July 24, 2014
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PR Biz Update

CEOs and Consumers Are Disconnected on Sustainable Products and Services, Says New Accenture/Havas Media Report: CEOS Say Sustainability Engagement Is Critical, But Fail To Motivate Consumers

Only a third of consumers regularly consider sustainability in their purchasing decisions, according to a global study by Accenture and Havas Media RE:PURPOSE, which reveals the reasons for the disconnect between business and consumer expectations of sustainable products and services. The report, "From Marketing to Mattering", is based on a survey of 30,000 consumers in 20 countries. As result of the disconnect on the importance of a company's sustainable reputation, only 32 percent of consumers say they 'often' or 'always' consider sustainability in their purchasing decisions. However, the study reveals opportunities for companies to close the gap and engage consumers by approaching sustainability as an opportunity to bring tangible impacts to consumers' quality of life …

Smarter Ads For Smartphones—When They Do And Don't Work: New Academic Study Demystifies Effectiveness of Smartphone Ads and Provides Marketing Insights and Tips

Brands spent $8.4 billion on mobile advertising in 2013, and that number is expected to quadruple to $36 billion by 2017, according to eMarketer. But do mobile display ads—those tiny banner ads that pop up in your smartphone's web browser—actually work? Researchers at Columbia Business School have found that, despite their size, mobile ads can have a big effect on consumers who are in the market for certain types of products. "Digital advertising in mobile channels is experiencing explosive growth. But many marketers are still using a 'spray and pray' approach to digital ads. In other words, they're just putting mobile ads out there and hoping that they work …”

PR AGENCY OPERATIONS MANAGEMENT WORKSHOP

Skyrocket PR firm profits in 2014—discover the powerful secrets of “The PR Agency Operations Management for Profit
Friday, August 22

All PR firms want to boost profits, but few have a systematic program for doing so. Now Bulldog Reporter presents a half-day webinar workshop that gives PR agency principals, financial and operations execs a step-by-step plan guaranteed to increase your profitability this year, including: 1) Mastering the 12 traits of highly profitable agencies, 2) best financial management methods, from key ratios to new budgeting and premium pricing models, and 3) the operational decisions and cash management best practices that affect your fortunes every day. Taught by PR agency management consultant and Managing Partner, ProsperGroup, Alex Halbur, along with guest and agency management expert Larry Kamer, this event will provide instruction and practical templates on measurement reports (staff productivity, revenue, cash management, and P&Ls), cash management (billing, payables and receivables) and even talent management for spreading a culture of revenue generation across the agency. Join us on Friday, August 22, 1PM-5PM ET (10AM-2PM PT) from the comfort of your office or conference room. To see specific topics, print out the brochure. Register by Friday, July 25 to save $200; register by Friday, August 8 to save $100.



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Prime Research

Experts Say: Big Data, Lack of Industry Standards & Tying to Business Objectives Continue to Top PR Measurement Challenges—Feature 1

By Jon Greer, Contributor, and Richard Carufel, Editor, Bulldog Reporter; Presented in Partnership with PRIME Research

In the era of big data, communicators are increasingly challenged to not only provide measurable proof of their programs’ effectiveness—but also a deeper analysis of the data they gather. The first step toward developing a research and measurement program that meets these mandates is understanding C-suite hot buttons and the critical measurement challenges Fortune 1000 communications executives like you face every day. For example, what are the biggest reasons communications execs turn to measurement? What problems are they trying to solve? What pain are they trying to alleviate?

For the answers, Bulldog Reporter and PRIME Research interviewed measurement thought leaders and members of the Institute of Public Relations’ Measurement Commission as part of a joint “2014 Corporate Communications Practices Measurement Study.” Early findings will be published here as an article series and later included in the comprehensive study designed to help communicators develop programs that tie more closely to corporate objectives, increase the influence of communications in corporate strategy, and improve the return on corporate investment in communications research and measurement. This first article of four assesses today’s top measurement challenges ...

 

Research-Based Public Relations Insight

With offices around the world, PRIME Research marries technology with talent to provide international clients with research-based public relations insights and guidance to help inform better communications and business decisions. For more information about PRIME, email Brittany Luse at luse@prime-research.com.

 

 

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Deskside

PR Managers Beware: Are Your Employees Using the "Fake Reply" Gimmick?

By Steve Beale, News Editor and Inside Health Media Editor, Bulldog Reporter

As any regular reader of this column probably knows, one of my biggest pet peeves about PR is the "fake reply." This is a tactic wherein a PR person sends a follow-up email with "Re:" in the subject line, making it appear that we have an existing relationship and that they're replying to an email from me. I first noticed the practice two or three years ago, and I've spoken with other journalists who have seen it as well.

I've long wondered how this gimmick came about. I pictured an oily Gollum-like creature crawling out from under a rock somewhere, slithering up to a keyboard and sending this: "SECRET REVEALED! SIMPLE EMAIL TRICK GUARANTEED TO BOOST YOUR OPEN RATES!!!" Followed up, of course, with: "Re: SECRET REVEALED! SIMPLE EMAIL TRICK GUARANTEED TO BOOST YOUR OPEN RATES!!!"

However, on the few occasions when I've complained to senders about the tactic, no one mentioned this mythical creature ...

Get an inside track to 270 most popular and influential bloggers covering travel, destinations and accommodations.

Download Now!

This rare, just-updated list is guaranteed to increase your chances for scoring blockbuster media coverage among these top online influencers. If you want to get your story into the most visited travel and destination blogs—now's the time to start pitching. But first you have to know who the top bloggers are, what they are covering, where their blogs are located, and how to make contact with these elusive writers. Good news: Bulldog Reporter has compiled the most comprehensive, up-to-date travel blog list on earth, featuring editorial contact info—including all available email addresses, website and Twitter links, and/or phone numbers—for 270 top outlets. Best of all, you can download the new 2014 Travel Blogger Contact Guide now. It's a travel and destination media pitching and placement gold mine! Learn more and purchase your copy now.
Download your copy now.



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Thought Leaders

When a News Outlet Has Been Scooped: 3 Common Responses—and PR Lessons

By Matt Baron, Founder, Inside Edge: Public Relations & Media Services

Do you remember which media outlet was the first to break the news of the terrorist attacks on Sept. 11, 2001?

More importantly, do you realize the relative insignificance of the answer? Storytelling is a marathon, not a sprint. Between being first and being best, there’s no question that the latter is preferable—although achieving both is attainable on occasion.

For a journalist, one of the most satisfying moments is breaking a story before the competition. But other than journalists, and perhaps their moms, hardly anyone else really cares who nurtured a tip into working the angles that ferreted out the details that became a “scoop.”

It’s not a question, then, of whether a news organization will be scooped, but what avenue you choose when you are inevitably scooped ...

Get full contact info for more than 185 of America's most popular talk and interview shows

New 2014 Top Talk & Interview Show Producers Contact Guide—Place your clients on more than 185 national and local radio and TV talk and interview shows.

This new list is guaranteed to increase your chances for scoring blockbuster media placements among these top TV and radio talk and interview shows. If you want to get authors, experts, celebrities, artists, chefs, entertainers, politicians or personalities in any field into the most-watched national and local TV and radio talk and interview shows—now’s the time to start pitching. But first you have to know who the most influential producers are and how to make contact with these elusive executives. Good news: Bulldog Reporter has compiled the most comprehensive, up-to-date talk and interview show producers guide available, featuring producer contact info—including email addresses, website and/or phone numbers—for more than 185 top national and local programs and 770 contacts, Best of all, you can download the new 2014 Talk & Interview Show Producers Contact Guide now. It’s a TV and radio pitching and placement gold mine!



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Winning PR Campaigns

IKEA’s PR Breakthrough: How Lippe Taylor Lit a Fire Under Consumers and Scored Client Over 1,000 Media Placements for a Major Announcement

By Talia Sinkinson, Editor, Media Relations, Bulldog Reporter

It’s never been easier to reach out to journalists and bloggers, whether it’s by email, Twitter or, of course, the telephone. But that access doesn’t guarantee pitching success. You still have to make the right pitch—at exactly the right time—to score that precious media placement. When the PR pros at Lippe Taylor were charged with generating media coverage surrounding a major announcement for furniture giant, IKEA, they had to perfect this one-two punch. IKEA was ready to roll out the news that it would exclusively sell and use LED lighting in U.S. stores by 2016. The announcement needed to give consumers the reasoning behind the LED initiative and build media hype years before the change would actually occur. 

The Challenge: Prime consumers to increase spend—and drive media interest way ahead of time.

“There were two initial big challenges for this campaign—one for consumers and one for media,” says Lippe Taylor CEO and founder, Maureen Lippe. “First, for consumers, our challenge was lack of awareness and understanding of LED, coupled with the fact that LED bulbs were more expensive. There was a big education gap that needed to be closed. We had to ensure that people understood that in the long run, LED would actually save them money…and be good for the planet ...

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2014 Hospital PR Awards

Now Accepting Entries:

2014 Hospital PR Awards
Friday, August 15

This year some 64 Bulldog Hospital PR Awards will be granted—more than any other competition—honoring the best our industry has to offer in communications campaigns for hospitals and healthcare facilities. Why should you enter? First, because the Bulldog Awards are the only Awards judged by working journalists, our toughest critics and some of the people we work hardest to please. When they say you're the best, you know you are. Second, because when you win a Bulldog Award, the world knows about it—winners receive more coverage, more publicity and more visibility than with any other PR industry awards program. Third, entry is easy and inexpensive. 
Complete online details.
Guidelines for Submission.
Entry FAQs.
Print 2014 Bulldog Hospital PR Awards Brochure



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Idea Bank

Pitch Perfect: WSJ Insider, PR Vets Share 5 PR Tips for Breaking Through to A-List Media

By Brian Pittman

There’s still no better way to get a story in the media than reaching out to a journalist or blogger directly and pitching the idea to them by phone, email or social networks like Facebook, Twitter or LinkedIn. But pitching hard-bitten journalists can be challenging—especially when you’re working at cyber-speed under tight pressure from bosses and clients. Here are a few quick tips from journalists and PR pros alike to help you more effectively pitch traditional and new media:

1. Try the “non-pitch” pitch. We’ve said it before, but it bears repeating: Public relations is more about relations than any one pitch. That’s why PR pros like Doug Simon recommend what he has called the “non-pitch” pitch. This involves picking up the phone and introducing yourself to a target journalist on your beat—and should be positioned more as an “informational” call than one containing a hard pitch. Here’s what it looks like ...

Bulldog Reporter's PR University presents a new Master Class Webinar

7 Most Common Press Release Writing Mistakes and 7 Story Hooks That Editors Love
Thursday, August 14

How would you like to learn the latest techniques that will take your press release writing skills to the next level of clarity and confidence—so you’ll be able to create impactful press releases that woo editors and win more online readers? How valuable would it be to your team to learn the seven most common press release writing mistakes and how to avoid them? Good news: Your team will discover the latest press release writing tricks and tactics in this 90-minute advanced writing workshop presented by instructor Michael Smart, founder of MichaelSMARTPR and former news director at Brigham Young University. Not only will he teach you to write compellingly to the general public, press and search engines—but you’ll also discover what’s wrong with the current state of PR writing, how best to organize releases—and how to crank out media-worthy headlines and snappy leads that give journalists everything they need. Not only will you learn how to avoid SEO, social media sharing and image optimization mistakes PR pros make when cranking out interactive releases, but you’ll leave this session with silver bullets sure to add flair to your writing in general—and proven templates that will help you outline and map your writing strategy—so you please both your bosses and your audiences.



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On Deadline

Marketing Lessons from Satan: What Politicians & CEOs Can Learn from the Devil

In the spotlight: Scott Pinsker, Author, “The Second Coming: A Love Story”

Talk about overcoming bad press: Just 2,000 years or so after his headline-making setback in the Holy Land, the Devil has never been hotter (figuratively speaking, of course; the Catholic Church contends that the Devil has, in fact, been much, much hotter). Movies. TV shows. Internet memes. New recognition from Pope Francis. When it comes to staying power, the Devil’s grip on our imagination is almost… Godlike.

“The Devil is the ultimate complimentary product,” said marketing expert Scott Pinsker, author of the new novel, The Second Coming: A Love Story. “Satan’s popularity is tied to God’s popularity.  You can believe in God without believing in the Devil, but you can’t believe in the Devil without believing in God.”

“God offers us Heaven, love and eternal salvation. Satan offers us Hell, agony and eternal damnation. Talk about an inferior product,” said Pinsker. “But Satan has proven himself a resilient marketer because he follows an unholy trinity of three time-tested marketing principles that today’s politicians and CEOs would be wise to follow ..."

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Introducing Bulldog Reporter's New & Improved "The Ultimate PR Agency Financial Management Handbook—How to Manage by the Numbers for Breakthrough Profitability of 20% or Greater"

If you're the president of a PR firm and you're not generating consistent net profit of 20% per year, isn't it time to take control of your business once and for all? Isn't it time to give your people—and yourself—the benefits of prosperity and predictability that you deserve? If you're ready to run your PR agency using today's best practices of disciplined financial management, you'll want to own and use this fundamental guide, written by renowned PR agency financial guru Rick Gould. Discover inside strategies, techniques, ratios and hard-won wisdom that are certain to increase your PR agency's profitability to 20% or even 30%—no matter what the economic environment. Download Now!



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Media Pro News

Today’s Media Moves:

Today’s Media Pro Journalist Pitching Tip:

Bulldog Reporter's PR University presents a new Meet the Editors Webinar

Meet Top Broadcast News Producers: How to Pitch TV & Radio News Programs for Prime Time Air
Friday, August 8

If you are looking to book guests on today’s top broadcast news programs and talk shows, this session will give you key insights from leading TV and radio producers on exactly what they want in a pitch, the must-have traits of every guest they book and how to build long-term relationships with them and other producers or booking agents.You’ll hear firsthand from broadcast insiders like Jonathan Clark, assistant news director at New York City’s WCBS 880 News, and Robin Gradison, producer for ABC News how to contact them, how tocraft pitches that seize their attention and entice them to call back—and the hot buttons sure to secure your exec or client a prime-time appearance. Join PR University for a frank discussion of the best practices for booking guests on the top TV and radio news programs or talk shows, using proven pitching approaches, and building solid, trusted relationships with A-list broadcast gatekeepers.



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Carmelle Druchniak
Principal, Scout PR (Formerly at Stonyfield)

Bulldog Reporter's PR University presents a new Master Class Webinar

10 Seconds to Succeed or Die When Pitching Media: Powerful Elevator Pitches for PR Pros
Thursday, July 31

It’s never been easier to reach out to a journalist or blogger, whether it’s by email, Twitter or, of course, the telephone. But that access doesn’t guarantee pitching success. You still have to make the right pitch—at the right time—to score that precious media placement. Learn how to pitch more effectively by learning the secrets of the pros who pitch A-list media daily—including Adam Williams, Media Relations Manager, APCO Worldwide; Catharine M. Hamm, Travel Editor, The Los Angeles Times; Carmelle Druchniak, Principal, SCOUT PR; Nancy Mays, Former Executive Director, Communications, Applebee’s; and Douglas Simon, President & CEO, D S Simon Productions. In 90 information-packed minutes, you’ll hear firsthand from these experts how to break through the clutter and sell your story quickly. What are the magic words and key phrases that drive open rates and boost media hit rates? How can you craft irresistible email subject lines that journalists can’t help but read…and publish? What works when pitching via social media like Twitter—and what doesn’t? Learn the answers and more in this fast-paced, no-holds-barred interactive training session guaranteed to strengthen your pitches. If you want to radically advance your pitching prowess, boost your hit rates and win over media in the digital age, then this is one training session you can’t afford to miss.



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2014 HIGHER EDUCATION PR AWARDS

Now Accepting Entries

2014 HIGHER EDUCATION PR AWARDS
Friday, August 15

This year some 64 Bulldog Higher Education PR Awards will be granted—more than any other competition—honoring the best our industry has to offer in communications campaigns for colleges and universities. Why should you enter? First, because the Bulldog Awards are the only higher education awards judged by working journalists, our toughest critics and some of the people we work hardest to please. When they say you're the best, you know you are. Second, because when you win a Bulldog Award, the world knows about it—winners receive more coverage, more publicity and more visibility than with any other PR industry awards program. Third, entry is easy and inexpensive. First savings deadline is Friday, July 18. Complete online details.
Complete online details.
Guidelines for Submission.
Entry FAQs.
Print 2014 Bulldog Higher Education PR Awards Brochure



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