With the advent of news on mobile devices, the public relations industry as a whole shrugged. Then they started hemorrhaging money left and right. Pundits and prognosticators weighed in, predicting DOOM for the Traditional Media. New media, they presumed, was king. People didn’t want Old Media anymore when they could get it on their phones. But, trends are not always to be trusted. Rumors of News’ death may have been premature.
While the momentum is still decidedly on the side of New Media News, at least one contender to the throne of Tomorrow’s Media has fallen from contention. Former New Media Cinderella “Circa News” recently reported that it would be putting its news app on “indefinite hiatus.” That, usually, is code for “we’re done with this.” It’s almost always cheaper and more profitable to come up with a new idea than to try to resurrect a proven loser.
Then again, Circa News may not really have been a bad idea. It may have just been too expensive for its developers to continue to produce. That’s the current story being floated, anyway. The promise had been “breaking news faster and better and more mobile-friendly than ever before…” then they ran out of cash and had to pull the plug.
Wait, you argue, isn’t there more cash out there for a concept with some momentum behind it? Usually, yes. Unless that idea is going nowhere.
In their swan song missive, the decision makers at Circa divulged a fact all media tycoons understand – real news is expensive to produce. Here’s what Circa’s CEO Matt Galligan had to say:
“Producing high-quality news can be a costly endeavor and without the capital necessary to support further production we are unable to continue.”
This is the dynamic all digital news agencies and app producers have to face. The news business is hard, profit is tough to come by and making it work on a reasonable budget is next to impossible. Competition is fierce, and the public appetite is immediate. Delays don’t just cost money, they kill companies.
At the center of all of those dynamics is the reader. The fickle, ever-changing reader. There was a time when media control was absolute. Now a single-menu restaurant has become an all you can eat buffet of options. To be consumed, media has to be chosen. That means media – both old and new – is subject to the same dynamics that govern the marketing of any other high-competition product or service. Those who figure out how to work within that paradigm will survive. Those who ignore it, favorable winds or otherwise, will sink.
Large companies should know that frontline managers should be given training and authority to act. Frontline managers are those noteworthy souls who, in most cases, oversee others efforts in a management role yet are given no authority to make policy or decisions. Generally they relay decisions and then make sure those policies are followed. Yet, frontline managers may be the very people who can see where changes should be made to create better results. If they know how to develop strong relationship with the line workers and with upper management, they can become the bridge that strengthens every part of an organization.
Leadership Training : A Necessary Investment for Success
If your company wants to see real expansion and growth, consider training for your frontline managers in the following areas:
Communication and coaching. An active and empowered frontline manager needs to be aware of what is happening in his location. If he has an open communication with the workers, customers, and upper management, he can then use that information to make decisions to stay ahead of any problems. If the frontline manager is in charge of one store in a national chain, he is the one who should have the power to act when community situations arise.
Waiting for a policy decision from the national headquarters may cost valuable response time in emergencies. The faster the manager can act to provide help and assistance, the more positive will be the outcome for that store, and in many cases for the chain of stores in an onslaught of positive publicity. And just as each location may have specific needs and concerns, they have individuals in their workforce.
The frontline manager is the one who, if he is keyed in, can see the special talents, connections, and skills of his workers. That manager should have the training to know how to use those skills to the best outcome for the company as well as the individual. As a manager learns to develop the abilities and skills of his staff members, he improves the conditions of the workplace, employee satisfaction, and the morale of the workforce. Happy workers make for pleasant interactions with customers, which lead to repeat business.
Retention and motivation. Yes, your frontline manager will make sure the workers know the company policies, but he should also know how to get the best results from those efforts. It is hard to build employee loyalty simply by enforcing corporate rules and policy. A good manager will find ways to amp up the efforts of his staff, to motivate them to better results. He will also make sure that he retains employees, so turnover is not costing more than necessary.
When people feel they are appreciated and honored for the work they do, they will generally stay longer and be loyal to their employer. And, in this case, their employer is the frontline manager, at least to their way of thinking. But that manager will have also instilled a culture that lasts beyond his time in the job because the workers have seen how it is done day-in and day-out. This trains them to do the same with each other.
Problem resolution. Whenever possible the manager will foresee any problems, plan for them, and put solutions in place before the problem happens. But there are also emergency situations that arise and need to be addressed. A local dam breaks and floods half of the community – this is an emergency that needs to be addressed immediately. In such major situations, communications may not be available for days. If your manager has the authority to act promptly, he can save your company a lot of headaches and money.
Whether he closes shop and sends the unaffected workers out (on your company’s dime) to volunteer in the community rescue efforts, or opens the facility to provide temporary shelter to displaced families, he can be the best thing that happens in your company. If his hands are tied, you may not have repercussions, but you also won’t have any good will nor the publicity garnered from his good choices.
Give your frontline managers the tools they need, and they can do wonders for your bottom line.
Lean management is a holistic approach to running a company and how your organization can benefit from this style of communication. As in most things, change starts at the top. Once you, as CEO, are convinced of the value of lean management, then the shift to it begins to happen. Now, how can you get that ball rolling?
Lean management allows people to do what they do best and most love to do. So one of the first steps you need to take is to organize your people so they can create small groups allowing them to do that most of the time. In other words, if you have people who want to sit at their desk and focus on getting information into the computer, you shouldn’t have them spending half of their day in meetings where they are expected to be highly communicative with others. Nor should you have someone who is highly social stuck in a filing room all by themselves all day. So the big trick at each level of your organization is discovering who likes to do what and how to make it possible for them to do that with more of their day. That will start with communication between them and with you and other leaders.
But sometimes people are so used to being told what to do, it might be hard for them to identify what the ideal situation would be for them.
Another issue you will face is that your management staff may feel as if they are being robbed. Because you will be empowering people to do what they already know and love doing, they will need much less direction and supervision. So helping management staff realize that they also will do what they love more and not as much of what they dread, the transition should be easier.
Even in the microcosm of your company, you will find those who love to file, those who love to answer phones, those who love to type, and those who love to organize. You will also find the people who dream up solutions and innovations. It is a simple matter of identifying and channeling those people and allowing them to shine in the way they have always wanted.
You’ll spend less time training new employees, partly because old ones won’t leave and partly because they will gladly train themselves about the things they love. You’ll spend less energy following up with people about when they will complete a project you feel they should do because almost everything they do is fun and exciting to them. You’ll also get to experience the appreciation of employees who know they’ve never loved a job more than what they are doing right now.
Ultimately, you’ll have managers who love communicating with their group and who know best how to do so. When that happens, your job as a communicator becomes almost effortless both inside your company and with the public.
The road to getting to this utopian company may have a few bumps. You’ll probably encounter some resistance too—mainly because no one has ever had it so good before. But the effort will be worth it and in the end your team will be happier, more productive, and more efficient.
Pinterest has been around for quite a while now, at least in terms of a social media platform. People use it for a variety of reasons. If they are looking for ideas based on a theme or topic; if they want to know about products on the market and how they can be used; and if they are trying to narrow down options. There are probably other reasons, but these are three main ones that can help build your business and customer base.
Expand your customer base.
Your customers fall into a particular category, but you feel certain other groups would love your product if they only knew about it. Pinterest is a great way to expand your base to other groups. One way to do that would be to create different boards on your site that are targeted to those new groups. If most of your customers are young mothers in their 30’s, you may want to target college students or DIYers. So, after studying the demographic you want to add and finding what types of presentations do best with that group, you would then create a board with pins specifically meant for that group. This includes pins about your product being used in a way that would be useful to that demographic. But you would also include other pins that inspire or appeal to the group without ever mentioning your product. As a starting point, create two or three boards that are for groups other than your primary customers.
Pin It Button
Make sure you have the Pin It button on your website so your posts can easily be pinned to a visitor’s boards. Pins and likes on your products direct people back to your website, increasing traffic and exposure. Adding this button is usually a simple process, and you should find the instructions on Pinterest or from your web service provider.
Whenever you are presenting your products on social media, don’t skimp on the quality of the photographs. Make sure the resolution is high and the images are crisp and eye catching. Remember that more than 60% of social media views are happening from smartphones currently and the percentage is expected to continue to rise. That means that your image is going to be seen on a screen that is a maximum of about five inches tall. If your photographs are not vibrant, crisp, and beautifully presented, they can easily be scrolled over without ever leaving an impression.
Pinterest, like other social media platforms, has well-established patterns of what works there. Make sure your posts offer something that people will enjoy, and it will likely be pinned. Once you have several posts, check your analytics to see which ones are grabbing the most attention from your target audiences to begin to tailor your approach for the best results.
Public relations is essential to success for every business, especially when online PR has the possibility of spreading to thousands of potential customers within a matter of minutes. While most business owners know what PR is, they have little knowledge about how to implement an effective PR strategy.
If you find that your business has made little to no progress in branding or public relations, it might be time to find yourself a quality PR firm that can offer exceptional PR insights into your company.
Your Company Needs Professional PR Insight to Succeed
You might think your business has a newsworthy story to share, but will people really be interested? Do you know what your customers are really looking for in terms of quality and engaging content?
A top public relations firm will help get your brand in front of thousands of potential customers that are actually interested in what your company has to sell. Each time a press release is written, it will be informative and engaging for your consumer base because the topic will actually be newsworthy.
Outside perspective from a third party is essential, and a PR firm with years of experience knows what insights are important to you.
A PR Firm Has the Skills Needed to Bring You Customers
Promoting your brand in the right way can be the change you’ve been looking for to help boost your sales.
Your company’s image must be sculpted from the ground up. Every time a press release comes out, it needs to written in a precise manner about a relevant topic that generates buzz and attracts your readers. Every single thing that you do will affect your brand, and a PR firm has the experience to advise you on both good and bad decisions.
The Execution of Your PR Strategy
Once goals are set, you need to successfully execute your strategy and a PR firm will create a plan, layout the framework and deliver on their promises.
There are a variety of ways your PR can be improved. From community involvement to exciting and unique press releases, a comprehensive strategy is necessary to spread your brand to relevant consumers. Whether those consumers are located in your own community or around the entire country, a quality PR firm can deliver on promised results and will consult with you throughout the process on statistics, goals that were met and how to improve the plan to help you achieve better results in the future.
Who is Ronn Torossian:Ronn Torossian 5WPR CEO, Author of best selling PR book “For Immediate Release: For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations”, and a regular contributor to Fox News, Huffington Post, Business Insider, Insights Wired, Everything PR and more!
Ronn Torossian at the NY Observer
Ronn Torossian at Everything PR
Ronn Torossian at Wired Innovation Insights