Take the Interview

By Rachel Kerstetter, PR Architect, Sonnhalter It’s time when we start thinking about New Year’s Resolutions. Which means we’re making plans to improve ourselves over the coming year, as well as improve our marketing efforts. Here’s a PR resolution for your organization this year: Take Every Interview. Every time you have an interview request from your local media or trade outlets, take it. One of the biggest frustrations for a public relations practitioner is turning down editorial opportunities. An editor of a trade publication that we work with regularly at Sonnhalter told me this week that one of his biggest struggles is getting companies to take advantage of editorial opportunities with the magazine. 11729read more >

Are You Ready to Talk to the Media?

By Rachel Kerstetter, PR Architect, Sonnhalter We're officially in trade show season, which means planning booths, putting together promotions, connecting with customers and preparing your staff for the show. One often overlooked aspect of trade show participation is the media. When you exhibit at a trade show, you can trust in the quality and relevancy of the attendees as potential customers. You can also trust that the media that is most important to your ideal customer will be at the show, so make sure you prepare to talk with them as well. I once supported a company at their biggest industry show. I'd set up meetings with media at the show and spent a lot of time in their booth. During a lull when I didn't have anything scheduled, I decided to go eat lunch. When I returned, the sales rep in the booth handed me an editor's card and told me he'd stopped to see you. I asked about the interaction with the editors, what had been shown to him and so on, just to find out that they had given him my card and sent him on his way. Throughout the show, the booth staff was so laser focused on getting leads that every time they encountered the media, they said two words, "See her" and pointed them to me. It's important to treat the media personnel at a show as if they are just as important as a customer ... if not more. Trade media have a huge audience of hundreds or thousands of the people who you want to reach. 10317read more >

Takeaways from 2014 PRSA International Conference

Earlier this month I had the privilege of attending the 2014 PRSA International Conference in Washington D.C. For three days I was exposed to an incredible amount of expertise, knowledge and thought-provoking ideas, that left me motivated and energized when I returned to my office.read more >

The Scary Side of Public Relations

Today Rosemarie and Rachel from our PR department are sharing some of the aspects of public relations that can be the scariest to clients. We find the realm of public relations to be fun, exciting and consistently fresh, but some areas of our field can be scary to our clients. Here are the top five fears people have about public relations, and why you shouldn’t be spooked by them. 1. You can’t control what the media does with a story once you’ve given it to them. “Earned media” is highly credible because readers know that you didn’t purchase the space to promote your company. Public relations and media relations professionals cultivate positive relationships with media, we work with these folks on behalf of multiple clients most of the time so we’ve built the foundation for positive coverage before they even get your story. In B2T public relations, we’re working with trade publications primarily and their goal is to be a source of helpful information for their readers. It can be scary not to see the actual article before it’s published, but with long lead times of trade media, it can be a sweet surprise to see your words in print. 2. Negative comments on blogs and social media. Your responses to negative comments offer an excellent opportunity to show off your wonderful customer service. Negative comments happen, and if they happen on your social media, you can control the outcome with your response and the community response from your other fans. It’s actually scarier to hide your head in the sand or cover your ears when it comes to social media. 3. Giving interviews is intimidating. When we set up interviews with trade publications, they often send some sample questions ahead of time to help you prepare. Knowing how you…read more >

The Scary Side of Public Relations

Today Rosemarie and Rachel from our PR department are sharing some of the aspects of public relations that can be the scariest to clients. We find the realm of public relations to be fun, exciting and consistently fresh, but some areas of our field can be scary to our clients. Here are the top five fears people have about public relations, and why you shouldn’t be spooked by them. 1. You can’t control what the media does with a story once you’ve given it to them. “Earned media” is highly credible because readers know that you didn’t purchase the space to promote your company. Public relations and media relations professionals cultivate positive relationships with media, we work with these folks on behalf of multiple clients most of the time so we’ve built the foundation for positive coverage before they even get your story. In B2T public relations, we’re working with trade publications primarily and their goal is to be a source of helpful information for their readers. It can be scary not to see the actual article before it’s published, but with long lead times of trade media, it can be a sweet surprise to see your words in print. 2. Negative comments on blogs and social media. Your responses to negative comments offer an excellent opportunity to show off your wonderful customer service. Negative comments happen, and if they happen on your social media, you can control the outcome with your response and the community response from your other fans. It’s actually scarier to hide your head in the sand or cover your ears when it comes to social media. 3. Giving interviews is intimidating. When we set up interviews with trade publications, they often send some sample questions ahead of time to help you prepare. Knowing how you…read more >