April 2, 2012
Social Media
prnewsonline.com
Issue 14 Vol. 68
Public Affairs
#pinkslime in the Spotlight:
Hashtags Take Center Stage
There’s no question that
there’s a high level of excitement among PR pros when it
comes to using Twitter to get
out a message—whether it be
for a brand, a movement or a
cause. The thought of writing
a compelling post in 140 characters coupled with the possibility of reaching engagement
( DID YOU KNOW? )
Seven Things You Will
Learn in This Week’s
Issue of PR News
1. Twitter hashtags like #pinkslime have attracted thousands
of people who voice their opinions on hot-button issues. (p. 1)
2. Top talent will not stay at
a company that does not
encourage growth. (p. 1)
3. Eight out of 10 Americans
don’t believe companies are
addressing all of their environmental impacts. (p. 3)
4. Business leaders were seen
as the most effective chieftains
in 2011—more so than politicians, not-for-profit bosses and
even religious leaders. (p. 3)
5. The Wilbur-Ellis Company
newsletter, WilCon Trader, has
existed for 60 years. (p. 4)
6. McDonald’s was the victim
of “bashtagging” when its
#McDStories hashtag was used
to tell to tell horror stories of
bad food and service.
7. Executives agree that social
media is now a mainstream
marketing channel in B2B. (p. 8)
numbers never dreamed of is
surely enticing. However, often
overlooked in forming Twitter
strategies is the hashtag—those
short words/phrases preceded
by the “#” sign that can mean
the difference between some
decent engagement and a huge
viral success.
Recently, hashtags have
been used to rally support for
or against hot-button issues,
like the use of “pink slime”
by the meat industry; rallying
Employee Communications
▶ Contents
▶How To Reach Hispanics—Socially
2
▶CSR Watch Public Yearns for Green Truths
3
▶Case Study 60-Year-Old Newsletter Gets Update 4
▶Tip Sheet B2B PR: More Listening Required 8
More premium content at PR News’ Subscriber Resource Center
the public around the Trayvon
Martin tragedy; and voicing
opinions on the R-rating for the
documentary film Bully (see
the table for analysis of these
hashtags and more).
One thing is clear—creating
the right hashtag isn’t about
closing your eyes and hoping
for the best. There’s a science to
it, says Nada Arnot, SVP, chief
digital officer, emerging digital
media, at RF Binder. Arnot
recommends going to Hashtag.
org and Trendsmap.com to see
which hashtags already have
traction within the topic you’re
addressing. Then you can send
out your message using those
existing hashtags. But beware:
“You want to make sure that
those tags are appropriate for
your message,” says Arnot. That
means monitoring the tag for a
few days, noting the days and
times when conversation peaks,
as well as the tone of the conPage 6 ▶
Digital PR
Quality of Internal Culture, Room for
Growth Keys to Retaining Top Talent
It might be the recruiter’s job
to vet hundreds of applications
to find the best employees, but
you, as a public relations professional, have to help maintain
employee satisfaction once
they’ve entered the company
workforce.
This may be easier said than
done (and, believe me, it is),
but with the right branding and
communication strategies, your
best employees will never want
to leave.
MESSAGES TO CONVEY
Employees value a great brand
just as much, if not more, than
consumers. Employees should
feel proud and excited to work
at their respective companies.
In efforts to encourage that
excitement and drive employee
retention, here are few strategies to consider:
Play up your company
culture. Company culture is
more than just a poster hanging
in the office break room. It’s
an energy—a sense of enjoyment that comes from people
loving what they’re doing,
and a sense of urgency, where
everyone is working together
intently to achieve a larger goal.
By accentuating your company
culture, employees will feel a
sense of pride and loyalty to
the brand. It will inspire them
to contribute to the company
and align their work, which
will lead to greater efficiency
and will ultimately affirm their
sense of purpose within the
organization
Encourage growth. Top
talent will not begin, let alone
stay, at a company that does not
encourage growth. Employees
should feel that the sky is the
limit within the company and
that their growth is not hindered by walls or glass ceilings.
It is important to set the stage
by creating deliberate opportunities for learning and career
growth. Highlight programs
that will show employees just
how much you care about their
professional development, and
what lengths you are willing to
go to aid them.
If you love something, set
it free. Most people are multifaceted and don’t know exactly
what they want to do, so letting
employees know that they’re
not confined to their hired role
Page 7 ▶
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▶ How To...
6 Tips for Reaching the Hispanic Audience
Social Media
ISSN 1546-0193
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2
It’s clear that recent technology
adoption rates among Latinos
are helping fuel new social
media trends. The Hispanic
community now boasts a 45%
smartphone usage ratio among
U.S. ethnic groups, which
signals social media adoption is guaranteed to continue
exploding.
There is plenty of other data
that demonstrates just how
important the Hispanic community is becoming to PR professionals and marketers:
Digital PR
issues that ignite the Latino
blogosphere, from political and
immigration news to the more
unifying themes, including a
true call for higher education
among Latinos, financial independence and improved opportunities for affordable housing
and professional jobs.
Communications professionals are once again faced
with the challenge of understanding the community, its
many concerns and issues and,
most importantly, how to connect a brand with its Latino
• Hispanics are overall early
audience in a relevant and
adopters of technology/social meaningful fashion.
media. Latinos are more
Below are some initial stratlikely than whites to use
egies and tactics that can help
Twitter (The Pew Research
better prepare PR pros to reach
Center’s Internet & American Latino audiences using varied
Life Project). Hispanics have social media channels:
also taken up Facebook faster
than non-Latino whites at
1. Identify the language
54% vs. 43% (Big Research).
preference of your target
• The number of Hispanics
Hispanic audience: Truly
online is expected to increase
understanding whether your
to 42 million by 2015
Hispanic target audience pre(Interactive Advertising
fers English, Spanish or both
Bureau). In the past year
is essential in any program,
alone, the number of
but most relevant for social
Hispanics using social media
media-based outreach since
grew by 38% versus 16% for
you’re creating a two-way
the general population (comdialogue.
Score).
• The importance of tapping
2. Know your targets: Is it
into Hispanics via social
Latinas—working moms,
media has never been more
single moms, grandmothers,
significant. There are roughly
young up-and-coming
32.2 million U.S. Hispanics
Latinas or Latino men? Who
online (360i Report on
are they and why should your
Hispanic Digital Influencers).
brand or service resonate
with them? And are they on
Latinas and Latinos alike have
Twitter and Facebook?
taken on social media with a
feverish drive because cultur3. Find the right mix: What
ally, social media resonates with
media mix works for your
us.
target Latino audience?
The Latino blogosphere is in
Which types of communicahigh gear with new blogs poptions platforms does your
ping up daily. Editorial focus
target Hispanic audiences use
varies with themes ranging
the most—video, mobile?
from parenting to dog tricks,
everyday cooking to cuisine
4. Make an emotional conreviews and technology to
nection. Creating emotional
entrepreneurial ideas and more.
ties are essential in gaining
Additionally, there are core
the trust and appreciation
prnewsonline.com | 04.02.12
from Hispanics online. Do
you know what issues your
targeted Hispanic audience is
facing? How can your brand
support a key Hispanic issue?
5.Go further than your launch
initiative. When you are
ready for a social media
launch—i.e. new Twitter
handle, a Twitter chat or
party, new Facebook fan
page, a dedicated YouTube
channel or other tactical
components—launch and
stick to it. There are so many
one-time handles and programs that have no further
engagement initiatives post
launch. Abandoning a conversation is worse than never
starting it.
6.Carefully select and make
contact with Latino bloggers. Don’t make assumptions that Latino bloggers
are anxiously awaiting your
next press release. They
are aspiring entrepreneurs
and, for the most part, take
their blogging seriously
and understand its editorial
focus. Invest time in getting
to know them and carefully
select your targeted blogs.
Get out there and get your
brand or organization engaged.
Keep updated on the latest
trends and dialogues. It’s well
worth the investment and
surely will broaden your brand
reach in the long term. PRN
[For more content about
social media, visit PR News’
Subscriber Resource Center:
prnewsonline.com/subscriber_
resources.html.]
CONTACT:
This article was written by
Cristy Clavijo-Kish, CEO and
partner at Hispanicize digital.
She can be reached at cristy@
hispanicize.com.
▶ Quick Study
Leaders Globally Fall Short of the Public’s Expectations;
Social Engagement Overkill Biggest Audience Turnoff
CSR Watch: Honesty and Plenty of Information
About Green Products Are the Best PR Policy
media (39%) and
Business, political and relitelecommunicagious leaders are falling
tions (36%).
short of expectations around
• Crisis response
the world—with Europeans
is seen as the
and Americans the most
most important
disillusioned—according to a
area for busi12-country survey by Ketchum
ness leaders to
released in March 2012. In
communicate
fact, the “Ketchum Leadership
personally (53%),
Communication Monitor”
followed by
found that more people globfinancial results
ally believe leadership will actu(48%) and the
ally get worse in 2012 (31%),
state of the busicompared with anticipating
ness (40%).
better leadership (27%). Other
Source: Ketchum
study findings include:
▶ For Some, Social
• Business leaders were seen
Brand Breakup
as the most effective in
Is Easy to Do: A
2011—beating politicians,
March 2012 study
not-for-profit bosses and
on social media
even religious leaders. More
by Revelation
than a third of respondents
Research found
A study by Cone released in March 2012 finds that the public wants the truth about
said they were more confithat 52% of U.S.
green products and more sustainability data to make informed buying decisions. The
dent in business leaders than online consumers
study also finds that eight out of 10 Americans don’t believe companies are addressa year ago, with 36% viewing age 16 and over
ing all of their environmental impacts, and only 44% trust companies’ green claims.
business as providing effechave liked, followed
tive leadership (receiving
or subscribed to
an “excellent” rating of 8 or
a company/brand via social
often and wind up spending
• Failure to deliver on a
above on a scale of 0-10) and networking. But close to a third
less. Males are quicker to
promise of deals and failure
48% seeing them as effective of these later turn around and
make the break than females
to engage or offer value is
communicators.
dump the brands with which
and to regard the brand more
also a turnoff. Consumers
• Within the business comthey initially forged a relationnegatively after the break.
also cite the old “it wasn’t
munity, knowledge-based
ship. Study highlights include:
• The single biggest reason
you, it was me” as a reason
industries were perceived
for the breakup is the brand
for dumping the brand—
as having the most effec• After distancing themselves
coming on too strong. That
meaning consumers lost
tive bosses. Ranked highest
from the brand on social
is, the brand pushed too hard
interest in the topic. PRN
on leadership effectiveness
media, many report they
and got clingy with excessive
Source: Revelation Research
was technology, with a 44%
then view the brand more
posts, tweets or other comapproval rating, followed by
negatively, shop/visit it less
munications.
Measuring your PR activities has never been more critical for communicators. We
know your time is limited - so we’ve put together a one-day information-packed
conference featuring top measurement experts, so you’ll come away with costeffective tactics for measuring your communications efforts.
Sponsored by:
April 18, 2012 | JW Marriott, Washington DC
Register today at:
prnewsonline.com/measurement
19923 PR Measurement Conf Strip Ad2.indd 2
We look forward to seeing you April 18 at the JW Marriott in DC. Register Today!
Questions: contact Saun Sayamongkhun at saun@accessintel.com
prnewsonline.com | 04.02.12
19923
3/27/12 5:31 PM
3
Source: Cone Communications
▶ Public Down on Leaders:
▶ Case Study
Internal Communications
Digital PR
Evolutionary—Not Revolutionary—Changes to Internal
Company Newsletter Update a 60-Year-Old Tradition
From founding editor Justin
Radin riding a camel during
a 1977 trip to open the company’s Cairo office to the company’s ongoing and far-reaching
philanthropy today, the internal
newsletter WilCon Trader has
long followed and reported
on the corporate journey of
Wilbur-Ellis Company. Since
its inception in 1947, what has
consistently been at the center
of these colorful chronicles is
the company’s people and their
adventures in 216 countries
throughout three continents.
The internal newsletter for
one of the largest private companies in the U.S., the Trader
belongs today to nearly 3,500
employees. For more than
60 years—as it documented
the company’s many forays
into new markets and geographies, and the people who
took it there—the newsletter
has reflected a long-standing
Wilbur-Ellis value: a business built on the quality of its
employees.
SEEDS OF SUCCESS
Today, Wilbur-Ellis is a $3
billion family-owned international marketer and distributor
of agricultural products,
animal feed and specialty
chemicals and food ingredients. Over the past 90 years, it
has evolved by capitalizing on
global market shifts, customer
and supplier needs and the
capabilities of its people.
The Trader, too, needed
to evolve to keep up with the
pace of not only the business
but the evolution of the world
and how people receive their
information. Although the
Trader was in lockstep with the
company’s progression, “it had
started to fall behind,” says Ann
Barlow, partner and president
at Peppercom West Coast. In
what ways? Barlow says both
the design and the relevance of
the content needed sprucing.
Four Tips for a Great EmployeeDriven Internal Newsletter
Looking to stock your internal newsletter with relevant, organizationwide and information-packed content? Ann Barlow, partner and
president of Peppercom, West Coast, helped the Wilbur-Ellis
Company do just that with its WilCon Trader newsletter, which is
distributed to more than 3,500 employees worldwide. The trick, says
Barlow, is to get employees deeply involved in the editorial. Here are
some tips from Barlow on how to get maximum internal newsletter
participation.
1. Allow for ownership: Wilbur-Ellis has a stable of informal contributors from all of its divisions.
2. Create competition: “There is real pride of newsletter ownership among the Wilbur-Ellis divisions,” says Barlow. Tip: Create a
sense of content competition among stakeholders.
3. Be open to feedback: Listen to your contributors both from editorial and organizational standpoints. “Think about how you can
make it easier for employees to contribute,” says Barlow.
4. Fight editorial boredom: Think about how you can evolve the
program to keep potential contributors interested.
4
Photo courtesy of Peppercom
Company: Wilbur-Ellis Company
Agency: Peppercom
Timeframe: Jan. 2011 - Present
WilCon Trader, the Wilbur-Ellis Company’s internal newsletter, has
undergone not only a visual transformation (old design at left above, new
design at right), but it has also gone digital.
MODERNIZING A
TRADITION
Peppercom, Wilbur-Ellis’
agency of record for six years,
was determined to elevate the
Trader to become—along with
the company’s intranet—a central hub for internal communications, one that better represented a vital, evolving and
global employee population.
To reinvigorate the Trader,
the Peppercom core team of
seven (four on the content
and three on the design side)
identified key objectives of the
newsletter refresh:
• Drive new interactions
between the Trader and
WEconnect, the company’s
intranet hub (where none
existed before).
• Augment the traditional
printed publication with new
digital and social technologies.
• Establish a regular quarterly
rhythm with occasional special editions throughout the
year.
In terms of the program’s
content, Peppercom considered
prnewsonline.com | 04.02.12
the following: the editorial
needed to engage the widest
demographic spread in its history; it needed to fairly represent three corporate divisions,
and—turning the conventional
agency role as external writer
on its head—Peppercom and
Wilbur-Ellis agreed that content needed to originate with
employees.
In 2011, Wilbur-Ellis and
its corporate communications specialist Sandra Gharib
led the charge in inspiring
company-wide participation
in editorial development, as
opposed to forming a select
group of employee contributors. “Everyone is challenged
to participate,” says Barlow.
Peppercom’s role has been to
facilitate the process, merchandise the program and package
the end product.
CONTENT CALENDAR
Peppercom began with the
development a WilCon Trader
editorial calendar, which is
distributed electronically and
showcased on WEconnect.
Employees in all divisions have
information on key dates and
deadlines, feature articles and
topics for dedicated sections
at their fingertips—including
special editions like the landmark commemorative issue
created to celebrate the organization’s 90th year in business.
Supplementing the calendar,
each issue of the Trader
includes calls to action, inviting
employees to submit stories—
which has enhanced company
engagement.
TRADER FEATURES
Teasers regularly drive readers
to the intranet, where visitors
can access podcast series that
point interested listeners to the
site for the full interviews (see
the sidebar for podcast tips),
and additional feature articles,
announcements and press coverage that are abbreviated in
the newsletter run in full on
WEconnect.
And, to educate employees
on how to snap newsletterworthy images, Peppercom also
created a “Photo 101” document for reference. It has come
in handy for the “WEfaces
corner,” where employee
“M&A” activity is documented
with wedding and newborn
photos.
HISTORICAL REFERENCE
While WEfaces focuses on
the future, the program also
launched a new series that
peeks into the past: “Into the
Archives” aims to keep the
company’s history alive by providing a forum for reprinting
decades-old Trader stories, such
as “W.S. Allen Reports on Japan
Mission, December 1947.” For
the 90-year anniversary issue,
another inventive initiative was
to locate and interview retired
leaders from different divisions
for their unique perspectives on
the anniversary.
But still, the issue wasn’t just
about looking back. The CEO,
John P. Thacher, had a vision
of “let’s be proud, but we must
be thinking of what’s ahead,”
says Barlow. The commemorative issue did have a unique
feature that helped look back at
Wilbur-Ellis’ history: an interactive timeline that appeared
on the Web site, with a gatefold
in the print issue. “But there
was also a ‘March to 100’ component that looked ahead,” says
Jason Dodd, senior director of
creative services at H2O, a division of Peppercom.
DIGITAL DISTRIBUTION
Each issue is printed and
mailed company-wide, the new
HTML version with page-turn
technology is distributed electronically and key content is
syndicated strategically online.
The biggest project challenge? Wilbur-Ellis is a
tradition-filled company, and
the changes didn’t sit well with
everyone.
“I think anytime you change
something, there always will
be people who say ‘I like the
old one,’” says Dodd. “We were
ready for that.” Gharib confirms
that the digital version wasn’t
widely accepted by senior
management at first. “But we’re
hiring a lot of young people,
and they like the digital platform,” she says.
POWER OF THE
NARRATIVE
Peppercom has walked a fine
line between preserving the
authenticity of the Trader
and keeping it current. It’s a
strategy, says Gharib, that has
dramatically improved the
performance of the newsletter,
increased interactions with
the company intranet and
enhanced global company
communications. During this
process of renewal from 2011
on, the WilCon Trader has
itself come to be highly valued.
Anecdotal evidence finds that
employees look forward to
contributing to the publication, and they look forward to
receiving it.
In fact, an unexpectedly
broken podcast link in one
2011 issue had 200 employees
generating trouble tickets to
the company’s IT department
within minutes of its distribution.
What’s down the line for
the Trader? Barlow says the
goal is to more closely integrate the publication with the
intranet.
Dodd says that this year
they are working with IT on
developing robust analytics for
the Trader, as well as surveys
that will measure employee
preferences regarding the publication.
“We bring new ideas to the
table each quarter,” says Dodd.
The key, he says, is to find the
tactics that help accentuate the
Trader’s value.
As a result of the transformation efforts, the homegrown newsletter is thriving in
modern and inclusive ways to
record the legacy of the company as it unfolds. PRN
CONTACT:
Ann Barlow, abarlow@
peppercom.com; Sandra
Gharib, sgharib@wilburellis.
com; Jason Dodd, jdodd@
peppercom.com; Dan Lyons,
dflyons@gmail.com.
5 Tips for Creating
an Effective and
More Personal­
Podcast
As part of its campaign to reinvigorate its 60-yearold newsletter, Wilbur-Ellis Company—with help
Dan Lyons
from Peppercom—led readers of the revamped
publication the WilCon Trader to an intranet page
where podcasts that illuminate the stories could be accessed. Doing
a podcast requires some content planning and technical know-how,
says radio DJ and podcast veteran Dan Lyons (howtomakepodcastslikeapro.com), but a good podcast will make a strong, more personal connection with an audience. Here are five podcast production
tips from Lyons:
1.Vary the content delivery: Podcasters make the simple mistake
of falling into one method of delivering content and doing it over
and over. “Consider an interview, debate, incorporating snippets
of audio from TV, movies, a radio style documentary, comedy
sketch, etc.,” says Lyons.
2.Record it right: Almost every beginner podcaster has “bad
levels,” says Lyons. This scenario causes distortion and effectively
degrades the audio beyond repair. To prevent distortion, do a
level test prior to recording. Then play back your test recording to
make sure it sounds OK before you record the entire episode.
3.Edit your audio: To get a professional sound, always edit your
podcast after you’ve recorded it. In the same way you can cut,
copy and paste words in MS Word, you can edit audio using an
editor such as Audacity (free for PC and Mac).
4.Upload your audio to a host: Always upload your finished audio
file to an external host. Some of the great online podcast hosts
include libsyn or even a simple solution like Buzzsprout. The best
thing about a good host is that most will have an analytics feature, meaning you’ll know where your listeners are from and what
episodes are getting the most traction.
5. Submitting your podcast to iTunes is an art: Millions of people
use the iTunes store everyday, and if you want your podcast to
get in front of a big audience then you must submit your podcast
to the store. Before you do, make sure you have good podcast
artwork—a digital front cover of your podcast. “Even though your
podcast is audio, many people decide whether to listen to your podcast based on your cover,” says Lyons. “So make it eye-catching.”
prnewsonline.com | 04.02.12
5
PR and the Hashtag
▶ Page 1
versations. Also, identify major
influencers using the hashtags.
“Retweet them and ‘at reply’
them to get them engaged in a
conversation,” says Arnot.
Using existing hashtags is a
solid strategy that Arnot says
clients sometime balk at, preferring instead to create a new
hashtag around their brand or
campaign. But be careful, says
Michael Lamp, social and digital media strategist at Hunter
PR. “People put too much stock
in making sure the brand is the
focal point of the hashtag,” says
Lamp, who adds that the most
successful hashtags often are
part of a clever campaign name.
Even better, make your
hashtag a question. That will
get you more engagement, says
Lamp. Whatever you do, don’t
make a hashtag too general,
like Domino’s #newpizza. That
became the destination for
haters of the company’s new
pizza recipe.
Lamp says that hashtags
may not have been taken as
seriously just a few years ago,
but brands today have taken
notice of them. To get the most
play from your hashtags, Lamp
offers these tips:
1.Keep them short. “No more
than 20 characters, give or
take,” says Lamp.
2.Mind the retweets. Be sure
to save 20 characters at the
end of your tweets to allow
for the hashtag and a short
note by the person who is
doing the retweeting.
3.Exclamation point. Don’t
use punctuation in your
hashtags—they will end up
broken.
Lamp adds that Hunter
PR had great results from a
hashtag created off of a video
it made called “Stuff PR People
Say.” A play on “Sh*t People
Say” videos that can be found
on YouTube, Hunter was
looking to draw some attention
to itself, and it did, reaching
1,500 people who tweeted
Making Hot-Button Issues Sizzle:
4 Hashtags That Worked
Hashtag
Mentions:
tweets + retweets
(tracking period, 2012)
#pinkslime
15,608
(Feb. 1 - March 29)
#justicefortrayvon
149,968
(Feb. 26 - March 29)
#komen
61,573
(Jan. 31 - March 29)
#bullymovie
131.159
(March 1 - March 29)
PR Objective
Effective Use of Hashtag
Rally public support
against the cheap hamburger meat filler.
Just the popularity of the term
“Pink Slime” caused some
stores to stop selling products
that contained the additive; and
it sparked a major campaign by
the beef industry in support of
pink slime.
Serve as a sounding board
for an outraged public
protesting the shooting
of 17-year-old Trayvon
Martin.
As the public learns more details
of the shooting, tweets continue
unabated. Martin’s family is
seeking to copyright “Justice for
Trayvon.”
Set up to chronicle the
good deeds of the Susan
G. Komen Foundation, the
hashtag became the central hub for public discussion over Komen’s initial
decision to cut funding to
Planned Parenthood.
#komen became a lightning
rod for thousands of people
protesting against Komen’s
decision. The noise began to die
down two weeks after the story
broke on Jan. 31. However, the
foundation’s troubles continue
as several executives have left.
The Weinstein Co. took to
Twitter to rally Hollywood
stars and movie-goers
in protest of the MPAA’s
decision to give Bully an
R-rating.
Harvey Weinstein released Bully
unrated, risking cutting out kids
from seeing the film. However,
#bullymovie has drawn over
22,000 followers on Twitter, with
social support growing.
#StuffPRPeopleSay. It was an
unexpected success. Says Lamp:
“My Tweetdeck was going
crazy.”
SOLVING #SNAFUS
Not all hashtag choices end
in success, however. If you
wind up in a hashtag pickle,
like Domino’s, be prepared to
take some swift action. Even
McDonald’s—with its robust
social media machine—can
experience “bashtagging.”
Recently the burger chain’s idea
to allow users to share their
favorite memories of the burger
chain backfired when hijackers
took over the #McDStories
hashtag to tell horror stories of
bad food and service.
Arnot says the snafu was a
result of not thinking a hashtag
through. It’s important, then,
to think about the worst-case
scenario, and then be ready to
address any problems, whether
it be by engaging consumers
to steer the conversation back
to the original idea, or perhaps taking it on the chin and
acknowledging when consumers are right.
That’s what Domino’s did
in reaction to #newpizza. In
McDonald’s’ case, it pulled the
#McDStories hashtag and the
bashing cooled down, but not
before this gem was tweeted:
“McDStories: McDialysis? I’m
loving it!”.
Lamp says that hashtags
are an intersection of brands,
pop culture and current events.
That’s a pretty busy and important intersection, so handle
your hashtags with care. PRN
CONTACT:
Nada Arnot, nada.arnot@
rfbinder.com; Michael Lamp,
mlamp@hunterpr.com.
Editor’s Note: Attend the PR Measurement Conference on April 18 in Washington, D.C. (prnewsonline.com/conferences/
measurement_conf2012.html); register for the Media Training Webinar on April 24 (prnewsonline.com/webinars/2012-4-24.html).
6
prnewsonline.com | 04.02.12
Retaining Top Talent
▶ Page 1
is key. Encouraging employees
to think beyond their current
position can help develop leadership skills and drive innovation, two factors that will keep
them excited about work.
Encourage an entrepreneurial spirit. Just as companies thrive to be trailblazers,
so should its employees.
Encourage fast-paced, positive
competition that will keep your
workforce wanting more. Help
them understand that your
company desires all employees
to have fire and passion for
what they do.
connected within their communities. Why not have
similar programs in the
office for employees to connect and share with one
another? Communicating
with employees through
engaging channels, like social
media sites, could help them
retain important information
and feel connected with each
other and the company. A
good connection could help
employees plant deep, longlasting roots in the company.
▶ YouTube—good for more
than a few laughs. Videosharing sites can be beneficial
COMMUNICATION
for employee communicaMETHODS
tions. A good practice would
So, now that you have an idea
be to slot one executive
of what you want to commua week for a short video
nicate to encourage employee
discussing company plans,
retention, all you have to do is
offering advice and sharing
figure out the best way to go
insight.
about relaying the message.
Post the video and share
Employee memos stuffed into
with employees via e-mail
mailboxes and blanket e-mails
and additional social outlets.
are a thing of the past. People
This will allow for employees
need interesting, interactive
to connect with company
outlets to catch their eye and
leaders on a mentorship level,
help them retain important
rather than just on a leaderinformation. Here are a few
ship level. Also, highlight
suggested methods, both digital
featured employees on a regand traditional, for reaching
ular basis, from entry-level
your employees:
employees all the way up the
management chain.
▶ Start an employee blog.
▶ Find ways to keep it short
Start a blog that is only visand sweet. Microblogging
ible to company employees.
programs are great for
If you already have an
brevity and quick snippets
employee blog, make sure
of information. Send a quick
employees are reading and
shout-out to an employee for
engaging with it. Share coma big win, or send reminders
pany news, information,
of professional development
ideas, big wins (make sure
sessions. Small bits of inforyou emphasize celebrating
mation are easy to digest
those wins), best practices,
and can be an effective comsocial events, etc. Encourage
munication method when
employees to use the platbrevity is the best fit for the
form to express ideas and
conversation.
opinions. Highlight intra▶ Don’t forget the face time.
company competitions and
Be sure to make an effort
winners.
to get some face time with
▶ Invest in a “Facebook for
employees every once in
Business” program. People
a while. Also, make sure
love using Facebook to feel
employees are connecting
Hard Work, Hard Play: The Do’s
And Don’ts of Retaining Talent
Keeping employees satisfied may be easier said than done, but with
the right internal communications strategies, your best workers may
never leave, says Kimling Lam, director of marketing & communications at Meltwater Group. Here are three tips from Lam on how—
and how not to—retain your best employees:
• DO encourage an entrepreneurial spirit; but DON’T let
employees forget the fun in work. Boring workplace = Bored
employees = No one will want to work for you. In order to provide
your employees with a fun, energetic culture, you need to have a
workforce that is equally fun and energetic. Encourage them to be
innovative and work hard, but don’t forget to encourage them to
play hard as well.
• DO use engaging technology to deliver key messages;
but DON’T completely remove face-to-face interactions.
Employees need face time. They need to know that they are more
than just a bee in a beehive, so in order to ensure that employees
feel the personal love, make sure they are connected with personally. One way to accomplish this would be to post videos of executives reassuring their workforce that they appreciate employee
efforts and are dedicated to increasing job satisfaction.
• DO celebrate employee accomplishments; but DON’T forget
to encourage the notion of constant improvement. Giving
employees recognition for their work and complimenting them on
a job well done is great (and important). However, letting them
know that there is always room for improvement is crucial. By
providing constructive, coachable moments, they will ultimately
improve their job performance.
with one another outside
of social channels. Host a
monthly internal meeting or
plan a company-sponsored
cocktail hour. Whatever form
the gathering may take, make
sure that it occurs at least on
a monthly basis.
IT’S THE CULTURE
A company can only go as far
as the workforce that drives it,
so it is vital to retain the best
people. To preserve leaders, you
need to sustain a vibrant core
culture and give them ample
opportunity to grow. PRN
[This article was adapted
from PR News’ Employee
Communications Guidebook,
Vol. 3; for more information
visit prnewsonline.com/store/63.
html.]
CONTACT:
This article was written by
Kimling Lam, director of
marketing & communications
at Meltwater Group. Previously,
she was a TV reporter at an
NBC affiliate. She can be
reached at kimling.lam@
meltwater.com.
✔ Measurement Tip of the Week
Powered by:
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prnewsonline.com | 04.02.12
7
▶ Tip Sheet
B2B Tech Execs: Stop Selling and Start Listening
Management & Strategy
At the end of 2011 the Arketi
Group hosted the fifth annual
Atlanta High-Tech CMO
Roundtable. In all, some 60
marketing and public relations executives from leading
business-to-business companies participated. The group
gathered to discuss the current
and future state of marketing
and PR in the B2B technology
sector. Most executives were
optimistic about the 2012 business environment, and some
consistent themes emerged,
including the following:
Marketing
Digital PR
2011 to experiment with new
ideas and planned to continue
experimenting throughout
2. Putting the Buyer’s Needs
2012. One surprise among the
First: After years of focusing
lessons learned was the positive
exclusively on “leads, leads,
return that many had experileads,” many felt it was time
enced from conferences and
to achieve a better balance
even trade shows.
between branding and lead
A number of the CMOs
generation. To do this, many
present were also actively fosfelt it was time to stop selling
tering user groups online. The
and start listening to buyers.
benefits extended beyond marBuilding value propositions and keting, with several reporting
PR and marketing campaigns
that users were turning first
designed around the buyers’
to the online community with
real needs is now more impor- issues they might have taken
tant than ever.
to a support line in the past.
1. Doing Less With More: For
Customers and prospects
Those present involved custhose marketers whose budgets are now bombarded with
tomers in other ways as well,
were staying largely flat, doing
e-mail, whether in the form
establishing customer advisory
more with less was a necesof special offers or lower-key
boards, creating customer
sity. But even for those who
lead nurturing that are more
champions for PR efforts and
anticipated a budget increase,
self-centric than buyer-centric. conducting customer satisfacthere was a desire to squeeze
All agreed that this “prospect
tion surveys.
every penny of value out of
fatigue” was a concern. And
the money available. For some, yet e-mail is inexpensive and
4. Making Metrics Matter:
this meant using technology to the sales team is frequently its
All participants agreed that
improve the productivity of the greatest proponent.
tracking performance of PR
PR and marketing teams, or the
While many agreed it’s time and marketing programs is
effectiveness of the programs— for a balance, only a couple
vital not just to understanding
or indeed both. For others, it
of the roundtable particithe ROI of the programs, but
meant taking a critical look at
pants were planning to make
also to the success of the comthe effectiveness of different
branding a major focus in the
munication function within the
communication channels.
near future. Most agreed, how- organization. Many activities,
The use of data and anaever, that branding and lead
however, remain hard to track.
lytics as a means to demongeneration are not mutually
When one tactic—such
strate and improve PR and
exclusive, noting that efforts in as e-mail marketing—is easy
marketing’s value to the orgaone often support the other.
to measure, but another such
nization was something the
as a printed catalog is less so,
groups returned to throughout 3. Balancing the
the challenge becomes how to
the sessions. This focus on ROI Communications Mix: Most
allocate the budget. For other
led naturally to a discussion of of the roundtable participants
activities it can be even harder
where to spend the dollars and had taken time and money in
to measure ROI: Trade shows
8
what initiatives and tactics to
emphasize in 2012.
prnewsonline.com | 04.02.12
BY RORY CARLTON
and analyst relations were oftcited examples.
5. Content Marketing and
Social Marketing: As the
conversation on measurability
continued, some roundtable
participants cited social media
as easy to measure, while others
felt its true value could not be
gauged by merely counting
“likes” and retweets. This disagreement aside, all agreed that
social media is now a mainstream marketing channel—
even in a B2B environment.
Building on this idea,
several attendees stated they
issue press releases primarily
for their social media value.
As a result, the news release is
evolving into a very different
animal: It no longer needs to
contain a great deal of “news.”
As B2B communications
professionals work to develop
and disseminate messages that
will resonate within their markets and help sales teams, it is
clear these five trends will play
a part in ensuring their PR and
marketing efforts generate revenue. PRN
CONTACT:
Rory Carlton is a principal
at Arketi Group, a high tech
business-to-business PR and
digital marketing firm. He can
be reached at rcarlton@arketi.
com.
June
13, 201
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This index lists all PR News premium content published in February 2012, organized by topic and presented in chronological order by issue date. This premium content is accessible by PR News subscribers only and provides the tactical, how-to articles, lists, data, checklists and case studies you need and expect
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ons.
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Advertising:
Digital PR:
• Tip Sheet: Translating Marketing Strategy Into PR
Execution 2/6/2012
• 10 Points of Pinterest: ‘Inspiration Tool’ Has PR
Pros Pining Away (2/27/12)
Agency-Client Relations:
• Innovation Drives Video Success as YouTube
Becomes the Anchor Platform for Brands (2/20/12)
• Tip Sheet: Face the Challenge of Engaging in
Tough Talks (2/6/2012)
Branding/Brand Marketing:
• Tip Sheet: A Cowboy’s Guide to Branding and
Ethics (2/27/12)
• Innovation Drives Video Success as YouTube
Becomes the Anchor Platform for Brands (2/27/12)
• How to Leverage Pinterest for Public Relations
(2/20/12)
• Tip Sheet: Translating Marketing Strategy Into PR
Execution (2/6/12)
Change Management:
• Tip Sheet: Empowering Organizations: The Internal
Role of PR (2/13/12)
• Tip Sheet: Translating Marketing Strategy Into PR
Execution (2/6.2012)
Community Affairs:
• Image Patrol: Komen Foundation vs. Planned
Parenthood: Proper PR Wins Out (2/13/12)
Crisis Management:
• Image Patrol: Komen Foundation vs. Planned
Parenthood: Proper PR Wins Out (2/13/12) • How to Leverage Pinterest for Public Relations
(2/20/12)
• Case Study: We Hold This Truth... ‘Innovation’
Effort Drives Fans in Person and Online to Declare
on the Dotted Line (2/13/12)
• Digital PR Watch: E-Newsletter Optimization Efforts
Leave Much to Be Desired (2/13/12)
• Case Study: Extreme Media Makeover: Baylor
Health Care System Peps Up Tired Online
Newsroom to Great Results (2/6/2012)
• Charting the Industry: Is the Blog Fading? Don’t Bet
On It (2/6/12)
Employee Communications:
• PR Council Roundtable: Internal Communications,
Social Media Cause Sleep Disorder Among
Corporate PR Pros (2/27/12)
• Tip Sheet: Face the Challenge of Engaging in
Tough Talks (2/20/12)
• PR Pros Must Hold Up a Mirror to Top Managers in
Dysfunctional Organizations (2/6/12)
Event PR:
• Case Study: Influencer Communications and
Content Creation Make Pinehurst No. 2’s
Restoration Campaign a Hole-in-One (2/27/12)
prnewsonline.com
• Charting the Industry: Social Media Now a Fixture
for Live Events (2/27/12)
• Case Study: Passionate Spokesman, Nimble
Communications and Trackside Tweets Power
Winning IndyCar Sponsorship (2/20/12)
Human Resources:
• Tip Sheet: Empowering Organizations: The Internal
Role of PR (2/13/12)
Mobile PR:
• As Texting Moves From Simple Prompts to BottomLine Actions, R U Ready? (1/23/12)
Nonprofit PR:
• Case Study: We Hold This Truth... ‘Innovation’
Effort Drives Fans in Person and Online to Declare
on the Dotted Line (2/13/2012)
Internal Communications:
• Image Patrol: Komen Foundation vs. Planned
Parenthood: Proper PR Wins Out (2/13/12)
• Tip Sheet: Empowering Organizations: The Internal
Role of PR
Professional Development:
• PR Council Roundtable: Internal Communications,
Social Media Cause Sleep Disorder Among
Corporate PR Pros (2/27/12)
Management & Strategy:
•Tip Sheet: Face the Challenge of Engaging in
Tough Talks (2/20/12)
Marketing Communications:
•Case Study: Influencer Communications and
Content Creation Make Pinehurst No. 2’s
Restoration Campaign a Hole-in-One (2/27/12)
• Case Study: Passionate Spokesman, Nimble
Communications and Trackside Tweets Power
Winning IndyCar Sponsorship (2/20/12)
• Tip Sheet: Translating Marketing Strategy Into PR
Execution (2/6/12)
Measurement:
•Charting the Industry: Is the Blog Fading? Don’t Bet
On It (2/6/12)
Media Relations:
• Tip Sheet: How to Choose a Monitoring &
Measurement Firm (2/5/12)
• Case Study: Influencer Communications and
Content Creation Make Pinehurst No. 2’s
Restoration Campaign a Hole-in-One (2/13/12)
• Tip Sheet: A Cowboy’s Guide to Branding and
Ethics (2/27/12)
Reputation Management:
• Image Patrol: Komen Foundation vs. Planned
Parenthood: Proper PR Wins Out (2/13/12)
Research:
• Quick Study: Americans Put Their Trust in Media—
Some Outlets More Than Others; Hispanics More
Social Than Other Groups (2/20/12)
• Of the Big Three Mobile Apps, Users Spend The
Most Time on Facebook (2/27/12)
• Quick Study: Apple Supplants Google as Brand
with Best Reputation; Biz Bloggers Say ‘Authentic’
CEOs Gain Most Respect (2/20/12)
• Quick Study: Facebook Users Receive More, Give
Less; Robust Sites Lift In-Store Sales; Social Media
and Software Industry (2/13/12)
• Digital PR Watch: E-Newsletter Optimization Efforts
Leave Much to Be Desired (2/13/12)
• Quick Study: Reputation Index Features LongEstablished Brands; Girls Perceive Glass Ceilings
Blocking Leadership Roles (2/6/12)
• Charting the Industry: Is the Blog Fading? Don’t Bet
On It (2/6/12)
• Internet Now Trumps Friends, Family in Influence
SEO/SEM:
• Keeping the Media at Bay: Counterintuitive Yet
Often Necessary (2/13/12)
• Innovation Drives Video Success as YouTube
Becomes the Anchor Platform for Brands (2/20/12)
• Image Patrol: Komen Foundation vs. Planned
Parenthood: Proper PR Wins Out
• How to Leverage Pinterest for Public Relations
(2/20/2012)
• Case Study: Extreme Media Makeover: Baylor
Health Care System Peps Up Tired Online
Newsroom to Great Results (2/13/12)
Social Media:
• 10 Points of Pinterest: ‘Inspiration Tool’ Has PR
Pros Pining Away (2/20/12)
Don’t have access to PR News premium content? Call 888-707-5814 today to subscribe.
2 | Index of PR News Premium Content: February 2012
prnewsonline.com
• PR Council Roundtable: Internal Communications,
Social Media Cause Sleep Disorder Among
Corporate PR Pros (2/27/12)
• Case Study: Influencer Communications and
Content Creation Make Pinehurst No. 2’s
Restoration Campaign a Hole-in-One (2/27/12)
• Charting the Industry: Social Media Now a Fixture
for Live Events (2/27/12)
• Of the Big Three Mobile Apps, Users Spend The
Most Time on Facebook (2/27/12)
• Innovation Drives Video Success as YouTube
Becomes the Anchor Platform for Brands (2/20/12)
• Case Study: Passionate Spokesman, Nimble
Communications and Trackside Tweets Power
Winning IndyCar Sponsorship (2/20/12)
• How to Leverage Pinterest for Public Relations
(2/20/12)
• Case Study: We Hold This Truth... ‘Innovation’
Effort Drives Fans in Person and Online to Declare
on the Dotted Line (2/13/12) Don’t have access to PR News premium content? Call 888-707-5814 today to subscribe.
prnewsonline.com
Index of PR News Premium Content: February 2012 | 3