According to Mitch Joel, the author of Six Pixels of Separation: Everyone is Connected. Connect Your Business to Everyone, we no longer live in a world of six degrees of separation, but rather six pixels of separation – effectively changing everything we know about doing business, as the online realm becomes increasingly relevant in communication and decision-making.

Joel notes that it is crucial that all companies leverage digital channels to get their voice “out there” by connecting with others, becoming better community citizens, and, ultimately, making strategic business moves that will increase revenue, awareness and overall success in the marketplace.

Here are some of Joel’s key tips for engaging consumers through digital channels:

• Drive consumers to take action and keep them engaged
• Be active in blogs, micro-blogs (Twitter), podcasts, online social networks (Facebook, LinkedIn), sharing sites (YouTube, Flickr), user-generated content (audio, videos), and wikis
• Be compelling and consistent in everything you do
• Add value to the conversation – add personal insights and establish yourself or your business
• Be present, active and involved – respond to questions asked and ask your consumers questions

Digital channels will work for you based on what your users, community members and readers do with your content. It is important to understand that your reputation is online – so be helpful, sincere, credible, responsive and FAST!

It takes time to build content – find your voice, develop a community and earn trust and respect. Digital channels are about building real relationships, with both current and potential customers – they are built on trust and trust alone – and trust is built slowly over time.

Connect with us on Twitter: @Zer0to5ive

I recently put together a blog post with steps one through five for getting more and better consumer media coverage.  Here’s a look at steps six through 10:

6. Create Expert Tips/Top Five Lists – Pitch the reporter with a top five list pertaining to your client’s product. Some examples include the top five places to hear sounds better (re: sound enhancement product) or the top ways to maximize summer value and fun (re: travel discount card). Offer up the client as an expert and work your product into the pitch as an example. The idea here is to give reporters a fresh idea for a new story or post without your product coming across like an advertisement (which turns away reporters).

7. Build the Relationship – Begin to foster the relationship with the reporter from day one. This will put you ahead of the pack when contacting the reporter for your client’s launch or other announcement. Reaching out early ensures that you have the right contact; learn the reporter’s communication preferences and see what upcoming topics and trends the reporter is covering.  Sending an intro email is another way to get on the reporter’s radar.

 
 
 
 
 
 
 
 
 
 
 
8. Leverage Reporters Across Accounts – Pitch reporters across accounts to help generate momentum with new clients. For example, do you know a consumer producer who might want to book a new client? Or perhaps a medical reporter that switched to the financial beat that will cover a new investment advisor client? Making the connections across accounts is not always obvious – thinking outside the box will help to connect the reporter to new clients while strengthening the relationship with the reporter.

9. Master the List – Leverage your media database to put together a strong media list.  This step might seem obvious, but I’ve found that fully mastering all the advanced features of your media database can lead to additional contacts and coverage. For example, most databases offer the ability search for keywords in reporter titles such as “consumer” or “new products,” which I’ve found helpful when offering up new consumer products for review.  Always prepare to vet your list in advance of your pitch as contacts often switch beats.

10. Pick Up the Phone – Add the phone to your pitching toolkit.  Is relying on email enough when the top reporters are getting 100+ pitches a day and juggling deadlines, breaking news and special requests from their editors?  My teams have used the phone to their advantage when we’ve done our research on the reporter, know our technology inside and out, and simply haven’t heard back by email. However, the phone is not always appropriate, such as when the reporters are deadline or they already said “no” through email.

A copy of my presentation is available here.

Post by Michael Levey
Zer0 to 5ive Director
Twitter: @mikelevey

Wikipedia is an online encyclopedia covering just about every topic out there. It is maintained by a worldwide community of volunteers, who routinely edit and update the information. PR professionals can help their clients be part of Wikipedia either by creating an original article (often referred to as “entry”) or ensuring an existing article is up-to-date.

How Wikipedia Helps PR

• It’s credible: With high standards for its articles, Wikipedia maintains accurate information that consumers and media can rely on.
• It’s popular: As one of the leading online encyclopedias, it’s estimated that traffic has risen by about 170% in the past few years alone. If your content is there, people will have easy access to it.
• It’s editable: Because articles can be edited by anyone, you have some control over what is published, and you can report inaccurate information.  As your clients evolve, so too can their Wikipedia entry.
• It drives traffic: The site is highly ranked by Google and other search engines; an article in Wikipedia can greatly boost traffic to your website.

Wikipedia Checklist

Before submitting an article for Wikipedia, make sure you fit the required criteria:

• Be sure your topic is notable. By Wikipedia’s standards, a topic is considered notable if it has been written about or featured in an independent, authoritative publication.
• Make sure your article is unbiased. Write from an objective point of view.  Read Wikipedia’s page on neutral point of view here.
• Study the most popular pages on Wikipedia to get a sense for how they are written. Examples are here.

How to Leverage Your Wikipedia Article

Once your article is posted to Wikipedia, there are several ways to leverage it within your PR campaign strategy.

• Explore Wikipedia to see if any other topics naturally relate to your content and provide a link from one to the other to generate additional traffic.
• Include external links to other content on the company/company employees. These are valuable for referral link traffic, although harder to keep listed.
• Consider consulting a backlink analyzer to discover which external websites are linking to your Wikipedia page (such as Yahoo! Page Links).

Wikipedia is a valuable tool in a PR professional’s toolkit, allowing for the dissemination of accurate company information, while simultaneously generating site traffic.

Lisa Graham
Zer0 to 5ive Strategist
Twitter: @LisaMargetich

Any professional knows that in order to keep up with changes in their field, they need to be open to new ideas and new ways of doing things.  Reading books by other professionals in the field is an easy way to stay on top of changes and learn from others. One book that should be required reading for all PR and marketing professionals is The New Rules of Marketing & PR by David Meerman Scott.

Here are a few of our favorite takeaways:

The Old Rules:

• PR was only about speaking through the media
• Marketing was one-way broadcast advertising

Under the old rules, companies relied on one-way communication through expensive advertising or media placements secured via a PR firm. Companies spoke and consumers (sometimes) listened, but had no way of engaging directly with the company.

Those days are over.

The New Rules:

• On the web, the lines between marketing and PR have blurred
• The Internet has made public relations public again
• Companies must drive people into the purchasing process with great online content

The Internet has transformed how companies communicate with consumers. Now, two-way web-based communication is key as consumers become part of the conversation with, and about, companies and their products and services.

So, how do you make the most of the new rules of marketing and PR?

Tip #1: Engage with Social Media

• The Internet is a massive focus group
• Active participation can pay off exponentially

Under the new rules, social media allows companies to engage directly with consumers and monitor their opinions. Companies should determine which social media tools are appropriate for their business and target audience, and offer content that consumers can respond to and share.

Tip #2: Realize that Content is King

• Know your goals and let your content drive action
• Add videos and other interactive content
• Keep content updated

Consumers feed off of content, both written and visual, and visitors need to be engaged to stay on your site. Provide online content that consumers can easily access and update it regularly so that consumers will return to see what’s new. However, don’t provide content just for the sake of it – know what your goals are and provide content that aligns with those.

Tip #3: Use New Rules for Reaching the Media

• Pitch bloggers
• Don’t tell journalists what your product does – tell them how you solve consumer problems
• Target one reporter at a time

The media is no longer relegated to print. Savvy PR professionals will establish relationships with bloggers and online journalists, as well as print and broadcast journalists. More importantly, journalists today don’t want to know what your product is and how it works – they want to know how it solves consumer problems. Under the new rules, the wants and needs of consumers should drive all action.

Tip #4: Use New Rules for News Releases

• Find good reasons to send releases all the time
• Include keyword-rich language
• Create releases that appeal to consumers

Today, marketing and PR professionals should use news releases to reach buyers directly – our primary audience should no longer be solely journalists. Sending quick news releases on a regular basis provides content for your website and keeps your company in the thoughts of the media and consumers, while also aiding with SEO. As David states, millions of people read news release directly, unfiltered by he media, so speak directly to the masses, driving consumers into the sales process.

Easy to understand with a number of case studies as examples, The New Rules of Marketing & PR is a must read!

Sarah Weddle / Lisa Graham
Zer0 to 5ive Strategists
Twitter: @SarahWeddle and @LisaMargetich

If you’re in the business of PR, then you know how rapidly the field is changing. The act of crafting the perfect pitch, agonizing over which witty subject line is going to get the media to open your email and then waiting for the phones to ring is, quite frankly, extinct.

Whether you are someone who loves PR 2.0 and how it’s changed what we do forever, or curse it for making our jobs harder (because it has), the bottom line is that the rest of the media world is moving forward and you’re either headed in the same direction or falling behind.

So, let’s get moving! Here are a few tips for how to connect with the media and build lasting relationships:

Pick up the Phone.

This one isn’t rocket science, but you would be surprised how few PR professionals actually do this. Relationships aren’t created via email – introductions are. There are a thousand reasons why this is more successful than just email, but here are three of them:

1. It gives you a chance to build rapport with the reporter.

2. The writer may never take the time to look at your awesome pitch because they just don’t have time to read the 150^th email they got that day.

3. IT WORKS! Didn’t your momma always tell you the squeaky wheel gets the grease?

Stand Out from the PR Pack.

It can take three, five, maybe even 10 touch points before a writer tips – meaning s/he agrees to interview your client and converts it into an article. But, those touch points are more than just sending pitches and making following calls. Try sending reporters an article you think they would be interested in, helpful stats or even a source for another story they are working on (that has nothing to do with your agenda of getting covered).

The result? You build a relationship with someone that sees you as a valuable resource; someone that brings them great content, great sources and makes their jobs easier.  You also get someone who will at least be open to listening to what you have to say. You place yourself above the pack and offer value.

Google: It’s a Wonderful Thing.

Those of us that rely on Cision, Vocus, MediaAtlas or any of the other databases available to find media contacts know how inaccurate and unreliable these services can be. Not only that, but name, email and phone number don’t exactly tell you much about the person you want to reach. So Google them! Look at their LinkedIn and Twitter profiles. See if they have a blog – many journalists do.

Social media profiles and personal blogs can tell you a lot about a person – don’t be afraid to incorporate these things into a customized pitch. It’s not stalking! It’s doing your homework. And most of the time, the journalist will appreciate that you attempted to understand what they were all about before reaching out.

The media may be difficult to access, but those who take the time and effort to do so will reap the greatest rewards – client coverage and strong relationships with the media.

Colleen DeVine
Zer0 to 5ive Senior Strategist
Twitter: @DevineColleen

Working in PR, you’re constantly tasked with getting your clients targeted, exciting and highly relevant media coverage.  We work with a lot of print and online publications. But, one of the most exiting “hits” – for both the agency and the client – is the broadcast placement.  Not only does broadcast itself garner tremendous visibility for your client, it often extends to online and sometimes print coverage.

How can you achieve this type of placement? There’s no doubt that airtime is competitive.  Having a great, timely announcement or product launch will certainly help your chances, but there are also some best-kept secrets that go a long way in grabbing the attention of a show’s booking directors.

Here are the top 5 tips for pitching and landing a broadcast hit:

1. Make sure your pitch is brief and to the point – no more than a paragraph.
2. Include video. TV bookers want to know that the person coming to speak on the show is good at speaking in front of a camera. Take out the guesswork and include a link to a YouTube video or a video on your company’s website.
3. Tie your pitch to a major event or trend. If you’re pitching a travel package, tie it in to upcoming Spring Break or summer vacation trends.
4. Pitch 3-4 weeks in advance. If it’s a fit, the show will want to secure a relevant interview timeslot a week or two in advance.
5. Do your research and pitch the right person! Pitching the person who actually assigns the stories can make all the difference. If your pitch winds up in an inbox of someone who doesn’t assign stories, it will go unnoticed – and most likely be deleted.

Kelsey Rodenbiker
Zer0 to 5ive Strategist
Twitter: @KRodenbiker

As the economy picks up, more businesses are reinstating their PR programs to share news and connect with prospects. In addition, businesses are looking for PR pros to engage with their customers via social media.

With more jobs available, just how is a recent graduate going to get the gig?

Social media, of course! Social media tools, from Facebook to LinkedIn, have not only transformed the landscape of PR and marketing in recent years, but have also become a great way to network and find employment.

Twitter specifically is a great resource for reaching PR headhunters who are dedicated to helping recent graduates start their career. These seasoned professionals update their profiles numerous times a day with available PR positions, interview and resume advice and industry trends that will help any grad better understand the field.

Here are a few of the best:

• Heather Huhman (@heatherhuman) – Helps Gen Y find internships and entry-level jobs. Career expert, experienced hiring manager, and founder & president of Come Recommended.
• Sarah Evans (@prsarahevans)- PR and social media correspondent

Great social media skills will not only help graduates to find jobs, but also get hired. Companies are looking for young people who are knowledgeable about social media and can interact via social media channels on their behalf. It’s important for recent grads to understand how social media can be useful on a broad scale – which can lead to a great position with a company.

It’s not easy and can take some time to get the perfect interview – but with the right skills and the right approach, you’ll be welcomed with open arms. Seek out opportunities to network and reach new people and opportunities. Now is the time to take advantage of the upward growth happening in PR!

Mallory Jaroski
Zer0 to 5ive Strategist
Twitter: @MJaroski

A “framework” is a tool or a method for thinking about a business situation or decision – such as launching a new product, considering a move into a new market or defining a corporate strategy.

The framework:

• Provides a way to consider the different factors at play
• Simplifies a highly complex situation into one picture
• Can help you determine a course of action

Before you begin your next research and analysis project, take a moment to explore several different frameworks. Taking the time to look at the project from several different angles will ultimately improve your analysis.

SWOT Analysis

While not required, SWOT analysis is almost always presented as a 2 x 2 table.

This image (from businessteacher.org.uk) does a great job of explaining the framework.  For a given product or business opportunity, the table should outline the product’s internal strengths and weakness, then its opportunities and threats from the external marketplace. This distinction between internal and external is key – it is common to confuse weaknesses and threats when you first start working with the framework.

In some cases, after completing the framework, the takeaways will be crystal clear. In other cases, the framework will succeed in helping you to paint a picture of the situation, without actually providing direction. Additional analysis and thought is almost always required.

Porter’s Five Forces

Porter’s Five Forces is a framework for industry analysis and business strategy development, created by Michael E. Porter of Harvard Business School around 1979.

[Find this image and an article by Professor Porter here: http://hbr.org/2008/01/the-five-competitive-forces-that-shape-strategy/ar/1]

Porter’s framework reminds us to take a step back and look beyond the immediate competition to the other powers affecting the industry and its customers. Too often we get into the habit of reacting to what consumers or competitors are doing – looking at this framework forces us to consider the other forces at work within a particular industry.  This framework is often closely associated with more “traditional” manufacturing-related industries where suppliers and buyers are very clear, but we can also learn a lot by applying the framework to “less traditional” business models (SaaS is a great example).

The “2×2” axis

A simple X and Y axis can be used to examine industries, illustrate brand attributes and compare product features. One of the most simple analysis tools, it sometimes isn’t taken very seriously.

Here’s an example:

From Phil-Hudson.com

Adding a few new frameworks to your repertoire can shake up your analysis and provide insights that you may have otherwise missed.

It is all too easy to build a framework to show exactly what you want it to show. The key to a good analysis is to look at more than one version of the framework to force yourself to paint different pictures of the situation. What do those other pictures tell you? If every picture is worth a thousand words, the more pictures you assess, the stronger your analysis will ultimately be.

Whether you are dealing with a product failure or recall, a lawsuit or a crime committed by an employee – all crises have in common the potential to damage the reputation of your Company (or your client’s company). You rarely see them coming. But, the good news is that there are things you can do to be prepared and minimize the damage.

With this in mind, we’ve put together a short list of tips:

Have a Plan

With the immediate nature of today’s news cycle, the first hour is the most important in any crisis. It is critical for companies to be prepared before a crisis hits, with a crisis communications plan.

At a minimum, the plan should include:

• List of potential crisis scenarios relevant to the Company
• Appropriate steps that must be taken, with a timeline
• Protocol for communications (who will be the spokesperson, what are the steps)
• List of crisis communications team members (internal legal counsel and head of corp. communications are mandatory)
• List of communications targets, including employees, media, local community, board members, etc.
• List of communications channels available and which will be used

Get the Facts and Prepare Your Response

Quickly gather information on the situation from all available sources and draft the materials you will need to respond. Do your best to understand what the key concerns are and how you can address those concerns directly. Determine what will be kept confidential and what will be shared.

Create the materials you will need:

• Detailed Q&A
• Media statement or press release
• Key messages/talking points documents for spokespersons

Be sure that your response addresses the following key questions:

• What happened?
• How did it happen?
• What is the current situation?
• What was your initial response?
• What is your long-term response?

Respond Swiftly and with Sincerity

With your spokespeople and response in place, it’s time to communicate to your targets, which may entail one or all of the following:

• Issue a communication to your board, customers, partners
• Issue a memo to employees
• Issue a press release or a statement
• Grant interviews to the media
• Post information on website and let media know of its existence
• Communicate through your Company’s available social media channels

Be sure to provide updated information as often as possible. If answers are not immediately available, it is important to highlight the actions being taken to obtain these answers. Always tell the truth and never speculate.

Remember that is it often the response to the crisis, rather than the crisis itself, that determines perception. So, in the unfortunate case of a crisis, a little planning can go a long way toward a positive outcome to a crisis situation.

Post by Jen Moritz
Zer0 to 5ive Managing Principal
Twitter: @j_moritz
Image courtesy of iStockPhoto

When you’re in PR, the unexpected can always happen. We’ve all been there. But, at Zer0 to 5ive, we’ve found that unexpected events can result in great opportunities – if you’re flexible.

Last June, we secured an interview for our client to discuss a first-of-its-kind product with an award-winning online media outlet known for its coverage of financial markets and economic and industry trends.

The interview couldn’t have gone better. Our client and the host had great rapport, and the clip was scheduled to post that evening — until we got an email from the interview host:

“We lost the interview.“

Losing a taped interview is a rare occasion. However, instead of lamenting our loss, we recognized the situation as an opportunity to strengthen our relationship with the host and our client.

Not only did the host offer to re-tape at our client’s convenience, but he also offered to wait until our client could share additional news.

To fast-forward six months later, our client was in New York City to ring the NASDAQ bell. We had interviews scheduled with two national outlets, only to find out hours before the tapings that both reporters came down with the flu. Not wanting to lose the opportunity for a face-to-face interview while our client was in NY, we immediately emailed our contact.

Our contact graciously scheduled an interview with the client, covering a number of noteworthy topics. Our client was happy, and the host expressed his interest in receiving future pitches from us.

So, how did we benefit at Zer0 to 5ive? We now have a great relationship with a nationally recognized outlet and the reporters there.

So next time you encounter the unexpected, don’t panic – look for the opportunity.

Post by Michael Levey
Zer0 to 5ive senior strategist
Twitter: @mikelevey
Image courtesy of iStockPhoto/alexsl