How to do Public Relations

Posted in Advice and Counsel, Research on June 30th, 2011 by M.Perini

Michael B. Perini, ABC
perini & associates

Deciding how to do public relations can be a difficult task.  The world of PR has changed dramatically in the past several years due to the instant nature of communication brought on my mobile technology, the need to build stronger relationships to drive business and any “call to action”  and the global aspects of the right messaging, i.e., every story is now global.

Look, we know it’s  a tough time, but now more than ever there is a need to manage conversations.  In spite of the recent difficult economic times organizations, according to a recent report from Forrester Research, are now increasing their PR and marketing budgets — up 6.7 percent over last year.

The recession coupled with falling readership of traditional media, the rise of online resources and the emergence of digital networks have lead to dramatic changes in the PR industry.  More than ever it is time to have a professional practitioner conduct an “exam” or better worded an ASSESSMENT.

The Communication Assessment Tool (CAT)© developed by Perini & Associates is a useful process to analyze the communications environment within an organization.  The tool can assist with a special event activity or even issue advocacy.  The tool works for start-ups, non-profits and businesses of all sizes.

The purpose of the tool is to accurately provide a business owner, CEO or organizational leader with a roadmap to integrate public relations strategies, tactics and procedure to  build brand awareness and credibility.  Connecting with target audiences through various tools/outlets is an organic method of communication. Doing so enhances brand loyalty and influence to create a demand for your product/service/support or event attendance.  However, you need help in establishing a solid baseline.  In other words, finding out the health of the “patient” before a road to recovery is chartered.  I often tell folks I am trying to find out if you need “two aspirins or open-heart surgery! ”

It is important when going through the assessment to be honest in responding to the five areas listed:

  • Communication Environment
  • Reputation Management
  • Business Development
  • Public Affairs
  • Access Services

The CAT tells you the “why” and makes recommendations that are directly in line with your broader organizational objectives.  Below is a list of important areas or “Practices” that are analyzed.  All must connect or converge to be effective in driving success and jumpstarting PR.

  1. Strategic Communications Services
  2. Reputation/Relationship Management
  3. Access Services
  4. Business Development
  5. Branding/Sponsorship
  6. Government Affairs
  7. Public Affairs
  8. Minority/Multicultural Relations
  9. Message Development
  10. Direct Marketing
  11. Event and Seminars
  12. Social Media
  13. Issue/Crisis Communications
  14. Media Relations
  15. Executive Media Training
  16. Writing Services
  17. Community Relations/Sponsors
  18. Speeches and Presentations
  19. Employee Relations
  20. Internet-based strategies
  21. Website Design/Search/Assessment
  22. Video Production
  23. Graphic Design/Photo Services
  24. Legal Support

By taking full advantage of every available channel, working with the client and understanding the target audience a organization can achieve outcomes that are transformative.

The results of the assessment are analyzed, a report is prepared and recommendations with a realistic timeline are included.

So, you want to know how to do public relations?  Start with an assessment.  Doing so will increase your success. We can conduct the assessment in person, phone or internet connection.


 

 

 

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So, You Want To Plan A Special Event?

Posted in Advice and Counsel, Research, Social Media on June 9th, 2011 by M.Perini

by Michael B. Perini, ABC

perini & associates

Hosting a special event is a great public relations activity.

However, be warned:  planning a special event is not for the weak or timid of heart. Obtaining success is possible, but only after exploring these key first steps:

1. Have you answered this question truthfully? Why do you want to organize the event?   Are you looking to enhance your company’s image or promote your organization’s membership, products, services or to promote a social cause?  You really need to have a clear objective.  Without it, in my view, you are just wasting time and resources.

2. What are you going to do at the event? I mean, it sounds simple, but I have seen organizations waffle back and forth. You need to have a focus of activities  —  a menu — to draw interest and to keep it throughout.  Unveiling a statue or laying a wreathe or cutting a ribbon, etc.  These activities catch your audience and the media’s attention.

3.  Do you have a plan? Not just one in your head, but a written strategy or blueprint.  Writing down the what, when, why and how will help focus those involved in executing the event and will serve as a marker for future activities.

4.  Have you created a budget? The objective here is to provide a financial roadmap.  The budget should be specific and include revenue opportunities as well as expenses like printing, permits, speakers, food, insurance, etc.

5.  What form of evaluation will you use? The tendency among event organizers is to fold up the chairs and call it a day at the end of the last activity.  In my view, there is one more critical step.  Take time to evalute right after the event while details are fresh.  A questionnaire, either electronic or printed might suffice.  Use of social media tools should also be considered.

Finally, it is important to celebrate your success and to thank all who have contributed.

I will have more to post about special event planning in the future.  We would like to hear your comments about special event planning.

We at perini & associates have assisted in planning and leading many special events.  Call on us to guide you to a new level.

 

 

 

 

 

 

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Is it time for a PR checkup?

Posted in Advice and Counsel, Research on April 7th, 2011 by M.Perini

by Michael B. Perini, ABC
perini & associates

You go to the doctor, right?

You change the oil in your car.  Yes?

You have someone review your taxes.  Hopefully so!

Well then, why not have a PR — public relations checkup?

Look, we know it is a tough time but now more than ever there is a need to manage conversations and we have a lot to offer to help you reach new levels.

The recession coupled with falling readership of traditional media, the rise of online resources and the emergence of digital networks have lead to dramatic changes in the PR industry.  More than ever it is time to have a professional practitioner conduct an “exam” or better worded an ASSESSMENT.

The Communication Assessment Tool (CAT)© developed by Perini & Associates is a useful process to analyze the communications environment within an organization.  The tool can assist with a special event activity or even issue advocacy.  The tool works for start-ups, non-profits and businesses of all sizes.

The purpose of the tool is to accurately provide a business owner, CEO or organizational leader with a roadmap to integrate public relations strategies, tactics and procedure to  build brand awareness and credibility.  Connecting with target audiences through various tools/outlets is an organic method of communication. Doing so enhances brand loyalty and influence to create a demand for your product/service/support or event attendance.  However, you need help in establishing a solid baseline.  In other words, finding out the health of the “patient” before a road to recovery is chartered.  I often tell folks I am trying to find out if we need “two aspirins or open-heart surgery! ”

It is important when going through the assessment to be honest in responding to the five areas listed:

  • Environment
  • Reputation Management
  • Business Development
  • Public Affairs
  • Access Services

Below is a list of important areas or “Practices” that need to be analyzed.  All must connect or converge to be effective in driving success and jumpstarting PR.

  1. Strategic Communications Services
  2. Reputation/Relationship Management
  3. Access Services
  4. Business Development
  5. Branding/Sponsorship
  6. Government Affairs
  7. Public Affairs
  8. Minority/Multicultural Relations
  9. Message Development
  10. Direct Marketing
  11. Event and Seminars
  12. Social Media
  13. Issue/Crisis Communications
  14. Media Relations
  15. Executive Media Training
  16. Writing Services
  17. Community Relations/Sponsors
  18. Speeches and Presentations
  19. Employee Relations
  20. Internet-based strategies
  21. Website Design/Search/Assessment
  22. Video Production
  23. Graphic Design/Photo Services
  24. Legal Support

By taking full advantage of every available channel, working with the client and understanding the target audience a business can achieve outcomes that are transformative.

The results of the assessment are analyzed, a report is prepared and recommendations with a realistic timeline are included.

Are you ready for your PR checkup?  If so, contact us.  We can conduct the assessment in person, phone or internet connection.


 

 

 

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eperini Readview: What the Internet Killed

Posted in ePerini READVIEW on December 23rd, 2010 by M.Perini

Occasionally, I will recommend a  news article, book, blog post or a short video clip to view. This “eperini Readview” references the internet…Please comment. mbp, perini & associates.

In a world where the internet has become as integrated to our daily lives as our cell phone, answering machines and TV recorders it is mindful that we pause and remember just what has been lost in our lifes as a result of all these technological wonders.  This NEWSWEEK article captures the “casualties due to our constant mobile and internet connections”.

I would like you to comment on other changes you have noticed as a result of the new age of instant and constant communications.

What the Internet Killed
NEWSWEEK

What else was "killed"?


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Did the Lack of a PR Strategy kill the AVP?

Posted in Advice and Counsel, Business Development, Crisis Communications, Random Thoughts, Research on September 23rd, 2010 by M.Perini


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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Are Magazines Still Relevant?

Posted in Business Development, Public Relations News, Research, Un-Category on September 9th, 2010 by M.Perini

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 SAILDENVER and AIR FORCE among others.


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PR assessment for the rest of us: CAT

Posted in Advice and Counsel, PR Firm, Public Relations News, Research on August 26th, 2010 by M.Perini

Perini & Associates, a public relations firm based in Colorado, has developed  a  tool to assist managers of organizations, events and issues with determining public relations requirements.

The new assessment tool provides the company executive, event coordinator, or issues advocate with a roadmap designed to integrate public relations practices — top to bottom — for success.

"Cat" -- PR assessment for the rest of us

There are three tools available:

  • Organization-CAT
  • Issue-CAT
  • Event- CAT

Each Communication Assessment Tool (CAT) is useful in analyzing the communications environment within an organization, event or issue.  The tool works for start-ups, non-profits and businesses of all sizes.  CAT is also very useful for the volunteer leader attempting to set up an event or activity.

“It really is the tool for the rest of us,” said Michael Perini, owner of Perini & Associates.

“It ‘s not ‘one stop shopping’ for successful public relations anymore and this tool combines strategies, capabilities and tactics,” said Perini.

Perini & Associates experience is what makes this assessment tool so valuable.   The experience of more than 30 years in the PR field by  Perini an then adding the company’s experienced associate team to the assessment process is the difference.

Most often, analyzing the benefits of PR integration has been subjective and haphazard at best. From a client’s perspective, they don’t often go through a rigid analysis.  Why?  “They think they understand PR because they have a website or have written a press release,” Perini said.  “The results of this tool allows focus and synergy,” he said.

Also, there has been limited available resources that understand and have been able to articulate the need for such a useful service.  “We view PR as a strategic management function, responsible for listening to the customer or supporter and the employees or volunteers and helping management make decisions based on what all these ‘audiences’ think,” Perini said.

Once a client agrees to the assessment, Perini & Associates selects the proper tool, i.e., O-CAT, I-CAT OR E-CAT.   “First, we meet with the senior person for the organization, event or issue,”  Perini said.  “Then we use our tool to establish the current communications environment from top to bottom.  A series of questions forms the basis of each assessment tool and a confidential report is provided with recommended steps to better integrate PR,” he said.

Public relations firms serve as a combination of communications counselor, navigator, and interpreter. “By taking advantage of every available channel, working with the client and understanding the target audience outcomes can be transformative,” Perini said.

Below is a list of important areas reviewed using the CAT:

Strategic Communications Services

Reputation/Relationship Management

Access Services

Business Development/Branding/Sponsorship

Government Affairs

Public Affairs

Minority/Multicultural Relations

Message Development

Direct Marketing

Event and Seminars

Issue/Crisis Communications

Media Relations

Executive Media Training

Writing Services

Community Relations

Speeches and Presentations

Employee Relations

Internet-based strategies

Website Design/Search/Assessment

Video Production

Legal Support

“The impact of such a tool will make a business more profitable, and event better attended and an issue better understood,” Perini said.

Perini & Associates determines up front the cost of the analysis, which is based on the scope,  size of the organization, event or issue and time allowed for the analysis.

To learn more about Perini & Associates and how we can help your company, event or issue please visit www.periniassociates.com or email us at: customerservice@periniassociates.com

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