Why you need to include PR in your marketing plan

Let’s face it.

When you put pencil to paper in developing your marketing program, the first question usually is “How much do we have to budget for advertising?”

The answer, inevitably leads to spending an inordinate amount of time (and money) on advertising, which, in turn, often leads to results that are inconclusive or, at best, difficult to quantify.

Often overlooked in the marketing equation is public relations. But PR, if properly employed and conducted on a consistent basis can give you the most bang for your buck.

PR doesn’t cost much and can deliver huge payback

Public relations, usually in the form of publicity, has enormous potential. Positive publicity can amplify your brand name, distinguish your service or product from everyone else’s, and validate what you say about yourself.

The good news is that PR costs considerably less than advertising. The challenge is that PR is not totally predictable. Getting your name in the news depends on what is happening in the news and requires that your product or service has information of news value to share.

And in order to remain in the news, your company has to keep making news. That is where having a qualified PR firm can help. Any qualified firm has strong relationships with the media. They know how to reach the right people and find the angle that maximizes the chance of coverage.

That is another way PR professional can make a big difference– by identifying and clarifying what your product or service does for your target audience. It’s a message that needs to be told many different ways and tailored to fit the particular audience that is reached by a specific media (e.g. transportation company execs gravitate toward business and transportation news outlets).

Further, you have to tell your story again and again. PR professionals are experts at finding new ways to tell your story and keep your name in the news.

How much should I be spending on PR?

No two budgets are exactly alike, just as no two companies are exactly alike. A precise budget for PR is difficult to pin down. A review of basic costs, however, will give you some idea of what’s involved and what you pay for when you use a qualified public relations firm.

Generally speaking, there are two primary costs you will incur when hiring a PR firm:

Monthly fee: A modest number of account service hours times an hourly rate that falls within your budget capabilities.

Out-of-pocket expenses (billed at net): Basic costs like travel, mileage, copying, postage, graphic design costs, etc.

So what does that translate to in terms of a monthly budget? Start with something affordable, say, $750-1,000 per month for a combination of fees and out-of-pocket expenses and revise the budget accordingly as your relationship and results develop.

What should you expect in terms of results?

Unless you have a blockbuster story to tell, results usually do not manifest themselves for about 90 days.

It takes that long to get information prepared, distributed, absorbed by media, and followed up upon.

Why 90 days? For print media, it takes that long to get ahead of print deadlines. For online media, the deadline is much shorter, but it requires some time to break through the messy, competitive clutter of information that online news outlets receive and must consider. For broadcast media, results require video or audio that lends itself to TV, radio or online broadcast.

The point is that PR, if given an adequate budget and sufficient time, can serve as a marketing tool that can equal, exceed, or at a minimum, complement your entire marketing program. In terms of cost-effectiveness, PR is often the best bet for ROI.

Call me (407-339-0879) or email me and allow me to pass along some vivid examples of how (and why) PR must be a key element of your marketing mix.

How PR can help you capitalize on unexpected opportunities

Unexpected marketing opportunities are akin to natural disasters like earthquakes, hurricanes, and cold weather events. You know they are coming, but they are impossible to predict when and where they will happen.

So, how do you forecast unexpected opportunities? How do you take advantage of them when they occur? And how can public relations serve as a means of seizing the moment and putting your product or service into the mind of your target audience?

Do you have the ability to see change before it happens?

Probably not. In fact, very few are blessed with that kind of intuition and those who possess that trait often are as lucky as they are intuitive.

That leaves the overwhelming majority of us relying on our inherent skills and experience to see an opportunity and then figure out a way to take advantage of it. While it may be difficult to foresee opportunities that are not immediately apparent, there are ways and means to sharpen your forward-looking skills.

Anticipate change

We’ve all heard the old adage “the only constant is change.”  It’s just as true today as it was when someone first coined it.

We must remind ourselves that change is never-ending and ask ourselves “What kind of changes should we anticipate?” and “How can I take advantage of the changes?”

As we charged into the 21st century, for example, we all recognized that the onset of digital communications was changing how we do business. Those who embraced the changes that digital communications brought to how we obtain information, what we do with the information, and how we interact with one another have become business legends.

Those who didn’t anticipate change or quickly respond to change (e.g. Kodak, Sears, Nokia, Blackberry) suffered. For an insightful recap relating the stories of corporate giants rooted in the belief that “some things never change” take a glance at an interesting story that appeared in 2013 in Fortune magazine: http://fortune.com/2013/05/08/why-corporate-giants-fail-to-change

How does PR help you change?

Public relations practitioners, like those of us at Wellons Communication, are constantly on the lookout for how the marketplace is changing for their clients and asking “What trends and new directions are newsworthy? Or could be newsworthy?”

Real-time marketing incorporates brand messages into current events – events that your clients and potential customers care about. If these messages are strategically crafted and quickly distributed, public relations can serve as a powerful tool to help you enhance your product or service.

Public relations can react quickly, often involving quick turnaround and on-the-fly responses to immediate events, but they can put your organization’s name at the top of the list in those media that matter to you and your clients.

We all become somewhat numb to the day-to-day experience of business, but for PR practitioners, it is all new.

PR folks don’t see what you see every single business day. From a distance, they can see what is working for you—and see those things that could be working even harder on your behalf. They can visualize unexpected opportunities.

Look and listen. And profit.

Our team at Wellons communications works hard at remaining abreast of current events, both in the everyday consumer workplace, as well as the more limited surroundings of the market category served by of our clients.

We enjoy digging into the news to see what is of interest to media. We look for how the mundane can suddenly be interesting. And we search within the market categories served by our clients for what media could—and should—be covering and how our clients can fit in.

We look and listen for opportunities. And when we see them, we articulate them and seize them. And when we succeed, our clients succeed.

Find out how we can help you succeed. Call or e-mail me (407-339-0879 or will@wellonscommunications.com) and let me share some additional stories about how PR can help you find unexpected opportunities and help you capitalize upon them.

Competing for attention in the Age of Distraction

Think for a moment about all the distractions that compete for attention in your work life.

Phone calls, texts, emails, meetings. Questions from employees. Questions from clients. Unanticipated interruptions. Add to this your personal life, which has the same ongoing level of activity.

WC#1-18, Jan 25, 2018The result? Very little time to stop and ask “Where are we, where are we going, how are we going to get there, and what are we going to say about ourselves that will help us achieve our goals?”

Now, put yourself in the mindset of your target audience and your clients. They suffer from the same busy professional and personal challenges you experience.

The point? Offices – and the people who manage and work in them – are enormously busy. In short, offices are centers of multi-tasking that offer little or no time to pause and contemplate the next steps.

Working in the Age of Distraction

Cal Newport, a computer scientist at Georgetown University, is the author of Deep Work: Rules for Focused Success in a Distracted World.

Newport points out that constant distractions that challenge our work life tend to dominate our work life. They take away from what Newport calls Deep Work, which is the ability to focus without distraction on a demanding task.

According to Newport, Shallow Work (the opposite of Deep Work) fragments and pre-empts one’s ability to come up with one of those benchmark “A-ha” solutions that can make your unique selling proposition stand apart.

Apply Deep Work to communications and you get a sense of how important it is to think differently and clearly, without distraction, and how it can transform how you go about your business and what you say about it.

You can get learn more about Deep Work in a fascinating report that recently was broadcast on National Public Radio.

Getting your message past the distractions

So, how does Wellons Communications help you succeed in the Age of Distraction?

We adhere to the notion of keeping it simple. We develop strategies, approaches, and messages aimed at battling through the communications clutter.

When possible, we use simple, declarative sentences. And we project the same message over and over again, using consistency to ensure that once we have captured attention, our message is reinforced until our audience has absorbed and agreed with it.

What does simplicity do for your marketing?

Our “keep it simple” approach delivers three key benefits to your overall marketing approach:

1. Simple messages are easy to understand.

2. Simple messages answer “What’s in it for me?”

3. Simple messages attract attention.

The most visual example of great message-making in its simplest form is a billboard. They are quick to read, present a single thought, and tell you what they think you need to learn.

Let us simplify your public relations and communications.

If you have read this far, you’ve been distracted enough. If our message has worked, we hope you will want to learn more about how Wellons Communications can assist you in marketing your product or service. You can reach me at 407-339-0879 or by email at will@wellonscommunications.com.

Believe me, I will be happy for the distraction.

UCF Knights: Marketing and Football Champions

While people across the country held their breath watching Alabama’s last-second defeat of Georgia in the College Football Playoff National Championship on Monday, some in Orlando slept soundly.

UCF Marketing ChampionsWe can only assume the athletic department staff at the University of Central Florida was among them. Why? They weren’t concerned with who would be named the national champion—because they had already declared themselves the true champions.

The Knights were the only undefeated team in college football this year. They took down the Auburn Tigers (who had previously beaten Alabama and Georgia) in the Chick-fil-A Peach Bowl. Without a chance to compete in the playoff, they did everything they could do.

While it’s true many have laughed UCF’s claims off, that’s not the point. Whether UCF deserves the title isn’t the point, either.

The point is that this is one of the best marketing moves of 2018 so far, and someone at UCF knows what they’re doing. With controversy comes discussion. So far, the announcement has given the school free publicity in top national publications, such as The Washington Post, Yahoo Sports, USA Today, and ESPN.

Now, the best season UCF has ever had—and might ever have—will result in obtaining top recruits, national recognition and better fan support.

What UCF does with that depends on what the Knights do next season—but they are certainly setting themselves up to have a better chance by making the most of their momentum now.

Building on momentum is something we do a lot here at Wellons, so if you have marketing questions of your own, let us help you take a page from UCF’s playbook. Don’t hesitate to reach out at 407-339-0879 or at will@wellonscommunications.com.

Five predictions for marketing in 2018

Now is the time when prognosticators pull out the crystal ball and give their best shot at predicting the future—and we at Wellons Communications are no different.Blog

We enjoy looking ahead, but what’s more, we feel it is our duty to visualize what changes in public relations are coming so our clients can prepare for how these changes may impact their businesses.

Of course, no forecast of the future is ever perfect. Nevertheless, here’s what we see for public relations in 2018:

Content marketing will begin to “shape shift”

Consumers are reeling from the amount of information they are receiving. Because of that, in 2018, marketers will start to make adjustments to both the amount of content they throw at their customers and how they deliver content. Be prepared to see more short videos and billboard-like messages that focus on brand names and benefits.

Simplicity will make a comeback

The avalanche of content aimed at consumers, combined with the onset of new products and services technology is spawning, will be confusing to many consumers, particularly older Americans (i.e. the Baby Boomers and Generation X).

Products and services that clearly and simply explain what they do and how they benefit consumers will succeed.  Marketers whose “pitch” is rooted in techno-babble will become lost a fog of uncertainty, creating an opportunity for those who understand the confusion of customers overloaded by a mountain of information that multiplies daily.

The accuracy of content on social media will attract some skepticism

Social media will continue to be a powerful influencer of how people respond to society and how they view what is happening. With the rise of inaccurate information (“fake news”) on social media, however, consumers might think twice about the accuracy of content that floats across their screens.

Generation Z will begin to overtake Millennials as a prime marketing target

Generation Z, those young adults who were 9 years old when Facebook was introduced, are now 22. They will be entering the workforce in significant numbers. Marketers, of course, will flock to Generation Z to influence their brand preferences and buying habits.

This creates another opportunity. Marketers whose products and services remain appropriate for Baby Boomers and Generation X, who may be overlooked in the rush to capture Generation Z, can retain and grow their relationships with these established, less technically savvy cohorts.

Continued economic growth will hit some bumps in the road

The extraordinary rise in the Dow Jones averages during 2017 cannot last forever. But, like past market rises, no one wants to think about a “correction” or even a decline in the market. Some of the steam will eventually run out of the extraordinary market run-up we have all enjoyed, but this leveling out may create an over-reaction in the opposite direction. That means companies need to make hay while the sun shines—and that your reputation is more important than ever.

So why are these predictions important to you?

We visualize what we think is going to happen for two reasons:

  1. To capitalize on opportunities for our customers.
  2. To protect the financial welfare of our clients.

That’s why we try to accurately peer into and predict the future of the industry—so we can put it to work for you.

Let me know what kinds of predictions you have for 2018. Better yet, contact us at 407-339-0879, will@wellonscommunications.com and see how we can help you capitalize on what you believe will be happening.

Happy New Year!

Communication is all about consistency

Website blog cartoon vertical

It’s fun to have a new toy for your business, and it can definitely feel like a win to finish a big project, like a website redesign. Knowing how you’re going to use a new tool – and how it’s going to work with your overall communications program – is half the battle. After all, what good is a new website if customers can’t find you or if your content is stagnant and stale? Communication is all about consistency, and that’s where we come in.

What companies can learn about crisis PR from the United Airlines leggings incident

On Sunday morning, a United Airlines gate attendant barred two teenage girls from boarding a flight from Denver to Minneapolis because they were wearing leggings. News of the leggings incident went viral, and within hours, United Airlines had a PR crisis on its hands.

The incident started when Shannon Watts, political activist and founder of Moms Demand Action, overheard the exchange and tweeted about the incident to her followers.

 

 

The airline responded to the public backlash with its own tweets to explain the incident.   

 

 

The company also issued a release explaining customers are welcome to wear leggings on its flights. The release explains that United views employee pass riders as representatives of the company and expects them to be appropriately dressed for flights.

 

 

Though United responded quickly to the crisis, customers, activists and even celebrities such as Chrissy Teigen and Patricia Arquette have expressed anger about the incident.

Jonathan Guerin, a United spokesperson, said himself the airline should have done a better job of responding to the situation. According to Reuters, Guerin said, “We’ll definitely take something away from today, but we’ll continue to engage with our customers (on social media).”

So what can other companies take away from this viral situation when facing their own crisis?

First, never underestimate the power of social media. Incidents today don’t stay contained, and with Facebook and Twitter, angry customers have an easy—and potentially viral—outlet.

Second, be sincere. Many considered United’s response to the issue stilted or unsympathetic. As per the Reuters article, Guerin said the company could have been more clear in its initial response to the issue.

Finally, have a plan for your social media outlets. United did a great job of responding to a potential issue quickly and telling its side of the story, but because the initial response was bungled, it backfired. Know what kinds of feedback you need to respond to, what you’ll say, and in what format you will respond.

After all, the best way to handle a crisis is to prepare for it before you’re facing it. If you need help crafting your plan, give us a call. At Wellons Communications, we have experience in social media and in handling crisis situations, and we can help you put your best foot forward. Give us a call today at 407-339-0879.

Social media delivers results

Social Media campaign blogMore than 80 percent of Americans have a social media presence. If you’re not using social media as part of your marketing strategy, you’re missing out.

Social media marketing can be extremely effective, and it doesn’t have to be confusing or expensive.

There are two main ways for you to use social media marketing effectively. First, there’s the organic reach.

Organic social media marketing is content you don’t pay for. If you’re in business, chances are you already do this or have at least thought about it. These posts are generally content-driven and help keep your customers up to date with company news. They can also further your company’s brand.

But because these posts are organic, they can easily get lost in the flood of things available on the internet to the point where your followers might not even see them.

Because of that, if you choose to go the organic route, it’s essential to develop a long-term plan for your posting. It’s also important to keep your audience in mind and create shareable content so you can reach new people.

Paid social media posts, however, can help you meet your goals faster. Through paid ads and boosted posts, you can target specific audiences and have a flexible budget. Money can go a long way on social media, because, according to Moz, the average cost is about $0.25 per 1,000 impressions.

To create a strong social media campaign, it’s important to take a few things into consideration.

  • Target the right audience. Paying for posts that are going to the wrong audience can deplete your budget quickly and deliver few results. Write your posts for the specific audience you want to reach and put some thought into who your ideal target is to create an effective audience.
  • Budget your campaigns. Learn from experience which posts generate more engagement and reach. See which posts have a higher relevancy in Facebook and which ones convert into paying customers. Tracking conversions over social media can be difficult, but, over time, trends may emerge.
  • Choose the right platform. Although 18- to 29-year-olds dominate social media sites, there’s a more even spread of generations on Facebook, according to Pew Research Center. Use the platform to your advantage. For example, if you have a visual product or experience you want to promote, Instagram may be the way to go.

At Wellons Communications, we have experience creating both organic and paid social media campaigns. From the beginning, we’ll customize a plan which can help your company gain new customers and grow the relationship with your current customers. Give us a call today at 407-339-0879 to see how we can help your business grow to its fullest potential.

Let’s be clear: Why clarity is essential in your communications

With a multitude of changes unfolding as 2017 moves forward, we are increasingly seeing what kind of turmoil can transpire if communications are not perfectly clear.Clarity Image

Ask yourself “How clear are the messages I am conveying to my clients, my associates, and my potential clients?”

Are your communications immediately understandable — or is your core message lost in a sea of techno-babble that few can understand?

Are your messages consistent? Are you saying the same thing, in the same way, every time you communicate your message?

Do your communications talk to your audiences…or at them?

Communications go well beyond what you may think

In business, communications start with the usual letters, memos and emails. But it also includes informative brochures, marketing and advertising materials, publicity and public relations information, websites, logos, and anything that represents or defines your product or service.

And that’s just a part of the communications process.

Business communication also includes tone and language and nonverbal behaviors. Timing, and the context that surrounds your message, can influence whether or not your audience will even see your message, let alone understand it. How you convey your message affects clarity.

Combine the complexities of communicating simply with the number of ways messages can launched — from Twitter to texting – and the importance of communicating clearly becomes even more magnified.

The seven C’s: an old idea that remains surprisingly up-to-date

At Wellons Communications, we adhere to the seven C’s, a notion originated by respected University of Wisconsin public relations academics Scott Cutlip and Allen Center in 1952. The seven C’s include:

  • Correct: From spelling and grammar to information, is it totally accurate?
  • Clear: Do you present one thought at a time?
  • Concrete: Do you say precisely what you mean?
  • Concise: Do you get to the point quickly?
  • Complete: Do you provide a means so your audience can reach you?
  • Consideration: Can everyone understand your messages?
  • Courteous: What is the tonality of your message?

Reminder: Communications are the bedrock of marketing

At Wellons Communications, we offer only one service: effective communications aimed at helping you sell products and services.

Yes, we dutifully subscribe to all the other esoteric qualities of public relations like brand reputation management, social and corporate responsibility, and organizational leadership.

But overarching those hard-to-measure intangibles is the need to generate sales. That’s where we aim 99 percent of our efforts.

We are either trying to increase sales or remove any barriers from making sales.

And that’s about as clear a message as we can impart.

If you want to learn more about how we can help you communicate – with an eye on positively impacting your marketing program, call me at 407-339-0879 or email me at will@wellonscommunications.com.

 

 

Are you asking yourself “What changes do I need to make for 2017?”

With 2016 rapidly running out of days, it’s that time of year when one starts asking “How well is my business doing?” and “What kinds of changes should I be considering?”nov-18-change

You may want to start by asking yourself these tough questions:

• Am I retaining my customer base?
• Am I attracting new business?
• What customers have I lost? Why?
• Am I meeting my financial goals? Why? Or why not?
What do I need to change for 2017?

Take a close look at that last question—and consider what kinds of changes you might need to make.

If you don’t think you need to change anything, think again. Jack Welch, recognized as one of America’s great businessmen, espoused the notion “You have to change, preferably before you have to.”

You have to change to keep up with the changes.

Nothing in business remains static. New products come. Old products go. New attitudes emerge. Old beliefs drop by the wayside.

Even if you believe everything is going great and you don’t need to change anything, consider this: changes outside of your business will necessitate that you make changes to adjust to an ever-changing business environment.

Need some examples? Ask companies like Kodak, Sears, Blockbuster, Pan-Am, and Borders how they fared when they failed to adjust to changing business environments.

Start change by examining your communications strategy.

Change can begin with something as simple as auditing your communications strategy. Ask, and answer, questions like:

• Is my message still relevant to my target audience?
• Am I using the right tools to reach my target audience?
• How does my target audience perceive my message?
• Am I reaching the correct target audience?
• How has my audience changed?

While you are revising your communications strategy, ask yourself one more important question:

Am I using the correct resources to craft and implement my overall communications approach?

That’s where we can help. We provide an objective and fresh look at how and what you are communicating and how it might need to change.

Our approach: We don’t just look for changes. We look for opportunities.

Our firm lives in a communications-centric world, and we know and understand how to create strategies and execute tactical programs that use the right message to reach the right audience at the right time. We know how to change your communications approach to make a meaningful, positive change in the upcoming year.

Before 2016 runs out, call me at 407-339-0879 or email me at will@wellonscommunications.com. Talk with me about taking a look at your communications approach and how we might be able to help you change for the better.

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