By Megan Reisig
November 9th, 2009
In the first nine months of 2009, 383 magazines closed—and only 259 new magazines launched. At this rate, it’s only a matter of time before print publication numbers dwindle further. And, with more advertising budget being shifted to online and PR tactics, this decreasing magazine supply presents some unique challenge for b2b PR professionals as we plan for 2010. Competition for space in magazines will increase and there will be fewer (and busier) reporters and editors willing to listen to your pitches.
As with most challenges, however, I believe there is light at the end of the tunnel. And, in the case of the shrinking magazine supply, the light is the opportunity for contributed articles to publications that still exist. Those busy reporters and editors are doing more with less—giving PR pros the opportunity to pitch and place contributed articles on behalf of their companies and clients. And, while many publications have ceased printing hard copies, many are still maintaining an online presence.
So, even though the quantity of magazines is shrinking, print opportunities in PR still exist and 2010 plans should include regular contact with these publications. What do you think about targeting print media in 2010?
By Emily Butler
September 25th, 2009
We’re approaching October and, in the PR world, that means it’s time to start compiling editorial calendars and evaluating next year’s opportunities to pitch stories. I can hear the PR interns and coordinators groaning right now.
Ed cal building is time-consuming, but it’s well worth the effort you put into it. Or is it? I’m a bit skeptical about the continued value of ed cals. I know, I know…this is sacrilege to most PR folk. But, ponder this:
- print publications are getting smaller
- more and more often your outreach lands on the Web
- the Web is 24×7 and doesn’t need a calendar
Sure, ed cals help make your PR efforts relevant in a particular issue. But, has anyone else noticed that ed cals just aren’t what they used to be? They’re increasingly vague.
And, a great story is a great story no matter what the calendar says (or doesn’t say). I’m not suggesting you ignore ed cals all together; just don’t let them hinder good relationship building and outreach.
What do you think? Are editorial calendars outdated?
By Sabrina Sherrell
September 9th, 2009
Today is a very special day—it’s 09/09/09, which is the last set of repeating single-digit dates that we will see for almost a century. It’s all over the Internet and consumer marketers are taking full advantage of this play on numbers.
The 99 Cents Only Stores have a huge countdown and prize giveaway. The company also garnered a lot of PR with the nine, 99 cent weddings that will take place on 09/09/09. Pei Wei sent an eblast exclaiming “The Great Ramen Exchange is coming 9-9-09!” Apple launched its new iPod nano and iTunes 9 and was rumored to maybe even launch a digital album on this auspicious day.
Consumer marketers are always looking for reasons to celebrate and generate sales. This isn’t necessarily a bad thing; in fact it’s quite ingenious. Often times in B2B marketing we are so focused on the customer’s needs that we don’t take advantage of opportunities to get them excited about our products and services the way consumer marketers do.
We’d love to hear about great B2B marketing tactics that really made a splash with their customers and their bottom line. Have you seen a B2B campaign that took advantage of a fun date, seasons or holiday and really knocked your socks off?
By Emily Butler
September 1st, 2009
I’ve lost count of the times I’ve heard “PR is changing,” this week. But, as much as things change, they remain the same—every PR pro still needs strong writing skills. And, I’m not talking the 140-character skill set.
As media outlets trim editorial staff, editors will increasingly turn to you for that 1,500-word contributed article. And, you need to meet their high expectations.
So, here are three tried-and-true resources that every PR pro should keep around and refer to often. Drum roll, please…
- AP Stylebook. These are still the rules, people! No matter how others bend and shape them to fit their needs, stick to your guns in your communications with the press. (side note: it’s Web site, not website)
- Dictionary. If you don’t have a dictionary on your bookshelf, get one NOW. Once you do, look up “complement” and “compliment”—it will change your world, I promise.
- Thesaurus. Please, please, please don’t rely on MS Word’s (in case you haven’t realized, it sucks). You’ll find so much more in a bound, hard copy version.
In the midst of “redefining” PR, too many PR peeps have forgotten the importance of great writing; please don’t be one of them.
How do you keep your writing skills up to snuff?
By Jared Bodnar
July 6th, 2009
For those of you who don’t know, TOCA is the Turf and Ornamental Communicators Association, a trade organization for editorial and marketing professionals in the green industry (golf, lawn care, horticulture). TOCA is unlike any other organization I’ve been a part of because it brings together so many types of professionals—editors, PR folks, graphic designers, photographers, etc.—for networking and professional development. I’ve built some great business relationships through TOCA and developed some life-long friendships as well.
In addition to designing TOCA’s new 20th Anniversary logo for this year’s annual meeting in Puerto Rico (thanks Adam), Canyon is actively involved with TOCA in other ways, such as providing pro bono web development services for its member newsletter, TOCA Talk. At the annual meeting last month, Canyon took home three communications awards, I led the post-awards banquet sing along (see photo below) and I was elected president of the board. The TOCA board presidency is a distinction that I’m quite proud of and I look forward to helping lead this organization over the next two years.
Next year’s TOCA meeting is in Tucson, Arizona, so Canyon will definitely be in full effect. If you are a communicator in the green industry, I highly suggest that you join the association. If you are already a member, get someone else in your organization to join. And make sure to attend the annual meeting next year. We need more people who know all the words to “Santeria” by Sublime.
