Vol. III Issue 2

This month we examine the growing need for integrated communications and offer some suggestions on how to make annual holidays work for you.

Maximizing Media Exposure

You probably have a Web site.  Chances are you have some nice, printed materials, too.  Maybe you even have a public relations strategy and you send out press releases on new hires and launch new products at trade shows.

But if you're like the majority of companies out there, your interactive, marketing and public relations departments probably don't communicate internally, and that could be devastating to your bottom line.

Why?  Because more than ever we're living in a "one chance" world.  That means we have one chance to reach - and impress - our audiences, or they move on.  So you better be prepared to take the right message to the right audience using the right tactics. 

And today, the "right tactics" are comprised of a mix of all marketing disciplines, such as:

• Online survey results transformed into a "search-engine optimized" virtual press release that's disseminated over a wire service but followed-up via good, old-fashioned telephone calls

• A live launch event for a new product held at a brick and mortar location but simulcast globally via your Web site and promoted through search engine marketing

• A media distribution strategy that includes both traditional press and influential bloggers

These tactics utilize and blend both online and offline activities because communications continues its inevitable shift onto the Internet.   There will always be value in traditional tools such as the press release and the desk side tour, but the method in which they are delivered has already changed to favor online. 

What can you do to create an integrated communications strategy?

• Assess your internal resources and consider a reorganized group headed by a Chief Marketing Officer

• If a reorganized group is unlikely, force change through collaboration but appoint a project lead

• Review your strategic objectives and create a new marketing plan

• Recognize how online and offline tactics complement each other and determine the balance that is suited to your objective and your budget

• Hire outside agency talent if you do not have the in-house expertise to devise the plan and/or execute tactics

There will be growing pains but they are necessary to ensure you continue to maintain relevance and leadership among your multiple audiences. 

Be My Valentine/Putting Calendar Holidays To Work

From Valentine's Day, Halloween, Thanksgiving, Fourth of July, Mother's Day, New Year's Day, Ground Hog Day to National Sweater Day - there are many calendar holidays that publicists can use to piggy-back on to for stories for their clients.

Tie-in a relevant story idea into a holiday or season that will catch the attention of a reporter or producer and you will have a good shot at some coverage.  This is because the media are obliged to print and air stories on major holidays and anniversaries. Year after year, editors are looking for more than just the cliché stories - those also get extremely competitive (i.e. Holiday Gift Guides), so be creative and you will catch their attention.

Holiday Media Co-ops
Media Co-Ops are also another way the holidays can work for you.  If you are interested in a sure-hit, Media Co-Ops can offer strategic placement for your clients, and depending on your accounts, could cover numerous clients at once, making you a star! Generally, this involves a satellite media tour that partners a small number related products or companies for one story. It's generally a cost-effective and strategic way of guaranteeing coverage.

Timing
As always, keep lead-times in mind. If you're aiming for a story tied in to Thanksgiving, start thinking turkey on Cinco de Mayo. Here are some examples of various lead-times and their correlating holidays:

Best regards,

Peter Rush, Chairman & CEO

Visit Our Web site: www.kellencommunications.com 

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