social media Archives - Page 2 of 2 - Hostetler Public Relations

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?

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!