Quote of the Day

“If it’s done right, public relations should pave the way for any branding effort and support those other marketing avenues. If it all fits together, the message becomes more powerful.” --Janey Bishoff

Palin's Smart Use of PR Firm Rockets Her to The Top

A real lesson in the power of public relations is told in this Washington Post article, excerpted below:

During her first months in office, Alaska Gov. Sarah Palin kept a relatively light schedule on her workdays in Juneau, making ceremonial appearances at sports events and funerals, meeting with state lawmakers, and conducting interviews with Alaska magazines, radio stations and newspapers.

But this spring, Palin's official calendar chronicles an extraordinary rise to national prominence. A fresh face in Republican politics, she was discovered by the national news media at least in part because of a determined effort by a state agency to position her as an oil and gas expert who could tout Alaska's determined effort to construct a natural gas pipeline.

An outside public relations expert hired under a $31,000 contract with the state Department of Natural Resources pitched the "upstart governor" as a crusader against Big Oil, a story line that Palin has adopted in her campaign as Sen. John McCain's running mate. The contract was the only time the Palin administration hired an outside consultant to set up media interviews, a function performed in many states by government employees.

At the state Capitol, Palin agreed to be "shadowed" for days by some national reporters, and her dealings with the legislature dropped off so dramatically that some House and Senate members donned red-and-white "Where's Sarah?" buttons to show their disapproval. But her high-visibility campaign paid off, helping Palin win notice from political pundits, who began including her on lists of long-shot choices for the GOP vice presidential spot.

"We were glad she was out there promoting energy development," said Alaska state Rep. Jay Ramras (R), an occasional critic of Palin. "Who would have guessed the self-promoting element would have led to such an improbable move, to place her on the ticket, but it worked."

PRSA Chief: There Are Some PR Pros Who Do Wrong

This is an excerpt from an excellent article centering on PRSA President Jeffrey Julin's advice to the presidential candidates, as well as his take on bad actors in the profession.--Editor

Julin concedes that the PR profession has its own PR problem when it comes to the public’s perception of its own conduct, and that some in the business have fueled that perception.

“Quite honestly, there are communications professionals who do the things that people think [we do], who obfuscate, who do manipulate the information,” he said. “And as an organization for public relations, and as an advocate for effective public relations, we say no, that’s not the way to go.”

In fact, Julin argues that ethics in communication isn’t just a matter of doing the right thing; it simply works better.

“It’s true whether it’s elections or business,” he said. “The most effective communications, no matter what you’re trying to get, is based on truth and accuracy and respect.”

And based on several months as PRSA’s leader, Julin said he’s convinced most communications pros buy into that idea.

“It’s a great profession to be in, and there are great people in it,” he said. “They really do care.”

Extended Stay Hotels: A Windy Approach to Advertising

A new ad campaign from Extended Stay Hotels is apparently hoping to put the wind in their sales. If you haven’t seen the new spot, it’s basically a series of moments of blissed-out individuals passing gas all over their hotel rooms…in the hall, in the laundry area, on their pillow, in the chairs, etc. followed by the tagline: “No place makes you feel more comfortable.”

At this writing, this website and this one have the spot posted for your viewing pleasure.

The Sauce

Okay, as a fan of Blazing Saddles, I have to say that I appreciate a good fart joke. But as a matter of establishing an image or a brand I would seriously question whether I would want my client to be known as “the smelliest hotel.”

Honestly, we all pass gas, but do you really want to stay at a hotel that is so obviously “in your face" about it. (Literally in your face if people are farting on pillows. Ewwww. There, I said it.)

I think Extended Stay is a good hotel chain—I have stayed in one in my travels. Heck, I probably even broke wind in there, but: I didn’t advertise it when I did, and by the same token, neither should they.

A guest’s comfort in a hotel is a key marketing message, hence the marketing of plush beds, room service, swimming pools, concierge services, etc. But what’s next? Extended Stay Hotels: We’re So Comfortable We Even Have Toilet Paper? Spare me that visual.

I called Extended Stay’s corporate offices for a comment, but I got blown off.

Let's be clear about this: being edgy, clever and fun are important in rising above the fray in today’s media mix. There are also those who say that any publicity is good publicity. However, there’s a line—ever vanishing, but it’s still there—called good taste. Extended Stay has crossed that line, and this ad campaign has overstayed its welcome.

I’d say it’s time for Extended Stay to pass on future use of this theme. It could have a silent but deadly effect on sales. Guests could literally be gone with the wind.

The Comment section is open for your remarks...

Tooting Our Own Horn...and Yours

The Kansas City Business Journal did a fantastic piece on the Bernays Sauce parent company, EventPros, Inc.

Just goes to show you what a good public relations pro can do for your business--no matter what the size. If your story is compelling and you pitch it right, good things can happen!

Here's an excerpt, followed by a link to the complete story.

When you listen to the clients of EventPros Inc. talk about the company’s owners, it’s easy to envision the two men as something straight from DC Comics, the letter S emblazoned on their chest, faster than a speeding bullet and always able to save the day.

Example one: Setup was complete for KCRiverFest in the summer when a microburst hit the evening before the event. Half of the tents were destroyed, the stage lighting was blown off, and debris littered the park. The day of the event, the two men and their team were up before dawn and set everything back up in five hours, in time to open that afternoon.

Example two: The HNTB Cos. 2002 holiday party was in danger after parting ways with another event planner just two weeks before the event. The day of the party, EventPros showed up unexpectedly and unannounced, spent two hours with the group and saved the party.

“They were wonderful. They were our heroes,” said Amy Rempel, an executive assistant for Scott Smith, CEO of HNTB.

Read the rest of the story here.

Contact us today to discuss your public relations and special event needs.

Who knows? Maybe someday soon the media will publish something about your company to toot about!

How Blogging Gets Me 10-15 Customers a Week

An interesting article on business blogging from MerchantCircle.com:

In Bellingham, WA, most businesses don’t become profitable after a few months – but don’t tell that to Evergreen Team Concepts, a consulting and training company. Armed with four employees and a $1,000 a month marketing budget, Evergreen tried it all, including: going door-to-door, direct mail marketing, cold-calling, issuing press releases and everything they could find on the internet. Only one thing brought customers in the door with consistency.

“We tried a number of advertising methods. Newspapers were probably the biggest waste of money, whereas, MerchantCircle was getting about 10-15 customers a week through our doors as a result of the blogs we were writing on our MerchantCircle page. We were showing up at the top of search engines in our area,” said Mike Ridpath, who handles marketing for Evergreen.

After launching the business in September of 2007, Evergreen grew from four employees to 11 by April of 2008. By then, they were one the biggest training provider in all of Washington and nominated as a Start-Up of the Year finalist for Whatcom County in Washington. The company has plans for future expansion outside of Washington, and MerchantCircle will be an integral part of marketing.

“The key to generating more visitors to your listing and driving up your search engine results come from blogs,” says Jennifer Roberts, MerchantCircle Customer Support. “There’s a consistent theme amongst our merchants who get several hundred hits to their listings a month – they all stay active writing and posting blogs. The search engines love the fresh content, and Evergreen Team Concepts is an excellent example of that.”

EventPros can help you get started on business blogging. Give us a shout here to learn more.

Happy Friday Everyone!

Hi Folks,

Just wanted to wish you a Happy Friday and a safe, fun and restful weekend. Also, if there are questions, comments or tips about which you'd like us to blog, the comments section is open.

Until then, please come back next week for some more of the good sauce!

--The Gang at Bernays Sauce