Communiqué Public Relations Blog

On August 8, one of Communiqué PR’s clients, Nintex, announced the commercial availability of Nintex Reporting 2008. To see the full announcement, click here.

Nintex Reporting 2008 allows organizations to monitor, audit and gain valuable insight from the content and activity information within Microsoft’s SharePoint technology. It allows system administrators and business owners to make more efficient business decisions by providing valuable knowledge into workplace usage, trends, behaviors, and other key information. Perhaps more importantly, Nintex Reporting addresses issues such as SharePoint compliance and governance, two hot topics surrounding SharePoint.

Nintex, a global innovator of software products which extend Microsoft technology, was preparing to commercially launch Nintex Reporting 2008. In order to spark media attention, Communiqué conducted media outreach in advance of the launch and facilitated meetings with key journalists and analysts under embargo.

Offering the news under embargo allows journalists to follow up with any questions or feedback prior to the release of the announcement and thus helps to reduce inaccuracy in the reporting of the story. It also serves as a relationship building technique and allows the journalists to get a first look at the announcement.

Results included significant coverage in top-tier outlets including PC World, Network World and ComputerWorld to name a few.

Here is what the media is saying about Nintex news;

“Nintex Reporting 2008 collects a wide array of data about how SharePoint is being used in an organization and lets IT administrators or any authorized user view a variety of usage statistics.” –Nancy Gohring, IDG News Service.

“So the folks at Nintex USA LLC in Bellevue, Wash. are releasing today Nintex Reporting 2008, which will give you the scoop on everything from the most popular spreadsheet among your finance types to the most-updated slide deck used by the field sales force as well as which Web sites are getting traffic and who’s finding forums useful.” –Mark Hall, ComputerWorld.

Additionally, please see below for a list of current coverage Communiqué has garnered for Nintex.

• On Windows, August 11, 2008, “Nintex Reporting 2008 Released.”

• Science Technology, August 11, 2008, “Nintex Software Helps Track SharePoint Usage.”

• SkyNewswire, August 8, 2008, “Nintex Reporting 2008 Now Available.”

• IDG News Service “August 8, 2008, “Software Helps Track SharePoint Usage.”

IDG News Service article Reprints

• Data Recovery Strategies
• InfoWorld
• ITWorld
• ITWorld Canada
• Notebook Computer Software
• PC World
• Security News Portal
• TechWorld
• Webwereld

• CIO, August 8, 2008, “Microsoft SharePoint Add-On Tracks Usage, Value,” Chris Lynch

• ComputerWorld, August 8, 2008, “Live, Eat, Breath SharePoint,” by Mark Hall

• CMSWire, August 8, 2008, “Nintex Reporting Eases MOSS Administration, “by Barb Mosher

If you are a journalist or analyst interested in learning more about Nintex, please feel free to call us at (206) 282-4923 ext. 118

- Sylvia Park

Technorati Tags: Compliance, Embargo, Governance, Media Outreach, Microsoft, Nintex Reporting, Product launch, SharePoint

The emergence of social media is significantly changing the current media landscape. The days of newspapers, magazines and network news programs have given way to a new generation of information sharing on the Internet. Blogs, social networking sites such as Second Life and Facebook and video-sharing sites like YouTube have changed the way information is being accessed, shared and personally processed.You may be thinking that social media, often called Web 2.0, is the sole domain of today’s teenagers and tech-savvy professionals. Not true. With its far-reaching impact, social media can provide new opportunities for organizations to reach, engage and retain audiences in a transparent way through digital channels.

PR and marketing professionals, as well as forward-thinking organizations, are realizing that these new media tools have legitimate business applications and are integrating them into traditional PR campaigns. According to Technorati, of the 112.5 million blogs on the Web, 5,000 are corporations using social media elements such as blogs to reach their core audiences. And that number will continue to grow. Well-known names such as Coca Cola, Starbucks, Delta Airlines and Kodak have dabbled in social media, launching corporate blogs to drive online discussions and reach audiences where they’re at the most - online.

While social media presents new opportunities for companies to promote their products and services it also comes with challenges that need to be considered before implementing a campaign. There are books, conferences and companies dedicated to the education of the pros and cons of social media, but there’s only one cardinal rule - BE TRANSPARENT. Whether your CEO is writing his/her own blog, commenting on another or sharing information with a Facebook group, it’s imperative to remain open and transparent with your audience.

Below is a quick primer on social media elements to consider integrating into your overall communications strategy:

* Corporate Blogs

A corporate blog can serve as a platform to interact with journalists, consumers and other key audiences in an intimate manner. It also offers an opportunity to establish thought leadership and drive online discussions about relevant topics or trends the author/company are passionate about.

* Spokesbloggers

Spokesbloggers are employees who are already active in the blogosphere either through their own personal blogs or by commenting on other blogs/outlets. Spokesbloggers can be used as “champions” to insert the company, its products or services into the online dialogue in a non-marketing manner. They should be used to speak on behalf of the company as opposed to themselves.

* Social Community Campaigns

Companies can create viral buzz around a compelling piece, news or product by launching a social community through Facebook, Second Life or MySpace. These groups offer another platform for the company to share photos, videos, announcements and other relevant information to engage users online and drive word of mouth.

* Viral Video Campaigns

Like advertisements, creating videos and posting to video-sharing sites such as YouTube, Vimeo or Vidder is another way companies can raise visibility. The videos can be anything from a product demo, keynote presentation or fun creative videos targeted at consumers.

A great example of a successful viral video campaign was done last year by BigFix, a Bay Area enterprise software company. BigFix decided to implement a viral video campaign to establish itself as one of the few honest software companies in the market. The fictitious campaign was set in Washington, D.C., to investigate the heavy-handed billing practices (and over-promises) of big enterprise software companies. They launched a fake news site which featured a series of videos of an actor being grilled by a fictitious Software Truth Commission.

That initiative garnered 250,000 visits to the BigFix site, 370,000 page views and 1.2 million downloads, more traffic than from the company’s ads on Google. In addition, the campaign drove a significant amount of business leads to the company.

As PR professionals we’re always looking at how these mediums can help amplify clients’ message to journalists and consumers and create evangelists for the brand. As the social media landscape evolves integrating social media elements will become even more critical for organizations who want to stay competitive. We’ll continue to explore these topics in future postings.

Technorati Tags: advertisements, Blog, Corporate blogs, Facebook, Marketing, MySpace, PR campaigns, Public relations, Second Life, Social Community Campaigns, Social media, Social Networking, Spokesbloggers, Transparency, Viral Video Campaigns, Web 2.0, YouTube

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To target unique audiences and journalists, marketing materials and story pitches must be refined. A story idea for a technology publication, for example, will be vastly different from one aimed at a women’s magazine. But tailoring strategies to reach a variety of audiences is only effective when certain key messages about a company or product are successfully conveyed. For this reason, it is important that public relations professionals work with their clients to identify a positioning statement which will pervade every aspect of communication. A positioning statement should explain the following two concepts about a company:

1. Why it is unique. A company must identify why there are no other products or services available quite like the ones they offer. The focus of the brand should therefore be clear and narrow. Companies should seek ownership of a specific phrase or word in the consumer’s mind.

2. Why it is a leader. One of the best ways to generate publicity is to be first. A company must identify ways to stay ahead of their competitors in order to ensure ongoing publicity and a strong brand identity.

Crafting the perfect positioning statement is not difficult when the task is broken into clear steps. First, work with a client to identify their market. If the market is broad, it may be helpful to categorize the other companies and services that comprise it. These categories can be used to clearly differentiate the competition into manageable market segments. The client can then be placed in their respective category.

Next, examine the words and phrases associated with competitors within each category. Ask your client which words or phrases they would like to own in the minds of customers.

Finally, question how the client can demonstrate their leadership position to show that they are different from the competition in their category.

Once key messages have been identified, marketing editorial coverage can be rated according to how well key messages are being conveyed. If an article does not include key messages, brainstorm ways to improve future pitches.

The Home Depot is an excellent example of a company which has succeeded in projecting its key messages. The company has clearly positioned itself as a home improvement store for the “do-it yourselfer.” Notice that while this statement is not repeated word-for-word in advertisements, each commercial or ad certainly conveys the message. When a customer thinks of the Home Depot, they know it does not sell exclusively to construction professionals. Instead, they recognize its accessibility to everyday people tackling home-improvement projects on their own.

Consider implementing a clear, strong positioning statement to ensure that your message rings loud and clear in the minds of your customers, and remember that the statement should provide the foundation for communication instead of a template to repeat verbatim.

-Jessica Luhrs

Technorati Tags: brand identity, branding, key messages, market segments, pitches, positioning statement, Public relations, story pitches, The Home Depot

When budgets shrink and companies look to cut costs, what gets the axe first? This question is particularly relevant during difficult economic times as procedures are streamlined and excess spending is trimmed. It would be easy to brush off public relations and marketing as expendable luxuries which are not intrinsic to a company’s bottom-line. But in a recent study by the USC Annenberg Strategic Relations Center, CEOs rated PR as one of the top contributors to organizational success. Perhaps it’s time to take a practical look at the value PR dollars add to business.

The comparative value of a well placed article to an advertisement has long been a hot topic. When a product or service is mentioned in an article, it is perceived as the subject of a journalist’s objective review. Readers trust journalists to write with the audience’s best interests in mind. Advertisements, however, are often viewed less favorably. While repeated exposure to an ad will certainly keep a product top-of-mind with an audience, readers often suspect ulterior motives and feel manipulated by sales pitches and profit-turning schemes. Advertisements are also considerably more expensive to place. Purchasing space in a widely circulated publication is astronomically high, especially in comparison to the cost of pitching a story to journalists.

Another important way strategic public relations can drive business success is through strengthening analyst relations. In many industries, analysts play a key role by fostering credibility and creating buzz. Analysts act as a third-party endorsement without a hidden agenda. An expensive ad won’t earn your company a coveted analyst mention. Public relations can play an integral role in strengthening analyst relationships by maintaining consistent communication and securing meetings to discuss new industry developments.

A company’s success is in jeopardy if it falls from the radar of shareholders, media, and current and potential customers. Shareholders need to know how a company is performing, especially during a recession. Any success should be publicized and will likely stand out even more as a triumph over adverse economic circumstances.

When times get tough, public relations is more important than ever in order to maintain a successful public profile.

-Jessica Luhrs

Technorati Tags: advertisements, advertising costs, Analyst Relations, economy, Public relations, recession, USC Anneberg Strategic Relations Center

“As long as any business depends on its customers, their concerns, at whatever level, should also be the concerns of the business.” This quote from Forbes magazine succinctly describes the philosophy behind corporate social responsibility, or CSR. Proponents of CSR laud its capacity to combine success in business with sustainable practices. Yet despite these positive associations, CSR is often criticized as being little more than a publicity stunt and a far cry from the fundamental profit-seeking role of business.

When practiced with integrity, CSR can go above and beyond blatant attempts to gain favorable press or to meet minimum statutory obligations. Companies can better their public image while also helping their customers, employees, communities, and the environment.

Vodafone, the world leader in mobile telecommunications, is one company which has excelled in its CSR practices. In 2006, the company was ranked first on the Fortune 500 list of the world’s largest companies according to six criteria which measure socially responsible business practice (source: www.money.cnn.com). Vodafone fosters positive relationships with the communities it serves by proactively addressing concerns and implementing standardized practices amongst its operating companies.

Vodafone has also worked to make its products more accessible by introducing low cost, easy-to-use phones. Additionally, their supply chain management ethics serve to eliminate both forced and child labor and discriminatory practices as well as to provide good wages and hours for employees at every level of the supply chain.

Finally, a phone-recycling program was implemented by the company to re-use old phones or break them down into component parts to be recycled. All proceeds from this campaign are donated to the YMCA.

These practices enhance the company’s image and directly contribute to positive public relations, but many Vodafone investors questioned how a doctrine of social responsibility would impact short-term profits. The company has addressed these concerns by introducing a “One Strategy” business model in which CSR and business objectives are aligned toward a common goal. By increasing access to phones for the world’s poor, for example, the company is granted access to developing markets.

The overarching goal of increasing a company’s profile and profits can only be achieved by delivering a consistent, positive customer and community experience. Fostering these kinds of relationships requires socially responsible behaviors. In this way, business objectives and CSR can act as mutually dependent concepts.

What do you think about incorporating CSR into a business model? Do you have any examples of companies who have excelled in this area? We’d love to hear your thoughts.

Link: http://www.vodafone.com/responsibility

- Jessica Luhrs

Technorati Tags: company image, Company Reputation, Corporate Social Reponsibility, CSR, Fortune 500, phone recycling program, public image, supply chain management ethics, Vodafone, YMCA

Leveraging resources for our clients is extremely important for us as we look to build brands and accomplish our client’s business objectives. Thus, we are always looking for new tools to help us find opportunities and reach specific audiences, without incurring high costs to our clients.

One great tool we stumbled upon earlier this year was Peter Shankman’s “Help a Reporter Out” or HARO service. The free service originally started as a Facebook group by Peter to connect his friends who were journalists with friends who were PR professionals or sources - providing a mutual gain for both parties. Peter now sends out three daily e-mails each with anywhere from 15-30 editorial opportunities, as his network quickly outgrew the maximum number of people Facebook allowed him to email.

Journalists from all industries and types of publications send in editorial requests, and could result in placements for your company in publications such as The New York Times, Bloomberg, or in life style publications like Woman’s Day, Redbook or Family Circle. This service is helping PR professionals find opportunities that are relevant to journalists, and helping journalists find reliable sources.

We have found some great opportunities as a result of these e-mails, and always enjoy his fun e-mail introductions. You can sign up for this service here , and check out Peter’s blog here.

Happy sourcing!

- Ashley Halseth

Technorati Tags: Facebook, HARO, Help a Reporter Out, Journalists, New York Times, Peter Shankman, PR, Sources

A professional portrait or headshot is a necessity for all executive managers and spokespeople. Not only does a photo provide a positive, professional image of you and your company, it also personalizes your business by putting a face with your name and any accomplishments that might garner potential news coverage. Prospective clients are also more likely to work with you if they see that you take yourself and your company image seriously.

But often times, business portraits can be botched - and we mean big time - by simple wardrobe, makeup, or pre-photo shoot grooming mistakes. Without the right look, your photos can actually work against the livelihood of your company and the image you are trying to portray. Here are some best practices to consider when planning for your photo session:

1. Dress as though you were preparing for an interview or a meeting with a potential client. Your company’s corporate culture will obviously play a part in this, but a general rule of thumb is to wear a fitted, neatly pressed business suit or to dress in “business casual” attire.
2. For men, a solid, medium to dark-colored suit or button-down shirt and slacks works best. (For headshots only, you don’t need to worry about the slacks). Make sure your collar is wrinkle free and that your tie (if you wear one) has a conservative pattern - no polka dots, please. Ties should be knotted so that your top button does not show. Lastly, a fresh shave is a must.
3. For women, a medium to darker-colored jacket over a basic t-shirt or button-down blouse with a simple neckline works well. Stay away from tweeds and patterns, as they are distracting and draw attention away from your face. While you may think costume jewelry is fun, steer toward conservative jewelry for this occasion (a modest necklace with matching earrings or a string of pearls). Finally, don’t be afraid to wear a little extra makeup than usual; if you don’t, you may end up looking washed out.
4. If you wear glasses, it might be a good idea to ask your optometrist for a pair of empty frames to wear in your photographs. Retouching due to glare can end up costing extra money in the end. If you prefer not to wear your glasses for the shoot, make sure to remove them well in advance of the session, as those pesky marks on either side of your nose can take a long time to disappear.
5. Don’t get your hair cut a day before your portraits are taken. Give your hair one to two weeks to grow out and settle down.
6. With all styling decisions, try to make your look as classic as possible. You may favor trendy or over-the-top fashions, but ultimately, they can leave your pictures obsolete in just a few short years.

By following these simple guidelines, you can be sure your business portraits will be long-lasting and effective for the future. Remember - without professional, appropriate portraits, you’re just like everyone else out there - ink on a page.

A couple of photographers Communiqué PR recommends are:

James Garner Photography
www.jgarnerphoto.com

Craig Harrold Photography
www.craigharroldphotography.com

- Bethany Aye

Technorati Tags: business pictures, business portraits, company image, company photos, company portraits, Craig Harrold Photography, headshots, James Garner Photography, photo shoot

News announcements made in conjunction with your company partners offers great leverage to tell not only their own story, but further develop yours. It’s a successful way to reach a broader audience base while also remaining top of mind with the press. These announcements can demonstrate growth for your company, for example, as well as speak to larger organization initiatives. If perhaps your organization is promoting “green IT” as an initiative, a partner announcement with a manufacturer of green data-center solutions would illustrate your organization’s commitment.

Partner announcements can go a long way toward building the overarching story of your company because, in true “story” mode, they involve outside characters (see the below blog post titled, “The Power of a Personal Story” for more details on telling a compelling story).

Communiqué PR recently worked with Big Fish Games, a leading developer, publisher and distributor of casual, family-friendly games, to promote a partner announcement with Glu Mobile, a leading global publisher of mobile games. The announcement broke news of the availability of Mystery Case Files: Agent X on mobile phones, but more importantly for Big Fish Games, the announcement illustrated the continued growth of the Mystery Case Files brand and Big Fish Games into other platforms.

The team worked closely with Glu Mobile to coordinate media relations outreach efforts. In addition to Glu Mobile’s efforts, Communiqué PR was able to garner results for the news which included a mention in the Washington Post online paper.

See below for a few examples of the resulting coverage.

If you are interested in learning how to best leverage partner announcements for maximum impact, please contact me at (206) 282-4923 ext. 115 or paulette@communiquepr.com.

- Paulette Trimmer

Technorati Tags: Big Fish Games, Glu Mobile, Mystery Case Files: Agent X, Partner News, Washington Post

“It doesn’t matter what you said, it only matters what they think you said.”This quote underscores the importance of coverage analysis and understanding how your messages are resonating with marketplace audiences. Analyzing media coverage is an often underutilized tool that can help you determine how your messages are being perceived. Armed with this information, you can then adjust your messages accordingly to ensure they have the most effective impact and help you accomplish your business objectives. It also helps you learn how the marketplace perceives your business in relation to your competitors. This is critical in order to ensure that you maintain differentiation in the market.

Here are some best practices to follow when developing a coverage analysis report:

1. Develop search terms to track coverage that include your company’s name, product or service, competitor names and any other industry relevant terms that will help you to gain a birds-eye view of marketplace activity.
2. Review the stories. Analyze how your company messages are framed in the context of the marketplace and in relation to competitors.
3. Determine which of your messages are being communicated and which ones are not.
4. Identify messaging discrepancies and use them as opportunities to contact reporters to set the record straight and develop a relationship.
5. Record the name of the publication, the article, the date and the author and categorize whether the article and their tone is positive, negative or neutral. Look at the percentage of positive, negative and neutral articles. Consider using a pie chart to bring this information to life.
6. Compile a report that includes an executive summary, a definition of the methodology and the related information.

Coverage analysis is the key to help you develop more effective media strategies and ensure that your audience gets the message.

- Jennifer Gehrt

Technorati Tags: Coverage Analysis, Jennifer Gehrt, media strategy