REICH COMMUNICATIONS

Remember blog-tipping?

When I first began blogging three years ago, I was impressed with how much so many fellow bloggers shared -- information, ideas, suggestions and also how to get your blog seen by more people.  I was introduced to the idea of blog-tipping, and I learned there was a tradition doing it at the beginning of each month -- pointing readers to other blogs you like.

Many people were kind enough to tip people to my blog, and I've done it several times for others -- although not for quite a while.

I haven't seen much blog tipping lately, although the blog-tipping spirit has moved over to Twitter, where FollowFridays has become a common Twitter activity.

So as it's the beginning of a new month -- and the beginning of my fourth year as a blogger -- I thought I'd do some updating of my blogroll.  I've taken a few blogs off the roll, since they've gone inactive.  In some cases, the authors seem to be spending more time on Twitter. In other cases, perhaps they've simply lost interest or lack the time.  I'm on Twitter and I've learned how to make it more useful and interesting for myself, but I still prefer writing and reading blogs, where you're not limited by 140 characters.

So here are a few blogs I'm adding to my blogroll this month.  I think they're worth reading, and I hope you agree.

Solo PR Pro   Kellye Crane in Atlanta, who I met on Twitter, has a blog dealing with issues facing solo PR practitioners. It's called, appropriately enough, Solo PR Pro.

Jules Zunich  I came across Julia Zunich, a PR pro based in Boise, in an online discussion on Twitter, called #journchat.  Her blog has some good ideas.

PR-Squared  This is a good blog authored by Todd Defren, a partner at Shift, an agency that spans the gap between traditional p.r. and digital work.  Worth a read.

Happy online reading.

Social media getting top priority of marketers

Shift is an opportunity for PR agencies

It's probably not a surprise to anyone that four out of five marketing execs expect to see an increase in digital projects and the budgets to support them.  Some of this should spell good news for the Public Relations field, which will be called upon to create content and push it out.

The 2010 Digital Marketing Outlook from the Society of Digital Agencies and reported this week by eMarketer says 81 percent of brand executives surveyed are expecting to put more emphasis on digital activities, including expanding use of social media.  Half say they expect to shift marketing dollars from traditional media into digital work.

This could be worrisome for both "traditional" media and "traditional" ad agencies, who could see their budgets trimmed.  For some p.r. agencies, however, it can spell opportunity.

Blogger outreach was listed as either a "top priority" or "important" by almost 63 percent of the senior marketing execs surveyed.  More than 87 percent listed social networks as an important priority.

For blogger outreach to be effective, it requires more than technical proficiency with the various SEO tools.  The key to success lies with the basics of publicity and media relations: knowing your targets, understanding their needs and giving them content -- useful info and ideas -- in a timely and respectful manner.  In most cases, p.r. people should be better equipped to do this than ad agency folks or even the new breed of digital agency people.

The Digital Marketing Outlook report cautions digital agencies to "avoid complacency at all costs and continue to focus on...engaging consumers with relevant dialog in (these) uncharted and fast-moving channels."

If p.r. agencies heed that advice, they can cash in on some real and meaningful growth opportunities.  And it will help keep the communications function where it belongs -- in the hands of public relations pros.  

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PR: What's new is old

While trying to catch up on my online reading, I came across a post by Beth Harte at MarketingProfs Daily Fix.  The Dec. 22 post (that shows just how far behind I am with my reading) rightly reminds readers that Public Relations is a lot more than Publicity.

In the post, titled "The Future of Public Relations," Beth explains that publicity is really only one-seventh of the range of p.r. functions.  Her list of 7 PR functions is:

• Advertising (controlled media placement)
• Publicity (non-controlled media placement)
• Press Agentry
• Public Affairs (Community Relations)
• Issues Management
• Lobbying
• Investor Relations

Actually, I would suggest some tinkering be done to that list. 

First of all, Press Agentry is an outmoded term.  It tends to be associated with some of the more unsavory aspects of p.r. from decades ago. Say press agent, and many people have in mind a picture of a fast-talking, cigar-chomping hustler juggling 2 or 3 phones, calling everyone "baby" and often bending the truth about as far as it can be bent without breaking.  Not a very professional image.

There still are a few press agents around, mostly doing show business publicity.  But most of those hacks have long ago moved to retirement in Florida or are now in higher (or lower) places.

The unsavory aspects of the words "Press Agent" aside, what it really means is Publicity.  So I would delete Press Agentry from Beth's list and roll it into Publicity where it belongs.

And I would add another function that often falls within the purview of PR, and if not, it should --  "Employee Relations."  How management communicates with its employees is crucial to morale, effectiveness, efficiency and, ultimately, the bottom line.  A good PR executive should also have the insight, foresight and empathy that enables him or her to advise management regarding sensitive personnel decisions that can range from hirings, firings, promotions and personnel shuffling to policy on sick days, flex time and so much more.  While many of these HR procedures and practices are not the domain of a PR person, a PR person should be consulted and involved in the early stages of discussions of personnel matters.   It can save an organization aggravation and money.

In her post, Beth talks about Advertising being included on the list as if it might surprise many readers.  Advertising has been a public relations tool for decades, for a variety of purposes that go beyond marketing communications. 

Back in the late 1960s and early 1970s, Mobil Oil, under its pioneering public relations director Herb Schmertz, began using paid ads to get across his company's point of view on issues that often were not being fully or fairly explained in the usual news channels.  Schmertz arranged to buy a quarter-page opposite the widely-read editorial page of The New York Times, where 2 or 3 times a week Mobil's OpEd Page ads explored issues of concern to the company and presented facts and arguments that supported Mobil's stand, which was not always the popular view.  The ads were well-written, using a reasonable and rational tone that often helped blunt criticism of Mobil and its Big Oil brethren.  Mobil often used the space to explain or support causes unrelated to their business, such as ads supporting the arts.

So I agree with Beth, although not with a note of surprise, that Advertising can fall within the realm of PR functions.

Customer Relations is another function where PR can and should have input.  How customer questions, complaints and suggestions are handled impacts the organization's image.  Good customer relations can turn an irate and frustrated customer into a loyal and outspoken supporter.  With the internet today making it easy for anyone to quickly have a worldwide soapbox, good customer relations has become ever more crucial.

Some might suggest Social Media as another function to be on the list, but it falls, in most cases, under the broader Publicity function.  But it can also be utilized in Issues Management, Public Affairs and Customer Relations.

So, while media have become ever more complex and fragmented and as the public finds it easier to have its say loudly and widely, Public Relations becomes ever more important for any organization.  It's always been so much more than Publicity, and the smarter organizations allow and encourage the PR discipline to exercise the full range of what it can do.

Here's my updated list of 8 Public Relations functions...

• Advertising (paid media)
  
• Publicity (earned media)
• Public Affairs (Community Relations)
  
• Employee Communications/Employee Relations
  
• Customer Relations
  
• Issues Management
• Lobbying
• Investor Relations

It's Time for the Networks to Wake Up

The craziness of the late-night TV war has, perhaps, accomplished two things.  The battle between NBC and Leno and Conan takes our minds off -- even if for a moment -- the horrendous news from Haiti.  And it's finally moved Tiger Woods and girlfriends off the front pages.

At first, it might seem like a huge human relations error by the NBC brass, as they try to undo an even bigger programming error.  How can NBC stem the loss of viewers?

David Carr, in his Monday "Media Equation" column in The New York Times, hits it right on the head.  "It's not Jay or Conan," he writes.  "It's us."  The audience and the way we view TV has changed. 

Our viewing habits have evolved as we, the viewers, have gained more control over what we watch.  A big shift came about decades ago when the remote control became a standard part of every TV set.  The remote gave us the chance to quickly and easily surf, usually bypassing commercials.  But for late-night viewing, often done in bed, it meant we didn't have to get off the pillow to change the channel.  It meant that networks could no longer assume inertia or laziness would prevent us from switching elsewhere.

Of course, as cable began offering quality alternatives to network fare, our viewing habits changed once again.  And the DVR has helped speed that change even more.

In my own home, there might be four network shows we regularly watch, and very often we don't watch them live but via DVR.  And, thanks to technology, we almost always fast-forward past the ads in the commercial breaks.  But more of our viewing lately has been cable offering -- the quality drama and intelligent comedies on HBO and on other cable channels like TNT, AMC and USA that we rarely watched only 2 or 3 years ago. 

I got into the Letterman habit years ago when he was still on NBC.  But whether I'm watching Dave or Craig or, more rarely, Conan or Jimmy Kimmel, I watch those shows because it's not a long-term commitment. It's not like watching a drama, where once I start, I'm hooked in for 30 or 60 minutes. With the talk shows, it's easy to call it a night after a monologue or after a particular guest you want to see.

So as David Carr writes, the talk shows late at night "now seem besides the point."  Maybe there's just not enough compelling content in them to make them viable anymore 5 nights a week.

The media appetite has been changing and the networks need to wake up to that fact.  Maybe the TV execs have missed it because they're sleeping -- exhausted from staying up late with Conan, David, Jimmy, Craig, Carson and the rest.

Cosmetologist or PR Executive... Which is the better job?

I love my job and I would highly recommend public relations as a career choice for anyone who enjoys writing and likes the ever-changing challenges of communications and marketing.  Rarely am I bored.  I can honestly say that, after almost 40 years in this business, I still enjoy it and get satisfaction from it.

But, according to a recent study, cosmetologists have it better than I do.

The annual Best and Worst Jobs list, reported last week in The Wall Street Journal, ranks 200 jobs from best to worst.  CareerCast.com bases its annual rankings on five criteria that include income, employment outlook, physical demands, environment and stress.  (Stress is probably why Cosmetologist beat out Public Relations.)

Public Relations Executive came in at #79 on the list, just behind Cosmetologist.  I wouldn't trade places with a cosmetologist, whose average annual salary ranges from $16,000 to $42,000.  A PR exec can expect to get from $47,000 (starting salary) to $125,000 for a top-level exec.  (Numbers for PR people in New York City can run quite a bit higher, on average, but the numbers in the report are nationwide averages.)

I suppose we PR people shouldn't feel bad.  We came in right above Attorney in the rankings, and quite a bit better than Advertising Account Executive (#105).  We also scored better than Newscaster (#95), Newspaper Reporter (#184) and Photojournalist (#189).  We even ranked above Physician (#128) and Protestant Minister (#96).

The top jobs, in order from #1, are Actuary (borrrring), Software Engineer, Computer Systems Analyst, Biologist and Historian. 

At the bottom, starting with #195, were Garbage Collector, Welder, Dairy Farmer, Ironworker, Lumberjack and Roustabout.

I'm not sure how accurate it is, but the list is fun to browse through.  And, depending on what career you're in, it might make you feel kinda good about yourself.  Or not.

Weekend Thoughts ... Spencer's Service Beyond

• I'm starting a new feature here. "Weekend thoughts" will, from time to time, cover random subjects not even closely related to marketing, media or public relations.  And I'll open it to others who might want to share thoughts of any kind (except political) with my 2 cents readers.

My friend and former boss/mentor/business partner Alan Hirsch has a memory like an elephant.  It's not unusual for him to sprinkle into an email names of places or events from our shared past.  He did that yesterday, adding at the end of an email -- "Spencer says hi."

Spencer is a name from 30 or 35 years ago.  Alan and I worked at 630 Fifth Avenue in Rockefeller Center. That's the building, directly across from St. Patrick's Cathedral, that has in front of the entrance the famous statue of Atlas holding the world on his shoulders. (In the opening sequence of the great TV show "30 Rock," they show that statue, even though it's not at 30 Rock.)

Anyway, every single morning as I came to work, I'd be warmly greeted by Spencer as I entered his elevator to go up to my office on the 6th floor.  Spencer was the elevator operator.  The elevators back then in Rock Center were manual, and Spencer always made sure we got to our destination with a smile and some friendly and sincere chatting.

Spencer knew all about me, because he asked.  I don't think I ever knew his last name.

When I first started working there, he would call me Mr. Reich.  I told him it was David.  If I'd be calling him by his first name, he'd call me by mine as well.  So it became "Good morning, David" or "How was your trip in today, with all that snow, David?"

I never asked (not that I would have), but if Spencer saw I was with someone else, it went back to "Yessir, Mr. Reich."  He knew how to play the game, to help make his "customers" feel important.

Spencer once took me up to the top floor of his elevator bank, which led to the private roof gardens atop the 12th-floor setback of the building.  He wasn't supposed to, but he let me go up there sometimes on nice days, to take a quiet lunch break or impress a friend with the spectacular view up and down Fifth Avenue and the birds-eye look across to St. Pat's.

Spencer was a real part of my day in Rockefeller Center, and I'm sure a thousand other people in the building could have said the same.  And I'd be willing to bet that Spencer knew the names of almost every one of those thousand people.

I remember the day when I came into work and there were signs discreetly posted in the lobby.  The elevators were being upgraded with a computerized system that would "expedite the flow" to ensure faster service.  It also meant that dozens of elevator operators, including Spencer, would be losing their jobs.

The truth is, the new elevators were a bit faster, with less waiting time.  The spruced-up interior of the cabs looked beautiful, but something irreplaceable was missing...

The personalized touch -- the human touch -- of people like Spencer.  I can still remember that short, balding black man, with the big beautiful and genuine smile, looking so crisp and elegant in the brown uniform. 

Modernization.  Efficiency.  Cost-cutting.  They're good and they're important in business.  But we sometimes lose track of the cost of those changes -- the cost of the loss of personal service.  Something to think about this weekend.

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(My friend Jeanne Byington writes about personal service at The Importance of Earnest Service.  Check it out.)