Skogrand PR Solutions Blog

Taking PR from the 24-hour news cycle to the 24-second Twitter cycle

2012-02-12T22:51:00.000-06:00

I recently had a guest post on the Public Relations Society of America PRSAY blog about how public relations professionals can be prepared for their organization’s use of social media and the role that PRSA can play.

Check it out!

A look at Minnesota PRSA in 2012

2012-02-08T22:12:00.000-06:00

Now that 2012 is underway, I would like to provide a snapshot of what the Minnesota chapter of Public Relations Society of America (Minnesota PRSA) has in store. As president of the chapter, I see numerous ways that we will advance the profession and the professional this year.

First, I'll start with students -- the future leaders of the public relations profession. Our chapter supports 11 Minnesota-affiliated Public Relations Student Society of America (PRSSA) chapters. I have as a goal for 2012 that a member of our board of directors will visit each of those PRSSA chapters during the year. We need to bridge the gap between PRSSA chapters and Minnesota PRSA; PRSSA graduates receive an excellent discount after graduation as a PRSA Associate Member.

Speaking of younger professionals, at the Classics banquet on March 29, the inaugural recipient of the Young Professional Award will be named. With this award, Minnesota PRSA recognizes the passion of the next generation of leaders and awards a young professional with three to seven years of post-undergrad experience.

The first event on the chapter's programming calendar is coming up at the end of the month: Minnesota PRSA Pro-Am Day. Pro-Am Day (short for Professional-Amateur Day) is an annual mentoring event matching Twin Cities public relations professionals with PRSSA students in an effort to provide a day of job shadowing and networking for participating students to learn more about the public relations industry. The day wraps up with a fun speed networking event that connects students and professionals on a rapid basis.

If you have been thinking about earning Accreditation in Public Relations (APR), this April offers an excellent opportunity right here in Minneapolis with the APR Boot Camp! The APR Boot Camp is a four-day intensive course for candidates to prepare and advance though the Readiness Review™ and take the computer-based Examination for Accreditation in Public Relations (APR) or Accreditation in Public Relations + Military Communication (APR+M). This course is designed to provide a setting that will meet the needs of busy professionals whose schedules don’t permit extensive preparation time.

Minnesota PRSA programming in 2012 is designed to be compelling, providing excellent opportunities for professionals to develop their skills while having fun networking. Stay tuned to our website and social networks for more events to be announced.

In terms of an online presence, we are in the process of developing a more robust website. It is expected to be done in the first part of the year.

I hope to see you at Minnesota PRSA events this year. Here's to an exciting 2012!

How to find media contact information

2012-02-02T09:16:00.000-06:00

While reporters are eager to get the latest scoop, they also are awfully busy people. They are constantly on deadline, and therefore don't want to get inundated with e-mails. As a result, reporters sometimes make it a little difficult to connect with them for pitches.

So how does one get media contact information?

Well, the best approach is to subscribe to a professional database like Cision and Vocus. With these databases, reporters' information is regularly updated, and there also is the ability to distribute media materials directly to reporters through the database.

Here are some options if you do not have access to Cision or Vocus:

Media outlet websites. If you know the media outlet that you want to reach, check out its website. Often there will be a "Contact Us" or "Staff Directory" page. While these pages may not be highly prominent on the site, you can use Google for a site search. For instance, here's how I find the staff directory for the StarTribune using Google: "Staff Directory" site:www.startribune.com
Twitter. There are many lists on the Internet of journalists who are on Twitter. Start following the journalists that are of interest to you; if they happen to follow you back, then you can send them a direct message.
Help a Reporter Out (HARO). With HARO, journalists post their queries -- the news stories for which they need sources. By taking a look at these queries, you will be able to get a sense of which reporters are covering the stories in your key topic areas.
Bylines. Many reporters have their e-mail address or other contact information next to their byline or the end of the article; some TV reporters have their e-mail address under their name on the screen.

So, in essence, if you do not have Cision or Vocus, one of the best ways to get in touch with reporters is to be "media aware." This involves keeping your eyes peeled and ears tuned in for reporters that might be interested in your story. Developing relationships with those reporters will help them to be more receptive to your pitch.

Finally, you could always contact the main number for the media outlet and go through the operator; it's easier when you have the direct line to a reporter, though.

Radio interview tips

2012-01-23T09:57:00.000-06:00

So far we've discussed preparing for TV interviews as well as for print (newspaper or magazine) interviews. Getting ready for a radio interview involves a combination of the recommended preparation for a TV or print interview.

As in any interview, it's helpful to know the background information of the radio show and the person who will be interviewing you. Does the show tend to lean toward one side or the other politically? Is the interviewer generally enthusiastic and positive or often stirring up negativity?

Also, think about your objective for the interview -- what you want to get as a result of participating. Consider your key messages; you will want to often come back to these during the interview. Write down supporting facts or examples that you can use during the interview. A great aspect of radio interviews is that they are usually done over the phone; even if the interview is in the studio, you can have your notes in front of you.

According to presentation and media trainer Mary Milla of What's Your Point?, radio interviews have the following characteristics:

They are generally short (five to 10 minutes long).
The reporters often know a little bit about the topic.
A broadcast soundbite typically lasts nine to 15 seconds, so limit your answers to about 30 seconds to avoid being misquoted.

As always, remember to be enthusiastic and to avoid saying "no comment."

Preparing for a newspaper or magazine interview

2012-01-16T08:42:00.000-06:00

Preparation can be the key to success if you're going to be interviewed by a newspaper or magazine reporter. Considering time constraints and efficiency, you probably will be interviewed over the phone.

So to get ready, here are some suggestions.

Start out by gathering some background information on the reporter and the publication. By doing research on the types of stories that the reporter has written as well as his or her educational and professional background, you can get a perspective on the types of questions that the reporter might ask in the interview.

As in any type of interview, think of two or three messages or key points that you want to communicate. In the ideal situation, one of these key messages would be the headline or the news hook of the story. If you know what you want to get out of the interview, you will be able to stay focused and bring the interview back on track if you see it going off course.

Print (newspaper or magazine) interviews differ from television or radio ones in a couple of ways, according to media trainer Mary Milla:

Newspaper quotes run about 10 to 25 words. To avoid getting misquoted, keep your answers to fewer than 75 words.
Print reporters can conduct longer interviews and have more research time.
If there's something that you don't know the answer to, you can say "I don't know," and get back to the reporter.

As in any interview, avoid "no comment," because it leaves a guilty impression. Remember that you're always on the record; if you don't want something in the story, don't say it.

Finally, if a reporter calls you and wants to interview you right away, it's OK to ask what his or her deadline is, what types of questions he or she has, and to tell him or her that you will call him or her back.

TV interview tips

2012-01-10T17:21:00.000-06:00

Your public relations professional just scored a TV interview for you -- congratulations! Now what?

Let's take a look at how you can shine and represent your organization effectively.

First, get some background information on the reporter or the TV show. Look at some previous interviews -- is the reporter generally hard-hitting, or relatively neutral? It's good to have a feel for the reporter's personality.

Second, prepare by developing and practicing two or three key messages or major points. Know what you want to communicate -- think of this as the headline or news hook.

According to presentation and media trainer Mary Milla of What's Your Point?, TV interviews differ from radio or newspaper interviews in a couple of key ways:

A broadcast soundbite runs nine to 15 seconds. In order to not get misquoted, Milla recommends limiting your answers to 75 words (about 30 seconds).
TV interviews typically are short, and the reporters are generally not well-versed in the topic.

Finally, be energetic! In the interview, answer the reporter's questions with energy and enthusiasm. That helps you to come across as credible. (Just don't go overboard like Tom Cruise on Oprah's couch!)

Oh, and by the way, everything is on the record. Be careful with what you say; if you don't want something to be used, don't say it. And don't say "no comment" -- it just leaves the impression of guilt. Good luck!

What is a press release?

2012-01-03T14:46:00.000-06:00

There are several tools and tactics that can be used to communicate an organization's news to the media. One of the most popular methods is the press release (also known as a news release). To provide a concrete example, below is a press release that I wrote and distributed when I worked for a company called West.Let's take a look at some of the key elements of a press release:

1. Company information: The company name, address, phone number and website URL let journalists know who is sending the information.
2. Media contact: Journalists need to know whom to contact for more information or to request an interview. Often the media contact is the person who wrote the press release, but it's more important for the contact to be someone whom journalists can get in touch with quickly if they would like to do a story.
3. Headline: Summarizes the essence of the story; Ann Wylie, a highly respected communications professional, recommends that the headline be eight words or fewer.
4. Subhead/deck: Provides an opportunity to expand a bit upon the headline while still providing a summary. Wylie recommends that the deck be 14 words or fewer.
5. Dateline: Includes information on the city and state the information is originating from as well as the date of release.
6. Body: This is the essence of the news release, and includes more details about the announcement, quotes from appropriate people, etc. When writing the body, try to think like a journalist. Consider what will be most interesting to a media outlet's audience (the news hook). Given that many media outlets are doing more with less, there's a distinct possibility that your press release could be used verbatim.
7. Boilerplate: Offers a summary of the organization issuing the press release, such as services offered, ticker symbol, key statistics, etc.
8. Close: Lets the journalist know that this is the end of the press release; typically "###" or "-30-". Also, in case the pages get separated, it's important to include "2 of 3" or the respective number of pages.

A related tactic used to announce information -- generally events -- to the media is called a media advisory. Below is an example from my days at Musicland Stores Corporation.

Let's take a look at the key elements of a media advisory:
1. Contact information: It's important for reporters to know whom to contact if they want more information or need credentials to cover an event.
2. Headline: Again, a pithy summary is best.
3. Facts: This is the essence of the media advisory, answering the core questions that reporters have about an event and why it is newsworthy.
4. Boilerplate: Offers a summary of the organization issuing the media advisory, such as services offered, ticker symbol, key statistics, etc.

In general, media advisories should be limited to one page to make it easier for reporters to capture the essence of an event -- the purpose of a media advisory is to get the reporter to attend the event in person.

The rush for the next hot product

2011-12-26T08:48:00.000-06:00

Shoppers wait patiently in line at Best Buy on Black Friday. (Photo credit: StarTribune)

In what came as a great surprise to me, shoppers have been getting into fights and stampedes are happening over a retro version of a classic Air Jordan model shoe. Who knew?

We've heard of riots on Black Friday, craziness over Cabbage Patch Kids in the early 1980s, and the frenzy over Turbo Man in "Jingle All the Way."

So, who benefits when a product causes such a stir? Retailers do, because sales go through the roof. Sellers on eBay do. The human race doesn't, though, because it's a race to the bottom of rude and mean behavior. Before partaking in the next frenzy for a product, try to take a dose of civility.

By the way, Toys "R" Us recently released a limited edition of Vintage Cabbage Patch Kids. No riot there -- such is the law of supply and demand.

Which technology initial public offerings will succeed?

2011-12-19T11:26:00.000-06:00

Many people remember the dot-com bubble that took place from approximately 1995 to 2000. How could anyone forget the pets.com puppet?

Now another wave of Internet companies are going public. Let's take a look at how those that already have gone public have fared:

Zynga, Inc. (ZNGA) -- The developer of social games such as FarmVille had its initial public offering (IPO) last week, and the stock fell 5% on its first day of trading.
LinkedIn Corporation (LNKD) -- The "world's largest professional network" debuted on the New York Stock Exchange in May. On the first day of trading, the stock closed at $94.25; today it trades around $65.
Groupon, Inc. (GRPN) -- This deal-of-the-day website has been publicly traded since early November. The stock ended the first day of trading at $26.11 and currently trades at around $22.
Pandora Media, Inc. (P) -- The Internet radio company closed its first day of trading back in June at $17.42. Today it trades at just under $10.

Of course, the blockbuster expected IPO in 2012 will be Facebook. The Facebook IPO is expected to create at least a thousand millionaires and could value the company at as much as $100 billion.

From the looks of how the four "social stocks" referenced above have performed, hopefully investors are remembering the dot-com bubble and focusing on traditional metrics such as the P/E ratio.

Media advice for Kris Humphries

2011-12-12T07:00:00.000-06:00

Kris Humphries, Kim Kardashian's ex, gave his first television interview since the split this week on "Good Morning America." Humphries looked shell-shocked; he gave a horrible interview. Here are some interview suggestions for Humphries from a fellow Minnesotan.

Let the producer know before the interview what topics are not allowed. Apparently Humphries was expecting the entire interview to be about his new cookbook with his mom. Wrong! Most of the questions were about Kardashian, and apparently Humphries was furious about that. Humphries (or his publicist) should have let the producer know ahead of time that questions about Kardashian were off limits.
Be engaged. Humphries looked like a deer in headlights. He should have paid closer attention to what the interviewer was asking. Humphries also would have delivered a better interview if he smiled or even had a half-smile.
Know your key messages. In a media interview, it's important to practice answers to possible questions and how one would answer them. Key messages can be incorporated into the answers of just about any interview question.
Practice. As they say, "practice makes perfect." One doesn't want to have rote responses, but it definitely does sound better after practicing rather than just being off the cuff.

I hope that Humphries gets some coaching before his next interview. There are plenty of opportunities for him to tell his side of the story.

How to find a public relations firm

2011-12-05T09:33:00.001-06:00

So your organization has decided that it needs some visibility, and you have been given the task of finding a public relations firm. How do you go about finding a public relations agency? Here are some tips:

Start with Google. By doing a quick Google search, you will be able to get an overview of public relations companies in your area. Use common search terms such as "public relations firms," "public relations companies," "public relations agencies," "agency public relations" and "companies public relations" to get a good snapshot.
Ask for referrals. Perhaps you have friends that work for other companies who have used a public relations firm. Ask their opinion of practitioners that they have worked with, including the scope of the project, areas of expertise, cost and other questions that you might have.
Consult the Public Relations Society of America (PRSA). On the PRSA website, there is a "Find a Firm" tool. It provides the opportunity to find public relations firms by name, geographic region, industry or practice specialization, and whether or not the firm has accredited members.
Visit a local blog. In Minnesota, we have the Minnesota Public Relations Blog, which includes a list of Minnesota PR agencies as well as some agency profiles.
Read local business publications. In the Minneapolis-St. Paul area, Twin Cities Business provides a list of the top 25 public relations firms, and the Minneapolis/St. Paul Business Journal offers its Book of Lists for sale.

After you identify some possible firms, give them a call to describe what you're looking for and, if it seems appropriate, meet with them in person about next steps.

What is Cyber Monday and other holiday shopping questions answered

2011-11-28T07:00:00.000-06:00

Happy Cyber Monday! Today is the Monday after Thanksgiving, which is one of the biggest online shopping days of the year. Here's how Cyber Monday and other "days" around Thanksgiving originated:

Cyber Monday: the Monday after Thanksgiving. The term originated in 2005 in a Shop.org press release, "'Cyber Monday' Quickly Becoming One of the Biggest Online Shopping Days of the Year." Research showed that 78 percent of online retailers reported a significant increase in sales in 2004 on the Monday after Thanksgiving. It's not a very productive day in the workplace; on Cyber Monday more than half of the dollars spent online originate from work computers.

Black Friday: the day following Thanksgiving. Black Friday marks the first day of the Christmas shopping season, and retailers offer many deals to get shoppers in the doors. It's typically the busiest shopping day of the year. The term originated in the late 1960s, as a way for the Philadelphia police department to describe the huge traffic jams and crowded sidewalks in the city because of all the shoppers. In the 1980s, a different explanation for the term Black Friday arose: that the day marked the time during the year when retailers shifted from operating at a loss (in the red) to a profit (in the black).

Small Business Saturday: the Saturday after Thanksgiving. Small Business Saturday was created by American Express in 2010 as a way to encourage consumers to shop at their local stores. American Express also offers many free marketing materials to help retailers promote themselves for Small Business Saturday.

Big Wednesday: Thanksgiving Eve. The night before Thanksgiving is the biggest drinking night of the year. It's a time when college students come home and get together with friends. For those working, there's plenty of time to recuperate before going back to work on Cyber Monday.

Have fun shopping today -- I hope that you find a great deal!

What to do when a reporter calls

2011-11-23T09:22:00.000-06:00

The phone rings. It's a reporter from the local television station on the line, and he wants to talk to an executive at your company right away.

What do you do? First, take a deep breath. You don't need to respond right away -- start by asking the reporter some questions, such as:

When is your deadline?
What is the angle of your story?
How will the interview be conducted -- over the phone, in person, via satellite, etc.?
Whom else are you interviewing for the story?

Take note of the reporter's answers. Be sure to write down all of the reporter's contact information, and then tell the reporter that you will get back to him in time for his deadline. Then connect with the appropriate subject matter expert and prepare him or her for the interview.

In terms of deadlines, they are critically important to meet -- both for the reporter and for you. If you don't get back to a reporter in time, your organization or client probably will not be included in the story.

'Moves Like Jagger' and other songs about musicians

2011-11-14T09:37:00.001-06:00

Maroon 5

"Moves Like Jagger" by Maroon 5 is one of the catchiest songs that I have heard in a while, and it led me to think about what other musicians are distinguished enough to have their names in a song title.

Here are some of the songs that I found:

The Replacements -- "Alex Chilton"
They Might Be Giants -- "P.S.O.K. (Paul Stanley of KISS)"
Prince -- "My Name Is Prince"
Wilco -- "Wilco (The Song)"
Flight of the Conchords -- "Bowie"
Dr. Dre -- "Forgot About Dre"
Sublime -- "KRS-One"
Sugarland -- "Steve Earle"
They Might Be Giants -- "We're The Replacements"

What other songs that have musician names in the title come to your mind?

Safer baby shampoo on the way

2011-11-07T09:07:00.000-06:00

Thanks to a two-year campaign by the Campaign for Safe Cosmetics, Johnson & Johnson has announced that it is phasing two carcinogenic chemicals out of its baby products worldwide: formaldehyde-releasing preservatives and 1,4-dioxane.

The campaign started in March 2009 when the Campaign for Safe Cosmetics released a report, "No More Toxic Tub," that revealed that Johnson's Baby Shampoo, along with many other children's bath products, contained two carcinogens that were not listed on labels.

In addition to the Campaign for Safe Cosmetics, the movement involved 40 organizations representing 1.7 million parents, the American Nurses Association and Physicians for Social Responsibility.

Between July and October this year, the Campaign for Safe Cosmetics purchased and reviewed labels of Johnson's Baby Shampoo sold in 13 countries to see if the products contained quaternium-15, a chemical preservative that kills bacteria by releasing formaldehyde.

The organization found that Johnson's Baby Shampoo sold in the United States, Australia, Canada, China and Indonesia contains quaternium-15, while Johnson's Baby Shampoo sold in Denmark, Finland, Japan, the Netherlands, Norway, South Africa, Sweden and the U.K. contain non-formaldehyde preservatives.

Another report was released last week, "Baby's Tub Is Still Toxic," and that's when Johnson & Johnson announced that it would phase out the chemicals.

Kudos to the Campaign for Safe Cosmetics for pursuing the issue and to Johnson & Johnson for understanding the importance of healthy babies.

P.S. On the topic of different products in various countries, perhaps it's time for Coca-Cola to offer its pop formulated with sugar instead of high-fructose corn syrup in the U.S. After all, Pepsi Throwback has become popular. . .

The Redbox price increase: a different story

2011-10-31T09:37:00.000-05:00

In some instances, there are clear benefits to being the second to do something. In the instance of the recent Redbox price increase, Coinstar (the parent company of Redbox) benefited from Netflix's missteps.

Here are some differences in how Coinstar communicated its recent price increase:

Shifting of blame: Who better to blame than the pariah of the day -- banks? Coinstar said that "rising operating expenses, including new increases in debit card fees" was the main reason behind the rise in prices.
Relatively minimal percentage increase: Coinstar increased prices by 20 percent, compared to the up to 60 percent increase that Netflix imposed. Coinstar also kept daily rental prices intact for Blu-ray Discs and video games.
Smooth transition: From Oct. 31 to Nov. 30, the Redbox DVD rental price stays at $1.00. Additional rental days are $1.20.

While Coinstar's stock slumped 7 percent in the day following its price increase announcement, I doubt that there will be the same impact on business that Netflix has suffered.

Tips on engaging in social media in regulated industries

2011-10-24T09:20:00.000-05:00

Because social media moves at the speed of atweet, it can be downright difficult for organizations in regulated industriessuch as financial services or healthcare to participate effectively. With some planningand incremental steps, though, successfully participating in social media canbe a clear reality and success.

Here are some tips on engaging in social media in regulated industries:

Start by listening. Listeningto social media conversations does not break any rules or regulations, andprovides insight into trends of topics.
Develop cross-organizational support. Obtaining buy-in from departments ranging from legalto compliance to IT can smooth the road to social media engagement.
Prepare key messages ahead of time. Just as in the preparation of talking points fortraditional media, having key messages approved in anticipation of specifictopics will allow quick social media responses.
Develop accelerated approval times. Social media moves at the speed of a tweet, yetcontent needs to go through appropriate approvals – just faster.
Train your organization. From executives to day-to-day contributors, providean education on the importance and intricacies of social media.
Remember that social media is a casual dialogue. Stilted language is out of place in social media. Tocomply with regulatory language requirements, consider linking to disclosuresfrom tweets.
Move beyond numbers in measurement. Numbers can provide some insight, but more meaningfulindicators of success include consumer sentiment, engagement (comments andfeedback), and development of new business relationships or the expansion ofcurrent ones.
Develop a social media policy. Having a policy in place that includes the dos anddon’ts of participation will make all stakeholders more comfortable. Forinstance, The Financial Industry Regulatory Authority requires that firms keeprecords of all communications on social media sites by their registeredrepresentatives and that those who participate in social media are properlytrained and supervised. And to comply with the Health Insurance Portability andAccountability Act, employees in the medical industry need to be sure not toreveal patient information.

These tips are from an article that I wrote with Jared Roy for PR News Digital PR Guidebook, Vol. 3. Read the full article.

Michael Chorost: 'technology is a two-edged sword'

2011-10-07T10:38:00.000-05:00

Technology doesn't always work like it does in the movies. That was clear to the more than 150 attendees at last night's inaugural John Beardsley Lecture at the University of Minnesota featuring Michael Chorost, Ph.D.

Michael Chorost, Ph.D.

After hearing a 16-channel demonstration of what it's like to hear through a cochlear implant, audience members differed on the phrase that they thought they were hearing. To some, it was, "I'd like to play tennis," while to others it was, "I'd like to play chess." One woman heard, "I'd like to have sex." (I guess we hear what we want to hear. The correct answer, by the way, was "I'd like to play tennis.")

The passing of Steve Jobs, Apple co-founder, one day before was often referenced throughout the evening. Chorost, author of "Rebuilt: How Becoming Part Computer Made Me More Human" and "World Wide Mind: The Coming Integration of Humanity, Machines, and the Internet," shared the lessons he learned about the intersection of technology and humanity through the experience of having a cochlear implant.

"The real future of technology is not in repeating what biology has done," said Chorost. "It is in doing entirely new things."

Chorost said that e-mail was an entirely new way of communicating and that the future holds such possibilities as "telempathy" (how to read what a brain is thinking) and optogenetics (the use of light to make genetically altered neurons fire or stop firing).

While Chorost said that Twitter is becoming the emotional center of the Internet thanks to people sharing their feelings through the microblogging service, "there is no high-tech shortcut to community."

An easy way to keep clients: surveys

2011-09-26T08:19:00.003-05:00

The following post is based on an article that Melissa Neill and I wrote for InvestmentNews.

Take a moment to think about a store you visit regularly, a family physician from which you never stray or a dentist you always recommend. What keeps you going back? Is it the way they treat you or is it what happens between the times you see them?

Financial services organizations thrive by acquiring clients and retainingcurrent ones. Financial advisers are no exception.

All too often, efforts are directed at generating inquiries that lead to newclients. Financial advisers, however, need to focus on current clients as well.Understanding their needs is just as important, since they can be advocates foryour business and provide a steady stream of referrals and revenue.

Many advisers would say that they understand clients and intuitively knowhow to communicate with them. But what they think they know doesn't alwaysalign with reality.

So where is the best place for an adviser to start? A survey of current andlapsed clients is a great way to see why some stay and why others move toanother firm. What follows is a simple step-by-step guide for assessing andaddressing client retention for your business.

Getting ready

The preparatory work starts with an internal brainstormingmeeting with employees who work with clients. Keeping this group small willhelp with making decisions. Appoint a facilitator or consider asking anoutsider to lead this session to bring in an objective perspective.

This session is a conversation about client retention efforts, types ofclient communication, goals for retaining clients and desired outcomes of asurvey. Following this discussion, review present and past efforts to retainclients; look at client communications, including newsletters and appointmentreminder voice mails or e-mails; and review industry and competitor retentionpractices to help with question development (e.g., does a particularcommunication piece serve its purpose?).

Creating the survey

To start, look at your current and lapsed list of clients.Look at the size of your practice and isolate what you believe is a sufficientnumber of clients to survey. Keep in mind that not everyone is willing toparticipate, so starting with a list larger than the target number ofrespondents is important. Ultimately, you will need enough consistent feedbackfrom your survey to change the way you run your practice.

Next, develop the questions. The goal of each question should be to gatherinformation germane to the initial survey objective. The best surveys includequestions that can be answered on a scale of 1 to 5, followed up with a fewopen-ended questions.

Conducting the survey

How a survey is conducted depends on available client data:Do you have e-mail addresses or just phone numbers?

While the primary advantage of conducting surveys online is the relativelylow cost for the quantity of consumers reached, it is also less intrusive, andrespondents can complete the survey at their convenience. Don't give them toolong, however. A safe time limit is two weeks, and a friendly reminder afterthe first week will encourage additional responses.

While telephone surveys typically are more expensive — they can cost up to$25,000 to capture 100 client interviews — they produce more-in-depthinformation. Don't underestimate the time required for such surveys: Securingwilling participants can take weeks, even months.

Look for trends in information to determine the effectiveness of retentionefforts. Then think about how the data can be used to enhance the client'sexperience.

Most important to note, though, is that a survey is not to be done once —used for a period of time to determine necessary improvements — and thenforgotten. To be effective, insights need to be measured on a regular basis todetermine changes in attitudes and behavior.

Depending on budget, resources and usage, surveys should be conducted everyone to five years. Just be sure not to change the questions significantly.Keeping the survey consistent will allow you to see the changes in attitudesover time.

Surveys are more than just a gauge of satisfaction -- a client can be satisfied and still leave. The insights you glean will help you determine why clients stay or lapse, and put an action plan in place to retain more clients.

Netflix: a company without a clue

2011-09-19T21:53:00.000-05:00

Dear Netflix,

Get a clue about public relations. You used to be a customer-centric company, shipping DVDs quickly free of charge for your subscribers.

But this year you really blew it. In the quest for shareholder value, you announced this July the separation of DVD and streaming content -- and price increases of up to 60 percent. Netflix, by offering streaming content in the first place, you are saving yourself money in shipping, and offering a convenience to subscribers.

Here's what you received in the process of putting shareholder priorities above subscribers' desires:

A market value down 53 percent since the announcement, wiping out $8 billion in shareholder value
The loss of 600,000 subscribers
Tens of thousands of complaints

When I saw the e-mail from your co-founder and CEO, Reed Hastings, this morning, I was encouraged by its beginning: "I messed up. I owe you an explanation."

I quickly was discouraged and realized that you haven't a clue about public relations. You now are separating the DVD business into something called Qwikster, but that site will not be integrated into the Netflix site. Therefore, subscribers will have to visit two different websites and have two different charges on their credit card statements.

Mr. Hastings, you also mentioned that you were concerned about Netflix going the way of AOL dialup or Borders bookstores. I don't think that you need to worry about that; those companies actually seemed to care a bit about their customers. The moves that you have made this year likely will be more akin to the New Coke debacle.

Sincerely,

Brant Skogrand

Good HR makes good PR

2011-09-12T13:40:00.000-05:00

I love it when an organization's treatment of its employees accurately reflects the company's public perception. One example of how good human resources makes good public relations is apparel maker Patagonia.

Here's a snapshot from Bloomberg Businessweek of some of the benefits that Patagonia employees receive:

Up to four months unpaid personal leave for "big, life-changing journeys"
Two months paid parental leave for dads as well as moms
"Working your flextime" by going surfing during the day at a surf spot two minutes from the Ventura, Calif., headquarters

I bet that Patagonia employees are more productive because of these benefits and the focus on work-life balance. Surf's up!

The viral video creation myth

2011-09-07T16:23:00.001-05:00

In "Diary of a Wimpy Kid: Rodrick Rules," Greg Heffley and his friend Rowley Jefferson try to create a viral video that will be a huge hit on YouTube. Many of their efforts involve Rowley getting injured, but nothing seems to take off...that is, until they capture on video Heffley's mom dancing like a goofball at the school talent show. Then they have a hit.

When it comes to video creation, everyone wants theirs to go viral on YouTube. It's just not that easy, though, to manufacture a video intended to go viral -- it often happens by accident. Take the video, "Charlie bit my finger -- again!" for instance. It just was a time when a parent filmed kids being cute. Now it has almost 400 million views.

I think this is because, as humans, we know what is real and what isn't. I know that I definitely can tell the difference between videos on "America's Funniest Home Videos" that were authentic and those that were staged.

So, the next time that you think about creating a video that you hope goes viral on YouTube, check out the footage that you were going to edit out first -- maybe there's something "viralworthy" in it!

How to make PRSA dues fit your budget

2011-08-26T12:55:00.000-05:00

As the president-elect of Minnesota PRSA, I talk with many public relations professionals about the benefits of being a PRSA member. There are many important reasons to be a PRSA member, from networking to job leads to learning about new technologies and more.

One topic that has come up this year is a proposed $30 dues increase by PRSA National that will be voted on at the PRSA Leadership Assembly in October. Since PRSA National has not raised its dues since 2002, I think that the time is right for an increase. That being said, here are some ways to make PRSA dues fit your budget:

PRSA financial hardship plan: If you have been a member of PRSA for a total of three or more years, are unemployed and currently up for renewal of your membership, check this out. The PRSA financial hardship plan (opens Word document) provides a savings of $110, and can only be used once over a member's lifetime.
Associate membership: There are several different types of PRSA membership available, but the associate membership provides significant savings. If you were a PRSSA member and graduated within the past two years, you can join PRSA National for annual dues of $60. The same price is valid if you are a full-time graduate student working toward a public relations degree.
Quarterly payment option: PRSA National also offers a quarterly dues payment plan for renewing members. Here is a Word document that includes the application.
Lock-in rate for dues: If the proposed dues increase passes at Leadership Assembly, PRSA National plans on offering a lock-in rate. This means that if you pay your renewal before Dec. 31, 2011, you can pay at this year's rate; your renewal date then moves back 12 months, at which time the dues would switch to the updated rate.

Many people are unaware of the flexible options that PRSA provides. Hopefully one of these will make PRSA dues fit your budget.

Meet My Keepon, this year's hot holiday toy

2011-08-18T16:14:00.000-05:00

It's mesmerizing. Meet My Keepon, originally a $30,000 robot for autism research, and this year's holiday toy hit.

When Hideki Kozima, a Japanese expert in artificial intelligence and robotics at the School of Project Design at Miyagi University, and Dr. Marek Michalowski, a robotics expert collaborated on Keepon (its original name), the result was social media success. Above you can see a video of Keepon dancing to Spoon's "I Turn My Camera On" that has more than 2.6 million plays on YouTube.

This holiday season, Toys "R" Us has the exclusive U.S. rights to sell the robot, which stands about 10 inches tall. While the final price has not been determined yet, it will be less than $50. My Keepon hits Toys "R" Us shelves in late October, and chances are, one will soon be on your shelves at home. (Read more at Bloomberg Businessweek.)

A brief history of portrait photography

2011-08-11T12:35:00.000-05:00

Because of my wife's photo restoration business, I am often "exposed" to very old photographs. As I looked at some old portraits recently, I noticed that everyone seemed so formal. I thought, "Did everyone just dress better back in the day?" Perhaps, but a lot of the attire worn was related to what having a portrait photograph meant.

Edward S. Curtis, 1899

According to Robert Leggat, portraits generally were reserved for the wealthy. Before portrait photography, there was portrait painting, which was even more expensive.

Getting a portrait photograph done was a big deal. A person had to dress in appropriate colors, since the process was only sensitive to blue or white. The subject had to sit still for a long time, and devices such as a metal clamp were used to keep people in place.

In the eighteenth century, portrait photography became more accessible thanks to three developments: the invention of the daguerreotype, the use of miniature portraits and the popularity of profile pictures. The daguerreotype was relatively inexpensive. Miniature portraits also were less expensive. Profile pictures, named after Etienne de Silhouette (1709-1767), involved traces from the shadow cast by a lamp. Studios soon sprang up around the world and portraiture boomed.

Today, of course, digital cameras have essentially made film obsolete. Perhaps we could still dress up formally for portraits, though.

Communicating in the YouTube era

2011-08-04T11:02:00.000-05:00

In today's global economy, most corporations have employees scattered in various geographic locations. As a result, video has become an increasingly popular tool for communicating with employees.

Here are some best practices for using video to communicate with employees:

Find the hook. Employees will decide in the first few seconds whether they will watch a video or not. Draw them in with an interesting hook.
Entertain. People love entertainment. A fast-paced and visually interesting video will keep employees' attention to the end.
Keep videos as short as possible. Use only the minimal amount of time necessary to get information across -- in general, the shorter, the better. On average, videos for employees should range from two to five minutes.
Synchronize with the IT department. Know what the capabilities are of your company's computer network and of employees' computers. Employees will not watch even the most exciting video if technical problems make it difficult to view.
Remember that video is a visual medium. Go beyond the talking head. Explore the palette of options that video provides to "show" the story.
Think small (in size). Most employees do not watch videos in full-screen mode on their computer. Use close-ups and ensure that the images are clear even in a small format.
Draw attention to the videos. If possible, place videos on the intranet home page. A video needs to be within two clicks for employees -- buried videos will not get the message across.
Provide alternative ways to get the content. To reach employees who do not have computers, also offer the information in text form, on a DVD, or work with their managers to communicate the information to them.

To read more about communicating with employees via video, read the full article that I wrote for the PR News Employee Communications Guidebook (opens PDF).

Successful event PR tips courtesy of U2

2011-07-27T16:41:00.000-05:00

Photo credit: Daniel Boud

Last Saturday, U2 brought its U2360 tour to TCF Bank Stadium and had the Twin Cities talking about the concert before, during and after the show. Here are some tactics that U2 used successfully in promoting the concert and just might work for other events:

Involve the fans. Fifteen minutes after the set of the opening act (Interpol) ended, U2's crew was capturing the entire stadium using a GigaPixel FanCam. Concert attendees were then able to visit U2's website a couple of days later, tag their images, and share via social media.
Connect with the community. Even though he has a very tight schedule, Bono took the time before the show to meet representatives of the local Somali community to talk about efforts to combat famine in East Africa. U2's show even featured Somali rapper K'naan on a cover of "Stand By Me."
Conduct pre-, day-of and post-event publicity. There were so many angles to the story -- "The Claw" stage, parking issues, first concert at TCF Bank Stadium, number of attendees and other concert statistics, and more. News stories about the concert started a few days before the show and continued for a few days afterward.
Embrace the rain. This was a big story the day of the show. What would U2 do if it rained? Well, it rained throughout most of the band's set, and they played on. The band and the crowd definitely shared a special moment by persevering through the rain.
Tap into emotions. At the beginning of "Beautiful Day," a video played on the concert screen featuring NASA astronaut Mark Kelly, the husband of Congresswoman Gabrielle Giffords. The video was recorded from space, and Kelly said, "Tell my wife that I love her -- of course she already knows."

I have been constantly thinking about the concert since last Saturday. Maybe if some of these tactics are incorporated into your organization's event, attendees may feel the same impact.

An unconventional crisis response

2011-07-21T07:00:00.039-05:00

The conventional wisdom regarding successful crisis communications involves saying sorry and moving on.

In the case of Transocean, the company that owned and ran the Deepwater Horizon, the opposite approach seems to be working.

Transocean has taken a no-holds-barred approach to the April 20, 2010, disaster, refusing to apologize and placing the blame squarely on BP.

Bloomberg Businessweek recently ran a cover story on the situation that included a hypothesis on the reasoning behind Transocean's approach. In essence, the survival of Transocean is at stake. The total liability for the accident could be $50 billion, which would sink Transocean. BP is a much bigger corporation: it had revenue of $297 billion last year, compared to Transocean's revenue of more than $9 billion.

While the dispute will take a long time to wind its way through the legal system, it appears that Transocean already is beating BP in the court of public opinion.

Optimizing your online pressroom

2011-07-08T11:55:00.075-05:00

Considering that journalists are overworked, your organization has a better chance of getting into a news story if a reporter is easily able to access the information that he or she needs. One of the best ways to do that is to have a well-organized online pressroom.

Here are some insights on how to make your online pressroom meet today's media needs:

Keep it simple. Reporters are often on deadline and need information right away. Make it easy for them to find what they need.
Make media contact information prominent. Often reporters just want to pick up the phone and call someone. They become frustrated when phone numbers are not readily available.
Ensure easy access from your company's home page. While many departments of a company compete for precious home page real estate, if reporters cannot find your media information then your organization may not make it into the story.
Provide RSS feeds. Rather than checking frequently to see if your company has released information, RSS feeds can give reporters your company's news as it happens.
Keep your online pressroom organized. Clutter and chaos have no place in an online pressroom.
Use the terms "media" and "press" in your online pressroom. A reporter's typical Google search to find media materials is either "media" and the company name or "press" and the company name. If you use both, reporters have a better chance of finding you.
Offer a search box. While your online pressroom should be intuitive and easy to navigate, offering a box in which reporters can search for specific terms can help them find information.
Provide more than just press releases. Online pressrooms that provide executive bios, company statistics, research, downloadable content and more give reporters story ideas as well as the information that they need.

These insights are from an article that I wrote with search engine optimization expert Chris Peterson. Here is the entire article (opens PDF).

Will Myspace get its sexy back?

2011-07-01T22:07:00.001-05:00

This week News Corp. announced that it was selling Myspace to Specific Media Inc. for $35 million, including a 5 percent stake in Specific Media. This pales in comparison to the $580 million purchase price News Corp. paid in 2005.

What happened? Bloomberg Businessweek ran an in-depth story that offers some insight.

I believe that two of the keys relate to public relations and nimbleness.

Public relations: Myspace gained a reputation as a haven for perverts. In 2007, four families claimed that their daughters has been sexually abused by adults met on Myspace. The site tried to handle the situation by removing 90,000 sex offenders from the site in 2009, but it was too late.

People flocked from the site in droves, and parents were reluctant to let their teens participate.

Nimbleness: As we learned from AOL-Time Warner merger, it just doesn't seem to work when big media conglomerates run Internet companies. The culture shifts, there becomes more of a focus on profitability, and the user experience declines.

Apparently Justin Timberlake will take a stake in Specific Media and help develop a new Myspace strategy, but it's too late.

Welcome!

2011-06-29T09:18:00.000-05:00

Welcome to the Skogrand PR Solutions blog! In this space, I plan on offering tips, insights and reflections on public relations, social media and more. Thanks in advance for reading.