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Sharpening the saw
Posted in Community Leadership, Executive Insights
Our agency has been very involved with the two major local organizations that focus on PR and marketing communications, Public Relations Society of America (PRSA) and International Association of Business Communicators (IABC). I’ve been more involved with PRSA as I’ve served on the Board of Directors a couple of times but have also participated more frequently recently in IABC events. As we end the year, it occurs to me how lucky we are that both local chapters are in such strong shape. If the recession has taught us anything, it is the importance of strengthening our network and “sharpening our saw”. These organizations work hard to make it easier for us to do both.
In 2009, we started off the year with the outstanding IABC Business Communicators Summit that brought some prominent national experts to Kansas City. It was a full-day of top caliber professional development and 2010’s Summit is stacking up to be even better.
PRSA also hit a home run this fall by bringing in social media expert and best-selling industry author Brian Solis to speak to the membership and conduct a second session with senior professionals. For 2010, incoming GKC PRSA President Ashlie Hand has assembled a terrific Board and I can’t wait to see what they do for an encore.
I’m sure many of us are still in the “what can I cut” mode as we look at our personal and professional budgets. I’ve found that my professional development is one area that I’ve considered a mandatory investment. We’re lucky to live in a community where we have organizations that can provide us with such high-quality learning opportunities.
Tagged Matt Tidwell | Leave a comment December 29, 2009Online tools to help achieve 2010 success
Posted in AdminAs you are writing 2010 plans using the tips for generating new ideas my colleague Tricia recommends, keep in mind the tools you will utilize to execute those tactics, fulfill strategies and exceed goals. Here are a few online solutions I used this year that will definitely end up in plans for the New Year.
This free e-marketing tool is best known for it’s quirky culture and entertaining mascot. Today the Chimp said to me, “Why am I smiling you ask? Because I’m not wearing any pants.” Who doesn’t want to use a tool like that?
I’ve found this is useful for clients who want to venture into e-marketing without incurring extensive hard costs or spending too much time on intricate design. If you stay under 500 subscribers you can send 3,000 emails for free.
For those who are looking for a more robust HTML email tool, I would highly recommend Constant Contact. We use this service for a nonprofit client because there’s a great program, Cares4Kids, that provides free accounts to sponsored nonprofits.
This widely used solution has several services under its roof, and provides a more customized look and feel. Additionally, the interface is easy to work with and list management is a breeze.
We created a social media release using this platform as an experiment to test effectiveness. After using it only once, I fell in love with the great integration the tool provides and how nifty I felt about what I created.
To help blend traditional media with trends in social media, PitchEngine is a great solution. Using similar elements from an old school press kit, you can quickly create an interactive SMR so the media can download videos or photos, have fast facts at their fingertips, and share the release easily through the most widely used outlets.
Sharing files used to all be done through email, and after passing things back and forth so many times there was bound to be a miscommunication about which was the most updated version. We use Dropbox to share files with clients so we can keep organized.
Leave a comment December 22, 2009Eric’s commencement remarks
Posted in Community Leadership, Executive Insights, Integrated Marketing (IMC), Social Media
I was truly honored to have the opportunity to speak to the mid-year graduates of the University of Kansas 2009 Class of the William Allen White School of Journalism and Mass Communications on Sunday, December 13, 2009.
Just 31 years ago, I was in the audience.
Truth be known… this talk was ever so much fun for me. And it was pretty cool to sit on stage and kvell (beam with pride) with the real stars of the day, the terrific J-School faculty. Thanks again, for all you do.
I embraced this brief opportunity to share several of my philosophies while connecting the institution that prepared me so well for my career, just as I’m confident that today’s graduates will evolve and thrive in the years to come.
My worldview on communications is rooted deep within the sociological fabric of our world. We’re in the midst of a communications renaissance, where connections and information are available all the time, and everywhere.
Today’s new grads face an exciting and rapidly evolving world in which to practice our craft. I truly wish them all the best.
I hope you enjoy my remarks. As always I welcome your comments.
Remarks to Graduates – December 13, 2009
William Allen White School of Journalism
and Mass Communications
Thank you Barbara, and congratulations to all of the graduates. You have worked very hard, and demonstrated perseverance, intelligence and commitment to reach this important milestone in your life. On behalf of all of the faculty, staff, alums, administration, and most of all – your parents – we congratulate you on your graduation!
When Barbara called to ask me to speak to you today, I was, well, frankly, quite humbled and honored. In my 30-year career, I’ve received many accolades, but this opportunity is quite special to me.
Barbara suggested that I talk about my own experiences, my KU memories, what I learned that I’ve applied throughout my career, the value of your college education and what to expect after leaving KU. Oh, and to be inspiring, funny and wise…and keep it under ten minutes.
Well, with that challenge, here we go…
You have just graduated from the University of Kansas William Allen White School of Journalism and Mass Communications. Lets pause for a moment…the School of Journalism AND Mass Communications.
In 1891 the first Journalism Course was offered at KU. In 1909 – 100 years ago – the department of Journalism was created within the College of Arts and Sciences. By 1945, the department became the William Allen White School of Journalism and Public Information. I graduated from “that” school in 1978 – before the concept of “integrated marketing communications” was identified and taught. Everything back then was in silos. Advertising was completely distinct from News which was distinct from Broadcast. And then in 1982, the school was renamed, as it stands today. That’s 27 years ago…and many, many KU grads have gone on to make a huge difference in our world. But it makes me wonder…how will this wonderful institution evolve in the future.
Well, if I were to hazard a guess, I think the phrase “mass communications” may evolve again towards “individualized communications.”
We’re in the midst of a renaissance for communications professionals. The tectonic shifts happening right now in global economics, politics and media make this a very exciting time to practice our craft. And in spite of such a terrible job market right now, know that your great education will serve you well, both now and into the future.
But before we think about the future of communications and marketing, we must first focus on both technology and sociology.
Okay, now, this is the audience participation portion of my remarks…you ready? How many of you have a phone / PDA / wireless device with you right now? Let me see your hands. Now keep them up if it also has your calendar? Your database of contacts? A camera? The ability to access the internet? Now, how many of you could do all of that from your wireless phone just five years ago?
Today, virtually all of us have access to information, and the ability to communicate, everywhere and all the time. This technological evolution will continue to expand, with faster connectivity, real-time video, and new applications. All in the palm of your hand.
Now, let’s talk about sociology for a moment. My generation typically defines the phrase, “trusted source” as somebody that somebody else has anointed as an expert. We looked up information in the encyclopedia, we listened to Siskel and Ebert tell us which movies to see, and legendary newspeople like Walter Cronkite told us what was going on.
This is not true for today’s generation.
Research tells us that today, the most trusted source is now “people like me.” – meaning, people like themselves…all of us. In an era where trust of business, political and civic leaders is at an all time low, people prefer to get their information from wikipedia, rotten tomatoes.com, and blogs and twitter. These are all sources created by “people like me.”
When my wife had questions about taking care of our newborn boys, she would call her Mom, ask-a-nurse, or check with Dr. Spock. Today’s new moms access Mommy bloggers as their number one source for information. So when little Mary is teething at 2 a.m., her Mom is getting advice from another new Mom who’s giving tips based on her experiences.
Is this a better system? More accurate and reliable? I don’t know, but I do know this: the role of the communicator of tomorrow will be more focused on engaging conversations, generating influence among people, and creating and facilitating two-way dialog.
This is a total shift from my undergraduate education.
I learned all about one-directional communications…ie, Journalism and Mass Communications. We produced information and sent it out…via ads, direct marketing, articles, brochures, websites.With email, we created asynchronous communications in the 90s.
But now, we have near instantaneous two-way communications.It’s technology and sociology that will continue to drive people to social media and social networking. Those cows aren’t going back in the barn.
Two years ago, Second Life and Myspace were all the rage. Today, it’s all about Facebook, Twitter, YouTube and Linked In. And in two years, it will probably be Hoozie and Woozie. The tools will change, but social networking will continue to expand.
So, today, we don’t think in terms of “traditional vs. new” media. Or “print vs. interactive.” There’s content, and then the delivery of that content.
We guide our clients through the Four-Channel Media Model – paid media (ads, sponsorships), earned media (publicity, news), shared media (social media sites, Facebook and others) and controlled media (collateral, blogs, sales materials). Then we apply the “secret sauce” of synergy and integration … the press release becomes an article, which becomes a reprint used for sales support, which becomes the basis of a presentation, that turns into a blog post, that evolves into a direct mail piece driving traffic to your website.
So whether the content appears as digits or atoms, whether you get the information on your portable PDA or your computer, these arbitrary “delivery” distinctions will be less important in the years to come.
But what won’t change is the value of exceptional communications, strategic thinking, integration between all delivery or media channels, and most of all, the power of solid writing and interpersonal communication skills.
I’m confident that our J-school will continue to evolve, as will all of us, and you’ll come back to Lawrence 30 years from now and see an institution that is as vibrant and relevant as it is today.
Many of you have had classes in the Bremner Editing Center. I took editing from John Bremner. He infused in me a love and appreciation for each and every single word. John was brilliant, and his voice resonates in my mind to this day.
After I worked on The UDK (the daily paper, the University Daily Kansan) for two years, Rick Musser, our faculty leader, told me to go into PR because he said that I couldn’t write a story without a positive slant. He was right. I admit it; I’m a “glass half-full” kind of guy.
In addition to Rick, the wisdom and advice you’ve gleaned from so many great educators, including (but not limited to) Dean Brill, Barbara Barnett, David Guth, Patty Nolan, Tom Volek, Bob Basso, Kerry Benson, Tim Bengston, Chuck Marsh, Jimmy Gentry, Susanne Shaw and many others will resonate in your minds for the rest of your lives. Reflect on what they’ve shared, and remember what you’ve learned. Their sage counsel and tough love will serve you very well.
So, in closing, I’d like to leave you with three final thoughts: First, remember and reflect upon your wonderful years in Lawrence, and the education you received from the J-School. This is your foundation; now, go build your cathedral on top of it.
Second, be a lifelong learner. As my Mom used to say, “learn something new everyday…” to which I irreverently would reply, “So I’ll be really smart when I die?” But seriously, the pace of change continues at an ever-increasing rate, and many skills you’ll need to master don’t even exist today.
And finally, have fun! You have chosen a fascinating and energizing career path. Enjoy every moment, and as I tell a good friend of mine who is a physician, “at least when I screw up, nobody dies.”
Maintain your KU connections, they will serve you well.
Congrats again to each and every one of you.
Thank you.
Tagged Eric Morgenstern | Leave a comment December 21, 2009Taking a look at the top Twitter trends in 2009
Posted in Social Media
One of my favorite features on the Twitter Web interface is the trending topics list. This realtime list shows the most popular discussion topics and provides excellent insight into what is happening, or at least what is being talked about, around the world. Ben Parr (@BenParr) over at Mashable has called Twitter the world’s water cooler, a description I certainly agree with, and one I feel applies to the world beyond social media.
Twitter recently releases data on the top trending topics in 2009. Here’s a pic:
Credit:Twitter
As one would expect, worldwide events such as the Iran election protests and Michael Jackson’s death were the most discussed topics in their respective categories. What are your thoughts on the data? Are you surprised to see anything ranked high (or not ranked at all)?
Leave a comment December 18, 2009Generating new ideas for the New Year
Posted in Integrated Marketing (IMC)
As we close out another year, many of us are looking at our business communications plans for 2010. If you’re like me, you might be asking yourself questions such as:
How will I meet my goals and objectives for 2010?
What new and innovative tactics can we implement to gain traction and spur action?
I’ve found the following tips are helpful in generating new ideas. Try one or more of them as you develop ideas for your 2010 programs.
1. Start with a blank sheet of paper. Before opening an old plan to use as a template, spend time seeing what you can come up with on your own.
2. ID your brain trust for the best brainstorm. In some cases you may need a small group of out-of-the-box thinkers; in others you may want all the ideas you can get.
3. Turn to the outside world for inspiration. Do a Google search on your topic to see what comes up. Pick up a few marketing publications to see what others are doing. Check out social media sites to see what’s trending or being discussed.
4. Let it marinate. Give yourself enough time so that you’re not in a crunch to generate new ideas. Come up with an initial list, then step away for a couple of days. When you come back and read your initial plan with fresh eyes, you’ll have a better feel for what ideas stick and what ideas need to be thrown out.
Here’s to abundant ideas in the new year.
Acknowledgment: Thank you to Esther Grenz, APR and Heather Lewis, APR for providing these great tips.
Tagged Tricia Jaworski | Leave a comment December 16, 2009Many reasons to be thankful
Posted in Admin, Community LeadershipOpen up a newspaper, turn on the TV or flip on the radio and we are bombarded with gloomy details on the economy and our job market. Despite cutbacks, furloughs, and all that comes with small budgets, there is much to be thankful for this holiday season both personally and professionally.
We at Morningstar Communications are always thankful for love, peace, health, happiness, and for our family and friends. This year, however, we are especially grateful for our jobs, for our smart and successful clients and for the close-knit group of co-workers we see each and every day.
Although this year brought many challenges, both in the United States and overseas, it is important to focus on the triumphs and successes we encountered along the way. Here are many more reasons we are thankful this holiday season:
- “I am blessed to have the opportunity to work at an agency that is so grounded in sound communications strategy and doing what is truly right for the client above all else.”
- “It is wonderful to have the opportunity to work in a profession that is constantly evolving and changing.”
- “I am thankful for the challenge of working at an agency where diversity of ages and backgrounds is a competitive and strategic advantage.”
- “We are fortunate to have wonderful nonprofit clients and clients that are working to implement corporate social responsibility programs – they give me the added energy boost of feeling like what I do makes a positive impact on the community.”
- “I love the pot lucks we have at the office.
Here’s a flavor of what Morningstar Communications is thankful for when it comes to our business. Now then, what are you thankful for?
Leave a comment December 10, 2009Illumination Session podcast: how local companies can make an impact at the state and federal level
Posted in Admin, Executive Insights, Illumination SessionsLocal executives recently attended our final Illumination Session of 2009, an executive briefing with our Public Affairs Practice Director, Neil Dhillon. As Managing Director of our MS&L Washington, D.C. office, Neil discussed:
• How local businesses can influence government policy
• Ways to get into the national conversation
• The Obama administration and its top priorities
Download the podcast to listen to Neil’s interactive session. Hear intriguing questions from the audience, and Neil’s insight on topics ranging from social media and race issues, to new bills in progress, such as transportation and housing.
After you listen, tell us what you think about the session – we’d love to hear your feedback!
Leave a comment December 1, 2009Key Learnings from the Morningstar Communications Book Club
Posted in Social MediaIn this age of emerging technologies, tools and trends we are all working to become smarter in the realm of new media and PR 2.0. To this end, the Morningstar Communications team is reading “Putting the Public Back in Public Relations” by Brian Solis and Deirdre Breakenridge as part our company book club.
I’ve made it about a quarter of the way through the book and I am fascinated with the viewpoints and insights presented. Many of the lessons are ones we as public relations professionals know, but seeing them in print is a heady reminder that we should not just know these principles, but follow them. For example, we all know that the mass email pitch is dead and should not be used when sending information to the media. At Morningstar Communications we have been practicing personalized communication for some time. But seeing the effect of having conversations, person to person, professional to professional, through the examples shown in the book is a powerful reminder to heed this best practice. To search out how the people who matter to your brand like to be contacted, pay attention to what they are saying, and converse with them on a personal brand ambassador level.
I look forward to finishing the book and discussing the details with my colleagues. I’m sure as we all make our way through the book new threads of conversation will begin and further discussions will form.
For more information visit Brian Solis’s blog, www.briansolis.com .
Tagged Tricia Jaworski | Leave a comment November 25, 2009The four-channel media model
Posted in Executive Insights, Integrated Marketing (IMC), Media Relations, Social MediaAs business professionals, we know that companies and organizations have a story to tell, and they want that story to reach a particular audience of people who matter most to them. We have always had distinct channels of communications to funnel our message to our target audiences.
Seem simple? If it were, then marketing and communications practitioners would be out of work.
As with all things in our society, technology continues to evolve; therefore so must our communication vehicles. At Morningstar Communications, we believe almost all communications can fit within the functional descriptions of the Four-Channel Media Model:
- Paid Media: This is when we pay for space or time in another “carrier pigeon.” This channel is shrinking as consumers are bombarded with information they can often get for free.
- Earned Media: When we earn our way using public relations (i.e. news or bylines). Although it is credible and inexpensive, we do not have total control of this channel and therefore should use it in concert with the other tools.
- Shared Media: It’s not yours or mine, it’s ours. Shared media (Wikipedia, Twitter, YouTube, Facebook, LinkedIn, etc.) is the fastest-growing component and it is considered by many to be the highest, most-credible source of information because “people like me” in a particular field create, update and post information.
- Controlled Media: We have complete control of our own work. This blog post, for instance, is an example. Controlled Media includes all collateral, sales and marketing materials. We can choose when, what and how much we write on a particular issue. The role of controlled media is increasing.
So, what’s the right mix?
There is no off-the-shelf answer to that question. Rather, the optimum solution must be customized to fit each organization’s goals, and then the real key is to use the “Secret Sauce.”
The “Secret Sauce” integrates all four communications components, at one time, in order to sustain the communications process. It’s when you take your achieved placement, in one of the four areas of communication, and continue to use it in the other three. For example, the speech you gave at a tradeshow becomes a case study to support sales efforts and then evolves into a byline article. Reprints can then be used as online resources, etc. This is the “Secret Sauce” to create synergy between all four components.
While you may have a bias for one communication vehicle over another, it is imperative that you create a balance and focus your efforts appropriately within all four channels. And don’t forget the sauce.
Onward and Upward.
Tagged Eric Morgenstern | 1 Comment November 24, 2009A (social) media relations case study
Posted in Media Relations, Social MediaSocial media is changing the way public relations professionals do their jobs. Take media relations, a – if not THE – core competency of public relations, for example. The proliferation of social media has created even more channels for pros to establish and cultivate relationships with the media, and pitch them on story ideas. Here’s a look at how Twitter helped our Verizon Wireless team secure coverage outside of usual channels.
Situation: Verizon Wireless announced on October 28 its first Android OS phone, the Droid, would go on sale November 6. We were tasked with securing coverage of the new device during that weeklong window. Constraints we faced included lack of a specific technology reporter in our media markets, and a general reluctance from the media to cover device-related news.
Strategy: Realizing the need to keep up-to-date on chatter about the new device and to find a media target for a device review pitch, we turned to Twitter. In Kansas City, many members of the media have embraced Twitter as an avenue for interaction and promotion. Thus, most have an active presence in the space. Twitter has also proven to be an effective channel for gauging real-time reactions to news announcements, especially technology-related topics.
As we monitored tweets related to the #droid hashtag in Kansas City, we saw The Kansas City Star’s TV critic Aaron Barnhart (@tvbarn) tweet about the device. Knowing Aaron was a long-time Verizon Wireless client, we reached out to him via public tweet and asked if he’d like to demo the device, no strings attached.
Solution: Aaron accepted our offer and, unsolicited, actually pitched his own story idea to the business editor. He wanted to do a review of the device from the point of a view of a long-time customer excited about the new device. We coordinated a demo with Aaron and a store manager at his local Verizon Wireless Communications store. The demo, which most reporters only allot about 30 minutes for, lasted more than an hour and Aaron filmed parts of it for his blog.
As a result of our outreach, Aaron posted a review of the device and a video on his blog, which was reposted on the Star’s Sprint Connection blog. A different version of the review also appeared as the feature story on the front page of the print business section. This coverage appeared on November 6, the day the Droid was available in stores in the area.
What success have you had in pitching using social media channels? What tactics have (or haven’t) worked for you? Share your thoughts in the comments or tweet me @m_dunn.
Leave a comment November 20, 2009 ← Older posts