Life Moves Pretty Fast

One of the great modern-day philosophers, Ferris Bueller twice said (at the beginning and at the end of the iconic 1986 movie, so it must be important), “Life moves pretty fast. If you don't stop and look around once in a while, you could miss it.”

The same can be said generally about all businesses. But in particular, the Public Relations business has moved incredibly fast.

When I started R&J back in 1986, the same year that Ferris gave us his great advice about life, I had an IBM Selectric typewriter on my desk, and the only Gekko we ever heard from was Gordon, who was telling us (convincingly) that “greed is good.” We didn’t even have a fax machine; they were just then gaining widespread utilization. Back in that time, our role as public relations practitioners was clear and simple: to get publicity – and lots of it – for our clients. We did this by writing lots and lots of press releases (and mailing – yes mailing – them out to the media, usually with 5” X 7” glossy photo prints), establishing personal relationships with journalists (and there were a lot more of those covering much narrower “beats” back then), and pitching like crazy. It was a great business – fun and rewarding in so many ways.

But a funny thing happened along the way. Life moved pretty fast.
Business changed, and with that change, came the need for a far greater degree of strategic, forward-looking business counsel and strategic thinking. To accommodate these business needs, the public relations industry also underwent tremendous change. And the transformation of our business and our industry that was necessary to stay ahead of our clients’ needs has been incredible – often happening at break-neck speed.

Today’s successful PR firm is far more than a publicity shop. Today, we often play a central role in brand development, market strategy and business-building for our clients. We’re called in at the beginning of discussions on positioning, market strategy and brand personality. We consult on the ins-and-outs, and the potential ramifications of every communication tactic – both traditional and in social media. We prepare, and when needed, execute crisis management plans. In short, we are important counselors and marketing partners for our clients, and not simply “publicists” (although publicity is still a very important deliverable for many of our clients).

Firms like ours welcome this never-ending change. We thrive on it, and look forward to engaging with new media channels and outlets, and new techniques. It’s actually become fun to learn how express a full marketing thought in 140 characters or less! And I am very fortunate to have surrounded myself with a lot of smart, curious and insightful people, who don’t hesitate to remind me how fast things change, and how if we aren’t riding the wave, then we risk being swallowed up by it.

Yes, Ferris had it right: Life does, indeed, move pretty fast. We are happy to have evolved along the way, and to have helped our clients through many of these changes. We continue to look ahead for the next inevitable round of changes.

Finally, to many of our clients who’ve been along with us for much of this incredible ride, as Ferris would say,Danke Schön!

The Case for PR at Trade Shows

Managing media and our clients' overall message at trade shows is one of the most impactful and cost-effective services we provide.

Any way you look at it, trade shows are expensive. But in spending all of that money to develop a booth, ship product, train and send personnel to the show, prepare collateral (etc., etc., etc!) it only makes sense to look at every way to maximize your investment so that it yields the greatest return.

Getting the most from your trade shows requires a strategic approach that will attract prospects and generate interest in your company and your products. And, since trade shows are tremendous magnets for the media that cover your particular industry, it behooves you to work with the journalists in attendance to make sure they know and understand your messages, and have the latest news on your products, so they can carry it all forth for you into the broader marketplace.

Yet, many companies simply send their salespeople to the show, and hope that the media takes notice.

Regina Ragone, food director at Family Circle Magazine hits the nail on the head: "At food trade shows, for example, we'll see sales people at booths and displays — but no PR people will be in sight. I think that's a problem. I think you really should have a media relations presence onsite and it shouldn't be relegated to sales."

R&J Public Relations has designed a three-step program that helps our clients reach both journalists and key prospects – those in attendance as well as those not in attendance - before, during and after the show.

Well in advance of the show, we work with our clients to develop messaging and strategies. We conceive and plan special promotions in and around the show booth. We schedule editorial interviews, and develop press kits and other materials. To bring it all home, we conduct media training for key spokespeople, helping them to be comfortable and to “own” the message.

At the show, we coordinate and supervise meetings with journalists. We not only distribute press kits, we “work” the press room and the show media (“daily” magazines, television, Internet and radio). We compile competitive intelligence, and see to it that our clients are nominated for show awards. And we are on-site with our clients to assist them in all aspects of their communications efforts at the show.

Following the show, we conduct intense follow-up with the press, and fulfill all editorial requests for information. We engage the press to get our clients featured in post-show editorial coverage. If it is appropriate, we will undertake a post-show media tour.

Not all trade shows require this full-blown effort. But it makes tremendous business sense to prioritize the most important shows, and focus your resources on those. A good rule of thumb is, if the top media that cover your industry are going to be at a trade show, then your PR agency should be there with you as well.

Sony wins big with "Thriller" guerrilla marketing stunt

To celebrate the 25th anniversary of the release of Michael Jackson's mega-hit album "Thriller," Sony/BMG Music has staged some really cool re-creations of the iconic dance number from the title track.

A story in the March 10 issue of The New York Times reports on groups in London, Copenhagen and Sydney seeming to spontaneously break into the zombie dance in crowded settings, only to melt away and back into the crowd when the dance is over, as if nothing ever happened.

These videos have now been viewed by well over a million people, all over the world.

It is what we "old timers" used to call a publicity stunt. Only now, we are calling it guerrilla marketing, and with the advent of YouTube and social media, these events get transmitted all over the world, making millions of impressions.

I give Sony/BMG a lot of credit. What is more recognizable a dance than Michael Jackson and his "Thriller" entourage of "zombies"? And to see otherwise normal-appearing folks (they are, in fact, trained professional dancers) in everyday settings all of a sudden breaking into a choreographed routine, well, it is genius.

I love the fact that the Times saw fit to report on it. My only nit-pick of a complaint is that they ran it under a banner that read "Advertising." In fact, this is what PR agencies do for their clients every day. Advertising folk only WISH they had the power to make this much of an impression for such a relatively small amount of money.