Michael B. Perini, ABC
perini & associates

I oftened am asked, “How do I provide information to the press?”  One of the most used methods in public relations communications is to send out a media (press) release.  The objective is for the information to be published; to increase visibility for the organization, event or issue. Press releases can be mailed, faxed or called in.  The most prefered method by editors today to receive releases is the electronic press release, i.e. email, web, text messaging, etc.

Here are 10 reasons to send out a press release.

1. Accomplishments (company, event, individual or group)
2. Anniversary (company or event)
3. Employee achievements (awards, or other recognition)
4. Contributions to charities
5. Expanded hours, services, products, features
6. Free classes being offered
7. Fund-raising event
8. Open house
9. Special events
10. Annual Report

I would like for you to share with me other reasons to tell your story.  There are countless reasons. So, let’s hear from you.

By Michael Perini, ABC
Perini & Associates

As Elton John wrote, “I am mad as x&$!”

I for one, as well as many of you, watched the colorful tournaments in person and on TV.  Searched the highlight via the web and social media.  Household names like Olympic Gold Medalists  Kerri Walsh and Misty May-Treanor;  Karch Kiraly, Sinjan Smith, Randy Stoklos, Kent Steffes, Mike Dodd, Adam Johnson, showed to all of us side-liners just how amazing this sport is.

For nearly 30 years the beach has been alive with the exciting sounds of sand shuffling from the feet of the best beach volleyball players in the world.  And now the beach is closed. Players, refs, management, staff, announcers and road crew were impacted as they all shed sandals for street shoes. Swimwear for business suits as they looked for employment.

Why?   What or who is to blame?  Yes, I have heard leadership; lack of investors, partners, expenses more than revenues, weather, cost of TV coverage, the recession and even a downturn in AVP merchandising.  Dare I include fans in this list?

I would suggest the villain is:  public relations. Or, the lack of it. Not that there weren’t press releases, special events, speeches, off-beach public appearances by players, advertising, marketing and sponsorship.  The dots, in my view, were not connected between all the tools of a strong PR program.

The first step in a strong public relations program is to develop a strategy.  Was that accomplished?  The tools listed above are less effective if they are not tied to an overarching strategy.  A strategy that “connects the dots” between all tactics and is sustained in a measurable manner.  Also, where was the “crisis communication” plan when AVP leadership decided to cancel the tour?  Players, staff and fans were all stunned at the poor handling of the public announcement which, by the way, came on the 13th of all days!

Again, it is all about relationships.  Building and maintaining relationships is both a science and an art.  Look at the sponsors during the past several years.  Products and services that weren’t really tied to the sport and/or the beach, in my view.   Yes, you could find some relationships like beer, cars, CROCS, and bottled water.  But what about swimwear, for example?  Where was the signage and the merchandise for the swimwear worn by the athletes.  Seems to me that it would be ideal for Nautica, Speedo, Roxy, and others to market their products worn by the players.  Maybe a new line of swimwear  (men and women) could use this method to get international attention and draw customers to their line of products.  Just a thought.  Other potential sponsors:  Companies that manufacture coolers, towels, t-shirts, umbrellas, gum, socks,  sun protection, sun glasses, and hats. What about a public stock option that fans could buy into?

I believe that pro beach volleyball will return.  The relationships are there.  The sport has never been more popular.  Again, there are too many positive attractors not to have this sport back for fans to enjoy.  Besides, the USA has their Olympic Gold medals to defend!  In my view, starting with a strong public relations strategy backed up by a detailed written plan is critical for a successful rebirth of pro beach volleyball.

Remember, PR is about relationships – building and maintaining — and many activities fall short by only thinking about marketing or advertising.  As if that is all there is to it to being successful?  Huh!

Let’s be sure that PR is integrated into the next evolution of the sport in a big way.  I’ll see you all at the beach.  Bring sunscreen:  hopefully, from a new sponsor!

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The Power of Print

by Michael B. Perini, ABC
perini & associates

Contrary to what you might think magazines are being fueled by the internet.  Yes, amidst all  the excitement with social media, i.e. Facebook, YouTube, Twitter and the like, we are still reading magazines.  And most noteworthy is the fact that young adults are taking time to subscribe and/or pick up single copies.

Earlier this year, the leaders of five major magazines companies launched “The Power of Print” campaign.  The campaign promotes not just the enduring strengths of the medium, but according to the official press release, “also spotlights consumer commitment to magazines.”

“Readership is actually increasing,” said one publishing expert.  ”Adults between the age of 18 and 32 are among the most dedicated readers.”

What has changed isn’t “people’s affinity for magazines” but the means by which they acquire them.  Last year, nearly 22 percent of all new paid subscriptions were ordered online.

Here are 11 facts about magazines, according to the Magazine Publishers of America (MPA) and other sources as noted:

1. Magazine readership has grown over the past five years.

2. Average paid subscriptions reached nearly 300 million in 2009.

3. 4 out of 5 adults read magazines.

4. Magazines deliver more ad impressions than TV or Web in half-hour period.

(Source: McPheters & Company)

5. Magazine readership in the 18 to 34 segment is growing.

6. Since Facebook was founded, magazines gained more than one million young

adult readers.

7. The average reader spends 43 minutes reading each issue.

8. Magazines are the No. 1 medium of engagement — across all dimensions

measured. Simmons’ Multi-Media Engagement Study find magazines continue

to score significantly higher than TV or the Internet in ad receptivity and all of

the other engagement dimensions, including “trustworthy” and “inspirational.”

(Source: Simmons Multi-Media Engagement Study)

9. Magazines and magazine ads garner the most attention: BIGresearch studies

show that when consumers read magazines they are much less likely to engage

with other media or to take part in non-media activities compared to the users

of TV, radio or the Internet. (Source: BIGresearch Simultaneous Media Usage

Study)

10. Magazines outperform other media in driving positive shifts in purchase

consideration/intent. (Source: Dynamic Logic)

11. Magazines rank No. 1 at influencing consumers to start a search online – higher than newer media options. (Source: BIGresearch Simultaneous Media Usage Study)

Finally, a medium that some predicted would disappear — magazines — is actually growing amidst the electronic world in which we communicate.   Did instant coffee kill coffee?  Well NO!  And, the internet is not killing magazines.  Rather the web is spurring magazine growth.

One last fact if you aren’t convinced: During the 12-year life of Google, magazine readership increased 11% (Source: MRI Fall 2009 data)

So, I would like to know what magazines are you reading and method (print or electronic)?  On my coffee table, for example, are SAIL, DENVER and AIR FORCE among others.

What's Next: Business Development

by Michael B. Perini, ABC
perini & associates

One of the services we offer is business development strategies.  In today’s instant information world telling others  – customers, stakeholders, or even a global public — about your products and services is more important than ever to grow your business.

Most experts agree that with business development comes developing strategy, plans and agreements.  Also key is creating markets and materials and providing business, political and market intelligence.

But what’s next for “BD”?

In the field of commerce it’s important to look beyond the inbox of today’s workload and create a “blue ocean” for success.  If you haven’t done so, I would recommend  you read “Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant”. Authors W. Chan Kim and Renee Mauborgne outline a detailed process for creating a “blue ocean” or a new market space vs competing in an overcrowded “red ocean” in your  existing industry.  In my view, this perspective makes sense and really is a cornerstone for what’s next in business development.  The world is really flat!

Here are some other techniques I see being more important for pentetrating markets:

Generating leads: Face-t0-face meetings will continue to drive business but the use of social media for building loyality and providing updates will continue to grow. Building “fans” for your business is important now more than ever.

Pitch and presentations:  Gone is the time when one could step up at the podium, unrehearsed, with a potential client proposal. Practice in delivery and having the right materials that showcase key elements is a must today.  It’s not only important to be good.  One must look good!

Knowledge management:  Gaining insights and experiences that improve performance, competitive advantage and innovation will be even more important as we look into the future.  The internet can be helpful in this “mining” but should not be the only source.  Seeking lessons learned, holding discussions and enhancing training still need to be at the top of the list.

Marketing: With the explosion in technology the process by which customer interest is tracked for products and services has changed significantly.  However, what has not changed: building strong customer relationships. Creating value for customers as well as for the business is more critical than ever before.  Customers today want to “join”.  They want to be part of a movement, organization and yes, your business.  It started with logo caps and shirts.  Now it’s being a fan on a company facebook website.

Yes, the world of business development is changing.  The key is to know about the change.  To embrace it with a positive attitude.

I would like for you to share your thoughts on what’s next in business development.