Start Blogging Today

With an increasing number of people reading, writing, and commenting on blogs, the way we use the web is shifting in a fundamental way. Instead of being passive consumers of information, more and more Internet users are becoming active participants.

A weblog, or blog, is a personal journal on the web. Weblogs express as many different subjects and opinions as there are people writing them. Some blogs are highly influential and have enormous readership while others are primarily intended for a close circle of family and friends.

The blogging phenomenon

A few years ago, web search was revolutionized by a simple but profound idea — that the relevance of a site can be determined by the number of other sites that link to it, and thus consider it ‘important.’ In the world of blogs, hyperlinks are even more significant, since bloggers frequently link to and comment on other blogs, which creates the sense of timeliness and connectedness one would have in a conversation.

The power of weblogs is that they allow millions of people to easily publish their ideas, and millions more to comment on them. Blogs are a fluid, dynamic medium, more akin to a ‘conversation’ than to a library — which is how the Web has often been described in the past.

The benefits of blogging

Your favourite thing about having a blog may be that they naturally attract search engine traffic. Blogs already have optimized site architecture. Most are set up with a clear navigation, where every page is set up to link back to the other main pages. They also have the inherent potential to be well-linked.

Increasingly, savvy companies are turning to blogs to complement their communications arsenal of press releases, sustainability reports and investor conference calls. What’s more, some start-up companies are forgoing press releases altogether in favour of blogs.

For a business, blogs also:

• Build your profile as blogging demonstrates expertise
• Allows you to shares information with customers
• Informs people about other things your business is doing
• Generate powerful referral networks
• Creates an opportunity to network and share information with people from around the world
• Permits the kind of conversations that are necessary to truly connect with modern customers
• Creates an opportunity to build relationships with your customers
• Search engines are attuned to finding blogs

How to blog

Starting a blog is easy. Several companies, such wordpress.com offer free blogging tools.

You don’t need to a technical whiz, they are take care of everything. It does take a little time to do the initial set up but once you have done that all you need is the story ideas and away you go.

What you write is up to you, but try to spark discussion and share experiences, ideas and relevant information. To build traffic, read other blogs and comment so that it links back to your own blog.

Monitoring crisis situations through blogs

From a PR perspective it may be very important for you to see who is commenting on your business or your products. Certainly if you are managing a crisis situation you will need to monitor it, not only through the media, but now through blogs.

Tracking company, Technorati tracks the number of links, and the perceived relevance of blogs, as well as the real-time nature of blogging. Technorati automatically receives notification from weblogs as soon as they are updated, it can track the thousands of updates per hour that occur in the blogosphere, and monitor the communities (who’s linking to whom) underlying these conversations.

According to Technorati data, there are about 75,000 new blogs a day. Bloggers update their weblogs regularly; there are about 1.2 million posts daily, or about 50,000 blog updates an hour.

To search for comments in blogs, go to www.technorati.com and type your search terms

How to develop effective key messages

Key messages are the core message you want your target audiences to hear and remember. They create meaning and headline the issue.

Key messages allow you to control communications and enhance relationships with your target audiences.

Key messages are designed to work out what you really need to get across on the topic to the audiences. What are the critical messages that you want to communicate? They are what you must say and get across in the communication situation — irrespective of what questions the audience asks.

With your audience in mind and focused on your objectives, you should work out in advance of the communications situation what you must say on the topic concerned.

It is best not to have any more than seven messages on any one topic.

Key messages are commonly known as elevator statements or BBQ statements — what we want our target audiences to say when they are discussing the topic around a BBQ with their friends.

Criteria for Key Messages

• Be believable — support with evidence
• Be understood — reflect stakeholders understanding
• Be distinctive — clear competitive awareness
• Be agreed — company strategy
• Be credible — know your stuff
• Drive your agenda
• Avoid negativity
• Enhance positively
• Use the brand

How to write a media release

Developing and distributing a media release is one of the most effective ones of telling your story to the media. A media release can contain information such as the work your business is doing, a new product release, the signing of a new contract or commenting on industry issues and trends.

The main rule is that all releases have to be newsworthy. If a release isn’t newsworthy, then it simply won’t get picked up. What makes items newsworthy differs greatly from one publication to the next or even from one section to the next. News is something new, up-to-the minute and of interest to the readers. Following are some guidelines for good press releases:

• The lead paragraph is the most important and should provide a ‘hook’ for the journalist. It should contain who, what, when, where, why, and how.
• Write in the inverted pyramid style. After the lead paragraph, each remaining paragraph should be less important that the one preceding it. That way the editor can trim your release from the bottom.
• Write in short sentences, short paragraphs and use keep the information simple and to the point. Try to keep the release to one page.
• If you read an article in the paper, you will see they always include quotes. So you should give them the quotes to use. Attribute them to a particular person in the organisation and ensure they are newsworthy.
• A good press release has no typographical or grammatical errors.
• Head the release with “Media Release” and date it clearly.
• Use a catchy headline. Editors receive hundreds of releases a day and a good headline catches their eye and ensures they realise the contents quickly.
• At the end of the release add “For further information, contact. . . ” The contact details should include name, telephone number including an after hours number. The editor must have somebody to call to answer questions or to be interviewed.

Features of a PR campaign

Every business owner understands that developing an effective communication channel between their business and their customers is an essential element to the success of their business.

A PR program means to communicate with your target audience and it doesn’t need to be complicated or expensive. You can choose from a variety of simple and inexpensive activities that will help you achieve your business objectives.

Some common features of a PR campaign can include:

The foundations

Key messages - Key messages are designed to ensure that the target audience hear and remember the most important aspects of your business. Key messages are, in essence, a description of your competitive advantage and are commonly known as elevator statements.

It is best to have no more than seven key messages. Once developed, they should be incorporated into all oral and written business communications.

Target audience - Knowing your target audience is one of the simplest ways to achieve your marketing communications goals and to save money.

When defining your audiences, really drill down to specifics. For example, rather than “all small businesses in the north shore area” it should be, “businesses employing up to 10 staff, located in the suburbs of Neutral Bay and Mosman etc, in the industry areas of marketing and business consulting etc”. Study the various segments of your particular market and develop strategies to reach each one.

Media program

Although developing a comprehensive media plan can be difficult, you can start with a few easy steps. Think about which media outlets your target audience gets their information from. Make a list of the media outlet and journalist and start reading/watching. A well-defined target media which reflects the target market and includes realistic activities will be more likely to succeed.

Media releases

The most important element about media releases is not so much the quantity of them, but the quality of the stories and ensuring they are written for target media. Media release topics can include the work your business is doing, issues and trends in your industry, launch of new product, new office opening or a new contract win.

Contributed articles and editorials

Many publications are stretched for resources and welcome contributed articles as long as they aren’t heavily branded. They are also a very effective generation of sales leads as they position your business as an industry expert.

Customer case studies

Case studies provide ideal opportunities to leverage business successes and reinforce your business’ key messages through “story telling”. They provide audiences, including journalists, an idea of how your business products actually work through the perspective of your customers.

Sponsorships

Targeted sponsorships are an excellent way of building brand awareness in key markets. It is recommended that any sponsorship is very targeted. Two of the most effective opportunities are sponsoring industry awards and conferences.

Advertising

Advertising can be one of the most effective ways of generating sales leads and building brand awareness. It also can be the most expensive! One way of avoiding dedicating huge budgets to advertising is using vertical market publications such as industry association and trade publications. In many of these publications, it is possible to negotiate free editorial if paying for an advertisement.

These are just a few of the many ways to improve the communication channels between your business and your customers using marketing communications. They will increase sales leads, improve brand awareness and ultimately lead to business success.

Key tips for managing a media interview

Answer plus one: To ensure you maintain control of the interview, don’t just answer the question. Your objective must always be to communicate your key messages. Use the questions as an opportunity to make your points. This is called ‘answer plus one’. In other words, answer the question then add one of your key messages or key issues outlined in your game plan.

Answer in your own time: The journalist is interested in what you have to say, so don’t get flustered if you can’t think of an answer immediately. Just take your time, collect your thoughts and take a deep breath before you answer.

Don’t be afraid of silence: Some journalists use it as a technique in the hope you will fill the silence with unplanned information. Silence can be powerful and there is no need to fill it.

The “no comment” rule: Don’t say “no comment” as it implies confirmation of the question. The audience will interpret it as guilt or a cover up. The rule of thumb for responding is to explain why you can’t respond and use one of your key messages. For example, “I can’t respond directly to that for legal reasons, however, what I can tell you is…”

However, never allow wrongful allegations to stand. If the journalist says something wrong, correct them immediately. Do not repeat the incorrect information or question. If you do, it will only reinforce it.

Don’t use jargon: Every industry has its own jargon. Remember who your target audience is and communicate in language they will understand. Also, don’t assume that the journalist is trained in your specific area of expertise, and as a result, they may not understand your jargon.

Use your customers as testimonials: Depending on the topic of the interview, it may be effective to use one of your valued customers to validate your key messages. You would have to ensure that they are comfortable speaking to the media. Often this is an effective way of illustrating your point and helps your audiences understand and identify with you.

Most importantly – have fun: The interview is a wonderful opportunity to promote your business, product or yourself. Take control, prepare and enjoy every moment.

Online Media Agency

Freestyle Media had grown significantly since it was established in 2001 but needed further work on credibility building and improved brand awareness within the media. Freestyle Media is an online media agency specialising in driving traffic to websites and converting online customers into purchasers of products and services.

By using Fred Schebesta’s win as ADMA Young Direct Marketer of the Year as the launch pad, CPC implemented a PR strategy initially focusing on the marketing and business media. A media release was distributed on his win, and then CPC developed a series of editorials and commentary on the industry. Key journalists and publications were targeted and the editorials were pitched into the publications.

Speaker profile
To improve his credibility and position Fred as an online marketing expert, CPC developed a speaker’s profile and pitched him to business networks and industry associations to speak about the secrets of online marketing. As an experienced blogger, CPC also pitched Fred in that capacity.

Within days CPC had achieved media coverage in several industry publications, including B&T and AdNews. Feature case studies have been covered in Marketing Magazine and Fred now has individual blogs on news.com.au and www.SmartCompany.com.au

Extensive speaking engagements have firmly positioned him as an expert in online marketing and he has spoken at CeBit, Terrapin, IIR, Search Summit, Ad:tech, to name a few. He is regularly asked to provide industry comment from marketing journalists.

Fred Schebesta said, “Catriona is a trumpeting swan! Elegant at promoting your business to the people who make an impact to your bottom line. Before Catriona worked with our PR we had zero profile and now we are on the journey to high profile.”

Media coverage has included:

Management Today (PDF 180k)
B&T (PDF 611k)
Marketing Magazine (PDF 482k)

Aged Care Group

CP Communications manages a wide range of communications projects for Columbia, including respite care and low care promotional campaigns, and copywriting various brochures, websites, advertising and blogging.

Columbia Aged Care Services is a private aged care group, offering residential aged care facilities across Sydney. As part of Columbia’s PR strategy, CP Communications created a blog to increase their ranking in Google and act as a tool to educate people seeking information on Aged Care issues.

Online PR
The Online PR strategy raised Columbia’s profile and credibility significantly in online and print forms. The effectiveness of the blog as a marketing tool quickly became evident with strong links developing between the blog and print advertising. CP Communications noted that the hits on the Columbia blog increased on the days that an ad appeared in publications such as the Northside.

The blog was developed with the aim of education as well as sharing the Columbia story by creating an online community for Columbia. Within three months the blog hits out ranked the website hits and was also a significant source of candidate attraction.

Media launch
CP Communications also managed the communication aspect of the closure and relaunch of the Willowood Centre. CEO Anne Tucker said the closure of Willowood was “obviously a very sensitive project and Catriona handled all of the media and communications with skill, sensitivity and professionalism”.

CP Communications was responsible for the launch of the new Willowood Centre by local Federal Member The Hon Dr Brendan Nelson MP. This included inviting industry and local media, developing a video of the rebuild, speeches and briefing Dr Nelson. In addition to the launch, CPC developed media angles for the sustainable aspect of the building.

The Willowood Campaign was covered in every industry publication, including InSite, Hospital Healthcare, AgedCare Australia, www.EnvironmentalManagementNews.net and both the Sydney Weekly and North Shore Times.

Advertising
CP Communications is responsible for all of Columbia’s advertising, both creative, design and booking. The advertising campaign has resulted in a full occupancy of the Willowood Centre, and increasing the enquiry rates for all other centres. A successful Google adwords campaign was also implemented.

Ethnic campaign
To attract residents from different cultures, CP Communications created a marketing campaign that included advertising in Chinese and Portugese newspapers, Chinese radio and cultural open days. Brochures and postards were translated and distributed to community centres and clubs.

“CP Communications is increasing our profile within the community through creative and original strategies. They have strong organisational skills, vision and is always on the ball. Their dedication to perfection is absolute and. I cannot recommend Catriona and CP Communications highly enough,” Anne Tucker, CEO, Columbia Aged Care

Media coverage and advertising has included:

Aged Care Australia (PDF 291k)
Willowood Centre print ad (PDF 1,614k)

Human Resources Consultancy

Odin engaged with CP Communications to help build their credibility in the human resources industry and also with potential clients.

CP Communications developed a strategic PR plan to raise Odin’s profile and position them as experts in specialist areas including executive coaching, outsourced HR services and mentoring specifically for small to mid size companies.

With offices in Sydney, Brisbane and Melbourne Odin Consulting is one of Australia’s leading players in the emerging field of Outsourced Human Resource Services. They specifically work with small to mid size companies to assist them to improve their business performance through the utilisation of their people.

To achieve this, CP Communications strategically pitched Managing Partner, Don Holley to speak at numerous industry conferences and events including the How to Win Tenders Conference. As a result Don was able to share his expert knowledge with a number of potential clients while raising Odin’s credibility in the industry.

CP Communications also developed numerous articles to pitch to targeted publications offering Odin’s comment on a number of current HR issues. Coverage was received in The Age and The Sydney Morning Herald Enterprise Blog, Sydney Morning Herald and Sky Business News.

“You were quick to grasp our points of difference and as a consequence have been able to get coverage for our business, to our target demographic very quickly.” Don Holley, Managing Partner NSW, Odin Management Consulting

Media coverage has included:

 The Age (PDF 284k)
 Sydney Morning Herald (PDF 709 k)

Recruitment Company

Constructive Recruitment turned to CP Communications to raise brand awareness in their key industry sectors specifically in the resources, construction and engineering sectors.

Constructive Recruitment is a specialist in recruiting for the construction, engineering and resources sectors throughout Australia and overseas. They have offices in Sydney, Brisbane and Perth providing employers and jobseekers with strategic industry advice and specialist recruitment services.

CPC devised a strategic PR plan to raise Constructive Recruitment’s profile in to ensure that they were recognised as the leading recruitment agency in the resources sector.

CPC developed a number of articles to position Constructive Recruitment as an industry expert in their targeted sectors. These articles were written on topics such as “How to retain staff”, “How to recruit like an expert” and “How to chose the right recruitment agency”.

As a result, Constructive Recruitment has been interviewed by major Australian publications including the The Australian Financial Review, The Age and The Sydney Morning Herald offering their expert comment.

CPC raised Constructive Recruitments profile nationally, specifically in Western Australia and Queensland obtaining coverage in The Australian Financial Review, REIQ Journal, Australian Mining Review, Mining Chronicle, Queensland Business Review, Track and Signal and Property Australia.

The media coverage included:

 QLD Real Estate Journal (PDF 1,297k)
 Australian Mining Review (PDF 177 k)

Digital Advertising Agency

Prime Digital Media turned to CP Communications to raise their brand awareness and profile among media buying and planning agencies both nationally and internationally.

CP Communications developed a strategic PR plan to position PDM as Australia’s leading out-of-home digital media company.

PDM is Australia’s leading provider of out-of-home digital (OOHD) media and control Australia’s largest, centrally managed out-of-home digital network.

Media buying and planning agencies were still being educated on out-of-home digital media; CP Communications used this opportunity to develop a number of case studies and articles to educate the industry and position PDM as the expert.

CP Communications also distributed numerous media releases on PDM projects, including their work with Telstra and their environmental initiatives. These media releases received coverage in publications such as B&T and AdNews and OOHD publications.

CP Communications has achieved extensive national and international media coverage for PDM in Marketing Magazine, AdNews, B&T, Media Week, Digital Media, Digital Signage Universe, Daily Out of Home , Current and AKA TV.

This coverage has significantly raised brand awareness within busines community and specifically with media buying and planning agencies.

“Working with Catriona and her team at CP Communications has proven rewarding and insightful. Catriona delivers on her word - her ‘can-do’ attitude has resulted in us starting to gain real traction within our target markets,” Angela Byrnes, PDM Communications Director

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