ClearVerve Marketing, LLC

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Posts Tagged ‘media relations’

The integration of PR and Social Media

 

Last week, I made a series of presentations at the Salvation Army Divisional Conference on community relations. You can review the presentation below.

One of the main points I tried to stress throughout my presentation is that community relations, public relations, and social media are completely intertwined. The use of social media has greatly affected the traditional media world. Social media has opened many doors and closed others. It has fragmented our distribution system for messages. It makes it easier to reach everybody, and nobody. It has also changed our expectations for communication.

But traditional media has not gone away. Sure, it has adapted. Newspapers may be smaller, but people still read them. So, unlike the social media guru in the next room who was completely discounting traditional media, at Clear Verve we stress a planned, integrated approach. You can’t be everywhere all at once, but if you make a plan, taking into account your goals and the audience each outlet reaches, you can develop a process that will help you strategically reach out to the right people at the right time.

Don’t just do what’s cool or what you know. Do your research and to what’s RIGHT for you.

 

View more PowerPoint from Clear Verve Marketing, LLC
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When you give, you get!

 

Clear Verve Marketing was recently featured in a Profile in Philanthropy from BizTimes Milwaukee. These profiles, which appeared in the BizTimes Giving Guide, highlight the services of individuals in the Milwaukee area who have made significant contributions to the nonprofit community. Clear Verve, along with Catral Doyle creative and Welke Group, were highlighted for our Tri-Adathon work. You can view our profile, along with profiles of other generous individuals and some deserving nonprofits, online.

If you’re not familiar with Tri-Adathon, it’s a once a year opportunity for Milwaukee-area nonprofits to receive some really great pro-bono marketing work. Each year, we take applications from local organizations, select a number of projects to work on, and then shut down and complete these projects in a 24-hour work marathon. It’s exhausting and fun. It’s also given us the opportunity to meet some really great people and learn a lot about the many organizations that make our community a better place. The 2012 Tri-Adathon will be held in spring. Be sure to watch for our call for entries coming in March or April.

We don’t do Tri-Adathon specifically to get publicity, but it’s nice when that happens. Many thanks to our friend and client, Gary Ross from Community Health Charities of Wisconsin for nominating us. We’re looking forward to another successful creativity marathon this spring.

Here’s a video of our Tri-Adathon experience last year:

Christina Steder is the President of Clear Verve Marketing and works with clients to plan, create and execute marketing campaigns. Follow her on Twitter as @clearverve

Timing is everything

Friday, April 29, 2011 — 

 

I hope you did not have any major news break about your business today. Because unless you are in the wedding business or somehow know the royal family, your chances of getting your story covered are so slim, you might as well just give up and wait for another day.

That’s the thing with public relations, you can have (what you think) is the most interesting story in the world, but if it snows in Milwaukee or Brett Favre says something (anything really), you can’t get noticed.

How do you avoid this? First of all, consider what else is going on in the world when you decide on your timing for contacting the media. Think about how what you have to say relates to what is going on in the rest of the world. Remember that it is the media’s job to report news, not profile every business in the city (as much as we’d like that sometimes). If you can relate your story to a trend or new event, you have a much better chance of getting attention.

We often tell clients, a great story has the following elements:

A problem or trend
+
A solution (that’s you)
+
An example (a client who benefited from your solution)
=
A good story

Take the time to think about what’s going on in the world and when needed, be patient! Because tomorrow, even the royal wedding will literally be yesterday’s news.

Christina Steder is the President of Clear Verve Marketing and works with clients to plan, create and execute marketing campaigns. Follow her on Twitter as @clearverve.

Keeping up with the times

 

The other day I was working on a document and trying to save something when this box popped up:

Did you catch the word floppy? Because I laughed so hard when I saw this that I didn’t even care that Word lost data.

But it also got me thinking. Looking like you are up-to-date with technology and marketing trends means you need to have all the little things covered. I tend to think that Microsoft is keeping up with what they need to in order to stay competitive. So it was surprising to me that “floppy” was left in the mix, although I have to confess that this box did appear from 2003 Microsoft Word and not the most recent edition.

I only laughed at this blooper because, in my experience, Microsoft has been trustworthy and the mention of floppy did not seem to impact anything I was working on. There was at no point when the only option was to insert a floppy. So Microsoft will survive. But what if this was a detail that was overlooked by a company that had changed all its branding and missed a word on an important part of communication? Or if it was a company that switched to Twitter for most customer service continues to direct customers to an email that somebody doesn’t check often?

I hope this post serves as a friendly reminder to stay on top of communications and to remember the details!

Erica Gordon is a Marketing Associate at Clear Verve and also works part-time at a Milwaukee area nonprofit. She recently received her Communication MA from Marquette University. Follow Erica on Twitter @erica_g.

Much Weather About Nothing

Friday, January 8, 2010 — 

 

Just in case you’ve been hiding under a rock, there was a major snowstorm predicted for much of Wisconsin and Illinois yesterday. I’m sure you heard about it, because news coverage and talk about snow was everywhere, despite the fact that the snowstorm wasn’t doing much other than what you’d expect here in Wisconsin.

As a person who works with both business owners and the media, this worries me. While on the one hand, it is important for the public to know what is going on, when does news become hype? As public relations practitioners, we are constantly challenged to find news in the work our clients do. By find, I don’t mean manufacture; I mean that with our outside perspective, we are often able to find what makes a company interesting because we are not immersed in the day to day activities of that company. We understand that a reporter’s job is to report NEWS, not profile companies. Telling a story with no news behind it is hype.

Just like a news release that is nothing more than an ad, sometimes snowstorm coverage can become hype, not news. Yesterday’s hype caused the cancellation of schools and after school activities, kept people from leaving their houses, and impacted countless businesses who depend on foot traffic to make a living. Was it the right thing to do? After all, we live in WISCONSIN. It snows here.

What do you think?