Rae Hostetler

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!

Words make your brand

Rae Hostetler · Jan 11, 2011 ·

I confess! I’m a geek. I read promotional materials, FAQs, website copy and more. I like to see how people write and couple words together for maximum effect and impact for their brand. Do they really say who they are or do they use buzz words? Alliteration is one of my favorite devices to use in writing… for those scratching their heads that’s when you put words together that start or end with the same letters. It makes an elegant effect.

Anyway… because I like reading various words and copy, I tend to notice words and phrases that are overused. One of my favorite pet peeves is the word… solution. Everyone has one… and apparently every company thinks we have a problem they can solve with theirs. For every person I tell about this phenomenon, they come back to me within days and say, “Wow. You were right. Everyone’s got a solution.”

I also don’t like words and phrases that are under delivered, which could go one of two ways.

1) You’re talking to yourself. Too many business owners write their own copy for letters, brochures and other promotional stuff. They end of writing in their own jargon… often customers and prospects don’t understand what they’re reading and why they should care.

Look around my website. It’s designed to make fun of the words the public relations profession uses. We talk about “pitching” the media. That means selling them a story idea. Not throwing a ball for them to hit. And yes, I do find myself using that word in client meetings. YIKES.

2) Your words represent the real company. There are many business owners who work hard to write their own promotional materials, but realize they don’t know what to say. So they make it up. Problem is when customers are asked if their statements are really true… they find out the truth– maybe not. The word use PR people use there… authentic. Is your brand authentic to your customer? On the flip side some business leaders are humble and don’t want to talk about their expertise and/or successes. It’s ok to talk about yourself.

So what’s the “solution” to these problems? If you’re a non-PR person reading this blog… it’s called messaging. Us PR people are great at helping companies through research methods to determine what’s real and what’s not. It’s so important to weave a real story and run it through every piece of communication the same way. It’s just like using your logo and company colors the same way and place on every piece of marketing material printed. It’s the words that help communicate your image as much as the graphic image. And that’s why I love words!

Make sure you can fulfill your marketing…

Rae Hostetler · Nov 18, 2010 ·

I’ve seen it happen too many times. Companies and business owners want more business. So they embark on a marketing/communications program BUT they aren’t prepared for what happens next. Customers!

Hopefully by now you’ve heard of Groupon. It’s a simple social media marketing idea that’s taken off. Business owners partner with Groupon. Groupon sends out a daily email with the business offer specific to your region. If so many people buy, “the deal is on!” Last week a local restaurant was featured on Groupon. A group of friends bought and went to dinner. The restaurant wasn’t ready. Bottom line, after sitting for an hour and a half… one of four couples got their dinner. The rest were left to their own hunger watching two people eat. Bad news for the restaurant because this group came to a party of about 50 to 60 people. They were hungry and frustrated. They shared the experience with everyone, including me. Now I’m sharing it with you. I will leave out the name of the restaurant hoping they fix the err of their ways.

Conversely, we worked with a client for about two years to market and brand his company. We used a host of tactics for his marketing campaign: internal communications, media relations, website, email marketing, direct communications for referral groups and more. The client business boomed once systems were in place and chugging along. We could see further growth and expansion. The client said “uncle.” We basically worked ourselves out of a job. Good and bad news for us. Bottom line … this client knew when and how he could fulfill customers generated by his marketing. He knew if we kept going customer satisfaction could become at risk.

If you’re thinking about a public relations or marketing/communications campaign, whether it’s through our firm or another, I encourage you to think about results and would-if scenarios. Would if you generate too many calls and appointments? There’s nothing worse than putting yourself out there, generating business traffic and then not being able to fulfill the customer’s expectation.

YIKES! Talk about poor public relations timing

Rae Hostetler · Oct 1, 2010 ·

Earlier this week I heard a radio commercial for the Get Motivated Business Seminar. The commercial had a too-good-to-be-true offer–$1.95 per person OR send your entire office for $9.95. Motivational speakers include Zig Ziglar, General Colin Powell, Terry Bradshaw! Nice!

I was driving to a business meeting thinking what’s wrong with that offer? But I quickly dismissed it moving along to the course of everything happening that day.

The next morning, while sipping coffee and getting ready for the day, I pulled up the local news online. What popped up in the headlines was a story by one of my reporter friends Dana Hunsinger at The Indianapolis Star: Get Motivated! seminar has hidden cost: sales pitches. Interesting… so I clicked. The story said in between bits of wisdom the audience was pitched real estate and investment advice.

ICK! I worked in timeshare years ago as manager of RCI’s PR office. I know the sales stuff from timeshare and its bad wrap. Maybe you’re ok with being pitched, but my mind went immediately to the traditional timeshare sales guy. Then I thought… AH HA! I knew it. Too good to be true.

I can only imagine how much the organizer spent on marketing… radio ads, direct mail and more. Only to have a reporter do a little digging to figure out the trick. Bad timing because the same day I read the story, I got a direct mail piece. It’s a fancy dye cut, plastic and four color. I kept it. Not to buy a space at the event for me or my whole office. No, it’s going in my samples and examples file of what NOT to do when you’re promoting… meaning be honest about what you’re promoting and what your audience could/should expect.

It’s good karma! And we all know that comes back around.