Archive for July, 2010

For effective PR, it’s what you do after the story gets placed.

Friday, July 30th, 2010

Our PR client, Robin Azevedo of McRoskey Mattress, was the subject of a great article on the front page of the San Francisco Chronicle’s Business section last Sunday.

The great thing about PR is what happens after the story comes out. We all get excited when a newspaper or magazine does a story about us or our company. And you kind of just enjoy the moment. But, that should just be the start.

  • Send the story to all of your clients and prospects. You can’t just think that, because the story came out, everyone will read it. Lot’s of people will, but you want EVERYBODY you are trying to influence to read it. So, get permission and send it to your entire list. Don’t feel that you are being a pest. Think that they’ll be glad to read it!
  • Make sure your keywords are in your answers to the reporter, it helps Search Engine Optimization for people to find your website. Robin and her crew did an excellent job of that. When we tracked the results of the story to the McRoskey website for just Sunday, we were delighted to find that there was an 8X spike for that day, just from Google, with 11,000 page views above the normal day. This is just from people searching for McRoskey because of the story!

So, don’t rest when you get a story written about you. The work is just beginning!

And click here to read the McRoskey story in the San Francisco Chronicle.

A good method for rebranding.

Tuesday, July 27th, 2010

Emilly Savage of Coventry, United Kingdom asked,  ” What are some good rebranding theories and models?”

The one that we at Placemaking Group use is the concept that rebranding is really just uncovering the brand as it exists today.

We always want to know what differentiates them from their colleagues and competitors. We want to know what their goals are for the next year and fro the next five years. We want to know who they should be talking to and influencing.

We talk to present clients/customers and get an idea of how they view our rebranding client. we also talk to current employees and management of the company. Sometimes they don’t even realize they have the rebranding answer.

And as we get to know our client through this process we eventually come up with the brand message; what we want everyone to remember about our client, even if those specific words are never said.

After that we can begin things like deciding if a new logo is necessary. Sometimes we even recommend a new company name, though, that is rare because it’s so expensive to get the brand awareness up again.

Below you’ll find a case study where we rebranded a city, Fairfield, CA.

Another rebranding project we did included a name change, Availigent, because the original name, Eternal Systems, suggested a funeral home, rather than cutting-edge technology!

Heritage tourism.

Monday, July 5th, 2010

Last month, Irv Hamilton, our Senior Vice President of Public Relations, was a session leader at the California Preservation Foundation’s annual conference. The meeting this year was held in Grass Valley/Nevada City, two of the famous Gold Rush towns in the Sierra foothills.

Our session dealt with heritage tourism.  Several subjects that were covered in our meetings provide  a useful framework for communities seeking to strengthen local economies. By definition, heritage tourism uses historic and cultural resources to attract visitors.  Heritage programs can be developed just about anywhere.  Every community has a history.

Following are some important elements for an effective heritage tourism program.

Conduct an unbiased tourism-asset census. Realistically, what assets will attract visitors.  How can they be packaged to be an appealing attraction.

Preserve the authenticity of historic assets. Let people experience the real thing.

Encourage interaction.  Determine how can visitors participate in historic events, rather than just observe them?

Look for ways that local residents can take part in heritage tourism programs.   Make it a community event.

Over the past several years, heritage tourism has grown rapidly as people have become increasingly interested in local history, traditions and culture.  There is even a new word that has been added to the vocabulary of tourism.  It’s “staycations,” which describes-close in travel.  Instead of deciding whether to travel to Mexico or Hawaii, travelers are asking “Should we go to Carmel or Yosemite”.  That new thinking benefits close-in destinations which can offer easily accessible, inexpensive, and historically significant places to visit. Think about the possibilities for your town or city.

Using Imagination to “Get Famous”

Thursday, July 1st, 2010

Our client Catherine Athans, Ph.D. is an author and life coach who often works with entrepreneurs and C-level executives. Very successful with a devoted following, Dr. Athans’ goal was to become better known for her unique expertise and attract more clients.

We worked with Dr. Athans to devise a strategy to get recognition for her, including a steady stream of TV interviews and stories. What made her different? Her strong belief in the power of imagination.

Read the Case Study


Tips and strategies to use to cut through the clutter and get noticed.

1. Know your goal. For Dr. Athans it was to increase awareness of her consulting practice and become an expert as a way to attract clients.

2. Take time to discover what makes you different. With Dr. Athans we interviewed her several times to learn what differentiated her from the crowded field of consultants and life coaches.

3. Get media training. Whether a veteran with the media or new to interviews, an investment in training by experts on how to work with the media and get your message across will pay off.

4. Use video. Having a video is essential to secure speaking placements and media interviews. Also videos help your search engine optimization.

Check out Catherine’s video submission for the “Oprah Search for the Next TV Star Contest.”

To discuss adding PR to your marketing program, just email us >>

Further reading about media relations on our site:
Contacting Reporters

Know Your Audience

Make Press Releases Work for You