Live! New Twitter Format and Perini & Associates

Posted in Company, Social Media on April 25th, 2014 by M.Perini

Check out our new company Twitter profile using their new format! You might want to follow us as there is often new content that is not posted anywhere else by us.


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Six Ways to Keep Teens Safe Online

Posted in Advice and Counsel, Social Media on September 6th, 2013 by M.Perini
Worth reading or viewing

Worth reading or viewing


Another eperini Readview worth your time!


Source: Perets


A few years ago, all I had to do Six Ways to Keep Teens Safe OnlineNow, my daughters are 12 and 14, and each has her own iPhone. Their online lives are lived inWhatsAppFacebook comments, texts, and occasional emails. They regularly interact with kids I’ve never met. While they’re (probably) smart enough not to reveal information to strangers they’ve never met, my daughters are at risk for cyberbullying (both being bullied and being bullies), overexposure on social networks, and even sexual solicitation.

Think about it: With a phone in her pocket, a typical teen has the ability to spend hours—days!—interacting with her peers, completely unfettered by parental supervision. And how has that worked out in the past? HeathersLord of the Flies? Short of banning all the technology—a solution I have, at times, considered—what’s a concerned parent to do?  Read more:   6 WAYS TO KEEP TEENS SAFE ONLINE


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Social Media: You Need to Optimize Your News

Posted in Social Media on April 19th, 2013 by M.Perini

Don’t use a one-size-fits-all approach when sharing news on social media.

Below are excellent tips that we also use for our clients.

Source:  PR Web  “The Connection”


The different features and formats of each social network create unique expectations and forms for content. Rather than cut and paste, tell the same story in platform-specific ways to generate the best results on each network.


Facebook is a storytelling medium. To drive the most engagement, connect with readers. This could be by making them laugh, teaching them something new or giving them a sense of brand ownership.

Facebook has had a growing emphasis on visuals. Include both text and pictures in your posts. High-resolution pictures of your products and services, team members or your customers can all can be effective in engaging readers. You can also embed short videos, which are ideal for demos and interviews. Use text to provide context and encourage reader feedback.


With a 140-character limit, news delivered via Twitter must be clear, engaging and to the point. Quickly communicate value by positioning your news as a list or a how-to, e.g. “Five Strategies for XYZ.”

GrungySocialMediaLook at hashtags that are “trending” (located to the left of your Twitter feed). If one relates to your story, include it in your tweet for increased reach. If you’re hosting a conference or online event, create an event-specific hashtag for attendees to tweet in real time.


LinkedIn’s professional focus makes it the ideal channel to share industry and trade news, new talent, new products and services, and online news releases.

LinkedIn allows companies to target status updates for specific audiences, ensuring your news gets in front of relevant stakeholders. You can also embed videos and graphics to make your news more interactive and engaging

Don’t blast out your news without taking the time to optimize it for your company’s social channels. The extra effort will generate more customer engagement, and in turn, a boost to your bottom line.



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Facebook’s New Graph Search — Brand Awareness For Business? Nonprofits?

Posted in Social Media on January 17th, 2013 by M.Perini

by Michael B. Perini, ABC
perini & associates

Recently, Facebook announced that it is launching a search engine for the social network called “graph search.” Mark Zuckerberg described graph search as the third pillar of the Facebook experience, along with the News Feed and the Timeline.  Here is an excellent initial summary sourced from Digital PR found at

3-facebook-pillars“What exactly is this new search product?  Is it going to be a Google competitor?  No, says Zuckerberg.  This is not about web search.  It’s about tapping in to the vast body of knowledge Facebook has about about what we like and what we do.  It’s about discovering things recommended and liked by your friends. It is a search based on your social graph.

Graph search focuses on people, photos, places and interests.  Zuckerberg demonstrated how graph search will deliver answers to questions like, “Who are my friends that live in San Francisco?”  And it goes much further than friends.  You could ask questions about restaurants, activities or shows in San Francisco  If you were to search ‘What are the best restaurants in San Francisco’ you would get recommendations for restaurants based on how many of your friends have been to a restaurant and liked it. You could ask for photos of places or products.  You could ask questions like “which is the best digital camera: and see what your friends use and recommend.  Read more.

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Text Messaging Has Turned 20!

Posted in Public Relations News, Social Media on December 8th, 2012 by M.Perini

The first SMS was sent with a Christmas greeting in 1992, according to this USA TODAY report.  We would like to know how you use text messaging.  Please comment.  Read More.

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Business Alert: Little Work On Your Marketing Plan?

Posted in Advice and Counsel on December 4th, 2012 by M.Perini

by Michael B. Perini, ABC
perini & associates

One of the biggest reasons why a business fails is lack of action on their written marketing plan. I can’t emphasize this enough: Marketing is an active part of a business.  Remember,  it’s not a set and forget aspect of a business.

In order to ensure that a marketing plan succeeds you must be actively engaged in working that plan.

This means:

1.  Update the text and redesign your email marketing messages regularly.

2.  SMS messages should be rewritten after every send. Keep messages short with only the minimum necessary information.

3.  Videos should be produced, edited and updated to as high a level as possible. Computers and technology can turn just about any computer into a production studio with the right software. Keep videos interesting, engaging and relevant. The videos should be related to the company, the products or the services offered.

4.  Review customer feed weekly and make changes to products and services when trends are detected.

5.  Set up a marketing schedule and find out how much time, generally through trial and error that you need each day, week or month to handle all your marketing tasks and keep everything up to date.

According to marketing experts, the reasons why a marketing plan might fail are numerous. Some of these reasons include, failing to do the proper research into the market, the competition as well as the tools available. Other reasons can be failing to have enough tools, having too many tools or not using the tools you have effectively. Taking the time to make sure that you have the information you need as well as putting in the effort to ensure your success can go a long way to eliminating these reasons.

Finally, make this a key business alert!  No work on your marketing plan can mean no business at all.  So, treat a marketing plan as an investment.  Not as a cost.

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The Media Explosion: Why Our Messages Keep Getting Lost

Posted in Advice and Counsel on November 12th, 2012 by M.Perini

by Michael B. Perini, ABC
perini & associates

We live in an over communicated society.  As a result, communication for a business, nonprofit or organization is most difficult and should not be left to the untrained or  weak.

There is television.  Commercial, cable, and satellite.

There is radio.  AM, FM, Internet and satellite.

There is social media.  Facebook.  Youtube. Twitter.  Pinterest.

There’s outdoor.  Posters and billboards.  And of course, buses, trucks, airplanes, streetcars, subways and taxi cabs.

There are newspapers. Morning, evening, daily, weekly and electronic.

There are magazines.  Mass magazines, daily weekly, class magazines, enthusiast magazines, business magazines, gossip and trade.  Yes, many titles can be found in electronic form.

Even the human body has become a walking billboard for Adidas, Gucci, Benetton and Gloria Vanderbilt among others.

Please comment with your list of the channels for communication.

Communication is a tough business where mistakes are costly. All this to remind you that you are often better off if communication doesn’t take place.  At least until your business, nonprofit or organization is ready to position for the long term.

Remember, the wise saying, “You never get a second chance to make a first impression.”




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ePerini Readview: Social-media tools can boost workplace productivity

Posted in ePerini READVIEW, Social Media on September 9th, 2012 by M.Perini

Worth reading or viewing

Occasionally, I 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 USA Today article relating to small businesses that use technology to help them operate more efficiently in an increasingly competitive environment.  See if you agree–mbp

In this digital age, U.S. physicians still send and receive some 15 billion faxes a year. But not Dr. Howard Luks, chief of sports medicine and knee replacements at Westchester Medical Center in Valhalla, N.Y.

Luks, whose practice operates as a small business, is an avid user of Doximity, a Facebook-like social network for health care professionals. The service, launched 17 months ago, has enabled Luks to nurture a close-knit circle of about a dozen referring doctors and specialists with whom he confers and shares records on a daily basis, mostly on his iPhone.

Instead of relying on fax machines and clerical staff, Luks and his colleagues are tapping into online posting and sharing technologies as part of their daily routines. These are the same type of Internet systems that teenagers use to cultivate friends and chronicle their daily lives.

…Read more.



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ePerini Readview: How to avoid being lost in the digital crowd

Posted in ePerini READVIEW on July 24th, 2012 by M.Perini

Worth reading or viewing









Occasionally, I 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 blog post from Chuck Cordray,  the president of Volly posted on Linkedin  about how consumers today are stretched thin, scrambling to manage more responsibilities than ever, and multitasking at every turn.   See if you agree–mbp

“New communications channels have changed how businesses and their customers interact, making it necessary for businesses to adapt and find new ways to assert their unique brand identities.

The goal of most online marketers used to be to drive traffic to their company websites. But today the channels to keep up with consumers and keep the brand fresh are quickly changing. With consumers increasingly shifting access to mobile devices and social sites, they have less time to spend on an individual company’s site.

This represents both a challenge and an opportunity for businesses. Smart businesses are syndicating their brand experience on these destination sites to extend and strengthen their customer connections. The best of these digital relationships create branded encounters, targeted cross-sells, and a place to provide customized content, customer self-service, and account management.

The fragmented consumer

Consumers today are stretched thin, scrambling to manage more responsibilities than ever, and multitasking at every turn.

As a result, they’re flocking to places on the web where they can digitally replace physical activities and do so more quickly and conveniently within a few top destinations. Content consolidation portals have become hugely popular and successful because they offer easy-to-use and efficient access to the things that consumers value:

  • Information: Google, Wikipedia, and Twitter have all but replaced card catalogs and reference libraries.
  • Shopping: Amazon provides a massive online shopping mall open 24 hours every day of the year and a marketplace of offerings from others.
  • Social interaction: Facebook, Twitter, and Google+ have replaced email for younger people to communicate with friends and family near and far. Social networks have also become the online water coolers and informal gathering places for people who telecommute, live far from friends and family, or who have increasingly less time to share news, experiences, and insights through other channels.
  • Entertainment: Sites such as YouTube, Pandora, and Hulu serve to provide rich, consolidated online entertainment experiences.
  • Financial services: More than four-fifths of customers at major banks such as Bank of America, Chase, Citicorp, and Wells Fargo have access to online accounts.

However, when it comes to asserting brand identity, the challenge remains, as sites like Amazon leave little room for brand influence and online banking portals bear the bank’s branding — it’s focused on bill pay, not on the consumer’s interaction with the biller.

While search engine marketing and optimization are critical elements of marketers’ branding efforts through Google, other sites, such as Google+ and Twitter, offer additional branding opportunities. In particular, Facebook provides the best example of the benefits of building brand identity within a destination site.

The outreaching brand

On Facebook, marketers were quick to launch branded pages linking to their own websites. The traffic to their Facebook pages quickly took off. However, consumers don’t always want to leave the Facebook site to click out to individual business websites — in many cases, they are happier to interact with the brand in the Facebook environment. The key was to bring the brand to the consumer.

Today, successful brands go where consumers congregate rather than wait for consumers to come to them. This requires building up an extensive brand presence within consolidated sites — in essence, syndicating the brand experience on digital properties outside of their business’s own domain. Brands such as Coca-Cola, Disney, and Starbucks have been successful in creating powerful brand destinations within Facebook, with ever-growing fan bases of more than 20 million each.

Standing out against the clutter

A new type of single-consumer destination site is emerging as the physical world mixes with the digital world. Enter the digital mailbox. As the digital mailbox develops, it will become an environment for brands to inform, transact with, and market to customers. It will also change how people conduct their personal business and introduce efficiencies into their busy lives.

We can all agree that people today increasingly prefer to do things digitally. This presents an opportunity for brands to use new consolidated online destinations, like a digital mailbox, to extend their brand’s presence and provide customers with relevant, personalized, and interactive communications.

To promote the brand, the digital mailbox concept allows marketers to incorporate logos, styles, personalized offers, one-on-one messaging, links to online account management, product cross-sells, and even offers bill pay, which enables businesses to maintain their personalities while creating a strong brand presence and ultimately strengthen ties between the business and its customers.

For brand marketers, partnering with the right destination mailbox will help capture customers’ attention. As you’re evaluating these new consolidator sites, keep in mind some of the key features that should be offered to make sure the experience will be a successful one — for the brand and the consumer. These could include:

  • Branded encounters: inbound mail of all types, as well as online bill pay and permission-based marketing; plus creative experiences that leverage the digital medium.
  • Targeted cross-sell: analytics-based insights captured and used to drive right-time, relevant messaging.
  • Customized content: real, one-to-one focused communications that hone in on and addresses specific consumer needs and concerns.
  • Increased self-service: opportunities to get answers and complete transactions more easily and efficiently — 24 hours, seven days a week.
  • Links to web or social media: ways to easily move between different media and destination sites.

As single destination sites for consumers are evolving, forward-thinking brands can have a say in how a solution will work to bolster a brand’s identity and integrity, while best serving the needs of its customers. The digital mailbox will change the game in favor of digital marketers who know how to be where their customers can find convenient, comprehensive service.”

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Waldo Canyon Fire: Public Information in a Crisis

Posted in Advice and Counsel, Crisis Communications on July 18th, 2012 by M.Perini

by Michael Perini, ABC
perini & associates

Public information requirements during any crisis are significant.  However, with local officials having to conduct their duties while also worrying about evacuating, it makes this effort to communicate accurate and timely information to the public even more challenging.

Here are my thoughts, as they relate to crisis communications,  having been impacted by the Waldo Canyon Fire.

Our hearts and prayers go out to all those who lost loved ones and property.  Also, to business owners who lost customers and had to lay off employees during the Waldo Canyon Fire due to the economic impacts of this major disaster.

Fortunately, the fire is now 100% contained.  However, the community will be in recovery for sometime and most are already hard at work picking up the pieces from the worst fire in Colorado history.  My family and business were on standby to evacuate, but were one of the fortunate ones that did not have to.  We deeply thank our fire fighters, police and emergency management teams.

With what happened in Colorado Springs — 347 homes destroyed  and 18,247 acres burned–  local community leadership (El Paso County, Colorado Springs, Teller County, Woodland Park, etc.) were all under the microscope to provide citizens with information.  The comfort citizens get when knowing that community leaders are doing everything possible is hard to describe during a crisis.  A visible presence is strong evidence that local leadership is aware and taking action to do all to keep citizens safe.  Also, being visible can not always be done only when the leadership has a free moment.  Leaders MUST make time, be articulate and always have a caring attitude.   We saw this going on in the daily sessions with the media.

Being defensive does not build confidence for citizens.  Determining what went right or wrong needs to be left to after everyone is safe and the crisis has been controlled.

With people evacuated and on stand by to evacuate we can not assume that merely telling them go  to a website is going to work for them.  Other methods for disseminating public information must be used.  And yes, information has to be repeated as citizens are under stress and might not see, read or hear the initial release of information.

Here are public information tools that were used during the Waldo Canyon Fire and can be a lesson for other communities.

1.  Official websites.

2.  Social media.

3.  Community and Business Marquees:  Scrolling information on evacuation and resource locations

4.  Factual information released to the media on a frequent basis to include conducting interviews.

5.  Priority by community leadership to conduct community meetings.

6. Central location where citizens could go IN PERSON to get the latest information.

7.  Use of on-going media press conferences to distribute the information if a presence by a local official was not practical.  For example, having the Incident Commander in Colorado Springs mention what was going on up close to our town instead of depending on the media to ask the question was very useful to  concerned citizens.

8.  Flyers were posted in business locations and other areas that citizens have access to with regards to community meetings.

9.  Use of electronic reverse 911 or Alerts

10.  Email blasts.  For example the Greater Woodland Park Chamber sent out  official information to  membership.

As the former Director of Public Affairs at NORAD and USNORTHCOM, I have had my share of crisis communication planning and execution.  However, having to live personally through a fire and see the public information efforts conducted by others I salute all involved in this heroic endeavor to keep us informed.



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