Category: Blog

The APR Turns The Big 5-0!

Tracy LathanAPR, Blog, Professional Development, Public Relations, , , 2 Comments on The APR Turns The Big 5-0!

The last of the baby boomers are not the only ones turning 50…the APR credential will also celebrate 50 years in 2014. Although the process itself has changed significantly over the past five decades, the APR remains the only nationally recognized certification of the public relations profession. To all my fellow APRs…congratulations! This is a milestone for us all to celebrate. For those of you who are considering the APR…why not make 2014 the year!

As we move into this anniversary year, PRSA will be celebrating those who have already achieved the designation by sharing their stories and testimonials. PRSA will also be promoting the APR and encouraging people to sign up.  You will soon start seeing tools and resources made available though PRSA, including free webinars and updated content on the web site (www.praccreditation.org).

Having served as the NCPRSA Accreditation Chair for the past three years, I have heard countless people say, “It’s something I really want to do, just have not found the right time.” Sound familiar? If so, think about adding the APR to your list of professional development goals for 2014. You won’t regret it. I promise.

APRLogo2In honor of our 50th anniversary, here are a few fun facts about the APR:

– The program originated in 1964 and was administered by PRSA until 1998, when the Universal Accreditation Board was formed to administer the Examination for Accreditation in Public Relations.

– Currently, more than 3,800 PRSA members hold the APR Credential (roughly 18 percent of the membership).

– A 2005 PRWeek/Korn Ferry salary survey, found that Accredited public relations professionals’ annual salaries were approximately 20 percent higher than those of their non-Accredited colleagues, when factors such as age and experience are controlled.

– The cost to take the exam is only $385.00 and PRSA offers a $110 rebate upon completion of the computer-based Examination. Can’t beat it for $275.00!

– The APR is good for life. The only requirement is that every three years you earn a certain number of “points” in continuing education and service categories.

On behalf of all those who have had the honor of adding those three letters after their names…happy 50 APR!

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Pin it, cook it, eat it.

Margot HorganBlog, Social Media + Influencer Engagement, , , , , , , 2 Comments on Pin it, cook it, eat it.

Companies are unveiling some pretty mind-blowing technologies at CES 2014, but we may be most excited about Whirlpool’s new line of cooktops that it says consumers can expect by 2020.Technology meets cuisine in an interactive, multi-purpose cooktop that allows its users to find recipes on Pinterest, cook dinner and then check the weather – all on the same surface.

Activated by the sound of your voice or the touch of your finger, the Whirlpool Interactive Cooktop is just another example of how technology and daily tasks are meeting to create amazing possibilities. And, with seamless integration to mobile and social media, Whirlpool is helping make cooking and entertaining even more engaging.

According to a CES Q&A with Jason Tippetts, brand studio design manager of global consumer design at Whirlpool®, “The Interactive Cooktop is all about doing what you need to when you need to, how you like to.”

What household item would you like to be social-enabled?

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Evolution of the Daily Deal

Margot HorganBlog, Marketing, , , , ,

Online shopping may be king, but what about the daily deal, which became a widely popular online offer through sites like LivingSocial, Groupon and Amazon Local? To many, the daily deal is dead as a doornail, and companies like LivingSocial are rushing to change their strategy and stay relevant to shoppers.

Switching its focus from urgency to variety, LivingSocial is seeking to offer its customers a wider selection of deals available for longer periods of time. Earlier this year, Livingsocial let the world know of its strategy shift through a Halloween-themed message, titled “The Daily Deal is Dead.”

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“That’s right; we said it. One deal a day just isn’t enough. Now we have thousands of deals every single day. That means more restaurants. More events. More everything. Stop waiting for the daily email and start searching for the best of your city anytime you want.”

So what does this mean for LivingSocial in 2014 and the following years? As the company has struggled to consistently stay in the black, only time will tell if this strategy switch will prove to be profitable in the long run. What are your thoughts? Will more deals mean more purchasing for you?

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#Xmasjammies is Viral! Now What?

Dana PhelpsBlog, Free Advice, Public Relations, , , , , 2 Comments on #Xmasjammies is Viral! Now What?

To the surprise of all those around me, I blurted out, “I know her!” when I saw Kim Dean on the movie screen opposite Robert Downey, Jr. in Iron Man 3. Repeat that scenario about 50 times in the past week when I’ve turned on the news, checked out Facebook and scanned the Internet.

Enter #Xmasjammies. If you haven’t seen the video by now, you must be living under a rock. I certainly wouldn’t be the first to call out the finer points of why this particular video hit pay dirt in a society of all we want for Christmas is a viral video. However, before we get to the real point of this post, I can’t resist sharing three quick things I think Kim (and company) did particularly well to help their video spread faster than head lice at a daycare.

  1. Never underestimate the cute factor. Attractive parents. Even cuter kids. Let’s admit it, they are all adorable, and that gets our attention. They also weren’t afraid to be a little goofy and show us a family having fun together. Keep in mind that the video was posted by Kim’s video production company, Greenroom Communications, and is being used as a promotional piece touting the company’s video skills. Involving the family spiked the cute factor and personalized it by inviting you into Kim’s home and melting your hearts with her adorable children. Okay, the part about Penn’s butt is pretty funny, too.
  2. ‘Tis the season. Anyone in PR knows the value of a timely or seasonal pitch. News outlets are looking for holiday stories this time of the year. In this YouTube era, this is extra topical.
  3. Can you relate? Watch the video all the way through and you’ll see that Kim’s hubby, Penn, is leaving his job as a news anchor at one of our local stations. Media people are naturally inclined to be interested in what other media people are doing. Maybe they also want to quit and become entrepreneurs. Maybe they think he is insane for leaving a steady job. Either way, it is intriguing, and it isn’t every day that news people are the news.

Okay, so 12 million views and still going. Now what? Kim’s business partner invited us to help ponder that question, and we know that anyone who is successful at nabbing the elusive viral video (as we’ve said before, there is no “viral button” you can just hit — extra kudos to Greenroom for this accomplishment!) has to think about how to harness the power of it.

  1. Recognize you have a finite window of opportunity to ride the wave before the next Internet sensation moves you down the page. Because #Xmasjammies was made as a video Christmas card, there are natural event marketing and live PR opportunities around the holiday. Depending on Greenroom’s strategic business objectives and client targets, they might want to do live performances at local museums or banks or big corporation holiday parties.
  2. Don’t forget the end goal. You’ve got all of this attention so how do you use it to increase your bottom line and hit your business goals? Let’s say Kim and team have been trying to get into a particular company all year long without success. Now is the time to show up — yes, in the jammies — with coffee for the CEO first thing in the morning, cleverly packaged with a proposal on what Greenroom can do for the company. Or, maybe one of your corporate goals is to help a charity. If benefiting the charity wasn’t baked into the video strategy from the beginning, use the celebrity factor you have gained to help your charity of choice.
  3. Consider the impact of 12 million (as of this posting) views, how the video now defines your company and what you want to be moving forward. One of our team members offhandedly remarked, “They should change the company’s name to Xmas Jammies!” Crazy idea or brand recognition? You be the judge.

Our holiday gift to you is this advice on viral videos. Realize that not every video has the ability to go viral. Getting millions of views is no easy accomplishment and doesn’t happen for most brands. If you do go viral, make sure it is with a video or initiative that aligns with your strategy and that you are prepared to utilize the visibility to further your goals. Have you seen brands that are particularly skilled at doing just that? If so, we’d love for you to share your faves with us.

Happy Holidays!

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Is Everyone Shopping Online This Christmas?

Tracy LathanBlog, Marketing, , , 1 Comment on Is Everyone Shopping Online This Christmas?

This year, Cyber Monday was the biggest single online shopping day in history, with more than $2 billion spent. And according to this recent USA Today article, Online Holiday Shopping Stays Strong While Stores Lag, it looks as though online shopping continues to be king, while physical stores are falling behind. So, it begs the question…does anyone actually Christmas shop in stores anymore?

Personally, I have always loved the holiday shopping experience. Never particularly enjoyed the crowds or the parking, but give me a warm coffee beverage and some festive holiday tunes and I happily joined the masses. But now that I have two kids, a job and a million other things to do, I too have succumbed to the ease and stress free mode of online shopping from the comfort of my home. I have also talked to more people this year than ever who are doing most all their shopping online.

Since I am a marketing professional by trade, of course I look at this through a different lens than the average American. And I am acutely aware that email marketing is one of the biggest reasons online shopping has become so popular. This morning I had no less than 67 emails from every retailer I have ever purchased something from waiting to greet me in my inbox. They all promised FREE shipping or 40 percent off TODAY ONLY. I must admit the sense of urgency of limited availability always gets me.

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I must not be the only one since Flash sales have become so popular in recent years. Sites like One Kings Lane and Zulily cause people like myself to often make impulse purchases because you only have a limited time to take advantage…and then the item is gone. Forever. But there has been a lot of talk lately about whether or not flash sales are just a flash in the pan, or if they are here to stay. According to this recent article, How Zulily Escaped the Flash-Sales Curse, some companies, are doing it right by having a narrowed focus and really working to build customer loyalty. And it doesn’t hurt that Zulily’s target is mamas, who we all know love to hunt for a bargain online.

Companies like Amazon make it so easy…with your credit card information and mailing address already programmed in, it’s only a quick click of the mouse and a new Razor scooter and a Kindle are sitting at your doorstep.  And while having to pay shipping used to be the deterrent for some, now almost all retailers are offering free shipping.

So, I ask…are department store holiday window displays a thing of the past? Or are there still people out there who prefer the hustle and bustle, the brick-and-mortar, and the face-to-face communication. Less than one week left…will be interesting to see if traffic in the physical stores picks up the closer we get to the big day!

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