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Popularity: 15% [?]

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Steve Eisenberg, Editorial Contributor for Dailyeats.com interviews Michael Honea, Assistant Director of Operations for the Alicart Restaurant Group and Corporate Executive Chef Chris O’Neill, also affiliated with the Alicart Restaurant Group and Virgil’s BBQ.

Popularity: 100% [?]

Editorial Contribution by Les Blatt

Some people just don’t get the message. They don’t seem to realize that the way we communicate with each other has changed. The old rules don’t necessarily hold sway any more.

Case in point: in the New York City area, there is a local car dealer who runs ads on the radio where the announcer literally SCREAMS AT THE AUDIENCE about the wonderful deals on his cars. At least I assume that’s what he’s screaming about – I wouldn’t know, because the instant I hear those commercials begin, I turn off the radio.

Just that simple. Click. You’re gone. For that matter, so is the radio station – any other ads are going to be lost on me, because I simply won’t put up with that kind of nonsense.

That’s radio, but it’s equally true in any other form of communication – perhaps most particularly the Internet. If you scream at me, if you make it clear that you think I’m an idiot, what on earth makes you think that I’ll be favorably disposed to listen to your message?

Welcome to the 21st century, folks. I have heard advertising (and PR) people say that anything that gets attention works, that irritating commercials will do wonders for your bottom line. Maybe so – but they certainly aren’t getting my attention or my money. I don’t deal with people who scream. And there are plenty of studies which suggest that my attitude is shared by an awful lot of people.

Modern communication isn’t about screaming. It’s not about getting up on a soap box and preaching to a passive audience. Modern communication is a two-way street. It’s a conversation, not a monologue – and certainly not a screaming one. It requires some sophistication in crafting the message and a willingness to listen to what your potential customers are saying in return.

Today’s successful communications leaders know that. If your marketing manager or agency still thinks communication is about SCREAMING AT THE AUDIENCE rather than about using blogs, sites, podcasts or video to carry on a conversation, then maybe it’s time to get some help.

Popularity: 65% [?]

August 8th, 2007

Editorial Contribution by Les Blatt

It’s a common complaint: you open a newspaper, or click on a news website, or turn on your local TV news, and there’s your competitor, featured in a positive news story about a service or product that competes directly with yours. You wonder: how did his product get so much more attention than mine?

The answer may come down to a matter of studying your approach to publicity: are you trying to push your product or service? Or are you telling a compelling story? In the end, that’s what communications is all about today. It’s the difference between advertising and public relations, the difference between promotion and news. It’s a difference that can play to your advantage if you find a new way of looking at what you are trying to do.

Every reporter, every publication, every news website is open to hearing about something that is new, intriguing, great and unique. On the other hand, every reporter, every publication, every news website is completely UNinterested in promoting your product or service. They will politely suggest that you get in touch with their organization’s advertising sales department.

What’s the secret? Try looking at your product or service as if you were an outsider. Ask yourself, “What is different about my product, what makes me stand out?” Or, at an even more basic level, “Why am I in business? What makes my company different, why should the public come to me and not to my competitors”? Let’s say you’re the CEO at Acme Gizmos. Other companies make gizmos, but without the style and flair that your gizmos have. Or perhaps their gizmos have only a 45% energy efficiency rating from the Federal Gizmo Ratings Board, while yours are at an astonishing 98%.

You will find that pitching a reporter to do a story about your gizmos generally brings only a glassed-over look to their eyes. But suppose you can say, “In a world desperately seeking a solution to the problems of efficient energy use, the Federal Gizmo Ratings Board finds that the kind of gizmo you use can make a real difference.”

Go on and talk about that difference. Quote somebody at the Ratings Board. And, of course, make it clear that Acme Gizmos are the gizmos with a difference. Maybe quote yourself (if you have to), “If major US factories were to switch to Acme Gizmos, we could save the total energy output of 85 power generating plants.” Pitch that story to an energy reporter, and you stand a better chance of getting some attention, particularly if you have a good video clip or even a series of photos of real people using your gizmos efficiently.
 

The bottom line: look at the story as if you were an outsider, unconcerned with gizmo sales. Would you pay attention to the story? If you can answer, “Yes,” then you’re probably on your way to positive publicity.

Popularity: 80% [?]

Back on April 24th, 2007, I attended a very informative conference on Social Media. With over 200 people in the room, I realized who the early adopters are of this new medium within the digital world we live in. 90 percent of the audience were young professionals from Public Relations firms. Many were participants of online communities such as Facebook, Myspace, and Linkedin, etc.

Please feel free to add your own comments about what how your organization is using social media.

Popularity: 99% [?]