Archives for March 2010

Public Relations Drives Marketing

03/31/2010 By Jayme Soulati

Public relations drives marketing. There. I stated my firm belief in a public forum in which I’ll either get eaten alive or get nods of agreement. For many years, I’ve tested this theory in front of a variety of marketing colleagues from all shapes and sizes of companies. Some agree; and one in particular outright scoffed in my face.

To back up any theorem, research is required. Off to the manual library I went in search of public relations teachings to see what academics had to say. To my delight, a book written in 1998(!) provided wonderful support points. (Of course, we in PR can spin any statement to advantage, eh?)

The first chapter of Value-Added Public Relations, the Secret Weapon of Integrated Marketing by Thomas L. Harris, leader in marketing public relations and past-president of venerable Golin/Harris, yielded a goldmine.

I remember that decade well in my Chicago agency life. Public relations was a serious competitor for marketing attention, and the C suite had begun to invite us to the table. The tech bubble was big and getting bigger, and public relations rode the wave. Mr. Harris noted “Integrated marketing communications (IMC) puts public relations squarely among the powerful disciplines.”

Those of us working in the field knew we had special talent, and clients loved our offering that was beyond tactical services.

Our thorough ability to research a space and conduct competitive analysis from the perspective of messaging content and positioning beat marketing and advertising hands down.
Our strategic counsel aligned against business goals was an approach usually expected out of industry consultants or analysts.
Our knowledge of the media and how to create news while preparing a thought leader for the occasion was nothing a marketer or advertiser could do.
Our messaging crafted for external audiences as authoritative, credible and fact-based was developed for marketing and sales teams to use in their communications channels, too.

Said Mr. Harris, “Credibility is key, and of all the components of integrated marketing, public relations alone possesses a priceless ingredient that is essential to every IMC program – its ability to lend credibility to the product message.”

I recall the firm where I worked offered integrated marketing communications; however, it was pie in the sky. So many agencies were protecting turf lest another grab billings; camaraderie was thin.

In Mr. Harris’s book, he quotes other public relations heavyweights, including the long-time CEO of Hill & Knowlton. “Robert Dilenschneider, editor of Dartnell’s Public Relations Handbook, is convinced that the new marketing mix puts to work jointly the tools of marketing and of public relations and that public relations ‘is the glue that holds the whole thing together.’”

I don’t disagree that public relations and marketing work well integrated. Mr. Harris speaks to the “new” concept of integration 12 years ago. Have we succeeded? Not really. There are too many siloed organizations generating leads for sales teams without benefit of strategic input from public relations. There are too many public relations practitioners concentrating only on media relations (regardless of traditional or social) without regard for the holistic inside-out perspective.

A prescient statement by Mr. Harris could have been spoken today; it directly relates to the current social media position in which we’re working and breathing:

“The integrated marketing communications process begins with the consumer. It requires that marketers radically shift from thinking “inside out” (what we have to sell, what we have to say) to “outside in” (what consumers tell us about themselves, their needs, wants and lifestyles).”

Because public relations is primarily focused on the outside-in, and marketers are shifting in that direction encouraged by social media, Mr. Harris provides a solid support point to my theorem – public relations drives marketing. Add to that public relations practitioners’ continuous creativity to differentiate tactics that resonate against strategies to attain objectives, and I’m sold.

Let the fireworks begin!

Brands Need Storytelling

03/30/2010 By Jayme Soulati

Remember when you sat at Grandma’s feet and she told you stories about the Great Depression, or what it was like to be the biggest Irish clan with 13 kids? Perhaps your stories aren’t like those, but you can relate with a few you’ve heard or have told.

I promised to recant the richness of my discussion as a gift for Gregg Morris, a Twitter pal with whom I only recently made verbal connection yet trust was established long ago on Twitter in 140. (Watch for new posts on earning trust.)

Gregg makes it his business to uncover the stories that make brands come alive with history, human memories, and a piece of friendly relevance. He’s a storytellin’ guy, and that’s where he’s building his business these days – looking back through time to pull what’s relevant for today’s modern consumers and brands.

Gregg says brands are out of touch with their customers because product stories are missing. In thinking about this, mass merchandising and the Internet have made brand loyalty non-existent. To push a buy decision, there’s less or zero focus on a product’s historical significance and an emphasis on “Made in America” (for example) to combat global merchandising and manufacturing. If companies took that “Made in America” platform and threaded the back story through the product, imagine the richness of the result.

Gregg shared some fascinating thoughts with me, and I’d like to invite you into the loop, too:

People inside businesses today are so close to their product crafting a customer story becomes difficult for most.
The definition of a story is “a character moving through a series of events toward resolution.”
When a company has a product and/or service, a story needs to be told around customers. Customers need to know how a company’s product provides resolution. The better the story, the more enhanced customers’ loyalty.
Who is your target audience? Don’t kid yourself; it’s not everyone! When companies zero in on a target audience, only then can they begin to craft a story that resonates with the audiences’ persona.
Stories have become lost. Think of a product in your house. Is there one with a story that drove your buy decision? Can you relate to the brand’s back story that keeps you engaged? (When I see Clydesdale horses, I still think of beer. The irony is I got the brand wrong, and Gregg corrected me! That story was told over and over during holidays when I was a kid; saw it on TV. Where is that story now? That taste of Americana resonated with many people, and now it’s lost and ignored in an archive.)
It’s trust that’s earned when real stories are told. Gregg informed me businesses have an opportunity to retell their robust histories with stories that live dreams.
Storytelling is necessary for the small business. (I love the potential of this statement for SMBs.) The dry cleaner that competes with the same service provider around the corner and up the street must differentiate. Ever walk into a dry cleaner to be greeted by the proprietor who rarely speaks English and wonder about his/her story? You can guarantee there’s a significant one waiting to be told which may tug at the emotional/personal enough to make a customer brand loyal. But, that story is not getting told.

Gregg gave me much food for thought (another analogy for the SMBs, Goldfish & Social Media post). I’m hopeful your interest is piqued enough to let the pondering begin! If you’re struggling to tap your story, I know just the right guy to help…https://greggmorris.com .

(Image credit courtesy of https://greggmorris.com)

Make It a Lasting Impression

03/26/2010 By Jayme Soulati

This week a Twitter pal asked for my thoughts on career development andlanding a position for interns or new grads. Of all the positions I’ve held in public relations, none were attained with a cold call. It’s the network, purely and simply; social media proves that every minute. The opportunities are endless, regardless of age, to begin distancing from the pack of job seekers. Here are a few obvious tips as good reminders:

Launch a LinkedIn profile. This is the consummate business networking community, and a young person can make a big impression using LinkedIn to best advantage. See a potential employer? Network the heck out of that connection without being annoying.

Set up a Twitter ID and use it! Tastefully add a professional avatar. It’s not enough to say you’re on these networks; show activity. It’s too easy to find out the truth these days. Speaking of which, Facebook…need I say more?

Master the basics of job seeking. It begins with a powerful resume featuring objective, employment history (how many jobs did you work to pay for school?), internships, volunteer gigs and achievements. Clearly position these and be prepared to discuss the experience for each.

Complement studies with extra-curricular activities and internships. Anyone who carries a heavier load shows they can manage the same or more in the workplace.

Set up informational interviews, and research prior to a meeting. When no information exists online about a person, it’s likely their name is too popular. If Google doesn’t yield any information try another route and use that data as an icebreaker. If people don’t have time to meet in person, ask for a telephone conversation or Skype conference call.

Come prepared to an interview with something to show; if not writing samples then a project or work experience. Short on examples? Use results from a team-oriented class project. If you volunteered abroad, show organizational skills and share the scrapbook or photo album of the excursion. Lastly, bring a reference from a professor or someone in business who can vouch for you.

Pick up the phone! Balance the use of e-mail with the telephone. A lot can be discerned from people’s mannerism, tone, inflection and command of English when on the phone. Do not be afraid to make personal contact; it’s the only way to make a true impression.

Send a thank you note. While a hand-written note is preferred (and impressive), an e-mail is acceptable. Common courtesy has gone out the window. When a young person makes an effort to be respectful and appreciative for someone’s time, it’s noted.

In summary, the main point is to make a positive and lasting impression. When you’re invited in for a cattle call, how can you ensure I remember you 10 days from now?

Twitter’s Hidden Gifts

03/25/2010 By Jayme Soulati

I’ve been tweeting for a year. During that time, say about nine months when I got around the what-the-heck-is-this thing, I’ve encountered Twitter’s many hidden gifts. I’d like to share and ask whether you have others to add.

Obviously, you need to be a treasure hunter (especially now with more bots, spam and direct selling). Twitter is much like the racks at T.J. Maxx — it’s a hunt-and-peck gold pot deal. But the rainbow does bare fruit.

On Twitter, I promise, you can find:

Amazing network of intelligent peeps with whom to banter and exchange commentary.
Sense of community and a feeling you belong to a higher group (are we a clique?) who get it.
Treasure of information (caveat emptor!) behind the numerous links everyone tweets.
Quick way to garner immediate knowledge about any topic imaginable and ability to be at the front end of unfolding crises i.e. earthquakes, elections and the like.
Lists of people with your like interests within your profession or elsewhere from whom you can get opinions and fodder.
People like Gregg Morris. I’ve mentioned Gregg more than once in my few posts on this new blog, and there’s a reason why. He became my knight who rescued me from blogger IT hell and smoothed out my experience so these posts can come alive. (I have far to go, and I know Gregg is a click away.)

My intention was to gift Gregg with an interview and help him promote his venture as a storyteller. We spoke for several hours, and the outcome was an exchange so rich with backward and forward insights, high intelligence, and an appreciation for the synergies of the past, present and future. As a result, I plan a series of posts relating to and about Gregg; he gifted me with so much, he deserves more in return.

There’s no doubt your Twitter stream can be rich with hidden people gifts ala Gregg. As I develop more food for thought, look within your stream for exactly that. It’s not happenstance, you know; you need to give to get. And, when it does occur, the whole meaning of tweepship is defined anew.

Soulati-'TUDE!

Archives for March 2010