Common Sense PR

Piggybacking: Sweet PR Success for Ben & Jerry’s

How do you create news when it’s the slow season for your business?

Ask Ben & Jerry’s, the ice cream gods.

They used a major PR tactic, called piggybacking. I talk about piggybacking on Startup Spark’s Monday Media Marketing Minute and at my other blog: The Power Publicist.

The folks at Ben & Jerry’s created a new ice cream flavor in honor of Obama’s inauguration. Called “Yes Pecan,” it pays homage to the president-elect’s battle cry, “Yes, we can.” Plus, they added a bonus, proceeds go to a charity that helps people get involved in the politcal process.

You may think it’s silly. But it’s been getting a ton of buzz in the media.

How’d they come up with a name? They used another publicity tool: they created a contest!

These are basic public relations tactics, but you can see how ‘old school’ PR still can make a big splash!

Image credit: Barack Obama, on Flickr

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By Shannon Cherry -- 0 comments

Common Sense PR: Facebook Style

The basis of any PR campaign, no matter what tool you use, is to identify your target audience, right?

Then what the heck is going on with the folks on Facebook?

I don’t know if you are experiencing this, but I’m getting a lot of invites to events promoted on Facebook from my ‘friends.’ The problem is that they are just blindly emailing all their Facebook pals their promotion, whether they are in the target market or not.

For example, I’ve gotten invitations to events and classes where I will learn:

• to find true love in 2009 (I’m happily married)
• the strategies to keep the weight off during my pregnancy (I’m not pregnant, and not planning on being pregnant any time soon!)
• the right way to create a new business (I’ve been in business for more than 5+ years)

I use Facebook to promote my events and teleseminars. It’s helped me reach people in my target market I wouldn’t normally be able to access. That’s a Good thing. But when I invite people to my events, I try to identify the people who would benefit from the event - not everyone on my friends list.

It’s like blanketing every reporter on your media list. Just because you have a contact, doesn’t mean they are interested in what you have to offer.

The key to any PR program is to build relationships - and that includes on Facebook. In my case, I may no longer call you a ‘friend’ if you continue to spam me with irrelevant stuff.

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By Shannon Cherry -- 2 comments

What’s 2009 Got in Store for Public Relations?

Happy new year everyone.

The other day on my free PR teleclass, someone asked me what my crystal ball had to reveal for the PR and publicity field in 2009. I thought you’d like to read my predictions:

It’s an exciting time in public relations, as the landscape will surely be evolving and changing.

And the one thing that’s going to impact publicists and public relations professionals is how more consumers (people in our target markets) will be interacting and shaping what we do. With instant responses via social media, PR folks can monitor and see reactions quickly - and if they are smart, will be able to capitalize on those quick responses.

I also think that as media outlets are making cuts in staff and services like the Associated Press, public relations staff will need to help fill the void by providing great service to journalists. That means targeted newsworthy stories that help reporters do their jobs more easily.

That also means it’s back to basics when working with the media. No longer can PR firms hide behind bulk email blasts and hope that something - anything- sticks. Those that got this lazy will have to play catch up to those publicists who worked on building relationships, not spamming.

PR firms are going to have to stop with the one-size-fits-all approach. Companies’ shrinking budgets will mean that those public relations agencies chosen to do work will have to really customize to keep their clients happy. It also means publicity experts will have to think outside the box and get more creative than ever before.

What do you think?  Do you have a PR prediction to share?

Image credit: Shaun_Sheep, on Flickr

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By Shannon Cherry -- 1 comment

Time Warner PR Issues Looming as Moms Want Noggin

Have you heard the news? Time Warner may be dropping dozens of channels, as negotiations with Viacom (MTV, Nick and many others) come to a halt. Viacom is “seeking an increase in affiliate fees of less than 25 cents a month for each subscriber for all 19 of its MTV Networks cable channels.”

Time Warner blames Viacom for setting very high fees. Viacom says the fees are needed. The list of channels being taken off the air, effective Jan 1, are:

• Nickelodeon/Nick at Nite
• MTV
• VH1
• Spike
• TV Land
• Comedy Central
• Noggin
• MTV2
• VH1 Classic
• Logo
• MTV Hits
• MTV Jams
• MTV Tr3s
• Nick Too
• Nicktoons
• The N
• CMT Pure Country
• Palladia
• VH1 Soul

I don’t know who’s right here, but what makes this a PR issue is that thousands of moms are up in arms about losing Noggin, the preschool channel with no commercials, and which features Moose A. Moose as the Noggin guide. (If you are a parent, you’ll understand the need for at least 20 minutes of Noggin and are that Moose is here to help!)

And Moms, like me, are starting to discuss it on social media, asking people to call Time Warner.

But guess what? Time Warner is so flooded with callers, they aren’t taking any calls due to ‘technical difficulties.’ Not a good move, PR wise. Plus they have a recording saying (at least in my Albany, NY area) that the blackout won’t affect our area.

I tried to reach out to Time Warner, via the Internet After hanging online for a live chat rep for 30 minutes, the Time Warner ‘analyst’ gave me the company ‘line’. When I directly asked him if what the real deal is, he said we would be blocked and then promptly ended the chat.

Oh dear. Bad move, especially since I have a complete copy of the chat. I can only imagine what moms really desperate are doing.

Sure, I understand negotiations can be tough. But don’t tick off Moms, Time Warner… Just ask Motrin!

Tags: Moms, PR, Pr crisis, public relations, Social Media, social networking, time warner, Viacom

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By Shannon Cherry -- 1 comment

Common Sense PR Named Top PR Blog

Did you know you’re reading one of the top 30 PR blogs according to Matthew Watson (with some help from Ad Age)?

I’m very honored. Thanks to all who help make Common Sense PR a success.

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By Shannon Cherry -- 2 comments

Trends in Social Media for 2009

I know some might argue with this, but I think social media is a PR tool. One, that when used correctly, can really create brand awareness and publicity.

JeanAnn VanKrevelen recently listed her 2009 predictions for social media, and I agree that the ones she has highlighted make sense.

I also think it will be used by journalists to monitor trends and hot news stories. That means that a savvy public relations professional will also be monitoring social media to find the trends and lead the trends as the experts to the media.

Plus social media is cost effective, so it’s obvious to take a try at it next year.

And before you think I am saying to drop other public relations tools, think again. Like anything else, social media is ONE tool in the toolbox, and you need several to build a brand!

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By Shannon Cherry -- 0 comments

Did you make on of these PR blunders in 2008?

Fineman PR just released it’s annual list of the top public relations mistakes of 2008. While I am sure (or at least, I hope) that you aren’t on the list, there are some lessons to be learned.

1. Accountability is important. No matter if it was the AIG party scandal or McCain dumping Letterman for a ‘better’ gig. Being open and accountable for ones actions is always the way to go. In today’s 24/7, media driven world, it’s too easy to find out the truth when you’re not.
2. We are always watching. As alluded to above, the spotlight is always on, always waiting for you, your company to do right or wrong. And ready to tell the world about it. (And nothing is ever ‘off the record.’)

I think there was a couple of missed blunders, like the Motrin/Mommy controversy which lesson is: Don’t underestimate the power of social media.

But I’d like to know what you think? What were the top blunders and/or lessons to learn about PR from this year?

Image credit: artzy.viva, on Flickr

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By Shannon Cherry -- 0 comments

My free holiday gifts to you…

I appreciate your readership. And since it’s the season of giving, I’d like to give you a couple of public relations related gifts as well:

And for an extra PR boost, don’t forget to download a free press release. Please visit http://www.beheardsolutions.com/holidaygifts20081TO.htm

Image Credit: twnklmoon, on Flickr

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By Shannon Cherry -- 0 comments

Happy Holidays from Common Sense PR

Just a brief note wishing you everything your heart desires, especially great Public Relations and Publicity!

From
Shannon Cherry, APR, MA

Image Credit: Christmas Before the Chaos by Shannon Cherry

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By Shannon Cherry -- 0 comments