By Megan Reisig
November 9th, 2009
In the first nine months of 2009, 383 magazines closed—and only 259 new magazines launched. At this rate, it’s only a matter of time before print publication numbers dwindle further. And, with more advertising budget being shifted to online and PR tactics, this decreasing magazine supply presents some unique challenge for b2b PR professionals as we plan for 2010. Competition for space in magazines will increase and there will be fewer (and busier) reporters and editors willing to listen to your pitches.
As with most challenges, however, I believe there is light at the end of the tunnel. And, in the case of the shrinking magazine supply, the light is the opportunity for contributed articles to publications that still exist. Those busy reporters and editors are doing more with less—giving PR pros the opportunity to pitch and place contributed articles on behalf of their companies and clients. And, while many publications have ceased printing hard copies, many are still maintaining an online presence.
So, even though the quantity of magazines is shrinking, print opportunities in PR still exist and 2010 plans should include regular contact with these publications. What do you think about targeting print media in 2010?
By Megan Reisig
October 19th, 2009
I just returned from vacation in Mexico. And, even a thousand miles away from my day-to-day responsibilities, I couldn’t help but think about PR and marketing.
I don’t speak any Spanish. However, I was able to spend a week in Mexico with no hassles. I could order drinks, get directions when lost and get exactly what I wanted for dinner. Why? Because everybody I encountered spoke English when they interacted with me. This got me thinking, if Mexico is so accommodating to English-speaking people in their county, why do some b2b marketers ignore the large Hispanic population in our country?
The Hispanic population is no doubt growing and it holds several valuable business opportunities. While some consumer brands are doing an excellent job of marketing to Hispanics, I think many b2b brands are missing important marketing opportunities, and therefore sales.
According to Reuters, the 46 million Hispanics that live in the U.S. had a buying power of more than $980 billion in 2008. So, next time you produce an advertisement, brochure, white paper or press release, consider English and Spanish versions—you might be surprised at the extra buzz created about your product or company.
What are your thoughts? Do you think more b2b marketers should have materials available in English and Spanish?
By Emily Butler
October 13th, 2009
Last week, the FTC approved final revisions to its guidance to advertisers on how to keep their endorsement and testimonial ads in line with the FTC Act.
There’s been no shortage of discussion about these updates and the $11,000 fine per post that could be imposed on bloggers that break the rules. That’s right, social media is not exempt. And, there are plenty of deceptive marketers and bloggers pushing the limits of what’s ethical, so I certainly see the need.
For b2b marketers, there’s a lot to consider. The revisions could impact how you use results of product trials, how you conduct product review programs with bloggers, even how your PR rep retweets your news coverage, and the list goes on and on. For details on the changes, you can read the Revised Endorsement and Testimonial Guides here (or pass them along to your agency).
While I agree that the guidance is needed, it begs the question—how will this be enforced? Among social media, in particular, this seems like a daunting task. My money is on the community self-policing, but only time will tell.
What do you think? Are the new rules overkill?
By Megan Reisig
October 5th, 2009
I rely on e-mail everyday. For me, sending and receiving information is critical and e-mail is often the fastest and most convenient way to do it. But e-mailing, like any other form of communication, requires thought and you need to make sure your message is clear before pressing send.
Here are some e-mailing tips that I live by to help increase the chance that my message gets read and the recipient captures the information they need.
- Keep it short and to the point.
Nobody wants to read through paragraphs of unnecessary text to discover the purpose of an e-mail. Keep your e-mail short and put the most important information toward the top.
- Always have a subject line.
Without a subject line your e-mail can get lost in an inbox of hundreds of items. This is especially important in PR where a well thought-out subject line can mean the difference in a reporter reading your e-mail or deleting it.
- Don’t forget the phone.
Although convenient, e-mailing isn’t always the most effective way to communicate. Don’t send e-mails back and forth all afternoon if a quick phone call (or walk down the hall to your co-workers office) will do the trick.
Do you have any tips to add to this list?
By Emily Butler
September 25th, 2009
We’re approaching October and, in the PR world, that means it’s time to start compiling editorial calendars and evaluating next year’s opportunities to pitch stories. I can hear the PR interns and coordinators groaning right now.
Ed cal building is time-consuming, but it’s well worth the effort you put into it. Or is it? I’m a bit skeptical about the continued value of ed cals. I know, I know…this is sacrilege to most PR folk. But, ponder this:
- print publications are getting smaller
- more and more often your outreach lands on the Web
- the Web is 24×7 and doesn’t need a calendar
Sure, ed cals help make your PR efforts relevant in a particular issue. But, has anyone else noticed that ed cals just aren’t what they used to be? They’re increasingly vague.
And, a great story is a great story no matter what the calendar says (or doesn’t say). I’m not suggesting you ignore ed cals all together; just don’t let them hinder good relationship building and outreach.
What do you think? Are editorial calendars outdated?
