Integration is Key

All I hear lately in the media is about social media, and it gives businesses the wrong perception: that we need to shift marketing dollars from "traditional" marketing to online advertising and social media. In my opinion, this is not a wise decision for the long-term, and it's not as effective as integrating all forms of advertising.

Why did I choose to call my company a media company? Because advertising IS public relations, because online advertising IS social networking. Integration is key to a long term marketing strategy.

Studies have shown that consumers don't differentiate between sources of brand messages. They form their brand image from all media outlets to which they have been exposed. This is why consistency is key. No matter what media outlet you use, when you use the integration strategy I believe in, the last thing you want is to create brand confusion. Google "The Shack" and see why Radio Shack's latest strategy did not work. It confused people.

PR is going to become more important now and in the future, as clients start using integrated models. The days of social marketing OR print ads, visual storytelling OR banner ads is over. Think AND, not OR. It's up to media companies to make it happen, and our clients will benefit from this shift in thinking.

Write the Right Story at the Right Time: PR

PR must always be a part of your marketing strategy, yet it is overlooked in today's times because we think (myself included) that if we have any money to spend at all, better to get in a person's face. But if you take away that assumption, try to look at PR the way I do--whether you're a business or association--to generate goodwill. You want people to feel good about the products and services they buy, you want people to be proud to be part of your association.

So when writing a press release, are they your audience? Yes and no. I always put myself in the position of the editor, or even the journalist looking for a story. Imagine their day sorting through boring 'news' releases, annoying emails and voicemails from publicists, all while trying to remember what they are there to do: deliver an original, compelling story.

So what's a PR company to do? Start with the journalist's needs and not yours. I harass the journalist until they understand that I UNDERSTAND their audience. What does their audience feel and want? It's a tall order, but I promise if you do your homework you will get further than spamming everyone and their mother. You have to sell the journalist/editor/publication first as to what benefit their audience has in reading your press release.

When I tell my clients to use PR, this is what I want: just the facts. Say a new CEO is on board, and he's brilliant for many reasons. Give me all the information you have on him/her.

Then it's my job to identify which media is appropriate for such an announcement (publication, business news, blog?) and why. Then I tell the story the way the audience for each outlet wants to hear it. From a sales background, it's no different: the way to get what you (your client) wants is to focus on what others want. I know it sounds simple, but believe me, the reason I write this blog is when I put it into words, THAT's when the process is simplified.

But it's also why people don't understand that a press release can't be written in 10 minutes, at least not a good one that you want to get out to multiple outlets. You can't send the same one everywhere, unless you just want to throw something at a wall and see what sticks. While that's what most people do, that's not what I do. Remember, the person that has your back is not always the "yes" person. PR is a disciplined practice.

It took me a long time to learn this, and I hope it helps you in future promotions.