Principal at Polaris PR, a Toronto-based collective of experienced PR professionals, passionate about achieving results for clients. Wife. Avid reader and swimmer. Cookie monster.
Brilliant! I've never heard of FetchNotes but the brand is certainly memorable now.
2 weeks, 5 days ago on Crisis Communications: What Happens When You Swear at Your Customers
I am so sorry to hear about Shadow, Ken. Our dog Charlie died in January and I miss her every day. It's incredibly hard to lose a pet.
3 weeks ago on Saying Goodbye to a Trusted Friend
@RobBiesenbach Wow! You just cut 10 back to 4--way to go. The corp comm folks and agency people likely have similar goals and pain points. Could you combine those into one persona?
3 weeks, 4 days ago on Buyer Personas are Critical for Content Marketing Success
@belllindsay Ha! The dumb names are the best part :)
@RobBiesenbach That is a bit of a problem! I try to keep buyer personas to no more than 2 or 3. Are you sure they're all completely different? Or do they have enough similar traits you could combine some of them?
@Damian Martin You are very welcome!
@Howie Goldfarb Hey Howie, good point. A customer survey is a good final step to substantiate the speculation done at the beginning of the process. We all know what happens when we ASSUME :)
3 weeks, 5 days ago on Buyer Personas are Critical for Content Marketing Success
@Eleanor Pierce Thanks, Eleanor. Understanding your buyer personas makes a big difference in how you talk to each of your different audiences.
Hi Christopher, great article. It certainly got me thinking.
I agree we need to find better quantitative measures for PR. But we shouldn't always look to revenue as the only metric.
Using your example, let's say your coffee has medicinal benefits. When someone drinks it regularly, their sex drive improves. I know, it's a stretch, and that's why you need to educate your prospects. PR will play a key role in securing earned media coverage about the scientific studies you've conducted about the product benefits.
Naturally, it takes a while to convince people. The first round of PR does not drive any additional traffic to your coffee shop. But this initial effort should not be considered a failure. It's just the 1st step in convincing people to buy.
When prospects see the medicinal benefits message 7x, they convert. And once they do, your shop is flooded with business, you franchise around the world, and retire to Fiji.
In this case, the initial metric is how well you've educated people. Through tracking and attitudinal studies, you'd gradually see the needle move as your PR campaign continues and people turn from total disbelief, into considering purchasing your coffee, and then into an actual customer.
Eventually the metric is revenue, but there are other factors that come into play as your campaign evolves.
1 month, 1 week ago on Find the ROI of PR By Measuring the Value of Audience
Congrats, Ken! The new position sounds like a perfect fit for you. Really hope you'll continue the blog--it's always a great and worthwhile read.
2 months ago on Change is in the Air at Inkling Media
Wow! Love the new look and direction. Congratulations.
3 months, 3 weeks ago on What’s Happening With @Soulati?
Inspiring, honest, real and just GD amazing. Thanks for sharing your story Lindsay.
1 year, 2 months ago on Three Business Lessons Learned from Bell’s Palsy
@Word Ninja @ginidietrich Yes, and underneath your see-through too!
1 year, 2 months ago on The PR Industry Does Need Better PR
So you're telling me NOW that I shouldn't be revealing my bra strap when I'm networking?
@Danny Brown I got the email about the mesh event and was all set to sign up when I realized I've got a conflict that night--otherwise I'd be there.Will definitely let you know what I think of the chapter (and thrilled to hear I can get the book through Kobo).
1 year, 3 months ago on Free Download of “Situational Influence”: Chapter 5 of Influence Marketing
Hi Danny, thanks for the free download. It's a cold one in Toronto today so I'm going to curl up with a cup of tea and take a look in front of the fire. Can't wait until the entire book is released but wondering if it will be available as an e-book.
@Kimberly Armstrong Thanks! Let's hope RIM continues their forward momentum--there aren't many great Canadian companies.
1 year, 3 months ago on How RIM's media relations strategy might take a bite out of Apple
Morning Ken! For those who are concerned about search, the absolutely worst thing you can do is let your blog go dark. The spiders like fresh content so you need to have something new for them to visit on a regular basis.
1 year, 3 months ago on 6 Problems with Being an Infrequent Blogger
Hi Gini, that's a great list. I would add: you haven't considered an in-house solution. Many big organizations have in-house communications departments. But hiring staff to handle communications is a big commitment for small- to medium-sized businesses. Nevertheless, it sometimes doesn't make sense to outsource. But the only way to find out is by looking at your requirements and comparing the cost of hiring with outsourcing.
In terms of the former, companies who are concerned about sharing proprietary information won't be comfortable with an outside agency. But if a company has a seasonal business with lots of peaks and valleys, outsourcing makes all kinds of sense.
And in terms of the cost, if you're going to hire you need to consider not only salary and benefits, but the time required to interview, train and manage the successful candidate.
As always, thanks for sharing. Enjoyed the post.
1 year, 3 months ago on Seven Reasons You’re Not Ready to Hire a PR Firm
@ericscott986 Thanks, Eric!
1 year, 4 months ago on 12 things about effective email marketing your boss expects you to know
@ambreen11 Thank you!
1 year, 4 months ago on How to measure content marketing effectiveness
@ambreen11 Thanks so much for stopping by!
1 year, 4 months ago on 10 time saving tips to streamline your social media efforts
@TomPick Excellent point, Tom. We use both Google Alerts and HubSpot for monitoring. What tools have you found helpful?
1 year, 4 months ago on The public relations pros' guide to Google Analytics
@Sanchia Saha Hi there, Your school isn't alone. Most folks are a big vague on the ROI of social media. Good luck starting your career!
1 year, 4 months ago on Social media trends: the ROI riddle guide
@ginidietrich Thanks for your sympathy. It's all behind me now but it was definitely a bummer. On the positive side, I now understand more about SEO and can help clients (and my own business) accordingly.
1 year, 5 months ago on PR Firm Gets Client’s Site Blacklisted for Duplicate Content
@EdenSpodek Hi Eden, Thanks for stopping by! It's so important to keep business objectives front & center with all marketing programs. And I agree, with traditional PR it can be very difficult to see how media coverage increases awareness or purchase intent.
1 year, 5 months ago on How to measure content marketing effectiveness
What a smart idea! I purchased a Ford Escape last year and I'm still trying to figure out all the electronics in that car. A tech-savvy youngster with an iPad would have been a welcome addition to the sales experience.
1 year, 5 months ago on Meet A New Layer In The Sales Channel: The Genius
@KenMueller You are such a smartie! Wish I'd known you back in the day.
Hi Gini, When I first launched my website back in 2003 I hired an SEO company to help me with search. They did a great job--I soon ranked on the first page for practically any search related to PR Toronto. I didn't take the time to understand what they were doing or why they did it (I'll never do that again). They're a reputable firm and I trusted them completely (another mistake).
Then along came Panda (or maybe it was Penguin, it's confusing when the algorithm updates are all named after cute, black and white animals) and my site completely disappeared from search results. I dug in and learned as much as I could about SEO. It seems there were a lot of back links to my site that were complete garbage.
I researched solutions and got advice from others who had many different suggestions. In the end, I decided to do what I thought was best. I focused on blogging and creating as much new content as I could. It took a long time for my site to come back in the search results. Google's algorithm update was almost a year ago and it's only recently that my site has started to rank again.
Fortunately, it was my own company's site that was hit (and only myself to blame). I can't imagine making such a big mistake on a client project.
@Brent@Echelonseo.com Thanks, Brent! Fingers crossed it makes it into the top 10.
1 year, 5 months ago on 4 characteristics of effective marketing eBooks
Thanks, Shaun. I appreciate the link.
1 year, 5 months ago on 10 best practices for landing page design you need to know
What a great idea! A coffee over Skype. I've got a big project ending next week so any time in March works for me.
1 year, 5 months ago on Today We Reflect And Celebrate
@India Tenders Thanks for stopping by!
1 year, 5 months ago on Online marketing differentiates high vs low performing SMBs
@ccassidy Hi, I generalized a bit with that statement. There should be navigation, but only back to the home page. Of course, if folks decide not to fill out the form they can also hit the 'back' button. I do think the price and the length of the sales cycle affect results--especially in the length of time people take to convert into actual customers.
Here's to an even more successful (however you want to define that) year. Hope we'll have a chance to meet in person sometime soon.
@TomPick Hi Tom, I read your post and agree that guest blogging is a great way to build relationships with bloggers. But it won't work with every client. Right now, just as an example, we're working with a number of food bloggers on behalf of S.Pellegrino, offering the bloggers digital assets (recipe eBook, video), relevant prizes for their communities, exclusive access to chefs, as well as a special event. In this case, we could have offered the bloggers a guest post on how to harmonize water, wine and food. But I believe the bloggers would perceive it as too commercial.
I think your approach of guest blogging works better with b2b where thought leadership is possible.
1 year, 5 months ago on 3 blogger outreach mistakes your PR agency is making
@Shaun Thomas Hi Shaun, indeed they do. I received this email blast from a highly respected PR company in Toronto. Since I wrote this post I've heard from colleagues who told me that the agency in question hasn't invested resources to properly train their staff. It's a shame. As a leader, I expected more from them. Plus, the entire PR industry benefits when more PR folks do it right.
I made the list! Very exciting. And I can't wait to check out all the other great titles.
1 year, 5 months ago on Top 25 Marketing eBook Semi-Finalists
@RyanKBiddulph Thanks for stopping by Ryan.
1 year, 5 months ago on Public relations win: New Lamborghini takes off at MIA
@Randy Milanovic Next time you come by and comment on my blog, tell me what you really think :)
1 year, 6 months ago on PR fail: Lance Armstrong's media interview with Oprah
@Randy Milanovic Hi Randy, That's a great perspective, although not so great when you consider the serious illness you survived. I hadn't actually thought of what a cancer survivor would think of Lance's "confession." I completely agree with your take, but does it make a difference to you he's raising money for cancer survivors through the Livestrong Foundation? Or is his own persona, now badly (maybe irretrievably) damaged, overshadow any good he may have done in the world?
HI Tom, Great piece and I wholeheartedly agree.
Anyone who thinks the news release has seen its day is naive (and knows little about media relations). We tend to use releases less than we did a few years ago and now rely more on tailored e-pitches for individual journalists. Nevertheless, the release is still a needed and required communications format. Just think of all those publicly traded companies that need to get the word out on material announcements to all of their shareholders simultaneously. If they didn't use a news release to do that, they'd be in hot water pretty quickly.
1 year, 6 months ago on Why Are We Still Writing News Releases?
What @KDillabough said.
1 year, 6 months ago on Weekend Video: The Pep Talk We All Need
Congrats on signing up for HubSpot! If you have any growing pains, feel free to reach out.
1 year, 6 months ago on Social Media Presents 50 Shades of Wiser
Love the Lego/Gagnam Style video. Very creative--and he's a good dancer too. Happy Friday, Gini and team!
1 year, 6 months ago on Gin and Topics: Ad Libbing for NFL Players and Animals
Shadow is beautiful (in spite of the nasty eating habit). My dog Charlie is now almost 14 years old. She's (yes, a female) never outgrew the habit of eating pooh. And I don't mean the canine kind. It's amazing how many people actually s*** in the park.
1 year, 6 months ago on Stuff My Dog Ate
@DRwebvideo I guess it's all about the business results. And if rubber chickens does the trick, I'm all for them.
1 year, 6 months ago on Fiskars delivers big social media marketing WOW
@DRwebvideo Hi, I'm not sure why Fiskateers would remind you of rubber chickens....:)
@KenMueller We call it R&D: rob and duplicate. Have a great week-end.
1 year, 6 months ago on A Friday Blogging Experiment