Rae Hostetler

Ya never know where a media hit will lead you

Rae Hostetler · May 1, 2011 ·

It’s true as much as I hate to admit it–sometimes clients don’t truly understand public relations and why professionals recommend taking action as part of a larger strategy. Some clients end up bumping heads with the PR professional while others (some of my best and most loved clients) jump on and hang on for the ride wondering where we’re going–but trusting it’ll be a great place.

Here’s a recent example.

A couple of months ago I read a reporter’s request on HARO (Help a Reporter Online). The reporter needed sources for a Mashable.com story about companies that use iPads for work. She wanted to know about the business, how iPads are being used and how the tool has helped business efficiency. Mashable is an online publication dedicated to social media, technology and tech world. It gets about 2.9 million page views a day!

I sent the query to one of my clients who specializes in high-end home remodeling. In my mind it was a great fit. The company has been using iPads for better communications and prospect work (they show before and after pix). The remodeling team inputs notes into the iPad and forwards the action items to each other. Less paper and automatic tracking. Great for customer service. The company owner has a basic philosophy. Us PR Pros call it thought leadership. The client just wants to educate homeowners about remodeling not just locally, but nationwide, to improve the reputation of the business. There are professional remodeling companies. So with 2.9 million readers at Mashable, what a better place to possibly be featured as a professional using a cutting-edge business tool.

That said, the client has later told me he thought I was a bit crazy asking him to hit a fast deadline for information via HARO. We have a great relationship of trust, so he jumped on and went for the ride. Here’s where it led him.

The reporter loved the story about how the company uses the iPads and asked for an on the job picture. The company was one of four nationwide featured when the article was posted. When the piece first appeared, remodeling company owners from several states contacted him. The owners wanted to know more. They too had considered using iPads, but weren’t sure if the investment for their company would be worthwhile. Now my client has access to talk to these owners in non-competing market places for their best practices. He’s keeping in touch with these owners, and he’s meeting his philosophy of being one of the top professionals in his business.

Next the icing on the cake. An emailed arrived from none other than Apple corporate headquarters. At first we were skeptical if the email was for real. The marketing office wanted to know more. They wanted a conference call. What? That’s crazy stuff, but it was for real. The client was over the moon. He talked about his iPad use, apps and more for 45 minutes with two Apple marketing professionals. Within 5 minutes of hanging up, his office phone rang. It was Apple calling again to say they want to feature my client in their business-to-business marketing work as a case study. How cool is that?

Public Relations isn’t just about talking to reporters…

Rae Hostetler · Apr 24, 2011 ·

I posted this blog several months ago. This week I heard several people working outside the field of public relations refer to the profession as a job that simply scores press for clients. If it were only so simple! I thought I’d pull this blog out… dust it off and hopefully change a few perceptions.

I’ve worked in the public relations business for more than 15 years providing local, regional and national services. Before that I was a journalist working in radio/television news. When I made the leap to pr, I came to learn that too many business professionals think the profession is only about working with reporters. They think the “P” stand for press. Truth is that’s just a small part of what we do.

The “P” in pr is for public, or audiences you need to talk to about your business, non-profit or brand. Like others in my business, we work enhance the reputation and image of a company’s brand through word and deed. How? We create a strategic plan that outlines business goals and then addresses audiences. This list is often long and should be inclusive. Reporters are just one audience on that list.

So who else is included in a public relations plan? Here’s one list recently created for client:

Employees
Sub contractors as preferred partners
Vendors
Clients
Past clients
Prospect clients
Reporters

A great public relations strategy creates a company story and communication tools that start from inside any company. That means employees should always be the first to know. They are, after all, first on this list. How many times do you hear people talking about how they read about what’s happening at their company from the Internet or newspaper—the press?

Does that create good-will among employees? Heck no!

The press should be the last to know… your publics come first… your employees, customers and anyone closest to your brand, business and revenue should always be first on your line of communication.

Airplane Communications; Reach me on the beach

Rae Hostetler · Apr 4, 2011 ·

Just back from a week on the beach. Sun, sand and old fashion advertising via airplanes.

There’s so much hype these days about social media and the Internet. I thought it was great to see bi-planes with slogans and ads trailing behind for restaurants and attractions throughout the day. It was a great reminder as I sat in my beach chair, toes in the sand, soaking up some much needed sun—don’t forget traditional marketing methods!

There are great companies specializing in website design and management, social media gurus (An associate here in Indianapolis chuckles at that phrase since social media is so new: “Who can be a guru?” he asks.), and web-specific experts. Here’s the question, are these company consultants thinking about traditional communications in tandem with these tactics?

If they are not, find someone who is. Here’s why!

We’re currently working with a client on a rebranding that includes a major website overhaul. During a planning meeting, prior to aforementioned beach vacation, we were discussing their website, photography, messaging and more. I intentionally asked the question: How do you plan to communicate these changes to your internal staff. The client hadn’t even considered the idea. As an owner the first concern was asking for ideas/approval. No… not approval, but these employees should know there’s a new brand, website and marketing initiative. They should get to ask questions and buy-in. After all they represent the company. How will we do it. The old fashioned way… These employees will be pulled into the company rebranding using traditional communications—a meeting with donuts.

Further the plan we’re developing doesn’t just use web communications. It also uses traditional public relations: media relations, client communications and more.

Don’t get me wrong. I love the web and social media. But when it comes to promoting business—traditional tools should NOT be excluded from your strategy. Keeping employees, clients, partners, prospects involved and updated means communicating through a variety of means and methods.

That bi-plane flying by was a great reminder. I don’t carry my phone or my laptop to the beach. How would I have found some of those great restaurants and attractions without that airplane advertising!? I’m sure the businesses advertising would appreciate hearing it worked, too!

The more things change… the more they stay the same

Rae Hostetler · Feb 10, 2011 ·

Social media is changing the way we communicate. That’s a fact.

News releases are dead. That’s an opinion.

After reading pr and press pundits thoughts on this statement over the last year, I decided it was time to ask my reporter friends here in Indianapolis. I really want to know so I can give advice to clients that’s sound and based on what people working in newsrooms want. So in December I created a poll that I sent out to them. Among the questions , “When you read this statement, what do you think: News Releases Are Dead.” The answer option was opened ended. Here’s what they said.

I disagree with it.
It doesn’t mean anything to me.
Uh, no, they’re not.
News releases aren’t dead; they can be great tips.
Paper news releases are in essence dead. Nowadays reporters rely on social media such as Facebook, Twitter and other sites to get news tips on stories.

While the delivery mechanisms and communication systems have changed from mail to email over the last 15 years and more reporters want tips via social media, here’s the reality of the news release straight from the reporter: 100% of my 13 reporter friends still use news releases for story leads, tips, general news of the day. These professionals are still looking for the same things I looked for when I did my stint in a newsroom way back in the 1990s…. is it local, is there a trend, how does it impact my audience.

Bottom line, make the release relevant and follow up with more information that you know the reporters want… you’ll score ink whether it’s in newsprint or online!

Input on this topic is welcome.

Days like this make me wonder…

Rae Hostetler · Feb 1, 2011 ·

In public relations we recommend our clients have a crisis plan in place. Often they wonder why?

Days like this in the Midwest should be the obvious reason why. Just in case you’re reading this from a sunny and warm part of the country–today Indianapolis is the center of an ice-tastrophy. We already have about an inch of ice on the ground and we’re now hearing the tap-tap-tapping of more hitting our windows. If that’s not enough–when the ice is done about 4 a.m. this morning, we’re expecting snow to land softly atop the largest skating rink created in decades.

So how are companies communicating with their employees and clients if they are closing, have deliveries, installs and client expectations? Some don’t know. As a result they probably sound pretty heavy handed. Others have a plan in place and they are simply activating it. A great example, my husband works for one of the largest banks in the country. He came home last night with laptop in hand and said he’d received an email stating: which areas of the country were anticipated to be impacted, make sure you know your “phone tree” communication system and be safe–basically work from home please. Meanwhile my niece, who also works for a very large company here in Indianapolis, got an email stating the company doesn’t close for weather-related emergencies, so use your judgment about whether to come to the office.She’s young, just out of college. That left her saying–what am I supposed to do?

Bottom line… we know they’ll be days like this. Is your organization prepared to effectively communicate? It doesn’t take long to outline a plan of action–especially on a warm sunny day! Write it down, share it with employees and hopefully you won’t have to activate it for another few years!