I’m at the cliff’s edge on Hawk Hill — that iconic view looking down on the Golden Gate Bridge with San Francisco in the background — about to roll a take of a music artist singing the chorus to his new song. The camera is ready, the talent is ready, it’s cold out, and we are ready to get the shot and move on when a state park ranger approaches. He didn’t approach to say that we had to leave, but to simply tell me that his nephew just got a camera and wants to makes movies, too. Then he asked if he could get a picture with me and the artist.
Everyone wants to be involved in making movies. And why not? It’s fun! Marketers, you can even use this to your advantage. The more people grabbing photos and videos, whether behind the scenes of a project or collaborating on an actual marketing program, the more assets you and your team have to work with — both in the short and the long run. At Sterling, we lovingly term this opportunity as “atomization.” (more…)
While Mel Gibson’s 2000 romantic comedy “What Women Want” was a mostly forgettable film, the ability to telepathically hear what women are thinking instantly became the envy of every man in the world, myself included. As a PR professional, however, much more valuable would be to know what’s going on inside the mind of a reporter. (more…)
At the heart of every technological innovation is the desire to strengthen relationships between people and the hope that we can improve quality of life. However, lately I feel we have created “not-so-social” networks. The mechanics of connecting with others has changed dramatically over time, primarily due to visionary inventors, accomplished technologists, and the growing pressure to continuously do more in less time. (more…)
“A picture is worth a thousand words.” We all know the figure of speech. But in the world in which we now live, where precious, expensive film is replaced by digital memory and cloud storage, it is easy to wonder if pictures are still that valuable.
Well, at Sterling we believe that a picture is now worth far more than just a thousand words. After all, that’s why marketing and public relations agencies have adopted video and photography to optimize reach to target audiences. Social media marketing once disrupted our text-heavy PR world with limiting messages to 140 characters on Twitter. Now, people want to receive marketing messages from a single glance at a photo.
Instagram is one such social media channel that has forever changed the way we market businesses. In fact, the picture and video sharing service has now surpassed Twitter in number of users. (more…)
One of the surprising aspects of managing a blogger program is the sheer number of blogs out there. I could give you a number in the hundreds of millions, but by the time you’re done reading this post, it will have grown by millions.
People read billions of blog pages each month, making blogs a major forum to influence buying decisions. Hence the birth of Influencer Marketing, where marketing efforts are focused on the people who have influence over a specific target market vs. the market as a whole. Influencer marketing centers on third-party validation by those who have become trusted sources of information by their readers.
As you comb through the blogosphere looking for the right blogger to promote your product or service, here are some key elements to consider: (more…)
Are you thinking of adding a blogger program to your PR efforts? You may think working with lifestyle bloggers is just like working with traditional media. Well, it’s about as similar as stripes and spots. Understanding the differences between the two is key to getting the most out of your blogger campaign.
Below I share some observations about establishing and growing successful blogger campaigns and insights I’ve gained by doing work with WiFi Family (NETGEAR & AT&T) over the past year. If you’re working with lifestyle bloggers (or want to), here are some tidbits you may find useful:
As another year recedes in the rear view mirror, it’s time to set down resolutions for the new year. While eating healthier, getting more exercise, and travelling the world are all admirable goals, there’s ample room for improvement in our daily lives as public relations professionals that can’t be accomplished by eating more kale and less chocolate, or lifting a few weights. This coming year, I’d like to share my top four PR resolutions:
People working in PR agencies will tell you that one of the greatest things about this line of work is that you get to learn something new pretty much every day. When Sterling took on Arx Pax as a new client in early October, I did a lot of learning. Specifically, I learned how to master the delicate balancing act of sifting through dozens of media inquiries to find the right outlets for our clients’ limited media time. Media interest in a client is always exciting and PR people are programmed to act as conduits between their clients and the media. That said, I have learned that as there is a time for media engagement, there is also a time for keeping quiet and passing on opportunities (cue The Byrds’ “Turn! Turn! Turn!”). Knowing when to tell the difference – aye, there’s the rub.
Managing the tsunami of media interest we generated when we launched Arx Pax’s Hendo hoverboard taught me that this decision-making process demands risk-taking, knowing my client’s big picture goals and putting their objectives first. (more…)
For marketing professionals, it’s easy to take the “superficial” route for every holiday-themed blog post and make a listicle of social media blunders or share heartwarming stories of brands who give back to their customers. But, as I look out the window feeling gratitude for the rain that has finally come to drought-ridden California, I choose the road less taken. The end-of-the-year holiday season is my absolute favorite time of year (yes, even more than summertime!). And it’s not the holiday sales that have me excited; I’m talking about having a bit of time to reflect, give thanks, and create better relationships and stronger communities.