What’s More Important? Content or Platform

Posted on May 13, 2012 by Susan

When it comes to producing a website, Facebook page, brochure, newsletter or other marketing communications materials, the most important element is the content. That includes the writing, the photography and the headlines and taglines. Unfortunately, too many small companies skimp on this and expect web developers or producers to create the content, or they assign this to someone in the company who is not a writer. Our company has focused on developing high quality content as the first step, starting with the understanding of audience, the approach that will be most meaningful for that audience, and the most powerful key phrases to influence humans and move up in search engines. Once the content is polished, a template can be selected and modified for producing the platform or channel for this content.

Social Media, like it or not, it is Critical

Posted on April 27, 2012 by Susan

Be the Thought Leader in Social Media Channels.

Whether you like it or not, social media (SM) is critical to managing a corporate reputation and the value of SM is in its contribution to business intelligence (BI) and search engine optimization (SEO). Because public relations professionals are focused on creating and maintain credibility and trust for clients, it becomes important in our practices to include social media consulting.

SEO

One of our clients, a regional medical practice, worked with us to develop an integrated public relations and digital marketing campaign. In just a few months, the practice tripled website traffic, gained a regular column in the print newspaper and created far more followers in Twitter than the number this practice follows. Next, the lead doctor was offered space for an editorial in The New York Times. The practice easily manages to update its messaging on Facebook and blog sites that we created for the client and we monitor the news online and in print to help this group keep content fresh and all channels connected and relevant.

Major corporations are using Twitter, Facebook and other social media review sites to cost-effectively monitor customer interests and selections. Using social media for market analysis is replacing the older survey model that too quickly becomes outdated. Social media research can be refreshed constantly.

Even if your organization is resistant to social media and would prefer to avoid it, that is practically impossible. Your information can be shared, your company can be reviewed on third-party sites, and you are in social media whether you like it or not through the individuals in a company that are using social media. Rather than be reactive, we recommend being proactive. Get in, be the thought leader that you are in traditional media.

Marketing to the Beat of Your Drum

Posted on April 9, 2012 by Susan

During a recent networking lunch with the Chamber of Commerce’s Next Generation of business leaders in my headquarters city of Fredericksburg, Virginia, I was impressed with the presentation by Stephen Whitesides who built a global company from humble beginnings as a drum teacher. Now he is selling percussion instruments worldwide from www.greenbrierpercussion.com.

One of his memorable statements was on the importance of thinking about the fact that we are selling all of the time. He reminded the audience that we should be selling even when we have had a customer for years or think we are already known or understood. Those we serve need to be reminded of our value and we need to keep learning about their needs and anticipate future needs, so we can adjust our sales message.

Mr. Whitesides told us he has plans for further expansion beyond drums so his growing business will be one to watch!

The Importance of a Strategic PR Plan

Posted on April 7, 2012 by Susan

I had the opportunity to present on public relations to the Fredericksburg, Virginia Chamber of Commerce Small Business Builder Group recently. Discussion was strongest on the topic of social media, but we focused on the importance of having a strategic PR plan. Having a plan is also critical even if companies are solely doing social media to create awareness. If they want to be able to see measurable business results they should be asking these key questions: What are the goals? Who are you trying to reach? Is the communication tailored to the audience? Is it too self-serving? Does it integrate with the other channels of communication? I also hope they left my presentation with an appreciation for how important it is to have company-wide guidelines on social media. There are potential risks to reputation of being too informal and loose within social media channels. These business builders were great during the session about sharing ideas among themselves, and this is how social media communications also needs to work.

For more information from Susan Carol, connect with her on Facebook or follow her on Twitter

Avastin will be big healthcare story this week

Posted on June 26, 2011 by Susan

This healthcare story is going to be big on the Internet and should be interesting to see how social media intersects with reporting from traditional channels. The Citizen Oncologist is on top of it.

http://www.nytimes.com/2011/06/27/health/27drug.html

Magazine for one

Posted on March 9, 2011 by Susan

Continue reading →

Support Real Journalists

Posted on October 22, 2010 by Susan

A journalist I admire, Bill McCloskey, former AP reporter in DC, who spoke at the recent Public Relations Society of America conference last week, urged us to join the Society of Professional Journalists, and I am going to do so. I am also planning to get behind any PRSA campaigns aimed at supporting professional journalism standards. We need to become a more media-savvy culture and support reporters who are independent, thoughtful and checking their sources and facts. Much online media content is generated by trained reporters who have simply moved from print to online, but there is much more that are simply opinions, or just plain junk. Everyone is just selecting what they want to hear or what is entertaining.

Bill said the journ schools are as popular as ever, but where will their jobs be? Are schools also producing thoughtful readers seeking a variety of references and perspectives?

Social Media Issue for Women

Posted on September 11, 2009 by Susan

Social media is all fine and well, but it shouldn’t remove the line between professional and social activity. Women should especially heed the fact that most female professionals only began to be taken seriously in the worlds of business, science, media and technology in the mid-to late-70s. Let’s not reverse the work of those who entered the workforce before us and fought hard for better positions by now being too casual in all of our online presentation. I personally don’t care what hobbies you have taken up, where you are shopping for clothes or how far you drive to an event, especially if you are entering my work space. I especially do not like it when vendors who are late on projects send me their casual tweets while I am waiting for their project deadline to be met.