsewhere. Stuff you can't read in a book. It's that experience you get outside the classroom.

I'm not trying to brand myself - there are folks who use Twitter to do this. I'm not proclaiming to be an "expert" - there is no such thing. In fact, networking isn't my primary objective. Let's face it, Twitter is basically an internship for me.

There are a lot of folks out there that are smarter and more talented within the PR field than myself. These are the folks who are mentoring me. Where else could I be provided a forum to connect with as many brilliant folks? What meeting could I attend where so many talented folks from all over the world freely give advice?

Quite frankly, I could care less if Twitter makes money. As long as I am able to continue my conversations with the community I build, I'm not going anywhere.

The Digital Age: The age of too many voices

2009-05-07T18:34:00.009-05:00

A big debate going around social media circles is the idea of a so-called "social media expert." The common response has been that anyone who calls themselves an "expert" in social media, is in fact, the furthest thing from an expert. This got me thinking about how the increase in people's involvement online has really allowed practically anyone to become an "expert" on any given topic. To me, this is quite frightening.

Like most things, I believe variety is a good thing. Consumers like options and it forces businesses to produce quality products and services. However, with the number of people blogging and getting involved with social media, suddenly your average-Joe has turned into a credible source. One one side, it's great that the Internet has allowed such easy access to a wide array of talent. On the flip side, there are a lot of people out there with a hidden agenda and determining credibility has become a lot more difficult.

As you can see, I'm kind of perplexed with how I feel about this. The digital age has allowed me to form relationships with people I'd otherwise would have never met. From the early stages of instant messaging and online forums to more recent advancements, I've spent quite a bit of time trying to form my online identity. It's almost like my thoughts contradict my actions.

With an abundance of voices also comes the decrease in human interaction. For example, take this post. It's 7:00 p.m. on a Thursday and I'm inside on the Internet. People communicate via text, email, Facebook, etc. Again, my actions contradict my thoughts, but what happened to face-to-face conversations. Besides research, the ability to create and foster relationships is, in my opinion, one of the most overlooked aspects about public relations. I understand that the technological advancements we're experiencing are vital and beneficial; but I just wish more people occasionally went back to the traditional routes of interacting.

Like I mentioned, I love social media. I love being online. I think the Digital Age is one of those things that you're glad it's evolved the way it did, but a small part misses the traditional aspects of communicating. What are your thoughts?

How PR is like running a small business

2009-04-29T19:01:00.009-05:00

I had the opportunity to sit down and meet with some local small business owners here in St. Paul the other day, and afterward, it came to me - if you are a PR pro, you are also a small business. Let me explain.

In today's economic climate, owning and operating a small business is tough. Consumer spending is down, retail numbers are horrible and even though consumer confidence increased in April (I completely disagree) business is still tough. There were a few businesses I spoke with that had sales that were similar year-over-year or even slightly up; but overall, most businesses were experiencing a decrease. As PR pros, we are facing decreasing budgets and the elimination of positions.

Businesses are having sales, creating promotional events and even attempting to re-brand, all in an effort of differentiating themselves from the competition. As PR pros, we need to take this time to re-do our image as well. Whether it's getting accredited, attending seminars and conferences or educating ourselves on other faucets of PR and marketing. Why? All in an effort to differentiate ourselves from the competition.

I see a lot of businesses starting to implement new aspects into their current business. One example, the popcorn and ice cream shop by my office has started to sell other candy, tins, root beer floats. They didn't have these items a year ago, but the economy is forcing them to do anything they can to increase sales. It's paid off as the business is already 20% ahead of where they were last year. As a PR pro, you better be dipping into social media, you better be learning SEO, you better be learning a new trade. Why? To increase sales, or in our world, your marketability.

What it boils down to is, like a small business, you need to be continually seeking to improve your craft and give consumers, businesses, etc. a reason to shop at your store. What are you doing to drive sales to your business? Are you adding additional good and services to your current inventory?

My challenge to you

2009-04-28T18:45:00.002-05:00

Web 2.0 isn't about you

2009-04-22T22:03:00.009-05:00

Why are you on Twitter? Why did you create a Facebook profile? Is your Web 2.0 goal to build your personal brand? If you are participating on Twitter and other Web 2.0 platforms based solely to advance your own individual goals, then you have the wrong mindset. Don’t get me wrong, advancing yourself professionally is important and you should always be trying to build your own brand. What I am saying, though, is that if you are engaging in Web 2.0 for that reason alone, you are missing the purpose and benefit of Web 2.0.

In my opinion, your purpose with online media should be focused on building a community and engaging with others. It should be about listening first and talking second. From a goal standpoint, this should be your primary mission.

Based on this belief, I believe celebrities are going about Twitter with the wrong approach. Promoting one’s movie should be a tactic, not the goal or purpose. Utilizing Facebook to sell an album is a great marketing strategy for artists, but it shouldn’t be the reason behind they implement Web 2.0.

The same can be said for the “regular Joe” on Twitter. The key to success is by being able to add something of value. Ask yourself, “what am I bringing to the conversation?” Are you bringing anything valuable and useful or are you simply trying to promote yourself and push your agenda?

Let’s be honest, PR folks like the hear themselves talk. There’s nothing wrong with that. We should be vocal people. We should have opinions. We should strive for improvement. But are you that kid in class who’s simply raising his or her hand and participating just to make it be known that you're present? Speaking up more frequently isn’t necessarily going to be the determining factor whether you get an ‘A’ or a ‘B’ with Twitter.

Remember folks, if you engage and build properly, then the rest will come. As much as it may hurt, this time, it's not about you.

Ashton punks Twitter

2009-04-17T19:32:00.003-05:00

If you're online and into Web 2.0, you've probably heard about Ashton Kutcher's Twitter challenge with CNN. Twitter is going crazy with this with people are on both sides of the argument. Personally, I am on the "con" side of this publicity stunt. Here's why:

On the surface, this is great for Twitter. Getting mainstream coverage is huge for the growth of Twitter and getting its name in traditional media is vital to its success. Although "big names" on Twitter is nothing new - see @tonyhawk @the_real_shaq, the recent press definitely helps. Heck, even @oprah is on now. So in that sense, this is good for Twitter. However, I don't think this does anything to prove the value of Twitter.

Yes, this shows that Twitter is popular and that messages move quickly on Twitter; but it doesn't show the true value behind Twitter. In my opinion, the true value of Twitter is the ability to share knowledge and create relationships. Others may use it for something else. This "challenge" does nothing to show Twitter's unique ability for a person to interact and form relationships. In fact, I'd go on the record to say that Ashton's quest for 1 million followers is nothing more than him saying "I'm more important than you, so follow me."

News came out early today that Ashton did in fact reach 1 million before CNN. So now what? What was the goal of reaching 1 million? Simply to say you did it first? It's my belief that this had nothing to do with a challenge, rather simply a publicity stunt. And it was quite brilliant. Do you think it was merely a coincidence that Ashton started to up his Twitter activity around the same time he's shooting a movie? Again, I think it's quite brilliant. But it goes against all that's Twitter (that could be another post).

In the end, all this "challenge" did was reinforce that fact that Americans are obsessed with celebrities and those who are "famous." Brad Pitt, Leonardo DiCaprio, Justin Timberlake - all could have achieved this same result had they decided to go public. It doesn't prove the strength or influence of Ashton, nor does it indicate anything about Twitter.

The icing on the cake? He took out a billboard! Lame and desperate, in my opinion.

Your thoughts?

A big fumble by the NFL

2009-04-12T20:57:00.008-05:00

With the popularity of social media continuing to rise, it’s common for incidents to arise from online accounts. A few months ago an employee of the Philadelphia Eagles got fired after he posted a comment on Facebook about an Eagles player being trade. This week, news came about via Mashable’s Web site about the NFL creating fake Facebook profiles in an attempt to get dirt on potential prospects. At first I was taken back and immediately criticized the NFL. But looking back on it, I don’t have an issue with the premise behind the tactic; but I do see the actual tactic being unethical.

It’s common sense that employers check the online profiles of potential candidates when interviewing. There’s the common adage “if you don’t want your mother to see it, then it probably shouldn’t be online.” I have no problem with this and actually think it’s a great thing to do. You can learn a lot from people by their Facebook profile or blog. It’s an easy and cheap way for HR personnel to quickly weed out those who they feel wouldn’t be a good match for their organization.

So what’s the difference between Company A doing it and the NFL? The NFL is a business and with their push to improve their image, monitoring online accounts makes sense. However, creating a fake profile simply to gain access to view a profile reminds me of a snaky con-man. It brings up the image of that used-car salesman that everyone tries to avoid - it’s slimy.

One of the issues with the emergence of Web 2.0 is knowing and understanding the motive behind the participant. Some companies and employees are great about coming out and announcing their affiliation. Others, not so much. This has been a criticism of PR professionals for years and PR 101 teaches the importance of identifying yourself and your intentions. Actions like this - the NFL creating fake profiles - go completely against what an organization should be doing to sharpen its image.

A few keys to remember when integrating Web 2.0

Identify yourself .
Be clear, be concise.
Don't post anything you wouldn't want your mother (personal) or CEO (professional) to see.
Info on Web 2.0 travels fast.
Make sure your online message matches/compliments your offline message.
Use common sense. You would think this would be common sense, but often times it isn't.

* Image from gossipboulevard.com

Spam is good for Twitter

2009-04-02T18:33:00.006-05:00

Before you start scratching your head on why I would suggest that spam is good, let me clarify. Spam, in its current stage on Twitter, is actually good. Let me try to explain my madness.

How can something defined as disruptive be thought of as beneficial? In its current stage on Twitter, spam actually confirms that Twitter is mainstream. It confirms that Twitter isn't just a useless fad. Now don't get me wrong, I'm not saying spam alone defines Twitter and proves it's effective - that is achieved by a successful marketing and communications plan. Spam usually follows where users are gathering. Again, another way to reassure that Twitter is growing and the potential to reach and engage with your audience is something that needs to be considered.

Like most SM tools, spam is easily ignored on Twitter. All spam can do right now via Twitter is follow you. That's pretty harmless. If it's a nuisance, simply block it. The only really problem, and it's more an annoyance than a threat, is the "auto-dm." Again, that's something easily treated by blocking the person who sent the auto-dm.

Think about it, all popular and effective communication channels have had spam at one point. Telephone? Yep. TV? Yep. E-mail? Definitely. Spam isn't usually associated with useless and deserted channels. MySpace had it's run with spam, Facebook has had its and now Twitter is finally getting blasted.

The point of this post was to show that with popularity comes spam. And that isn't necessarily a bad thing. For those who aren't "sold" on Twitter yet, the presence of spam is a clear indication that Twitter is just beginning to grow. If you haven't had a conversation about creating a presence on Twitter, you need to immediately. Not being on Twitter means potentially missing a huge segment of your audience that you could be engaging with.

Jeff Jarvis, author of What Would Google Do, states: "Amazon.com knows how we shop. Google knows what we're looking for. And Twitter is headed to knowing the most about what we’re doing and thinking." So come jump on the wagon and emerge yourself with a powerful and effective communication tool.

Networking 101

2009-03-30T18:03:00.012-05:00

I've always been one that loves to learn. I'm a firm believer that if you aren't constantly learning new things, you're doing yourself an injustice. Being content, for me, is boring. I like to be challenged. In today's current economic crisis, it's vital that you differentiate yourself. Setting yourself apart from the competition is key to a) keeping your job, b) getting a new job and c) coming out of the recession successfully (both for yourself and your company).

My goal for 2009 was to get more involved in the PR landscape here in Minnesota. If I wanted to make a name for myself in PR and if I wanted to find success as a PR professional, I believed it was vital for me to become active. My first step was to join Minnesota PRSA. I went back and forth on this and debated whether it was beneficial to join a professional organization. Although I've only been active for 3-4 months, it has been my greatest decision as a PR pro. Through PRSA, I've met, in my opinion, some of the smartest PR people out there. Through MNPRSA's mentor program, I've met @bskogrand of Risdall, who was instrumental in suggesting I blog again and get involved in PRSA. This has led to many professional relationships I've begun to develop as well as hone some basic PR skills.

One of my favorite experiences in networking is the availability of new and useful information from like-minded professionals. I've mentioned Twitter on previous posts and I continue to believe it has the biggest ROI & ROE of any social media platform. Twitter has allowed me to connect with people across the country, as well as locally. @arikhanson is full of experience and useful information (check out his blog). @cubanlaf, @djwolter, @harvatin are all folks who I've learned a ton off of by simply sitting back and listening/reading their tweets. Smart folks that I wouldn't have met had I not networked and gotten involved.

A few keys to networking:

Offer value. Networking is like PR - it's suppose to be two-way. While people love offering their help, it makes networking easier and more fun when both can contribute.
Be sociable. One would think this is an obvious, but you'd be surprised that some people simply show up to an event and expect to network. You need to be involved. Introduce yourself, ask questions, etc.
Be thankful and respectful. Don't be someone who uses others. Be respectful. Realize that professionals have other responsibilities. At the same time, follow up and give thanks. A thank you can go a long way.
Have a plan. Why are you networking? What do you hope to gain? What do you plan on contributing? Be proactive, not reactive.
Give back. Be a mentor, get involved. Just like you, there are others out there looking for help and looking to network.

I've gained more in the past 6 months by getting involved, networking and finding ways to use my PR skills than I would have had I simply skated by. There are ways to network and get involved, go look for them. Networking is a blast. You get to meet interesting people and you learn so much valuable information. Everyone has a unique background. Whether you are in PR or retail, it doesn't matter. You can only better yourself by getting involved. Make a lasting impression!

Remember the basics

2009-03-18T21:18:00.003-05:00

There’s a big push in marketing and communications toward businesses and consumers developing a presence in social media. You’ve all heard of the numerous platforms and I’m confident that a majority of you currently participate on one, or have at least used one in the past year. However, despite all the rage to learn and experiment with SM, I think it’s important to remember to go back and touch up on some PR basics.

Like the popular saying, “Remember where you came from,” I think it’s important for a PR professional to remember the groundwork that pubic relations is built upon. With the emergence of social media, I fear that the basic skills; such as writing and research, will go to the wayside. Being able to craft a clear, concise message is vital to PR. Texting is up, face-to-face interaction is down. 140 character tweets are the “hot thing,” picking up a phone is dying. Heck, even the role of a traditional journalist is changing.

A few keys to remember if you are involved in PR:

Writing is key. No matter the medium, a clear and concise message is the most important aspect of a successful PR campaign.

Research. I think this is one of the more overlooked aspects of PR. Often times, people think you can simply jump and get immediate results. My question: how do you know the results you are looking for if you haven’t done any research?

People skills. Despite the technological advancements, having the ability to develop relationships and carry out face-to-face conversations is still vital to PR. After all, isn’t that what we’re suppose to be experts at doing?

R-A-C-E. This was the first thing I learned in PR and to this day, remains the absolute first step in any PR activity I do. Research. Action. Communication. Evaluation. Know this, use this.

While I agree that PR needs to continue to evolve and I am fascinated with the new resources communicators have, having a strong foundation is still vital to successful PR.

Twitter: The hot ticket

2009-03-12T19:20:00.006-05:00

I don't hide the fact that Twitter is, by far, my favorite social platform. For me, I feel it allows me to connect and build relationships in a far more productive manner than other social media platforms - both personally and professionally. As Twitter continues to gain users and continue to be the "hot ticket," there are sure to be a few flaws that come along. The two biggest potential flaws are: 1) unnecessary following & 2) companies joining for the wrong reasons.

1) Unnecessary following: Everyone wants to be popular or appear to be popular. There's a big misconception with Twitter, that the number of followers one has, the more "legit" they must be. While this thought process holds some validity, you need to truly decipher why a certain person has a large following. Some are "experts" and major players in certain industries, PR has @prsarahevans. However, there's a trend of following people, just to be able to build one's own volume. Remember, Twitter should be about quality not quantity.

2) Joining for wrong reasons: By now the word is out, Twitter is the new social media platform that everyone is on. Why aren't you? You must be behind the times, right? Not necessarily. As more consumers join Twitter, there is going to be an ongoing trend of companies joining Twitter. I've read articles recently urging more and more businesses to hop on the wagon and "get with it." But before you decide if you or your company should have a presence on Twitter, sit back and evaluate this tactic. Joining Twitter shouldn't be "because everyone else is" or "because my competitor is." You need to treat Twitter like any other business decision and research, research, research. Realize that Twitter will require effort and a strategic plan. You won't get results by simply jumping in. You need to engage your community and build rapport. You need to listen. You need to provide a benefit to those that follow. A successful Twitter account requires time and effort. It can provide countless benefits if done properly, you just need to sit down and determine what your goal is and if Twitter is the best resource to reach that goal.

I love Twitter. I put in a lot of time and effort into my account and I've learned far more than I ever expected. I'm a firm believer that Twitter is by far the best social media tool for consumers and businesses. But like everything else, you only get what you put into it.

Social media & nonprofit integration

2009-03-04T21:54:00.005-06:00

A topic that has been of interest to me recently has been the integration of social media within the nonprofit sector. I’ve recently started to work with a local nonprofit in town helping revamp its public relations plan. My initial conversation with the Director involved a discussion on his impression surrounding social media. Immediately, he went to Facebook and YouTube; and as expected, his views were what I expected - a lack of understanding.

@arikhanson, a fellow PR pro, recently blogged that social media allows a nonprofit to build relationships. And isn’t that what’s key to a successful nonprofit? Social media allows a nonprofit to effectively engage with its community and increase awareness of its mission. The key is to utilize SM tools properly.

A few other reasons to integrate social media:

Cost. There’s been some discussion that social media isn’t as cheap as it’s made out to be. However, when you factor in return on engagement, social media can be significantly cheaper than other tools a nonprofit can implement.

Sharing Capacity. Social media has the potential to have a large reach. Building a strong network, you have the ability to reach a significant amount of people that may be inaccessible through other vehicles. You can also share photos, news releases, past news, etc. through online tools. This makes it easier for the media, volunteers and donors to access information.

Awareness/Reach. Let’s face it, the trend is moving toward more online involvement. If social media is where people are, it would be foolish not to reach these people. While you don’t want to forget about your current volunteer and donor base, having a strong online presence allows the potential to reach new volunteers, donors, media outlets.

The key to a successful integration is to remember that social media is not meant to be a replacement, rather an additional tool. Social media isn’t meant to be the sole resource. It’s meant to compliment other PR and marketing efforts a nonprofit is using. It isn’t for everyone organization, however, results speak for themselves for organizations that have implemented social media into their campaign.

So take a look, you don’t have much to lose. However, you may have a lot to gain!

How to manage communication during a crisis/hardship

2009-02-25T18:32:00.008-06:00

A day doesn't go by where you don't hear about companies laying employees off due to the recent economic crisis. While it's never easy to cut employees, maintaining an effective communications plan during these times is vital to your company maintaining a positive image.

A few areas that need to be addressed immediately:

1) Be open and honest. Don't hide information. Even if you don't have all the information available, report what you do know and inform your audience that once the rest of the information will be made available when it arrives.

2) Don't forget your employees. Managing internal communication is one of the most important areas you need to address. Not addressing your employees opens the door for incorrect, and possibly damaging, information out to the public. Also ensuring a high level of employee moral is going to make getting through the crisis a lot easier.

3) Know when to talk and when to be quiet. Treat each crisis/hardship individually and as they come. Opening your mouth and talking about a crisis has the potential to make the situation a lot worse than it should be. Don't hide information, but don't go rushing to every media outlet.

Anyone have any experience dealing with a crisis at their work? How is your employer handling the economic crisis we are currently experiencing?

Current status of the NBA

2009-02-21T16:38:00.004-06:00

My dream has always been to own a professional basketball team. I grew up playing the sport and to this day, the NBA is by far my favorite sport to watch. With that in mind, monitoring the status of the NBA has always been something I've enjoyed analyzing.

The days of Jordan, Bird and Magic are gone. The game has changed. For the most part, the game has gone from a team game to one of individual highlights. Boston and San Antonio are the exception to this thought. What was once a game of teamwork, discipline and family entertainment has shifted into flash, youth, greed and selfishness. This change isn’t necessarily bad and I still believe the core concepts of the game are still there. The passion of the game still resides in many players, however, instead of trying to build the image of the game; I think more players are trying to build their image and status. Times have changed and so have people. Some may argue that this is just the NBA trying to remain relevant and keep up with the times. The hottest topic of the game is what LeBron James is going to do in 2010. You never heard this when Jordan and Bird were paying. The “I gotta get mine” era is here, unfortunately.

Despite the image being tarnished, in my opinion, the one bright spot is the increase in the audience. The NBA is global thanks to the likes of Yao Ming, among others. The NBA is just as popular in China and European countries as it is here in the United States. So while the NBA has gone global, I also think the NBA has appealed to a lot younger audience. In the 90’s, the majority of players were a lot older than they are now. In today’s game you have Kobe, CP3, Dwight Howard, LeBron -- all young stars just reaching their peak. As the number of young stars increase, I think the NBA can continue to increase its audience and reach.

Will we see more games being played in China and other countries? Probably not. Based on logistics and the cost involved, I think it’s simply impossible to have NBA teams outside of North America. Mexico? Possible, however, that’s probably as far as you can go. However, I think that the game overseas will continue to build which will result in growth in the NBA as well. With more potential NBA players going overseas to play and with the increase in international talent and competition, it will make the NBA step its game up in order to remain competitive.

While there are a few things I dislike about the NBA, it’s clear that its brand is slowly becoming more and more relevant. Kobe and LBJ are two of the world’s biggest stars and there are a few other players that I feel can become international stars. Clearly the NBA isn’t at NFL and MLB levels, however, I think the NBA can pass MLB if current trends continue. NASCAR is no longer the dominate force it was and soccer will never reach great popularity in the U.S. The NBA is a great position and if managed effectively, has the potential to become more relevant and popular.

2009 NBA All-Star post

2009-02-14T11:31:00.004-06:00

I plan a later post dedicated to the current status of the NBA where I will look at image, audience and growth potential; but this weekend marks the 58th NBA All-Star game. By all measures, the NBA is by far my favorite sport. I grew up playing the game (I peaked in 6th grade) and one of the most rewarding things I've done was when I coached 7th grade girls, back in 1999. So let's talk NBA. All though the hoopla has died down a bit when it comes to All-Star weekend, the nuts and bolts are still in tact and it still provides an enjoyable Saturday night.

Rookie/Sophomore Game:
Friday night we saw Kevin Durant put up 46 in the Rookie/Sophomore game. It marked the seventh straight win for the Sophomores, which makes sense. They've had an extra year in the NBA. They probably played the previous year's R/S game. Nothing new in this game.

Haier Shooting Stars:
Will the San Antonio Spurs defend their title? Tim Duncan, David Robinson, Becky Hammon posted a time of 35.8 seconds last year. San Antonio also won in 2006, albeit with a different team, where they set the event record of 25.1 seconds.

I think this is one of the more enjoyable events. It's nice to see the NBA partner with the WNBA and also bring in a legend/hall of fame player. Despite the fact that I love watching Bill Laimbeer shoot, I think I will have to go with the home team this year, the Phoenix Suns. Leandro Barbosa, Tangela Smith and "Thunder Dan," Dan Majerle make up a great team. Both Barbosa and Majerle can shoot, Smith is a solid contributor as well. I'm going Phoenix.

2009 Playstation Skills Competition:
Last year's winner, Deron Williams, isn't participating and Jameer Nelson (my original pick) is out due to injury.
Devin Harris, Tony Parker, Derek Rose & Mo Williams make up this year's roster. This event, while the premise is great, doesn't seem to live up to the hype that it should. You're showcasing the fundamentals of basketball - dribbling, passing and shooting. What's not to love? It was fun to watch when Steve Nash, Chris Paul and Jason Kidd were doing it, but none of these participants excite me. I'll go Tony Parker, simply because he's the best PG out of the group. No rationale behind it. Wouldn't you have liked to see Magic, Bird, Stockton, Mark Price partake in this event? Fundamentals at their core!

Foot Locker 3-Point Shootout:
Not a big fan of this either. It's based a lot of who's hot at the current moment. Jason Kapono has won the past two years. I'm going upset and taking Roger Mason. Mike Bibby and Rashard Lewis pose no threat, Daequan Cook doesn't do anything for me. Danny Granger, while a stud, could be the surprise champion, but Mason is on fire this year. Although he's a .399% 3pt shooter, he's shooting .450% this year. Let's go with him.

H-O-R-S-E:
I love this idea. Glad they implemented it. Let's hope it lives up to its potential. O.J. Mayo, Joe Johnson and Durant are the three participants. Mayo can't shoot, so it should be between Durant and Johnson. I think Johnson dominates and puts on a clinic. He's the best shooter and since dunking is out, Durant and Mayo don't have a chance. Johnson wins and doesn't get more than a "H". Let's hope the NBA brings this back next year.

Sprite Slam Dunk Contest:
The reason we watch. It's the home run of the NBA. What every young NBA fan wishes they could do. "Can you dunk?" is the measure of a kid growing up.

Last year Dwight Howard put on a dominant performance. I think his "sticker" dunk was the most impressive, despite the judges not giving him the proper scores. He'll win again mainly because this year's crop is rather weak.

Nate Robinson - Anyone else tired of watching him? Great, you're 5-9 and can dunk. Not taking anything away from that, but you have no chance of winning. You're no Spud, so quit trying. You shouldn't have won in 2006. Because of you, if you miss more than 1 attempt, your turn should be up. Don't participate next year.

JR Smith and Rudy Fernandez make up the final two competitors. Smith is alright, nothing fancy. If anyone upsets Howard, I think it's Smith. Fernandez is the "sexy" pick, but I don't know if he has the creativity and power that's needed. You won't win with alley oops, you just won't. Not when Howard is bring the thunder.

Howard repeats, although it won't be as impressive as last year.

Sunday night's 58th NBA All-Star Game:
It'll be a defensive struggle, probably 64-59! Kidding, no one plays defense, the game is rather boring. I'll go with the West because of CP3, Kobe and Duncan. Throw in Amare and Yao and you have a nice lineup. But it's the All-Star game, so who knows. I'll go with Kobe as MVP.

All in all, I think this year's schedule provides a lot of entertainment. While the festivities have lost some of their luster over the years, I still Love the Game.

Cessna fights back

2009-02-12T21:07:00.003-06:00

Yesterday, aircraft company Cessna launched its PR campaign by placing an ad in the Wall Street Journal. The campaign, themed "Rise," featured an ad with a headline that stated: "Timidity didn't get you this far. Why put it in your business plan now? In today's corporate world, pity the executive who blinks."

While it'll be an uphill battle, I think it's key that Cessna is proactive. While the aircraft industry is accustomed to the rise and fall that comes with a struggling economy, the negative associate that currently is attached to the aircraft industry is due to a lack of knowledge. Cessna's campaign needs to stick with the basics and educate the general public regarding the benefits its products provide.

What are your thoughts? What does Cessna need to do to ensure a successful campaign? Do you see any potential backlash?

Will modern day baseball always have an asterick?

2009-02-08T20:55:00.009-06:00

With the recent news coming that Alex Rodriquez tested positive for steroids in 2003, the question came up -- is baseball forever tarnished?

Thus far, most everything Jose Canseco has said, has come true. Who would have thought that Canseco and credibility would be spoken in the same sentence? However, getting back to my question, I believe that modern day baseball will always be tarnished. Sammy Sosa, Mark McGwire, Barry Bonds and Roger Clemens are only a few elite players heavily linked to steroids. Despite that, I think the news of Rodriquez taking 'roids is far damaging to the game.

Here's an article from ESPN's Buster Olney that I think does a great job describing the impact of the recent news. The gist of the article is that Rodriquez was suppose to be the solution to Bonds. He was suppose to rescue the game and bring it back to purity. He was the only hope for a "clean" player to take back the sacred home run record. So much for that!

What was once known as "America's pastime" has suddenly become a league full of corruption, greed and selfishness. Maybe it's another sign of the times?

One thing businesses need to get right -- employee communication

2009-02-04T22:01:00.005-06:00

In today's troubled economic environment, the most important thing a business can focus on is employee communication. Employees are an employers number one asset. A businesses' success depends on effective and proper communication between management and staff.

One of the biggest areas management needs to focus on is sincerity. Come off too fake or too strong and you lose credibility. Come off as insensitive and you lose moral and support. So there's a fine line that you need to follow.

A few tips for effective employee communication in today's climate:

Be honest and up front. News travels fast, especially gossip. Address the issue, whether positive or negative, without putting corporate spin. Nothing is worse than coming off as someone who's spewing "corporate bull."
Determine level of severity. Don't assume every issue needs to be relayed to every audience. Your sales staff may not be interested in something that your technology department is going through. On the same token, don't isolate a certain issue and assume others aren't affected.
Chose the right medium. Would an issue be better resolved via email rather than in person? Over thinking an issue could cause unnecessary concern.
Never undervalue the importance of your employee. From the receptionist to the VP, every employee serves a valuable role. If your front line is dissatisfied, if affects your customers.

Your employee should be your number one concern. An unhappy employee can do twice the damage an unhappy customer can. While both are vital to success, if the employee doesn't have confidence, how can you expect your customers to be confident? Managing gossip, reducing worry and relaying a message that is clear, concise and consistent is going to be the difference between success and happiness and a closed door.

Super Bowl ads - Preliminary thoughts

2009-02-01T22:00:00.008-06:00

Overall, I think the Super Bowl ads were average. Not as good as recent years, but there were a few good spots. I'd give the ads a 2 out of 5. These are my preliminary thoughts, as I'll go back tonight and tomorrow and review the ads again.

The winner in my opinion is Bud Light, specifically their first commercial "The Office." It wasn't edgy, it wasn't off the wall or groundbreaking. It just made me laugh and I thought it was creative. Overall, I think Bud Light ran the best spots.

Others I liked: Hulu, Doritos, E-Trade.

Like I mentioned above, outside of the few good ones, I thought the rest were bland. There weren't any controversial ones this year - nor were there any that were out-of-the-box or edgy. It makes sense that this year most companies went the safe route, but if I sat down and thought "what ad made me stop in my tracks," I'd be hard pressed to find one.

My least favorite spots were done by Coca-Cola. I simply don't understand their ad campaign. Pepsi is going with the hip & cool approach. They are definitely trying to reach a younger target market. Coca-Cola, I'm not quite sure their strategy. I think it's definitely more along the lines of traditional and safe; however, what's their message? I wasn't impressed with their ads last year either, so this doesn't surprise me. Like I said, I am going to go back and review the ads again, so maybe I'll catch something I missed the first time.

Again, overall I'd rate this year's ads a 2 out of 5. Safe and non-edgy. It plays with the way our economy is going right now. I'll have some updates Monday or Tuesday.

Your thoughts?

Stadium naming rights - PR or goodwill?

2009-01-30T22:54:00.003-06:00

I read an article today regarding Citigroup's deal to to have the new Mets baseball stadium named Citi Field. In 2006, they agreed to pay $400 million over 2o years. So I started thinking, is naming rights to a stadium PR or simply goodwill?

I think it depends on the market and the venue; however, in smaller markets I think it's mostly goodwill. Let's take Minneapolis, for example. The Minnesota Twins are building a new stadium, which will be called Target Field. Rumors going around had it between 3M, General Mills and Target. Although, later on there was rumbling of a US Bank & General Mills tandem. Nonetheless, all of these companies are large, Fortune 500 companies. So none of these companies need the publicity. I'm pretty sure most people in Minnesota are aware of these organizations. As it turns out, Target ending up getting the naming rights and will now have Target Field, which is near the Target Center. So what is Target gaining by having their logo plastered atop the new field?

A lot of it has to do with the amount of money that is thrown toward the naming rights. Polaris or Caribou Coffee probably can't afford the money that would be needed, so I understand the economic portion. However, in Target's case, why the additional stadium? Measuring ROI on this is darn near impossible.

Let's take another example here in Minneapolis. The new Gopher stadium will be called TCF Bank Stadium. Is TCF gaining additional market share because their name is on top of the new stadium? Most people in the metro are aware of TCF, so it's not like someone is going to be driving by, see the stadium and say "hey, I think I am going to change to TCF." Again, I think this comes down to Goodwill. Smaller dollar amount required, so take out the major corporations, and bam, you have the new park. Throw in Polaris, throw in Medtronic, throw in SuperValu. All would get the same benefit that TCF is getting - minimal.

Take a look around at the different stadium names (outside of Yankee Stadium, Fenway, Soldier Field, etc) and you'll see that a lot are simple goodwill on behalf of large corporations that have some significance to that particular region.

Recent corporate PR buzz

2009-01-26T18:37:00.007-06:00

Two interesting articles regarding recent PR issues for two Fortune 500 companies. Their PR departments have some work now!

Article #1 - Citi
The gist of the article is that Citi, despite getting $45 billion in TARP assistance, is going ahead with their purchase of a new $50 million corporate jet. There are a few obvious mistakes in this story.
#1 - If you get $45 billion from TARP, which the tax-payers are on the hook for, it probably isn't wise to invest in a new jet. Especially when the company already has two.

#2 - Here's a quote from the head of CitiFlight "Why should I help you when what you write will be used to the detriment of our company?" replied Bill McNamee, head of CitiFlight Inc., the subsidiary that manages Citigroup's corporate fleet, when asked to comment about the new 7X.
I get his reasoning. There isn't anything he can say that will make anyone understand the logic behind this; however, outside of "no comment," this could be the worse possible response.

Maybe I am looking too much into this story, but I think this poses a serious problem for Citi. When your stock is in single digits, your company is fighting to stay afloat and you are getting bailed out by tax-payers; a new luxury jet probably isn't the best thing to go out and purchase.

Article #2 - Nike
The article discusses Nike's move to have Rafael Nadal wear more "traditional" tennis clothing. His regular garb consists of capri shorts and sleeveless shirts - not your typical attire. Nadal's loyal fans are upset and angry about this change, but from a corporate PR standpoint, this makes complete sense.

Nike, arguably one of the biggest corporate sponsors, has a right to make sure their brand is portrayed in a positive image that is most beneficial to their bottom-line - profit. By dressing Nadal in a more conservative and traditional clothing, this allows Nike to sell more product, which is ultimately the goal of their sponsorship. It's also a neat and cheap way to get publicity.

Happy Hunting!

Twitter - Update from previous post

2009-01-22T18:16:00.002-06:00

Came across a great article on Seeking Alpha regarding Twitter.

From Sarah Lacy:
"But, truth be told, in this Darwinian Web cycle, the financial results are a lagging indicator when the king-du-jour of the Internet gets dethroned. If you look closely, we're already seeing loads of signals that Google is losing its grip on Web supremacy.

The Inauguration: I flicked to this in my daily Yahoo "ValleyBuzz" post yesterday, but it bears noting again. Look closely at the Web stats on Inauguration day. While Obama was taking the oath of office and delivering his speech, Google's stats shows a decline in search activity. Meanwhile, Twitter and Facebook usage soared. This speaks volumes for two reasons. One: It proves why Twitter and Facebook are ultimately more powerful sites, and paradoxically it's the same reason they are so tricky to monetize. They aren't about "transaction" they're about "connection." People went to Google to find specific information about the President-Elect and the ceremony. People go to Twitter and Facebook to share the experience with one another. That means, Twitter and Facebook are delighting users more than Google, because they are keyed into natural human needs and emotions that trigger far greater and more addictive endorphin rushes than just finding a piece of information. But far more telling and troubling was the explanation on Google's blog about why their numbers went down: Because people were obviously glued to the TV. Maybe. But they were also on other sites. Google no longer gets where the Web and its audience is going."

Twitter

2009-01-21T22:26:00.009-06:00

The hot topic in 2009 is the advancement of social media (SM) with Twitter being one of the more intriguing SM tools. Per its Web site, "Twitter is a service for friends, family, and co–workers to communicate and stay connected through the exchange of quick, frequent answers to one simple question: What are you doing?" However, to marketers, PR professionals, advertisers and most importantly, brands, Twitter is an invaluable tool. With all new things, though, Twitter does not come without varied opinion. Some love it, some don't see the value and a lot don't understand it.

My opinion on Twitter is this: it has the potential to be a beneficial resource for those individuals/companies to put forth the effort. It's a pretty unknown tool compared to Facebook, MySpace, LinkedIn; but I think it has the potential to be a lot bigger. Why? The return is so much better than other forms of social media.

Imagine you're a small floral shop. You don't have the big budget for advertising, nor do you don't have the tools to put out a huge marketing campaign. Sure, you can put an ad in the local newspaper, you can place a coupon in the local pennysaver. But what is the return on those investments? More than likely, pretty small.

Now you have Twitter. It's a free service. The only real cost is the time you spend, or your employee(s) spend on it. Granted, that time could be used for other activities; but a quick 5 minutes on Twitter announcing "Dozen Roses $19.99" is a free form of advertising. I understand that larger companies would need to scale this approach quite drastically, but the concept is still the same. Why can't Polaris have a Twitter account? Why can't Best Buy tweet that they are having a 1-day sale?

The biggest concerns are security and control of content. However, I don't see why this should be viewed any differently than the content being placed on radio, print, etc.

There are a couple of good discussions out there regarding Twitter and social media. I'd encourage you to check them out. Social media is the new "it" in PR and advertising...jump on board!

Interesting read on social media in general - http://marketingpie.risdall.com/?p=700
Cost of social media via the MNPR blog - http://www.mnprblog.com/2009/01/cost-of-social-media.html

Happy Hunting!

Is Obamamania good for America?

2009-01-17T21:19:00.009-06:00

Whether it's his charming smile, his voice of hope or simply a breath of "change," the one thing no one can deny, is the reach and follow of Obamania. It's a great story, I won't lie. Personally, I did not vote for him - please, don't shoot! But despite the difference in opinion that Obama and I have, the dude has got "it" going right now. That leads me to the question, however, of whether or not this is good for America?

Let me explain. I won't argue that we need hope, we need change and we need a little boost. The economy sucks, our confidence is at an all time low. Despite this, people around the world are counting down to Jan. 20, 2009. The day it all becomes "official." I don't think Obama led anyone on. I think he has the our best interest in mind. Fixing the problems (what/who/why can be discussed later) is a huge task for anyone, not just Obama. What I fear is that people have gotten so wrapped up Obamania that once reality sets back in, and people realize that this isn't a quick fix, that our confidence will sink even further.

Obama never claimed to have all the answers. I don't expect him to fix everything over night. But when desperate, people cling to any sight of hope. They get high expectations, only to have their dreams crushed. People are excited, people are being active. I hope this continues when the freshness and newness of Obamania settles and reality sets back in.

Don't take this as criticism toward Obama. Although I didn't vote for him, I do support him and wish him luck. I will continue to speak against policies that I feel aren't in America's best interest. But I'll also be the first in line to help pull people out of this mess when called upon. I hope the Obama brand isn't all hype and I hope that the people aren't disappointed.

Happy Hunting!

Barack Obama - PR mastermind?

2009-01-12T19:48:00.005-06:00

Putting political views aside, no one can argue that Barack Obama didn't run a masterful campaign. The way he engaged voters, the press he generated and the overall public relations aspect of his campaign was brilliant. As he sets to take office and gives his inauguration speech on Jan. 20, the question looms - does the "Obama Brand" wear off?

One of the keys to Obama's successful nomination was his campaign's use of social media. His status was constantly updated via Twitter, his Facebook profile was filled with thousands of "friends" and his supporters were constantly reached via email. I firmly believe that any chance Obama has of maintaining his positive image, or of his "brand" continuing to be at an all-time high, is to continue to capitalize off the success social media brought. The tools and resources are already in place. They have contacts and they have lists. Why throw these valuable tools away? If I had any direct involvement with Obama, I would highly recommend the continued used of Twitter and Facebook. Why not update supporters of policies via Twitter? How about using Facebook to gauge public opinion? His email list is gold - a perfect way of getting direct feedback about how his term is going.

Obama's campaign was historical in the fact that it got the country involved. It got people out of their seats and finally got people to voice their opinion. It would be a shame if Obama didn't harness what every marketing and advertising company dreams of - verifiable data that generates results.

- Happy Hunting

When it's too late to save face

2009-01-09T19:37:00.003-06:00

We saw it when the Chrysler and General Motors CEOs flew to Washington on their private planes. Now, we're seeing it with Rod Blagojevich, Governor of Illinois. What is "it"? A case of a public relations nightmare. Even if the two auto executives decided to carpool on their subsequent trips to Washington, the damage was already done. The same can be said about Blagojevich.

Earlier today, the Illinois House of Representatives unanimously voted to impeach Mr. Blagojevich after allegations that he tried to sell the Senator seat left vacated when Barack Obama was elected. I'm no political expert, nor do I claim to know all the facts surrounding this accusation. However, from what I do know, it seems pretty obvious that ample evidence exists proving these accusations to be true.

I applaud Mr. Blagojevich's attempt to prove himself innocent, but when there is concrete evidence proving otherwise, a proper crisis communication plan needs to be put in place immediately. This includes admitting wrong doing, apologizing and immediately resigning. Instead, Blagojevich 's action has caused his image to be permanently tarnished. You can argue that by immediately admitting wrong doing would have tarnished his image, I think that it would have been less severe than how the public currently feels. People make mistakes and come back from it (i.e. Bill Clinton). Blagojevich doesn't have a future career in any public sector, but for the sake of his family, he should have followed basic public relations practice when it comes to crisis communication.

I think 2009 will bring plenty more public scandals, it'll be interesting to see how people handle these situations. An effective crisis communications plan is essential for companies and individuals to maintain what little image will be left.

New king of video games

2009-01-08T19:32:00.004-06:00

VGChartz recently published an article indicating that Wii Sports has officially surpassed Nintendo's Super Mario Bros, making it the best selling video game of all time. (http://news.vgchartz.com/news.php?id=2724&a=2)

All Wii consoles sold outside of Japan and South Korea come packed with Wii Sports, thus essentially meaning that every Wii console sold counted as a sale for Wii Sports. However, you must also realize that for quite some time, all Nintendo consoles that were sold came packaged with Super Mario Bros/Duck Hunt combo game. The astonishing thing about this feat is that it only took Wii Sports two years (110 weeks) to surpass Super Mario Bros.

Another interesting tidbit from the link above is that every game in the Top 10 Best Selling Video Games is made by Nintendo. Part of this is due to the "packaged theory," but still pretty impressive.

Nintendo has done a fabulous job marketing the Wii, so this news comes as no surprise to me. It's also a little bit of common sense -- it worked for Super Mario Bros, why not try it for Wii Sports. I would recommend reading about Nintendo's marketing strategy for the Wii. It's quite brilliant.

- Happy Hunting!

2008 National Championship

2009-01-08T19:04:00.004-06:00

My two-cents regarding the 2008 National Championship

Florida: My personal opinion is that Florida is overrated. Tebow is a force and will get his numbers, but I think their defense won't be able to contain an elusive Oklahoma team. Harvin is supposedly 100%, but I don't see him being an impact.

Oklahoma: Explosive offense, solid defense. I think their defense shows up and, in the end, is the deciding factor.

My prediction:
Oklahoma 38
Florida 17

Out with 2008, in with 2009. More of the same!

2009-01-06T19:55:00.002-06:00

Greetings folks! I hope the holidays brought joy and happiness and that 2009 has been kicked off with a bang. For my first blog of 2009, I'm going to focus on two topics, albeit completely different topics, that are at the forefront of the new year.

Economy
Let me start my little rant with a small disclaimer: I am not a financial expert, nor do I claim to be. My view is exactly that, my view. They are gathered from my personal experiences and from commentary gathered from those experts that know far more than I do.

Now that we have that out of the way, let me begin by saying that I think 2009 is going to be far worse than what we saw in 2008. My personal belief is that recovery won't come until 1Q 2010. Despite credit rates being relatively low, consumer lending is still far off what it needs to be. With banks giving fewer loans, businesses cutting jobs and consumer spending continuing to decrease, I don't see any positive data to indicate the economy recovering any time soon.

Additionally, the biggest concern I have is commercial loans. According to an analyst at Deutsche Bank, commercial loan losses are expected to increase to 3 percent by the end of 2010. Additional research done by Reis Inc. indicates that commercial properties at risk of defaulting could triple if rental income drops by even 5 percent. Loan losses from commercial properties have the potential to make the sub-prime crisis look like child's play.

Further disaster may come from credit cards and auto loans. Credit companies are already cutting credit lines and our society has lived on credit for the past few years. You cut someones lifeline and chaos occurs. All in all, these two portfolios have the potential to see some drastic deterioration.

Eventually things will get better. How we act and alter our behavior is yet to be seen. Hopefully we can learn from this and ensure that such a crisis doesn't occur in our or our children's lifetime. As a society we need to ween ourselves off of credit and focus on saving and living within our means. Attitudes need to change. Again, it'll get better; however, I think we are in for a lot more darkness before the light begins to shine.

Social Media
Heading into 2009, one of the most intriguing topics is the advancement of social media, most notably within the corporate setting. More businesses are beginning to question if getting involved in social media can benefit their company. Some companies have already embraced social media and seen its benefits, while some companies refuse to look into social media (some rightfully so). However, I think it's a shame if a company doesn't at least look into the possibility of investing in social media.

ComScore came out with its worldwide traffic stats for November and it's interesting to see where specific social media sites ranked. It came as no surprise that yours truly, Blogger, remained in the number one with 222 million unique visitors in November (up 44 percent from November '07). Facebook is second with 200 million (up 116 percent) and is on pace to soon pass Blogger. MySpace, WordPress and Windows Live Spaces round out the Top 5.

An interesting video on Yahoo's Tech Ticker recently asked the question of how much Facebook is actually worth. While it's obviously that Facebook is clearly not worth the $15 billion valuation, has Facebook lost its edge? ComScore numbers indicate no, however, a lot of advertisers are pulling their ads from Facebook due to relatively low ROI. Now part of the reason for a pull back in ad spending has to be attributed to the economy, but I think a lot of businesses are realizing that MySpace, Facebook and other social media sites may have peaked. President-elect Barack Obama's campaign relied heavily on Twitter, however, does that make Twitter a viable investment for businesses? How do you place value on a company who's business model is solely based on ad revenue?

2009 is set to be an interesting year. Change is definitely in the air. What will that change bring? I don't think anyone knows. But that's the interesting part.

Happy Hunting!
- Kasey