Morningstar Communications Luminary Blog

 In 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 .

As 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.

Social 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.

 Today's office environment breeds gossip. The economy. Job security. How to afford the holiday season. These issues are on almost everyone's mind. They are good issues for discussion.

When the discussion turns to gossip, it can be a morale breaker. Don't get me wrong, hearing coworkers' take on Glee last night or the dance moves on Dancing with the Stars is great fun. It brings us together. However, when your evening viewing choices turn into how can this coworker afford that new outfit, the problems begin.

When I read "Workplace Gossip? Keep It to Yourself,"  I saw how far the pendulum can swing on gossip. It brings an interesting perspective on how to keep the workplace gossip free. Since there are two sides to most stories, I looked for a different take on office gossip. "Gossip In The Workplace: A Weapon Or Gift"  gives us another angle on this issue.

When in doubt, go back to my mother's favorite saying while we were growing up, "If you can't say anything nice, don't say anything at all."

 As a fresh face to the Morningstar Communications’ team, I am quickly and curiously gaining knowledge on the groundwork behind the business here. In my first month at Morningstar Communications, I have enjoyed the variety of projects handed my way. However, the one trend that keeps standing out more and more is social media.

Social media has and continues to profoundly alter the way in which companies communicate, market and advertise. While social media exemplifies the talent and innovation of our generation with numerous technological advances in communications, it is important to remember to KISS: Keep It Simple, Stupid, a term many have adopted as a reminder that less is often more.
It is crucial for those who are actively integrated in social media to pay attention to simplicity, so audiences can navigate and follow with ease, not effort. Here are some ways to KISS, modified from Maples DMG: 

1. Pick a name and stay with the name: Using different names and logos on your social media sites can get confusing. Determine who or what you want your brand to be viewed as and stick with it.
2. Make yourself searchable: On social media sites like Twitter, LinkedIn, YouTube or Facebook, the user profiles are an efficient way to get your information out to search engines. I recommend creating one profile you can use on all social media platforms and slightly altering it depending on which site it is.
3. Make it easy for your audience: It is important to make your information available and easily accessible for your audience. On your site, include crosslinks to your Twitter page, YouTube or LinkedIn profile. This way, your audience can just click a button instead of doing a Google search. Your information is all right in front of them.
4. Personalize your URL: Most sites will likely let you change your assigned URL. Make your URL simple and inviting. Avoid URL’s with a lot of numbers and characters. 
5. Always have a home base: There needs to be a center to your network. This could be your personal blog or homepage and is the place you link to first. If possible, this is the site you want to drive traffic to.

By following these ways to KISS you will be on your way in the social media sphere.

 Social media has become an essential component of the marketing and communications mix almost overnight.

REVISED: This graphic was created by Brian Solis and JESS3.

And, as with almost all new technologies, it started with the techies, then moved into the consumer realm, and now, finally, it’s reached the B2B arena.

I’m delighted to report that it’s here to stay.

Three of our B2B clients – Hallmark Business Expressions,  Tension International Automation Solutions  and Stinson Morrison Hecker  – are all dipping their toes in the proverbial social media pool. And this is already making a positive difference for their businesses.

Once you’ve demonstrated expertise and experience, B2B is all about relationships,. Social media is all about building relationships.

It’s about time these two converged.

We’re proud to help numerous clients move into social media. This is the most important development in marketing and communications since the onset of the Internet nearly 15 years ago. I’m convinced social networks will revolutionize how businesses connect with the PWMM (People Who Matter Most).

According to Malcolm Gladwell in Outliers , it takes 10,000 hours of practice to achieve a level of excellence. While we’re developing our social media expertise, we’re both “students” as well as “experts.” We are proud to help The Kansas City Chamber of Commerce,  KCADC,  Panera,  Youth Entrepreneurs Kansas  and several others develop and implement social media programs. We also provide one-on-one coaching with clients to help them develop and implement social media activities. And since you’re reading this blogpost, you see how we’re utilizing social media for our own business.

There has been great research in the last half of 2009 demonstrating the power of social media for B2B. More on that to come later.

But as we look towards 2010, know that it’s time for all B2B companies to jump into the social media pool. C’mon in, the water’s fine!

Onward and upward.

Much as Disney’s all-computer animated, all the time dodged consistent success, using social media for every message, every time seems like a mistake as well.  Successful marketing communications programs transcend the medium and start with the business and the people who matter most in its success. At a minimum, developing a strategic program requires:
1.    Knowing your audience and understanding what resonates with them
2.    Uncovering how they like to receive information, very likely you’ll find they turn to a variety of mediums
3.    Crafting messages that underscore the benefits you bring to the table
4.    Integrating your messages into every “touchpoint,” from tried and true channels like collateral materials to social media platforms such as LinkedIn
5.    Building in metrics up front so you can ensure your marketing efforts are supporting business goals.

Social media continues to evolve and will play some role in any marketing mix. However, I have no doubt that completely scrapping traditional marketing channels will require you to change course later. Something to think about if you plan to go see "The Princess and the Frog.”