Zer0 to 5ive

In marketing and PR, attention is often focused on the ability to write the perfect press release or successfully pitch the media to secure a placement. Not often is attention paid to the art of working in teams – a fundamental skill all those in marketing and PR should possess in order to be effective.

Being a team player leads to added creative brainpower and more productive results. However, the ability to work with peers in a constructive way is often challenging, time consuming and requires a great deal of compromise.

Adam Bryant, author of the New York Times column Corner Office, interviewed dozens of CEOs to get their input on what qualities foster the ideal team player. Here are a few key takeaways:

Nothing is more important than the ability to deliver what is expected of you, when it is expected of you. No surprises, no excuses. Being reliable is the cornerstone of being a team player.

Just like in sports, it is imperative to cover your position consistently, but the best players are the ones who are able to spot the opportunities to score a goal or steal a base. Don’t be afraid to be a playmaker–– your team will appreciate your ideas and forward thinking.

While it may seem straightforward, team objectives should be established and discussed often to ensure everyone has a common goal. It’s easy to get lost in the shuffle of everyday business operations, but keeping objectives at the forefront of everyone’s thoughts, will keep team members focused and stimulated.

In many industries, including marketing and PR, teams are in constant rotation. The ability to work in ad hoc teams and adjust to different personalities, different managers and different work styles will make life a whole lot easier. How do you do this? A good start is by applying the three steps above with each new team!

I would recommend this book as a must-read for anyone in PR and marketing. Corner Office demonstrates the importance of being a team player, and offers valuable advice on how to be most effective while working as a team.

Are you ready to implement your team smarts? Set, GO!

Kristen Filippini
Zer0 to 5ive Strategist
Twitter: @krissyfilippini

In Part 1 of my review of Brand Simple, I focused on brand-related definitions and an explanation of Allen Adamson’s 5 steps to helping your brand succeed.

Another key takeaway from the book is Adamson’s explanation of the Brand Asset Valuator (BAV) – an incredibly powerful proprietary diagnostic tool for understanding how a given brand is performing relative to all other brands in the market.

[image from http://www.brandassetconsulting.com/site_pages/powergrid]

To begin the analysis you must score the brands for:

• Differentiation: How different is the brand from others in its category?
• Relevance: How relevant is the brand to its target audience?
• Esteem: Does the target audience like the brand?
• Knowledge: How much does the target audience know about the brand?

According to Adamson, there is no “correct” method for how you should develop a score for each – that is really up to you and the industry that you are in.  If you are able to do primary research, these four questions could easily become objectives for a consumer survey.  In an academic setting, you could secondary research to compare brands using the BAV.  The key is to be scientific, keeping your analysis methods consistent across the different brands you are studying.

Based on those scores (i.e. the bar charts), your brand falls into one of four quadrants relative to Brand Stature and Brand Strength.  As in most 2×2 tools, the top right quadrant is often considered the most interesting.  Note that the difference between Leadership and Mass Market is differentiation.  To reference some well known examples, Coke and Pepsi would likely be considered mass market, while Apple would likely be considered to be in a leadership position because it is more differentiated from its competition.

Adamson doesn’t spend a ton of time on this tool in his book, but it really could be an entire book on its own.  He points out that the BAV is more than just a brand’s report card, it can be a diagnostic tool for identifying what areas the marketing team should focus on to improve the brand’s stature and strength.  This type of methodical analysis can focus a fragmented strategy by identifying next steps for improvement.

I find that I go back to Brand Simple at least once a year for reference.  To keep up with Adamson’s latest work and/or just to review the concepts covered in this book, check out the Brand Simple blog at http://www.brandsimple.com/blog/.

Rachel Colello
Zer0 to 5ive Senior Strategist
Twitter: @Rachel990306

Brand Simple, written by Landor Associates expert, Allen P. Adamson, is essentially a “brand bible.”  First published in 2006, it explains in clear, actionable language, what the best brands know and how the most successful brands succeed.  Yes, the examples are now six years old, but for me it is Adamson’s clear language that keeps this book relevant and useful.

[For a more comprehensive outline of the book itself, visit http://www.brandsimple.com/]

Key takeaways from this book include:

1. Clear vocabulary and definitions

Brand idea: Simple, differentiated, and relevant meaning. What a brand stands for in people’s minds.

Branding: Process of creating and managing the signals that generate images and feelings about a brand.

Brand signals: Anything that is an expression of the brand idea.

By keeping it clear and simple, it is possible to define a brand in a useful way – bringing branding down from the concept clouds into the land of action.

2. Five steps to help your brand succeed:

1. Establish your brand idea
2. Capture the essence of your idea
3. Get your employees engaged in the idea
4. Consider your brand’s name
5. Create brand signals beyond the name

For each one of these steps, Adamson shares simple tips that seem like common sense, but it is their simplicity that makes them actionable and useful.

Some of his tips include:

• When establishing your brand idea in step one, keep it simple!  Get out of your office, talk to your customers, and don’t get bogged down in research (use it, but be cautious of drowning in it).

• It is important that the essence of your brand idea be clear. By identifying your brand driver, you’ll have the structure in place to then choose your name, symbols, and tagline.

• Adamson stresses the importance of dissecting the customer’s brand journey, and then working with your employees to ensure that the brand is carried consistently through each step of that journey.  This method is not only a prudent way to think about the customer experience, but also to help ensure employee engagement.

• When creating the brand signals, it is important to go back to the basics and ensure that all four “P’s” of marketing are included: price, promotion, place, product.  Seems obvious, but again, we need the reminder – it is all too easy to get caught up in new flashy logos and website designs.

Following Adamson’s methodical steps will help to ensure that your brand is comprehensively pulled through your entire marketing mix.

Stay tuned for Part 2 of my Brand Simple review, Adamson’s explanation of the Brand Asset Valuator!

Rachel Colello
Zer0 to 5ive Senior Strategist
Twitter: @Rachel990306

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

The 17th annual National HIV Testing Day took place on June 27^th, promoting the benefits of HIV testing and prevention to millions of Americans at risk for HIV. OraSure Technologies, the industry leader in rapid HIV tests, once again played a huge part in marking the importance of the day.

From left to right; Ron Spair; Catherine Abate; Frank J. Oldham, Jr.; Marjorie Hill, PhD; Douglas Michels; Mayor Ronald K. Davis; Mayor Robert L. Bowser of East Orange, NJ; Johnny Ford

More than 1.1 million people are affected by HIV; however, over 200,000 of these people are unaware that they have it. Zer0 to 5ive coordinated with OraSure Technologies and others on a series of events that put the spotlight on the company and National HIV Testing Day, including:

• Opening the NASDAQ Stock Exchange with the National Association of People with AIDS (NAPWA) and others.
• Hosting a panel of experts that discussed and shared their best practices for successfully integrating routine rapid HIV testing in a variety of clinical and non-clinical settings.
• Coordinating with The Community Healthcare Network (CHN) to offer free, rapid HIV testing with OraQuick ADVANCE® from its mobile HIV testing van in Times Square.
• Coordinating with Walgreens to provide free screenings for HIV at select retail pharmacies in Atlanta, Chicago, Dallas, Houston, Ft. Lauderdale, Miami, New Orleans, Oakland and San Francisco.
• Working with local mayors and celebrities, including Vinny from The Jersey Shore, for key photo opportunities and to generate interest in the cause and the company.

From left to right: Mayor Ronald K. Davis; Johnny Ford (former Mayor); Mayor Robert L. Bowser; Douglas Michels

Along with many of its partners, OraSure Technologies utilized a major national day of recognition in order to foster community awareness of HIV, as well as maximize media coverage of the company and its innovative HIV tests.

Katie Cannon
Zer0 to 5ive Strategist
Twitter: @KatieGC7

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

With all the recent zombie movies, television shows and related content, we’re all probably wondering what we would do in the case of a zombie attack – aren’t we?

No worries are necessary though, as the Centers for Disease Control (CDC), aware of the growing concern of citizens, issued a blog post yesterday on how to handle a zombie apocalypse – “Preparedness 101: Zombie Apocalypse.”

While in reality, this is probably not a major concern for most people, and it’s definitely not the type of content expected from the CDC, it’s proved to be a win for the organization. Social media channels are flooded with talk of the post, and the CDC’s blog has crashed from the amount of traffic flooded its way.

Why was this post such a hit for the CDC?

• Capitalizing on a trend. Zombies are at the forefront of pop culture these days, with the Resident Evil franchise, Zombieland movie and the popular AMC show, The Walking Dead.
• Monitoring the media. The plot of The Walking Dead, a show based on surviving in a zombie apocalypse, regularly includes talk of the CDC, leaving the door open for the CDC to chime in on how they really would handle such a situation. And thankfully, they took the chance and addressed it in an entertaining way.
• Personality. The post is full of personality and gives a major government organization some character, showing that they know how to have a little fun – something we all can appreciate.
• Engaging content. A lot of blog content is nothing new – it’s out there somewhere else in the blogosphere. It’s hard to stand out; but, when you provide a new take on an interesting topic, people will want to read it – and share it.

On an average day, would most people stop by the CDC’s blog? Probably not. However, this post illustrates the importance of timely, engaging information that capitalizes on a trend in an organic way. Even better? We are now all prepared to handle a zombie attack should the need arise. I know I feel safer.

Sarah Weddle
Zer0 to 5ive Strategist
Twitter: @SarahWeddle
Image courtesy of iStockPhoto/spxChrome

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.