At a time in history when it seems that every day we are experiencing historical events that have the potential to literally change the world around us, how do we, as communications professionals, break through the noise? Forget the noise for a second, what about breaking through the fear, the hype and the panic to tell a story that might actually affect you, your family, your neighbors? Can we? Is it even possible? Does it even matter?
To these questions questions, I submit that the answer is YES. More than ever on both a personal and professional level, it matters. It matters to me personally to know that there are initiatives, programs, events and just some GOOD news in my community. It matters to me as a professional to know that the local media markets all over the country actually want to hear about these initiatives, programs and events and share them with their audiences. It matters. It’s possible. And we can.
Here at Boom we work with some amazing clients. We have the pleasure to be working with The Entertainment Industry Foundation (you’re likely familiar with their Stand Up To Cancer initiative) on a new initiative: Think It Up. Think It Up is the first-of-its-kind platform to fund student-powered, teacher-led learning projects in partnership with DonorsChoose.org. Our role is to maximize the message through Public Service Announcements on TV and Radio. Our focus is to gain national exposure by way of local network affiliates and media outlets. LOCAL. The key here is connecting the dots on a cause or issue that affects people in a specific community and making a case for the media outlet sharing it. Old school, one-on-one outreach. Not syndication/RSS, not viral, not digital. Just connecting a message with an audience. And it works. It’s not immediate, it’s not snappy or chatty. It’s local media relations.
We were thrilled to see that particular campaign firing on all media platforms this week an landing locally. In fact, in my own backyard. A local tie to the initiative was covered in the Denver Post this week…both their online and print editions of hyper local “Your Hub.” The feature focused on the first-ever Think It Up Live event that took place A Columbine High School (in my own Jeffco neighborhood.) Kids and teachers brainstorming ideas for powerful learning projects that will be submitted for crowdfunding on ThinkItUp.org. This initiative matters, the story matters, and local media matters.
I always had an attraction to big rocks. At each home I owned, I was lured to a rather large rock by my house, where I would sit on and think. I made it a place where my daughter and I could talk. We called it our “special rock.” It was a sacred and safe place. Today, my now 8-year-old asks to talk on our rock when she has a question. Cool, I think. Weird, to others….
Never knew why I was drawn to a rather large rock. At age 42, through yoga, I am learning that rocks actually help ground us. Who knew??? Anyone who knows me would agree that Shari definitely could use a little bit of grounding…. Maybe I should have sat on the rock longer! Hey, it’s never too late.
What I am learning as I train to be a yoga instructor – in my spare time – is that rocks actually are very spiritual places that help us become one with earth. Root ourselves. Apparently, sitting on a rock could help you find your own super power… apparently, everyone has one! It could help us find answers.
If you are unsure of your super power, take moments to sit in silence, on a rock!!! All by yourself. Leave the phone in doors, no matter how hard that is. And, it is super hard because then I can’t see who texted me or posted a picture of their daughter in a cheering outfit on Facebook…and tell me how great their life is… blah blah blah….
Giving ourselves space and silence is a gift we give to our mind and souls…and let’s not mention to our clients and staff, all of whom will all gain clarity from our grounding since that’s where our creativity and our super powers come from. The ability to sit in silence and not feel anything. Just think. Letting our minds wonder. Some people call this being lazy. I call this creative idea generation… or using positive vibrations from a rock – earth – to be intuitive.
So, as the leaves turn colors and it gets darker earlier, I challenge my PR and marketing PEEPS to take time to sit on a rock and ground yourself, while there is still daylight. Think in silence. Away from the computer, away from the office. Maybe an answer will come to you…. maybe an answer that you didn’t know is even in question.
More soon on positive vibrations.
Keep them coming please!!
“What’s in a name? That which we call a rose by any other name would smell as sweet.” – William Shakespeare, Romeo and Juliet
But…would it? Today’s branding experts might argue with Shakespeare that the name might actually influence the smell after all. I mean, it’s all perception right? Image? Association? We want to associate with brands that we feel represent us, say something about us, possibly even define us. At Boom, we don’t claim to be branding experts, but 10 years ago when it came to deciding on a name for our company, we felt strongly that it should be something that not only stood out in our industry, but really captured who we are and how we work and maybe even communicate what you could expect when you work with us.
We started with the brainstorm…we asked around for one word answers to “what makes you want to work with an outside company or agency?” We had some great responses: honesty, great results, price/value, likability, efficiency. But one sentiment really came through consistently: we want someone who will do what they say they will do.
We liked that. We liked that a lot. Because when we asked ourselves what was the impulse to go out on our own, we realized that this sentiment was a contributing factor. We were frustrated with our own environment at the time. We were a bit bogged down in process and bureaucracy and politics internally that often made it impossible for us to “just get it done” for our clients. So the brainstorm naturally flowed: what do we want our clients to know, to experience, to feel like when they come to us. The answer: that we get the job done. You tell us what you need, BOOM, it’s done. No unnecessary back and forth,no extra meetings, no series of conference calls. Get to the root of what our clients need. Ask the right questions, float the solution, and you should naturally get the BOOM.
While Shakespeare clearly got it right when referring to Juliet, we’re not so sure his hypothetical applies in today’s competitive world of branding. We hope our approach to client service and appeal would be just as strong if we were, say “the broadcast media relations company, inc.” But we’d rather stick with what we’ve got…after all,everyone needs a little Boom now and then.
Sounds like a contradiction right? Why do a news announcement without including the media? We’re finding our clients are doing it all the time – leaving out TRADITIONAL media that is…like TV news, radio pitching, sometimes even leaving out the online brands of traditional print media outlets. Well the times…they are a changin’ (or maybe, just “correcting…”)
With social media, came the recognition that a new golden child had emerged for PR professionals: here is our audience, let’s go get ’em. And so, a strong focus on print and broadcast began to wane while social got all the love. Now that analysis of user behavior online is showing us that users are getting wise to the sponsored post, and wise to navigating AROUND digital paid (ads) maybe it’s time to recognize that social is really not replacing a traditional media outlet, but now just joining the party. A well-planned news announcement, event or charitable cause should include multiple media strategies in order to effectively capture print coverage, broadcast coverage, and online media coverage. In fact, PR in general is proving to be more effective than content marketing altogether. Here at Boom we have a stake in broadcast being a strong part of the PR plan. In other words, don’t get caught with your broadcast down. Some respectable organizations have some stats to back us up:
PEW RESEARCH: “Local TV remains a top news source for Americans, with almost three out of four U.S. adults (71%) watching local television news compared with 65% viewing network newscasts and 38% cable news over the course of a month, according to our analysis of Nielsen data from February 2013.” Here is that LINK TO READ MORE
HUFFPO/NIELSEN: “Content Marketing is 88% less effective than PR” A couple items we like:85 percent of consumers regularly or occasionally seek out trusted expert content — credible, third-party articles and reviews — when considering a purchase (hello online media relations…) 67 percent of consumers agree that an endorsement from an unbiased expert makes them more likely to consider purchasing (ahem, RMT or SMT anyone?) Here is THAT ARTICLE to read more
This month, Boom turned TEN YEARS OLD! Not quite a kid, not quite a “tween.” It can be a confusing time…do I hang with the kdis, or sit at the big table? Are we gurus now or are we still cutting our teeth on this biz? I’d say, a little of both. When we launched boom 10 years ago, we didn’t need to consider the challenges of pitching an entirely new media outlet. Who knew that ten years in, we’d rarely, if ever see another beta tape, that the news cycle would be reduced from a week or so, to a few days, to a few hours? What we’ve always known, however, is that to get our clients’ story told, we would need to dig in a bit, find the interesting WHAM factor (What Here Applies to Me??.) We also knew, and still know – that you don’t discount a media outlet lightly – be it print, television news, or radio news. Like kids in the family, they all have their place.
So, to celebrate 10 years, we are comitting to making sure that you, our dear clients and partners, always have the latest, greatest, and smartest insights from us. Today – that’s (wait for it…) a little tidbit about local TV news!
After you consume this interesting bit, sit back and enjoy our little bitty thank you video…made with love, for you!
According to a recent study by the Pew Research Center, local TV viewership grew in 2013 despite trends in the last couple of years that it was declining. In 2013, local TV viewership grew in all three major time slots. Viewership climbed 6% in the morning (5-7 a.m.), 3% in the early evening (5-7 p.m.) and .1% in the late-night spot (11 p.m.).
In a time where it seems most Americans are relying on social media or online news first for their headlines, these statistics were a great improvement and restored faith that local broadcast TV still remains as a top news source for the US. Read more HERE
HERE’S OUR LITTLE THANK YOU…IN VIDEO OF COURSE!
Thankyou for TEN!