Most companies that invest in public relations and marketing services are passionate about their businesses, but that excitement can blur the line between what is newsworthy and what isn’t. As an account manager specializing in technology public relations, I help clients identify which announcements warrant a press release or media pitch – and which don’t – and develop compelling story angles around them. I’ve learned that as excited as you are about your company’s decision to begin targeting a new vertical, that doesn’t necessarily mean the media cares. Three tests will help you determine whether your company’s story belongs in the newsroom or in the break room.
ADVICE: The Secret to Online Presence Is Being a Great Date
Editor’s note: Lizzie Cernik is a friend of Media Orchard whose lifestyle blog, Baggage Magazine, is focused on “holidays, heels and cocktails.”
We’ve all seen that bikini-clad glamazon on the beach. She’s sexy and toned with the raisin-a-day washboard stomach that makes men drool. The message is clear: If you’ve got it, flaunt it.
But for brands, the prospect of putting it all out there can be intimidating, especially online. It’s easy to see why — one little slip of her teeny bikini and our beach goddess is revealing far more than she intended.
So what’s the secret to revealing enough about your brand online to be enticing without revealing too much? It’s simple: Be a great date.
Think about being on a date. You want the other person to get to know you, but you want to make sure you’re revealing the right information. There are certain things you don’t share on a date, and others you might want to save until you’re married.
Coyly confess to your date that you’re a little scared of the dark and he’ll think you’re sweet and vulnerable. Tell him the story of that time you contracted an unusual gynecological disorder and you can expect a text that says, “I’m busy forever.”
Know your audience, accept some risk
In brand awareness, transparency and vulnerability can go a long way. Customers don’t want a painted picture of perfection, especially when they know it’s not real. They want to see the genuine article, warts and all. But how do you make sure your brand doesn’t suffer a serious wardrobe malfunction in the public eye?
First, know your audience. It doesn’t matter whether your company is three months or 50 years old, market research is essential. Your customers are your brand’s community; they need to be understood and, more importantly, heard. If you’ve had a fantastic new idea but your audience isn’t feeling it, don’t push it. Continue Reading
IDEA GROVE NEWS: Celebrating Five Successful Years With RiseSmart
This month marks our fifth anniversary working with next-generation outplacement services leader RiseSmart. We pride ourselves on our long-standing client relationships, and RiseSmart serves as a perfect example of this commitment.
We’ve worked with RiseSmart since shortly after its founding in 2007, guiding its online marketing, social media and public relations efforts. Our partnership has helped the company land $11.85 million in venture and angel financing, coverage three times in The Wall Street Journal, and attention from hundreds of media outlets nationwide. Our annual Super Bowl predictions based on the unemployment rates of the competing cities attracts coverage across the country year after year.
Through our combined efforts, RiseSmart is widely recognized as an up-and-coming provider of B2B outplacement solutions, with regular coverage in leading publications such as HR Magazine, Human Resource Executive, The Wall Street Journal, Time, BusinessWeek, MSNBC, CNBC, Mashable, VentureBeat, Kiplinger’s, Marie Claire, and many others. The Idea Grove’s social media efforts have led top industry influencers such as Bill Kutik, Naomi Bloom, Gautam Ghosh and others to post comments on the company’s blog and re-tweet its online conversations.
The Idea Grove also has helped RiseSmart to secure a wide range of awards and recognition from organizations including Red Herring, the San Francisco Business Times, SiliconIndia, the Silicon Valley/San Jose Business Journal, the Stevie Awards, TiE and the U.S. Commerce Association.
It’s been an exciting and fruitful five years, and we look forward to the new heights we’ll reach with RiseSmart in the future. Thank you to Sanjay Sathe and his passionate, results-driven team for making this such a successful partnership.