The Vandiver Group Blog » Media Relations

Something Unexpected

Andy Likes — Wed, 27 Jan 2010 18:16:17 +0000

The unexpected happens most every day in our lives. It could be a nice surprise, like your significant other cooking dinner after a long day at the office. It could be trying something “old,” that is “new” again, like Pepsi Throwback and having that taste bring back memories of when you were younger. Perhaps the unexpected is a tragedy like the workplace shooting at ABB in St. Louis that left families without loved ones and a community shaken. Or maybe, that something unexpected is a sports hero’s disclosure, admitting his poor choices from his playing days.

The unexpected happens most every day and can easily turn into a crisis. Mark McGwire’s interview with Bob Costas certainly qualifies and can absolutely be used as a case study; one that is certainly going to unfold for months to come. In one painful, hour-long interview with the MLB Network, which has since been played by every media outlet in the western hemisphere, McGwire took a giant leap and admitted he used steroids and “health-enhancing drugs” over a ten-year period. Many in the sports and business world had suspected McGwire’s indiscretion, especially given his lack of testimony during the 2005 congressional hearings. This was the first proof.

What can we all learn from this crisis?

Check out my complete TVG Vision article to find out.

Being PR

TVG Staff — Mon, 31 Aug 2009 22:28:14 +0000

A colleague recently sat in on a Vocus Webinar and shared her notes with the rest of us. The Vocus Webinar was called “Does Traditional Media Still Matter?” And of course in order to comment on this subject, I’m relying on new media. Irony. Discuss.

One of the themes presented was the relationship between research and public relations. Her notes on the presentation stated the speaker indicated: if research isn’t involved it is likely not public relations.

Are the two always linked?

I found I agree with the speaker from the Webinar. Research is involved with public relations. But it points to a different problem in my mind. Labels.

What is public relations? What is marketing? I used to tell people I worked in PR, but it sounded a bit flat to me. Then TVG started using the qualifier “strategic communications”, and that fit me much better. There isn’t anything we do for our clients that isn’t strategic. And to me, strategy includes asking questions – the very genesis of research.

So can you provide PR without research? Here comes the challenge with defining PR, and the other labels that exist in this more-art-than-science field I’ve chosen as a profession. To a point, you can provide PR without research. In my opinion what you can’t provide without research, is results. I’ll give you an example.

One definition of PR is PR = media relations.

I can respond to a client requesting media attention around a subject related to their industry. I can call the press identified in the media list, pitch them my content and see what happens. Then report back to the client. OR I can do research with the client:

What is the news value of this subject?
What features/benefits are potential talking points to the press?
Do we have testimonials?
Are there specific publications or reporters you’d like to have cover this story?
How does the media relations effort around this pitch drive your business objectives?

Next up is to go to the media list AND do more research.

Has this reporter covered this story angle/company recently?
Which reporter at this outlet is the best target?
Does the audience of this outlet match my target market?
Are there stringers in this field who could push this into a bigger media outlet?
Is there an audio opportunity? A video opportunity?
What are the social media activities of the media outlet or reporter that I can tie in with my pitch?

Then I get on the phone, tailor my pitch to that individual reporter, and conduct ongoing field research with the reporters I reach about level of interest, likelihood of this being something they would cover, and getting ideas for the next pitch where I might be calling them for this client. Then report back to the client.

Which option would you want? Would you agree that research adds a component to public relations? What do I like so much about the second option? Even if I come up short on the measurement side of this pitch with both options, the latter gives me content, relationships and access…and that research can eventually deliver results.

Coffee Anyone?

TVG Staff — Wed, 18 Feb 2009 16:00:31 +0000

An excellent example of the power of PR to follow advertising and marketing efforts can be found in the February 9, 2009 issue of the Wall Street Journal. Yes. I said it. The Wall Street Journal. And it is a crystal clear demonstration of the power of staying on YOUR message even when the story is about someone else.

A challenge in the traditional practice area of media relations is the client who wants “ink.” Granted, with Web 2.0 and integrated marketing, we don’t hear a lot of requests for ink for the sake of ink. A more common practice is to develop the strategic communications plan to push a brand – and use all the tools in the toolkit and not just media relations. And in case you don’t know, to many buyers of our services “ink” is equivalent to the front page of the Wall Street Journal.

Pardon me while I take a sip of coffee.

And if you are ever in the market for a great cup of coffee, stop by TVG! Deana makes the BEST coffee. Which brings me to my point.

The February 9 WSJ article is called “Starbucks Plays Common Joe – Coffee Empire Seeks to Seem Less Expensive in Recession.” The point of the story is that McDonald’s Corporation has gone cup-to-cup against Starbucks in an advertising campaign to promote their custom coffee as a reasonable and cheaper alternative. Starbucks did the research and knows that consumers’ perceptions of cost differ from the reality of a cup o’Joe at Sbux. Starbucks is left splitting hairs saying that while you can get a $4 cup of coffee with them, their average price is below $4. What does Starbucks get out of the article?

1. Artwork with the Starbucks logo on a coffee cup;
2. A table of regional prices;
3. Quotes by Howard Schultz, CEO;
4. Reference to a loyalty card program;
5. Info on a summer discount program; and
6. Quotes by Michelle Gass, EVP of marketing and category.

And who walks away with the stronger message?

Consider this paragraph, third from the end in the story:

“A spokesman for McDonald’s, William Whitman, declined to specifically address Starbucks new promotions, but said: ‘Affordable luxuries are in greater demand today because everyone’s looking to get more from a dollar. Our customers know that’s what they’ll get at McDonald’s.’”

Now compare this to the quote from Dunkin’ Brands, Inc., Francis Allen, brand marketing officer for Dunkin’ Donuts:

“’We believe we are the faster and more affordable alternative’ to Starbucks.”

Your take away as a spokesperson should be this:

1. Always mention your company name in your quote.
2. Use proper nouns instead of pronouns when possible.
3. Remember that even when the story is about a competitor and you didn’t pitch it, place it or do anything other than answer the mail – stick to your core, key messages.
4. Have concrete key messages that speak to your customer, not to your company. Think about how Whitman’s comment “our customers know…” as compared to Allen’s “We believe we… ”.

And yes, I’ll take a Venti, skinny, vanilla latte please, and thanks for reading.

These are a few of my favorite things

Cassie McCloud — Mon, 09 Feb 2009 17:03:11 +0000

I’m sure many of you have heard about Oprah’s annual Favorite Things Show. It’s like winning the lottery if you happen to get lucky enough to get a ticket to that show – as demonstrated by the hysteria that ensued following the announcement of this year’s show.

Well, the other day I came across an event that happened to include two of my favorite things: fashion and chocolate. In a rare instance, two items that are not typically mentioned in the same sentence (unless of course you’re talking about giving up chocolate so you can fit into a particular outfit), managed to combine their powers for a magical event – the fourth annual Cadbury Chocolate Couture Collection Fashion Show in Toronto. (And yes, each of the couture creations featured 100 percent pure Cadbury milk chocolate.)

For the November 5, 2008, show, 10 Canadian fashion designers sought creative inspiration from countries around the world – and of course chocolate. The result was a unique fashion collection that celebrated two of a woman’s favorite things, fashion and chocolate.

The PR minds behind this chocolaty creation was the team from Strategic Objectives. One of Canada’s leading, full-service public relations agencies, Strategic Objectives has a wide range of clients including those in the retail, technology, education and health and wellness industries. Along with The Vandiver Group, Inc., Strategic Objectives is a member of Pinnacle Worldwide, an international network of more than 50 independent public relations agencies in 30 countries.

Judging from the volume of delicious press coverage and reviews of the show – I would say the event was a huge success. I just have one last question: Can I order the El Toreador in milk chocolate, or is it only available in dark?

The Big 3 Encounter a Big Communications Mishap

Amber Boland — Mon, 15 Dec 2008 17:18:57 +0000

Recently, the chief executive officers from the nation’s Big 3 automotive companies were in Washington, D.C. to ask Congress for a $25 billion bailout to save the failing auto industry. Their proposal failed, and not necessarily because of the staggering amount of money that was being requested. The executives didn’t have a very effective plan nor were they communicating the right message. One of the biggest criticisms— their transportation of choice to the meeting.

We all know that the nation is facing an economic downturn and that industries like this are going to need some help, but what are these companies saying to taxpayers when they arrive in $36 million jets? Some might say, “They really don’t get it!”

In a world where information travels at lightning speed, it didn’t take long before the nation knew of this blunder and was outraged by the actions of Chrysler, Ford and GM. Following the incident, a CNN research poll found that public support had fallen and 61% now opposed the bailout.

When people talk about communications it seems that they often forget that one can communicate a message even when they aren’t speaking. What we wear, how we act, who we associate with and the attitude we choose all convey a message to our audience. It is clear that the Big 3 automotive companies forgot this crucial point.

Upon returning to Capitol Hill weeks later, not only did the executives deliver a clearer plan that focused on smaller cars, affordability and fuel efficiency, but they drove themselves in their companies’ hybrid and electric cars. They also promised to do away with their corporate jets and lavish compensation packages. I think this was a step in the right direction, as they attempted to undo their wrongdoings. They definitely made the decision to communicate a more positive message to the American public. Now the question everyone is asking—will it stick?

As Congress disputes whether to aid the auto makers we’ll see if these companies have actually learned their lesson.

The Changing Landscape of Media Relations

Andy Likes — Mon, 14 Apr 2008 22:06:50 +0000

It seems appropriate as I get out the lawnmower for the first time this Spring, that we talk about changing landscapes. Every year, I spend a little more time in the yard; trees are bigger, shrubs have spread and well the grass just isn’t as green as Home Depot says it should be. The landscape of my yard is adapting to surrounding conditions; rain, sun, you get the idea. The media landscape is changing as well.

Gone are the days of huge ad buys in newspapers and on network television. More and more, companies are dialing back those budgets in favor of hip, new social media concepts. Word of Mouth is a tried and true technique to gain customers, if it is done properly. At the 2008 Media Relations Summit this week in San Francisco, we seemed to coin a new phrase, “Word of Mouse.” These days, more people (customers) than ever are surfing the web. Customers are now on sites like MySpace, Facebook, YouTube and Twitter. When you have an online WOM conversation, it is now global, rather than simply a recommendation among friends. Media relations strategies must change to help capture those conversations and guide them to your product or service. The strategy: speak directly and honestly to your customer and they can turn into your best evangelist. They will write online posts praising your brand or service. They will tell friends. Those friends will email and text their online groups and all of the sudden, you’ve created new brand champions you never dreamed you could reach.

But the new age of media relations in 2008 isn’t all online. We must manage some of the old with some of the new. Companies must be targeted when they contact the media. Simply blanketing a press release to 1000 of your closest friends (well at least you have their contact information) at local, regional and national media outlets won’t cut it anymore. It seems everyone in PR land has the same idea and media types aren’t biting on blanket pitches. You must take the time to develop specific pitches to reporters (particularly national reporters – USA Today, Washington Post, NY Times). Find who has been writing about your field. What have they been saying and how can your pitch be adapted directly to the reporter; one on one. Reporters appreciate the individual attention. Targeting one reporter takes additional time and research, but it can pay off big when you land an above the fold story in a national paper.

If this all seems a little too much of a change, don’t worry. If I can trim my trees and shrubs and green up my grass, you too can grasp the changing landscape of media relations. TVG is current on all the latest techniques and industry advances. It’s the reason I go to this conference every year. We stay up on the latest information, so our clients can focus on more important things like running their businesses and dealing with all of the happy new customers they’ll soon see.

Contact us at tvg@vandivergroup.com or send comments to blog@vandivergroup.com.

A Grand Opening to Remember

Andy Likes — Tue, 19 Feb 2008 03:17:30 +0000

Late December, 2007, a $507 million urban resort opened in downtown St. Louis, complete with a casino, two hotels (including Missouri’s first Four Seasons Hotel), seven restaurants (including two by celebrity chef Hubert Keller) and four retail shoppes.

St. Louis hasn’t seen a development of this grandeur open in the heart of downtown in a very long time, and The Vandiver Group, Inc. was tasked with generating attention for this monumental event.

Since 2003, TVG has been working to build buzz in St. Louis, around the Midwest and across the country for the opening. After breaking ground and major announcements such as the project’s name, hotels and restaurants to be included, TVG focused its attention on a truly grand night. TVG created buzz by building suspense and not releasing any interior photography until opening day.

TVG wanted to open the doors to this crown jewel for the City of St. Louis and have a wow factor. Everyone across the region saw a skyscraper rising over the past two years; TVG wanted to save the best for last. The response opening night was overwhelmingly positive, drawing some of the regions biggest names and most prominent figures.

On opening day, media rushed to the entertainment complex to begin live coverage at 5 a.m. By 11 p.m. that night TVG had generated more than 100 broadcast, print and web placements including all of the local Print, radio and TV outlets, along with several regional and national outlets including the AP, ABC, the Chicago Tribune and Forbes. To increase their media presence, TVG opted to hire a full TV crew and put the largest rooftop fireworks display in St. Louis history, live on satellite, along with a video news release. At the event TVG used a crew of four people to work with the media, providing tours, accessing interviews, handing out media packets and operating a full media center in the lobby of the new casino and hotel.

The opening was an event to remember for St. Louis and The Vandiver Group. Through its communications plan of strategic suspense building in the media and general public TVG was successfully able to generate media coverage and casino crowds.

Contact us at tvg@vandivergroup.com or send comments to blog@vandivergroup.com.

A Snowy Soulard Mardi Gras

Donna Vandiver — Tue, 05 Feb 2008 01:36:04 +0000

For the 2008 Mardi Gras celebration Soulard declared: Let the Games Begin! But with Mardi Gras in St. Louis you never know what the weather has in store. Unlike New Orleans’ warm winters, St. Louis crowds usually bundle up for snow and freezing temps. Nevertheless—rain or shine, snow or freezing temps—the St. Louis crowds come out to celebrate. Big Crowds!

After enjoying pleasant weather for the Taste of Soulard, Beggin Strips Pet Parade and PetSmart Weiner Dog Derby the snow rolled in Thursday afternoon just in time for the weekend’s Lumière Place Grand Parade. With 8 inches of snow on the ground in downtown St. Louis, the City streets department and Mardi Gras Inc volunteers scrambled to push aside the snow banks and dust off the snow boots for the long-time St. Louis tradition.

This year marks the 29th official year of Soulard Mardi Gras, and each year revelers keep their fingers crossed that Mother Nature will be kind on Grand Parade Day. However, things don’t always work out that way and often St. Louis residents and guests are met with a blistery winter day. Instead of staying indoors or flying south, hundreds of thousands continue to line the streets of Soulard as the attendance levels consistently grow year in and year out.

Despite the winter weather, TVG’s Mack Bradley noted that, “We draw people from all over the country to St. Louis in the middle of February for an outdoor festival. So it’s a great party.”

TVG has served as MGI’s Information Ministry since 2004. Throughout the Mardi Gras season TVG works to notify the media and community of upcoming events as well as answering questions. Since 2004, the Soulard Mardi Gras (SMG) press coverage has increased by over 100%. This year alone, television and radio clips totaled over 130 during the month long celebration, reaching an audience of close to 10 million.

Contact us at tvg@vandivergroup.com or send comments to blog@vandivergroup.com.

Are You Ready for the Media?

Eileen Buleza — Mon, 19 Nov 2007 17:31:25 +0000

Emergencies, natural disasters, company crises…they come at you fast, and where they go the media quickly follows. You can’t always prevent these emergencies from happening but you can be prepared to handle the media that will follow.

To learn how you can be prepared for the unexpected, check out TVG’s most recent edition of Stratigem_TM on emergency risk communications.

Contact us at tvg@vandivergroup.com or send comments to blog@vandivergroup.com.

Practice what you preach.

Andy Likes — Mon, 13 Aug 2007 15:55:06 +0000

This seems only fitting with the Rams’ first regular season game just days away — whether we’re talking football or business, the old adage rings true… practice makes perfect. The more you practice, the better you will be at the given task. I spent years kicking field goals on the football field to help my team win the game. Now I spend my days honing my media pitching skills to help our clients get their stories in the paper, on the radio and on TV. But we can’t rest on past successes. Remember, a story that gets printed one day, may not even make the paper’s consideration list the next.

To help stay up on the latest trends I attended the Bulldog Reporter Media Relations Summit last month in Washington, DC. Some of the biggest names in media spoke to hundreds of media savvy listeners from across the country. Juan Williams spoke about how to harness the power of new media. David Pogue elaborated on how Journalism and PR have changed with the advent of social media. Then, in the final seminar of the second day, I listened intently to Michael Smart from BYU. His words struck a media relations chord with me. He wasn’t speaking to the masses, although there were about one hundred people packed into a small meeting room at the Marriott, he was speaking directly to me. This is exactly what you should strive for in communicating with your customers – making them feel as if they’re the only audience that counts. Michael was helping me practice my craft. His back-to-basics style of presenting was so simple, yet it gave me exactly what I needed; new ideas for my clients.

Big or small, corporate or non-profit, there is no reason you can’t get your business in the media. It’s all about crafting the message and targeting where you want to be. It is my job to help clients do both. One without the other is a waste of time resources and especially money. You can’t make a field goal without a team to snap, hold and kick. Think of TVG as the coach with the playbook who helps ensure everyone works as a team.

Contact us at tvg@vandivergroup.com or send comments to blog@vandivergroup.com.