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Soulati-'TUDE!

The Happy Friday Series: Creating Optimism in Traffic on Foursquare

02/01/2013 By Jayme Soulati

Screen Shot 2013-02-01 at 8.45.23 AMIt is my great pleasure to welcome Paula Kiger, a 12Most.com author and blogger @BigGreenPen to today’s The Happy Friday Series. This story shows how you can create good vibes no matter where you’re stuck on life’s journey. 

Paula Kiger  Says:

Once I began using Foursquare, I quickly became intrigued by the check-ins that do more than identify a location. For example, the intersection of Capital Circle Northeast and Centerville Road here in Tallahassee could just be “Capital Circle NE and Centerville Road” but it has been dubbed “The Punishment Light.” I don’t know who created this name, but the wait for the light to turn at this intersection can be punishing, especially for drivers who are running late for work.

I am also a frequent visitor (and checker-inner) at “The Longest Light in Tally” (the intersection of Capital Circle and Apalachee Parkway). I view this check-in as a little “we’re all in this together” nod of commiseration to my fellow Tallahassee drivers who endure interminably lengthy waits at this intersection.

Because of my route to work, the Capital Circle intersection I can guarantee being at daily is the intersection of Capital Circle and Mahan Drive. The light is not quite as long as the two mentioned above, but it’s a major intersection that typically found me fretting about how late I was to work, how I was going to get everything done that I had committed to, how I was goinScreen Shot 2013-02-01 at 8.22.12 AMg to overcome the problems big and small in my life. It was yet another place to give in to worry and anxiety.

This image is a still shot from Traffic Camera Number 013

Which is why, on my birthday on November 28, I pulled over at a business at that intersection and created my own check-in: The Optimism Light. It is an alternative to the “Capital Circle NE and Mahan Dr.” check-in. It was a gift to myself. Having given myself that gift, it fascinates me how having one small symbolic homage to the positive makes a difference. If I am stopped at a red light there, I check in and take a deep breath. And then I:

  • Say a brief prayer of gratitude for the indisputably precious gift of another day
  • Send a positive intention for a friend or someone I know of who is ill or troubled
  • Give the person in front of me, beside me, or behind me the vibe that “it’s okay – we’ll all get where we’re going” instead of “what’s taking you so long to MOVE?!”
  • Hope that hope will prevail in the face of the world’s darknesses

Paula-Kiger-on-FoursquareI would be lying if I wrote, “and if no one else ever checked in here, that would be fine – I created this for myself.” Honestly, I want others to check in there (and I appreciate those FourSquare users who have). It’s why I tweet and post to Facebook every time I check in there.

When I find quotes that apply to this check-in, I add them as “tips.” They’re brief enough to take in while waiting for the light to turn:

Screen Shot 2013-02-01 at 8.22.50 AM

 

Around 50,000 cars pass through this intersection every day. You could argue that taking two seconds to give your fellow driver a break or say a quick prayer/intention (whatever your faith tradition) for someone else is not even a drop in the bucket. But, in my opinion, 50,000+ drops could create some waves of tranquility.

And in a world where it’s all too easy to make waves with sarcasm and vitriol, waves of optimism surely couldn’t hurt any of us.

 

 

 

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(Jayme Note: The Happy Friday series seeks new guest authors. What makes you happy? Please share with me, and you can be my featured guest!)

Filed Under: Happy Friday Series Tagged With: Check-in, FourSquare, Happy Friday, traffic, Twitter

PR Strategy For Business: The Company Launch

01/30/2013 By Jayme Soulati

News crew setting up to report on the floods (Photo credit: max_wedge)

Economics and economies are contributing to the start-up and along with the great idea to launch a company comes the need for solid public relations counsel to strategize about the best way to distribute news.

Gone are the days when launching the company was straightforward. What we used to do was develop a media list, write a press release and get it approved, and then start pitching media one by one with phone calls, followed by executive interviews, and stories that appeared in media outlets.

I’m not going to say that was easy, but it certainly pales in comparison to what we do today (she said with excitement!).

Blending Traditional With Digital

Launching a company today requires in-depth strategy and a healthy regard for the social media sphere.

When a start-up is launching a company website at the same time it’s trying to establish a brand and reputation, there are elements to activate that enable a one-two punch in logical sequence.

A website with language by copywriters and marketers needs to launch with the appropriate optimization and back-end analytics tools.

Meanwhile, a should be orchestrated from which a few news releases and fact sheets are created.

The media list is trickier these days. Media outlets have fewer reporters on staff and also fewer print editions. Many publications are strictly online which means the lead time for publishing the news (especially if it’s hard news with a time element) is zilch. If an editor likes a story, he can clear a blank web page and run it! Funny, but true; you get the idea of the immediacy of the news cycle.

What that means is the PR team has to button up and think about every news angle, its impact on the company, how it should be communicated, and when. Please read this sentence twice; it is that important for your business’s success.

Factors To Consider

  • Should the news go on the wire, just online or both?
  • Should social media channels post the news same day and repeat it or wait?
  • Which social media channel should be regarded as primary for corporate news; how about consumer news?
  • Should bloggers be pitched? How about important journalists? Should you pitch them online via Twitter or traditionally via phone and email?
  • Do you want to field requests for interviews that are inbound or do you want to be aggressive and pitch and earn the hits?
  • Is your spokesperson trained using the message map? Is there a Q&A developed so spokespeople are prepared and not blindsided?
  • Has the PR team created a media brief of reporters who call requesting an interview?
  • When should a blog post news of a launch? Before or after a news release?

And, there is so much more.

The primary takeaway is not to confuse you, Ms. or Mr. Business; it’s to encourage you to hire a qualified public relations strategist with media relations expertise. Have no fear…

 

 

 

Related articles
  • PR Strategy For Business: Blog Post Or News Release?
  • The News Release Is NOT Dead

Filed Under: Media Relations, Public Relations Tagged With: Business, Company, Media Relations, Press Release, Public Relations, Social Media, Twitter

PR Strategy For Business: Blog Post Or News Release?

01/29/2013 By Jayme Soulati

digital PRThe news release is NOT dead. There is no other way to formally announce company news that meets and adheres to traditional journalistic standards.

For those suggesting a news release no longer matters should take a look at whether they have hard news to share.

Start-ups, small-to-medium businesses (SMBs), and even established companies need to use a press release to issue news either online, via the wires, or sent as a pitch by media relations teams.

Blog Post Or News Release? 

More companies are realizing the value of blogging. The blog, like the news release is owned media. You create the message, write the content and publish it, post it or distribute it via many channels.

But, here’s the $5 million chicken-or-egg question — which comes first?

Should a company write a blog post to launch news or should it write a news release to launch news?

A blog post seems like the easiest method to put news out there; albeit, the audience that sees the post is questionable (especially on a brand new blog with zero analytics).

If a company was to launch news of a new product, service or other innovation for the very first time via a blog, then that news is no longer fresh.

A blog is NOT the best place to announce major company news first unless a news release is included in that news strategy with strategic timing.

Here are the steps I recommend, and afterwards I share why: 

1. To launch company news, draft a news release and blog post at the same time.

2. Get the content for each approved via the overall marketing and legal teams at the same time.

3. Set distribution of the news for both the blog and news release at about the same time. A blog post can be scheduled at any time of day.

4. The news release should hit the wires first, and the link to the news release should be included in the blog post just before clicking “publish.”

Rationale For This PR Strategy

If media get wind of a start-up’s news announcement and the company’s blog is the vehicle to share that news, then any attempt at issuing a news release, featuring the same content, and garnering attention is likely to fail.

When media relations practitioners pitch media, a blog post is not the vehicle of choice to inform media of news. It can complement; however, it is not an official vehicle.

Corporate blogs have a variety of authors and topics. To establish the company blog as the official word from the C-suite would take months of consistent writing with on-message topics. Media relations cannot be done via an occasional heavy-hitting blog post.

The news release must prevail first complemented by supporting vehicles with the content emphasized and packed with punch.

 

 Thanks for reading Soulati-‘TUDE! Blog Post #400! Please subscribe, up and to the right, so you miss no more!

 

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Filed Under: Business, Public Relations Tagged With: Blog, Media Relations, Press Release, Public Relations, Social Media

The News Release Is NOT Dead

01/28/2013 By Jayme Soulati

newsreleaseEverywhere I read, someone speaks of the demise of the press release. Perhaps they’re right; we in media relations rarely put “press” in front of “release” to describe company-issued news.

We call it a news release, and the news release is NOT dead.

There were 137 news releases issued on PR Newswire today in the span of 30 minutes, the majority issued at 8 a.m. ET.

News, among those who don’t truly know what news is, can be anything a company announces; however, if it’s hard news then it’s oriented to facts, data, investors, publicly traded companies, major new products with mass appeal (Boeing’s failed jet), global issues, national crises, weather disasters, and other critical news of the day.

Soft news can be anniversaries, events, new books, babies, ribbon cuttings, christenings, restaurant openings, and other items without critically timed orientation.

Regardless of whether a company has soft or hard news to share, the news release is one of the best vehicles with which to distribute news. Here’s why:

  1. If and when you’re pitching media with that news, a news release written in appropriate journalistic standard and AP style (follow them on Twitter @APStylebook) (typically) is most easily recognizable and accepted by media.
  2. When a company issues a news release in the format as stated in #1, there’s credibility around that action which requires attention.
  3. A news release usually goes through several rounds of editing by many layers of teams and professionals (marketing, legal, executives). Once it is approved and ready for publication, it becomes the official word of the company.
  4. News releases are archived on websites as public record and as an historical queue of stories that inform audiences.
  5. Media and other writers comb these archives to report on and understand companies, products, and people.
  6. Executive quotes are readily accessible in news releases and can be printed in a variety of media with attribution to the spokesperson.
  7. A news release is owned media; your company creates and controls the message. It is used to garner earned media…the story that appears in media outlets featuring much of the news and facts from company-issued news releases.

How is media relations done at your company? If it’s just via a personalized email to multiple email addresses via email marketing, then the message is harder to control.

If the team is using a pre-approved pitch and news release, then everyone is using official language approved by company leadership.

As I said, the news release is NOT dead.

Related articles
  • It’s not about the press (news) release
  • Seven easy-Peasy steps to writing a news release with panache
  • The Difference between Social Media News Releases & Traditional Press Releases
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Filed Under: Public Relations Tagged With: Boeing, Media Relations, message mapping, PR, PR Newswire, Press Release, Services

The Happy Friday Series: Top Five Cheery Songs

01/25/2013 By Jayme Soulati

Simon and Garfunkel Ticket

Simon and Garfunkel Ticket (Photo credit: Wikipedia)

Susan Silver again brings us a fantabulously cheery post to mark our second installment in The Happy Friday Series. She shares the top five cheery songs to change your mood, and let’s see which ones she picks.

Susan Silver Says:

I have always been a pretty empathic kid, which means that I often internalize the emotions of the world around me. When the dark clouds start gathering, there is a friend who will always comfort me. I simply turn to the nearest internet radio and play my feel good playlist. These are my Top 6 in no particular order. You only need a hit of one of these to get you through the dreariest of days.

You Might Just be the One – The Monkees

I was initiated at a young age and this song has remained a favorite ever since.

I Love You More Today than Yesterday – Spiral Staircase

I can never get this song out of my head when I hear it on the radio, but the truth is I don’t want to.

Listen to the Music- Doobie Brothers

I started listening to a greatest hits album on Spotify and become hooked on their unique sound.

Commandante – Mountain Goats

This comes from John Darnielle’s Lofi period when he couldn’t afford to record in a studio.

Late in the Evening – Simon and Garfunkel

From the concert in Central Park, the album I grew up with.

Sure, these are not represented by many modern songs nor do they represent how diverse people’s tastes really are. I chose these songs because they have universal appeal. The positive energy drips from the musical notes and gives you a fine injection of positivity. The next time you are feeling rundown, close your eyes and drift away on a song.

What does your feel good playlist look like?

Susan Silver blogs at CirqueduMot and also 12Most.com. She is a copywriter and community manager. We enjoy having her post any time for this community!

Related articles
  • The 100 Most Beautiful Songs in the World, According to Reddit
  • A Happy Cd
  • The Happy Friday Series: Everyone’s Happy!
  • The Happy Friday Series: Power Of A Smile
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Filed Under: Happy Friday Series Tagged With: Happy Friday, songs, Susan Silver

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