Giving Back To The Community

Posted in Company, PR Firm on April 16th, 2015 by M.Perini

perini & associates is very proud of efforts to help nonprofits with resources to include professional services and funding.

“Giving back is so important to us as a core competency to our business,”
— Michael B. Perini, ABC

Here is a list of just some of the organizations where we have assisted them in public relations and marketing:

Boy Scouts of America

Charitable Treasures Workshop


Community Church

Community Partnership

El Tesoro Retreat Center

Friends of Florissant Fossil Beds

Habitat to Humanity of Teller County


Help The Needy

Holiday Home Tour

Honorary Deputy Sheriff’s Association

Living Streams Church

National Homeland Defense Foundation

Pikes Peak Regional Medical Association

Rampart Library District Foundation

Teens With Promise

UTE Pass Symphony Guild

Victor Youth Hockey

Wild Blue Animal Rescue & Sanctuary

Woodland Park Senior Citizens Club



Tags: , , ,

Marketing Strategies That Work

Posted in Marketing on April 22nd, 2013 by M.Perini

From the Small Business Administration.  This useful article, written by Caron Beesley, Community Moderator provides advice that we agree with and use with our clients.  Take a moment to read:

“When did you last take a marketing 101 course? Don’t have enough time or perhaps you leave marketing up to others? Whatever the stage of your small business, a marketing plan can help ensure you are putting your customers at the front and center of your business. Likewise, an effective approach for its execution will ensure you satisfy your customers’ needs while generating profits for your business.

So if marketing concepts are new to your or you just want to dust off your marketing hat, check out SBA’s free online course — Marketing 101. Designed with the small business owner in mind, the course can help you understand the importance of marketing research, help you build a marketing plan and suggest strategies to help you go after your target market.

In a nutshell, here’s what you need to know. (I’ve also included links to some articles that provide a deeper dive into some of the areas covered by the course):

Think You Know What Marketing Is?

You might think that the first exercise in this course is redundant – “What is Marketing?” However, it’s worth explaining, because marketing is so often confused with advertising or promotion, and it’s much more than that.

The American Marketing Association defines marketing as, “the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.”

A lot of words, but the key word is “satisfy.” Your products and/or services should provide a solution to an unfulfilled need in the market place. Once you’ve established that need (with the help of market research) you then go on to establish prices, develop an awareness or promotion strategy and set up distribution processes.

Don’t Do Anything Without Doing Market Research

To be successful selling into a market, you have to first understand it. The thing is, it needn’t be costly or complex; it can be as simple as surveying a cross-section of your prospects or customers. You can also draw on demographic information, market trends, and so on. Check out SBA’s Size Up tool a free service that helps you manage and grow your business by benchmarking it against competitors, mapping your customers, competitors and suppliers, and locating the best places to advertise.

Your research should focus on getting answers to the following questions:  Read more


Tags: , , , ,

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.



Tags: , , , , , , , , ,

Silo Marketing – Not a Good Idea for Your Business

Posted in Advice and Counsel, Business Development on March 2nd, 2013 by M.Perini

Colorado Springs Business Journal Guest Column, 28 February 2013

Tags: , , , , , , , , , ,

The Industry Struggles to Measure Your TV Viewing

Posted in ePerini READVIEW, Research on February 25th, 2013 by M.Perini
Worth reading or viewing

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 New Yor (AP) article relating to it being harder and harder to measure TV viewership.   See if you agree–mbp

Harder and harder to measure TV viewership
NEW YORK (AP) — Every Tuesday, the Nielsen company publishes a popularity ranking of broadcast television programs that has served as the industry’s report card dating back to when most people had only three networks to choose from.

And every week, that list gets less and less meaningful.

With DVRs, video on demand, game consoles and streaming services, tablets and smartphones, the way people watch television is changing and the industry is struggling to keep on top of it all. Even the idea of “watching television” is in flux. Are you “watching TV” when you stream an episode of “Downton Abbey” on a tablet?

Nielsen, which has long had a virtual monopoly on the audience statistics that drive a multi-billion dollar industry, last week took an important step toward accounting for some of the changes. Starting in September, Nielsen will begin measuring viewership through broadband devices like game consoles for the first time. Right now those numbers go uncounted.

“The ratings are a very one-dimensional look at what is happening,” said Alan Wurtzel, top research executive at NBC Universal, “and we now live in a very multi-dimensional world.”

Nielsen’s weekly rankings count people who watch a broadcast TV show live or on their DVRs that same day through midnight on the West Coast. To be sure, this is still how most people watch television. CBS didn’t need anything other than live numbers to know that its new reality show “The Job” was a flop, and canceled it a week ago after two episodes.

Through separate, less publicized rankings, Nielsen can also track how many people see a program on a time-shifted basis. One ranking, which measures live viewership plus those who watch on DVR or video on demand within three days of the original airing, is what the industry uses to set advertising rates. Other rankings measure those who watch within a week, or even within a month.

Those numbers can present a much different picture of a program’s popularity.

During the last week of January, for example, ABC’s “Modern Family” ranked No. 12 for the week with 10.8 million viewers if you count just the people who watched on Wednesday, Jan. 23. But within seven days, 15.9 million people had seen the episode, enough to make it the third most popular show of the week behind two “American Idol” episodes. Fox’s “The Following” finished a modest 15th place initially, but its audience jumped by 45 percent over the next week, enough to lift the show to fourth place.

Meanwhile, almost all of the “60 Minutes” viewing is done live. The CBS newsmagazine dropped from seventh place in the initial rankings to 15th after a week.

The time-shifted viewing can change a network’s perception of a show. NBC would have likely canceled “The Office” years ago without this additional audience. “The idea of how many people are watching a program and caring about the show becomes increasingly important, and it is not reflected in the Tuesday report,” Wurtzel said.

CBS considers its freshman drama “Elementary” a case of public perception not matching reality. Last fall, the show averaged 9.7 million viewers — respectable, but hardly a sensation. But between video on demand, DVRs and streaming, CBS said an average of 13 million people watched each episode within a week of its airing.

“If the number the press had seen was 13 million instead of 9.7 million, it would have been seen as a huge hit,” said David Poltrack, CBS chief researcher.

In a world where people demand information faster and faster, television executives are no different. They want ratings NOW. The problem is, all of the changes in content consumption demand patience. Nielsen’s report on how many people watch a show within seven days isn’t released until three weeks after a show first airs — a glacial pace.

“We have to basically train the entire industry to no longer look at the fastest information, which is preliminary and not necessarily reflective of what the reality is,” Poltrack said.

Nielsen says it regularly discusses how it releases ratings with all of its clients and there’s been no consensus on change. Most people watch their favorite shows as quickly as they can, said Pat McDonough, Nielsen senior vice president of insights and analysis.

Each week the average American spends 32 hours and 15 minutes watching live television, according to a Nielsen study issued last month. More than 12 hours is spent either watching time-shifted TV or DVDs, playing on game consoles, surfing the Internet or watching video on computer or mobile devices, the study said.

“The one thing most people don’t think about is a lot of the additional viewing is rolling out slowly over time and right now, live plus same day viewing is the best way to measure,” she said. “It may not be that way five years from now.”

Networks dispute the notion that things are changing slowly, although they are happy that Nielsen will soon be able to estimate how much television is being watched on broadband. There’s a limit to the information, though: Nielsen can’t yet tell specifically what programs people are watching this way.

Later this year, Nielsen hopes to roll out a pilot program to identify what people are watching on iPads. It’s unclear when this technology will be available for other tablet brands or for smartphones.

The company measures some online video streaming and includes it within its time-shifted reports. However, this picture is partial, too. Nielsen can measure streamed programs only if they have the same commercials shown on TV, and not every website does this.

Netflix’s release of an entire 13-episode season of the well-reviewed series “House of Cards” on Feb. 1 was a television landmark, evidence that a lot more “television” content is coming from non-traditional sources. Nielsen has no idea how many people have seen “House of Cards,” though. Netflix knows. But it won’t tell.

People are increasingly spending time catching up on series they’ve caught on to midstream, the phenomenon known as binge viewing. No one really knows who is spending an evening watching three episodes from the first season of “Homeland” instead of live TV. Nielsen has an oblique way to illustrate that binge viewing is a reality: When AMC’s “The Walking Dead” returned from a hiatus on Feb. 10, the 12.3 million people who watched that night was a series record and evidence that it had attracted new fans during a pause in original episodes.

That episode of “The Walking Dead” was the ninth most-watched television show in prime time that week, but it would have taken some investigation to know that. Nielsen ranks broadcast and cable shows separately even though that distinction means little to a younger generation of viewers. TV is TV.

Cable networks are in no hurry to change that because, with the exception of the biggest hits, even relatively unsuccessful broadcast programs get more viewers than cable.

There’s a similar dynamic with PBS. The public broadcasting system generally doesn’t pay Nielsen to have its programs rated, although it will on special occasions. The 8.2 million people who watched the third-season finale of “Downton Abbey” on Feb. 17 was more than anything seen on ABC, Fox or NBC that night. No one would have known that unless they’d seen a report generated by a PBS press release.

The numbers-crunchers within the industry know all of this.

Nielsen’s Tuesday rankings — and the achievement of getting into the week’s Top Ten — used to mean the world. Now it’s a small part of television’s picture.


EDITOR’S NOTE — David Bauder can be reached at dbauder(at) or on Twitter (at)dbauder.

Tags: , , , , , , , ,

Is The PC Dead?

Posted in Research on January 13th, 2013 by M.Perini

by Michael B. Perini, ABC
perini & associates

Take a look at this presentation from Nicholas Carlson, Business Insider to answer that question.  What do you think?

Tags: , , , , ,

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.

Tags: , , , , ,

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.

Tags: , , , , ,

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.”




Tags: , , , , , , , , , , , , ,

Perini & Associates Video Channel — YouTube

Posted in Advice and Counsel, Business Development on October 12th, 2012 by M.Perini

by Michael B. Perini, ABC
perini & associates

Why video?

Video gives you an opportunity to interact with others by allowing them to get to know you and your business, organization or nonprofit.  Check out our videos on YouTube.  A great variety of videos that have added marketing boost to our clients.

Our videos are short, have a call to action, combine video and still images and we always make sure that others know how to find you. Finally, we distribute our videos in every way possible.

Remember a video can help you have a face that folks can recognize and come to trust.

Please join our channel.

Tags: , , , , , ,