The Perfect Pitch In PR – Not So Different Than Baseball?

Posted on June 12, 2013 by Kim Kennedy
Filed Under Best Practices, Media, Public Relations | 1 Comment

With headquarters in Boston, the PerkettPR team is naturally composed of many sports fans. As we gear up to watch the Bruins win the Stanley Cup, keep an eye on the Red Sox and their unique manner of winning, and listen to the controversy over the New England Patriots‘ most recent player acquisition, we can’t help but think about how PR is often a lot like sports. It takes a team to win, but each player must be at their best and support each other. You’ve got to keep an eye on the ball, practice a lot, and analyze your plays in order to stay ahead of the competition. If your pitches aren’t quite right, you’ve got to recalibrate or sometimes pull the player. You’ve also got to deal with tough management decisions and sometimes you have to rebuild after a bad season where things didn’t quite work out the way you had planned. Baseball betting in online casinos, including the meilleur casino en ligne, offers a dynamic and immersive experience for sports enthusiasts. With a wide array of betting options, including game outcomes and player performances, fans can engage with their favorite sport in real-time, adding excitement and thrills to every pitch.

In particular, we liken PR to baseball – how could we not with all those PR “pitches” - in the graphic below. What do you think – did we score?

Tags: Baseball, Boston Bruins, Boston Red Sox, infographic, Media, media and PR, media relations, New England Patriots, PR, PR pitching tips, pr tips, Public Relations, Tim Tebow

“Influencers Who Inspire” Our Latest Interview with Kate Gamble, Managing Editor, healthsystemCIO.com

Posted on June 10, 2013 by Susan Sweenie
Filed Under Interviews, Uncategorized | Leave a Comment

KG_LinkedIn (3) This week’s interview is with Kate Gamble, Managing Editor of healthsystemCIO.com. Gamble has copious experience covering the healthcare IT field, and prior to her role at healthsystemCIO.com, Gamble worked as senior editor of Pharmacy Times. And, earlier, worked with healthsystemCIO.com Editor-in-Chief Anthony Guerra at Healthcare Informatics magazine, ultimately attaining the title of associate managing editor. Gamble has interviewed dozens of CIOs and attended numerous annual conferences such as HIMSS and MGMA, as well as local HIMSS events. We caught up with Gamble and asked her what is currently on top of mind for healthcare CIOs, her background in healthcare and sports journalism and what is next for her for the remainder of 2013.

What is the best part of your job/career?

There are so many things I love about my job. First, I work for someone I truly respect. Anthony Guerra and I are a great team — not just because we see eye-to-eye on many key issues, but also because I know I can speak up when I don’t agree with something. I realize how lucky I am to have a job where I’m given complete latitude regarding editorial decisions. The fact that Anthony trusts me to make decisions motivates me to work that much harder. Second, I love being part of the healthcare IT industry during such a transformative and interesting time period. And third, I think it’s such a unique privilege to spend so much time speaking to CIOs, the people who are guiding the industry through this evolution.

With the boom in healthcare technology, is it easier or harder to source quality content for healthsystemCIO?

I would say that it’s easier to source content — the field of healthcare IT is growing so rapidly. There are always new technologies and new players entering the game and raising the bar. What can be tricky, however, is finding quality content. healthsystemCIO.com adheres to all standard journalistic practices, and we are vigilant about maintaining separation between editorial and advertising. As a result, we’ve had to decline interviews and contributed pieces on several occasions, but I think it’s imperative that we maintain a high standard.

What is one healthcare tech product you think can have a real impact on our healthcare system?

One topic that often comes up in our interviews with CIOs is mobile device management in the hospital and physician practice settings. iPhones have absolutely changed the game. The demand from clinicians became so overwhelming that CIOs had to find a way to enable them to view electronic records on these devices, while ensuring data is protected. Mobile device management now plays a key role in the CIO’s strategy. To me, that shows the impact that iPhones have had, and it’s only going to grow as more patient-focused apps become available. These devices could also have a significant role in the growing field of telemedicine. It’ll be interesting to watch.

In a recent article, you mentioned you’re a fan of the Food Network. What other TV captures your attention and why?

My husband and I like to watch HGTV — it’s amazing to see how a home can be transformed. It shows what a difference it can make when you use your imagination and think out of the box (of course, it helps to have a crew of designers and builders at your disposal). I also love to watch baseball and football. I’ve been a big sports fan my whole life and I’ve found that a lot of the inspiration for my blog posts has come from sports. One piece I’m really proud of compared the leadership styles of NY Giants coach Tom Coughlin and NY Jets coach Rex Ryan.

You interview dozens of healthcare CIOs – what is the single biggest concern they’re facing today?

The recurring theme in many of the interviews I’ve conducted is that CIOs simply have too much on their plates. With deadlines looming for federal incentive programs, organizations are being asked to accomplish so much, and in such a short timeframe — all while staying under budget. Specifically, one of the biggest challenges for CIOs is being able to recruit and retain top IT talent. The demand far outweighs the supply.

Have you always worked in healthcare media? Why?

No – I actually worked in the newspaper industry for several years, mostly as a sports writer, and the experience I gained was invaluable. In the newspaper environment, there is no room for error. Editors are tough, deadlines are extremely tight, and if you make a mistake, there’s no erasing it (and no hiding from an angry coach or parent). I loved the energy in the newsroom, but I wanted to explore other areas of writing. I kind of “fell into” healthcare writing and I’ve never looked back. I feel so privileged to be part of such a rapidly evolving industry. The digitization of health records is changing the way care is delivered, and to have a front-row seat is amazing.

It seems nearly every publication these days is moving toward a contributed content model at least to some degree. Do you view this as a good thing for the industry or not?

I view it as a positive; however, I think it’s critical that publications hold themselves to high standards and ensure that all content — whether it comes from an outside source or a staff-writer — is useful and interesting to the reader, contains accurate information, and is free of any conflicts of interest.

What is next for you for the remainder of 2013?

Our goals at healthsystemCIO.com are to further expand our CIO audience and continue to produce quality interviews, publish solid contributed pieces, and grow our webinar program. I truly believe that we offer a unique product that serves as a resource to key decision-makers. On a personal level, I hope to work toward being a better mom (to my 1-year-old twins) and wife (to my husband Dan), and hopefully, watch the Giants make another run at it.

Tags: CIO, digital, editorial, healthcare, healthcare IT, mobile applications, strategy

Persuasive Picks For Week Of 6/3/13

Posted on June 7, 2013 by Vic Miller
Filed Under Persuasive Picks | Leave a Comment

Knowing how to convey tone in your online writing – including blogs, Tweets, Facebook posts, pins, etc. – is to know your business inside and out. SocialMediaToday’s Kylie Robertson asks readers “If your business were a person, what would it look like?”- stressing the importance of personality, because that’s what your company will be perceived as online: a person. Read more about writing with the right tone in mind in Who Does Your Company Sound Like? Finding Your Tone in Social Media Writing

Social media and blogging has gone from being an activity we started just for fun and pleasure, to a more serious business. If you need to market and monetize your business, personal brand, website or blog to take advantage of the opportunities, then you need the right tools, resources and advice to guide you. But the explosion of websites, apps, tools and resources online is often confusing. Business2Community contributor Jeff Bullas narrows it down to 39 Awesome Tools and Resources for Blogging and Social Media Marketing.

A recent survey of more than 1,000 mobile device users found that for the first time ever, email is the primary reason people are using smartphones. Online gambling through smartphones has become the norm, offering instant access to slots, sports betting, and live dealer games. Players enjoy the freedom to wager anytime, anywhere. Sites de casino avec retrait rapide complement this convenience by ensuring quick access to winnings, making the mobile gambling experience smooth and rewarding. What’s more, emails from brands are second only to personal recommendations when it comes to influencing purchasing decisions on mobile devices. What does that mean for marketers? Michael Truby at PRDaily explains Why Email Is A Key Element Of Mobile Marketing and notes a few key factors to keep in mind.

When marketers list the types of content they’re producing, many put a check next to the box titled “webinars.” These online presentations have been used effectively for many years, and the webinar’s popularity has surged with the decline of tradeshows during the recent recession. But Marketing Automation Evangelist Mathew Sweezey points out that Only 16 Percent of B2B Consumers Prefer Live Webinars, and suggests that implementing three essential techniques will help you earn more ROI out of each webinar and increase lead generation significantly. - via ClickZ

Tags: B2B, blogging, blogs, Business2Community, ClickZ, email, email marketing, Facebook, Jeff Bullas, Kylie Robertson, Mathew Sweezey, Michael Truby, mobile devices, mobile marketing, pins, pinterest, posts, PRDaily, Smartphones, Social Media, Social Media & Marketing, social media tools, SocialMediaToday, Tweets, Twitter, webinars

“Influencers Who Inspire” Our Latest Interview With Jason Miller Of Marketo

Posted on June 5, 2013 by Heather Bliss
Filed Under Interviews, Marketing, Media, Social Media & Networking, Uncategorized | Leave a Comment

Jason Miller serves as senior manager, social media strategy at Marketo. He leads the company’s social media efforts, focusing on optimizing social for lead generation and driving revenue. He is a regular contributor to leading marketing blogs, such as Social Media Examiner, Social Media Today and Marketing Profs.

Pick one: Beer, Wine, Soda, Juice, Coffee, Tea or Water?

I don’t always drink beer, but when I do, I prefer Stella.

In addition to your social media strategist position by day, you are also a rock music photographer by night. What is the one band you haven’t seen live yet that you would love to photograph?

I have been fortunate enough to photograph many of my favorites including The Cult, Guns N Roses, Motley Crue, Keane, etc. But I am missing one, and that would be Cheap Trick. Their management company has ignored my requests for some reason, but there are two shows coming up here in The Bay Area that I will be attending so I am hoping they respond accordingly this time. It’s free PR for them, so I am very surprised to see them pass up the opportunity.

What parallels in skill sets can you draw from photographer & entertainment writer to the social media magic maker you are today?

Creativity, striving for perfection and the freedom to try new things. Social media marketing is all about how creative you can get while selling to your customers and prospects without selling. There’s a great quote from marketing mastermind Gene Simmons that I always go back to: “We need the people to like what we do. The more they like us, the more they will buy.” That’s been his philosophy regarding KISS and their worldwide domination, but it also applies very well to a company’s social media strategy. The mentality of ‘always be closing,’ needs to change to ‘always be helping.’

In your recent AMA webinar on the topic of Social Media for Lead generation you spoke about “getting out there and trying things.” What ‘things’ do you recommend trying first to increase engagement?

By ‘things’ I essentially mean trial and error. Social channels are simply another touch point between you and your customers and prospects. They move in real time and what works for one business may not work for the other. The idea here is to find success stories and strategies, then make them your own by adjusting the tactics to your audience. Many of your early social campaigns will indeed fail, and that’s ok. The key here is patience and not giving up too early.

How do you keep up with all of your different social networks ? What processes or tools do you have in place to make it easier?

It is challenging, to say the least. Hootsuite is essential for managing multiple social networks, but I really love reading blogs. With the looming death of Google Reader, I have switched over to Feedly to aggregate and read the blogs that I love. Flipboard is also a great option when I want a fully-integrated social feed in a magazine-style format, the only problem there is the filtering. But they are getting much better.

You talked a bit about LinkedIn as a critical social tool for lead generation, and it has certainly improved in the recent months. What do you see as the most valuable way for a business to use LinkedIn?

The most valuable way businesses can use LinkedIn right now is for prospecting, listening and building credibility. There is a cornucopia of insights within the platform, if you know how to set up saved searched-around keywords. There is also a tremendous opportunity to engage with super relevant conversations within the newsfeed and LI groups. I am really excited to see the new products that will be coming from LinkedIn for marketers in the coming months, as I believe they are just getting started.

You also mentioned Facebook as being an important lead generation tool no matter the kind of business you are in. Can you explain why that is the case?

The bottom line here is that if your business or brand, regardless of the niche you are in, doesn’t have a presence on Facebook, you are simply missing opportunities. There are more than one billion people on Facebook; if you think your customers, prospects and decision makers are not there, you are wrong. The important thing to remember is that in the world of B2B marketing, your customers and prospects are not on social to be sold to. Entertain them, tell them a story, give them something to share, help them along the way, and when it comes time for them to purchase, your company will likely be top of mind.

Measuring success is always important to any marketing initiative and tying our work with social back to lead generation is no different. For a small business that may not be able to afford a Radian6 or Marketo right now, what metrics do you recommend looking at beyond likes, shares and follows to determine campaign success. Are there any good free tools that go beyond the average vanity measurements?

That’s a great question. For a small business or anyone just getting started, I would recommend something simple but super effective such as Sprout Social. It’s a pretty decent all-around social tool and provides a nice foundation for anyone looking for a quick snapshot of the social-sphere around their business. Once you begin to get a bit more serious around your social measurement of lead gen opportunities, then you need to start tracking social as a lead source, along with referring traffic and conversions from social. You can do that with Google Analytics. The main thing to keep in mind is that when you start seeing leads come in from social, they are almost never ready to buy. You need to have a lead nurturing process in place, and that’s where marketing automation really shines.

We work some amazing and dynamic marketers and CEOs with fantastic ideas, but sometimes best intentions for writing don’t seem to happen. What is your best tip for inspiring busy executives to crank out the blog posts?

Easy. Go to lunch with them and ask them questions. Record the conversation, then have it transcribed via TranscriptionStar or a similar service. You can extrapolate from there and possibly even have two or three posts from one conversation.

As an aspiring comedian, would you please share the funniest social media update you ever posted or remember seeing across your networks?

I don’t know if it’s as funny as it is disturbing, but I once tweeted that I woke up one morning still unable to forgive George Lucas for introducing Jar Jar Binks to the world. Somehow it got retweeted tens of thousands of times, and I ranked as the number one influencer for Jar Jar Binks on Klout.

Interested in learning more? Please leave any questions or comments for Jason below. You can also catch up with him on the Marketo blog or follow him on Twitter.

Tags: Bay Area, Best Practices, blogging, brand, CEO, CHeap Trick, content, executive, Feedly, Flipboard, Gene Simmons, Google Reader, Guns N Roses, HootSuite, Jason Miller, Keane, KISS, LinkedIn, marketers, Marketing, Marketing Profs, Marketo, measurement, Motley Crue, Photo Journalism, Photography, PR, Radian6, Social Media, Social Media Examiner, social media manager, Social Media Strate, Social Media Today, SproutSocial, The Cult, TranscriptionStar

Self-Serving PR is Never Okay: Just Ask Dane Cook

Posted on May 31, 2013 by Crystal Monahan
Filed Under Public Relations, Social Media & Networking | Leave a Comment

On May 30, Boston hosted a fundraiser concert for The One Fund to support victims of the Boston Marathon bombings. By all accounts, it was a great success with numerous celebrities, most with Boston ties, contributing their time to help raise $1.5M for the fund.

Unfortunately, the event and the meaning behind it was marred by the decision to halt live web streaming of the event at the request of comedian Dane Cook. As he explained on Twitter, he didn’t want his new material to hit the airwaves yet and sought to minimize that risk by shutting out millions of online viewers.

It’s certainly no surprise that folks in the Boston area have some rather strong opinions about the topic. Some believe he used this charitable event as a promotional opportunity; others believe he was justifiably concerned about protecting his material. Personally, I question the event producers’ decision to go along with this, as catering to celebrity demands seems to go against the overall spirit of the event.

Which got me thinking: Why, in this social media-empowered world, would anyone pull a stunt like this and not expect widespread negative backlash?

Perhaps Cook and his management subscribe to the old school mindset that ‘any press is good press.’ Or perhaps they just didn’t think it through. History is overrun with stories of brands and celebrities using tragic events for personal gain. As PR professionals, we’ve all been in the position where we’ve had to carefully weigh the potential backlash of a disaster-related story and have advised caution versus the risk of appearing insensitive.

This is precisely why I wanted to weigh in on what Cook could have done differently to avoid – or minimize, at the very least – the damage.

Don’t. Just don’t. Charity events are neither the time nor the place to be opportunistic. If leaking information is too large of a concern, use other content – or don’t participate.
Seek feedback outside your immediate circle/company. Cook’s agent or manager has as much stake in his success as he does. Can they truly be impartial? And where, oh where, was his publicist?
Know your audience. Whether you’re delivering a presentation at an industry conference, visiting a partner in a foreign country, celebrating a company milestone with employees, or entertaining the Boston Strong community, it is vitally important to understand what your audience is all about. Know what they care about, learn what to avoid, and customize your actions to best fit their needs.
Don’t underestimate the power of social media. Yes, social media can be a boon for many, but it also has the potential to be a monster…a living, growing, roiling beast with sharp claws. Don’t ignore it, and never underestimate its potential to both help and harm.
Apologize. A heartfelt apology can go a long way. Sam Fiorella at Sensei Marketing shares some excellent examples of well-executed brand apologies and their PR value.

In the end, Cook’s actions may have been self-serving, but he did fly across the country to take part in an important fundraiser and I suppose he should get some credit for that.

So what if he locked out a couple million viewers (and satellite radio listeners)? Did he really cause any irreparable harm to The One Fund or to those people in attendance at the event? Probably not. Does that make it okay, though? Hell no!

And as this PR firestorm rages on, I’m willing to bet Cook recognizes his colossal misstep for what it is: a big fat PR don’t.