Archive for March, 2009

PR Thought Leader Jerry Schwartz

Friday, March 20th, 2009

Top 50 PR Thought Leader Jerry Schwartz, President of G.S. Schwartz & Co., and co-founder of Digital Power and Light discusses how PR professionals can stay on top of the changes and challenges facing the industry.

Some of Jerry’s VlogViews:

“The biggest problem right now is that everybody who walks through the front door says, ‘I want social media.’ Social media means a lot of things. The term itself is the hot new buzzword because a week ago it was social networks, and so this keeps changing fairly rapidly. But they do want something that is social media, that involves something like facebook, something like youtube going on in their programs to reach different target audiences. Even if sometimes unfortunately those target audiences are not relevant to the sale of their product or service”

“We created a term that we trademarked called Technoscape™ and a Technoscape™ is an analysis that we do of a target audience of any client and how they receive information…everyone gets their information differently from a different mix of media, and I think you need to analyze each target audience, and how they get their information.”

“We’re relying very heavily on a concept that we call upward mentoring, where the younger people in the firm are actually teaching the older people in the firm how to use new media. And we’re learning through them. That trend is an interesting trend and will continue for a while because they use it for social purposes. We’re in business. So we’re taking their social uses and putting a business model against them takes some work, so while there is upward mentoring, there is still a need for downward mentoring as well.”

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Posted in CEO / President, PR's Top 50 Thought Leaders, Public Relations, Social Media | No Comments »

Cat Schwartz, The Hi Tech Mommy

Thursday, March 19th, 2009

Cat Schwartz, regular guest on The Today Show and Weekend Today, and blogger at hitechmommy.com, discusses the types of stories she is looking to cover.

Some of Cat’s VlogViews:

“The Today Show right now is of course focused on budget friendly ideas…How to buy essential electronics, so even though the economy is bad, we still need to buy tools to help us through the workweek. So, what you need to know in tech, needs versus wants, size of space, budget, things like that.”

“It’s better if you can get a hold of something that’s unique or that something that everybody needs that’s at a cheaper price, and then do the work. Research, do the effort. It’s worth it.”

“If you want me to post on my website or on a blog, do the write up as if it were in my voice. So, think what I will think is cool, write it up as if I’m speaking, so if I like the product, I will post it.”

Check out Cat on Twitter!

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Posted in Media Companies, Public Relations, marketing | No Comments »

PR Thought Leader Sue Bohle

Thursday, March 19th, 2009

Sue Bohle, PR Industry Top 50 Thought Leader and President and Chief Strategist of The Bohle Company, discusses the changes in what PR agencies will be asked to deliver.

Some of Sue’s VlogViews:

“I have clients now that are saying ‘I don’t care about print, I don’t care about magazines. What I care about is that online buyer, because that’s the power. That’s who is going to buy my products and I want you to get to that person.’ So we’re finding that in our budget and in our planning, we just focus on the internet and sites where they need, and we look at the target audience and really narrow that to people that are going to click through to that site and make that action that the client wants.”

“One good hit on the internet can be much more than all of the dozens of other small sites or print or other kinds of mediums for that client.”

“The most important thing is to look at the whole media span that you can deliver and decide where it’s going to be most effective. And we’re being asked more and more to do things on the internet. And that means we’re having to deliver not only a clip, but we deliver maybe a link from the media that’s writing about it, back to the clients website, or a link that will deliver them traffic.”

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Posted in PR's Top 50 Thought Leaders, Public Relations, Social Media | No Comments »

Dawn Wilcox, Cause Related Marketing

Thursday, March 19th, 2009

Dawn Wilcox, General Manager of the Los Angeles Office of Allison & Partners, discusses how companies can find the right non-profit to partner with and make the most of the relationship.

Some of Dawn’s VlogViews:

“Charities are thrilled to get the call that a corporation is interested in them. We take them through a process, not unlike where we just took the corporation through, where we do a full external audit with them to make sure the people they reach and work with would be a good fit for this corporation. Are they financially sound? Do they have a strong board of directors? And really looking at assets that they can give the corporation in return for this partnership.”

“We tend to get pretty excited when we see non-profits in that [social media] space. Because we know that there resources are typically focused on the program service that they’re offering or the research that they’re funding. So it is an extra step for them to be at the forefront, out in social media. The ones we’ve seen that use it and use it well, really understand their audience and they know where they are and how to reach them.”

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Posted in Public Relations, marketing | No Comments »

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