PR Budgets and Reality in Today's Economy

What a topic: PR budget's in today's economy. This is first in an occasional  series 

• Clients are slashing budgets. But want SOW to remain the same. 
  
• Agency's are trying to push back. 
  
• New Business Prospects are retainer-weary, most want short-term projects.
  

What's an agency to do?

At AJR & Partners, we have looked at this very carefully and have designed several programs to help clients and prospects navigate today's economic waters and still continue their marketing efforts.

in a down economy when your competitors  are cutting back on their marketing, you have a chance to grab marketshare and build brand for the future, when the economy is sure to bounce back.  let's take a look at some options we are providing for our clients and that are working in this economic environment: 

QuickStart Plans 

AJR’s QuickStart program enables us to meet quick tactical PR and marketing needs while simultaneously creating a long-term strategic plan. In Today's economy, this agile approach saves time, money and drives results, especially for start-ups.  

Well-defined Projects

 

Some of our clients are only seeking short term sales goals, and here is where flexibility of a small shop rules.  Without high overhead, we can perform near miracles in 30-days or on specific projects like PR for a tradeshow.  

the key for success is to have a well-defined scope of work for the project and to prevent "mission creep" by the client, who is seeking more than a the project's parameters.  (of course some over-servicing is OK and expected to show that you are investing in the client, but there needs to be balance) 

Public Relations  Seminars 

Some clients are just Looking to enhance their  in-house PR capabilities or give their staff  an added edge in a challenging economy.  This is where we provide training without the strings of a retainer.

Our full-day PR seminars are custom designed to meet  specific client  needs and have the client's in-house  PR team working and thinking like an award winning agency.
 

Clients love seminars as it's a way of enhancing their team without the cost or commitment of an agency (can't believe I wrote that) 

Social Media 

Social Media and Web 2.0 refers to a second generation of web-based social-networking sites like YouTube, Facebook and Twitter as well as other online communities that cater to unique and diverse groups.

Many  brands are now engaging their customers directly through Social Media. AJR has created web 2.0 and social media programs for a variety of clients, ranging from start-ups to major consumer brands. 

While many of the tools of Social Media  are free, a skilled agency or in-house team member must devote time and resources in order to use these tools to their fullest extent possible.

We have built and managed communities for diverse groups such as Gamers, Toyota drivers, HDTV fans, audiophiles and many others.  

Finally,  whatever you do in this economy, don't stop marketing or you will lose momentum when the economy comes back to life.

We did it again .. this time with AOC

AJR & Partners did it again.

yes, we won two more PR Awards, the Hermes Creative Awards  http://www.hermesawards.com/ 

2009 Platinum Award for Viral Marketing using Twitter for PR and tradeshow outreach (client AOC) 

2009 Gold Award for Integrated PR and Marking Campaign for "Gamer Certified Monitors" (client AOC) 

Incredible work, from an incredible team from AJR & Partners  

see all our awards here AJR Awards 

will post the case studies soon.

alec

Twitter PR Case Study Success Story

Using Twitter and Viral Marketing For Public Relations Outreach

An AJR & Partners Public Relations Case Study 

Overview

The 2009 Consumer Electronics Show (CES), held in Las Vegas served as a Social Media experiment on Twitter for our agency and clients. Over all, it was a success and AJR & Partners will incorporate Twitter in all future PR outreach efforts with current and future clients.

AJR & Partners focused our Twitter PR campaign on a core group of media that attended CES 2009 in Las Vegas.

All tweets were targeted to #CES09 attendees by employing the popular hashtag (#) symbol to track tweets (#CES09). Tweets were also sent to @ces09 who in turn, re-tweeted them to all CES09 followers.

By using Tweeter search, we were able to find and reach out to reporters attending CES or tweeting about the show. We followed and communicated with media directly. Naturally, not all media expressed an interest in our client, but a dialogue was created and established.

The twitter campaign was initiated several weeks before CES 2009, with once-a-day updates. As the event got closer, we tweeted several times per day leading up to CES and then as needed onsite for live updates on our clients’ activities, etc.

Tweet Pitch

The 140 character limit set by Twitter did not hinder our ability to craft targeted pitches. In fact, the short and to-the-point communication enabled us to quickly get our message across while providing hyperlinks to clients’ microsites to cut down on the number of characters tweeted.

How Tweets Were Used:

a) Client informative

b) Call to action to book actual interviews

c) Marketing driven – generate foot traffic to booth

Sample Tweet Pitch:

#CES09 - AOC will be at Bellagio Tower Ballroom 3 launching Gamer Certified WLED monitor: interview/ demos available (@alecjr)

#CES09 http://www.gamercertified.com/ Sponsored by AOC visit at Bellagio Tower Ballroom 3 - interview/ demos available (@alecjr)

some additional Tweets used in this campaign: 

• http://twitter.com/alecjr/status/1097317729
  
• http://twitter.com/alecjr/status/1084005017
  

Successes

Twitter resonated with the online media community more so than with “traditional” media outlets.

Through twitter, we successfully booked 16 interviews and had a higher PR response rate versus traditional “e-mail” pitching. We also generated more PR and a different caliber of reporter than originally targeted – including an increase in blogger and gaming oriented media interest.

Metrics

Metrics for our PR efforts through twitter were measured by 1.) The number of media interviews booked and 2.) The number of articles / reviews published as a direct result of twitter.

Of the 16 booked interviews resulting from Twitter media outreach, 15 reporters showed up for their interviews / demos, resulting in 14 published articles.

Articles generated by media that were “pitched” via twitter were more engaged than those contacted by traditional PR practices due to pre-interview communications though Twitter.  

The use of Twitter before, during and after CES greatly expanded the number of niche media contacts in our database, resulting in larger and more targeted media lists.

Follow us: 

http://twitter.com/alecjr

http://www.ajrpartners.com/

http://www.thinkgreenpr.com/

Synopsis of an Award Winning Campaign: Branding and PR

As an award winning PR and MARCOM Agency, we will post our winning campaigns and select case studies in order to help other PR pros breaking into the agency game for the first time or starting their own shops due to the recession and job layoffs. here is the first of many posts.

An AJR & Partners Public Relations Case Study 

• Synopsis of an Award Winning Camping  
  
• Client: Sleek Audio 
  
• Award: 2008 MARCOM for Best Corporate Brand,  Marketing and PR - Platinum 
  

Objectives

• Launch high-tech customizable in-ear headphones for use in iPods and MP3 Players.
  
• Create an online community of audiophiles for Sleek Audio
  
• Position Sleek Audios’ products as an audiophile’s dream come true with customizable treble and bass ports to create your own audio fingerprint. 

Challenges

• Start-up company with very limited marketing funds, but a truly great product with a father and son team that believe in themselves 

Strategies

• Communicate directly with audiophiles and build an online community of supporters
• Get product into hands and ears of tech reviewers and other online influencers 

Solutions

• Created an Integrated PR and Web 2.0 marketing campaign with a pre-launch viral marketing site (http://www.youraudiofingerprint.com/)  and a microsite for news and reviews (http://www.sleek-audioreviews.com/)
• Launched product at 2008 CES, focusing on media reviews with audiophile press and blogs
• Conducted ongoing successful technology and audiophile media outreach program, securing reviews in the following influencer media:

• CNET
• ComputerShopper
• CoolTechZone
• Gadgetnutz
• HiFi Headphones
• iLounge
• Laptop Magazine
• Like Cool
• MyMac
• Neowin
• PC Magazine
• Popular Mechanics
• Popular Science – Best of What’s New 2008 Audio Gadget of the Year
• Positive Feedback
• SevenClick
• SlashGear
• Stars and Stripes Magazine
• TechnicallyTech
• TechPowerUP
• TechTalk Radio
• Trusted Reviews
• Wired 

these and other media hits can be found on the micro-review site we set up for Sleek Audio Reviews 

Synopsis of an Award Winning Campaign - Viral Marketing

An AJR & Partners Public Relations Case Study

As an award winning PR and MARCOM Agency, we will post our winning campaigns and select case studies in order to help other PR pros breaking into the agency game for the first time or starting their own shops due to the recession and job layoffs. here is the first of many posts.

 

• Synopsis of an Award Winning Camping  
  
• Client: Sleek Audio 
  
• Campaign: "Find Your Audio Fingerprint" 
  
• Award: 2008 MARCOM for Best Viral Marketing - Gold

Synopsis:

• As a pre-launch teaser campaign for Sleek Audio, AJR created a simple website for viral marketing purposes: http://www.youraudiofingerprint.com/

• AJR launched the site with a press release sent to audiophile and technology media as well as through PR Web and Business Wire

• The http://www.youraudiofingerprint.com/ website introduces the concept of “finding your audio fingerprint” customizable in-ear headphones for MP3 players and iPods

• The http://www.youraudiofingerprint.com/ site also links back to the client’s main website and it’s MySpace page

• Members of the media contacted AJR for more information regarding Find Your Audio Fingerprint

• http://www.youraudiofingerprint.com/ increased pre-launch media awareness, consumer requests for more information and pre-sales

e-mail to My Clients: The Demise of the Rocky Mountain News And Its Impact on PR Today and Tomorrow

Dear AJR Clients:

Today is the last day of the Rocky Mountain News. This week UM hosted a conference on the future of digital media – with a sub text of its impact on print and TV. So what does all this mean for AJR and you?

While we do not live in Denver, nor are we representing you in that market , let’s discuss the impact on how the newspaper and the larger media crisis is impacting PR and marketing:

First the bad news

• More media layoffs across the country means less news coverage for all 
  
• Miami and South Florida are not immune to media cutbacks or ad revenue shortfalls 
  
• newspapers are relying more and more on wire services (including Business Wire, etc.) for content and less on locally generated news (good ol’ fashioned journalism) 
  
• More newspapers around the country are shutting operations, scaling back or talking about shutting down (such as the San Francisco Chronicle) 
  
• regional media are combining operations (Miami Herald, Palm Beach Post and Sun Sentential combined local reporting) meaning that they have less resources to over a larger area 
  
• TV stations relying more on pre-packaged online video content than news 
  
• Ad revenues continue to slide, thus putting more financial pressure on the media (resulting in staff cutback and less news coverage) 
  
• Newspaper subscribers are an endangered species (ask your staff how many subscribe and read the local paper) 
  
• TV news are focusing on crime and the old adage if it “bleeds it leads” and not on other stories 
  
• B2b media and trade publications are migrating to online only 
  
• technology is driving consumers of news online where the content is “free” 
  

Now the good news

• technology is driving consumers of news online where the content is “free” 
  

• people still want news and info, but are using the internet, social media and other tech tools to access info when they want it and how they want it.
  

Notice how the last bullet point of the bad is the only good news point.

Impact on PR in this environment

Taking the sub bullet point of the good news people still want news and info, but are using the internet, social media and other tech tools to access info when they want it and how they want it — this is what AJR is doing on your behalf:

• We are and have been focusing more and more on online media and news – building relationships with bloggers to online only news sites that cover all our clients industries from banking to insurance to gaming to software to school supplies to cars and so on. 
  
• focusing on experiential PR and reviews for products, services and software that can be posted and reposted online many times or events where media and customers can experience your brand 
  
• we are using viral marketing to push news to your target audiences instead of being passive and allowing the media to deliver your news to their shrinking subscriber base 
  
• we are building micro-web sites that feature your news and press releases and enhance the SEO of your main site -making you more attractive to in google searches and peole “looking for you”
  
• Using social networking tools such as Twitter, YouTube and FaceBook to communicate directly with our clients’ target markets and reporters 
  
• Using online wire services such as Business Wire, PR Newswire, PR Web, and free ones such as Pitch Engine and others to widely disseminate our releases to a myriad of online news sources and then replicating that news through re-positing 
  
• Our press releases are written with built-in SEO based on Your Key Words and Web 2.0 social networking tools with hyperlinks back to your websites- thus ensuring that our news is delivered to your target audiences and published online even if it is printed in the ever shrinking print media 
  
• We are communicating directly with key media online through social networking tools like Twitter where we follow dozens of reporters (locally, nationally and internationally) 
  
• we remain at the forefront of online viral marketing and PR and using advanced Web 2.0 PR tools (we even won an award for this last year!) 

The Bottom line

• The media landscape is changing fast and some of our venerable titles may not be here next year (are you listening Washington Post?) 
  
• We expect to see more print media cutbacks but also more news coverage shifting online by the same titles 
  
• People still crave news and the demand for information (your company news) is expanding exponentially not shrinking 
  
• The young (under 35 crowd) get their news online mostly and use social media tools – these media outlets are growing exponentially unlike print media 
  
• B2B and trade news is mostly being driven online where access to info is fast, free and more targeted and relevant than print media 
  
• increased focus on “experiential PR and marketing” - i.e., product / service reviews, events, sponsorships and other interactive activities both online and offline (e-books, newsletters, reviews) 
  
• Social media tools are mostly FREE and will have little to no impact on your budget but will reach the people you want to reach when they want to access your news 
  

So, as the media is slowing dying, PR is expanding and growing online and PR still remains the most cost-effective tool to communicate with your target audiences. Technology allows us to do that directly. We may see less “news” in print or TV, but we will have more online coverage and can track results better for all of our clients.

If you have any questions about how this directly impacts you and your company, call me. Trust me, we have built all of this into our strategic plans and continue to monitor this situation for all our clients regardless of your industry, target audience or customer base.


Regards


Alec

pulling rabbits out of hats

Pulling rabbits out of hats is something you expect from a magician, and not a PR agency.

however, that is something we do for our clients ... make marketing magic.

as a small(er) agency, we need to differentiate ourselves from the big boys -- although our budgets are in line with market demands.

so -- what do we do.

firstly, we will jump through hoops to keep clients happy and never bait and switch account teams (maybe because we have 4 people on staff!)

clients get to know us and we work seamlessly with them on a variety of PR and marketing issues. Over the next several posts we'll highlight some rabbits we pulled out of hats for clients:

Rabbit 1:

for months we have been working with a client that has a major trade show coming up and we inquired many times about booth and graphics. each time they said it was covered. Well 1 week prior to the show, they find out they do not have a booth. within 48 hrs we secure a booth and design graphics as well as ensure all the logistics in time for the show.

basically, we saved their marketing for the year.

As a smaller agency we can provide this quick turnaround service that bigger ones may not want to do, or charge extra for.

We're back

After a hiatus of no posts, we're back to being online blogging.

alec