Families Have Rights: Media Interview

Posted in Advice and Counsel, Crisis Communications, Media Relations on June 20th, 2016 by M.Perini
Various microphones aligned at press conference isolated over a white background.

Various microphones aligned at press conference isolated over a white background.

By Michael Perini, ABC

Nearly every day,  after a tragic incident that makes news, families are asked by reporters for a media interview.  Sometimes it is after they ambush them at their front door, or see them entering their vehicle or have access to their phone number leaving countless messages to grant access.

We believe that families also have rights to be treated with dignity and respect at all times after an incident that propels them into the media eye.

Often, families dealing with grief or shock do not know that they can take a stand.   Here is a list to review before deciding to make comment to the press.

  • To say “no” to an interview
  • To select the spokesperson or advocate
  • To select the time and location for media interviews
  • To request a specific reporter
  • To refuse an interview with a specific reporter even though he or she has granted interviews to other reporters
  • To say “no” to an interview even though the family has previously granted interviews
  • To release a written statement through a spokesperson in lieu of an interview
  • To exclude children OR OTHER FAMILY MEMBERS (relatives) from interviews
  • To refrain from answering any questions with which the family is uncomfortable or that the family feels are inappropriate
  • To avoid a press conference atmosphere and speak to only one reporter at a time
  • To demand a correction when inaccurate information is reported
  • To ask that offensive photographs or visuals be omitted from airing or publication
  • To conduct a television interview using a silhouette or a newspaper interview without having their picture taken
  • To completely give the family’s side of the story related to the issue, topic or activity
  • To refrain from answering reporter’s questions during a trial
  • To file a formal complaint against a reporter
  • To confer with your media representative or official spokesperson in private



Perini & Associates: Giving Back to Our Community With PR and Marketing

Posted in Advice and Counsel, Marketing, Volunteer/Fundraising/Nonprofits on September 28th, 2015 by M.Perini

We continue to care about the community in which we live, play and work.

Why?  Well, it just feels good.  We also help others to make new friends.  Here is a list of reasons we help nonprofits with public relations and marketing:

  1.  We want to make an impact.  Our professional services can help shape the community around us.
  2. By doing so we strengthen our community.  From providing video services to helping write a marketing plan we are enhancing our community in great ways.  It is so rewarding to see our impact from our expertise.
  3. Our efforts are improving our health.  Yes.  Studies have shown that helping nonprofits makes people feel physically healthier and can lower stress.  Just ask our team!
  4. Taking the lead.  Often we find that what a nonprofit needs is leadership when it comes to public relations and marketing.  When we provide the passion, value and inspiration others see it and are willing to get involved in helping achieve results.
  5. Doors open when you offer to assist a nonprofit.  We have widened our professional network.  We have gotten great references for our services.

Here is a list of our latest  organizations we have provideContactd assistance.

Click Here





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Inbound Marketing: You Need to Get Smart

Posted in Advice and Counsel, Marketing on July 22nd, 2015 by M.Perini





By Michael B. Perini, ABC
perini & associates

Ok, a new term to get to know and really be familiar with.  No, I am not kidding.

Inbound Marketing

Inbound marketing is promoting a business or nonprofit or issue through:






Social Media



and other forms of content marketing.

Just to be clear…outbound marketing would cold-calling, direct paper mail, radio, TV ads, sales flyers, spam and telemarkeing.

Inbound marketing EARNS the attention of customers or supporters, in case of a nonprofit or issue.

I think one of the best, easy to understand presentation was done by Hubspot and found of Slideshare.  I hope you agree.

Click Here>


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Official Page Michelle Wilkins

Posted in Advice and Counsel on May 13th, 2015 by M.Perini

Please find official statements, photos and press releases with regards to Michelle Wilkins.

Background On March 18, Michelle Wilkins answered a Craigslist ad for baby clothes. When she arrived at the seller’s home, Dynel Lane, a former nurse’s aide, attacked her, cut her open, and removed her unborn child. Wilkins survived the incident; her child did not.  Michelle is at a safe and undisclosed location recovering needing time, privacy and healing. 

Click here.

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Take Control of Online Searches: Business or Nonprofit

Posted in Advice and Counsel, Marketing on May 12th, 2015 by M.Perini

Many of you have added your business or nonprofit to local search and business directories that are available online, such as Yahoo, Yelp, Bing, YellowPages, etc.  There are more than 50 major online search directories available today for online searches.


I’m sure you agree that it can be time consuming to keep track of your listings.  That said, it’s valuable to have your business/nonprofit listed:

  1.  Consumers do use these sites to search and…
  2.  Quantity, quality and consistency between these citations can lead to higher website rankings.

At perini & associates we will:

  1.  Ensure your search information is accurate.
  2.  Update to reflect sales campaigns, downloadable coupons, events, etc.
  3.  Enhance your listing with photos, messages and more so those searching stand out.
  4.  Monitor online reviews.
  5. Clean up addresses/phone numbers for those that have relocated.

PR starts with reputation management.  And, for many businesses and nonprofits it starts with what can be found online by consumers and supporters.

Let us help.  email:  customer service@periniassociates.com

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Issues, Attitudes and Trends You Need to Know

Posted in Advice and Counsel, Research on April 1st, 2015 by M.Perini

Here are several reports that we at perini & associates think are worth reviewing.

Source:  Pew Research Center.  

Note:  Pew Research Center is a nonpartisan fact tank that informs the public about the issues, attitudes and trends shaping America and the world. “We conduct public opinion polling, demographic research, media content analysis and other data-driven social science research. We do not take policy positions,” according to the PRC.

Technology’s Impact on Workers

For all the technological developments in recent years, email is still critical: Six-in-ten (61%) working internet users say email is “very important” to doing their job. Just 7% of online job holders say the internet makes them less productive at work, but 35% say they spend more time working because of the internet, email and cellphones.

Read more>


Social media preferences vary by race and ethnicity

Today, about eight-in-ten Latino, black and white adults who are online use at least one of five social media sites – Facebook, ILatinos', Blacks' Use of Social Medianstagram, Pinterest, LinkedIn and Twitter. Among these, Facebook stands out as the most widely used platform, regardless of race or ethnicity: About seven-in-ten adult internet users (71%) say they use the site.

Read more>















America’s news anchors are less recognizable now, but network news is still alive

NBC’s suspension of anchor Brian Williams from the helm of its flagship evening news program has led to some debate about the future for network television news.

Pew Research Center’s surveys have found that national recognition for America’s top news anchors isn’t what it used to be. Just 27% of Americans recognized a photo of Brian Williams and correctly identified him in 2013 – a far cry from the 47% of Americans who could correctly identify Dan Rather in a 1985 poll.

Read more>

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Worst Passwords from 2014. Really!

Posted in Advice and Counsel on January 21st, 2015 by M.Perini

by Michael B. Perini, ABC

Here’s some of the list sourced by CNET.  Do you see one of your passwords on it, then we recommend you should go change it right away.

1) 123456
2) password
3) 12345
4) 12345678
5) qwerty
6) 1234567890
7) 1234
8) baseball
9) dragon
10) football


Complete list?  Click here.  

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Content Marketing To Be Bigger – A Key Trend for 2015

Posted in Advice and Counsel on January 10th, 2015 by M.Perini

by Michael B. Perini, ABC

With a New Year here it’s a great opportunity to look at marketing trends for 2015 and how to integrate each into your business or nonprofit.

A key trend is Content Marketing.

LinkedIn recently posted nearly 1,900 jobs under this category in their job listings.

Check out our latest podcast as we provide rationale for this trend and easy to use tips on how a business, nonprofit or special event coordinator can take advantage of having consistently valuable content through a variety of channels.

Click to listen.

Let us know how you are managing your content!  We would like to hear from you.

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Predictable Mistakes That Can Derail Your business

Posted in Advice and Counsel, Marketing, Social Media on July 16th, 2014 by M.Perini

by Michael B. Perini, ABC
perini & associates

The small business owner is often used as the example of how America is built.  Entrepreneurs make our country great, in my view. However, a new business owner can put their heart and soul (and financial savings) into a new business only to have several predictable mistakes derail the company.

Here are 3 key mistakes that each new business owner should be aware of with solutions to resolve.

First, “being cheap”. For each dollar you save you might increase that smile on your face. But if you get too carried away with saving money, you might end up losing opportunities and customers.

You should develop a plan and account for those new and fresh opportunities, that will come along.  Say, 10%-15% of your operations budget. Remember, as you have no doubt heard or read, “Rome wasn’t built in a day.”  However,  the Romans were pretty darn smart about succeeding and were always looking out for new opportunities and were making investments where it mattered.  Several on my list would be:  training, recruitment of staff and facility enhancements.  There is one more.  Keep reading.

Second, “refusing to hire those who might be smarter than you.”  Yes, a staff member might know more than you about a particular aspect of your business, but it does not mean he or she, and the rest of the team, won’t respect you as a leader.

True, you have to earn that respect, and you might need to work on that to do so, but it will result in dividends.  In my company I have a number of associates that are smarter than me. That is why they are here.  Collectively, we can do more for our clients than if each of us individually was left alone.  Look, my clients respect the fact that I have such a strong team.  They also appreciate that I have the confidence to allow them to have a real impact in key decision making.

Finally, “not allocating a PR or marketing budget”.  Yes, I know you likely saw that coming.  It ‘s so true!  I have a new client questionnaire that I use.  The form includes this simple question: “Do you have a public relations or marketing budget?”  I can’t tell you how often the respondant marks a “no”.

A consistent marketing effort is needed today, especially in an economy that is becoming more competitive. Failing to have a approved budget for campaign planning, traditional media usage, social media and crisis communications, among other key aspects of promoting a business,  is placing your PR and marketing program well below everything else in priority order. In our experience, a new business should allocate about 7-15% in operating funds for public relations and marketing. The funding can vary depending on milestone goals to deliver product and services to customers.  Look at this budget as an investment.  Not as a cost.

So yeah, much can go wrong when starting a business.  However, working on these three predictable mistakes will make the journey more productive and reduce the risk of failure.  Good luck!

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“A PR and Marketing Firm with “Attitude at Altitude” in Woodland Park, Colorado”

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ePerini Readview: PR’s Impact on Search Results

Posted in Advice and Counsel, PR-Marketing Technology, Public Relations News on May 12th, 2014 by M.Perini


Worth reading or viewing

Worth reading or viewing


Occasionally, we at perini & associates will recommend a  news article, book, blog post, research or a short video clip to view relating to public relations, marketing, organizational communication and business development. This “eperini Readview” references a article from PR Newswire relating to brand mentions  as part of its patented search algorithm, validating PR’s impact on search results–mbp





Posted on  by Sarah Skerik

In a patent for search engine ranking methods that was granted on March 25, Google codified the role earned media plays in search rank.  The patent describes how the search engine values “implied links,” which it describes as a reference to a target resource [i.e. a web site or web page] such as a citation, but does not include an express link to the resource, as part of its process for determining the search rank of a web page.

What are these implied links?  In a nutshell, they are relevant earned mentions, and run the gamut from media pick up to references on blog posts to mentions in discussion groups.

“What does all this mean? It means that once a connection is made by someone typing in a brand name or other search query and then clicking on a site it creates a connection in Google’s eyes,” SEO expert Simon Penson explained in a Moz.com post about brand mentions. “The search engine can then store that info and use it in the context of unlinked mentions around the web in order to help weight rankings of particular sites.”

The implications for public relations are significant.  The mentions your PR campaigns create in turn generate audience activity, which Google watches in the aggregate and uses to inform search results.

In an excellent blog post on this topic titled, “Google Validates that PR is SEO in Patent Filing,” Christopher Penn of Shift Communications concludes:

“Google is publicly acknowledging that every time your brand gets a mention in a story, that counts as an implied link that affects your SEO, that affects how many links there are to your website, which in turn affects how well your site shows up when someone is searching for your brand. In short, PR is SEO (or part of it). It singlehandedly validates all of the PR that you’ve generated for your brand, all of the mentions and citations that you’ve accrued through hard work, great products and reputation, and effective public relations, even if you didn’t necessarily get an explicit link in the coverage.”

Read more


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