Tag Archives: Public Relations

Timing is Crucial in PR Pitching

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Don't pitch general stories when the news cycle is about a national incident like Sandy. I can’t agree more with this statement, “Timing is Everything.” And I found out how true that quote is first hand when I was recently faced with pitching the U.S. media before, during and after Hurricane Sandy.

The only other time that I have ever had to put my “job” on hold before was for 9/11. I mean that catastrophe affected the entire country and world. Everyone was in shock and the world stood still for those not involved in the rescue efforts.

BE MINDFUL OF THE PR NEWS CYCLE

As a publicist, I found myself in those same 9/11 shoes with Sandy. As warnings were sent to residents on the east to be prepared for the storm of the century the night of October 29 and the following day – all eyes were peeled on TV news channels and second screen devices to see how our fellow Americans were faring. Although, I had information to pitch during that time, I refrained from doing my job knowing it would be irresponsible for me to contact a reporter in any city on those particular days while they are reporting on the general news coverage of the natural disaster.

The point I am trying to make with this post is that there are just some days that you can’t do your job, and that’s okay. Would it have hurt if I sent out a general media pitch? Probably not. Would my pitch have been read during that time? Probably not. Was the news I had to communicate a top priority in the events of the world? No.

So to all those publicists in training reading this post, please be mindful of the news cycle. Refrain from general product pitches during such times as a national disaster, a Presidential election and mass shootings. By not bothering the media during these times, you’ll gain respect as opposed to the real possibility of losing face with them.

Even though the storm is over, I’m still extremely mindful when pitching some of my New York/New Jersey media colleagues. To this day, I start out each pitch wishing them the best for many of them are still not back in their offices and still trying to get their heat and power back on at home. So if pitching media in this area, be real and ask them how they are and mean it before you start selling them your wares. I promise you your goodwill will be noticed and you will stand out.

All My Best,

Cindy

 

 

The Answer to Social Media, Business and Life is Asking Why

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Answers to life come through a simple question

The most overlooked word in both life and business is a simple three-letter word, it’s Why.

It’s so simple that we often forget to seek the answer to it and because we do, we are often set adrift and miss our desired goals and targets.

I stumbled upon this little gem when listening to social media guru Brian Solis who waxed eloquently in a recent presentation about how we forget to ask the question why when we build social media platforms. Solis stressed the importance of answering that question when we create our Facebook business pages, our Tumblrs, our Twitter accounts and even Pinterest Boards. It was a valid observation because if we don’t know why we are on these platforms then we won’t be able to achieve our desired results.  For example, if one starts a new Facebook business page is the reason to get more leads for clients, generate email addresses, showcase original content or sell a product? The answer is key in branding and marketing.

Answering Why Isn't Simple

THE WHY OF LIFE

Not only does this question prove beneficial regarding business and social media practice but, it is equally valuable in everyday applications too. Take a look at these Why of Life questions.

  • Why are you in that profession?
  • Why do I feel this way?
  • Why do you want to go to college?
  • Why do you want to marry so and so?
  • Why do you want children?
  • Why do you endorse that particular charity?
  • Why am I reading that article or blog post?

So do yourself a favor, and I’m writing this for myself too – let’s start asking and answering the why’s of life and business so we can achieve the best results in everything we do.

Off answering this question,

Cindy

 

 

Can Charlie Get Back His Sheen?

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Charlie is Still Driving His Messaging, But Now in a Good Way Credit: Ian White

Can you “win” too much?

In the case of Charlie Sheen, he’s gulping a tall glass of mea culpa and eating humble pie right now for he’s done just that – except his winning wasn’t that, it was the opposite…losing. And now after not being able to handle being fired from a $1.2 million dollar a week paycheck on CBS’ “Two and a Half Men,” he is trying to mop up after himself and doing a PR about-face.

Do you think Charlie will be able to rebound after his unstable recent past?

I know I don’t need to explain Charlie Sheen’s predicament and what led him to start his own crisis management. You all are too well aware of his podcasts, tweets, live shows and contentious battles with his former employers, Warner Bros. TV.

However, all of a sudden Sheen has apparently seen the light. I don’t know where and when the light bulb went off and he started realizing that he was a tornado that was destroying everything and everyone in his path. But, I’m glad he did and I’m happy that he’s trying to make amends wherever and whenever possible.

As a PR practitioner, Charlie Sheen has been an amazing case study to follow. From being a train wreck taking his own PR into his own hands last March, to now, publicly pleading for forgiveness, we all can learn from his mistakes. Sheen is on the Good Ship Lollipop PR train doing whatever he can to be self-deprecating about his past and trying to move forward so he can be perceived as a stable employee, father, son and well, human being. But is that enough?

From firing his longtime publicist early last year, he’s now employed one once again.  And although, he was allowed to be a presenter at the Emmys for ratings, you have admit that it was smart strategy to use that platform to publicly apologize and try to save your face. Can you think of another venue that would allow you to be in front of over 12 million viewers in one swoop?

PR WHIRLWIND

The PR profession is alive and well and in full operation with the triad surrounding Sheen. Not only is Sheen trying to stay in the message, publicists for “Two and a Half Men” are trying to keep their message in the trend whirlwind as well. For no matter how you slice it, when Sheen speaks, the media and public listen. When someone from “Two and A Half Men” speaks…they have to speak loader to get noticed if Sheen is not recognized. He is a news magnet.

With that, have you noticed Ashton Kutcher making the rounds to talk shows? Did you see Jon Cryer get a star on the Walk of Fame? CBS’ PR team is on high alert to succeed this year without Sheen.

Who will get the last laugh? Well, if you tuned into Comedy Central’s Roast of Charlie Sheen Monday night  (another perfectly timed appearance), Charlie would tell you he’s already won.

And who could argue that! He’s now allegedly getting a $25 million settlement and doesn’t have a financial worry in the world. However, with this new Charlie we are seeing, he has a conscious and an awareness that his behavior was in poor judgement. I just hope he starts the healing process toward finding that peace that passes all understanding.

Time does heal all wounds…and the viewing public will come around once he consistently proves that he on the stable train to wellness. That’s the best PR he can buy.

Don’t take my word for it. Here’s Charlie’s view from his recent roast.

Roast of Charlie Sheen Mon, Sept 19 10/9c
Charlie Sheen – Charlie on Mars
www.comedycentral.com
Comedy Central Funny TV Shows Roast of Charlie Sheen

 

 

Simplifying Public Relations

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The Salvation Army Knows How to Relate On All Fronts - That's Good PR. Flickr credit: Tojosan

Yesterday I was interviewed by at third-year college student for an assignment in one of her public relations classes.  I do about a dozen of these a year for various students and I love how each one is always different. This particular student wanted me to define what public relations is…and so I threw it back in her court to answer first. She gave a very intelligent long answer about like its caring for a brand and communicating messages effectively through the use of journalists. But I told her my answer was in the title. Public Relations is just that. Public – Relations.

KEEP PR SIMPLE

It’s all about how you relate to the public, the media, colleagues, companies…public relations is about relating in any form or fashion.  It’s really that simple.

Public relations professionals are only as good as their contacts and as good as their strategies for spreading a message.  And that’s why social media is the perfect complement to public relations. Success on that platform deals with how well a person can provide engaging content.

Sometimes when looking for an answer, its right in front of your face. PR people often forget that at the end of day that it is how well we are able to communicate to others how they should write about whatever we are representing.  Therefore, for anyone starting out in the PR field or for those who are responsible for that area in their job, they should heed these simple suggestions.

TIPS FOR PR SUCCESS

(1). Don’t ever assume people will write about your product. Great content will get covered if its story is told interestingly for coverage.

(2.) A press release on its own is never a good strategy for pick up. Distributing press releases over a wire will not garner top-notch results, because you need to send it to a targeted list of people whom you know that cover that sort of product. It’s a left-right punch.

(3.) Relationships are the key to any business. Therefore, build up your followers and fans so that when you need some help in starting a movement, you have a terrific base to start from and grow upon. Keep meeting people online and in person – every connection made does present some opportunity.

Yep, it’s that simple. If you know how to relate to others, then you are on your way being a success in public relations. That’s my PR tip for the day.

Cindy Keeps It Simple

Cindy Ronzoni is a public relations veteran who has been building media relationships her entire career. She often speaks to college students and provides seminars to train small business professionals. In all her efforts, she exhorts simplicity in all that she does.

 

How Not Improving Can Help Your Business

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Why Mess With a Greatness

Did you happen to catch today’s Wall Street Journal front page feature on paper clips? Yes, I just wrote paper clips.

At first I thought this was an odd, boring choice for a story selection, and I pondered why this premier publication would devote prime real estate to such an ordinary product.  It didn’t take me long, a couple of sentences, to get its point.  I learned that a paper clip is rare because it has withstood its classic design for over 100 years. How many things can you say that about?

This thought led me to further thought about whether we should keep certain things that work well alone and stop slapping “new improved” stickers on just about everything that gets sold or consumed.

DOES EVERYTHING HAVE TO BE NEW AND IMPROVED?

I mean we’ve all heard this statement before, if it ain’t broken don’t fix it.

I don’t like that statement – but, in this case it certainly applies. Paper clips are still as relevant today as they were the day they were introduced into the marketplace in 1903. Sure, you can add colors to them or designs or coat them in plastic. But at the end of the day is there any better tool to fix papers without leaving a mark, to un-clog glue bottles or clean under your finger nails in a pinch?

With that being said, are there things about your business or the work that you do that you shouldn’t improve upon because they work well?

A CLASSIC BUSINESS PLAN

Here’s what I would say about my PR business. No matter what new whiz-bang social media tool that comes out, I don’t want to lose personal connection and phone calls. My business success lies in having connections with real people, journalists, and I’ve built up those relationships through the years by having conversations with them over the phone or in-person. That’s really my business secret, my paper clip, if you will and one that I hope to never change.

 

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Cindy Ronzoni Authors Informational Brief on The Social Aspects of Communication

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FOR IMMEDIATE RELEASE    Contact: Steve Jones
July 27, 2011
(202) 222-2373 sjones@cablecommunicators.org

ACC Releases Informational Brief “The Social Aspects of Communication”
An Overview of Social Media Practices in Corporate Public Relations for Cable

Washington, D.C. – Today, the Association of Cable Communicators (ACC) released the July 2011 issue of ACCbriefs, “The Social Aspects of Communication” and posted the paper on the association’s Web site. The thrust of the publication is to provide a current overview of Social Media tools and techniques cable communicators are utilizing to enhance their overall communication effectiveness and meet their business objectives.

“The value of the July issue is that it lays out specific examples regarding how both cable operators and programming networks are utilizing the power of these social media tools,” said Steve Jones, executive director of ACC. “It goes on to site how these new technologies are used for customer engagement, media relations, issuing official statements, and responding to the always-on news cycle.”

The paper is authored by Cindy Ronzoni, founder and CEO of Social Spread Media, a digital public relations agency specializing in social and traditional media. She has over 20 years of public relations and corporate communications experience with senior positions at Fox Entertainment, Fox Cable, Game Show Network and Lifetime Networks.

The brief is available online at http://www.cablecommunicators.org/resources_briefs.php and is being distributed to ACC members via e-mail. ACCbriefs provide clarity on complex industry and communications issues and are designed for communications, public affairs, government relations, executive office and other staff members who need a clear, concise, subject-oriented guide from the cable perspective on industry topics.

## #

The Association of Cable Communicators (ACC) is the only national, professional organization specifically addressing the issues, needs and interests of the cable industry’s communications and public affairs professionals. The association’s mission is to develop and promote cable communications excellence through professional development to help achieve industry and corporate goals. ACC works to enhance each member’s status and influence through skill building and professional development. For more information on ACC, go to www.cablecommunicators.org.

Best Customer Service Practices Include the Human Touch

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Clever Way for A Customer to Make A Point!

Are businesses ever allowed to provide mediocre customer service? Is it okay to leave customers hanging on a phone tree for more than five minutes? Are there industries that should provide excellent service more so than others?

The answer to all three questions above is a resounding NO-at least that’s my $0.02 worth. But, unfortunately, we all experience poor service on a daily basis as customers even from blue-chip enterprises to boot.

If you are a small business owner you are probably cringing at this thought because YOU know that your success lies in the quality of your customer service. So then why do we allow large conglomerates to do that to us all the time? Why do we still give these companies our precious dollars, especially when we expect more out of own business services?

Today I experienced such an experience. Unfortunately, I am dealing with medical issues associated with a loved one. As such, I had to wait for four hours in a hospital lobby while a family member had tests conducted. Since I was just sitting there I had hoped that I could log on to the Internet and quietly get some work completed. I was pleasantly surprised to find out that they had a daily wi-fi access code, however, I soon found out that the system does not allow access to Apple devices only PCs. Say WHAT???

PHONE TREES DRIVE YOU UP A TREE!

I think I'll Skip This Place.

This wasn’t a life-threatening situation and I could do other work offline, but this example just got me thinking about all the other times that I’ve been frustrated by poor customer service. I attend dozens of small business connector meetings and each always stresses the importance of guest relations. So why is excellent customer service applicable to small owners and not large conglomerates?

A HUMAN VOICE GOES A LONG WAY IN CUSTOMER SERVICE

I would rather do anything than call my satellite provider, healthcare company or phone service. I know that when I call them I’ll be sitting there for a while. Phone trees that put you in sequence are annoying as are the companies that don’t provide any voice connection like Facebook. Most tech companies now provide email customer service and hide their main phone numbers. I don’t care how great you are in answering email support questions, yes I’m including Google, in this rant as well. There are times when a human voice is the best possible service a company can provide.

What companies drive you crazy with poor support and what companies do you think deserve some applause. Do tell.

PR TIP: TAKE A STANCE TO HAVE YOUR VOICE HEARD

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Gray is Never a Safe Area Nor A Marketing Choice

One thing you are never going to hear from a medical doctor is that you’re half-pregnant. A woman is either pregnant or not. There are no other alternatives. It’s black or white, not gray. But, this doesn’t mean you can’t be half-pregnant in regards to business and/or marketing. In fact, in my humble opinion, I feel this diagnosis of late is in epidemic proportions.

How I define half-pregnancy in marketing and business is as such: “Trying to offend anyone or anything by choosing a side, even when a side is presented.” Again, this my definition and is not official.

GO AHEAD AND TAKE A SIDE

Half-pregnancy is a common practice in politics. Politicians are always trying to walk a fine line to please all parties. They are very careful when they make “stands” on issues and subjects that they try to make sure that both political parties will agree to some or all of the parts.

It’s this ‘not wanting’ to offend that impregnates the situation. And, that tightrope places that “said” person or thing in the vast and valueless wasteland of the dreaded “gray area.” Whenever you set out to become like Switzerland (slang meaning – not making waves or taking any sides… being neutral), then you are setting yourself up to not gain attention. Its similar to this saying – ‘When a tree falls in a forest and no one is around to hear it, does it make noise?’

Taking a stance, side and position is important in making noise. Politicians want to be remembered and not forgotten because their words lacked opinion or substance.  But in this day and age of transparency (being authentic), it’s very easy for people to find out information. If you want to hold the line that you don’t have a particular agenda, they can find out in a matter of seconds if that’s indeed true.

Hello, I've Fallen and I Can't Get Up! Does anyone hear me?- Flickr Credit: Sage

To make this point a bit clearer, let’s look at this hypothetical situation.  Jane Doe is running for State Governor and she says as a female she believes that women should have the right to choose what happens to their own bodies and that birth begins at the moment of conception. She is referring to both the pro-life and pro-choice abortion movements with her professed beliefs.  But, she has regularly attended pro-life rallies and fundraisers as a part of her Catholic parish, as such it would be easy to figure out she leans more toward that cause. Which to me is fine. I am trying to make the point here that is fine to take sides, in fact its beneficial. Be who you are and make stances. Otherwise, the noise you make maybe only heard by you and that’s not a good PR move.

LEARNING THE HARD WAY

I found this out myself.  Here’s what happened to me. When I entered college I wanted to pursue a career as as sportscaster (don’t laugh too hard). With that, I was able to finagle being the guest on a local radio sports show.  It was my first foray into media and I was nervous, yet excited about the opportunity.  Five minutes into the interview he asked me my opinion about who would win the “freeway series,” between The Los Angeles Dodgers and then the California Angels.  I said something to the effect like “both teams seemed to performed strongly in pre-season” – I was in Switzerland, I gave a valueless “gray answer” and boy I got ripped when we went to the next commercial. The local sportscaster told me if I wanted a future in the business, I needed to have an ‘opinion’ on everything and I had to boldly state it. Otherwise, I would never make it. I needed to take a stance; he was right and that thought has stuck with me ever since.

I also often use this statement that I overheard somewhere…”when throwing a dinner party, it’s best to invite guests of differing opinions. Otherwise, it would make for one boring and long dinner discussion if we all agreed on the same subjects.” I so agree. We all can learn from each other.

So I’m taking a stance against the gray area and half-pregnancy and hope that you will call me out if you see me falling into this common practice. Is this something you have experienced too? I’d love to hear your thoughts.

 

5 Best 2011 Emmy Award Screeners

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The Emmy Award Process Is Just That...A Process

The countdown to the Prime Time Emmy Awards has begun.

Well, the process began months ago, when producers/production companies and networks began thinking about which shows, actors and crew would be nominated for TV’s  highest awards. April 29 was the deadline for all entries and since that time, members like me have been inundated with DVD screeners.

THE PR POSTMAN COMETH

For you see, producers, production companies and/or networks, often create DVD screeners which are mailed during the nomination window of March to June 10.  These people think that by investing in screeners that their show has a better chance of being voted on for who in their right mind, besides a TV critic, is able to sample everything on air. It’s impossible.

For over 15 years I have been a member of the Academy of Television Arts & Sciences’ and as such, I have received DVD screeners for that length of time. I love getting them and yes, I do watch them.  They prove extremely helpful when it is time for me to cast my vote. In addition to having an additional opportunity to catch particular shows, I love observing how each DVD is branded. Each has its own unique nuance and price point and so I thought I’d show the DVDs I was mailed this year. For examples, please view the video below.

 

TOP 5 EMMY SCREENERS

As you see, producing and mailing screeners are not a cheap endeavor, it is quite an investment.  However, if I was able to vote on which were the best, these would be my top five.

She's Literally "Torn" Between Them - Spot On Brand Marketing

(1) HBO – They packaged their series, documentaries and specials in easily identifiable box cartons. They use this same box design every year as they should because it’s brilliantly useful and its cover art is stunning.  It reeks of class and prestige and it showcases dozens of shows in a small space. Magnificent.

(2) THE GOOD WIFE - HBO may be my overall winner, but “The Good Wife’s” design and messaging was my top choice for a single program. I do not watch the show, but I am aware that the lead character in the series has been struggling deciding between two men in her life. Therefore, by having a spot in the middle of the package that you have to tear to open was brilliant. The tear literally separates the main character from the two men.

(3.) BIO – I thought Bio’s packaging was extremely smart and classy and compact. They included a page for each of their shows and bundled it all up with one nice case that had a magnetic clasp.

(4.) MODERN FAMILY – I have to give ABC’s “Modern Family” marketing team an A for ambition. They organized a separate photo shoot just for the DVD screener. All others just used gallery photos.

(5.) FRIDAY NIGHT LIGHTS’ DVD screener is a definite keeper. I have to admit my bias here…but I absolutely have loved every minute of this TV series. And its screener is spot on perfect in carrying off the tone and sentiment of the show. Fans of this series will not soon forget it and thanks to the producers, we don’t have to with this screener.  In addition to providing every episode of the last season, they have tucked away in an inside compartment small photographs of key moments and characters in the show.  This extra touch was wonderful just like the show.

Friday Night Lights DVD Screener Carried the Sentiment and Tone of the Show. Hopefully, Emmy voters will have clear eyes and full hearts so it can't lose.

Well, that about wraps it up for me with this post. I hope you have enjoyed this behind-the-scenes peek at the Emmy voting process. I have to be going now for I have a lot of  television to watch before June 24. That’s my deadline to send in my Emmy ballot.

Until next time,

Cindy

 

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