“How to Reengage Your Inactive Email List Subscribers”
By: Sté Kerwer
Oct. 30, 2012
Everyone knows that we receive countless amounts of emails a day from companies or stores trying to sell their products to us. Many of us delete them without even opening them because we already can guess that they are trying to sell us something. When working in PR, it may be necessary for you to email people about your company or subscribers on your email list so you will want to grab the attentions of recipients to keep them engaged.
1. Run a competition or give away
Personally, I always sign up for a competition or give away because of the gambling aspect. You want to try your chances and see if you’ll win. According to Kerwer, everyone loves getting freebies, so giving things away can get subscriber’s attention.
2. Offer money off vouchers for use on your site
I always open emails that say sale or “with this code you’ll get __% off” I love feeling like I got a good deal on something. According to Kerwer, money talks therefore it’s a good way to engage a majority of subscribers.
3. Ask for their opinion on something
According to the article, users love to feel valued and that their opinion matters. It is appealing to a company that they use costumer feedback to enhance their business.
Once you’ve reengaged inactive subscribers…
Kerwer states that once you reengage subscribers its important to keep them so you don’t have to do go through the tough task of doing it all the time. He mentions that its normal for a few subscribers to drop off occasionally but that you need to monitor that closely. If the number of subscribers dramatically rises then you need to implement new statics to engage subscribers.
So lately I’ve really gotten into researching how video fits into PR. This class blog mostly has pushed me to do so, yet I’m finding that on my own I’ve really enjoyed exploring the internet to find some answers. I’ve opened up some pretty interesting doors and come across some things that i definitely think could help me in my career goals.
I came across a couple articles today that i thought would speak more generally to you all about the idea of video becoming an increasingly important tool in engaging business audiences.
One of the main things I’ve noticed that these articles touch on is the opportunities that sites such as Youtube, Vimeo, and Metacafe bring to public relations. With the growing presence of iPads, iPhones, and other smart technology, people are becoming more and more visually engaged. This means that they are more likely to respond to videos and images, rather than reading an article. Videos allow us to put a face on a story and summarize ideas in a quick and engaging manner. And with most of these hosting sites being free, not to mention falling costs of production, it just makes sense to use video now a days. Lets see some stats that one of the articles points out:
-YouTube receives two billion hits a day, twice as much as 2009 levels, and 24 hours-worth of video is uploaded every single minute – again, twice as much as in 2009.
-Only seven per cent of communication is actually what’s said and the rest is tone and body language (experts say), then surely video is the perfect medium to express yourself.
-Video is 52 per cent more likely to appear on the front page of Google search for keywords than word.
These stats right here should be enough to get you even wondering how you can tap into the world of video. Besides, the mass communications world is always changing. One of the articles said that the “digital first” strategy has taken off, and it won’t be long until it becomes the norm to use in public relations.
Making videos for PR does not mean you have to make a viral, Emmy nominated video. There are simple ways to take advantage of using digital media. For one, you could make a video tutorials, virals, press announcements, customer testimonials, video blogs or company presentations. But if you do these things, you need to get creative. It shouldn’t repeat what you’ve already said on your other content. The only way that you will be successful with this is if you develop powerful, creative content that will enhance your chances of interesting what may be a small, but high-value audience.
We all know that measuring your success is a huge, if not the most important part of any public relations effort. The second article says that this is quite easy to do when using video content. They say that measuring metrics could include numbers of views, channel subscribers, number of tweets/shares/embeds/blogs, in-bound traffic or link backs. Use analytics tools such as Google Analytics or YouTube Insights, if you’re hosting on YouTube, or other tools that tell you where your content is being mentioned, such as Addictomatic, SocialMention or BoardTracker.
I would defiantly advise to check out these articles, as well as others, to see for yourself the impact that video can have in public relations.
I came across an interesting article on prdaily.com today, “6 Reasons an Athlete Should Run Your Social Media.” The title intrigued me and once I read it, it really made sense. Athletes have perfect traits that are needed for running a social media site. Elizabeth Pagel-Hogan was the author of the article. The 6 reasons an athlete should run your social media are:
1. Athletes are great at setting long and short-term goals. As any athlete knows you must have long and short-term goals to accomplish anything in your sport. Whether it is bench pressing 350 pounds, running a marathon, or winning a championship; you must have long and short term goals. The same goes for social media.
2. Athletes know you have to show up everyday and give it your all. A social media site has to be active all the time and has to be producing quality content. Just like you would have to do at practice all week, in order to win the game on Friday.
3. Athletes know how to listen to their coaches and their bodies, to make changes to become better. A social media manager needs to be able to listen to their followers and fans in order for the site to be good.
4. Athletes are obsessed with measuring effort, results, and evaluating effectiveness. Athletes are great with stats and data, this will translate perfectly into the social media world.
5. Athletes now how some sacrifices can lead to big payoffs. Social media can take up a lot of time and effort, but in the end it will be very beneficial.
6. Athletes know how to work as a team. Your athletic social media manager knows how to get everyone involved and often times step out of the spot light for the team. Your manager can get everyone clicking and producing a great social media site that will have the fans drooling.
Most athletes are great leaders and a great leader is exactly who you want running your social media. Social media takes a lot of time but is vital when dealing with a public. I run our family retail store’s Facebook and know how much effort needs to be put into it for the site to be beneficial. Like sports, a well done social media site can be very rewarding. When your sales boost and you get new fans, it truly does feel great!
Here is a link to the article:
“The Worst Social Media Fails of Hurricane Sandy”
By: Connor Simpson & Rebecca Greenfield
Oct. 30, 2012
In the wake of Hurricane Sandy I thought it would be interesting to read an article over from the Atlanta Wire on how companies are using social media during this time. Most people have been extremely sensitive to people on the east coast dealing with the hurricane but a few companies have been using social media to promote sales and promotions during this disastrous storm that has left as many as 46 dead.
“All impacted by #Sandy, stay safe! We’ll be doing lots of Gap.com shopping today. How about you?”
This sounds a bit ridiculous doesn’t it? Gap made themselves appear to be capitalizing on the hurricane for their own benefit and to entice their shoppers to shop their sale.
However, Gap did tweet and apology which was completely necessary.
“To all impacted by #Sandy, stay safe. Our check-in and tweet earlier were only meant to remind all to keep safe and indoors”
2. Urban Outfitters
“This storm blows (but free shipping doesn’t)! Today only…#Frankenstorm #ALLSOGGY”
This tweet from Urban Outfitters appears to be them trying to appeal to people stuck inside all day. However, I think it is inappropriate to try to make the hurricane humorous. Such hash tags as “#ALLSOGGY” do not portray the serious or dangerous hurricane that is flooding much of the east coast.
“Did Hurricane Sandy affect your city? Get your generators, air mattresses & more at one place. #HurricaneSandy”
This tweet may actually be an example of a tasteful, and helpful way of interacting on social media. Many feel that you shouldn’t be capitalizing on the hurricane to benefit your business but I do agree that this tweet is helpful and doesn’t try to create humor or downplay the seriousness of the storm.
The article concluded with a reference to Groupon’s daily deal during the hurricane. The daily deal sent out for Midtown in New York was for a restaurant called Dans Le Noir whose selling point is that they serve you a surprise meal in complete darkness. Many in New York don’t want to pay for something they are receiving at home for free.
During Crisis situations it is important that companies are sensitive to situations and people that experiencing them. I believe some companies are trying to stand out by taking a different approach but it is actually more beneficial to be genuine and sympathetic.
Hot Coffee is a documentary released in 2011 that is based on the Tort Reform in the United States Judicial System. The title of this documentary is derived from the Stella Liebeck vs. McDonalds lawsuit in which Liebeck sued McDonalds after being severely burned from a cup of McDonalds coffee.
The film starts with interviewing people on the street about what they think about Liebeck suing McDonalds for getting burnt from coffee. Every person says that they think Liebeck was the one at fault and that she shouldn’t be suing the restaurant chain. I, like most people, would have agreed with these individuals ,until I watched this documentary. What most people don’t know is that 79-year-old Liebeck was in a car without cup holders in the passengers seat in a McDonalds parking lot, not driving or moving about. Also, the coffee was approximately 190 degrees, which is entirely too hot. To top it off, Liebeck’s injuries were so severe she had to have skin grafts and she only sued McDonalds to get help paying for her medical bills. When McDonalds refused to pay her medical bills she was forced to sue. From this lawsuit, McDonalds was forced to lower the temperature of their coffee and have better fitting lids on their coffee cups.
Next the documentary delves more into the Tort Reform, which are proposed changes to the judicial system, that would put a cap on the amount of money one could receive from damages from lawsuits and changes litigation policies. I had never heard of this before but initially would have thought it was a good idea. It is a widely known belief that many people in America sue as a means to get money from others when they are the one at fault. I thought to police the funds that could be received would lessen the dishonest people suing individuals or companies.
The Tort reform gained attention from voters from a well-crafted Public Relations Campaign. The lobbyists for this reform hired a public relations firm and asked them to give the reform a positive image to appeal to everyday individuals. The firm created billboards, commercials with tearful workers losing their jobs and long standing companies closing due to being sued for frivolous reasons. This campaign tugged at every day citizen’s heartstrings and made people think the United States needed to have a way to limit the amount of money people could receive from lawsuits.
The film then uses various examples of lawsuits in which people did not receive as much as money they deserved because of the Tort Reform. I am going to share the lawsuit that really got my attention. In 1993, Lisa Gourley was pregnant with twins, Colin and Connor. Lisa’s doctor mistakenly believed Lisa had two placentas when she only had one placenta. Lisa should have been treated as a high-risk pregnancy. Three days before her due date, noticing a decrease in the movement of the babies. Lisa expressed concern to her doctor, who dismissed her apprehension and neglected to do any testing or refer her to a specialist. Two days later, still very concerned, Lisa called the doctor’s office. When she arrived there in the afternoon, another doctor in the office ordered an ultrasound, finding the babies in severe distress and needing immediate delivery. However, a breakdown in communication among the doctors delayed the emergency C-section for almost two hours. Collin, one of the twins was born with severe cerebral palsy and cognitive delays while the other twin, Connor was born completely healthy. When the family was told that it would take 6 million dollars to care for Colin throughout his life they knew they had to sue their doctor for malpractice to be able to provide for their son. They ended up winning the lawsuit and being awarded 5.6 million dollars. However, their home state of Nebraska had adopted the Tort Reform. This put a cap on how much the family could receive which left them with just 1.25 million dollars, which after court costs and lawyer fees left them with little to use on Colin.
While this reform has maintained an effective public relations campaign I believe that it is not ethical. People shouldn’t be made to believe that every individual suing people or companies is doing so for dishonest reasons. While this bill may deter some people, it is also cheating people that actually need and deserve money from damages and making companies less liable for their mistakes.
David Dary is originally from Manhattan and also a K-State graduate of the A.Q. Miller School of Journalism and Mass Communications.
I attended a professional engagement where Dary was the guest speaker. He spoke upon the topic of community journalism and reporting in the local news. He said community journalism is a “life-saver” for journalism in America.
Community journalism gives the history of a community. Community newspapers have been great resources when referring back to history and uncovering important information and details about what went on in a community during a certain time period.
Although a community paper might be repetitive it helps the community stay engaged in conversation with one another. It helps add to the “back-fence” talking. This is exactly what community journalism provides, that sense of belonging within a community.
Now that social media has became popular it is also another source that adds to this community journalism and is another outlet for smaller communities to use to get any new information faster than their paper can be published.
This is a great opportunity for more than just a small newspaper staff to publish information and can really spark up more conversation between community residence on their personal feelings of news arising in the community because social media makes it so easy for everyone to be a journalist.
This shows that community journalism really can have a larger affect on others, including their thoughts and actions.
By: Ann Quasarano
Quasarano has spent more than 15 years working in public relations and although the products vary the steps she takes to promoting them are similar.
1. Find your audience.
2. Tell them about your product.
3. Hope for good reviews.
4. Do some damage control when the reviews are not so great.
These same skills can be used on a daily basis when promoting yourself to your different audiences. Promoting yourself in the best way possible is a skill everyone should use.
10 ways to use PR skills.
1. Create your own press kit
What you publish in print, online or on a social networking site show “who you are.” This information you present makes it easy to reach out to others. Just make sure everything you publish is organized, correct and has been double checked for possible spelling or grammar errors.
2. A good reputation is priceless
If you promote yourself online it is important to see what others are also saying about you online. One negative thing said about you can change how you come across to others.
3. Use protection against social diseases
If you use your social networking sites for professional development it’s best to keep it free of anything that might be the least inappropriate to your business associates.
4. Learn to pitch properly
Always promote your best qualities and downplay your flaws or make them work for you.
5. Don’t be a deer in the headlights
Listening carefully and staying focused on the conversation will help you not to miss something.
6. Know your audience and think before you speak
7. Follow up without being annoying
How you check in with others will change from contact to contact.
8. Spread the word
Go ahead and talk. By talking to others and sharing your interests it is the best way to find whatever it is you are looking for, anywhere from a job opportunity to a date.
9. Avoid wardrobe malfunctions
Your appearance should be appropriate to the situation. Have a friend give you feedback on your outward appearance so you can make sure you are well put together and can make the best first impression without saying a word.
10. Your personality is your biggest advantage
“Own” yourself! Make sure your best qualities are always portrayed in person, on paper or online. Make yourself stand out from others.