During the monthly marketing roundtable that I host in Atlanta, a discussion arose on the topic of managing a company’s online reputation. One group member gave an example of a company that has more than 200 negative reviews on a single review website. The question was posed, “How can marketing and PR help a company recover from so many bad online reviews?” The short answer is—it can’t.
How many times have you been told by a marketer that you must “tell your company’s story”? One of the recent trends in marketing is for companies to “tell their story.” While there is nothing wrong with telling your company’s story, it may not be enough to truly connect with your customers, especially in the B2B world where purchases are largely transactional and unemotional. A more powerful strategy is to give customers their own story.
Is your B2B company offering incentives to customers for online reviews? If so, you could be doing more harm than good. The most frequently used online review sites, such as Google+ and Yelp, have policies that discourage businesses from offering incentives for reviews. You might be wondering if these policies actually have teeth. As many businesses have found out the hard way, they do.
Superheroes can do more than fight crime—they can also teach us about public relations. Superheroes have a loyal, oftentimes cult following. If you want to have a similar loyal following for your business, consider developing your own B2B PR superpowers. Below are five tips we can learn from our caped friends.
Captain America is not just a superhero; he is a symbol. He stands for freedom and patriotism. His message is clearly displayed in his name and in his red, white, and blue attire. Does your company have a cause? You might not be fighting for freedom, but your company has to stand for something in order to succeed. Maybe your cause is to save companies money on their technology. Your cause might be to help companies reduce turnover. Whatever your company’s cause is, display it boldly and don’t waver.
PR lessons we can learn from Captain America:
- Stand for a cause.
- Clearly communicate what cause you support.
- Do not waver from your cause.
Beware: online fights are popping up all over the Internet, and the next fight might happen on your blog, Twitter account or Facebook page. It is easy to become drawn into an online fight. In fact, you may not even realize an online fight is developing until it is spiraling out of control. An online fight can begin with a single comment or a controversial post that sparks a heated conversation that eventually leads to an online “fight.” We have all watched Facebook friends post opinions that have resulted in an explosion of comments in a span of just a few minutes. You may have also witnessed a fight break out on a business’ social media platform. Thankfully, online fights are avoidable. Keep reading for seven public relations (PR) tips to help you come out on top when it comes to online feuds.
1) Remember Newton’s third law of motion.
Remember, that “for every action, there is an equal and opposite reaction.” For each opinion you hold strongly, there are others who hold just as strongly to an opposing opinion. The inflammatory nature of the comments you receive is often in direct correlation to “incitefulness” of your content. If you post on a controversial topic, be prepared to receive a heated response.
If you want to gain exposure in media outlets, you have to plant the right seeds. There are seven magic seeds that lead to radio and TV interviews, as well as articles in newspapers, magazines, online media outlets and blogs. Do these seeds guarantee that you will receive media coverage? No. However, I can guarantee that you won’t receive media coverage without them. Keep reading to learn more about the “7 Magic Seeds of Media Relations.”
7 Magic Seeds of Media Relations
The 7 Magic Seeds of Media Relations are the seven newsworthy values that journalists, editors and producers use to decide which stories to cover. By knowing these newsworthy values, you are better equipped to pitch a story idea that will gain coverage in a media outlet. The more “seeds” or newsworthy values you include in a pitch, the more likely you are to gain media coverage.
Magic Seed 1: Impact
When evaluating a potential story, one of the first things a journalist asks is, “How many people does this story affect?” This is the magic seed of “impact.” The more people who are affected by the story, the more likely a journalist is to cover the story. For instance, a story about a new medical breakthrough that will improve the health of millions of Americans is more like to gain coverage than a medical breakthrough that will help only a few people with a rare disease.